7P Marketing Mix in Processed Farm Products by Urban Farming Businesses

Nurdiana; Muhammad  Hasan; Miranda; Muhammad Ihsan Said  Ahmad; Citra Ayni  Kamaruddin; Thamrin  Tahir

doi:10.23887/ijssb.v7i3.52978

Authors

Nurdiana Universitas Negeri Makassar, Makassar, Indonesia
Muhammad Hasan Universitas Negeri Makassar, Makassar, Indonesia
Miranda Universitas Negeri Makassar, Makassar, Indonesia
Muhammad Ihsan Said Ahmad Universitas Negeri Makassar, Makassar, Indonesia
Citra Ayni Kamaruddin Universitas Negeri Makassar, Makassar, Indonesia
Thamrin Tahir Universitas Negeri Makassar, Makassar, Indonesia

DOI:

https://doi.org/10.23887/ijssb.v7i3.52978

Keywords:

7P Marketing Mix, Urban Farmers, Farm Product

Abstract

The increasingly rapid business competition makes every business actor required to continue to innovate in order to develop and maintain their existence. One alternative for business actors to continue to develop and maintain their existence is to apply the 7P marketing mix to their business, especially in urban farming. This study aims to analyze the implementation of the 7P marketing mix on processed agricultural products as well as the supporting and inhibiting factors in implementing the 7P marketing mix. This study uses a qualitative approach with a descriptive method. Data collection techniques used were observation, interviews and FGD, for data analysis used coding techniques. There are 4 informants in this study. The results of this study indicate that in general, the 7P marketing mix for the processed products of the Orchid Women Farmer Group has been implemented. Then for the supporting factors for implementing the 7P marketing mix, namely (1) self-confidence; (2) cooperation; (3) encouragement from agricultural extension workers. The inhibiting factors include (1) lack of literacy; and (2) limited time. All elements of the marketing mix in the processed products of the Orchid Women Farmer Group are considered capable of increasing product sales and making the Orchid Women Farmer Group more exist and known. However, in the implementation process, there are several supporting and inhibiting factors as described in the research results.

References

Almeida, F. (2020). Strategies To Perform A Mixed Method Study. European Journal of Education Studies, 7(1), 326–337. https://doi.org/10.5281/zenodo.1406214.

Amin, M., Yahya, Z., Ismayatim, W. F. A., Nasharuddin, S. Z., & Kassim, E. (2013). Service Quality Dimension And Customer Satisfaction: An Empirical Study In The Malaysian Hotel Industry. Serv. Mark. Q, 34(2), 115–125. https://doi.org/10.1080/15332969.2013.770665. DOI: https://doi.org/10.1080/15332969.2013.770665

Astuti, R., Silalahi., R. L. R., & Wijaya, G. D. P. (2015). Marketing Strategy Based On Marketing Mix Influence On Purchasing Decisions Of Malang Apples Consumers At Giant Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture and Agricultural Science Procedia, 3, 67–71. https://doi.org/10.1016/j.aaspro.2015.01.015. DOI: https://doi.org/10.1016/j.aaspro.2015.01.015

Bang, N., & Philipp, P. K. (2013). Retail Fairness: Exploring Consumer Perceptions Of Fairness Towards Retailers’ Marketing Tactics. J. Retail. Consum. Serv, 20, 311–324. https://doi.org/10.1016/j.jretconser.2013.02.001. DOI: https://doi.org/10.1016/j.jretconser.2013.02.001

Bhanot, D., Kathuria., V., & Das, D. (Eds.). (2020). Can Institutional Innovations In Agri-Marketing Channels Alleviate Distress Selling? Evidence From India. World Development, 137, 1–19. https://doi.org/10.1016/j.worlddev.2020.105202. DOI: https://doi.org/10.1016/j.worlddev.2020.105202

Biechońska, J. G., & Rawa, A. B. (Eds.). (2022). Protecting Ecosystem Services Of Urban Agriculture Againts Lands-Use Change Using Market-Based Intruments. A Polish Perspective. Land Use Policy, 120(7), 1–12. https://doi.org/10.1016/j.landusepol.2022.106296. DOI: https://doi.org/10.1016/j.landusepol.2022.106296

Burksiene, V., Dvorak, J., & Duda, M. (2019). Upstream Social Marketing for Implementing Mobile Government. Societies, 9(54), 1–13. https://doi.org/10.4018/978-1-59140-884-0. DOI: https://doi.org/10.3390/soc9030054

Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis.

