Smoked And frozen fish consumption and marketing channels in the Tamale Metropolis of Ghana

Abstract

Fish marketing has become an important trade in Ghana due to the increasing appreciation of the health benefits from consuming fish. This paper examines fish marketing and consumption in the Tamale Metropolis of Ghana with specific reference to consumer preferences. It discusses the results of a survey research that compares the marketing and consumption of smoked and frozen fish. One hundred and fifty respondents comprising smoked and frozen fish sellers and consumers were randomly selected and interviewed. Twenty-two smoked fish species were identified, out of which 12 were freshwater species while 10 were marine species. Eighty-six per cent (86%) of consumers preferred smoked fish while 14% preferred frozen fish. Herrings, horse mackerel and salmon were the most preferred fish. Consumer preferences were based on taste, affordability, availability and wholesomeness in soup and stew. The fishmongers indicated that they obtained their marine fishes from Kumasi (42%), Techiman (30%), Sunyani (19%), Tema (5%) and Takoradi (4%) whiles freshwater fishes were obtained from Yeji/Makango (52%), Buipe/Yapei (33%),  Nawuni/Botanga (9%) and Techiman (6%). The study showed that the marketing channel of frozen fish was simple while that of smoked fish was slightly more complex. Averagely, prices per kilogram of frozen or fresh (GH¢ 3.80) fishes were relatively cheaper compared to smoked (GH¢ 3.80) fish species.

KEY WORDS: Marketing, Consumers, Freshwater, Marine, Frozen Fish, Smoked Fish