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Chapter 1

INTRODUCTION

Background of the Study

Garlic (Allium sativum L.) has acquired a reputation in different

traditions as a prophylactic as well as therapeutic medicinal plant. Garlic

has played important dietary and medicinal roles throughout the history.

Some of the earliest references to this medicinal plant were found in

Avesta, a collection of Zoroastrian holy writings that was probably

compiled during the sixth century BC (Dannesteter, 2003).

Garlic has also played as an important medicine to Sumerian and

the ancient Egyptians. There is some evidence that during the earliest

Olympics in Greece, garlic was fed to the athletes for increasing stamina

(Lawson and Bauer, 1998).

According to Bureau of Agricultural Statistics (2007), Garlic in Ilocos

Norte were sold in large volume in the cities of Baguio, Urdaneta

(Pangasinan), Davao and Divisoria (Metro Manila). In Ilocos Sur, aside

from its municipalities, other demand areas were Cagayan, Pangasinan,

Metro Manila, Laguna, cities of Baguio, Cebu, Cagayan de Oro and Davao.

In Nueva Ecija, native garlic were distributed within the province and some

were retailed by transient buyers from Bulacan and Metro Manila. Metro

Manila is the major destination of garlic as a consumption area as well as

transhipment point in bringing garlic to demand provinces in Visayas and

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in Mindanao. The average marketing costs in the supply areas were

estimated at almost the same level at P8.00 per kilogram. In the demand

areas, Metro Manila was noted with the highest cost per kilogram (P13.17),

followed by Cebu City (P11.97) and the lowest average cost was in Naga

City (P5.65). Net margins were highest for retailers in Nueva Ecija at

P41.90 per kilogram. Such was due to direct buying of commodity from

farmers. The lowest was recorded for assemblers-distributors in Ilocos

Norte at P2.22 per kilogram. Hence, this study was conducted to evaluate

the Marketing Performance of Garlic Vendors in major public markets of

Davao City and to gain information on the vendors’ marketing practices,

how much will be the marketing cost in selling Garlic and it’s net revenue.

Statement of the Problem

The study was undertaken to determine the marketing performance

of Garlic Vendors in the major Public Markets of Davao City. Particularly,

it sought answer to the following questions:

1. What is the demographic profile of Garlic vendors in the major public

markets of Davao City in terms of:

a. Age;

b. Civil Status;

c. Sex;

d. Educational Attainment;

e. Source of Financing; and

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f. Length of Experience in Marketing?

2. What are the marketing practices of Garlic Vendors in terms of:

a. Sources of Supply;

b. Mode of Delivery in Buying;

c. Mode of Payment in Buying;

d. Pricing Method; and

e. Frequency of Display?

3. What are the marketing costs of Garlic in terms of:

a. Buying Cost;

b. Supplies and Materials;

c. Transportation;

d. Labor; and

e. Fixed cost?

4. What is the level of marketing performance of Garlic Vendors in terms

of net revenue?

5. Is there any significant difference in the marketing performance of

Garlic Vendors when they are grouped according to demographic

profile?

6. Is there any significant difference in the marketing performance of

Garlic Vendors when they are grouped according to marketing

practices?

7. Is there is any significant relationship between marketing performance

and marketing costs?

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Significance of the Study

The results of the study could provide valuable information and

insights to the following;

Barangay Local Government Unit. The result of the study might

be used by the Barangay Council as a guide or basis for possible

improvements of Marketing Garlic.

Local Government of Davao City. The result of the study could be

used as guidelines in conducting trainings and seminars on how to

improve the Marketing Performance of the Garlic vendors and helping

them to cope up with the possible changes in their Marketing strategies.

Department of Trade and Industry. The result could be used as a

framework in terms of knowing the importance of Marketing Garlic and its

pricing.

Department of Agriculture. The agency may be able to extend their

services about the marketing strategies that might be helpful to the Garlic

Vendors.

Future Researchers. The findings will serve as a reference to any

future researchers who will undertake a similar study. It will be of

significance to them since the study encompasses series of authors and

information related to the subject matter.

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Scope and Limitation of the Study

This study aimed only to find out the Marketing Performance of

Garlic Vendors in the major Public Markets of Davao City in terms of net

revenue. This involves demographic profile of the Garlic Vendors,

marketing practices and marketing costs in selling garlic.

The subject locale of the study are the major public markets of

Davao City, namely: Agdao, Bangkerohan, Calinan, Matina, Mintal, and

Toril Public Markets. Sixty (60) garlic vendor are the respondents of the

study.

Results of the study depends largely on the honesty and reliability

of the respondent’s responses to the questionnaire.

The study was conducted from January to June 2019.

Definition of Terms

The following terms were defined operationally as they are used in the

study.

Age refers to the chronological years of life existence of the

respondents. In their study, it is categorized as 18-27, 28-37, 38-47, 48

years old and above.

Civil Status refers to the distinct options of the respondents’

personal relationship with their significant other. In this study, it is

categorized as single, married, separated, widow, and live-in partner.

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Educational Attainment refers to the highest educational level

attained by the respondents, categorized as college, high school,

elementary and others.

Length of Marketing Experience refers to the number of days,

months or years the respondents have engaged in selling Garlic.

Marketing Cost refers to the expenses incurred in selling Garlic. In

this study it refers to buying cost, supplies and materials, transportation,

labor, and fixed costs.

Marketing Practices refers to the practices adopted by the

respondents in marketing Garlic, such as sources of supply, mode of

delivery, mode of payment in buying, pricing method, and frequency of

display.

Mode of Payment refers to whether the product is sold in terms of

cash or credit.

Net Revenue refers to the profit from selling Garlic after deducting

all costs and expenses.

Pricing Method refers to the method being adopted by the Garlic

vendors in valuing the Garlic being sold. In this study, it refers to mark-

up, competitive, and cost-based pricing.

Product refers to the commodity studied in this research which is

Garlic.

Sex refers to the sexual status of the respondents whether male or

female
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Sources of Financing refers to the entity from whom the

respondents got their financing in establishing their business.

Vendors refers to the seller of the commodity. They are the subject

respondents in this study.

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Chapter 2

REVIEW OF RELATED LITERATURE AND THEORETICAL

FRAMEWORK

This chapter includes the related literature and studies, theory base

and the conceptual framework, and the hypotheses of the study.

Related Literature and Studies

Republic Act no. 7900, known as the “High-value Crops

Development Act of 1995”, is an act to promote the production, processing,

marketing and distribution of high-valued crops, providing funds therefor,

and for other purposes. In Sec. 2. Declaration of Policy. — It declared the

policy of the State to accelerate the growth and development of agriculture

in general, enhance productivity and incomes of farmers and the rural

population, improve investment climate, competencies and efficiency of

agribusiness and develop high-value crops as export crops that will

significantly augment the foreign exchange earnings of the country,

through an all-out promotion of the production, processing, marketing,

and distribution of high-value crops in suitable areas of the country

(Philippine Environmental Laws, 1995).

Characteristics of Garlic. Garlic is a bulbous plant; grows up to 1.2 m in

height. Garlic is easy to grow and can be grown in mild climates. There are

different types or subspecies of garlic, most notably hardneck garlic and

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softneck garlic. Allicin (allyl 2-propenethiosulfinate or diallyl thiosulfinate)

is the principal bioactive compound present in the aqueous extract of

garlic or raw garlic homogenate. When garlic is chopped or crushed,

allinase enzyme is activated and produce allicin from alliin (present in

intact garlic). Other important compounds present in garlic homogenate

are 1 -propenyl allyl thiosulfonate, allyl methyl thiosulfonate, (E,Z)-4,5,9-

trithiadodeca- l,6,11-triene 9- oxide (ajoene), and y-L-glutamyl-S-alkyl- L-

cysteine. The adenosine concentration increases several-fold as the

homogenate is incubated at room temperature for several hours.

