Market Potential of Cut Flowers Produced in the Marginal Upland Communities in Leyte

Elvira E. Ongy, Ernesto Bulayog, Milagros Bales, Rotacio Gravoso, Editha Cagasan


Cut flower production can be an alternative livelihood source to farmers who are dependent on subsistence farming. This study aimed to assess the market potential of cut flowers produced in the marginal upland communities in Leyte,specifically Inopacan,which is considered as one of the poorest municipalities in Region 8. This study employed a survey research design where data on the purchasing behavior, consumption, and preferences of the consumers toward buying cut flowers were collected. The respondents were selected using a non-probability sampling technique by means of purposive sampling. Key informant interviews with the florists were also conducted to ascertain the demand and supply situation of cut flowers in the region. Conjoint analysis was used to determine the preferences of the consumers toward buying cut flowers. Results showed that price strongly influenced the consumers in their purchasing decisions. Locally sourced cut flowers are preferred due to its extended longevity. Only around one-fourth of the total local demand can be provided by the local growers, thus production in the marginal uplands in Inopacan, Leyte is seen to have favorable market potential given the climatic condition of the area.


Conjoint analysis; Cut flower production; Marginal uplands; Market potential


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