BIBLIOGRAPHY BARDOQUIN, JENNY P. APRIL...
BIBLIOGRAPHY
BARDOQUIN, JENNY P. APRIL 2008. Perceptions on and Attitudes Towards
Agricultural Advertisements on Television Among Vegetable Farmers in La Trinidad,
Benguet. Benguet State University, La Trinidad, Benguet
Adviser: Anna Liza Basquial Wakat, BSc.
ABSTRACT
The study was conducted to characterize the respondents of the study, identify the
reasons of the respondents in watching television, enumerate some agricultural
advertisements the respondents recall, identify the TV channels where agricultural
advertisements are being shown, determine the perceptions of the respondents on
agricultural advertisements, determine the attitudes of the respondents towards
agricultural advertisements, identify some suggestions for the improvement of
agricultural advertisements and identify the information needs of the respondents.
An interview schedule was done to gather information in Swamp, La Trinidad,
Benguet. The study was conducted from December 2007 to January 2008.
Majority of the respondents were male, married, belonged to bracket 40-51 years
old, reached secondary level and were literate enough to understand agricultural
advertisements.
Majority of the respondents recalled agricultural advertisements in ABS-CBN that
were dramatized and through their brand names.
Majority of the respondents said that agricultural advertisements were helpful to
farmers because it inform farmers about new technologies and gives additional
information about pest management.
Moreover, majority of the respondents would recommend the agricultural
advertisements to others to prove if the products were effective and so that the farmers
will be updated.
Among the 60 respondents, 48.33% said that they were applying the information
they got from agricultural advertisements.
Suggestions for the improvement of the agricultural advertisements were: the
agricultural advertisements should be more creative by adding colorful visuals, should
have enough air time length, it should show more information about the products and
local channels should be monitored so that the reception would be clear.
The respondents wanted to be informed about pest control, insects that attack
strawberry, farm management, vegetable production and organic farming.
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TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objectives of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Importance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Limitation of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
REVIEW OF LITERATURE
The Growth of Advertising and Promotion. . . . . . . . . . . . . . . . . . . . . . . . . .
4
Television Ownership of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Reasons for Watching Television. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Perceptions of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Attitudes of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Suggestions of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Information Needs of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . .
7
Definition of Terms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
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METHODOLOGY
Locale and Time of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Respondents of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Data Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Data Gathered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Data Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
RESULTS AND DISCUSSION
Socio- Demographic Profile of the Respondents. . . . . . . . . . . . . . . . . . . . . .
13
Reasons for Watching Television. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
TV Channels where the Respondents Saw
the Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
Agricultural Advertisement that the Respondents Recalled. . . . . . . . . . . . .
17
Perceptions on the Length of the Agricultural
Advertisement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Advantages and Disadvantages of Watching
Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Reasons for Favoring or Not favoring
the Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Reasons in Recommending or Not Recommending
the Agricultural Advertisement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
Reasons for Applying or Not Applying the Information
from the Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
Effectiveness of Agricultural Advertisements in
Persuading Farmers to buy Agricultural Products. . . . . . . . . . . . . . . . . . . .
23
Respondents’ Satisfaction on the Information Shown
in Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Suggestions of the Respondents for the Improvement
of the Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
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Information Needs of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
29
Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
LITERATURE CITED. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
APPENDIX A. Survey Questionnaire. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
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1
INTRODUCTION
Rationale
Advertising is said to be the lifeblood of media. It provides information that helps
match buyers and sellers in the market place. It also affects consumer’s preferences and
tastes, changes product attribute and differentiates the product from competitive offerings
(Anonymous, 2007).
Advertising has a great influence on our lives. We are exposed to countless
commercial messages everyday persuading us to buy brand name products, creating
images for us to adopt, and convincing us that we need and want more. Because of this, it
is important for us to carefully examine advertisements to determine exactly what they
are saying. While most advertisements honestly inform and educate us, some are false or
deceptive and illegal (Anonymous, 2007).
Pesticide advertising could also play an important role in increasing farmers’ risk
aversion. Since training and motivational materials related to pest management are
relatively scarce, advertisements continue to play a major role in influencing farmers’
decisions (RiceIPM, 2003).
In La Trinidad, some farmers watch pesticide advertisements as the main source
of information. Others listen to radio, read posters, leaflets and brochures for them to
know important informations on farming.
Thus, it is important to know the perceptions and attitudes of the farmers on
agricultural advertisements shown on television.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
2
Statement of the Problem
The study aims to determine the perceptions and attitudes of vegetables farmers in
swamp area, La Trinidad, Benguet on Agricultural advertisements that are seen on
television. Specifically, it aims to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. Why do the respondents watch television?
3. What TV channels show agricultural advertisements?
4. What agricultural advertisements do the respondents recall?
5. What are the perceptions of the respondents on agricultural advertisements
shown on television?
6. What are the attitudes of farmers toward agricultural advertisements shown on
television?
7. What are the suggestions of the respondents for the improvement of
agricultural advertisements?
8. What are the information needs of the respondents?
Objectives of the Study
The study aims to:
1. Characterize the respondents;
2. Identify the reasons of the respondents in watching television;
3. Identify the TV channels where agricultural advertisements are being shown;
4. Enumerate some agricultural advertisements the respondents recall;
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
3
5. Determine the perceptions of the respondents on agricultural advertisements
on television;
6. Determine the attitudes of the respondents towards agricultural advertisements
on television;
7. Identify some suggestions for the improvement of agricultural advertisements;
8. Identify the information needs of the respondents.
Importance of the Study
The results of the study may help the respondents know how to improve their
farming practices through the information they acquired from agricultural advertisements
like pest and farm management, alternative products that they can use and organic
farming.
The study may also help television advertisers improve and produce more
advertisements that are beneficial and effective to farmers.
Scope and Limitation of the Study
The study was focused on the perceptions and attitudes of farmers on agricultural
advertisements shown on television like pesticides, fertilizers and feeds. The agricultural
advertisements were monitored on what time and channels they were aired.
It was limited to 60 farmers from Swamp area in La Trinidad, Benguet.
It did not include content analysis of the advertisements.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
4
REVIEW OF LITERATURE
The Growth of Advertising and Promotion
Advertising and promotion are an integral part of our social and economic
systems. In the complex society and economic system in which we live, advertising has
evolved into a vital communication system for both consumers and businesses. The
ability of advertising and other promotional methods to deliver carefully prepared
messages to targeted audiences has given them a major role in the marketing program of
most organizational companies ranging from large multinational corporations to small
retailers increasingly rely on advertising and promotion to help them market products and
services. In market-based economies, consumers have learned to rely on advertising and
other forms of promotion to provide them with information they can use in making
purchase decisions (Belch, et al, 1993).
Television Ownership of the Respondents
The public has widely accepted television ever since its first year of significant
operation in 1948. Television’s Bureau of Advertising estimates that television
commands 48% of our time as opposed to 32% for radio, 13% for newspapers and 7% for
magazines. Television set ownership increased dramatically after World War II. Network
began to develop major distribution systems at that time to reach affiliate stations in most
areas of the United States and in many foreign countries (Bittner, 1983).
At present, Luzon continues as driver of the ABC class in the national urban
scene, with Metro Manila as primary locale of the upper classes in Luzon. Luzon also
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
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registers the highest TV ownership at 92% and steady cable ownership at 23%.
AGBNMR survey also shows that the Visayas has the largest chunk of class E at 20%
and the most number of homes with children at 64%. Visayas has the lowest TV
ownership at 78%. Cable penetration is at 21%. Mindanao has the largest chunk of class
D at 60% and the most number of big families, the survey states. It adds that Mindanao
has the lowest cable penetration at 8%. An analysis of the September 3 to 16, 2006 data
shows that Luzon and Mindanao have almost 94% household and individual reach—the
percentage that watches TV at least one minute per day. Visayas registers an almost 90%
household reach. Females show the highest TV reach. In terms of age, kids registers the
highest TV reach followed by persons in their 40’s, then those in their 30’s and teens.
Those in their 20’s are at the last position (Anonymous, 2006).
Reasons for Watching Television
According to Emery (1980), television consumes more time and more attention of
more people than all other media leisure activities combined. Television requires no
mobility. Unlike movies on the theater, you do not have to go out to watch television. It is
there in the home, available at any time. Television does not require literacy. Unlike
print, it provides information about the world to the poorly educated and the illiterate.
Studies of Arboleda (1993) as cited by Ogsaen (2003), have shown that television
brings the family together in the home, making it unimportant for them to go out for
entertainment. It was also found to be most effective way to reduce boredom, due to its
informative and entertaining programs. Thus, with people staying home to watch, visiting
their neighbors and friends had become less frequent than before.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
6
Cid and Edwards (1990) as cited by Aboen (2007), stated that programs or soap
operas on television, feature the viewers’ own characteristics and manners. They can see
themselves in the main characters portrayed in the story and this touches their emotions
or their inner feelings after watching. Television also updates viewers on latest news,
products as well as how theses products can be used.
Perceptions of Respondents
People hear what they want to hear and remember information that agrees with
their personal views. We all have our own positions and preconceptions, if we hear
something we don’t agree with, we will turn it off, tune it out or manipulate the message
in our minds so it sounds like something we can agree with. In advertising, people tend to
listen to messages about products they like. This is a real problem for a new product or
for a product in an unpopular category (Wells, 1989).
