Communication factors in management and process of CLSU Multi-Purpose Center for Agriculture Research and Technology Products (UMART) in the commercialization of Central Luzon State University products [manuscript]
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Date
2019
Authors
Diorela Nadine A. Yago.
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Abstract
This study documented the communication factors and management of UMART in relation to their commercialization process. CLSU-Multi-Purpose Center for Agricultural Research and Technology Products” or also known as UMART is the CLSU outlet for agriculture and home-grown products dedicated to help Filipino farmers and fishermen.
Results of the study revealed that UMART uses communication factors such as message, channel, receiver and feedback as major factors to consider in terms of crafting information for commercialization. There are also the major consideration in packaging its products prior to their introduction to general market. It used IEC materials such as tarpaulin, flyer, leaflet and poster to promote a peoduct to the general market. Internet has been a tool on a daily basis thus it was considered as the main medium of information dissemination. In addition, UMART also participates in various conferences and exhibits as a way of showcasing CLSU products. The role of communication in the commercialization process was identified as a backbone of the commercialization itself. Commercialization was also identified as a medium to build trust with the consumers as they would have assurance from the service and product provider. Problems commonly encountered by UMART in terms of commercializing its products is competition.