Maria Christina F. CAMPITA, Hiromi TOKUDA, Hector M. SALES

7640

THE FACTORS OF MARKETING CHANNEL SELECTION OF QUEEN PINEAPPLE FARMERS IN CAMARINES NORTE

THE FACTORS OF MARKETING CHANNEL SELECTION OF QUEEN PINEAPPLE FARMERS IN CAMARINES NORTE

Purpose - Pineapple cultivation provides sustainable livelihood to many smallholder farmers in developing countries like the Philippines. However, income is affected by the selection of marketing channels. This article assessed the factors affecting the selection of marketing channels of Queen Pineapple farmers in Camarines Norte. Methodology - A mixed data collection process was used, including semi-structured questionnaires and key informant interviews. Primary data gathered from 96 randomly sampled farmers and 32 purposively sampled buyers were used to characterize the nature of the channels. Profitability was measured by calculating the marketing costs, net profit, and profit margin per channel. The Chi-square statistics were used to test the influence of socio-economic variables on the marketing channels, while descriptive statistics were used to interpret the factors affecting the selection of marketing channels. Findings - Among the five identified channels, respondents preferred the wholesaler channel despite low profitability. Quick cash was identified as the major factor in the selection of marketing channels. A significant relationship relative to marketing channels was traced to the interplay of the following key factors: gender, civil status, location, and sources of income. Profitability analysis dictates that the optimum channel for farmers is the direct channel, but requires higher capital for added marketing costs. Income analysis showed that the majority of the farmer respondents were living below the poverty threshold. Conclusion – Financial pressures hinder most pineapple farmers from choosing the most profitable channel. It is hereby recommended to sell via direct channel by batch through synchronized harvesting; adopt a multi-crop pineapple production system to maximize land utilization; secure off-farm employment for an added source of capital and income; explore a joint marketing system to sell in bulk inside and outside the province; seek logistical and technical assistance from the LGUs, cooperatives, and DA to strengthen market linkage; and adopt the value chain concept to add value to the product.
Keywords:

Profitability analysis income classification, type of marketing channels, poverty threshold,

