Marketing Efficiency of Orange in Gadingkulon Village, Dau District, Malang Regency, Indonesia

Document Type : Case Study

Authors

Department of Agriculture Economics, Postgraduate School, Tribhuwana Tungga Dewi University, Malang, Indonesia

Abstract

Efficient marketing will prosper the actors in each marketing agency, producers and consumers. Efficiency will be created if marketing costs can be minimized so that the percentage of producer prices to consumers is not too large, and there is no gap in the profit ratio to marketing costs between marketing agencies. The study aims to analyze marketing efficiency of tangerines and siamese in Gadingkulon Village. Data were collected from 87 citrus farmers who were selected by simple random sampling. Traders were determined by snowball sampling, consist of 17 collectors, 5 wholesalers, and 7 retailers were selected. Data were edited in the field, tabulated, compiled, then presented in tabular form, analyzed and described. The results showed that tangerines and siamese in Gadingkulon Village had an imperfect competitive market structure which was monopolistic. Marketing of the two types of oranges involves four channels i.e. collectors, retailers (inside and outside Malang Regency), and wholesalers. Oranges marketing system is not yet efficient, where wholesalers have larger profit margin ratio than other market players. Marketing channels I and II for tangerines are more efficient than channels III and IV. Meanwhile, marketing channel I for siamese is more efficient than channel II, III, and IV.

Keywords

Main Subjects


COPYRIGHTS

©2022 The author(s). This is an open access article distributed under the terms of the Creative Commons Attribution (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, as long as the original authors and source are cited. No permission is required from the authors or the publishers.

Anindita, R, & Baladina, N. (2017). Pemasaran Produk Pertanian. ISBN: 978-979-29-6666-4. Penerbit Andi. Yogyakarta
Anita, Muani, A., & Suyatno, A. (2012). Analisis Efisiensi Pemasaran Jeruk Siam Di Kecamatan Tebas Kabupaten Sambas. Jurnal Sains Mahasiswa Pertanian, 1(1), 22–31.
Begum, M., Ahmed, M., Noor, T., & Hossain, M. (2016). Marketing of orange: a value chain perspective in the selected areas of Sylhet District in Bangladesh. Progressive Agriculture, 27(3), 327–338. https://doi.org/10.3329/pa.v27i3.30827
Bhat, A., Kachroo, J., Singh, S. P., & Sharma, R. (2015). Marketing costs and Price Spread Analysis for Citrus in Samba district of Jammu region. Agro-Economist, 2(1), 39. https://doi.org/10.5958/2394-8159.2015.00007.9
BPS. (2021). Dau Sub District In Figures. Catalog:1102001.3507300 (35070.2140, p. 120). BPS-Statistic of Malang Regency.
Chand, K., Suresh, A., Dastagiri, M. B., Kumar, S., & Mandal, S. (2021). Fruit marketing, its efficiency and supply chain constraints in India : A case study. 91(August), 1146–1150.
Deka, P., Barman, S., & Borah, D. (2020). Market Chain Analysis of Orange: A Case Study in Udalguri District of Assam. International Journal of Current Microbiology and Applied Sciences, 9(11), 2020–2023. https://doi.org/10.20546/ijcmas.2020.911.240
Dewanti, G., Tety, E., & Tarumun, S. (2015). Marketing Analyze of Jeruk Siam (Citrus Nobilus Lourvar) In Desa Pulau Jambu Kecamatan Kouk Kabupaten Kampar. Jurnal Ilmiah Pertanian, 12(1), 13–29.
Fakayode, S. B., Omotesho, O. A., Babatunde, R. O., & Momoh, A. A. (2010). The Sweet Orange Market in Nigeria , How Viable ? Research Journal of Agriculture and Biological Sciences, 6(4), 395–400.
Girei, A. A., Audu, S. ., Inyang, H. B., & Aliyu, Z. T. (2020). Assessing the Performance of Orange Marketing in Lafia metropolis , Nasarawa State , Nigeria. Direct Research Journal of Agriculture and Food Science, 8(6), 158–166.
Husnarti, & Ranti, G. (2018). Analisis Efisiensi Pemasaran Jeruk Siam Gunung Omeh (JESIGO) di Nagarai Koto Tinggi Kecamatan Gunung Omeh Kabupaten Lima Puluh Kota. Jurnal Pertanian UMSB, 2(1), 19–27.
Mahanta, D. K., & Konwar, A. (2014). “ Production and Marketing of Orange in Assam – A Study on Doomdooma Region of Tinsukia District .” Journal of Agriculture and Life Science, 1(1), 82–90.
Nguyen, T. T. T., Le, H. H., Ho, T. M. H., Dogot, T., Burny, P., Bui, T. N., & Lebailly, P. (2020). Efficiency analysis of the progress of orange farms in Tuyen Quang province, Vietnam towards sustainable development. Sustainability (Switzerland), 12(8), 1–15. https://doi.org/10.3390/SU12083170
Parasharam, M. S., & Neeraj. (2017). A Study on the hot spot identification of losses in the Supply Chain of Oranges from Farm to Fork. Tropical Agriculture, 35(4), 1021–1029.
Pudjiastuti, A. Q. (2014). Perubahan Neraca Perdagangan Indonesia Sebagai Akibat Penghapusan Tarif Impor Gula. Agriekonomika, 3(2), 106–116.
Pudjiastuti, A. Q., Anindita, R., Hanani, N., & Kaluge, D. (2013). Effects of Sugar Price Increase in Indonesia. Oeconomica, 58(1), 28–39. https://doi.org/http://studiaoeconomica.ubbcluj.ro/volumes.html
Pudjiastuti, A. Q., & Kembauw, E. (2018). Sugar Price Policy and Indonesia’s Trade Balance. Journal of Advanced Research in Law and Economics, 8(8). https://doi.org/10.14505/jarle.v8.8(30).26
Rachmi, D. M., Nurmalina, R., & Rifin, A. (2018). Competition Analysis of Imported and Local Oranges. Jurnal Manajemen Dan Agribisnis, 15(1), 1–11. https://doi.org/10.17358/jma.15.1.1
Romdhon, M. M., Andani, A., & Nasari, W. F. (2018). Comparative Advantage of Siamese Orange (Citrus Nobilis) Farming in District of Lima Puluh Kota, West Sumatera. AGRITROPICA : Journal of Agricultural Sciences, 1(2), 62–67. https://doi.org/10.31186/j.agritropica.1.2.62-67
Shrestha, D. (2015). Production cost and market analysis of mandarin in Dhading District of Nepal. Journal of Agriculture and Environment, 16(June), 112–119. https://doi.org/10.3126/aej.v16i0.19844
Supriyanto, A., & Zamzami, L. (2014). Memperkuat Daya Saing Produksi Pertanian. In Daya Saing Produk Pertanian (Issue Mei, pp. 195–204).
Zenginoglu, A., & Dijk, G. V. (2006). The structure of Turkey ’ s citrus fruit export from the standpoint of Turkey ’ s membership in the EU. Paper Prepared for Presentation at the 98th EAAE Seminar ‘Marketing Dynamics within the Global Trading System: New Perspectives’, Chania, Crete, Greece as in: 29 June – 2 July, 2006, 1–15. https://www.researchgate.net/publication/23510190_The_structure_of_Turkey’s_citrus_fruit_export_from_the_standpoint_of_Turkey’s_membership_in_the_EU