Consumer Perception and Usage Behavior Towards Bio-N Fertilizer Among Rice Famers Residing in Bay and Calauan Laguna

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Atty. Cherry Lou Reyes-Nuñez

Committee Member

Renen Szilardo C. De Guzman, Emil John C. Cabrera, Arlene C. Gutierrez, Melodee Marciana E. De Castro

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For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

This study underscores the pivotal role of fertilizers in Philippine agriculture and the growing reliance on them. The study highlights the advantages of organic fertilizers, particularly biofertilizers, in boosting soil fertility and crop yields while mitigating environmental concerns. With a focus on Bay and Calauan, Laguna, this study aims to determine the factors that shape farmers’ decisions and guide effective marketing strategies. The specific objectives of the study were: (a) To present the demographic profile of rice farmers in Bay and Calauan, Laguna; (b) Present the farmers' choice and usage behavior towards Bio-N Fertilizer in Bay and Calauan, Laguna; (c) Assess the factors affecting the farmers’ perception and usage behavior towards bio-n fertilizers in Bay and Calauan, Laguna; (d) Recommend insights and strategies for marketing Bio-N Fertilizer in Bay and Calauan, Laguna. The significance of the study lies in its potential to inform stakeholders, farmers, policymakers, producers, and researchers about sustainable agriculture practices and biofertilizer adoption.

A descriptive research design was utilized in this study. A total of 65 respondents consisting of 32 farmers from Calauan and 33 farmers in Bay, were interviewed using structured questionnaires and interviews. The respondents were selected using a non- probability sampling approach involving snowball and convenience sampling. The data analysis involves descriptive statistics to summarize the farmers' demographic profiles and provide insights into farmers’ characteristics. A Likert scale was also employed to assess biofertilizer users' and non-users knowledge, awareness, and perception. Lastly, ETA Correlation based on Kruskal Wallis was employed to determine the relationship between decision-making and perception and usage behavior, which provides insights into correlation strength.

The study's findings revealed that most rice farmers surveyed are older males, and many are between 56 and 70 years old. Most farmers were married with a family of 3 to 6 members. In terms of education, high school graduates are the most common, followed by college graduates. Over half of the farmers are members of associations or cooperatives. Farmland rent status reveals a mix of ownership and tenancy. Most farmers have substantial experience, with the majority having six or more years of farming. Farm sizes are mostly small to medium, influencing land use and productivity. Income per cropping season predominantly ranges from 50,001 to 100,000 pesos, with farming being the primary income source. Additional income sources from some farmers include selling and planting vegetables, government pensions, owning small stores, and working as tricycle drivers.

The findings also revealed that 66.2% of respondents do not use Bio-N fertilizer, while 33.2% do. Non-users cite a lack of awareness, reluctance to change, risk concerns, and adherence to traditional methods. In contrast, users report benefits like improved plant roots and increased income. A notable difference in Bio-N usage between Bay and Calauan suggests better promotion in Bay. Factors influencing usage include awareness, accessibility, and regional differences. It was also revealed that 50% of Bio-N users mix the powder with water for spraying, while 45.5% mix it with seedlings, showing farmers’ adaptability and understanding of application techniques.

Moreover, farmers using Bio-N report benefits like improved rice quality and yields, ease of application, and effectiveness, endorsed by the Department of Agriculture (DA). Despite higher labor costs, satisfaction is high. Non-users prefer traditional fertilizers due to familiarity and concerns about land impact but are open to new methods if incentivized. The DA, the main information source, educate farmers through seminars, increasing awareness. Decision factors include fertilizer quality, effectiveness, affordability, ease of use, and support from authorities and peers. Positive testimonials and initiatives boost confidence in adopting Bio-N for better productivity and profitability.

The perception of Bio-N fertilizer varies significantly between users and non- users. Users generally view Bio-N positively, citing improvements in crop quality, cost reduction, increased profitability, and availability. These views are supported by studies

showing biofertilizers, like Bio-N, benefit soil health and crop yields. Conversely, non- users tend to be neutral or unaware of Bio-N’s advantages, likely due to limited exposure to information or a preference for traditional fertilizers. Government initiatives, such as subsidies and promotional campaigns, are crucial for raising awareness but appear to have a communication gap, especially among non-users. This highlights the need for more targeted educational campaigns to bridge knowledge gaps and address concerns.

The findings also revealed a strong correlation between farmers’ perceptions of biofertilizers and their usage behavior. Positive perceptions, such as Bio-N’s affordability, cost reduction, profitability, and knowledge about bio-n fertilizers, are strongly associated with higher usage rates. Other influential factors include availability, production increase, crop quality improvement, risk reduction, soil fertility improvement, eco-friendliness, and government support and subsidies. These perceptions significantly drive farmers’ decisions to adopt bio-n fertilizers.

Furthermore, raising awareness through targeted marketing strategies is essential to supporting biofertilizer adoption. Marketing should educate farmers about bio-n fertilizers' benefits, usage, and application, emphasizing economic advantages, soil health, and sustainability. Highlighting affordability, cost reduction, and profitability can boost adoption. Educational programs and clear communication about government subsidies are also crucial. Research findings on crop quality improvements should be used in marketing materials to provide evidence-based assurances to farmers.

In conclusion, the study highlights the need to promote biofertilizers to foster sustainable farming. The government should clarify policies and subsidies, collaborate on educational programs, and fund sustainable agriculture research. Agricultural extension services should partner with agencies and Bio-N producers for educational initiatives, field trials, and sharing success stories. NGOs should advocate for sustainable practices, educate on environmental benefits, and facilitate farmer-farmer learning. Input suppliers should ensure Bio-N availability, train staff, and offer promotions. These combined efforts can significantly boost biofertilizer adoption and sustainable farming.

Language

English

LC Subject

Agriculture, Biofertilizers, Rice farmers, Consumer behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 L445

Notes

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Document Type

Thesis

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