Navigating Hypercompetition: A Qualitative Study of Pricing, Differentiation, and Sustainability among Valencia Sunday Market Stall Owners
DOI:
https://doi.org/10.5281/zenodo.23641816Keywords:
Hypercompetition, MSME, Valencia Sunday Market, Stall OwnersAbstract
This research examined the role of hypercompetition among Valencia Sunday Market stall owners and its influence on their decision-making, business strategies, and operational constraints. Using a phenomenological qualitative research design, the study gathered data from selected stall owners through purposive sampling, with information collected by semi-structured interviews and analyzed using thematic analysis. The findings revealed that hypercompetition significantly shapes pricing adjustments and financial decisions, compels strategic differentiation and marketing innovation, and intensifies the importance of customer behavior and loyalty in a saturated market. Environmental constraints such as weather conditions further constrain operations while increasing competitive pressures contribute to profit compression, consistently perceived as structural challenges limiting profitability. Overall, the study highlights how hypercompetition restructures business practices in localized markets and offers practical insights for strengthening sustainability among MSME owners.
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