BIBLIOGRAPHY CABINTA, IRENE B. APRIL...
BIBLIOGRAPHY
CABINTA, IRENE B. APRIL 2011. Perceptions and Attitudes of La Trinidad Farmers
Towards the Promotional Strategies Used by Benguet Farmers Marketing Cooperative. Benguet
State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
This study characterized the La Trinidad Farmers, determined the level of awareness of
the respondents on the promotional strategies used by Benguet Farmers Marketing Cooperative,
determined the respondents perceptions and attitudes towards the promotional strategies, and
determined the comments and suggestions of the respondents for the improvement of the
promotional strategies of Benguet Farmers Marketing Cooperative.
The respondents were La Trinidad farmers from different ages, both males and females,
were either married or single and majority had formal education.
All of the respondents attended the Pre-Membership Educational Seminar and few of
them listened to the radio program guesting of Mr. Frank Pagnas.
Respondents had generally positive and favorable perceptions and attitudes towards radio
program guesting and the Pre-membership Educational Seminar. Majority suggested that more
information on Benguet Farmers Marketing Cooperative should be broadcasted during radio
program guesting and guest speakers should provide more information on the said cooperative
and its benefits most especially to the farmers during seminars.
The study recommends that the radio program guesting should be aired continuously to
increase the awareness level of the respondents, the cooperative should conduct more seminar
that will cater to the information needs of the respondents and the cooperative should consider
the suggestions of the respondents for the improvement of their promotional strategies.
TABLES OF CONTENTS
Page
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
REVIEW OF LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Promotional Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Radio Advertisement as Promotional
Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
IEC as Promotional Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Interpersonal Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Level of Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Perception . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Attitude . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
RESULTS AND DISCUSSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Socio-demographic Profile of the
Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Promotional Strategies used by BFMC . . . . . . . . . . . . . . . . . . . . . . . . 19
Respondents’ Awareness on
the Promotional Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Perceptions of the Respondents on
the Radio Program Guesting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
Attitudes of the Respondents
Towards the Radio Program Guesting . . . . . . . . . . . . . . . . . . . . . . . . .
24
Perceptions of the Respondents on
the PMES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Attitudes of the Respondents
Towards the PMES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
Comments and Suggestion for the
Improvement of the Radio Program
Guesting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
32
Comments and Suggestions for the
Improvement of the Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . . . 36
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
36
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
APPENDIX
A. Communication Letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
B. Interview schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
43
INTRODUCTION
Rationale
The growing problems in agriculture and vegetables marketing system like
smuggling, vegetable production and pricing is preventing agriculture to move forward in
progress. These problems affected the farmers here in the Philippines most especially in
Benguet. To help the Benguet farmers in dealing with these problems Benguet Farmers
Marketing Cooperative came to existence.
Benguet Famers Marketing Cooperative according to Mr. Frank Pagnas, Interim
Board of Director of Benguet Farmers Marketing Cooperative, is a cooperative of
Benguet farmers which will manage marketing systems of vegetable products in Benguet.
The cooperative was founded by the Provincial Governor Nestor Fongwan as supported
by the Office of Municipal Agriculturist (OMAG) and the Office of Provincial
Agriculturist (OPAG). The cooperative was launched on June 2010 which was initiated
by the Provincial Government lead by Governor Nestor Fongwan. Also, the birth of the
cooperative was coupled with goals that will sustain the growth and demand of vegetable
products in Benguet. In addition, it also aims to lessen smuggling in Manila through
supplying the importer regularly.
Since the cooperative is a newly established organization, Pagnas added that they
used promotional strategies to promote the cooperative to the Benguet farmers. This is
also to inform the farmers and disseminate information about Benguet Farmers
Marketing Cooperative. Strategies used were radio program guesting which is aired
through Boses Ti Farmers and the Pre- Memberships Educational Seminar (PMES)
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
2
which was conducted per municipality.
Thus, promotional strategies today played a significant role in different
organizations especially in promoting their goods, services and ideas to their target
audience. On the other hand, Engel et al (1989) defined promotional strategy as a
controlled integrated program of communication methods and materials designed to
present an organization and its products to prospective consumers; to communicate need
satisfying attributes or profit performance. They also added that promotion is a
persuasive communication.
Meanwhile, since farmers are the major target of Benguet Farmers Marketing
Cooperative it is pertinent to determine their perceptions and attitudes towards the
promotional strategies used by Benguet Farmers Marketing Cooperative. This study may
helpful to the cooperative in specifying what promotional strategies are effective and
acceptable to the farmers. Also, there is a need to study because the result may lead to the
improvement of the promotional strategies of Benguet Farmers Marketing Cooperative.
Statement of the Problem
This study focused on the perceptions and attitudes of La Trinidad farmers
towards the promotional strategies used by Benguet Farmers Marketing Cooperative.
Specifically it answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. Are the respondents aware of the promotional strategies used by BFMC?
3. What are the perceptions of the respondents on the following promotional
strategies used by Benguet Farmers Marketing Cooperative?
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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a. radio program guesting
b. seminar
4. What are the attitudes of the respondents on the promotional strategies used
by BFMC?
5. What are the respondent’s comments and suggestion on the promotional
strategies used by BFMC?
Objective of the Study
The general objective of the study was to find out the La Trinidad farmer’s
perceptions and attitudes towards the promotional strategies used by Benguet Farmers
Marketing Cooperative.
Specifically it aimed to:
1. characterize the respondents
2. find out if the respondents are aware of the promotional strategies used by
BFMC.
3. determine the respondent’s perceptions towards the promotional strategies
used by BFMC.
4. determine the respondent’s attitudes towards the promotional strategies used
by BFMC.
5. list down the comments and suggestion of the respondents on the promotional
strategies used by BFMC.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Importance of the Study
The result of the study can lead to the improvement of the promotional strategies
of Benguet Farmers Marketing Cooperative.
Perceptions and attitudes that were gathered from the farmers may serve as
reference for the Benguet Farmers Marketing Cooperative in specifying what
promotional strategy is acceptable and effective to the farmers. It may also serve as
reference to the students who will be conducting research related topic.
Scope and Limitation
The study focused on the respondent’s perceptions and attitudes on the
promotional strategies used by Benguet Farmers Marketing Cooperative.
Moreover, the study included the respondent’s socio-demographic profile,
awareness on the promotional strategies used by Benguet Farmers Marketing Cooperative
and the respondent’s comments and suggestions.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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REVIEW OF LITERATURE
Profile of the Respondents
Bardoquin (2008) stated that majority of her respondents who were the La
Trinidad famers belonged to aged bracket 41-50 and only 2 belonged to age bracket 20
and below. Majority (61.66%) of the farmers were male and some (38.33%) were female.
This shows that males were actively engaged in farming. Also, majority (81.66%) of the
farmers were married and 18.33% were single.
In terms of educational attainment majority of the respondents reached secondary
level; 30% reached elementary and 13.33% reached college. This shows that most of the
respondents reached low educational attainment. Majority of the respondents were
Kankana-ey, some were Ibaloi and few were Ifugao and one of them was half Ilokano
and Iloggo. In addition, the respondents mainly planted strawberry followed by lettuce,
onions, celery and carrots.
Promotional Strategy
Promotion refers to communicate undertaken to persuade others to accept ideas,
concepts and things. Engel et al (1987) defined promotional strategy as a controlled
integrated program of communication methods and materials designed to present an
organization and its products to prospective customers, to communicate need satisfying
attributes of products to facilitate sales and thus contribute to the long run profit
performance.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Engel et al (1987) added that the goal of a promotional strategy is to influence the
thinking and behavior of the people. Also, the source uses a combination of message and
media-strategy it influence persuasible audience.
Radio Advertisements as Promotional Strategy
Radio is the most intimate and has always been a popular medium of advertising
according to Godbole (2000). Radio advertising is one of many different types of
advertising. It has been in practice for many years, but it has only been in the last few
years, that its true potential has been realized and consequently, tapped (Buzzle, 2000).
Consequently, many organizations and businesses rely on advertising methods
like email marketing, Internet marketing, newspaper and magazine advertisements, others
are taking advantage of all the benefits that they can derive from using radio advertising
opportunities. Radio advertising is an innovative way to reach thousands, and sometimes
millions of listeners, and to therefore reach a broad audience. Moreover, radio advertising
can be a very effective way to get your company's message to a large, broad market and
to anyone who has access to a radio (Directory, 2006).
In terms of radio advertising benefit, Anonymous added that corporations, small
business owners, and charitable organizations all benefit from the use of radio
advertising. Radio advertising can alert various communities about a business's products
or services or it can alert people to the existence of one's organization. Further, radio
advertising is a good way to teach people about what one's business or organization has
to offer the community. Basically, radio advertising is just another way to get one's
business or organization "on the map" or recognized.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Added that radio advertising is an art—the right things need to be said, the right
times needed be accessed, and your advertisement will have to create a lasting memory
for the listener. Some effective radio advertisement are the use of catchy jingles, catchy
logos and persistent (Directory, 2006).
Information Education Communication
Material (IEC) as Promotional Strategy
One of the most popularly used promotional strategies nowadays is Information
Education Communication Materials (IEC) since it comprise a wide range of media,
including newspapers, brochures, posters, information leaflets, radio programmes as well
as audio and video tapes (Y2Y, 1999). UNFPA (1999) also defined IEC as the process of
learning that empowers people to make decisions, modify behaviors and change social
conditions. Thus, IEC is a management and implementation of communication programs
designed to improve awareness, knowledge, attitudes skills and practice group about a
new idea or technology according to Mercado (1991) as cited by Luis (2008).
Moreover, Education Communication Materials (IEC) means sharing information
and ideas in a way that is culturally sensitive and accepted to the community, using
appropriate channels, messages and methods (WHO, 1995).
Interpersonal Communication
Interpersonal communication is the process where a person expresses his
thoughts, converts the thoughts into a well designed message and sends the message
across a communication channel (oral, visual, written, etc.) and the receiver receives the
message and responds to the message and sends his reply back via the communication
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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channel (Manohar, 2000). Also, WHO (1995) stated that interpersonal communication
can be done on a one-to-one basis or with a small groups, and can promote sharing of
information, encourages dialogue and help people to make their own decisions. Thus,
interpersonal communication is one of the most effective methods of communication.
Meanwhile, seminar is one of the most popular interpersonal communications
used as promotional strategies nowadays. Hard (2011) defined seminar as a lecture,
presentation or discussion for a group of attendees about a particular topic or industry. A
seminar agenda may include a single track of presentations or multiple breakout sessions.
According to Wikipedia seminar has the function of bringing together small groups for
recurring meetings, focusing each time on some particular subject, in which everyone
present is requested to actively participate.
Level of awareness
In order to become successful and take advantage of many of the opportunities
available, you must first be aware. The key is to make sure your level of awareness is at
its highest in order so that you will be able to spot opportunities before everyone else. If
you are not prepared, if you don't train yourself to be aware of your surroundings, you
will only be frustrated, disappointed and unable to capitalize (Jones, 2011).
Allwords English Dictionary (1998) defined awareness as the state or level of
consciousness where sense data can be confirmed by an observer.
Pavlina (2006) stated that when you and the other person are at a compatible level
of awareness, communication will be smooth and effortless. But when your awareness
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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levels are incompatible, communication is largely ineffective. Anything you say will
simply fall on deaf ears.
Once your audience are aware of the information you disseminate, you will need
to motivate them to access, view and used it. Materials can be designed to help them and
other audiences understand why relative quality information is important to them, and to
encourage them to seek out information about the subject and incorporate it into their
decision-making procedures (Hamel, 2005) as cited by (Tayaban, 2009).
Perception
Kelly (1995) defined perception as the process of interpreting and giving meaning
to sensation of particular object. Thus, Perception involves all the ways of becoming
aware of the things, people, happenings or ideas. Judgment involves all the ways of
coming to conclusions about has been perceived. If people differ systematically in what
they perceive and in how they reach conclusions then it is only reasonable for them to
differ correspondingly in their interest, reactions, values, motivations and skills (Myer,
(2004) as cited by Busitan (2009).
