Assessing The Effects: A Qualitative Study on How Overpricing Perishable Goods Affects Consumers of Noveleta Cavite

This qualitative study analyzed the effects of overpricing of perishable goods on consumers in Noveleta, Cavite. The research investigated how rising prices, motivated by high demand, market practices, and supply shortages, affected households' access to necessary food items. Information was gathered through interviews with ten participants, inclusive both vendors and consumers, and was assessed to identify systematic themes such as adjusting food choices, negotiation, seasonal availability, coping strategies, product quality, and budgeting and limiting purchases. Results revealed that overpricing significantly affected daily expenses, leading consumers to seek cheaper alternatives, adjust practices when cooking, and reduce quantities of ingredients, while vendors negotiated with buyers and adapted the pricing to uphold sales. Overall, the study emphasized the adaptive strategies and resilience of both consumers and vendors in responding to pressure within market, highlighting that significance of accessible perishable goods and fair pricing to ensure family well-being and food security.