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Marketing Efficiency of Economically Important Marine Fish in Malang Regency of East Java, Indonesia

Author

Listed:
  • Zainal Abidin

    (Fisheries and Marine Science Faculty, Brawijaya University, Indonesia.)

Abstract

The main marine fish landed in “Pondokdadap” fish port of Malang Regency are tuna, cakalang, and tongkol fish. This study aimed to analyze marketing efficiency and fishermen’ share. Quantitative descriptive analysis consists of margin, cost and efficiency of marketing and fisherman’ share. Three marketing middlemen: Fish wholesaler, collector, and retailer distribute marine fish through seven channels. The middlemen do marketing functions except processing. While, fishermen do only bearing risk function. Almost all marketing channels are able to minimize marketing cost, except channel III-VII (tongkol fish), channel I (Gurita) and channel III (cakalang fish). The channel I (tongkol fish) earns the highest profit for IDR 3977/Kg, followed by channel II of tongkol fish IDR 3727/Kg, and channel I of tuna fish IDR 3507/Kg. While, channel IV of tongkol fish earns the lowest profit IDR 37/Kg. Marketing margin of these fish was lower than fisherman’ share, the marketing efficiency value was also

Suggested Citation

  • Zainal Abidin, 2018. "Marketing Efficiency of Economically Important Marine Fish in Malang Regency of East Java, Indonesia," International Review of Management and Marketing, Econjournals, vol. 8(3), pages 14-18.
    • Handle: RePEc:eco:journ3:2018-03-3
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    More about this item

    Keywords

    Marketing Efficiency; Fishermen’ share; Marine Fish.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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