Issue |
E3S Web Conf.
Volume 232, 2021
International Conference on Agribusiness and Rural Development (IConARD 2020)
|
|
---|---|---|
Article Number | 02014 | |
Number of page(s) | 8 | |
Section | Agribusiness | |
DOI | https://doi.org/10.1051/e3sconf/202123202014 | |
Published online | 25 January 2021 |
Marketing Efficiency and Marketing Channel Choice assessment of Manggo Fruit
Universitas Perjuangan Tasikmalaya, Departement of Agribusiness, Tasikmalaya 46115, Indonesia
* Corresponding author: syahrulganda@gmail.com
This study aims at evaluating the marketing effectiveness and added value of mangoes in Majalengka Regency using: (a) describe the marketing channels, (b) marketing function, and (c) to analyze the marketing efficiency. Based on research findings, there are five marketing channels in Majalengka Regency's mango marketing channels. Based on the analysis and research conducted, it was found that there are five marketing channels found in mango marketing in Majalengka Regency. The added value in mango marketing today is mostly done by traders and the processing industry, while the provision of added value by farmers is still few. The overall added value in mango marketing in Majalengka regency is linked to the development of the mango sponge processed industry, but the scale is still limited. Therefore, there needs to be increased effort and support for entrepreneurs engaged in the mango processed industry. Lastly, of the five marketing channels that are on mango products, two marketing channels are most efficient compared to other marketing channels.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.