Verbal and Non-Verbal Marketing Strategies of Vegetable Vendors During Market Day in Aborlan, Public Market

Article history: The study was conducted to evaluate both the verbal and non-verbal marketing strategies employed by vegetable vendors during Market Day at Aborlan Public Market. The study also aimed to assess the advantages and effects of these strategies on the business, as well as to identify the challenges encountered in vegetable marketing. Employing a descriptive method, the respondents consisted of vegetable vendors present at Aborlan Public Market during Market Day, selected based on their availability for interviews. The study revealed that vegetable vendors derived benefits from the implementation of their chosen verbal and non-verbal marketing strategies. These strategies proved effective in attracting buyers, promoting products, building relationships with customers, and fostering customer retention. Furthermore, the utilization of these strategies enabled vegetable vendors to enhance their sales performance.


INTRODUCTION
In the pursuit of a competitive edge within the marketplace, businesses rely significantly on marketing strategies, with a central focus on marketing communications and brand development.The pivotal role of marketing strategy in business is underscored by its function as a comprehensive plan designed to engage potential consumers, transform them into customers for products or services, and explore alternative approaches to a market-driven paradigm for cultivating sustainable competitive advantage [1] [2].The overarching objective of a marketing strategy is to attain and communicate a sustainable competitive advantage over rival companies [3] [24].Failure to develop such a strategy can lead to budgetary issues, low customer volume, or, in extreme cases, business closure [4] [25].To avert these dire consequences, various strategies, including verbal and non-verbal approaches, are employed and commonly observed in different established businesses.
Verbal and non-verbal communication types are crucial, enabling individuals to convey messages and information in their daily lives, and significantly influencing the sales and overall performance of a business.[26] Non-verbal communication plays a crucial role in diverse marketing domains, encompassing advertising, sales, and service interactions.It entails conveying information without resorting to verbal 21 Vol. 1, No. 1, September 2023: 21 -30 language, utilizing facial expressions, hand gestures, eye contact, physical proximity, and additional cues.In contrast, verbal communication [5] [27], is the process of conveying a message through spoken or written words.Utilizing either form enables effective understanding between individuals interacting with one another.
In a rapidly advancing technological environment, communication in the business landscape has evolved beyond face-to-face or telephone conversations.Non-verbal methods, such as emails, text messages, and social networking sites, are now common [28].However, verbal communication remains essential for eliminating misunderstandings, connecting with a broader audience, responding effectively to objections, and building relationships.Verbal communication is deemed crucial for business progress and understanding customer sentiments.
Businesses deploy diverse marketing strategies to boost sales and generate profit.This study aimed to evaluate the Verbal and Non-verbal marketing strategies employed by vegetable vendors during Market Day at Aborlan Public Market.The investigation also sought to identify the challenges faced by vegetable vendors in marketing their products.

Conceptual Framework
Interpersonal skills, encompassing both verbal and non-verbal communication, were recognized as a primary predictor of sales performance [6].However, researchers in the field of sales encountered challenges in assessing and monitoring non-verbal behaviors due to their predominantly unconscious perception and processing [7].These modes of communication are evident in the marketing of diverse products and services, serving to demonstrate the persuasive abilities of sellers in attracting customers effortlessly and effectively.The independent variables in the study encompassed the verbal and non-verbal marketing strategies employed by the respondents.Intervening variables included the challenges faced by vegetable vendors.Ultimately, the dependent variables comprised the sales, growth, and profit outcomes for the respondents.

. Assumption
The study sought to investigate the Verbal and Non-verbal Marketing Strategies employed by vegetable vendors during Market Day at Aborlan Public Market.The objective was to evaluate the impacts and benefits of both verbal and non-verbal strategies.Additionally, the study aimed to identify the challenges faced by vendors in the implementation of these strategies.

Hypothesis
Null Hypothesis: Verbal and Non-verbal marketing strategies has no significant effect in terms of increasing the sales of the vegetable vendors.
Alternative Hypothesis: Verbal and non-verbal marketing strategies plays an important role in increasing of sales vegetable vendors.

