The Rise of Night Market in Polangui, Albay: An Advantage to SMEs
Kristine Angela Abitria
Discipline: Marketing
Abstract:
Night market is one of the exciting trends in Polangui’s food system. It showcases the local
culture and promotes the local food of the town. It also acts as an alternative for small medium
business owners to sell their goods daily. It is considered as business incubators for the aspiring
entrepreneurs since it only needs a small amount of capital to the start the business. There
are five variables studied namely: vendor’s profile and characteristics, customers profile and
characteristics, level of support from the Local Government Units (LGUs), competition among
vendors, and the type of products and their prices. This paper identifies the advantages of the
night market to Small andMedium Enterprises (SMEs) in the town of Polangui. This research could
also help to encourage other local business owners to use this as a platform to be successful in the
business. It could be a great advantage to the vendors if they will join the night market in order for
the locals and other people coming from neighborhood municipalities to taste the type of food
and services that they offer and it may provide a benchmark for future studies. This exploratory
study described the prospect of the night markets in the business environment and also explore
the main intention to highlight the advantages of the night market activities to SMEs as the
researcher adopted qualitative research approach. Overall results revealed that there are five
contributing factors that benefit the entrepreneurs in the rise of night markets in Polangui, Albay
that may help in attracting more customers to visit the night markets regularly namely: income
generation, gaining confidence among the vendors, gain additional knowledge/skills through
seminars, training’s attended and workshops helping LGU promote tourism and collect taxes, and
overall economic growth.
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ISSN 2799-0583 (Online)
ISSN 2782-9413 (Print)