Marketing Channels Research Articles

An Economic Analysis of Onion Marketing in Uruzgan Province of Afghanistan

The study was carried out to estimate the marketable surplus, marketing cost, price spread, and marketing efficiency of onion in three districts of Uruzgan province. The data were collected from 120 farmers, 120 consumers, 30 wholesalers, and 30 retailers in 2023. The findings showed that the average production of onion was 5597.08 kg/Jerib. After holding 1.84 per cent for domestic purposes, the farmers were left with 98.16 per cent as a marketable surplus. The price spread across different marketing channels showed an inverse correlation with the number of intermediaries involved. Among market channels, Channel-II (Farmer-Retailer-Consumer) had the highest marketing cost. As marketing costs and margins increased, the producers' share in consumers' rupee decreased. The marketing efficiency decreased with the number of intermediaries. The net price received by the farmer was highest in the direct marketing Channel-III (AFN 5.65 per kg of onion). Lack of grading, storage, and transportation facilities were the significant constraints in marketing onion in the province.

Effect of COVID-19 Pandemic on the Economics of Milk Production in Kerala

Demand and supply chain interruptions during the COVID-19 lockdown affected the dairy sector in multiple ways. The present study analysed the effect of the pandemic on the economics of milk production in the Malabar region of Kerala. The pre-tested structured schedule was used to collect primary data from 200 farmers, which was analysed using budgetary techniques. The cost of milk production during the lockdown increased mainly due to the shortage of feed and fodder. Reduction in net returns was highest (- `9 per litre) for the large herd-size category, whereas an increase in the cost of milk production (`3.7 per litre) was higher in the medium herd-size category. Among the milk marketing channels, farmers selling milk to consumer households experienced the highest increase in the cost of milk production (`5 per litre) as well as the highest decrease in net returns (`13 per litre) during the lockdown.

COCOA MARKETING CHANNEL ANALYSIS IN MARGOLEMBO VILLAGE, MANGKUTANA DISTRICT, EAST LUWU REGENCY

The cocoa marketing problem faced is the lack of information on marketing channels for farmers whereas from the farmer's point of view as producers, information regarding effective and efficient marketing channels is one of the things that can encourage increased cocoa production. The importance of access to marketing information for farmers so that farmers can find out directly the selling price of cocoa from each marketing agency. The purpose of this research is to analyze the size of the margin in each cocoa bean marketing channel that has been formed. The analysis in this study includes channel analysis and marketing functions, marketing margins and efficiency. The results showed that there were 2 marketing channels in Margolembo Village, where channel I: farmers --- wholesalers --- cocoa management companies and channel II: farmers --- collecting traders --- wholesalers --- cocoa management companies. Marketing functions carried out by cocoa bean marketing institutions include exchange functions, physical functions and facility functions. The biggest margin, cost and profit value is in channel II, which is Rp 4,000. Based on the marketing efficiency analysis obtained, the two marketing channels in Margolembo Village are efficient and channel I is the most efficient marketing channel with a value of 4.4% and marketing channel II with an efficiency value of 6.9%. The conclusion of this research is that marketing channel I's marketing margin is Rp 1,000/kg and in marketing channel II is Rp 4,000/kg.

