Thesis, Undergraduate (BS Agribusiness Economics)--University of the Philippines, Mindanao

This study is about determining market channel choices (supermarkets or wet markets) of cabbage producers in Lantapan, Bukidnon, and the factors affecting it. Farmers in Lantapan have been competitive in supplying cabbage not only in Mindanao but also in other parts of the Philippines. Two market channels were considered to be the end market of the cabbage produce- supermarkets and wet markets. The choices of farmers or producers in selecting market channels were determined using bivariate tobit models.The data was collected through primary and secondary data from 200 farmers from Lantapan, Bukidnon, focus group discussions key informant interviews, and government agencies. Technology adaption was also determined using the data collected. The results states that prices set by wet markets are cheaper than the supermarkets; however, since the standards imposed by the supermarkets are stricter than in the wet markets, supermarkets offer higher buying prices for the produce. The results of the analysis suggest that the participation on farmers' organization positively affects the decision of the producers on where to supply-supermarkets or wet markets. Furthermore, it was also deduced that the total cabbage planting area positively affects the total volume of production of the producer. On the salient attributes, farmers select wet markets as their marketing channels. This is due to high standards, and barriers to entry in supplying to supermarkets.