`` GUIMARAS STATE UNIVERSITY

COLLEGE OF BUSINESS AND MANAGEMENT

McLain, Buenavista, Guimaras

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MANGO VENDORS’ MARKETING STRATEGIES AND PRACTICES

An Undergraduate Thesis
Presented to
the Faculty of College of Business and Management
Guimaras State University
Buenavista, Guimaras

In Partial Fulfillment of the

Requirements for the Degree
Bachelor of Science in Business Administration
(Marketing Management)

by
Charmine B. Gambalan
Mayryll A. Jomillo
Marian Joy F. Galaura
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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Chapter 1

INTRODUCTION

Background of the Study

Marketing has become one of the most important factors in a

corporation’s success. Through marketing, ways to explore new markets,

knowing customer preferences, and adding product and brand value to the

market have become easier. People are easily attracted to products when the

seller can catch their attention through good and creative marketing strategies

and practices (Arslan and Kivrak, 2008).

Marketing strategy is defined as a business game plan for reaching the

prospective consumer and turning them into customers of their product or

services (Barone, 2021). According to Michael E. Porter (1999), marketing

strategy is mainly aimed to cope with market competition. Five major and vital

forces decide the nature and intensity of market competition: threat to new

entrants, bargaining power of customers and bargaining power of suppliers,

threat of substitute products and the jockeying among the existing contestants

The province of Guimaras, located in the Philippines, is a small island

nestled between Panay and Negros, and is considered renowned for its natural

landscape and pastoral farms. On the orchards that cover the island, perfectly

sweet mangoes, or ‘manga’ in the native term, grow in abundance. Throughout

the year, a large percentage of these pristine fruits are exported abroad. Selling
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COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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mangoes is one of the people's livelihoods. There are many vendors and mango

stalls located in each municipality, mostly in the center of commerce situated in

the municipality of Jordan.

With the growing population comes an increasing demand for food.

According to the Reyes, Cayabyab, and Copuyoc (2020), mango is the third most

important fruit crop in the Philippines. The country is blessed to have lands and a

climate suitable for the cultivation of the said fruit crop. The total production of

mango in 2019 amounted to 737.92 megatons (MT), with Ilocos Region

exporting the highest share of 178.54 MT, followed by Region VII with 80.15 MT,

Region IX with 77.01 MT, Region XII with 59.99 MT, and Region VI with 54.01

MT (PSA, 2019). Western Visayas or Region VI, where Guimaras province is

situated, is among the top five mango-producing regions of the country in 2019.

This production opportunity combined with its market potential for exports is

essential to market and economic growth within the country and within the

province of Guimaras.

However, some factors may affect the growing mango industry. One

factor is COVID-19, which recently affected economic fundamentals such as

imports and exports, labor mobility, limited physical interactions, and the closing

of borders that devastated the world. Amid the pandemic, some Micro, Small,

and Medium-sized Enterprises (MSMEs) stopped operating due to low demand

and lack of capital to sustain their businesses. The mango industry is not an
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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exception, since mango producers and vendors in the province of Guimaras were

also affected.

This study explored and assessed the different marketing styles and

strategies adopted among mango vendors and marketers in the Guimaras

province. Specifically, this study assessed the marketing strategies in the mango

industry of the province.

Statement of the Problem

The focus of this study determined mango vendors’ marketing strategies

and practices in the Province of Guimaras during the year 2022-2023.

Specifically, the study aimed to answer the following questions:

1. What are the mango vendors’ marketing strategies in the Province of

Guimaras when taken as a whole and classified as to age, sex, educational

attainment, civil status, length of engaging in business, and location?

2. What are the mango vendors’ practices in the Province of Guimaras when

taken as a whole and classified as to age, sex, educational attainment, civil

status, length of engaging in business, and location?

3. Are there significance differences in the mango vendors’ marketing

strategies in the Province of Guimaras when classified as to age, sex, educational

attainment, civil status, length of engaging in business, and location?

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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4. Are there significance differences in the mango vendors’ practices in the

Province of Guimaras when classified as to age, sex, educational attainment, civil

status, length of engaging in business, and location?

5. Is there a significant relationship between mango vendors’ marketing

strategies and practices?

Null Hypothesis

1. There are no significant differences in the mango vendors’ marketing

strategies in the Province of Guimaras when classified as to age, sex, educational

attainment, civil status, length of engaging in business, and location.

