ANALYSIS OF FROZEN FISH MARKETING IN MUBI-NORTH LOCAL GOVERNMENT AREA OF ADAMAWA STATE

Abstract

This study examined frozen fish marketing in Mubi-North Local Government Area of Adamawa State, Nigeria, focusing on the socioeconomic characteristics of marketers, costs and returns, marketing efficiency, and key constraints. Primary data were collected from 100 marketers using structured questionnaires and analyzed with descriptive statistics and gross margin techniques. Findings revealed that the enterprise is male-dominated (84%), though women also play important roles. Most marketers were youthful or middle-aged (20–49 years), with 60% married and many managing large households. Educational attainment varied, as 30.8% had tertiary education while 22.1% had no formal education. Marketing experience was generally high, with a quarter of respondents having more than 15 years of involvement. Income analysis showed that 68% earned ₦200,001 to ₦500,000 monthly, confirming the livelihood importance of the business. Cost and return analysis indicated that purchase costs accounted for the largest share of expenses (41.7%), yet marketers achieved a net profit margin of 23%. Marketing efficiency was moderate, with average profit margins of ₦503.8 per box, though spoilage and fluctuating demand reduced performance. Major constraints included high competition, poor storage, unreliable electricity, fluctuating prices, and weak transport infrastructure. The study concludes that frozen fish marketing is profitable but limited by infrastructural and institutional challenges. It recommends enhanced access to credit, investment in cold storage and renewable energy, training in modern marketing, and government support through improved infrastructure and favorable policies.