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ISSN : 2765-6934

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Vol.10 No.2

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Marketing Practices and Value-Added Fish Product in East Indonesia

Asian Journal of Business Environment / Asian Journal of Business Environment, (P)2765-6934; (E)2765-7027
2020, v.10 no.2, pp.33-41
Sopian HIDAYAT (Conservation Strategy Fund)
Isabelita M. PABUAYON (University of the Philippines Los Baños)
Umi MUAWANAH (the Agency for Marine Affairs and Fisheries Resear)
Sopian, H. , Isabelita, M. P. , & Umi, M. (2020). Marketing Practices and Value-Added Fish Product in East Indonesia. Asian Journal of Business Environment, 10(2), 33-41.

Abstract

Purpose: This study assesses the marketing practices and value-added fish products under the Coral Reef Rehabilitation and Management Program (COREMAP) in East Indonesia. Research design, data and methodology: This study gathered qualitative and quantitative data through i) focus group discussions (FGD) with fishers, traders and COREMAP officers, ii) surveys and iii) interviews with fishermen and traders. This study surveyed 714 households (365 in COREMAP and 349 in non-COREMAP) and 33 traders (17 in COREMAP and 16 in non-COREMAP) using structured questionnaires between January and March 2016. This study used Shepherd’s Index to estimate the marketing efficiency for each stage of the marketing channel. For value-added fish products, the value is determined by the difference between processed output and the raw product used. Results: Marketing cost in the non-COREMAP area was more efficient than in COREMAP as indicated by lower operational cost and higher selling price. However, no value-added fish products were produced in the non-COREMAP area. This study noted a lower catch in COREMAP area, which implies COREMAP program successfully reduced fishing pressure. Conclusions: This study identified poor infrastructure and the limited market as the major problems in developing value-added fish products in both COREMAP and non-COREMAP area.

keywords
Marketing, Value-added, Fisheries, Indonesia.

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