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Marketing analysis of lanzones in selected towns of Batangas / by Normando R. Cresino.

By:

Cresino, Normando R [author]

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : Don Severino Agricultural College, 1986.Description: 65 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

634.6 C86 1986

Online resources:

Click here to view thesis abstract and table of contents

Production credits:

Includes bibliographical references.

Abstract: CRESINO, NORMANDO R., "Marketing Analysis of Lan- zones in Selected Towns of Batangas." B.S. Thesis, Bache- lor of Science in Agriculture, Major in Agricultural Eco- nomics. Don Severino Agricultural College, Indang, Cavite, April 1986. The study was conducted in three selected towns of Batangas to determine the practices, channels, cost, efficiency, margins, and problems involved in performing various marketing functions. A total of 100 respondents, 76 farmers and 24 buyers composed the samples in the study. Data gathering was done through personal interview. Lanzones passed through six channels and there were six middlemen involved in the flow of Lanzones from the producers to the final consumers. At the farm level, Lanzones were sold either in pick-up or delivery method. The buyers shouldered all the expenses incurred during the marketing process which covered the pre-harvesting, harvesting and post-harvesting activities. The most common problems encountered by the farmers were the proliferation of channels, heavy reliance on contract buyers, price fluctuation and lack of market information. At the buyers' level, the retailers paid the highest price of Lanzones purchased from different sources. Assembler-wholesalers and retailers experienced a higher percentage of losses than other buyers. They incurred losses of 2.5 percent and 1.5 percent, respectively. Considering the net marketing margins for Lanzones, the contract-buyers obtained the highest net margin of P3.88 per kilo while the lowest net margin was received by the wholesalers. The problems encountered by the buyers were: perishability of the product, competition among buyers, price fluctuations, high cost of marketing and losses. On average, wholesaler-retailers obtained the highest percentage of consumers' pesos for Lanzones. It is interesting to note that as the number of links between the marketing channel decreases, the pro- portion of consumers' pesos that goes to the farmers increase, or vice versa. When links between channels increase, the marketing margin increases, and the marketing system becomes inefficient.

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Holdings ( 1 )
Title notes ( 4 )

Holdings
Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	634.6 C86 1986 (Browse shelf(Opens below))		Link to resource	Room use only	T-910		00001122

Thesis (BS in Agriculture Major in Agricultural Economics) Don Severino Agricultural College.

Includes bibliographical references.

CRESINO, NORMANDO R., "Marketing Analysis of Lan- zones in Selected Towns of Batangas." B.S. Thesis, Bache- lor of Science in Agriculture, Major in Agricultural Eco- nomics. Don Severino Agricultural College, Indang, Cavite, April 1986.
The study was conducted in three selected towns of Batangas to determine the practices, channels, cost, efficiency, margins, and problems involved in performing various marketing functions. A total of 100 respondents, 76 farmers and 24 buyers composed the samples in the study. Data gathering was done through personal interview. Lanzones passed through six channels and there were six middlemen involved in the flow of Lanzones from the producers to the final consumers. At the farm level, Lanzones were sold either in pick-up or delivery method.
The buyers shouldered all the expenses incurred during the marketing process which covered the pre-harvesting, harvesting and post-harvesting activities. The most common problems encountered by the farmers were the proliferation of channels, heavy reliance on contract buyers, price fluctuation and lack of market information. At the buyers' level, the retailers paid the highest price of Lanzones purchased from different sources.
Assembler-wholesalers and retailers experienced a higher percentage of losses than other buyers. They incurred losses of 2.5 percent and 1.5 percent, respectively. Considering the net marketing margins for Lanzones, the contract-buyers obtained the highest net margin of P3.88 per kilo while the lowest net margin was received by the wholesalers. The problems encountered by the buyers were: perishability of the product, competition among buyers, price fluctuations, high cost of marketing and losses.
On average, wholesaler-retailers obtained the highest percentage of consumers' pesos for Lanzones. It is interesting to note that as the number of links between the marketing channel decreases, the pro- portion of consumers' pesos that goes to the farmers increase, or vice versa. When links between channels increase, the marketing margin increases, and the marketing system becomes inefficient.