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American Journal of  Economics and 
Business Innovation (AJEBI)

A Multiple Case Study on Challenges and Strategies of  Sari-Sari Stores
Bernalyn Mae C. Caunan1*, Rolando H. Basoy Jr.1, Chyna Fe C. Benigay1, Vergil M. Escat1, Dessairel O. Pensahan1

Volume 4 Issue 3, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i3.6209
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: September 25, 2025

Accepted: October 29, 2025

Published: December 18, 2025

Sari-sari stores are very important in Filipino communities, yet their sustainability is 
challenged by intense competition, financial constraints, and operational hurdles. Despite 
large scale quantitative research, there is limited qualitative understanding of  the lived 
experiences and adaptive strategies of  store owners in rural areas such as Cabanglasan, 
Bukidnon. To address this gap, the present study used a qualitative multiple-case design 
involving ten registered sari-sari store owners operating for over a year in Poblacion, 
Cabanglasan. Data were collected through semi-structured interviews and analyzed using 
deductive thematic analysis. Findings revealed key challenges: 100% of  participants faced 
daily competition and pricing pressures from neighboring stores and large retail chains; 
80% struggled with limited capital, inconsistent cash flow, and damaged goods; and 90% 
reported difficulties in inventory management and customer debt. Despite these obstacles, 
owners used adaptive strategies such as competitive pricing (applied by 9 out of  10 stores), 
sourcing from lower-cost suppliers, and personalized customer service, which fostered 
high rates of  customer retention and regular sales. Especially, owners’ resilience revealed 
through consistent product availability and strong community relationships was essential 
to their operational success. These insights emphasize the need for targeted financial 
literacy programs and policy support to strengthen the resilience and competitiveness of  
sari-sari stores in rural economies. The research contributes actionable best practices for 
microbusiness and policymakers, emphasizing the importance of  context-sensitive strategies 
and strong social capital for business sustainability.

Keywords
Challenges, Customer Relationship, 
Financial Management, Inventory 
Management, Operational   
Management, Sari-Sari Store, 
Strategies 

1 Bukidnon State University, Cabanglasan Campus, Philippines
* Corresponding author’s e-mail: 2203100029@sc.buksu.edu.ph

INTRODUCTION
Sari-sari stores are small, neighborhood retail shops that 
play a vital role in Filipino communities by offering daily 
necessities at affordable prices and in small quantities. 
Typically, family-run, these stores are deeply embedded in 
the social and economic fabric of  local areas, providing 
convenience and fostering a sense of  community 
(Aguilar, 2018). However, despite their importance, sari-
sari stores face numerous challenges that threaten their 
sustainability and growth, such as financial constraints 
limiting product variety, difficulties in budgeting and 
inventory management, and poor working conditions 
that lead to owner burnout (Mendoza, 2015; Figueroa et 
al., 2024; Santos, 2019).
Competition is another major issue, with many stores 
located close together leading to price wars and reduced 
profit margins (Fabillar, 2018). The rise of  larger 
convenience stores and supermarkets adds further 
pressure, making it harder for sari-sari stores to attract 
and retain customers (Reyes, 2016). In addition, theft and 
unpaid debts from customers negatively impact the stores’ 
small profits (Lorenzo, 2018). Strategies recommended 
in prior research include improving financial literacy, 
adopting differentiation through unique products or 
better customer service, sharing family responsibilities, 
and investing in better equipment to enhance efficiency 
(Gano-an, 2020; Villanueva, 2019; Thomas, 2021). 
Adoption of  digital payment systems is also emerging as 

a modernization strategy, offering faster transactions and 
increased income, though challenges like technological 
literacy and internet access remain (Pascual & Medina, 
2022; Alvarez, 2021).
Most existing studies either use quantitative data or focus 
on single cases, often overlooking the diverse experiences 
of  different sari-sari store owners, especially in rural or 
less-studied areas (Mendoza, 2015; Fabillar, 2018). This 
research addresses these gaps by using a multiple-case 
study approach to provide a richer understanding of  
the challenges faced by sari-sari store owners and the 
strategies they use. By examining multiple cases, the 
study identifies patterns and unique solutions that may 
be missed in single-case or purely quantitative studies. 
The goal is to offer practical insights that can help 
sari-sari store owners, policymakers, and community 
leaders support the sustainability of  these essential local 
businesses.

LITERATURE REVIEW
Common Challenges of  Sari-Sari Stores
Sari-sari store owners face significant financial challenges 
that hinder business growth. Limited funds prevent owners 
from maintaining fully stocked shelves, leading customers 
to shop elsewhere and reducing sales (Trailblazer, 2024). 
Many rely on personal savings, leaving little for emergencies 
or upgrades, which affects their ability to expand or 
improve their stores (Richest Philippines, 2025).