Nutritive Value of Garlic. Garlic (Allium sativum L. fam. Alliaceae), one of

the best-researched herbal remedies, is frequently used as a food and a

spice. Garlic contains enzymes (e.g., allinase), sulphur-containing

compounds, including alliin, and compounds produced enzymatically

from alliin (for example, allicin). Conventionally, it has been used to treat

infections, wounds, diarrhoea, rheumatism, heart disease, diabetes and

many other disorders. Experimental studies have demonstrated that garlic

exhibits antibacterial, antihypertensive, cardioprotective, antilipidaemic,

anticarcinogenic, immunostimulant and hypoglycaemic properties.

Clinically, garlic has been investigated for a variety of indications, namely,

hypertension, hypercholesterolaemia, diabetes and for the prevention of

arteriosclerosis and cancer (Bhandari, 2012).

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Ancient Chinese and Indian medicine recommended garlic to aid

respiration and digestion and to treat leprosy and parasitic infestation

(Rivlrn, 1998). In the medieval period, garlic was also played an important

role in the treatment of different diseases. Avicenna (1988), in his well-

known book, Al Qanoon Fil Tib (The Canon of Medicine), recommended

garlic as a useful compound in treatment of arthritis, toothache, chronic

cough, constipation, parasitic infestation, snake and insect bites,

gynecologic diseases, as well as in infectious diseases (as antibiotic). With

the onset of Renaissance, special attention was paid in Europe to the

health benefits of garlic. In this review, a survey on current experimental

as well as clinical state of knowledge about the preventive and therapeutic

effects of garlic in different diseases is given.

Garlic is a close relative of onion, leeks and chives. In size and

growth habit, garlic resembles the onion. Besides onion, garlic is the most

important bulb crop grown almost all-over South Asia. It is widely used for

flavoring and seasoning dishes, pickles and sauces. Large amount of garlic

is produced in China and India. Garlic has become an increasingly popular

vegetable in recent years among producers, marketers and consumers. Its

long acclaimed nutritional and medicinal values are proving to be valid.

More people are discovering its culinary splendor, and producers have

found garlic to be a potentially highly profitable crop (Department of

Agriculture, forestry, and fisheries, 2010).

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In another study, 200 mg of garlic powder was given three times

daily, in addition to hydrochlorothiazide-triamterene baseline therapy,

produced a mean reduction of systolic blood pressure by 10-11 mmHg and

of diastolic blood pressure by 6-8 mmHg versus placebo (Kandziora 1988).

However, these data are insufficient to determine if garlic provides a

therapeutic advantage versus placebo in terms of reducing the risk of

cardiovascular morbidity in patients diagnosed with hypertension (Stabler

et al., 2012).

It has been suggested that the mechanism of antihypertensive

activity of garlic is due to its prostaglandin-like effects, which decrease

peripheral vascular resistance (Rashid and Khan, 1985). Aged garlic

extract was superior to placebo in lowering systolic blood pressure in

patients suffering from uncontrolled hypertension. A dosage of 240-960

mg of aged garlic extract containing 0.6-2.4 of S-allylcysteine significantly

lowered blood pressure by about 12 mmHg over 12 weeks (Ried et al.,

2013).

Another widely studied garlic preparation is aged garlic extract.

Sliced draw garlic stored in 15-20% ethanol for more than 1.5 year is

refereed to aged garlic extract. This whole process is supposed to cause

considerable loss of allicin and increased activity of certain newer

compounds, such as S-allylcysteine, sallylmercaptocysteine, allixin, N-0 -

(Ideoxy- D-fructos- 1 -yl)-L-arginine, and selenium which are stable and

significantly antioxidant. Medicinally used, garlic oil is mostly prepared by

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steam-distillation process. Steam-distilled garlic oil consists of the diallyl,

allylmethyl, and dimethyl mono to hexa sulfides (Lawson and Bauer,

1998). Botanically, Allium sativum is a member of the Lillaceae family,

along with onions, chives, and shallots (Iciek et al., 2009; Lanzotti, 2006).

Clinically, garlic has been evaluated for a number of purposes,

including treatment of hypertension, hypercholesterolemia, diabetes,

rheumatoid arthritis, cold or the prevention of atherosclerosis and the

development of tumors. Many available publications indicate possible

antibacterial, anti-hypertensive and anti-thrombotic properties of garlic.

Due to the chemical complexity of garlic and the use of different processing

methods we obtain formulations with varying degrees of efficacy and

safety.

Garlic has attracted particular attention of modern medicine

because of widespread belief about its effects in maintaining good health.

In some Western countries, the sale of garlic preparations ranks with those

of leading prescription drugs. There is appreciable epidemiologic evidence

that demonstrates therapeutic and preventive roles for garlic. Several

experimental and clinical investigations suggest many favorable effects of

garlic and its preparations. These effects have been largely attributed to i)

reduction of risk factors for cardiovascular diseases, ii) reduction of cancer

risk, iii) antioxidant effect, iv) antimicrobial effect, and v) enhancement of

detoxification foreign compound and hepatoprotection (Colín-González,

2012; Aviello, 2009).

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Marketing of Garlic. Garlic is a very popular, diverse gourmet herb. Garlic

consumption has soared in the United States. Americans ate 2.3 pounds

of garlic per person in 2010. Foodies are eager to try new and colorful

gourmet garlic varieties. As people learn more about the health benefits of

garlic they are demanding more of this tasty allium. In 2011, US garlic

production reached a new record of $286.8 million. We are the largest

import market for fresh garlic and shipped in 164.4 million pounds of fresh

garlic in 2011 (from USDA FAS 2011). There is a lot of room for domestic

garlic production.

Garlic is a crop widely grown for fresh market by many producers

on a small scale for local markets and, particularly in the U.S., by a few

large-scale producers for processing and fresh sales. About one million

hectares (2.5 million acres) of garlic produce about 10 million metric tons

of garlic globally each year, according to the United Nations Food and

Agriculture Organization (Medina and Garcia, 2007)

In 2016, global garlic consumption stood at $18.1bn, +8% more

than the year before - this figure reflects total revenue of producers and

importers (excluding logistics costs, retail marketing costs, and retailers'

margins, which will be included in the final consumer price). As a whole,

the value of the global garlic market indicated an upward trend over the

period from 2007 to 2016, however, the trend pattern was not consistent

(Agriculture news, 2018).

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One niche market that has grown tremendously is garlic. From the

eleven acres of garlic reported by the national Agriculture Statistics in

1992, New York’s Garlic crop has grown to 240 garlic farms and 265 acres

in 2002. Hard-neck garlic harvested in New York as a prized specialty crop

must be harvested by hand. As new crops like garlic gain popularity among

residents, farmers quickly adapt to meet this attraction (Noble, 2005).

According to Roberts (2009), many marketers have realized that

cutting the scapes (curly-cue tops) in mid-July offers the flavor of real

garlic in another form several weeks before the season's bulbs are ready.

So, they begin teaching the garlic fans shopping at market to use scapes

as garlic, too. Scapes can be cut up just like scallions to add real garlic

flavor to any dish where you would use garlic cloves. Extra scapes can be

chopped and frozen for later use. The Chinese are already accustomed to

using them as tsuan tie. Koreans know them as manil chong. We offer them

at market with anywhere from ten to twenty in a bunch for a dollar. They

are such strange-looking items in a produce display, that many people

want to know what they are. This provides a lead-in to explaining them,

and we always ask people to taste them before using them, because they

are not like garlic---they are garlic. "Think cloves, not chives."

Marketing Practices. Effective marketing practices requires intensive

market research to allow for market penetration as can be seen from the

coca cola example given, originality and quality concept are key to coming
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up with a good product and establishing it in the market and advertising

should be used to bring awareness of the product to consumers. These are

the primary aspects of effective market practices that one should not do

without. Other aspects are also important and they include being clarity

with the product to avoid mistakes, maintaining consistency in the quality

of the product, striving to make consumers happy with the aim of growing

the company but avoid developing the company for the sake of its own

development and trying to show the consumer that you are not selfish,

while you mean it, but being humanistic and concerned about the

consumer and their wellbeing. Product improvement can be achieved in a

market where there is competition, and this should be encouraged (UK

Essays, 2018).