2. There are no significant differences in the mango vendors’ practices in the

Province of Guimaras when classified as to age, sex, educational attainment, civil

status, length of engaging in business, and location.

3. There is no significant relationship between mango vendors’ marketing

strategies and practices.

Theoretical Framework

This study was anchored, in marketing theory, Kotler, Armstrong,

Saunders, & Wong (1999) state that every product has three levels: the core

level, the actual level, and the augmented level. The core level product

represents primary benefits, describes the item, and solves problems. At the
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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actual level, product features, quality, design, and packaging is described by:

user perceptions, the object for use, a set of characteristics, and gives an

identity. The augmented level includes features that make a product easy to use

and ensures customer satisfaction

This study is also anchored, E. Jerome McCarthy Marketing Mix 4p. The 4

Ps were first formally conceptualized in 1960 by E. Jerome McCarthy in the highly

influential text, Basic Marketing, A Managerial Approach. There, McCarthy noted

that while the text of the book was “similar to that found in the traditional texts,

the approach is not.” McCarthy’s novel approach was influenced by the still-

recent “marketing mix” concept, which Harvard Business School professor Neil.

H. Borden popularized in the 1950s. In fact, Borden himself had been influenced

by a 1948 study written by James Culliton, in which the author equated business

executives to “artists” or “mixer[s] of ingredients”. Rather than using the same

approach for every situation, then, Culliton and Borden recognized that

successful executives instead mixed different methods depending on variable

market forces. McCarthy streamlined this concept into the four Ps—product,

place, price, and promotion—to help marketers design plans that fit the dynamic

social and political realities of their time and target market. In effect, the purpose

of the four Ps remains the same today as when McCarthy first published his

book: “developing the ‘right’ product and making it available at the ‘right’ place

with the ‘right’ promotion and at the ‘right’ price, to satisfy target consumers and
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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still meet the objectives of the business”. The four Ps form a dynamic

relationship with one another. Rather than one taking priority over the other,

each is considered equally important in crafting a strategic marketing plan.

Price

Price is the cost of a product or service. When marketing a product or

service, it is important to pick a price that is simultaneously accessible to the

target market and meets a business’s goals. The margin you hope to obtain.

What target market do you want to appeal to and what purchasing power do

your consumers have? Do you want to enter the luxury market or the mass

market? The company's financial goals. How does the competition price their

products and what possible product substitutes are there? Trends and fads.

Increasing your price in order to give a better perception of quality

Product

The product is the good or service being marketed to the target audience.

When marketing a product or service, it is important to pick a price that is

simultaneously accessible to the target market and meets a business’s go a

product is key and is the root of all things marketing. A product could be

anything that a company offers consumers to satisfy a need. The best thing to

do is to decide on your product or service based both on the needs and

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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motivations of consumers and how the product would benefit the consumer,

rather than on the object’s physical characteristics or attributes.

Place

Place is where you sell your product and the distribution channels you use

to get it to your customer. Finding the right place to market and sell your

product is a key factor in reaching your target audience. Strategic merchandising

locations can be anything from an online store to a channel of physical stores

across multiple towns or countries. The goal of the distribution strategy is to

enable potential clients to have easy access to your products/services as well as

offer a good experience throughout the purchasing process.

Promotion

Promotion is how you advertise your product or service. Through

promotion, you will get the word out about your product with an effective

marketing campaign that resonates with your target audience. This refers to all

the marketing and communication that is done in order to showcase the benefits

of your product or service within the market. This is how you increase sales
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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Conceptual Framework

The conceptual framework of the study as presented in Figure 1. The

framework the interplay of the variables of the study. The independent variables

consist of age, sex, civil status, length of engaging business and location

Those who were younger than the mean considered young, while those who

were older were considered old. The researcher hypothesized that when

respondents were young, their perceptions on marketing strategies and practices

would be high

They were classified as male and female based on their gender. The

researcher hypothesized that the respondents' biological preferences could reveal

disparities. As a result, male and female responders may be equally interested in

marketing strategies and practices.

There are three types of civil status: single, married, and

widow/widower. Civil status, according to the study, has something to do with

mango vendor marketing strategies and practices. It's possible that if the

respondents were single, they'd be more aware of how mango vendors engaged

with them. While the respondents' minds were busy with so many things while

they were married, separated, or widow/widower, there were somehow

preoccupied with so many things when they were single.

