Abstract:
The research was conducted at 8th – 16th January 2013 in processing center time
after harvest Koto Mesjid village and in some market, the marketing purpose is Kuok
market, Air Tiris market and Pekanbaru city. The purpose of the research was to know
marketing path, market share (distribution of prices), marketing system and marketing
efficiency. Respondent in this research was smoke catfish stake holder, sales and consumer
with respondent totally 21 respondent people. This research used survey method. The survey
results revealed that there are three chain marketing direct marketing chains (A Zero Level
Chanel), the level of the marketing chain (A One Level Chanel), two levels of the marketing
chain (A Two Level Chanel), the smoke catfish marketing focus on 3 area was Kuok market,
Air Tiris market, and Pekanbaru. Market share value was gotten in marketing area Kuok
market was 76,92 - 80,88 %, Air Tiris market 77,27 – 81,97 %, and Pekanbaru area 80,88 %
- 82,86 %. The marketing margin value was gotten to marketing area Kuok market was
17,65 % - 23,81%, Air Tiris market 18,84% - 21,21%, and Pekanbaru 14, 29%-19,12%.
Benefits received by distributor was Rp. 3.636.640 – Rp. 9.098.670/month, and retailer Rp.
1.213.400 – Rp. 1.680.000/month. Efficiency value for distributor was 0,71% - 10,18% and
retailer 1,55% - 3,07%.
