Study on Existing Marketing Channels for Vegetables and Assessment of Alternative Channels: A Case Study of Vegetables Farming in Cikajang-Garut, West Java
There are numerous problems related to the production of vegetables, butnthese are minor in comparison to marketing problems. Farmers frequently do notnknow who will buy these commodities, how much they will buy or what they will pay.nAt the end they will just let it to the traders? decision. Conventional marketing channel which has too many intermediaries is considered inefficient and not contribute balance profit for all actors within the channel.n The purpose of this study is two folds. The first is to study about existingnmarketing channels of fresh vegetables. The second purpose is to find alternativenchannel which is expected more profitable for farmers.n The research was preceded by using pluralistic approach which combinesnqualitative and quantitative technique in order to gain advantages in both.nQuestionnaires are distributed to farmers in study area. Focus Group Discussion wasnconducted to explore respondents? answers. Short structured interview wasnconducted with end users and depth interview was conducted with modern retail andnfarmer group leader. Data was analyzed by statistical method as well as descriptivenanalysis.n Result of the research is the existing marketing channel which is mostlyntraditional channel does not provide more profit margins for farmers comparing tonintermediaries within the channel. The alternative channel that is more profitablenStudy on Existing Marketing Channels for Vegetablesnand Assessment of Alternative Channels: A Case Study of Vegetables Farming in Cikajang-Garut, West Java (145% more profit margin and 83% higher sales revenue) for farmers is a mixed channel between traditional and modern channel. By managing its own marketing and distribution, farmer group will ease farmers to enter modern channel and providenmore benefit to farmers.n It is also recommended to encourage farmers to sell directly to consumersnand processors within farmer group by using creative direct selling. Farmer groupnalso shall be encouraged to plant unique product for its competitive advantages,ntherefore continuously capacity development of farmer group is strongly required.n In conclusion, this thesis contributes new ideas of marketing channel for freshnvegetables that is more profitable for farmers at the same time provide reasonablenprices for consumers. Even still need further assessment, this thesis alsonrecommended a fresh approach in managing farmer group which is expectedly canncontribute more benefit to farmers and in larger scope improve Indonesiannagribusiness.
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