Strategies Use by Smoked Fish Marketers in Kainji Lake Basin, Nigeria

Abstract

This study examined strategies use by smoked fish marketers in Kainji Lake Basin, Nigeria. Multistage sampling procedure was used to select forty-six respondents. Semi-structured interview schedule was employed for data collection. Data were analysed using percentages, mean and standard deviation. The study reveals that 80.4% of the respondents were male, with 48.1% within the age bracket 41 and 45 years with mean age of 45 years. Many of the respondents were literate (89.7%) and married (94.5%). The study identified commissioned agents as the main marketing channels in the area. Creating effective point of fish sale (3.94± 0.83), use of ICT (GSM) to reach customers (3.92 ±0.97), establishment of good reputation (3.90 ±0.52), increase access to market information (3.87 ±0.67) were the leading marketing strategies adopted by the smoked fish marketers. Challenges faced by the respondents included inadequate financial resources (3.96 ±0.84), weak extension service (3.84± 2.43) and high cost of transportation (2.86 ±1.42). The study concludes that the limitations to smoked fish marketing were related to policy issues and infrastructure in terms of access to financial resources, efficient means of transportation and extension service delivery Therefore, it is recommended that smoked fish marketers group be registered as cooperative to facilitate vibrant extension service for effective linkage of fish smoked marketers with credit sources and also provide market support in the area.

Keywords: Fish marketing, smoked fish, Kainji lake basin