Dharma, I. M. A. (2019). Pengembangan Buku Cerita Anak Bergambar Dengan Insersi Budaya Lokal Bali Terhadap Minat Baca Dan Sikap Siswa Kelas V Sd Kurikulum 2013. Journal for Lesson and Learning Studies, 2(1), 53–63. https://doi.org/10.23887/jlls.v2i1.17321. DOI: https://doi.org/10.23887/jlls.v2i1.17321

Dimitri, C., Oberholtzer, L., & Pressman, A. (2016). Urban Agriculture: Connecting Producers With Consumers. Br. Food J, 118, 603–617. https://doi.org/10.1108/BFJ-06-2015-0200. DOI: https://doi.org/10.1108/BFJ-06-2015-0200

Edmondson, J. L., Childs, D. Z., & Dobson, M. C. (2020). Feeding A City-Leicester As A Case Study Of The Importance Of Allotments For Horticultural Production In The UK. Science Of The Total Environment, 705. https://doi.org/10.1016/j.scitotenv.2019.135930. DOI: https://doi.org/10.1016/j.scitotenv.2019.135930

Follmann, A., Willkomm., M., & Dannenberg, P. (2021). As The City Grows, What Do Farmers Do? A Systematic Review Of Urban And Peri-Urban Agricultural Under Rapid Urban Growth Across The Global South. Landscape and Urban Planning, 215, 1–12. https://doi.org/10.1016/j.landurbplan.2021.104186. DOI: https://doi.org/10.1016/j.landurbplan.2021.104186

Fournier, A. J. (2018). Dirrect-Selling Farming And Urban Externalities: Wahat Impact On Product Quality And Market Size? Regional Science and Urban Economics, 70(2), 97–111. https://doi.org/10.1016/j.regsciurbeco.2018.03.001. DOI: https://doi.org/10.1016/j.regsciurbeco.2018.03.001

Freedman, D. A., Vaudrin, N., Schneider, C., Trapl, E., Ohri-Vachaspati, P., & Taggart, M. . (2016). Systematic Review Of Factors Influencing Farmers’ Market Use Overall And Among Low-Income Populations. J. Acad. Nutr. Dietetics, 116, 1136–1155. https://doi.org/10.1016/j.jand.2016.02.010. DOI: https://doi.org/10.1016/j.jand.2016.02.010

Fukey, L. N., Issac, S. S., Balasubramanian, K., & Jaykumar, V. (2014). Service Delivery Quality Improvement Models: A Review. Procedia Soc. Behav. Sci, 144, 343–359. https://doi.org/10.1016/j.sbspro.2014.07.304. DOI: https://doi.org/10.1016/j.sbspro.2014.07.304

Fuxman, L., Mohr., I., Mahmoud., A. B., & Grigoriou, N. (2022). The New 3Ps Of Sustainability Marketing: The Case Of Fashion. Sustainable Production and Consumption, 31, 384–396. https://doi.org/10.1016/j.spc.2022.03.004. DOI: https://doi.org/10.1016/j.spc.2022.03.004

Goyal, K. A., & Joshi, V. (2012). Indian Banking Industry: Challenges And Opportunities. Int. J. Bus. Res. Manag, 3(1), 18–28. https://www.researchgate.net/profile/Vijay-Joshi-14/publication/262144765.

