Chapter I

INTRODUCTION

Background of the Study

People have engaged in agriculture since the earliest beginnings of existence.

Systematic agriculture first appeared in the Southwest Asia in the Fertile Crescent,

particularly in the modern-day Iraq, Syria, and Israel. Around 9500 BCE, proto-farmers

began to select and cultivate food plants with desired characteristics. By the 7000 BCE,

small-scale agriculture reached Egypt. By 6000 BCE, mid-scale farming was entrenched

ion the banks of the Nile. About this tine, agriculture was developed independently in the

Far East, with rice, rather than wheat, as the primary crop. Collectively, this new method

of farming inaugurated a human population boom dwarfing all previous expansions, and

is one that continues today.

By 5000 BCE, the Sumerians had developed agricultural techniques including

large-scale intensive cultivation of lands. Several plants were developed in the New

World. In later years, Greeks and Romans built on techniques pioneered by the Sumerians

and made few fundamental advances. The Greeks and Macedonians struggled with very

poor soil but managed to become dominant societies for years. The Romans were noted

for the emphasis on the cultivation of crops for trade. Massive developments were noted

for centuries. High-powered machineries, fertilizers and pesticides were used in the 19 th

century.
 In the Philippines, agriculture plays a vital role in the economy and is

characterized by a mixture of small, medium, and large farms. About 42 percent of the

total workforce came from the agricultural sector.

Filipinos, being a natural business-minded people, seen this as a good business

opportunity. Equipped with these facts and knowledge, Filipinos tend to venture in this

kind of business with the common goal in mind – to gain profit out of the country's main

industry, agriculture.

In the more local scene, Tacurong stands among other municipalities of Sultan

Kudarat as an agriculture area. Out of its total area, 81.25 or 12,987 hectares are devoted

for agricultural crops. Major crop produced in the city is rice, which covers about 4,836

hectares. Total irrigated land area planted to rice is 2,206. Corn is the second staple crop

to rice, occupying an area of 1,976 hectares. Another viable crop in the field of

agriculture is the African palm oil tree. Sugar is another source of the city’s income and is

produced locally over 113 hectares of land found in Barangays San Emmanuel, Tina,

Kalandagan, and New Passi. Root and vegetable crops are among the tangible proofs of

the people’s support to the program on green revolution.

Knowing the large percentage of those who are engaged in agriculture,

businessmen thought of a good business that might link them into agriculture. Alas, they

came up with the idea of buying and selling agricultural supplies such as fertilizers,

pesticides, seeds and a lot more products that can help the local farmers. Thus, the

existence of the agricultural supplies stores, not only in the Philippines, but also in other

farming countries.

2
 Engaging in this kind of business, one factor that may contribute in the business

success is the implementation of marketing practices. These practices play an important

role in the development and success of the agricultural supplies store business.

Objectives of the Study

The main objective of the study was to determine the marketing practices of

agricultural supply stores in the city of Tacurong and its effect to their income.

Specifically, this study aimed to do the following:

1. To determine the profile of agricultural supplies store managers/owners in terms

of:

1.1 age

1.2 gender

1.3 educational attainment

1.4 civil status

1.5 number of dependents in the family

1.6 initial capital

1.7 number of years of operation

2. To determine the marketing practices being applied by these managers/owners in

terms of:

2.1 products

2.2 price

2.3 promotion

3
 3. To determine the financial status of agricultural supply stores in terms of:

3.1 sales

3.2 cost of sales

3.3 operating expenses

4. To determine the significant relationship of marketing practices to the income of

agricultural supplies stores in Tacurong City.

Significance of the Study

This study tries to provide additional knowledge to people, especially to the

agricultural supplies store managers and owners. It also provides advance information for

those who want to engage in this kind of business.

It serves as the basis for agricultural supply stores to apply effective marketing

practices in order to prevent failures that might lead to closure of their business.

Moreover, agricultural supply store managers/owners are encouraged to develop their

marketing skills on how they sell their products and gain more profits. Through this

study, agricultural supply store managers/owners discovers their weak points in the use of

marketing techniques and give them opportunity to develop and change their approach in

order to make their business successful.

Furthermore, this study gives insights to the agricultural supply store

managers/owners on how their income is affected by the marketing practices they apply.

4
Scope and Limitations of the Study

The scope of the study focused on the profile of the agricultural supplies store

managers/owners in the city of Tacurong according to seven socio-demographic

categories. It also focused on determining the application of their marketing practices in

terms of price, products, and promotion, and its relationship to and effect on the financial

status of their business.

Time and Place of the Study

This study was conducted in agricultural supply stores located in Tacurong City,

Province of Sultan Kudarat within the School Year 2007-2008.

5
 DEFINITION OF TERMS

This section includes the meaning of the important words that were used in the

study.

Agricultural Supplies are supplies used in farming such as fertilizers, pesticides, and

seeds of crops.

Agricultural Supply Stores are establishments that sell supplies used in agriculture.

Agriculture is the science that deals with the study of producing crops.

Business is a legally recognized organizational entity existing within an economically

free country designed to provide agricultural goods or services to consumers.

Capital is a cash or agricultural good used to generate income, either by investing in a

business or a different income property.

Cost of Sales refers to the cost incurred to purchase or to produce the agricultural

supplies sold to customers during the period.

Income is generally defined as the money received as a result of the normal business

activities of an agricultural supply store.

Managers are persons who manage the agriculture supply store business.

Marketing is a social process that is needed to discern consumer’s wants, focusing on

agricultural products, and to mold the consumers towards the agricultural supplies

offered by the agricultural supply store.

Marketing Practices are practices in terms of products, price and promotion that affect

the sales of the agricultural supply store business.

6
Operating Expenses are outflow of money or costs incurred in the agricultural supply

store business necessary for its operation such as rent, telephone, electricity, labor

and handling.

Owners are persons who possess the exclusive right to hold, use, benefit from, enjoy,

convey, transfer, and otherwise dispose of agricultural supplies.

Price is the assigned numerical monetary value of each agricultural product or supply

sold in an agricultural supply store.

Product is the end result of the manufacturing process, to be offered to the market to

satisfy their needs and wants.

Profit is the money earned from conducting business after all costs and expenses have

been paid.

Promotion is an activity which involves dissemination of information about agricultural

products designed to increase visibility or sales of agricultural products.

Sales refer to the revenues as a result of selling agricultural supplies.

7
 Chapter II
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the different literature and related studies, which are helpful

to this research.

Marketing

Marketing is working with markets attempting to actualize potential exchanges, a

human activity directed and satisfying needs and wants through the exchange process. It

is also a system concerned with the planning and development of products and services,

determination of prices, creation of promotional programs and distribution system to

present and prospective market for the satisfaction of their existing needs and wants, thus,

maximizing profit in the long run.

