Marketing of coffee in selected towns of Cavite /
by Imee O. Gatpandan.
- Indang, Cavite: Cavite State University- Main Campus, 2000.
- xv, 45 pages illustrations ; 28 cm.
Thesis (BSBM - - Marketing) Cavite State University.
Includes bibliographical references.
College of Economics, Management, and Development Studies (CEMDS) College of Economics, Management, and Development Studies (CEMDS)
GATPANDAN, EVIEE OLLER, "Marketing of Coffee in Selected Towns of Cavite." B.S. Thesis, Bachelor of Science in Business Management, major in Marketing, Cavite State University, Indang, Cavite. March 2000. Adviser: Dr. Nelia C. Cresino. A study was conducted in four selected towns of Cavite to describe the socio-economic characteristics of coffee farmers and middlemen, describe the marketing strategies employed by coffee producers and market intermediaries, and identify the problems in marketing coffee. The average age of farmers was 57 years and most were married. Majority of the farmers attended formal education. Most of them were owner-operator and had been in coffee farming since their early years. Coffee were sold either by picked-up and delivered methods. But most of the farmers preferred to sell their coffee at home. The farmers practiced hauling, drying, packing and storing after harvesting. The farmers who sold their coffee to miller-wholesaler entailed an average cost of P14.20 per can or P2.12 per kilo. The problems encountered by farmers were unstable, low prices, unpaid credit, and low quality of coffee. The buyer's average age was 47 years and had been in business for 14 years. Some of the buyers who were classified into miller-wholesalers and non-miller wholesalers were engaged in other types of business like farming, sari-sari store operating, steel and hardware operating, jeepney driving, tailoring, flower shop operating, teaching, glassware store operating and employment. The middlemen employed different pre-sale practices such as second drying, milling, cleaning, grading, storing and packing. The average marketing incurred entailed by non-miller wholesalers was P13.32 per can while the miller-wholesalers had an average cost of P8.58 per can. The miller-wholesalers had the highest net marketing margin of P17.50. The common problems met by the buyers were unstable prices, low quality of coffee and lack of capital. There were three different outlets for coffee; non-miller wholesaler, miller-wholesaler and processor.