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Inventory management and access to capital remain 
major hurdles. Sari-sari stores often struggle with limited 
storage, inefficient stock practices, and difficulty securing 
a consistent, affordable supply of  goods. Smith (2021) 
highlights that financial constraints and barriers to growth 
are critical obstacles for micro-businesses like sari-sari 
stores, preventing them from expanding product lines, 
investing in infrastructure, or adopting new technologies 
(Margaux Zumbano, 2023).
Keeping track of  inventory is a widespread challenge. 
Many owners find it hard to monitor stock levels and 
determine what needs to be ordered. Supply chain 
disruptions and unreliable supplier performance are 
common issues that directly impact their ability to meet 
customer demand and sustain steady sales (Junnel, 2024).
Sari-sari store owners face financial challenges including 
pricing, matching competitors’ prices, and maintaining 
consistent daily sales. Intense local competition forces 
them to keep prices low, reducing profitability (Staff, 
2025). Rising inflation increases costs, creating a dilemma 
between absorbing expenses and risking losing price-
sensitive customers (Junnel, 2024). Operational problems 
include fluctuating sales, inconsistent income, limited 
capital and storage, managing credit (“utang”), and 
demanding family labor. These issues stem from changing 
customer demand, competition, and limited purchasing 
power, threatening business sustainability (Junnel, 2024). 
Sales are also affected by a small, price-sensitive customer 
base, credit complexities (Quintana et al., 2024), changing 
preferences, seasonal demand, and inflation pressures 
(Staff, 2025). Competition is heightened by numerous 
nearby stores and growing threats from large retailers and 
e-commerce, leading to price wars and thin profit margins 
for small stores (Funahashi, 2023; Tan et al., 2022).

Strategies for Overcoming Challenges of  Sari-Sari 
Stores
To survive these challenges, sari-sari store owners 
use different strategies. Many improve their financial 
management by carefully tracking their sales and expenses. 
Some also take small loans to buy more products and 
increase their stock (Trailblazer, 2024; Louella, 2025). 
Keeping good records helps owners plan better and avoid 
running out of  money.
Competitive pricing, combined with attentive customer 
service, helps small retailers build trust and sustain steady 
sales in highly competitive markets (Gano-an, 2020). By 
skipping rental costs, they’re able to put more money 
into stocking up on products and keeping their daily 
operations running smoothly. This practical approach 
not only keeps their expenses low but also gives them 
more flexibility, especially during slow sales periods. 
In fact, recent research shows that home-based micro-
retailers in the Philippines are better able to weather 
financial setbacks compared to those who pay rent for 
commercial spaces (Anoos, 2020). Also, credit extension 
to known community members (“suki”) necessitates careful 
monitoring and staggered collection schedules to balance 

customer loyalty with cash flow maintenance (Pagara, 2022).
According to the Department of  Trade and Industry 
(2024), effective inventory management, such as 
regularly monitoring stock and replenishing supplies 
on time, is key to the long-term success of  small retail 
businesses. Likewise, according to Anoos (2020) notes 
that maintaining operational efficiency through proper 
inventory practices enables sari-sari stores to remain 
competitive in their local markets. Also, the technology 
is becoming an important tool for sari-sari stores. Some 
owners use a mobile app like Sari.PH Proto tracks 
inventory and sales, making store management easier. 
Digital payment methods like GCash enable faster, safer 
transactions, which many customers prefer (Louella, 
2025; Montiel, 2024). These technologies help stores 
operate more efficiently and attract more customers.
Building strong relationships with the community is 
another key strategy. Store owners often give credit to 
trusted customers or deliver goods to regular buyers; 
these actions build trust and encourage customers to keep 
coming back (AAResearchIndex, 2023). Furthermore, 
smart pricing helps stores attract customers while 
maintaining financial health. Furthermore, sari-sari stores 
are vulnerable to economic fluctuations and changes in 
their local communities.

The Role of  Sari-Sari Store in the Economy
Sari-sari store owners, operating with limited resources, 
necessitate stringent expense management to ensure 
profitability and business survival. As highlighted by 
Phuong et al. (2021), while their study primarily focused 
on entrepreneurial and market orientation, it implicitly 
underscores the critical role of  cost efficiency as a 
fundamental component of  competitive advantage. 
According to Mojica (2024), “the sari-sari store is 
an integral part of  the Philippines’ retail landscape”, 
providing convenient access to essential goods and 
services for millions of  Filipinos, especially in underserved 
communities. These small, family-owned businesses 
serve as lifelines for many Filipino families, providing 
convenient access to daily essentials like rice, cooking 
oil, and basic toiletries. One of  the key benefits of  sari-
sari stores is their role in providing affordable and easily 
accessible goods. Reyes (2022) explains that these stores 
often sell products in small sachets, allowing low-income 
families to purchase necessities without spending too 
much at once. This pricing model makes sari-sari stores 
essential, especially in rural and low-income communities.