There were three level of educational attainment: elementary, high

school and college. The researcher acknowledge that this had impact on their
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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engagement on how Marketing strategies and Practices applied by mango

vendors. Were because respondents with higher level of educational attainment

were predicted to have better knowledge in Marketing Strategies and Practices.

As a result, mango vendor marketing strategies and practices would be

impacted.

Length of engaging business

Poblacion and Non-Poblacion are the two types of locations. The researcher

acknowledge that this had impact in mango vendors’ marketing strategies and

practices.

Research Paradigm

Independent Variable Dependent Variable

Respondents Personal
profile
c PRACTICES
 Age
 Sex
 Civil Status
 Educational
attainment
 Length of engaging
business
Strategies
 Location
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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Figure 1. Schematic Diagram showing the relationship of variables in the

study.

Significance of the study

This study determined the different marketing strategies of selling

mangoes in the province of Guimaras. The information and results derived can

be significant to the following:

Mango Vendors. The findings of this study will provide records for the

vendors as a basis to enhance and explore marketing strategies. This will

determine their marketing capability. The results can be significant for initiating

and implementing improvements in their marketing strategies.

Department of Trade and Industry Employees. The result of the

study will help the municipality to carry out a plan to further enhance the

production and selling mangoes and also to understand the situation of the

mango vendors.

Marketing Students. The result of this study will provide information

and knowledge about the importance of marketing strategies.

Researcher. The result of this study will provide new information in

dealing with marketing strategies and practices.

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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Future Researchers. The result of this study will serve as a basis or

guide reference to future researchers in pursuing further topics of interest.

Definition of Terms

To have a better understanding about this study, the following terms were

defined:

Marketing strategy is a set of business tactics which help companies

grow in the market through effective research, marketing, promotion &

advertising. Marketing strategy defines the company’s marketing & advertising

strategies based on business goals. The development of a marketing strategy

involves the identification of target market segment, setting of short-term and

long-term goals, pre-requisite consumer research, and the implementation of

ideas to get the attention of people (MBA Skool Team, August 29,2021)

As used in this study, it is the approach used to run the business.

Practices. Implementation of new methods for organizing routines and

procedures, such as establishing databases of best practice, improving employee

retention, or introducing management systems What is Business Practice The

human experience and skills required for delivering a service repeatedly.

As used in this study, this is the method or practice used by the mango

vendors.
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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Scope and Limitation of the Study

This study determined mango vendors’ marketing strategies and practices

assessed by the mango vendors in the Municipality of Jordan, Guimaras year of

2022.

The researcher recognized age, sex, civil status, educational attainment,

length of engaging in business, and location as independent variables while

recognized marketing strategies and practices of mango vendors’ as independent

variables in this study.

The study was descriptive in nature. Through purposively chosen, the

collected samples were thirty (30) respondents in the Municipality of Jordan,

Guimaras, Philippines.

The instrument used in this study was the revised-researcher questionnaire.

The researcher-revised questionnaire was a checklist that consists of three parts.

Part I pertained to the respondents' profile that contained personal information

which includes name (optional), age (young or old), sex (females or male), civil

status (single, married, widow), educational attainment (elementary, high school,

college), length of engaging business (5 & below, 6 & above), location

(Poblacion, non-Poblacion). Part II was consisted of 10 items about of Marketing

Strategies. Part III was practices consisted of 10 items about Practices.

The statistical tools use was the frequency count, Percentage, Mean, Mann

Whitney U-Test, Kruskal Wallis H-Test and Spearman rho. All statistical
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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computations were process using the statistical package for the social science

(SPSS) software. Thus, this study employed a non-parametric test.

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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CHAPTER 2

REVIEW OF RELATED LITERATURE AND STUDIES

This section looks at theories and concepts relevant to the study, which

comes from books, journals articles, and other research articles. The section

begins with a review of the marketing strategy and its related concepts. This

followed by a discussion of the importance and role of marketing strategy in

businesses. Other studies related to exploring and assessing marketing strategies

are also presented. The chapter ends with a discussion of local and foreign

studies related to marketing mango products.

