Abstract:
This research aims to provide understanding to fishermen as free-range chicken producers and marketing institutions about which marketing channels provide higher income levels than other channels. Furthermore, this research also aims to increase knowledge for free-range chicken producers to carry out product diversification, so
that the added value of chicken prices is higher. With product improvements, of course free-range chicken producers will increase their business partners and in the end sales volume will increase and business profits will also increase. This product diversification step is a manifestation of a change in producer behavior from catching directly selling (TLJ) to picking and selling behavior (POL).The results of this research found that the income received by marketing institutions involved in the free-range chicken trade was influenced by the marketing functions carried out. The behavior of marketing institutions in each channel where the sales price of tailed chickens to consumers increased on average between 17.50% to 30.67%. The increase in selling prices for each institution is due to the treatment of the marketing function, among others; transportation functions, advertising, cleaning, maintenance, and so on. With the existence of alternative marketing of free-range chickens as a marketing activity to distribute from breeders to final consumers with the aim of getting more expensive economic value. Collecting traders selling free-range chickens to retailers have incurred costs for several marketing
functions, as well as other marketing institutions so that the price paid by final consumers is more expensive. The conclusion is that the longer the chicken marketing distribution channel tends to be more expensive than the short marketing channel. However, you need to know that the application of marketing channels, both long and short, is influenced by the characteristics of the product being marketed.