Furthermore, Myers (1983) stated that perception refers how to comprehend the
object and event in the external reality around us.
Buyagan (2003) as cited by Palayen (2007) stated that majority (94%) of the
listeners of DA- CHARM on the air in Tabaan sur, Tuba, Benguet claimed that the topics
aired in the program were helpful. In the same study, perception of the respondents
towards the time of airing, majority (90%) said that the time was appropriate for the
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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program, 6% claimed that the program is too late and only 4 % claimed that the time of
airing was too early.
As of the time of airing, Allan (2007) claimed that sixty five percent of the
listeners of Boses ti Farmers in Poblacion , Kibungan , Benguet said that the time of
airing of the program was appropriate while 34% claimed that it is too early so that could
not listen to the radio program regularly.
On other hand, Bolona (2008) found out that all coop members of Fiber Industry
Development Authority in Kapangan, Benguet claimed that the speakers during the
resource speakers during the trainings and seminars being conducted by FIDA were
expert in their fields, very accommodating, approachable, and answered the questions
convincingly. As to the venue, they feel comfortable and said that it was just appropriate
venue for the topics that were being discussed.
Attitude
Attitude is any belief or opinion that includes an evaluation of some person,
object or event along a continuum from negative to positive and that predisposes us to act
in a certain way toward that object, person, or event (Plotnik, 1999).
Plotnik added that there were three functions of attitude which are the predispose,
interpret and evaluate. Predispose is the predisposing function of attitudes means that
they guide or influence us to behave in specific ways and the interpreting function means
that they provide convenient guidelines for interpreting and categorizing objects and
events and deciding whether to approach or avoid them. Meanwhile, the evaluate
function of attitude means that they help us stand up for those beliefs and values that we
consider very important to ourselves.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Bardoquin (2008) claimed that majority (81.67%) of the La Trinidad farmers were
in favor of the agricultural advertisements showed in televisions because of the
information they show about agriculture while some (26.67%) said that the products
shown in the advertisements are effective. Only 10% of the respondents were not in favor
of the advertisements because some of the products were not effective.
On the other hand, Tawang (2006) found out that 61% respondents of Madaymen,
Kibungan, Benguet agreed with the information presented on the pesticide posters.
According to them, it was useful because it was one of their sources of information for a
specific use of a pesticide and it informed them about the new brands of pesticides. The
posters also informed the respondents about the right dosage of pesticide use for their
farms. In addition, 39% of the respondents disagreed because the posters did not contain
information they want to know like how effective the pesticide was in controlling pests
in vegetables. It can also be noted that based on sex, more (85%) females agreed on the
information presented in the posters while only 31.25% of the total male respondents
agreed.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, the capital town of Benguet (Figures 1
and 2). It is the next town to Baguio City and is 256 km north of Manila. It is bounded on
the north by the municipality of Tublay, on the south by Baguio, and on the west by
Sablan and Tuba. La Trinidad, Benguet is composed of 16 barangays namely: Alapang,
Alno, Ambiong, Bahong, Balili, Beckel, Betag, Bineng, Cruz, Lubas, Pico, Poblacion,
Puguis, Shilan Tawang and Wangal.
The municipality is relatively the most developed settlement in the province of
Benguet because of its proximity to the City of Baguio. It is the gateway of the southern
low lands into the Cordillera Region. Due to its advanced development, La Trinidad is
considered as one of the Central Business Districts of Benguet.
The municipality was chosen as the study area because it is one of the target areas
of Benguet Farmers Marketing Cooperative. Selected barangays were Tawang, Shilan,
Bineng, Beckel, Poblacion, Wangal and Alno. These were selected since these barangays
were where most farmers were engaged with vegetable farming and farmers can listen to
the radio program where Benguet Farmers Marketing Cooperative aired their radio
program guesting.
The study was conducted on January - February 2011.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Figure 1. Map showing the locale of the study
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Respondents of the Study
The respondents of the study were nine farmers from Bineng, six from Beckel, six
from Poblacion, four from Alno, six from Tawang, three from Shilan and six from
Wangal for a total of 40 respondents. The respondents were chosen using purposive
sampling. The criteria for choosing them were: should have attended Pre-membership
Educational Seminar (PMES) conducted by Benguet Farmers Marketing Cooperative and
should be a vegetable farmers.
The attendance of the participants who attended the Pre-Membership Educational
Seminar was used to select the respondents. The top barangays in terms of the number of
participants were chosen. Then from the list of participants, all the respondents in the
chosen barangays were included. But those who refused and not available to be
interviewed were not included.
Data Collection
An interview schedule was used in gathering information. The questions were
translated to Ilokano and Kankana-ey in order to facilitate understanding between the
researcher and the respondents during the interview.
The researcher went to the houses and farms of the selected respondents in order
to gather the data.
Data Gathered
The data gathered were the socio-demographic profile of the respondents, level of
awareness of the respondents towards the promotional strategies of the Benguet Farmers
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
16
Marketing Cooperative and their perceptions and attitudes. Their comments and
suggestions were also gathered for the improvement of the promotional strategies of the
cooperative.
Data Analysis
The data gathered from the respondents were consolidated and analyzed using
descriptive statistics through frequency counts and percentage.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
17
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
The study had 40 respondents who were purposively chosen. Majority or 72.5%
were non members while 27.5% were members of Benguet Farmers Marketing
Cooperative.
Table 1 presents the general characteristics of the respondents in terms of age,
sex, civil status, educational attainment and tribal affiliation.
Age. Among the 40 respondents, 10 (25%) belonged to the age bracket 31-40,
35% belonged to the age bracket 41-50 while 27.5% fell within the age bracket 51-60.
The youngest was 29 years old while 67 years old was the oldest.
Civil status and sex. In terms of sex, 62.5% were male while 37.5% were female.
As to the civil status, majority (92.5%) of the respondents were married, some (5%) were
single and only one (2.5%) was a widow. The result agrees with the study of Catano
(2010) that there is a slight difference in the number of male and female engaged in
farming.
Educational attainment. In terms of their educational attainment, the finding
shows that majority (37.50%) of the respondents reached high school, 27.50% reached
elementary while the same percent reached college. Among the 40 respondents, 7.50% of
them finished vocational courses.
The result implies that majority of the respondents had formal education while
some of them had low educational attainment but literate enough to understand the radio
program guesting and the Pre-Membership Seminar.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
18
Table 1. Profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE (%)
(N=40)
(%)
Age
30 and below
1
2.50
31-40
10
25.00
41-50
14
35.00
51-60
11
27.50
61-70
4
10.00
TOTAL
40
100
Sex
Female
15
37.50
Male
25
62.50
TOTAL
40
100
Civil Status
Single
2
5.00
Married
37
92.50
Widowed
1
2.50
TOTAL
40
100
Educational Attainment
Elementary
11
27.50
High School
15
37.50
College
11
27.50
Vocational
3
7.50
TOTAL
40
100
Tribal Affiliation
Ibaloi
20
50.00
Kankana-ey
16
40.00
Kalanguya
3
7.50
Half Kankana-ey- Ibaloi
1
2.50
TOTAL
40
100
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
19
Tribal affiliation. Out of the 40 respondents, 50% were Ibaloi, 40% of them were
Kankana-ey while 75% were Kalanguya. One of the respondents was half Kankana-ey
and half Ibaloi.
This result agrees with the study of Bardoquin (2008) where Kankana-ey and
Ibaloi were the leading tribes of the La Trinidad farmers.
Promotional Strategies Used by BFMC
Benguet Farmers Cooperative Marketing used radio program guesting and
conducted Pre-Membership Educational Seminar in order to promote the cooperative to
the farmers.
In the radio program guesting, Mr. Frank Pagnas, Interim Board of Director of
BFMC served as the guest and it was aired in October 2010. The radio program guesting
was aired 7-8 PM through Boses Ti Farmers that was aired on weekdays in DZWT. Mr.
Pagnas promoted the cooperative through interactive discussion with the program host
Mr. Dominador Dongla regarding with the role of the BFMC as marketing arm of the
farmers. Marketing systems and strategies of the cooperative was also expounded by the
guest and further explained the Farmers Education to be offered to the interested farmers.
Benefits of the cooperative to the members especially to farmers were also emphasized in
the discussion to convince the farmers.
The Pre-Membership Educational Seminar was conducted in August 10, 2010
purposely to educate and informed the members about the cooperative as a requirement
before the cooperative will be registered and before the farmers become a member, and at
the same time used in promoting the cooperative according to Mrs. Liliah N. Koh (2011),
secretary and acting treasurer of the coop.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
20
To promote the cooperative at the same time, they introduced the Benguet
Farmers Marketing Cooperative to the respondents and discussed its vision and missions.
Also, they included a lecture on how the members especially the famers will be benefited
if they will join cooperative in terms of marketing of their products, production planning
and in farming according to Mr. Frank Pagnas (2010), Interim Board of Directors of
BFMC.
Pagnas added that after the registration of BFMC to the CDA the cooperative will
use other means of advocacy such as radio advertisement, flyers/ brochures of BFMC to
continue disseminating the information to the farmers who are not knowledgeable on the
cooperative.
Respondents’ Awareness on the Promotional Strategies
All of the respondents were aware and attended the Pre-membership Educational
Seminar (PMES) conducted by the Benguet Farmers Marketing Cooperative Officers and
32.5% of them listened to the radio program guesting of Benguet Farmers Cooperative
Marketing officer Mr. Frank Pagnas aired in the program Boses Ti Farmers in DZWT.
According to the finding, majority of the respondents were invited to attend the
Pre-Membership Educational Seminar through letters that were sent to them from the
Department of Agriculture, Municipal Agriculturist Office and from the Mayor’s Office.
Some of them was invited personally by their barangay officials and friends, and heard
about the seminar in the radio. Few of the respondents said that there was notice from
their barangay hall.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
21
Most of those who received the letters were barangay officials and a member of
Barangay Agriculture and Fishery Council.
The finding supports the statement of Hamel (2005) as cited by Tayaban (2009)
that once your audiences are aware of the information you disseminate, you will need to
motivate them to access, view and used it. Materials can be designed to help them and
other audiences understand why relative quality information is important to them, and to
encourage them to seek out information about the subject and incorporate it into their
decision-making procedures
Perceptions of the Respondents
on the Radio Program Guesting
Radio promotion. Table 2 shows the perceptions of the respondents on the radio
guesting of an officer of Benguet Farmers Marketing Cooperative to promote the
cooperative. The radio program guesting was aired 1-5 minutes during the radio program
Boses ti Farmers aired in DZWT which was aired 7-8 pm on weekdays.
Of the 40 respondents, only 13 listened to the radio guesting of Mr. Pagnas in
Boses ti Farmers. The finding shows that great majority perceived the radio program
guesting as convincing because it provided information about the cooperative (30.76%),
the message was attractive and catchy (38.46%) and it was delivered clearly ( 61.54%).
Only one of the respondents perceived it as not convincing because the length of the
guesting was too short and the delivery of the message was too formal.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
22
Table 2. Perceptions of the respondents on the radio guesting
PERCEPTIONS
FREQUENCY
PERCENTAGE
(N=13)
(%)
Convincing
Provided information about BFMC
4
30.76
Message was attractive and catchy
5
38.46
Message was delivered clearly
8
61.54
Not Convincing
Guesting was too short
1
7.69
Message delivery was too formal
1
7.69
*Multiple responses
Time of airing. The radio program guesting was aired 7- 8 pm on weekdays
during Boses ti Farmers in DZWT. Table 3 shows the perceptions of the respondents on
the time of airing of the radio guesting. The finding shows that 76.92% of the
respondents claimed that the time slot for the radio guesting is just appropriate while
15.38% said that it is too early and one of them said it is too late.
The result indicates that most of the farmers favored the slot for the radio guesting
since they can listen to it while tuned in to program Boses ti Farmers.