Related Literature

In a fast-growing economy where competition is inevitable, businesses

and organizations should think outside the box to anticipate disruptions and

challenges in both internal and external environments. Companies and

organizations pursue effective planning and sound marketing strategy to remain

adaptive, relevant, and responsive to the different challenges faced by

businesses. Without the adaptive nature of businesses, it will be a great

challenge to satisfy customers or meet the demands of stakeholders. A

systematic process for improving customer-oriented marketing strategies and

marketing plans for an organization’s internal and external environments, with a

focus on market adaptation, technology, and consumer preferences, is needed to

`` GUIMARAS STATE UNIVERSITY
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McLain, Buenavista, Guimaras

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compete in the market (Arunachalam, Feng, Ashraf, Hu, Walls, Edara, &

Pulendran, 2022).

According to Arunachalam et al. (2022), an organization’s marketing

strategy defines how the firm will fulfill the needs and wants of its customers,

including activities aimed at maintaining relationships with stakeholders (i.e.,

employees and supply chain partners). A marketing strategy is a plan for how

the organization will use its strengths and capabilities to fit the needs of the

market. It consists of marketing programs with two elements: a target market

and a marketing mix. A marketing mix is also known as the four Ps in marketing:

product, place, price, and promotion. A successful marketing strategy lies in the

right combination of the target market and marketing mix to create a competitive

advantage over its competitors.

The development of marketing strategies is based on a credible analysis

of the current and expected marketing situation and includes operationalized

marketing goals in terms of time and content (Isoraite, 2009). The author

identified five marketing strategy levels, which included the following: (1)

specification of the product-market combination, (2) market stimulation, (3)

degree of differentiation of the market influence, (4) market area, and (5)

competitive advantages.

Small business marketing is different from big business marketing. Both

are guided by the same basic marketing principles, but there are differences in
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McLain, Buenavista, Guimaras

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scope, risk factors, budget, and areas of opportunity (Saarte, 2011). Small

businesses cannot compete with the financial resources of big businesses. As a

result, small businesses have limited staff and employees, and failed strategies

can lead to a collapse of the business, and fewer variety of products are offered

in the market. According to David (2011), the most significant risk factor facing

small business owners is competition; hence, small businesses should be very

knowledgeable about their competition to deal effectively with them. In terms of

opportunities, small businesses can take advantage of niche markets and the

needs and wants of locals. The advantage is that they can have a personal

interaction with the customers and can market in real-time. Jantsch (2011)

concluded that marketing without a strategy is the noise before failure. An

effective marketing strategy is a clear explanation of a stated plan of execution

to reach a company’s or business’ objectives.

On Mango Vendors’ Marketing Strategies

A study by the Department of Agriculture (DA) on the marketing cost

structure for mangoes revealed the trading pattern of mango farmers in the

Philippines in the 2000s. It showed that in Pangasinan, mangoes were traded in

the market from January to May only and the peak season is in March. In Iloilo,

most of the farmer respondents stated that mangoes are mostly traded from
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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March to May and no trading occurred between August and September. In Davao

provinces, the fruit was visible in the market throughout the year and the peak

trading season was June, July, and August. In the province of Guimaras,

mangoes are available in the first semester of the year, and none were available

in July, August, and November. This is evident since the mango festival in the

province happens from March to May of a year.

In terms of business ownership, DA (2002) showed that the majority

(89%) of the trader-respondents operated their own business under single

proprietorship. Specifically, 18 respondents from Pangasinan including one

exporter managed their own business, some farmers from Iloilo were trading

with business partners, and one large distributor from Cebu ran his business

through the help of a cooperative and partnership.

On the nature of capitalization to support their businesses, the study

found that 83% of the respondents could finance their own business, except in

Metro Manila where 17 respondents were under a financing scheme. On the

other hand, one large distributor from Pangasinan and one retailer from Cebu

were under contract agreements.

The study from the Department of Agriculture also considered the length

of experience as an important measure of the accuracy of the respondent’s

estimation of costs. They reiterated that mango traders and farmers with longer
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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experience could come up with a more accurate estimate of costs. This is

important given that some mango farmers consider cost as a factor in their

pricing strategies.

On Mango Vendors Practices

Mango vendors perform marketing practices and functions that add value

to their products (DA, 2002). They incur costs for value-adding and through the

transfer of products from one place to another. The study revealed that mango

traders or vendors in the provinces with a sufficient supply of mangoes buy the

product from the producing barangays. In supply procurement, mango traders

preferred modes that require less effort and cost: 54% of the respondent picked-

up mango from the source, 45% had their mangoes delivered by suppliers, and

others practiced both.

