EFFICIENCY STUDY OF QUAIL EGG MARKETING SYSTEM AT CV. DJION PUYUH IN SUMBA OPU DISTRICT GOWA REGENCY

Abstract

The objective of this study was to analyze the marketing channel system, marketing efficiency, and farmers' share in the marketing of quail eggs at CV Djion Quail in Somba Opu District, Gowa Regency. The data analysis methods used in this study were qualitative and quantitative analyses. The marketing channels and the characteristics of marketing institutions involved in quail egg marketing were identified through direct interviews with quail egg producers and the distribution channel institutions involved. Marketing function analysis was used to examine the marketing functions performed by each marketing institution in the established quail egg marketing channels, including exchange functions. Marketing margin was defined as the difference between the price paid by consumers and the price received by producers. The marketing system implemented at CV Djion Puyuh in Somba Opu District, Gowa Regency, consisted of two marketing channels, each of which demonstrated a good level of marketing efficiency. This was indicated by a farmers' share value of more than 50%, reaching 93 %. The R/C ratio value was greater than one, indicating that total revenue exceeded total costs. The higher the R/C ratio, the higher the level of marketing efficiency achieved by the enterprise. A marketing system is considered efficient if the profit–cost ratio is greater than one, and inefficient otherwise. The profit–cost ratio (R/C) of retailers, with a profit of IDR 2,000 and marketing costs of IDR 12,000, reached 16%..