Best Practices in Sari-Sari Stores
Competitive strategies for sari-sari stores in the Philippines must 
capitalize on their unique strengths while effectively mitigating 
the challenges posed by larger competitors. Recognizing their 
deep-rooted presence within communities, sari-sari stores 
can differentiate themselves through personalized service, 
fostering stronger customer relationships, and enhancing 
customer satisfaction, as emphasized by Sai Teja Boppiniti 
(2022). Operational efficiency is also crucial, with owners 



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ensuring consistent product availability and adequate stock 
levels to avoid lost sales and meet community needs. The 
research from the Department of  Trade and Industry (2024) 
and Anoos (2024) affirms that these combined approaches 
foster resilience, sustainability, and competitiveness among 
small retail businesses.
To enhance their competitiveness, many sari-sari stores 
are also adopting innovative strategies (Gesta et al., 2025). 
They’re not just sticking to the old ways of  selling. One 
big change is using technology, like mobile payments. 
More stores are accepting payments through apps like 
GCash and PayMaya. This makes it easier for customers 
to pay and can bring in more business (Moghavvemi et al., 
2021). Some stores are also adding new services to make 
more money and attract more people. They’re letting 
people pay their bills there, add credit to their phones, or 
pick up packages from online stores.
According to Quijano (2024b), pricing can make or 
break your sari-sari store. Keep your rates comparable to 
or slightly lower than your competitors’ by researching 
what they charge. The pricing strategy, segmentation, 
capabilities, and their competitive pricing response 
strategy can help the sari-sari store win against its 
competitors (Pinoy, 2024). 

MATERIALS AND METHODS
This qualitative multiple-case study explored the 
challenges and strategies of  sari-sari store owners in 
Cabanglasan, Bukidnon. This study was selected 10 
registered store owners with at least one year of  operation 
using convenience sampling. This limited sample size 
was justified by the achievement of  data saturation, 
where no new information emerged from the interviews. 

Semi-structured interviews served as the primary data 
collection method, allowing in-depth exploration of  
participants’ experiences. Interview guides were validated 
by experts and community stakeholders to ensure 
relevance and clarity. Before data collection, participants 
received full briefing and provided informed consent. The 
interviews were audio recorded and transcribed verbatim 
to enhance accuracy. Trustworthiness was strengthened by 
applying deductive thematic analysis, involving systematic 
coding and theme development. To ensure reliability and 
validity, participant verification of  preliminary themes and 
compliance to credibility, transferability, dependability, and 
confirmability principles were observed. This detailed and 
transparent procedure addressed data collection, validation, 
participant selection purpose, and detailed thematic analysis 
to enhance the study’s methodological clarity and strength.

RESULTS AND DISCUSSION 
Table 1 presents the challenges faced by the owner. The 
participant highlights that the most challenging aspect was 
effectively entertaining the customer to earn loyalty. The 
store owner, in this case, said their biggest problems are 
taking care of  customers to keep them loyal and dealing 
with competition. The owner knows that if  they don’t treat 
customers well, those customers will go to a different store. 
They also said that because other stores are very close by, 
they are forced to match competitors’ prices. If  they sell 
something for a higher price, customers will just go to the 
next door. This shows how hard it is to run a business when 
there’s so much competition right in your own neighborhood. 

Case 1
Challenges Faced by Sari-Sari Store Owners

Table 1: Presents the challenges faced by sari-sari store owners
Supporting Quotes Cluster Themes
“… Kanang unsay presyo sa pikas tindahan mao poy imong eh presyo dayon.”
“The price at the other store is the same price as yours”

Matching Price

“… Ang mga customer atimanon ug tarong, tarongon ug pansin para imong customer mo 
purchase jud sa imoha ug loyal jod”
“The customer will be taken care of  a given proper attention so that your customer well 
purchase from you and be loyal”

Entertaining 
The Customer 
Effectively

Number 1 jod na siya samot nang tapad-tapad ang tindahan, kay sa negosyo number 1 jud ang 
competensiya….”
“That's really the number one challenge, especially when the stores are close to each other, 
because in business, competition is truly number one”

Competition

Table 2: Presents the second case on the challenges of  sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“Ng lisud ko sa pag compete sa uban na store kay nag tapad tapad ra ang among mga tindahan”
“It’s hard for me to compete with the other stores because our stores are right next to each other”

Competition

Case 2
Table 2 of  the case presents competition as a 
challenge for the participant. The participant case sees 
competition as a problem because the stores are right 
next to each other. It said it’s difficult to compete with 
the stores nearby. Despite this, the participants have a 

good attitude and don’t let the competition bring them 
down. This shows that the biggest problem for them 
is the market itself, but they try to handle it by staying 
positive.

Challenges Faced by Sari-Sari Store Owners



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Case 3 
Challenges Faced by Sari-Sari Store Owners
Table 3 highlighted the pricing challenge the participant 
faced, given that the customer is seeking a lower price. 
They have to constantly balance their need to make a 
profit with the customer’s desire for low prices. This can 
be difficult, especially since sari-sari stores often buy their 
goods from local wholesalers or distributors at prices that 

may not allow for a large profit margin. If  they set their 
prices too high, they risk losing customers to competitors, 
including other sari-sari stores, bigger convenience 
stores, or even supermarkets. This intense competition 
forces owners to keep their prices low, which can cut into 
their earnings and make it harder to sustain the business 
over time. It’s a constant tightrope walk between staying 
competitive and staying profitable.

Table 3: Presents the challenges faced by sari-sari store owners
Supporting Quotes Cluster Themes
“Pricing kay nangita jod ang customer kong asa ang barato”
“Pricing is important because the customer is really looking for what is cheap/affordable”

Pricing

Case 4
Challenges Faced by Sari-Sari Store Owners
Furthermore, Table 4 presents the challenges faced by 
the participants, including setting goals and maintaining 
consistent stock availability by fulfilling unmet product 
needs through products or services customers are looking 
for. The participant also faced challenges in posting on 

social media to attract customers. One participant said 
there is no competition if  you just focus on growing your 
store. This means having a strong goal helps the owner 
stay motivated and keep the business moving forward. 
Another challenge is using social media to attract 
customers. Posting online can help bring more people to 
the store, but it requires effort and creativity.