The result of the study agrees with the finding of Allan (2007) that sixty five
percent of the listeners of Boses ti Farmers in Poblacion , Kibungan , Benguet said that
the time of airing of the program was appropriate while 34% claimed that it is too early
so that could not listen to the radio program regularly.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
23
Table 3. Perceptions on the time of airing and delivery of the radio program guesting
PERCEPTIONS
FREQUENCY
PERCENTAGE
(N=13)
(%)
Time of airing
Appropriate
10
76.92
Too early
2
15.38
Too Late
1
7.70
TOTAL
13
100
Delivery
Clear and effective
11
84.62
Delivery was too formal
1
7.69
No response
1
7.69
TOTAL
13
100
Delivery of the radio program guesting. The guest delivered the information in
Ilokano and some terms were in English. Among the 13 respondents who listened to the
radio program guesting, majority (84.62%) claimed that the guest way of delivering the
information was clear and effective since they were able to understand the topics that
were discussed. One of the respondents admitted also that the delivery of the information
was too formal even the terms used were technical and it was hard for the farmers to
understand the radio guesting. He further recommended that the delivery of information
or message during the radio program guesting should be in a way that farmers can
comprehend.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
24
Effectiveness of the radio program guesting as a promotional strategy. All of the
13 respondents who listened to the radio program guesting said that it was effective as a
promotional strategy because radio can reach distant farmers and a large number of
listeners. They further added that the radio guesting was clear and attractive.
Meanwhile, some of the respondents said that radio guesting was effective as
promotional strategy because most farmers were listening and own a radio while one of
them said that it is easy to access.
Attitudes of the Respondents
Towards the Radio Program Guesting
Reasons for listening to the radio guesting. Among the 13 respondents who
listened to the radio program guesting, majority (76.92%) of them claimed that they
listened to it to gain more information about the cooperative specifically on how the
cooperative was established and its purposes. They also specified that they listen to the
radio program guesting because they wanted to know the benefits of the cooperative to
the members most especially to the farmers.
During the interview, two respondents claimed that they listened to the radio
guesting for they were interested to know the membership procedures while 23.08% did
not answer because they listened to the radio guesting only by chance.
Preferred time of airing. Table 4 presents the respondents’ preferred time of
airing of the radio prigram guesting of the BFMC officer. Among the 13 respondents
who listened to the radio guesting, 46.15% said that they preferred 5-7 AM and 7-8 PM
everyday so that they can listen to the radio program guesting either in the morning or
evening, 30.77% preferred 7-8 in the evening so that they can listen to it while resting
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
25
Table 4. Preferred time of airing by the respondents
CATEGORY
FREQUENCY
PERCENTAGE
(N=13)
(%)
5-7 PM AND 7-8 PM
6
46.15
7-8 PM
4
30.77
5-7 AM
3
23.08
TOTAL
13
100
while 23.08% preferred 5-6 AM for they are still in their house.
The result imply that the farmers favored the time slot for the radio guesting and
they also preferred it to be aired in the morning.
Perceptions of the Respondents on the
Pre-Membership Educational Seminar
Perceptions on the PMES. Perceptions of the respondents on the Pre-Membership
Educational Seminar is presented in Table 5. Majority (95%) of the 40 respondents who
attended the seminar conducted by Benguet Farmers Marketing Cooperative perceived it
as convincing because the seminar promoted and provided information about the
cooperative while 5% of them said it was not convincing since they discussed lot of
topics in one session and it confused him.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
26
Table 5. Perceptions on the Pre-Membership Educational Seminar
PERCEPTIONS
FREQUENCY
PERCENTAGE (%)
(N=40)
Convincing
38
95.00
Not convincing
2
5.00
TOTAL
40
100
Reasons of the respondents for being convinced and not convinced to join the
cooperative after attending the Pre-Membership Educational Seminar is also presented
in Table 6.
One way of evaluating the effectiveness of the seminar as promotional strategy
was its effectiveness in convincing the farmers to support or join the cooperative. Out of
the 40 respondents, there were two who were not convinced while 95% were convinced.
Majority (63.16%) admitted that they were convinced to join the cooperative after
attending the seminar since they could see the benefits of Benguet Farmers Marketing
Cooperative to them in terms of marketing of their products and for financial needs;
21.05% said that they wanted to be a member to unite the Benguet farmers; and 15.79%
stated that they clearly understand the topics that were discussed during the seminar.
According to the respondents they were convinced to support and join the
cooperative after attending the PMES but they can not afford the share required by the
cooperative so only few of them joined the said cooperative.
Meanwhile, the two respondents who were not convince said “diyak kita, diyak
pati” or “to see is to believe” as they explained that they have to see it first if the
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
27
Table 6. Reasons for being convinced and not convinced
REASONS
FREQUENCY
PERCENTAGE
(N=40)
(%)
Convinced
(n=38)
95.00
They see the BFMC’s
24
63.16
benefits to them
want to be a member
8
21.05
to unite the farmers
understand clearly the
6
15.79
topic that were discussed
want improvement in economic
1
2.63
Not convinced
(n=2)
5.00
It’s impossible to establish
2
50.00
the cooperative
“to see is to believe”
2
50.00
* Multiple responses
cooperative will succeed before joining. They claimed that they do not believe
that the cooperative will be successful for it is impossible for they have seen the fall of
the previous cooperatives that have been established.
Results imply that seminar was effective in convincing the majority of the
respondents to support and join the cooperative since 11 of them joined and most of them
did not yet join for they can not afford the required Php. 4,000 share per member.
According to them they will join the cooperative if they have enough money.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
28
Perceptions on the effectiveness of the PMES. The perceptions of the respondents
on the effectiveness of the seminar as a promotional strategy are presented in Table 7.
Among the 40 respondents, there were two who said that seminar is not effective while
majority (95%) claimed that it was effective because the seminar allowed the participants
to ask questions directly to the speakers; information about the cooperative was explained
clearly and effectively; and they can gain knowledge on agriculture.
In addition, the finding proves that the seminar conducted by the cooperative was
effective because the respondents understood the cooperative’s goal and principles after
attending it. The respondents included that the seminar was an effective promotional
strategy because farmers from different municipalities can attend thus they can gain more
information about the cooperative. Meanwhile, the two respondents who said that the
seminar was not effective reasoned that they preferred seminar conducted per barangay
and the other one said that it depends on the participation of the respondents.
Table 7. Effectiveness of the seminar as perceived by the respondents
CATEGORY
FREQUENCY
PERCENTAGE
(N=40)
(%)
Effective
38
95
Not Effective
2
5
TOTAL
40
100
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
29
Perceived benefits of the PMES. Table 8 shows the benefits of the seminar
conducted by Benguet Farmers Marketing Cooperative as perceived by the respondents.
All of the respondents claimed that the seminar helped them to understand clearly the
goals and objectives of the cooperative since it was well explained by the speakers and
they learned the membership procedures of Benguet Farmers Marketing Cooperative.
Majority (62.5%) of them said that they also gained knowledge regarding marketing
systems, strategies and planning production of vegetables which they could apply their
farms.
Table 8. Perceived benefits of the PMES to the respondents
PERCEPTIONS
FREQUENCY
PERCENTAGE
(N=40)
(%)
Understood the goals
40
100
and objectives of BFMC
Learned membership procedures
40
100
Gained knowledge on marketing
25
62.50
and agriculture
Gained knowledge on the
12
30.00
by laws of coop
Gained knowledge
6
15.00
on BFMC’s benefits
Gained knowledge on proper
5
12.50
management their products
Can interact with the speakers
2
5.00
* Multiple responses
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
30
The finding also shows that the respondents gained knowledge on the bylaws of
the cooperative; its benefits to the farmers and members; and importantly they gained
knowledge on the proper management of their products concerning the health and welfare
of the consumers.
The results proved that the respondents as well as the Benguet Farmers Marketing
Cooperative benefited from the seminar because through the Pre-membership
Educational Seminar they were able to convince majority of participants to join.
Attitudes of the Respondents Towards
the Pre-Membership Educational Seminar
Reasons for attending the seminar. Reasons of the respondents for attending the
Pre-Membership Educational Seminar are presented in Table 9. All of the respondents
attended the seminar conducted by Benguet Farmers Marketing Cooperative because they
were invited by their barangay officials and through letters from the Mayor’s Office,
Municipal Agriculturist Office (MAO) and Department of Agriculture (DA). Majority
(52.5%) said that they attended the seminar because they wanted to know what the
cooperative was all about and its benefits to the Benguet farmers while 35% claimed that
they wanted to support the cooperative by joining and 27 .50% said that it is because they
wanted to gain knowledge on agriculture that they can apply to their farms.
Based on the interview, some of the respondents said that they attended the
seminar to fulfill duty as member of the cooperative and they wanted to unite the farmers
of Benguet to make the cooperative possible.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
31
Table 9. Reasons of the respondents for attending the seminar
REASONS
FREQUENCY
PERCENTAGE
(N=40)
(%)
To learn more of BFMC
21
52.50
To be member of the coop
14
35.00
To gain knowledge on agriculture
11
27.50
To fullfil duty as Member of BFMC
2
5.00
* Multiple responses
Sharing of information learned. Table 10 shows that among the 40 respondents
there were two who did not share the information or lessons they have learned from the
seminar while 95% did. The respondents who shared the information said that they
wanted others to know about the cooperative and its benefits to convince them to join.
They also did share the information if somebody asked them about the seminar and when
there were some agricultural issues they were dealing with.
Based on interviews, respondents said that they shared the information to their
neighbors and organizations during meetings and conversations. They also shared
information with the other farmers who did not attend the seminar while one of the
respondents doubts to share the information because others might blame him if the
cooperative will not meet their expectations.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
32
Table 10. Sharing of information among those who attended the seminar
CATEGORY
FREQUENCY
PERCENTAGE
(N=40)
(%)
Shared the information
38
95
Did not share the information
2
5
TOTAL
40
100
Comments and Suggestions for the
Improvement of the Radio
Program Guesting
Comments and suggestions of the respondents for the improvement of the radio
program guesting of the BFMC officer is presented in Table 11. The finding shows that
out of the 13 respondents, 30.77% of them said that the radio program guesting should
provide more information about the cooperative and its benefits to the farmers while
23.08% claimed that the radio guesting was informative since it disseminates information
about the cooperative. Meanwhile, one of the respondents said that the delivery of the
message during the radio program guesting was too formal and the farmers might not
understand it.
One respondent also suggested that there should be radio program guesting of
officers that will be aired in the morning and evening so that farmers always have the
chance to listen to it while 30.77 % of the respondents did not comment.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
33
Table 11. Comments and suggestions for the radio program guesting
COMMENTS AND
FREQUENCY
PERCENTAGE
SUGGESTIONS
(N=13)
(%)
Comments
Informative
3
23.08
The delivery was too formal
1
7.69
No comments
4
30.77
Suggestions
More info. on BFMC and
4
30.77
its benefits should be
broadcast
Simple terms should be used
1
7.69
Should be aired during morning
1
7.69
and evening
* Multiple response
Comments and Suggestions
for the Improvement of the
Seminar
Table 12 shows the comments and suggestions of the selected respondents to the
seminar conducted by Benguet Farmers Marketing Cooperative. Among the 40
respondents, 40% commented that the seminar was nice because some of the speakers
explained the topics clearly and it is educational because they understand the purpose and
benefits of the cooperative.
This result supports the study of Calisaan (2008) where 46.15% of the
respondents in Sablan, Benguet said that the use of seminars, trainings, and workshop
helped them understand more about the program. Also, the respondents claimed that they
gained knowledge from the topics discussed during the seminar and they found it helpful
in maintaining the high quality and marketing of their products through application of
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
34
Table 12. Comments and suggestions for seminar
COMMENTS AND
FREQUENCY
PERCENTAGE
SUGGESTIONS
(N=40)
(%)
Comments
Nice and educational
16
40.00
Some topics was not clear
2
5.00
and one of the speakers was
boring
No comments
5
12.50
Suggestions
More info. on BFMC
10
25.00
and its benefits
Tap grassroots level and experts
4
10.00
Venue should be convenient
4
10.00
conduct seminar per barangay
3
7.50
more seminars should be conducted
2
5.00
continuous dissemination of info.
