Analysis of Tiger Shrimp (Penaeus monodon) Marketing Efficiency in Demak Regency

Abstract

Due to the length of its coastal line which is 72,14 kilometres, Demak Regency has potential in tiger shrimp cultivation. The tiger shrimp cultivation in Demak Regency is dominated by small-scale farmers that only known as the price taker. That condition will cause more vulnerability in the coastal livelihood if it keeps happening. Besides, the tiger shrimp itself is perishable. Thus, so the profile of tiger shrimp marketing, such as analysing marketing channel, marketing margin and farmer’s share, is necessary to encourage the farmers considering or even creating their own market efficiently by knowing where, how and to whom the tiger shrimps will be distributed. This study is located in 4 regions in Demak Regency which are in Sayung, Karangtengah, Bonang and Wedung, also Sayung Market and Kobong Market. There are 18 respondents that are involved, including 6 shrimp farmers, 8 wholesellers and 4 market sellers. Location and respondents are selected by purposive and snowball method. Qualitative data analysis is basically descriptive. This study is based on verbatim analysis with triangulation method as validity and reliability. Based on this study, there are 5 efficient tiger shrimp marketing channels which is in 3 range size (40-55, 25-40, 10-25). Despite, only 2 of the marketing channels that are efficient considered within marketing margin and farmer’s share.