Feasibility assessment of establishing direct marketing of vegetables by smallholder farmers in Davao City, Philippines / Kestrel Ve T. Florentino; Vlademir A. Shuck, adviser

By: Contributor(s): Material type: TextTextPublication details: 2016Description: 109 leavesSubject(s): Abstract: Vegetable farmers face the challenge of selling their produce as soon as it is harvested to avoid wastage. Expanding market outlets for the farmers? produce can potentially increase the economic benefits to the farmers as well as the customers and consumers. This study focus on the feasibility assessment of direct marketing strategies, which are farmers? market and direct sales to institutions. A survey was conducted on the residents of the first congressional district of Davai City to determine their willing ness to participate in a farmers? market event held in UP Mindano. A similar method from the latter was also used to analyze direct sales to institutions with the food service provider of NAPOLCOM as the main respondent. The farmer group PAFA and SAFE are the producers of vegetables for this research. The study revealed that majority of the respondents are willing to participate in a farmers? market and they perceived it as a source for fresh, yet cheap vegetables. The same also expected by the food service provider of NAPOLCOM towards farmers directly supplying them. Respondents of the farmers? market held in UP Mindanao indicated that they benefited through lower prices (PhP4-PhP5) relative to wet market price while the institutional buyer mainly benefited through significant reduction in transaction cost. Conversely, farmers perceived direct marketing strategies as opportunities for learning, maximizing economic gains and minimizing losses through diversifying its market channels.
List(s) this item appears in: BS Agribusiness Economics
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Item type Current library Collection Call number Copy number Status Date due Barcode
Thesis Thesis University Library Theses Room-Use Only LG 993.5 2016 A3 F46 (Browse shelf(Opens below)) Not For Loan 3UPML00019556
Thesis Thesis University Library Archives and Records Preservation Copy LG 993.5 2016 A3 F46 (Browse shelf(Opens below)) 1 Not For Loan 3UPML00036372
Thesis Thesis University Library Archives and Records Preservation Copy LG 993.5 2016 A3 F46 (Browse shelf(Opens below)) 2 Not For Loan 3UPML00036373

Thesis (BS Agribusiness Economics)-- University of the Philippines Midnanao, June 2016

Vegetable farmers face the challenge of selling their produce as soon as it is harvested to avoid wastage. Expanding market outlets for the farmers? produce can potentially increase the economic benefits to the farmers as well as the customers and consumers. This study focus on the feasibility assessment of direct marketing strategies, which are farmers? market and direct sales to institutions. A survey was conducted on the residents of the first congressional district of Davai City to determine their willing ness to participate in a farmers? market event held in UP Mindano. A similar method from the latter was also used to analyze direct sales to institutions with the food service provider of NAPOLCOM as the main respondent. The farmer group PAFA and SAFE are the producers of vegetables for this research. The study revealed that majority of the respondents are willing to participate in a farmers? market and they perceived it as a source for fresh, yet cheap vegetables. The same also expected by the food service provider of NAPOLCOM towards farmers directly supplying them. Respondents of the farmers? market held in UP Mindanao indicated that they benefited through lower prices (PhP4-PhP5) relative to wet market price while the institutional buyer mainly benefited through significant reduction in transaction cost. Conversely, farmers perceived direct marketing strategies as opportunities for learning, maximizing economic gains and minimizing losses through diversifying its market channels.

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