AUTHOR(S):

Weka Gusmiarty Abdullah, Usman Rianse, Raden Marsuki Iswandi, Sitti Aida Adha Taridala, Lukman Yunus, Ine Fausayana, M. Arief Dirgantoro, Ilma Sarimustaqiyma Rianse, Weka Widayati

TITLE

Mapping and Preference of Marketing Risk of Eco Sweetener 'Aren Sugar’

KEYWORDS

mapping, risk preference, risk marketing, eco sweetener, aren sugar

ABSTRACT

Aren sugar’ is one potential alternative of sweetener environmentally friendly. Aren sugar business also face risk and uncertainty problems. The objective of this study were to mapping and analyzing the marketing risk level of eco sweetener eco sweetener 'aren sugar’ and to analyzing the preference of brokers and retailers towards marketing risk of eco sweetener 'aren sugar’ in the Kolaka District, Southeast Sulawesi. The research methods were qualitative and quantitative method (coefficient variation 'CV’ and quadratic utilities function. The results of this study showed that there was six types of marketing risks mapping (3 types of risks in the purchase phase, two types of risk in the storage phase, one type of risk in the selling phase) in the marketing business eco sweetener 'aren sugar’, based on the likelihood and consequences. The type of risks with great possibilities and consequence was the risk of damaged packaging in the buying phase. The type of risk with small possibility and great consequences were aren sugar without packaging, brown sugar receivable by processing, damage packaging in the selling phase, and the length of time aren sugar sold out. Next, the marketing risks at the level of traders and retailers are at low risk category. Almost of Marketing risk preference of brokers and retailers was risk lover, only 25% of brokers that have risk neutral preference

Cite this paper

Weka Gusmiarty Abdullah, Usman Rianse, Raden Marsuki Iswandi, Sitti Aida Adha Taridala, Lukman Yunus, Ine Fausayana, M. Arief Dirgantoro, Ilma Sarimustaqiyma Rianse, Weka Widayati. (2016) Mapping and Preference of Marketing Risk of Eco Sweetener 'Aren Sugar’. International Journal of Environmental Science, 1, 133-139