In the study of Apilado (1981) as cited by Pucay (2003), most respondents who
have higher education understand agricultural information more through mass media.
They have more understanding on the technical know-how on modern ways of farming.
Attitudes of the Respondents
According to Wells (1989), opinion research is used to check how people feel
about other people, products and brands, appeals and contemporary trends. Attitudes
reflect consumers’ values. They tell the world what we stand for and identify the things
and ideas we consider important. They also track our positive and negative reactions to
things in our life. One of the most important areas for opinion research in advertising is
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
7
product and brand perception. It is important to know how consumers see the product
before developing an advertising strategy.
According to David (1980) as cited by Gosodan (2003), the socio-economic status
of the family affects the individual’s attitudes and interest even if the choice of media and
other television programs. Individuals with high economic status have wider range of
choices and those belong to low economic status have limited choices.
Suggestions of the Respondents
According to Balandan (1995) as cited by Ogsaen (2003), the majority of the
respondents suggested that the community channel in San Pablo City should have
different format or styles like a news type public forum, talk shows, entertainment
programs and others. Programs should be well advertised or promoted because still others
did not know. Flyers, posters and promotional materials should also be distributed for
additional information. Programs should also be improved, lively, interesting, with
audience participation and aired at the right time slots. They also suggested that present
reporters should be changed or replaced and they should be trained in broadcasting.
Information Needs of the Respondents
Study of Fernando (2001) on VIACOMM as cited by Gonzales (2005), the
respondents want possible business ventures where they can invest their money and earn
income to be able to afford the increasing basic commodities. The 75% are interested
about food preparations, food preservations and the like, 71% are interested about new
ordinances so they will not violet any of them. The 66% of the respondents are interested
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
8
about environmental topics and some are interested to job vacancies or opportunities,
health and tourist spot in Cordillera region.
Apilado (1981) as cited by Safawil (2005), stated that even though the vegetable
farmers in La Trinidad had particular choices, they desired the following subject matters
to be emphasized: vegetable production, orchard production, animal production,
population education, health and nutrition, forestry and environmental topics.
In the study of Balandan (1995) as cited by Ogsaen (2003), community news was
the most liked by the respondents who thought that they could benefit from it. Next were
topics on livelihood and business. Other topics included environment, household
information and house business, agriculture and games on TV.
Definition of Terms
1. Dramatization- the message is conveyed through the dialogue of two characters.
Usually, one character is presented as having a problem. The other character
offers him/her a solution. Later, the problematic character will be convinced and
become satisfied with the solution offered to him.
2. Jingle- the message is presented in a song or through musical form. It does not
always take professional musician to make a good jingle.
3. Straight narration- this format is the simplest, easiest and least costly to prepare.
The message is narrated by the announcer in a straightforward manner. (Tabing
and Osalla, 2001).
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
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METHODOLOGY
Locale and Time of the Study
La Trinidad (Figure 1) is made accessible to the 13 municipalities of the province
of Benguet by five highway systems such as; Mountain Trail on the Northeast, Mankayan
road on the North, Kennon road on the South, Kayapa road on the Southeast and
Naguillan road or Quirino Highway on the West. The town is bounded on the East by the
municipality of Itogon and the North by the municipality of Tublay and on the West by
the municipalities of Sablan and Tuba and on the South by Baguio City (Bugalin, 2005).
The study was conducted specifically in Swamp area (Figure 2) or famously
known as the “strawberry farm” in La Trinidad, Benguet. It is part of Barangay Betag and
located at km. 6 La Trinidad, Benguet. The farm is planted with vegetables like carrots,
lettuce, cabbage and other temperate crops. Strawberries are also grown in this area,
which is well known by tourists from different places in our country.
The study was conducted in December 2007.
Respondents of the Study
The respondents of the study were 60 vegetable farmers of Swamp, La Trinidad.
They will be purposively chosen based on the following criteria:
1. The farmers’ household should have a television in their house.
2. They should be television viewers.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
10
Figure 1. Map of Benguet showing the locale of the study.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
12
Figure 2. Map of La Trinidad, showing the location of the study.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television
Among Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
13
Data Collection
An interview schedule was used to gather information from the respondents. The
questions will be translated into highland Ilocano in order to facilitate understanding
between the researcher and the respondents.
Data Gathered
The data gathered were the socio-demographic profile of the respondents, the
reasons of the respondents in watching television, the TV channels where agricultural
advertisements are being shown, the agricultural advertisements the respondents recalled,
the perceptions and attitudes of the respondents toward agricultural advertisements,
suggestions for the improvement of agricultural advertisements and the information they
get from agricultural advertisements.
Data Analysis
All information from the respondents was tabulated, consolidated and analyzed
using descriptive statistics such as percentage, ranking and frequency counts.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
14
RESULTS AND DISCUSSION
Socio- Demographic Profile of the Respondents
Table 1 presents the general characteristics of the respondents in terms of age,
sex, civil status, educational attainment, main crops planted, other source of livelihood,
land ownership and farm size.
Age. Almost half of the respondents belonged to bracket 41-50 (45%) and only 2
(3.33%) belonged to age bracket 20 and below.
In the study of Ballesteros (1987) as cited by Pucay (2003), most of the
respondents belonged to age bracket 41-50.
Sex. In terms of their sex, majority or 61.66% were male and 38.33% were
female. This shows that males were actively engaged in farming.
Civil status. Majority or 81.66% of the respondents were married and 18.33%
were single.
The study agrees with the study of Ballesteros (1987) as cited by Pucay (2003),
where majority (95%) of the respondents were mostly married.
Educational attainment. Out of 60 respondents, 56.67% reached secondary; 30%
elementary and 13.33% reached college. The result shows that most of the respondents
have low educational attainment but are literate enough to understand information about
agricultural advertisements.
Tribal affiliation. Among the 60 respondents, 43.33% were Kankana-ey, 36.67%
were Ibaloi, 13% were Ifugao and one of them was half Ilocano and half Ilonggo who
migrated in La Trinidad.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
15
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS FREQUENCY PERCENTAGE (%)
(N=60)
Age bracket
20 and below 2
3.33
21-30
5
8.33
31-40
22
36.67
41-50
27
45.00
51-60
4
6.67
TOTAL
60
100
Sex
Male
37
61.67
Female
23
38.33
TOTAL
60
100
Civil Status
Married
49
81.67
Single
11
18.33
TOTAL
60
100
Educational Attainment
Elementary
18
30.00
High school
34
56.67
College
8
13.33
TOTAL
60
100
Tribal Affiliation
Kankana-ey
29
48.33
Ibaloi
22
36.67
Ifugao
6
13.33
Ilocano-Ilonggo
1
1.67
TOTAL
60
100
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
16
Table 1 Continued…
CHARACTERISTICS FREQUENCY PERCENTAGE (%)
(N=60)
Other Source of Livelihood
None 54 90.00
Carpentry 3 5.00
Storekeeping 2 3.33
Others (Referee)
1 1.67
Farm Size
300-400 sq.m
31
51.67
500-600 sq.m
23
38.33
700-800 sq.m
5
8.33
900-1000 sq.m
1
1.67
Main Crops Planted*
Strawberry
40
66.67
Lettuce
35
58.33
Onions
23
38.33
Celery
4
6.67
Carrots
3
5.00
* Multiple responses
Other source of livelihood. Majority (90%) of the respondents had no other source
of livelihood. Only 3 (5%) were carpenters, 2(3.33%) were storeowners and 1 (1.66%)
was paid as a referee of basketball during athletic events.
Farm size. Among the 60 respondents, 51.67% cultivated 300-400 sq.m; 500-600
sq.m were cultivated by 23 of the respondents; 8.33% cultivated 700-800 sq.m and only 1
of the respondents cultivated 900-1,000 sq.m of land.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
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Main crops planted. In terms of crops planted, strawberry with 66.67% was the
main crop planted by the respondents, followed by lettuce with 58.33%; onions
(38.33%); celery (6.67%) and carrots (5%).
Reasons for Watching Television
Table 2 shows the several reasons of the respondents in watching television. The
leading reason was it gives information about agriculture (71.67%) followed by for
entertainment (58.33%) through the movies they watch on HBO, Cinemax, etc. and
sports in ABC channel and Solar Sports.
Table 2. Reasons for watching television
REASONS FREQUENCY (N=60) PERCENTAGE (%)
It gives information about
agriculture
43
71.67
It entertains
35
58.33
*Multiple responses
TV Channels where the Respondents Saw
the Agricultural Advertisements
Table 3 shows the TV channels where the respondents saw the agricultural
advertisements. Majority (98.33%) of the respondents said that they saw more
agricultural advertisements in ABS-CBN while 9 (15.25%) in GMA-7.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
18
Table 3. TV channels where the respondents saw the agricultural advertisements
TV CHANNEL FREQUENCY (N=60) PERCENTAGE (%)
ABS-CBN
59
98.33
GMA
9
15.25
*Multiple responses
Agricultural Advertisements that the Respondents Recalled
Table 4 presents the brands of pesticides, insecticides, fertilizers and feeds that the
respondents recalled. Siga, which is an insecticide, aired in ABS-CBN from Mondays to
Fridays ranked first, 33.33%; Pigrolac starter feeds, (23.33%) ranked second and aired in
ABS-CBN; followed by Mama Pro milk enhancer feeds (21.67%), which is aired also in
ABS-CBN from Mondays to Fridays.
