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The Goals of this research are knowing The market channel of long Jawed Mackerel (Rastrelliger sp). The structure, the conduct, and the performance market of long Jawed Mackerel (Rastrelliger sp) marketing.
The method used in this research are the descriptive, the survey, and the interview methods. The sampling used in this research is the simple random sampling by using 30 fish cathers, while the sampling of the collector and the retailer used is the snowball smapling method. The data analysis is done by the marketing channel analysis in descriptive and the SCP analysis done qualitatively and quantitatively.
Based on the research result, there are two marketing channel patterns, they are : Fish catchers sell the fish to defenders and the defenders sell it to the collectors, and finally the collectors sell the fish to the local consumers. The fish cathers sell the fish to the defenders, and the defenders sell it to the collectors, then the collectors sell the fish to the retailers, and the last retailers sell it to the outside costumers.
The second one is more efficient because the margin is low. The structure, the conduct, and the performance market in the marketing of long Jawed Mackerel (Rastrelliger sp) tends to oligopsony market (imperfect competition).
The lowest profit ratio and the lowest marketing cost are, the collector level, while the ratio in the retailer level is 8,26 because the cost of marketing is lower.
Key words : the marketing efficiency, long jawed mackerel, fishing port. |
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