In the Philippines, different modes of payment were practiced for buying

mangoes. It could be in the form of cash, consignment, delayed payment (every

15th of the month), or a mixture of these. Most of the respondents sold their

mangoes within and outside the province. The mode of delivery as well as the

payment terms depended on the agreement between the buyer and seller. A

study by the Department of Agriculture also revealed the flow of mango in some

of the provinces. In the province of Guimaras, sources of mango were the towns

of Buenavista, Nueva Valencia, and San Lorenzo. The mango produce was
`` GUIMARAS STATE UNIVERSITY
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McLain, Buenavista, Guimaras

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assembled in Jordan, Buenavista, and Gaban trading centers. From these trading

areas, mango traders will distribute mangoes to the demand areas specifically in

Iloilo, Metro Manila, Cebu, and countries outside the Philippines.

In terms of marketing channels, interregional, provincial, and municipal

assemblers were the buyers of mangoes in the supply areas in the province of

Guimaras. The mango farmers and traders distribute their fruits to retailers,

consumers, and buyers outside the province.

Related Studies

Crop marketing has been the process of managing price risk that is

common in marketing agricultural commodities (Spriggs, n.d.). Agricultural

commodities are undifferentiated products, the output of one producer is not

readily distinguished from that of another producer. These commodities are

typically traded on open markets where relatively small changes in supply and

demand can result in large changes in prices. Sprigs highlighted that farmer’s

marketing strategy must focus on how to control price risk because any

individual grower or farmer is a price-taker in the market for agricultural

commodities.

Aguglia, De Santis, and Salvioni (2009) studied the importance of direct

selling as a marketing strategy to shorten distances between producers and

`` GUIMARAS STATE UNIVERSITY
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McLain, Buenavista, Guimaras

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consumers. They defined direct sales as a marketing strategy that may permit

farmers and other small-scale producers to contrast the adverse impact of

productive and the imbalances in the international food supply chain. It is used

as a diversification strategy increasingly used by producers to counter the

continuous price reduction. Removing the middleman or intermediary will help

producers to retain a higher share of the final value of their products. Direct

selling is seen as a strategy to capture new segments of demand interested in

local and fresh food, and more direct contact between producers and consumers.

One of the most important things to consider in choosing the best

marketing strategy is to study consumer choices or preferences. Bellodi,

Martinho, Massaroppe, Martins, and Santos (2020) studied food marketing as a

special factor in consumer choices, and how the choices of food consumers are

influenced by several factors. Bellodi et al. emphasized that adjusted food image

and name approaches, interrelated with the label packaging, and brand, are

important for a successful marketing strategy. Moreover, new technologies and

social media offer new and attractive opportunities for smaller producers or

operators, crucial in opening new channels for direct communication with

consumers.

Local Studies

Mango considered a national fruit of the Philippines has risen to

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McLain, Buenavista, Guimaras

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international prominence due to its superior quality and taste to other varieties.

It is one of the most important fruit crops in the Philippines based on export

volume and value. FernandezStark et al. (2017) emphasized that the Philippines

holds a relatively significant position in the mango global value chain (GVC). In

2015, the country ranked seventh amongst exporters of fresh and dried mango,

with US$91 million in exports and a 4% share of the global market

(UNComtrade, 2016). Roughly 85% of the country’s processed mango is destined

for the export market. The mango industry plays a crucial role in the Philippines’

economy, providing a source of livelihood to about 2.5 million farmers (PCARRD-

DOST, 2011). However, mango production in the Philippines is often small scale.

In 2015, the average farm size of mango producers was only 1.34 ha. As a

result, participation in fresh mango export is often tied to yield more than farm

size. Farms that are lower yielding would sell to the local market and the

processors.

The Philippines’ most notable strength in the mango GVC is its ability to

support the cultivation of “carabao mango”, a high-quality variety grown in the

country. It is also strengthened by an active and robust domestic processing

industry. Sacramento and Cuizon (2020) studied the mango industry governance

in the Guimaras province. They stated that the local government of the province

has provided all the means to respond to the needs of the local agriculture

community. These various programs and projects of the LGU on the mango
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COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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industry provided an avenue for the local mango producers and farmers to

improve their production through efficient links among stakeholders. The towns

of Buenavista, Nueva Valencia, and San Lorenzo are sources of mango in

Guimaras (Department of Agriculture, 2002). The produce was assembled in

Jordan, Buenavista, and Gaban trading centers. From these trading centers,

traders distributed mangoes to the demand areas, particularly in Iloilo, Metro

Manila, Cebu, and countries outside the Philippines.