Marketing means working with markets to bring about exchanges for the purpose

of satisfying human needs and wants. It is a process by which individuals and groups

obtain what they need and want, creating and exchanging products and value with others

(Kotler, et.al., 1980).

In understanding the fundamentals of marketing, one must learn about what this

management process consists of. It is important to know the key tasks of marketing

management and the marketing tools that are used in these tasks. However, marketing is

not only or even primarily a management function or set of activities. First and foremost,

marketing is a way of thinking, or as it is often called, a ‘concept’ for running a business.

8
Some have even argued that marketing is essentially a ‘philosophy’. The point is that

only by first understanding and accepting this way of thinking (concept or philosophy)

can a company begin to develop a marketing culture or orientation and, hence, ultimately

become effective at marketing (Lancaster, et.al., 2001).

Marketing Concept

The marketing concept focuses on customers. A company that adopts the

marketing concept puts the customers at the center of all business decision-making and

planning, and not just marketing department decision-making and planning. A company

with this approach is said to be marketing-oriented (Mutya, 2000).

Marketing Practices

Marketing practices are those practices that affect the relationship between

members of the upper tiers (wholesalers, distributors, and manufacturers) and the retail

tier in ways that influence business practices.

It seems that with affiliate marketing, people either find huge success or they fail

altogether. How is it that people can tread the same books, learn the same techniques, and

yet only a handful succeed while all the other fail or have limited success?

It is because affiliate success does not come from a book or technique, but rather

from a mindset or a way of thinking. After studying the most successful affiliate

marketers, it is believed that they all share common attitudes about affiliate marketing,

9
and that this more than anything is what has allowed them to become successful. There

are eight keys that are shared between the top affiliate marketers, these what separate

them the successful affiliate marketers from the unsuccessful. Here are the traits or

practices that were common among the top marketers (www.dailybyte.net):

They have a solid, definite goal. They make a detailed plan to achieve that goal.

They focus on just one technique until they have mastered it. They do not give up if they

fail, but instead learn from it and try again. they do not expect to maker sales without first

giving their visitors something. They believe that they not only can, but will succeed.

They learn what they need to know and then take action. They use their imagination and

their brains instead of just copying others.

An Effective Marketer

What makes a highly effective marketer? A marketing formula with seven key

components offers winning practices for improved organizational performance. They are

customer-oriented.

There is no principle more closely associated with the marketing should be about

than focusing on the needs of the customers. Although many people falsely associate

marketing with the false-talking telemarketer trying to sell aluminum siding to the

elderly, the truth is that the goal of marketing, in its purest form, is to satisfy customers.

The classic quote from Philip Kotler still holds true today: “The aim of marketing is to

maker selling superfluous… to know and understand the customer so well that the

product or service… sells itself.”

10
 Marketing begins with finding out what customers want or need, developing that

product, informing customers about it, then making it available to them. The business

world is full of examples of products that have been successful, not because of “slick

selling”, but because someone found out what people needed and then provided it to them

(Covey, as cited by McDaniel, 2000).

To make wise decisions, highly effective marketers require detailed information

from a number of sources. They differentiate their products from everyone else’s. the

most visible marketing function, and the one with which marketing is most associated, is

marketing communication.

Effective marketers are constantly exploring ways to increase sales and achieve

greater market penetration. They never accept the status quo. For most businesses, growth

typically occurs from getting more people to buy the product.

Behavior Mistakes Made By Entrepreneurs

A psychologist, Dr. Larry Helms, as cited by Frey (2004), presented the top 10

behavioral mistakes that most entrepreneurs make:

Addicted to being right. This happens to ultra competitive people who argue

whether they are right or wrong.

Becoming a control freak. Entrepreneurs and workaholics are usually control

freaks. It’s one of the reasons that entrepreneurs make poor managers. They find it very

hard to delegate.

11
 Having a “captious” personality. People who have this personality are quick to

point out the faults in other people and never give compliments. They are very negative

and focus on pointing out problems and avoid complimenting others on their

accomplishments.

Blaming other people. People who blame others have a very difficult time with

personal accountability and always blame problems on outside forces or other people.

Thinking he’s better than others. Some entrepreneurs think they are better than

other humans for the simple fact that they own their own business.

Possessing a careless tongue. People who have a careless tongue have a difficult

time keeping private things confidential. And they gossip at times and are addicted to

using sarcasm.

Having a lack of balance in his life. this type of an entrepreneur are usually

workaholics. They are addicted to their work. They have a driving desire to succeed, no

matter the consequences.

Expressing uncontrolled anger. This person has no sense of self-control and often

allows their anger to get the better of them. They can’t seem to taker a time out or think

about their words between the time they get upset and the time it takes them to say

something.

Taking himself too seriously. This type of person cannot seem to loosen up. They

take every little thing too seriously. They have a hard time laughing and finding humor in

life. People are intimidated by this person because they are always thinking of the

consequences of their actions while they are around them.

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 Looking for a secret to success. Dr. Helms called this the “slot machine”

syndrome because, of all the hype in marketing, this person is always looking for an easy

way to succeed rather than just applying consistent hard work and patience.

Pricing Practices

Price is perhaps the most important of the four Ps of marketing, since it is the only

one that generates revenue for the company. Price is most simply described as the amount

of money that is paid for a product or service. When establishing a price for a product or

service, a company must first assess several factors regarding its potential impact.

Commonly reviewed factors include legal and regulatory guidelines, pricing objectives,

pricing strategies, and options for increasing sales.

A critical part of a company’s overall strategic planning includes the

establishment of pricing objectives for the products to sell. The four most commonly

adopted pricing objectives are (1) competitive, (2) prestige, (3) profitability, and (4)

volume pricing.

Companies can choose from a variety of pricing strategies, some of the most

common being penetration, skimming, and competitive strategies. While each strategy is

designed to achieve a different goal, each contributes to a company’s ability to earn a

profit.

13
Product Practices

Products have their life cycles, from introduction to growth and maturity and

finally to decline. Because of this nature of product life, there is a need to new products

or improved products. However, small enterprises, due to their limited resources, have

the disadvantage of introducing new products. On the other hand, the said enterprise can

avail of the financial and technical assistance from the government. Moreover, they have

greater flexibility in developing new products compared with big corporations.

Introducing new products is not without problems. In many instances, new products fail

(Churchill & Peter, 1995).

Promotional Practices

It would be safe to say that most companies engage in some form, of promotional

activity every day of the year. Promotion is one of the four Ps of marketing – price,

product, place, and promotion. Promotion is generally thought of as a sequence of

activities designed to inform and convince individuals to purchaser a product, subscribe

to a belief, or support a cause.

