Evaluating the Marketing Efficiency of Saba Banana in Bansud, Oriental Mindoro, 2024

Date

1-2024

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Cesar B. Quicoy

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

Restrictions

Restricted: Not available to the general public and for consultation with the author/thesis adviser. Access is available only to those bound by the confidentiality agreement.

Abstract

This study aimed to evaluate the marketing efficiency of the Saba Banana in Bansud, Oriental Mindoro. The specific target objectives were as follows: (i) identifying the marketing practices involved in Saba banana industry, (ii) tracing the Saba banana marketing channels, (iii) analyzing the profitability of each channel participant, (iv) analyzing the marketing margin and the share of consumers’ pesos, (v) identifying the problems encountered by the Saba banana channel participants, and (vi) determining the policy implications based on the results of the study.

Thirty farmers were interviewed from the five upland barangays of Bansud namely; Malo, Bato, Villa Pag-asa, Rosacara, and Conrazon. Using a forward tracing approach, the commission agent, wholesalers/shippers, and retailers of the farmers were tracked. A profitability analysis was done by measuring the net income and net cash returns. Using the traditional formulas for marketing margin, share of consumer's peso, and Shepherd’s formula, the marketing efficiency was analyzed.

Three marketing channels were identified in the study namely: (1) Saba Banana Farmer-> Commission Agent -> Wholesaler/Shipper -> Retailer, (2) Saba Banana Farmer -> Wholesaler/Shipper -> Retailer, and (3) Saba Banana Farmer-> Banana Chips Processor. The main focus of the study was the first two marketing channels. Channel 1 had higher product losses than Channel 2, primarily due to weak retail sales in April and competition in the Paraqanue market. Channel 2 had a shorter marketing channel but a higher total marketing margin due to higher intermediary prices. Retailers had the highest share of consumer peso in both channels. Furthermore, channel 2 had a more even distribution of prices among farmers, wholesalers, and retailers and this channel was also found to be more marketing-efficient using the Shepherd's formula due to a lower marketing cost ratio.

The study suggested interventions in reducing farmers’ losses through implementing a standardized counting of Saba bananas, policies empowering farmers to increase their bargaining power, a market information system that helpsfarmers make more informed decisions, and research advancements on high-yielding and pests and disease- resistant varieties of Saba bananas.

Language

English

LC Subject

Banana trade, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 A14 D43

Document Type

Thesis

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