Marketing structure and factors affecting retail price of coastal area fish market in Bangladesh

Abstract

To demonstrate a systematic and organized marketing strategy, it is necessary to have insight about fisheries marketing structure and fish availability of that fish market. This study was conducted to explain the pricing dynamics, species availability, and marketing system of fish in Kabirhat Upazila, Noakhali district, Bangladesh, from July 2024 to February 2025. Data were collected from four major fish markets through questionnaire surveys (n = 289) based Cochran’s formula for calculating sample size. Microsoft Excel and statistical PAST 4.03 software were used to analyse the data collected by questionnaire surveys and cross-check interviews with key informants. A total of 23 fish species and 2 crustacean species were recorded, where average price of Tenualosa ilisha (1294.16BDT/kg) and Penaeus monodon (769.16BDT/kg) were recorded higher in all the fish markets. Nine marketing channels involving multiple intermediaries between fisher and consumer were identified. Marketing cost analysis indicated icing (34%) and transportation (27%) as principle cost components. Fishers’ share of consumer prices ranged from 61.46% to 73.83%, while intermediaries’ share ranged from 16.90% to 29.90%. Most respondents were middle-aged (41–50 years), educated up to Class VI–XI, and had 10–20 years of marketing experience. Regression analysis revealed that landing center distance (β=-1.714), age (β=-2.302) and years of experience (β=-1.511) affected negatively, whereas marketing channels (β=0.553), marketing costs (β=1.929), and education level (β=0.216) had significant positive effects (p < 0.05) on retail prices. The findings indicate the requirement of improved infrastructure and streamlined marketing channels to enhance market efficiency and fishers’ income.