Marketing managers use different components of the promotional mix as tools for

achieving company objectives – advertising, personal selling, public relations, sales

promotion.

Companies use a variety of sales promotion tactics to increase sales, including

advertising specialties, coupons, patronage rewards, premiums, samples, and trade shows.

14
 There are a number of promotional objectives, some of the most common being

information dissemination product demand, product differentiation, product highlights,

and sales stabilization. Regardless of the promotional objective selected, the company’s

goal is to inform and convince consumers to buy the product (Semenik & Bamossy,

1995).

Sales and Marketing Relationship

Marketing plays a very important part in sales. If the marketing department

generates a potential customers list, it can be beneficial for sales. The marketing

department’s goal is to bring people to the sales team using promotional techniques such

as advertising, sales promotion, publicity, and public relations (www.answers.com).

15
 Chapter III
METHODOLOGY

This chapter presents the step-by-step process on how the study was conducted

and how the data were gathered to attain the objectives of the study.

Research Design

The descriptive method of research was used to gather information on the

marketing practices applied by the agricultural supply store managers/owners and its

effect on their income.

Respondents of the Study

The respondents of the study were the fourteen agricultural supply store

managers/owners in Tacurong City.

Sampling Technique

The study used the purposive sampling due to its limited number of people who

were involved in the agricultural supply store business.

Data Gathering Procedure

16
 The researcher asked the approval of the Dean and the Campus Executive Officer

to conduct the study outside the campus. After permission was approved, the researcher

distributed the questionnaires to the agricultural supply store managers/owners in

Tacurong City.

The data were collected by the researcher, and were tallied, tabulated, and

computed. The results were further interpreted and statistically analyzed.

Data Gathering Instrument

Information was gathered through the use of a survey questionnaire prepared by

the researcher. The instrument was simple and self-explanatory so the respondents can

easily answer the items of assessment. The descriptive rating scale below was used:

Rating Description

5 Always

4 Oftentimes

3 Sometimes

2 Seldom

1 Never

17
 To interpret the results, the following interpretative rating scale was used:

Scale Interpretation

4.21 – 5.00 Very Highly Practiced

3.41 – 4.20 Highly Practiced

2.61 – 3.40 Moderately Practiced

1.81 – 2.60 Fairly Practiced

1.00 – 1.80 Poorly Practiced

Statistical Treatment

The researcher collected the answered questionnaires and the responses were

tallied and tabulated. Statistical measures were used in the computation, analysis and

interpretation of data.

The gathered information were statistically computed and analyzed using the

percentage computation, frequency count, and weighted mean. The correlation coefficient

was computed to determine if there is relevant or significant relationship between the

marketing practices and financial/income status of the respondents.

Chapter IV
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

18
 This chapter shows the results and discussions on the study conducted.

Profile of Agricultural Supplies Store Managers/Owners

A total of 14 agricultural supply stores were involved in this study. The

managers/owners were surveyed about their personal background. The profile is

presented in the succeeding tables.

Table 1.1. Profile of Agricultural Supply Store Owners in terms of Age

Age (years) Frequency Percentage

21 – 30 3 21.43
31 – 40 3 21.43
41 – 50 4 28.57
51 – 60 4 28.57
61 – 70 0 0
Total 14 100
Mean = 41.93

Table 1.1 shows that, out of 14 agricultural supply store owners, 4 or 28.57% have

ages ranging from 41 to 50 years old and from 51 to 60 years old. Three or 21.43% are

aged from 21 to 30 and from 31 to 40. None of them is older than 61 years old.

It was computed that the average age of an agri-supply store owner is 41.93.

Table 1.2. Profile of Agricultural Supply Store Owners in terms of Gender

19
 Gender Frequency Percentage
Male 7 50
Female 7 50
Total 14 100

The respondents in terms of gender are equally distributed with frequency of

seven or 50% each for female and male.

Table 1.3. Profile of Agricultural Supply Store Owners in terms of Educational

Attainment

Educational level Frequency Percentage

Elementary graduate 0 0
High school graduate 2 14.29
College level 2 14.29
College graduate 10 71.43
Total 14 100

Data in the table above shows that agricultural supply store owners/managers are

mostly college degree holders with 10 or 71.43% of them. The respondents are at least

high school graduates. There are 2 or 14.29% of them. Same number of respondents has

indicated that they have reached college level.

It implies that all agri-supply store owners are academically inclined to run their

businesses.

Table 1.4. Profile of Agricultural Supply Store Owners in terms of Civil Status

Civil Status Frequency Percentage

Single 3 21.43
Married 11 78.57
Total 14 100

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 As presented in the table above, 11 or 78.57% of the supply store owners are

married, while the remaining 3 or 21.43% are single.

This implies that most of the agri-supply store owners are married business people

who consider their agricultural supply business as main source of income for the family.

Table 1.5. Profile of Agricultural Supply Store Owners in terms of Number of

Dependents in the Family

Number of Family
Frequency Percentage
Dependents
1–3 13 92.86
4–6 1 7.14
7–9 0 0
10 – 12 0 0
Total 14 100

It is shown in Table 1.5 that a large majority of 13 or 92.86% has 1 to 3 family

dependents, while only 1 or 7.14% have 4 to 6 family members to support.

Most of these family dependents are children of the supply store managers/owners

who rely on the income of the business for their basic needs.

Table 1.6. Profile of Agricultural Supply Store Owners in terms of Initial Capital

Capital (pesos) Frequency Percentage

199,000 and below
200,000 – 399,000
400,000 – 599,000
600,000 – 799,000
800,000 – 999,000
1 million and above
Total
2 14.29
3 21.43
2 21.43
1 7.14
4 28.57
1 7.14
14 100

21
 It is shown above that 4 or 28.57% of the respondents has the highest frequency

and percentage with a business initial capital of P800,000-999,000. One or 7.14% of the

respondents has indicated that they allotted P600,000-799,000 for the initial capital of the

business, and also 1 allotted P1 million or more.

This entails that starting up an agri-supply business needs a large amount of

capital.

Table 1.7. Profile of Agricultural Supply Store Owners in terms of Number of Years
in Operation

Length of Operation
Frequency Percentage
(years)
2 or less 4 28.57
3–5 7 50.00
6–8 2 14.29
9 or more 1 7.14
Total 14 100

Most of the agricultural supply stores have length of operation of 3 to 5 years. The

least of the respondents, which comprised 1 or 7.14%, has operated for 9 years or more.

The agri-supply stores in Tacurong are doing well and established their business

with regular customers.

