CHAPTER 1

INTRODUCTION

1.1 Background of the study

The expansion and industrialization of the poultry sector can be observed in

many parts of the world. The drivers of growth include an increasing
population, urbanization, and greater purchasing power. The Philippine
Statistics Authority (PSA) reported that the demand for dressed chicken has
increased by 40% from 1 million MT to 1.4 million MT between 2009 and
2018. Additionally, the PSA reported a 4% increase in chicken egg output in
2020 compared to the previous year, from 583,234 MT to 605,78 MT. The
population of the country's chicken layer has grown by 4.19% from 41.202
million birds to 42.928 million. Due to the African Swine Fever, some swine
farmers have shifted to poultry production. The Organization for Economic
Cooperation and Development - Food and Agricultural Organization predicts
that the aggregate chicken demand will be about 1.8 million MT by 2023.

Poultry farming is an essential part of the Philippine economy. The Philippines

is the world’s top poultry production country. However, there are also
advantages to raising chickens in the Philippines, including access to ample
land and water resources, low initial investment cost, and low labor cost.
Poultry farming in the Philippines is a lucrative business, with a market
demand for poultry meat and eggs. Several requirements must be met to
conduct poultry farming successfully in the Philippines. The First requirement
is access to ample land. A minimum of 250 acres (100 hectares) would be
necessary for commercial poultry production, although larger areas are also
suitable. Poultry farmers in the Philippines should also have access to good
water supplies and enough sunlight. Second requirement is reliable feed
supply. Chicken need a high quality diet that includes nutrients and proteins.
In the Philippines, feeds such as corn, soybean meal, and wheat are
commonly used for poultry farming. Lastly, proper ventilation, Chicken need a
high quality diet that includes nutrients and proteins. In the, Philippines, feeds
such as corn, soybean meal, and wheat are commonly used for poultry
farming.

General Santos City, located in the Philippines, holds a strategic economic

position, often referred to as the "Tuna Capital of the Philippines" due to its
prominence in the tuna industry. However, alongside its fisheries sector, the
poultry industry plays a vital role in contributing to the city's economic
landscape.The growth of the poultry sector in General Santos City is
influenced by factors such as rising consumer demand for poultry products,
including chicken meat and eggs. The city's favorable climate and
geographical location also contribute to the feasibility of poultry farming.Key
players in the poultry industry within the city may include local farmers,
agribusinesses, and cooperatives. Understanding their roles, contributions,
and challenges they face, such as disease outbreaks, market fluctuations,
and regulatory compliance, is crucial for a comprehensive
background.Furthermore, exploring the impact of poultry farming on the local
community involves assessing its role in job creation, income generation, and
overall economic development. The study might delve into how poultry
farming aligns with the city's broader agricultural policies and sustainable
development goals.

Statement of the problem

The study focused on evaluating the level of effectiveness of technological

adoption in improving productivity and sustainability In selected barangays in
General Santos City.

Specifically, it aims to answer the following questions:

1.) What is the level of effectiveness of technological adoption In improving

poultry production in terms of;

1.1 Sustainability
1.2 Productivity
1.3 Product Quality

2.) Is there a significant relationship between technological adoption and level

of effectiveness in improving poultry production?

1.1 Sustainability
1.2 Productivity
1.3 Product Quality

3.) How does technological adoption in poultry production in General Santos

City affect the local environment?

1.2 Hypotheses

H01: There is no significant relationship between the technological adoption

and level of effectiveness in improving poultry production in terms of
sustainability;

H02: There is no significant relationship between the technological adoption

and level of effectiveness in improving poultry production in terms of
Productivity; and
H03: There is no significant relationship between the technological adoption
and level of effectiveness in improving poultry production in terms of product
quality.

1.3 Objectives of the Study

This study has two primary objectives, specifically:

1. To determine the impact of technological adoption in improving poultry

production in General Santos City

2. To determine the challenges of poultry farmers in acquiring and maintaining

advanced technologies.

