Dasmarinas Central Market: a case study

Date

2003

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Abstract

Dasmarinas is a first-class municipality in the province of Cavite. Being one of the most progressive and most populous towns in the province, the local government of Dasmarinas saw the need of a central market that will cater to the growing needs of its people. Thus, in 1994, Dasmarinas Central MArket (DCM) was put up. Yet after almost nine years of existence, the market is still unable to attract large numbers of buyers. Only a few people are marketing in DCM. However strategic its location is, still its sellers are faced with many problems aside from less buyers and low sales volume. The market by such standard is in capable of competing with other public market. In this setting that this study was conducted. The study aims to help improve DCM's condition. Further it also aims to be used, as a guideline in determining which aspect of the central market needs further improvement. The general objective of the study was to examine the organization, operation, and performance of Dasmarinas Central Market. Specifically, it aims to present the historical background of DCM, analyze the relevant elements of the business environment of the DCM, assess the business function of DCM, identify and analyze the major issue and problems found in DCM, generate and evaluate alternative solution and design and implementation plan for the chosen solution. The primary data were obtained through personal interviews with the aid of guide questionnaires. The respondents were the market supervisor, market inspector, collection clerk, forty-four vendors, and twenty buyers. Secondary data were obtained from the files and record of the Municipality of Dasmarinas, the Dasmarinas Library, ACCI Library, and the UPLB Main Library. For the data analysis, descriptive as well as simple quantitative measures such as frequency distribution table, and percentages were used to analyze the interview results. After the analyzing the internal and external factors affecting the operation and performance of the central market, the problems that has been identified are the performance of the central market, the problems that has been identified are the following. One, how can the Dasmarinas Central Market be more competitive with the other public market, and two, how can the sellers in DCM attract more buyers? Alternative solutions are their being tried to help solve the problem of DCM and the sellers. Yet after thorough analysis, it has been found out that there could only have two alternative solutions to solve the problem of DCM and there could only on and best solution to solve problem of the sellers. The first alternative solution to the problem of DCM is to establish a jeepney terminal within the vicinity of the DCM. The second alternative is the re-routing of the jeepneys to pass by the DCM. On the other hand, the only alternative solution to solve the problem of the sellers is to have sales promotion. Using the decision criteria, it has been found out that the most effective solution is to establish a jeepney terminal within the vicinity of Dasmarinas Central Market and to have sales promotion. This way, DCM will be more competitive with other public market and attract buyers.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2003 M17 A74

Document Type

Thesis

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