EFFECT OF PRICING STRATEGY ON THE MARKETING OF FISH IN ENUGU STATE (NSUKKA AND ENUGU EZIKE LOCAL GOVERNMENT AREA)
Abstract
ABSTRACT
This study investigates the impact of pricing strategies on fish marketing in Enugu State, focusing on Nsukka and Enugu Ezike Local Government Areas. Through a detailed questionnaire analysis, the research explores various aspects of the fish marketing sector, including demographic profiles, satisfaction levels, organizational effectiveness, economic impacts, logistical challenges, government policies, and security concerns. Key findings reveal that the fish marketing workforce is predominantly male, young, and educated, with generally positive satisfaction levels despite some dissatisfaction and concerns. Issues identified include significant logistical challenges, adverse effects of government policies, and security concerns impacting sector stability. Recommendations to enhance the sector include improving promotional activities, addressing logistical and infrastructural needs, reforming policies, strengthening security, and investing in training and research. Implementing these strategies is expected to improve efficiency, economic outcomes, and sustainability within the fish marketing sector in Enugu State.
KEYWORDS: Pricing, Strategy, Marketing, Sector
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