THE ROMAN CATHOLIC BISHOP OF SAN PABLO, INC.

SAN PABLO - DIOCESAN CATHOLIC SCHOOLS SYSTEM

Diocese of San Pablo

Liceo de Calauan
Vda. De Soriano St., Brgy. Silangan, Calauan, Laguna
Formation Year 2023-2024

A Narrative Analysis on the Marketability of Coconut Fiber in Brgy. Imok

Calauan, Laguna

In Partial Fulfillment of the Requirements for

Practical Research 1

By:

Zarate, Ueri L.

Landig, Michaella Kohleen R.

Capistrano, Kristian Enzo A.

Besana, Jay-R D.

Mendoza, Homer B.

Maquiñana, Shawn Andrei F.

Medel, Kate France A.

Toma Cruz, Jariz Alyson I.

Medina, John Uriel

Landicho, Aaron Josh T.

Gonzales, Jhana Rosaine A.

 CHAPTER 1

THE PROBLEM AND ITS BACKGROUND

INTRODUCTION

A valuable byproduct of coconut farming, coconut fiber is highly valued by

the Brgy Imok, Calauan Laguna. Because of its importance, coconut fiber—which

was previously only an agricultural byproduct—becomes a vital source of income

for nearby farmers. Coconut fiber has a multidimensional role that includes social

and cultural cohesiveness among the community in addition to economic stability.

Despite its undoubted value, the commercial potential of coco fiber encounters

concerning obstacles, indicating an urgent need for thorough examination and

tactical measures. Comprehending the underlying reasons for its poor

performance in the market becomes essential to developing efficacious remedies.

Its profitability and reach are frequently hindered by factors such a lack of

marketing channels, a restricted processing infrastructure, and shrinking demand.

Moreover, this research aims to change the perception of coco fiber from one of

marginalization to one of success by utilizing innovation and teamwork. We see a

time when coco fiber takes the position it deserves as a highly sought-after good

in both domestic and global markets, improving farming profitability.

 BACKGROUND OF THE STUDY

Coco peat, also known as coconut fibre, coir fibre, or coir, is a natural growing

medium made from the husk of a coconut. It is a product of the coconut fibre

extraction production. Before it was used for cultivation there were no other

purposes for this co-product. It is loose, non-fibrous, spongy, lightweight, and

corky. The outer layer of a coconut is the husk of the fruit. This coconut husk serves

as the source of coco peat. It is removed to strengthen ropes, mats, brushes, and

other similar products. At present, the coir fiber industry of Sri Lanka, which earns

substantial foreign exchange, has been undergoing a serious crisis. This affects

the country very much since Sri Lanka supplies coir fiber to the world market. Some

of the major issues highlighted to be responsible for the crisis are unfavourable

trade policies, trade barriers, human resource issues, bad trade practices, export

prohibition, poor product diversification strategy, high costs of manufacturing, poor

industry regulations, and the threat of the global market environment(Rosairo,

2014).
 THEORETICAL FRAMEWORK

The theoretical underpinning of this study is The Diffusion of Innovation Theory

proposed by E.M Rogers in 1962. It originated in communication to explain how,

over time, an idea or product gains momentum and diffuses through a specific

population or social system.

The theory of Diffusion of Innovation, a multifaceted framework well-known for its

effectiveness in explaining the adoption patterns of new ideas, products, or

technologies in societies, offers significant potential to enhance the marketability

of coco fiber products by providing detailed insights and strategic guidance. By

carefully examining the spectrum of adopters, which includes innovators and

laggards, the theory allows marketers to precisely target segments that are likely

to adopt early, thus establishing a strong basis for customized marketing strategies

tailored to the distinct preferences, motivations, and adoption patterns of each

segment. Additionally, through outlining a structured timeline of adoption

progression, the theory enables the strategic adjustment of marketing activities,

empowering marketers to strategically time their interventions to align with the

peak receptivity periods of each adopter group, ultimately maximizing

effectiveness and expediting market entry. Furthermore, the theory's strong focus

on overcoming adoption barriers, such as perceived risks, compatibility issues, and

information gaps, equips marketers with the foresight and expertise needed to

proactively address these obstacles, thereby easing the path to broad acceptance

and uptake of coco fiber products. Moreover, by promoting a culture of continuous

improvement and adaptability, the theory highlights the importance of consistently

monitoring and adapting marketing strategies based on real-time market insights

and evolving consumer preferences, ensuring the continual enhancement of coco

fiber’s market potential in the long term. Essentially, the Diffusion of Innovation

Theory provides a solid theoretical foundation for understanding the marketability

of coco fiber. By examining the adoption patterns of new ideas or products, This

research can strategically target different segments of adopters and tailor

marketing strategies to their preferences and behavior’s, ultimately enhancing the

market potential of coco fiber products.

