Application of the Market Window Technique for Mango

Application of the Market Window Technique for Mango Production

and Marketing in San Carlos City, Pangasinan

Ruth Muñoz De Vera

Pangasinan State University

San Carlos City Campus (Philippines)

Abstract

The study made use of the market window technique to analyze market prices and identify windows of opportunity for mango producers of San Carlos City, Pangasinan to be able to market their produce at relatively higher price, given any limited production period. The objectives of the study are: 1.) to establish the relationship of selected variables with the observed price behavior of mango; 2.) to identify specific time periods for which market windows possibly exist for mango production; and 3.) to evaluate the practical feasibility of altering production operations such that marketing could coincide with any identified market window.

Factors such as calendar of production and marketing operations currently practiced by the local mango growers, weekly rainfall data, supply analysis based on the volume of mangoes sold in the export market, and average weekly export prices were identified to have established relationship with the observed price behavior of mango. Based on the annual average price of P26.70 per kilo, a market window exists during the dry season harvesting starting at week 1 until week 4. This period falls on the month of January. During the wet season harvesting, however, the local mango growers have all the opportunities to exploit the market window even at prices 1 standard deviation higher than the annual average price. A market window exists from week 44 to 52 for wet season harvesting. In order to capture these periods of relatively higher prices, a proposed calendar of operations