Rice Marketing Systems Model to Strengthen Institutional of Rice Marketing in Lampung Province Indonesia

A marketing system is efficient if it able to deliver production results consumers at the lowest possible cost and relatively even margins actors involved. But in reality, when surplus while demand not, causes market mechanism produce price distortions. This study aims analyze rice with an organizational approach (market trends, functions, elasticity). The data obtained from relevant authorities as well observations internet searches. showed that for unhusked rice/rice consisted of collectors, millers, inter-district traders, retailers where almost half profits were enjoyed by mills. function analysis show consumption will tend decrease there increase prices. Consumers divert some their expenditure on substitute products. trend has a positive over time. Keywords: Market Demand, Trends, Organizational Approach, Price Elasticity, Rice Marketing System.