Research Instrument
In the study, a research instrument took the form of an interview schedule.This schedule was structured into four sections: the initial segment encompassed the respondents' profiles; the second part focused on queries related to the business profiles of the respondents.The third part delved into the business practices and strategies employed by vegetable vendors, while the final section addressed the challenges encountered by respondents in implementing their marketing strategies.To ensure the efficacy of the interview schedule, the researchers conducted a pre-test, during which respondents provided feedback.Subsequently, incorporating suggestions, comments, and corrections from the pre-test, the interview schedule underwent a final revision.

Data Gathering Procedure
Data collection transpired through both direct observation and personal interviews with the respondents, facilitated by the utilization of an interview schedule.Throughout the study, the researchers addressed any queries raised by the respondents to enhance clarity.Informal conversations were employed to create a comfortable environment for respondents, facilitating the seamless acquisition of data and pertinent information for the study.

Data Analysis and Interpretation
In this study, Statistical Package for the Social Sciences (SPSS) served as the statistical tool, utilizing parameters such as frequency counts, percentages, ranges, totals, and averages.These statistical measures were employed to ensure a rigorous and reliable analysis and interpretation of the data.

RESULTS AND DISCUSSION
This chapter describes the outcomes derived from the conducted survey, explaining the identified marketing strategies encompassing both verbal and non-verbal dimensions, along with an exploration of their respective advantages, disadvantages, and overall effects.The findings of this study were communicated through a qualitative analysis and interpretation of the collected data.
Table 1 depicted the Demographic Profile of vegetable vendors in Aborlan Public Market during Market Day, showcasing that all vendors were female, with a predominant majority being married.The age range of these vendors spanned from 15 to 60 years, with an average age of 44.36%.A significant proportion had attained a high school education (60%), and the majority identified with the Tagbanua ethnic group.Regarding religion, the majority of vegetable vendors adhered to Catholicism (80%), while the remaining 20% followed different religious affiliations.

