Price Determination based on Torajanese Culture

Natalia Paranoan, Made Sudarma, Unti Ludigdo, Rosidi
Journal of Asian Society for International Relations and Public Affairs

Price determination in a society has been influenced by various factors, including the condition of cultural, economic, law, social, and political environment (Hofstede, 1986). Culture is considered the most powerful factors in this process (Mouritsen, 1989). This study focuses on price determination for buffalo’s selling price in Toraja.. Buffalo in Toraja is considered as special animals with many cultural and symbolic meanings that have effects on their price. This research utilizes ethnography for an in depth exploration to the concept of price determination based on the local culture. Finding shows that high price determination of buffalo as sacrificial animals in Toraja, is in fact not only based on cost, profit mark up and market prices, but significantly influenced by the spiritual values ​​of the religion of the ancestors. The direct relationship between culture and local religion has influenced the tradition as well as price determination of buffalo business. In addition, Torajanese people value and interpret price in different ways. For them, the meaning of price is neither determined by the commercial dimension nor material motives alone but more a symbol of love toward their deceased relatives.

Journal of Asian Society for International Relations and Public Affairs
Vol 2 (2014)
ISSN Print: 1944-6640, ISSN Online: 1944-6659
(Download) (Go To Link Journal)

Comments are closed.