Marketing Efficiency and Marketing Channel Choice assessment of Manggo Fruit

Universitas Perjuangan Tasikmalaya, Departement of Agribusiness, Tasikmalaya 46115, Indonesia

^* Corresponding author: syahrulganda@gmail.com

Abstract

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.