Marketing Practices of Agricultural Supply Store Owners

22
 Fourteen agricultural supply stores were surveyed to find out the extent of their

implementation of marketing practices. Their responses were presented in the following

tables.

Table 2.1. The Extent of Marketing Practices of Agricultural Supply Stores in terms
of Products

Items Mean Description Interpretation

1.
Personally receives products 4.72 Always Very Highly Practiced
from suppliers.
2.
Checks the product 4.64 Always Very Highly Practiced
specifications.
3.
Makes sure that the products 5.00 Always Very Highly Practiced
are not expired.
4.
Puts the products in correct 5.00 Always Very Highly Practiced
storage temperature.
5.
4.86 Always Very Highly Practiced
Does inventory of products.
Very Highly
Grand Mean 4.84 Always
Practiced

Table 2.1 reveals that item 2 got the least mean rating of 4.64 or “always”.

Meanwhile, items 3 and 4 received the highest mean ratings of 5.00 or “always”.

However, all these items belong to the “very highly practiced” level.

The grand mean of 4.84 indicates that the managers/owners highly practiced

marketing strategies to ensure the quality, proper storage and distribution of agricultural

supplies.

23
Table 2.2. The Extent of Marketing Practices of Agricultural Supply Stores in terms
of Price

Items Mean Description Interpretation

1.
4.57 Always Very Highly Practiced
Price is competitive.
2.
Price is affordable for the 4.64 Always Very Highly Practiced
consumers.
3.
Adjusts prices due to 4.49 Always Very Highly Practiced
inflation/deflation.
4.
Gives sales discount to 4.65 Always Very Highly Practiced
consumers.
5.
Price is enough to meet target 5.00 Always Very Highly Practiced
income.
Very Highly
Grand Mean 4.67 Always
Practiced

Table 2.2 shows that item 3 got the least mean rating of 4.49 or “always”.

Meanwhile, item 5 obtained the highest mean rating of 5.00 or “always”. However, all

these items belong to the “very highly practiced” level.

The grand mean of 4.67 implies that managers/owners very highly impose pricing

standards and implement pricing strategies.

Table 2.3. The Extent of Marketing Practices of Agricultural Supply Stores in terms
of Promotion

Items Mean Description Interpretation

1.
4.85 Always Very Highly Practiced
Personal selling/sales talk.
2.
Advertises in local radio 2.29 Seldom Fairly Practiced
station or newspaper.
3.
3.08 Sometimes Moderately Practiced
Utilizes banners or streamers.

24
 4.
3.65 Oftentimes Highly Practiced
Gives demonstration.
5.
Gives giveaways like 4.57 Always Very Highly Practiced
calendars and gifts.
Grand Mean 3.69 Oftentimes Highly Practiced

Table 2.3 discloses that items 1 and 5 obtained the “very highly practiced” rating

with mean ratings of 4.85 and 4.57, respectively. Item 2 got the rating of 2.29 or “fairly

practiced”, item 3 “moderately practiced” with 3.08 mean, and item 4 “highly practiced”

with 3.65 mean.

The grand mean of 3.69 denotes that managers/owners occasionally used

promotional practices in their business.

Table 2.4. Summary of the Extent of Marketing Practices of Agricultural Supply

Stores

Items Mean Description Interpretation

Products 4.84 Always Very Highly Practiced
Price 4.67 Always Very Highly Practiced
Promotion 3.69 Oftentimes Highly Practiced
Grand Mean 4.40 Always Very Highly Practiced

Marketing practices of agricultural supply stores in products and price are “very

highly practiced”, and marketing practices in promotion “highly practiced”.

The overall mean of the respondents’ marketing practices is 4.40 or “very highly

practiced”. This implies that managers/owners greatly apply different marketing practices

to boost their sales, income, and customers’ trust.

25
Financial Status of Agricultural Supply Stores

The financial status of the agricultural supply stores was also determined through

the survey. The results are displayed in the succeeding tables.

Table 3.1. Financial Status of Agricultural Supply Stores in terms of Sales per
Month

Sales Per Month (pesos) Frequency Percentage

1,000,001 – 1,200,000 1 7.14
800,001 – 1,000,000 0 0
600,001 – 800,000 3 21.43
400,001 – 600,000 3 21.43
200,001 – 400,000 3 21.43
200,000 and below 4 28.57
Total 14 100

The data above reveals that 4 or 28.57% has the sales per month of P200,000 or

less. Three or 21.43% of the respondents told that they earn between P600,001 and

P800,000, P400,001 and P600,000, and P200,001 and P400,000. And, only 1 revealed

that their monthly sales can reach up to P1,000,001 or more.

This reflects that having an agricultural supply store is very helpful as an

additional source of income.

26
Table 3.2. Financial Status of Agricultural Supply Stores in terms of Cost of Sales
per Month

Cost of Sales (pesos) Frequency Percentage

1,000,001 – 1,200,000 1 7.14
800,001 – 1,000,000 0 0
600,001 – 800,000 3 21.43
400,001 – 600,000 4 28.57
200,001 – 400,000 2 14.29
200,000 and below 4 28.57
Total 14 100

It is shown in Table 3.2 that 4 or 28.57% of the respondents, has the cost of sales

per month amounting to P400,001 to 600,000, and P200,000 or less. Only one respondent

have the cost of sales ranges from P1,000,001 or more.

Table 3.3. Financial Status of Agricultural Supply Stores in terms of Operating

Expenses per Month

Expenses (pesos) Frequency Percentage

10,001 and above 9 64.29
8,001 – 10,000 0 0
6,001 – 8,000 1 7.14
4,001 – 6,000 3 21.43
2,001 – 4,000 0 0
2,000 and below 1 7.14
Total 25 100

27
 Table 3.3 shows that 9, which is a majority of 64.29% of the respondents,

disclosed that their operating expenses can reach up to P10,001 or more. Meanwhile, 1 or

7.14% spends between P6,001-8,000, and P2,000 and below, respectively.

Relationship Between Marketing Practices and Income Status

To determine if there is a significant relationship between marketing practices and

income status of agri-supply stores, the correlation coefficient (r) and t-test were

computed.

Table 4. Summary of Correlation Analysis Between Marketing Practices and

Income Status

Degree of t-computed
Pair r Interpretation
Relationship value
Marketing Practices and Low
0.093 0.32 Not Significant
Income Status Correlation
ttab (2-tail at 0.05) = 1.782
n = 14
df = 12

It is revealed in Table 4 that the correlation coefficient between implementation of

marketing practices and income status of agri-supply stores is 0.093, which means that

the relationship is almost negligible.

At 0.05 level of significance, the t-computed value is 0.32, which is lower than

the t-tabulated value of 1.782. Therefore, the extent of marketing practices of

owners/managers does not affect their business income status.