1
2.00
* Multiple responses
application of marketing strategies and production planning they have learned.
Meanwhile, 5 % of the respondents said that some topics were not clear and even one of
the speakers was boring and it makes them sleepy.
The finding also shows that 25% of the respondents suggested that the speakers
should provide more information and reports about the benefits and developments
cooperative during the seminar while 10% suggested that they should tap grassroots
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
35
levels which are the farmers and more speakers who are expert in marketing aspects of
cooperative. The same percent of the respondents suggested that the seminar should be
conducted in a more convenient place making the participants comfortable and they
should control the number participants.
Some of the respondents also suggested that the cooperative should conduct
seminar per barangay so that farmers from far barangays can attend the seminar and
farmers can easily understand the topics that will be discussed. The respondents who
suggested this believed that through this way, farmers might be convince to join the
cooperative. Continuous dissemination of information was also suggested by the
respondents to convince more farmers.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
36
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study focused on the perceptions and attitudes of La Trinidad farmers
towards the promotional strategies used by Benguet Farmers Marketing Cooperative
which are the radio program guesting and Pre-Membership Educational Seminar
(PMES). The study was conducted in the selected barangays of La Trinidad, Benguet
with the following objectives: characterize the La Trinidad farmers, determine the
respondents’ level of awareness, perceptions and attitudes toward the promotional
strategies used by Benguet Farmers Marketing Cooperative, and identify their comments
and suggestions for the improvement of the promotional strategies.
All data were gathered through interview schedule from the 40 respondents and
were analyzed through frequency counts and percentage. Questions were translated in
Ilokano and Kankana-ey to facilitate understanding between the researcher and the
respondents. The study was conducted from January to February 2011.
Majority of the respondents were male, married and belonged to age bracket 41-
50. Majority had formal education and only 11 of the 40 respondents were member of
Benguet Farmers Marketing Cooperative. Ibaloi and Kankana-ey were the leading tribal
affiliation of the respondents.
Among the 40 respondents, only 13 of them listened to the radio program
guesting of Mr. Frank Pagnas in the program Boses ti Farmers aired in DZWT. Majority
of them perceived it as convincing and effective as a promotional strategy since radio can
reach distant farmers, easy to access and most farmers were listening to radio.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
37
Majority of the respondents favored the time slot for the radio program guesting
and preferred it to be aired 5-6 AM in the morning. Meanwhile, majority of the 40
respondents who attended the Pre-Membership Educational Seminar were convinced to
join the cooperative because of its benefits most especially to the farmers. They also
claimed that the seminar was effective as a promotional strategy because information on
the cooperative was explained clearly and effectively.
Furthermore, the respondents suggested that more information on the cooperative
should be aired using simple terms so that farmers will be able to understand it. Speakers
during seminar should provide more information and reports on the development of the
cooperative. Also, the cooperative should conduct seminar per barangay to convince
more farmers.
Conclusions
Based on the results of the study, the following conclusions are drawn:
1. The radio program guesting was not so popular among the respondents.
2. The respondents have positive perceptions on Benguet Farmers Marketing
Cooperative.
3. The respondents have a generally positive attitude towards Benguet Farmer
Marketing Cooperative.
4. Majority of the respondents suggest that radio program guesting and seminars
should provide more information on the cooperative.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
38
Recommendations
Based on the conclusions, the following recommendations are drawn:
1. Radio program guesting of the cooperative must be aired continuously to
increase the awareness level of the respondents towards the radio program guesting.
2. The cooperative should conduct more seminars that will cater to the
information needs of the respondents on Benguet Farmers Cooperative
Marketing.
3. The Benguet Farmers Marketing Cooperative should consider the suggestions
of the respondents for the improvement of their promotional strategies.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
39
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PALAYEN, J . G. 2007. Perceptions of Baculungan Sur vegetable farmers on“ BOSES
TI FARMERS” program. BS Thesis. Benguet State University. La Trinidad,
Benguet. P 7.
PAVLINA, S. 2006. Interpersonal Communication and the Awareness Gap. Retrieved
March 15, 2011 from http://www.stevepavlina.com/blog/2006/02/interpersonal-
communication-and-the-awareness-gap/
PLOTNIK, R. 1999. Introduction to Psychology. Wadsworth Publishing Company.
Belmont, Australia. Pp. 588-589.
TAWANG, P. D. 2006. Perception and Attitudes of on Pesticide Posters at Madaymen,
Kibungan, Benguet. BS Thesis. Benguet State University. La Trinidad, Benguet.
Pp 14-15.
TAYABAN, A.D. 2009. Awareness level of La Trinidad residents regarding solid
waste management program (SWMP). BS Thesis. Benguet State University. La
Trinidad, Benguet. P. 5.
UNITED NATIONS POPULATION FUND (UNFPA). 1999. Information Education
And Communication (IEC) Programmes. Retrieved December 28, 2010 from
http://www.unfpa.org/emergencies/manual/a1.htm
WORLD HEALTH ORGANIZATION. 1995. Information Education and
Communication A Guide for AIDS Managers Programmes. Retrieved January 3,
2011 from www.dorluk.de/hp/iec_manual.pdf
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
41
YOUTH- TO -YOUTH. 1999. IEC Materials: Addressing Cultural Norms. Retrieved
December
28,
2010
from,http://www.youth-to-youth.org/iec_
materials.php?l1=2&l2=7
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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42
APPENDIX A
Communication Letter
Benguet State University
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
____________________
____________________
____________________
____________________
Sir,
Greetings!
I am a senior student of Benguet State University taking up Bachelor of Science in
Development Communication major in Community Broadcasting under the College of
Agriculture. As part of the requirement of this degree, I am currently conducting my
undergraduate thesis entitled “Perceptions and Attitudes of La Trinidad Farmers towards
the Promotional Strategies Used by Benguet Cooperative Marketing”.
In this connection, may I request your good office to allow me to gather important
information that will answer the objectives of my study from the concerned people in
your barangay. Rest assured that all information that will be gathered is for academic
purposes only.
Your approval to this request will be very much appreciated. Thank you and God bless.
Respectfully Yours,
IRENE B. CABINTA
Student Researcher
NOTED:
ANNA LIZA B. WAKAT
Adviser
APPROVED:
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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43
APPENDIX B
Interview Schedule
Benguet State University
College of Agriculture
Department of Development Communication
La Trinidad ,Benguet
Perceptions and Attitudes of La Trinidad Farmers on the Promotional Strategies
Used by Benguet Cooperative Marketing
INTERVIEW SCHEDULE FOR THE RESPONDENTS
Instruction: Please answer the following and put check mark on the appropriate column
to indicate your response.
I. SOCIO- DEMOGRAHIC PROFILE
Name (Optional): __________________________________________________
Age: _____________ Sex: ________ Civil Status: _____________________
Address: ________________________________________________________
Occupation: ______________________________________________________
Highest Educational Attainment:
Tribe: ____________________
_____Elementary
_____High School
Dialect spoken: ____________
_____College
_____Vocational
II. Awareness
1. Which of the following promotional strategy do you know?
A. Radio Advertisement
Station: _______________________________________________________
Program: ______________________________________________________
B. Seminar
Title: _____________________________________________________________
Date: _____________________________________________________________
Place: _____________________________________________________________
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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44
III. Perceptions
1. Radio
A. What can you say about the radio advertisements of Benguet Cooperative Marketing
is it
convincing? Why?
_____ attractive and catchy
_____ delivered clearly
_____ provide information about BCM
_____ Others (pls. specify)
Not convincing? Why?
_____ the radio advertisement is boring
_____ not delivered clearly
_____ does not give information about BCM
_____ Others (pls. specify)
B. What can you say about the time of airing?
_____ too late
_____ appropriate
_____ too early
_____ others (pls. specify)
C. What can say about the delivery of the radio advertisement?
_____ clear and effective
_____ too long and boring
_____ hard to understand
_____ too short
_____ Others (pls. specify)
D. Do you think the radio advertisement is an effective promotional strategy?
Yes, why? ______________________________________________________________
No, why? _____________________________________________________________
E. What are your comments and suggestion for the improvement of the radio
advertisement?
__________________________________________________________________
________________________________________________________________________
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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45
2. Seminar
A. What do you think about the seminar conducted by BCM?
_____ promoting the BCM
_____ disseminating information and benefits of BCM
_____ convincing
_____ not convincing
_____ Others (pls. specify)
B. Do you think the seminar helps you to understand the goals and purpose of BCM?
Yes, Why? ________________________________________________________
No, Why? ________________________________________________________
C. Do you think the seminar conducted by BCM is effective in promoting the
cooperative?
Yes, Why? ________________________________________________________
No, why? ________________________________________________________
D. What are the perceived benefits of seminar?
__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
E. What are your comments and suggestion for the improvement of the upcoming
seminar?
__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
IV. Attitudes
1. Radio Advertisement
A. Did you listen to the radio advertisement of the BCM?
Yes, why? _________________________________________________________
No, why? _________________________________________________________
B.What time of airing do you prefer to listen to it?
_________________________________________________________________
C. After listening to it, do you share and encourage your neighbors to listen to it?
___ Yes
___ No
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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46
D. Did the radio advertisement convince you to join the cooperative?
Yes, why _________________________________________________________
No, why? _________________________________________________________
2. Seminar
A. Did you attend any seminar conducted by Benguet Cooperative Marketing?
Yes, why? ________________________________________________________
_______________________________________________________________________
No, why? ________________________________________________________
_______________________________________________________________________
B. After attending the seminar, do you share the information to someone?
____ Yes
____ No
C. After attending the seminar, are you convince to join the cooperative?
Yes, why? _______________________________________________________
______________________________________________________________________
No, why? _______________________________________________________
______________________________________________________________________
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
CABINTA, IRENE B. APRIL 2011. Perceptions and Attitudes of La Trinidad Farmers
Towards the Promotional Strategies Used by Benguet Farmers Marketing Cooperative. Benguet
State University, La Trinidad, Benguet.
Adviser: Anna Liza B. Wakat, MDevCom
ABSTRACT
This study characterized the La Trinidad Farmers, determined the level of awareness of
the respondents on the promotional strategies used by Benguet Farmers Marketing Cooperative,
determined the respondents perceptions and attitudes towards the promotional strategies, and
determined the comments and suggestions of the respondents for the improvement of the
promotional strategies of Benguet Farmers Marketing Cooperative.
The respondents were La Trinidad farmers from different ages, both males and females,
were either married or single and majority had formal education.
All of the respondents attended the Pre-Membership Educational Seminar and few of
them listened to the radio program guesting of Mr. Frank Pagnas.
Respondents had generally positive and favorable perceptions and attitudes towards radio
program guesting and the Pre-membership Educational Seminar. Majority suggested that more
information on Benguet Farmers Marketing Cooperative should be broadcasted during radio
program guesting and guest speakers should provide more information on the said cooperative
and its benefits most especially to the farmers during seminars.
The study recommends that the radio program guesting should be aired continuously to
increase the awareness level of the respondents, the cooperative should conduct more seminar
that will cater to the information needs of the respondents and the cooperative should consider
the suggestions of the respondents for the improvement of their promotional strategies.
TABLES OF CONTENTS
Page
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Scope and Limitation of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
REVIEW OF LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Promotional Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Radio Advertisement as Promotional
Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
IEC as Promotional Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Interpersonal Communication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Level of Awareness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Perception . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Attitude . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
RESULTS AND DISCUSSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Socio-demographic Profile of the
Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Promotional Strategies used by BFMC . . . . . . . . . . . . . . . . . . . . . . . . 19
Respondents’ Awareness on
the Promotional Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Perceptions of the Respondents on
the Radio Program Guesting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
Attitudes of the Respondents
Towards the Radio Program Guesting . . . . . . . . . . . . . . . . . . . . . . . . .
