Philippine E-Journals

Selling Strategies and Business Practices of Rice Retailers: A Qualitative Study in a Rural Philippine Setting

Cristene S. Gibo | Llochellemee P. Sillar | Bless M. Lindayao | Elisabeth Mary L. Patoc | Metonia M. Gonzales

Discipline: Marketing

 

Abstract:

This study examines the sales strategies of rice retailers in Cabanglasan, Bukidnon, Philippines, in a competitive, economically uncertain market. While previous studies have explored general retail practices, limited research has focused specifically on the strategic and operational challenges faced by small-scale rice retailers in rural municipalities—an essential gap this study addresses. Using a qualitative approach, key informant interviews (KII) with 10 rice retailers at the Poblacion market, and employing thematic analysis, identified patterns in their sales practices and operational difficulties. The findings reveal two major themes: effective sales strategies and key challenges. Retailers reported that strong salesmanship, offering high-quality rice, and applying strategic pricing, such as customer discounts, strengthened customer trust and loyalty. In contrast, they faced challenges, including intense competition, inadequate record-keeping, and financial risks associated with extending credit—issues that disproportionately affect smaller retailers and compromise their financial stability. The study underscores the need to build customer relationships, ensure consistent product quality, and apply competitive pricing strategies, while also addressing operational weaknesses, such as poor documentation and credit management. It concludes by recommending support programs in business management, financial literacy, and record-keeping to strengthen the long-term viability and competitiveness of rice retailers in the area.