Most of the agricultural advertisements were aired two to three times a day on
local programs especially during TV Patrol Northern Luzon (ABS-CBN) which was from
5:30-6:00 pm and some were shown in GMA-7 everyday from 1:00-5:00 pm.
Siga. Insecticide used for temperate crops like cabbage, carrots, carrots etc. It is
classified as organophosphate. It is aired in ABS-CBN every Monday to Friday from
1:00-5:00 pm especially during TV Patrol Northern Luzon.
Pigrolac. Starter feeds for piglets that are 45-50 days old. It is aired in ABS-CBN
every Monday to Friday especially during TV Patrol Northern Luzon from 1:00-5:00 pm
using a jingle.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
19
Mama Pro. This is a milk enhancer which is a product of Pigrolac to make sure
that there will be enough milk for each piglet. It is aired in ABS-CBN every Monday to
Friday from 1:00-5:00 pm during TV Patrol Northern Luzon using a jingle.
Table 4. Agricultural advertisements on television that the respondents recalled
BRAND NAME CLASSIFICATION TREATMENT FREQUENCY PERCENTAGE
(N=60) (%)
Siga
Insecticide
Dramatized 20
33.33
Pigrolac
Feeds
Jingle 14
23.33
(Starter feeds)
Mama Pro Feeds
Jingle 13 21.67
(Milk enhancer)
Padan
Insecticide
Straight narration 12 20.00
Siglat
Pesticide
Straight narration 9 15.00
Crop Giant Fertilizer
Dramatized 7 11.67
Antracol
Pesticide Straight narration 5
8.33
Captan
Pesticide
Dramatized 3
5.00
B-meg
Feeds
Dramatized 1
1.67
*Multiple responses
Perceptions on the Length of the Agricultural Advertisement
Table 5 shows the perceptions of the respondents on the length of the agricultural
advertisements which were aired from 1-3 minutes. Most (60%) of the respondents said
that the advertisements had enough time duration, 30% said that it was too short because
the information shown were incomplete and 8.33% said it was too long and sometimes
were boring because of the long information they about the products.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
20
Table 5. Perceptions on the length of the agricultural advertisement
REACTION FREQUENCY (N=60) PERCENTAGE (%)
Enough
36
60.00
Too short
18
30.00
Too long
5
8.33
TOTAL
60
100
Advantages and Disadvantages of Watching
Agricultural Advertisements
Table 6 presents the advantages and disadvantages of watching agricultural
advertisements as perceived by the respondents. The leading answer was it gives
additional information on pest management where farmers were able to easily control
pests and insects that attack their crops (81.67%); followed by farmers are informed
about new technologies used in farming (75%) and it can help farmers choose alternative
products to use (16.67%).
On the other hand, out of 60 respondents, 26 (43.33%) said that there were no
disadvantages of watching agricultural advertisements. Others reasons were some of the
information they show are not true (36.67%), it affects the farmers’ decision in buying
new products (15%) because some of the farmers tried other products that were not
effective. Lastly, farmers said that the information are sometimes exaggerated.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
21
Table 6. Advantages and disadvantages of watching agricultural advertisements
REASONS FREQUENCY (N=60) PERCENTAGE (%)
Advantages
Gives additional information on
pest management 49
81.67
Farmers are informed about new
technologies used in farming
42
75.00
It can help farmers choose
alternative products to use
11
16.67
Disadvantages
None
26
43.33
Some of the information they
show are not true
22
36.67
It affects the farmers in buying
new products that are not effective 9
13.33
The information are sometimes
exaggerated
6
10.00
*Multiple responses
Reasons for Favoring or Not Favoring
the Agricultural Advertisements
Table 7 shows the reasons of the respondents for favoring and not favoring the
agricultural advertisements. Majority (81.67%) of the respondents were in favor of the
advertisements because of the information they show about agriculture while 16
(26.67%) said that the products shown in the advertisements are effective.
On the other hand, only 10% of the respondents were not in favor of the
advertisements because some of the products are not effective.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
22
Table 7. Reasons for favoring or not favoring the agricultural advertisements
REASONS FREQUENCY (N=60) PERCENTAGE (%)
For favoring
Helpful to farmers because
of the information they show
49
81.67
The products shown in the
advertisements are effective
6
26.67
For not favoring
Some of the products are not
effective
6
10.00
*Multiple responses
Reasons for Recommending or Not Recommending
the Agricultural Advertisement
Table 8 presents the reasons of the respondents for recommending and not
recommending the agricultural advertisements. Forty (66.67%) of the respondents said
that they will recommend the agricultural advertisements to other farmers to prove if the
products are effective and for other farmers to be updated 13.33%.
However, 18 (30%) of the respondents said that they want to use the products first
to prove if it is effective and to know if the product is worth recommending and 13.33%
said that the products could be dangerous to one’s health.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
23
Table 8. Reasons for recommending or not recommending the agricultural
advertisement
REASONS FREQUENCY (N=60) PERCENTAGE (%)
For recommending
To prove if the product is
effective
40
66.67
So that farmers will be updated 8
13.33
For not recommending
Try first the product before
recommending to others
18
30.00
It can be dangerous to our health
8
13.33
*Multiple responses
Reasons for Applying or Not Applying the Information
from the Agricultural Advertisements
Table 9 shows the reasons of the respondents for applying and not applying the
information they get from agricultural advertisements. Thirty-six (48.33%) respondents
said that they applied the information to prove if the products are effective and to
increase productivity (15%).
Twenty-seven (45%) of the respondents said that they tried the products but did
not apply the information because they had their own way of applying the agricultural
products and the products are sometimes not effective.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
24
Table 9. Reasons for applying or not applying the information from the agricultural
advertisements
REASONS FREQUENCY (N=60) PERCENTAGE (%)
For applying
To prove if the products are
effective
36
48.33
To increase productivity
9
15.00
For not applying
The products are sometimes
not effective
27
45.00
*Multiple responses
Effectiveness of Agricultural Advertisements in Persuading
Farmers to Buy Agricultural Products
Table 10 presents the perception of the respondents on the effectiveness of
agricultural advertisements in persuading farmers to buy products. Majority (80%) of the
respondents said that agricultural advertisements did not affect them in buying pesticides,
insecticides, fertilizers and feeds, while the rest said that the agricultural advertisements
were effective in persuading them to buy products. They said that they bought what was
advertised to compare it with the products that they have tried.
Unfortunately, according to them, some products were not effective and it led to
financial loss.
This finding agrees with that of the results of Pucay (2003), where most (60%) of
the respondents said that they cannot just adopt pesticides introduced to them without
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
25
testing its capability or verifying it to any person who is knowledgeable with the
technology.
Table 10. Effectiveness of agricultural advertisements in persuading farmers to buy
agricultural products
CATEGORY FREQUENCY (N=60) PERCENTAGE (%)
Not effective
48
80.00
Effective
12
20.00
TOTAL
60
100
Respondents’ Satisfaction on the Information Shown
in Agricultural Advertisements
Table 11 shows that out of 60 respondents, 68.33% said that they were satisfied
with the information shown in the agricultural advertisements because farmers gained
information and knowledge from the advertisements and they also showed new
technologies like new varieties of rice and organic fertilizers that can be used by the
farmers and can produce higher income.
Only 31.66% of the respondents were not satisfied because they wanted to try the
products first and some of the information shown are not true and are sometimes
exaggerated.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
26
Table 11. Respondents’ satisfaction on the information shown in agricultural
advertisements
RESPONSE FREQUENCY (N=60) PERCENTAGE (%)
Satisfied 41 68.33
Not Satisfied 19 31.67
TOTAL
60
100
Suggestions of the Respondents for the Improvement
of the Advertisements
Table 12 presents the respondents’ suggestions for the improvement of the
agricultural advertisements. Thirty-four (56.67%) of the respondents suggested that the
advertisements should be creative to attract the attention of the viewers, 38.33% said that
agricultural advertisements should have enough airing time, 15% suggested that the
advertisement should be clear because some of them looked old. This could be due to the
reception of local channels. Lastly, 15% said that advertisers should add more
information about the products like its effects on plants and the dosage of the products.
Table 12. Suggestions of the respondents for the improvement of the advertisements
SUGGESTIONS FREQUENCY (N=60) PERCENTAGE (%)
Make the advertisement creative
34
56.67
Enough time for the advertisement 23
38.33
Make the advertisements clear
because some looked old and blurry 9
15.00
Add more information about
the products
9
15.00
*Multiple responses
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
27
Information Needs of the Respondents
Table 13 presents the information needs of the respondents. It shows that 46.67%
requested information for pest control and insects that attack strawberry (43.33%). Other
information needs were farm management, vegetable production and organic fertilizers.
The result is similar to that of the study of Laguitnay (2002) as cited by Pocdo
(2003), that there were 21 or 46.66% of the respondents in Pacso, Kabayan, Benguet who
requested information on pest control, specifically leaf miners and diseases to be included
in the discussion of the extension programs of Benguet State University.
Table 13. Information needs of the respondents
INFORMATION FREQUENCY (N=60) PERCENTAGE (%)
Pest Management
28
46.67
Insects that attack strawberry
26
43.33
Farm Management
12
20.00
Vegetable Production
6
10.00
Organic Fertilizer
4
6.67
*Multiple responses
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
28
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in Swamp, La Trinidad, Benguet to characterize the
respondents; identify the reasons of the respondents in watching television; identify the
TV channels where agricultural advertisements are being shown; enumerate some
agricultural advertisements the respondents recall; determine the perceptions and
attitudes of the respondents towards agricultural advertisements on television; identify
some suggestions for the improvement of agricultural advertisements and identify the
information needs of the respondents.
