PROFITABILITY ANALYSIS OF MARKETING OF FROZEN FISH IN KADUNA METROPOLIS, KADUNA STATE, NIGERIA

M B Usman,O S Balogun,U F Yahaya,O S Aaasa

doi:10.33003/fjs-2020-0402-239

Abstract

This study investigated the marketing of frozen fish in Kaduna metropolis, Kaduna state. Ten (10) markets were purposively selected due to high concentration of frozen fish marketers and the volume of trading activities; Primary data were generated through the use of structured questionnaire administered to hundred (100) randomly selected retailers and fifteen (15) purposively selected wholesalers. The data were analyzed using descriptive statistic, budgeting technique, net marketing and rate of return on capital invested. The result show that majority 80 percent and 53 of the retailers and wholesalers were female, Majority (70prcent) of the retailers had primary education but most of the wholesaler’s attained tertiary education. The frozen fish marketing channels identified in the area are made up of zero and multi stage channels. Furthermore, the cost and return analysis revealed that the wholesalers realized about N121, 000.00 naira while the retailers got N56, 000.00 naira per month while return to per capital invested (RPCI) was 11 kobo and 22 kobo per Naira invested for the wholesalers and the retailers respectively. This implies that the enterprise is profitable. Transportation difficulties and marketing charges ranked were major constraints confronting frozen fish marketers. It is recommended that provision of good roads network and formidable integrated marketing system will further improve the profitability of the enterprise in the study area.

Highlights

Fish plays a vital role in feeding the world’s population and contribute significantly to the dietary protein intake of billions of the populace
The country imports a lot of frozen fish; there exist a demand-supply gap put at 2.7 million metric tonnes, the country is faced with a deficiency of about 1.9 million metric tonnes (Ndu, 2006)
Increase demand of frozen fish could lead to increase in price which would bring more money in terms of profit margin to frozen fish marketers and processors but there exists a lacuna in information on the enterprise marketing potentials in the study area that can serve as a guide to stake holders in understanding the prevailing marketing opportunities of frozen fish within and outside the study area

Summary

Introduction

Fish plays a vital role in feeding the world’s population and contribute significantly to the dietary protein intake of billions of the populace. Processing and marketing of agricultural products like frozen fish is becoming a problem in Nigeria. This is not necessarily because supply is in excess of demand but because of uncoordinated marketing programmes. Effective processing and marketing of frozen fish could bring about increased consumption rate which in turn will increase the demand for the product. The general objective of the study was to examine the marketing of frozen fish in the study area while it describes the socio-economic characteristics of the fish marketers, describe the marketing channel of frozen fish in the study area, estimate the costs and returns of the fish marketers and identify the major constraints of frozen fish marketing in the study area What are the socio-economic characteristics of the fish sellers? What is the marketing channel? What are the differences in the cost and returns of the wholesalers and retailers? What are the major constraints affecting the marketing of frozen fish in the study area? The general objective of the study was to examine the marketing of frozen fish in the study area while it describes the socio-economic characteristics of the fish marketers, describe the marketing channel of frozen fish in the study area, estimate the costs and returns of the fish marketers and identify the major constraints of frozen fish marketing in the study area

Objectives

Methods

Findings

Conclusion