Marketing Efficiency of Orange in Gadingkulon Village, Dau District, Malang Regency, Indonesia

Efficient marketing will prosper the actors in each marketing agency, producers and consumers. Efficiency will be created if marketing costs can be minimized so that the percentage of producer prices to consumers is not too large, and there is no gap in the profit ratio to marketing costs between marketing agencies. The study aims to analyze marketing efficiency of tangerines and siamese in Gadingkulon Village. Data were collected from 87 citrus farmers who were selected by simple random sampling. Traders were determined by snowball sampling, consist of 17 collectors, 5 wholesalers, and 7 retailers were selected. Data were edited in the field, tabulated, compiled, then presented in tabular form, analyzed and described. The results showed that tangerines and siamese in Gadingkulon Village had an imperfect competitive market structure which was monopolistic. Marketing of the two types of oranges involves four channels i.e. collectors, retailers (inside and outside Malang Regency), and wholesalers. Oranges marketing system is not yet efficient, where wholesalers have larger profit margin ratio than other market players. Marketing channels I and II for tangerines are more efficient than channels III and IV. Meanwhile, marketing channel I for siamese is more efficient than channel II, III, and IV.