Factors influencing fish farmers’ decision in selecting the right market outlet: empirical evidence from Bangladesh

Abstract

ABSTRACT Aquaculture contributes significantly to the sustainable livelihood improvement of a considerable portion of Bangladesh’s population. However, fish farmers often encounter the challenge of receiving lower market prices, necessitating the exploration of market choice options to mitigate economic losses. Using cross-sectional data collected from 200 fish farmers, this study applied the multinomial logit (MNL) model to identify the factors influencing fish farmers’ decision to select a fish market. Results indicate that the bargaining power of the fish farmers can increase the probability of selling their fish at the upazila and district markets by 44% and 36%, respectively. Conversely, education, age and distance from the market display a negative association with market choices. The findings suggest several interventions to facilitate fish sales through alternative marketing outlets, including financial assistance for fish production, promoting collective marketing, strengthening extension services, and investing in logistics services, particularly improving the dissemination of market information.