Table 4: Presents the challenges faced by sari-sari store owners in their business
Supporting Quotes Cluster Themes
“Para sa akoa walay competition, focus ka sa goal para jod mulago”
“For me, there’s no competition. Just focus on your goal so it will truly grow”

Setting Goal

“Magdiskarte para mahalin, more posting on social media para maka kuha kog customer”
“It needs to be resourceful to make a sale, I do more posting on social media to get customers”

Posting in social 
media

“Mag on hand jod sa mga stocks kung unsay wala sa imoha pangitaon man to sa customer 
kinanahanglan by next Saturday naa nakay stocks para katong gipangita nil ana stock is wala sa 
lain, so ma palit nila sa akoa”
“You really need to have stocks on hand. What the customer is looking for that you don’t have, 
they will search for it. You need to have those stocks by next Saturday so that what they are 
looking for, which is not available in other stores, they can buy from you”

Consistent Stock 
Availability

Table 5: Presents the challenges faced by sari-sari store owners
Supporting Quotes Cluster Themes
“Una is crisis man karon, bisan basic commodities…”
“First, there’s a crisis right now, even for basic commodities...”

Crisis

“…Competensya na mga tindahan na mu offer sad sila na ma baba nga price…”
“…Competition from stores that also offer lower prices”

Competition

“…Depende man gud sa atoa supplier, ang mga tindahan draris sa Cabanglasan, nay uban tindahan 
nga lahi ug supplier so maka less sila, din ako sad lahi ug supplier dili same sa akoa nga lahi”
“...it really depends on our supplier. The other stores here in Cabanglasan have a different supplier, 
so they can offer a lower price. Then I also have a different supplier, not the same as the others”

Supplier

Lastly, stores must have enough stock available. If  
customers are looking for something and the store does 
not have it, they will go somewhere else. So, it is important 
to always have products ready to meet customer needs. 
These challenges show that store owners must be goal-

oriented, active in marketing, and good at keeping 
products available if  they want their business to succeed.

Case 5
Challenges Faced by Sari-Sari Store Owners

Table 5, presents the challenges the participant faced in 
running the store, including crises and supplier issues. 
The participant stated that the crisis makes it hard to get 
basic goods and that prices are increasing. Competition 
means other stores sell items at lower prices, making 
it hard to keep customers. Different suppliers give 

different prices, so the store owners cannot always offer 
the lowest price. These problems make running the store 
very tough.

Case 6
Challenges Faced by Sari-Sari Store Owners



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Furthermore, Table 6 presents the challenges faced, 
including operational consistency and competition. The 
participant was challenged to sell goods daily to earn 
money and keep the business operation. At the same 
time, many other sellers make it hard to sell their items. 
These problems make running the store difficult. The 
store owners need to work hard to attract customers 
and make sure they always have products to sell. If  they 
fail to do this, their business may lose customers and 
income.

Table 7 presents the challenges emphasized by the crisis 
leading to a small income. The participant also faced 
competition because of  the large number of  the same 
business. The crisis means fewer customers come, so sales 
and income are low. Many stores sell the same things, so 
owners must be clever to sell their goods. These problems 
make it hard to keep the business going.

Case 7
Challenges Faced by Sari-Sari Store Owners

Table 6: Presents the challenges faced by sari-sari store owners
Supporting Quotes Cluster Themes
“… isa sa mga challenge is ang pagpadayon  sa pagpaninda adlaw-adlaw sa mga pagpaninda..”
"…one of  the challenges is continuing to sell every day"

Consistency of  
operation 

“…Ang pagsiguro nga dili mahalinan ka tungod kay daghan mo ang gapaninda, mga competinsiya”
"…making sure that your goods still sell even if  there are a lot of  vendors, the competition"

Competition

Table 7: Presents the challenges faced by sari-sari store owners
Supporting Quotes Cluster Themes
“Sa akong pagpaninda daghan pagsulay, sama sa crisis, kay gamay ra ang customer so gamay rang 
halin…”
“In my business, there are many challenges, like the crisis, because there are only a few customers, 
so sales are low...”

Crisis

“…Daghan sad ang tindahan nga namaigya so diskarte jod para maka halin...”
“…there are also many stores that are selling, so you really have to be resourceful to make a sale…”

Competition

Table 8: Presents the challenges faced by sari-sari store owners in their business
Supporting Quotes Cluster Themes
“Una is ang mahalinan adlaw-adlaw kay syempre pag walay halin wala koy income. Dapat 
mahalinan jod...”
“The first thing is to have sales every day, because of  course, if  there are no sales, I have no 
income. I really need to have sales...”