Graefe, S., Buerkert, A., & Schlecht, E. (2019). Trend And Gaps In Scholarly Literature On Urban And Peri-Urban Agriculture. Nurt. Cycl. Agroecosyst, 115(2), 143–158. https://doi.org/10.1007/s10705-019-10018-z. DOI: https://doi.org/10.1007/s10705-019-10018-z

Grebitus, C., Chenarides, L., Muenich, R., & Mahalov, A. (2020). Consumers Perception of Urban Farming An Exploratory Study. Frontiers in Sustainable Food Systems, 4(6), 1–13. https://doi.org/10.3389/fsufs.2020.00079. DOI: https://doi.org/10.3389/fsufs.2020.00079

Gupta, A., & Dev, S. (2014). Client Satisfaction In Indian Banks: An Empirical Study. Manag. Res. Rev, 35(7), 617–1–617–363. https://doi.org/10.1108/01409171211238839. DOI: https://doi.org/10.1108/01409171211238839

Hashim, N., & Hamzah, M. I. (2014). 7P’s: A Literature Review Of Islamic Marketing And Contemporary Marketing Mix. Procedia-Social and Behavioral Sciences, 130, 155–159. https://doi.org/10.1016/j.sbspro.2014.04.019. DOI: https://doi.org/10.1016/j.sbspro.2014.04.019

Helm, R., & Gritsch, S. (2014). Examining The Influence Of Uncertainty On Marketing Mix Strategy Elements In Emerging Business To Business Export-Markets. Int. Bus. Rev, 23, 418–428. https://doi.org/10.1016/j.ibusrev.2013.06.007. DOI: https://doi.org/10.1016/j.ibusrev.2013.06.007

Ho, C.-I., Liu., Y., & Chen, M.-C. (2022). Factors Influencing Watching And Purchase Intentions On Live Streaming Platforms: From A 7Ps Marketing Mix Perspective. Information, 13(239), 1–19. https://doi.org/10.3390/info13050239. DOI: https://doi.org/10.3390/info13050239

Hunold, C., Sorunmu, Y., Lindy, R., Spatari, S., & Gurian, P. (2017). Is Urban Agriculture Financially Sustainable? An Exploratory Study Of Small-Scale Market Farming In Philadelphia, Pennsylvania. J. Agric. Food Syst. Commun. Dev, 7, 51–67. https://doi.org/10.5304/jafscd.2017.072.012. DOI: https://doi.org/10.5304/jafscd.2017.072.012

Jain, M. K. (2013). An Analysis of Marketing Mix: 7Ps or More. Asian Journal of Multidisciplinary Studies, 1(4), 23–28. www.ajms.co.in

Jonkman, N. T. R. J. M., Daniëlle Kooijman, E., Kalbitz, K., Rosa Maria Pouw, N., & Jansen, B. (2019). Women’s Agricultural Practices and Their Effects on Soil Nutrient Content in the Nyalenda Urban Gardens of Kisumu, Kenya. Soil, 5(2), 303–313. https://doi.org/10.5194/soil-5-303-2019. DOI: https://doi.org/10.5194/soil-5-303-2019

Khan Tariq, M. (2014). The Concept of “Marketing Mix” and its Elements (A Conceptual Review Paper. International Journal of Information, Business and Management, 6(2), 98–106. https://www.proquest.com/openview/cfaa3f3a850e176b88e8a8f6988ab60b.

Kumar, P., Singh, S. S., Pandey, A. K., Singh, R. K., Srivastava, P. K., & Kumar, M. (2021). Multi-Level Impacts Of The COVID-19 Lockdown On Agricultural Systems In India: The Case Of Uttar Pradesh. Agric. Syst, 187. https://doi.org/10.1016/j. DOI: https://doi.org/10.1016/j.agsy.2020.103027

Kushwaha, G. S., & Ratan, S. (2015). Journal Of Retailing And Consumer Services An Indian Customer Surrounding 7P ’ s Of Service Marketing. Journal of Retailing and Consumer Services, 22, 85–95. https://doi.org/10.1016/j.jretconser.2014.10.006. DOI: https://doi.org/10.1016/j.jretconser.2014.10.006

Kusumawati, R. D., Oswari, T., Utomo, R. B., & Kumar, V. (2014). The Influence Of 7P’s Of Marketing Mix On Buying Intention Of Music Product In Indonesia. Procedia Engineering, 97, 1765–1771. https://doi.org/10.1016/j.proeng.2014.12.328. DOI: https://doi.org/10.1016/j.proeng.2014.12.328

Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long Live The Marketing Mix. Testing The Effectiveness Of The Commercial Marketing Mix In A Social Marketing Context. J Soc. Mark, 10(3), 357–375. https://doi.org/10.1108/JSOCM-10-2018-0122. DOI: https://doi.org/10.1108/JSOCM-10-2018-0122

Levynna, S., Verronica, H., Lapian, J., & Tumbel, A. (2018). International Review of Management and Marketing Analysis of Green Marketing Mix Factors On Hotel Industry (Study on Sintesa Peninsula Hotel Manado; Discovery Kartika Plaza Denpasar; Hyatt Regency Yogyakarta; Grand Melia Jakarta. International Review of Management and Marketing, 8(6), 112–121. http://www.econjournals.com.

Liao, M.-J., Zhang., J., Wang., R.-M., & Qi, L. (2021). Simulation Research On Online Marketing Strategies Of Branded Agricultural Products Based On The Difference In Opinion Leader Attitudes. Information Processing In Agriculture, 8(4), 528–536. https://doi.org/10.1016/j.inpa.2020.12.001. DOI: https://doi.org/10.1016/j.inpa.2020.12.001

Ma, E., Cai, J., & Lin, J. (2020). Spatio-Temporal Evolution Of Global Food Security Pattern And Its Influencing Factors In 2000-2014 [2000-2014年全球粮食安全格局的时空演化及影响因素. Dili Xuebao/Acta Geographica Sinica, 75(2), 332–347. https://doi.org/10.11821/dlxb202002009.

Mhache, E. P., & Lyamuya, E. (2019). The Role of Urban Agriculture in Alleviating Poverty Facing Women in Tanzania : A Review. Huria Journal, 26(2), 267–285. https://www.ajol.info/index.php/huria/article/view/198541.

Michael, S., & Mekoth, N. K. (2012). A Typology For Frontline Employee Adaptability To Gain Insights In Service Customization: A Viewpoint. Int. J. Serv. Oper. Manag, 12(4), 490–508. https://doi.org/10.1504/IJSOM.2012.047955. DOI: https://doi.org/10.1504/IJSOM.2012.047955

Musfar, T. F. (2020). Marketing Management. CV. Media Sains Indonesia. https://www.google.co.id/books/edition.

Ng, I., Parry, G., Smith, L., Maull, R., & Briscoe, G. (2012). Transitioning From A Goods- Dominant To A Service-Dominant Logic: Visualising The Value Proposition Of Rolls-Royce. J. Serv. Manag, 23(3), 416–439. https://doi.org/10.1108/09564231211248480. DOI: https://doi.org/10.1108/09564231211248480

Nur, I. M., Q., Y., M., & Mahmud, A. N. (2022). The Effect of Marketing Mix and Agricultural Incentives on Farmers’ Participation in Organic Rice Cultivation in Bakti Village, Ponrang Selatan District, Luwu Regency. Quantitative Economics and Management Studies, 3(1), 134–141. https://doi.org/10.35877/454ri.qems914. DOI: https://doi.org/10.35877/454RI.qems914

Opitz, I., Berges, R., Piorr, A., & Krikser, T. (2016). Contributing To Food Security In Urban Areas: Differences Between Urban Agriculture And Peri-Urban Agriculture In The Global North, Agric. Human Values, 33(2), 341–358. https://doi.org/10.1007/s10460-015-9610-2. DOI: https://doi.org/10.1007/s10460-015-9610-2

Perreault, W. D., Cannon, J., & McCarthy, E. J. (2017). Basic Marketing: A Marketing Strategy Planning Approach. https://books.google.co.uk/books?id=D8FaAAAAYAAJ.