28
 Chapter V
SUMMARY, FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of findings, conclusions and recommendations

derived from the research.

The primary objective of this study was to determine the marketing practices of

agricultural supply stores in the city of Tacurong and its effect to their income.

Specifically, this study aimed to determine the profile of agricultural supplies store

managers/owners in terms of age, gender, educational attainment, civil status, number of

dependents in the family, initial capital, and number of years of operation; determine the

marketing practices being applied in terms of products, price, and promotion; determine

their financial status in terms of sales, cost of sales, and operating expenses; and

determine the significant relationship between marketing practices and their income.

This study was conducted in agricultural supply stores located in Tacurong City,

Province of Sultan Kudarat within the School Year 2007-2008.

The data were statistically computed and analyzed using frequency, percentage,

mean, and correlation analysis.

29
Findings

The findings of the study are summarized as follows:

1. The profile of the agri-supply store owners/managers varies according to different

categories.

1.1 Eight or 57.14% have ages ranging either from 41 to 50 years old or

from 51 to 60 years old.

1.2 Female and male respondents are equally distributed with frequency of

seven or 50% each.

1.3 Ten or 71.43% of them are college graduates.

1.4 Eleven or 78.57% of the respondents are married.

1.5 Majority of 13 or 92.86% has 1 to 3 family dependents.

1.6 Four or 28.57% of the respondents have checked that their business

initial capital is P800,000-999,000.

1.7 Most of the agricultural supply stores have length of operation of 3 to

5 years.

2. The marketing practices of these agri-supply stores got a grand mean of 4.40,

which interprets as “very highly practiced”.

2.1 The mean in product practices is 4.84, which means “always” or “very

highly practiced”.

2.2 The mean in pricing practices is 4.67, which means “always” or “very

highly practiced”.

30
 2.3 The mean in promotional practices is 3.69, which means “oftentimes”

or “highly practiced”.

3. Financial status of agri-supply stores are detailed as follows:

3.1 The average the sales per month of the respondents is P200,000 or

less.

3.2 Their average cost of sales per month amounts to P4000,001 to

600,000, and P200,000 or less.

3.3 Their average operating expenses reaches up to P10,001 or more.

4. The correlation analysis resulted to a coefficient of 0.093, meaning low and

almost negligible relationship, and to a t-computed value of 0.32, which is lower

than the t-tabulated value of 1.782, indicating non-significance of relationship.

Conclusions

Based on the findings, these conclusions were drawn:

1. A regular agricultural supply store owner or manager in Tacurong City is about 42

years old, married, and college graduate. He or she supports 1 to 3 dependents in

the family. He or she allotted P800,000-999,000 to put up the business, and

managed to run it for 3 to 5 years.

2. Agri-supply stores in Tacurong City do not engage in promotional activities for

their store but they still set high standards and widely apply techniques to enhance

the marketing performance of the business.

31
 3. Agri-supply stores in Tacurong City earn a considerably high income, which

sufficiently provides for their financial needs.

4. The application of marketing practices does not necessarily or directly affect the

income status of the business.

Recommendations

Based on the conclusions of this study, the following are recommended:

1. Agricultural supply stores should improve their promotional practices to further

increase their sales, especially in advertising on radio and local newspapers, and

to utilize banners or streamers to showcase their distinct products and services as

an aggressive way to attract more customers.

2. Managers or owners should try to make cost-cutting measures in order to lessen

the expenditures of their business.

3. Similar studies may be conducted that involves other variables, such as other

management factors or customers’ satisfaction, and find out how it impacts the

financial performance of the business.

32
 BIBLIOGRAPHY

A. Books

CHURCHILL, G.A. & PETER, P.J. 1995. Marketing: Crating Value for Customers.
Boston: Irwin.

KOTLER, P., ARMSTRONG, SAUNDERS, & WONG. 1980. Marketing Management:

Analysis, Planning, and Control. Fourth Edition. Prentice-Hall, Inc.

LANCASTER, G., F. WITHEY, R. ASHFORD. 2001. Course Back: Marketing

Fundamentals.

MUTYA, R.F. 2000. Elements of Marketing. Third Edition.

SEMENIK, R.J. & BAMOSSY, G.J. 1995. Principles of Marketing: A Global

Perspective. Second Edition. Cincinnati, OH.

B. Journals

McDANIEL, S.W. 2000. “What makes a highly effective marketer?”. “The Seven Habits
of Highly Effective Marketers” by Stephen R. Covey. Business Forum. Trade
Journals.

C. Internet

FREY, D. 2004. “The Top 10 Behavior Mistakes Made By Entrepreneurs”.

www.tabc.state.tx.us/help/markprc.htm

http://en.wikipedia.org/

33
http://EzineArticles.com/?expert=Beth_A_Norton

http://www.dailybyte.net

http://www.tacurong.gov.ph

http://www.answers.com

http://www.knowthis.com/tutorials/principles-of-marketing.htm

34
Appendix 1. Letter of Permission

Republic of the Philippines

SULTAN KUDARAT POLYTECHNIC STATE COLLEGE
College of Business Administration
Tacurong Campus, Tacurong City

March 2008
ALBERTO T. BARQUILLA I, Ph.D.
Campus Executive Officer
SKPSC – Tacurong Campus

Sir:

Greetings!

The undersigned is a student of BS Entrepreneurial Management in Sultan

Kudarat Polytechnic State College – Tacurong Campus and currently undertaking her
undergraduate thesis entitled: “Marketing Practices and Its Effect to The Income of
Agricultural Supply Stores in the City of Tacurong” as a partial fulfillment of the
course.

The purpose of the study is to determine the marketing practices of agricultural

supply store managers/owners in the city of Tacurong and its effect to their financial
status. The data will be gathered through the use of survey questionnaires.

In this regard, I seek permission from your good office to conduct the study to my
respondents.

Thank you very much.

Respectfully yours,

CHERYL MAE A. CALANZA

Researcher
Noted by:

35
GENOVEVA B. PAUYA, Ph.D.
Adviser

MA. JEANELLE B. ARGONZA, Ph.D.

College Dean
Approved by:

ALBERTO T. BARQUILLA I, Ph.D.

Campus Executive Officer

Appendix 2. Letter to the Respondents

Republic of the Philippines

SULTAN KUDARAT POLYTECHNIC STATE COLLEGE
College of Business Administration
Tacurong Campus, Tacurong City

March 2008

Dear Respondents,

Greetings!

It is my pleasure to choose you as one of the respondents of my research study

entitled: “Marketing Practices and Its Effect to The Income of Agricultural Supply
Stores in the City of Tacurong” which is a partial requirement for the course Bachelor
of Science in Entrepreneurial Management.

