AN ANALYSIS OF THE STRATEGIC MARKETING DECISION OF FISH PRODUCTS IN CROSS RIVER STATE

AN ANALYSIS OF THE STRATEGIC MARKETING DECISION OF FISH PRODUCTS IN CROSS RIVER STATE

Abstract

This research work will be limited to strategic marketing only and not on the marketing mix of fish production.  The analysis of marketing will also be restricted on the role of marketing, the fish product and sales of fish based on pricing, the technological decision and level of unions as an influence in distribution of fish in Cross River State only.The work also limited on Cross River State of South-South State of Nigeria.  The scope of the study is the marketing strategies of fish products in generally as the same in coastal areas.  In this regard, it would be necessary to point out, some constraints that hindered the smooth conduct of the research work.Firstly, the study is an evaluation of the marketing of fish and the strategies been adopted to meet the consumers need and satisfaction in Cross River State.Secondly, the marketing and mode of transportation process of fish in Cross River State reflect this socio-cultural and economical complexities that need the logistical adjusting.Some of the constraint that hindered have become characteristics of the state.  Also limited by cost of research work, time, inadequate material of literature review.

CHAPTER ONE

INTRODUCTION

1.1   Background of the Study

Agriculture is the major economic activity of developing economies. In Nigeria, agriculture provides food for the increasing population; supplies adequate raw materials to growing industrial sector; is a major source of employment; generates foreign exchange earnings; and provides market for the products of the industrial sector (Okumadewa, 1997; World Bank, 1998; Winters, Janvry, Sadoulet and Stamoulis, 1998; Food and Agriculture Organization, FAO (2006) as cited in Eze, Lemchi, Ugochukwu, Eze, Awulonu and Okon 2010).

Fish is a very important agricultural product in the country as it occupies a prime place in the economy of the country. The term fish is a diverse group of animal that live and breathe in water by means of gill. Fish is one of the most diverse groups of animals known to man with over two thousand five hundred species. There are more species of fish than all other vertebrate (Eyo, 1992). The fishery sector is estimated  to