Power Behind Pricing Practices Based on Torajanese Culture

Abstract

The purpose of this research is to reveal power behind pricing practices of buffalo as an animal sacrifice in Torajanese tradition. The buffalo’s selling price in Toraja that reach hundreds of millions ruphias is an appealing phenomenon to study because buffalo in Toraja is appreciated as special animal with many cultural symbolic meanings that give affects to its price. Method of this research is using qualitative research methods with ethnography study towards in depth exploration and observation in regards to the concept of price determination based on Torajanese culture, South Sulawesi, Indonesia. Result of research that power behind pricing practice caused the price of buffalo in Toraja is very high. There are two powers that affect the pricing practices of buffalo such as the religion of the ancestor named Aluk Todolo and the power of the noble family. In fact the price is not merely based on cost, profit mark up and market prices, so that the Government should prepare instrument to cover this phenomenon.

Keywords: Power, pricing practice, buffalo, Torajanese culture.