BIBLIOGRAPHY LOPEZ, CHRISTINE L. APRIL 2009....
BIBLIOGRAPHY
LOPEZ, CHRISTINE L. APRIL 2009. Inclusion of Small and Micro Strawberry
Processing Enterprises in the Modern Retail Market. Benguet State University, La
Trinidad, Benguet.
Adviser: Darlyn D. Tagarino, PhD.
ABSTRACT
The study was conducted to characterize the small and micro strawberry
processing enterprises in La Trinidad, Benguet; assess the processors’ willingness to deal
with the modern retail market and to recommend measures on how inclusion will be
possible.
Twenty-one small and micro strawberry processing enterprises in selected areas in
La Trinidad, Benguet were interviewed as to the requirements of the study. The
processors’ products such as strawberry wine and preserve, as commonly produced, as
well as strawberry candy and strawberry soap as results of innovation are produced
during peak season of strawberry production.
The Department of Trade and Industries (DTI) gives supervision in most of the
enterprises in their operation, from production to packaging, as a part of the One Town
One Product (OTOP) of the municipality.
Improvement of the packaging materials and need of upgraded facilities are the
perceived problems of these firms to further improve their production to make inclusion
possible.
On the other hand, from the point of view of the middleman and the processors
having contract with the modern retail markets, requirements of the modern retail market,
where inclusion of strawberry products are based from, are summarized as: BFAD, DTI,
BIR registration and packaging which includes the labels of brand name, net content,
ingredients in descending order, name, address and contact numbers of the processing
firm, date processed, expiry dates and nutritional facts for the awareness of the
consumers.
Through the quality of their products, four of the respondents are able to get deals
with the modern retail market, particularly in SM Baguio through an intervention of an
intermediary. Further, these firms get benefit in terms of promotion, having wider market
outlet and fast disposal of their products.
Seventeen of the processing firms never had deals; however, almost all of them
are willing to penetrate the modern retail market. As perceived further by the researcher,
there is an evidence to meet the modern retail markets’ requirements, however, these
enterprises need further improvement in their production especially in packaging and
labeling of their products.
Concluding, for inclusion to materialize, a cooperative should be developed
among the processors to enable them to comply with the requirements of the modern
retail market; moreover, technical and financial support from supervising government
agencies especially in providing upgraded facilities for efficiency of production are
highly recommended.
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TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . i
Table of Contents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Objectives of the Study . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . 4
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Scope and Delimitation . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . 6
REVIEW OF LITERATURES . . . . . . . . . . . . . . . . . . . . . . . . . ... . . . . 7
Modern Retail Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Characteristics of the Modern Retail Market. . . . . . . . . . . . . . . 8
The Growth and Trend of Modern
Distribution Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Drivers Affecting the Requirements
of the Modern Retail Market ……… . . . . . . . . . . . . . . . . . . . . . 10
Benefits Derived By SMEs from
Modern Retailers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Small and Medium Enterprises ……… . . . . . . . . . . . . . . . . . . . 12
Small and Medium Enterprise’ (SMEs)
Scenarios . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Problems of Small and Micro Enterprises . . . . . . . . . . . . . . . . . 14
Fruit Processing Industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
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Strawberry Processing Industries
in La Trinidad, Benguet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Problems Encountered of Strawberry
Processing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Emerging Trends of the Strawberry
Processing Industry in La Trinidad, Benguet. . . . . . . . . . . . . . . . 17
CONCEPTUAL FRAMEWORK …….. . . . . . . . . . . . . . . . . . . . . . . . . . 18
Paradigm of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
METHODOLOGY …….. . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 20
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
RESULTS AND DISCUSSIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Marketing and Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
Problems and Needs of the Strawberry Processing Firms
Toward Inclusion to the Modern Retail Market . . . . . . . . . . . . . . 33
Willingness of Strawberry Processors in
Inclusion to the Modern Retail Market . . . . . . . . . .. . . . . . . . . . . . 35
Prevailing Requirements of the Modern
Retail Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Perceived Ability to Deal with the Modern Retail Market
(According To the Respondents’ Point Of View) . . . . .. . . . . . . . 39
Perceived Ability to Comply With the requirements
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of the Modern Retail Market (According To the
Researcher’s Point Of View) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
The experience with the Modern Retail Market. . . . . . . . . . . . . . . 44
SUMMARY,
CONCLUSIONS
AND
RECOMMENDATIONS . . . . . . . 48
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . 51
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . 53
APPENDICES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
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INTRODUCTION
Rationale of the Study
Modern retail markets are marketing channels which are often large.
Supermarkets, groceries and convenience stores are among these modern retail markets to
where consumers usually buy from. These retailers have the advantage of being able to
use their scale to secure the best locations and get the best deals from supplier-processors
and manufacturers in consigning their products and serve as marketing channels which
bring products closer to the consumers.
Further, these retail outlets provide an array of complete stocks of goods and tend
to charge the products at lower prices with higher quality than traditional retailers; these
competitive advantages allow them to spread quickly thus, winning consumer market
share. Initially, the development of modern retail market in developing and transitional
economies targeted the more lucrative upper and middle class market segments.
However, in countries with developing and transitional economies, the growth of urban
populations combined with a growing middle class is dramatically reshaping demand.
Over time, retailers have adopted differentiated strategies to expand clientele in the lower
socio-economic market segments.
Change in the way companies market their products is brought about by
globalization and as well, involves changes in the very interests and desires of consumers
themselves. Consumers today are more sophisticated than those of past generations. They
attend school for a much longer period of time; they are exposed to newspapers,
magazines, motion pictures, radio, television, and travel; and they have much greater
interaction with other people. Their demands are more exacting, and their taste changes
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more volatile (Robbs, 2007). Furthermore, modern marketing is the influenced by
consumer rights or consumer protection movement. This movement insists on safe,
reputable, and reliable products and services. With these reasons, marketing behavior of
the consumers in terms of buying from different marketing channels is affected. As such,
modern retail markets are patronized.
However, these modern retail markets have parameters and certain requirements
to follow, which in addition, only big manufacturers and processors dominate the supply
of products in these retail markets. In such way, the scenario is that small and micro
enterprises can not penetrate these modern markets because of difficulty in meeting these
requirements. Further, more centralized, consolidated producers, suppliers or processors
will generally be preferred by the modern retail actors.
In addition, the modern agrifood market requires product homogeneity,
continuous delivery, quality upgrading and stable shelf life. For these reasons,
procurement from traditional wholesale markets is rapidly being replaced by specialized
wholesalers, subcontracting with preferred suppliers, and consolidated purchases
managed through regional and modern warehouses. Modern retail controls the supply
chain through contracts, private standards and sourcing networks.
As mentioned earlier, modern retail markets rapidly grows creating competition
with the traditional retail outlets (sari-sari stores, wet and dry market etc.), as observed,
some rural areas in the country are transforming into urban areas as affected by
modernization. However, in line with the growth of these modern outlets, booming of
Small and Medium Enterprises (SMEs) is also visible both in national and in local
business trade. For instance, with the municipality’s major crop-strawberry (identified as
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the One Town One Product of the locality), strawberry trading for the residents is of great
opportunity in which strawberry farming and processing is one of the major livelihood in
the locality. The growth and development of small and medium strawberry processing
enterprises in La Trinidad, Benguet symbolizes rising commercialization, paving its way
to the gateway of being the prime tourist spot and highly industrialized center.
However, strawberry production and processing is in stiff competition. Almost all
of the residents in the locality are engaged in strawberry trade. Furthermore, these small
and micro strawberry processing enterprises are subjected to high marketing expenses
incurred in marketing their products. Spoilage of the products, inconsistencies of
payments from buyers due to credit terms, poor marketing programs, and even
inconsistent buyers are identified as one of the marketing problems of these enterprises.
In conclusion, producers today face a set of challenges brought about by the
unprecedented changes in the modern retail market and agribusiness concentration. Their
capacity to adapt is influenced by a complex set of interacting and diverse factors, which
includes the broad spectrum of capital assets such as human resource, social,
organizational, physical and financial capital. In lieu of this, to further position its
products in the modern retail market, each small and micro strawberry processing firm
must be able to adopt efficient and effective schemes and strategies in line with the
requirements of the modern retail market.
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Statement of the Problem
Given the stated scenario of the modern retail market and the Small and Micro
Strawberry processing enterprises, the study was conducted to answer different questions
as to:
1. What are the characteristics of strawberry processing industries in La Trinidad,
Benguet?,
2. Are these small and micro enterprises willing and able to deal with the modern
retail market?, and
3. How will small and micro enterprises comply with the requirements of the
modern retail markets?
