Analysis of the Marketing System of Vegetable Retailers Amid the Covid-19 Pandemic in Poblacion Public Market, Los Baños, Laguna

Date

6-2022

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Juan Paulino S. Trespalacio, Junior

Committee Member

Gemma U. Reyes, Maria Noriza Q. Herrera, Mar B. Cruz

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

The COVID-19 pandemic has impacted several marketing systems all over the world which brought negative implications to their performance. The general objective of the study was to analyzed the marketing system of vegetable retailers in Poblacion Public Market, Los Baños, Laguna during the COVID-19 pandemic. The specific objective were to describe the socio-demographic characteristics of the vegetable retailers in Poblacion Public Market; present the marketing channels, marketing practices, and marketing costs used by the vegetable retailers in Poblacion Public Market amid the COVID-19 pandemic; identify the product, information, and payment flow of vegetables being traded in Poblacion Public Market during the COVID-19 pandemic; discuss the problems related to the marketing system of vegetables in Poblacion Public Market during the COVID-19 pandemic and recommend appropriate strategies.

The ages of most of the vegetable retailers in Poblacion Public Market were within 50 to 59 and 60 to 69. Moreover, the number of female vegetable retailers dominated the number of male vegetable retailers. The vegetable retailers in Poblocaion Public Market were also mostly married since most of them belong to an age group where they are capable of settling down. Most of the vegetable retailers whose educational attainment was the secondary level and the remaining ones responded elementary level and college level. Lastly, only 88.24% of the vegetable retailers interviewed were members of the Poblacion Public Market Vendors Association. Four marketing channels were identified in the marketing system of vegetable retailers which are (1) supply point - wholesaler-retailer - retailer - individual buyers ; (2) supply point - wholesaler-retailer - institutional buyers; (3) supply point - wholesaler-retailer - individual buyers; and (4) supply point - retailers - individual buyers. Also, the marketing practices that the vegetable retailers perform were also identified and these were: transporting, sorting, cutting, and packing, and pricing. In the whole marketing system, certain marketing costs are incurred. In the case of the wholesale-retailers in Poblacion Public Market, the identified costs were transportation, labor, rent, electricity, permits and packaging. The average daily value of the marketing costs was P1,025.73 to P1,110.4, and P479.72 to P526.72, respectively.

In the product flow of vegetables, the total estimated volume of vegetables from all of the supply points ranged from 1,721 to 2,283 kilograms wherein 87.16 to 87.6% of it were directed to the retailers who procure their supply points directly. After different processes, the estimated volume sold to the end consumers ranged from 1,593.5 to 1,757.5 kilograms, but it is divided into two due to the kind of buyers which are institutional and individual buyers. The institutional buyers acquired 750 to 1,050 kilograms. Moreover, the information flow among the key players was mainly from wholesaler-retailers to the retailers. For the wholesaler-retailer, the source of information for the price were based on the market situation while the information about the volume requirement of vegetables was based on estimate and demand of their customers. For the retailers, the prices were dictated by the wholesaler-retailers and the market situation, while the volume requirement of vegetables were based on three factors which were on their estimate, budget, and special occasions. Lastly, the information about the specification of vegetable that the wholesaler- retailers purchase was based on the common vegetables used in Filipino households and through the demand or order of their customers. Meanwhile, the information about the specification of vegetable that the retailers were also based on the common vegetables that Filipino households use and by the request made from their customers. Among all of the payment flow per marketing channel, the lowest possible offering price was ₱75 per kilo while the highest possible offering price was ₱255 per kilo. Lastly, problems related to the marketing system of vegetable retailers were also identified which were the following: increase of prices of vegetables, restrictions in logistics, low number of buyers, limited supply of vegetables, and slackening of sales.

In conclusion, the marketing system of vegetable retailers in Poblacion Public Market is stable but flawed wherein improvements can be implemented. The formulated recommendations were to observe proper handling of vegetables, usage of recordkeeping practices, conduct seminar about different topics, establishment of additional trading posts, and provision of cold storage facilities. Hopefully, through these recommendations the marketing system of the vegetable retailers in Poblacion Public Market will improve.

Language

English

LC Subject

Vegetable trade, COVID-19 Pandemic, 2020- --Philippines, Marketing--Management

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2022 M17 C38

Document Type

Thesis

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