Review of Literature on Fish Marketing in Coastal Districts of Karnataka - Challenges and Opportunities

Abstract

Purpose: In Indian economy fishing has its own importance. India is one of the largest producers of fish both sea and in land. Fisheries help in expanding food supplies, employment generating, raise nutritional level and earn foreign exchange. The fisheries production contributes around 1% to India’s Gross Domestic Product (GDP) and over 5% of agricultural GDP. The fisheries sector provides employment for over 11 million people who are fully employed, part time or in ancillary activities related to the sector with an equally impressive proportion of the population engaged in ancillary activities. At present, India being the largest fish producers in the world, accounts for about 6% of global fish production. Purpose of the study to know the challenges of fresh fish marketing activity and the opportunities for fishermen and women in fresh fish marketing in view of improvement of their socio - economic status as well as supply of quality products to ultimate consumers. Fish sellers faces numerous problems while marketing the fish such as poor drainage, safety, electricity, icing, personal expenses, unsanitary environment and transportation, etc., The development of fish marketing facilities is vital, by improving fish transportation facilities, building an ice factory and introducing a fish quality monitoring unit. Design/Methodology/Approach: In this study systematic literature review methodology is used to identify research gap and research agendas. A technical study was used for research. Studies based on the secondary information. Information related to fisheries problem in procurement, transportation, selling the fresh will be collected. Their views regarding magnitude of the problems will be presented in tabular form. Further their expectation from institutional agency and their support for fisheries activities. Secondary data is collected through books, newspapers, previous research and government websites. Findings: Significant number of research initiatives in the field of Fish marketing issues, management, functions, climate change effect, performance of fisheries cooperatives in the international and in India but very few studies are done to socio - economic conditions of fisher - women, fish - marketing in Coastal District of Karnataka – Challenges and opportunities. Level of education in fish marketing is low. Adequate storage conditions must be provided to preserve the fish. Finally, this paper highlights the challenges of fresh fish marketing activity and the opportunities for fishermen and women in fresh fish marketing regarding improvement in their socio - economic status as well as supply of quality products to ultimate consumers. Recommendations for future research are also formulated in systematic literature reviews. Originality/Value: Fisherwomen plays an important role in fisheries sector and responsible for providing services to fishing families and community networks and support structures. Studies have not thrown light on problems of fisherwomen in procurement, processing, transportation and marketing of fresh fish in distinct location. Academia, researchers and experts working in the field of fish marketing will find this article useful in understanding the current state of the literature on fish marketing opportunities and challenges and existing gaps. Paper Type: Review of Literature

Introduction

I. INTRODUCTION

When it comes to food, nutrition, employment and income in India fisheries play an important role. For centuries, India has a traditional practice of fish culture in small pounds. In the early 19th century significant advances in productivity were made with the controlled breeding of plants in tanks where river conditions are stimulated. Fishing plays an important role in India’s economy. When it comes to both sea and inland, India is one of the largest fish producers.

All the member’s activities are coordinated by fisheries cooperative societies resulting in more efficient effort for deployment than in the independent fleet (Robert T. Deacon et al., 2008) [1]. Biologically, fish is abundant source of animal protein and is one of the healthiest options for fighting hunger and malnutrition as well as financially low in cost. The share of fishing in the total Gross Domestic Product (GDP) (at current prices) has increased from 0.40% in 1950 – 51 to 1.03% in 2017 – 18. Commercial fishing activity involves - catching fish and other seafood for business purposes. It is applied in many countries of the world with a large quantity of food. In certain conditions fish producers face a lot of difficulties to reach their destination. Over the decades, ocean fish marketing has undergone rapid changes. Increase in demand for fish enhances the fishing intensity and excessive demand for certain varieties. Hence this led to target fishing in our unrestricted fisheries area (R. Sathiadhas et al., 2012) [2]. Marketing of fish includes variety of tasks required to deliver the fish or fish products from the producers to the consumers. To deliver fish to consumers at the right place at the right time requires an effective marketing system. Marketing activities include assembling, storage, and grouping, grading, covering, attach labels and carriage. The problem of marketing of fish includes easily spoiled fish products, not enough and poor processing facilities, and below standard fish products. The main problems faced in production and sale of fishes are theft and pilferages, non-availability of quality fish seeds, lack of govt. support (M. S Rahaman et al., 2013) [3]. In fisheries not only the men are involved. Millions of women around the world work in the fish sector, whether paid or not.  Quantifying the role of women in fisheries has significant implications for poverty management and development policies. Women contribute a significant contribution to the global fishing economy (Sarah Harper et al., 2013) [4]. All women are mainly involved in the work before and after catching the fish from the water, they can also help with catching or harvesting. India’s fish marketing system is rapidly changing in recent years due to the wide improvement in handling technology, transportation and consequent market competitiveness (Sathiadhas R and A Kanagam, 2000) [5].

