This study explores consumer behavior in purchasing fish from traditional and mobile fish vendors in Valencia, Bohol, focusing on the influence of the marketing mix-product, price, place, and promotion-on purchasing decisions. Using a quantitative descriptive approach, data were gathered through survey questionnaires from 120 purposively selected participants, equally divided between buyers of traditional and mobile vendors. Among the marketing mix factors, price is the most influential for buyers from traditional vendors, albeit only to a moderate extent, while place is most impactful for buyers from mobile vendors, indicating the importance of convenience, accessibility, and hygiene. Product-related factors such as freshness and nutritional value are particularly influential for mobile vendor costumers, whereas variety is more valued by traditional market buyers. Promotion factors, especially familiarity with sellers and organized display, also significantly influence purchasing behavior, more so in mobile settings. Common purchasing obstacles include financial contraints, economic volatility, and concerns over hygiene, with traditional vendors facing more issues related to cleanliness and freshness, and mobile vendors often limited by variety. The study underscores the need for tailord marketing strategies, improved infrastructure, and supportive policies to enhance vendor competitiveness and consumer satisfaction in local fish market.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management