Consistent daily 
sales

“..usa pod sa akong gaka atubang nga problema is kanang nay ma damage nga baligya like kanang 
kaonon sa ilaga or mahulog tas ma daot so dili nana pwede ibaligya kay daot  nato siya”
“..one of  the problems I face is when goods get damaged, like being eaten by rats or falling and 
getting spoiled, so they can no longer be sold because they are damaged”

Damage Goods

“…if  dili mahatag nako mu balhin mana sa lain tindahan..”
“…if  I can’t provide it, they will just go to another store..”

Competition

“Ang usa sa kinahanglan if  mamaligya ka is dapat dali ka e approach, kanang ma comfortable ang 
customer sa tindera  or sa imoha nga gabaligya…”
“One of  the things you need to do when you sell is to be approachable, so the customer feels 
comfortable with the vendor or with you as the one selling”

 You are easy to 
talk to

“… maningkamot ko nga complete akong baligya samot natong kanang kinahanglan kaayo sa 
customer…”
“…I try hard to make sure my goods are complete, especially with what customers really need…”

Consistent Stock 
Availability

Furthermore, the participant highlights challenges, 
including consistent daily sales, damaged goods, 
competition, and that you are easy to talk to. Also, to 
work on consistent stock availability to meet customer 
needs. Owners must provide what customers need or 
risk losing to other stores. Being friendly and easy to talk 

to helps keep customers coming back. Keeping enough 
stock of  important items is also crucial to maintain steady 
sales and a successful business.

Case 8
Challenges Faced by Sari-Sari Store Owners



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Case 9 
Alternatively, Table 9 presents the challenges faced by 
sari-sari stores, highlighting the role of  debtor customers 
in running the business. When customers don’t pay right 
away, it delays cash receipt, making it hard for owners to 
manage their cash. Without timely payments, store owners 
may struggle to restock the goods or pay their suppliers. 

Keeping track of  who owes money and collecting debts 
can be difficult and stressful. This challenge shows that 
store owners must carefully balance trusting customers 
with protecting their business’s financial health. 

Challenges Faced by Sari-Sari Store Owners
Similar to table 8, table 10 of  case ten presents the 

Table 9: Presents the challenges faced by sari-sari store owners in their business
Supporting Quotes Cluster Themes
“Ang mga hagit nga akong na atubang sapag padagan sa among tindahan is isa gyud ana ang ga 
pangutang…”
“One of  the challenges I face in running our store is customers who buy on credit/loan”

Debtor 
customers

Table 10: Challenges Faced by Sari-Sari Store Owners
Supporting Quotes Cluster Themes
“…Sulod sa mga isa ka tuig sa akong tinda medyo nilago nani siya gamay and ang challenge gyud 
kaayo is unsaon nimo para maka padayon ka sa imong pagpaninda adlaw-adlaw…”
“...Within about a year of  having my store, it has grown a little bit, and the real challenge is how 
you can continue with your daily selling...”

Consistent Daily 
Operation

“…daghan pod baya ang ga tinda”
“...there are also a lot of  competition”

Other 
Competitors

Table 11: Theme: Challenges Faced
Cluster Themes (Ct) Themes
Matching price, pricing; Consistent daily sales, crisis Financial challenges
 Entertaining the customer effectively; You are easy to talk to Customer related challenges
Competition; other competitors Market Competition challenges
Setting goal; consistent daily operation; consistency of  operation Operational challenges
Consistent stock availability, supplier, damage goods Inventory management challenges

challenges faced by the participant, highlighting 
consistent daily operation and ensuring daily operation. 
The participant said that after about a year, the store grew 
a little, but it was hard to keep selling every day without 
buying. This means they had to work hard and remain 
consistent to keep the business afloat. Another pig problem 
was the many other sari-sari stores nearby, which made 
competition tough. With many stores selling similar things, 

it was harder to get customers to choose their store. These 
challenges are common because running a store daily needs 
careful management of  products and money. Also, owners 
must find ways that others don’t, like offering better service 
or lower prices, to keep customers coming back.

Case 10
Challenges Faced by Sari-Sari Store Owners

Challenges Faced Themes 
Table 11 presents the challenges faced, taken from the 
cluster themes from case one to ten.
The table shows the challenges faced and themes that 
surfaced among the data gathered. The cluster themes 

revealed themes including financial challenges, customer-
related challenges, market competition challenges, 
operational challenges, and inventory management 
challenges.
Cases one to ten reveal key challenges faced by sari-

sari store owners. Customer-related issues, such as 
engaging customers and being approachable, are critical 
but hindered by limited resources and training (Reyes, 
2022). Financial challenges include pricing pressures 
from competition and inflation, which affect profitability 
(Staff, 2025; Sun Star Davao Digital, 2024). Operationally, 
fluctuating sales, inventory management, and credit 
extension pose sustainability risks (Junnel, 2023; Tan et al., 
2022; Eku, 2024). Market competition from larger stores 

and saturation from new entrants intensify difficulties, 
alongside problems like theft and financial management 
(Junnel, 2024; Staff, 2025). Inventory challenges 
unreliable suppliers, stock shortages, and product damage 
also impact sales and profitability, highlighting the need 
for strong supplier relations and proper storage (Junnel, 
2024; DTI, 2024).

