The Relationship between Market Competition and Sellers Performance among Merchandising Businesses in Cateel, Davao Oriental
Sherilyn Baintin, Sheryn L. Cervantes, Genalie L. Dimaculangan, Jay Ann L. Lacia, Via B. Madanlo, James Lloyd T. Adalim
Asian Journal of Education and Social Studies · pp. 498–509 · Published 22 Apr 2026
10.9734/ajess/2026/v52i42978Abstract
This study investigates the relationship between market competition and sellers’ performance among merchandising businesses in Cateel, Davao Oriental. Using a quantitative-correlational design, it examined how the number of competitors, market share, pricing strategies, and product differentiation influence sellers’ performance, measured in terms of strategies, sales revenue, profits earned, and customer satisfaction. A survey was conducted among 236 merchandising businesses through quota sampling. Findings revealed a very high level of market competition (overall mean = 4.36) and sellers’ performance (overall mean = 4.42). Pearson correlation analysis showed a moderate but significant relationship between overall market competition and sellers’ performance (r = 0.637, p < 0.05). The number of competitors and market share displayed weak to moderately significant correlations, while pricing strategies and product differentiation indicated weak but significant associations. These results suggest that competitive pressures encourage businesses to adopt innovative approaches to sustain performance and competitiveness.
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