24
Perceptions of the Respondents on
the PMES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Attitudes of the Respondents
Towards the PMES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
Comments and Suggestion for the
Improvement of the Radio Program
Guesting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
32
Comments and Suggestions for the
Improvement of the Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . . . 36
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
36
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
APPENDIX
A. Communication Letter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
B. Interview schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
43
INTRODUCTION
Rationale
The growing problems in agriculture and vegetables marketing system like
smuggling, vegetable production and pricing is preventing agriculture to move forward in
progress. These problems affected the farmers here in the Philippines most especially in
Benguet. To help the Benguet farmers in dealing with these problems Benguet Farmers
Marketing Cooperative came to existence.
Benguet Famers Marketing Cooperative according to Mr. Frank Pagnas, Interim
Board of Director of Benguet Farmers Marketing Cooperative, is a cooperative of
Benguet farmers which will manage marketing systems of vegetable products in Benguet.
The cooperative was founded by the Provincial Governor Nestor Fongwan as supported
by the Office of Municipal Agriculturist (OMAG) and the Office of Provincial
Agriculturist (OPAG). The cooperative was launched on June 2010 which was initiated
by the Provincial Government lead by Governor Nestor Fongwan. Also, the birth of the
cooperative was coupled with goals that will sustain the growth and demand of vegetable
products in Benguet. In addition, it also aims to lessen smuggling in Manila through
supplying the importer regularly.
Since the cooperative is a newly established organization, Pagnas added that they
used promotional strategies to promote the cooperative to the Benguet farmers. This is
also to inform the farmers and disseminate information about Benguet Farmers
Marketing Cooperative. Strategies used were radio program guesting which is aired
through Boses Ti Farmers and the Pre- Memberships Educational Seminar (PMES)
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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2
which was conducted per municipality.
Thus, promotional strategies today played a significant role in different
organizations especially in promoting their goods, services and ideas to their target
audience. On the other hand, Engel et al (1989) defined promotional strategy as a
controlled integrated program of communication methods and materials designed to
present an organization and its products to prospective consumers; to communicate need
satisfying attributes or profit performance. They also added that promotion is a
persuasive communication.
Meanwhile, since farmers are the major target of Benguet Farmers Marketing
Cooperative it is pertinent to determine their perceptions and attitudes towards the
promotional strategies used by Benguet Farmers Marketing Cooperative. This study may
helpful to the cooperative in specifying what promotional strategies are effective and
acceptable to the farmers. Also, there is a need to study because the result may lead to the
improvement of the promotional strategies of Benguet Farmers Marketing Cooperative.
Statement of the Problem
This study focused on the perceptions and attitudes of La Trinidad farmers
towards the promotional strategies used by Benguet Farmers Marketing Cooperative.
Specifically it answered the following questions:
1. What is the socio-demographic profile of the respondents?
2. Are the respondents aware of the promotional strategies used by BFMC?
3. What are the perceptions of the respondents on the following promotional
strategies used by Benguet Farmers Marketing Cooperative?
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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a. radio program guesting
b. seminar
4. What are the attitudes of the respondents on the promotional strategies used
by BFMC?
5. What are the respondent’s comments and suggestion on the promotional
strategies used by BFMC?
Objective of the Study
The general objective of the study was to find out the La Trinidad farmer’s
perceptions and attitudes towards the promotional strategies used by Benguet Farmers
Marketing Cooperative.
Specifically it aimed to:
1. characterize the respondents
2. find out if the respondents are aware of the promotional strategies used by
BFMC.
3. determine the respondent’s perceptions towards the promotional strategies
used by BFMC.
4. determine the respondent’s attitudes towards the promotional strategies used
by BFMC.
5. list down the comments and suggestion of the respondents on the promotional
strategies used by BFMC.
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Importance of the Study
The result of the study can lead to the improvement of the promotional strategies
of Benguet Farmers Marketing Cooperative.
Perceptions and attitudes that were gathered from the farmers may serve as
reference for the Benguet Farmers Marketing Cooperative in specifying what
promotional strategy is acceptable and effective to the farmers. It may also serve as
reference to the students who will be conducting research related topic.
Scope and Limitation
The study focused on the respondent’s perceptions and attitudes on the
promotional strategies used by Benguet Farmers Marketing Cooperative.
Moreover, the study included the respondent’s socio-demographic profile,
awareness on the promotional strategies used by Benguet Farmers Marketing Cooperative
and the respondent’s comments and suggestions.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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REVIEW OF LITERATURE
Profile of the Respondents
Bardoquin (2008) stated that majority of her respondents who were the La
Trinidad famers belonged to aged bracket 41-50 and only 2 belonged to age bracket 20
and below. Majority (61.66%) of the farmers were male and some (38.33%) were female.
This shows that males were actively engaged in farming. Also, majority (81.66%) of the
farmers were married and 18.33% were single.
In terms of educational attainment majority of the respondents reached secondary
level; 30% reached elementary and 13.33% reached college. This shows that most of the
respondents reached low educational attainment. Majority of the respondents were
Kankana-ey, some were Ibaloi and few were Ifugao and one of them was half Ilokano
and Iloggo. In addition, the respondents mainly planted strawberry followed by lettuce,
onions, celery and carrots.
Promotional Strategy
Promotion refers to communicate undertaken to persuade others to accept ideas,
concepts and things. Engel et al (1987) defined promotional strategy as a controlled
integrated program of communication methods and materials designed to present an
organization and its products to prospective customers, to communicate need satisfying
attributes of products to facilitate sales and thus contribute to the long run profit
performance.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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Engel et al (1987) added that the goal of a promotional strategy is to influence the
thinking and behavior of the people. Also, the source uses a combination of message and
media-strategy it influence persuasible audience.
Radio Advertisements as Promotional Strategy
Radio is the most intimate and has always been a popular medium of advertising
according to Godbole (2000). Radio advertising is one of many different types of
advertising. It has been in practice for many years, but it has only been in the last few
years, that its true potential has been realized and consequently, tapped (Buzzle, 2000).
Consequently, many organizations and businesses rely on advertising methods
like email marketing, Internet marketing, newspaper and magazine advertisements, others
are taking advantage of all the benefits that they can derive from using radio advertising
opportunities. Radio advertising is an innovative way to reach thousands, and sometimes
millions of listeners, and to therefore reach a broad audience. Moreover, radio advertising
can be a very effective way to get your company's message to a large, broad market and
to anyone who has access to a radio (Directory, 2006).
In terms of radio advertising benefit, Anonymous added that corporations, small
business owners, and charitable organizations all benefit from the use of radio
advertising. Radio advertising can alert various communities about a business's products
or services or it can alert people to the existence of one's organization. Further, radio
advertising is a good way to teach people about what one's business or organization has
to offer the community. Basically, radio advertising is just another way to get one's
business or organization "on the map" or recognized.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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Added that radio advertising is an art—the right things need to be said, the right
times needed be accessed, and your advertisement will have to create a lasting memory
for the listener. Some effective radio advertisement are the use of catchy jingles, catchy
logos and persistent (Directory, 2006).
Information Education Communication
Material (IEC) as Promotional Strategy
One of the most popularly used promotional strategies nowadays is Information
Education Communication Materials (IEC) since it comprise a wide range of media,
including newspapers, brochures, posters, information leaflets, radio programmes as well
as audio and video tapes (Y2Y, 1999). UNFPA (1999) also defined IEC as the process of
learning that empowers people to make decisions, modify behaviors and change social
conditions. Thus, IEC is a management and implementation of communication programs
designed to improve awareness, knowledge, attitudes skills and practice group about a
new idea or technology according to Mercado (1991) as cited by Luis (2008).
Moreover, Education Communication Materials (IEC) means sharing information
and ideas in a way that is culturally sensitive and accepted to the community, using
appropriate channels, messages and methods (WHO, 1995).
Interpersonal Communication
Interpersonal communication is the process where a person expresses his
thoughts, converts the thoughts into a well designed message and sends the message
across a communication channel (oral, visual, written, etc.) and the receiver receives the
message and responds to the message and sends his reply back via the communication
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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channel (Manohar, 2000). Also, WHO (1995) stated that interpersonal communication
can be done on a one-to-one basis or with a small groups, and can promote sharing of
information, encourages dialogue and help people to make their own decisions. Thus,
interpersonal communication is one of the most effective methods of communication.
Meanwhile, seminar is one of the most popular interpersonal communications
used as promotional strategies nowadays. Hard (2011) defined seminar as a lecture,
presentation or discussion for a group of attendees about a particular topic or industry. A
seminar agenda may include a single track of presentations or multiple breakout sessions.
According to Wikipedia seminar has the function of bringing together small groups for
recurring meetings, focusing each time on some particular subject, in which everyone
present is requested to actively participate.
Level of awareness
In order to become successful and take advantage of many of the opportunities
available, you must first be aware. The key is to make sure your level of awareness is at
its highest in order so that you will be able to spot opportunities before everyone else. If
you are not prepared, if you don't train yourself to be aware of your surroundings, you
will only be frustrated, disappointed and unable to capitalize (Jones, 2011).
Allwords English Dictionary (1998) defined awareness as the state or level of
consciousness where sense data can be confirmed by an observer.
Pavlina (2006) stated that when you and the other person are at a compatible level
of awareness, communication will be smooth and effortless. But when your awareness
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
9
levels are incompatible, communication is largely ineffective. Anything you say will
simply fall on deaf ears.
Once your audience are aware of the information you disseminate, you will need
to motivate them to access, view and used it. Materials can be designed to help them and
other audiences understand why relative quality information is important to them, and to
encourage them to seek out information about the subject and incorporate it into their
decision-making procedures (Hamel, 2005) as cited by (Tayaban, 2009).
Perception
Kelly (1995) defined perception as the process of interpreting and giving meaning
to sensation of particular object. Thus, Perception involves all the ways of becoming
aware of the things, people, happenings or ideas. Judgment involves all the ways of
coming to conclusions about has been perceived. If people differ systematically in what
they perceive and in how they reach conclusions then it is only reasonable for them to
differ correspondingly in their interest, reactions, values, motivations and skills (Myer,
(2004) as cited by Busitan (2009).
Furthermore, Myers (1983) stated that perception refers how to comprehend the
object and event in the external reality around us.
Buyagan (2003) as cited by Palayen (2007) stated that majority (94%) of the
listeners of DA- CHARM on the air in Tabaan sur, Tuba, Benguet claimed that the topics
aired in the program were helpful. In the same study, perception of the respondents
towards the time of airing, majority (90%) said that the time was appropriate for the
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
10
program, 6% claimed that the program is too late and only 4 % claimed that the time of
airing was too early.
As of the time of airing, Allan (2007) claimed that sixty five percent of the
listeners of Boses ti Farmers in Poblacion , Kibungan , Benguet said that the time of
airing of the program was appropriate while 34% claimed that it is too early so that could
not listen to the radio program regularly.
On other hand, Bolona (2008) found out that all coop members of Fiber Industry
Development Authority in Kapangan, Benguet claimed that the speakers during the
resource speakers during the trainings and seminars being conducted by FIDA were
expert in their fields, very accommodating, approachable, and answered the questions
convincingly. As to the venue, they feel comfortable and said that it was just appropriate
venue for the topics that were being discussed.
Attitude
Attitude is any belief or opinion that includes an evaluation of some person,
object or event along a continuum from negative to positive and that predisposes us to act
in a certain way toward that object, person, or event (Plotnik, 1999).
Plotnik added that there were three functions of attitude which are the predispose,
interpret and evaluate. Predispose is the predisposing function of attitudes means that
they guide or influence us to behave in specific ways and the interpreting function means
that they provide convenient guidelines for interpreting and categorizing objects and
events and deciding whether to approach or avoid them. Meanwhile, the evaluate
function of attitude means that they help us stand up for those beliefs and values that we
consider very important to ourselves.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Bardoquin (2008) claimed that majority (81.67%) of the La Trinidad farmers were
in favor of the agricultural advertisements showed in televisions because of the
information they show about agriculture while some (26.67%) said that the products
shown in the advertisements are effective. Only 10% of the respondents were not in favor
of the advertisements because some of the products were not effective.
