Russian Journal of Agricultural and Socio-Economic Sciences (Nov 2022)
MARKETING ANALYSIS OF SWEET CORN IN BANJARBARU UTARA DISTRICT, BANJARBARU CITY
Abstract
North Banjarbaru District is the largest corn producing area in Banjarbaru City for harvested area. Thus, the availability of maize is one of the main factors for sufficient demand for corn. The purpose of this study was to determine the market structure, market behavior and market performance on the marketing of sweet corn (Zea Mays Saccharata) in the District of North Banjarbaru, Banjarbaru City. The sampling method used is purposive sampling for two sub-districts, namely Loktabat Utara Village and Sei Ulin Village. The data analysis uses a Structure Conduct Performance approach. Based on the results of the study, it is shown that the marketing institutions that have the largest share are wholesalers. This makes wholesaler’s act as price makers. The results of the analysis show that the market structure faced by Sweet Corn Marketing in North Banjarbaru District is an imperfect competition market structure that leads to an oligopoly market structure. The largest market share is owned by wholesalers so that wholesalers have more control over the market and act as price makers, while farmers, collectors and retailers in marketing act as price takers. The market equilibrium in the long run (β2) is not perfect, meaning that there is no market cohesion in the long run and the market is in imperfect competitive conditions. IMC value 0.233 <1 which means the degree of market integration is getting higher and the condition of the reference market, namely the market at the consumer level, is the main factor influencing formation of prices at the producer level (local market). Market performance is seen from: a) relatively efficient marketing channels with not too high total costs and low margins and high farmer share found in marketing channel I. b) The elasticity of price transmission, the results of the simple regression analysis obtained a significance value of 0.00 < 0.05, which means that prices at the retailer or consumer level have a significant effect on prices at the farmer level.
