Omnichannel Marketing Perspective in Selected Agricultural Supply Stores in Los Baños, Laguna

Date

12-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Remund Jordan D. Labios

Committee Member

Jennica Amielle M. Mora, Eliza C. Aquino, Melodee Marciana E. De Castro

Restrictions

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

Abstract

This study aims to assist local agricultural supply stores in adapting to the ever-changing landscape, particularly in the digital era, by identifying effective strategies to meet customer demands, enhance access to communication platforms, and develop more targeted marketing approaches. Considering the limited research on agricultural supply stores, the researcher interviewed twenty-three (23) such stores located in Los Baños, Laguna, analyzing their business operations, current marketing strategies, and perspectives on omnichannel marketing. It should be noted that the agricultural supply stores interviewed represent a diverse range of businesses with some extending their offerings beyond traditional agricultural supplied to include non-agricultural products and groceries.

The study presents a comprehensive literature review encompassing global and agricultural marketing trends, e-commerce platforms and their applications, omnichannel and digital marketing strategies, and buyer and customer journey mapping. These insights will be instrumental in understanding the omnichannel perspectives of the selected agricultural supply stores. The objectives of the study are to (a) identify the profile of agricultural supply stores owners/managers in selected areas in Los Baños, Laguna; (b) determine the perceptions of agricultural supply stores owners/managers regarding omnichannel marketing; (c) assess the usefulness and effectiveness of omnichannel marketing in agricultural supply stores; (d) Formulate recommendations on how to better understand and use omnichannel marketing in improving current marketing activities.

Primary data collection utilized a mixed-methods approach, conducting face-to-face interviews and distributing survey questionnaires to agricultural supply store owners or managers. This dual approach enabled the gathering of both quantitative and qualitative data, which were subsequently analyzed through a descriptive statistics and thematic analysis, respectively. The questionnaire focused on gathering information about the respondent's profiles, business overviews, current marketing strategies, and their knowledge, experiences, perceptions, and acceptance of omnichannel marketing. The summarized data will be integrated with the marketing funnel and analyzed buyer and customer journey to evaluate the effectiveness of omnichannel marketing strategies.

An analysis of the gathered data revealed that traditional marketing strategies continue to be the the most common approach used by agricultural supply stores, with 13 out of 23 stores relying mainly on this method. The familiarity, ease of use, and perceived time-efficiency associated with traditional marketing practices contribute to this preference. However, a growing subset of stores, encompassing 4 out of 23, have adopted digital marketing as their primary marketing strategy. This reflects the growing importance of digital platforms and the recognition of their ability to reach a larger audience. Notably, 4 out of 30 stores have adopted the concept of omnichannel marketing, a strategic approach that combines traditional and digital marketing channels. This adoption indicates that these businesses are gradually adapting to technological advancements and exploring new opportunities. While some of the surveyed agricultural supply stores already incorporate the core principles of omnichannel marketing, the term remain itself remained unfamiliar. However, upon a brief explanation, they readily grasped its meaning and acknowledged it significance. Notably, 74% of the respondents indicated their willingness, either full or partial, to implement omnichannel marketing strategies within their businesses.

In order to effectively navigate the competitive agricultural supply store market, owners and managers are recommended to meticulously plan marketing calendars, identify specific target markets, and enhance their offline and online visibility by incorporating omnichannel marketing strategies. Agricultural input suppliers should cultivate strong customer-supplier relationships by offering high-quality products at competitive prices, ensuring timely delivery, and providing exceptional customer service. Aspiring agricultural entrepreneurs must ensure financial preparedness, network with experienced store owners and suppliers, and implement strategic marketing strategies to succeed in this increasingly, competitive landscape. So as to gain a more holistic understanding of the industry, future studies should broaden the scope of data collection by incorporating more quantitative data, particularly financial metrics. Expanding the geographic scope of the study to cover a wider range of locations can also provide a more comprehensive perspective. Additionally, prioritizing interviews with store owners and managers, who possess in-depth knowledge of business operations, especially in the marketing realm, and gathering insights from customers to thoroughly analyze buyer and consumer journeys are recommended.

Language

English

LC Subject

Farm supply industries, Produce trade--Philippines

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 S26

Document Type

Thesis

This document is currently not available here.

Share

COinS