Abstract:
This study established the importance of communication in promoting each municipality’s identified One-Town-One-Product.
Specifically, the study aimed to document the communication practices in marketing each municipality’s One-Town-One-Product (OTOP) in Benguet province specifically in Bakun, Bokod, Buguias, Kapangan and Mankayan. It also determined the respondents’ socio-demographic profile; the characteristics and/or profile of the identified OTOP marketed by the respondents; the communication practices applied by the respondents in marketing their products based on marketing channels and marketing strategies, the challenges encountered by the respondents in communicating their products, and the respondents suggestions and or solutions in improving the communication practices in marketing OTOP.
Ten key informants from DA- Benguet, DTI- Benguet, and Local Government Units in Benguet who have vital role in the monitoring and promotion of OTOP served as the key informants while 28 community respondents were chosen purposively from the five municipalities. An interview schedule was used in the data collection.
Results of the study shows that majority of the type of ownership practiced by the respondents is sole proprietorship since they can manage their own business and make decisions concerning it. Majority of the respondents preferred selling it as raw products than engaging in food processing since they see it to be more convenient. The cost of processing materials also affects their production. In terms of challenges faced by the respondents, the respondents have problems in accessing advanced technological materials in packaging as well as labelling their finished product to help increase the marketability of their products.
The study concludes that sole proprietorship is commonly used as a type of business due to its nature and notable advantages on the side of farmers and entrepreneurs. Commercially processed products are more marketable as compared to locally processed products. Festivals, trade fairs and the media play an important role in communicating and marketing products as proven in the study. Programs created by the government to promote OTOP are advantage to the local entrepreneurs and farmers given that their products are being sold within and outside the locality.
Based on the above conclusions, the study recommends that cooperatives, organizations and association in the municipalities may strengthen the promotional activities of OTOP to boost the marketability of the products. Suggestions of the community respondents may also be adapted and taken into consideration by the Local Government Unit (LGU) to improve the production of the OTOP.
