BIBLIOGRAPHY


LORENZO, EFREN C. APRIL 2011, Chain Actors’ Perception on Quality of
Cabbage in the Spot Market. Benguet State University La Trinidad, Benguet.

Adviser: Leopoldo N. Tagarino, MRSM (Agribusiness)


ABSTRACT

Since cabbage is known as the major crop produced/procured in the Cordillera
region, this study therefore was conducted to identify the chain actors’ perception on
quality of cabbage in the spot market. There were 193 respondents interviewed from the
different spot markets.
The respondents had similarity of perception on product quality of cabbage and
consider as one basis of buyers in choosing or buying cabbage. The chain actors gave
more importance to variety, color, and size and followed by the firmness and crunchiness.
Chain actors have similar perception on service quality specifically in terms of
extending credit terms and having loan/cash advance from the buyers but differs on
giving notice to buyers about supply shortage and price changes and exerting effort in the
production/procurement of cabbage. Furthermore, the chain actors are highly indifferent
as to extending support services in the delivery and on adequacy of logistics in trading
the cabbage
As to functional quality of cabbage, the respondents had different ways in
choosing cabbage such as on delivering, product scheduling, ordering and invoicing but
same perception as to classification/grading, accurate weighing/packing of cabbage.

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As to abilities in meeting quality requirements, respondents do appropriately
classify, weigh and pack the cabbage they produced/procured/sold. Although the chain
actor have their own ways of choosing cabbage and differs on their perceived abilities in
meeting quality requirements of cabbage, they still give much consideration concerning
adequacy of logistics in trading cabbage and having adequate volume to meet immediate
demand.
As to inabilities to meet quality requirements, chain actors largely depend on the
quality/quantity of cabbage produced/procured/sold. Most respondents consider that they
have insufficient capital; limited controls on quality/quantity of cabbage
produced/procured and sold; and are largely dependent from the prevailing market price.
The respondents are faced with problems on inadequacy of logistic
facilities/equipments, capital to acquire appropriate logistic facilities/equipments, less
control in grading/packaging, and lack of cold storage facility in trading areas. Chain
actors do not consider limitations on choices of cabbage as their constraints.

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INTRODUCTION


Rationale

In the Cordillera Administrative Region, semi-temperate vegetables are known to its
major products. Many households depends their livelihood from vegetable production.
Benguet recorded the highest production output from the year 2005-2007 with 58,775
metric tons; 58,391 metric tons; and 80,309 within the three years respectively. Mountain
province was ranked second, but its production was way far behind the output of Benguet.
Mountain Province had produced 10,042 metric tons for year 2005; 10,334 for year 2006; and
19,505 in the year 2007 which the area harvested in Benguet was almost four times the area
harvested in Mountain Province.
For the three year period, Benguet registered the highest area and average yield followed
by Mountain Province. In 2007, Benguet average yield was registered 18.5 metric tons per
hectare followed by Mountain Province in 17.14 metric tons per hectare (Bureau of Agricultural
Statistics, 2008).
Cabbage (Brassica oleracia) is the major crop produced in the region particularly in
Benguet, Mountain Province, and Ifugao. This crop along with other vegetables are primarily
sold in La Trinidad, Benguet; Baguio City; Bambang, Nueva Vizcaya and further traded to the
different markets in the country.
Sometimes producers ignore important factors that may directly affect the product
marketability. These farmers seem to be contented in production with little effort to the
maintenance of quality of vegetables from the time of harvesting until it reaches the market. In
this scenario, producers find no alternatives as the buyers determine the quality and price of the
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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products. Other factors affecting the quality of vegetables are (1) distance of the production area
to the market (2) the poor road condition and (3) poor post harvest handling and packaging.
Along the vegetable supply chain, there are similarities and variations about the
perception on quality among the different chain actors. Perceptions may depend according to the
technical or physical aspect of the vegetable, service that it may serve and on functions as well.
In the spot market, information about the quality of vegetables is important as the
different actors need to be addressed. Inadequate market information and the lack of knowledge
on product quality requirements are common marketing problems encountered by the different
chain actors.
The fresh vegetables sector supply chain in the Philippines, the operation is generally
characterize as spot-markets or networks, hence the transactions involves the interactions of
chain actors in the market. These chain actors (farmers, assemblers, trucker-wholesalers and
retailers) may assume varied perceptions about quality. In most cases, the physical quality of
vegetables particularly is given more importance while the other criteria are sometimes
overlooked. In the frame of this study is to examine the perceived quality based on the selective
retention perception concept (Robbins, 1988) and the descriptions and dimensions on quality as
Gronroos (1990) - technical and functional quality; and Parasuraman (1998) - the service quality
defined.
In this regard, it is valuable to conduct research about the perceptions on quality by the
actors in the spot market chain for cabbage This will also help the different chain actors
especially the producers to improve their strategies in the success of operation along the cabbage
supply chain processes.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Statement of the Problem

This study aimed to answer the following questions:
1. What are the perceived quality criteria used by the buyers in spot market chains in
terms of:
a. Product quality
b. Service quality
c. Functional quality
2. What are the perceived abilities to meet the criteria used by the buyers in the spot
markets chain?
3. What are the perceived inabilities the chain actors’ needs and the various constraints to
meet the quality needs of buyers of cabbage offered for sale?


Objective of the Study
The main objective of this study is to identify and analyze the perceptions on quality of
cabbage among actors at the different spot market chains. The study therefore seeks to address
the perceptions on quality of cabbage in the spot market. Hence, the specific objectives are
defined as follows:
1. To determine the perceived quality criteria used by the buyers in spot market chains in
terms of:
a. Product quality
b. Service quality
c. Functional quality
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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2. To determine their perceived abilities to meet the criteria used by the buyers in the
spot markets chain.
3. To determine the perceived inabilities the chain actors’ needs and the various
constraints to meet the quality needs of buyers of cabbage offered for sale.

Importance of the Study

Since cabbage is known as the top major crop produced and procured in the Cordillera
Region and other markets in the country, the result of this study would then provide beneficial
information among chain actor in the different levels of vegetable supply chain. This information
would then help the different chain actors especially the producers in order for them to develop
strategies for the success of operation along the supply chain of cabbage.

Furthermore, the study of perceptions on quality of cabbage in the spot market provides
information on the expected quality requirements of the target market. This would address
quality problems encountered by traders thus help to improve facilitate transactions and gain
equal opportunities to make business decisions instead of having always one deciding.

Scope and Delimitation of the Study

This study is focused on the analysis of perceptions on quality of cabbage among chain
actors at the different spot market chains. The study covers spot markets for cabbage produced in
the region. Thus, the chain actors in the major markets will be considered in this study.

There are also limitation on the perceived quality wherein the researcher does not
consider some scientific/ laboratory based qualifications on quality of cabbage. This is financing
also affect the area coverage of the research, so the researcher limits only because of limitations
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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on finance available for the research, no access of the researcher for the laboratory equipments
and limitation of time is also considered. So the researcher focused its study on the perceived
quality of chain actors based on their: (a) experience and what they can see on the product in
terms of size, shape, color, freshness and how the product is packed; (b) how the market is being
delivered or bring to the market such as on the way it is produced, scheduling and the way it is
stored for quality maintenance; and lastly (c) is the services it serves where it includes extra
things a supplier is willing to do to retain its customers (e.g. providing technical assistance,
innovative suggestions)

Limitations on financing also affect the area coverage of the research, so the researcher
limits only from the point of production (Cordillera Administrative Region) to some part of
Metro Manila.


















Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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REVIEW OF LITERATURE


Perceptions
Robbins (1988) defined perception as a process by which individuals organize and
interpret their sensory impressions in order to give meaning to their environment. People can
emerge with different perceptions on the same object because of three perceptual processes:
selective attention, selective distortion, and selective retention. Selective attention means that a
marketer has to work hard to attract consumers’ notice. Selective distortion is the tendency to
twist information in a way that will fit one’s preconceptions. Unfortunately, there is not much a
marketer can do about selective distortion. In selective retention, people will forget much that
they learn but will tend to retain information that supports their attitudes and beliefs. Because of
selective retention, people are likely remember good points mentioned about a product they like
and forget good points mentioned about competing products (Berelson and Steiner, 1964). A
number of factors operate to shape and sometimes distort perception. These factors can reside in
the perceiver, in object, or target, or in the context of the situation which the perception is made.
When an individual looks at a target and attempts to interpret what he sees, his personal
characteristics heavily influence the interpretation. These personal characteristics include
attitudes, personality, motives, interest, past experiences, and expectations (Robbins, 1988).
Individuals cannot assimilate all they observe, so they engage into selectivity depending on the
observer’s interests, background, experience, and attitudes.
A perception is the process by which an individual selects, organizes, and interprets
stimuli into a meaningful and coherent picture of the world. The lowest level at which an
individual can perceive a specific stimulus is that person’s absolute threshold. The minimal
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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difference that can be perceived between two stimuli is called the differential threshold on just
noticeable difference. Consumers above the level of their conscious awareness perceive most
stimuli; however, weak stimuli that can be perceive below the level conscious awareness
(Schiffman and Kanuk, 2007).
Consumer selections of stimuli from the environment are base on the intersection of their
expectations and motives with the stimuli itself. These factors give rise to four important
concepts concerning perception: a consumer activity seek out messages that they found pleasant
or with which they are sympathetic, and they actively avoid painful or threatening ones they also
selectivity expose themselves to advertisement that reassure them of wisdom to purchase
decisions this is called a selective exposure (Schiffman and Kanuk, 2007).
Exposure is not enough to significant influence to individual at least not based on a single
trial (certain advertisement, or commercial exposure such as the “Swoosh” logo, can based on
extensive repetition) rather than much conscious attention (Perner, 2008).
In order for stimuli to be consciously processed, attention is need. Attention means that
consumer exercises a great deal of selectivity in terms of attention they give to commercial
stimuli. Consumers also subconsciously screen out stimuli that they find psychological
threatening this is called a perceptual defence (Perner, 2008).
Furthermore, individuals constantly bombarded with stimuli during every minute and
every hour of everyday, thus consumer protect themselves by simply turning out, blocking such
stimuli from conscious awareness. They do so self-protection because of the visually
overwhelming nature of the world in which we live (Schiffman and Kanuk, 2007).

Supply Chain and Networks
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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According to Lambert and Cooper (2000), there are four main characteristics of a supply
chain: First, it goes through several stages of increasing intra- and inter- organizational, vertical
coordination. Second, it includes many independent firms, suggesting that managerial
relationship is essential. Third, a supply chain includes a bi-directional flow of products and
information and the managerial and operational activities. Fourth, chain members aim to fulfill
the goals to provide high customer value with an optimal use of resources.
Supply chain means the process of planning, implementing and controlling the efficient,
cost effective flow and storage of raw materials, in-process inventory, finished goods and related
information from the point-of-origin to point of final consumption for the purpose of conforming
to customer requirements (Council of Logistics Management 1986). Hongze Ma (2005) pointed
out that supply chain is a network of organizations from suppliers with the purpose to improve
the flow of material and information. Drabenstott (1999) discusses the increasing move toward
the development of supply chains and describes supply chain structures where all stages of
production, processing and distribution are bound together tightly to ensure reliable, efficient
delivery of high quality products.



Quality
Quality is determined by a customer determination is based upon the customer’s actual
experience with product measured against the customer’s stated requirements (Fiegenbaum,
1991). It does not necessarily mean best; quality means fitness for intended purpose; it may also
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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mean providing customers with products that consistently meet their specifications. Customers
that are in businesses will define quality very clearly using specifications, standards and other
measures. However, it is not just product quality that is important; quality also describes the way
in which suppliers go about meeting the needs of their customers, providing the product on time,
in the quantity required, correctly packaged and correctly invoiced. Perceived quality therefore is
a major factor by which people make distinctions in the marketplace. Quality entails being
responsive, pro-active and reactive, and about being able to meet customer’s special request
(Batt, 2005).




Quality Dimensions
Gronroos (1990) describes quality by differentiating it into two dimensions: technical and
functional. Technical quality describes the customer’s specifications. This is a physical
description of the product in terms of its size; shape; color; freedom from pests and diseases;
purity (in terms of its freedom from chemical contaminants, pathogenic organisms and
genetically modified plants); maturity or freshness; and the manner in which the product is
packed. Functional quality, on the other hand, describes the way a supplier goes about delivering
the product to the customer. Fundamentally, this means being able to deliver the product when
the customer wants it. By implications, it involves many inter-related activities such as
production, scheduling, storage and warehousing, logistics, ordering and invoicing. Parasuraman
(1998) introduced a third dimension called service quality, which describes the extra things a
supplier is willing to do to retain customer’s business. While the exact meaning of the term
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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“service” varies with the nature of the product and the requirements of the buying organizations,
service may include such variables as providing technical assistance, innovative suggestions,
credit arrangements, support for special needs, or providing advance notice of impending price
changes or shortages in supply (Hutt and Speh, 1995).

Cabbage Perceived quality
Quality is a nebulous concept that must be given hard edges if it is to be useful in the
tough, inflexible world of food trading. An individual shopper may be able to indulge the senses
and make a final selection on the basis of taste, smell and an attractive appearance but that
shopper will have assumed that other quality factors are in place. These assumptions include the
food's nutritional value, that it is safe (from impurities, contaminants, residues), that it is suitable
for the purpose intended (that it can be stored or processed, for example), that it meets legislative
standards and, increasingly, that its production is environmentally acceptable. These are the
factors that should weigh most heavily with producers for these can be quantified and regulated.
Once the standards are met, the race is on to produce food that looks smells and tastes better than
that produced by competitors. The key question is how to achieve this great diversity of quality
factors.
Quality starts in the field. Exporters are unwilling to risk the purchase of inferior raw
materials that may not comply with the quality standards of their trading partners. Processors
take a similar view, knowing that poor quality from the field can create problems during
processing when remedies are difficult and expensive to apply. Farmers do not want to lose
potential markets but the problem in many developing countries is that they lack the technical
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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information on how to feed plants to produce the top quality food that buyers demand (Traill,
1999). Figure 1 shows the three dimensions of quality.