On the other hand, Tawang (2006) found out that 61% respondents of Madaymen,
Kibungan, Benguet agreed with the information presented on the pesticide posters.
According to them, it was useful because it was one of their sources of information for a
specific use of a pesticide and it informed them about the new brands of pesticides. The
posters also informed the respondents about the right dosage of pesticide use for their
farms. In addition, 39% of the respondents disagreed because the posters did not contain
information they want to know like how effective the pesticide was in controlling pests
in vegetables. It can also be noted that based on sex, more (85%) females agreed on the
information presented in the posters while only 31.25% of the total male respondents
agreed.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, the capital town of Benguet (Figures 1
and 2). It is the next town to Baguio City and is 256 km north of Manila. It is bounded on
the north by the municipality of Tublay, on the south by Baguio, and on the west by
Sablan and Tuba. La Trinidad, Benguet is composed of 16 barangays namely: Alapang,
Alno, Ambiong, Bahong, Balili, Beckel, Betag, Bineng, Cruz, Lubas, Pico, Poblacion,
Puguis, Shilan Tawang and Wangal.
The municipality is relatively the most developed settlement in the province of
Benguet because of its proximity to the City of Baguio. It is the gateway of the southern
low lands into the Cordillera Region. Due to its advanced development, La Trinidad is
considered as one of the Central Business Districts of Benguet.
The municipality was chosen as the study area because it is one of the target areas
of Benguet Farmers Marketing Cooperative. Selected barangays were Tawang, Shilan,
Bineng, Beckel, Poblacion, Wangal and Alno. These were selected since these barangays
were where most farmers were engaged with vegetable farming and farmers can listen to
the radio program where Benguet Farmers Marketing Cooperative aired their radio
program guesting.
The study was conducted on January - February 2011.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Figure 1. Map showing the locale of the study
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
14
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Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Respondents of the Study
The respondents of the study were nine farmers from Bineng, six from Beckel, six
from Poblacion, four from Alno, six from Tawang, three from Shilan and six from
Wangal for a total of 40 respondents. The respondents were chosen using purposive
sampling. The criteria for choosing them were: should have attended Pre-membership
Educational Seminar (PMES) conducted by Benguet Farmers Marketing Cooperative and
should be a vegetable farmers.
The attendance of the participants who attended the Pre-Membership Educational
Seminar was used to select the respondents. The top barangays in terms of the number of
participants were chosen. Then from the list of participants, all the respondents in the
chosen barangays were included. But those who refused and not available to be
interviewed were not included.
Data Collection
An interview schedule was used in gathering information. The questions were
translated to Ilokano and Kankana-ey in order to facilitate understanding between the
researcher and the respondents during the interview.
The researcher went to the houses and farms of the selected respondents in order
to gather the data.
Data Gathered
The data gathered were the socio-demographic profile of the respondents, level of
awareness of the respondents towards the promotional strategies of the Benguet Farmers
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
16
Marketing Cooperative and their perceptions and attitudes. Their comments and
suggestions were also gathered for the improvement of the promotional strategies of the
cooperative.
Data Analysis
The data gathered from the respondents were consolidated and analyzed using
descriptive statistics through frequency counts and percentage.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
17
RESULTS AND DISCUSSION
Socio-demographic Profile of the Respondents
The study had 40 respondents who were purposively chosen. Majority or 72.5%
were non members while 27.5% were members of Benguet Farmers Marketing
Cooperative.
Table 1 presents the general characteristics of the respondents in terms of age,
sex, civil status, educational attainment and tribal affiliation.
Age. Among the 40 respondents, 10 (25%) belonged to the age bracket 31-40,
35% belonged to the age bracket 41-50 while 27.5% fell within the age bracket 51-60.
The youngest was 29 years old while 67 years old was the oldest.
Civil status and sex. In terms of sex, 62.5% were male while 37.5% were female.
As to the civil status, majority (92.5%) of the respondents were married, some (5%) were
single and only one (2.5%) was a widow. The result agrees with the study of Catano
(2010) that there is a slight difference in the number of male and female engaged in
farming.
Educational attainment. In terms of their educational attainment, the finding
shows that majority (37.50%) of the respondents reached high school, 27.50% reached
elementary while the same percent reached college. Among the 40 respondents, 7.50% of
them finished vocational courses.
The result implies that majority of the respondents had formal education while
some of them had low educational attainment but literate enough to understand the radio
program guesting and the Pre-Membership Seminar.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 1. Profile of the respondents
CHARACTERISTICS
FREQUENCY
PERCENTAGE (%)
(N=40)
(%)
Age
30 and below
1
2.50
31-40
10
25.00
41-50
14
35.00
51-60
11
27.50
61-70
4
10.00
TOTAL
40
100
Sex
Female
15
37.50
Male
25
62.50
TOTAL
40
100
Civil Status
Single
2
5.00
Married
37
92.50
Widowed
1
2.50
TOTAL
40
100
Educational Attainment
Elementary
11
27.50
High School
15
37.50
College
11
27.50
Vocational
3
7.50
TOTAL
40
100
Tribal Affiliation
Ibaloi
20
50.00
Kankana-ey
16
40.00
Kalanguya
3
7.50
Half Kankana-ey- Ibaloi
1
2.50
TOTAL
40
100
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Tribal affiliation. Out of the 40 respondents, 50% were Ibaloi, 40% of them were
Kankana-ey while 75% were Kalanguya. One of the respondents was half Kankana-ey
and half Ibaloi.
This result agrees with the study of Bardoquin (2008) where Kankana-ey and
Ibaloi were the leading tribes of the La Trinidad farmers.
Promotional Strategies Used by BFMC
Benguet Farmers Cooperative Marketing used radio program guesting and
conducted Pre-Membership Educational Seminar in order to promote the cooperative to
the farmers.
In the radio program guesting, Mr. Frank Pagnas, Interim Board of Director of
BFMC served as the guest and it was aired in October 2010. The radio program guesting
was aired 7-8 PM through Boses Ti Farmers that was aired on weekdays in DZWT. Mr.
Pagnas promoted the cooperative through interactive discussion with the program host
Mr. Dominador Dongla regarding with the role of the BFMC as marketing arm of the
farmers. Marketing systems and strategies of the cooperative was also expounded by the
guest and further explained the Farmers Education to be offered to the interested farmers.
Benefits of the cooperative to the members especially to farmers were also emphasized in
the discussion to convince the farmers.
The Pre-Membership Educational Seminar was conducted in August 10, 2010
purposely to educate and informed the members about the cooperative as a requirement
before the cooperative will be registered and before the farmers become a member, and at
the same time used in promoting the cooperative according to Mrs. Liliah N. Koh (2011),
secretary and acting treasurer of the coop.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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To promote the cooperative at the same time, they introduced the Benguet
Farmers Marketing Cooperative to the respondents and discussed its vision and missions.
Also, they included a lecture on how the members especially the famers will be benefited
if they will join cooperative in terms of marketing of their products, production planning
and in farming according to Mr. Frank Pagnas (2010), Interim Board of Directors of
BFMC.
Pagnas added that after the registration of BFMC to the CDA the cooperative will
use other means of advocacy such as radio advertisement, flyers/ brochures of BFMC to
continue disseminating the information to the farmers who are not knowledgeable on the
cooperative.
Respondents’ Awareness on the Promotional Strategies
All of the respondents were aware and attended the Pre-membership Educational
Seminar (PMES) conducted by the Benguet Farmers Marketing Cooperative Officers and
32.5% of them listened to the radio program guesting of Benguet Farmers Cooperative
Marketing officer Mr. Frank Pagnas aired in the program Boses Ti Farmers in DZWT.
According to the finding, majority of the respondents were invited to attend the
Pre-Membership Educational Seminar through letters that were sent to them from the
Department of Agriculture, Municipal Agriculturist Office and from the Mayor’s Office.
Some of them was invited personally by their barangay officials and friends, and heard
about the seminar in the radio. Few of the respondents said that there was notice from
their barangay hall.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Most of those who received the letters were barangay officials and a member of
Barangay Agriculture and Fishery Council.
The finding supports the statement of Hamel (2005) as cited by Tayaban (2009)
that once your audiences are aware of the information you disseminate, you will need to
motivate them to access, view and used it. Materials can be designed to help them and
other audiences understand why relative quality information is important to them, and to
encourage them to seek out information about the subject and incorporate it into their
decision-making procedures
Perceptions of the Respondents
on the Radio Program Guesting
Radio promotion. Table 2 shows the perceptions of the respondents on the radio
guesting of an officer of Benguet Farmers Marketing Cooperative to promote the
cooperative. The radio program guesting was aired 1-5 minutes during the radio program
Boses ti Farmers aired in DZWT which was aired 7-8 pm on weekdays.
Of the 40 respondents, only 13 listened to the radio guesting of Mr. Pagnas in
Boses ti Farmers. The finding shows that great majority perceived the radio program
guesting as convincing because it provided information about the cooperative (30.76%),
the message was attractive and catchy (38.46%) and it was delivered clearly ( 61.54%).
Only one of the respondents perceived it as not convincing because the length of the
guesting was too short and the delivery of the message was too formal.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 2. Perceptions of the respondents on the radio guesting
PERCEPTIONS
FREQUENCY
PERCENTAGE
(N=13)
(%)
Convincing
Provided information about BFMC
4
30.76
Message was attractive and catchy
5
38.46
Message was delivered clearly
8
61.54
Not Convincing
Guesting was too short
1
7.69
Message delivery was too formal
1
7.69
*Multiple responses
Time of airing. The radio program guesting was aired 7- 8 pm on weekdays
during Boses ti Farmers in DZWT. Table 3 shows the perceptions of the respondents on
the time of airing of the radio guesting. The finding shows that 76.92% of the
respondents claimed that the time slot for the radio guesting is just appropriate while
15.38% said that it is too early and one of them said it is too late.
The result indicates that most of the farmers favored the slot for the radio guesting
since they can listen to it while tuned in to program Boses ti Farmers.
The result of the study agrees with the finding of Allan (2007) that sixty five
percent of the listeners of Boses ti Farmers in Poblacion , Kibungan , Benguet said that
the time of airing of the program was appropriate while 34% claimed that it is too early
so that could not listen to the radio program regularly.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 3. Perceptions on the time of airing and delivery of the radio program guesting
PERCEPTIONS
FREQUENCY
PERCENTAGE
(N=13)
(%)
Time of airing
Appropriate
10
76.92
Too early
2
15.38
Too Late
1
7.70
TOTAL
13
100
Delivery
Clear and effective
11
84.62
Delivery was too formal
1
7.69
No response
1
7.69
TOTAL
13
100
Delivery of the radio program guesting. The guest delivered the information in
Ilokano and some terms were in English. Among the 13 respondents who listened to the
radio program guesting, majority (84.62%) claimed that the guest way of delivering the
information was clear and effective since they were able to understand the topics that
were discussed. One of the respondents admitted also that the delivery of the information
was too formal even the terms used were technical and it was hard for the farmers to
understand the radio guesting. He further recommended that the delivery of information
or message during the radio program guesting should be in a way that farmers can
comprehend.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
24
Effectiveness of the radio program guesting as a promotional strategy. All of the
13 respondents who listened to the radio program guesting said that it was effective as a
promotional strategy because radio can reach distant farmers and a large number of
listeners. They further added that the radio guesting was clear and attractive.
Meanwhile, some of the respondents said that radio guesting was effective as
promotional strategy because most farmers were listening and own a radio while one of
them said that it is easy to access.
