ASSESSMENT OF TINAPA MARKETING IN

SOUTHERN ISABELA

DANIEL C. DEL ROSARIO

======================

THESIS

======================

Republic of the Philippines

ISABELA STATE UNIVERSITY

Echague, Isabela

MAY 2019

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 APPROVAL SHEET

The thesis attached here to entitled, “ASSESSMENT OF TINAPA

MARKETING IN SOUTHERN ISABELA” prepared and submitted by DANIEL C.
DEL ROSARIO in partial fulfillment of the requirements for the degree, BACHELOR
OF SCIENCE IN AGRIBUSINESS major in AGRIBUSINESS MANAGEMENT is
hereby endorsed.

ADVISORY COMMITTEE

JERALD M. VELASCO, MM
Thesis Adviser
Date: ____________________

JOSEPHINE F. CASTILLO, MM NENITA S. GENOVE, DPA

Member Member
Date: ___________________ Date: __________________

Accepted as partial fulfillment of the requirements for the degree BACHELOR

OF SCIENCE IN AGRIBUSINESS major in AGRIBUSINESS MANAGEMENT.

APPROVED:

JERALD M. VELASCO, MM
Chairman, Agribusiness Department Date

DIOSDADO C. CAÑETE, Ph.D.

Research and Development Coordinator Date

JOEL L. REYES, Ph.D.

College Dean Date

Recorded:

AMBROCIA A. GAFFUD, Ph.D.

University Registrar Date
ISUE-CAg-AOP-029

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 ACKNOWLEDGEMENT

For the several semesters of challenges, hardships and sacrifices, the long awaited

dream came into reality. The fruitful of the author’s hardwork is the offshoot of valuable,

extreme support, and continuous help of people who have contributed much to success of

this study. It is therefore to express in this piece of work the researcher’s sincerest

gratitude and deep sense of appreciation.

First and foremost, I thank our almighty GOD, the compassionate, the Almighty

Merciful, who kindly helps me complete this research.

The researcher would like to express his deep gratefulness to Professor Jerald M.

Velasco, his adviser, who offered valuable guidance and suggestion to his for generating

ideas, making plan, and writing thesis. He strongly appreciates his adviser’s useful

comments and strong enthusiasm even though his working schedules are very tight;

The researcher wants to express his sincere thanks to Dr. Nenita S. Genove, and

Professor Josephine F. Castillo for their pieces of advice, recommendation and

encouragement;

All faculty and staff of the College of Agriculture, headed by Dr. Joel L. Reyes,

Dean of College of Agriculture; and Dr. Diosdado C. Canete, the College Research and

Development Coordinator, for the guidance and approval of this study;

Grateful acknowledgement is especially extended to his beloved parents and

siblings Mr. Bienvinido C. Del Rosario Sr. and Mrs. Nellie C. Del Rosario, Marlyn,

Margie, Marlon, Junior, Jordan and Freddie for their assistance that inspired and fortified

him to face the reality of life, their loves, unceasing encouragement, financial help as

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well as moral and spiritual support. Without them this piece of work would have not been

possible. You have been my best cheerleaders;

Heartfelt gratitude is also extended to his beloved friends Lance, Geremy,

Darwin, Henry, Micoh, Homer, Felyn, Mary jane, Elsie, Mea Anne, Jenny Fe and the

BSAB family for their friendships, support, love, care, encouragement and shared

laughter;

His relatives who encouraged him all time, for the prayers and moral support,

love, efforts, and advice;

And lastly to all the respondents for all their full cooperation that made them a big

part of the study. Their excitement and willingness to provide information made the

completion of this research an enjoyable experience.

After four years of all challenges, activities, struggles, problems, and sacrifices,

the most awaited part of this dreams have come to reality, the successful completion of

this study.

Daniel C. Del Rosario

Author

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 DEDICATION

This piece of work

Is lovingly dedicated to his
Loving parents, Mr. Bienvinido P. Del Rosario and Mrs. Nellie C. Del Rosario,
To his two sisters Marlyn and Margie,
To his brothers Marlon, Junior, Jordan and Freddie
Who served as an inspiration, and above all,
To the almighty God
Who showered His blessings
And love at
All times

