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Subject: Rural Marketing Management × Author: KAU × Author: Sebastian, K J × End date: 1990 × Start date: 1990 ×
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    ThesisItemOpen Access
    Evaluation of the internal distribution channels of marine fresh fish in Quilon district
    (Department of Co-operation and Banking, College of Co-operation and Banking, Mannuthy, 1990) Sebastian, K J; KAU; Philip Sabu
    An Evalution of the Internal Distribution Channels of Marine Fresh Fish in Quilon District’ is aimed to identify the internal distribution channels of marine fresh fish; to analyse the nature, extent and trade practices of intermediaries; and to estimate the price – spread. The sample frame consisted of the neighbouring markets of three landing centers and four distant markets. A sample of 86 intermediaries of various types constituted the sample of intermediaries. Teo species of fish each representing the low, medium and high value species constituted the sample species of fish. It is found that there exists separate distribution channels for export, dry and fresh fish. Fresh fish markets occupied a major share (88 per cent) in marine fish distribution. There are three and four major channels of fresh fish in the neighbouring and distant markets, respectively. It is found that only oil sardines and mackerals moved through all the distribution channels. The intermediaries operating in the neighbouring markets consists of auctioneers, cycle/head – load fish distributors, women fish distributors and retailers and those in the distant markets consists of wholesalers, commission agents, cycle/head – load fish distributors and retailers. There is considerable variations in the practices followed by different types of intermediaries. Marketing costs, margins, and the fishermen’s share in the consumers’ price varies among the distribution channels and species of fish. The fishermen’s share in the consumer price is inversely related with the length of the distribution channels. The fishermen’s share in the consumer rupee is less for low value species and high for high value species. It is observed that fishermen’s share in consumer rupee is more in the observed that fishermen’s share in consumer rupee is more in the channel, viz., fisherman - > auctioneer - > retailer - > consumer, for relatively large number of species.