The study included 60 respondents who were vegetable growers. Majority of them
belonged to bracket 41-50; mostly male; married; reached secondary level and cultivated
300-400 sq.m farm land.
Majority of the respondents have seen agricultural advertisements in ABS-CBN
and some in GMA 7.
Majority of the respondents recalled agricultural advertisements that were
dramatized and through the brand names of pesticides, insecticides, fertilizers and feeds
such as Siga, Pigrolac (Starter feeds) and Mama Pro (Milk enhancer).
Majority of the respondents said that agricultural advertisements had enough air
time length.
As perceived by the respondents, majority of them said that agricultural
advertisements informed farmers about new technologies in farming and it gives
additional information on pest management.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
29
However, some of the respondents said that the information from agricultural
advertisements were sometimes not true and exaggerated. It also persuaded the farmers to
buy new products that were not effective that that led to financial loss.
Majority of the respondents were in favor of the agricultural advertisements
because of the information shown were helpful to farmers but some were not in favor
because the products shown in the agricultural advertisements were not effective.
Majority of the respondents recommended the agricultural advertisements to
others to prove if the products are not effective and so that farmers will be updated.
However, some of the respondents did not recommend the agricultural
advertisements to others because they wanted to try the products first and it could be
dangerous to one’s health.
Among the 60 respondents, 48.33% said that they were applying the information
they got from agricultural advertisements to prove if the products were effective and to
increase productivity.
Majority of the respondents said that the agricultural advertisements persuaded
them in buying agricultural products because they tried using other products to compare
it with the products they have tried.
The respondents suggested that the advertisements should be more creative by
adding colorful visuals, should have enough air time for the advertisements, should show
more information about the products and should be clear because some of them looked
old and the reception of the local channels were blurry.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
30
With regards to the information needs, the respondents wanted to be informed
about pest control, insects that attack strawberry, farm management, vegetable production
and organic farming.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Agricultural advertisements are helpful to farmers because the information
they show.
2. Agricultural advertisements cannot persuade the Swamp farmers in buying
agricultural products.
3. The respondents’ perceptions and attitudes on agricultural advertisements were
mostly positive.
4. Most of the respondents suggest that agricultural advertisements should be
more creative.
5. The respondents wanted to be informed about pest control, insects that attack
strawberry, farm management, vegetable production and organic farming.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
31
Recommendations
Based on the findings and conclusions, the following are recommended:
1. Agricultural advertisements should show complete information so that the
people especially farmers will know more information about the agricultural
products being advertised.
2. Advertisers should make the advertisements creative to attract more viewers.
3. The reception of local channels should be monitored so that the agricultural
advertisements will not be blurry.
4. Producers should also conduct surveys to determine the information needs of
the farmers for the improvement of the advertisements and to produce more
agricultural advertisements.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
32
LITERATURE CITED
ANONYMOUS, 2007. Advertising retrieved on October 5, 2007 from
http://en.wikipedia.org/wiki/Advertising
ANONYMOUS. AGB Neilsen Media Research Pioneers nationwide Quality TV Ratings:
Ratings from Electronic Panels. October 26, 2006. Retrieved from
http://www.agbnielsen.net/whereweare/localnews.asp?id=Philippines&newstyp
e=L&mode=full&language=english
ABOEN, F. 2007. Mass Media Habits of the Farmers of Barangay Dalipey, Bakun and in
Barangay Poblacion, Kibunagn, Benguet. P4.
BELCH, E. et al. 1993. Introduction to Advertisng and Promotion: An Integrated
Marketing Communications Perspective (2nd Edition). Richard D. Irwin, Inc.,
1990 and 1993. P6.
BITTNER, J. 1983. An introduction to Mass Communication. Prentice-Hall, Inc.,
Englewood Cliffs, N.J 07632. Pp.131-149.
BUGALIN, G. 2005. Evaluation of “Art Angel” of GMA-7 in Teaching Artistic Skills to
the Pupils of Selected Public elementary Schools in La Trinidad, Benguet. P.12.
EMERY, M. 1980. Readings in Mass Communication (Concepts and Issues in the Mass
Media). Wm.C Brown Company Publishers. Dubuque, Iowa. P.21.
GONZALES, M. 2005. The Potential of Viacomm as a Means of Communication for
Agricultural Development in La Trinidad. BS Thesis. Benguet State University.
P.9.
GOSODAN, D. 2003. Perceptions and Attitudes of Lepanto National High School
Students on Japanese Cartoon Anime. P4.
OGSAEN, J. 2003. Perception on Programs of Sky 12 in Five Barangays of Baguio City.
BS Thesis. Benguet State University. P.7-8.
POCDO, M. 2003. Attitudes and Perceptions of Farmers on BSU on the Air in Barangay
Pacso, Kabayan, Benguet. P.21.
PUCAY, L. 2003. The Impact of radio Commercials about Pesticide on the Pesticide
Preferences of Vegetable farmers in the Five Barangays of Kapangan, Benguet.
BS Thesis. Benguet State University. P.21.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
33
RICEIPM, 2003. University of Queensland and International Rice Research Institute
retrieved on December 16, 2007 from
http://www.knowledgebank.irri.org/RiceIPM/IPMInformation/FAQS/Frequentl
y Asked Questions from Trainers.htm
SAFAWIL, B. 2005. Effectiveness of the Radio Drama “Salaknib ti Nakaparsuaan” in
Promoting Environmental Awareness in Atok, Benguet. BS Thesis. Benguet
State University. P.6.
TABING, L. and OSALLA, T. 2001. Development of Print and Radio Communication
Materials. Volume III. University of the Philippines Open University. P.94.
WELLS, W. 1989. Advertising Principles and Practice. Prentice-Hall, Inc., A Division Of
Simon And Schuster, Englewood Cliffs, N.J 07632. P.38-40.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
34
APPENDIX A. Interview Schedule
A. RESPONDENT CHARACTERISTICS
1. Name (optional): _________________________
2. Age: _____
3. Sex: _____Male _____Female
4. Civil Status:
_____Single _____Separated
_____Married _____Widow/widower
5. Educational Attainment
_____Elementary level/graduate _____No formal education
_____Secondary level/graduate _____Others (please specify)
_____College level/graduate _____________________________
6. Tribe
_____Kankana-ey
_____Ilocano
_____Ibaloi
_____Others (please specify)
7. Main Crops Planted
_____Cabbage _____Chinese Cabbage
_____Beans _____Others (please specify)
_____Potato _____________________________
8. Other source of livelihood
_____Carpentry _____Store keeping
_____Animal Raising _____Others (please specify)
_____Jeepney driver _____________________________
9. Farm size
_____100-200 sq. m
_____ 700- 800 sq. m
_____300- 400 sq. m
_____ 900- 1,000 sq. m
_____500- 600 sq. m
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
35
B. REASONS FOR WATCHING TELEVISION
_____It gives me information about agriculture
_____It entertainment
_____It somehow eases tension
_____To gather information
_____Others (please specify)_____________________________________
C. WHAT TV ADVERTISEMENTS DO YOU RECALL?
__________________________________________________________________
D. IN WHAT TV CHANNEL HAVE YOU SEEN IT?
_______________________________.
E. RESPONDENTS’ PERCEPTIONS ON AGRICULTURAL ADVERTISEMENTS
1. What can you say about the length of the advertisement?
_____Too
long _____Enough
_____Too
short
_____Others
(please
specify)
2. What are the advantages in watching agricultural advertisements?
__________________________________________________________________
__________________________________________________________________
________________________________.
3. What are the disadvantages in watching agricultural advertisements?
__________________________________________________________________
__________________________________________________________________
________________________________.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
36
F. RESPONDENTS’ ATTITUDES ON AGRICULTURAL ADVERTISEMENTS
1. Are you in favor of the advertisements shown?
_____Yes,why?___________________________________________________.
_____No,why?___________________________________________________.
2. Are you willing to recommend the advertisement?
_____Yes,why?___________________________________________________.
_____No,why?___________________________________________________.
3. Are you applying the information you get from agricultural advertisements in
your farm activities?
_____Yes,why?___________________________________________________.
_____No,why?____________________________________________________.
4. Are these agricultural advertisements affecting you in deciding what products to
buy? (Fertilizers, pesticides, feeds)
_____Yes
_____No
5. Are you satisfied with the information being shown?
_____Yes,why?___________________________________________________.
_____No,why?___________________________________________________.
H. SUGGESTIONS OF THE RESPONDENTS FOR THE IMPROVEMENT OF THE
ADVERTISEMENT.
_____________________________________________________________________
_____________________________________________________________________
____________________________________________.
I. INFORMATION NEEDS OF THE RESPONDENTS
1. What topics do you want to be advertised?
_____________________________________________________________________
_________________________________________________________________.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
12
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
BARDOQUIN, JENNY P. APRIL 2008. Perceptions on and Attitudes Towards
Agricultural Advertisements on Television Among Vegetable Farmers in La Trinidad,
Benguet. Benguet State University, La Trinidad, Benguet
Adviser: Anna Liza Basquial Wakat, BSc.