Strategies They Applied in Running Their Business



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Furthermore, the participant emphasized that the most 
effective strategy involved a pricing strategy that offered 
affordable prices, combined with a warm welcome and 
excellent customer service. Believing that by being nice 
and always smiling, it can attract customers who might 
have passed their store to go to another one. Also, it’s 
important to have a positive attitude and not to lose hope. 
It also recommended having a committed and positive 
mindset for successful sari-sari store operation. 
Alternatively, the participant relied solely on providing a 
good approach to the customer, which involved giving 

importance to warmth and friendliness by smiling and 
avoiding strictness. The participant said it needs to 
“entertain them well” and not be “strict”. Think of  it like 
this: if  you’re always smiling and being nice, people will 
want to come to your store instead of  some other one, 
even if  it’s closer to them. That personal touch makes 
customers feel good, and they’ll keep coming back. It’s all 
about building a loyal crew of  regulars.

Strategies Applied by Sari-Sari Store Owners in 
Running Their Business

Table 12: Presents the first case on strategies they applied in running their business
Supporting Quotes Cluster Themes
 “Kanang medyo barato ang baligya…”
“The one where the goods are a bit cheaper”

Value Pricing

“Think positive lang jod ka kanang ayaw ka walag paglaom jud”
“You just really need to think positie, don’t lose hope”

Think Positively

“kung nay customer kailangan entertainon jod nimog tarong, dili pod na nimo striktahan, mag 
smile jod  kapermamenti para  ang customer bisan layo, ma agian nila ang imong tindahan nga 
pikas kay muanha sila sa imoha…”
“If  there’s a customer, you really need to entertain them well. You shouldn’t be strict with them. 
You should always be smiling so that the customer, even if  they’re far away, will see that your 
store is different, and they’ll come to you”

Good Customer 
Service

Table 13: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“kung nay customer kailangan entertinon jod nimog tarong, dili pod na nimo striktahan, mag 
smiling jod  kapermamenti para  ang customer bisan layo, ma again nila ang imong tindahan nga 
pikas kay muanha sa imoha…
“If  there’s a customer, you really need to entertain them well, and don’t be strict with them. 
You should always be smiling so that the customer, even if  they’re far away, will notice that your 
store is different and will come to you instead of  the other one”

Good Approach 
to Customer

Strategies Applied by Sari-Sari Store Owner
Furthermore, the participant emphasized several key 
strategies to stay in the business operations effectively, 
including price monitoring, being competitive, and 
identifying lower-priced suppliers. The participant also 
acknowledges building strong customer relationships 
to address customers’ queries. Participants know that 
customers always look for the cheapest price, so owners 
must be competitive. They do this by monitoring the 

prices of  the stores and actively searching for lower-
priced suppliers to keep their own costs down. However, 
it also understands that price isn’t the only factor. 
Building solid customer relationships is just as crucial. By 
being friendly and approachable it creates a welcoming 
environment that makes customers feel valued. This 
personal connection often becomes the main reason 
customers return, building loyalty that is essential for a 
small, neighborhood business to thrive.

Table 14: Presents the strategies applied by sari-sari store in running their business
Supporting Quotes Cluster Themes
“Monitoron nimo ang ilang presyo para makabalo ka kung unsa ilang strategy sa pakig compete”
“You monitor the competition’s prices, so you’ll know what their strategy is”

Price monitoring 

“Makig compete jod ka mao jod na ang isa sa pinaka importante”
“You really have to compete, that’s truly one of  the most important things”

 Be Competitive

“Sa presyo kung aha ang barato, mangita sad suppluy na barato”
“Regarding the price, if  you find one that’s cheap, you should also look for a cheap supplier”

Lower priced 
supplier

“Sa paghalubilo sa customer is importante jod na, kay kung dili ka kabalo mag entertain sa 
imong customer biyaan jod mo or walay mopalit sa mga baligya”
“Interacting with the customer is really important, because if  you don’t know how to entertain 
your customer, they will truly leave you or no one will buy your goods”

Building 
customer 
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In case 15, the participant considered securing capital in 
running the business, knowing that a small investment 
can double with good profits. Also, considering suppliers’ 
suggested retail price (SRP) to set fair prices. Additionally, 
participants recommend avoiding renting, which allows 

them to keep their prices lower for customers and 
increase their own profit. 

Strategies Applied by Sari-Sari Store Owner 

Table 15: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“First jod is need jod cyag capital, once ang gamay na kwarta mudako mag double-double ang 
kita,tungod sa ginansya”
“First, you really need capital. Once that small amount of  money grows, your earnings will 
double because of  the profit”

Secure Capital

“Mostly jod sa akoa is depende sa akong gi komprahan nga supplier, din mag asks ko pila ang SRP”
“For me, it mostly depends on the supplier I buy from. Then I ask how much the SRP 
(Suggested Retail Price) is”

Consider Suppliers 
Suggested Retail 
price (SRP)

“Dili ka mangabang ug building kay nganu once mangabang ka is kinahanglan pod ka mutaas 
sa presyo kay tungod pod ang bayad sa imong gi rentahan nimo”
“You shouldn’t rent a building, because once you rent, you also need to increase your prices 
because of  the payment for what you’re renting”

