Journal of Entomology and Zoology Studies 2018; 6(5): 311-316 E-ISSN: 2320-7078 P-ISSN: 2349-6800 Value chain analysis of fish marketing in JEZS 2018; 6(5): 311-316 © 2018 JEZS Coimbatore city, Tamil Nadu Received: 18-07-2018 Accepted: 19-08-2018 S Santhosh, M Rajakumar, T Umamaheswari and R Santhakumar S Santhosh Fisheries College and Research Institute, Thoothukudi, Abstract Tamil Nadu, India The present study estimated the extent of value addition in terms of cost in successive stages of fish movement in fish outlets of Coimbatore city, Tamil Nadu. Using convenience sampling method, 50 fish M Rajakumar sellers were interviewed using pre-structured survey schedule. Thirty retailers and four wholesalers were Fisheries College and Research observed performing value addition operations. Contribution of value added cost to the average selling Institute, Thoothukudi, price of fish for wholesalers was maximum for seer fish (₹10.21/kg) and minimum for sardines Tamil Nadu, India (₹4.95/kg). In case of retailing, the value addition cost showed highest value for flying fish (₹17.25/kg) T Umamaheswari and lowest for shrimp (₹12.66/kg). By performing value added services, the increase in mean selling Fisheries College and Research price was estimated higher for catfish (14.22%) and pacu fish (41.71%), respectively in wholesale outlets Institute, Thoothukudi, whereas, it was lower for seer fish in wholesale (3.09%) and retail (9.59%) outlets. It is recommended to Tamil Nadu, India impart proper knowledge and awareness on hygienic handling of fish, market cleanliness and its importance in fish spoilage through various capacity building programmes. R Santhakumar Dr. M.G.R. Fisheries College and Keywords: Fish, fish sellers, value addition, value chain analysis, profit Research Institute, Thalainayar, Tamil Nadu, India Introduction Kapilinsky and Morris (2000) [6] described value chain as the full range of activities which were required to bring a product or service from conception, through the different phases of [4] production and delivery to final consumers. According to Investopedia (2011) , value-chain analysis looks at every step a business goes through, from raw materials to the eventual end- user. The goal is to deliver maximum value for the least possible total cost. Market chain analysis aims to provide information on profitability for the various agents along the market chain (Ferris et al. 2001) [3]. Economic value chain analysis describes the range of activities required to bring a product to the final consumer and, in the case of international products, the ) [5] extent to which intermediaries/agents gain from participating in the chain (Jacinto, 2004 . The same may be applied in fish and fishery products marketing to increase the profitability with least added cost in terms of value added services. The objective of the study was to find out the extent of value addition in terms of cost in successive stages of fish movement. Studying value addition for fish in the outlets of Coimbatore city will bring out the major contributors of cost towards the final selling price of fish for both the wholesalers and retailers. Major contributors of value addition in terms of cost will be given more importance for value chain management to acquire maximum profit from the final selling price of fish. Materials and Methods The present study was conducted in Coimbatore city (Fig 1), the industrial hub of Tamil Nadu with a population density of 731 persons per sq. km (higher than the State’s population density of 555 persons per sq. km) and the existence of more than 50 private fish retail outlets and 15 Tamil Nadu Fisheries Development Corporation Ltd (TNFDC) retail outlets. The paucity of information experienced in the pilot survey was amended by incorporating all the variables considered as required for the study. Through the amended survey schedule, primary data was collected data from 50 fish sellers using convenience sampling technique during December 2017 and April 2018. Simple tools of analyses like tabular and percentage analyses were used. The respondents were categorized based on the performance/non-performance of the value addition processes and comparison over the above in terms of estimated selling price of fish Correspondence S Santhosh and profit was carried out. Sorting, grading, icing, beheading, descaling /deshelling, Fisheries College and Research deskinning, gutting, filleting, packaging and branding were the value added operations Institute, Thoothukudi, practiced by fish sellers in the study area. Estimation of value addition was inducted for 3 Tamil Nadu, India freshwater fishes and 9 marine fishes. ~ 311 ~ Journal of Entomology and Zoology Studies The formulae for cost estimation are as follows: supply facilities which extends the scope for selling quality fishes. It is clearly observed that while half of the surveyed outlets did not have any permanent structures for selling fish, 14 