ABSTRACT
The study was conducted to characterize the respondents of the study, identify the
reasons of the respondents in watching television, enumerate some agricultural
advertisements the respondents recall, identify the TV channels where agricultural
advertisements are being shown, determine the perceptions of the respondents on
agricultural advertisements, determine the attitudes of the respondents towards
agricultural advertisements, identify some suggestions for the improvement of
agricultural advertisements and identify the information needs of the respondents.
An interview schedule was done to gather information in Swamp, La Trinidad,
Benguet. The study was conducted from December 2007 to January 2008.
Majority of the respondents were male, married, belonged to bracket 40-51 years
old, reached secondary level and were literate enough to understand agricultural
advertisements.
Majority of the respondents recalled agricultural advertisements in ABS-CBN that
were dramatized and through their brand names.
Majority of the respondents said that agricultural advertisements were helpful to
farmers because it inform farmers about new technologies and gives additional
information about pest management.
Moreover, majority of the respondents would recommend the agricultural
advertisements to others to prove if the products were effective and so that the farmers
will be updated.
Among the 60 respondents, 48.33% said that they were applying the information
they got from agricultural advertisements.
Suggestions for the improvement of the agricultural advertisements were: the
agricultural advertisements should be more creative by adding colorful visuals, should
have enough air time length, it should show more information about the products and
local channels should be monitored so that the reception would be clear.
The respondents wanted to be informed about pest control, insects that attack
strawberry, farm management, vegetable production and organic farming.
ii
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objectives of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Importance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Limitation of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
REVIEW OF LITERATURE
The Growth of Advertising and Promotion. . . . . . . . . . . . . . . . . . . . . . . . . .
4
Television Ownership of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Reasons for Watching Television. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Perceptions of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Attitudes of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Suggestions of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Information Needs of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . .
7
Definition of Terms. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
iii
METHODOLOGY
Locale and Time of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Respondents of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
9
Data Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Data Gathered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Data Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
RESULTS AND DISCUSSION
Socio- Demographic Profile of the Respondents. . . . . . . . . . . . . . . . . . . . . .
13
Reasons for Watching Television. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
TV Channels where the Respondents Saw
the Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
16
Agricultural Advertisement that the Respondents Recalled. . . . . . . . . . . . .
17
Perceptions on the Length of the Agricultural
Advertisement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Advantages and Disadvantages of Watching
Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Reasons for Favoring or Not favoring
the Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Reasons in Recommending or Not Recommending
the Agricultural Advertisement. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
Reasons for Applying or Not Applying the Information
from the Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
Effectiveness of Agricultural Advertisements in
Persuading Farmers to buy Agricultural Products. . . . . . . . . . . . . . . . . . . .
23
Respondents’ Satisfaction on the Information Shown
in Agricultural Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Suggestions of the Respondents for the Improvement
of the Advertisements. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
iv
Information Needs of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
29
Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
LITERATURE CITED. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
30
APPENDIX A. Survey Questionnaire. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
33
v
1
INTRODUCTION
Rationale
Advertising is said to be the lifeblood of media. It provides information that helps
match buyers and sellers in the market place. It also affects consumer’s preferences and
tastes, changes product attribute and differentiates the product from competitive offerings
(Anonymous, 2007).
Advertising has a great influence on our lives. We are exposed to countless
commercial messages everyday persuading us to buy brand name products, creating
images for us to adopt, and convincing us that we need and want more. Because of this, it
is important for us to carefully examine advertisements to determine exactly what they
are saying. While most advertisements honestly inform and educate us, some are false or
deceptive and illegal (Anonymous, 2007).
Pesticide advertising could also play an important role in increasing farmers’ risk
aversion. Since training and motivational materials related to pest management are
relatively scarce, advertisements continue to play a major role in influencing farmers’
decisions (RiceIPM, 2003).
In La Trinidad, some farmers watch pesticide advertisements as the main source
of information. Others listen to radio, read posters, leaflets and brochures for them to
know important informations on farming.
Thus, it is important to know the perceptions and attitudes of the farmers on
agricultural advertisements shown on television.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
2
Statement of the Problem
The study aims to determine the perceptions and attitudes of vegetables farmers in
swamp area, La Trinidad, Benguet on Agricultural advertisements that are seen on
television. Specifically, it aims to answer the following questions:
1. What is the socio-demographic profile of the respondents?
2. Why do the respondents watch television?
3. What TV channels show agricultural advertisements?
4. What agricultural advertisements do the respondents recall?
5. What are the perceptions of the respondents on agricultural advertisements
shown on television?
6. What are the attitudes of farmers toward agricultural advertisements shown on
television?
7. What are the suggestions of the respondents for the improvement of
agricultural advertisements?
8. What are the information needs of the respondents?
Objectives of the Study
The study aims to:
1. Characterize the respondents;
2. Identify the reasons of the respondents in watching television;
3. Identify the TV channels where agricultural advertisements are being shown;
4. Enumerate some agricultural advertisements the respondents recall;
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
3
5. Determine the perceptions of the respondents on agricultural advertisements
on television;
6. Determine the attitudes of the respondents towards agricultural advertisements
on television;
7. Identify some suggestions for the improvement of agricultural advertisements;
8. Identify the information needs of the respondents.
Importance of the Study
The results of the study may help the respondents know how to improve their
farming practices through the information they acquired from agricultural advertisements
like pest and farm management, alternative products that they can use and organic
farming.
The study may also help television advertisers improve and produce more
advertisements that are beneficial and effective to farmers.
Scope and Limitation of the Study
The study was focused on the perceptions and attitudes of farmers on agricultural
advertisements shown on television like pesticides, fertilizers and feeds. The agricultural
advertisements were monitored on what time and channels they were aired.
It was limited to 60 farmers from Swamp area in La Trinidad, Benguet.
It did not include content analysis of the advertisements.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
4
REVIEW OF LITERATURE
The Growth of Advertising and Promotion
Advertising and promotion are an integral part of our social and economic
systems. In the complex society and economic system in which we live, advertising has
evolved into a vital communication system for both consumers and businesses. The
ability of advertising and other promotional methods to deliver carefully prepared
messages to targeted audiences has given them a major role in the marketing program of
most organizational companies ranging from large multinational corporations to small
retailers increasingly rely on advertising and promotion to help them market products and
services. In market-based economies, consumers have learned to rely on advertising and
other forms of promotion to provide them with information they can use in making
purchase decisions (Belch, et al, 1993).
Television Ownership of the Respondents
The public has widely accepted television ever since its first year of significant
operation in 1948. Television’s Bureau of Advertising estimates that television
commands 48% of our time as opposed to 32% for radio, 13% for newspapers and 7% for
magazines. Television set ownership increased dramatically after World War II. Network
began to develop major distribution systems at that time to reach affiliate stations in most
areas of the United States and in many foreign countries (Bittner, 1983).
At present, Luzon continues as driver of the ABC class in the national urban
scene, with Metro Manila as primary locale of the upper classes in Luzon. Luzon also
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
5
registers the highest TV ownership at 92% and steady cable ownership at 23%.
AGBNMR survey also shows that the Visayas has the largest chunk of class E at 20%
and the most number of homes with children at 64%. Visayas has the lowest TV
ownership at 78%. Cable penetration is at 21%. Mindanao has the largest chunk of class
D at 60% and the most number of big families, the survey states. It adds that Mindanao
has the lowest cable penetration at 8%. An analysis of the September 3 to 16, 2006 data
shows that Luzon and Mindanao have almost 94% household and individual reach—the
percentage that watches TV at least one minute per day. Visayas registers an almost 90%
household reach. Females show the highest TV reach. In terms of age, kids registers the
highest TV reach followed by persons in their 40’s, then those in their 30’s and teens.
Those in their 20’s are at the last position (Anonymous, 2006).
Reasons for Watching Television
According to Emery (1980), television consumes more time and more attention of
more people than all other media leisure activities combined. Television requires no
mobility. Unlike movies on the theater, you do not have to go out to watch television. It is
there in the home, available at any time. Television does not require literacy. Unlike
print, it provides information about the world to the poorly educated and the illiterate.
Studies of Arboleda (1993) as cited by Ogsaen (2003), have shown that television
brings the family together in the home, making it unimportant for them to go out for
entertainment. It was also found to be most effective way to reduce boredom, due to its
informative and entertaining programs. Thus, with people staying home to watch, visiting
their neighbors and friends had become less frequent than before.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
6
Cid and Edwards (1990) as cited by Aboen (2007), stated that programs or soap
operas on television, feature the viewers’ own characteristics and manners. They can see
themselves in the main characters portrayed in the story and this touches their emotions
or their inner feelings after watching. Television also updates viewers on latest news,
products as well as how theses products can be used.
Perceptions of Respondents
People hear what they want to hear and remember information that agrees with
their personal views. We all have our own positions and preconceptions, if we hear
something we don’t agree with, we will turn it off, tune it out or manipulate the message
in our minds so it sounds like something we can agree with. In advertising, people tend to
listen to messages about products they like. This is a real problem for a new product or
for a product in an unpopular category (Wells, 1989).
In the study of Apilado (1981) as cited by Pucay (2003), most respondents who
have higher education understand agricultural information more through mass media.
They have more understanding on the technical know-how on modern ways of farming.