Daniel

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 TABLE OF CONTENTS

PAGE

TITLE PAGE………………………………………………………………....… i

APPROVAL SHEET …………………………………………………………... ii

ACKNOWLEDGEMENT ……………………………………………………… iii

DEDICATION………………………………………………………………….. v

TABLE OF CONTENTS……………………………………………………….. vi

LIST OF TABLES ……………………………………………………………... ix

LIST OF FIGURES…………………………...………………………………… xii

ABSTRACT ……………………………………………………………………. xiii

I. INTRODUCTION ……………………………………...……………… 1

A. Background of the Study …………………………………………... 1

B. Importance of the Study …………………………………………… 2

C. Statement of the Problem ………………………………………….. 3

D. Objectives of the Study …………………………………...……. … 3

E. Scope and Limitation of the Study………................................ …… 4

F. Definition of Terms ………………………………………………… 4

II. REVIEW OF RELATED LITERATURE …………………............... 5

A. Local Studies ………………………………………………………. 5

B. Foreign of the Studies ………………..………………….................. 5

C. Conceptual Framework.…….……………………………………… 9

D. Hypothesis………………………………………………………….. 10

III. METHODOLOGY …………………..………………………………. 11

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 A. Time and Place of the Study ………………………………………. 11

B. Respondents of the Study …………………………………….......... 11

C. Sampling of the Respondents ……………………..……………….. 11

D. Data Requirements and method of Data Collection………..………. 11

IV. RESULTS AND DISCUSSION ………………………………………. 12

A. Demographic Profile of the Respondents Processor and Sellers…... 13

B. Processing………………………………………………………….. 19

1. Type of processed.……………………………………………… 19

2. Source of fish processed …………….………………………….. 19

3. Equipment used to smoked the product ……………………….. 20

4. Quantity produced by type of the product………………………. 20

5. Equipment’s or tool or in used ……… ………….……………… 21

6. Materials input …….……………………………………………. 23

7. Packaging of the product…………….…………………………. 24

C. Selling Price………………………………………………………... 25

a. Types quantity and price of product sold …………………… 25

1. How often do you process your product …………...…… 25

2. How long do you process the smoked fish……………… 26

3. How many pack do you product ……………………….. 26

4. To whom do you sell you product ……………………... 27

5. Where do you sell the product………………………....... 28

6. Kind of packaging of the product……………………….. 28

7. Mode of sale……………………………………………... 29

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 8. Quantity sold, market outlet and mode of sale………….. 30

b. Marketing cost………………………………………………. 31

D. Quantity Sold, Average Selling Price and Total Sales……. ........ 31

E. Factors affecting the profitability of tinapa marketing of the

processors………………………………………………………... 33

1. Fit of the processing equation…………………………… 33

2. Profitability equation Regression Coefficients………….. 34

F. Problem encountered…………………………………… ……… 35

V. SUMMARY, CONCLUSION AND RECOMMENDATION ………... 37

A. Summary and Conclusion………………………………………….. 37

B. Recommendation ……………………………………....................... 38

LITERATURE CITED …………………………………………………............. 39

APPENDICES …………………………………………………………….……. 40

DOCUMENTATION ………………………………………….……………….. 49

MEMORANDA ……………………………………………….………….......... 59

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 LIST OF TABLES

TABLE PAGE

1 List of the Respondents ………………………………………………… 11

2 Socio - economic Profile of the Respondents of Processors in
Santiago City, Ramon and San Mateo, Isabela ………………………… 15

3 Socio - economic Profile of the Respondents of Sellers in Santiago

City, Ramon and San Mateo, Isabela ……………………………........... 18

4 Type of fish processed of processors in Santiago City, Ramon and

San Mateo, Isabela…………………………………………………........ 19

5 Type of fish processed of sellers in Santiago City, Ramon and San

Mateo, Isabela ………………………………………………………….. 19

6 Source of fish process of processors in Santiago City, Ramon and

San Mateo, Isabela……………………………………………………… 20

7 Source of fish process of sellers in Santiago City, Ramon and San

Mateo, Isabela …………………………….……………………………. 20

8 Equipment use to smoke their product of processors in Santiago City,

Ramon and San Mateo, Isabela ………….……………………………... 20

9 Quantity produce/day of the processors in Santiago City, Ramon

and San Mateo, Isabela ……………………….………………………... 21

10 Quantity purchase/day of the sellers of their product in Santiago City,

Ramon and San Mateo, Isabela ……………………..………………… 21

11 Equipment used by smoked fish processors in Santiago City, Ramon

and San Mateo, Isabela……………………………………...………….. 22

12 .Equipment used by smoke fish sellers in Santiago City, Ramon

and san Mateo, Isabela …………………………………………………. 22

13 Materials input of the processors in Santiago City, Ramon and

San Mateo, Isabela……………………………………………………… 23

14 Packaging materials of the processors in Santiago City, Ramon and San

Mateo, Isabela……….....…………………………………………... 24
15 Selling Practices of the processors in Santiago City, Ramon and San

