EVALUATING THE IMPACT OF MEGA MARKET REGULATIONS ON BUSINESS PERFORMANCE OF THE MICRO AND SMALL ENTERPRISE VENDORS

Abstract

This study examined the business performance of micro and small enterprises (MSEs) operating in Mega Markets, focusing on how demographic factors, including sex, age, educational attainment, and monthly income, influence business outcomes. Using a quantitative approach, data were collected from 20 MSE owners through surveys and analyzed to explore key performance indicators, such as visibility, accessibility, sales opportunities, and strategic marketing. The findings indicate that while visibility and accessibility are significant factors affecting sales performance, the impact of foot traffic and seasonal sales opportunities requires further attention. The study also reveals no significant difference in business performance between male and female
entrepreneurs, suggesting that external factors such as market conditions and resource availability play a larger role than gendered behaviors in determining success. The results emphasize the importance of regulatory compliance, waste management, and infrastructure development in shaping a conducive business environment. Based on the findings, the study advocates targeted policies that address the specific needs of micro and small enterprises, particularly in terms of communication, marketing strategies, and financial support systems to enhance their long-term viability.