Attitudes of the Respondents
According to Wells (1989), opinion research is used to check how people feel
about other people, products and brands, appeals and contemporary trends. Attitudes
reflect consumers’ values. They tell the world what we stand for and identify the things
and ideas we consider important. They also track our positive and negative reactions to
things in our life. One of the most important areas for opinion research in advertising is
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
7
product and brand perception. It is important to know how consumers see the product
before developing an advertising strategy.
According to David (1980) as cited by Gosodan (2003), the socio-economic status
of the family affects the individual’s attitudes and interest even if the choice of media and
other television programs. Individuals with high economic status have wider range of
choices and those belong to low economic status have limited choices.
Suggestions of the Respondents
According to Balandan (1995) as cited by Ogsaen (2003), the majority of the
respondents suggested that the community channel in San Pablo City should have
different format or styles like a news type public forum, talk shows, entertainment
programs and others. Programs should be well advertised or promoted because still others
did not know. Flyers, posters and promotional materials should also be distributed for
additional information. Programs should also be improved, lively, interesting, with
audience participation and aired at the right time slots. They also suggested that present
reporters should be changed or replaced and they should be trained in broadcasting.
Information Needs of the Respondents
Study of Fernando (2001) on VIACOMM as cited by Gonzales (2005), the
respondents want possible business ventures where they can invest their money and earn
income to be able to afford the increasing basic commodities. The 75% are interested
about food preparations, food preservations and the like, 71% are interested about new
ordinances so they will not violet any of them. The 66% of the respondents are interested
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
8
about environmental topics and some are interested to job vacancies or opportunities,
health and tourist spot in Cordillera region.
Apilado (1981) as cited by Safawil (2005), stated that even though the vegetable
farmers in La Trinidad had particular choices, they desired the following subject matters
to be emphasized: vegetable production, orchard production, animal production,
population education, health and nutrition, forestry and environmental topics.
In the study of Balandan (1995) as cited by Ogsaen (2003), community news was
the most liked by the respondents who thought that they could benefit from it. Next were
topics on livelihood and business. Other topics included environment, household
information and house business, agriculture and games on TV.
Definition of Terms
1. Dramatization- the message is conveyed through the dialogue of two characters.
Usually, one character is presented as having a problem. The other character
offers him/her a solution. Later, the problematic character will be convinced and
become satisfied with the solution offered to him.
2. Jingle- the message is presented in a song or through musical form. It does not
always take professional musician to make a good jingle.
3. Straight narration- this format is the simplest, easiest and least costly to prepare.
The message is narrated by the announcer in a straightforward manner. (Tabing
and Osalla, 2001).
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
9
METHODOLOGY
Locale and Time of the Study
La Trinidad (Figure 1) is made accessible to the 13 municipalities of the province
of Benguet by five highway systems such as; Mountain Trail on the Northeast, Mankayan
road on the North, Kennon road on the South, Kayapa road on the Southeast and
Naguillan road or Quirino Highway on the West. The town is bounded on the East by the
municipality of Itogon and the North by the municipality of Tublay and on the West by
the municipalities of Sablan and Tuba and on the South by Baguio City (Bugalin, 2005).
The study was conducted specifically in Swamp area (Figure 2) or famously
known as the “strawberry farm” in La Trinidad, Benguet. It is part of Barangay Betag and
located at km. 6 La Trinidad, Benguet. The farm is planted with vegetables like carrots,
lettuce, cabbage and other temperate crops. Strawberries are also grown in this area,
which is well known by tourists from different places in our country.
The study was conducted in December 2007.
Respondents of the Study
The respondents of the study were 60 vegetable farmers of Swamp, La Trinidad.
They will be purposively chosen based on the following criteria:
1. The farmers’ household should have a television in their house.
2. They should be television viewers.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
10
Figure 1. Map of Benguet showing the locale of the study.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
12
Figure 2. Map of La Trinidad, showing the location of the study.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television
Among Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
13
Data Collection
An interview schedule was used to gather information from the respondents. The
questions will be translated into highland Ilocano in order to facilitate understanding
between the researcher and the respondents.
Data Gathered
The data gathered were the socio-demographic profile of the respondents, the
reasons of the respondents in watching television, the TV channels where agricultural
advertisements are being shown, the agricultural advertisements the respondents recalled,
the perceptions and attitudes of the respondents toward agricultural advertisements,
suggestions for the improvement of agricultural advertisements and the information they
get from agricultural advertisements.
Data Analysis
All information from the respondents was tabulated, consolidated and analyzed
using descriptive statistics such as percentage, ranking and frequency counts.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
14
RESULTS AND DISCUSSION
Socio- Demographic Profile of the Respondents
Table 1 presents the general characteristics of the respondents in terms of age,
sex, civil status, educational attainment, main crops planted, other source of livelihood,
land ownership and farm size.
Age. Almost half of the respondents belonged to bracket 41-50 (45%) and only 2
(3.33%) belonged to age bracket 20 and below.
In the study of Ballesteros (1987) as cited by Pucay (2003), most of the
respondents belonged to age bracket 41-50.
Sex. In terms of their sex, majority or 61.66% were male and 38.33% were
female. This shows that males were actively engaged in farming.
Civil status. Majority or 81.66% of the respondents were married and 18.33%
were single.
The study agrees with the study of Ballesteros (1987) as cited by Pucay (2003),
where majority (95%) of the respondents were mostly married.
Educational attainment. Out of 60 respondents, 56.67% reached secondary; 30%
elementary and 13.33% reached college. The result shows that most of the respondents
have low educational attainment but are literate enough to understand information about
agricultural advertisements.
Tribal affiliation. Among the 60 respondents, 43.33% were Kankana-ey, 36.67%
were Ibaloi, 13% were Ifugao and one of them was half Ilocano and half Ilonggo who
migrated in La Trinidad.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
15
Table 1. Socio-demographic profile of the respondents
CHARACTERISTICS FREQUENCY PERCENTAGE (%)
(N=60)
Age bracket
20 and below 2
3.33
21-30
5
8.33
31-40
22
36.67
41-50
27
45.00
51-60
4
6.67
TOTAL
60
100
Sex
Male
37
61.67
Female
23
38.33
TOTAL
60
100
Civil Status
Married
49
81.67
Single
11
18.33
TOTAL
60
100
Educational Attainment
Elementary
18
30.00
High school
34
56.67
College
8
13.33
TOTAL
60
100
Tribal Affiliation
Kankana-ey
29
48.33
Ibaloi
22
36.67
Ifugao
6
13.33
Ilocano-Ilonggo
1
1.67
TOTAL
60
100
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
16
Table 1 Continued…
CHARACTERISTICS FREQUENCY PERCENTAGE (%)
(N=60)
Other Source of Livelihood
None 54 90.00
Carpentry 3 5.00
Storekeeping 2 3.33
Others (Referee)
1 1.67
Farm Size
300-400 sq.m
31
51.67
500-600 sq.m
23
38.33
700-800 sq.m
5
8.33
900-1000 sq.m
1
1.67
Main Crops Planted*
Strawberry
40
66.67
Lettuce
35
58.33
Onions
23
38.33
Celery
4
6.67
Carrots
3
5.00
* Multiple responses
Other source of livelihood. Majority (90%) of the respondents had no other source
of livelihood. Only 3 (5%) were carpenters, 2(3.33%) were storeowners and 1 (1.66%)
was paid as a referee of basketball during athletic events.
Farm size. Among the 60 respondents, 51.67% cultivated 300-400 sq.m; 500-600
sq.m were cultivated by 23 of the respondents; 8.33% cultivated 700-800 sq.m and only 1
of the respondents cultivated 900-1,000 sq.m of land.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
17
Main crops planted. In terms of crops planted, strawberry with 66.67% was the
main crop planted by the respondents, followed by lettuce with 58.33%; onions
(38.33%); celery (6.67%) and carrots (5%).
Reasons for Watching Television
Table 2 shows the several reasons of the respondents in watching television. The
leading reason was it gives information about agriculture (71.67%) followed by for
entertainment (58.33%) through the movies they watch on HBO, Cinemax, etc. and
sports in ABC channel and Solar Sports.
Table 2. Reasons for watching television
REASONS FREQUENCY (N=60) PERCENTAGE (%)
It gives information about
agriculture
43
71.67
It entertains
35
58.33
*Multiple responses
TV Channels where the Respondents Saw
the Agricultural Advertisements
Table 3 shows the TV channels where the respondents saw the agricultural
advertisements. Majority (98.33%) of the respondents said that they saw more
agricultural advertisements in ABS-CBN while 9 (15.25%) in GMA-7.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
18
Table 3. TV channels where the respondents saw the agricultural advertisements
TV CHANNEL FREQUENCY (N=60) PERCENTAGE (%)
ABS-CBN
59
98.33
GMA
9
15.25
*Multiple responses
Agricultural Advertisements that the Respondents Recalled
Table 4 presents the brands of pesticides, insecticides, fertilizers and feeds that the
respondents recalled. Siga, which is an insecticide, aired in ABS-CBN from Mondays to
Fridays ranked first, 33.33%; Pigrolac starter feeds, (23.33%) ranked second and aired in
ABS-CBN; followed by Mama Pro milk enhancer feeds (21.67%), which is aired also in
ABS-CBN from Mondays to Fridays.
Most of the agricultural advertisements were aired two to three times a day on
local programs especially during TV Patrol Northern Luzon (ABS-CBN) which was from
5:30-6:00 pm and some were shown in GMA-7 everyday from 1:00-5:00 pm.