Objectives of the Study
To answer the problems of the study, the following objectives are set:
1. Characterize and assess the small and micro strawberry processing enterprises
in La Trinidad, Benguet,
2. Assess the firms’ ability and willingness to deal with the modern retail markets
and to
3. Recommend measures on how the small and micro enterprises can successfully
penetrate the modern retail markets.
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Importance of the Study
Eventually,
the
Municipal Agricultural Office (MAO) of La Trinidad, Benguet
believes that inclusion of strawberry products to the modern retail market will be a great
help to the small and micro processing firms in promoting and providing convenient
avenue to where they can market their products.
The study identified the prevailing requirements of the modern retail markets in
wholesaling processed products. The data gathered will serve as basis for the small and
micro processing enterprises which are willing to deal with them. Moreover, with the
primary focus of the study to assess the strawberry processing enterprises, salient
characteristics were revealed and also determined what marketing aspects need further
improvement. The results of the study can be an input to the management of the
enterprises in improving their operation in line with complying with the requirements of
the modern retail market for the possibilities of inclusion which may benefit them in
increasing their revenues. Entrepreneurs, Other than strawberry processors may also
acquire more knowledge about the modern retail market which may help them in their
businesses.
Likewise, the study will serve as a guide to the non-government agencies,
financing institutions, foundations and research institutions which have interest in
strawberry processing for providing relevant information to the local government units
which may help in development of future plans and programs. Also, government agencies
which are directly supervising the SMEs may be directed for sustaining the needs of these
enterprises in terms of technical and financial support.
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Furthermore, with the completion of this study, the researcher will fulfill her
personal goals. The research as well permits and gives idea to other researchers who
would like to conduct similar study as this.
Scope and Delimitation
The study focused in evaluating the strawberry processing enterprises in selected
areas of La Trinidad, Benguet. The respondents are limited to the processing firms which
are directly assisted by the Department of Trade and Industry (DTI).
On the other hand, the study dealt with the prevailing requirements of the modern
retail outlets; these are sourced out form the processors who have contracts with the
Supermarket in Baguio City and the acting middleman.
The management of the modern retail markets is not available for any interviews.
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REVIEW OF LITERATURE
Modern Retail Market
Retailers play an important role in getting products from producers to consumers.
Retailers help direct the physical flow of goods and services from places that produce
goods to places where goods are used. Since the retailer has direct contact with the users
of goods and services, the retailer can discover and attempt to meet the needs and
preferences of consumers (Lewison, 2006).
Market outlet emerges in new forms and consumers of today can shop for goods
in a wide variety of stores. The best known type of market outlet is the department stores,
however, other types of marketing outlets exists to meet widely different consumers’
preferences for service levels and specific purchase. Other market outlet types are:
specialty store which offer narrow product lines with deep assortment such as apparel
stores, sporting goods stores, furniture stores and bookstores. On the other hand,
department stores offer several product lines typically clothing, home furnishing and
household goods with each line operated as a separate department managed by specialist
buyers or merchandisers. While, convenience stores are small stores located near
residential areas, open long hours seven days a week and carried a limited line or high
turn-over convenience products at slightly higher price. Other popular market outlets are
the supermarkets which are relatively large, low-cost, low-margin, self-service operation
designed to serve the total needs for food, laundry and household maintenance products
(Kotler, 2000).
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Characteristics of the Modern Retail Market
Some key characteristics of the modern retail market which distinguish it from the
traditional ones are; quality and food safety as key drivers of vertical integration; the
resulting introduction of private standards and product traceability; focus on the
reliability of supply, both in terms of quantity and quality; formalized contract,
centralized procurement and specialized wholesale and logistic companies; the need for
physical infrastructure as a result of cold chain requirements; the provision of business
services by retailers to preferred suppliers; and an increasing interest in responsible and
or sustainable sourcing aspects related to Corporate Social Responsibility (CSR)
strategies (Anonymous, 2000).
Moreover, supermarkets and other departmentalized self-service stores as the
predominant type of retail outlet for food products in other countries like the US, handles
thousands of edible items including meat, fresh fruits and vegetables, dairy products,
canned groceries, bakery items, and frozen foods. Some also carry items such as seafood
and liquor. Non edibles found in supermarkets include household cleaners, paper
products, health and beauty aids, and house wares. These markets are located in shopping
centers, neighborhood areas, business centers, and along highways accessible to the
customers (Robbs, 2007).
The Growth and Trend of Modern Distribution Channels
Recent studies pointed out the shift in marketing channels available to producers
and the rapid rise of supermarkets in developing countries. The past years saw the
emergence of supermarkets as a major form of retailing in many developing countries,
becoming dominant players in many Latin American countries with the trend moving
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rapidly in East and Southeast Asia and more slowly in South Asia. This development is
substantially transforming the nature and the composition of domestic agrifood
commerce as well as regional and overseas trade. The dominance of these new retail
formats has resulted in the emergence of demanding new procurement channels and the
decline of smaller informal markets that could more readily accept both small quantities
and inconsistent qualities of foods from farmers and middlemen. These supermarket
channels have demanding private standards similar to export requirements for size, color,
safety, consistency, volume, packaging, labels, etc.
Supermarkets typically procure steady supply and large volumes of products from
suppliers. For small farms, to enter into a supermarket’s procurement system should
require heavy capital and technological investment as well as a more skilled labor force.
Agricultural standards play an important role in these procurement systems. Often,
farmers simply cannot meet these standards on their own. Arrangements such as contract
farming are one way to resolve the uneven relationships between many small suppliers
and a few large buyers.
With the growth of retailers in various forms, traditional markets, domestic
retailers and regionally operating modern retail outlets are in competition. A key outcome
of this intense competition has been to reduce costs and raise quality, including quality
standards, through modernizing and optimizing the procurement system in order to
achieve economies of scale and efficiencies. Commonly applied strategies for enhancing
competitiveness are to increase chain efficiency and/or shorten the chain in order to
reduce transaction costs. Selecting optimal store locations, retail format and product
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ranges along with offering discounts and store linked credit cards are other strategies for
ensuring a competitive edge.
Along with the growth of modern retail market are the inevitable changes in
consumers’ interest occur through product choice, shopping patterns and preferences for
different types of retail outlets. Issues on the sanitation of the marketing outlet, trusted
product brands and even the proximity and nearness to the household matters to the now
a day consumers. In all countries, media attention and lobby groups are bringing issues
of health, fair trade, environmental and animal rights to consumers’ attention. This is
creating new market opportunities, as well as affecting standards, product differentiation,
marketing strategies and corporate social responsibility along the value chain.
Drivers Affecting the Requirements of the Modern Retail Market
Quality and food safety standards. Food quality and safety requirements are
increasing and becoming more crucial for several reasons. Consumer demands for quality
and safe food require retailers to embed accountability and tracing mechanisms
throughout the chain, resulting in increasingly stringent marketing. Thus, retailers ensure
product homogeneity, consistent deliveries, high quality and stable shelf life as required
by the consumer demands.
Social and environmental responsibility. Consumers are increasingly aware of the
social and environmental issues related to the products they buy. This, combined with
advocacy campaigns and media attention, is leading to much greater concern about social
and environmental issues along the value chain. Increasing attention to such issues is
being seen as a marketing plus; ignoring them is seen as a business risk. There is a
growing interaction between the agribusiness actors (mainly retailers and large food
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processors) and civil society in formulating and implementing good practice in
environmentally friendly and socially fair production and trade processes. This raises
both opportunities and challenges for small-scale producers wishing to supply to these
buyers.
Information technology. Information technology plays a key role in the
modernization of every aspect of supply chain management. It contributes to consumer
awareness, resulting in better informed and more demanding consumers. It also allows
high-tech tracking and tracing technologies to be used by buyers (retailers, processors) to
ensure quality and safety throughout the chain. Chain actors, including small-scale
producers, now face key challenges in becoming part of these modernized procurement
systems (Anonymous, 2006).
Benefits Derived By SMEs from Modern Retailers
The modern retail markets also perform the function of wholesaling in terms of
buying the products from SMEs. The physical infrastructure and facilities at wholesale
markets facilitate the reduction of post-harvest losses and promote increased productivity
by farmers through: 1) Product protection: goods are protected from the elements (rain,
wind and sun) and stored under more hygienic conditions, thus reducing spoilage; 2)
Improved handling operations
: the market considerably reduces loading and unloading
times as well as repeated handling of goods between unloading and display; vehicles are
also parked and unutilized for shorter periods; and 3) Easier introduction of innovation
and new technology: the physical concentration of a large group of operators at the same
place makes it easier to introduce innovation and to develop improved storage, handling
and management technology and methods (Anonymous, 2008).