Definition of Terms

Producer- the one who produces the commodity (farmer)
Wholesaler- refers to middlemen who directly buy and sell cabbage to retailers in
wholesale price.
Assembler-Wholesaler – they are the one who assemble the product to make it in a large
quantity.
Trucker- in charge of carrying the product to put it in the spot market.


Functional Quality
Inter-related Activities
Technical Quality
1. Production Scheduling
Physica l description of the
2. Marketing Scheduling
product in terms of:
3. Storage and
1. Appearance
warehousing
•

Size
4. Logistics
•

Shape
5. Ordering and Invoicing
•
Color

2. Fr ee from pests and
diseases
Quality
3. Purity (free from chemical
contami nants, pathogenic
organisms and genetically
Service Quality
modified plants)

1. Technical assistance
4. Maturity
2. Innovative suggestions
5. Freshness
6. Manner of packing the
3. Credit arrangements
product
4. Support for special needs

5. Providing notice for
impending price changes

or shortage in supply


Figure 1. Dimensions of quality
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Bagsakan- trading centers where the transactions are done and products are being
delivered.
Retailer – individuals who buy and sell cabbage directly to the ultimate consumer.
Spot market –wet market where the product are being delivered and sold.
Abilities- this refers to the capability of the actors in the spot market in meeting quality
requirements.
Inabilities – this refers to the incapability of the chain actors’ in the spot market of
meeting quality requirements.

Perceived quality - Consumer's opinion of a product's (or a brand's) ability to fulfill his or
her expectations.
Dimension – parameters used in the observation.


Conceptual Framework
The research relates how the key chain actors in the spot market manage their
relationships with each other in relation to their specific roles and functions, perceptions and
expectations on desired quality, resolve conflicts, and among other things.
In the frame of this study, the individuals (organizations) are the chain actors performing
different functions in the flow of cabbage; operating their business dependently from the
operation of the other and manage are self obliged to maintain good relationships with each
other; and the exchange processes involves formal and informal way of activities and
information flow.
This study will analyze the flow of cabbage in the Cordillera Administrative Region,
Philippines, in accordance with the perceptions on quality of the different actors in the spot
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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market. Specifically, it shall focus on the perceived quality as to technical dimension, service and
functions.
Figure 2 shows the conceptual framework to be followed and applied in this thesis.

Expected Output

Chain Actors




Percei ved quality
criteria used

Di
Farmers
mensions of

Quality:



Perceptions
Perceived abilities to
meet quality


require
ments used by
Assembler-
buyers.
Technical (Physical)
Wholesalers






Perceived inabilities to
meet the quality

Trucker-Wholesalers
requirements

Service





Wholesalers
Constraints to meet the
quality requirements


Functional


Wholesaler-Retailers

Recommendation:


Improvement of
supply chain
Retailers







Figure 2. Conceptual framework

Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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METHODOLOGY
Locale and Time of the Study

As earlier ascribed, the research locations followed the geographic flow of fresh semi-
temperate vegetables particularly cabbage from the major source (production) to the major
market assembly and collection, and the distribution and retail markets. The research areas are
focused to selected major production and marketing areas.
The primary markets (assembly/collection) are concentrated at the La Trinidad Vegetable
Trading Post, Merryland and Palmaville in La Trinidad, Benguet. Secondary markets
(distribution) are the major vegetables trading centers (commonly called “bagsakan”) in
Balintawak, Quezon City and Urdaneta City. While the tertiary markets are the retail markets in
Metro Manila and Pangasinan.
The research was conducted in November 2010-January 2011.


Respondents of the Study

The respondents represent the major actors in the spot market chains for cabbage.
Specifically, the target respondents will be classified into four major groups as shown in.
Table 1. Four major group classifications of respondents.
CLASSIFICATION
TYPE OF RESPONDENTS
Production
Vegetable farmers
Assembly/Collection Assembler-wholesaler; Financer-assembler-wholesaler
Distribution
Trucker-wholesalers, wholesalers, wholesaler-retailers
Retailing
Retailer
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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The production group is composed of farmers producing cabbage. The next group of
respondents is the primary buyers representing the assembly/collection group which consist of
the assembler-wholesalers and the financier-assembler-wholesalers (supplier). Most of them are
operating in the La Trinidad Vegetable Trading Post and Baguio City Hangar Market. The third
group is the distributors consisting of the trucker-wholesalers, wholesalers and wholesaler-
retailers. The trucker-wholesaler respondents are those responsible in the transportation and
distribution of vegetables to various geographic market outlets. The wholesalers and wholesaler-
retailers, on the other hand, are traders in the spot markets to whom the trucker-wholesalers
supply the vegetables. The last group is the retailers representing the last link in the marketing
process. The retailers sell the vegetables to ultimate users or consumers.
Sample size. The population of the different target groups is large; hence the quota
sampling method was used in the study. Table 2 shows the distribution of samples by respondent
groups. The total number of samples in the production group is 46. From the responses of
farmers to whom the vegetables are sold, the assembly group was identified but a limited number
were interviewed due to difficulty in locating them. Additional assemblers were interviewed to
make a total sample of 34. Similarly, the same approach was used to identify respondents in the
distribution group and a total of 36 were interviewed. The last group to be interviewed comprised
55 retailers in the wet markets. Overall, the research has a total sample of 135 respondents




Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Table 2. Distribution of sample size according to respondents group
RESPONDENTS GROUP
T OTAL SAMPLE SIZE
Production
46
Assembly/Collection: Assembler-Wholesaler 19
Financier-Assembler-Wholesalers 15
Distribution: Trucker-Wholesaler 12
Wholesaler
10
Wholesaler-Retailer 36
Retailing
55
TOTAL
193


Data Collection


Data for the study was obtained through interview schedules and observations. Producers
group (farmers) were identified and interviewed in the trading post, similarly with the assembly
or collection and distribution groups while other respondents like the wholesalers, wholesaler-
retailers were interviewed in the "bagsakan" markets. On the other hand, retailers were identified
from the secondary markets and followed them up in their retail market outlets.








Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Data Gathered
The data collected were the following:
1. The perceived quality criteria used by the chain actors in selling and procuring
cabbage from the different points in the spot market chain.
a. Technical/ Physical Quality
b. Functional Quality
c. Service Quality
2. Abilities to meet the criteria used by the chain actors in the spot markets.
3. Inabilities the chain actors’ needs and the various constraints to meet the quality of
cabbage offered for sale.

Data Analysis


The data collected were tabulated in the excel program and analyzed using SPSS
version 16. For descriptive analysis, frequency counts and percentage and mean average were
used while the statistical test, Kruskal-Wallis was used.

Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La
Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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RESULTS AND DISCUSSION


Demographic Profile of Respondents

The demographic profile of the different respondents is presented on Table 3.
Age. In terms of age, most of the respondents have the age ranging from 21-40
years. Majority of the retailers have the age range from 41-50 years old. The producers
are younger (21-30 years old) as compared to financier-assembler-wholesalers (31-40
years old).
The table further showed the average age of the different respondents groups. The
data revealed that the distribution and production group s are slightly younger than the
assembly group, while the retailing group are little older from the other groups.
Gender and marital status. As to their gender, most of the farmers and trucker
wholesalers are male while there are more female among financier-assembler-
wholesalers, wholesalers, wholesaler-retailers and retailers. It therefore implies that there
is a significant variation of function between male and female in the vegetable business.
As to marital status, majority of them are married while there is a significant
number of respondents that are single and few are either separated or widowed. This
implied that regardless of their marital status that engaging in vegetable business is their
source of income and occupation.
Religion. Religious affiliation indicated that most of the respondents are Catholic
followed by Protestants. It was observed further that few respondents from production,
assembly and retailing groups were affiliated with other religious denomination.
Educational Background. As presented on Table 3, most of the respondents have
reached or have graduated high school and even college for some. A small number of
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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them finished or stepped elementary. There are two wholesaler-retailers who have taken
up vocational course. This therefore, entails that majority of the chain actors in the spot
market who were interviewed were literate and have enough education.
Table 3. Respondents’ profile
PRODUCTION
ASSEMBLY
DISTRIBUTION
RETAILING
CHARACTE-
RISTICS
F
A-W
F-A-W
T-W
W
W-R
R
N
%
N
%
N
%
N
%
N
%
N
%
N
%
Age
20 and below
5
11
2
11
0
0
0
0
4
40
3
8
2
4
21-30
18
39
6
32
1
7
5
42
3
30 12
33 12
22
31-40
10
22
6
32
7
47
4
33
1
10 14
39 10
18
41-50
9
20
4
21
4
27
2
17
1
10
3
8 21
38
51-60
3
7
1
5
3
20
1
8
1
10
3
8
8
15
61 and above
1
2
0
0
0
0
0
0
0
0
1
3
2
4
TOTAL
46 100
19 100 15 100 12 100 10 100 36 100 55 100
AVERAGE AGE
33.22
37.47
32.69
40.87
Gender
Male
42
91
13
68
5
33
8
67
4
40
12
33
9
16
Female
4
9
6
32 10
67
4
33
6
60 24
67 46
84
TOTAL
46
100 19 100 15
100 12 100 10 100 36 100 55 100
Marital Status
Single

16

35
2
11
1

7

5

42
6

60

15

42

9
17
Married
30
65 17
89 13
87
7
58
4
40 20
56 43
78
Separated
0
0
0
0
1
7
0
0
0
0
0
0
2
4
Widow
0
0
0
0
0
0
0
0
0
0
1
3
1
2
TOTAL
46
100 19 100 15
100 12 100 10 100 36 100 55 100
Religion
Catholic
33
72 14
74 11
73 12 100
9
90 23
64 45
82
Protestant
8
17
3
16
3
20
0
0
1
10
9
25
6
11
Others
5
11
2
11
1
7
0
0
0
0
4
11
4
7
TOTAL
46
100 19 100 15
100 12 100 10 100 36 100 55 100
Educ.
Background














Elementary
13
28
1
5
2
13
2
17
1
10
4
11 10
18
High School
20
43
9
47
6
40
4
33
4
40 16
44 31
56
College
13
28
9
47
7
47
6
50
5
50 14
38 12
22
Vocational
0
0
0
0
0
0
0
0
0
0
2
6
2
4
TOTAL
46
100 19 100 15
100 12 100 10 100 36 100 55 100
Legend: F=Farmers; A-W= Assembler-wholesalers; F-A-W= Financier-assembler-wholesalers;
T-W= Trucker-wholesalers; W=Wholesalers; W-R= Wholesaler-retailer; R= Retailer

Number of Years Engaged in Vegetable Business
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Table 4 indicates the number of years the different respondents are engaged in
vegetable business. The respondents are classified based on their function as producers,
assembly group, distribution group, and retailing group. Producers are the farmers,
assembly group are those that perform assembling and selling, distribution group
distributes cabbage either by wholesaling or wholesaling-retailing or as trucker
wholesaler and lastly the retailers are those that sell in retail basis.
Among the different group of respondents, the result showed that most farmers
were engaged in farming business from 1-20 years. It was also showed that majority of
the respondents on assembly group have been doing business in 1-15 years and few have
been trading in 21-25 years. On the distribution group, majority of the respondents are
doing vegetable business 1-5 years and the rest are from 6-10 years. Most of the
respondents on the retailing group have been engage in vegetable business in 1-10 years.
Thus taking the average of years they are engaged in vegetable business, the
production group has 13.65; the assembly group has 9.09; distribution group has 4.66;
and lastly the retailing group having 13.76.




Organizational Affiliations
Presented in Table 5 are the different organizational affiliations of each respondent. This
indicates whether they belong to a farmers’ association, cooperative, other organization
or none at all.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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The table indicates that most of farmers (89%) are not a member of any
organization and few of them however are affiliated in a cooperative (2%) and farmers’
association (2%). In the assembly group, majority of them were not affiliated to any

Table 4. Number of years engaged in vegetable business
PRODUCTION
ASSEMBLY
DISTRIBUTION
RETAILING
NO. OF
YEARS
F
A-W
F-A-W
T-W
W
W-R
R
N
%
N
% N
% N
% N
%
N
%
N
%
Below 1 Yr.
0
0
1
5
0
0
0
0
1
10
0
0
2
4
1-5
17
37
9
47
4
27
4
33
6
60
32
89
17
31
6-10
6
13
5
26
2
13
3
25
3
30
4
11
9
16
11-15
6
13
3
16
7
47
4
33
0
0
0
0
5
9
16-20
9
20
0
0
0
0
0
0
0
0
0
0
11
20
21-25
2
4
1
5
2
13
1
8
0
0
0
0
2
4
26-30
2
4
0
0
0
0
0
0
0
0
0
0
8
15
31 and
Above
4
9
0
0
0
0
0
0
0
0
0
0
1
2
TOTAL
46
100
19 100 15 100 12 100 10 100
36 100
55
100
AVE.
YEARS
13.65
9.09
4.66
13.76




Table 5. Organizational affiliation of respondents
PRODUCTION
ASSEMBLY
DISTRIBUTION
RETAILING
ORG'L
AFFILIATION
F
A-W
F-A-W
T-W
W
W-R
R
N
% N
% N
% N
% N
% N
% N
%
Farmer'sAssoc.
1
2
0
0
0
0
0
0
2
20
0
0
0
0
Cooperatives
1
2
2
11
4
27
3
25
1
10
8
22
2
4
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Others
3
7
3
16
3
20
4
33
0
0
3
8
5
9
None
41
89 14
74
8
53
5
42
7
70 25
69 48
87
TOTAL
46
100 19 100 15 100 12 100 10 100 36 100 55 100


organization which constitute 74% and 53% to assembler-wholesalers and financier-
assembler-wholesalers respectively. The rest of them are member in a cooperative or
other organization.
Majority of the distribution group are not a member of any organization. Trucker-
wholesalers, have 42%, wholesalers of 70% and wholesaler-retailers of 69%. Some of the
trucker-wholesalers and wholesaler-retailers are member of other organization having
33% and 8% respectively.

Retailing group are mostly not engaged in an organization and only few of them
bothered to be in an organization or cooperative.

