The Consumer Behavior in Financial Constraints Circumstances of Food Micro-Enterprises in Vigan City, Ilocos Sur

This study examined consumer behavior under financial constraint circumstances among food micro-enterprises in Vigan City. Using a quantitative descriptive-correlational research design, the study investigated how consumer profiles, consumer behavior dimensions, business characteristics, and financial constraints interact within the local food sector. Data were gathered through expert-validated questionnaires administered to consumers and to owners, managers, and staff of food micro-enterprises. Statistical tools, including frequency and percentage distribution, mean, and simple correlational analysis, were used to determine significant relationships among the variables. Findings showed that consumers were mostly adults aged 35 to 45, female, earning monthly incomes above Php 30,000, and employed in professional, business, or finance-related occupations. Demographic characteristics, specifically age, sex, and household size, significantly shaped spending habits, purchase decision-making factors, consumer awareness and financial literacy, and consumption priorities. Results further indicated that food micro-enterprises experienced financial constraints related to cash flow stability, access to credit and capital, sales revenue trends, profitability challenges, and financial management skills. Many businesses operated with monthly revenues below Php 10,000 and had seating capacities of one to ten seats, although some generated gross profits above Php 40,000. Correlational analyses confirmed significant relationships between consumer behavior dimensions and financial constraints, with business structural characteristics, such as seating capacity and average revenue, also influencing financial outcomes. The study concludes that consumer demographics, behavioral patterns, and business profiles collectively shape financial constraints among food micro-enterprises. Strengthened financial literacy, improved financial planning for long term growth, and consumer-responsive strategies are essential to enhancing resilience, supporting stability, and promoting sustainable development within Vigan City’s food sector.