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Small and Micro Enterprises
According to DTI reports in 2004, micro enterprises are those enterprises whose
total asset size, including capital but excluding land, is below Php below 3,000,000.00.
These enterprises has an employment of one to nine persons, while, small industries are
those industries with total; asset size of Php 3,100,000.00 to Php 15,000,000.00 and
employs ten to ninety nine workers.
According to Mangosan (2003), the creation of new small and micro enterprises is
one of the important strategies for the creation of new employment opportunities to
hasten the economic recovery and growth of the country. For a long time, however, these
micro and cottage enterprises have given less importance if not neglected. The political
and socio-economic conditions of the past did not favor the development of some small-
scale industries. During the martial law era, many large industries were developed and
multinational corporations were attracted to invest. Sadly, this was a strategy which
benefited only a few and left poverty to the great majority of the Filipino people.
The new era ushered in a new vision and mission for the SMEs. Its vision is to
propel the economic recovery of the country through the establishment of industries.
Moreover, the mission is to promote, assist and support industries especially small-scale
industries. Various sector of the society including the non-government organizations,
private business, civic organization and the church based groups have focused their
development efforts of allocating substantial part of their resources in the promotion of
small and medium industries. Operating practices and good marketing linkages for the
enterprises has been encouraged and developed. This is seen to help ensure an increase in
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income, higher productivity and better access to resources among small and medium
enterprises to achieve economic recovery and development in the country.
Small and Medium Enterprise’ (SMEs) Scenarios
Small producers in developing countries experience difficulty in accessing
opportunities presented by non-traditional markets. Fuelled by rising population and
concentration in urban areas, rising income, and the increasing demand for food safety,
modern retailers are gaining an increasing share of the food market. Smallholder
producers find difficulties in accessing these markets due to their inability to meet quality
requirements, required volumes, variety and stability of supply. These constraints are
magnified by inadequacies in post-harvest facilities, inventory and logistic management,
and governance mechanisms that result in the failure to produce cost competitive
products. Furthermore, the lack of financial resources limits the capacity of farmers to
cope with the credit terms often utilized by these modern markets, and their ability to
invest in appropriate technologies to better improve performance (Davao Conference
Team, 2008).
Furthermore, smallholders in the supply chain often lack the internal capacity and
the economies of scale to establish effective quality assurance and traceability systems.
Small enterprises and producers, especially sectors that are export-dependent, may be
marginalized unless they can make standard compliance cost effective and guarantee
traceability for the buyers. Developing country producers and Small and Medium
Enterprises (SMEs) face a number of hurdles to participate effectively in higher-value
trade. Private standards present dreadful technical barriers that have a negative effect on
smallholders. Exporters select only the best-performing smallholders to be organized into
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groups, and these are expected to manage food safety and traceability systems. In
addition to the high cost of certification, there is evidence that weaker farmers are often
excluded.
Although food processing industries’ development has accelerated along with the
socio-economic changes, there are still problems to be solved to pave a way to further
development of the food processing industry which are: 1) Poor technology and food
technician for food development. This shows that food processing technologies remain in
its primitive way, 2) Poor infrastructure for development of the food processing industry.
Food processing facilities should be set in the center of production, 3) Increasing income
for urban and rural areas. One such problem is the adverse effect of the widening gap
between the rural and urban sectors. Along with these constraints that the small
processing industries are facing is the poor marketing outlet to where they should place
their products. Therefore, processors and manufacturers should keep pace with the
consumers demand for high quality conveniently packed products in a preferable market
place that suits the taste and preferences of the customers (Bangcado
et al., 1997).
Problems of Small and Micro Enterprises
Production. Lesser available workers during peak season, lack of permanent
skilled workers, shortage of raw materials, absence of laborers and high cost of raw
materials were the problems identified in the production cycle of these enterprises.
Marketing. Pricing competition, lack of market outlet and low market price were
the problems which most of the small and micro enterprises are challenged. In addition,
enterprises are facing high transportation cost by price competitor, too much credit and
lack of market outlet of their products.
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Financial. Most entrepreneurs tried to secure funds but failed to comply with the
requirements of lending institutions and were given with high interest rate especially if
they loaned from private institution. Moreover, shortage in capital, high interest rate of
loans, mismanagement of finance, delaying tactics in following-up loans from
government institutions and methods of applying for loans are time consuming problems
by the entrepreneurs (Mangosan, 2003).
Fruit Processing Industries
Fruit processing is one of the legs that supports the food industry. It is also
constantly changing to accommodate the supply and demand of the fruit in the diet and to
keep abreast of Horticulture and engineering and nutritional needs and also for future
consumption (Bangcado
et al., 1997). Fruit processing industry is fast becoming a major
contributor to the economic development of the country. So the gap between the supply
and demand of raw materials must be bridged, the need for the innovative product
development and the marketing strategies as well as superior technology must be met.
Strawberry Processing Industries in La Trinidad, Benguet
The processing of strawberries such as jams, jellies, juices, and sweets is a good
solution to avoid their spoilage of strawberries. Unfortunately, the strawberry processing
industries still lack the facilities to do this. Most of the processed products like jams are
still sold in big containers and bulky bottles making their transport still a big hassle.
Another problem of the industry is the non-availability of varieties suited in the humid
areas of La Trinidad. Although strawberries are considered a high value crop, produce
remains to be sold in the sidewalks and small booths.
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In a study conducted by Bangcado
et al., (1997), most fruit processing industry in
La Trinidad is strawberry processing though this crop is not produced in all seasons.
These enterprises all started and are continuing as small and micro enterprise, the nature
of these firms is sole proprietor. These small processing firms mostly market their
products in their own marketing stalls and only secondary marketing phase are groceries
and supermarkets.
The most common marketing strategy of these strawberry processing are whole
selling and retailing at an average price based on cost. They sell their products both in
cash and in credit basis.
Problems Encountered of Strawberry Processing
Apart from the seasonality of the product, low infrastructures facilities and poor
technology, strawberry processors in La Trinidad, Benguet are faced with major
problems particularly on disposing their products as was revealed in the study of Ag-
agwa
et al, 1999. Not these entire processing firms can disposed their products in every
production cycle. This is due to: 1) increased competition among producers and over
supply of the production or supply of the product. As the outbreak for the opportunity of
strawberry processing, firms and manufacturers continuously grew such that competition
is increased. Each of these firms is competing for a number of customers who will
patronize their product. Though there are few processors who retain their customer, still,
there are processors as well who losses their customers, 2) Limited market area. Most of
these processors dispose their products in their own marketing stalls. This reason gives
them Limited Avenue for the disposal of their products, 3) Inability to increase quality.
Some processors are not able to increase the quality of their products due to increase of
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
17
prices of the raw materials. This reason in turn caused their clients to shift to other
processing firms, and 4) Unavailability of appropriate technologies. The study as well
revealed that majority firms lack the appropriate technology to use in their production
and marketing cycles. These technologies are costly/expensive which these small
processors can’t avail of.
Emerging Trends of the Strawberry Processing
Industry in La Trinidad, Benguet
Strawberry processing is one among the legs that supports the economy. As the
population continues to grow, this livelihood is taking its path towards innovation making
it globally competitive. Despite the seasonality of the crop, processors still continue to
bridge the gap between supply and demand.
Traditionally, strawberry products such as strawberry preserves are sold in bulk
containers too fragile to be transported. However, with the latest development of
Information Technology and the globalized business environment, managers and
entrepreneurs alike will be more innovative and to come up new ideas to survive in their
business.
The application of present technology extends availability of commercially
convenient products available to the consumers. The technology also improves supplies
by the encouragement and initiation of food production practice at the same time reduces
losses due to spoilage and decay in harvesting fruit (Bangcado
et al., 1997).
Furthermore, these local entrepreneurs must conduct continuous research and
keep abreast of the latest technology to gain a competitive advantage.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
18
Conceptual Framework
Figure 1 shows the paradigm of the study. It shows that inclusion of small and
micro strawberry processing firms in the modern retail markets will be influenced by
their characteristics, abilities, and willingness of the strawberry processors themselves.
Further, the requirements of the modern retail market will be a passage to which these
small and micro enterprises will be able to penetrate them.
Further, the small and micro strawberry processing industries will be
characterized according to profile of the processors (sex, civil status, number of years in
operation, location of the processing firm, and legality of operation); production
(products produced, volume of production, production months, source of raw materials,
and quality control system) and marketing and promotional (mode of selling, mode of
payment, marketing outlet, and promotion activities).
