Thesis (BS Agribusiness) - Mariano Marcos State University

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ABSTRACT LOLOQUISEN, ALYSHAMAE P. 2021. Marketing Practices of Tomato Retailers in the City of Batac, Ilocos Norte. Undergraduate Thesis. College of Food and Sustainable Development, Mariano Marcos State University, City of Batac 2906 Ilocos Norte. 50 pp Adviser: Mrs. Ethel Reynda M. Calivoso Co-Adviser: Mr. Jayson Tuliao The study aimed to assess the marketing practices of tomato retailers in the City of Batac, Ilocos Norte. Specifically, it aimed to document the socio-demographic and economic profile of retailers who are involved in the tomato industry. Likewise, the study aimed to determine the existing marketing practices of tomato retailers and the problems they encountered in marketing of their products. The respondents were 15 tomato retailers from the City of Batac, Ilocos Norte. The data was tabulated using descriptive statistics such as frequency counts, means, and percentages. The socio-demographic profile of the tomato retailers revealed important concerns. First, majority of the retailers are not affiliated with any organizations that could be helpful in accessing resources and means to better marketing of their products. Second, majority of the tomato retailers have not attended any training related to tomato marketing. Moreover, tomato retailers are female, in their active age, were able to get to school and with 6 to 10 family members. The economic profile of the retailers showed that retailing is their primary source of income and personal savings is their main source of capital. Majority of tomato retailers have spent at most four years in the industry which means that they are new entrants in the industry. Retailers' marketing practices were examined in terms of the buying and selling practices they undertake concerning product (choosing of variety, cleaning, packaging, and sorting), price (unit used in buying, unit used in selling, person involved in determining price, mode of payment, and buying and selling price), and the place supplier, place of transaction, method of buying, and transportation used). In purchasing tomatoes, the main problems encountered by the retailers was high price while low market price was one of the main problems experienced selling the commodity.