Overall, there are few local studies intended on mango marketing focusing

on marketing styles and strategies of mango sellers and producers

Foreign Studies

Chay et al. (2019) reviewed the production and marketing of mango fruit

in Ethiopia. The main objective was to review the production and marketing base

of mango fruit for farm communities, which consists of marketing channels,

production practice, paste control mechanisms, market structure, and marketing

conduct and performance. They also looked at information flow on marketing

products, including marketing constraints. Chay et al. indicated that the majority

of mango producers in Ethiopia sell their products to middlemen and nearby local

village markets. Moreover, the producers often have a low amount of information

as the farmers and traders often do not have direct communication about price
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McLain, Buenavista, Guimaras

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information with each other but only through the middlemen. Most of the time,

mango producers sell their products to consumers and sometimes to retailers

due to fluctuations in the market and lack of marketing infrastructures. Another

reason is that the maturity stage and harvesting time of mango fruit is similar,

which results in a supply increase at a particular time but with lesser demand.

This results in a lower price and farmers are compelled to sell at the local

markets. Farm gate sale of mangoes is also common in Ethiopia, where the main

channel is direct selling to consumers, hotels, large retailers, supermarkets,

wholesalers, and small retailers and kiosks. Furthermore, during marketing of

mangoes, small holder farmers use pack animals, human backs, carts, and cars

as means of transportation to deliver their produce to final sale. Mango-

producing farmers use a basket, can, plastic box, and wooden box to pack

mangoes to keep them safe and prevent post-harvest loss during the transport

of mangoes.

Chay et al. also identified the major mango value chain constraints and

opportunities such as shortage of input supply, lack of management skill, the

expensive price of inputs, diseases that damage mango quality, and lack of

harvesting technology. Lack of market information, high competition during peak

season which lowers the price of mangoes, grading problems, quality problems

because of pre-mature harvest, lack of market linkage among value chain actors,
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McLain, Buenavista, Guimaras

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price variation, and problems with road and transportation are considered

marketing constraints among mango producers and sellers in Ethiopia.

Another study conducted by Hasan (2020) focused on mango marketing

system in selected areas of Bangladesh. The study aimed to identify the most

efficient and suitable marketing channels for mango in some areas of Bangladesh

by using primary Another study conducted by Hasan (2020) focused on mango

marketing system in selected areas of Bangladesh. The study aimed to identify

the most efficient and suitable marketing channels for mango in some areas of

Bangladesh by using primary data collected randomly from 90 mango farmers

and 55 mango traders. Hasan revealed that the unstable price of mango was the

most prominent problem in the study area and recommended that the

establishment of mango processing plant in the intensive growing areas may be

a solution to the problem, which will bring stable and fair prices for the farmers.

It was concluded that when farmers sell their mangoes directly to the

consumers, then they will get more benefits. However, it would not be possible

since intermediaries were engaged to transfer mango from farm to table.

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

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Chapter 3

METHODOLOGY

This chapter includes research design, locale of the study, respondents of

the study, data gathering instruments, validity of instrument, reliability of

questionnaires, data gathering procedure and statistical tools in the study.

Research Design

The study aimed to determine the Mango Vendors’ marketing strategies

and Practices assessed by the mango vendors in the Municipality of Jordan,

Guimaras year 2022.

This study used the descriptive research design. Descriptive research

describes and interprets what is. It involves some type of comparison and

contrast and attempts to discover relationship among existing non-manipulative

variables and to explore their implications for cause and effect (Fraenkel, Wallen

and Hyun, 2017)

The dependent variables were mango vendors’ marketing strategies and

practices and the independent variables were age, sex, civil status, educational

attainment, length of engaging in business and location of residence.

The study used the mean, frequency counts, percentage as descriptive

statistics; and Mann Whitney U test, Kruskal Wallis H-test, Spearman's rho as
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
inferential statics. Significance level for all inferential tests was set at 0.5 level of

significance. All statically computations were process using the Statistical

Package for the Social Sciences (SPSS) software.

Respondents of the study

The respondents to the study were selected 60 mango vendors of

Municipality of Jordan, Guimaras who participated in the study because they

were purposively chosen.