1.4 Conceptual Framework

The conceptual framework of this study presented to give the view

about the relationship of technological adoption in improving poultry
productivity and sustainability

Independent Variable Dependent Variable

Level of Effectiveness

Technological Adoption Productivity

Sustainability
Product Quality

Figure 1 conceptual framework

Figure 1 shows the conceptual model that will guide this study. The
independent variable is the Technological Adoption used in the poultry
farms in General Santos City’, meanwhile the level of effectiveness’
identified as the dependent variable.

1.5 Significance of the Study

This study will evaluate the level of effectiveness of technological adoption in

improving poultry productivity and sustainability. This study is expected to
benefit various stakeholders:

To the Local Poultry Farmers, the outcome of this study will give the
local poultry farmers insights into effective technological adoption strategies,
potentially leading to increased productivity, reduced costs, and improved
overall efficiency.

To the Community Residents, the result of this study will increase

employment opportunities for the community residents and enhanced
community welfare.

To Economics Students, the study provides insights into the economic

dynamics of poultry production, allowing economics students to understand
the factors influencing production costs, market competitiveness, and income
generation for farmers in the specific agricultural context.

To the Academic Community, scholars, researchers, and students in the

field of agriculture, technology adoption, and rural development can benefit
from the study by using it as a reference for further research, analysis, and
academic pursuits.

To the Researchers, it could help the researchers in getting information

and great knowledge about the technological adoption in improving poultry
production.

1.6 Scope and Limitation of the Study

The study aims to investigate the level of effectiveness of technological

adoption in improving poultry productivity and sustainability within General
Santos City. It will explore the adoption of various technologies, among
poultry farming operations in the city. The researchers chose the selected
Poultry Farmer Owners as the respondents of the study. The study will
employ surveys and Exploratory Analysis and Descriptive Analysis of how
technological adoption influences key aspects of poultry production such as
productivity, economic performance, animal health and welfare, environmental
sustainability, and product quality.

This study will be conducted within General Santos City, limiting the scope to
specific barangays. This study will be conducted in 1st semester of the
academic year 2024-2025.

1.7 Definition of terms

The following are the key terms used in the study. It is further defined
operationally in order to establish a common understading of this study
among readers.
Poultry- Poultry is any domesticated bird used for food. Varieties include
chicken, turkey, goose, duck, Rock Cornish hens, and game birds such as
pheasant, squab and guinea fowl. Also included are huge birds such as
ostrich, emu and rhea (ratites).

Technological adoption - Technology adoption is the successful integration of

new technology into your business. Adoption means more than just using
technology. When you’ve adopted new technology, you’ll use it to its fullest
potential and see the benefits of using the new system.

Productivity - The Bureau of labor Statistics defines productivity as “a

measure of economic performance that compares the amount of goods
and services produced (output) with the amount of inputs used to
produce those goods and services .”

Environmental Sustainability - For the chicken industry, sustainability means

being responsible stewards of land, water, and feed management, and
maintaining and advocating for the humane treatment of our most important
asset: our chickens. Through continuous innovation and by ensuring the best
possible bird health, the chicken industry has been able to significantly reduce
the use of water, farmland, electricity, greenhouse gasses, and other valuable
resources.

Production Cost - Production costs are those costs incurred when a

business manufactures goods.

Agribusiness - refers to the industry of agricultural products and services

involved in growing, processing, and distributing food.

Poultry production - is based on raising fast-growing chickens (Yang and

Jiang, 2005). Mass production of meat or eggs with high efficiency and low
cost are important in the poultry industry.

Feasibility - the possibility that something can be made, done, or achieved, or

is reasonable.

Market Fluctuation - A term referring to the variability of the cost of particular

items due to the variability of the financial markets.

CHAPTER 2

REVIEW RELATED LITERATURE

The main subject of this particular chapter is to highlight various researches
conducted by scholars globally and locally. These researches have affected
the significant variables of the study to a great extent. The focus of this
chapter is to explore different aspects of these researches that can help in
advancing the current study. The researches were primarily derived from
various sources such as books, journals, articles, electronic materials, and
other relevant theses that are believed to be valuable in augmenting public
knowledge about the research at the local and international levels.

