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Hilsha Fish Marketing Strategies in Dhaka City of Bangladesh

Fazlul Hoque
Department of Agribusiness& Marketing, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh

Asma Akter
Department of Management & Finance, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh

Jaba Chakraborty
Department Business Administration, Bangladesh University, Dhaka, Bangladesh

Bishakh Dewan
Department of Management& Finance, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh.

Most.Moriom Khatun
Faculty of Agribusiness Management, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh.

Abstract/ Executive Summary:

The study was conducted to find out hilsha fish marketing system in Dhaka city of Bangladesh. Hilsha fish (Tenualosa ilisha) is the national fish our country and all people like this fish on their meal but due to lack of proper marketing system, maximum people remain out of touch with this fish. We found that Hilsha fish comes to Dhaka city maintaining a strong marketing channel member such fishermen, faria, bapari, aratder and finally goes to consumer plate through retailer. For identifying marketing pattern and pricing strategies of the Hilsha I have chosen sample size containing 60 respondents(10 fishermen, 10 aratders,10 beparies, 10faria and 20 retailers) and collected data from Jatrabari, Showarighat, Kawranbazar, Savar Kachabazar, Banani Kachabazar, Mirpur, Uttara , Krishi market, Baipal bazaar and Lunchghat of Chandpur through a questionnaire. I found that net marketing margin for per mound (40kg) varies according to channel member such as Retailer(Tk2750.5), aratder (Tk417.5), faria (Tk1791.5), Bepari (Tk1580.5) and retailers get maximum share of profit margin. The marketing cost per mound (40kg) for retailer (449.5), aratder (702.5), faria(908.5), Bepari (1210.5). Price determined at retail market based on market condition, bargaining of retailers and consumers. Fishermen and aratder arrange an auction method for selling their fish as well as faria follows open bargaining, auction and market going price. I have also found that Hilsh fish is so much demanding to people all over the world and still sold at high priced but fishermen can not receive reasonable price due to the involvement of mahajons (money lenders) who enforced fishermen to sell at a prefixed rate as a result economic conditions of the fishermen are not changing.

Keywords: Marketing Margin; Marketing Cost; Hilsha Fish; Marketing Channel; Fishermen.

Location: Dhaka city of Bangladesh

Start Date:

End Date:

Program Area: Socio-economic and Policy

Non-commodity: Market analysis

Objectives:

The present work has been done therefore undertaken with the following objectives: i) To find out price determination strategies of hilsa fish. ii) To estimate marketing costs and margins of hilsa fish at different levels. iii) To analyze the price variation of hilsa fish at lean period and peak period.

Methodology:

The research methodology is done to achieve the objectives of the study and explained the choice for selecting the methods for data collection. It is a descriptive study based on quantitive data regarding market condition of the hilsha fish Dhaka city. It described the marketing system of hilsha fish including, price variation, marketing intermediaries, cost of marketing, marketing margin, percentage of profit for marketing intermediaries, production, distribution and contribution to the national economy. To study the marketing strategies & practices of Hilsha fish in Dhaka city, I have applied a stratified random sampling procedure to collect data from various marketing participants. The total sample size was 60 respondents(10 fishermen, 10 aratders,10 beparies, 10 faria and 20 retailers). The researcher himself collected data of fishermen, faria from launch ghat in Chandpur district of Bangladesh and collected data of aratder, bepari, retailer from Jatrabari, Showarighat, Kawranbazar, Savar Kachabazar, Banani Kachabazar, Mirpur, Uttara, Krishi market, Baipal bazaar of Dhaka district through questionnaire.

Source of Information: Journal of Research in Business, Economics and Management Volume 9, Issue 4 November 8, 2017 www.scitecresearch.com

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Hilsha Fish marketing system in Bangladesh has historically been developed by the private sector. The government provides support in the form of roads and infrastructures, establishment of fish landing point & shed for dealing fish, laboratory for research, but does not play an active role in properly regulating market behavior and market performance. Generally, price is determined by open bargaining between the sellers and buyers. The marketing of fresh fish in Bangladesh is characterized by the involvement of many marketing intermediaries. Though demand for fish is hilsha high in Bangladesh, markets are centralized in some areas and fishermen have limited ability to reach better alternative markets. The involvement of some intermediaries seems to be worthless whose presence just increases a cost to the consumer and a loss to the fishermen. The development of supermarkets has changed fish marketing pattern in Bangladesh Now super markets are not only limited in the capital city, its branch is being expanded in many other regions of Bangladesh. The fish available in the supermarkets are of better quality in terms of freshness, chemical-free. Proper icing and refrigerated boxes are maintained for fish being sold. Supermarkets collect fish from fishermen(having the previous contract between fishermen and supermarket) at fish landing point and directly carry to super market. This arrangement has shortened the marketing channel and fishermen are getting better price. Since supermarkets target upper class customer and enjoy a higher share in consumer price. It is also the responsibility of the government to see that consignment can reach the destination without payment unnecessary tolls and subscriptions. The development of good road and transport networks can reduce superfluous involvement of middlemen, which could be beneficial for both the fishermen and consumers. Assembling points with refrigerated storage facilities may be ensured so that the perishability of fish is reduced, which would enable the assembling points to make bulk sell/transfer to the next destination. This could reduce post harvest loss and provide better prices for the fishermen.

Knowledge Management: Journal