Digital Marketing of Pork Cuts in Bulacan, 2023

Date

6-2024

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Antonio Jesus A. Quilloy

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

Abstract

The general objective of the study was to describe the digital marketing of pork cuts in selected cities of Bulacan. The specific objectives were to (1) describe the marketing practices of online traders of pork cuts, (2) identify the cost structure of the digital marketing of pork cuts, (3) identify the issues and challenges encountered by online vendors of pork cuts, and (4) draw possible recommendations to these problems. A total of 31 respondents were interviewed – 5 backyard hog raisers from two municipalities and 13 hog traders and another 5 consumers. The hog raisers were identified through voluntary response method. The traders were identified through convenience sampling method and voluntary response method. The traders identified were assembler-wholesalers, wholesaler-retailers, and retailers. The marketing services provided by hog raisers identified were pre-selling, loading and unloading, slaughtering, butchering, transporting, and storage. Meanwhile, for traders, marketing services identified were pre-selling, procurement, transporting, butchering, and storage. Compared to traditional marketing pork traders, online traders of pork cuts performed different marketing services. Online traders operated from home, and procured pre-cut pork from various importers and distributors, eliminating the need for slaughtering. Despite these operational differences, the structure of their marketing chain and the functions of market participants aligned with those of traditional traders. The advantages of online trading included a wider reach across municipalities, instant buyer responses, and readily accessible market information. These benefits contributed to higher profits and immediate disposal of pork cuts, enhancing the efficiency of the online pork trading business. However, it is important to note that majority of online traders do not have the necessary permit to run their business. In terms of marketing costs, digital marketing, necessitates costs for internet and higher electricity bills. Digital traders did not have expenses such as slaughter, market fees, and business permits. They spent less on labor, often employing themselves or family members at lower rates. Their expenses were more on transportation, electricity, and maintenance. This was due to their reliance on transportation services, personal vehicles requiring regular maintenance, and the use of cellphones, internet, and freezers, which increased electricity costs. While both marketing types incur non-cash costs, digital traders faced higher depreciation costs, possibly due to more investment in vehicles and equipment with shorter lifespans. The problems encountered by hog raisers were fluctuating price of pork cuts, difficulty in finding buyers, and storage issues. Similarly, pork cut traders stated that they mainly encounter problems such as fluctuating price and difficulty in finding quality customers. With the interaction being only made online, problems with information asymmetry exists. Hence, it was recommended to push efforts in creating or further spreading information campaigns about the dangers of transacting and buying meats online.

Language

English

LC Subject

Telemarketing, Meat, Quality

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 A14 C79

Notes

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Document Type

Thesis

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