Although the result shows that most of the respondents in the different groups
have not affiliated to any organization, there are still some who have considered being a
member of a cooperative or other organization


Spot Market Chain and Location for Cabbage

Figure 3 shows the different chain actors playing in the cabbage spot market. It
shows whom and where the different chain actors trade in the procurement and selling of
cabbage. This therefore shows the flow of cabbage in the spot market from its point of
production to the final consumer.

The farmers have access to the different buyers in the spot market. Most of the
buyers included the assembly group La Trinidad, Benguet, Urdaneta City, Pangasinan
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

and Balintawak, Quezon City. On the other hand, there were number of farmers from
private trading center in La Trinidad that sold their cabbage to assembler-wholesalers at
the same trading center. This revealed that majority of farmers sell their cabbage to
assembly groups while some have direct access to other buyers in the spot market.

The assembly groups sell their cabbage to the distribution and retailing group in
the spot markets in Urdaneta City, Balintawak, Quezon City. The distribution group
specifically the trucker-wholesalers from La Trinidad Vegetable Trading Post deliver the
cabbage to Urdaneta City and Balintawak and distributes to the wholesalers, wholesaler-
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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F
F
PTC
LTVTP



A-W
F-A-W
A-W
F-A-W



LTVTP
LTVTP
BALINTAWAK
BALINTAWAK
A-W



F-A-W-R



PTC

LTVTP







T-W


T-W
BALINTAWAK
LTVTP


A-W

W
W
URDANETA, PANG.
BALINTAWAK
BALINTAWAK




F-A-W
W-R

W-R
URDANETA, PANG.
LTVTP
W
METRO MANILA


METRO MANILA



W-R
R
URDANETA, PANG.

LTVTP
R


METRO MANILA
W-R


METRO MANILA
CONSUMERS
URDANETA, PANG.
R
URDANETA, PANG.
CONSUMERS

LTVTP
CONSUMERS

METRO MANILA
LEGEND:


F (Farmer) A-W (Assembler-Wholesaler) F-A-W (Financier- Assembler-Wholesaler)
F-A-W-R (Financier-Assembler-Wholesaler-Retailer) T-W (Trucker-Wholesaler)
W (Wholesaler W-R (Wholesaler-Retailer) R (Retailer)
LTVTP (La Trinidad Vegetable Trading Post) Metro Manila


PTC (Private Trading Center)

Balintawak


Urdaneta, Pangasinan


23

Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State University La Trinidad, Benguet ./ LORENZO, EFREN C.
APRIL 2011

---

Figure 2. Spot market chain and location for cabbage
retailers and retailers. Similarly, the trucker-wholesaler from Balintawak distributes the
cabbage to other distributors such as the wholesalers and wholesaler-retailers.

Furthermore, the wholesaler and wholesaler-retailers from the different spot
markets sold the cabbage to retailers. The wholesalers and wholesaler-retailers also sold
their cabbage to similar wholesalers and wholesaler-retailers. This indicated that the
trading of cabbages also occur on the same group.

Finally, the actors on the retailing group from the different spot markets sold the
cabbages to the final consumers and to the institutional buyers (restaurants).

Perception on Product Quality

Product (technical) quality refers to the physical description of cabbage. Table 6a
shows the perceived product quality criteria used by the different market intermediaries
in the procurement and selling of cabbage in the spot market and their respective
responses. Weighted average of responses of the chain actors as producer (farmer),
assembly group (assembler wholesaler and financier-assembler-wholesaler), distribution
group (trucker-wholesaler, wholesaler, and wholesaler-retailer), and retailers on the
different criteria was taken.
As to having cabbage free from chemical residue, most of the respondents from
the different chain actors’ group had strongly agreed. But also large numbers from them
had not totally agreed and also were undecided. Based on the weighted average of their
responses, the different chain actors interviewed had not totally agreed that the cabbage
they produce/procure/sell were free from chemical residue.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Almost all of the chain actors interviewed believe much and some had moderately
agreed on having cabbage free from pest, diseases and physical injury. Same as to

Table 6a. Perception on product quality
1
2
3
4
5
STATEMENTS
AVE.
N % N %
N % N % N %
A. Farmer











1. Free from chemical residue.
2 4 2 4 14 30 12 26 16 35 3.83
2. Free from pests and diseases.
0 0 4 9
8 17 13 28 21 45 4.11
3. Variety, color and size of
cabbage are specified.
1 2 4 9
7 15 8 17 26 57 4.17
4. Free from physical injury.
0 0 1 2 14 30 14 30 17 37 4.02
5. Fresh, clean and fully trimmed.
0 0 2 4
8 17 9 20 27 59 4.33
6. Firm and crunchy.
0 0 0 0
6 13 14 30 26 57 4.43
B. Assembler-Wholesaler
1. Free from chemical residue.
1 5 1 5
3 16 6 32
8 42
4
2. Free from pests and diseases.
0 0 1 5
2 11 3 16 13 68 4.47
3. Variety, color and size of
0 0 1 5
0 0 5 26 13 68 4.58
cabbage are specified.
4. Free from physical injury.
0 0 0 0
0 0 8 42 11 58 4.58
5. Fresh, clean and fully trimmed.
0 0 0 0
2 11 5 26 12 63 4.53
6. Firm and crunchy.
0 0 0 0
0 0 6 32 13 68 4.68
C. Financier-Assembler-Wholesaler
1. Free from chemical residue.
1 6 3 18
5 29 2 12
6 35 3.53
2. Free from pests and diseases.
1 6 2 12
5 29 2 12
7 41 3.71
3. Variety, color and size of
0 0 1 6
4 24 5 29
7 41 4.06
cabbage are specified.
4. Free from physical injury.
0 0 1 6
8 47 3 18
5 29 3.71
5. Fresh, clean and fully trimmed.
0 0 2 12
3 18 4 24
8 47 4.06
6. Firm and crunchy.
0 0 0 0
4 23 3 18 10 59 4.35
D. Trucker-Wholesaler











1. Free from chemical residue.
1 8 0 0
1 8 3 25
7 58 4.25
2. Free from pests and diseases.
0 0 0 0
2 17 3 25
7 58 4.42
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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3. Variety, color and size of
cabbage are specified.
1 8 0 0
2 17 0
0
9 75 4.33
Numerical and descriptive value:











1= 1-1.8= Strongly Disagree
4=3.4-4.2= Agree



2=1.8-2.6= Disagree
5=4.2-5= Strongly Agree



3=2.6-3.4= Undecided











Table 6a. Continued…











1
2
3
4
5
STATEMENTS
AVE.
N % N %
N % N % N %

D. Trucker-Wholesaler










4. Free from physical injury.
1 8 0 0
1 8 3 25
7 58 4.25
5. Fresh, clean and fully trimmed.
0 0 1 8
0 0 1
8 10 83 4.67
6. Firm and crunchy.
0 0 0 0
2 17 0
0 10 83 4.67
E. Wholesaler











1. Free from chemical residue.
0 0 2 20
0 0 2 20
6 60 4.2
2. Free from pests and diseases.
1 10 1 10
2 20 2 20
4 40 3.7
3. Variety, color and size of
cabbage are specified.
0 0 0 0
2 20 2 20
6 60 4.4
4. Free from physical injury.
2 20 1 10
2 20 3 30
2 20 3.2
5. Fresh, clean and fully trimmed.
1 10 0 0
1 10 0
0
8 80 4.4
6. Firm and crunchy.
0 0 1 10
3 30 1 10
5 50
4
F. Wholesaler-retailer











1. Free from chemical residue.
2 6 1 3
9 25 9 25 15 42 3.94
2. Free from pests and diseases.
1 3 1 3
4 11 10 28 20 56 4.31
3. Variety, color and size of
cabbage are specified.
1 3 0 0
2 6 12 33 21 58 4.44
4. Free from physical injury.
1 3 3 8
5 14 12 33 15 42 4.03
5. Fresh, clean and fully trimmed.
1 3 1 3
3 8 10 28 21 58 4.36
6. Firm and crunchy.
0 0 0 0
4 11 17 47 15 42 4.31
G. Retailer











1. Free from chemical residue.
6 11 6 11
6 11 13 24 24 44 3.78
2. Free from pests and diseases.
1 2 9 16
4 7 9 16 32 58 4.13
3. Variety, color and size of
cabbage are specified.
6 11 1 2
8 14 13 24 27 49 3.98
4. Free from physical injury.
3 5 4 7
7 13 13 24 28 51 4.07
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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5. Fresh, clean and fully trimmed.
1 2 4 7
2 4 11 20 37 67 4.44
6. Firm and crunchy.
1 2 3 5
3 5 12 22 36 65 4.44



specifying cabbage according to variety, color, size and is fresh, clean, fully trimmed,
firm and crunchy. Most of the financier-assembler-wholesalers were undecided and some
strongly agreed as to having cabbage free from physical injury. Most of the wholesalers
had moderately agreed and some strongly agreed on having it firm and crunchy. As
shown on Table 6b, the weighted average of responses revealed that the farmers,
financier-assembler-wholesaler, wholesalers and retailers moderately agreed that the
cabbage they produce/procure/sell were free from pest and diseases (with weighted mean
of 4.11, 3.71, 3.70, and 4.13 respectively). The assembler-wholesalers, trucker-
wholesalers, and wholesaler-retailer had strongly agreed as revealed by their average
responses of 4.47, 4.42, and 4.31 respectively. The farmers, financier-assembler-
wholesalers and retailers moderately agreed that cabbage were specified according to
variety, color, size and the assembler-wholesalers, trucker-wholesalers, and wholesaler-
retailer had strongly believe. In terms of being free from physical injury, all the
respondents moderately agreed except for farmers and financier-assembler-wholesalers
who had moderately agreed and for wholesalers who were undecided. All the chain actors
interviewed strongly agreed that the cabbage they produce/procure/sell were fresh, clean,
and fully trimmed except for financier-assembler-wholesaler who moderately agreed. As
to having it firm and crunchy, the wholesaler moderately agreed and the rest of them had
strongly agreed.
Based on the overall average responses on Table 6a, the different respondents
strongly agreed that the cabbage they produce/procure/sell were free from pest, diseases
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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and physical injury. They also strongly agreed that the cabbage are specified according to
variety, color and size and are fresh, clean, fully trimmed, firm and crunchy. As to having
cabbage free from chemical residue, the different respondents had moderately agreed.
Statistical testing was done for further validation of the data frequency results.
Kruskal-Wallis test of statistics was used and had taken the asymptotic significance.
It was revealed that respondents gave more importance to variety, color, and size
and followed by the firmness and crunchiness. Having the cabbage free from chemical
residue and physical injury also follows. The chain actors are giving less consideration in
terms of freshness, cleanliness and if fully trimmed.

Table 6b showed the asymptotic significance of responses on the different
criteria/statements. The result showed that the different respondents had similarity of
perception on product/technical quality of cabbage. The result implied that the different
chain actors in the spot markets believe the cabbage to be free from chemical residue,
pest, diseases and physical injury; specified according to variety, color, and size; and are
fresh (clean, fully trimmed, firm and crunchy).

The result confirmed Gronroos (1990) definition about the technical (product)
quality wherein it describes the customer’s specifications. Therefore, the actors consider
physical quality as one basis of buyers in choosing or buying cabbage.

Table 6b. Descriptive and test statistics
STATEMENTS
MEAN CHI-SQUARE
DF ASYMP. SIG.
1. Free from chemical residue.
3.88
1.815
3
0.612
2. Free from pests and diseases.
4.15
0.66
3
0.883
3. Variety, color and size of cabbage are specified.
4.23
3.768
3
0.288
4. Free from physical injury.
4.04
1.481
3
0.687
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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5. Fresh, clean and fully trimmed.
4.41
1.126
3
0.771
6. Firm and crunchy.
4.42
2.358
3
0.502



Perceived Service Quality as Basis in
Buying Cabbage
Service qualities are the additional requirement a supplier is willing to do to retain
customers in business. The criteria used were the different perceived service qualities the
chain actors are using in procuring/producing cabbage in the spot markets. Tables 7a
showed the different criteria used and the level of responses of the chain actors.
As to extending credit term to buyers, being the supplier, most (42%) of the
trucker-wholesalers and wholesaler-retailers (39%) had strongly agreed while majority of
the retailers (29%) together with the assembler-wholesaler (37%) had moderately agreed.
Large number from the farmers (26%) and wholesalers (30%) strongly disagreed but also
the same number from the farmers was undecided. Most (29%) of the financier-
assembler-wholesalers were undecided.
The average responses showed that the different chain actors were undecided on
extending credit term to buyers except on the wholesaler-retailers wherein they had
moderately agreed.
As to having outstanding loan/cash advance from the buyer, most of the farmers
were undecided (26%) and had strongly disagreed. Most of the financier- assembler-
wholesalers, wholesaler and retailers had also strongly agreed. Majority of the assembler-
wholesalers and trucker-wholesalers had moderately agreed and mostly from the
wholesaler-retailer had strongly agreed with 22%. Average responses of the different
respondents showed that farmers, assembler-wholesalers, and wholesaler-retailers are
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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undecided whether they really had an outstanding loan/cash advance from their buyers
and the financier-assembler-wholesalers, wholesaler-retailers and retailers had
moderately disagreed.

