Study on the behavioural pattern of marketing of fish in Karaikal district of Puducherry (Union Territory) India

Abstract

India is the second largest fish producing country in the world and ranks second in aquaculture production as well as inland fisheries. Still, our marketing system of fish is not much efficient. However, the domestic fish marketing system in India is neither efficient nor modern and is mainly carried out by private traders with a large number of intermediaries between producer and consumer, thereby reducing the fisherman's share in consumer's rupee. Under this context, the study mainly focusing on the objectives were to find out the marketing channel and its efficiency of fish production at Karaikal district, to identify the constrains of marine fishing and to draw the appropriate policy measures for enhancing the living standard of marine fishing in Karaikal district, Puducherry (U.T.), India. Random sampling technique was used to select the sample. About 180 samples had been taken for survey, which includes each 30 samples of fish producer, assemblers, wholesalers, retailers, venders and consumers respectively. The study results revealed that the among the five-marketing channel the efficiency was found to be high in marketing channel 1 and channel 2 due to very less intermediaries. The marketing efficiency was high for vendors (2.5%) followed by retailer (2.27%), wholesaler (2.1%) and producer (1.67%) by using marketing efficiency ratio.