Quest Journals Journal of Research in Environmental and Earth Sciences Volume 7 ~ Issue 2 (2021) pp: 55-59 ISSN(Online) :2348-2532 www.questjournals.org *Corresponding Author: Akinrotimi O.A 55 | Page ARAC/NIOMR, PortHarcourt, Nigeria Research Paper Evaluation of Fish Marketing Strategies in Obio Akpor Local Government of Rivers State, Nigeria George A.D.I 1 and Akinrotimi O.A 2* 1 Department of Fisheries and Aquatic Environment, Faculty of Agriculture, Rivers State University, Nkpolu- Oroworukwo, Port Harcourt, Nigeria 2 African Regional Aquaculture Centre/Nigerian Institute for Oceanography and Marine Research, P.M.B 5122, Port Harcourt, Rivers State, Nigeria *Corresponding author Email:ojoakinrotimi@gmail.com ABSTRACT: This study assessed the marketing strategies of fish in in Obio Akpor Local of Rivers State, Nigeria. One hundred and fifty (150) fish marketers were selected using random sampling procedure. The data were collected through the use of questionnaires and were analyzed using descriptive statistics. The result of the socioeconomic characteristics showed that majority of the respondents: 44.67% were within the age bracket of 36-50. Most of the respondents (94.67%) in the study area are women. While, 48.00% had only secondary education, 77.34% were married. Also revealed from the result, 42.00% of fish marketers in the study area had marketing experience of 11 to 15 years. In the study area most (60.00%) of the marketers sourced their fish from importation. Majority (60.67%) of fish marketers pass through the channel: Source to Wholesalers to Retailers to Consumers as the most common channel in the study area. Most of the marketers (60.00%) sold their fish in frozen form. Most of the sellers (33.33%) engaged in open market display to sell their fish. The major constraints faced by the respondents in fish marketing in the study area was insufficient finance, lack of good storage facilities , purchase price instability, poor coordination of markets, inadequate local markets and high transport cost. Based on the results of the study, fish marketers should be encouraged to participate in cooperatives society, so as to attract funds from government and nongovernmental organizations to support their business. Furthermore, policies that will guarantee price stability and improve the microfinance arrangements should be put in place to enhance the business of fish marketing in the study area. KEY WORDS: Fish, Marketing, Strategies, Rivers State, Nigeria Received 10 Feb, 2021; Revised: 23 Feb, 2021; Accepted 25 Feb, 2021 © The author(s) 2021. Published with open access at www.questjournals.org I. INTRODUCTION Fish marketing majorly consists of all the activities involved in delivering fish from the producer to the consumer, through a veritable network of distribution (Bada and Rahji, 2010). Hence, fish marketing may be described as all those functions involved from the point of catching of fish, to the point of final consumption (Alam et al., 2010). As the fish, like any other production moves closer and closer to the ultimate consumer, the selling price increases since the margins and values of the various intermediaries and functionaries are added to it to enhance its worth. However, availability of fish to the final consumers at the right time and in the right place requires an effective and efficient marketing system that will take into cognizance the roles play by individual in the value chain (Department of Fisheries, 2012). Conversely, marketing and distribution channels are important characteristics in the process of getting produce from source to consumers. However, marketing channels is an identifiable pathway through which goods and services flow before reaching the final consumer (Pauly et al., 2002) On the other hand describes marketing institutions through which goods or services are moved from their producers to their consumers (Flood, 2006). Fish marketing is beyond advertising, selling or making fish available to consumers. It is a key management that brings success to the business (Babalola et al., 2015). Success of fish marketing largely depends on how efficiently the products and services are delivered to consumers and how differently do the consumers perceive the difference in delivery in comparison to the competitors. Fish marketing becomes