Table 7a. Perceived service quality as basis in buying cabbage
STATEMENT
1
2
3
4
5
AVE.
N
%
N
%
N
%
N
%
N %
1. A. Farmers
2. 1. Supplier (seller) extend credit term to











buyers of cabbage.
12
26
8
17 12
26
6
13
8 17
2.78
3. 2. Supplier has an outstanding loan/cash
advance from the buyer.
13
28
7
15 13
29
4
9
9 20
2.76
4. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
7
15
9
20
6
13
8
17 16 25
3.37
5.
4. Supplier exerts effort to produce/procure
cabbage ordered.
2
4
6
13 11
24
8
17 19 41
3.78
5. Supplier extends support services
(comboys, packing)
to the buyer in the delivery of cabbage.
10
22 11
24
9
20 12
27
4
9
2.76
6. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
4
9 20
43 11
24
9
20
2
4
2.67
B. Assembler-Wholesaler


7. 1. Supplier (seller) extend credit term to









buyers of cabbage.
4
21
2
11
2
11
7
37
4 21
3.26
8. 2. Supplier has an outstanding loan/cash
advance from the buyer.
4
21
3
16
3
16
7
37
2
11
3
9. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
0
0
3
16
1
5
8
42
7
37
4
10.
4. Supplier exerts effort to produce/procure
cabbage ordered.
0
0
1
5
6
32
6
32
6
32 3.89
5. Supplier extends support services
(comboys, packing)
to the buyer in the delivery of cabbage.
0
0
3
16
8
42
5
26
3
16 3.42
11. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
1
5
2
11
7
37
5
26
4
21 3.47
C. C. Financier-Assembler-Wholesaler
12. 1. Supplier (seller) extend credit term to











buyers of cabbage.
4
24
2
12
5
29
2
12
4
24
3
13. 2. Supplier has an outstanding loan/cash
advance from the buyer.
7
41
1
6
4
24
3
18
2
12 2.53
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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14. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
1
6
3
18
4
24
1
6
8
47 3.71
15.
4. Supplier exerts effort to produce/procure
cabbage ordered.
1
6
3 18
2
12
3
18
8
47 3.82
Numerical and descriptive value:











1= 1-1.8= Strongly Disagree
4=3.4-4.2= Agree



2=1.8-2.6= Disagree
5=4.2-5= Strongly Agree



3=2.6-3.4= Undecided

























Table 7a. Continued…











STATEMENT
1
2
3
4
5
AVE.
N
%
N
%
N
%
N
%
N %
16. C. Financier-Assembler-Wholesaler
5. Supplier extends support services











(comboys, packing)
to the buyer in the delivery of cabbage.
2 12
1
6
5
29
5
29
4
24 3.47
17. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
2 12
2 12
2
12
7
41
4
24 3.53
18. D. Trucker-wholesaler
19. 1. Supplier (seller) extend credit term to











buyers of cabbage.
0
0
1
8
3
25
4
33
4
33 3.92
20. 2. Supplier has an outstanding loan/cash
advance from the buyer.
2 16
2 17
2
17
1
8
5
42 3.42
21. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
3 25
3 25
1
8
4
8
1
8 2.75
22.
4. Supplier exerts effort to produce/procure
cabbage ordered.
1
8
1
8
0
0
3
25
7
58 4.17
5. Supplier extends support services
(comboys, packing)
to the buyer in the delivery of cabbage.
0
0
0
0
1
8
1
8 10
83 4.75
23. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
3 25
0
0
1
8
2
17
6
50 3.67
E. Wholesaler
24. 1. Supplier (seller) extend credit term to











buyers of cabbage.
3 30
1 10
2
20
2
20
2
20
2.9
25. 2. Supplier has an outstanding loan/cash
advance from the buyer.
5 50
3 30
0
0
1
10
1
10
2
26. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
2 20
1 10
3
30
1
10
3
30
3.2
27.
4. Supplier exerts effort to produce/procure
cabbage ordered.
1 10
0
0
2
20
1
10
6
60
4.1
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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5. Supplier extends support services
(comboys, packing)
to the buyer in the delivery of cabbage.
3 30
0
0
2
20
2
20
3
30
3.2
28. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
2 20
1 10
3
30
2
20
2
20
3.1
29. F. Wholesaler-Retailer











30. 1. Supplier (seller) extend credit term to
buyers of cabbage.
3
8
4 11
5
14 10
28 14
39 3.78
31. 2. Supplier has an outstanding loan/cash
advance from the buyer.
8 22
6 17
7
19
7
19
8
22 3.03
32. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
2
6
4 11
3
8 13
36 14
39 3.92

Table 7a. Continued…











1

2

3

4

5

STATEMENT
AVE.
N
%
N
%
N
%
N
%
N %
33. F. Wholesaler-Retailer











34.
4. Supplier exerts effort to produce/procure
cabbage ordered.
1
3
1
3
8
22
8
22 18
50 4.14
5. Supplier extends support services
(comboys, packing)
to the buyer in the delivery of cabbage.
5 14
2
6 10
28 11
31
8
22 3.42
35. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
1
3
7 19 11
31 14
39
3
8 3.31
36. G. Retailer











37. 1. Supplier (seller) extend credit term to
buyers of cabbage.
15 27
5
9
8
14 16
29 11
20 3.05
38. 2. Supplier has an outstanding loan/cash
advance from the buyer.
21 38
6 11 13
24 10
18
5
9 2.49
39. 3. Supplier gives notice to the buyers about
supply shortage and the price changes.
14 25
8 15
7
13 11
20 15
27 3.09
40.
4. Supplier exerts effort to produce/procure
cabbage ordered.
13 24
4
7
7
13 13
24 18
33 3.35
5. Supplier extends support services
(comboys, packing)
to the buyer in the delivery of cabbage.
25 45
5
9
6
11 10
18
9
16 2.51
41. 6. Supplier has adequate logistics
(facilities, equipments, workforce) in
trading the cabbage.
15 27
16 29 11
20
9
16
4
7 2.47


As to giving notice to buyers about supply shortage and price changes, most
farmers (35%), financier-assembler-wholesalers (47%), trucker-wholesalers (58%),
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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wholesalers (39%), wholesalers-retailers (39%) and retailers (27%) had strongly agreed.
Most of the assembler-wholesalers (42%) had moderately agreed and some (37%) had
strongly agreed. But also a considerable number from the financier-assembler-
wholesalers (23%) and wholesalers (30%) were undecided and 45% from the retailers
had strongly disagreed. Some from farmers moderately disagreed. As a result, the
weighted average on Table 7a showed that all the respondents moderately agreed except
for wholesaler and retailer who were undecided as to giving notice to buyers about supply
shortage and price changes.
In terms of exerting effort to produce/procure cabbage ordered, most of the
farmers (41%), assembler-wholesalers (32%), financier-assembler-wholesalers (47%),
retailers (33%) had strongly agreed. Fifty percent of the wholesaler-retailers strongly
agreed and majority of the wholesalers and trucker-wholesalers also strongly agreed but a
considerable number from the retailers had strongly disagreed. The Table further showed
and revealed that the respondents moderately agreed except for retailers who were
undecided as to exerting effort in the production/procurement/selling of cabbage.
As to extending support services (comboys, packing) to the buyer in the delivery
of cabbage, 50% from the financier-assembler-wholesalers and wholesaler-retailers
(31%) had moderately agreed and 37% from the assembler-wholesalers were undecided.
Considerable number from the wholesalers and retailers strongly agreed. Average
responses revealed that the financier-assembler-wholesalers, trucker-wholesalers, and
wholesaler-retailers extend support services to buyers in the delivery of cabbage. The
farmers, assembler-wholesalers and wholesalers were undecided and the retailers
moderately disagreed.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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As to adequacy of logistics in trading cabbage, most of the assembler-wholesalers
(37%) and wholesalers (30%) were undecided and large number from the financier-
assembler-wholesalers (41%) and wholesalers (39%) moderately agreed. Most
respondents for farmers and retailers moderately agreed. The average responses showed
that the assembler-wholesalers, financier-assembler-wholesalers, and trucker-wholesalers
moderately agreed of having adequate logistics in trading cabbage while the retailers
moderately disagree. The farmers, wholesalers and wholesaler-retailers are undecided.
The different respondents moderately agreed that they do extend credit term to
buyers, gives notice to buyers about supply shortage and price changes. Also the same
response in terms of extending support services (comboys, packing) to the buyer in the
delivery, exerting effort to produce/procure cabbage ordered, and on adequate logistics
(facilities, equipments, workforce) in trading the cabbage. But they had slightly disagreed
that they do have outstanding loan/cash advance from the buyer.
As showed on Table 7b, suppliers give priority on having adequate logistics
(facilities, equipments, and workforce) in trading cabbage. Extending support services
(comboys/packing) to buyer in the delivery and exerting effort to produce/procure
cabbage ordered follows. Giving notice to buyers about supply shortage and price
changes and extending credit term to buyers follows. The least is of having outstanding
loan/cash advance from the buyers.
Results (Table 7b) showed that respondents have similar perception on the service
quality specifically in terms of extending credit terms and having loan/cash advance from
the buyers. However, the respondents differ significantly in giving notice to buyers about
supply shortage and price changes and exerting effort in the production/procurement of
cabbage. But as to extending support services in the delivery and on adequacy of logistics
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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in trading the cabbage, all the respondents are highly indifferent. Therefore, the findings
implied differences in the perception about service quality. In some condition expand the
description as defined by Parasuraman (1998) about service quality as to performing
extra things in order to retain customers in business and similar on what Hutt and Speh
(1995) had cited such as providing technical assistance, innovative suggestions, credit
arrangements, support for special needs, or providing advance notice of impending price
changes or shortages in supply.
Table 7b. Descriptive and test statistics

MEAN
CHI-
DF ASYMP.
SQUARE
SIG.
1. 1. Supplier (seller) extend credit term to buyers of cabbage.
3.15
7.741
3
0.052
2. 2. Supplier has an outstanding loan/cash advance from the
3. buyer.
2.71
1.838
3
0.067
4. 3. Supplier gives notice to the about supply shortage and the
3.46
9.072
3 0.028*
5. price changes.
6. 4. Supplier exerts effort to produce/procure cabbage ordered. 3. 83
9.969
3 0.019*
7. 5. Supplier extends support services (comboys, packing) to
3.06
13.312
3 0.004**
8. the buyer in the delivery of cabbage.
9. 6. Supplier has adequate logistic (facilities, equipments,
3.02
24.592
3 0.000**
10. workforce) in trading the cabbage.
Legend: *= significant

**= highly significant





Perception on Functional Quality

Functional quality, describes the way a supplier goes about delivering the
product to the customer. By implications, it involves many inter-related activities such as
production, scheduling, storage and warehousing, logistics, ordering and invoicing
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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(Groonroos, 1990). Table 8a showed the responses of the different chain actors in the
spot market on the different criteria used as to perceived functional quality of cabbage.

Being the supplier (seller), most of the financier-assembler-wholesalers (33%),
wholesaler-retailers (39%), retailers (38%) and 50% from the trucker- wholesalers
strongly agreed that they do adhere to production/procurement/delivery. Most of the
farmers (29%), assembler-wholesalers (42%), wholesalers (40%), wholesaler-retailers
(39%) and significant number from financier-assembler-wholesalers moderately agreed.
Average responses showed that the different chain actors moderately agree on adhering to
production/procurement/delivery targets except for trucker-wholesalers who had strongly
agree and for farmers who were undecided.
Table 8a. Perception on functional quality
STATEMENT
1
2
3
4
5
AVE.
N % N % N % N % N %
1. A. Farmer
2. 1. Supplier (seller) adhere to production











3. /procurement/delivery targets.
6 13 8 17 11 24 13 28 8 17 3.20
2. 2. Supplier classifies/grades the
3. cabbage properly.
6 13 5 11 10 22 9 20 16 35 3.52
3. 3. Supplier accurately weighed and
4. packed the cabbage.
8 17 5 11 9 20 7 15 17 37 3.43
4. 4. Supplier has adequate supply of
5. cabbage when the buyers want it.
1
2 13 28 20 43 7 15 5 11 3.04
5. Supplier accepts orders and delivers
the cabbage when needed.
12 26 10 22 8 17 8 17 8 17 2.78
5. Supplier is flexible in pricing cabbage
and accepts payment term.
4
9
9 20 16 35 13 28 4
9 3.09
A. B. Assembler-wholesaler


4. 1. Supplier (seller) adhere to production
5. /procurement/delivery targets.
1
5
0
0
7 37 8 42 3 16 3.63
6. 2. Supplier classifies/grades the
7. cabbage properly.
0
0
3 16 5 26 4 21 7 37 3.79
8. 3. Supplier accurately weighed and
9. packed the cabbage.
0
0
1
5
4 21 7 37 7 37 4.05
10. 4. Supplier has adequate supply of
0
0
2 11 3 16 8 42 6 32 3.95
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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11. cabbage when the buyers want it.
5. 5. Supplier accepts orders and delivers
the cabbage when needed.
0
0
2 11 3 16 7 37 7 37
4
6. Supplier is flexible in pricing cabbage
and accepts payment term.
0
0
1
5
3 16 8 42 7 37 4.11
C. Financier-assembler-wholesaler
6. 1. Supplier (seller) adhere toproduction/







7. procurement/delivery targets.
0
0
3 20 2 13 5 33 5 33 3.80
7. 2. Supplier classifies/grades the
8. cabbage properly.
1
7
1
7
3 20 5 33 5 33 3.80
9. 3. Supplier accurately weighed and
10. packed the cabbage.
0
0
1
7
4 27 4 27 6 40
4
11. 4. Supplier has adequate supply of
12. cabbage when the buyers want it.
0
0
2 13 3 20 4 27 6 40 3.93
Numerical and descriptive value:











1= 1-1.8= Strongly Disagree
4=3.4-4.2= Agree



2=1.8-2.6= Disagree
5=4.2-5= Strongly Agree



3=2.6-3.4= Undecided











B. Table 8a. Continued…













STATEMENT
1
2
3
4
5
AVE.
N % N % N % N % N %
C. C. Financier-assembler-wholesaler
8. 5. Supplier accepts orders and delivers











the cabbage when needed.
1
7
1
7
3 20 3 20 7 47 3.93
9. 6. Supplier is flexible in pricing
10. cabbage and accepts payment term. 1 7
1
7
4 27 4 27 5 33 3.73
D. D. Trucker-wholesaler
11. 1. Supplier (seller) adhere to production











12. /procurement/delivery targets.
0
0
0
0
1
8
5 42 6 50 4.42
13. 2. Supplier classifies/grades th cabbage
14. properly.
2 17 0
0
0
0
2 17 8 67 4.17
12. 3. Supplier accurately weighed and
13. packed the cabbage.
0
0
0
0
1
8
4 33 7 58
4.5
15. 4. Supplier has adequate supply of
16. cabbage when the buyers want it.
0
0
0
0
1
8
5 42 6 50 4.42
5. 5. Supplier accepts orders and delivers
6. the cabbage when needed.
0
0
0
0
2 17 3 25 7 58 4.42
6. Supplier is flexible in pricing cabbage
and accepts payment term.
0 0
0
0
0
0
4 33 8 67 4.67
E. Wholesaler
13. 1. Supplier (seller) adhere to production











14. /procurement/delivery targets.
2 20 0
0
1 10 4 40 3 30
3.6
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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17. 2. Supplier classifies/grades the
18. cabbage properly.
1 10 1 10 1 10 2 20 5 50
3.9
14. 3. Supplier accurately weighed and
15. packed the cabbage.
1 10 0
0
3 30 2 20 4 40
3.8
19. 4. Supplier has adequate supply of
20. cabbage when the buyers want it.
0
0
0
0
3 30 5 50 2 20
3.9
7. 5. Supplier accepts orders and delivers
the cabbage when needed.
0
0
0
0
2 20 3 30 5 50
4.3
6. 6. Supplier is flexible in pricing
7. cabbage and accepts payment term. 0 0
0
0
4 40 1 10 5 50
4.1
E. F. Wholesaler-retailer











15. 1. Supplier (seller) adhere to production
16. /procurement/delivery targets.
0
0
3
8
5 14 14 39 14 39 4.08
21. 2. Supplier classifies/grades the
22. cabbage properly.
3
8
2
6
4 11 15 42 12 33 3.86
23. 3. Supplier accurately weighed and
24. packed the cabbage.
2
6
1
3
4 11 13 36 16 44 4.11
25. 4. Supplier has adequate supply of
26. cabbage when the buyers want it.
0
0
1
3
8 22 11 31 16 44 4.17
F.
G.
H.