This study generally aims to assess the marketing practices of agricultural supply
store managers/owners in the city of Tacurong and its effect to their financial status.

In this regard, your honesty and cooperation in answering every item in the
questionnaire will be highly appreciated.

Rest assured that your personal opinions will be treated with confidentiality and
shall be used for research purposes only.

Thank you very much.

Very truly yours,

CHERYL MAE A. CALANZA

Researcher

36
Noted by:

GENOVEVA B. PAUYA, Ph.D.

Adviser

MA. JEANELLE B. ARGONZA, Ph.D.

College Dean

ALBERTO T. BARQUILLA I, Ph.D.

Campus Executive Officer
Appendix 3. Survey Questionnaire

MARKETING PRACTICES AND ITS EFFECT TO THE

INCOME OF AGRICULTURAL SUPPLY STORES
IN THE CITY OF TACURONG

A. Profile of the Respondents

Direction: Please check the category that will correspond to your personal
information.

Name of Store: ___________________________________________________________

Age: 20 – 30 years old Gender: Male

31 – 40 years old Female
41 – 50 years old
51 – 60 years old
61 – 70 years old

Educational Attainment: elementary graduate Civil Status: single

high school graduate married
college level
college graduate

Number of dependents Initial capital: P 199,000 and below

in the family: 1–3 200,000 – 399,000
4–6 400,000 – 599,000
7–9 600,000 – 799,000
10 – 12 800,000 – 999,000
1 million and above

Number of years in operation: 2 years or less

3 – 5 years
6 – 8 years

37
 9 years or more

B. Marketing Practices
Direction: Encircle the number of your choice or rating according to the scale
below to indicate your response:
Rating Description
5 Always
4 Oftentimes
3 Sometimes
2 Seldom
1 Never
Rating
1. Marketing Practices on Products
6. Personally receives 5 4 3 2 1
products from suppliers.
7. Checks the product 5 4 3 2 1
specifications.
8. Makes sure that the 5 4 3 2 1
products are not expired.
9. Puts the products in 5 4 3 2 1
correct storage temperature.
10. Does inventory of 5 4 3 2 1
products.

2. Marketing Practices on Price

6. Price is competitive. 5 4 3 2 1
7. Price is affordable 5 4 3 2 1
for the consumers.
8. Adjusts prices due to 5 4 3 2 1
inflation/deflation.
9. Gives sales discount 5 4 3 2 1
to consumers.
10. Price is enough to 5 4 3 2 1
meet target income.

3. Marketing Practices on Promotion

6. Personal 5 4 3 2 1
selling/sales talk.
7. Advertises in local 5 4 3 2 1
radio station or newspaper.
8. Utilizes banners or 5 4 3 2 1
streamers.
9. Gives 5 4 3 2 1
demonstration.
10. Gives giveaways 5 4 3 2 1

38
 like calendars and gifts.

C. Financial Status of the Sari-Sari Store

Direction: Please check () the amount corresponding to your answer.

Sales
(includes cash sales and account sales
per month)

P 1,000,001 – 1,200,000
800,001 – 1,000,000
600,001 – 800,000
400,001 – 600,000
200,001 – 400,000
P 200,000 and below

Cost of Sales Operating Expenses

(includes purchase, freight and (includes salaries, utilities
net of discounts per month) and transportation per month)

P 1,000,001- 1,200,000 P 10,001 and above

800,001 – 1,000,000 8,001 – 10,000
600,001 – 800,000 6,001 – 8,000
400,001 – 600,000 4,001 – 6,000
200,001 – 400,000 2,001 – 4,000
P 200,000 and below P 2,000 and below
Appendix 4. Raw Data of Respondents’ Responses on Marketing Practices

Products
Rating
Items Mean Description
5 4 3 2 1
1 12 0 2 0 0 4.72 Always
2 12 0 1 1 0 4.64 Always
3 14 0 0 0 0 5.00 Always
4 14 0 0 0 0 5.00 Always
5 12 2 0 0 0 4.86 Always
Mean 4.84 Always

Price
Rating
Items Mean Description
5 4 3 2 1

39
 1 11 0 3 0 0 4.57 Always
2 10 3 1 0 0 4.64 Always
3 10 2 1 1 0 4.49 Always
4 11 1 2 0 0 4.65 Always
5 14 0 0 0 0 5.00 Always
Mean 4.67 Always

Promotion
Rating
Items Mean Description
5 4 3 2 1
1 13 0 1 0 0 4.85 Always
2 2 0 4 2 6 2.29 Seldom
3 4 1 5 0 4 3.08 Sometimes
4 5 3 4 0 2 3.65 Oftentimes
5 10 2 2 0 0 4.57 Always
Mean 3.69 Oftentimes

Appendix 5. Computation of Correlation Analysis

Marketing Financial
Respondents x2 y2 xy
Practices (x) Status (y)
1 5.00 10.75 25.00 115.56 53.75
2 4.40 21.80 19.36 475.24 95.92
3 4.47 27.00 19.98 729.00 120.69
4 3.87 19.70 14.98 388.09 76.24
5 4.73 43.50 22.37 1892.25 205.76
6 4.47 35.60 19.98 1267.36 159.13
7 3.53 -12.30 12.46 151.29 -43.42
8 4.47 37.00 19.98 1369.00 165.39
9 4.33 27.30 18.75 745.29 118.21
10 4.07 37.10 16.56 1376.41 151.00
11 4.13 46.70 17.06 2180.89 192.87
12 4.73 10.00 22.37 100.00 47.30
13 5.00 13.20 25.00 174.24 66.00

40
 14 4.47 19.60 19.98 384.16 87.61
Total 61.67 336.95 273.84 11348.78 1496.45

n = 14 Σy = 336.95
Σx = 61.67 Σxy = 1496.45
Σx2 = 273.84 Σy2 = 11348.78

nΣxy – ΣxΣy
r=
√ [nΣx2 – (Σx)2] [nΣy2 – (Σy)2]

(14) (1496.45) – (61.67) 336.95

r=
√ [14 (273.84) – (61.67)2] [14 (11348.78) – (336.95)2]

20950.3 – 20779.706
r=
√ [3833.62 – 3803.19] [158882.92 – 113535.3]

170.594 170.594 170.594

r= = = = 0.145
√ (30.43) (45347.62) √ 1379928.1 1174.703

√ n – 2 (r)
tcomp =
√ 1 – r2

√ 14 – 2 (0.145)
tcomp =
√ 1 – (0.145)2

√ 12 (0.145) 3.46 (0.093)

tcomp = =
√ 1 – 0.021 √ 0.995

0.322

41
 tcomp = = 0.32
0.995

Appendix 6. FORM 7
Republic of the Philippines
SULTAN KUDARAT POLYTECHNIC STATE COLLEGE
City of Tacurong

COLLEGE OF BUSINESS ADMINISTRATION

March 19, 2008

Date

APPLICATION FOR THESIS DEFENSE EXAMINATION

Name: CHERYL MAE A. CALANZA Degree/Major: BS IN ENTREP. MGT.