PDF

___

  • Apandi, F.H., Saili, A.R. Julaihi, N.H., Aziz, A.S.A and Saili, J. (2017). Factor Influencing the Choice of Pineapple Marketing Channel in Samarahan, Sarawak. Journal of Fundamental and Applied Sciences, 9(7S), 571-583.
  • Balito, L.P. (2011). The Philippine Pineapple Industry. ISHS Acta Horticulturae. VII International Pineapple Symposium, 63-72.
  • Bartholomew, D.P., et al. (2003). The Pineapple ‘Botany, Production and Uses. CABI Publishing, University of Hawaii, Manoa Honolulu, USA.
  • Bime, M. J., Fouda, T. M. and Mai Bong, J. K. (2014). Analysis of the profitability and marketing channels of rice: a case study of Menchum River Valley, North-West Region. Cameroon Asian Journal of Agriculture and Rural Development 4(6), 352-360.
  • Blandon, J., Henson, S., & Islam, T. (2009). Marketing preferences of small-scale farmers in the context of new agrifood systems: A stated choice model. Agribusiness, 25(2), 251–267.
  • Campita, M.C. (2021) A Compendium on Queen Pineapple Technology Industry and Technology Milestones. Department of Agriculture, Regional Field Office No. 5. ISBN (soft bound) 978-621-95648-2-3.
  • Department of Agriculture (2020). https://www.da.gov.ph/issuance-of-food-pass/
  • Fischer, E., & Qaim, M. (2014). Smallholder farmers and collective action: What determines the intensity of participation? Journal of Agricultural Economics, 65(3), 683–702.
  • Galvez, D.B. (2019). Marketing Channel of Pineapple in Isabela, Philippines. Journal of Management, Marketing and Logistics. 6 (2), 74-80.
  • Gelaw, F., Speelman, S., & Van, H.G. (2016). Farmers’ marketing preferences in local coffee markets: Evidence from a choice experiment in Ethiopia. Food Policy, 61, 92–102.
  • Gessesse, G., Demrew, Z., Olana, T. (2019). Value chain analysis of pineapple (ananas comosus) production and marketing from traditional agroforestry system, Southern Ethiopia. ResearchGate and Food Science and Quality Management, 2225-0557.
  • Habito, F.C. & Briones R.M. (2005). The Philippine Pineapple Industry. June 27, 2005, Makati City. ISHS Horticulturae 902, VII International Pineapple Symposium. Acta Hortic. 902, 53-62.
  • Hossain, M.F. (2016). World pineapple production: an overview. African Journal of Food, Agriculture, Nutrition and Development, 16(4), 11444-11456.
  • Ihli, H., Seegers. R., Winter, E., Chiputwa, B., & Gassner, A., (2021). Preferences for fruit tree market attributes among smallholder farmers in Eastern Rwanda. Agricultural Economics, 53(1), 5-21.
  • Kaido, B. (2020). Supply Chain and Value-Added Distribution of Pineapple Fruit in Muaro Jambi Regency, Jambi Province, Indonesia. International Journal of Research in Economics and Social Sciences (IJRESS). 10(2), 50-57.
  • Kaido, B. (2020). Factors affecting income of pineapple small farmers: case study at Tangkit Baru Village, Jambi Province, Indonesia. Advances in Social Sciences Research Journal, 7(1), 303-308.
  • Mina, C.S. et al., (2021). Productivity and Competitiveness of Garlic Production in Pasuquin, Ilocos Norte, Philippines. Asian Journal of Agricultural and Development, 18 (1), 49-63.
  • Nahar, A. et al., (2020) Challenges in Marketing Channel Selection by Smallholder Pineapple Growers in Samarahan. Food Research, Supp.5, 77-85.
  • Naseer, M.A. et. al., (2019). Effect of marketing Channel Choice on the Profitability of Citrus farmers: Evidence from Punjab-Pakistan. Pakistan Journal of Agricultural Research. 56 (4), 1003-1011.
  • Ochieng, D. O. (2020). Beyond the passbook relationship: Assessing preferences for contracts among cotton and tea farmers and companies in Malawi. IFPRI Strategy Support Program, Working Paper (No. 34)
  • Panda, R.K. & Sreekumar (2012). Marketing Channel Choice and Marketing Efficiency Assessment in Agribusiness, Journal of International Food & Agribusiness Marketing, 24:3, 213-230.
  • Philippine National Standard (2004). PNS/BAFPS 09:2004 ICS 65.020.20 . PNS/BAFPS 09:2004 ICS 65.020.20
  • Philippine Statistics Office Country Stat (2019). Date Accessed May 1, 2022. https://psa.gov.ph/sites/default/files/PSA%20Coffee%20Table%20Book%20%28Full%20Book%20for%20Online%29%2009112020- rev110320.pdf
  • Philippine Statistics Office (2022). Gross National Income and Gross Domestic Product, 3rd Quarter 2021. Date retrieved January 21, 2022.
  • https://psa.gov.ph/national-accounts/sector/Agriculture,%20Forestry%20and%20Fishing.
  • Reinhardt, A., and Rodriguez, L.V. (2009). Industrial Processing of Pineapple – Trends and Perspective. International Pineapple Symposium. ISHS Acta Horticulture 822, 323-328.
  • Tewodros M. et al., (2018) Effect of Inorganic N and P Fertilizers on Fruit and Yield Components of Pineapple Jimma, Southwest Africa. Agrotechnology, 7(1), 1-7.
  • Schipmann, C., & Qaim, M. (2011b). Supply chain differentiation, contract agriculture, and farmers’ marketing preferences: The case of sweet pepper in Thailand. Food Policy, 36(5), 667–677.
  • Sigei, G., Bett, H. and Kibet, L. (May 2014). Determinants of market participation among small-scale pineapple farmers in Kericho County, Kenya. Food Research, 4(5), 77-85.
  • Statistica (2022) https://www.statista.com/statistics/751582/philippines-pineapple-production/. Date accessed May 15, 2022.
  • Wijesooriya, R.V, et. al. (2021). Value chain analysis of pineapple: evidence from Gampaha District of Sri Lanka. American Journal of Applied Sciences. Applied Economics and Business, 4(2), 73-8.
  • Worldbank (2022) https://data.worldbank.org/indicator/NV.AGR.TOTL.ZS?locations=PH
Journal of Management Marketing and Logistics-Cover
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2014
  • Yayıncı: PressAcademia
Arşiv
Sayıdaki Diğer Makaleler

AGRICULTURAL-FOOD SUPPLY CHAIN DESIGN WITH THE CPFR APPROACH: AN APPLICATION

Atiye TUMENBATUR, Mehmet TANYAS, Emre CAKMAK

RELATIONSHIP BETWEEN DOMESTIC LOGISTICS OPPORTUNITY EFFICIENCY AND INTERNATIONAL LOGISTICS OPPORTUNITY EFFICIENCY BASED ON MARKET POTENTIAL: EMPIRICAL RESEARCH ON DEVELOPING COUNTRIES

Karahan KARA

THE FACTORS OF MARKETING CHANNEL SELECTION OF QUEEN PINEAPPLE FARMERS IN CAMARINES NORTE

Maria Christina F. CAMPITA, Hiromi TOKUDA, Hector M. SALES

EFFICIENCY OF SOCIAL RESPONSIBILITY PROJECTS PROMOTED IN SOCIAL MEDIA

Hilal YASATEKIN, Fahri APAYDIN