II. OBJECTIVES OF THE STUDY

The following are the main emphasis of the study.

1. To identify the problems faced by the fresh fish sellers in marketing activities.
2. To explore institutional support available for fresh fish marketing activities.
3. To provide suggestions from the point of view of improvements in marketing activity as well as socio economic status of fish sellers.
4. To identify the research gap with regard to fish marketing in coastal Karnataka – challenges and opportunities.

III. METHODOLOGY

The existing literature be related to fish marketing, livelihood status of fishermen and other component in International and India, Fish marketing and livelihood status are analysed by taking into consider published thesis, books, research papers from journals through Google scholar. Thus, the data here presented and discussed in the paper is purely secondary, which has been collected from various sources like books, reputed journals, conference proceedings, websites magazines and newspapers.

IV. REVIEW OF LITERATURE/ RELATED WORKS:

The main purpose of the research study is to review the existing literature. It facilitates understanding and evaluation of earlier scientific efforts.  Most of the research works are undertaken on the area of livelihood status of fishermen, fish marketing, impact of environmental changes on fishing, co-operatives. The following descriptive and tabular format summarises and discusses the contributions.

A. Fish Marketing

A fish market is a fish and sea food market where sea food can be sold to individual consumers or wholesale between fishermen and fishmongers. To sell fish from fishermen to consumers at the right time and place, you need to influence and execute effective marketing system. Farmers are not directly selling fish with market consumers. The sale path of famed fish starts with the producers passes through a series of intermediate products and ends with the needy consumer.

The fisheries sector has proven to be a strong source of employment and income, as it provides growth of several supporting industries and is the most important and nutritious food source, while at the same time being a means of subsistence for a large proportion of the county’s people with low economic status. Men and women have different roles in the fisheries - value chain and their socio-economic status affects their power relation. Females and males can have dominant roles or they can be in positions of high dependency. Women make up about half of the population involved in fishing activities.

B. Market Intermediaries Involved in Fishing

From the landing centre or fish pond fish passes through several intermediaries then to the end consumer. The intermediaries are involved in providing loading, processing, preservation, packing and transportation services and these activities incur costs at every stage of marketing (Hussain et al., 2003) [6]. The Intermediate in fish marketing involves agents, wholesaler, retailer and final seller. There are also local fishermen and fishermen’s cooperatives also exist at many markets.     

Marketing channel for large fish groups in fish markets:

Source: Hilsha fish market Marketing channel, (Md. Khabirul Ahsan et al., 2016) [7].                                   

Fishermen have difficulty accessing the market for several reasons; this is mainly due to strong non-cooperation and resistance from retailers. It is clear that the community has become poor or are getting poorer over the years. The market in the initial fishing stages is almost completely non-competitive and the abuse is therefore high.      

C. Economic Importance of Fish

Fish is rich in omega – 3 fatty acids and vitamins such as D and B2. Fish is rich in calcium and phosphorus and is an excellent source of minerals such as iron, zinc, iodine, magnesium and potassium. It has religious values and provides independent employment for millions of people around the world. They give food safety in many regions of the world, and are a valuable addition to varied and nutritious diets. Eating fish has several health’s, nutritional and social benefits over other territorial animal’s meat.  Fish also provides number of by-products. Large scale fish farming in ponds, lakes and reservoirs increases the nation’s productivity and economy.

D. The Concept of Marketing Mix in Fish Marketing 

The marketing mix is made up of the four P’s – Product, Price, Place and promotion. It is marketing tool used to attract customers to a business and all four elements plays an important role in fish marketing strategy. While taking the marketing decision related to fixing prices, product to sell, selecting distribution channels marketing mix are taken into consideration. (Fitriah, A. W and et al., 2019) [8].