COLLABORATION AMONG FARMER’S AND INTERMEDIARY TRADERS IN MARKETING OF GREENHOUSE HYDROPONIC PRODUCTS IN GREATER MALANG

The emergence of negative effects associated with conventional agriculture encourages a transition from conventional to modern agriculture. Hydroponic farming, which utilizes water as a growing medium, is one form of modern agriculture. This research aimed to find out the management of farming business governance of hydroponic greenhouse products in Greater Malang, which includes commodities marketed, marketing institutions involved, the form of marketing channels that occur, and marketing functions used by analyzing marketing margins and farmer's share and knowing the corporate system between traders of hydroponic greenhouse products in Greater Malang. This study analyzed the data using qualitative and quantitative descriptive methods. Moreover, this study utilized ten samples determined by purposive sampling with consideration the aim of this research is clear, namely to find out the marketing of hydroponics greenhouse products in Greater Malang. In addition, the sample for this study was selected using the snowball sampling method, which sampled the marketing channels of the previous ten samples. The results of this study indicate that the management of hydroponic greenhouse vegetables in Greater Malang begins with the most frequently traded product, in this case, lettuce. Participating marketing institutions included farmers, collecting traders, retailers, restaurant consumers, and end consumers. Level 1 marketing channel is the channel with the most consumers. The marketing functions used are the exchange function, the procurement function, and the facilitating function. Level 0 marketing channels have no marketing margin value because the price farmers receive is identical to that of consumers. Marketing channel level 0 for all commodities and marketing channel level 1 for all commodities are deemed efficient for the farmer's share. The cooperative system among hydroponic greenhouse vegetable sellers in Greater Malang is harmonious, contributing to a healthy market atmosphere.

SUPPLY CHAIN ANALYSIS OF RICE MARKETING ACTORS IN DUMAI CITY IN SUPPORTING URBAN FOOD SECURITY

Dumai City is a significant economic hub in Riau Province and a vital location for food distribution. Although it's an urban area, there is still a small amount of rice produced in Dumai City. However, most of the rice supply comes from various suppliers outside the region to meet the high demand. Due to this diverse supply chain, this study aims to analyze the structure, mechanisms, and performance of the marketing in the premium rice supply chain at each level of the marketing institution. This research was conducted using a survey method among marketing actors at each level of marketing institutions selected purposively. To analyze the structure and mechanism of the rice supply chain, qualitative analysis is used. Quantitative analysis is used to analyze marketing performance in the rice supply chain. The research method used was a survey of rice marketing institutions in Dumai City, utilizing both qualitative and quantitative analysis methods. The results show that three marketing institutions are involved in marketing rice in Dumai City, each with a unique supply chain. Upon analyzing the marketing performance of the premium rice supply chain, it was found that all marketing channels utilized by wholesalers and retailers are efficient. Among these channels, channel 3, supplier-wholesaler-end consumer, has the smallest margin value, while channel 2, out-of-town distributor-traditional retailer-end consumer, has the highest profit-cost ratio value of 125.67. This marketing channel offers the lowest price for premium rice at the end consumer level, thereby ensuring greater access to food for the community and promoting urban food resilience. Among these channels, channel 2 of retailers that were out-of-town distributor-traditional retailer-end consumers had the best marketing efficiency value (0,09%) and the highest profit-cost ratio value of 125.67. Based on the results of this research, it is a challenge for the development of local rice agro-industry in creating efficient marketing performance to strengthen regional food security.

OPTIMIZATION OF GEDONG GINCU MANGO DISTRIBUTION COSTS IN MAJALENGKA DISTRICT

Facing free trade, Indonesia is required to increase the performance of mango production in order to compete with mangoes from other countries, but the performance of gedong gincu mango agribusiness still faces a number of obstacles, both on farm and off farm. One of them is to optimize distribution costs by designing a transportation model to determine the amount of goods that must be sent from each source to each destination in such a way that the total transportation cost is minimum. The transportation model used is Vogel's Approximation Method. The purpose of this research was to find out the description of the distribution of gedong gincu mangoes in Majalengka District, the distribution costs incurred from source to destination and find out the optimization of distribution costs. The method used was quantitative with survey research techniques. The results of this research were an overview of the distribution of Gedong Gincu mangoes involving 5 parties, namely farmers, collectors, dealers, retailers and consumers which can be done with 4 marketing channels. The distribution costs incurred were different, on the four channels the lowest distribution costs are Rp 29,000 and the highest fee is Rp 74,000/kg. In channel I, it did not carry out cost optimization calculations because it did not make shipments out of town, for optimization in channel II it is Rp 13,950,000, channel III is Rp 249,100,000 and channel IV is Rp 250,980,000. Thus, it can be concluded that the lowest cost is on ordinary channel II. Further research is recommended to perform optimal testing by means of a stepping stone.

