Enhancing local garlic industry performance through marketing chain analysis

Abstract

Ensuring the viability of local garlic businesses in Indonesia is contingent on the strategic development of effective marketing approaches. The study aimed to conduct a comprehensive mapping and problem identification analysis within the marketing chain of domestically produced garlic sourced from various production centers across Indonesia. The selection of the respondents adhered to the snowball sampling method. Our investigation uncovered a pattern in Java, where a significant portion of high-quality garlic was predominantly allocated to seed requirements, serving government development programs, and mandatory planting programs for garlic importers. Conversely, lower-quality garlic was channeled into local markets, which in turn shaped consumers’ perceptions of their overall quality. In contrast, East Lombok successfully established a clear delimitation between seed production and garlic cultivation. This demarcation allows for a wide spectrum of garlic qualities in the market, ranging from the best to the lowest. The pattern in East Lombok serves as a potential model for other production centers seeking to ensure the long-term sustainability of the garlic business. By leveraging insights gained from the East Lombok pattern, production centers can improve the accessibility of high-quality local garlic for consumers, thereby reshaping perceptions and fostering the sustained growth of the garlic industry.