Marketing analysis of durian in selected towns of Davao / Shiela A. Nueva.

By: Material type: TextTextLanguage: English Publication details: Indang, Cavite : 1997. Cavite State University- Main Campus,Description: 63 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 634  N88 1997
Online resources: Production credits:
  • College of Economics, Management, and Development Studies (CEMDS)
Abstract: NUEVA, SHIELAH A., "Marketing Analysis of Durian in Selected Towns of Davao", B.S. Thesis, Bachelor of Science in Business Management, Major in Marketing. Don Severino Agricultural College, Indang, Cavite, April 1997. The study was mainly concerned in the marketing analysis of durian in selected towns of Davao. It was conducted in four selected towns of Davao to determine the channels, cost, margins, efficiency, and problems involved in performing various marketing functions. A total of 60 respondents, 30 producer/farmers and 30 buyers composed the samples of the study. Data gathering was done through personal interview. Durian passed through six channels and there were five middlemen involved in the flow of durian from the producers to the final consumers. At the farm level, durian was sold either through pick-up or delivery method. Both producers and buyers shouldered the expenses incurred during the marketing process particularly the labor expense that was usually paid for by the producers and buyers. The most common problems encountered by the farmers were the proliferation of channels, price fluctuation, establishment and maintenance cost and lack of market information. At the buyer's level, the retailers paid the highest price of durian purchased from different sources. Contract-buyers and assembler-wholesalers experienced a higher percentage of losses than other buyers. They incurred losses of 1.57 percent and 1.11 percent, respectively. Considering the marketing margin for durian, the retailers obtained the highest net margin of PI 0.16 per fruit, while the lowest was received by the wholesalers. The problems encountered by the buyers were: perishability of the product, competitions among the buyers, price fluctuation, and high cost of marketing. On the average, retailers obtained the highest consumers' peso for durian among the buyers. It is interesting to note that as the number of links between the marketing channel increases, the proportion of consumers' peso that goes to the farmers decreases, or vice versa. When the link between the channels decreases, the marketing margins also decrease, and the marketing system becomes efficient.
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Thesis (BSBM - - Marketing) Don Severino Agricultural College.

Includes bibliographical references.

College of Economics, Management, and Development Studies (CEMDS)

NUEVA, SHIELAH A., "Marketing Analysis of Durian in Selected Towns of Davao", B.S. Thesis, Bachelor of Science in Business Management, Major in Marketing. Don Severino Agricultural College, Indang, Cavite, April 1997.
The study was mainly concerned in the marketing analysis of durian in selected towns of Davao. It was conducted in four selected towns of Davao to determine the channels, cost, margins, efficiency, and problems involved in performing various marketing functions.
A total of 60 respondents, 30 producer/farmers and 30 buyers composed the samples of the study. Data gathering was done through personal interview.
Durian passed through six channels and there were five middlemen involved in the flow of durian from the producers to the final consumers.
At the farm level, durian was sold either through pick-up or delivery method. Both producers and buyers shouldered the expenses incurred during the marketing process particularly the labor expense that was usually paid for by the producers and buyers.
The most common problems encountered by the farmers were the proliferation of channels, price fluctuation, establishment and maintenance cost and lack of market information.
At the buyer's level, the retailers paid the highest price of durian purchased from different sources.
Contract-buyers and assembler-wholesalers experienced a higher percentage of losses than other buyers. They incurred losses of 1.57 percent and 1.11 percent, respectively.
Considering the marketing margin for durian, the retailers obtained the highest net margin of PI 0.16 per fruit, while the lowest was received by the wholesalers.
The problems encountered by the buyers were: perishability of the product, competitions among the buyers, price fluctuation, and high cost of marketing.
On the average, retailers obtained the highest consumers' peso for durian among the buyers.
It is interesting to note that as the number of links between the marketing channel increases, the proportion of consumers' peso that goes to the farmers decreases, or vice versa. When the link between the channels decreases, the marketing margins also decrease, and the marketing system becomes efficient.

Submitted to the University Library 04/21/1997 T-1769

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