EFFICIENY MARKETING OF CHICKEN EGGS IN MEDAN CITY OF NORTH SUMATRA

. The purpose of this research were to know the magnitude and affect of marketing margin cost on the selling price of chicken eggs and how the systematics of chicken egg distribution from producers to final consumers. This research was conducted at 7 markets that have been chosen by way of deliberate from 21 districts located in Medan City: Setia Budi Market, Sei Kambing Market, Sambu Market (sentral), Aksara Market, Pringgan Market, Simpang Limun Market, and Kampung Lalang Market. This research was conducted from October to November 2016. This study used primary data obtained from observation and interviews of respondents. Determination of respondents by accidental sampling metohd. The parameters studied were channel and agency marketing, marketing margin, farmer share and marketing efficiency.The result of this study indicated that the marketing institution involved were collecting traders, big traders and small traders. Marketing channels had four channels. The marketing efficiency on channel I is 2,16%, channel II is 1,14%, Channel III was 2,13% and channel IV was 1,72%. Farmer share channel I was 80,14%, channel II was 81,52%, channel III was 76,21% and channel was 81,15%. The conclusion of this research was that the marketing of chicken eggs in Medan City of North Sumatera has been efficient.


Introduction
Marketing is all activities aimed at streamlining the flow of goods or services from producer to consumer most efficiently with a view to creating effective demand [1]. Egg marketing is done by the manufacturers usually use various marketing institutions to egg egg products into the hands of consumers. This process requires marketing costs that will be used to perform marketing functions. Different marketing channels certainly have different marketing and profit costs. It is necessary to note the problem of marketing efficiency in order for eggs to reach consumers with reasonable price and the marketing institutions involved are still able to carry out the marketing function well. Efficiency is the minimum use of resources to achieve optimum results. Marketing efficiency will occur if marketing costs can be reduced so that there is profit, marketing can be higher, the percentage of price difference paid by consumers and producers is not too high and the availability of physical facilities marketing. Marketing efficiency is an indication of the prosperity of the perpetrators of economic activities of agricultural production including producers, marketing institutions and consumers. Through marketing efficiency, there is a difference of producer's income with consumer cost and producer income feasibility with marketing participant's income involved in trading activity. Ways or indicators to measure marketing efficiency include marketing margins, price fixing at the consumer level, availability of marketing physical facilities and the intensity of market competition.
However, the indicators in this study will examine the marketing efficiency related to price fixing at the consumer level in relation to the margin and marketing channel pattern, especially on egg chicken products in Medan City of North Sumatra. Based on this, the authors are interested to conduct a study entitled "Efficiency marketing of chicken eggs in the city of Medan North Sumatra".

Place and time of research
The location of the research is determined by purposive method of choosing the research location by intentionally. The consideration that the city of Medan is one of the areas that became the target marketing of large chicken eggs. The research will be conducted in several traditional markets of Medan, namely: Pagi Setia Budi Market, Sei Kambing Market, Sambu Market (Sentral), Brayan Market, Pringgan Market, Lemonade Store and Kampung Lalang Market. This research will be conducted from June to July 2016.

Research methods
The method used in this study is survey method with respondents who sell eggs chicken. Respondents came from 7 traditional markets selected from 21 sub-districts in Medan (each sub-district consists of one market) from each respondent's market was chosen by accidental sampling ie respondents who were present at the market and willing to be interviewed and have the necessary data (Khoirunnisa, 2008).

Data collection
The data collected in this study consist of primary data and secondary data.
• Primary data obtained from data collection of chicken egg sellers in traditional markets in Medan.
• Secondary data is obtained from various related agencies, such as Badan Pusat Statistik.

Data analysis method
The analysis process in the study begins by examining all available data from various sources. Further data obtained are analyzed by using descriptive that is with the aim of describing the reality found from the results of research continued by processing qualitative data to determine the cost component by calculating all costs using economic analysis include:Saluran dan Lembaga Tataniaga Patterns and institutional arrangements involved in the laying chicken product arrangement can be found through direct interviews on the producers of chicken eggs and the distribution channel agencies involved. Analysis of channel and agency data in a descriptive analysis.
• Marketing margin analysis. Margin marketing is the price difference received by producer farmers with the price paid by the end consumer.
• Trading Efficiency Tataniaga efficiency is the ratio between the total cost and the total value of the marketed product [2], or it can be formulated: Eps = (TB / TNP) x 100% Information : Eps = Trading Efficiency TB = Total Marketing cost TNP = Total value of Product

Characteristics of Layer Chickens
Characteristics of 8 breeders located in binjai and pantailabu areas. Can be seen in Table 1.

Marketing Analysis
Cost of Marketing is the costs incurred in the movement of goods from the hands of producers to the final consumer or any expenses incurred for marketing purposes [3]. Marketing margin in this study will be calculated up to the final consumer price. Where the price used is the average price in two months. Profit margins and marketing costs on one marketing channel can be seen in table 4.

Conclusions
The conclusion of this research was that the marketing of chicken eggs in Medan City of North Sumatera has been efficient.