Table 8a. Continued…
1
2
3
4
5
STATEMENT
AVE.
N % N % N % N % N %
17. F. Wholesaler-retailer
5. 5. Supplier accepts orders and delivers











the cabbage when needed.
1
3
0
0
8 22 14 39 13 36 4.06
6. Supplier is flexible in pricing
cabbage and accepts payment term. 1 3
0
0
6 17 15 42 14 39 4.14
18. G. Retailer
19. 1. Supplier (seller) adhere to production











20. /procurement/delivery targets.
5
9
9 16 10 18 21 38 10 18 3.40
27. 2. Supplier classifies/grades the
28. cabbage properly.
3
5
5
9 11 20 20 36 16 29 3.75
29. 3. Supplier accurately weighed and
30. packed the cabbage.
2
4
6 11 6 11 19 35 22 40 3.96
31. 4. Supplier has adequate supply of
32. Cabbage when the buyers want it.
1
2
5
9 15 27 19 35 15 27 3.76
6. 5. Supplier accepts orders and delivers
5
9
8 15 12 22 15 27 15 27 3.49
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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the cabbage when needed.
7. 6. Supplier is flexible in pricing
8. cabbage and accepts payment term. 3 5
4
7
9 16 18 33 21 38 3.91


Most of the farmers (35%), assembler-wholesalers (37%) and financier-
assembler-wholesalers (34%) strongly believe that they as a supplier properly
classify/grades the cabbage. Significant number from the farmers (22%) and assembler-
wholesalers (26%) were undecided. Majority of the trucker-wholesalers (67%), 50% of
the wholesalers and some of the wholesaler-retailer and retailers strongly agreed. Large
number from the wholesaler-retailers (42%) and farmers (34%) moderately agreed.
Weighted average of responses showed that the respondent does not totally agree that
they classifies/grade the cabbage properly.

As to accurate weighing and packing of cabbage, all of the respondents except
farmers strongly agreed and a significant number had also moderately agreed. Weighted
average showed that the respondents moderately agreed as to accurate weighing and
packing of cabbage except for trucker-wholesalers who had strongly agreed.
Most of the assembler-wholesaler (42%), retailers (35%) and 50% of wholesalers
had not totally agreed in terms of having adequate supply of cabbage when buyers want it
and some from the wholesalers (30%) are undecided. Fifty percent of the trucker-
wholesalers and majority of the financier-assembler-wholesalers (40%) and wholesaler-
retailer (44%) strongly agreed and large numbers from the farmers are undecided to
disagree to this indicator. The weighted average shown that trucker-wholesalers,
wholesalers and retailers strongly agree as to having adequate supply when buyers want it
and the assembler-wholesalers, financier-assembler-wholesalers and wholesaler-retailer
had moderately agreed while the farmers were undecided.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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As to accepting orders and delivering the cabbage when needed, most (26%)
farmers strongly disagreed and some (22%) had moderately disagreed. Majority of the
trucker-wholesalers (58%), 50% of the wholesalers and most of the financier-assembler-
wholesalers (47%) and retailers (28%) strongly agreed. Mostly from wholesaler-retailers
(39%), some wholesalers and retailer had moderately agreed. As implied by their
weighted average, the assembler-wholesalers, financier-assembler-wholesalers, and
wholesaler-retailers moderately agreed as to accepting orders and delivering when
required and the trucker-wholesalers, wholesalers, and retailers had strongly agreed. The
farmers were undecided in their responses.
As to flexibilty in pricing cabbage and accepting payment term, most of the
farmers (35%) are undecided and some (28%) had moderately agreed. Majority of the
trucker-wholesalers (67%) and 50% of the wholesalers strongly agreed. Most of the
financier-assembler-wholesalers (33%) and some retailers and trucker-wholesalers also
strongly agreed. Most of the farmers (35%) and significant number from the financier-
assembler-wholesalers (27%) are undecided. As implied by their average responses, the
respondents had moderately agreed except for trucker-wholesalers who strongly agreed.
The different respondents moderately agreed on the quality of cabbage they
procure/sell according to its function. This are in terms of: adhering to
production/procurement/delivery targets; proper classification and grading; accurate
weighing and packing; adequacy of supply when buyers want it; accepting orders and
delivering when needed; and flexibility in pricing and accepts payment term.
In maintaining the functional quality of cabbage, the respondents as a supplier are
much focused on having adequate supply when buyers want it followed by flexibility in
pricing and accepting payment term. Respondents also consider accepting orders and
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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ensuring to deliver when needed and adhere to production/procurement/delivery targets.
They give less consideration on accurate weighing, packing, classification/grading the
cabbage as it was shown on Table 8b.

The results shows that the different respondents groups very significantly differ
on their perceived functional quality of cabbage specifically in terms of having the
supplier (seller) adhere to production/procurement/delivery targets (level of significance
at 0.001); adequacy of supply when buyers want it (0.000); supplier accepts orders and
delivers when needed (0.000); flexibility in pricing and accepting payment term (0.000).
But in terms proper classification/grading, accurate weighing and packing of cabbage, the
result showed similarity of perceptions among respondents.
The result revealed that the respondents had different ways of choosing/selecting
cabbage as to its functional quality such as on deliverin when customer want it such as

Table 8b. Descriptive and test statistics




MEAN CHI-SQUARE DF ASYMP. SIG.
1. 1. Supplier (seller) adhere to production/
2. procurement/delivery targets.
3.61
16.264
3
0.001**
2. Supplier classifies/grades the cabbage properly. 3.74
2.673
3
0.445
3. 3. Supplier accurately weighed and packed the cabbage. 3. 9 4
6.876
3
0.076
4. 4. Supplier has adequate supply of cabbage
5. when the buyers want it.
3.75
30.648
3
0.000**
6. 5. Supplier accepts orders and delivers the
7. cabbage when needed.
3.61
24.386
3
0.000**
8. 6. Supplier is flexible in pricing cabbage and
9. accepts payment term.
3.81
29.912
3
0.000**
Legend:*=Significant
**=highly significant


product scheduling, ordering and invoicing. The result further showed similarities of
perception as to classification/grading, accurate weighing/packing of cabbage.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Perceived Abilities to Meet the Quality
Requirements
Table 9a represents the responses of the respondents as to perceived abilities to
meet quality requirements. Abilities refer to the capabilities of the different chain actors
in meeting buyers’ requirements.
As to appropriate classification/weighing and packing of cabbage, 50% of the
assembler-wholesalers and wholesalers had strongly agreed and some had moderately
agreed. Majority of the assembler-wholesalers (58%) had strongly agreed and also mostly
from the farmers (41%), financier-assembler-wholesaler (47%) and wholesalers (40%).
Considerable numbers from the financier-assembler-wholesaler (33%) are undecided and
30% of wholesalers strongly agree. The weighted average revealed that respondents
moderately agreed except for wholesalers who were undecided as to appropriate
classification, weighing and packing of cabbage.
As to selling/buying cabbage at a negotiated price and delivering when required,
most of the respondents from the assembler-wholesalers, financier-assembler-wholesaler,

Table 9a. Perceived abilities to meet the quality requirements
STATEMENT
1
2
3
4
5
AVE.
N
%
N
%
N
%
N
%
N
%
A. Farmer











1. I had appropriately classified, weighed and
packed
7
15
4
9
8 17
8 17
19
41
3.61
2. I sell/buy at a negotiated price.
5
11
3
7 14 30 15 33
9
20
3.43
3. I deliver when required.
14
30
6 13 14 30
7 15
5
11
2.63
4. I buy cabbage free from pest and diseases,
physical injury and chemical residues.
8
17
8 17
5 11 16 35
9
20
3.22
6. 5. I usually buy cabbages which are fresh,
7. clean,firm and fully trimmed.
8
17
4
9
9 20 13 28
12
26
3.37
6. I buy cabbage from sellers with good
reputation.
8
17
9 20
9 20 12 26
8
17
3.07
7. I buy adequate volume of cabbage to meet 9
20
9 20 15 33
7 15
6
13
2.83
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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8.
immediate demand.
8. I have adequate logistics to buy cabbage.
7
15 15 33 16 35
5 11
3
7
2.61
A.
B.
C.
D.
E. B. Assembler-Wholesaler











1. I had appropriately classified, weighed and
packed
1
5
3 16
2 11
2 11
11 58
4
2. I sell/buy at a negotiated price.
0
0
0
0
4 21
6 32
9 47
4.26
3. I deliver when required.
0
0
3 16
5 26
3 16
8 42
3.84
4. I buy cabbage free from pest and diseases,
physical injury and chemical residues.
1
5
4 21
2 11
3 16
9 47
3.79
9. 5. I usually buy cabbages which are fresh,
10. clean,firm and fully trimmed.
0
0
3 16
0
0
2 11
14 74
4.42
6. I buy cabbage from sellers with good
reputation.
0
0
0
0
6 32
3 16
10 53
4.21
7. I buy adequate volume of cabbage to meet
11. immediate demand.
0
0
0
0
3 16
9 47
7 37
4.21
8. I have adequate logistics to buy cabbage.
0
0
3 16
3 16
9 47
4 21
3.74
F. C. Financier-Assembler-Wholesaler











2. I had appropriately classified, weighed and
packed
0
0
2 13
5 33
1
7
7 47
3.87
2. I sell/buy at a negotiated price.
0
0
1
7
3 20
4
27
7 47
4.13
3. I deliver when required.
1
7
2 13
3 20
4
27
5 33
3.67
Numerical and descriptive value:











1= 1-1.8= Strongly Disagree
4=3.4-4.2= Agree



2=1.8-2.6= Disagree
5=4.2-5= Strongly Agree



3=2.6-3.4= Undecided











G. Table 9a. Continued…











STATEMENT
1
2
3
4
5
AVE.
N
%
N
%
N
%
N
%
N
%
1. C. Financier-Assembler-Wholesaler











4. I buy cabbage free from pest and diseases,
physical injury and chemical residues.
0
0
2 13
4 27
3
20
6 40
3.87
12. 5. I usually buy cabbages which are fresh,
13. clean,firm and fully trimmed.
0
0
1
7
5 33
3
20
6 40
3.93
6. I buy cabbage from sellers with good
reputation.
0
0
4 17
2 13
5
33
4 27
3.60
7. I buy adequate volume of cabbage to meet
14. immediate demand.
0
0
2 13
3 20
3
20
7 47
4
8. I have adequate logistics to buy cabbage.
0
0
3 20
3 20
7
47
2 13
3.53
2.
3.
4.
5.
6.











Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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7.
8.
9. D. Trucker-Wholesaler
1. I had appropriately classified, weighed and
packed
0
0
0
0
1
8
5
42
6 50
4.42
2. I sell/buy at a negotiated price.
0
0
0
0
1
8
5
42
6 50
4.42
3. I deliver when required.
3
25
0
0
2 17
3
25
4 33
3.42
4. I buy cabbage free from pest and diseases,
physical injury and chemical residues.
0
0
1
8
3 25
2
17
6 50
4.08
15. 5. I usually buy cabbages which are fresh,
16. clean,firm and fully trimmed.
0
0
0
0
1
8
2
17
9 75
4.67
6. I buy cabbage from sellers with good
reputation.
0
0
0
0
4 33
4
33
4 33
4
7. I buy adequate volume of cabbage to meet
17. immediate demand.
0
0
0
0
3 25
3
25
6 50
4.25
8. I have adequate logistics to buy cabbage.
0
0
1
8
2 17
6
50
3 25
3.92
1. E. Wholesaler











1. 1. I had appropriately classified, weighed and
packed
3
30
1
10
0
0
2 20
4 40
3.3
2. I sell/buy at a negotiated price.
0
0
0
0
2
20
1 10
7 70
4.5
3. I deliver when required.
2
20
1
10
2
20
1 10
4 40
3.4
4. I buy cabbage free from pest and diseases,
physical injury and chemical residues.
0
0
1
10
2
20
4 40
3 30
3.9
18. 5. I usually buy cabbages which are fresh,
19. clean,firm and fully trimmed.
1
10
0
0
3
30
1 10
5 50
3.9
6. I buy cabbage from sellers with good
reputation.
1
10
0
0
2
20
4 40
3 30
3.8
7. I buy adequate volume of cabbage to meet
20. immediate demand.
0
0
1
10
2
20
4 40
3 30
3.9
8. I have adequate logistics to buy cabbage.
1
10
0
0
4
40
3 30
2 20
3.5
F. Wholesaler-Retailer
1. 1. I had appropriately classified, weighed and










packed
0
0
3
8
4
11 11 31 18 50
4.22
2. I sell/buy at a negotiated price.
0
0
1
3
3
8
7 19 25 69
4.56
3. I deliver when required.
6
17
1
3 10
28
7 19 12 33
3.50
H.
I.
J.
K.
Table 9a. Continued…











STATEMENT
1
2
3
4
5
AVE.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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N
%
N
%
N
%
N
%
N
%
1. F. Wholesaler-Retailer
4. I buy cabbage free from pest and diseases,










physical injury and chemical residues.
0
0
1
3
5
14 16 44 14 39
4.19
2. 5. I usually buy cabbages which are fresh,
3. clean,firm and fully trimmed.
0
0
0
0
2
6 18 50 16 44
4.39
6. I buy cabbage from sellers with good
reputation.
0
0
1
3 11
31 10 28 14 39
4.03
7. I buy adequate volume of cabbage to meet
4.
immediate demand.
0
0
1
3
6
17 12 33 17 47
4.25
8. I have adequate logistics to buy cabbage.
3
8
4 11
8
22 14 39
6 17
3.36
2. G. Retailer
1. I had appropriately classified, weighed and










packed
1
2
5
9
7 13 14 25 28 51
4.15
2. I sell/buy at a negotiated price.
1
2
2
4
6 11 25 45 21 38
4.15
3. I deliver when required.
16
29
7 13 11 20 13 24
8 15
2.82
4. I buy cabbage free from pest and diseases,
physical injury and chemical residues.
2
4
9 16
8 15 14 25 22 40
3.82
5. 5. I usually buy cabbages which are fresh,
6. clean,firm and fully trimmed.
1
2
5
9 10 18 16 29 23 42
4
6. I buy cabbage from sellers with good
reputation.
1
2
9 16 12 22 17 31 16 29
3.69
7. I buy adequate volume of cabbage to meet
7.
immediate demand.
3
5 10 18 12 22 17 31 13 24
3.49
8. I have adequate logistics to buy cabbage.
15
27 13 24 13 24 10 18
4
7
2.55


trucker-wholesalers, wholesalers and wholesaler-retailers had strongly agree. Most of the
farmers (33%) had moderately agreed as to selling/buying at a negotiated price and 30%
of them are undecided while 45% of the retailers moderately agreed. Most farmers (30%)
are undecided in terms delivering when required and the same number had strongly
disagreed. Significant number from the assembler-wholesaler (26%) and wholesaler-
retailers (28%) are undecided and large number of the retailers strongly disagreed as to
delivering cabbage on time.
Weighted average showed that the respondents moderately agreed on
selling/buying cabbage at a negotiated price except for wholesalers-retailers who strongly
agreed and to retailers that are undecided. All the respondents moderately agreed as to
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

having the cabbage delivered on time except for farmers who moderately agree and
retailers who are undecided.
As to buying cabbage free from pest, diseases, physical injury and chemical
residue, most of the assembler-wholesalers (47%), financier-assembler-wholesaler (40%),
trucker-wholesalers (50%) and retailers (40%) had strongly agreed while a significant
number from assembler-wholesalers (21%) had strongly disagreed and financier-
assembler-wholesaler (27%) who were undecided. Most of the farmers (35%),
wholesalers (40%) and wholesaler-retailers had moderately agreed. As implied by the
weighted average, the different chain actors in the spot market moderately agreed as to
producing/procuring/buying cabbage free from pest, diseases, physical injury and
chemical residue except for farmers who were undecided.
As to producing/buying cabbage which is fresh, clean, firm and fully trimmed,
majority of the assembler-wholesalers (74%), trucker-wholesalers (75%), 50% of the
wholesalers and most of the financier-assembler-wholesaler (40%) and retailers (42%)
had strongly agreed. A significant number from the financier-assembler-wholesaler
(33%) are undecided. Large number from the farmers (28%) and 50% of the wholesaler-
retailers moderately agreed. Average responses on Table 9a showed that the respondents
moderately agreed on producing/buying cabbage which are fresh, clean, firm and fully
trimmed except to trucker-wholesalers and wholesaler-retailers who strongly agreed and
farmers who are undecided.
Most of the farmers (26%), financier-assembler-wholesaler (33%), wholesalers
(40%), retailers (31%), majority (53%) of the assembler-wholesalers and 39% of
wholesaler retailers moderately agreed as to selling/buying from sellers of good
reputation and. Large number from the assembler-wholesalers (32%) and wholesalers-
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

retailers (39%) are undecided and the same number of the trucker-wholesalers (33%) had
strongly/moderately agreed and was undecided. The same number from the farmers
(20%) were undecided and had strongly disagreed.
Most of the wholesalers (40%), retailers (31%) and farmers (33%) were
undecided as to producing/buying adequate volume of cabbage to meet immediate
demand. Fifty percent of the trucker-wholesalers and most of the assembler-wholesalers
(37%), financier-assembler-wholesaler (47%) and wholesalers-retailers (47%) had
strongly agreed.
As implied in the weighted average (Table 9b), all the chain actors in the spot
market moderately agreed as to selling/buying to sellers with good reputation and
selling/buying adequate volume to meet immediate demand except for farmers who are
undecided in their responses.
As to adequacy of logistics in trading cabbage, most farmers (35%), and
wholesalers (40%) are undecided but 33% of the farmers had moderately disagreed. Most
of the assembler-wholesalers (47%), financier-assembler-wholesaler (47%), wholesaler-
retailers (39%) and 50% of the trucker-wholesalers strongly agreed. Most retailers (27%)
had strongly disagreed and 22% from wholesaler-retailers were undecided. The weighted
average have shown that the assembler-wholesalers, financier-assembler-wholesaler,
trucker-wholesalers, and wholesalers moderately agreed on having adequate logistics in
selling/producing/buying cabbage while the farmers, wholesaler-retailers and retailers
were undecided.
As shown on Table 9a, the mean responses revealed that respondents moderately
agreed appropriate classification, weighing and packing; delivering when required;
buying cabbage free from pest and diseases, physical injury, chemical residues and are
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

fresh and fully trimmed; buy from sellers with good reputation; buy adequate volume to
meet immediate demand; and that they have adequate logistics. Only in terms of
selling/buying at a negotiated price where they strongly agreed.
Table 9b shows the statistical results about the perceived abilities to meet quality
requirement of the different market intermediaries in the spot market.
Respondents are giving much consideration on adequacy of logistics in trading
cabbage and having adequate volume to meet immediate demand. Next to this are
selling/buying cabbage at a negotiated price and delivering when required. Buying
cabbages which are fresh, fully trimmed and having sellers of good reputation follows.
The least is in terms of buying cabbage free from pest, diseases, physical injury, chemical
residue and appropriate classification (weighing and packing) of cabbage.

The result showed no significant differences among the respondents as to
appropriate classification, weighing, and packing therefore confirms as what Batt (2005)
had cited in meeting quality requirements such as proper packing and of approporiate
quantity. On the other hand, result further revealed that respondents have highly
significant differences in almost all the criteria. It implies that the chain actors have their
own ways of choosing cabbage. Furthermore, the chain actors had no similarities on their
perceived abilities in meeting quality requirements of cabbage.

Table 9b. Descriptive and test statistics


STATEMENTS
MEAN CHI-SQUARE DF ASYMP. SIG.
1. 1. I had appropriately classified, weighed and packed 3.97
3.439
3
.329
2. I sell/buy at a negotiated price.
4.11
30.501
3
.000**
3. I deliver when required.
3.13
17.693
3
.001**
3. 4. I buy cabbage free from pest and diseases physical 3.77
11.005
3
.012**
4. injury and chemical residues.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

5. 5. I usually buy cabbages which are fresh, clean,
3.99
16.238
3
.001**
firm/crunchy and fully trimmed.
6. I buy cabbage from sellers with good reputation.
3.67
13.639
3
.003**
6. 7. I buy adequate volume of cabbage to meet
3.64
34.109
3
.000**
immediate demand.
8. I have adequate logistics to buy cabbage.
3.08
35.667
3
.000**
Legend: *= significant

**= highly significant


Perceived Inabilities of Chain Actors’ to
Meet Buyers' Quality Requirements

Inabilities refer to the incapabilities of the different chain actors in the spot market
in meeting quality requirements.
Majority of the respondents from the trucker-wholesalers (58%), wholesalers
(60%), and wholesaler-retailers strongly agreed that they are dependent on the
quality/quantity of cabbage produced/procured. Most of the assembler-wholesalers (42%)
And retailers (47%) had strongly agreed too. More than 50% of the financier-assembler-
wholesalers and 35% of the farmers had moderately agreed. Average of responses
showed that the respondents moderately agree that they were dependent on the
quality/quantity of cabbage they produce/procure/sell except for trucker-wholesalers who
strongly agreed as it was shown on Table 10a.
There were 40% wholesalers who strongly disagreed that they have insufficient
capital in trading cabbage but 30% had strongly agreed. As to assembly group, there were
32% assembler-wholesalers and 47% financier-assembler-wholesalers who had
moderately agreed. Farmers (33%) and trucker-wholesalers (33%) had moderately
disagreed. It was revealed by the weighted average of responses that all the respondents
were undecided except for trucker-wholesalers who moderately disagreed that they have
insufficient capital to produce/procure cabbage.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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The same number of the wholesalers (30%) interviewed strongly disagreed that
they have limited control on the quality/quantity of cabbage they produce/procure and
sold. There were 28% as having the largest number from the wholesaler-retailers who

Table 10a: Perceived inabilities of chain actors’ to meet buyers' quality requirements
1
2
3
4
5
STATEMENT
AVE.
N
%
N
%
N
%
N
%
N
%
1. A. Farmer











2. 1. I am dependent on the quality/quantity
3. of cabbage I produced/procured.
0
0
1
2
15 33 16 35 14 30
3.93
4. 2. I have insufficient capital to
5. produce/procure cabbage.
2
4
15
33
10 22 12 26
7
15
3.15
6. 3. I have limited control on the quality/
7. quantity of cabbage I
8. produced/procured and sold.
4
9
13
28
11 24 14 30
4
9
3.02
9. 4. I largely depend from the
10. Prevailing market price.
4
9
6
13
11 24 14 30 11 24
3.48
B. Assembler-Wholesaler
11. 1. I am dependent on the quality/quantity
12. of cabbage I produced/procured.
0
0
1
5
5
26
5
26
8
42
4.05
13. 2. I have insufficient capital to
14. Produce/procure cabbage.
3
16
5
26
4
21
6
32
1
5
2.84
15. 3. I have limited control on the
16. quality/quantity of cabbage I
17. Produced/procured and sold.
2
11
3
16
5
26
6
32
3
16
3.26
18. 4. I largely depend from the
19. Prevailing market price.
0
0
1
5
13 68
1
5
4
21
3.42
C. Financier-Assembler-Wholesaler
20. 1. I am dependent on the quality/quantity
21. of cabbage I produced/procured.
0
0
1
7
2
13
8
53
4
27
4
22. 2. I have insufficient capital to
23. Produce/procure cabbage.
2
13
2
13
3
20
7
47
1
7
3.20
Numerical and descriptive value:











1= 1-1.8= Strongly Disagree
4=3.4-4.2= Agree



2=1.8-2.6= Disagree
5=4.2-5= Strongly Agree



3=2.6-3.4= Undecided











24. Table 10a. Continued…
1
2
3
4
5

STATEMENT
AVE.
N
%
N
%
N
%
N
%
N
%
25. C. Financier-Assembler-Wholesaler











2. 3. I have limited control on the
3. quality/quantity of cabbage
0
0
5
33
5
33
5
33
0
0
3
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Produced/procured and sold.
1. 4. I largely depend from the
2. Prevailing market price.
1
7
0
0
6
40
5
33
3
20
3.60
3. D. Trucker-Wholesaler











4. 1. I am dependent on the quality/quantity
5. Of cabbage I produced/procured.
0
0
0
0
1
8
4
33
7
58
4.50
6. 2. I have insufficient capital to
7. Produce/procure cabbage.
3
25
4
33
3
25
2
17
0
0
2.33
8. 3. I have limited control on the
9. quality/quantity of cabbage I
Produced/procured and sold.
1
8
3
25
2
17
3
25
2
17
2.92
10. 4. I largely depend from the
11. Prevailing market price.
2
17
1
8
3
25
3
25
3
25
3.33
A. E. Wholesaler











12. 1. I am dependent on the quality/quantity
13. of cabbage I produced/procured.
1
10
1
10
1
10
1
10
6
60
4
14. 2. I have insufficient capital to
15. Produce/procure cabbage.
4
40
1
10
1
10
1
10
3
30
2.8
16. 3. I have limited control on the
17. quality/quantity of cabbage I
18. Produced/procured and sold.
3
30
1
10
1
10
2
20
3
30
3.1
19. 4. I largely depend from the
20. Prevailing market price.
0
0
1
10
4
40
1
10
4
40
3.8
B. F. Wholesaler-Retailer











21. 1. I am dependent on the quality/quantity
22. Of cabbage I produced/procured.
0
0
2
6
6
17
9
25 19 53
4.25
23. 2. I have insufficient capital to
24. Produce/procure cabbage.
8
22
7
19
10 28
6
17
5
14
2.81
25. 3. I have limited control on the
26. quality/quantity of cabbage I
27. Produced/procured and sold.
2
6
9
25
10 28
6
17
9
25
3.31
28. 4. I largely depend from the
29. Prevailing market price.
1
3
6
17
9
25
8
22 12 33
3.67
G. Retailer











30. 1. I am dependent on the quality/quantity
31. Of cabbage I produced/procured.
2
4
1
2
6
11 20 36 26 47
4.22
32. 2. I have insufficient capital to
33. Produce/procure cabbage.
6
11 11 20
7
13 14 25 17 31
3.45
34. 3. I have limited control on the
35. quality/quantity of cabbage I
36. Produced/procured and sold.
4
7
13 24
9
16 11 20 18 33
3.47
37. 4. I largely depend from the
38. Prevailing market price.
2
4
7
13 13 24 15 27 18 33
3.73
Were undecided and 26% from the assembler-wholesalers. Most of the farmers (30%)
had moderately agreed and the same numbers from the financier-assembler-wholesalers
(33%) had moderately disagreed, agree and were undecided. Most of the assembler-
wholesalers (32%) and trucker-wholesalers (25%) had moderately agreed. The weighted
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

average of the responses revealed that the trucker-wholesalers, wholesalers, assembler-
wholesalers and farmers were undecided and the wholesaler-retailers, retailers, and
financier-assembler-wholesalers moderately agreed that they have limited control on the
quality/quantity of cabbage produced/procured and sold.

