Volume 10, Issue 3, March – 2025 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 https://doi.org/10.38124/ijisrt/25mar1957 IJISRT25MAR1957 www.ijisrt.com 2824 Examining the Marketing Practices of Street Food Vendors; A Case Study of Rotunda Vendors Caisy P. Dano 1 ; Frisky Boon P. Bernante 2 ; Francesca Rebecca J. Mayola 3 ; Ace Virgel T. Batingal 4 * 1,2,3,4 Saint Columban College, College of Business Education, RCGQ+MFJ, 0362 Vicencio Sagun St, Pagadian City, Zamboanga del Sur 7016, Philippines Corresponding Author: Ace Virgel T. Batingal 4* Publication Date: 2025/04/15 Abstract: Street food vending constitutes a significant aspect of Rotunda's culinary scene, shaping the local economy and reflecting a diverse range of marketing practices among vendors. This study delves into the motivations, pricing strategies, customer engagement tactics, encountered challenges, and management approaches of street food vendors in Rotunda, Pagadian City. Through in-depth interviews, vendors' decisions to enter the market were found to be influenced by factors including affordability, familial involvement, recommendations, social media impact, and financial constraints. Pricing strategies were revealed to be intricately linked to ingredient costs, and supplier negotiations. Additionally, vendors employ various techniques such as persuasive sales talk, engaging presentations, and stringent sanitation practices to attract and retain customers. Despite expressing a desire for support from the Local Government Unit (LGU), vendors often face a lack of assistance, necessitating innovative approaches to sustain and grow their businesses. Challenges encountered include weather conditions, competition, social media dynamics, and public health concerns, which vendors adeptly manage through strategic customer interactions and creative sales methods. Analysis of these findings within existing literature and theoretical frameworks provides insights into the dynamics of street food vending in Rotunda, offering avenues for further research and informing practices for supporting and nurturing this integral aspect of the local culinary landscape. This study underscores the importance of stakeholder collaboration in fostering the sustainability and expansion of street food businesses in Rotunda, contributing to a comprehensive understanding of this vibrant sector's challenges and opportunities. Keywords: Street Food, Marketing Practices, Rotunda, Challenges. How to Cite: Caisy P. Dano; Frisky Boon P. Bernante; Francesca Rebecca J. Mayola; Ace Virgel T. Batingal (2025). Examining the Marketing Practices of Street Food Vendors; A Case Study of Rotunda Vendors. International Journal of Innovative Science and Research Technology, 10(3), 2824-2858. https://doi.org/10.38124/ijisrt/25mar1957 I. INTRODUCTION A. Background of the Study Street food vendors played an integral role in the urban landscape, serving as important sources of sustenance for residents and visitors alike. Understanding their marketing practices shed light on the dynamics of small-scale entrepreneurship, contributing to the broader understanding of economic activities in the area. Exploring marketing practices within a local context yielded invaluable insights into how global trends and concepts were adapted and implemented at the grassroots level. The research underscored the potential of planned storytelling marketing to foster consumer affection and create significant business opportunities. Additionally, this approach could embed a brand deeply in consumers' minds, enhancing its value and recognition (Pan, 2019). The article also underscored the crucial role of effective marketing practices in driving sales and profitability (Mebri, 2023). Moreover, the decision to patronize street food vendors was influenced by food quality, perceived value for money, and familiarity with the food content. Recognizing these determinants was pivotal, given the substantial role played by the street food industry in employment generation (Ezeh, 2023). It highlighted the imperative for vendors to remain adaptable to current consumer trends, ensuring continued and profitability in the ever-evolving market (Madinga, 2022). In Malaysia, the study explored the business behaviors of food hawkers within the context of the country. The study emphasized that street retailing, which fell under the informal economy, significantly contributed to the livelihood of many people in developing countries. It highlighted that these everyday street retailing ventures exhibited behaviors distinct from their formal counterparts. Additionally, the study noted that these hawker businesses often needed to follow the typical business life cycle stages. Instead, they might have experienced a short growth stage or skipped it altogether. The