Pȍlling, B., Sroka., W., & Mergenthaler, M. (2017). Success Of Urban Farming’s City-Adjustments And Business Models-Findings From A Survey Among Farmers In Ruhr Metropolis, Germany. Land Use Policy, 69(1), 3723–85. https://doi.org/10.1016/j.landusepol.2017.09.034. DOI: https://doi.org/10.1016/j.landusepol.2017.09.034

Rambe, R. N. K. (2018). Penerapan Strategi Index Card Match Untuk Meningkatkan Hasil Belajar Siswa Pada Mata Pelajaran Bahasa Indonesia. Jurnal Tarbiyah : Jurnal Ilmiah Kependidikan, 25(1), 93–124. https://doi.org/10.30829/tar.v25i1.237. DOI: https://doi.org/10.30829/tar.v25i1.237

Rathnayake, S., Gray., D., Reid., J., & Ramilan, T. (2022). The Impacts Of The COVID-19 Shock On Sustainability And Farmer Livelihoods In Sri Lanka. Current Research in Environmental Sustainability, 4, 1–11. https://doi.org/10.1016/j.crsust.2022.100131. DOI: https://doi.org/10.1016/j.crsust.2022.100131

Sadler, R. C., Arku, G., & Gilliland, J. A. (2015). Local Food Networks As Catalysts For Food Policy Change To Improve Health And Build The Economy. Local Environment: The International Journal of Justice and Sustainability, 20(9), 1103–1121. https://doi.org/10.1080/13549839.2014.894965. DOI: https://doi.org/10.1080/13549839.2014.894965

Saleh, M. Y., & Said, M. (2019). Marketing Concepts and Strategies. CV. Sah Media. https://www.google.co.id/books/edition.

Salloum, C., & Ajaka, J. (2013). CRM Failure To Apply Optimal Management Information Systems: Case Of Lebanese Financial Sector. Arab Econ. Bus. J, 8,16–20. https://doi.org/10.1016/j.aebj.2013.11.002. DOI: https://doi.org/10.1016/j.aebj.2013.11.002

Sroka, W., Jolanta Bojarszczuk., L. L. S., Szczepańska., B., Sulewski., P., Lisek., S., Luty., L., & Ziolo, M. (2021). Understanding Residents’ Acceptance Of Professional Urban And Peri-Urban Farming: A Socio-Economic Study In Polish Metropolitan Areas. Lands Use Policy, 109(4), 1–17. https://doi.org/10.1016/j.landusepol.2021.105599. DOI: https://doi.org/10.1016/j.landusepol.2021.105599

Torre, A., Melot, R., Magsi, H., Bossuet, L., Cadoret, A., Caoron, A., & Kolokouris, O. (2014). Identifying And Measuring Lands-Use And Proximity Conflicts: Methods And Identification. SpringerPlus, 3(1), 85. https://doi.org/10.1186/2193-1801-3-85. DOI: https://doi.org/10.1186/2193-1801-3-85

Ünal, S., & Karsali, G. (2022). Evaluation Of Personal Brand Mix 7c In Terms Of Youtubers. Sosyal Bilimler Enstitüsü Dergisi, 24(2), 683–706. https://doi.org/10.16953/deusosbil.1092360. DOI: https://doi.org/10.16953/deusosbil.1092360

Vaismoradi, M., Jones, J., Turunen, H., & Snelgrove, S. (2016). Theme development in qualitative content analysis and thematic analysis. Journal of Nursing Education and Practice, 6(5). https://doi.org/10.5430/jnep.v6n5p100. DOI: https://doi.org/10.5430/jnep.v6n5p100

Warren, E., Hawkesworth, S., & Knai, C. (2015). Investigating The Association Between Urban Agriculture And Food Security, Dietary Diversity, And Nutritional Status: A Systematic Literature Review. Food Policy, 53, 54–66. https://doi.org/10.1016/j.foodpol.2015.03.004. DOI: https://doi.org/10.1016/j.foodpol.2015.03.004

Wȁstfelt, A., & Zhang, Q. (2016). Reclaiming Localisation For Revitalising Agriculture: A Case Study Of Peri-Urban Agricultural Change In Gothenburg, Swedan. J Rural Stud, 47, 172–185. https://doi.org/10.1016/j.jrurstud.2016.07.013. DOI: https://doi.org/10.1016/j.jrurstud.2016.07.013