Abstract
Fish marketing has become an important trade in Ghana due to the increasing appreciation of the health benefits from consuming fish. This paper examines fish marketing and consumption in the Tamale Metropolis of Ghana with specific reference to consumer preferences. It discusses the results of a survey research that compares the marketing and consumption of smoked and frozen fish. One hundred and fifty respondents comprising smoked and frozen fish sellers and consumers were randomly selected and interviewed. Twenty-two smoked fish species were identified, out of which 12 were freshwater species while 10 were marine species. Eighty-six per cent (86%) of consumers preferred smoked fish while 14% preferred frozen fish. Herrings, horse mackerel and salmon were the most preferred fish. Consumer preferences were based on taste, affordability, availability and wholesomeness in soup and stew. The fishmongers indicated that they obtained their marine fishes from Kumasi (42%), Techiman (30%), Sunyani (19%), Tema (5%) and Takoradi (4%) whiles freshwater fishes were obtained from Yeji/Makango (52%), Buipe/Yapei (33%), Nawuni/Botanga (9%) and Techiman (6%). The study showed that the marketing channel of frozen fish was simple while that of smoked fish was slightly more complex. Averagely, prices per kilogram of frozen or fresh (GH¢ 3.80) fishes were relatively cheaper compared to smoked (GH¢ 3.80) fish species. KEY WORDS : Marketing, Consumers, Freshwater, Marine, Frozen Fish, Smoked Fish
Highlights
According to Clover (2005), fish is the best source of fat-free protein and vitamins and that, the omega-3-fatty acids in oily fish gives optimum brain function, reduces the danger of heartGhana Journal of Development Studies, 9(1): May 2012 attacks, strokes and osteoporosis
This section of the paper focuses on the consumption and marketing channels of smoked and frozen fish in the Tamale Metropolis
All the smoked fish sellers were females. This is in line with the findings of Essuman (1992) that men are not involved in the distribution and retail trade of cured fish. This is in line with Abila (1998) who observed that the fish marketing and processing sector in Kenya is dominated by women while men specialize in fish harvesting
Summary
According to Clover (2005), fish is the best source of fat-free protein and vitamins and that, the omega-3-fatty acids in oily fish gives optimum brain function, reduces the danger of heartGhana Journal of Development Studies, 9(1): May 2012 attacks, strokes and osteoporosis. There is a high demand for fish because it is an important source of cheap first class protein, providing essential amino acids (Paul and Southgate, 1978) and calcium, phosphorus, vitamin A and D (Brigette, Brigette, Corlein, 1994). Maddison, Machell and Adams (1993) suggest the use of refrigeration as a means of preventing the fast rate of deterioration in fish. Some bacteria such as Salmonella, which survive in refrigerators and brine, can only be destroyed by heating or smoking (Bender, 1982). In Ghana, various methods are used to preserve fish; namely, refrigeration, smoking, salting, drying and steaming. Fish refrigeration and smoking which is big business for consumers and marketers is the focus of this paper
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