1. Product: Product plays a positive effect on business.
2. Price: Price or cost is the important variable that the buyer’s impression on product. Whether to buy the product or not. There is relationship between price demand.
3. Place: Consumer always expect the product should be available at the right place, when they needed it, it applies in fish marketing also. Consumer convenient is taken into consideration.
4. Promotion: Without promotional activity product can not to be sold. Individual offering, advance deal, direct promotion can be used to increase sale.

There is a significant relationship between product, price, place and promotion in fish marketing activity. The county’s fish production has also developed continuously and sustainably in recent years since independence. In India fish production has experienced a compound growth rate over 7% per year (AQUAPOST) [7]. Presently Indian sector contributing 60% of the country’s fish production provide jobs for around 23 lakh households in the country. It makes it more productive and sustainable to provide food security and job creation to landless, small and marginal farmers.  

India’s Blue Revolution started with a 7th Five Year Plan (1985 – 1990) during the sponsorship of the Fish Farmers Development Agency (FFDA) by the government of India. Fully integrated development and management of fisheries to realise high potential. The honourable Prime minister has called it as ‘a revolution’ in the fisheries sector and called it as ‘Blue Revolution’. The multidimensional activity of the blue revolution is primary aimed at increasing the production of fishermen and increasing their inland and marine resources.

E. Fisheries Cooperative Societies

A cooperative is an association of people who have volunteered to work together, i.e., to pool their resources and work together in a common, economically viable enterprise towards the achievement of a common economic and/or social goal. The fishermen’s cooperative aims at reducing production costs while increasing their yields, improving the living standard and quality of life of their communities, and serve multiple roles.

To improve the socio-economic condition of fishermen and women appropriate inputs of education, finance, marketing communication, technology, transport, seed availability, health and government policies etc., were organised at community level and this solved certain problems and gave rise to the idea of fisheries cooperative societies. As early as in 1913 the movement of fishery cooperative in India began when the first fishermen’s society was organised under the title of “Karla Machhimar Cooperative Society” in Maharastra. After that number of fisheries cooperative societies came into existence. Types of Fisheries co-operative societies:

1. Producer’s co-operative societies.
2. Fish consumer’s societies.
3. Fisheries credit societies.
4. Insurance co-operative societies.
5. Marketing co-operative societies.
6. Transport co-operative societies.
7. Storage co-operative societies.

Co-operative societies largely aim at it Provides source of income to many people in coastal areas through fishing occupation, speeding up fish catch by introducing mechanization of boats, Cooperatives help their members by providing loans for buying mechanised boats, it supplies essentials like nets, kerosene, etc. It provides facilities and services such as shipyards, ice mills, refrigerators, canneries and vehicles. It facilitates proper marketing of fish and fish products and its by-products, it provides loans to fishermen and from sale price of fish products, they recover the loan etc., it helps in the improvement of socio-economic condition of fishermen and women. (Ankit Thakur) [9].

There are significant number of studies are undertaken in the area of fisheries sector. The following descriptive and tabular format shows the contribution of different authors related to the study.

Table 1: Contribution to different authors from national and international

The fisheries sector is on the cusp of a big transition. More focus has been given on increasing production and investment. The announcement of Pradhan Mantri Matsya Sampada Yojana (PMMSY) is aimed at promising public investment and creating an ecosystem for private investment in the whole fisheries value chain starting from production to consumption. However, the fish marketing faced with major problems include restricted market entry, the need to ensure quality of fish products, large scale financing is not possible, price reduction and cannot add value to their catches.

Table 2: The List of other scholarly publications related to Fisheries sector

V. CURRENT STATUS & NEW RELATED ISSUES

Study of literature on Fish marketing has thrown lot of insights into various problems, opportunities, strengths and weakness of fish marketing. In spite of a persisting limitation regarding fish marketing the position of fish marketing has undergone considerable changes particularly positive trends are visible. The problem of transportation of fish from the place of production to the marketing centre is still a challenging issue, since fish is a perishable item causing lot of stress and strain to the fish sellers. The existing marketing system has been modernised to suit the current supply and demand. The government fisheries policy is by and large are in favour of the advancement of fish marketing and improving the socio-economic conditions of the fisher’s community. Policy provides various provisions with regard to financial assistance, establishing cooperative societies, formulation of Self-Help Groups, etc., Government also supports women fisheries because they are facing many problems while doing fishing business, economically they are backward. Finding out the challenges and opportunities of the fishers, it helps the government and institutions to take necessary steps for the improvement.   

