LV11055 1 UNDERSTANDING THE ENTREPRENERS IN THE NIGHT MARKET BUSINESS Nor Khomar Ishak Faculty of Hospitality and Tourism Management, University of Management and Technology Rohaizah Abdul Latif Faculty of Hospitality and Tourism Management, University of Management and Technology Khursiah Abdul Aziz Faculty of Hospitality and Tourism Management, University of Management and Technology ABSTRACT The future growth of the Malaysian economy depends, to a large extent, on the development of entrepreneurs with the ability to develop creative homegrown products. This case examined at least 4 traders in each of the 5 night markets that were investigated. Methodology adopted for this research is qualitative research and information were obtained via interviews and observations. The findings indicated one common trait of the traders – their strength and determination to succeed in spite of the minimal educational background. Most were contented with their business, operating in several night markets per week, and had no plans to expand them to retail outlets with fixed location. This study has been able to contribute to a deeper understanding on the common trait of night market traders and the grounded knowledge that could spur further research to validate the findings from this investigative study. Keyword: night market, stalls, traders, product range, suppliers