Technological Adoption

The use of technology has made labor easier in the agricultural sector
on a daily basis. For instance, the milking process has evolved from manual
labor over the last century to machine-operated systems. With the passage of
time, milking robots were introduced in the 1980s, which offered farmers new
advantages such as labor efficiency and automated recording of various
animal-related characteristics (Ordolff, 2001). Technological advancements
are utilized throughout the livestock farming system, providing innovative
solutions to the challenges posed by the increasing number of animals per
farm and the growing demand for resource-efficient, animal- and environment-
friendly production techniques (Berckmans, 2006). Different rates of digital
technology adoption can be observed across various technologies, animal
species, and application areas. The dairy industry, for example, has widely
adopted digital technologies such as automatic concentrate feeders and
sensors for measuring milk quantity, which have been in use for several
decades (Ordolff, Reference Ordolff2001). The production of poultry involves
the use of various technologies that are applied commercially. These
technologies include egg counting, bird weighing, and control of the
environment and feeding. Some researchers who have studied this area
include Banhazi, Lehr, Black, Crabtree, Schofield, Tscharke, and Berckmans
in 2012.There are certain technologies that have been available for a
considerable period of time, yet they have not been adopted broadly in
livestock production. For instance, there are systems that can detect heat in
animals, animal tracking systems, and automatic milking systems, commonly
referred to as milking robots (Borchers and Bewley 2015).

The application of artificial intelligence and robotics to agricultural production

systems has sparked scientific discussion and heightened interest in the
development of precision and smart agriculture. Automated and intelligent
systems are necessary for agricultural operations to address labor shortages,
carry out repetitive tasks, reduce human safety and health risks, and lower
production costs by saving time, money, and energy (Gongal et al., 2015).
Many functional devices for agricultural production and processing tasks have
been developed, including transplanting machines, grafting machines,
precision spraying and irrigation systems, weed control systems, intelligent
control systems in greenhouses, harvesting robots, UAVs (Unmanned Aerial
Vehicles), UGVs (Unmanned Ground Vehicles), shearing robots, slaughter
robots, and more (Tai et al., 1994; Kondo and Ting, 1998).

Sustainability
Animal-source foods like meat and poultry are almost essential in most
households around the world. The demand and consumption of these foods
have increased significantly over the years, and it is expected to continue this
upward trend in the future. Chicken meat, in particular, has gained steady
momentum and popularity among consumers. (WILLIAM C. MEDRANO,
Ph.D, 2022)
Livestock farming is now being recognized as a vital sector that can help
farmers become more resilient by diversifying their income, creating wealth,
ensuring food security, and reducing poverty (FAO 2014a). Gauthier &
Langlois (2010) reported that poultry, pigs, cattle, and small ruminants are the
most commonly raised livestock. Previous studies have shown that poultry
rearing is one of the most eco-friendly forms of livestock farming, with the
smallest amount of greenhouse gas emissions compared to other types of
livestock farming, such as cattle and other ruminants. These animals not only
emit large amounts of greenhouse gases, but their production is also heavily
dependent on vegetation cover (Menghistu et al. 2021; NDC 2021; Zubir et al.
2021).
Productivity
Livestock production in Togo contributes 14% to the agricultural GDP, with
poultry farming being a major contributor. There are two main types of poultry
farming - traditional and modern. Traditional poultry farming involves breeding
local birds such as chickens, ducks, guinea fowls, pigeons, and turkeys. On
the other hand, modern poultry farming involves breeding imported exotic bird
species with varying levels of intensification.( Dao 2010)

The majority of people consume poultry commodities and by-products, which

are priced affordably for most. Sustainable agriculture practices can be used
to transform poultry excreta into compost for natural farmland fertilization,
aiding in the preservation of the environment. This integrated management of
soil fertility can also lead to improved crop yields, as noted in studies by
Toldrá et al. (2016) and Tesfaye et al. (2017a, 2017b).