Pricing methods are the methods that firms use to calculate the

price of their products. Pricing is one of the toughest challenges

encountered by the firms as the prices should not only be relevant as per

the current market scenario but should also meet the expenses of the firm

and help it gain profit. It must also take into account competitor’s pricing.

Hence, it is important to choose the right pricing method (MBA Skool,

2008).

Garlic can be sold by the pound, by the braid or rope, and at

farmers' markets by the individual bulb or by a bundle of freshly dug

bulbs. Retail garlic prices vary considerably. Supermarkets generally

sell garlic at around $2.00 per pound, while some organic grocers sell
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garlic for as high as $4.00 or $5.00 per pound. Direct-market prices

can go as high as $1.00 or more per bulb for specialty varieties. At the

wholesale level, garlic is normally traded as 5-, 22-, and 30-pound

boxes; 3-pound ropes and braids; and cases of 48 2-bulb boxes (Ford,

2015).

The Philippine Statistics Authority (PSA)-Bureau of Agriculture

Statistics (BAS) noted an increase in selected agricultural commodities at

the Bankerohan Public Market last March 6. Based on its latest

monitoring, there was an increase of P20 for native garlic (Sunstar, 2015).

Traders may have manipulated the prices of garlic in the market that

resulted in the sudden increase of garlic at P280 per kilo in the market in

the past few weeks. “There is really manipulation because the cost of garlic

at production cost is P 40 per kilo while imported garlic is pegged at 17

pesos per kilo with duty. How can P 17 and 40 pesos per kilo can go up to

P 280 per kilo?,” Villar said. The Philippines produces only eight percent

of the garlic supply in the market while the rest is being imported.

“The prices are too high. If you sell it at P 100 per kilo, that’s

understandable but P 280 per kilo is too much,” said Villar, who is unable

to hide her disappointments with heads of government agencies who do

not want to take responsibility for the garlic price increase. (Mendez,

2014).

Sources of Supply how or where a product is procured. When a

procurement proposal is created, the source of supply to be used is

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determined automatically or interactively. The first step in the process of

sourcing is to identifying the sources of supply. It needs to be decided at

this time, whether the product will be sourced from the domestic market

or from the international market (Citeman, 2010)

Mode of Payment in Buying are deeply embedded in our daily life.

Every day, we carry out various payments in different contexts and with

different methods. For most part of the 1900s, cash and checks were the

most common exchange means available for purchases and financial

transactions between people and organizations. Credit cards, are direct

payment with future deposits, allowing consumers to better smooth

consumption over time. Debit cards, in contrast, direct payment with

current deposits, often more easily than could be done with checks

(Schreft, S. 2006).

Mode of Delivery in Buying describes a transaction in which the

payment of a good or service is made when the good or service is delivered.

Transaction stipulates that the purchaser must pay for the goods when

they are delivered (Investopidia, 2018)

Pricing Method is a key issue for services price statisticians

because theoretical or practical problems cause transaction pricing to be

unfeasible. Is transaction pricing, which is the use of actually paid prices

of individual transactions that are repeated in every survey period. Price

index theory is built on the assumption that this ideal pricing method is

used or sufficiently approximated. However, pricing methods in practice,

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and especially in that of SPPI, stray from this ideal. The closer a pricing

method is to transaction pricing the better. Therefore, a pricing method

can be rated according to how it compares to transaction pricing. is solely

concerned with what type of data is used to measure / estimate the

evolution of prices. It does not pertain to subsequent treatment like

(elementary) index compilation and aggregation and other issues in PPI

development like sampling or questionnaire design. These issues do not

convey difficulties that are specific for services, so they do not deviate from

standard practice of manufacturing PPIís. Pricing method is also not

concerned with preceding phases in SPPI development when the goal

regarding coverage of the SPPI is decided, like in- or exclusion of

subcontracting, taxes, subsidies, import, and export (Kenessey, A.2005).

Frequency of Display also varies among customers. Some shop in

food stores display daily, others only once a week. The size of the total

purchase, the number of items and the quantity of each item bought all

vary with frequency of purchase. The more frequently a customer visits a

store, the more is that customer exposed to the impact of sales promotional

devices used in the store. Store operations must be geared to mesh with

the customers' time of purchase pattern. Store buyers and merchandisers

must keep on schedule with it. Merchandise must be available in the store

in adequate supply if maximum sales are to be achieved. Every retailer

knows from experience that his volume of sales is not uniform by days of
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the week, nor by hours of the day. The variations are very pronounced,

especially in the food business (Applebaum, W.1951).

Marketing Cost. Whilst the ultimate objective of every business firm is

to sell its products, the volume and profitability of its sales depend on

the balance between supply and demand. Clearly sales cannot exceed

production on the one hand nor demand on the other, and of these two

factors demand must be the most important since, under normal

conditions, production is planned with the object of meeting the

existing demand. The function of the marketing activity is to influence

the demand in a direction favourable to the producer. Marketing costs

will depend on what action is taken with regard to prices, quality and

selling effort. These three are the business firm's parameters of action.

From the beginning of the industrialization of sales in the early part of

the present century until the 1930s, price was the predominant

parameter of action. Then, selling effort started growing in importance,

and in the consumer market it has dominated until recent years. Right

now, however, we seem to be facing a new trend with product

development seeking to bring quality into the foreground among the

parameters of action (Hansen, 1967).

Buying cost is investor pays for an investment, and the price

becomes the investor’s cost basis for calculating gain or loss when selling

the investment. The purchase price includes any commission or sales

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charges paid for the investment, and the weighted average cost is used for

multiple purchases of the same security.( Chen , J. 2018).

Supplies and Materials are deemed to include goods used as inputs

in a production process (raw materials, semi-finished products, additives,

parts, and small tools and devices). Materials and supplies include also

ancillary materials (lubricants, water etc.). Materials and supplies exclude

office supplies and packaging any short term goods or material which is

necessary for the day to day operations or a company or businesses is

termed as supplies ( Hitesh, B. 2018).

Transportation is accepted as a prerequisite for specialization.

Furthermore, it allows production and consumption of goods to occur in

different locations. Managing the material flows from raw materials and

across different and geographically distributed production stages to the

customer is the key task of supply chain management, of which

transportation is one key process (Chen, I.J. and Paulraj, A. 2004).

Labor is the amount of physical, mental, and social effort used to

produce goods and services in an economy. It supplies the expertise,

manpower, and service needed to turn raw materials into finished

products and services. In return, laborers receive a wage to buy the goods

and services they don't produce themselves. Those without desired skills

or abilities often don't even get paid a living wage. A living wage calculator

shows the hourly rate needed to pay for typical basic costs in a given

location.(Amadeo, K. 2018).
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Fixed cost is independent of output. These remain constant

throughout the relevant range and are usually considered sunk for the

relevant range (not relevant to output decisions). Fixed cost includes

actual rent paid by the tenant or rental value of owned land, interest on

fixed capital excluding land, land revenue, cesses, taxes and depreciation

of implements and machinery.. It is constant over time and does not vary

with the changes in the levels of output. This cost exists even in the

absence of cultivation ( Rajagopalan, V. 1978)

In the study conducted by Tocmo, F. (2010) it was revealed that the

marketing performance of crab retailers does not vary significantly when

respondents are grouped according to marketing practices in terms of

price mark-up and place of source of the product. However, the difference

is highly significant in terms of retailing.

Galili, S. (2010) also revealed that there is no significant difference

in the marketing performance of watermelon retailers when they are

grouped according to sources of supply, mode of delivery in buying and

place of display. On the other hand, there is no significant difference in

their marketing performance when they are grouped according to mode of

delivery in buying and pricing method.

