A SOCIAL MARKETING STRATEGY TO INCREASE PARTICIPATION

AND ACCESS TO NEW MARKET OF CALAMANSI FARMERS IN BARANGAY MAGSALISI JAEN NUEVA ECIJA

Abstract

ABSTRACT

 

 

    

         The study would like to know the socio-demographic profile of the calamansi farmers that hinders them from participating in the new market. The study also wants to identify accepted social marketing practices by the calamansi farmers. The study would also like to determine the respondents' communication preferences, communication channels, and information so that the researcher could recommend social marketing strategy towards the participation of the Barangay Magsalisi calamansi farmers in the new market.

          The study found out that the economic situation of the calamansi farmers affects their participation in the new market. Calamansi farmers belong to the poorest of the poor population (85%), primarily female (53%), and calamansi farming is their primary source of income (45%), and 68% of them have more than six years of experience in calamansi farming. They attained elementary education (61%), and more than 50% of them are married under 25-55 years old (94%). Some of them weren’t able to sustain the daily basic needs (37%) because they receive their income mainly monthly (39%), that’s why they continue to avail credit to the formal lenders (59.45%).

The study also found no yet significant challenges in the new market because it was not introduced to them, but the current market does. The respondents mentioned various challenges in their current market, such as the deficit price of calamansi, the high-interest rate of the loan, and inadequate net income. The study also determined two kinds of market, i.e., traditional (current) and formal (new) markets. The traders also lend money; farmers can supply without limit but pay the product at a deficit price. The respondents were also chosen traders based on relationship (by blood or established trust) and accessibility. The researcher also recorded the responses of the respondents in the new market. Respondents commented that the new market is laborious and requires huge capital and training. There are also considerations when entering the new market like income to earn, price of the product, place to sell, and amount to spend.

When it comes to respondents’ communication preferences, they expressed that interpersonal communication through training and demonstration is an effective way to acquire information about calamansi. It was also helpful for the respondents regarding farming practices, market-related information, and new suppliers. Thus, the study signifies the importance of having an IEC material like a guidebook brochure for the farmers.

Keywords: social marketing, increase participation, A SOCIAL MARKETING STRATEGY TO INCREASE PARTICIPATION AND ACCESS TO NEW MARKET OF CALAMANSI FARMERS IN BARANGAY MAGSALISI JAEN NUEVA ECIJA