Integrated Marketing Communication Strategy to Increase Brand Equity of BPJS Kesehatan

BPJS Kesehatan, the implementing body of the JKN Programme, is confronted with the challenge of maintaining program sustainability due to a significant number of inactive participants in the PBPU segment, a situation primarily attributed to the organization’s low brand equity. The primary research objective of this study is to To develop integrated marketing communication strategy to increase BPJS Kesehatan brand equity. The methodelogy used is qualitative and quantitative research. Despite possessing commendable competitive advantages and offering the most affordable healthcare options, BPJS Kesehatan’s struggle stems from deficiencies in marketing communication. Internally, the organization recognizes its potential to build brand equity but acknowledges a gap in marketing communication effectiveness and message coherence. Externally, the PBPU segment exhibits low brand equity, notably in terms of loyalty and awareness towards the JKN program. The identified target demographic for BPJS Kesehatan within the PBPU segment includes individuals aged 18-35, residing in urban and densely populated areas, with an upper-class socioeconomic status. While these individuals generally express trust in BPJS Kesehatan, they lack awareness of the program details. To address these challenges, a recommended strategy involves implementing an Integrated Marketing Communication approach with a specific theme: “ease of health insurance, which is reliable.” Key messages emphasizing affordability, accessibility, quality, value, convenience, technology, and social impact should be conveyed. Utilizing diverse marketing channels such as television, online video, social media campaigns, mobile app optimization, and events can enhance communication effectiveness. Additionally, BPJS Kesehatan should consider developing supplementary benefits to augment services and increase participant loyalty. It is also crucial to empower employees to serve as effective communicators, enhancing their assertive communication skills to bolster the organization’s overall communication strategy.

Profile of Broiler Chicken Farmers and Supporting Resources in Kepulauan Yapen Regency, Papua Province

Efforts to realize chicken meat consumption have not been achieved. Broiler chicken production in Kepulauan Yapen was about 7,379 and it was not comparable to the human population of 112,676 people. The per capita consumption of chicken meat in Kepulauan Yapen is still far from the national consumption of broiler chicken meat. The research uses descriptive methods with case study techniques. Data taken includes gender, age, education level, business scale, number of family members, farming experience, main job, and marketing channel. Data was obtained from farmers using questionnaires and from various related agencies of the Kepulauan Yapen. The collected data was analyzed using Minitab version 17 to obtain the average and percentage of each data obtained. Results of research showed that the majority of farmers who raise broiler chickens are male (81.82%), aged 15-65 years (100%), have a diploma or above education (45.5%), the scale of business is micro (100%), the number of family members involved in raising broiler chickens is 4 – 6 (54.5%), the farming experience is less than 10 years (100%), the main occupation is others such as trading, hunting (45.45%) and the marketing channel is from farmers directly to consumers.

Pemetaan Persepsi Konsumen untuk Meningkatkan Daya Saing Produk: Studi Kasus T-shirt Libre Everyday

In competing, it is important to understand consumer perceptions of products. Even though consumers are satisfied with the company's brand image, the company can still lose its customers. Companies need to identify consumer characteristics in their marketing strategy, because this can help formulate the right position for the product. Understanding the concept of product or brand positioning is very important to maintain the company's continuity in competition. This research aims to determine product positioning based on consumer perceptions of product attributes. Consumer perception mapping was carried out on the Libre Everyday t-shirt product using a purposive sampling method involving 70 respondents who had been t-shirt users for more than two years and were familiar with at least three specified t-shirt brands. The data obtained was processed using IBM SPSS 23 software to produce perceptual mapping. The calculation results show that this perception map model is feasible and acceptable, as proven by the goodness of fit test with an R-square value of 0.15312 and a stress value of 0.97814. This perception map depicts brand positioning, product attributes, and closest competitors. To increase product competitiveness, it is necessary to improve product positioning by utilizing superior product attributes, improving marketing communications, and adding marketing channels.