outlets were without sanitation and drainage facilities. [8] Mukasa and Reynold (1991) in a similar study stated that where, the market facilities such as off-loading docks, icing, packaging materials, storage facilities, parking space, N - selling price of fish, D1 - purchase price of fish, D2 - transport charges, D - electricity and water charges, D - drinking water, electricity and telephones are very much 3 4 essential for fish handling. weighing cost, D5 - sorting and grading costs, D6 - icing cost, D7 - packaging and branding costs, D8 – margin Value addition analysis The fish sellers in the study area were classified as value added and non-value added performers based on the value addition operations performed. It is observed that four wholesalers and thirty retailers performed value addition where, operations, while six wholesalers and ten retailers were not Q = selling price of fish, F1 - purchase price of fish, F2 – adopting any value addition processes. Kotni (2016) [7] transport cost, F3 - electricity & conducted a similar study in Andhra Pradesh and found that water charges, F4 - weighing cost, F5 - beheading cost, F6 - there were 378 (84%) fishermen performed value chain descaling cost, F7 - deskinning operations and 72 (16%) fishermen were not performing value cost, F8 - gutting cost, F9 - filleting cost, F10 - deshelling cost, chain operations in fish landing centres. F11 - packaging & branding The different value addition operations performed cost cost, F12 – margin incurred per kg for 12 fishes at wholesale level (Table 1). The contribution of value addition to the mean selling price per kg for wholesalers was found maximum for seer fish (₹10.21) and minimum for sardines (₹4.95). Similarly, the estimated mean marketing margin and selling price per kg was higher for seer fish showing a value of ₹20.80 and ₹585.63 and lower for sardines accounting to ₹6.28 and ₹66.98, respectively. The percentage increase in average selling price of fish due to value addition was higher for catfish (14.22%) and lower for seer fish (3.09%). Aswathy et al. (2014) [2] compared the marketing efficiency in different marketing channels in Kerala and revealed that the market intermediaries received the highest margins per kg of fish for high value fishes like seer fishes (₹118 to ₹157) and pomfrets (₹53 to ₹84) through value addition. Estimation was furthermore undertaken for retail outlets (Table 2) wherein the flying fish (₹17.25) recorded the highest value addition cost. Though the value added cost was Fig 1: Map showing the study area found higher for flying fish, the mean marketing margin (₹29.08) and selling price (₹650.76) was maximum for seer Results and Discussion fish and minimum for sardines. Kumar et al. (2017) [9] studied General information of fish outlets marketing costs in unregulated fish markets in Srinagar and The results of this study revealed that 40% of fish sellers had suggested that retailers incurred the highest marketing cost of established outlets between the years 2006 and 2011. While Rs.10.57/kg followed by wholesalers and vendors with 80% of the sellers were retailers, 20% were wholesalers. Both Rs.6.76/kg and Rs.5.33/kg, respectively. Salary to permanent electronic weighing balance (76%) and physical balance labour was the largest share for both wholesalers and retailers (24%) were used for weighing the fishes. With a total which accounted 46.12 and 44.28 percent to the total cost, working hours of 10 to 12 (38%), 88% of the outlets were respectively which indicate high cost of human labour in the kept open throughout the week by engaging a maximum of 4 valley. In the present study, the increase in average selling labourers. Similar study on the structural performance of fish price due to value addition was recorded higher for pacu fish markets in Uttar Pradesh conducted by Upadhyay et al. (41.71%) and lower for shrimp (12.78%). Mapped the (2016) [10] stated that 45 wholesalers were observed to be existence of fish marketing channels in fresh fish marketing functioning in the market with small space and temporary of Rajshahi city, Bangladesh. The highest and lowest average shelters with a separate parking space in the market. The fish price were recorded as USD 5.99/kg and USD 1.89/kg for marketing activities extended for 16 hours and subjected to cat fish and snake heads, respectively. The market margins for change depending upon season, demand and supply of fish. In all intermediaries varied from 23.37% for catfish to 48.57% Coimbatore city, the scale of operation in fish outlets lie for prawn species with an average of 40.75%. between 50 kg and 800 kg on Sundays, whereas it was from Consecutively, cost, marketing margin and mean selling price 50 kg to 500 kg per day for the left out days of the week. per kg of fish without any value addition processes was Majority of the outlets (88%) provided parking facilities for estimated for wholesalers and retailers (Table 3).