The firms’ abilities will be seen in terms of their rate of compliance to the
requirements of the modern retail market. Ability will be matched alongside willingness
for inclusion to materialize.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
19
Modern retail markets
Requirements
• Packaging and labeling
• quality
• Volume
•
Legality of the existing firm
• Delivery arrangement
Inclusion of Small and
Micro Strawberry
Small and Micro strawberry processing
Processing Enterprises
enterprises
(SMEs) in the Modern
Retail Markets
Characteristics
• profile of the processors (sex,
civil status, number of years in
operation, location of the
processing firm, and legality of
operation)
• production (products produced,
volume of production,
production months, source of
raw materials, and quality
control system)
• marketing and promotion (mode
of selling, mode of payment,
marketing outlet, and promotion
activities)
Willingness and ability to deal with the
modern retail market.
Figure 1. Paradigm of the study
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
20
METHODOLOGY
Locale and Time of the Study
The research was conducted from December 2008 to January 2009 in selected
areas of the municipality of La Trinidad, where strawberry processing firms are found.
Respondents of the Study
Twenty one strawberry processing firms which are assisted by the Department of
Trade and Industries (DTI) were interviewed as the primary respondents of the study.
Information as to the requirements of the modern retail market was gathered from the
middleman and the owner manager of the processing firms who have contract with the
retail market.
Data Collection
Survey
questionnaires
and interview schedules were used during the data
gathering to seek the necessary information. The result of the survey questionnaires was
tabulated to summarize the findings based on the answered questionnaires.
Date Analysis
The data gathered from the respondents was tabulated to draw conclusions and the
recommendations. Descriptive measures such as percentage and frequency counts were
used primarily to describe the data.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
21
RESULTS AND DISCUSSION
Profile of the Respondents and Characteristics
of the Enterprises
Strawberry processors in La Trinidad, Benguet exist as Small and Micro
Enterprises (SME) as found out in the study of Bangcado
et al., 1997. Among these
firms, only 21 are recognized and are directly assisted by the Department of Trade and
Industries (DTI) in terms of trainings and free seminars in improving the quality of their
product. Four of these enterprises had already penetrated the modern retail market
specifically in SM Baguio and other groceries in Manila while the rest of them are yet to
be included.
Sex. Most (80.95%) of the strawberry processors are females as presented in
Table 1. Maybe females possess entrepreneurial ability in processing because males are
usually engaged in farming.
Civil status. On the other hand, all (100%) of the respondents are married.
Sustenance of their children in terms of education primarily lies in strawberry processing.
Number of years in operation. It is notable that all (100%) firms who were able to
penetrate the modern retail market have existed for more than 10 years. These processing
firms are inherited from parents and grandparents. Moreover, for those who have not yet
penetrated the modern retail market, booming of this enterprise is observed such that ten
(58.82%) are yet starting in their operation existing for less than five years now. This
proves that strawberry processing is an opportunity of earning income in the locality.
Legal form of business. Almost all (95.24%) of the strawberry processing firms
are managed as Single Proprietorship, however, one or 4.76% is a Partnership business
between relatives.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
22
Table 1. Distribution of the respondents according to profile
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
PARTICULAR
RETAIL MARKET RETAIL MARKET TOTALS
(n=4)
(n=17)
F P F P F P
1. SEX
Male 2
50
2
88.23
4
19.05
Female
2
50
15
11.76
17
80.95
TOTAL 4
100
17
100
21
100
2. CIVIL STATUS
Married
4
100
17
100
21
100
TOTAL
4
100
17
100
21
100
3. NUMBER OF YEARS IN OPERATION
<5 0 0 10 58.82 10 47.62
6-9 0 0 1 5.88 1 4.76
>10 4 100 6 35.29 10 47.62
TOTAL 4 100 17 100 21 100
4. LEGAL FORM
Sole Proprietorship 4 100 16
94.12 20 95.24
Partnership 0 0 1
5.88 1 4.76
TOTAL 4 100 17
100
21 100
5. LOCATION
Longlong, Puguis 3 75 7
41.18 10 47.62
Swamp Area 1 25 7
41.18 8 38.10
Km. 4 0 0 1
5.88 1 4.76
Balili 0 0 1
5.88 1 4.76
Buyagan 0 0 1
5.88 1 4.76
TOTAL 4 100 17 100 21 100
6. TYPE OF OPERATION
Sideline 3 75 13
76.47 16 76.19
Fulltime 1 25 4
23.53 5 23.81
TOTAL 4 100 17 100 21 100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
23
Location. Strawberries are grown in cold part of the municipality specifically in
the Swamp area which is dubbed as the Strawberry fields of the country not just because
of strawberry farming but also, the presence of strawberry processing firms and souvenir
areas. Though, still, strawberry processing areas are also visibly located at Longlong,
Puguis.
Considering its topography and absence of pollution, is probably why majority
(47.62%) of the enterprises, are located in Longlong, Puguis. On the other hand, eight
(38.10%) of the enterprises are located in Swamp Area and 14.25% of the total
respondents are located respectively in Km. 4, Balili and Buyagan, La Trinidad, Benguet
where the owners reside.
Type of business operation. It is also notable that there is no major difference
between the firms which have contracts with the modern retail market and those which
have not in terms of type of business operation. Most (73.19%) of the respondents are
operating as sideline business which they primarily are farmers of strawberry. Only five
(23.81%) are fulltime strawberry processing firms. This shows that strawberry processing
is an option to entrepreneurs who are dealing with fruit processing.
Production
The firms mainly produce processed strawberry products to which they source out
their income. These enterprises are mentioned as a sideline business aside for farming as
their main livelihood and other hinge businesses.
Products
produced. Most of the products these enterprises produce are strawberry
preserves and strawberry wine. However, innovations of other products which are new in
the market are strawberry candy and strawberry soap made out of sole strawberry fruit.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
24
Table 2. Distribution of the respondents according to products produced
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
*PRODUCTS
RETAIL MARKET
RETAIL MARKET
TOTAL
PRODUCED
(n=4)
(n=17)
F P F P F
P
Strawberry Preserve
3
75
9
52.94
12 57.14
Strawberry Wine
4
100
11
64.71
15 71.43
Strawberry Candy
0
0
1
5.88
1
4.76
Strawberry Soap
0
0
1
5.88
1
4.76
*multiple Response
Of those enterprises which has not yet penetrated the modern market, Strawberry
preserve is produced by nine (52.94%), 12 (70.59%) engages in producing strawberry
wine, while, only one (5.88%) produces strawberry soap and another (5.88%) is a
strawberry candy processor.
On the other hand, all (100%) of the respondents which experienced wholesaling
to the modern retail market are both strawberry wine and strawberry preserve processors.
Production month. Due to the seasonality of the main raw material, strawberry,
the processors produce strawberry products during the months of December to May when
there is abundant production of strawberries. Still, other firms have continuous supply of
raw materials which enables them to produce for the entire year even during lean months
(June-November). Of the enterprises which penetrated the modern market, two (9.52%)
are producing during the peak season, yet, the other two (9.52%) firms produce
continuously for the entire year.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
25
Table 3. Distribution of the respondents according to production months
ALREADY
NOT YET
PENETRATED
PENETRATE
THE MODERN
THE MODERN
RETAIL
RETAIL
PRODUCTION MONTHS
MARKET
MARKET
TOTALS
(N=4)
(N=17)
F P F P F
P
December- May
2
50
13
76.47
15
88.24
January-December
2
50
4
23.53
6
35.29
TOTAL
4
100
17
100
21 100
On the other hand, thirteen (61.90%) of the rest of the respondents produces every
six months of the year particularly during the peak season, while, four (19.05%) produces
both on lean and peak seasons. This shows that processing of a product can prolong the
product of a seasonal crop. Further, though strawberry is produced in seasons, other full
time strawberry processing firms can still stand through a continuous supply from direct
suppliers enabling them to produce even out of the season.
Volume of production. During the months of production, the strawberry
processors produce in bulk. The products serve as stocks or inventory for the succeeding
selling days. Strawberry preserve can last until one year while strawberry wine gets
stronger in taste and in aroma the more it is stored.
