APPLICATION OF TECHNOLOGY IN FISH MARKETING: A CASE STUDY OF BENIN METROPOLIS

ABSTRACT

Marketing is an important part of fish production and must be done efficiently to improve returns to production. Application of modern technology is a way of improving marketing. It is important to investigate fish marketers to appreciate the level of application of modern technology. This study analyzed the application of technology in fish marketing in Benin metropolis. Well-structured questionnaire and oral interview was used to carry out data collection on 100 fish marketers who were selected randomly. The study was carried out in four local governments in Benin city metropolis namely; Egor, Ikpoba Okha, Oredo and Ovia north east local government areas and data was analysed using SPSS statistical package . The results from the study showed that the fish marketers in the study area were dominated by females ( 78%) while males were 21%. Over 41% of the respondents were within the age of over 50 years. The study showed that 85% of the fish marketers were involved in full time fish marketing with 51% of them involved in small scale fish marketing. The results indicated low application of technology with majorly the use of weighing balance and telephone(GSM) as modern technology. Majority of respondents agreed that technology improves quality of the fish products sold and also improves efficiency of fish marketing.Inadequate buyers, inadequate finances, inadequate inputs among others were identified as important constraints. The study showed that 93% of the fish marketers applied technology to sales of fish. The major impacts of technology on fish marketing was that it made marketing cheaper,more efficient and effective. In conclusion, it has been observed that fish marketing in Benin metropolis is a lucrative business. It was recommended that government should provide and encourage financial support for fish marketers and provide more conducive environment for marketing by providing regular power supply.