Marketing of Mango in Selected Municipalities of Pangasinan, 2004

Date

4-2005

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Dr. Marilyn M. Elauria

Abstract

The study was conducted to analyze the marketing system of mango in selected municipalities of Pangasinan. The specific objectives were: to describe the pre-sale and marketing practices of mango farmers and middlemen; to analyze the marketing channels of mango; to evaluate the efficiency of existing marketing system of mango; and to identify the problems encountered in mango marketing and recommend possible solutions.

There were three types of mango traders in the study. These were the wholesaler, wholesaler-retailer and retailer.

The marketing practices employed by the trader-respondents were harvesting/ hauling, sorting/ grading and packaging.

The study revealed that the mango wholesalers had the widest marketing margin of P 36.25 per kilogram of mango. This situation happened since mango wholesalers had low buying price and had the least marketing cost. On the other hand, mango retailers had the least profit margin due to their high buying price and high marketing cost.

The results of the study further showed that returns on investment of wholesalers and wholesaler-retailers were higher compared to the existing bank interest rate at the time of the study which six percent, thus mango marketing can be concluded profitable for these types of trader.

As a whole, the traders had an average of 0.31 percent losses, which, is much less than 10 percent allowable losses. Result obtained shows efficiency of the system in terms of minimizing losses.

However, the other efficiency measures indicate otherwise. The traders had high percent mark-up, which means that they add a substantial amount to their selling prices and had high percent margins. The breakdown of the consumer’s peso also shows that the share of the traders amounts to 83 percent while the farmers only had a 17 percent share. In this regard, the marketing system in Bugallon and Aguilar can be considered inefficient.

The problems encountered by the farmers include: low farm gate price of mango but high costs of inputs; lack of bargaining power; lack of price information; and having bad debts or delayed payments. On the other hand, the problems encountered by traders included price fluctuation, competition among sellers and bad debts/delayed payments.

Based on the foregoing results and problems of the study, the establishment of marketing cooperative for the farmers and organization of traders in their respective market areas were recommended.

Language

English

LC Subject

Mango industry, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2005 A14 C36

Notes

Viewing access to electronic resources is restricted solely to UP Gmail accounts. Any access and share requests from external organizations and personal email accounts will be promptly declined.

Document Type

Thesis

Link to Full Text

Share

COinS