Assessment of Marketing Practices and Strategies of Smoked Fish within Selected Markets in Benin City, Edo State, Nigeria

Abstract

This study investigates the marketing practices of smoked fish within selected markets in Benin City, Edo State, Nigeria. The research findings highlight a predominant presence of married female marketers in the 25-30 age bracket, primarily equipped with secondary school education. Catfish (Clarias gariepinus) emerge as the favoured fish species, and the primary mode of transportation to these markets is public. Notably, refrigeration stands as the preferred storage method for unprocessed fish, with peak sales occurring in the afternoons during the dry season. Among the key discoveries, inadequate financial resources surface as the predominant external challenge faced by marketers, impacting the efficiency of their operations. To address these findings, we recommend the formation of cooperatives to facilitate access to financial resources through banks and government agencies. Additionally, investments in essential infrastructure such as smoking facilities (smoking kilns) are essential to mitigate adverse health effects on marketers. Furthermore, government intervention through educational seminars and awareness programs is suggested to empower smoked fish marketers to enhance their marketing strategies. Lastly, the implementation of price control measures is advised to mitigate price fluctuations faced by producers, retailers, and consumers, fostering a more stable and equitable market environment.