Sheep Traders Preferences on Marketing Place and Their Satisfaction during Eid al-Adha Period in Yogyakarta, Indonesia

Abstract

Abstract Eid al-Adha is one of the important religious festivals for Muslims in the world. Sheep traders can be divided into primary traders and opportunist traders based on trade activity in this period. This study aims to investigate the preferences of sheep traders on marketing place and their satisfaction during Eid al-Adha period in Yogyakarta, Indonesia. In-depth and semi-structured interviews with 59 sheep traders were conducted on Juli 15 – August 25, 2018. The collected data were analyzed by descriptive analysis (score, index and rank). The results indicate that the most livestock purchased from the animal market, followed from farmers for primary traders and livestock traders for opportunist traders. Livestock most widely sold to individual consumers who come to their stalls, and then sold to animal market by primary traders and to organization/groups by opportunist traders. Most primary traders (64.10%) state to sell their sheep with different prices for different types of buyers, while the majority of opportunist traders (65.00%) thought no different. The average price different is IDR 286,364 according to primary traders and IDR 150,000 according to opportunist traders. Most of the primary traders (69.23%) and opportunist traders (90.00%) was pleased with the momentum of Eid al-Adha, as the selling price of their livestock could be higher, easy to sell, and any buyer. The conclusion is that both primary and opportunist traders in Yogyakarta have similar preferences in marketing place to buy and sell their livestock during Eid al-Adha period. Eid al-Adha period provides pleasure and an additional benefit for sheep traders.