MARKET STRUCTURE, CONDUCT AND PERFORMANCE OF TOMATO IN POLOMLOK, SOUTH COTABATO

The study was conducted in Polomolok, South Cotabato, to determine the tomato market structure, conduct, and performance from July to December 2021. Descriptive statistics were used in order to analyze the data. The researcher also used the Gini coefficient and Lorenz curve to assess the degree of market concentration and Sheperd's formula to assess the market efficiency of tomato trading in the area.

In terms of market structure, it was revealed that traders classified as retailers have a Gini coefficient of 0.60678235, while traders classified as wholesaler-retailers have a Gini coefficient of 0.617687333. These indicate inequality and inefficiency in the distribution of goods, hence less competitive for both types of traders. The product is homogenous and sold as fresh tomatoes in the market. There is a barrier in the entry and exit of the market which is in the form of the difficulty in acquiring slots/area inside the Polomolok Public market. Also, it was revealed that the different marketing channels for tomato trading consist of producers, wholesaler-retailer, retailers, and consumers. Then, for market conduct, the pricing strategy of the tomato traders in Polomolok is competitive pricing, and the payment method of most tomato traders was cash to cash basis. Value addition is in the form of packaging. Traders also promote their business through word-of-mouth advertisement. There is no collusion in the market since the market is perfect competition. Lastly, as for the market performance, the result revealed that traders classified as wholesaler-retailer have a marketing efficiency of 5.38 at wholesale and 15.25 at retail levels. Meanwhile, retailers have a marketing efficiency of 1.29. This result indicates that there were a profit surplus and inefficiencies in the performance of tomato trading in Polomolok, South Cotabato.