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Department of Agricultural Economics and Extension Services, Faculty of Agricultural Sciences, Ekiti State University, Ado-
Ekiti, Nigeria
Abstract— This study analysed the market performance of expanding? There are such many practical indications of
fresh fish marketing in Lagos state, Nigeria. It critically how well a certain marketing system is operating.
focused on ascertaining the market structure, determine the Also, the form in which markets are structure is almost
profitability of fish marketing and determining the assumed to rigidly determine each firm’s conduct (output
marketing efficiency of fresh fish marketing in the study decisions and pricing behaviour), which yields an industry’s
area. Multistage sampling procedure was used to sample 80 overall performance (e.g. its efficiency and profitability)
fresh fish marketers from Lagos state. The data collected (Umoinyang, 2014).
for the study were analysed using Gini coefficient, Meanwhile, to be more profitable, fish trade requires every
budgetary technique and shepherd efficiency model. The activity that increases sales revenue and as well decreasing
study revealed that there was inequality in the income the costs of marketing, thus profitability of fish is the
distribution among the fresh fish marketers with Gini measure of fish profit against its power to earn profit
coefficient of 0.78, it further shows that fresh fish marketing (Monica, 2014).
is profitable with gross margin of #27,101.36 and that fish An efficient marketing system ensures that goods which are
marketing activities among fish marketers is highly efficient seasonal will be available all year round, with little
(517.5%). Thus, government should help in the provision of variation in prices, which can be attributed to cost of
a soft loan to the marketers so as to promote fresh fish marketing functions like storage, processing,
marketing being a profitable and efficient business. transportation(Nwaru, Nwosu and Agummuo,2011).Thus,
Keyword— Market Performance, Market Structure, marketing efficiency increases with continued transitions
Profitability, Market Efficiency. and specialized functions like wholesale and retail (Enete,
2008). This supported the claim ofAdegeye and Dittoh
I. INTRODUCTION (1985) that the general-purpose of marketing efficiency is to
Fish marketing is a primordial economic activity in Nigeria provide goods to consumers in the required form at the
(Agbebi, 2010). Its activities cover both the coastal and required time and place with the lowest possible marketing
inland waterways and it was of tremendous economic value costs consistent with the interests of the producers.
to the pre-colonial Nigerians (Ehinmore, 2007). Although, An extensive literature survey has been carried out on
fresh fish were said to be marketed mostly in short distance economic analysis of fresh fish marketing performance with
areas owing to the perishable nature attached to it. empirical evidence from many studies and special attention
Fish is a major source of animal protein and an essential paid to the market structure, profitability and factors
food item in the diet of many Nigerians, being relatively influencing it and the efficiency of fish marketing. Evidence
cheaper than meat. Accordingly, agricultural production and from Adeleke and Afolabi, (2012) and Edward and
fish marketing must develop hand in hand because they are Madugu, (2011)have established the profitability and
partners in a progressive system (Iliyasu, Onu, Midau and marketing efficiency of fresh fish marketing. Also,
Fintan, 2011). Bukenya, Theodora, Twinamasiko and Molnar. (2012) and
Assessment of how well the process of marketing is carried Abdal and Eglal, (2010), in their study, assert that fish
out, and according to Awol (2010) performance is how marketing profitability is eminent with high market
successfully its aims are accomplished. Is produce performance. However, the scholars’ works on the,
assembled and delivered on time and without wastage? Is it performance offresh fish marketing in Nigeria are still
well packed and presented attractively? Is its quality limited. Thus, this study seeks to explore the performance
reliable and are contract kept? Is the consumption of the of fresh fish marketing by ascertaining the market structure,
products increasing and sales in competitive market
The data obtained from the respondents were subjected to Thus, the values in the Profitability and Efficiency ratio
descriptive and inferential statistics. Inferential statistics were computed in the marketing of fish in the study area.
such as Gini coefficient was used to ascertain the market Where:
structure of fresh fish marketing, budgetary technique was ∏ = Profit
employed to ascertain the profitability of fresh fish TR = Total Revenue
marketing and shepherd index was used to determine the TVC = Total Variable Cost
marketing efficiency of fresh fish marketing in the study Multiple Regression Model
area. Multiple regression is one of the analytical tools that are
used to determine the
Model Specification effect(s) of one or more variables on another. The
Gini Coefficient: The Gini coefficient mathematically, it is marketing function postulated for fresh fish trader’s annual
explicitly represented by income in the study area is implicitly presented by Y= f (
GC = 1- ∑[Xt-1 * Y t-1] X1,X2, X3, X4, X5, X6, ui) as shown below:
Where: Where Y= Annual Income from Fish Marketing (₦)
N = is the number of elements (observations) X1= Age of respondents (years)
X = Proportion of Fresh fish seller X2= Fish Marketing experience (years)
X = Proportion of fish seller is given as X = X3= Number of year spent in school (year)
No of fish seller in a market X4= Cost of purchase (₦)
overall No of fish Marketers under study X5= Cost of transportation (₦)
σX (Xt-1) = Cumulative Proportion of fish sellers (X) X6= Membership of association (Yes =1, No = 0)
Y = Proportion of total sales by Fresh fish marketer X7= Price per kg of fish (₦)
X8= Quantity of Fish Sold (Kg)
Table.1: Computation of Gini Coefficient for Fresh Fish Market Structure in the Study Area
Income No of Cum Propo Cum Total Cum Total Pro Cumul XY
sellers % % rtion ulativ sales Sales port ative
of e ion propor
seller propo of tion of
s (X) rtion total total
of sale sales
seller s
s (Y)
<150,000 39 48.75 48.75 0.49 0.49 5,133,000 5,133,000 0.29 0.29 0.141375
150,001-250,000 17 21.25 70 0.21 0.7 2,761,000 7,894,000 0.15 0.44 0.031875
250,001-350,000 10 12.50 82.5 0.13 0.83 3,070,000 10,964,000 0.17 0.61 0.0215
350,001-450,000 5 6.25 88.75 0.06 0.89 2,020,000 12,984,000 0.11 0.72 0.006875
450,001-550,000 5 6.25 95 0.06 0.95 2,450,000 15,434,000 0.14 0.86 0.00875
550,001-650,000 3 3.75 98.75 0.04 0.99 1,780,000 17,214,000 0.1 0.96 0.00375
>650,000 1 1.25 100 0.01 1 700,000 17,914,000 0.04 1 0.0005
Total 80 100 17,914,00 0.214625
0
Source: Analysis of Field Survey 2017