According to the study of Adame (2010) it shows that the

relationships between marketing performances of the Korean grass traders

are highly correlated with their marketing costs. The positive results imply

that the higher the amount allotted for marketing costs, connotes higher
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investments would lead to better marketing performances in terms of net

revenue.
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Theory Base

Marketing is the process of teaching consumers why they choose

your product or services over your competitor. Marketing are all the

processes involved in getting a product or service from the manufacturer

or seller to ultimate consumer. It includes creating the product or service

concept and identifying who is likely to purchase it then promoting it and

moving it through the proper selling channels (Lake, 2018).

Marketing is the process of getting consumers interested in your

company’s product or service. This happens through market research,

analysis, and a solid understanding of your ideal consumer’s wants and

needs. Marketing pertains to all aspects of a business, including product

development, distribution methods, sales, and advertising. Marketers are

crucial for fine-tuning how a business sells a product to consumers to

optimize success. Marketing entails product development, market

research, product distribution, sales strategy, public relations, and

customer support. Marketing is necessary in all stages of a business’s

selling journey (Forsey, C, 2018).

This study is anchored on the theory above, the researcher

attempted to find out if marketing practices and marketing costs affect the

marketing performance of Garlic vendors in terms of net revenue.

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Conceptual Framework

Figure 1 depicts the conceptual framework of the study. As shown,

the dependent variable is the marketing performance in terms of net

revenue. The independent variables are the demographic profile in terms

of age, sex, civil status and educational attainment, sources of financing

and length of experience; marketing practices such as sources of supply,

mode of delivery in buying, mode of payment in buying, pricing method,

frequency of display and place of display; and marketing costs which

include buying cost, supplies and materials, transportation, labor and

fixed costs.

It is conceptualize in this study that marketing practices and

marketing costs affect the marketing performance and that marketing

performance differ among vendors when they are grouped according to

demographic profile and marketing practices.

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INDEPENDENT VARIABLES

DEMOGRAPHIC PROFILE
• Age
• Sex
• Civil Status
• Educational Attainment
• Source of Financing
• Length of Experience
DEPENDENT VARIABLES

MARKETING PRACTICES
• Sources of Supply
• Mode of Delivery in MARKETING PERFORMANCE
Buying • Net Revenue
• Mode of Payment in
Buying
• Pricing Method
• Frequency of Display

MARKETING COSTS
• Buying Cost
• Supplies and Materials
• Transportation
• Labor
• Fixed Cost

Figure1. Conceptual Framework Showing the Relationship of the Variables

of the Study.
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Hypothesis of the Study

The following are the null hypotheses of the study:

1. There is no significant difference in Marketing performance of

Garlic Vendors in the major Public Markets of Davao City when

they are grouped according to demographic profile.

2. There is no significant difference in the Marketing performance

of Garlic Vendors in major Public Markets of Davao City when

they are grouped according to marketing practices.

3. There is no significant relationship between marketing

performance and marketing cost.

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Chapter 3

METHODOLOGY

This chapter contains the research design, sources of data, sampling

technique, data gathering instrument, procedure of the study, and

statistical treatment.

Research Design

Descriptive-correlational design is the design employed in this

study. According to Busk (2005), correlational study is a specific type of

descriptive research in which the researcher is interested in relationships

between two or more variables. Researchers collect data for these variables

on a single sample of adequate size. In this study, descriptive Research

Design is to describe systematically and accurately the facts and

characteristics of a given population or area of interest (Dullock, 1993).

Descriptive research design focused on presenting the demographic

profile, marketing practices, marketing costs and the level of marketing

performance in terms of net revenue.

Correlation method was utilized to determine how the marketing

performance will be affected by demographic profile, marketing practices

and marketing costs.

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Sources of Data

The primary data were obtained from the responses of the Garlic

market vendors in Davao City as the source of information for the study.

Data were gathered through the used of survey questionnaire.

Sampling Technique

The researcher employed Simple random sampling in getting the

sample respondents of the study. Thompson (2012), states that Simple

random sampling is a sampling design in which n distinct units are

selected from the N units in the population in such a way that every

possible combination of n units is equally likely to be the sample selected.

As a result, there were 60 sample respondents of the study.

Data Gathering Instrument

The researcher made used of a survey questionnaire as a data

gathering instrument of the study. It is composed of four parts, namely;

Part I is composed of information about the demographic profile of

the respondents such as age, sex, civil status, educational attainment,

sources of financing and length of marketing experience.

Part II involves the Marketing practices of the respondents, in terms

of sources of supply, mode of delivery in buying, mode of payment in

buying, pricing method, and frequency of display.

 29

Part III contains the marketing cost in terms of buying cost, supplies

and materials, transportation, labor and fixed costs.

Part IV consists the marketing performance of the respondents

according to their quantity purchased, reject/waste, quantity sold and

selling price.

Procedure of the Study

In conducting this study, the researcher observed the following

steps: First, is the conceptualization, and formulation of specific problems

and the identification of variables. It is followed by the construction of the

survey questionnaire containing question that would answer the problem

raised. The questionnaire was presented to the adviser for corrections,

comments and suggestion. After the several changes were made and

integrated the final revision was done, then the first three chapters of the

study was defended before the Thesis Advisory Committee.

In conducting the survey, the researcher first sought approval from

the local officials to gather data needed for the study from the vendors in

their locality. After the approval, the researcher distributed the Survey

Questionnaire to the subject respondents and conducted the actual

survey. After the questionnaires retrieval, the data were then tabulated,

analyzed and interpreted using the appropriate statistical tools.

 30

Statistical Treatment

The following statistical tools were used in the analysis and

interpretation of data:

Frequency distribution and percentages to present the demographic

profile of the respondents and marketing practices.

Mean to describe the marketing costs and the marketing

performance in terms of net revenue.

Analysis of variance (ANOVA) and t-test to determine if there is a

significant difference in the marketing performance of Garlic Vendors

when they are grouped according to demographic profile and marketing

practices.

Pearson Product Moment Correlation Coefficient or Pearson r to

determine if there is a significant relationship between the marketing

performance and marketing costs.

 31

Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter contained the presentation, analysis, and

interpretation of data sequenced according to the problems statement of

the study.

Demographic Profile

This portion presented the Demographic Profile of Garlic Vendors in

terms of Age, Sex, Civil Status, Educational Attainment, Source of

Financing, and Length of Marketing Experience.

Age. Table 1 presents the distribution of respondents according to

age. Of the 60 respondents, there are 11.7 percent on the ages 18-27 years

old, 28.3 percent are 28-37 years old, 25 percent of the respondents are

38-47 years old and 35 percent are 48 years old and above. This indicates

that most of the garlic vendors are relatively matured and belong to the

age category of 48 years old and above.

 32

Table 1

Distribution of Respondents According to Age

Age Frequency Percent
18-27 7 11.7
28-37 17 28.3
38-47 15 25
48 and above 21 35
Total 60 100

Sex. The data on Table 2 reveals that out of the total 60 respondents,

18.3 percent of them are male and 81.7 percent are female. Therefore,

majority of the respondents are female.

Table 2

Distribution of Respondents According to Sex

Sex Frequency Percent
Male 11 18.3
Female 49 81.7
Total 60 100

Civil Status. Presented in Table 3 is the distribution of respondents

according to Civil Status. As presented, 25 percent of the respondents are

single, 56.7 percent are married, 5 percent are separated, 8.3 percent are

widow and 5 percent are live-in partners. Thus, majority of the

respondents are married.

 33

Table 3

Distribution of Respondents According to Civil Status

Civil Status Frequency Percent
Single 15 25
Married 34 56.7
Separated 3 5
Widow 5 8.3
Live-in Partner 3 5
Total 60 100

Educational Attainment. Presented in Table 4 is the distribution

of respondents according to educational attainment. It shows that 18.3

percent of the respondents are college, 61.7 percent are high school, 9

percent are elementary, and 3 percent are vocational. Thus, majority of

the respondents’ educational attainment is High school.