Thesis Title: MARKETING PRACTICES AND ITS EFFECT TO THE INCOME OF
AGRICULTURAL SUPPLY STORES IN THE CITY OF TACURONG
Check whether first (), second ( ), or third ( ) examination
Date of Exam: ___March 19, 2008__ Time: __9 – 10 a.m._ Place: ___AVR____

MEMBERS OF THE EXAMINING COMMITTEE

(at least 3 including the adviser)

Name Signature Date

42
GENOVEVA B. PAUYA, Ph.D. ___________________ March 19, 2008
LOVINA P. COGOLLO, MM ___________________ March 19, 2008
FRANCISCO L. SILAUSO ___________________ March 19, 2008

RECOMMENDING APPROVAL:

SUSIE D. DAZA, MS APPROVED:

Research Chairman
ALBERTO T. BARQUILLA I, Ph.D.
Campus Executive Officer
_______________________________________________________________
REPORT ON THE RESULT OF EXAMINATION
(Indicate whether passed or failed under remarks)

Signature Date Remarks

_____________________ ___ March 19, 2008__ ____Passed ____
_____________________ ___ March 19, 2008__ ____Passed ____
_____________________ ___ March 19, 2008__ ____Passed ____

RECOMMENDING APPROVAL:

SUSIE D. DAZA, MS APPROVED:

Research Chairman
ALBERTO T. BARQUILLA I, Ph.D.
Campus Executive Officer
Appendix 8. Form 9

Republic of the Philippines

SULTAN KUDARAT POLYTECHNIC STATE COLLEGE
City of Tacurong

COLLEGE OF BUSINESS ADMINISTRATION

____March 28, 2008___

Date

CERTIFICATION OF ENGLISH CRITIC

This to certify that the thesis on MARKETING PRACTICES AND ITS

EFFECT TO THE INCOME OF AGRICULTURAL SUPPLY STORES IN THE
CITY OF TACURONG of CHERYL MAE A. CALANZA was edited by the
undersigned on __March 28, 2008__.

43
 CHERRY VANESSA M. VENTURA
Name & Signature of English Critic

NOTED:

LOVINA P. COGOLLO, MM
Department Chairman

Note: This certificate should be submitted to the Research Chairman prior to the
approval/reproduction of this manuscript.

BIOGRAPHICAL DATA

The researcher was born in Poblacion, Surallah, South Cotabato on March 19,

1984. She is the second child among five siblings of Mr. Jessie D. Calanza and Mrs. Elma

Arzagon-Calanza.

She finished her elementary and secondary education at the Notre Dame of

Marbel, formerly Notre Dame of Marbel for Girls and presently known as the Notre

Dame of Sienna Marbel.

She pursued her tertiary education at Sultan Kudarat Polytechnic State College,

College of Business Administration where she is taking up Bachelor of Science in

Entrepreneurial Management.

44
 With the full support and love of her family, friends and the Almighty God, she

expects to graduate this academic year 2007-2008.

CHERYL MAE A. CALANZA

Researcher

MARKETING PRACTICES AND ITS EFFECT TO THE

INCOME OF AGRICULTURAL SUPPLY STORES
IN THE CITY OF TACURONG

CHERYL MAE A. CALANZA

45
 Thesis Manuscript Submitted to the College of Business Administration,
Sultan Kudarat Polytechnic State College, City of Tacurong,
In Partial Fulfillment of the Requirements for the Degree

BACHELOR OF SCIENCE IN ENTREPRENEURIAL MANAGEMENT

MARCH 2008
TRANSMITTAL

The thesis attached entitled “MARKETING PRACTICES AND ITS EFFECT TO

THE INCOME OF AGRICULTURAL SUPPLY STORES IN THE CITY OF

TACURONG”, prepared and submitted by CHERYL MAE A. CALANZA in partial

fulfillment of the requirements for the degree of BACHELOR OF SCIENCE IN

ENTREPRENEURIAL MANAGEMENT, is hereby accepted.

GENOVEVA B. PAUYA, Ph.D.

Adviser

46
 ___________________________
Date

Accepted as partial fulfillment of the requirements for the degree of Bachelor of

Science in Entrepreneurial Management.

SUSIE D. DAZA, MS
Research Chairman

___________________
Date

FORM 8
Republic of the Philippines
SULTAN KUDARAT POLYTECHNIC
ii STATE COLLEGE
City of Tacurong

COLLEGE OF BUSINESS ADMINISTRATION

APPROVAL OF THESIS MANUSCRIPT

Name: CHERYL MAE A. CALANZA Degree/Major: BS IN ENTREP. MGT.

Major: ____________________________ Specialization: ____________________
Thesis Title: MARKETING PRACTICES AND ITS EFFECT TO THE INCOME OF
AGRICULTURAL SUPPLY STORES IN THE CITY OF TACURONG

APPROVED BY THE GUIDANCE COMMITTEE

GENOVEVA B. PAUYA, Ph.D. March 27, 2008

________________
Adviser Date

LOVINA P. COGOLLO, MM March 27, 2008

________________
Member Date

March 27, 2008

47
FRANCISCO L. SILAUSO ________________
Member Date

CELIA ROSE J. NOTA_ March 27, 2008

________________
Statistician Date

LOVINA P. COGOLLO, MM March 27, 2008

________________
Department Head Date

RECOMMENDING APPROVAL:

SUSIE D. DAZA, MS MA. JEANELLE B. ARGONZA, Ph.D.

Research Chairman Dean, College of Business Administration

APPROVED:

ALBERTO T. BARQUILLA I, Ph.D.

Campus Executive Officer
ACKNOWLEDGMENT

iii

The researcher wishes to express her sincerest thanks and gratitude to the

following persons who contributed to the success of this manuscript.

First and foremost, to her adviser, Genoveva B. Pauya, Ph.D., for her time, moral

support, patience and encouragement for the completion of the study.

The members of the guidance committee: Lovina P. Cogollo, MM and Prof.

Francisco L Silauso for their comments, suggestions and advices.

Prof. Cherry Vanessa Ventura, her critic reader, for her valuable insights that

improved the quality of the paper and for lending her books.

Prof. Celia Rose Jalon-Nota, her statistician, who helped her in solving and

analyzing the data gathered..