Table 1. The Distribution of Respondents

Location of Residence No. of Respondents %

(n)

Poblacion 30

Non-Poblacion 30

Total 60 60

Data Gathering Instrument

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
In order to determined Mango Vendors’ marketing strategies and

Practices, a researcher-revised questionnaire was employed to collect data. The

questionnaire checklists for the vendors were divided into three sections, which

were updated by the researcher. Specifically, Part I addressed the respondents'

profile, which included personal information such as name (optional), age (young

or old), sex (female or fame), civil status (singe, married, widow), educational

attainment (elementary, high school, college), length of engaging business (, , ,),

location (Poblacion, Non-Poblacion).

  Part II was a questionnaire consisting 10 items, about marketing

strategies. Part III was 10 items of marketing practices. "Yes" or "No" are the

types of responses.

Validity of Questionnaire

The instrument used for gathering data on the extent mango vendors’

marketing strategies and practices, was a researcher-made that have been

submitted for validation through the assistance of the research experts

statistician. To check whether the questions were appropriate, clear, reasonable,

non-superficial, on-ephemeral, typical, and sufficiently inclusive, Good and

Skates Criteria of Validation was employed. To finally make sure that the

questionnaire was valid, suggestions and corrections from the validators were
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
incorporated to produce the final copy. Panel validation was used to establish the

validity of questionnaire. Three panels who were experts in the subject matter

being studied has selected to do the validation. Each question was analyzed

whether the item was appropriate or needs revision. The comments, suggestions

and recommendation of the panels were solicited, collated incorporated to the

questionnaire.

Reliability of the Instrument

The validated questionnaire was pilot tested to the 30 randomly chosen

respondents who were not part on the actual respondents in Municipality of

Jordan, Guimaras. The objective of the pilot work was to try out the

questionnaire to identify the irrelevance, unnecessary statements, confusing

items and words, difficulties of the respondents with the instructions, sequence

and format and to determine the average amount of time needed to finish

answering it.

Using Cronbach's Alpha, the computed value of .813 for marketing strategies

and .856 for practices of mango vendors showed that the questionnaire was

highly reliable.

Data Gathering Procedure

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
Before the survey was conducted, the researcher sought the concurrence of

the Dean of the College of Business and Management to administer the research

instrument to the respondents. The researcher asked for the approval of the

Mayor of Jordan Guimaras. Upon approval, the researcher provides an

instrument to administer the said questionnaire among respondent who visited

the site.

The researcher personally distributed the questionnaire through the

assistance so that the purpose of the study was properly understand by the

respondents to ensure the accuracy of the responses. Permission to participate in

the study sought from each respondent. They were assured that their privacy

and confidentiality were going to be protected. They were also assured that the

information was solely for the research purposes.

When the administration of the questionnaire was done, the data were

collated, encoded, tabulated and interpreted employing the Statistical Package

for Social Science (SPSS) using appropriate statistical tools through the

assistance of a statistical identified by Guimaras State University.

Statistical Tools Used

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
The statistical tool use in the study are the frequency count, percentage,

mean, Mann Whitney U-tests, Kruskal Wallis H-tes, and Spearman rho.

Therefore, it is non-parametric test.

Frequency counts. Frequency count was used to determine the

distribution of the respondents in terms of age, sex, civil status, educational

attainment, length of engaging business, and location of residence.

Percentage. Percentage was used to determine the distribution of the

respondents in terms of age, sex, civil statues, educational attainment, length of

engaging business, and location of residence.

Mean. Mean was used to describe the level of mango vendors’ marketing

strategies and practices in terms of age, sex, civil status, educational attainment,

location.

Mann Whitney U-Test. Mann Whitney U-Test was used to get the

differences between the variables. Thus, the mango vendors’ marketing

strategies and Practices was the dependent variables and the age, sex, civil

status, educational attainment, length of engaging business, and location of

residence as independent variables.

Kruskal -Wallis Test. Kruskal-Wallis Test was used to determine

whether there were statistically significant differences between two variables.

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
Thus, it tested the differences of Mango Vendors’ marketing strategies and

Practices as dependent variables to civil statues as independent variables.

Spearman rho. Spearman rho was utilized to determine the relationship

between customer engagement and assertiveness of mango vendors.

The statistical value or p-value obtained from test statistics determines if

the significance level is below or above the out-off value of 0.05 the researcher

has set and serve as basis either to reject or accept the null hypothesis.
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
REFERENCES

Aguglia, L., De Santis, F., & Salvioni, C. (2009). Direct selling: A marketing
strategy to shorten distances between production and consumption (No.
698-2016-47891).

