Master Thesis

This study employed a quantitative descriptive research design to assess the public market in Barangay La Huerta, Paranaque City. It aimed to determine the market's consumer and stallholder acceptance levels, identify problems encountered within the market, explore proposed solutions for these problems, and compare acceptance levels between consumer and stallholder groups. The research utilized purposive quota sampling, selecting 100 participants based on residency in Paranaque, willingness to participate, literacy, and basic technology knowledge. This approach focused on gathering data from a representative sample relevant to the specific market location. The findings explore the societal benefits and challenges of the public market in Barangay La Huerta, Paranaque City, based on the perspectives of consumers and stallholders in relation to Locational Access, Employment Creation, Price Competitiveness and Sewerage. Some of the findings from this study mentioned that consumers and stallholders, primarily those with a high school education, view the market positively for its role in Creating employment and offering competitive prices. Residents appreciate the more comprehensive product selection and affordability compared to pre- packaged goods stores. Stallholders value acquiring business skills and securing market stalls, but the educational background doesn't significantly impact perceptions of societal benefits. Consumer and stallholder viewpoints differ on accessibility, price competitiveness, and sanitation. The primary concern identified by both parties is the presence of many illegal vendors. The recommendation of this study highlights proposed improvements with high favorable ratings from consumers and stallholders. These proposals suggest enhancing market accessibility and addressing illegal vending while minimizing job disruption. This information can be valuable for Public Administrators and Policymakers seeking to improve a public market's functionality and user experience.