MARKETING EFFICIENCY OF FRESH FISH IN MAIDUGURI METROPOLIS, BORNO STATE, NIGERIA

This study analyzed marketing efficiency of fresh fish marketing in Maiduguri Metropolis, Borno State, Nigeria. The study identified the socio-economic characteristics of fresh fish marketers, examined the marketing channels in the study area, determined the costs and return associated with fresh fish marketing, estimated the marketing efficiency of fresh fish in the study area, and identified the major constraints encountered in fresh fish marketing. The primary data was collected with the aid of a structured questionnaire administered to 10 fish sellers each from Monday Market, Custom Market and Baga Road Fish Market. While secondary information was obtained from textbooks, journals, past projects, internet, and conference papers, etc. The result revealed that 70% of fresh fish marketers were between 26-45 years and 66.7% of them were married. The results further revealed 53.3% of respondents have household size of 6-10 people, and majority (66.7%) of the respondents had between 11-20 years of experience. The result revealed that costs incurred per Kg/day was N1480.00, whereas gross revenue generated was N2000.00 with Gross Margin of N520.00, indicating that fresh fish marketing is profitable. However, findings revealed marketing efficiency of 35.13%, implying inefficiency of fresh fish marketers. The study also revealed that the main problem faced by fresh fish marketers were: inadequate power supply, lack of proper storage facilities, inadequate handling practices, financial constraints, lack of refrigeration and lack of skilled workforce. It was therefore recommended that to improve the quality of fresh fish handling by marketers, training of the marketers on efficient fish processing and storage techniques and provision of necessary infrastructure to the area become imperative in reducing spoilage and unprofitable marketing.