Abstract
Research intended to investigate the implementation of discriminative price determination of cayenne pepper at
Pasar Induk Kramat Jati, Jakarta Timur. The research used field research approach with qualitative descriptive
method. The subjects of the research were the head and staff of Information Section of PD Pasar Jaya Pasar
Induk Kramat Jati. Data collected by participated observation, interviews, and document analysis. The results of
the research showed that discriminative price determination conducted by various ways as consumers’
segmented price determination; product shape price determination; brand image price determination; chanelling
price determination, and time based price determination. The main idea for discrimantive price determination
was to manage the supply chain distribution of products to differentiated consuments, to stabilisize the price at
Jakarta and its surround cities and to keep it profitable for the traders
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