Table 4 implies that in every production run, some firms which have no contract
with the modern retail market can produce the quantity produced by the dealers of the
hypermarket.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
26
Table 4. Distribution of the respondents according to volume of production
ALREADY
NOT YET
PENETRATED
PENETRATED THE
PRODUCTION
MODERN RETAIL
MODERN RETAIL
TOTALS
MONTHS
MARKET (N=4)
MARKET (N=17)
F P
F P F P
Strawberry Jam
0
0
0
5
29.41
5
23.81
<1000
1
25
8
47.06
9
42.86
1000-1500
1
25
1
5.88
2
9.52
1600-2000
0
0
2
11.76
2
9.52
>3000
2
50
1
5.88
3
14.29
TOTAL
4
100
17
100 21
100
Average
1403
Range (H-L)
5800
Standard Deviation 2211
Strawberry Wine
0
0
0
6 35.29 6 28.57
<500
1
25
4 23.53 5 23.81
501-1000
1
0
4 23.53 5 23.81
1001-1500
0
0
1 5.88 1 4.76
1501-2000
1
25
2 11.76 3 14.28
>2500
1
25
0 0 1 4.76
TOTAL
4 100 17
100
21
100
Average 1911
Range (H-L)
7700
Standard deviation 1466
Strawberry Candy
0 4 100
16
94.11 20 94.23
>1000 0 0
1
4.76
1
4.76
TOTAL 4 100
17
100
21
100
Strawberry Soap
0 4 100
16
94.11
20
94.23
>1,000 0 0
1
4.76
1
4.76
TOTAL 4 100
17
100
21
100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
27
In the case of strawberry preserves, the firms produce an average of 1,403 bottles,
which the range of produce is 7,700 bottles from highest volume of 8,000 and 300 bottles
as the lowest value. From the normal range, standard deviation is computed to be 2,211.
This means that the variation of the volume of production among the firms is significant.
Moreover, these firms in the year round production produce an average of 1,911
strawberry wines. This rages from 6,000 bottles as the highest volume and 200 as the
lowest. Standard deviation of strawberry wine is 1,466. Likewise, variation of volume of
production of strawberry wine is significant.
Further, strawberry candy is produced in large quantity of more than 1000 packs
containing 12 pieces which are individually wrapped. While an average of 1000 pieces in
100 grams of strawberry soap bars are produced during lean months and more than 2000
pieces of it are produced during peak seasons as presented in table 4.
Source of raw materials and source of primary packaging materials. Majority
(41.18%) of the processing firms which do not deal with the modern retail market, source
out fresh strawberries from farmers in the Swamp area which make no difference from
the processing firms which have dealt with the modern retail market as projected in Table
5. Though strawberries are grown commonly in the Swamp area, farming is also a form
of livelihood among the residents in Longlong Puguis, La Trinidad, Benguet to which
other firms rely their raw materials from. Other raw materials such as sugar are sourced
out in bulk from the nearest grocery outlet.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
28
Table 5. Distribution of the respondents according to source of raw inputs and primary
packaging materials
ALREADY
NOT YET
PENETRATED
PENETRATED THE
THE MODERN
MODERN RETAIL
SOURCES
RETAIL MARKET MARKET
TOTALS
(N=4)
(N=17)
F
P
F
P
F
P
1. FRESH
STRAWBERRIES
Own farm in
Longlong
1
25
6
35.29
7
33.33
Own farm in Swamp
0
0
1
5.88
1
4.76
From other farms
in Longlong
2
50
3
17.65
5
23.81
From other farms
in Swamp
1
25
7
41.18
8
38.10
TOTAL
4
100
17
100
21 100
2. PACKAGING
MATERIALS
2.a. BOTTLES
Recycled from junk
shop
2
50
9
52.94
11
52.3
Other source in Manila 2
50
1
5.88
3
8
Public market
0
0
5
29.41
5
14.9
2.b. WRAPPER
Groceries
0
0
2
11.76
2
23.1
9.52
Public market 0
0
0
0
0
0
TOTAL
4 100
17
100
21 100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
29
On the other hand, Bottles as the main packaging materials of strawberry wine
and preserves most are recycled from junk shops (52.38%). The bottles are washed,
cleaned and sterilized before use. Ready to use bottles are also available in the market to
which five (23.81%) of the firms order from. Others sources of packaging materials are
traded directly from Manila as shown in Table 5.
Quality control system. All of the processing firms implement quality control
systems in their production to ensure basic health of the customers. Quality control is
done through careful inspection of the products. Nine (42.85%) of the processing firms
are supervised by the Department of Trade and Industries (DTI). Only one (4.76%) does
product quality test by consumers’ perception while eleven (52.38%) perform their own
product quality control such as product shelf life test and proper selection of raw
materials. Table 6 presents this result.
Table 6. Distribution of the respondents according to quality control system
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
QUALITY CONTROL
RETAIL MARKET RETAIL MARKET TOTALS
(N=4)
(N=17)
F
P
F
P
F
P
Under the supervision of DTI
3
75
6
28.57
9
42.85
Shelf life test
0
0
11
52.28
11
52.38
Product quality test by
consumers
1
25
0
0
1
4.76
TOTAL
4
100
17
100
21 100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
30
Marketing and Promotion
Mode of selling. Each of these processing firms sells to trusted customers or their
various “suki”. Most (57.14%) of them sells their products in retail and wholesale basis.
However, some of the processing firms deal in retail and wholesale marketing only.
Mode of selling depends on the type of customers the firms have.
Mode of payments. In both retailing and wholesaling, the processors are paid in
cash, installment and in consignment basis as agreed by both the processors and their
customers. Most (90.48%) of the processing firms are paid directly in cash by direct
customers. Further, firms which consign their products in the modern retail market are
paid via check.
Table 7. Distribution of the respondents according to mode of selling
ALREADY
NOT YET
PENETRATED
PENETRATED THE
THE MODERN
MODERN RETAIL
MODE OF SELLING
RETAIL MARKET MARKET
TOTALS
(N=4)
(N=17)
F
P
F
P
F
P
Wholesale
0
0
6
35.29
6
28.57
Retail
0
0
3
17.65
3
14.29
Both
4
100
8
47.06
12
57.14
TOTAL
4
100
17
100
21 100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
31
Table 8. Distribution of the respondents according to mode of payment
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
*MODE OF
RETAIL MARKET
RETAIL MARKET
TOTALS
PAYMENT
(N=4)
(N=17)
F P F P F P
Cash
4
100
15
88.24
19
90.48
Installment
0
0
5
29.41
5
23.81
Consignment
4
100
8
47.06
12
57.14
*Multiple Response
Market
outlet. Table 9 shows that in multiple responses, the firms market their
products in their own stalls in the production site (33.33%), rented stalls in Swamp area
(38.10%) Baguio City public market (47.62%) and in other stalls in Swamp area where
most (52.38%) of the firms consign their products into. Also, Benguet State University
marketing center is a marketing venue to one (4.76%) of the firms. Modern retail markets
are penetrated by four (19.04%) of the strawberry processing firms particularly in
groceries in Manila and in SM City, Baguio.
These strategic market outlets are perceived by the processors as tourist
destinations to where they bring an array of their products displayed to attract buyers
which usually are domestic and foreign tourists.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
32
Table 9. Distribution of the respondents according to market outlet
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
*MARKET
RETAIL MARKET
RETAIL MARKET
TOTALS
OUTLET
(N=4)
(N=17)
F P F P F P
Groceries
2
50
0
0
2
9.52
Hypermarket
2
50
0
0
2
9.52
Own stall in the
production site
3
75
4
23.53
7
33.33
Rented stall in the
Swamp area
0
0
8
47.06
8
38.10
Consign to other
stalls in Baguio
3
75
7
41.18
10
47.62
Consign to other
stalls in swamp
4
100
7
41.18
11
52.38
Consign to other
institutions (eg.
BSU)
1
25
0
0
1
4.76
*multiple response
Promotional
activities. Through media, press releases, trade fairs, and website,
strawberry products are being promoted. However, due to lack of capital, majority
(76.19%) has no promotional activities. Still yet, eleven (52.38%) does promotion of their
products through trade fairs during occasion especially during the annual conduct of
strawberry and flower festivals. On the other hand, the strawberry soap is advertized by
DTI via website, at the same time, interviewed for promotion in television and press
releases which is highlighted as the One Town One Product (OTOP) of La Trinidad.
Table 10 presents this result.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
33
Table 10. Distribution of the respondents according to promotional activities
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
*PROMOTIONAL
RETAIL MARKET RETAIL MARKET TOTALS
ACTIVITIES
(N=4)
(N=17)
F P F P F P
Printed materials
0
0
1
5.88
1
4.76
Media
0
0
1
5.88
1
4.76
Web site
0
0
1
5.88
1
4.76
Trade fairs
4
100
7
40.18
11
52.38
None
0
0
14
82.35
14
47.62
*multiple response
Problems and Needs of the Strawberry Processing Firms
Toward Inclusion to the Modern Retail Market
As was found out in the study of Ag-agwa
et al, 1999, strawberry processing
firms face problems which hinder their operation.