 CONCEPTUAL FRAMEWORK

INPUT PROCESS OUTPUT

Description of the Farmers

-Name
Marketing strategy to
-Age increase the desirability of
Interview coconut fiber.
-Sex

For how long are they farming

coconut fibers?

What actions should be made

to boost coconut fibers
marketability?

The input is made up of the descriptions of the coconut fiber farmers in Brgy.

Imok in Calauan such as age, name, and sex. In addition, it also contains the

years of experience of the farmers and what actions should be made to boost

coconut fibers marketability. The process is an interview of the farmers to

determine the problems that should be solved. The output display the need of the

farmers for marketing strategy to boost sales of their products and be able to

compete with mass-produced products.

 STATEMENT OF THE PROBLEM
The coconut industry is an integral part of agricultural production in many tropical

countries, including the Philippines, where coconut byproducts such as coco fiber

have significant economic potential. Despite this, the marketability of coco fiber,

which is widely recognized for its applications in horticulture, erosion control, and

cloth industry, among others, remains underexploited in many regions. Brgy. Imok

in Calauan, Laguna, is known for its abundant coconut production, yet the local

utilization and commercialization of coco fiber are not fully developed.

This study aims to analyze the marketability of coco fiber in Brgy. Imok, focusing

on the following problem areas:

1. Awareness and Perception: What is the level of awareness among local

farmers and businesses regarding the benefits and uses of coco fiber? How do

these stakeholders perceive its potential for profitability?

2. Market Demand and Trends: What is the current and potential market demand

for coco fiber both locally and internationally?

 SCOPE AND LIMITATIONS
The study primarily focuses on identifying the various factors that link local farmers

in the production of coco fiber. It evaluates and determine the marketability of coco

fiber and measure that every local farmers should be considered. The scope of our

study includes the Imok ARC in Barangay Imok, Calauan, Laguna.

Local farmers in this association will be chosen as respondents in a survey

questionnaire used by the researchers to collect data. The researchers assumed

to see if the characteristics mentioned had an impact on the chosen local farmers

and awareness.
 SIGNIFICANCE OF THE STUDY

This research will help the coconut fiber farmers as well as the future researchers

to make an innovative strategy to boost the marketability of coconut fiber in

agriculture and industrial purposes. The findings in this study will be beneficial to

the following:

Farmers:

The research outcomes will provide the struggling coconut fiber farmers in Brgy.

Imok with market insights and innovative solutions that will empower these farmers

with actionable information to not only enhance the marketability of their crops but

also to secure a more profitable and sustainable livelihood

Residents:

The findings of our research will present a significant opportunity for the residents

to choose the eco-friendly and sustainable coconut fiber as an alternative for

numerous things.

Environment:

The research will show the sustainable and exo-friendly coconut fiber. If we use

this waste to our advantage, we can reduce the waste in our environment while

creating an affordable, innovative, and sustainable solution.

 DEFINITION OF TERMS

Coconut fiber - A natural fibre extracted from the outer husk of coconut, and used

in products such as floor mats, doormats, brushes, and mattresses.

Marketability - The willingness of investors to pay higher prices for more liquid

assets than for otherwise similar assets that are less liquid Damodaran (2005).

Farmers - A person engaged in agricultural activities. It can be fatming different

crops or raising living organisms for food.

Agriculture - the active production of useful plants or animals in ecosystems that

have been created by people.

Livelihood - A mean of securing basic necessities in life.

Innovation - Implementation of idead that leads to the introduction of new goods

and services.
 CHAPTER 2
REVIEW OF RELATED LITERATURE AND STUDIES

According to Abduljabbar et al. (2020), Natural fibers are very cheap compared to

synthetic fibers, and are locally available in many countries. Natural fibers include

coconut, bamboo, jute, palm, sisal, hemp, banana, kenaf bast, pineapple leaf, flax,

ramine bast, sugarcane, abaca leaf, and cotton fibers. The use of these fibers as

a reinforcement can improve the properties of the composite at a relatively low

cost. Compared to synthetic fibers like steel, natural fibers are flexible and easy to

handle, especially when they are used in large quantities.

