An Analysis of the Marketing System of Coconut Vodka (Lambanog) Produced in Tayabas, Quezon, 2015

Date

8-2015

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Prudenciano U. Gordoncillo

Committee Member

Ma. Eden S. Piadozo, Isabelita M. Pabuayon

Abstract

The study was conducted to analyze the marketing system of lambanog produced in Tayabas, Quezon. Specifically, it aims to (1) describe the current situation of the marketing of lambanog produced in Tayabas, Quezon, (2) trace the marketing channel, (3) determine the marketing costs and marketing margin, and (4) identify the problems experienced by the producers of lambanog and recommend possible solutions to minimize their problems and to improve their marketing and distribution system. Primary data were gathered from 42 respondents who were involved in the marketing of lambanog. Descriptive analysis, statistical measures such as means and ranges, product and geographic flows, marketing costs and margin, and return on investment were used to analyze the data. Results showed that there are three market participants involved in the marketing of lambanog produced in Tayabas namely, lambanog distillers, lambanog reprocessors and lambanog distributors. Distillers are responsible for the production and initial packaging of the product, reprocessors are the ones who add flavor or reduce the alcohol content, and distributors are involved in repackaging and distributing the product. The study revealed that there are two marketing channels existing, lambanog distillers - lambanog distributors for pure lambanog, and lambanog distillers - lambanog reprocessors - lambanog distributors for reprocessed lambanog. Both channels and their market participants were found out to be efficient, but distributors were revealed to have higher percent ROI than distillers in pure lambanog marketing while reprocessors have the highest percent ROI in reprocessed lambanog marketing. In order to improve the marketing system of lambanog, increasing competitiveness, standardization, and strategic alliances among the market participants should be established.

Language

English

LC Subject

Coconut Industry, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2015 A14 A55

Document Type

Thesis

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