Awareness and Perception of Consumers and Public Market Retailers in Taguig City, Metro Manila Towards Online Palengke

Date

1-2022

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Loida E. Mojica, adviser.

Committee Member

Loida E. Mojica, Dinah Pura T. Depositario, Nanette A. Aquino

Abstract

This study was conducted to determine the awareness and perception regarding digital marketplaces that offer agricultural food commodities among selected consumers and selected public market retailers in Taguig City. The specific objectives of the study were: (1) present the socio-demographic profile of both the selected consumer and public market retailers; (2) discuss the buying behavior of consumers and the marketing practices of selected retailers and their experiences with digital marketplaces that offer agricultural commodities; (3) determine the level of awareness of selected consumers and public market retailers towards online palengke as a digital marketplace for agricultural food commodities; (4) determine the factors affecting their level of awareness and perception of online palengke; (5) identify the problems and issues met in online palengke for selling agricultural food commodities; and (6) formulate recommendations to address the identified issues and problems met in online palengke for agricultural food commodities.

A descriptive research design was used in this study. A total of 55 respondents consisting of 26 consumers and 29 public market retailers were interviewed with the help of a survey questionnaire. Frequency counts and percentages were mostly used to analyze and relate the findings on the level of awareness and perception regarding digital marketplaces that offer agricultural commodities.

An online marketplace or a digital marketplace is a platform where third-party users offer and provide information on their goods and services. In this study, the online palengke was presented as a platform where third-party users such as consumers and retailers transact for agricultural commodities. The findings of the study showed that the selected consumer respondents were more aware of digital marketplaces for agricultural commodities than the selected public market retailer respondents. On the perception of the respondents, the result of the study showed that both respondent groups perceived secured payment transactions as the most important technological attribute of digital marketplaces. Both groups also have positive behavioral responses to digital marketplaces that offer agricultural commodities. The low awareness of the selected retailer respondents on digital marketplaces that offer agricultural commodities was explained by the lack of information regarding how the platform works and how transactions take place. Public market retailers practice face-to- face transactions which may also explain the lack of awareness towards digital platforms that offer agricultural commodities. Results on the perception of the respondents towards the most useful technological attributes of digital marketplaces showed that secured payment transactions are the most important technological attribute of digital marketing.

Ensuring the security of the transactions is important to both the consumers and public market retailers as this can protect both in case the buyer or seller fails to provide the equivalent price or service in the transaction. Many of the respondents were also receptive to new technologies such as Facebook marketplace, Lazada, and Shopee which explains why most of them have a positive behavioral response towards digital marketplaces that offer agricultural commodities. The pandemic has also affected their daily lives, limiting the activities they can perform, especially in buying and selling products. Therefore, they have a positive behavioral response as digital platforms offer a solution to the challenges brought by the pandemic.

The findings of this study suggest that the quality of the agricultural commodities is the key priority of the customers. It is a challenge for digital marketplaces that offer agricultural commodities to guarantee product quality. Because of the concern for the quality of the products offered in the platform, some respondents have a low level of perception, and have an indifferent or negative behavior towards digital marketplaces that offer agricultural commodities. Despite that, there is still potential. There is an opportunity that can be explored since many of the respondents are familiar with such technologies and many are looking for safer ways to transact during the pandemic. For aspiring digital marketplace retailers or owners and the current digital marketplace platforms, this study recommends that a certain factor must be met in starting and/or continuing this type of Business.

Given the concern for the quality of the respondents with indifference or negative behavioral response towards digital marketplaces that offer agricultural commodities, those planning to sell through online palengke should have access to facilities, equipment, and additional services. Efficient logistics must be considered to guarantee that the product will reach the customers without compromising quality. They should also provide actual photographs of the commodities available on the platform with relevant information of the product attached to it. They might also mention and describe the product's quality grading, the day it came on the platform, and monitor quality status in the description. This would add to the digital platform's credibility and will secure consumers’ trust. Good usability of the platform should also be provided for a seamless user experience. This increases the success of the platform and improves performance for the customers and retailers alike. Lastly, this study recommends that developers of digital marketplaces act as an intermediary between retailers and consumers to efficiently provide quality agricultural commodities.

Language

English

LC Subject

Internet marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2022 M17 C37

Document Type

Thesis

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