Castro et al. (2014) studied the great potential of coconut fiber as a cushioning

material for packaging. The authors compare the cushioning ability of coconut fiber

to conventional plastic cushioning materials. Their findings suggest that coconut

fiber shows promising cushioning properties at lower weights, making it a potential

sustainable alternative for specific packaging applications. However, the study

also highlights that coconut fiber's effectiveness weakens at higher weights.

Wang (2021) says replacing traditional building materials with waste products like

wood chips, straw, sugarcane bagasse, rice husks, and plant-based fibers offers

a promising solution. Wood chips can be incorporated into concrete to create

lightweight and well-insulated building materials. Straw and sugarcane bagasse

can be transformed into insulation boards, improving a building's energy efficiency.

Rice husks and ashes from burning biomass can even be used as supplementary

cementitious materials, reducing reliance on conventional cement production with

its high carbon footprint. Plant-based fibers like coir, sisal, and jute emerge as

strong contenders to replace steel and fiberglass as reinforcement in cement.

These natural fibers boast a significantly lower environmental impact due to their

lower energy requirements during production and their renewable nature remove

chromium from wastewater t. Among these, coir fiber shines for its exceptional

properties – minimal contribution to global warming, high elasticity, and overall

toughness – making it a valuable and sustainable reinforcement material for

concrete structures.

Henryk’s (2016) article tackles the potential of peat and coconut fiber as biofilter

media to remove chromium from wastewater that gives a huge threat not only for

the people but for the whole environment. They explore the mechanisms of

chromium removal using these organic materials. Their study suggest that the two

coconut-based material are effective at absorbing chromium, particularly at lower

pH level in the wastewater. Additionally, the study reveals a two-phase chromium

reduction process within the biofilters. The first phase is rapid and likely driven by

a chemical reaction, while the second phase is slower and potentially mediated by

enzymes. Overall, this research suggests that peat and coconut fiber biofilters offer

a promising and potentially cost-effective approach for mitigating chromium

contamination in wastewater treatment.

Juikar 2017 article contributes to the immediate need of the researchers to

discovering a solution for a more durable concrete. Their discovery of a self-

healing concrete using this cheap and accessible material is a huge help. This

concept offers significant advantages over traditional repair methods, which are

often labor-intensive, costly, and disruptive [4]. By incorporating self-healing

mechanisms into concrete, the need for frequent repairs and associated

maintenance costs can be significantly reduced, leading to a more sustainable and

cost-effective construction lifecycle.

The book is all about environmentally sustainable innovation in consumer

products. It discusses the importance of considering both environmental and

economic factors when designing and manufacturing products. Consumers are

increasingly interested in purchasing environmentally friendly products. This article

explores what factors influence consumers’ decisions to purchase these products

Medeiros and Ribeiro (2017)

The study linked sustainable product attributes and consumer decision-making. It

discusses research done in the past years on how people make choices about

sustainable products. The research shows that most studies focus on

environmental sustainability and assume people make rational decisions. Social

sustainability and cultural differences are less studied. There is also a gap in
research on how habits and emotions affect decision-making Bangsa and

Schlegelmilch (2020)

The book emphasizes the growing importance of composite materials made of

natural fibers and renewable resources—a.k.a. biocomposites. These materials

are in line with the concepts of green chemistry, eco-efficiency, and industrial

ecology and provide significant sustainability benefits. Although biocomposites

have seen significant expansion in the home goods, construction, aerospace,

circuit boards, and automotive industries, their use in other industries has been

rather restricted. But with more research and development, biocomposites might

be able to reach new markets and raise demand. Studies show that different

natural fibers can be mixed with polymer matrices to produce materials that are

competitive with synthetic fiber composites. Furthermore, using agricultural waste

to create fiber-reinforced polymer composites appeals to ecologically aware

consumers in addition to being commercially viable. The reason behind the

growing interest in biocomposites is driven by global environmental concerns,

depletion of petroleum resources, and stricter environmental regulations.