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 Mateo, Isabela…………………………………………………………... 25

16 Selling practices of the sellers in Santiago City, Ramon and

San Mateo, Isabela……………………………………………………… 25

17 Often to process of the processors of their product in Santiago City,

Ramon and San Mateo, Isabela……………………….………………… 26

18 Long to process the smoked fish of the processors in Santiago City,

Ramon and San Mateo, Isabela………………………….……………… 26

19 Product produced of the processors in Santiago City, Ramon and

San Mateo, Isabela. ………………………………….…………………. 27

20 Whom to sell the product of processors in Santiago City, Ramon

and San Mateo, Isabela…………………………………………………. 27

21 Whom to sell the product of seller in Santiago City, Ramon and

San Mateo, Isabela……………………………………………………... 28

22 Place to sell the product of the processors in Santiago City, Ramon

and San Mateo, Isabela………………………….……………………… 28

23 Place to sell the product of the sellers in Santiago City, Ramon and
San Mateo, Isabela……………………………………………………… 28

24 Packaging used of the processors of smoked fish in Santiago City,

Ramon and San Mateo, Isabela…………………………………………. 29

25 Packaging used of the sellers of smoked fish in Santiago City,

Ramon and San Mateo, Isabela…………………………………………. 29

26 Mode of sale of the processors of smoked fish in Santiago City,

Ramon and San Mateo Isabela…………………………………………. 29

27 Quantity sold and market outlet of the processors in Santiago City,

Ramon and San Mateo, Isabela…………………………………………. 30

28 Marketing cost sellers of smoked fish used in Santiago City,

Ramon and San Mateo, Isabela……………………….………………… 31

29 Quantity sold, average selling price and total sale of the respondent
of the processors in Santiago City, Ramon and San Mateo, Isabela……. 32

30 Quantity sold, average selling price and total sale of the respondent
of the sellers in Santiago City, Ramon and San Mateo, Isabela………... 33

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31 Processing equation regression summary………………………………. 33

32 Analysis of variance (ANOVA) ………………………………………... 34

33 Regression model coefficient of tinapa processing……………………... 35

34 Problem Encountered of the processors of smoked fish in Santiago

City, Ramon and San Mateo, Isabela…………………………………… 36

35 Problem Encountered of the Sellers in Santiago City, Ramon and

San Mateo, Isabela .....…………………… ……………………………. 36

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 LIST OF FIGURE

FIGURE PAGE

1 Conceptual Framework………………………………………………… 9

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 ASSESSMENT OF TINAPA MARKETING IN

SOUTHERN ISABELA1/

DANIEL C. DEL ROSARIO

===============================================================
1/Thesis presented to the Faculty of the College of Agriculture, Isabela State

University, Echague, Isabela in partial fulfilment of the requirements for the degree
Bachelor of Science in Agribusiness for the School Year 2018-2019. Thesis
No.___________. Department Contribution No. ______________. Prepared in the
College of Agriculture under the supervision and guidance of JERALD M. VELASCO

ABSTRACT

The study intended to profile the smoked fish processors and sellers in Southern

Isabela, especially it aimed to; (1) Describe the socio–economic profile of tinapa

processors and sellers in Southern Isabela; (2) Describe the marketing practices of tinapa

processors and sellers in southern Isabela; (3) Identify factor affecting profitability of

tinapa processors and seller in Southern Isabela; (4) Identify the problem affecting the

marketing of tinapa proccessors and sellers in the area and (5) Solution can be propose to

address the problem Identified

There were 24 respondents, 18 processors and 6 respondents in sellers in the area.

They were personally interviewed by the researcher with the aid of prepared

questionnaires. The data collected were analyzed, tabulated and interpreted using

statistical tools such as Frequency Distribution, Percentage and Multiple Linear

Regression Analysis.

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 The result of the Study showed that smoked fish processors and sellers were 66.67

% was female and 33.33 percent male with younger average ranging 26-70 years old.

While in seller 50% of the respondents are male and 50% are female with a younger

average ranging 27-83 years old. In processors most of the respondents are roman

Catholic 5. 56 % are Born Again and 11.11 % are Iglesia ni Cristo and 5.56% are

Methodist and 5.56 % are Muslim. In sellers 66.67 % are Roman Catholic and 33.33%

are Iglesia ni Cristo. For the processors 55.56 % Reach high school level to college level.

For seller reach high school level to high school graduates.

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