MARKETING EFFICIENCY OF TILAPIA (OREOCHROMIS NILATICUS) IN THE BUNTOK MARKET OF BARITO SELATAN DISTRICT, CENTRAL KALIMANTAN PROVINCE, INDONESIA

Abstract

Tilapia (Oreochromis niloticus) is one of the cultivated commodities that has bigger market prospects and is very popular with the community. The aim of this study was to analyze the marketing efficiency of tilapia (Oreochromis nilaticus) in the Buntok market, South Barito district, Central Kalimantan province. There are 3 (three) marketing patterns for fresh tilapia in the Buntok market. Long marketing channels usually increase marketing margins and this becomes a burden on consumers. The price difference between the selling price of the cultivator to the collector and the price obtained by the final consumer at the retailer is Rp. 7,000/kg. The results of calculating the marketing margin based on the cost of goods obtained results of 21%. Farmer's share received by tilapia cultivators is 82.5%. Total consumer demand for tilapia is 22,000 kg/month, while product availability is 11,340 kg/month only. The number of opportunities is 10,660 kg/month of tilapia, so that the number of requests is greater than the supply or availability of tilapia (P = D > S) is said to have or there is a good market opportunity to be developed. Based on the analysis of marketing channels, marketing margins, farmer's share and market opportunities in the marketing activities of fresh tilapia in the Buntok market, South Barito Regency, it is said to be efficient.

Keywords

• tilapia
• efficiency
• marketing
• buntok market