Mango marketing, Zambales.
Manuel M. V.
31 tab., BIDS
: 24pp.
Abstract : A study was conducted to determine (1) the recent past and short-term future demand for mangoes in the Zambales region of the Philippines, (2) the existing market structure in four areas of Zambales, and (3) the performance of the present system. It also set out to suggest the type of marketing system needed to effectively handle an increase in mango production. Production data were obtained from the Bureau of Agricultural Economics of the Philippines and from interviews and other sources; marketing data were obtained from a survey of 42 dealers. The findings are presented as follows: production and consumption; structure of marketing system; performance of marketing system; and a suggested marketing system.