Average responses on Table 10a showed that the different respondents largely
depend on the quality/quantity of cabbage produced/procure/sell. They moderately
consider that they have insufficient capital to produced/procure/sell; have limited control
on quality/quantity of cabbage they produce/procure and sold; and being largely depend
from the prevailing market price.
Table 10b showed the statistical results used in determining whether there are
differences on respondents’ perceptions on their inabilities in meeting buyers’ quality
requirements.
Most respondents’ inabilities were on insufficiency of capital to produce cabbage
and being dependent on the quality/quantity of cabbage they produce/procure/sell. This
was followed by having limited control on the quality/quantity of they
produce/procure/sell and last is being largely dependent on prevailing market price.

The result showed that the different respondents have no significant difference on
their perceived inabilities such as being dependent on the quality/quantity of cabbage
they produce/procure (level of significance at 0.075); limited control on quality/quantity
of cabbage they produce/procure and sell (0.315); and largely dependent from market
Table 10b. Descriptive and test statistics



STATEMENTS
MEAN CHI- SQUARE DF ASYMP. SIG.
39. 1. I am dependent on the quality/quantity
4.13
6.897
3
0.075
40. of cabbage I produced/procured.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

41. 2. I have insufficient capital to
3.08
8.593
3
0.035*
42. produce/procure cabbage.
43. 3. I have limited control on the quality/ quantity
3.23
44. of cabbage I produced/procured and sold.
3.542
3
0.315
45. 4. I largely depend from the prevailing market price.
3.61
1.816
3
0.611
Legend: *= Significant


Prevailing price (0.611). The result further showed that the respondent significantly differ
on their perceptions as to insufficiency of capital to produce/procure cabbage with (level
of significance of 0.035).

This implied that the different respondents considers the different criteria used as
their inabilities and not all are having problems on capital insufficiency in the
production/procurement of cabbage.

Constraints to Improve/Maintain
Quality Requirements

Table 11a presents the constraints that hinder the different chain actors on
improving/maintaining the quality of cabbage offered for sale.

As to inadequacy of logistic facilities and equipment, most of the farmers
(32%), assembler-wholesalers (32%), financier-assembler-wholesalers (53 %),
wholesalers (40%) and wholesaler-retailers (28%) are undecided. Fifty percent of the
trucker-wholesalers had moderately disagreed and 31% of the retailers had moderately
agreed. As showed by the weighted average, the trucker-wholesalers moderately disagree
while retailers moderately agree that they have adequate logistic facility and equipment in
trading cabbage. The rest of the respondents were undecided in their responses.
Table 11a. Constraints to improve/maintain quality requirements
1
2
3
4
5
STATEMENT
AVE.
N
%
N
%
N
%
N
% N %
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

---

1. A. Farmer
2. 1. Inadequacy of logistic











facilities/equipments.
1
2
7
15
20
43 10 22 8 17 3.37
3. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
1
2
12
26
5
11 22 48 6 13 3.43
3. Limited choices on cabbage.
6
13
20
53
13
28
3
7
4
9
2.54
4. Less control in grading/packaging.
6
13
15
33
16
35
3
7
6 13 2.74
5. Lack of cold storage facility in
3
trading.
4
9
2
4
6
13
1
2
3 72 4.24
A. B. Assembler-Wholesaler
4. 1. Inadequacy of logistic











facilities/equipments.
1
5
3
16
6
32
6
32 3 16 3.37
5. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
1
5
5
26
3
16
8
42 2 11 3.26
3. Limited choices on cabbage.
4
21
9
47
2
11
3
16 1
5
2.37
4. Less control in grading/packaging.
3
16
2
11
9
47
3
16 2 11 2.95
5. Lack of cold storage facility in
1
trading.
0
0
3
16
3
16
2
11 1 58 4.11
B. C. Financier-Assembler-Wholesaler
6. 1. Inadequacy of logistic











facilities/equipments.
1
7
2
13
8
53
2 13 2 13 3.13
7. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
0
0
5
13
4
27
4 27 2 13 3.20
3. Limited choices on cabbage.
0
0
6
40
6
40
2 13 1
7
2.87
4. Less control in grading/packaging.
1
7
5
33
4
27
5 33 0
0
2.87
5. Lack of cold storage facility in
trading.
3
20
2
13
2
13
1
7
7 47 3.47
C. D. Trucker-Wholesaler
8. 1. Inadequacy of logistic











facilities/equipments.
2
17
6
50
1
8
2 17 1
8
2.5
9. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
2
17
6
50
1
8
1
8
2 17 2.58
3. Limited choices on cabbage.
5
42
4
33
2
17
0
0
1
8
2
Numerical and descriptive value:











1= 1-1.8= Strongly Disagree
4=3.4-4.2= Agree



2=1.8-2.6= Disagree
5=4.2-5= Strongly Agree



3=2.6-3.4= Undecided











D. Ccc
E. Table 11a. Continued…











1

2

3

4
5

STATEMENT
AVE.
N
%
N
%
N
%
N
% N %
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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F. D. Trucker-Wholesaler
4. Less control in grading/packaging.
1
8
6
50 2 17 2 17 1

8
2. 67
5. Lack of cold storage facility in
trading.
3
25
1
8
1
8
1
8
6 50
3.5
G. E. Wholesaler
10. 1. Inadequacy of logistic











facilities/equipments.
1
10
2
20
4
40
2
20
1
10
3
11. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
4
40
0
0
4
40
0
0
2
20
2.6
3. Limited choices on cabbage.
3
30
1
10
3
30
2
20
1
10
2.7
4. Less control in grading/packaging.
1
10
0
0
3
30
3
30
3
30
3.7
5. Lack of cold storage facility in
trading.
2
20
2
20
2
20
0
0
4
40
3.2
F. Wholesaler-Retailer
12. 1. Inadequacy of logistic











facilities/equipments.
3
8
10
28
10
28
9
25
4
11
3.03
13. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
6
17
8
22
7
19
12 33
3
8
2.94
3. Limited choices on cabbage.
7
19
8
22
8
22
10 28
3
8
2.83
4. Less control in grading/packaging.
1
3
11
31
5
14
12 33
7
19
3.36
5. Lack of cold storage facility in
trading.
12
33
2
6
4
11
5
14 13
36
3.14
H. G. Retailer
14. 1. Inadequacy of logistic











facilities/equipments.
6
11
6
11
11
20
17 31 15
27
3.53
15. 2. Inadequacy of capital to acquire
appropriate logistic
facilities/equipments.
7
13
12
22
6
11
13 24 17
31
3.38
3. Limited choices on cabbage.
12
22
14
25
9
16
18 33
2
4
2.71
4. Less control in grading/packaging.
3
5
11
20
11
20
16 29 14
25
3.49
5. Lack of cold storage facility in
trading.
11
20
5
9
2
4
5
9
32
58
3.76


In terms of inadequacy of capital to acquire appropriate logistics
facilities/equipments, 33% of the financier-assembler-wholesalers and 50% of the
trucker-wholesalers had moderately disagreed. Most of the retailers (31%) had strongly
disagreed but there were 23.64% who moderately agreed. Most from farmers (48%),
assembler-wholesalers (42%) and wholesaler-retailers (33%) had moderately agreed. The
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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weighted average of responses showed that the respondents are undecided on having
inadequate capital to acquire appropriate logistic facility and equipment except for
farmers who had moderately agreed and wholesalers who moderately disagreed.

Most of the farmers (43%), assembler-wholesalers (47%) and financier-
assembler-wholesalers (40%) had moderately disagreed of having limited choices on
cabbage to produce/procure/sell. There were 42% of the trucker-wholesalers and 30%
wholesalers who were undecided and had strongly disagreed. Weighted average of
responses revealed that farmers and trucker-wholesalers moderately disagreed on having
limited choices on cabbage and the rest of the chain actors interviewed are undecided.

Fifty percent from the trucker-wholesalers and 33% of the financier-assembler-
wholesalers moderately disagreed of having less control in grading/packaging cabbage.
Most of the farmers (35%), assembler-wholesalers (48%) and financier-assembler-
wholesalers (33%) are undecided. The same numbers of the wholesalers (30%) are
undecided, had moderately and strongly agreed. Average of responses showed that all the
respondents were undecided except for wholesalers who moderately agreed that they
have less control in grading/packaging of cabbage they produce/procure or sell.
Majority of the farmers (72%), retailers (58%) and 50% of the trucker-
wholesalers strongly agreed that they lack cold storage facility in trading cabbage. Most
of the assembler-wholesalers, financier-assembler-wholesalers (47%), wholesalers
(40%), wholesaler-retailers (36%) had also strongly agreed. There were 20% of the
financier-assembler-wholesalers and retailers and 33% from the wholesaler-retailers who
strongly disagree. The weighted average response revealed that the farmers, assembler-
wholesalers, trucker-wholesalers, and retailers moderately agree that they lack cold
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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storage facility in trading cabbage while the financier-assembler-wholesalers, wholesaler-
retailers and wholesaler are undecided.
The average responses on Table 11a revealed that the respondents are facing
problems in terms of inadequacy of logistic facilities/equipments, inadequacy of capital
to acquire appropriate logistic facilities/equipments, less control in grading/packaging,
and lack of cold storage facility in trading. They slightly disagree that they have limited
choices on cabbage to produce/procure or sell.
Table 11b showed significant difference among respondents on their perceived
constraints as to inadequacy of logistic facilities/equipments (level of significance at
0.013); less control in grading/packaging (0.030); and lack of cold storage facility in
trading cabbage (0.022). It implies that these factors are not considered by all the
respondents as constraint in doing vegetable business. Moreover, the result showed no
significant differences of perception as to inadequacy of capital to acquire appropriate
logistic facilities/equipments (level of significance at 0.108) and limited choices on
vegetable having 0.904 significance. This means that chain actors consider insufficiency
of capital and limited choices on cabbage as constraints in doing vegetable business.

Table 11b. Descriptive and test statistics
STATEMENTS
MEAN
CHI-SQUARE DF ASYMP.SIG.
16. 1. Inadequacy of logistic facilities/equipments.
3.24
10.822
3
.013*
17. 2. Inadequacy of capital to acquire appropriate
18. logistic facilities/equipments.
3.22
6.071
3
.108
3. Limited choices on cabbage.
2.62
.565
3
.904
4. Less control in grading/packaging.
3.13
8.983
3
.030*
5. Lack of cold storage facility in trading.
3.76
9.639
3
.022*
Legend: *=Significant
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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SUMMARY, CONCLUSION AND RECOMMENDATION


Summary
This study was purposely to identify the perceptions of the different chain actors
on quality of cabbage in the spot market. This is to determine the perceived quality
criteria used by the chain actors in buying/selling cabbage, the abilities and inabilities in
meeting quality requirements of buyers, and the constraints that hinder them in meeting
quality requirement of cabbage offered for sale.

The study was conducted in the different spot markets for cabbage in the
Cordillera Administrative Region specifically in La Trinidad Vegetable Trading Post in
La Trinidad, Benguet and on selected markets in Metro Manila such as Balintawak
Market, Nepa-Q Market and other retailing markets nearby. Respondents were taken
through quota sampling method and are classified according to their functions as to
producers (pertaining to farmers), assembly group (assembler-wholesalers and financier-
assembler-wholesalers), distribution group (wholesalers, trucker-wholesalers and
wholesaler-retailers) and retailing group.
Average age of respondents from the different group were taken wherein farmers
had an average age of 33.22, assembly group of 37.47, distribution group of 32.69 and
retailing group of 40.87. Also average number of years engaged in vegetable business
was taken: having the farmers engaged for 13.65, assembly group for 9.09, distribution
group for 4.66 and on retailer groups for 13.76 years.
Product (technical) quality refers to the physical description of cabbage. The
respondents had similarities in perception about product/technical quality of cabbage and
consider as one basis of buyers in choosing or buying cabbage. The chain actors gave
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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more importance to variety, color, and size and followed by the firmness and crunchiness.
Having the cabbage free from chemical residue and physical injury also follows. The
chain actors are giving less consideration in terms of freshness, cleanliness and if fully
trimmed.
Service qualities are the additional requirement a supplier is willing to do to retain
customers in business. Chain actors have similar perception on the service quality
specifically in terms of extending credit terms and having loan/cash advance from the
buyers but differs on giving notice to buyers about supply shortage and price changes and
exerting effort in the production/procurement of cabbage. Furthermore, the chain actors
are highly indifferent as to extending support services in the delivery and on adequacy of
logistics in trading the cabbage
As to functional quality of cabbage, it was found out that the respondents had
different ways of choosing/selecting cabbage such as on delivering, product scheduling,
ordering and invoicing but same perception as to classification/grading, accurate
weighing/packing of cabbage.
The chain actors as a supplier are much focused on having adequate supply when
buyers want it followed by flexibility in pricing and accepting payment term.
Respondents also consider accepting orders and ensuring to deliver when needed and
adhere to production/procurement/delivery targets. They give less consideration on
accurate weighing, packing, classification/grading the cabbage.
As to abilities in meeting quality requirements, respondents do appropriately
classify, weigh and pack the cabbage they produced/procuredsold. Although the chain
actors have their own ways of choosing cabbage and had no similarities on their
perceived abilities in meeting quality requirements of cabbage, they still give much
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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consideration concerning adequacy of logistics in trading cabbage and having adequate
volume to meet immediate demand. Also a considerable attention is given in
selling/buying cabbage at a negotiated price and delivering when required. Freshness also
is one factor that the chain actors could never ignore since this was always considered by
every buyer for choosing cabbage.
As to inabilities to meet quality requirements, the different chain actors largely
depend on the quality/quantity of cabbage produced/procure/sell. Most respondents
consider that they have insufficient capital to produced/procure/sell; have limited control
on quality/quantity of cabbage they produce/procure and sold; and are largely dependent
from the prevailing market price.
Constraints are that barriers/factors that hinder the chain actors in the spot market
in meeting quality requirements. The different respondents are facing problems in terms
of inadequacy of logistic facilities/equipments, inadequacy of capital to acquire
appropriate logistic facilities/equipments, less control in grading/packaging, and lack of
cold storage facility in trading. Chain actors don’t consider limitations on choices of
cabbage as their constraints.

