keywords: Gross margin, marketers, marketing channels, profitability, smoked fish
This study analysed the marketing channels and marketing efficiency of smoked fish marketers in Ogun State, Nigeria. A multistage sampling technique was used to select 80 smoked fish marketers from Ijebu-Ode and Abeokuta agricultural extension zones in the state. Data collected were analysed with the aid of descriptive statistics and budgetary technique. The study revealed that the mean age, household size, smoked fish marketing experience, and daily income were 42.75 years, 7 persons, 22.35 years and N3456, respectively. Majority (77.50%) of the marketers were also revealed by this study to distribute their products directly to the final consumers without involving the middlemen. Inadequate financing and capital were identified as severe constraints to smoked fish marketing affecting higher proportion (52.50%) of the smoked fish marketers. The result of the budgetary analysis reveals that an average total cost of N71,055.41 and average total revenue of N74,907.03 are realisable with a net income of N3,851.62 and marketing margin of N29,558.39 per month. The marketing efficiency of 1.05 indicates that smoked fish marketing was efficient in Ogun State. The study concludes that smoked fish marketing is profitable and efficient in Ogun State. The study therefore, recommends that unemployed youths in the state should embark on smoked fish marketing, while the financial institutions should be encouraged to make affordable credit facilities accessible to smoked fish marketers in the State.
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