Consumer-Oriented Marketing Strategies for Coconut By-Product Microenterprises in Quezon Province, Philippines

Abstract

Coconut farming remains a major livelihood in Quezon Province, yet many farmers continue to depend on copra trading, exposing them to price volatility and low income. The rising demand for natural and locally made products creates opportunities for value-added coconut by-products, but market-oriented approaches are not feasible at the community level. The primary data was gathered using an online survey of 413 respondents from selected municipalities in the 4th District of Quezon.  The survey provided product familiarity, level of satisfaction, purchase frequency, price willingness, and interest in coconut by-products. Secondary data on 1,301 coconut farmers were obtained from government records. Descriptive statistics were used for analysis, and the development of the marketing plan was guided by the marketing mix framework.  It revealed that consumers are familiar with coconut products. Of all the by-products identified, six were found to be the most preferred: fresh coconut water, coconut oil, coconut milk, buko pie, bukayo, and coconut furniture. Consumable by-products were found to be purchased frequently and were preferred at affordable price points. Non-consumable products were preferred only occasionally.  The farmer profiles identified that they had low incomes and poor literacy levels. Consumer-driven strategies for coconut by-products provide an opportunity to increase income of farmers while sustaining the coconut industry in the province. Aligning product selection, pricing, distribution, and promotion with consumer demand can reduce dependence on copra and strengthen rural livelihoods