ABSTRACT

This study has analyzed the factors affecting distribution and sales of dried fish in Abia State using selected markets; Umuahia main market (Umuahia North L.G.A) and Ndi-Oru market (Ikwuano L.G.A) respectively as case points. One hundred and nine (109) marketers were drawn using purposive and simple random sampling technique from the two markets. Data collection were on the socioeconomic characteristics, cost and returns, problems associated with dried fish marketing, structure of market and price determination and channel of distribution of dried fish marketing in the study area. Structured questionnaire was the instrument used for data collection. Analytical tools used were descriptive analysis, multiple regression, market concentration and gross margin. The regression analysis revealed an R2of 0.884 and 0.744 for distribution and sales respectively showing that 88% of the total variation in distribution (dependent variable) was accounted for and 74% of the total variation in sales (dependent variable) was also accounted for by the independent variables. The result further revealed that transportation cost, and loading and offloading cost were significant and positively related to both distribution and sales while price and number of customers were significant but negatively related to the Iwo variables. The study concluded that marketing of dried fish in the study area was profitable. It recommended that marketers should form a strong co-operative society to enable them acquire loans from banks. There is also need of government 's intervention in reduction of fuel pries and rehabilitation of roads to ease transportation and provision of storage facilities for the marketers.