Analysis of marketing and consumption activities of lakatan banana in Puregold Cavite / by Reggie Mhar B. De Grano and Julie Ann L. Macalindong.

Thesis (Bachelor of Science in Economics) Don Severino Agricultural College.

Includes bibliographical references.

DE GRANO, REGGIE MEAR B- and MACALINDONG, JULIE ANN L, Analysis of
Marketing and Consumption Activities of Lakatan Banana in Pure gold Cavite
Undergraduate Thesis- Bachelor of Science in Economics major in Agricultural
Economics- Cavite State University, Indang, Cavite- August 2018- Adviser: Luzviminda
A- Rodrin, PhD

The study was conducted to describe the marketing and consumption activities of
lakatan banana in Puregold Cavite- It determined the marketing mix; the marketing activities of
fam and supermarket; the product now; the level of satisfaction of the banana consumers, as
well as their socio-economic characteristics; and identified the problems encountered in the

marketing of lakatan banana in Puregold Cavite-
The study was conducted in chosen Pure gold Supermarket branches in Cavite. The

data vas obtained through personal interview with the suppliers, sellers and consumers of
Lakatan banana.

The marketing mix of lakatan banana in Pure gold Cavite included product, place,
price and promotion- The product was labeled as "Lakatan Banana" which was produced by
Agri Nurture, Inc- and was sold to the consumers by Puregold Supermarket in Cavite. The
distribution channels of lakatan banana were AgrNurture„ Inc-- Agri Nurture„ INC Manila Head
Office and Puregcld Supermarket The bananas from Agri nurture, Inc. in Davao were
transported to the AgnNu1ture, Inc- Manila Head Office before being distributed in the
Puregold Supermarkets in Cavite- The lakatan banana was sold per kilograms. The basis for
pricing was by its weight per kilo- A strategy made by Puregold to promote the banana and
other fresh produce was the "buy 1, take l" promo.
The marketing of lakatan banana in Cavite was composed of four components — the
AgriNurture, Inc., Agri Nurture, Inc- Manila, Puregotd and the consumers- The farm marketing

activities of banana include delayering, inspecting, weighing, drying, labelling, and packing-
On the other hand, the distributor marketing activities include inspecting, packing, weighing,

pricing and displaying-
AgrtNurture, Inc- shipped the bananas from Davao to Manila every week- where 160 to

214 boxes went to Puregold branches in Cavite- The delivery schedule to the supermarkets

vas thrice a week with 60 to 80 kilos per day- The delivery performance showed high delivery

precision-
The consumers of Lakatan Banana were mostly females, 40 years of age, and college

graduates with a household size of 5- They considered the good quality of the banana in terms
of good quality taste, size and texture- They usually purchase one to three kilos of banana per
purchase in the bases of weekly, mice a week. thrice a week, monthly or twice a month. The
amount allocated in the banana per month tanged from PhP80 to Phi)1,920 with an average of
Php296„ The consumers were highly satisfied with the lakatan bananas purchased in Puregold

Supermarkets in Cavite-
The problems encountered in marketing were seasonal glut and unsold bananas The

issues on outbound logistics of marketing were also identified which were tough quality
maintenance of the fruits, high cost in transportation, and redundant processes