Marketing efficiency of curly red chilli in Karo District

Abstract

The problem with chilli commodity is the high price fluctuation and unequal price difference at the producer farmer level and the price at the consumer level. This is because the trade chain passed from producers to consumers is quite long, involving many actors, and becoming a cost burden in the marketing process which will ultimately reduce the profit of the marketing chain. This study aimed to see the current description of the curly red chilli marketing channel and to analyse the efficiency of each marketing channel based on marketing margin and farmer’s share. This study used a descriptive analysis method, in which qualitative data was used to analyse the established marketing channels and quantitative data were used in analysing the operational efficiency of marketing using Microsoft Excel 2007 and data tabulation. The results showed that there were 3 marketing channels of curly red chillies commonly passed by farmers in Karo Regency, namely: 1. Farmers →Brokers → Collectors → Retailers → Final Consumers, 2. Farmers → Collectors → Retailers → Final Consumers, 3. Farmers → Brokers → Collectors → Retailers → Final Consumers. Channel II is more efficient because it is used by 52.81% of farmers.