STUDY OF ORGANIZED MARKETING OF FISH IN EAST SINGHBHUM OF JHARKHAND
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Date
2021
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Birsa Agricultural University, Ranchi
Abstract
The study entitled “The study of organized marketing of fish in East Singhbhum of Jharkhand” was conducted in the two higher secondary markets in Sakchi and Bistupur of East Singhbhum district with the specific objectives viz. to study the organized marketing of fish, to study the consumer behaviour of residents of different blocks of East Singhbhum and to study the strategy of government supporting fish marketing in the district of East Singhbhum. Five wholesalers from each wholesale market and 5 consumers from each 10 blocks of the district were surveyed for the study. The information like the average weekly purchase and sales of fresh and frozen fishes, area of sales, marketing infrastructure available, quantity of fish purchased at a time, frequency of purchase and factors influencing their purchase decision were collected.
The findings revealed that wholesalers of Sakchi and Bistupur fish market imported 77.3% fish from outside the state of the total fish purchased. Andhra Pradesh was the major supplier (88%) of frozen fish and West Bengal was the largest supplier of fresh fishes. The local procurement was only 22.7%. Wholesale fish markets in East Singhbhum district are not organized and lack basic infrastructure like storage and packaging facilities. It was also observed that majority of the consumers (48%) of the East Singhbhum district bought up to 1 kilogram of fish at a time and 38% of the consumers used to buy fish twice a week. Consumers were price sensitive and preferred fresh fish over frozen ones. The Fish Domestic Market Scheme, implemented by the Government of Jharkhand had proved beneficial for the retailers, but did not benefit the wholesalers of the district. The components like the stall, cutting equipments, kiyosk, auto rickshaw and e-rickshaw were distributed among the retailers. Based on the findings, it could be concluded that there is a tremendous scope of local fish production, and with required government support Jharkhand could see blooming blue revolution.