The study was conducted in four Cavite municipalities, namely Amadeo,
Alfonso, Mendez, and Silang. It aimed to discover the effectiveness of agricultural
production practices and agricultural marketing strategies as perceived by coffee
farmers/owners.
Through in-person interviews, the researchers collected data from 13
participants, all of whom were coffee farmers/owners from different municipalities of
Cavite, Philippines. Phenomenological research was used in the design of this study.
They employed purposive sampling, a research method where participants for the
study were chosen at random by the researchers. The researchers employed semi-
structured interviews as their preferred strategy for gathering better responses and
capturing participants' perspectives towards the topic of the study. They used it to
document the participants' emotions and actions related to the topic.
Most of the participants, who made up the majority, were in the age range of
61 to 70 years old and earned between ₱10,000.00 and ₱50,000.00 annually. The
participants firmly believe that producing high-quality coffee can be achieved using
good agricultural practices. The results show that most Cavite coffee farmers/owners
prefer selling their coffee in the retail setting since it is more convenient, and the retail
market brings in a lot of money for their company. Better-quality coffee goods have a
significant effect on coffee farmers/owners since they may be able to serve more
clients than just their regulars, which could result in additional marketing.
The researchers recommend creating a pricing structure consistent with the
quality of the coffee. Improving their financial support options is another way to help
them deal with the changing times. Additionally, the Department of Agriculture can
initiate additional farming methods that can instruct coffee farmers/owners on how to
apply modern farming procedures and techniques. The government may also create
additional farm-to-market initiatives for a broaded market and implement a land reform
program that while might require years to prepare, can help coffee farmers/owners in
the long run. 

This study explores the effectiveness of agricultural production practices and marketing strategies as perceived by coffee farmers/owners in four municipalities of Cavite: Amadeo, Alfonso, Mendez, and Silang. Using phenomenological research and semi-structured interviews with 13 coffee farmers, the study found that coffee producers prioritize high-quality agricultural practices and prefer selling their products through retail markets for convenience and profitability. The research also highlights the impact of better-quality products on attracting more customers, thus increasing opportunities for growth. The study recommends creating a pricing structure aligned with product quality and improving financial support options for coffee farmers. It also suggests that the government and Department of Agriculture support farmers with modern farming techniques and expanded farm-to-market initiatives to help sustain the industry. 

Alejo, J. B. V., Azur, M. M., Bajasan, J. B., Balbastro, L. G., Balbastro, M. P., Bardon, R. A. S., & Vaflor, J. C. (2024). The effectiveness of agricultural production and agricultural marketing as perceived by Cavite coffee farmers/owners (Undergraduate thesis). Cavite State University – Bacoor City Campus.