48
 The SKPSC-Tacurong Campus faculty and staff headed by Dr. Alberto T.

Barquilla I, Campus Executive Officer, and Dr. Ma. Jeanelle B. Argonza, College of

Business Administration Dean, for their advices and concern.

The SKPSC Librarian, Delia Eliarda, for allowing the researcher to borrow the

needed references and helping her choose the better reference.

The agricultural store owners and managers for their cooperation by giving their

time in answering the questionnaires.

Ate Zipporah de la Cruz for encoding and critiquing her words and made it

presentable.

The Lotharians, Ms. Eve Montelibano and Ms. Crystal Orteza, for being there and

giving moral support and advices about life and thesis making.

Ms. Beverly Nacion, Rafaela Quebrar, Psynontica Pasiona, and Christine Gayoso
iv
for helping the researcher in searching the right articles as well as giving moral support

and financial assistance even they are miles apart.

Warmest thanks to my classmates: Inday, Gerlyn, Mai, Jing, Arjay, Tin, Janice,

Yvette, Sandy, Love-love, Lesther, Cza, Paul, Tonyt, Joylen, and Lizel for their support

and moments they have shared even in laughters or in tears and in helping the researcher

in tallying and tabulating.

The researcher would like to express her deepest gratitude and thanks to her

Uncle Manuel Garde and Auntie Melinda Garde for their support, financial assistance and

advices.

49
 The researcher cannot evade her heartfelt thanks to her sisters, Jessiel, Clark, and

Joy; and to her only brother Kirby and her lovable nephew Jepoy, for their love and

support, financial assistance and for being her inspiration.

Special thanks to her lovable parents, Mr. Jessie Calanza and Mrs. Elma Calanza,

for their endless love, financial support, understanding, sacrifices and prayers for the
i
researcher’s success in life. ii
iii
Above all, the researcher acknowledges with loving affection and praise to iv the
vi
Almighty God who sent his spirit, giving her strength, guidance and enlightenment. viii
ix
This work is lovingly dedicated to all of them. x

1
1
3
4
5
5
6
TABLE OF CONTENTS
8
v
8
9
9
Preliminaries Title Page
10
11
Title Page 13
Transmittal 14
Approval of Thesis Manuscript 14
Acknowledgement 15
Table of Contents
List of Tables 16
List of Appendices 16
Abstract 16
16
Chapter I INTRODUCTION 17
Background of the Study 17
Objectives of the Study 18
Significance of the Study
Scope and Limitations of the Study

50
 Time and Place of the Study
Definition of Terms

Chapter II REVIEW OF RELATED LITERATURE

AND STUDIES
Marketing
Marketing Concept
Marketing Practices
An Effective Marketer
Behavior Mistakes Made By Entrepreneurs
Pricing Practices
Product Practices
Promotional Practices
Sales and Marketing Relationship

Chapter III METHODOLOGY

Research Design
Respondents of the Study
Sampling Technique
Data Gathering Procedure
Data Gathering Instrument
Statistical Treatment

Chapter IV PRESENTATION, ANALYSIS AND

INTERPRETATIONvi OF DATA 19

Chapter V SUMMARY, FINDINGS, CONCLUSIONS

AND RECOMMENDATIONS 29

BIBLIOGRAPHY 33

APPENDICES 34

BIOGRAPHICAL DATA 44

51
 LIST OF TABLES

vii
Table Title Page

1.1 Profile of Agricultural Supply Store Owners in terms of Age 19

1.2 Profile of Agricultural Supply Store Owners in terms of Gender

20
1.3 Profile of Agricultural Supply Store Owners in terms of
Educational Attainment 20

1.4 Profile of Agricultural Supply Store Owners in terms of Civil

Status 20
1.5 Profile of Agricultural Supply Store Owners in terms of Number
of Dependents in the Family 21

1.6 Profile of Agricultural Supply Store Owners in terms of Initial

Capital 21

1.7 Profile of Agricultural Supply Store Owners in terms of Number

52
 of Years in Operation 22

2.1 The Extent of Marketing Practices of Agricultural Supply Stores

in terms of Products 23

2.2 The Extent of Marketing Practices of Agricultural Supply Stores

in terms of Price 24

2.3 The Extent of Marketing Practices of Agricultural Supply Stores

in terms of Promotion 24

2.4 Summary of the Extent of Marketing Practices of Agricultural

Supply Stores 25

3.1 Financial Status of Agricultural Supply Stores in terms of Sales

per Month 26

3.2 Financial Status of Agricultural Supply Stores in terms of Cost of

Sales per Month 27

3.3 Financial Status of Agricultural Supply Stores in terms of

Operating Expenses per Month 27

4 Summary of Correlation Analysis Between Marketing Practices

and Income Status 28
LIST OF APPENDICES
viii

Appendix Title Page

1 Letter of Permission 35

2 Letter to the Respondents 36

3 Survey Questionnaire 37

4 Data of Respondents’ Responses on Marketing Practices 39

5 Computation of Correlation Analysis 40

7 Application for Thesis Defense Examination 42

8 Certification of English Critic 43

53
 ABSTRACT

ix

CALANZA, CHERYL MAE A., Department of Entrepreneurial Management,

College of Business Administration, Sultan Kudarat Polytechnic State College, Tacurong

City. Sultan Kudarat. March 2008 “MARKETING PRACTICES AND ITS EFFECT

TO THE INCOME OF AGRICULTURAL SUPPLY STORES IN THE CITY OF

TACURONG”.

Adviser: GENOVEVA B. PAUYA, Ph.D.

54
 The main objective of this study was to determine the marketing practices of

agricultural supply stores in the city of Tacurong and its effect to their income.

Specifically, this study aimed to determine the profile of agricultural supplies store

managers/owners, the marketing practices they apply, their financial status, and the

relationship between marketing practices and their income.

A total of 14 agri-supply stores served as respondents. This study was conducted

in agricultural supply stores located in the Tacurong City in the province of Sultan

Kudarat within the school year 2007-2008.

The data were statistically computed and analyzed using frequency, percentage,

mean, and correlation analysis.

It was determined that an average agricultural supply store owner or manager in

Tacurong City is about 42 years old, married, and college graduate. He/she supports 1 to

3 dependents in the family, allotted P800,000-999,000 to put up the business, and

managed to run it for 3 to 5 years.

x
Agri-supply stores in Tacurong City set high standards and widely apply

techniques to enhance the marketing performance of the business. This kind of business

earns a considerably high income, which sufficiently provides for their financial needs.

It was concluded that the application of marketing practices does not necessarily

or directly affect the income status of the business.

55
iv
xi