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ABSTRACT
This study was carried out to analyse fresh fish marketing in Benin Metropolis. The specific objectives are to; describe the socio-economic characteristics of fresh fish marketers in the study area; ascertain the marketing Chanel for fresh fish in Benin Metropolis; estimate the profitability of fresh fish marketing in the study area and identify the challenges confronting fresh fish marketing in the study area. A three-stage sampling procedure was used in the study. The final stage involved the use of simple random sampling technique in the selection of 72 respondents. Both primary and secondary data were used in the study. Primary data was collected using a structured questionnaire through field survey and interview schedule. The collected data were measured and analyzed using descriptive statistics such as frequency counts, percentages, mean and standard deviation. Profitability was analyzed using Gini coefficient and market margin while the hypothesis was analyzed using multiple regression. The results showed that majority (73.6%) of the marketers were female and 42 years old. The results also indicated that most (77.8%) of the marketers were married, with Primary School living certificate and 5 persons within household. The results indicated that 84.93% of the marketers had marketing experience of 2 to 11 years, majority (55.6%) of marketers are not member of cooperative society and 77.8% are full time marketer. The total margin was 178519.1781 and marketing margin was N154741.54. The results showed that there was a negative and significant relationship between marketing experience and fresh fish marketing at 10% level of probability. The results also showed that contact with extension agent has a positive and significant influence on fresh fish marketing in the study area. The challenges confronting fresh fish marketing is shown in Table 4.5. The results showed that Inadequate finance 1st challenges confronting fresh fish marketing, High cost of transportation 2nd, Price fluctuations 3rd, Inadequate marketing experience 4th. Based on the findings in this study, it be concluded that the fresh fish marketing has good structure, performance and market margin. Marketing experience and extension agent services xi influence fresh fish marketing. It is therefore recommended that government should enhance financial access, implement initiatives to improve access to finance for fresh fish marketers, such as providing microfinance options, grants, or low-interest loans tailored to their needs. Explore strategies to mitigate the high cost of transportation by improving infrastructure, facilitating bulk transportation arrangements, and incentivizing collective transportation solutions among fish marketers. Develop risk management strategies to help fresh fish marketers mitigate the impact of price fluctuations, such as establishing price stabilization mechanisms, diversifying product offerings, and implementing forward contracts or hedging strategies.