Stage by stage E- Ecommerce market database analysis by using machine learning models

In the recent era, advertising strategies are far more sophisticated than those of their predecessors. In marketing, business contacts are essential for online transactions. For that, communication needs to develop a database; this database marketing is also one of the best techniques to enhance the business and analyze the market strategies. Businesses may improve consumer experiences, streamline supply chains, and generate more income by analyzing E-Commerce market datasets using machine learning models. In the ever-changing and fiercely competitive world of e-commerce, the multi-stage strategy guarantees a thorough and efficient use of machine learning. Analyzing the database can help to understand the user's or industry's current requirements. Machine Learning models are developed to support the marketing sector. This machine learning model can efficiently operate or analyze e-commerce in different stages, i.e., systematic setup, status analysis, and model development with the implementation process. Using these models, it is possible to analyze the marketing database and create new marketing strategies for distributing marketing objects, the percentage of marketing channels, and the composition of marketing approaches based on the analysis of the marketing database. It underpins marketing theory, data collection, processing, and positive and negative control samples. It is suggested that e-commerce primarily adopt the database marketing method of the model prediction. This is done by substituting the predicted sample into the model for testing. The issue of unequal marketing item distribution may be resolved by machine learning algorithms on the one hand, and prospective customer loss can be efficiently avoided on the other. Also, a proposal for an application approach that enhances the effectiveness of existing database marketing techniques and supports model prediction is made.

Usage of Digital Marketing Channels by Micro, Small, and Medium Enterprises (MSME) in Nganjuk Regency

This study provides insight into the utilization of digital marketing channels for MSMEs in Nganjuk Regency, Indonesia. Starting from the types of channels usaged, the constraints during utilization and the benefits obtained by MSMEs. This study used a descriptive qualitative and quantitative approach with a case study design on MSMEs in the Nganjuk area. The data from this study were obtained from the results of semi-structured interviews with related parties, 30 respondents of MSME who were registered at the Industry and Trade Office of Nganjuk Regency as Digital Entrepreneur Academy-Digital Talent Scholarship training participants, observations, and analysis of related documents. This study shows that the utilization of digital marketing channels can facilitate MSME in marketing activities: providing information, increasing brand awareness, expanding market share, and increasing sales. The next finding, that MSMEs in the Nganjuk Regency mostly usage social media as one of the channels. Constraints obtained in the utilization of digital marketing channels are due to MSMEs in Nganjuk still not prioritizing the usage of digital marketing channels. The obstacles include understanding MSMEs regarding digital marketing and its channels, resources including capital and human resources that are not yet qualified. Furthermore, researchers through the marketing mix approach – 4P (product, price, place, and promotion) found a digital marketing strategy for MSMEs in Nganjuk Regency.

Marketing Channel Analysis, Marketing Margins, and Farmer's Share Cinnamon Commodity in Sungai Penuh City, Jambi Province, Indonesia

The cinnamon commodity is quite significant in the economy of Sungai Penuh City, but farmers have not felt its role in improving welfare. The fundamental problems faced by cinnamon farmers in Sungai Penuh City are the weak bargaining position of farmers in the pricing process due to lack of access to price information, the attachment of farmers to collecting traders, and the limited ability of farmers to develop processed cinnamon products allegedly resulting in farmers only getting a small profit from sales. Traders, collectors, and exporters process more to meet domestic and foreign market demand. For this reason, an analysis of the existing condition of marketing margins and farmers' share of cinnamon commodities in Sungai Penuh City is needed. The purpose of this study is to analyze cinnamon marketing margins between farmers, collecting traders and exporters in each marketing channel in Sungai Penuh City, analyze the amount of farmers share obtained by farmers in each cinnamon marketing channel in Sungai Penuh City, and analyze cinnamon marketing functions in the form of physical functions, exchange functions and facility functions between farmers, Collecting traders and exporters in Sungai Penuh City. To answer the study's objectives, the author uses marketing margin analysis methods, profit margin analysis, farmer's share analysis, and marketing function approaches in physical, exchange, and facility functions. This research method uses a qualitative descriptive approach, and the informants in this study are determined by purposive sampling. The results showed that as many as 60 percent of cinnamon farmers in Sungai Penuh City chose and 40 percent chose the two-actor marketing channel. In contrast, the cinnamon marketing channel involving three marketing actors showed that the marketing system was inefficient. In contrast, the cinnamon marketing channel involving two marketing actors showed that the cinnamon marketing system in Sungai Penuh City was efficient.

