The Problem 9

Furthermore, a journal written by Funk and Kennedy

(2016) implies that American’s appetite for organic foods

has grown steadily over the past few decades. According to

the Economic Research Service, retail sales of organic foods

more than doubled from 1994 to 2014 with a steady uptick of

about 10 percent annual growth in retail sales over the past

several years. Almost surely, a driver of this trend is

people’s health concerns. Most Americans believe organic

products are better for one’s health than conventionally

grown produce. Whether the science lines up behind this

belief is less clear. Organic farming typically eliminates

the use of conventional pesticides and fertilizers and as a

result organic fruits, vegetables and grains have

substantially lower levels of pesticides. At least one

recent meta-analysis, reviewing the results of more than 340

studies, found that on average, organic foods also have

higher levels of antioxidants. But having more antioxidants

is not sufficient for foods to be more nutritious and there

is considerable scientific debate over whether organic foods

provide a nutritional boost when compared with eating

conventionally grown foods.

According to Bhardwaj (2017), in India the National

Programme of Organic Production (NPOP) which is involved in

the accreditation programme for certification bodies,

 The Problem 10

standards for organic production and promotion of organic

farming confirm that the country was able to bestow a lot of

potential to produce all varieties of organic products due

to its various agro climatic regions. In several parts of

the country, the inherited tradition of organic farming is

an added advantage. This hold promise for the organic

producers to tap the market which is growing steadily in the

domestic market related to the export market. Thus, India

was rank 15 on the world’s organic agricultural land as per

2013 data.

Moreover, in an online article entitled “National

Programme of Organic Production (NPOP)” express that India

has been recognized by European commission and Switzerland

for unprocessed plant products as equivalent to their

country standards. Similarly, United States Department of

Agriculture (USDA) has been recognized National Programme of

Organic Production? (NPOP) conformity assessment procedures

of accreditation as equivalent to that of U.S with these

recognitions, Indian organic products certified by the

accredited certification bodies of India accepted by the

importing countries.

A study in Klang Valley by Ramli, et.al (2013) entitled

“Consumers’ willingness to pay for organic products” did a

survey based on consumer purchases by 2012 with information

 The Problem 11

on their demographic and social- economic characteristics.

Survey had been done on 500 organic products consumers using

questionnaires to examine people’s perception toward organic

product and the willingness to pay as well. Environmental

psychology is related to explain it. Consumers are willing

to purchase organic products because these products are

pesticides-freed and chemical-freed. A strong health

conscious is the one of the main determinants of willingness

to pay followed by consumer perception and quality towards

the organic products. The result of analysis shows that

social demographic and level of knowledge could not explain

the willingness to pay of organic product.

On the other hand, Philippines is pursuing organic

farming among farmers. It was reported on the Manila

Bulletin written by Cayubit (2016) that Leyte farmers from

two municipalities in Leyte Province who graduated from the

five month training in organic farming are now growing

organic cultural crops. They are now organically producing

high value vegetables like broccoli, lettuce, jackfruit,

rambutan, durian, lanzones, papaya, cucumber, tomatoes,

eggplants, pechay, cabbage and pepper. It was also stated

that farmer organizations were created in order to acquire a

legal personality and be able to transact with the private

and government agencies. The Office of the Provincial

 The Problem 12

Agricultural (OPA) has been doing a series of training in

modern agriculture, organic farming and agri-business

entrepreneurship. Farmers from other towns will soon finish

the same training and organized into association or

cooperative.

Comanda (2015) in an article published in the Manila

Bulletin states that the demand for heirloom rice, or those

grown organically in the highlands of Cordillera,

particularly Ifugao rice terraces, keeps growing in the

world market. Heirloom rice has gained international stature

in 2005 in the United States and Canada when it was first

exported. From 2005 to 2013, a total of 115.294 metric tons

worth 6.918 million went to these countries.

An article written by Dayao (2017) on Baguio Midland

Courier states that the Agriculture Training Institute of

the Department of Agriculture gathered heirloom rice farmers

in the Cordillera to train them on integrated nutrient and

pest management. The project intends to register heirloom

rice products within the region as organically produced.

Heirloom rice growers from Benguet, Kalinga, Ifugao, and

Mountain Province were equipped with technologies and

knowledge on integrated nutrient and pest management to

improve their production and post-production practices. Bio-

 The Problem 13

fermentation, which is a widely accepted practice for

organic practitioners, was also introduced.

Moreover, Palangchao (2016) informed that in the

province of Benguet they are pursuing organic products so

that the province will cement Benguet’s moniler as the

country’s “Salad Bowl Capital” and sooner the “Organic

Vegetable Capital”. Department of Agriculture Cordillera’s

Executive Director Lorenzo Caranguigan told reporters that

vegetables producing provinces such as Benguet and some

parts of Mountain Province and Ifugao have competitive

advantage in promoting advantage in promoting organic

vegetables growing and members of organic agriculture,

especially temperate vegetables. With demand for organic

vegetables growing and members of agriculture groups

expanding in the Cordillera, Caranguigan said there is no

doubt the region will soon be capable of feeding Filipinos

with healthy foods.

