SEAFOOD MARKETING IN NIGERIAN COASTLINE: THE CASE OF LAGOS AND ONDO STATES IN THE SOUTH WEST, NIGERIA

Abstract

Seafood is a major commodity in the South West region of Nigeria owing to its vast economic importance. Hence, sustainability of seafood production is paramount and this ultimately require efficient and effective marketing. The objectives were to determine the: demographic characteristics of seafood marketers in the study areas; pathway involved in seafood marketing and distribution in the study areas; profitability of seafood marketing in the study areas; market structure of seafood in the study areas; concentration of seafood market in the study areas; and challenges of seafood marketing in the study areas. The study assessed seafood marketing in Nigerian coastline: the case of Lagos and Ondo States in the South West, Nigeria. Multistage sampling procedure was used to collect data, in Ibeju-Lekki Local Government Area (LGA) of Lagos State and Ilaje LGA of Ondo State, from 180 respondents primarily using well-structured and validated questionnaire. Data were analysed using descriptive statistics, Gross Margin, Profitability Ratio, Efficiency Ratio, Concentration Ratio, Gini Coefficient, Lorenz curve, Likert scale and Pearson’s correlation. The demographic characteristics of the respondents revealed that 77% were within the ages of 21 and 40 years, 54% were females, 66% were married, 49% amounted to the literacy level, 56% had an average family size of 5 members and 58% had over 10 years marketing experience. 38% represent producers who were the dominant actor involved in seafood marketing, 92% of respondents involved in fresh form of seafood marketing and a decentralized marketing pathway was observed in the study areas. Fin fish was the dominant seafood species marketed in the study areas which include, Sardinella maderensis, Pseudolithus senegalensis and Ethmalosa fimbriata in Ibeju-Lekki LGA of Lagos State and Clarias sp, Tilapia sp and Mugil sp in Ilaje LGA of Ondo State. The results revealed that 90% of respondents depended on personal savings as a source of capital and 89% earned above the national minimum wage per month. Seafood marketing was profitable and operationally efficient, with an equal profitability ratio of 22 and an efficiency ratio of 23 and 24 in Lagos and Ondo States respectively. The Gini Coefficient Value (GCV) was 0.71 and 0.52 in Lagos and Ondo States respectively which indicates an inequality in the seafood market share. The concentration ratio of the largest eight marketers was 71% and 38% in Lagos and Ondo States respectively which implies an exertion of influence by them in the market. Cost of fish, debts by fish marketers and unpredictable weather condition were the paramount constraints experienced in seafood marketing. Correlation analysis revealed no significant relationship (p>0.05) between demographic characteristics and profitability level of seafood marketers in the study areas. The study therefore, recommends that effective programmes, policies and optimum sensitization that will enhance the sustainability of seafood marketing should be put in place. This will enhance an orderly seafood market, solve marketing challenges and provide a market responsive to the demand and supply forces. Conclusively, the study established that fin fish is the most common seafood in the study areas and it is highly profitable. Also, seafood marketing will be well established with the services of extension agents.