Arslan, G., & Kivrak, S. (2008). Critical factors to company success in the
construction industry. World Academy of Science, Engineering and
Technology, 45(1), 43-46.

Arunachalam, P. S., Feng, Y., Ashraf, U., Hu, M., Walls, A. C., Edara, V. V., &
Pulendran, B. (2022). Durable protection against the SARS-CoV-2 Omicron
variant is induced by an adjuvanted subunit vaccine. Science Translational
Medicine, 14(658), eabq4130.

Barone, A. (2021). Investopedia/News/Cryptocurrency news/The Future Of

Cryptocurrency in 2019 and Beyond [Электронный ресурс].–2019. URL:
https://www. investopedia. com/articles/forex/091013/future-
cryptocurrency. asp.–Дата доступа, 15.

Bellodi, P. L., Martinho, T., Massaroppe, B., Martins, M. D. A., & Santos, M. A. S.
D. (2020). Temas para um Programa de Tutoria em Medicina: uma
investigação das necessidades dos alunos da FMUSP. Revista Brasileira de
Educação Médica, 28, 119-127.

Arunachalam, P. S., Feng, Y., Ashraf, U., Hu, M., Walls, A. C., Edara, V. V., ... &
Pulendran, B. (2022). Durable protection against the SARS-CoV-2 Omicron
variant is induced by an adjuvanted subunit vaccine. Science Translational
Medicine, 14(658), eabq4130.Porter, M. E. (1999). Michael Porter on
competition. The Antitrust Bulletin, 44(4),
841-880.

Reyes, C. P., Cayabyab, B. F., & Copuyoc, M. K. M. (2020). Abundance and

Diversity of Thrips (Insecta: Thysanoptera) in Conventional “Carabao”
Mango Orchard in Piat, Cagayan, Philippines. Philippine Journal of Science,
149(4), 1019-1028.
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________

28 September 2022

Dear Respondent:

We, the undersigned, are BS in Business Administration (Marketing

Management). Currently, we are writing our thesis entitled, “MANGO VENDORS’
MARKETING STRATEGIES AND PRACTICES” for the Faculty of the College of
Business and Management, Guimaras State University.

In this regard, may we have the honor to request you as one of our respondents
in answering our questionnaire in advertising and promotional strategies?

Rest assured that all information will be treated with utmost care and will be
considered confidential.

I hope that you will grant us your permission on this request. We appreciate your
time and effort to get this done for us.

Very truly yours,

CHARMINE B. GAMBALAN
Group Leader

Noted:

KISSY CARIAGA, MBA

Adviser
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________

QUESTIONNAIRE

I. Personal Information

Directions: Please answer the following by checking (✔) on the box provided.

Name(Optional): ________________________________
Age: _____30 & below _____31 & above
Sex: _____F _____M
Educational attainment: _____BS/BA/B _____MS/MA/M _____EdD/PhD/DM
Civil status: _____S _____M _____W
Length of engaging in business: _____5 & below _____6 years & below
Location: _____Poblacion _____Outside Poblacion

Part II. Marketing Strategies

Directions: Please read carefully the statements below and check the column
corresponding to your answer. There is no right and wrong answer.

Level scale:

YES

NO

Marketing Strategies YES NO

Do you sell your products in exact amount?

Do you provide affordable prices to your customers

`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
Do you always sell your mangoes nice and fresh?

Do you make sure your mangoes are clean before you sell?

Do you check good locations before you sell?

Do you sell mangoes on street or roadside?

Do you maintain the cleanliness in your place?

Do you promote your products online?

Do you hire someone to promote your products?

Do you post tarpaulins to promote your products?

Part III. Practices

Practices YES NO

Do you provide discount to your regular buyer/customer?

Do you entertain complaints from your customers?

Are you approachable to your customer?

Do you use different social media platform to sell your

products?

Do your product post online is the same as actual?

Do you consider feedbacks from your customers?

Do you get mangoes direct from farm owners?

Do you negotiate with your competitors?

Do you sell mangoes to other sellers and let them pay you
after they sold the products?
`` GUIMARAS STATE UNIVERSITY
COLLEGE OF BUSINESS AND MANAGEMENT
McLain, Buenavista, Guimaras

______________________________________________________________________________
Do you accept the product returned by your consignors that
don't sell?