Avoid renting a 
building

Strategies of  Sari-Sari Store Owners in Running 
Their Business
Table 16 presents the strategies of  the owner, highlighting 
the supplier with a lower price as it affects the sari-sari 
store pricing strategy. Low-cost suppliers help keep 
prices affordable and attract customers. Buying products 
from a supplier who offers lower prices. This helps 
them to sell items at cheaper prices, which attracts more 
customers. Good customer service makes customers 
happy, encouraging them to come back. The store owners 

focus on giving good customer service by being friendly 
and helpful. When customers feel valued, they are more 
likely to come back and buy again. These two strategies 
work together to help store owners stay competitive 
and successful. These strategies help store owners stay 
competitive and keep their business successful. By 
keeping prices low and treating customers well, sari-sari 
stores can build trust and loyalty in their communities. 
This simple but effective approach helps small stores 
survive in tough markets.

Table 16: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“…Usa sa akong gibuhat is didto ko ga comprahan sa barato para inig baligya nako ubos rasad 
ako presyo”
“…one of  the things I do is buy from a cheaper supplier so that when I sell, my price is also low”

Lower Cost 
Supplier

“…Ug kini ang ganahan sa customer samot nag mayo ka modala sa imong customers”
“…and this is what customers like, especially if  you handle your customers well”

Good Customer 
Service

Table 17: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“Pag naay customer imo gyud e-entertain kay para ang customer magbalik-balik jod na samot ng 
barato rasad imong gi baligya”
“When there’s a customer, you should really entertain them so that the customer will keep coming 
back, especially if  your goods are also sold cheaply”

Entertain 
Customer 
Effectively

“akong gi consider ang price kay ganahan man ang customer sa barato pero dapat dili sad ka lugi”
“I consider the price because customers like cheap goods, but you also shouldn’t lose money”

Lower Pricing

Strategies of  Sari-Sari Store Owners in Running 
Their Business
In a similar manner, table 17, which is the strategies 

applied by the sari-sari store owner, participant 
entertained customers effectively, resulting in customer 
loyalty, and providing affordable prices to increase sales at 

the same time, with no losses. The store owners give good 
attention to customers, which makes customers want to 
come back again and again. This builds strong loyalty and 
helps keep sales steady. The set prices are low enough to 
attract buyers but still high enough to avoid losing money. 

These strategies help store owners increase sales and keep 
their business going strong.

Strategies Applied by Sari-Sari Store Owner 



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In addition, Table 18 shows the strategies sari-sari store 
owners use to succeed. The participant emphasized 
effective communication, such as engaging customers 
to foster loyalty, and offering lower prices on products 
to attract customers and stay competitive. Good 
communication and attention to customers build 

loyalty, encouraging them to buy again. Furthermore, 
the participant sought suppliers with lower service fees, 
as this can allow the sari-sari store to offer competitive 
pricing. 

Strategies Applied by Sari-Sari Store Owner

Table 18: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“sa price nako is dili ra kayo nako mahalan para ang customer is ganahan ug palit sa ako kay if  
barato imong baligya dili nana siya muadto sa lain tindahan”
“I try hard to make sure my goods are complete, especially with what customers really need”

Provide low 
prices

“…Kanang strategy pod nako ang pagpansin or pag kanang e-entertain ang mga customer para 
pagkaila nami dri na dayon siya magdum-dum sa among tindahan if  naa silay paliton…”
“…My strategy is also to pay attention to or entertain customers so that when they get to know 
us, they will immediately remember our store when they need to buy something”

Good 
Communication 
to earn customers 
loyalty

“… Dayon kuan pod ayy kaning pagmagtinda ka pariah aning sar-sari store mangompra jod ka 
didto sa kanang barato ra para pagbaligya nimo is dili ra kayo mahal.”
“... then also, when you sell like in a sari-sari store, you really have to buy from a cheap supplier 
so that when you sell, it’s not too expensive.”

Supplier with 
lower Price

Table 19: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“… Tas kanang gapangutang natural naman jod na,kibali ako nalang gina ingnan if  kanus-a dapat 
nila bayaran para dili sad ko ma ipit.”
“…and those who buy on credit, that’s really a natural thing. So, what I do is I just tell them when 
they need to pay so I don’t get in a bind.”

Determining 
payment 
deadlines to 
debtors

“… Kung gusto ka makalamang maningkamot ka nga makumpleto imong paninda kay kung 
unsa ilang kinahanglanon nila nimo mahatag nimo dayon”
“...If  you want to have an advantage, you need to strive to complete your stocks because 
whatever they need, you can give it to them right away”

Full stocks

Similarly, the participant found that, regarding customers’ 
debt, the owner emphasized setting payment deadlines 
to mitigate potential risk. Additionally, participants 
recommended maintaining complete stock levels to 
provide high-quality service to customers. These strategies 
help owners manage their cash flow and keep customers 
happy. Clear rules and good stock availability are key to 
a successful store. Table 11 shows two main problems 
sari-sari store owners face: keeping the store open every 

day and competition. They must sell goods daily to earn 
money and keep the business going. At the same time, 
many other sellers make it hard to sell their items. These 
problems make running the store difficult. Store owners 
need to work hard to attract customers and make sure 
they always have products to sell. If  they fail to do this, 
their business may lose customers and income.

