Author: Joane Ramos Malilay, Marjorie M. Orlanda, Effer Mark Joseph I M. Matias, Eduardo G. Manalili, Lealynne Dela Cruz, Rowena B. Abat, Ma. Kirsten Kaye M. Casimiro, Nomer T. Corpuz, Roberto V. Reyes Jr., Mark Alvin H. Abad

Abstract: This study aims to develop a market development plan for rice retailers in Talavera Public Market by exploring the demographic profile of respondents and analyzing the pricing dynamics within the market. Utilizing a descriptive research design, data were collected to understand key factors influencing pricing, including rice quality, supply and demand, and competition. Findings indicate that most participants operate as sole proprietors, with a few in partnerships. The study highlights significant challenges faced by rice retailers, such as fluctuating costs, competitive pressures, and consumer perceptions of rice quality. These insights underscore the need for tailored strategies to address pricing inefficiencies and disparities in the rice market. Ultimately, the study proposes a market development plan to assist rice retailers in aligning their pricing strategies with market demands and consumer preferences.

Keywords: Rice pricing; rice retailers; rice quality; stall owner; Talavera; Nueva Ecija

Article Info: Received: 15 Jul 2024; Received in revised form: 18 Aug 2024; Accepted: 22 Sep 2024; Available online: 29 Sep 2024

DOI: 10.22161/ijels.95.21