Buyer Acceptability of the Department of Agriculture's E-Kadiwa for Buying Agricultural Products in Quezon city, Metro Manila, 2021

Date

6-2022

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Carolyn D. Jimenez

Committee Member

Carolyn D. Jimenez, Julieta A. Delos Reyes, Agham C. Cuevas

Abstract

The COVID-19 pandemic paved the way for agricultural products to enter online marketing in the Philippines. One of the existing online markets in the country is the Department of Agriculture’s (DA) e-Kadiwa. The e-Kadiwa is a newly-introduced online marketing platform that facilitates trade between buyers and sellers for agricultural products in Metro Manila. However, unlike the established online markets, such as Shopee and Lazada, which have already established brand trust and nationwide coverage, e-Kadiwa’s acceptability as an online marketing platform is still in question.

This study intends to assess the buyers' acceptability of the DAs e-Kadiwa for buying agricultural products in Quezon City, Metro Manila. A total of 96 randomly selected respondents from Quezon City were interviewed. Primary and secondary data were analyzed using descriptive and inferential analyses. Descriptive analysis was used to describe the socio-economic characteristics of online buyer-respondents. The Chi-square test of independence was employed to determine the association between e-Kadiwa features and its acceptability as an online marketing platform. Lastly, ordered logistic regression was also employed to analyze the factors influencing the buyers' acceptability of e-Kadiwa.

It was found out that the majority of respondents are single (59%), female (76%), and belong to Millennials (26 to 41 years old). The majority of online buyers belong to households with at least five members (60%), own a smartphone (71%), and have e-wallet accounts (88%). The most popular online marketing platforms for buying agricultural products are Shopee (64%), Facebook (52%), and Lazada (46%). Meanwhile, only a few (6%) are aware of the DA’s e-Kadiwa.

Results of the Chi-square test of independence show that ease of use, usefulness, time-saving, convenience, logistic requirements, variety of products, price of products, and payment options are strongly associated with the acceptability of e-Kadiwa. Contrarily, buyers’ perception that e-Kadiwa is risky is moderately related to the acceptance of e-Kadiwa. Moreover, findings of the ordered logistic regression show that at a 5% probability level, age, household size, and e-wallet significantly influence the buyer’s acceptability of e-Kadiwa. The age of online buyer-respondents negatively influences buyers’ perception of e-Kadiwa’s acceptability. In contrast, the household size and e-wallet positively affect the platform’s acceptability. It implies that online buyers who are relatively younger, belong to households with more members, and own e-wallets are more likely to accept e-Kadiwa as an online marketing platform for buying agricultural products.

Based on the above findings, it is recommended for the Department of Agriculture to explore advertising and sale promotions. DA’s e-Kadiwa should also target younger online buyers and those who belong to a household with more members. The agency should also consider adding e-wallets as one of the payment options to increase awareness and attract more buyers to use e-Kadiwa.

Language

English

LC Subject

Online Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 A14 M47

Document Type

Thesis

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