The Dynamics of Marketing Channels for Partnership Pattern Laying Hens in Kendari City, Indonesia

• Published in: IOP conference series. Earth and environmental science 2024-05, Vol.1341 (1), p.12091
• Main Authors: Astarika, R, Zulkarnain, D, Sani, L O A, Aku, A S, Nafiu, L O, Pagala, M A, Tawai, A, Munadi, L O M, Yaddi, Y
• Format: Article
• Language: English
• Subjects: Channels; Consumers; Distribution channels; Eggs; End users; Laying Hens; Livestock; Marketing; Marketing channel; Partnership Pattern; Poultry; Public health; Qualitative analysis; Statistical analysis; Wholesalers
• ISSN: 1755-1307; 1755-1315
• DOI: 10.1088/1755-1315/1341/1/012091

Laying hens represent a promising livestock sector with considerable potential, known for its positive impact on public health. This research delves into an in-depth analysis of the intricate channels and strategies involved in egg marketing within Kendari City. The study is scheduled from January to April 2023 and will employ a meticulous selection of locations. With a primary focus on laying hen breeders, the investigation aims to examine all aspects of egg distribution comprehensively. The study’s scope encompasses a comprehensive exploration of various dimensions, including characteristics of respondents, marketing agencies, marketing channels, marketing margins, costs, and profits associated with each marketing agency. These variables are meticulously measured and subjected to qualitative and statistical analysis. The findings of the research reveal the existence of four distinct patterns in the egg marketing channels operating within Kendari City, (1) breeders → companies → wholesalers → retailers → consumers, (2) breeders → companies → wholesalers → final customers, (3) breeders→ companies → traders’ retailers → consumers, (4) breeders → companies → consumers. The first marketing channel pattern’s largest margin is IDR. 17.500/rack, while the fourth marketing channel’s lowest margin is IDR. 4.000/rack. The fourth marketing channel, IDR 5.318/rack, has the largest investment. The first marketing channel, with a profit of IDR. 12.182/rack is the most profitable. The fourth marketing channel, which has the lowest marketing margin value, is the most effective marketing channel employed by end users.