Marketing Efficiency and Marketing Channel Choice assessment of Manggo Fruit

Syahrul Ganda Sukmaya,Ulpah Jakiyah,Juwaidah Juwaidah,P Saiyut,M.M Tjale,Z Rozaki

doi:10.1051/e3sconf/202123202014

Abstract

This study aims at evaluating the marketing effectiveness and added value of mangoes in Majalengka Regency using: (a) describe the marketing channels, (b) marketing function, and (c) to analyze the marketing efficiency. Based on research findings, there are five marketing channels in Majalengka Regency's mango marketing channels. Based on the analysis and research conducted, it was found that there are five marketing channels found in mango marketing in Majalengka Regency. The added value in mango marketing today is mostly done by traders and the processing industry, while the provision of added value by farmers is still few. The overall added value in mango marketing in Majalengka regency is linked to the development of the mango sponge processed industry, but the scale is still limited. Therefore, there needs to be increased effort and support for entrepreneurs engaged in the mango processed industry. Lastly, of the five marketing channels that are on mango products, two marketing channels are most efficient compared to other marketing channels.

Highlights

The market access to farmers is an integral part of market involvement
The results of the analysis showed that there are five marketing channels contained in mango marketing
Based on the analysis and research conducted, it was found that there are five marketing channels found in mango marketing in Majalengka Regency

Summary

Introduction

The market access to farmers is an integral part of market involvement. Smallholder farmers can enter the market by selling products at the farm gate or moving products to the market using available means. The key obstacles to smallholder access to lucrative markets are the quantities sold, low quality of the goods that were sold, and lack of knowledge on the market [4]. [5] clarified the problem of market access by arguing that high-value crops that are frequently to be lost are generally linked to high transaction costs, high transportation costs, and inadequate cold chain facilities, restricting the access of smallholders to markets. The authors alert, that reaching these markets requires a major quality, quantity, and management upgrade of the product. [6, 7] have findings that support the idea that farmers' ability to successfully access and participate in Agricultural production markets are linked strongly with basic agricultural inputs and key agricultural properties The authors alert, that reaching these markets requires a major quality, quantity, and management upgrade of the product. [6, 7] have findings that support the idea that farmers' ability to successfully access and participate in Agricultural production markets are linked strongly with basic agricultural inputs and key agricultural properties

Objectives

Methods

Conclusion