ABSTRACT

This study examined the performance of live-catfish marketing system in Abia  State, Nigeria. Purposive and simple random sampling technique was used in the selection of four markets; 20 producers, 32 wholesalers, 32 retailers and 1 0 consumers making a total of 94 respondents. Data collected were analyzed by means of descriptive statistics, costs and returns analysis, marketing margin, marketing efficiency models by multiple regression and schematic representation of routes which ensures the distribution of live-catfish to the marketers. Result indicated that catfish marketing was in favour of men both at wholesale (100.0%) and retail (75.9%) levels. Again the distribution channel ranges from zero — level to three — level distribution channels for live-catfish in the study area involving direct and indirect route. The study revealed also that live-catfish marketing was more profitable at the retail (N252.68) than at the wholesale (NI 58.38) level. The marketing margins for both wholesalers and retailers were high with low marketing efficiency; this indicates poor performance though catfish marketing is viable and profitable. There were significant factors influencing marketing efficiency in the study area for both wholesalers and retailers. For retailers, sex, age and selling price were positive while transportation cost, purchase price and marketing experience were negatively related to marketing efficiency. For wholesalers selling price and marketing experience were positive while age, transport cost and purchase price were negative. The major problems faced by live-catfish marketers include poor capital, bad roads, source of supply, high purchase price etc. operational efficiency and thus profit could be increased by tailoring policy towards measures that would reduce marketing costs such as the provision oh' infrastructural facilities (good roads, cheap access to credit, cheap means oh' transportation, etc), formation of Joint liability group lending strategies as to provide cheap loans, adoption of policies that will promote awareness among catfish marketers.