VI. IDEAL SOLUTIONS, DESIRED STATUS & IMPROVEMENTS REQUIRED

The ideal, desired status and improvements that are required in the area of fish marketing can be summarised as follows:

1. Upgradation of fish marketing. Providing specialised transportation facilities for the fish sellers for better marketing of fish items.
2. Specialised financial institutions providing timely assistance for the fish seller.
3. Government should take steps to improve the educational status of fisher’s community.
4. The various schemes formulated for the fisher’s community should reach the real beneficiaries without any middlemen.
5. Insurance coverage should be made available to the fishing business.
6. Since fish is perishable item there is an urgent need to provide storage facilities in rural and urban areas at the marketing centre.
7. Basic amenities like drinking water, washroom, resting place, etc., & infrastructural facilities should be provided in view of the wellbeing of fish sellers.
8. Steps should be taken for the empowerment of fisherwomen and their family.
9. The cleanliness of the marketing place should be maintained by the local administrative.
10. It is better to conduct periodical training program to the fish sellers regarding the marketing, preservation, competition, maintenance of hygiene and healthy relation between sellers and buyers of fish.

VII. RESEARCH GAP

The review of literature indicates that most of the studies focussing on fish marketing, economic status of fishermen and functions of institutional agency, effect on climate change on fisheries are undertaken. However, these studies have not thrown light on problems of fisherwomen in procurement, processing, transportation and marketing of fresh fish in distinct location. In coastal region most of the fisherwomen they are the bread winners of the family, they were facing several problems while marketing fresh fish in distinct location. “Challenges of fisherwomen in fish marketing activity in Coastal Karnataka” can be undertaken for future study. Hence, there is a need to conduct research study pertaining to challenges faced by fisherwomen in fresh fish marketing activity. The role of institutional agency in supporting their activity is also needs a closer look. Empowering women in fisheries and supporting their activities makes them major contributors to national and household food security.

VIII. RESEARCH AGENDAS BASED ON RESEARCH GAP

      Based on the literature review, the researcher proposes the following:

1. What type of challenges women are facing while interacting with customer?
2. What type of infrastructural support required for women while dealing with marketing activity?
3. How far marketers in fresh fish activity can interact with 4 Ps of marketing?
4. A satisfied customer is a good advertisement, how far statement is relevant in fresh fish marketing activity?
5. What type of support the institutional and government agencies can provide for women in fish marketing activity?
6. What type of training needs are required for women in fish marketing activity and also to improve the socio-economic condition of fishermen?
7. How far the existing fish marketing system can be improved and modernised to attract younger generation in the fish marketing activity?
8. Briefly narrate the SWOC analysis of fresh fish marketing activity?

IX. ANALYSIS OF RESEARCH AGENDAS

There are a large number of studies are undertaken on fish marketing area, to analyse the above research questions various published studies were reviewed from google scholar, research gate, academia, government publication, websites, and various publication domain, etc., very few studies are undertaken in the area of challenges of fisherwomen in fish marketing activity.

X. FINAL RESEARCH PROPOSAL/PROBLEM IN CHOSEN TOPIC

Although various studies have been conducted in the area of fish marketing activity, socio economic conditions of fishermen, etc., these studies have not thrown light on problems of fisherwomen. It was identified negligent number of studies undertaken in Karnataka. There are lot of scope for future research in the area of challenges of fisherwomen.

1. Proposed title: Challenges of fisherwomen in fish marketing activity in Coastal Karnataka.
2. Purpose: The purpose of the study is to analyse the problems of women in the area of fish marketing. To understand the opportunities for women in fish marketing field. To understand the role of financial institutions, government agencies with regard to the fish marketing. To understand the socio – economic conditions of women fish sellers.
3. Research Objectives: The objectives of the proposed title are given below

a. To study the challenges faced by women in fish marketing.

b. To focus on infrastructural support facilities required for fish marketing activity.

c. To establish relations with regard to 4 Ps of marketing.

d. To analyse the role of institutional support for fish marketing activity.

e. Intend focus on the training needs for women in fish marketing to improve their socio-economic conditions.

f. To suggest measures for the upgradation of the existing fish marketing system.

g. To study the SWOC’s in the field of fish marketing.

