COLLECTIVE MARKETING AS A CATALYST FOR SUSTAINABLE COFFEE FARMING INDUSTRY

Noer, Irmayani (2024) COLLECTIVE MARKETING AS A CATALYST FOR SUSTAINABLE COFFEE FARMING INDUSTRY. African Journal of biologycal Sciences, 6 (14). pp. 12706-10. ISSN 2663-2187

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Abstract

Objective: The high demand for coffee on the global market has a major problem that challenges the country, namely information asymmetry between producers and consumers regarding prices. This paper attempts to analyze whether collective marketing can provide higher prices and added value and whether the value chain stimulates the collective marketing chains which raises prices and added value for farmers as producers. Theoretical Framework: Collective marketing can help to address the problem of market information asymmetry in the coffee industry by giving farmers more power and information. Method: The study gathers data through interviews with various stakeholders in the coffee market. This includes farmers themselves, along with local traders, managers of farmer groups, and representatives of exporting companies. Results and Discussion: The value chain analysis revealed a complex coffee marketing system with numerous participants, leading to handling cost inefficiencies. However, the research suggests that despite these complexities, a collective marketing approach can improve outcomes for all involved. Research Implications: This research on collective marketing in the coffee industry holds implications for all three key players: government, traders, and farmers. Collective marketing empowers coffee farmers, boosting national economies and potentially requiring market adaptation for traders. Originality/Value: This research breaks new ground in the region, by focusing on real-world experiences of farmers who engage in both individual and collective marketing, the research offers valuable insights into the potential of this approach for boosting producer profits in a complex market with multiple actors. Keywords: collective marketing, value added, prices of coffee bean.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce S Agriculture > S Agriculture (General)
Divisions:	Jurusan Ekonomi dan Bisnis > D4 Prodi Agribisnis Pangan Jurusan Ekonomi dan Bisnis > D4 Prodi Agribisnis Pangan
Depositing User:	Mr Albert Rifki Fahriyansyah Reza
Date Deposited:	27 Sep 2024 07:42
Last Modified:	27 Sep 2024 07:42
URI:	http://repository.polinela.ac.id/id/eprint/5701

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