Table 4

Distribution of Respondents According to Educational Attainment

Educational Attainment Frequency Percent
College 11 18.3
High school 87 61.7
Elementary 9 15.0
Others 3 5.0
Total 60 100

Source of Financing. Shown in Table 5 is the distribution of

respondents according to their source of financing. It discloses that 60

percent of the respondents are self-financed, 20 percent of the respondents

credited from micro-financing, 5 percent of the respondents credited from

cooperatives and 15 percent of the respondents obtained their financing

 34

from other sources. It indicates that majority of the respondents have self-

financed their business operations.

Table 5

Distribution of Respondents according to their Source of Financing

Source of Financing Frequency Percent
Self Financing 36 60
Credit from Micro 12 20
Credit from Coop 3 5
Others 9 15
Total 60 100

Length of Marketing Experience. Appeared in Table 6 is the

distribution of the respondents according to their length of marketing

experience. It reveals that 25 percent of the respondents has 3 years and

below experience in marketing, 26.7 percent have 4-6 years’ experience,

13.3 percent have 7-9 years’ experience and 35 percent have 10 years and

above experience in marketing. Thus, most of the respondents are into

marketing for 10 years and above.

Table 6

Distribution of Respondents According to Length of Marketing Experience

Length of Marketing (Years) Frequency Percent
3 and below 15 25
4-6 16 26.7
7-9 8 13.3
10 and above 21 35
Total 60 100
 35

Marketing Practices

This portion presented the marketing practices in terms of: Source

of Supply, Mode of Delivery in Buying, Mode of Payment in Buying, Pricing

Method and Frequency of Display.

Sources of Supply. Table 7 depicts the distribution of respondents

according to their source of supply. It shows that 16.7 percent get their

supply from wholesalers and 83.3 percent sourced it from the retailers. It

appears that majority of the vendors procure their supply of garlic from

the retailers.

Table 7

Distribution of Respondents According to Source of Supply

Sources of Supply Frequency Percent
Wholesaler 10 16.7
Retailer 50 83.3
Total 60 100

Mode of Delivery in Buying. Table 8 shows the distribution of

respondents according to their mode of delivery in buying. It shows that

all 60 respondents pick-up the Garlic from the wholesalers or retailers

when they are buying the commodity.

Table 8

Distribution of Respondents According to Mode of Delivery in Buying

Mode of Delivery Frequency Percent
Pick-up 60 100
Total 60 100
 36

Mode of Payment in Buying. Table 9 shows the distribution of

respondents according to their mode of payment in buying. It reveals that

the 100 percent of the respondents paid the commodity through cash.

Table 9

Distribution of Respondents According to Mode of Payment in Buying

Mode of Payment Frequency Percent
Cash 60 100
Total 60 100

Pricing Method. Presented in Table 10 is the distribution of

respondents according to Pricing Method. It shows that all of them used

cost-based pricing as their method.

Table 10

Distribution of Respondents According to Pricing Method

Pricing Method Frequency Percent
Cost-based 60 100
Total 60 100

Frequency of Display. Table 11 depicts the distribution of

respondents according to their frequency of display. It reveals that all the

60 respondents display their commodity in the market every day (7days).

Table 11

Distribution of Respondents According to Frequency of Display

Frequency of Display Frequency Percent
7 days a week 60 100
Total 60 100
 37

Marketing Cost

This portion introduces the buying cost, supplies and materials,

transportation, labor and fixed costs.

Reflected in Table 12 is the marketing cost of garlic vendors. It

reveals that the buying cost, supplies and materials, transportation, labor

and fixed cost has a mean of 20,336.33, 89.63, 82.36, 26.57 and 278.14

with the standard deviation of 27,436.53, 240.03, 123.26, 58.98, and

520.15 respectively. This denotes that garlic vendors incurred a highest

cost for buying cost.

Table 12

Marketing Cost of Garlic Vendors

(Monthly)
Marketing Cost Mean Standard Deviation
Buying cost 20,336.33 27,436.53
Supply & Materials 89.63 240.03
Transportation 82.36 123.26
Labor 26.57 58.98
Fixed Cost 278.14 520.15
 38

Marketing Performance

Table 13 reflects the net revenue of garlic vendors. It reveals that the

net revenue has a mean and standard deviation of 7,539.88 and 10,664.98

respectively. The high value of standard deviation implies the variability in

the marketing performance which can be attributed to varying sizes of

business.

Table 13

Marketing Performance of Garlic Vendors

Marketing Performance Mean Standard Deviation
Net Revenue 7,539.88 10,664.98

Test of Difference on Marketing Performance when Grouped

According to Demographic Profile.

As shown in Table 14, there is a significant difference in marketing

performance when grouped according to sex with an F-value of 2.048 with

a significant value of 0.045 which is lower than 0.05. It shows that female

has better marketing performance compared to male.

However, the result shows that there is no significant difference

when garlic vendors are grouped according to age (F-value=1.657,

sig.=0.187), civil status (F-value=0.997, sig.=0.417), educational

attainment (sig.=0.441), source of financing (sig.=0.211) and length of

marketing experience (sig.=0.099) since their P-values is greater than 0.05

level of significance. This implies that regardless of age, civil status,

 39

educational attainment, source of financing and length of marketing

experience, the marketing performance do not vary.

This conforms to the study conducted by Galili (2010) which

revealed that there is no significant difference in the marketing

performance of watermelon retailers when grouped according to age, civil

status, educational attainment, source of financing and length of

marketing experience. This means that when retailers are grouped

according to these demographic profiles, their marketing performance do

not vary significantly.

 40

Table 14

Test of Difference in Marketing Performance when grouped According to

Demographic Profile
Demographic Categories Mean F-value Significance
Profile
Age 18-27 15,688.24
28-37 7,070.09
38-47 5,502.88 1.657ns 0.187
48 and above 7,539.88
Sex Male 13,335.13
Female 6,238.91
2.048* 0.045
Civil Status Single 9,521.62
Married 8,520.96
Separated 1,692.98
Widow 1,990.62
0.997 ns 0.417
Live in partner 1,608.09

Educational College 2,957.40

Attainment High School 8,919.11
Elementary 6,928.37
0.912 ns 0.441
Others 9,166.42

Sources of Self-financing 9,736.90

Financing Credit from 3,738.70
micro financing
1.551 ns 0.211
Credit from Coop 2,478.35
Others 4,613.99

Length of 3 years and below 5,020.69

Marketing 4 -6 years 12,993.31
Experience 7-9 years 5,802.38 2.191ns 0.099
10 years above 5,463.41

ns- not significant

*- significant
 41

Test of Difference in Marketing Performance when grouped According

to Marketing Practices.

The result of the test of difference in the marketing performance

when garlic vendors are grouped according to marketing practices is

shown in Table 15, As revealed there is a significant difference in

marketing performance when grouped according to sources of supply with

F-value of 4.759 and a significant value of .000. It reveals that marketing

performance varies significantly on wholesalers compared to retailers.

Nevertheless, other marketing practices do not show any manifestation of

variations.

There is no result in test of difference on marketing performance

when grouped according to other marketing practices, such as: mode of

delivery in buying, mode of payment in buying, pricing method and

frequency of display since all the respondents have uniform answers pick-

up the commodity, pay it in cash, used cost-based pricing and display

their commodity 7 days a week.

Table 15

Test of Difference on Marketing Performance when grouped According to

Marketing Practices
Marketing Categories Mean F-value Significance
Practices
Sources of supply Wholesaler 20,071.78
4.759* 0.000
Retailer 5,033.51
*- significant
 42

Relationship Between Marketing Performance and Marketing Cost.

Correlation analysis was conducted in order to reveal the degree of

relationship between marketing performance and marketing cost. As

presented in Table 16, results revealed that all the indicators of marketing

cost were found to have correlation to marketing performance. These are

indicated with their correlation coefficient; buying cost (r=0.672), supply

and materials (r=0.378), transportation (r=0.321), labor (r=0.446) and

fixed costs (r=0.523) with their P-values of 0.000, 0.003, 0.014, 0.002 and

0.000; respectively.