By rank, packaging and labeling is identified, according to all (100%) of the
respondents as the primary need of the enterprises which calls for improvement to
successfully penetrate the modern retail market. Moreover, table 11 shows figures that all
(100%) of the firms asserted that they need upgraded materials and facilities for the
improvement of their production. Table 11 also projects that the firms which have
contracts with the modern retail market faces the same problems as faced by the rest of
the respondents.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
34
Table 11. Distribution of the respondents according to needs and problems on production,
marketing, human resource and finance towards inclusion to the modern retail
market
ALREADY
NOT YET
PENETRATED
PENETRATED
THE MODERN
THE MODERN
NEEDS AND
RETAIL MARKET RETAIL MARKET TOTALS
PROBLEMS
(N=4)
(N=17)
F P F P F P
1. PRODUCTION
Upgraded facilities
4
100
17
100
21
100
Expansion of
processing area
2
50
10
58.82
12
57.14
2. MARKETING
Packaging And
Labeling
4
100
17
100
21
100
Promotion
3
75
6
35.29
9
42.86
3. FINANCE
Lack of capital
2
50
16
94.12
18
85.71
4. HUMAN
RESOURCE
Lack of laborers
1
25
3
117.65
6
28.57
*multiple response
Meanwhile, almost all (85.71%) of the enterprises need capital and financial
support to continue in their operation. Further, in terms of marketing, nine (42.86%) of
the respondents said that they need improvement in promoting their products to attract
more buyers. On the other hand, expansion of the processing area was also mentioned as
one of the needs of the processing enterprises for convenient production. In terms of
human resources, laborers are still needed by the firms in their production.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
35
Findings of the study made by Ag-agwa
et al (1999) then are facts considering the
problems faced by these enterprises. Moreover, these problems need to be responded as
cited in the study.
Willingness of Strawberry Processors in
Inclusion to the Modern Retail Market
Willingness. Almost all (76.19%) of the respondents which has not yet penetrated
the modern retail market are willing to deal with them. This shows that these processing
enterprises perceive modern retail outlets as an avenue to increasing their revenues.
However, along with the willingness of these enterprises to penetrate the modern
retail market, are their conditions such as: when they are ready with much inventory of
their product, expansion of their processing areas, supported by the government agencies
for financial needs and when BFAD registration is availed. The processors’ willingness is
a factor in dealing with the modern retail market.
Reasons of willingness towards inclusion. Table 13 presents that 15 (100%) of the
processing firms which are willing to deal with the modern retail market, believe that
their income will increase as they include their products in it.
Table 12. Distribution of the respondents according to willingness to inclusion
WILLINGNESS FREQUENCY PERCENTAGE
(n=17)
Willing 15 88.24
Not willing 2 11.76
Total
17
100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
36
Also, wider market outlet and free promotion of the product are the reasons of the
respondents on why they would want to deal with the modern retail market. Further, the
processors believe that much buyers approach the modern retail outlets from time to time
for their basic needs. As such, wholesaling to these market outlets is also an avenue to
where they can dispose their products aside from waiting for tourist visitors along the
Swamp area.
On the other hand, slow or time-consuming transaction, which includes mode of
payment and compliance to the requirements of the modern retail market, is asserted by
the unwilling firm as its sole reason for refusal to deal with them. Further, the strawberry
soap-producing firm is not willing to deal with the modern retail outlets with a reason
that the outlet being passive or inactive. The nature of the business is reiterated as a direct
selling firm which they deal directly with the end users.
Table 13. Distribution of the respondents according reasons of willingness to deal with
the modern retail market
*REASONS FREQUENCY PERCENTAGE
(N=15)
Market expansion 15 100
Promotion of the product 13 81.25
Increase income 15 100
*multiple response
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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Prevailing Requirements of the Modern Retail Market
Along with the operation of the modern retail markets are their requirements to
which any enterprise must follow in order to position their products in these modern retail
markets. According to an interview with Mrs. Maria Que, owner manager of Jason’s
Homemade Products which supplies Khim Amon Enterprises, located in SM Baguio,
requirements are named as: 1) the firm must be legally registered with the Bureau of
Food and Drugs (BFAD). Careful inspection of the processing firm is done by this
agency to prove that the firm is operating in accordance to hygienic and sanitary ways.
Along with the registration with BFAD, the firm must as well be registered with the
Department of Trade and industry (DTI). This agency assist SME’s in terms of seminars,
trainings etc. that is beneficial to the firm. Also, it permits the firm to use a trade name
specifically for its operation. Furthermore, the firm must be able to secure license to
operate in its respective municipality, this allows the firm to operate legally until its
license lapses. These agencies, above all, give proof that the firm can legally operate and
can freely sell its product in the retail market.
Moreover, the modern retail market requires several factors for 2) proper labeling
of the product. It should bear the necessary information for the customers’ awareness. 2a)
the products should be labeled with the brand name or the trade name of a legally existing
firm and 2b) specific name of the product; 2c) net content of the product in grams or in
milliliters, 2d) nutritional facts or list of all the nutrients that the customer will benefit
after consumption, 2e) percent proof must also be indicated (for strawberry wine). Also,
2f) the ingredients to which the product was made of should be included in the product
label. The ingredients should be arranged in descending order, the ingredient which is
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
38
largely used in the product should be indicated first followed by rest of the ingredients
which are used in lesser quantity.
Along with the ingredients, the product should be labeled with the 2g) name and
2h) address of the processing firm, 2i) contact number/s, 2j) date when the products are
processed, 2k) expiration dates, and other necessary information as 2l) BFAD number
and should be tagged with “product of the Philippines”. Similar way, the product must be
3) sealed properly to prolong its shelf life.
On the other hand, Mrs. Maria Que’s firm is required by hypermarket to 4) deliver
their product for two times a month in specific 5) quantity that it requires (usually 204
bottles for strawberry preserves and 24 bottles of strawberry wine) or so long as half of
the product displayed are disposed. This is for inventory purposes.
Moreover, in support with the statements of Mrs. Que, Mr. Cesar Ramos, owner
of the Cesar’s Best strawberry products a strawberry processing in Longlong, Puguis
which supplies the super market division of SM, Baguio, added that the same modern
retail market necessitates his processing firm with the same requirements as to the
legality of the processing firm.
However, Mr. Ramos, said that the modern retail market prefer the strawberry
wine which is colored red in large amount since, accordingly are preferred by the
customers. 6) Further, Mrs. Nenet, the middleman, said that the trading firm should agree
a contract with the modern retail market; any spoilage or damages the product incurred
before disposal should be returned to the processing firm for replacement as indicated in
the contract agreed.7) Also, the supplying firm must have an open account with Bangko
De Oro (BDO), for payment transactions. The hypermarket pays the firm via check. 8)
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
39
Official receipts are also required form the processing firm to prove its legal existence to
the government in paying for its taxes.
Moreover, though not mentioned by the middleman, barcodes are also required
for the processing firms entering the modern retail market for easy price determination.
Barcodes also permit exports of the product in other countries.
Compliance to the above mentioned requirements give possibility of inclusion of
small and micro strawberry processing enterprises in the modern retail market.
Perceived Ability to Deal with the Modern Retail Market
(According To respondent’s Point Of View)
Fifteen of the respondents asserted their willingness out of seventeen respondents
which have not yet penetrated the modern retail market. Table 14 shows the respondents
perceived rate of compliance with the modern retail market respectively.
Table 14. Distribution of the respondents according to perceived rate of compliance to the
requirements of the modern retail market (N=15)
RATINGS
<50% 60% 70% 80% >90%
REQUIREMENTS
F P
F P
F P
F P
F P
Product features
Packaging and label
3 20
2 13.33 6 40
4 26.67 0 0
Quality
2 13.33 2 13.33 1 6.67 1 6.67 9 60
Delivery arrangement 3 20
5 20
2 13.33 1 6.67 4 26.67
Volume
4 26.67 2 13.33 5 33.33 3 20
1 6.67
Legality of operation 3 20
1 6.67
1 6.67
1 6.67 9 60
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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Packaging and labeling. Factors for assessments of the packaging materials
include the appearance of bottle as primary packaging and the appropriate labeling of the
packaging materials. 40% of the respondents said that they can comply with the
requirements of the modern market in terms of packaging and label of their products by
70% while three (20%) believe that they can comply for less than only 50%. This proves
strawberry processing firms need improvement in their product packaging. As shown in
Table 5, almost all of the firms use recycled bottles for primary packaging of strawberry
wine and preserve which are sourced out from junk shops.