Digital Marketing and its Importance in Tourism Promotion: Case of Southern Albania

The advent of new technologies such as social media have penetrated many households and have made it possible to change the way consumers seek information as a basis for their purchasing decisions. As the number of users escalates, companies are advised to take advantage of the development of these marketing channels and effectively communicate with customers. Meanwhile, the hotel industry is growing rapidly and hoteliers in general have actively tried to pursue marketing strategies that remained competitive. However, with the large number of competitors and the increase in the bargaining power of consumers, hoteliers must rethink their strategy to manage, among other things, marketing communication channels that include social media (Hennig-Thurau et at., 2010). This paper seeks to examine the relationship between social media use, and the role of social media in tourism promotion and the related consumer behavior. Primary data were collected through questionnaires. The results showed that there is a positive correlation between the research variables.
 
 Received: 29 December 2023 / Accepted: 25 February 2024 / Published: 6 March 2024

The Success and Failure of “Legends of the Three Kingdoms” From the Perspective of Marketing

As people's entertainment methods are increasingly popular and rich, the board games industry is increasingly appreciated by customers. The “Legends of the Three Kingdoms”, which led the development of the industry, is now gradually declining, which is largely attributed to the mistake of the marketing strategy. This essay is based on the literature of the rules of operation of the board games and online games industry as well as the case analysis of “Legends of the Three Kingdoms”, using the 4P marketing theory to analyze the various periods of its development, and to clarify the effectiveness of these strategies and the impact on the competitiveness of brands. This essay finds that the success of the marketing strategy is mainly due to its focus on the needs of the player, and its failure is mainly due to the contradiction between the game concept and the game's reality. It can take measures to strengthen brand culture elements, focus on brand differentiation promotion, diversify marketing channels and continuously deepen copyright awareness to make marketing strategies sustainable development. The board games and online games industry should draw lessons from it, and the marketing strategy should be closely followed by the market trend and specific analysis in specific periods. Even if the company is in a good state of development, the importance of marketing strategy cannot be ignored.

KINERJA SISTEM AGRIBISNIS USAHA PENGGEMUKAN SAPI DI DESA ADIREJO KECAMATAN TERBANGGI BESAR KABUPATEN LAMPUNG TENGAH (STUDI KASUS DI PT INDO PRIMA BEEF)

This study aims to analyze the performance of the agribusiness system of the beef cattle fattening business at PT Indo Prima Beef. The research method used is the case study method, located at PT Indo Prima Beef, Terbanggi Besar District of Central Lampung Regency. Data were collected in November-December 2022. Data were analyzed using qualitative and quantitative descriptive analysis. The results showed that the performance of the production facilities supply subsystem was good, as analyzed by the agribusiness index analysis and six right. However, there are still insufficiencies, such as locations close to settlements, feed is not in the right place, and labor is not in the right type, quality, and quantity. The performance of the cultivation subsystem is suitable for cultivation because it has an R/C ratio value of >1, but currently, the company has not conducted mating with artificial insemination. The performance of the marketing subsystem is good as analyzed by the agribusiness index and marketing mix analysis (4P). Beef cattle marketing channels are large traders (abattoirs), retailers, and consumers. The performance of the supporting service subsystem is good, the services utilized by PT Indo Prima Beef are financial institutions, research institutions, government policies, transportation facilities, communication and information technology facilities, and supply stores for production facilities. Overall, the performance of the agribusiness system at PT Indo Prima Beef has been running well with a weighted agribusiness index of 81.51%. Keywords: Agribusiness index, agribusiness system, beef cattle.