Siga. Insecticide used for temperate crops like cabbage, carrots, carrots etc. It is
classified as organophosphate. It is aired in ABS-CBN every Monday to Friday from
1:00-5:00 pm especially during TV Patrol Northern Luzon.
Pigrolac. Starter feeds for piglets that are 45-50 days old. It is aired in ABS-CBN
every Monday to Friday especially during TV Patrol Northern Luzon from 1:00-5:00 pm
using a jingle.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
19
Mama Pro. This is a milk enhancer which is a product of Pigrolac to make sure
that there will be enough milk for each piglet. It is aired in ABS-CBN every Monday to
Friday from 1:00-5:00 pm during TV Patrol Northern Luzon using a jingle.
Table 4. Agricultural advertisements on television that the respondents recalled
BRAND NAME CLASSIFICATION TREATMENT FREQUENCY PERCENTAGE
(N=60) (%)
Siga
Insecticide
Dramatized 20
33.33
Pigrolac
Feeds
Jingle 14
23.33
(Starter feeds)
Mama Pro Feeds
Jingle 13 21.67
(Milk enhancer)
Padan
Insecticide
Straight narration 12 20.00
Siglat
Pesticide
Straight narration 9 15.00
Crop Giant Fertilizer
Dramatized 7 11.67
Antracol
Pesticide Straight narration 5
8.33
Captan
Pesticide
Dramatized 3
5.00
B-meg
Feeds
Dramatized 1
1.67
*Multiple responses
Perceptions on the Length of the Agricultural Advertisement
Table 5 shows the perceptions of the respondents on the length of the agricultural
advertisements which were aired from 1-3 minutes. Most (60%) of the respondents said
that the advertisements had enough time duration, 30% said that it was too short because
the information shown were incomplete and 8.33% said it was too long and sometimes
were boring because of the long information they about the products.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
20
Table 5. Perceptions on the length of the agricultural advertisement
REACTION FREQUENCY (N=60) PERCENTAGE (%)
Enough
36
60.00
Too short
18
30.00
Too long
5
8.33
TOTAL
60
100
Advantages and Disadvantages of Watching
Agricultural Advertisements
Table 6 presents the advantages and disadvantages of watching agricultural
advertisements as perceived by the respondents. The leading answer was it gives
additional information on pest management where farmers were able to easily control
pests and insects that attack their crops (81.67%); followed by farmers are informed
about new technologies used in farming (75%) and it can help farmers choose alternative
products to use (16.67%).
On the other hand, out of 60 respondents, 26 (43.33%) said that there were no
disadvantages of watching agricultural advertisements. Others reasons were some of the
information they show are not true (36.67%), it affects the farmers’ decision in buying
new products (15%) because some of the farmers tried other products that were not
effective. Lastly, farmers said that the information are sometimes exaggerated.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
21
Table 6. Advantages and disadvantages of watching agricultural advertisements
REASONS FREQUENCY (N=60) PERCENTAGE (%)
Advantages
Gives additional information on
pest management 49
81.67
Farmers are informed about new
technologies used in farming
42
75.00
It can help farmers choose
alternative products to use
11
16.67
Disadvantages
None
26
43.33
Some of the information they
show are not true
22
36.67
It affects the farmers in buying
new products that are not effective 9
13.33
The information are sometimes
exaggerated
6
10.00
*Multiple responses
Reasons for Favoring or Not Favoring
the Agricultural Advertisements
Table 7 shows the reasons of the respondents for favoring and not favoring the
agricultural advertisements. Majority (81.67%) of the respondents were in favor of the
advertisements because of the information they show about agriculture while 16
(26.67%) said that the products shown in the advertisements are effective.
On the other hand, only 10% of the respondents were not in favor of the
advertisements because some of the products are not effective.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
22
Table 7. Reasons for favoring or not favoring the agricultural advertisements
REASONS FREQUENCY (N=60) PERCENTAGE (%)
For favoring
Helpful to farmers because
of the information they show
49
81.67
The products shown in the
advertisements are effective
6
26.67
For not favoring
Some of the products are not
effective
6
10.00
*Multiple responses
Reasons for Recommending or Not Recommending
the Agricultural Advertisement
Table 8 presents the reasons of the respondents for recommending and not
recommending the agricultural advertisements. Forty (66.67%) of the respondents said
that they will recommend the agricultural advertisements to other farmers to prove if the
products are effective and for other farmers to be updated 13.33%.
However, 18 (30%) of the respondents said that they want to use the products first
to prove if it is effective and to know if the product is worth recommending and 13.33%
said that the products could be dangerous to one’s health.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
23
Table 8. Reasons for recommending or not recommending the agricultural
advertisement
REASONS FREQUENCY (N=60) PERCENTAGE (%)
For recommending
To prove if the product is
effective
40
66.67
So that farmers will be updated 8
13.33
For not recommending
Try first the product before
recommending to others
18
30.00
It can be dangerous to our health
8
13.33
*Multiple responses
Reasons for Applying or Not Applying the Information
from the Agricultural Advertisements
Table 9 shows the reasons of the respondents for applying and not applying the
information they get from agricultural advertisements. Thirty-six (48.33%) respondents
said that they applied the information to prove if the products are effective and to
increase productivity (15%).
Twenty-seven (45%) of the respondents said that they tried the products but did
not apply the information because they had their own way of applying the agricultural
products and the products are sometimes not effective.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
24
Table 9. Reasons for applying or not applying the information from the agricultural
advertisements
REASONS FREQUENCY (N=60) PERCENTAGE (%)
For applying
To prove if the products are
effective
36
48.33
To increase productivity
9
15.00
For not applying
The products are sometimes
not effective
27
45.00
*Multiple responses
Effectiveness of Agricultural Advertisements in Persuading
Farmers to Buy Agricultural Products
Table 10 presents the perception of the respondents on the effectiveness of
agricultural advertisements in persuading farmers to buy products. Majority (80%) of the
respondents said that agricultural advertisements did not affect them in buying pesticides,
insecticides, fertilizers and feeds, while the rest said that the agricultural advertisements
were effective in persuading them to buy products. They said that they bought what was
advertised to compare it with the products that they have tried.
Unfortunately, according to them, some products were not effective and it led to
financial loss.
This finding agrees with that of the results of Pucay (2003), where most (60%) of
the respondents said that they cannot just adopt pesticides introduced to them without
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
25
testing its capability or verifying it to any person who is knowledgeable with the
technology.
Table 10. Effectiveness of agricultural advertisements in persuading farmers to buy
agricultural products
CATEGORY FREQUENCY (N=60) PERCENTAGE (%)
Not effective
48
80.00
Effective
12
20.00
TOTAL
60
100
Respondents’ Satisfaction on the Information Shown
in Agricultural Advertisements
Table 11 shows that out of 60 respondents, 68.33% said that they were satisfied
with the information shown in the agricultural advertisements because farmers gained
information and knowledge from the advertisements and they also showed new
technologies like new varieties of rice and organic fertilizers that can be used by the
farmers and can produce higher income.
Only 31.66% of the respondents were not satisfied because they wanted to try the
products first and some of the information shown are not true and are sometimes
exaggerated.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
26
Table 11. Respondents’ satisfaction on the information shown in agricultural
advertisements
RESPONSE FREQUENCY (N=60) PERCENTAGE (%)
Satisfied 41 68.33
Not Satisfied 19 31.67
TOTAL
60
100
Suggestions of the Respondents for the Improvement
of the Advertisements
Table 12 presents the respondents’ suggestions for the improvement of the
agricultural advertisements. Thirty-four (56.67%) of the respondents suggested that the
advertisements should be creative to attract the attention of the viewers, 38.33% said that
agricultural advertisements should have enough airing time, 15% suggested that the
advertisement should be clear because some of them looked old. This could be due to the
reception of local channels. Lastly, 15% said that advertisers should add more
information about the products like its effects on plants and the dosage of the products.
Table 12. Suggestions of the respondents for the improvement of the advertisements
SUGGESTIONS FREQUENCY (N=60) PERCENTAGE (%)
Make the advertisement creative
34
56.67
Enough time for the advertisement 23
38.33
Make the advertisements clear
because some looked old and blurry 9
15.00
Add more information about
the products
9
15.00
*Multiple responses
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
27
Information Needs of the Respondents
Table 13 presents the information needs of the respondents. It shows that 46.67%
requested information for pest control and insects that attack strawberry (43.33%). Other
information needs were farm management, vegetable production and organic fertilizers.
The result is similar to that of the study of Laguitnay (2002) as cited by Pocdo
(2003), that there were 21 or 46.66% of the respondents in Pacso, Kabayan, Benguet who
requested information on pest control, specifically leaf miners and diseases to be included
in the discussion of the extension programs of Benguet State University.
Table 13. Information needs of the respondents
INFORMATION FREQUENCY (N=60) PERCENTAGE (%)
Pest Management
28
46.67
Insects that attack strawberry
26
43.33
Farm Management
12
20.00
Vegetable Production
6
10.00
Organic Fertilizer
4
6.67
*Multiple responses
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
28
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted in Swamp, La Trinidad, Benguet to characterize the
respondents; identify the reasons of the respondents in watching television; identify the
TV channels where agricultural advertisements are being shown; enumerate some
agricultural advertisements the respondents recall; determine the perceptions and
attitudes of the respondents towards agricultural advertisements on television; identify
some suggestions for the improvement of agricultural advertisements and identify the
information needs of the respondents.