Conclusions

Based on the findings of the study, the following findings were derived:
1. As to product quality, the different chain actors in the spot market believed that
the cabbage they produce/procure/sell were fresh (clean, fully trimmed, firm, crunchy),
free from pest, diseases, physical injury and are specified according to variety, size and
color.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
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2. Chain actors differ on their perception as to giving notice to buyers about
supply shortage and price changes and exerting effort in the production/procurement of
cabbage and are highly indifferent as to extending support services in the delivery and on
adequacy of logistics in trading the cabbage

3. The chain actors properly classify, grade, accurately weighed and packed the
cabbage and not all have adequate supply when buyers want it; accepts orders and
delivers when needed; and are flexible in pricing cabbage and accepts payment term.
4. As to functional quality of cabbage, it was found out that the respondents had
different ways of choosing/selecting cabbage such as on delivering, product scheduling,
ordering and invoicing.
5. As to abilities to meet quality requirements, the chain actors give much
consideration concerning adequacy of logistics in trading cabbage and having adequate
volume to meet immediate demand. Also a considerable attention is given in
selling/buying cabbage at a negotiated price and delivering when required. Freshness also
is one factor that the chain actors could never ignore since this was always considered by
every buyer for choosing cabbage.
5. As to inabilities to meet quality requirements, the different chain actors largely
depend on the quality/quantity of cabbage produced/procure/sell. Most chain actors
consider that they have insufficient capital to produced/procure/sell; have limited control
on quality/quantity of cabbage they produce/procure and sold; and are largely dependent
from the prevailing market price.
6. The different respondents are facing problems in terms of inadequacy of
logistic facilities/equipments, inadequacy of capital to acquire appropriate logistic
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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facilities/equipments, less control in grading/packaging, and lack of cold storage facility
in trading.

Recommendations
1. Adequacy of logistics (workforce, facilities, and equipment) in trading cabbage
is much important in improving/maintaining quality. This could help avoid the different
factors that induce quality reduction especially on transporting from its point of
production to its final consumption.
2. The chain actors should try to exert more effort in giving notice about supply
shortage and price changes and on extending support services buyers for this would also
help establish good relationship between actors.
3. The chain actors should establish some quality standards that would be used by
everyone to have an efficient and effective negotiation between actors. Variation on the
perceptions on quality specifically on functional quality could make negotiations difficult
and could effect to one actor deciding over the other.
4. Problem on insufficiency of capital could be addressed through availing of the
loans or assistance being lend by governments or other private agencies.
5. Although cold storage facilities provided by government are not really enough,
the different chain actors should still try to maximize the use of those already given
available.
6. The government should intense its programs on providing support to vegetable
industry as to providing state of the art equipments and facilities. This would help reduce
problems on uncontrolled quantity of cabbage in the spot markets and also reduce
physical damages manifested during handling (transporting).
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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LITERATURE CITED


BATT, P. J. 2005. Competing in the Global Markets: a Value Chain A Global Chain
Approach. A paper presented during the 2nd Mindanao Vegetable Congress,
August 18-19, 2005, Davao City. P. 3.

BERELSON, B. and G. A. STEINER, 1964. Human Behaviour: An Inventory of
Scientific Findings. New York: Harcourt, Brace Jovanovich. P. 88.

BUREAU OF AGRICULTURAL STATISTICS. 2008. “Stat Guide for Farmers”
Volume Number 2. Pp 8-9

COUNCIL OF LOGISTICS AND MANAGEMENT. 1986. What is it all about? Oak
Brook, Illinois, U.S.A.

DRABENSTOTT, M., 1999. Consolidation in U.S. Agriculture Leading to new Rural
Landscape and Public Policy Considerations. Feedstuffs. Pp. 33, 71.

FIEGENBAUM, A. V. 1991. Total Quality Control, Third Edition, McGraw Hill.
Editors: Bremmers, H. J., Omta, S. W. F.,Treinekens, J. H. And E. F. M..
Wubben. Wageningen Academic Publisher. Pp. 532-537.

GRONROOS. C. 1990. Service management and marketing: managing moments of truth
in service competition.

HONGZE MA, 2005. Supply chain management: Logistics, Turku School of Economics
and Business Administration. Retrieved August 30, 2010 from http:// www.
tukkk. fi/ markkinointi/ log/ log1/

HUTT, M. D. and T. W. SPEH 1995. Business marketing management: a strategic view
of industrial and organizational markets, fifth edition, Dryden Press. From P. J.
Batt paper, Incorporating Measures of Satisfaction. Pp. 19-27.

LAMBERT D. M. and M. C. COOPER, 2000. Issues in Supply Chain Management. Ind.
Market Manag. Pp. 29, 65-83.

Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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PARASURAMAN A. 1998. Customer service in business-to-business markets: an
agenda for research. Journal of Business and Industrial Marketing. Pp. 309-321.

PERNER L. 2008. Consumer Behavior: The Psychology of Marketing. Retrieved August
30, 2010 from http://twitter.com/larspern.

ROBBINS S.P. 1988. Management: Concepts and Applications. Prentice-Hall
International, Inc. 2nd Edition. P. 34.

SCHIFFMAN, L. and L. KANUK. 2007. `Consumer Behavior‘. 9th Edition. Pearson
International Edition Pp. 143-159.

TRAILL, W.B. 1999: Prospects for the future: Nutritional, environmental and sustainable
food production considerations - changes in cultural and consumer habits.
Retrieved October 28, 2010 from http://www.ipipotash.org/ifc5/lead.html.


















Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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APPENDIX A
Letter to the Respondents


COLLEGE OF AGRICULTURE
Department of Agricultural Economics and Agribusiness Management
Benguet State University
La Trinidad, Benguet
November 2010

Dear Respondent,
I am a fourth year student of Benguet State University, taking up Bachelor of
Science in Agribusiness; I am currently conducting a study on “Chain Actors’ Perception
on Quality of Cabbage in the Spot Market”.
In connection with this, may I request your full cooperation and assistance in
gathering data by answering the questionnaire sincerely and honestly, which help me in
the success of this research. Rest assured that all information gathered in this study will
be dealt with utmost confidence
Thank you and May God Bless You in all your undertakings.


Truly Yours,

EFREN C. LORENZO
Researcher


Noted by:



Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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LEOPOLDO N. TAGARINO
Adviser




APPENDIX B

Research Questionnaire



This research aims to investigate the fresh vegetable supply networks. All
information solicited will be treated with confidentiality. Please answer the questions
honestly by putting check mark [√] in the appropriate box provided for. Thank you very
much!

Respondent’s Name: __________________________




No. ______
Respondent’s Group:
1. Production Group:
[ ] Farmers




2. Assembly (Collection) Group: [ ] Assembler-Wholesaler
[ ] Financier-Assembler-Wholesaler


[ ] Financier-Assembler-Wholesaler-Retailer

3. Distribution Group : [ ] Trucker-Wholesaler [ ] Wholesaler




[ ] Wholesaler-Retailer


4. Retailing Group :
[ ] Retailers

A. Respondent’s Profile
Age: _____
Gender: _____ Male
_____ Female
Marital status:
[ ] Single
[ ] Married
[ ] Separated [ ] Widowed
Religion: [ ] Catholic [ ] Protestant [ ] others, specify_______________
Educational background: [ ] Elementary [ ] High School
[ ] College [ ] Vocational
Numbers of years engage in vegetable business: _____
7. Organizational affiliation: [ ] Farmers’ Association [ ] Cooperatives
[ ] Others, specify ________
B. What are the cabbage you frequently produce/procure and sell in the market?
[ ] Potato [ ] Cabbage [ ] Chayote [ ] others, specify_______________
C. Who are the buyers of cabbage you produced/procured?
[ ] Assembler-Wholesalers [ ] Financier-Assembler-Wholesalers
[ ] Financier-Assembler-Wholesaler-Retailer [ ] Trucker-Wholesalers

[ ] Wholesalers [ ] Wholesaler-Retailers [ ] Retailers
D. Where do you sell the cabbage produced/procured?
[ ] La Trinidad Cabbage Trading Post [ ] Others, specify ____________________
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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[ ] Private Trading Center in La Trinidad, specify ____________________
[ ] Metro Manila, specify ____________________
E. PERCEPTIONS: QUALITY
What product quality criteria do you perceive as having been the bases of the buyers in
choosing or buying the cabbage?
E.1. Product (Technical) Quality. Technical quality is the physical description of the
agricultural products.


Factors

1 2 3 4 5
1. Free from chemical residue.
StronglyDisagree
Strongly Agree
2. Free from pests and diseases.
StronglyDisagree
Strongly Agree
3. Variety, color and size of cabbage are StronglyDisagree
Strongly Agree
specified.

4. Free from physical injury.
StronglyDisagree
Strongly Agree
5. Fresh, clean and fully trimmed.

StronglyDisagree
Strongly Agree
6. Firm and crunchy.
StronglyDisagree
Strongly Agree
What service quality criteria do you perceive as having been the bases of the buyers in
choosing or buying the cabbage?
E.2. Service Quality. Service quality is the additional requirement a supplier is willing to
do to retain customer’s business.
Factors
1 2 3 4 5
1. Supplier (seller) extends credit term to StronglyDisagree
Strongly Agree
buyers of cabbage.

2. Supplier has an outstanding loan/cash StronglyDisagree
Strongly Agree
advance from the buyer.

3. Supplier gives notice to the buyers about StronglyDisagree
Strongly Agree
supply shortage and the price changes.

4. Supplier exerts effort to produce/procure StronglyDisagree
Strongly Agree
cabbage ordered.

5. Supplier extends support services StronglyDisagree
Strongly Agree
(comboys, packing) to the buyer in the
delivery of cabbage.
6. Supplier has adequate logistics (facilities, StronglyDisagree
Strongly Agree
equipments, and workforce) in trading the
cabbage.
What functional quality criteria do you perceive as having been the bases of the buyers in
choosing or buying the cabbage?
E.3. Functional Quality. Functional quality is the process of delivering the products to
customers.
Factors
1 2 3 4 5

1.
Supplier
(seller)
adheres
to StronglyDisagree
Strongly Agree
production/procurement/delivery targets.
2. Supplier classifies/grades the cabbage StronglyDisagree
Strongly Agree
properly.
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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3. Supplier accurately weighed and packed StronglyDisagree
Strongly Agree
the cabbage.
4. Supplier has adequate supply of cabbage StronglyDisagree
Strongly Agree
when the buyers want it.

5. Supplier accepts orders and delivers the StronglyDisagree
Strongly Agree
cabbage when needed.
6. Supplier is flexible in pricing the cabbage StronglyDisagree
Strongly Agree
and accepts payment term.
E.4. Perception about their abilities to meet the criteria used by market intermediaries in
purchasing cabbage. Abilities refer to the capabilities of the actors in the spot market in
meeting quality requirements.
Factors
12345
1. I appropriately classified, weighed and
Strongly Disagree
Strongly Agree
packed the cabbage I sold.
2. I sell/buy at a negotiated price.
Strongly Disagree
Strongly Agree
3. I deliver when required.
Strongly Disagree
Strongly Agree
4. I buy cabbage free from pest and diseases, Strongly Disagree
Strongly Agree
physical injury and chemical residues.
5. I usually buy cabbage which are fresh,
Strongly Disagree
Strongly Agree
clean, firm/crunchy and fully trimmed.
6. I buy cabbage from sellers with good
Strongly Disagree
Strongly Agree
reputation.
7. I buy adequate volume of cabbage to
Strongly Disagree
Strongly Agree
meet immediate demand.
8. I have adequate logistics to buy cabbage. Strongly Disagree
Strongly Agree
E.5. Perception about their INabilities to meet the market intermediary’s needs.
Inabilities are the incapabilities of the actors in the spot market in meeting quality
requirements. Factors
12345
1. I am dependent on the quality/quantity of
Strongly Disagree
Strongly Agree
cabbage I produced/procured.
2. I have insufficient capital to
Strongly Disagree
Strongly Agree
produce/procure cabbage.
3. I have limited control on the quality of
Strongly Disagree
Strongly Agree
cabbage I produced/procured and sold.
4. I largely depend from the market
Strongly Disagree
Strongly Agree
prevailing price.
E.6. Various constraints to to improve/maintai the quality of fresh cabbage offered.
Constraints are the barriers that hinder the actors inthe spot market in meeting quality
requirements. Factors
12345
1. Inadequacy of logistics
Strongly Disagree
Strongly Agree
facilities/equipments.
2. Inadequacy of capital to acquire
Strongly Disagree
Strongly Agree
appropriate logistics facilities/equipments.
3. Limited choices on vegetanles.
Strongly Disagree
Strongly Agree
4. Less control in grading/packaging.
Strongly Disagree
Strongly Agree
Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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5. Lack of cold storage facility.
Strongly Disagree
Strongly Agree



Chain Actors’ Perception on Quality of Cabbage in the Spot Market. Benguet State
University La Trinidad, Benguet ./ LORENZO, EFREN C. APRIL 2011

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Document Outline

• Chain Actors� Perception on Quality ofCabbage in the Spot Market
  • BIBLIOGRAPHY
  • ABSTRACT
  • INTRODUCTION
  • REVIEW OF LITERATURE
  • METHODOLOGY
  • RESULTS AND DISCUSSION
  • SUMMARY, CONCLUSION AND RECOMMENDATION
  • LITERATURE CITED
  • APPENDIC ES

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