This conforms to the study of Adame (2010), which shows that the

relationships between marketing performances of the Korean grass traders

are highly correlated with their marketing costs. The positive results imply

that the higher the amount allotted for marketing costs, connotes higher

investments would lead to better marketing performances in terms of net

revenue.

Table 16

Relationship Between Marketing Performance and Marketing Cost

Marketing Cost Pearson r P value
Buying cost .672** 0.000
Supply and Materials .378** 0.003
Transportation .321* 0.014
Labor .446** 0.002
Fixed Costs .523** 0.000
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).
 43

Chapter 5

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary, conclusions and

recommendations of the study.

Summary

The primary objective of the study was to determine the marketing

performance of garlic vendors in major public markets of Davao City.

Descriptive-correlational design was employed in the study. Primary

data were gathered from 60 garlic vendors with the use of a survey

questionnaire along with personal interview.

Frequency counts, means, percentages, ANOVA, t-test, and Pearson

r were the statistical tools used in the presentation, analysis and

interpretation of the study.

General findings of the study revealed, that most of the respondents

are on ages 48 years old and above, dominated with female, married, with

high school education, provided their own capital for business and have

into marketing of garlic for 10 years and above.

With regards to their marketing practices it was revealed that

majority of the respondents sourced their supply from retailer, pick-up the

commodity for cash, adopted cost-based pricing method and display the

commodity daily or 7 days a week.

 44

In terms of marketing costs, it was found out that garlic vendors

incurred a highest cost on their buying or purchase cost of the commodity.

On the test of difference in the marketing performance, a significant

difference was evident when respondents are grouped according to sex.

Female vendors were found to generate better marketing performance than

male. However, other demographic such as age, civil status, educational

attainment, source of financing and length of marketing experience do not

vary significantly.

As to the test of marketing performance when respondents are

grouped according to marketing practices it was revealed that there is a

significant difference in terms of sources of supply.

The result of the test of relationship shows that marketing

performance has significant relationship to marketing cost in terms of

buying cost, supplies and materials, transportation, labor and fixed cost.

This means that marketing cost significantly affect marketing

performance.
 45

Conclusions

Based on the general findings of the study, the following conclusions

were drawn:

1. There is no significant difference in the marketing performance of

garlic vendors when grouped according to demographic profile in

terms of age, civil status, educational attainment, source of

financing and length of Marketing experience. However, there is a

significant difference in Marketing performance when they are

grouped according to demographic profile in terms of sex.

2. There is no significant difference in the marketing performance

where grouped according to marketing practices in terms of mode of

delivery in buying, mode of payment in buying, pricing method and

frequency of display. However, it was found out that there is a

significant difference in Marketing performance when they are

grouped according to marketing practices in terms of sources of

supply.

3. All the indicators of marketing cost in terms of buying cost, supplies

and materials, transportation, labor and fixed costs were found to

have correlation with marketing performance. Therefore, the null

hypothesis is rejected.
 46

Recommendations

Based on the foregoing findings and conclusions, the researcher

would like to recommend the following:

Garlic vendors should properly consider the Buying Cost, Supplies

and materials, transportation, labor and fixed costs as an indicator that

affects the marketing performance.

Barangay Local Government Units may initiate program that could

help enhance the marketing practices of local market vendors.

Local Government of Davao City may conduct trainings and

seminars on how to improve the marketing strategies of the garlic vendors

and helping them cope up with the possible changes in price brought

about from lack of supply.

Department of Trade and Industry should monitor pricing of the

commodity regularly to set a suggested prices.

Department of Agriculture may extend their services about the

marketing strategies that might be helpful to the garlic vendors.

Future related studies involving other variables maybe conducted to

offshoot this study.

 47

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 51

Appendix A

LETTER OF PERMISSION

Republic of the Philippines

University of Southeastern Philippines
College of Development Management
Mintal, Davao City

_________________
_________________
_________________

Sir/Madam,

Greetings of Peace!

This is to introduce RUBELINE M. BANGUNAN, a fourth year student of

Bachelor of Science in Agricultural Business, from the University of
Southeastern Philippines, College of Development Management, Mintal,
Davao City who will conduct a research entitled “MARKETING
PERFORMANCE OF GARLIC VENDORS IN MAJOR PUBLIC MARKETS
OF DAVAO CITY’’ as a partial requirement for the degree Bachelor of
Science in Agricultural Business.

In connection to this, the undersigned would like to request from your

good office to allow her to conduct a survey in your respective area to
gather needed information of the study.

Rest assured that the data collected will be treated with utmost
confidentiality and will be used for academic purposes only.

Thank you and God bless!

Very truly yours,

DR. CLARITA G. PATAYON

Thesis Adviser
 52

Appendix B

INTRODUCTORY LETTER TO THE RESPONDENTS

Republic of the Philippines

University of Southeastern Philippines
College of Development and Management
Mintal, Davao City

________________
________________
________________

Sir/Madam:

Greetings of Peace!

I am RUBELINE M. BANGUNAN, a fourth-year student of Bachelor of

Science in Agricultural Business, from the University of Southeastern
Philippines, College of Development Management, Mintal, Davao City,
conducting a research entitled “MARKETING PERFORMANCE OF
GARLIC VENDORS IN MAJOR PUBLIC MARKETS OF DAVAO CITY” as
a partial fulfilment of the requirement for the course.

In connection to this, I would like to ask for your cooperation and support
by supplying the data needed in the study through filling-up the survey
questionnaire.

Your kind consideration on the above matter is highly appreciated.

Respectfully yours,

RUBELINE M. BANGUNAN
Researcher

Noted by:

DR. CLARITA G. PATAYON

Thesis Adviser
 53

APPENDIX C

SURVEY QUESTIONNAIRE

MARKETING PERFORMANCE OF GARLIC VENDORS IN THE MAJOR

PUBLIC MARKETS OF DAVAO CITY

Instructions: Please supply or put a check (on the space provided in every
item which best describes your response and kindly fill out the necessary
information on the space given below.

PART I. DEMOGRAPHIC PROFILE

Name: _________________________________________
Age:___________
Sex: __________
Civil Status: _________
Educational Attainment
( ) College
( ) High School
( ) Elementary
Others (please specify): __________________
Source Of Financing
( ) Self-Financing
( ) Credit from Microfinancing
( ) Credit from Cooperatives
( ) Other pls. specify:_________
Length Of Marketing Experience
( ) 3 years and below ( ) 7-9 years
( ) 4-6 years ( ) 10 years and above

II. MARKETING PRACTICES

a. Sources of Supply
( ) Farmers
( ) Wholesaler
( ) Other pls. specify:_________
b. Mode of delivery in Buying
( ) Pick-up
( ) Free delivery
 54

c. Mode of payment in Buying

( ) Cash
( ) Credit
d. Pricing Method
( ) Mark-up ( ) Competitive ( ) Cost-based
e. Frequency of Display (per week)
______________________________

III. MARKETING COST (PER WEEK)

a. Buying cost (kg./week) Php_________
b. Supplies and Materials
Cellophane Php_________
Net Bag Php_________
Basket Php_________
Weighing Scale Php_________
Other pls. specify:__________________________________
c. Transportation Php_________
d. Labor Php_________
e. Fixed cost
Rent Php_________
Taxes Php_________

IV. MARKETING PERFORMANCE (PER WEEK)

Quantity Purchased (kg.)________
Reject/Waste (kg.)________
Quantity Sold (kg.)________
Selling Price (kg.)________

Thank you for your valuable time and effort in answering this
questionnaire you’re highly appreciated.
 55

Appendix D

LIST OF RESPONDENTS

AGDAO BANGKEROHAN CALINAN

Bangcailan, Juanita Andoy, Roselyn Edar, Anisita

Domingo, Grace Ansanoden, Ryan Galamgam, Jessa
Igamao, Boyet Esil, Mayeth Manangan, Mary Joy
Mesa, Lesly Joy
Indang, Michelle Itang, Jeven
Montana, Ronald
Mayol , Narcisa Kigan, Maria
Salvacion, Christina
Morales, Hilarjane Malinao, Edward
Saramillas, Maryjane
Pempol, Magdalena Paco, Joe
Sarangsang, Adelaida
Tugap, Nieves Samson, Arlyn
Soriano, Reza
Valiente, Vicky Sarip, Rommel
Valiente, Marcelo
Villafuerte, Mary Ann Sulayman, Haina