Quality. In terms of the quality, majority (60%) believe that they produce quality
products which drives them to an assessment of >90% compliance with the requirements
of the modern retail market. This, quality of their products is assured because they
perform quality control in every production run. On the other hand, two (13.33%) gave
an assessment of less than 50% rate of compliance to the quality requirement.
Delivery arrangement. Moreover, due to the seasonal production of strawberry,
not all of the firms can assure continuous delivery of strawberry products for the whole
year. However, four (26.67%) asserted that they can comply with the delivery
arrangement of the modern market more than 90%. Some of this these are the firms
which produce strawberry products for the whole year.
Volume. Further, still, due to the seasonality of strawberries, production of
strawberry products are limited during lean months, however, produced in large quantity
during peak seasons. Due to this reason, only one (6.67%) of the processing firms can
comply with the volume requirement for more than 90%. This is the firm which produces
once or twice a week in very production month.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
41
Most of the enterprises produce as much as 1000-3000 of their products which
motivates them to comply with the volume requirement. However, some of these
enterprises can comply less than 50% and only five (33.33%) can comply by 70%.
Legality of operation. All (100%) of the enterprises are registered with DTI,
while only a half (50%) is registered with BIR. This shows that the firms legally exist as
to the requirement of legality of operation.
Perceived Ability to Comply with the Requirements
of the Modern Retail Market (According To
the Researcher’s Point Of View)
The small and micro processing enterprises must therefore comply with the above
mentioned requirements of the modern retail market in order to penetrate them
successfully.
Table 15 presents the ability of the firms to meet the requirements of the modern
retail market as perceived by the researcher based on ocular assessment.
As mentioned, all (100%) of the processing firms are registered with the
Department of Trade and Industry (DTI), however, only ten (66.67%) has recognized
brand names. Almost only half or 40% is registered with the Bureau of Internal Revenue
(BIR) while no one (0%) has registration under the Bureau of Food and Drugs (BFAD).
Registration with these agencies proves that they are legally existing as a business entity
as a requirement of the modern retail market.
Realistically, Table 14 shows that majority of the firms assessed that they can
comply with this requirement by 70% in terms of packaging and labeling of the products.
However, these firms use bottles which are used repeatedly through recycling. Recycled
bottles don’t project good impression on the product the way it must. For instance,
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
42
strawberry wines are likened to a food seasoning,
patis, and don’t give convenience to the
consumers, thought not at all times.
Moreover, only ten or 66.67% indicated the address of their processing firms.
While, other label requirements such as net content, ingredients of the product, date of
production, expiry dates and nutritional values are not indicated in the packaging. In
addition, some of the respondents doesn’t have recognized trade names and are using
ordinary labels which are bought from printing shops.
This asserts that packaging and labeling of the products should be improved in
lined with the requirements of the modern retail market for further promotion and for
consumer awareness of the product.
On the other hand, majority of the firms asserted their compliance by >90% for
the quality requirement. Procedures for fermenting wines are followed in the production
of strawberry wine though, still synthetic flavorings are used. In cases of strawberry
preserves and candies, the firms use whole berries in one-is-to-one ratio with sugar which
will enable them to comply with the quality requirement. Moreover, production of quality
products will permit these enterprises to deal with the modern retail market.
It is also observed that all of the processing firms can meet the delivery
arrangement as required by the modern retail market since their frequency of production
is more than once in every week of their production months. Though the main raw
material is produced seasonally, majority of the processors produce as much which serve
as inventory during lean months. This enables the firms to comply with the volume
requirement.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
43
In conclusion, there is an evidence of compliance by the small and micro
strawberry processing firms to the requirements of the modern retail market; however,
further improvement is needed especially in packaging and labeling of the product before
they can successfully trade with the modern retail market.
Table 15. Distribution of strawberry processing according to their compliance with the
requirements of the modern retail market as perceived by the researcher
REQUIREMENTS
FREQUENCY
PERCENTAGE
(N=15)
Legality of the firm
• BFAD registration 0 0
• DTI registration 15 100
• BIR registration 6 40
Packaging and label indicates:
• Own Brand name 10 66.67
• Net content 0 0
• Ingredients 0 0
• Name and address of the
processing firm indicated 10 66.67
• Date processed 0 0
• Expiration dates 0 0
Delivery arrangement 15 100
Volume requirement 10 66.67
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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The Experience with the Modern Retail Market
Number of years in contract. Among the twenty one strawberry processing
enterprises, only four enterprises have contracts with the modern retail market. Among
the four, only two (50%) are still supplying the modern retail market while two (50%)
are no longer supplying the modern retail market, this is because these firms are not
existing as wide scale producers and thus, are unable to meet the volume requirement.
Also, distance from the place is a reason to cease their contract with the modern retail
market in Manila.
The identified modern retail market which these enterprises supplies is in SM,
Baguio since this is the type of modern retail market which is easily penetrated by the
SMEs. Strawberry products are identified as a tourist product, however are also
consumed by households, that’s why the reason of easily penetrating the hypermarket to
where is also a tourist destination in Baguio City.
Table16. Distribution of the respondents according to number of years of contact with the
modern retail market
NUMBER OF YEARS Frequency
PERCENTAGE
(N=4)
<1
1
25
1-3
2
50
4-5
1
25
>5
0
0
TOTAL
4
100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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Motivating factors of wholesaling to the modern retail market. These enterprises
have each of their motivating factors which have driven them to supply the modern retail
market. Two (50%) is motivated by a relative which has contact with the modern retail
market and requested by modern retailers them selves, while another two (50%) included
their product in the modern market though a middleman. These processing firms are able
to penetrate the modern retail market because of the quality of their products and one
(25%) having BFAD registration. This also shows that the firms have networks with the
modern retail market which they deal with.
Benefits derived. The firms believed that they gain more benefit through
wholesaling their products in the modern retail market, they are able to dispose all of
their products, thus, no spoilage of their products is incurred and spoilage cost is
minimized.
Table17. Distribution of the respondents according to motivations to deal with the
modern retail market
MOTIVATING FACTORS
FREQUENCY
PERCENTAGE
(N=4)
Through a relative
1
25
Through middleman
2
50
Having recommended from
trade fairs by the modern market
1
25
TOTAL
4
100
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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Table18. Distribution of the respondents according to benefits derived from wholesaling
to the modern retail market
*BENEFITS DERIVED
FREQUENCY
PERCENTAGE
(N=4)
Promotion of the product
4
100
Wider marketing outlet
4
100
Fast disposal of the product
3
75
Having constant customer
3
75
*multiple response
Wholesaling to the modern retail market is a part of their strategy of promoting
their products with out much expense. Customers perceive the quality of the products
because it has penetrated the modern retail market. Further, fast disposal of their products
and having constant customers are also benefit to these enterprises. Protection of the
products in being exposed to sunlight and hard rain, which may give effect on their
products, is also a benefit to the firms.
Problems
encountered. However, these enterprises incurred problems in
wholesaling to the modern retail market which are identified as the inability to meet the
volume as required by the modern retail market due to seasonality of the raw material,
mode of payment and lack of financial assistance. Yet, one (25%) says that it has no
problem in dealing with the modern retail market because it has constant production and
enough capital.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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Table19. Distribution of the strawberry processors according to problems encountered
from wholesaling to the modern retail market
*PROBLEMS
FREQUENCY
PERCENTAGE
(N=4)
Mode of payment
1
25
Lack of assistance/capital
1
25
Unable to meet vol. Requirement
2
75
None
1
25
*multiple response
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
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LITERATURE CITED
AG-AGWA, C.M. and E.P. PALEYAN. 1999. Baseline Survey of Agribusiness
Enterprises in La Trinidad, Benguet. BS Thesis. Benguet State University. La
Trinidad, Benguet. P. 26.
ANONYMOUS. 2000. Modern market research, Retrieved September 16, 2008 from
http://www.livemint.com/2008/02/18001415/Business-at-Oxford--.
ANONYMOUS. 2006. Modern market research, Retrieved September 16, 2008, 10:45pm
from
http://www.upmin.edu.ph/index.php?option=com_content&task=view&id=147.
ANONYMOUS. 2008. Modern marketing research, Retrieved September 14, 2008 from
www.regoverningmarkets.orgMODERN DYNAMIC MARKETS.
BANGCADO, R. C., and L. D. PULACAN. 1997. Practices, Needs and Problems of
selected Fruit Processors in La Trinidad, Benguet and Baguio City. BS Thesis.
Benguet State University. La Trinidad, Benguet. P. 1 & 4.
DAVAO CONFERENCE TEAM, 2008. Retrieved September 16, 2008, 10:45pm from
http://2008davao.googlepages.com/conferencetheme.
