Marketing of Selected Processed Mungbean Products in San Mateo, Isabela, 2019

Date

1-2021

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Cenon D. Elca

Committee Member

Cenon D. Elca, Antonop Jesus a. Quilloy, Agham C. Cuevas

Abstract

The mungbean industry provided employment, additional income, food source, and business opportunities to the people of San Mateo, Isabela. To further improve and to take advantage of the opportunities of the processed mungbean industry, it is essential to determine the products preferred by end-users, the most profitable processed product, and what marketing strategies should be applied by the marketing participants.

This study assessed the marketing of selected processed mungbean products in San Mateo, Isabela. The specific objectives of the study were to (1) identify the marketing channels and chain actors involved in mungbean product marketing; (2) describe the processes involved in mungbean product marketing; (3) determine the cost, profitability, and efficiency of marketing mungbean products at each stage of the marketing chain; and (4) identify the problems commonly encountered by market participants and recommend solutions to address these problems.

Primary data was collected from 30 marketing participants using a pre- tested questionnaire. Descriptive analysis, tracing of product flow, cost and return analysis, marketing margin analysis, and breakdown of consumer’s peso analyses were employed. The marketing participants of the processed mungbean industry are mungbean farmers, traders, processors, and processed mungbean retailers. Mungbean farmers produced raw mungbean. Mungbean traders served as wholesale buyers of mungbean. Processors transformed raw mungbean into different processed products, while retailers were in-charge of distribution, transportation, and storing of processed mungbean products.

The cost and return analysis showed that the mungbean processors gained the highest profit among all the market participants. Across different products, mungbean processors generally have the highest marketing margin. The breakdown of consumer’s peso showed that the processors obtained the highest share in the price of consumers. Generally, the production and marketing of processed mungbean were profitable.

The problems encountered by the farmers were biological disturbances and limited capital for expansion needs. The processors indicated lack of support for private processors, no formal market research done for processed mungbean products, and bounded training opportunities as their problems. Meanwhile, the retailers’ encountered problems were lower price of substitute goods, supply of some processed mungbean products would not meet the demand of end-users, and unaccountability of transportation cost and other marketing cost.

This study recommended the following solutions: provide equal opportunities for both public and private processors, proper accounting of costs, conduct a follow-up study, and seek opportunities for business expansion.

Language

English

LC Subject

Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2021 A14 S26

Document Type

Thesis

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