Market Potential of Leather and Leather Products from Janitor Fish Skin in Selected Areas in National Capital Region (NCR) and Bulacan, 2008

Date

4-2009

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Prof. Julieta A. Delos Reyes

Abstract

This assessed the market potential of leather and leather products from Janitor Fish skin in selected areas in National Capital Region (NCR) and Bulacan. In particular, it provided an overview of the Janitor Fish situation in the country; determined the potential demand for leather and leather products from Janitor Fish skin and the factors affecting the end-users’ willingness to purchase those products. It also determined the competitiveness of the Janitor Fish leather based on its physical features in relation to other existing leathers in the market and developed marketing strategies that will help create demand for Janitor Fish leather products.

Both primary and secondary data were utilized. Primary data were obtained through a survey of 275 employed persons in selected areas in NCR. Actual interviews with the tanneries and leather goods manufacturers were conducted using questionnaires developed through the UAI approach. Data were then analyzed using descriptive analysis, chain ratio method, logit and SWOT analyses.

Demand estimation was divided into three levels: the tanneries, leather goods manufacturers, and end-users. The study revealed that of the 275 end-user respondents, 60 percent were willing to purchase leather products from Janitor Fish skin. Moreover, 70 percent of the tanneries that are using cow hides signified their willingness to shift to Janitor Fish as their raw material for leather production, while 67 percent that are using carabao skin were also willing to shift to Janitor Fish skin. Meanwhile, 85 percent of the leather goods manufacturers were willing to shift a proportion of their cow hides production to Janitor Fish leather. This led to the conclusion that there is a potential demand for leather and leather products from Janitor Fish skin.

Based on the results of the logit analysis, it was found out that the factors affecting the willingness of the end-users to purchase Janitor Fish leather products are age, gender, monthly income, and civil status. From these, the chain ratio method was employed in order to determine the potential demand for the following leather products included in the study: bag, shoes, slippers, wallet, key chain, and coin purse.

On the competitiveness aspect, results showed that the Janitor Fish leather is price competitive since the estimated production cost is much lower than the price of the other existing raw materials implying the possibility of charging a lower price to ensure competitiveness. Moreover, the physical attributes of the Janitor Fish leather were found to be relatively at par with the quality of the existing leather materials such as cow hides, carabao skin, snake skin, among others.

Recommendations forwarded were: improvement and development in the technology for leather tanning; development of safe and proper breeding technology to ensure the supply of Janitor Fish; strengthen the cooperation among the members of the Tanners Association of the Philippines; intensive market promotion; financial assistance from the government, and increase in the budget allocation for research and development.

Language

English

LC Subject

Fish Industry, Leatherwork, Market surveys

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2009 A14 M46

Notes

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Document Type

Thesis

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