Verbal and Non-Verbal Marketing Strategies of Vegetable Vendors During Market Day in Aborlan, Public
Market (Joshua Jay Tulukan) The structure of capital is a result of prevailing market conditions, the financial choices made by the firm and the credit allocation practices of fund providers.Research on the capital structure of small and medium enterprises (SMEs) has garnered increased attention in recent years [8].Table 2 presented the origin of capital for vegetable vendors in Aborlan Public Market during Market Day.A significant portion of the capital (64%) for vegetable vendors primarily stemmed from microfinance loans, while a notable percentage (28%) utilized their personal savings as initial capital.The residual fraction (4%) of vegetable vendors derived their starting capital from cooperative sources.Microfinance has emerged as an innovative tool for fighting poverty in underdeveloped countries [9].An adequate initial capital investment acts as the cornerstone for a nascent SME, providing sustenance and mitigating the inherent challenges of newness and limited scale within the competitive landscape [10].Table 3 displayed the initial capital distribution among vegetable vendors at Aborlan Public Market during Market Day.A significant portion (44%) possessed an initial capital ranging from P1,000 to P5,000, while another notable group (32%) had an initial capital falling within the range of P5,000 to P10,000.A minority (20%) of vegetable vendors operated with a capital exceeding P10,000.Additionally, a Vol. 1, No. 1, September 2023: 21 -30 small fraction (4%) had an initial capital ranging from P500 to P1,000, contributing to an average initial capital of P8,540.00.The business longevity has been in operation constitutes merely one facet of its comprehensive sustainability, factors of equal importance include adaptability, financial well-being, and strategic decisionmaking [11].Table 4 delineated the tenure of vegetable vendors at Aborlan Public Market during Market Day.A predominant portion (48%) had accumulated business experience within the range of 1 to 5 years, while a substantial subset (36%) had been engaged in the business for a span of 5 to 10 years.The remaining vendors were distributed among those operating for 10 to 15 years (12%) and those with less than 1 year of business experience (4%).The average number of years the vegetable vendors had been in business was 6.4 years.Vegetable vendors contribute to the financial support of their family members and strive to provide enhanced educational opportunities for their children [12].Table 5 presented the recorded monthly income of vegetable vendors at Aborlan Public Market during Market Day.A significant majority (68%) reported an income falling within the range of P1,000 to P5,000, while a notable proportion (12%) had earnings ranging from P5,000 to P10,000.Another 12% of vendors disclosed a monthly income between P10,000 and P15,000, and the remaining 8% reported a monthly income of P15,000 and above.The average estimated monthly income for the vegetable vendors was calculated at P7,280.00.The magnitude of the price mark-up fluctuates based on the quality of the product [13].Table 6 illustrated the pricing mark-up practices adopted by vegetable vendors at Aborlan Public Market during Market Day.A majority of vendors (52%) implemented a 10% mark-up on their products, while 28% applied a 20% mark-up.A smaller subset (12%) opted for a 5% mark-up, and a minority (4%) adopted mark-ups of 40% and 50%, respectively.The average pricing mark-up across all vegetable vendors was calculated at 14.6%.Competitive pricing encompasses the entirety of activities and processes involved in determining product prices, taking into account the actions of competitors [14].Table 7 depicted the competitive pricing dynamics among vegetable vendors at Aborlan Public Market during Market Day.The findings indicated that 25% of respondents had pricing higher than their competitors, while 72% maintained identical pricing.Conversely, 12% offered lower pricing than their competitors, and a minority (4%) indicated that their pricing was contingent on the rates set by their suppliers.Others: depends on the supplier 1 4 Effective cost management is a crucial aspect of business administration within the manufacturing industry and is also applicable across various business sectors [15].Table 8 delineated the strategies employed by vegetable vendors at Aborlan Public Market during Market Day to reduce their expenses.The results indicated that 24% of vendors produced their own products, while 68% sought discounts from their suppliers.Additionally, 84% opted not to hire assistants, and only 4% actively implemented measures to minimize operational expenses.Market interactions involve a dynamic power dynamic, evident in various ways during the process of buying and selling.Verbal proficiency and dominance play a significant role in market conversations, where the language employed by both participants (buyer and seller) serves as an expression of power and influences control to secure favorable negotiation outcomes [16].Table 9 outlined the impact of communication on the marketing of products by vegetable vendors at Aborlan Public Market during Market Day.The majority of respondents (88%) affirmed that both verbal and non-verbal marketing strategies were beneficial.In contrast, 8% indicated a negative perception, stating that verbal and non-verbal approaches had no significant effect on marketing their products.A smaller portion (4%) responded with uncertainty, suggesting that marketing strategies may or may not contribute to the promotion of their products.

