| dc.description.abstract | Fish farming is growing at a faster rate. For continuity, marketing of farmed fish should be
prioritized for profitability. The main objective of the study was to investigate consumer
knowledge and marketing of farmed fish on local markets of Kawempe Division Urban Council
where wild fish is sold. It aimed at assessing consumer knowledge about farmed fish,
benchmarking marketing channels of farmed fish and determining monetary change along the
dominant distribution channel. Questionnaires were administered to 15 fish farmers, 100
consumers, 40 mongers from Kalerwe and Kalinabiri markets, 20 middlemen, and 15 fishers
from Lwampanga and Zzengebe landing sites on Lake Kyoga. Data was analyzed using chisquare.
Results indicated that most consumers are aware of farmed fish existence. Farmed fish reach
consumers through direct selling to them, farmers-distributers-mongers, farmers carrying and
selling fish on markets and farmers-mongers in different forms and prices. Mongers enjoy higher
market shares than farmers. Consumers have little influence on farmed fish marketing but
inconsistent supply, farmers’ low competence and middlemen influence were found determining
competition and profitability of farmed fish on local markets. Synchronization of production,
avoiding middlemen will improve pricing and flow of information between farmers and
consumers for profitability.
Key words; farmed fish, market channels, profit margins and profitability, competitiveness | en_US |