Attitudes of the Respondents
Towards the Radio Program Guesting
Reasons for listening to the radio guesting. Among the 13 respondents who
listened to the radio program guesting, majority (76.92%) of them claimed that they
listened to it to gain more information about the cooperative specifically on how the
cooperative was established and its purposes. They also specified that they listen to the
radio program guesting because they wanted to know the benefits of the cooperative to
the members most especially to the farmers.
During the interview, two respondents claimed that they listened to the radio
guesting for they were interested to know the membership procedures while 23.08% did
not answer because they listened to the radio guesting only by chance.
Preferred time of airing. Table 4 presents the respondents’ preferred time of
airing of the radio prigram guesting of the BFMC officer. Among the 13 respondents
who listened to the radio guesting, 46.15% said that they preferred 5-7 AM and 7-8 PM
everyday so that they can listen to the radio program guesting either in the morning or
evening, 30.77% preferred 7-8 in the evening so that they can listen to it while resting
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 4. Preferred time of airing by the respondents
CATEGORY
FREQUENCY
PERCENTAGE
(N=13)
(%)
5-7 PM AND 7-8 PM
6
46.15
7-8 PM
4
30.77
5-7 AM
3
23.08
TOTAL
13
100
while 23.08% preferred 5-6 AM for they are still in their house.
The result imply that the farmers favored the time slot for the radio guesting and
they also preferred it to be aired in the morning.
Perceptions of the Respondents on the
Pre-Membership Educational Seminar
Perceptions on the PMES. Perceptions of the respondents on the Pre-Membership
Educational Seminar is presented in Table 5. Majority (95%) of the 40 respondents who
attended the seminar conducted by Benguet Farmers Marketing Cooperative perceived it
as convincing because the seminar promoted and provided information about the
cooperative while 5% of them said it was not convincing since they discussed lot of
topics in one session and it confused him.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 5. Perceptions on the Pre-Membership Educational Seminar
PERCEPTIONS
FREQUENCY
PERCENTAGE (%)
(N=40)
Convincing
38
95.00
Not convincing
2
5.00
TOTAL
40
100
Reasons of the respondents for being convinced and not convinced to join the
cooperative after attending the Pre-Membership Educational Seminar is also presented
in Table 6.
One way of evaluating the effectiveness of the seminar as promotional strategy
was its effectiveness in convincing the farmers to support or join the cooperative. Out of
the 40 respondents, there were two who were not convinced while 95% were convinced.
Majority (63.16%) admitted that they were convinced to join the cooperative after
attending the seminar since they could see the benefits of Benguet Farmers Marketing
Cooperative to them in terms of marketing of their products and for financial needs;
21.05% said that they wanted to be a member to unite the Benguet farmers; and 15.79%
stated that they clearly understand the topics that were discussed during the seminar.
According to the respondents they were convinced to support and join the
cooperative after attending the PMES but they can not afford the share required by the
cooperative so only few of them joined the said cooperative.
Meanwhile, the two respondents who were not convince said “diyak kita, diyak
pati” or “to see is to believe” as they explained that they have to see it first if the
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
27
Table 6. Reasons for being convinced and not convinced
REASONS
FREQUENCY
PERCENTAGE
(N=40)
(%)
Convinced
(n=38)
95.00
They see the BFMC’s
24
63.16
benefits to them
want to be a member
8
21.05
to unite the farmers
understand clearly the
6
15.79
topic that were discussed
want improvement in economic
1
2.63
Not convinced
(n=2)
5.00
It’s impossible to establish
2
50.00
the cooperative
“to see is to believe”
2
50.00
* Multiple responses
cooperative will succeed before joining. They claimed that they do not believe
that the cooperative will be successful for it is impossible for they have seen the fall of
the previous cooperatives that have been established.
Results imply that seminar was effective in convincing the majority of the
respondents to support and join the cooperative since 11 of them joined and most of them
did not yet join for they can not afford the required Php. 4,000 share per member.
According to them they will join the cooperative if they have enough money.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Perceptions on the effectiveness of the PMES. The perceptions of the respondents
on the effectiveness of the seminar as a promotional strategy are presented in Table 7.
Among the 40 respondents, there were two who said that seminar is not effective while
majority (95%) claimed that it was effective because the seminar allowed the participants
to ask questions directly to the speakers; information about the cooperative was explained
clearly and effectively; and they can gain knowledge on agriculture.
In addition, the finding proves that the seminar conducted by the cooperative was
effective because the respondents understood the cooperative’s goal and principles after
attending it. The respondents included that the seminar was an effective promotional
strategy because farmers from different municipalities can attend thus they can gain more
information about the cooperative. Meanwhile, the two respondents who said that the
seminar was not effective reasoned that they preferred seminar conducted per barangay
and the other one said that it depends on the participation of the respondents.
Table 7. Effectiveness of the seminar as perceived by the respondents
CATEGORY
FREQUENCY
PERCENTAGE
(N=40)
(%)
Effective
38
95
Not Effective
2
5
TOTAL
40
100
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
29
Perceived benefits of the PMES. Table 8 shows the benefits of the seminar
conducted by Benguet Farmers Marketing Cooperative as perceived by the respondents.
All of the respondents claimed that the seminar helped them to understand clearly the
goals and objectives of the cooperative since it was well explained by the speakers and
they learned the membership procedures of Benguet Farmers Marketing Cooperative.
Majority (62.5%) of them said that they also gained knowledge regarding marketing
systems, strategies and planning production of vegetables which they could apply their
farms.
Table 8. Perceived benefits of the PMES to the respondents
PERCEPTIONS
FREQUENCY
PERCENTAGE
(N=40)
(%)
Understood the goals
40
100
and objectives of BFMC
Learned membership procedures
40
100
Gained knowledge on marketing
25
62.50
and agriculture
Gained knowledge on the
12
30.00
by laws of coop
Gained knowledge
6
15.00
on BFMC’s benefits
Gained knowledge on proper
5
12.50
management their products
Can interact with the speakers
2
5.00
* Multiple responses
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
30
The finding also shows that the respondents gained knowledge on the bylaws of
the cooperative; its benefits to the farmers and members; and importantly they gained
knowledge on the proper management of their products concerning the health and welfare
of the consumers.
The results proved that the respondents as well as the Benguet Farmers Marketing
Cooperative benefited from the seminar because through the Pre-membership
Educational Seminar they were able to convince majority of participants to join.
Attitudes of the Respondents Towards
the Pre-Membership Educational Seminar
Reasons for attending the seminar. Reasons of the respondents for attending the
Pre-Membership Educational Seminar are presented in Table 9. All of the respondents
attended the seminar conducted by Benguet Farmers Marketing Cooperative because they
were invited by their barangay officials and through letters from the Mayor’s Office,
Municipal Agriculturist Office (MAO) and Department of Agriculture (DA). Majority
(52.5%) said that they attended the seminar because they wanted to know what the
cooperative was all about and its benefits to the Benguet farmers while 35% claimed that
they wanted to support the cooperative by joining and 27 .50% said that it is because they
wanted to gain knowledge on agriculture that they can apply to their farms.
Based on the interview, some of the respondents said that they attended the
seminar to fulfill duty as member of the cooperative and they wanted to unite the farmers
of Benguet to make the cooperative possible.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 9. Reasons of the respondents for attending the seminar
REASONS
FREQUENCY
PERCENTAGE
(N=40)
(%)
To learn more of BFMC
21
52.50
To be member of the coop
14
35.00
To gain knowledge on agriculture
11
27.50
To fullfil duty as Member of BFMC
2
5.00
* Multiple responses
Sharing of information learned. Table 10 shows that among the 40 respondents
there were two who did not share the information or lessons they have learned from the
seminar while 95% did. The respondents who shared the information said that they
wanted others to know about the cooperative and its benefits to convince them to join.
They also did share the information if somebody asked them about the seminar and when
there were some agricultural issues they were dealing with.
Based on interviews, respondents said that they shared the information to their
neighbors and organizations during meetings and conversations. They also shared
information with the other farmers who did not attend the seminar while one of the
respondents doubts to share the information because others might blame him if the
cooperative will not meet their expectations.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 10. Sharing of information among those who attended the seminar
CATEGORY
FREQUENCY
PERCENTAGE
(N=40)
(%)
Shared the information
38
95
Did not share the information
2
5
TOTAL
40
100
Comments and Suggestions for the
Improvement of the Radio
Program Guesting
Comments and suggestions of the respondents for the improvement of the radio
program guesting of the BFMC officer is presented in Table 11. The finding shows that
out of the 13 respondents, 30.77% of them said that the radio program guesting should
provide more information about the cooperative and its benefits to the farmers while
23.08% claimed that the radio guesting was informative since it disseminates information
about the cooperative. Meanwhile, one of the respondents said that the delivery of the
message during the radio program guesting was too formal and the farmers might not
understand it.
One respondent also suggested that there should be radio program guesting of
officers that will be aired in the morning and evening so that farmers always have the
chance to listen to it while 30.77 % of the respondents did not comment.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
33
Table 11. Comments and suggestions for the radio program guesting
COMMENTS AND
FREQUENCY
PERCENTAGE
SUGGESTIONS
(N=13)
(%)
Comments
Informative
3
23.08
The delivery was too formal
1
7.69
No comments
4
30.77
Suggestions
More info. on BFMC and
4
30.77
its benefits should be
broadcast
Simple terms should be used
1
7.69
Should be aired during morning
1
7.69
and evening
* Multiple response
Comments and Suggestions
for the Improvement of the
Seminar
Table 12 shows the comments and suggestions of the selected respondents to the
seminar conducted by Benguet Farmers Marketing Cooperative. Among the 40
respondents, 40% commented that the seminar was nice because some of the speakers
explained the topics clearly and it is educational because they understand the purpose and
benefits of the cooperative.
This result supports the study of Calisaan (2008) where 46.15% of the
respondents in Sablan, Benguet said that the use of seminars, trainings, and workshop
helped them understand more about the program. Also, the respondents claimed that they
gained knowledge from the topics discussed during the seminar and they found it helpful
in maintaining the high quality and marketing of their products through application of
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
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Table 12. Comments and suggestions for seminar
COMMENTS AND
FREQUENCY
PERCENTAGE
SUGGESTIONS
(N=40)
(%)
Comments
Nice and educational
16
40.00
Some topics was not clear
2
5.00
and one of the speakers was
boring
No comments
5
12.50
Suggestions
More info. on BFMC
10
25.00
and its benefits
Tap grassroots level and experts
4
10.00
Venue should be convenient
4
10.00
conduct seminar per barangay
3
7.50
more seminars should be conducted
2
5.00
continuous dissemination of info.
1
2.00
* Multiple responses
application of marketing strategies and production planning they have learned.
Meanwhile, 5 % of the respondents said that some topics were not clear and even one of
the speakers was boring and it makes them sleepy.
The finding also shows that 25% of the respondents suggested that the speakers
should provide more information and reports about the benefits and developments
cooperative during the seminar while 10% suggested that they should tap grassroots
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
35
levels which are the farmers and more speakers who are expert in marketing aspects of
cooperative. The same percent of the respondents suggested that the seminar should be
conducted in a more convenient place making the participants comfortable and they
should control the number participants.
Some of the respondents also suggested that the cooperative should conduct
seminar per barangay so that farmers from far barangays can attend the seminar and
farmers can easily understand the topics that will be discussed. The respondents who
suggested this believed that through this way, farmers might be convince to join the
cooperative. Continuous dissemination of information was also suggested by the
respondents to convince more farmers.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
36
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study focused on the perceptions and attitudes of La Trinidad farmers
towards the promotional strategies used by Benguet Farmers Marketing Cooperative
which are the radio program guesting and Pre-Membership Educational Seminar
(PMES). The study was conducted in the selected barangays of La Trinidad, Benguet
with the following objectives: characterize the La Trinidad farmers, determine the
respondents’ level of awareness, perceptions and attitudes toward the promotional
strategies used by Benguet Farmers Marketing Cooperative, and identify their comments
and suggestions for the improvement of the promotional strategies.
