MARKETING AND DISTRIBUTION CHANNEL OF PROCESSED FISH IN ADAMAWA STATE, NIGERIA

Abstract

This study investigated the causal relationship between quantity of fish sold and marketing costs in Adamawa State. Specifically, the profitability was determined and distribution channels identified. Structured questionnaires were used to collect data from 80 fish marketers using purposive and simple random sampling technique from Jimeta, Yola, Gurin and Labondo markets. Analytical tools used were descriptive statistics, market margin and multiple regression analysis. The result showed a margin of 39.8% which could be attributed to the marketing functions. The study identified a decentralized distribution channel in the area. Regression analysis revealed an R2 of 63.8%, F-value of 8.93 and a very low standard error of 0.38889. The result further revealed that initial capital, cost of fish, processing cost and handling charges were positive and significant at different levels indicating that they were the major determinants of selling prices of processed fish in the area. The study concluded that processed fish marketing in the study area was profitable. It recommended that marketers should form a strong co-operative society. There is also a need for government intervention by reducing tax and providing licence to increase the number of micro-credit finance institutions.

The Dialectics of Science and Magnetism

March 16, 2026