Research-internship at the Dairy Training and Research Institute (DTRi) College of Agriculture and Food Science with the mini study entitled churning out results: developing and assessing marketing materials perception for DTRI farm hub

Date

2025

Adviser

Precious Jewel Dela Cruz

Principal

Mabel S. Buela

Abstract

This research-internship aimed to develop and evaluate nine marketing materials for DTRI Farm Hub to enhance its promotional strategies. The materials included a promotional video, Facebook Reel/TikTok video, brochure, poster, memes, infographics, product photos with nutritional facts, post templates, and a business card. Guided by marketing principles such as brand storytelling, accessibility, and audience engagement, these materials were evaluated through an online Qualtrics survey involving 15 DTRI employees and 25 UP Rural High School (UPRHS) senior high school students—representing 10% of their respective populations. Respondents rated each material based on clarity, relevance to their interest, visual appeal, likelihood of recommending DTRI Farm Hub based on the material, and overall effectiveness. Statistical analysis using Jamovi revealed that the assumption of normality was not met for all of the marketing materials (all Shapiro-Wilk p-values < 0.0001); thus, Kruskal-Wallis tests were applied. Results showed that occupation significantly influenced responses to posters (p = 0.0441) and infographics (p = 0.0414). The brochure received the highest mean rating (18.5000–20.0000), followed by the promotional video and Facebook Reel/TikTok video (15.0000–20.0000). Younger respondents (16–18) favored the brochure (Mean = 19.3182), while older groups preferred video content. Ethical protocols, including informed consent and compliance with RA 10173 (Data Privacy Act of 2012), were strictly observed. Recommendations include: increase use of marketing materials, expand social media presence and engagement, tailor content by age group, and increase the number of participants in marketing material assessment. The findings will help future DTRI marketing efforts to improve audience reach and engagement.

Language

English

Location

UP Rural High School

Notes

To access this capstone, please contact the UP Rural High School Library at uprhslibrary.uplb@up.edu.ph. You may also visit the library in person, provided you secure prior confirmation from the librarian. We will be happy to assist you.

Document Type

Capstone

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