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

Abstract

This study examined marketing strategies of smoke fish marketers in Kainji Lake Basin, Nigeria. Four objectives which guided the study were to determine the volume and value of fish marketed, identify fish marketing channels, examine fish marketing strategies in the area and identify the challenges in fish marketing. Multistage sampling technique was to select forty-six respondents. Semi-structured interview schedule was employed for data collection. Data were analysed using percentages, mean, standard deviation, graph and charts. The study reveals that 80.4% of the respondents were male, with 48.1% within the age bracket 41-45 years with mean age of 45 years. Many (89.7% and 94.5%) of the respondents were literate and married, respectively. The study identified commission agents as the main marketing channels in the area. Creating effective point of fish sale, use of ICT (GSM) to reach market, established a good reputation, increase access to market information were the leading marketing strategies adopted by the smoked fish marketers. Challenges faced by the respondents included inadequate financial resources, high cost of transportation and weak extension service. The study concludes that government and other relevant stakeholders need to facilitate effective extension service and market support to the smoked fish marketers in the area. Keywords: Fish marketing, smoked fish, Kainji lake basin and Nigeria