4. Proposed methodology:

This study will be conducted on fish marketing of coastal district of Karnataka. Sample size minimum 500 will be included in the study. A questionnaire will be prepared to collect the data regarding above mentioned objectives. And the collected data will be analysed by descriptive statistical method and inferential statistical method. Under descriptive statistical method frequencies, percentage, mean and standard deviation will be used. Inferential statistical method such as chi square test, Karl Pearson’s correlation coefficient and regression analysis will be used.

XI. SWOT ANALYSIS

SWOT analysis was conducted to determine the factors of strength, weakness, opportunity and threats. This analysis can be used for decision making and determining strategic steps to face competition. (Intan Kusuma Dewi Ratnasari et al., 2022) [82].

A.  Strength

1. Family background, fixed sales areas, own fish tank.
2. Family experience in fish marketing.
3. Ability to maintain good relationship and interact with regular customer.
4. Financial support from Cooperatives.
5. Skill in semi processing.      

B.  Weakness

Some of the problems of fish marketing include:

1. Exploitation by other fish sellers.
2. Price fluctuation
3. Inadequate demand, Storage problems, Quality issues
4. Unhealthy competition among fish sellers
5. Transportation problems
6. Inadequate facilities in the market place
7. Low sale of fish on ritual days.

 C. Opportunity

1. Government gives lot of incentives in the form of subsidies
2. Many financial institutions and SHG’s to give financial assistance for fishing activities.
3. To get more opportunities in the educational enhancement of women is needed.
4. Optimal utilization of transport facilities.
5. They can make use of their community support.

D. Threats

1. High Competition – Big sellers sell fish in sophisticated manner.
2. Problem with local institutions or Panchayath.
3. High fishing fees
4. Conflict between fishermen.
5. Low rate of literacy of fishermen community.

XII. SUGGESTIONS TO IMPLEMENT RESEARCH ACTIVITIES ACCORDING TO THE PROPOSAL

Keeping in view the research proposal, the following suggestions may be implemented:

1. To encourage female literacy among the fisherwomen incentives should be given in the form of educational loan, scholarship, etc.,
2. For the empowerment of fisherwomen proper guidance and counselling cells may be established.
3. For the proper marketing of fish transportation vehicles may be arranged by the fisher’s cooperative societies.
4. Houses can be provided to the poor fisherwomen under various housing schemes of state and central government.
5. Proper storage facilities may be provided at the marketing centre to preserve the unsold fishes.
6. Financial institutions aimed at providing financial support for the fisherwomen should provide loans with zero interest rate.
7. Timely awareness programmes may be arranged about the various government schemes.
8. Periodical training needs may be conducted on marketing and storage.
9. Government should take initiatives to provide basic amenities to ensure cleanliness and sanitation in the market places.  
10. Establishing modern hi-tech fish markets with modern amenities so that consumers are easily attracted and there is increase in sales.

Conclusion

The literature review reveals those studies undertaken in the area of marketing and livelihood status of fishermen have provided a clear insight about the area to be considered for further study. A detailed review of Fisheries sector and marketing opportunities and challenges was attempted in this study. Fisheries have been considered as an important means of poverty elevation and food security besides promoting health and wellbeing. Fish is still one of the most traded foods in the world. Fishing is predominantly male activity, mostly because this involves boats, equipment and long absences at sea. But women are responsible for handling equipment, processing and marketing of fish. However, women are often less acknowledged. But it was identified that a negligent number of studies in the area conducted in Karnataka. In case of Dakshina Kannada and Udupi District a detailed study in respect has not been initiated. In this context, it is highly imperative to have an in-depth study regarding the Socio-economic conditions of fisherwomen in Dakshina Kannada and Udupi district, as fisher women are the main participants in the marketing and selling of fish and fish products. Fish marketing activity provide livelihood support as well as supplement the family income of fisherwomen, there is a need to strengthen their activity through proper support.

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