All data were gathered through interview schedule from the 40 respondents and
were analyzed through frequency counts and percentage. Questions were translated in
Ilokano and Kankana-ey to facilitate understanding between the researcher and the
respondents. The study was conducted from January to February 2011.
Majority of the respondents were male, married and belonged to age bracket 41-
50. Majority had formal education and only 11 of the 40 respondents were member of
Benguet Farmers Marketing Cooperative. Ibaloi and Kankana-ey were the leading tribal
affiliation of the respondents.
Among the 40 respondents, only 13 of them listened to the radio program
guesting of Mr. Frank Pagnas in the program Boses ti Farmers aired in DZWT. Majority
of them perceived it as convincing and effective as a promotional strategy since radio can
reach distant farmers, easy to access and most farmers were listening to radio.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
37
Majority of the respondents favored the time slot for the radio program guesting
and preferred it to be aired 5-6 AM in the morning. Meanwhile, majority of the 40
respondents who attended the Pre-Membership Educational Seminar were convinced to
join the cooperative because of its benefits most especially to the farmers. They also
claimed that the seminar was effective as a promotional strategy because information on
the cooperative was explained clearly and effectively.
Furthermore, the respondents suggested that more information on the cooperative
should be aired using simple terms so that farmers will be able to understand it. Speakers
during seminar should provide more information and reports on the development of the
cooperative. Also, the cooperative should conduct seminar per barangay to convince
more farmers.
Conclusions
Based on the results of the study, the following conclusions are drawn:
1. The radio program guesting was not so popular among the respondents.
2. The respondents have positive perceptions on Benguet Farmers Marketing
Cooperative.
3. The respondents have a generally positive attitude towards Benguet Farmer
Marketing Cooperative.
4. Majority of the respondents suggest that radio program guesting and seminars
should provide more information on the cooperative.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
38
Recommendations
Based on the conclusions, the following recommendations are drawn:
1. Radio program guesting of the cooperative must be aired continuously to
increase the awareness level of the respondents towards the radio program guesting.
2. The cooperative should conduct more seminars that will cater to the
information needs of the respondents on Benguet Farmers Cooperative
Marketing.
3. The Benguet Farmers Marketing Cooperative should consider the suggestions
of the respondents for the improvement of their promotional strategies.
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
39
LITERATURE CITED
ALLAN, M.G. 2007. Listenership of the program “ Boses Ti Farmers” in Poblacion
Kibungan, Benguet. BS Thesis. Benguet State University. La Trinidad,
Benguet. P. 18
ALLWORDS DICTIONARY. 1998. Awareness. Retrieved March 29, 2011 from
http://www.allwords.com/word-awareness.html
BARDOQUIN, J. P. 2008. Perception and attitude toward agricultural advertisements
on the television among vegetable farmers in La Trinidad, Benguet. BS Thesis.
Benguet State University. La Trinidad, Benguet. Pp. 13-16.
BOLONA, L.M. 2008. Evaluation of Commnunication strategies used by fiber industry
Development Authority (FIDA) in their agro-based industry program in
Kapangan, Benguet. BS Thesis. Benguet State University. La Trinidad,
Benguet. Pp. 28-29.
BUSITAN H. C. 2009. Perceptions and attitudes of service crews on bulletin boards in
the different McDonalds stores in Baguio and Benguet. BS Thesis. Benguet State
University. La Trinidad, Benguet. P. 7.
BUZZLE. 2000. Radio Advertising Ideas. Retrieved January 3, 2011 from
http://www. buzzle.com/articles/radio-advertising-ideas.html
CALISAAN, M. D. 2008. Communication strategies applied by the Department of
Agriculture in the promotion of Ginintuang Masaganang Ani (GMA) rice
program in Sablan, Benguet. BS Thesis. Benguet State University. La
Trinidad, Benguet. P. 31.
DIRECTORY M. 2006. Radio Advertisements. Retrieved January 3, 2011 from
http://articles.directorym.com/Radio_Advertising-a148.html
ENGEL, J.F., MARSHAW, M. and KINNER, T. 1989. Promotional Strategy: Managing
the Communication Process. Home Wood, III: Irwin. Pp. 6 and 7.
GODBOLE, M. 2000. Radio Advertising Advantages. Retrieved January 3, 2011 from
http://www.buzzle.com/articles/radio-advertising-advantages.html
HARD, R. 2011. Seminar. Retrieved December 28, 2010 from http:// event planning.
about.com/od/eventindustryglossaryrv/g/
def_seminar.htm
JONES, L. 2011. Importance of Awareness. Retrieved March 15, 2011 from
http://ezinearticles.com/?The-Importance-of-Awareness&id=5217510
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Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
40
KELLY, W.A. 1995. Educational Psychology. The Bruce Publisher Company. New
York. P. 40.
KOH, L. N. 2011 . Pre-Membeship Educational Seminar (PMES). (Personal Interview)
LUIS, J. O. 2008. Awareness and Perception of the Indigenous Peoples in Paco
Mankayan, Benguet on Cordillera Regional Autonomy as Affected by a Brochure.
BS Thesis. Benguet State University. La Trinidad, Benguet. P.11.
MANOHAR, U. 2000. Interpersonal Communication. Retrieved January 3, 2011 from
http://www.buzzle.com/articles/interpersonal-communication.html
MYERS, D.S. 1983. Social Psychology. New York:Mc Graw Hill Book Company. P. 12.
PAGNAS, F. 2010. Benguet Farmers Marketing Cooperative and Promotional Strategies
(Personal Interview)
PALAYEN, J . G. 2007. Perceptions of Baculungan Sur vegetable farmers on“ BOSES
TI FARMERS” program. BS Thesis. Benguet State University. La Trinidad,
Benguet. P 7.
PAVLINA, S. 2006. Interpersonal Communication and the Awareness Gap. Retrieved
March 15, 2011 from http://www.stevepavlina.com/blog/2006/02/interpersonal-
communication-and-the-awareness-gap/
PLOTNIK, R. 1999. Introduction to Psychology. Wadsworth Publishing Company.
Belmont, Australia. Pp. 588-589.
TAWANG, P. D. 2006. Perception and Attitudes of on Pesticide Posters at Madaymen,
Kibungan, Benguet. BS Thesis. Benguet State University. La Trinidad, Benguet.
Pp 14-15.
TAYABAN, A.D. 2009. Awareness level of La Trinidad residents regarding solid
waste management program (SWMP). BS Thesis. Benguet State University. La
Trinidad, Benguet. P. 5.
UNITED NATIONS POPULATION FUND (UNFPA). 1999. Information Education
And Communication (IEC) Programmes. Retrieved December 28, 2010 from
http://www.unfpa.org/emergencies/manual/a1.htm
WORLD HEALTH ORGANIZATION. 1995. Information Education and
Communication A Guide for AIDS Managers Programmes. Retrieved January 3,
2011 from www.dorluk.de/hp/iec_manual.pdf
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Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
41
YOUTH- TO -YOUTH. 1999. IEC Materials: Addressing Cultural Norms. Retrieved
December
28,
2010
from,http://www.youth-to-youth.org/iec_
materials.php?l1=2&l2=7
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
42
APPENDIX A
Communication Letter
Benguet State University
College of Agriculture
DEPARTMENT OF DEVELOPMENT COMMUNICATION
La Trinidad, Benguet
____________________
____________________
____________________
____________________
Sir,
Greetings!
I am a senior student of Benguet State University taking up Bachelor of Science in
Development Communication major in Community Broadcasting under the College of
Agriculture. As part of the requirement of this degree, I am currently conducting my
undergraduate thesis entitled “Perceptions and Attitudes of La Trinidad Farmers towards
the Promotional Strategies Used by Benguet Cooperative Marketing”.
In this connection, may I request your good office to allow me to gather important
information that will answer the objectives of my study from the concerned people in
your barangay. Rest assured that all information that will be gathered is for academic
purposes only.
Your approval to this request will be very much appreciated. Thank you and God bless.
Respectfully Yours,
IRENE B. CABINTA
Student Researcher
NOTED:
ANNA LIZA B. WAKAT
Adviser
APPROVED:
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
43
APPENDIX B
Interview Schedule
Benguet State University
College of Agriculture
Department of Development Communication
La Trinidad ,Benguet
Perceptions and Attitudes of La Trinidad Farmers on the Promotional Strategies
Used by Benguet Cooperative Marketing
INTERVIEW SCHEDULE FOR THE RESPONDENTS
Instruction: Please answer the following and put check mark on the appropriate column
to indicate your response.
I. SOCIO- DEMOGRAHIC PROFILE
Name (Optional): __________________________________________________
Age: _____________ Sex: ________ Civil Status: _____________________
Address: ________________________________________________________
Occupation: ______________________________________________________
Highest Educational Attainment:
Tribe: ____________________
_____Elementary
_____High School
Dialect spoken: ____________
_____College
_____Vocational
II. Awareness
1. Which of the following promotional strategy do you know?
A. Radio Advertisement
Station: _______________________________________________________
Program: ______________________________________________________
B. Seminar
Title: _____________________________________________________________
Date: _____________________________________________________________
Place: _____________________________________________________________
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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III. Perceptions
1. Radio
A. What can you say about the radio advertisements of Benguet Cooperative Marketing
is it
convincing? Why?
_____ attractive and catchy
_____ delivered clearly
_____ provide information about BCM
_____ Others (pls. specify)
Not convincing? Why?
_____ the radio advertisement is boring
_____ not delivered clearly
_____ does not give information about BCM
_____ Others (pls. specify)
B. What can you say about the time of airing?
_____ too late
_____ appropriate
_____ too early
_____ others (pls. specify)
C. What can say about the delivery of the radio advertisement?
_____ clear and effective
_____ too long and boring
_____ hard to understand
_____ too short
_____ Others (pls. specify)
D. Do you think the radio advertisement is an effective promotional strategy?
Yes, why? ______________________________________________________________
No, why? _____________________________________________________________
E. What are your comments and suggestion for the improvement of the radio
advertisement?
__________________________________________________________________
________________________________________________________________________
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
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45
2. Seminar
A. What do you think about the seminar conducted by BCM?
_____ promoting the BCM
_____ disseminating information and benefits of BCM
_____ convincing
_____ not convincing
_____ Others (pls. specify)
B. Do you think the seminar helps you to understand the goals and purpose of BCM?
Yes, Why? ________________________________________________________
No, Why? ________________________________________________________
C. Do you think the seminar conducted by BCM is effective in promoting the
cooperative?
Yes, Why? ________________________________________________________
No, why? ________________________________________________________
D. What are the perceived benefits of seminar?
__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
E. What are your comments and suggestion for the improvement of the upcoming
seminar?
__________________________________________________________________
________________________________________________________________________
________________________________________________________________________
IV. Attitudes
1. Radio Advertisement
A. Did you listen to the radio advertisement of the BCM?
Yes, why? _________________________________________________________
No, why? _________________________________________________________
B.What time of airing do you prefer to listen to it?
_________________________________________________________________
C. After listening to it, do you share and encourage your neighbors to listen to it?
___ Yes
___ No
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
46
D. Did the radio advertisement convince you to join the cooperative?
Yes, why _________________________________________________________
No, why? _________________________________________________________
2. Seminar
A. Did you attend any seminar conducted by Benguet Cooperative Marketing?
Yes, why? ________________________________________________________
_______________________________________________________________________
No, why? ________________________________________________________
_______________________________________________________________________
B. After attending the seminar, do you share the information to someone?
____ Yes
____ No
C. After attending the seminar, are you convince to join the cooperative?
Yes, why? _______________________________________________________
______________________________________________________________________
No, why? _______________________________________________________
______________________________________________________________________
Perceptions and Attitudes of La Trinidad Farmers Towards the Promotional Strategies Used by
Benguet Farmers Marketing Cooperative. CABINTA, IRENE B. APRIL 2011.
Document Outline
- Perceptions and Attitudes of La Trinidad FarmersTowards the Promotional Strategies Used by Benguet Farmers Marketing Cooperative
- BIBLIOGRAPHY
- TABLES OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED