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The objectives of the research were to find out: (the efficiency of Ciherang rice marketing in Hulu Sungai Utara viewed from: a) the approach of the market structure, behaviour and performance (S-C-P).
The research used survey and interview method by selecting samples of villages purposively (purposive sampling) in the reason that they had high production of the rice. The 140 samples of farmers were selected by random sampling. The research was conducted in May - August 2009. Data analysis included: Analysis of marketing efficiency consisted of , market structure analysis
The result of the research indicated that there of Ciherang rice marketing in Hulu Sungai Utara . The analysis in all marketing channels indicated that all Ciherang marketing channels in Hulu Sungai Utara did not fulfilled all the efficiency criteria, the biggest margin was on collectors, and the price share was not equal in each marketing institution. However, there was one channel that had the better efficiency analysis result than other channels namely channel I for the local marketing destination.
Keywords: Ciherang Rice, Marketing, Efficiency