MATINA MINTAL TORIL

Altizo, Thelma Bicada, Janeth Aris, Arlyn

Delima, Precious Briones, Christine Badilla Jr, Oscar
Ganza, Danny Custan, Emmalinda Caballeda, Risa
Loren, Elvira Digao , Lyn
Cole, Johnric
Maasim, Diosdado Diwan, RoseLyn
Dogmoc, Roche Desamero, Odessa
Mendez, Marilou
Etcuban, Randy Lancian, Jay Paul
Panunciar, Grace
Pendang, Rachelle Navale, Betty Panumpang, Teresa
Prieto , Mae Ann Teh, Maria Josefa Sanchez, Arlyn
Reusora, Tricia Villaester, Jay Tulop, Nida
Verano, Bolen
 56

Appendix E

STATISTICAL OUTPUT

Socio Demographic Profile

Age
Cumulative
Frequency Percent Valid Percent Percent
Valid 18-27 7 11.7 11.7 11.7
28-37 17 28.3 28.3 40.0
38-47 15 25.0 25.0 65.0
48- and above 21 35.0 35.0 100.0
Total 60 100.0 100.0

Sex
Cumulative
Frequency Percent Valid Percent Percent
Valid male 11 18.3 18.3 18.3
female 49 81.7 81.7 100.0
Total 60 100.0 100.0

civil status
Cumulative
Frequency Percent Valid Percent Percent
Valid Single 15 25.0 25.0 25.0
Married 34 56.7 56.7 81.7
Separated 3 5.0 5.0 86.7
Widow 5 8.3 8.3 95.0
live in partner
3 5.0 5.0 100.0

Total 60 100.0 100.0

 57

Educational attainment
Valid Cumulative
Frequency Percent Percent Percent
Valid college 11 18.3 18.3 18.3
HS 37 61.7 61.7 80.0
elementary 9 15.0 15.0 95.0
others 3 5.0 5.0 100.0
Total 60 100.0 100.0

Source of Financing
Valid Cumulative
Frequency Percent Percent Percent
Valid self financing 36 60.0 60.0 60.0
credit from micro
12 20.0 20.0 80.0
financing
credit from coop 3 5.0 5.0 85.0
others 9 15.0 15.0 100.0
Total 60 100.0 100.0

Length of Marketing Experience

Frequenc Valid
y Percent Percent Cumulative Percent
Valid 3 years and
15 25.0 25.0 25.0
below
4 -6 years 16 26.7 26.7 51.7
7 -9 years 8 13.3 13.3 65.0
10 years and
21 35.0 35.0 100.0
above
Total 60 100.0 100.0
 58

Marketing Practices

Sources of Supply
Cumulative
Frequency Percent Valid Percent Percent
Valid wholesaler
10 16.7 16.7 16.7

retailer 50 83.3 83.3 100.0

Total 60 100.0 100.0

Mode of Delivery
Cumulative
Frequency Percent Valid Percent Percent
Valid pick up
60 100.0 100.0 100.0

Mode of Payment
Cumulative
Frequency Percent Valid Percent Percent
Valid cash 60 100.0 100.0 100.0

Pricing Method
Cumulative
Frequency Percent Valid Percent Percent
Valid cost based
60 100.0 100.0 100.0

Frequency of Display
Cumulative
Frequency Percent Valid Percent Percent
Valid 7.00 60 100.0 100.0 100.0
 59

Marketing Cost

Descriptive Statistics
N Mean Std. Deviation
buying_cost 60 20336.3333 27436.53002
suppliesandmaterials 60 89.6277 240.03497
transportation 58 82.3581 123.25657
labor 47 26.5691 58.97670
fixed_cost 60 278.1405 520.15305
total_cost 60 20853.4485 28067.05986
Valid N (listwise) 47

Marketing Performance

Descriptive Statistics
N Mean Std. Deviation
net_revenue 60 7539.8848 10664.97699
Valid N (listwise) 60

Test of Difference on Marketing Performance when grouped according to socio-

demographic profile
Age
 60

Descriptive
net_revenue
95% Confidence
Std. Interval for Mean
Deviatio Std. Lower Upper Maximu
N Mean n Error Bound Bound Minimum m
1.00 7 15688.235 17055.9 6446.55 -85.9242 31462.3 244.91 44540.9
7 9007 830 956 2
2.00 17 7070.0935 8246.62 2000.10 2830.06 11310.1 631.67 26240.0
622 064 96 175 0
3.00 15 5502.8773 7161.54 1849.10 1536.94 9468.80 90.67 28689.6
408 273 64 83 3
4.00 21 6659.0805 11428.3 2493.86 1456.97 11861.1 95.00 40766.6
1916 370 20 890 7
Total 60 7539.8848 10664.9 1376.84 4784.82 10294.9 90.67 44540.9
7699 261 91 405 2

ANOVA
net_revenue
Sum of
Squares Df Mean Square F Sig.
Between 547054456.28 3 182351485.4 1.657 .187
Groups 4 28
Within Groups 6163707857.1 56 110066211.7
81 35
Total 6710762313.4 59
65

Net Revenue
Age
Subset for alpha = 0.05
age N 1
3.00 15 5502.8773
4.00 21 6659.0805
2.00 17 7070.0935
1.00 7 15688.2357
 61

Levene's Test
for Equality of
Variances t-test for Equality of Means
95%
Sig. Std. Confidence
(2- Mean Error Interval of the
taile Differ Differe Difference
F Sig. t df d) ence nce Lower Upper
net_revenue Equal 10.89 .002 2.04 58 .045 7096. 3465.7 158.74 14033.
variances 4 8 2230 6173 718 69887
assumed 2
Equal 1.39 11.2 .189 7096. 5071.4 - 18222.
variances 9 95 2230 6887 4030.5 96632
not 2 2027
assumed
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 12.660.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type
I error levels are not guaranteed.

Group Statistics
Std. Std. Error
sex N Mean Deviation Mean
net_revenue 1.00 11 13335.1336 16312.35364 4918.35968
2.00 49 6238.9106 8657.20478 1236.74354
 62

Descriptives
net_revenue
95% Confidence
Interval for Mean
Std. Lower Upper Minimu Maximu
N Mean Deviation Std. Error Bound Bound m m
1.00 15 9521.6180 12911.1397 3333.641 2371.667 16671.56 90.67 44540.9
3 94 1 89 2
2.00 34 8520.9550 10855.5182 1861.706 4733.285 12308.62 366.37 40766.6
0 01 6 44 7
3.00 3 1692.9833 2359.90001 1362.488 - 7555.300 244.91 4416.13
91 4169.333 0
3
4.00 5 1990.6240 2213.76866 990.0274 - 4739.380 95.00 5114.67
4 758.1328 8
5.00 3 1608.0933 1367.08149 789.2848 - 5004.112 488.15 3131.50
7 1787.925 0
4
Total 60 7539.8848 10664.9769 1376.842 4784.829 10294.94 90.67 44540.9
9 61 1 05 2

ANOVA
net_revenue
Mean
Sum of Squares df Square F Sig.
Between 453722651.636 4 113430662. .997 .417
Groups 909
Within 6257039661.829 55 113764357.
Groups 488
Total 6710762313.465 59
 63

net_revenue

Subset for alpha = 0.05

civil_status N 1
5.00 3 1608.0933
3.00 3 1692.9833
4.00 5 1990.6240
2.00 34 8520.9550
1.00 15 9521.6180
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 5.193.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type I
error levels are not guaranteed.