Strategies Applied by Sari-Sari Store Owner

Table 20: Presents the strategies applied by sari-sari store owners in running their business
Supporting Quotes Cluster Themes
“Ang akoa lang gina siguro is naa koy baligya and pagnaay magpalit ug manginahanglan sa akong 
baligya mahatag nako”
“What I just make sure of  is that I have something to sell, and if  someone wants to buy and needs 
my goods, I can provide it…”

Consistent 
availability Of  
Product

“… Dayon ako sad na pagka tao dali ra doolan kanang murag approachable ba kay kining dili 
man sad ko strict, so kibali kuan naka tabang sad na siya para maka halin sad.”
“...Also, I am the kind of  person who is easy to approach, like, approachable, because I’m not 
strict, so I guess that also helped me to sell.”

Strong
Customer 
Connection

Furthermore, Table 30 presents the strategies participants 
used to run the business, highlighting the consistent 
availability of  products to meet customer needs. 

Additionally, participants considered a strong customer 
connection, which helps increase sales. These core 
practices help increase sales and maintain customer trust. 



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Additionally, owners use competitive pricing, effective 
inventory management, and product variety tailored to 
local demand. Strategic store location and clear financial 
management also contribute to sustaining and growing 
the business. Together, these strategies create a reliable, 
customer-friendly buying experience that supports the 
success of  sari-sari stores. 

Strategies Applied Themes
The table shows the strategies applied by sari-sari store 
owners to address their challenges. The data revealed 
financial management, marketing, and operational 
efficiency strategies. 
Sari-sari store owners use value pricing and monitor 

competitors to stay competitive, supporting trust and 
steady sales (Gano-an, 2020). Building strong customer 
relationships through personalized service boosts loyalty 
and referrals (Sun Star Davao Digital, 2024). Avoiding rent 
cuts costs, allowing more investment in stock and smooth 
operations, with many separating business and household 
finances. Careful credit management balances loyalty and 
cash flow (Eku, 2025), while reinvestment focuses on 
inventory due to limited financial access (Gano-an, 2020). 
Owners prioritize consistent stock and full product range 
to reduce lost sales and maintain competitiveness (Sun 
Star Davao Digital, 2024; Anoos, 2024).
Table 21 presents the strategies applied by sari-sari store 
owners, taken from the cluster themes from case one to ten.

Table 21: Theme: Strategies applied 
Cluster Themes (Ct) Themes
Secure capital; avoiding renting a building; determining payment deadlines Financial Management Strategies
Value pricing; price monitoring; lower pricing; provide low prices; good customer 
service; building customer relationship; entertain the customers effectively; good 
communication to earn customers loyalty; strong customer connection

Marketing and Competitive 
Strategies

Consider the suppliers suggested retail price (SRP); Lower priced supplier; 
supplier with lower cost
Consistent availability of  products; enough level of  stock; full stocks Operational Efficiency Strategies

The Identified Best Practices
Best practices for sari-sari store owners in Cabanglasan 
may include maintaining sound financial management by 
securing sufficient capital, minimizing fixed costs such 
as rent, and diligently tracking both sales and expenses. 
Adopting marketing and competitive strategies, such 
as value pricing, monitoring competitors, and building 
strong customer relationships through excellent customer 
service, can help attract and retain loyal customers. 
Operational efficiency is also crucial, with owners ensuring 
consistent product availability and adequate stock levels 
to avoid lost sales and meet community needs. Research 
from the Department of  Trade and Industry (2024) and 
Anoos (2020) affirms that these combined approaches 
foster resilience, sustainability, and competitiveness 
among small retail businesses.

CONCLUSION
The results reveal that sari-sari stores strategies to apply 
a such as financial management strategies, operational 
efficiency strategies, marketing and competitive 
strategy, competitive pricing, and customer service and 
relationships sto navigate challenges on sari-sari stores 
experiences in Cabanglasan. This study underscores 
the importance of  supporting sari-sari stores through 
targeted interventions such as financial literacy training, 
technology adaptation assistance, and community-based 
initiatives that strengthen social capital. By understanding 
the real-life experiences and strategies of  sari-sari 
store owners, policymakers, community leaders, and 
entrepreneurs can develop more effective programs to 
ensure the continued viability and growth of  these small 
but essential businesses in Cabanglasan. 

The Resource-based View (RBV) posits that a sari-sari 
store sustained competitive advantage comes from its 
unique and valuable resources. For sari-sari stores, this 
is seen in the owners’ personal relationships and social 
capital, which are intangible but crucial resources. These 
resources allow owners of  the stores to foster customer 
loyalty, and receive community support offer credit 
(utang), creating a competitive edge that is difficult for 
larger retailers to replicate. Meanwhile, Resilience theory 
highlights the ability of  sari-sari store owners to standout 
coming from adversity. The study shows the adaptability 
and resourcefulness of  sari-sari store owners through 
their efficient management of  limited resources and 
additional innovations, which are key components of  
resilience and resourcefulness. These theories suggest 
that the survival and success of  sari-sari stores are not 
just a matter of  luck but a direct result of  their ability to 
leverage distinct, relationship-based resources and adapt 
and overcome systemic pressures.

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