Product Quality
Different forms of organizations have varying impacts on farmers and their
technology adoption. The extent of technology adoption directly affects the
quality of agricultural products. Therefore, technology adoption plays a
significant role in mediating the relationship between organizational form and
product quality. When it comes to mass-produced products, companies face
higher costs of producing low-quality products. This increases the pressure to
maintain high product quality standards, which ultimately benefits consumers.
Supervisors can easily monitor the company's performance and reduce
supervision costs. For agricultural products that allow socialized production,
companies should work together with these organizations to encourage
farmers to adopt technology. This collaboration will enable better agricultural
product quality by leveraging the power of companies to facilitate farmers'
technology adoption behavior. ( Xi Chen et al. 2021)

Vaccination and Disease Management

Modern-day poultry is vulnerable to various stressors such as poor nutrition,
environmental factors and pathogenic infections. To control the pathogens
effectively, a vaccination strategy must be employed that can induce sufficient
and protective levels of humoral and/or cellular immune responses in just a
few days after vaccination (Sharma and Burmester, 1982). In Ovo vaccination
stimulates early immune response in young chicks compared to post hatch
vaccination (Negash et al., 2004). In ovo technology is a biotechnological
intervention that aims to ensure early immunological programming in birds.
This is achieved by delivering vaccines directly into the egg before it hatches.
Apart from vaccines, other bioactive like probiotics, prebiotics, and symbiotics
can also be delivered through this method. Since the adoption of in-ovo
technology for vaccine delivery, its potential to deliver other bioactive is being
investigated. In the literature, various substances including bacteriophages,
electrolyte solutions, glycerol, hormones, organic acids, peptides, silver
nanoparticles, trace elements, amino acids, vitamins, carbohydrates, and
plant extracts have been reported for in ovo delivery.
In addition to enhancing the immune system of birds, "in ovo" technology can
also help address the nutritional deficiencies that can occur during the
perinatal period - the period before and after hatching. These deficiencies are
often caused by the transition from yolk nutrition to exogenous feeding, a long
hatchery window of 24-36 hours, and various time-consuming hatchery
procedures such as sorting, sexing, vaccinations, beak trimming, comb
dubbing, and chick transport (Noy and Uni, 2010). In addition, this technology
offers the opportunity to stimulate the colonization of the embryonic gut with a
beneficial microbiome and also the development of the embryonic
gastrointestinal tract (GIT) and gut-associated lymphoid tissue (Siwek et al.,
2018).

Review literature studies

Technological changes and innovations are the starting points of the

ideas that can make a company's business profitable. These ideas are usually
initiated and managed by the employees of the corporation. The Identity
theory can be used to assess individual relations to the organizational
objectives and national goals. Technology changes occur through the
inspiration and inclination of human resources. The performance of human
resources in an organization is closely linked to technological advancements
and innovation. Managing technological transformation effectively requires a
combined approach that involves human resources. While individuals can
innovate and achieve technological breakthroughs, the complexity of modern
technology demands the successful integration of different technologies
based on various aspects. This theory provides strategies for changing
beliefs, attitudes, values, and organizational structures so that an organization
can better adapt to new technologies, challenges, and changes in
professional practices. It can plan interventions in organizational processes to
increase organizational growth and health. Substitution strategies have been
successful in combating technological fatigue. A recent study on the impact
evaluation of agriculture technology adoption (Ervinta, Prihanto, & Sudiyono,
2021) showed that the adoption of new technologies in agriculture resulted in
significant improvements.
The adoption of technologies related to poultry breeding, nutrition, health, and
management has been satisfactory in the organized sector. However, in the
unorganized sector, the adoption is slow due to various constraints. On
average, more than one-third of the total poultry population in the country
belongs to the improved category. The dissemination and adoption of
technologies take place through various pathways. In the public sector, the
ICAR institutes such as CARI, Izatnagar, and Project Directorate on Poultry
(PDP), Hyderabad, are the main centers that develop and disseminate
technologies among farmers, large private hatcheries, and NGOs. The large
commercial breeders and hatcheries in the private sector procure and develop
superior grandparent stock and sell parent stocks to franchisees, which
ultimately produce commercial hybrids sold to end-users. Thus, there is a
network of functionaries engaged in poultry farming. The superior stocks
require better feed, proper vaccination, medication, and a package of
improved management practices. The primary constraint in adopting
technologies is the high cost of inputs, which results in low profitability. Market
trends, such as seasonality in the consumption of poultry products and their
prices, also restrict adoption. Various myths prevalent in Indian society were
also responsible for the non-adoption of new techniques during the early
years of introducing improved poultry. These myths included the belief that
the egg from the indigenous fowl is more nutritious than that of commercial
hybrids and that the same holds good for the meat. Illiteracy, lack of
awareness, and religious taboos have also been major causes for the slow
adoption of poultry technologies. However, these myths are fading away, and
increasing literacy and easily available credit facilities are encouraging poultry
farmers to adopt new technologies. (Birthal, P. and Parthasarathy Rao, P.
(eds). 2002.)