Descriptives
Education
95% Confidence
Interval for Mean
Std. Std. Lower Upper Minimu Maxim
N Mean Deviation Error Bound Bound m um
1.00 2957.39 4019.063 1211.79 5657.438 13919.
11 257.3520 95.00
55 34 319 9 44
2.00 8919.11 11183.02 1838.47 5190.506 12647.71 44540.
37 90.67
19 266 760 5 73 92
3.00 -
6928.37 13106.11 4368.70 17002.62 40766.
9 3145.877 244.91
11 116 372 00 67
7
4.00 -
9166.42 13420.78 7748.49 42505.50 24653.
3 24172.66 939.25
00 588 434 03 34
03
Tot 7539.88 10664.97 1376.84 4784.829 10294.94 44540.
60 90.67
al 48 699 261 1 05 92
 64

Descriptives
net_revenue
95% Confidence
Std. Interval for Mean
Deviatio Std. Lower Upper Maximu
N Mean n Error Bound Bound Minimum m
1.00 36 9954.61 12252.9 2042.1 5808.79 14100.4 244.91 44540.9
19 9678 6613 43 296 2
2.00 12 3712.98 8029.94 2318.0 - 8814.96 90.67 28723.8
42 186 4455 1388.99 58 0
75
3.00 3 2591.68 1649.82 952.52 - 6690.07 1204.63 4416.13
00 488 684 1506.71 22
22
4.00 9 4632.91 5075.89 1691.9 731.230 8534.59 366.37 13919.4
22 901 6634 9 36 4
Tota 60 7539.88 10664.9 1376.8 4784.82 10294.9 90.67 44540.9
l 48 7699 4261 91 405 2

net_revenue
Sources of Finance
Subset for alpha = 0.05
source_finance N 1
3.00 3 2591.6800
2.00 12 3712.9842
4.00 9 4632.9122
1.00 36 9954.6119
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 7.200.
b. The group sizes are unequal. The harmonic mean of the group sizes is used. Type
I error levels are not guaranteed.
 65

Descriptives
net_revenue
95% Confidence
Std. Interval for Mean
Deviatio Std. Lower Upper Minim
N Mean n Error Bound Bound um Maximum
1.00 15 5066.02 7059.68 1822.8 1156.50 8975.54 244.91 28689.63
53 370 0249 28 79
2.00 16 13333.3 13814.0 3453.5 5972.34 20694.2 95.00 40766.67
144 1260 0315 67 821
3.00 8 6076.12 7853.41 2776.6 - 12641.7 763.57 24653.34
50 554 0169 489.494 447
7
4.00 21 5450.50 9952.99 2171.9 919.961 9981.05 90.67 44540.92
86 026 2054 7 54
Tota 60 7539.88 10664.9 1376.8 4784.82 10294.9 90.67 44540.92
l 48 7699 4261 91 405

ANOVA
net_revenue
Sum of Mean
Squares df Square F Sig.
Between 737637025.2 3 245879008.4 2.305 .087
Groups 92 31
Within 5973125288. 56 106662951.5
Groups 173 75
Total 6710762313. 59
465
 66

net_revenue
Marketing Experience
Marketing Subset for alpha = 0.05
experience N 1
1.00 15 5066.0253
4.00 21 5450.5086
3.00 8 6076.1250
2.00 16 13333.3144
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 13.254.
b. The group sizes are unequal. The harmonic mean of the group sizes is used.
Type I error levels are not guaranteed.

ANOVA
net_revenue
Sum of Mean
Squares Df Square F Sig.
Between 312677578. 104225859.
3 .912 .441
Groups 536 512
Within Groups 6398084734 114251513.
56
.929 124
Total 6710762313
59
.465

Test of Difference on Marketing Performance when grouped according to

Marketing cost
Group Statistics
Std.
Std. Error
source_sup N Mean Deviation Mean
net_revenue 2.00 10 20071.7770 12835.9235 4059.07
2 542
3.00 50 5033.5064 8260.22442 1168.17
214
 67

Independent Samples Test

Levene's
Test for
Equality of
Variances t-test for Equality of Means
95%
Confidence
Interval of
Sig. Std. the
(2- Mean Error Difference
taile Differ Differen Upp
F Sig. T df d) ence ce Lower er
net_ Equal 7.75 .007 4.75 58 .000 15038 3159.9 8712. 2136
reve variances 2 9 .2706 3751 96843 3.57
nue assumed 0 277
Equal 3.56 10.5 .005 15038 4223.8 5691. 2438
variances not 0 39 .2706 2758 86728 4.67
assumed 0 392
 68

Test for significant relationship between marketing performance and marketing

cost
Correlations
buying_c suppliesandm transporta fixed_cos net_reve
ost aterials tion labor t nue
buying_cost Pearson 1 .578** .390** .595** .718** .672**
Correlation
Sig. (2-tailed) .000 .002 .000 .000 .000

N 60 60 58 47 60 60

suppliesandmaterials Pearson .578** 1 .670** .956** .779** .378**

Correlation
Sig. (2-tailed) .000 .000 .000 .000 .003

N 60 60 58 47 60 60

transportation Pearson .390** .670** 1 .845** .552** .321*

Correlation
Sig. (2-tailed) .002 .000 .000 .000 .014

N 58 58 58 47 58 58

Labor Pearson .595** .956** .845** 1 .805** .446**

Correlation
Sig. (2-tailed) .000 .000 .000 .000 .002

N 47 47 47 47 47 47

fixed_cost Pearson .718** .779** .552** .805** 1 .523**

Correlation
Sig. (2-tailed) .000 .000 .000 .000 .000
N 60 60 58 47 60 60

net_revenue Pearson .672** .378** .321* .446** .523** 1

Correlation
Sig. (2-tailed) .000 .003 .014 .002 .000

N 60 60 58 47 60 60

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).
 69

Appendix F

Documentation
70
 71

CURRICULUM VITAE

PERSONAL INFORMATION

Name : Rubeline M. Bangunan

Nickname : Bee Ar
Address : Abayon Village, Calinan, Davao City
Date of Birth : April 10, 1998
Place of Birth : Davao City
Age : 21 years old
Religion : Christian
Name of Mother : Leonila M. Bangunan
Name of Father : Ruben D. Bangunan
EDUCATIONAL BACKGROUND

Tertiary : University of Southeastern Philippines

College of Development Management
Mintal Campus, Davao City

Degree Sought : Bachelor of Science in Agricultural Business

Secondary : Calinan National High School

Calinan, Davao City
Year Graduated: 2014

Primary : Lt. C. Villafuerte Sr., Elementary School

Calinan, Davao City
Year Graduated: 2009
 72

VOLUNTEER/WORK EXPERIENCE

• Encoder- The Door: The official yearbook publication of USeP CDM

Mintal (June-July 2018)
• Volunteer- National Dairy Authority (April 2017)

STUDIES CONDUCTED

• Marketing Performance of Garlic Vendors in Major Public Markets

of Davao City (UNDERGRADUATE THESIS)

• A Project Feasibility Study on Native Coffee Powder in Carmen,

Baguio District, Davao City (PROJECT FEASIBILITY STUDY)

• Effects of Climate Change on The Production Practices and

Performance of the Lettuce Farmers in Marilog, District, Davao City.
(AGRIBUSINESS RESEARCH METHODS)

SEMINAR AND TRAINING ATTENDED

• Mushroom Production in USeP-CDM Mintal, Davao City, April 26,

2019;

• Violence Against Women Symposium in USeP-CDM Mintal, Davao

City, December 7, 2018;

• Seminar on “Mental Health and Well-being 2018” in USeP-CDM

Mintal, Davao City by the University Guidance and Testing Office,
November 29, 2018

• Seminar-Simulation on Stress and Coping in USeP-CDM, Mintal,

Davao City, May 11, 2018;

• Lecture-Demonstration on Proper Solid Waste Management;

• Participatory Rural/ Resource Appraisal Tools Workshop;

• Solid Waste Management Seminar “Community Development and

Sustainable Environment” in USeP-CDM Mintal, Davao City,
September 29, 2017;

• Study Skills among College Students: A Lecture workshop in

USeP- CDM, Mintal, Davao City, May 19, 2017.