In La Trinidad, Benguet a multi-purpose cooperative

named LaTop or La Trinidad Organic Practitioners produces

organic vegetables which are sought after by tourists and

locals. Organic products from LaTop are often offered to La

Trinidad’s special visitors. Sometimes Benguet-based

companies would give organic products firm LaTop as token

because it is healthier than regular vegetables.

 The Problem 14

Also, the multi-million and recently opened Benguet

Agri Pinoy Trading Center (BAPTC) in La Trinidad, Benguet

expressed willingness to help groups promoting good

agricultural practices, such as organic culture, to find

buyers, BAPTC-officers-in-charge Chief Operations officer

Danilo Daguio said that his office already received some

inquiries regarding supplies of organic vegetable and crops.

There is also a growing interest for organic agriculture

among farmers who practice conventional farming.

Significance of the study

The study aimed to assess the customers’ patronage for

organic produced products. Through this study supplier,

retailers and other businessmen with interest towards

organic products can have a glimpse on what they should sell

to address the wants and desires of customers. In addition

they can analyse the problems encountered by the customers

in order to come up with a solution that will open up a

better opportunity on their business.

Also organizations promoting organic farming can use

the study as their references to encourage farmers to go

organic farming rather than conventional.

The researchers was able to gain information on how the

market works by observing the customer’s reaction,

suggestions and behaviors in purchasing which they can use

 The Problem 15

in the present and future situation since they are align in

business field.

Theoretical/Conceptual Framework

The following theories was used to understand the

behavior of customers in their purchase which supported the

study regarding the factors affecting the costumer’s

purchase for organic produced products and frequency of

purchase as well.

Theory of reasoned action by Fishbein Iced Ajzen as

cited by Simbolon (2015) explains that the theory

centers its analysis on the importance of pre-existing

attitudes in the decision-making process. The core of the

theory explains that consumer act on a behavior based on

their intention to create or receive a particular outcome.

In this analysis consumers are rational actors who choose to

act in their best interest. According to the theory,

specificity is critical in the decision-making process. A

consumer only takes a specific action when there is an

equally specific result expected. From the time the consumer

decides to act to the time the action is completed, the

consumer retains the ability to change his or her mind and

decide on a different course of action.

Marketers can learn several lessons from the Theory of

Reasoned Action. First, when marketing a product to

 The Problem 16

consumers, marketers must associate a purchase with a

positive result, and that result must be specific.

The Hawkins Stern Impulse Buying as cited on an online

article entitled “four consumer behavior theories every

marketer should know” believed heavily in the idea of

impulse behavior. Stern argued that sudden buying impulses

fit alongside rational purchasing decisions to paint a

complete picture of the average consumer. Impulse purchases

are driven largely by external stimuli, and have almost no

relationship to traditional decision-making.

Stern established four categories of impulse buying.

First are the purely impulse purchases, like a candy bar at

the checkout line of a grocery store. Second, consumers make

reminded impulse buys, like placing a display of hot dogbuns

next to a meat cooler. Third are suggested impulse

purchases, such as a warranty for an electronic device.

Finally, consumers make planned impulse decisions, where

they know they want to buy a product, but are unsure about

the specifics. Impulse buying theories present an ocean of

opportunities for marketers. Every aspect of a product, from

the way the packaging catches the eye to the way the product

is displayed in the store, has an impact on a consumer’s

impulse control. Marketers who can capture the impulsive

thought and close the sale will have the most success.
 The Problem 17

The theory planned behaviour as cited on an online

article entitled “four consumer behavior theories every

marketer should know” started as the theory of Reasoned

Action (1980). This theory predict an individual’s intention

to engage in a behavior at a specific time and place. The

theory was intended to explain all behaviors over the people

who has the ability to exert self-control. The theory has

been used successfully to predict and explain a wide range

and health behaviors and intentions. It states that

behavioral achievement depends on both motivations and

ability. It distinguishes with three types of beliefs

behavioral, normative and control.

Paradigm of the study

Figure 1 below shows the input which contains the

variables the study wanted to address, first are the major

 The Problem 18

factors affecting the customers purchase for organic

produced products. Second, are the problems frequently

encountered by customers during their purchase. Lastly, is

the customers’ frequency in purchasing organic produced

products.

Questionnaire was the main instrument of this study.

Also, informal interview was used to supplement the

information derived from the questionnaire. As a result the

output of the study was customers’ patronage for organic

produced products.

1. Factors affecting
INPUT
PROCESS OUTPUT
customers’ purchase
Questionnaire Customers’
2. Problems
& patronage
encountered during
Informal for
the purchase
Interview organic
 The Problem 19

Figure 1. Paradigm of the study

Statement of the Problem and Hypotheses

The study aimed to assess the customers’ patronage for

organic produced products in Benguet.

 The Problem 20

Specifically, the study sought to answer the following

specific questions:

1. What factors affect the customers to purchase

organic produced products in Benguet?

2. What are the problems frequently encountered by

customers in the purchase of organic produced products

in Benguet?

3. What is the customers’ frequency of purchase for

organic produced products in Benguet?

4. What are the organic produced products in Benguet

patronized by customers?