MARKET STRUCTURE, CONDUCT, AND PERFORMANCE OF BELL PEPPER IN POLOMOLOK, SOUTH COTABATO

The study was conducted in Polomolok, South Cotabato to determine the market structure, conduct and performance of bell pepper from November to December 2021.The data gathered were analyzed using descriptive analysis and the Gini coefficient to determine the degree of market concentration. To measure the market performance of bell pepper, marketing efficiency was used.

The result of the study shows that the Gini coefficient for wholesaler-retailer was 0.76912 which indicates inequality and inefficiency in the distribution of goods. For the retailer, the Gini coefficient is 0.39778, indicating that the market for retailers is near to equality. Hence, it is more efficient in the distribution of goods. The market structure is a purely competitive market. Hence, the products are homogenous. With regards to barriers of entry, the entry of new traders is easy, and exit for old traders is also easy. Besides, most of the traders obtained their market information from their suppliers. Marketing channels are consists of wholesaler, retailers, and wholesaler retailer.

In terms of market conduct, the traders use competitive pricing as a pricing strategy and therefore, no collusion in the market. Also, value adding is in the form of packaging. The majority employ cash on delivery as a payment method, while one trader uses a consignment agreement. In addition, the promotion strategy is through voice/oral advertising.

For market performance, the marketing efficiency for wholesaler-retailers are 8.04 at wholesale level and 16.95 at retail level, meanwhile the marketing efficiency for retailer is 3.17. Based on the result, it can be concluded that there is an existence of profit surplus and thus the market system of bell pepper in Polomolok, South Coatabato is considered as inefficient