
Assessment of Marketing Practices and Strategies of Smoked Fish within Selected Markets in Maiduguri, Borno State, Nigeria
This study assessed the marketing practices and strategies of smoked fish within selected markets in Maiduguri. The findings revealed that males dominated the marketing of smoked fish with 69 (86.25%), primarily within the age range of 41-50 years with 28 (35%), with Arabic education as the predominant educational qualification with 37 (46.25%). The majority of marketers were of Kanuri ethnicity with 45 (56.25%) and operated as retailers with 53 (66.25%), utilizing public transportation with 49 (61.25%) for fish distribution. Clarias gariepinus was identified as the most marketable fish species with 35 (43.75%), with cartons being the preferred packaging material with 49 (61.25%). Open market display was the dominant marketing strategy with 45 (56.25%), with texture being the primary factor determining price with 59 (73.75%). High-quality packaging was also found to significantly influence sales with 48 (60%). However, marketers faced challenges such as price fluctuations, lack of government incentives, limited capital, and high transportation costs. The study’s findings provide valuable insights into the marketing practices and strategies of smoked fish in Maiduguri, highlighting areas for improvement and potential interventions to support marketers.
Abdurrazzaq Ibrahim Abdullahi1*, Muhammad Saleh Ebet1, Abdullateef Abdullahi Ibrahim2 and Hajara Yusuf Makinta3