Numerous research references support the current status of biocomposite

applications Bharath and Basavarajappa (2015)

The study addresses the problems of waste disposal and energy security by

concentrating on the utilization of raw coconut trash for the gasification process

that produces fuel gas. In order to lower the gasification temperature and increase

efficiency, it investigates the cooperative effects of humidified air and CO2. The
project attempts to provide a sustainable and commercially feasible solution by

retrofitting biomass with effluent from the paper and pulp industries, which contains

metals like Ni, Fe, and Zn Ram and Mondal (2018)

Ttraditional backwater retting methods, which damage the environment and cause

labor problems, create a challenge to the production of coconut fiber, which is

primarily produced in India and Sri Lanka. A new chemical retting technique was

created to address these problems. Electrocoagulation (EC) treatment of

wastewater was investigated as a means of eliminating pollutants. When

compared favorably to earlier treatment methods, iron electrodes demonstrated

good outcomes in decreasing pollutants Jose et al. (2019)

Enguito et al. (2021) stated that in every business, marketability is crucial to define

its competitive position in the market. It signifies a product's potential to sell, with

the inherent risk of not doing so. To ensure marketability, a robust marketing plan

is indispensable, guiding businesses in identifying opportunities, penetrating

markets, and maintaining positions. However, Da Buena's faces challenges in the

emerging market, hindering product development. Failure to understand the target

market could lead to business failure. High prices, inadequate product features,

subpar quality, unattractive packaging, distribution issues, and lack of advertising

exacerbate Da Buena's difficulties. By targeting the right market and adapting to

emerging trends, Da Buena's can develop an effective marketing strategy. The

study aims to aid Da Buena's in enhancing their product's marketability.

The study of Lopez et al. (2015) looks into the sociocultural elements affecting the

market behavior of coconut producers in Bacong, Negros Oriental, the Philippines.

It indicates that asymmetric power dynamics in the market frequently result in

adverse outcomes for farmers. Decision-making, labor division, urban migration,

and relationships with stakeholders that affect the local environment are some of

the themes that are examined. Qualitative techniques such as focus groups and

interviews were used. The findings show that farmers' wages are dropping and

their ability to produce is limited, with sociocultural factors having a greater impact

than market prices. Agriculture will deteriorate and land will be abandoned if youth

do not become involved in farming and the government does not step in.

According to Aquino et al. (2021), The Philippines is facing challenges, with its

infrastructure prompting the government to allocate funds to initiatives like Build,

Build, Build which are aimed at addressing the impacts of climate related disasters.

Although the country produces an amount of coconuts a large portion of their husks

goes to waste. Coconut fiber reinforced concrete (CFRC) has shown promise

despite research, on its strength. When compared to fibers coconut fiber is known

for its flexibility. This research project seeks to assess the durability of CFRC by

adjusting the quantity of coconut fiber used and examining its resistance to

abrasion and water permeability after a 28 day curing period.

Sta. Romana (2015) stated that the Philippines had a notable economic turnaround

between 2010 and 2015, shedding its reputation as the "laggard of East Asia."
Within this period, the economy shows a quick growth rates, reaching 7.1% in 2013

and 6.1% in 2014. The Philippines shifted its export focus from agriculture to

electronics and labor-intensive manufactured goods. However, despite this

progress, concerns arise over constant poverty rates and environmental

degradation, particularly in highly urbanized areas like Metro Manila. The chapter

also delves into concepts such as sustainable development and green growth,

emphasizing the importance of environmentally sustainable practices alongside

the country’s economic progress.

Pogosa et al. (2018) said Husk production in the Philippines goes to 14.69 billion

nuts per year and farmers use more than 5 billion of them for firewood during copra

drying (PCA, 2015). The remaining 9 billion are left and become a farm waste that

is left in the field. This massive amount of husks might represent an important

natural resource (Greer, 2008). Fibres are extracted from the husk of the coconut

and are made into geotextile and a variety of manufactured articles such as ropes,

bags, mats, rugs, carpets and many other products (Kavitha, 2016). Meanwhile,

the coconut peat –the non-fibrous part of the husk– is also utilized component of

organic plant media fertilizer (Nazari et al., 2011). ). In spite of all the current

applications of husk mentioned, the estimated husk utilization in the Philippines

amounts to 334 tons/day (about 120,000 tons/year) which is a negligible fraction

of the total husk production (PCA, 2015). This study was conducted to assess husk

availability, density and utilization in the major coconut producing provinces in the

Philippines.
The Regional Inclusive Innovation Center (RIIC) has identified developing coco

coir as a priority in Eastern Visayas to address environmental concerns and raise

the income of coconut farmers. This includes a roadmap for innovation identifying

existing resources that can help develop processing. The region is said to be

producing 4391 hanks of coconut fiber from their nine processors Meniano (2023)

of Philippine News Agency.

