Analysis of the Choice of Traditional Retail Markets for Fresh Fish in Calamba City, 2019

Date

6-2019

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Julieta A. Delos Reyes

Committee Member

Antonio Jesus A. Quilloy, Isabelita M. Pabuayon

Abstract

This study aimed to analyze the buyer’s decisions with respect to market selection for fresh fish in Calamba City, Laguna. It focused on public markets and periodic wet markets. Its specific objectives were to: characterize the buyers of fresh fish in the different markets; identify the attributes of markets that buyers are looking for when buying fresh fish; determine the factors affecting buyer’s choice of retail market for fresh fish; and draw policy implications from the results of the study.

Stratified random sampling was used in selecting the 180 buyer-respondents in 5 rural and 5 urban barangays where house-to-house interviews were conducted. Descriptive analysis; knowledge, attitude and perception (KAP) scoring; Likert-type scaling; Spearman’s Rank Correlation; and Fisher’s exact probability test were performed to analyze the data gathered.

The study revealed that public markets were preferred as source of fresh fish over periodic wet markets. Respondents from urban barangays chose public markets while respondents from rural barangays chose periodic wet markets. The common reason for preferring public market in both barangays was price of fresh fish, and accessibility for periodic wet markets. Buyers choose a market with the following characteristics: with sellers promoting good relationship; clean; accessible; and with reasonable price of fresh fish. Transportation cost, accessibility, with sellers promoting good relationship with buyers, cheap price, packaging, source of fresh fish, and proper food handling and management were the factors affecting choice of market.

Problems such as poor sanitation of markets are still obvious, but buyers continue to patronize them. This is despite the fact that the buyer-respondents are highly knowledgeable about proper sanitation in market stalls. For the buyers, food safety concerns are just secondary to distance (accessibility) and cost of transportation which in their current circumstances are more urgent because any contaminants from the not-so clean market can still be washed away.

The prioritization of accessibility and transportation cost has overshadowed the fact that consumers should still be mindful of the food safety and environment of the market where they are going to purchase fresh fish. Therefore, recommendations are to: enforce market ordinances/regulations that promote cleanliness of market facilities and proper handling and management of foods; promote among buyers and sellers the right and safe food handling and management practices for a healthier consumption and environment for everyone; provide physically-, environmentally-, and food-safe infrastructure and facilities within and outside markets; and implement regular and frequent monitoring and maintenance of market.

Language

English

LC Subject

Fish industry, Retail trade, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2019 A14 M35

Notes

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Document Type

Thesis

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