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Study on Fish Marketing Channel and Marketing Margin at Endau Landing
Port, Johor
Ziana binti Zainal
Supervisor: Dr. Alfian Zein
Bachelor of Applied Science (Fisheries)
School of Fisheries and Aquaculture Science
The objectives of this study were to investigate the marketing channel and to identify
the marketing efficiency by the size of marketing margin of fresh fish marketing. The
study area was in Endau landing port, Johor. The data collection carried out from
December 2017 until February 2018. The data has been collect by used Slovin’s
formula. Analysis of marketing channel and marketing margin has been used by
descriptive analysis. All of the respondents aged from 19 until 65 years old. There
were about six marketing channel that have been identified involved
fisherman/producer, agents, wholesaler, retailer and consumer. The marketing
margins have been calculated for each channel. From the calculation, the value of
marketing margin for the short channel is 15.50% while the value for the long channel
is 95.04%. From the value, it showed that the marketing more efficient when the
marketing margin is lower.
656 | UMT UNDERGRADUATE RESEARCH DAY 2018