Abstract:
The field research was carried out to analyzeinstitutional marketing and market structure of Climbing perchwith bioflock culture systemby describing its marketing channel, marketing margin and farmer’s share. Direct obervations were made by visiting fish farmer groups and some local markets in both South and Central Kalimantan Provinces. The respondents of fish farmers were selected by sensus method, while the wholesalers and retailers were determined by snowball sampling method. Theywere interviewed with a combination of structured and unstructured questions.The results showed that there was only one marketing channel: fish farmers→wholesalers→retailers→end consumers. The fish prices at fish farmers or wholesalers and retailers level were 60,200and 70,767IDR/kg, respectively. The proportion of marketing marginforwholesalers and retailers was 45%and55%, where wholesalerspaid marketing cost 8%higher than retailers did.Farmer’s share obtained was 85%, meant that marketing systemat fish farmer level was efficient. Regression analysis showed that the market was not perfectly integrated (β < 1) leading to the market structure to be oligopolistic.The reasons behind this including recommendations to improve marketing performance in thenearfuturewere also discussed
