THE STUDY OF MARKET DEVELOPMENT STRATEGY BY CURLY CHILI FARMERS AT KAKASKASEN I AND KAKASKASEN II SUBDISTRICTS OF NORTH TOMOHON, TOMOHON CITY, NORTH SULAWESI PROVINCE, INDONESIA

Abstract

Curly chiliis one of the most influential commodities in the current economic growth. Curly chili is one of the many commodities cultivated by farmers today. Stable demand and relative prices are reasons for growing curly chilies. This research is to examine the market strategy of market development by chili farmers in Kakaskasen I and Kakaskasen II of North Tomohon, Tomohon city. The existence of this research is expected to help enrich science and help curly chili farmers to market their products. This study used a qualitative method. The results of the study reveals that the market development strategy through a concentration strategy (increasing the use of current products in the current market) and market development (selling current products in the new market) by cayenne farmers in Kakaskasen I and Kakaskasen II of North Tomohon sub-district, Tomohon City has been running optimally. This is proven by the success of marketing curly chili both through loyal customers who buy it from curly chili farmers and new market segments and through other distribution channels. Given the distribution channel for the development of new markets to regional expansion, it is recommended that curly chili farmers be able to try national expansion through direct marketing or sales to suppliers/companies that distribute them nationally. Yet there are future shortcomings that can be used as material improvements for progress, especially concerning Market Development Strategies of the production of curly chili.