The study included 60 respondents who were vegetable growers. Majority of them
belonged to bracket 41-50; mostly male; married; reached secondary level and cultivated
300-400 sq.m farm land.
Majority of the respondents have seen agricultural advertisements in ABS-CBN
and some in GMA 7.
Majority of the respondents recalled agricultural advertisements that were
dramatized and through the brand names of pesticides, insecticides, fertilizers and feeds
such as Siga, Pigrolac (Starter feeds) and Mama Pro (Milk enhancer).
Majority of the respondents said that agricultural advertisements had enough air
time length.
As perceived by the respondents, majority of them said that agricultural
advertisements informed farmers about new technologies in farming and it gives
additional information on pest management.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
29
However, some of the respondents said that the information from agricultural
advertisements were sometimes not true and exaggerated. It also persuaded the farmers to
buy new products that were not effective that that led to financial loss.
Majority of the respondents were in favor of the agricultural advertisements
because of the information shown were helpful to farmers but some were not in favor
because the products shown in the agricultural advertisements were not effective.
Majority of the respondents recommended the agricultural advertisements to
others to prove if the products are not effective and so that farmers will be updated.
However, some of the respondents did not recommend the agricultural
advertisements to others because they wanted to try the products first and it could be
dangerous to one’s health.
Among the 60 respondents, 48.33% said that they were applying the information
they got from agricultural advertisements to prove if the products were effective and to
increase productivity.
Majority of the respondents said that the agricultural advertisements persuaded
them in buying agricultural products because they tried using other products to compare
it with the products they have tried.
The respondents suggested that the advertisements should be more creative by
adding colorful visuals, should have enough air time for the advertisements, should show
more information about the products and should be clear because some of them looked
old and the reception of the local channels were blurry.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
30
With regards to the information needs, the respondents wanted to be informed
about pest control, insects that attack strawberry, farm management, vegetable production
and organic farming.
Conclusions
Based on the findings of the study, the following conclusions were made:
1. Agricultural advertisements are helpful to farmers because the information
they show.
2. Agricultural advertisements cannot persuade the Swamp farmers in buying
agricultural products.
3. The respondents’ perceptions and attitudes on agricultural advertisements were
mostly positive.
4. Most of the respondents suggest that agricultural advertisements should be
more creative.
5. The respondents wanted to be informed about pest control, insects that attack
strawberry, farm management, vegetable production and organic farming.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
31
Recommendations
Based on the findings and conclusions, the following are recommended:
1. Agricultural advertisements should show complete information so that the
people especially farmers will know more information about the agricultural
products being advertised.
2. Advertisers should make the advertisements creative to attract more viewers.
3. The reception of local channels should be monitored so that the agricultural
advertisements will not be blurry.
4. Producers should also conduct surveys to determine the information needs of
the farmers for the improvement of the advertisements and to produce more
agricultural advertisements.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
32
LITERATURE CITED
ANONYMOUS, 2007. Advertising retrieved on October 5, 2007 from
http://en.wikipedia.org/wiki/Advertising
ANONYMOUS. AGB Neilsen Media Research Pioneers nationwide Quality TV Ratings:
Ratings from Electronic Panels. October 26, 2006. Retrieved from
http://www.agbnielsen.net/whereweare/localnews.asp?id=Philippines&newstyp
e=L&mode=full&language=english
ABOEN, F. 2007. Mass Media Habits of the Farmers of Barangay Dalipey, Bakun and in
Barangay Poblacion, Kibunagn, Benguet. P4.
BELCH, E. et al. 1993. Introduction to Advertisng and Promotion: An Integrated
Marketing Communications Perspective (2nd Edition). Richard D. Irwin, Inc.,
1990 and 1993. P6.
BITTNER, J. 1983. An introduction to Mass Communication. Prentice-Hall, Inc.,
Englewood Cliffs, N.J 07632. Pp.131-149.
BUGALIN, G. 2005. Evaluation of “Art Angel” of GMA-7 in Teaching Artistic Skills to
the Pupils of Selected Public elementary Schools in La Trinidad, Benguet. P.12.
EMERY, M. 1980. Readings in Mass Communication (Concepts and Issues in the Mass
Media). Wm.C Brown Company Publishers. Dubuque, Iowa. P.21.
GONZALES, M. 2005. The Potential of Viacomm as a Means of Communication for
Agricultural Development in La Trinidad. BS Thesis. Benguet State University.
P.9.
GOSODAN, D. 2003. Perceptions and Attitudes of Lepanto National High School
Students on Japanese Cartoon Anime. P4.
OGSAEN, J. 2003. Perception on Programs of Sky 12 in Five Barangays of Baguio City.
BS Thesis. Benguet State University. P.7-8.
POCDO, M. 2003. Attitudes and Perceptions of Farmers on BSU on the Air in Barangay
Pacso, Kabayan, Benguet. P.21.
PUCAY, L. 2003. The Impact of radio Commercials about Pesticide on the Pesticide
Preferences of Vegetable farmers in the Five Barangays of Kapangan, Benguet.
BS Thesis. Benguet State University. P.21.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
33
RICEIPM, 2003. University of Queensland and International Rice Research Institute
retrieved on December 16, 2007 from
http://www.knowledgebank.irri.org/RiceIPM/IPMInformation/FAQS/Frequentl
y Asked Questions from Trainers.htm
SAFAWIL, B. 2005. Effectiveness of the Radio Drama “Salaknib ti Nakaparsuaan” in
Promoting Environmental Awareness in Atok, Benguet. BS Thesis. Benguet
State University. P.6.
TABING, L. and OSALLA, T. 2001. Development of Print and Radio Communication
Materials. Volume III. University of the Philippines Open University. P.94.
WELLS, W. 1989. Advertising Principles and Practice. Prentice-Hall, Inc., A Division Of
Simon And Schuster, Englewood Cliffs, N.J 07632. P.38-40.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
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APPENDIX A. Interview Schedule
A. RESPONDENT CHARACTERISTICS
1. Name (optional): _________________________
2. Age: _____
3. Sex: _____Male _____Female
4. Civil Status:
_____Single _____Separated
_____Married _____Widow/widower
5. Educational Attainment
_____Elementary level/graduate _____No formal education
_____Secondary level/graduate _____Others (please specify)
_____College level/graduate _____________________________
6. Tribe
_____Kankana-ey
_____Ilocano
_____Ibaloi
_____Others (please specify)
7. Main Crops Planted
_____Cabbage _____Chinese Cabbage
_____Beans _____Others (please specify)
_____Potato _____________________________
8. Other source of livelihood
_____Carpentry _____Store keeping
_____Animal Raising _____Others (please specify)
_____Jeepney driver _____________________________
9. Farm size
_____100-200 sq. m
_____ 700- 800 sq. m
_____300- 400 sq. m
_____ 900- 1,000 sq. m
_____500- 600 sq. m
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
35
B. REASONS FOR WATCHING TELEVISION
_____It gives me information about agriculture
_____It entertainment
_____It somehow eases tension
_____To gather information
_____Others (please specify)_____________________________________
C. WHAT TV ADVERTISEMENTS DO YOU RECALL?
__________________________________________________________________
D. IN WHAT TV CHANNEL HAVE YOU SEEN IT?
_______________________________.
E. RESPONDENTS’ PERCEPTIONS ON AGRICULTURAL ADVERTISEMENTS
1. What can you say about the length of the advertisement?
_____Too
long _____Enough
_____Too
short
_____Others
(please
specify)
2. What are the advantages in watching agricultural advertisements?
__________________________________________________________________
__________________________________________________________________
________________________________.
3. What are the disadvantages in watching agricultural advertisements?
__________________________________________________________________
__________________________________________________________________
________________________________.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
36
F. RESPONDENTS’ ATTITUDES ON AGRICULTURAL ADVERTISEMENTS
1. Are you in favor of the advertisements shown?
_____Yes,why?___________________________________________________.
_____No,why?___________________________________________________.
2. Are you willing to recommend the advertisement?
_____Yes,why?___________________________________________________.
_____No,why?___________________________________________________.
3. Are you applying the information you get from agricultural advertisements in
your farm activities?
_____Yes,why?___________________________________________________.
_____No,why?____________________________________________________.
4. Are these agricultural advertisements affecting you in deciding what products to
buy? (Fertilizers, pesticides, feeds)
_____Yes
_____No
5. Are you satisfied with the information being shown?
_____Yes,why?___________________________________________________.
_____No,why?___________________________________________________.
H. SUGGESTIONS OF THE RESPONDENTS FOR THE IMPROVEMENT OF THE
ADVERTISEMENT.
_____________________________________________________________________
_____________________________________________________________________
____________________________________________.
I. INFORMATION NEEDS OF THE RESPONDENTS
1. What topics do you want to be advertised?
_____________________________________________________________________
_________________________________________________________________.
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
12
Perceptions on and Attitudes Towards Agricultural Advertisements on Television Among
Vegetable Farmers in La Trinidad, Benguet /Jenny P. Bardoquin .2008
Document Outline
- Perceptions on and Attitudes Towards
Agricultural Advertisements on Television Among Vegetable Farmers in La Trinidad,
Benguet.
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDIX