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ABSTRACT ICUSPIT, JEWEL MAE C. 2021. Marketing Practices of Wooden Furniture Manufacturers in the City of Batac, Ilocos Norte. Undergraduate Thesis College of Agriculture, Food and Sustainable Development, Mariano Marcos State University, City of Batao 2906, Ilocos Norte 39 pp. Adviser: Ms. Sheena Marie Joy P. Lidora The study focused on the wooden furniture manufacturers in the City of Batac, Ilocos Norte. Specifically, it aimed to determine the socio-demographic profile of the wooden furniture manufacturers, their economic profile, their marketing practices in terms of product, pricing, place/distribution and promotion, and the problems they encounter in this business. The study used the one-shot survey research design. Ten (10) wooden furniture manufacturers served as the respondents of the study. These were personally interviewed by the student-researcher with the aid of a structured questionnaire which was composed of the socio-demographic and economic profile of the wooden furniture manufacturers, their marketing practices, and the problems they encounter related to wooden furniture manufacturing. Descriptive statistics like frequency counts, means, and percentages were used to analyze the data The wooden furniture manufacturers were in the middle age with an average of 47 years old. All of them are married and have an average households’ size of five with a minimum of four (4) members and a maximum of nine (9). Only one of them graduated in college and only two (2) attended relevant trainings/seminars. The respondents depend primarily on the wooden furniture manufacturing as source of income. Most of them stated that their personal savings is their main source of capital. Moreover, they have been in the business for an average of 8 years ranging from 4 to 20 years. They operate every day, and hired their relatives to sustain their operation. In terms of marketing practices, all wooden furniture manufacturers are producing the same products except for the three of them who are also producing divan and door. The most in demand products are sala set, dining set, bed, cabinet, table, divider, doors and divan. Most of the customers buy their products as per order, the person who sets the price is the seller. Most of them used competitive pricing based on their competitors, price as their basis. Most of the respondents have their shop/show room while three of them also post their products online or in social media. The most common buyer of the wooden furniture are households, followed by middlemen, and then business establishments. Customers prefer wooden furniture because it is safe to use, has unique features, affordable, attractive, and durable. Respondent's market outlet is located in an accessible area to households. Almost all respondents are flexible in shipping their products. All of them engaged in personal selling which involves direct negotiation. |