According to Swiss Ambassador to the Philippines, Alain Gaschen, the Philippine

coconut fiber has a potential to market in Switzerland. The Switzerland is looking

to import more product from the Philippines especially agricultural products. The

country may need much coconut husks from the Philippines as a result of the

development of an organic plywood made from the husks BusinessMirror (2020)

The Philippines is ranked second among the top five coconut-producing countries

in the world and produces approximately 14.7 million metric tons of coconut. As an

answer to this waste, mitigate the growing problem of coconut wastes, an

experiment to use coconut shell and coir as reinforcement in producing eco-

friendly, light, and durable concrete roof tiles has been proven in this study. The

optimal ratio among the trials made was 1 kilogram of cement, 0.75 kilograms of

color cement, 0.10 kilograms coir, 2.25 kilograms of coconut shell powder, and 1

kilogram of sand. Furthermore, the feasibility of manufacturing and marketing this

product has been proven with an initial investment of 60 million Philippine peso

and a payback period of 2.83 years Armando et al (2021).

Coconut fibers are considered watste in our agricultural industry but it is one of the

most durable natural fibers. It is utilized as a slope protection. It may also be

worthwhile to study on combo in it with another natural fiber that’s also considered

as waste, the banana fiber. Banana fiber has higher tensile strength and water

absorption, making it a good combination Hernandez et al (2018).

Sloped-land areas are affected by soil erosion resulting in rapid degradation of

farmlands. Thus, soil erosion control strategies such as buffer strips are necessary

to be implemented. Meanwhile, around 5 million coco trees are cultivated in the

island producing large amount of coconut husk during copra production. However,

these coconut husks are considered with no use and left to rot in the site. This

study focused on utilizing locally available material has been focused from a view

point of conservation agriculture Torillo (2014)

 CHAPTER 3

RESEARCH METHODOLOGY

Research Design

A narrative analysis research design was usend to determine the marketability

and effectiveness of coconut fiber products in Brgy. Imok Calauan, Laguna. The

subject for this research is the farmers of the coconut fibers in Brgy. Imok.

Cortazzi (2008) said that narrative is one of the most frequently occurring and

ubiquitous forms of discourse. Stories of personal experience, for example, crop

up repeatedly in informal conversation, in doctor-patient talk, in the proceedings

of lawcourts, in psychotherapy sessions, in newspaper reporting and in social

science research interviews.

Research Instrument

The main instrument of this research is the qualitative interview. Through the

information gathered with this, we were able to determine the farmers lifestyle

and the marketability of coconut fiber on their baranggay, Brgy. Imok in Calauan

Laguna.

Warren (2002) said that qualitative interview is similar to standardized survey

interviewing in this respect, but unlike the survey interview, the epistemology of

the qualitative interview tends to be more constructionist than positivist. Interview

participants are more likely to be viewed as meaning makers, not passive

conduits for retrieving information from an existing vessel of answers (Holstein

and Gubrium 1995). The purpose of most qualitative interviewing is to derive

interpretations, not facts or laws, from respondent talk.

Research Procedure

This study was composed of different coconut fiber farmers who reside in Brgy.

Imok in Calauan Laguna.

Implementation - The researchers got their consent to conduct and interview on

the coconut fiber farmers. The researchers then took the informations given

through the interviews.

Data Analysis - The data were gathered and analyzed thoroughly from the

farmers from the farmers of coconut fiber in Brgy. Imok Calauan Laguna.

Ethical Considerations - The farmers gave their consent for the researchers to

conduct an interview. In addition, the researchers processed the information in

compliance to the Data Provacy Act of 2012.

Population and Sampling Size

The respondents of rhetorical study was the farmers of coconut fiber in Brgy.

Imok Calauan, Laguna whose struggling with the marketability of their product.
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