Table 9. Effect of communication in marketing products
Small enterprises possessing a substantial base of contented customers are inclined to maintain a prolonged competitive advantage and are more apt to sustain profitability over an extended duration [17] [18].Table 10 delineated the advantages derived from the utilization of verbal and non-verbal marketing strategies by vegetable vendors at Aborlan Public Market during Market Day for promoting their products.Specifically, 10% of the respondents reported achieving customer retention, while 16% emphasized the establishment of customer relationships.An additional 20% of vegetable vendors noted a general increase in sales, and 28% successfully attracted buyers.Another 28% of vendors highlighted the effectiveness of verbal and non-verbal communication in promoting their products.The exploration of sales talk extends to a strategic perspective, recognizing that numerous organizational scenarios demand carefully crafted persuasive communication.Furthermore, implementing discount promotions and coupon promotions is considered an effective marketing strategy [19] [20].Table 11 presented the assessment of the effectiveness of Verbal Strategies and Non-Verbal Marketing Strategies employed by vegetable vendors at Aborlan Public Market during Market Day, with a focus on their impact on saleswhether sales were reduced, maintained, or increased.Regarding verbal strategies, the analysis revealed that sales talking did not result in reduced sales (0%), with 40% maintaining their sales and 60% experiencing an increase in sales through this approach.Similarly, flattering did not lead to reduced sales (0%), with 40% indicating that it maintained their sales and 60% reporting an increase.Chitchatting also did not result in reduced sales (0%), with 52% of vegetable vendors stating that it contributed to maintaining their sales, and 48% reporting an increase in sales.The Suki system encompasses an implicit agreement between two entities, such as a seller and a buyer, fostering consistent purchases from a designated seller.In reciprocation, the buyer gains access to discounts, consistent product quality, and occasionally, credit purchasing options [21].Table 12 outlined the evaluation of the effectiveness of Non-Verbal Strategies implemented by vegetable vendors at Aborlan Public Market during Market Day.Concerning Suki System, it was determined that it did not lead to reduced sales (0%), with 52% maintaining their sales and 48% experiencing an increase through this method.Early opening compared to competitors resulted in a reduction of sales for 4% of vegetable vendors and contributed to maintaining sales for 28%, while 68% reported an increase in sales.Providing "Paaman" to regular customers saw 8% experiencing reduced sales, 76% maintaining sales, and 16% increasing sales.Price reduction for unsold products led to reduced sales for 32%, maintaining sales for 64%, and increasing sales for the remaining 4%.Maintaining cleanliness in the stall had no impact on reducing sales (0%), with 92% maintaining sales and 8% reporting an increase.Organizing products and making them visible to customers resulted in no reduction in sales (0%), with 88% maintaining sales and 12% reporting an increase.Offering a variety of products did not lead to reduced sales (0%), with 40% maintaining sales and 60% reporting an increase.Finally, offering products with better quality had no effect on reducing sales (0%), with 84% maintaining sales and 16% reporting an increase through the sale of better-quality products.Mitigating spoilage within the supply chains of fresh products presents a significant challenge.Special attention is required when marketing perishable items like fruits and vegetables, necessitating distinctive care for their preservation [22] [23].Table 13 outlined the challenges faced by vegetable vendors at Aborlan Public Market during Market Day in marketing their products.Predominantly, 98% of respondents acknowledged the frequent impact of product perishability, a common occurrence in the marketing of vegetables and fruits.Additionally, 92% of vegetable vendors faced challenges related to the exposure of their products to the sun, leading to product shrinkage.Limited supply of products also affected 92% of the respondents, with the perception that offering more products could enhance their sales.The emergence of competitors posed a threat for 96% of respondents, as numerous vendors sold similar products, differing primarily in quality and pricing.Struggling with rolling capital was an issue for 88% of respondents, many of whom acknowledged frequent personal use of their capital.Price fluctuation also affected 92% of respondents, who noted vulnerability to fluctuations in customer buying capacity, particularly when the prices of their products increased.The buying attitudes of customers affected 96% of vendors, with some customers perceived as indifferent, frugal (barat), and meticulous in their purchasing decisions.Lastly, 4% encountered challenges related to sluggish sales and oversupply of vegetables, influenced by factors such as vegetable season and unpredictable weather conditions.

CONCLUSION
Considering the findings, it is hereby concluded that the implementation of both verbal and nonverbal marketing strategies by vegetable vendors proved instrumental in promoting their products, attracting buyers, establishing customer relationships, fostering customer retention, and ultimately enhancing the sales and income of the vegetable vendors.

Table 1 .
Demographic Profile

Table 2 .
Source of Capital

Table 3 .
Initial Capital

Table 4 .
Number of Years

Table 5 .
Estimated Monthly Income

Table 6 .
PriceVerbal and Non-Verbal Marketing Strategies of Vegetable Vendors During Market Day in Aborlan, Public Market (Joshua Jay Tulukan)

Table 10 .
Advantages of Verbal and Non-Verbal Strategies

Table 11 .
Degree of effectiveness of Verbal Strategies

Table 12 .
Degree of effectiveness of Non-Verbal Strategies