Abstract

Marketing of fish involves all the activities in the flow of fish or fish products from the farmer to the consumers. The target of marketing is usually to close the gap between the areas of fish scarcity and abundance with profit. There are certain characteristics and elements that are common with the marketing of fish products which demand peculiar skills for their operation. They include assemblage, storage, sorting, grading, packaging, labeling, storage and transportation. These operations are carried out by marketing agents like producers, fishermen cooperatives societies, wholesalers, retailers, vendors and consumers who are the key players in the marketing channels. The challenges in marketing of fish such as perishability of fish products, inadequate and poor processing facilities, poor quality fish products among others could be reduced by observing the basic marketing principles and factors that influence the buying and selling, demand and supply of fish products in the markets.

Keywords

selling, demand, basic marketing, producers, fishermen, sorting, grading, packaging, labeling, fish products, inadequate