CHAPTER 3
3.1 Research Methodology

This study presents the research methodology to be adopt by this study. This
includes the research design, the research locale, the respondents of the
study, the sampling technique, data gathering procedures, the research
instrument, the data analysis, and the ethical consideration.

Research design

The researchers will be using the quantitative correlational design that aims to
determine the relationship of technological adoption in improving poultry
productivity of poultry farms in General Santos City. A correlational design
used to explore the connection between two variables. This design is relevant
and applicable to use in the study.

Research Locale

This study will be conducted in Barangay Sinawal, General Santos City,

Province of South Cotabato. It is a highly urbanized city located at the
southern portion of South Cotabato, perhaps its biggest claim to fame as "The
Tuna Capital of the Philippines", the city is also a top producer and exporter of
quality livestock such as poultry, hogs, and cattle.

The researchers will conduct survey whether in their farms, stores, or in their
houses or any comfortable place that the respondents will choose. The study
will be conducted during the school year 2023-2024.

Sampling technique

This study will use a non-probability sampling technique, which is convenience

sampling, units are selected based on the availability of the member and/or proximity
to the researcher.

According to Nikolopoulou (2022), Convenience sampling is a non-probability

sampling method where units are selected for inclusion in
the sample because they are the easiest for the researcher to access. This
can be due to geographical proximity, availability at a given time, or
willingness to participate in the research. Sometimes called accidental
sampling, convenience sampling is a type of non-random sampling.

Data Gathering Procedure

The researchers will use the following steps in conducting the study to gather
the necessary data from the respondents.

First, the research will create survey questionnaires and provide an

authorization letter for validation to the university to obtain permission to
conduct a study outside the school premises.
Second, once approved by the adviser, the researchers can begin to
distribute the questionnaires to the respondents. After the respondents
answer the provided questionnaires, the researchers will collect and tally the
data and interpret it.

Lastly, the researchers will gather and evaluate the data after the respondents
have completed the specified questionnaire. Base on the data gather the
researchers comes up with the conclusion and recommendations of the study.

Respondents of the study

The respondents of the study are the selected poultry farms that acquired
technological adoption in General Santos City. The respondents was selected
through a convenience sampling where the researcher employed the
available participants to participate in the study.

The researcher will select one poultry farm owner in each of these barangays
to participate in and respond to the study given the limited number of poultry
farms within the confines of General Santos City. These barangays include
Sinawal, Conel, Lagao, City Heights, and Katangawan. The barangays were
selected by the researchers because they are suitable and relevant to the
study.

Research instrument

In this study, the researchers will use survey questionnaire as a tool in order
to gather information with poultry farms residing in General Santos City since
they could provide with the data they needed for the purpose of the study
regarding the technological adoption in poultry farming evaluating the level of
effectiveness in improving productivity and sustainability.
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https://www.chickencheck.in/faq/sustainability/

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poultry-production

https://www.accountingtools.com/articles/production-costs

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agribusiness

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https://www.quimbee.com/keyterms/market-fluctuations

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Philippine-Poultry-Broiler-Industry-Roadmap.pdf (da.gov.ph)

Poultry Farming: Taking the First Steps | Pilmico

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https://academic.oup.com/af/article/13/1/17/7052108

(PDF) Impact Evaluation of Agriculture Technology Adoption: A Primary Data

Analysis(researchgate.net)