COVID-19 Impact on the Ornamental Fish Market and Marketing Channel in Katabon, Dhaka, Bangladesh

COVID-19 Impact on the Ornamental Fish Market and Marketing Channel in Katabon, Dhaka, Bangladesh

Smallholders’ vulnerability in the maize market: An analysis of marketing channels to improve the role of cooperatives in Benin

Smallholder households in developing countries often face challenges related to market access. Despite being proposed as a potential solution, cooperatives in the north of Benin have reportedly failed to effectively address this issue. The alternatives channels used by smallholder famers and the factors that influence their choices remain unclear. This paper adopts a mixed approach, combining qualitative analysis with quantitative methods, particularly the multivariate probit model, to investigate the distribution channels of maize used by farmers in the Kandi district of Benin. The study aims to identify the current distribution channels of maize in Kandi and analyze factors that affect, smallholder producers choice of marketing channel. Initially, the study identified four primary channels for marketing maize—namely, collectors, wholesalers, brokers, and cooperatives—and producers typically commonly engage in multiple channels simultaneously. Subsequently, It becomes evident that factors such as age, cooperative membership, distance to market, reliance on informal credit, average maize bag prices, and the timing of sales significantly influence producers' selection of marketing channels. Interestingly, despite cooperatives offering comparatively higher prices, the majority of farmers opt for collectors due to the informal credit they provide and their practice of purchasing large volumes of maize bags at pre-agreed prices. In conclusion, enhancing joint-selling capabilities of cooperatives and establishing a credit provision business tailored to maize producers are identified as crucial steps. These measures aim to alleviate producers’ financial strain, diminish their dependence on collectors for credit, and bolster their bargaining power in the market.

Brand Awareness and Market Development by Synergizing Customer Loyalty and CSR at Novotel Bali Benoa

Purpose: This study intends to ascertain how much the Novotel Bali Benoa's brand awareness and market development are impacted by the synergy between its CSR and customer loyalty programs, as well as how the organization may best utilize these initiatives to maximize their impact. Research methods: The research methodology uses questionnaires and surveys to gather information from a number of respondents, including staff members and guests of hotels. Questionnaires, interviews, observations, document analyses, and focus group discussions are used to gather its data. Utilizing descriptive analysis, Smart PLS, and validity and reliability testing, quantitative analysis approaches are used to the data. Results and discussion: The study's primary conclusions show that Novotel Bali Benoa's brand awareness and market development are significantly boosted by the synergy between the customer loyalty program and CSR, which is founded on human- and nature-based principles and is implemented through digital marketing media. Customer loyalty may be generated by an efficient loyalty program, and consumers' perceptions of a brand are positively impacted by human-based and natural CSR. Implication: By optimizing digital marketing channels, bolstering brand recognition in the face of competition, enabling quick market expansion, and cultivating conscientious and encouraging new consumer loyalty, these two strategies work in concert to accomplish sustainable tourism. Keywords: Brand awareness, customer loyalty, CSR.

Peer desirability and academic achievement

SummaryUsing the random assignment of university engineering students to peer groups during introductory freshmen weeks, this paper studies how a student's parental income and facial attractiveness affect the grade outcomes of peers. The results show that exposure to highly desirable peers with respect to socioeconomic background and beauty improves grades. The results operate chiefly through a direct spillover channel and also through an indirect marriage market channel, through which exposure to high‐desirability peers improves well‐being. A field experiment suggests that the marriage market mechanism is likely to be limited to students not currently in a romantic relationship.

Analisis Pemasaran dan Strategi Pemasaran Kompetitif di UMKM Asmaraloka, Surabaya

The main objective of this journal is to gain an understanding of how Asmaraloka MSMEs utilize marketing channels and margins as well as competitive marketing strategies to develop their business. The research method used is primary and secondary research methods. The results ofthe study show that the marketing channel for coffee products is included in the second level marketing channel which includes producers who refer to coffee farmers, suppliers and consumers. Asmaraloka is one of the marketing agencies that acts as a supplier that distributes coffee products from producers to consumers and is a marketing agency that has the largest margin share, amounting to IDR 718,000.00. Asmaraloka's marketing strategy is to build close relationships with large communities in the Surabaya area to expand their market share.