KOTLER, P. 2000.Maketing Management. New Jersey: Prentice Hall. Pp. 161.
LEWISON, D. M. 2006. "Retailing." Microsoft® Encarta® 2007 [DVD]. Redmond,
WA: Microsoft Corporation, 2006.
MANGOSAN, J. D. 2003. Profile of Micro Enterprises and Cottage Industries in the
BLIST Area. BS Thesis. Benguet State University. La Trinidad, Benguet. P. 1-2.
ROBBS, B. 2007. "Marketing." Microsoft® Encarta® 2007 [DVD]. Redmond, WA:
Microsoft Corporation, 2006.
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
49
APPENDICES A
Communication Letter
Benguet state University
College of Agriculture
La Trinidad, Benguet
December 11, 2008
The Owner/Manager
Strawberry Processing Enterprise
Sir/madam:
I am Christine L. Lopez, a fourth year Bachelor of Science in Agribusiness
student (BSAB) majoring in Enterprise Management. I am presently conducting a study
titled INCLUSION OF SMALL AND MICRO STRAWBERRY PROCESSING
ENTERPRISES IN THE MODERN RETAIL MARKET IN BAGUIO CITY AND LA
TRINIDAD, BENGUET, in partial fulfillment for the requirement of the course.
In this regard, may please ask a portion of your precious time to answer all the
questions to complete the research. Rest assured that all information your will give will
be kept confidential. Thank you very much and God bless!
Respectfully yours,
CHRISTINE L. LOPEZ
Researcher
Noted:
DARLYN D. TAGARINO
Adviser
Inclusion of Small and Micro Strawberry Processing Enterprises
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APPENDIX B
Survey Questionnaires
I. General Information Name of the business:______________________________________________ Name of the owner (optional):______________________________________________ Age: ____________ gender: _____________ civil status _______________________ II. Characteristics of the enterprise Years engaged in strawberry processing __< 5 years __6-9 years __> 10 years Present capital __< 100,000__100,100-500,000__500, 100-1,000,000__>1,000,000
Form of Business: ____ single proprietor ____partnership
___corporation
Location of the processing plant: ____________________________________________
III. Abilities of the enterprise
A. Production:
1. What are the products produced? During what months do you produce strawberry
products? During these months, how many do you produce?
(Lean season)
Product
production
month
volume
_____________________
_________ to ___________
____________
_____________________
_________ to ___________
____________
_____________________
_________ to ___________
____________
(Peak season)
Product
production
month
volume
_____________________
_________ to ___________
____________
_____________________
_________ to ___________
____________
_____________________
_________ to ___________
____________
2. Where do you source out your raw materials?
Materials
source
__________________ ________________________
__________________ ________________________
__________________ ________________________
3. What kind of quality control does your enterprise implements?
____product quality tester with the supervision of government agency
____own product quality tester
____product shelf life test
____others, please specify__________________________________________________
___none at all
B. recognition of the firm and its legality of operation
1. Is your enterprise registered?
____no
____yes
Inclusion of Small and Micro Strawberry Processing Enterprises
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51
If yes, Please enumerate the agency/ies it is registered with
___________________ _________________
_______________
___________________ _________________
_______________
C. Marketing and promotion
1. Mode of selling
___wholesale
___Retail
___both wholesale and retail
2. Where do you market your product?
____groceries, specify_____________________________________________________
____supermarkets, specify__________________________________________________
____own market stall, specify where__________________________________________
____rented stall, specify where_______________________________________________
____consignment to other stalls, specify where__________________________________
____others, specify_______________________________________________________
3. Mode of payment
____cash
____consignment
____installment
____others__________________
4. If already marketing your products with groceries and supermarkets (based on result of
question above): What made you market your products in the groceries/supermarkets?
________________________________________________________________________
________________________________________________________________________
____________
5. How were you able to bring and convince the owners to sell your products at their
groceries/supermarkets?
________________________________________________________________________
________________________________________________________________________
___________
6. For how many years have you been doing this already? __________
What benefit/s did you get out of it?
________________________________________________________________________
________________________________________________________________________
7. Are there any problems that you encountered in marketing your products to the modern
retail market?
______yes
____none
(If yes please enumerate)
________________________________ ______________________________
________________________________ ______________________________
________________________________ ______________________________
Inclusion of Small and Micro Strawberry Processing Enterprises
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52
8. Based on your experience, what are the advantages and disadvantages in marketing to
the modern retail markets?
Advantage/s
Disadvantage/s
________________________________ ______________________________
________________________________ ______________________________
________________________________ ______________________________
________________________________ ______________________________
9. What kind of promotional activities do you implement?
____ printed materials (Ex. fliers/posters etc.)
____ Media (ex. Radio, television)
____website
____trade fairs
____no promotional activities
10. What do you think you still have to improve on your products to penetrate the modern
retail market? (Please enumerate)
Product
activity/ies
_________________
___________________________________
_________________
___________________________________
IV. Willingness (in case not yet included in the modern retail markets)
1. Are you willing to deal with the modern retail markets like groceries and
supermarkets?
____yes ____no
Why?___________________________________________________________________
________________________________________________________________________
___________________________________
(If no, thank you very much for your time! if yes, please proceed)
2. Assess your ability to comply with the requirements of the modern retail markets.
Requirements
Rate of compliance
< 50 %
60%
70%
80%
> 90%
Volume
Quality
Packaging
Legality of
operation
Delivery
arrangement
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APPENDIX C
Interview schedule
I. general information
Name of the firm__________________________________________________
Location_________________________________________________________
II. Modern retail market penetration
1. What is the name of the modern retail market you sell your products?
________________________________________________________________________
__________________________
2. What of your products do your sell to this grocery?
________________________________________________________________________
_____
3. Are you still supplying your products to this grocery?
_____yes
_____no
If no, when did you stop and why?
________________________________________________________________________
________________________________________________________________________
____________
4. When you first got the deal with this market outlet, what did they require from you?
_____BFAD requirement
_____DTI permit
_____mayor’s permit
_____license to operate
_____specific volume of delivery___________
_____delivery time (specify number and days) ________
_____year of existence
_____others____________________________________________________
____________________________________________________
____________________________________________________
5. Are there specific requirements that they want for the product?
Yes
no
specify
Color
____
_____
____________
Packaging
____
_____
____________
Bottle
size
____
_____
____________
Bottle
shape
____
_____
____________
Texture ____
_____
____________
Long
shelf
life
____
_____
____________
Bar
codes
____
_____
____________
Nutritional
value
information
____
_____
____________
Packaging
label ____
_____
____________
Inclusion of Small and Micro Strawberry Processing Enterprises
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54
Packaging
design
____
_____
___________
Others
_____________________
____
_____
____________
_____________________
____
_____
____________
_____________________
____
_____
____________
6. Are there some requirement that you have difficulty meeting?
____yes
____no
If yes, what are these and why
_________________________________ ____________________________________
_________________________________ ___________________________________
_________________________________ ___________________________________
_________________________________ ___________________________________
Inclusion of Small and Micro Strawberry Processing Enterprises
in the Modern Retail Market / Christine L. Lopez. 2009
Document Outline
- Inclusion of Small and Micro StrawberryProcessing Enterprises in the Modern Retail Market
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale of the Study
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Delimitation
- REVIEW OF LITERATURE
- Modern Retail Market
- Characteristics of the Modern Retail Market
- The Growth and Trend of Modern Distribution Channels
- Drivers Affecting the Requirements of the Modern Retail Market
- Benefits Derived By SMEs from Modern Retailers
- Small and Micro Enterprises
- Small and Medium Enterprise� (SMEs) Scenarios
- Problems of Small and Micro Enterprises
- Fruit Processing Industries
- Strawberry Processing Industries in La Trinidad, Benguet
- Problems Encountered of Strawberry Processing
- Emerging Trends of the Strawberry ProcessingIndustry in La Trinidad, Benguet
- Conceptual Framework
- METHODOLOGY
- RESULTS AND DISCUSSION
- Profile of the Respondents and Characteristicsof the Enterprises
- Production
- Marketing and Promotion
- Problems and Needs of the Strawberry Processing FirmsToward Inclusion to the Modern Retail Market
- Willingness of Strawberry Processors inInclusion to the Modern Retail Market
- Prevailing Requirements of the Modern Retail Market
- Perceived Ability to Deal with the Modern Retail Market(According To respondent�s Point Of View)
- Perceived Ability to Comply with the Requirementsof the Modern Retail Market (According Tothe Researcher�s Point Of View)
- The Experience with the Modern Retail Market
- LITERATURE CITED
- APPENDICES