Abstract

This study was conducted to identify the factors affecting the night market traders’ sales performance. The
factors examined were the financial resources, consumers’ tastes and preferences, product demands, business life
span, and number of employees. This study tested seven hypotheses identified as the seven predictive factors
influencing the performance of the night market traders’ sales. The major factors influencing the sales
performance of the night market traders were found to be the number of employees and business life span. The
findings of this study can be used by other researchers to conduct a comparative study in this area besides
providing advisory services to traders and potential traders who wish to do business in night markets.

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