BEMARKINGSDOELTREFFENDHEID IN DIE AKWAKULTUURBEDRYF / Marketing efficiency in the aquaculture industry

Abstract

Abstract Freshwater aquaculture is stimulated by a decline in the natural marine resources. Advanced progress has already been achieved in the technical research area, contrary to research in the economic and marketing areas which were neglected. It is an industry characterized by high risks, lack of structural organization and the absence of an effective marketing system. This research is aimed at addressing the institutional organization and marketing system problems of the industry. The objective is the provision of guidelines for the development of a efficient and effective marketing system. The analysis was based on surveys amongst freshwater aquaculture producers and distributors and surveys of the urban black and white consumers. An analysis of the sea fisheries industry was also done. Trout and barbell (catfish) are the most important commercial freshwater fish species. Producer's risks are increased by relative large capital investments needed and the unavailability of inputs. Most of the marketi...