Analysis of the market for biogroe microbial plant growth promoter, Philippines, 2010.

Date

10-2010

Degree

Bachelor of Science in Agricultural Economics

College

College of Arts and Sciences (CAS)

Adviser/Committee Chair

Elauria, Marilyn M.

Committee Member

Gordoncillo, Prudenciano U. Catelo, Salvador P.

Abstract

This study analyzed the market for BioGroe microbial plant growth promoter in the Philippines by using primary data obtained from 30 consumer-respondents. It characterized the current consumers in terms of their socio-demographic profile, farm characteristics and consumption behavior for BioGroe. Trends of current consumption in terms of number of packs sold and number of buyers were also presented and these were further discussed by projecting/estimating the future consumption (pack) and number of buyers for the product. The study also attempted to determine factors that significantly affect the current consumption for BioGroe. Furthermore, association of level of satisfaction regarding different product attributes by socio-demographic profile, farm characteristics, consumption behavior was also assessed. Descriptive analysis, graphical representation, multiple linear regression and non parametric test such as Pearson’s Chi- Square were used to achieve these objectives. Consumer-respondents under study were purposively selected based on the sales record from BIOTECH and were interviewed through phone call and e-mail. Majority of the current consumers of BioGroe microbial plant growth promoter were male, relatively old (40 years old and above), married, college graduates, belonged to medium-sized household, classified as middle income group, and located near (200 km and less) from Los Baños. In terms of their farm characteristics and consumption behavior, most of the consumer-respondents owned relatively small land area for crop production, ventured on crop production to generate income and/or for home consumption, had 6-10 years experience in crop production, purchased BioGroe for experimental/trial purposes only, and earned less than 8000 pesos from their farm. It was depicted that there was a fluctuating trend for current consumption in terms of number of packs sold and number of buyers per month. Based from the trend, it was assessed to be increasing at a slow rate. Results also revealed that this current consumption was significantly determined by the distance from the producer’s location to the consumers’ residence (city, province), and the consumers’ age, gender, civil status, and monthly household income as well. Assessing the association of level of satisfaction in terms of different product attributes and market characteristics, it was found that farm characteristic, especially farm size, depicts significant association with most of the level of satisfaction on different product attributes. Specifically, level of satisfaction on packaging was found to be significantly associated with gender, educational attainment, farm size, and purpose of crop production. Level of satisfaction on shelflife was found to be significantly associated on farm size and farm experience. Educational attainment was observed to have an association with the level of satisfaction on mode of application. In terms of level of satisfaction on nature of the product as supplementary product, it was found that it had 6 an association with farm size, farm experience, ownership of land and reason for BioGroe purchase. As results showed, level of satisfaction on service was found to be significantly associated with farm size only, while level of satisfaction on accessibility was observed to have significant association with distance of location, monthly household income, purpose of crop production, and reason for BioGroe purchase. Problems raised by the consumers about BioGroe were mainly the lack of technical assistance, lack of promotion, very short shelflife, poor accessibility to the enterprise, not user-friendly in terms of application and lack of technical information (i.e. researches/studies) for BioGroe. Results further revealed that the problem was not primarily within the consumption of the product, but mostly in the management, mainly on the marketing aspect for the product. Overall, results revealed that BioGroe has large potential markets throughout the country. Strengthening and properly managing the marketing aspects, especially introduction and promotions through extension activities such as demo farms and seminars, are stepping stones to providing a more comprehensible and firmer familiarization, not to mention, appreciation of the product. Price was not a big problem as reported by the consumer-respondents, however, a big emphasis on the issue of the accessibility of the product must be taken into account and be resolved. Poor accessibility of outlet to most consumers discourages them to purchase and adopt the product. Furthermore, additional technical information must be made available to make the product more competitive. Thus, it is recommended that the producer of BioGroe, BIOTECH, must first introduce and promote the product to other people and in their community, encourage traders/middlemen to distribute the product, and assess the willingness and capability of the potential consumer to buy the product. Furthermore, it is recommended that internal problems from the producer side such as inefficiencies in the marketing aspect of BIOTECH (i.e. insufficient funds), must be resolved as well as this results to the ineffective extension activities such as lack of technical assistance, lack of education or training, lack of marketing campaigns as to promotion and introduction of the product, and lack of researches and studies that can further support the potential of the product.

Language

English

Location

UPLB Main Library Special Collections Section

Call Number

Thesis

Document Type

Thesis

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