Fish can be described as an important source of food and relatively cheap source of animal protein to several people in developing nations of the world, especially Nigeria. [1]. A lot people in both rural and urban communities across the country derived their livelihood from fish culture and its related activities. Fish consumption is a significant proportion of the diets of people living in different parts of Nigeria [2].  Conversely, USAID [3] reported that fish consumption accounts for about 35% of animal protein consumption in Nigeria and this could mean that aquaculture  is a vital and active commercial sector in Nigeria, ripe with numerous and abundant  investment and employment prospects. On the other hand, Ebewore [4] observed that majority of Nigerians are unable to meet the protein requirement because of their critical poverty level. The needed protein for growth especially among children has been in short supply due the fact that animal protein is expensive. Then the only alternative cheaper source of protein to bridge the gap of protein deficiency is protein from fish sources that are within reach. 

Moreover, the Food and Agriculture Organization (FAO) reported [5] that Nigeria needs two million metric tonnes of fish for consumption per year. But unfortunately, only 313,231 metric tonnes of fish were produced annually from aquaculture [6]. In Nigeria the market for fish still exceeds local production. Nigeria is the largest fish consumer in Africa and among the largest fish consumers in the world with over 1.5millions tonnes of fish consumed annually. Yet, Nigeria imports over 900,000 metric tonnes of fish while its domestic catch is estimated at 450,000metric tonnes/year [7]. The available statistics suggest that the rise in fish production is due to increased aquaculture operations, and the need for aquaculture stems from the decline in ocean supply fisheries as a result of over-fishing, habitat destruction and pollutions [8]. 

Catfish is the most commercially important fresh water    fish    in   Nigeria.   It   is   widely  culture across the country in both small and large scale [9]. In Nigeria, the major family of catfish that is of commercial interest is the family claridae. Clarias gariepinus is mostly farmed due to its fast growth rate and other culturable characteristics [10]. It constitutes a large group of primarily freshwater fish which are widely distributed through the world. It is a fresh fish eaten by more African people than any other fresh water fish, and it’s expand use in aquaculture will further increase its usefulness. The sharp tooth catfish (Clarias gariepinus), popularly called African mudfish is a popular food fish, which commands a high market value in Africa and in other continents [11]. 

Marketing can be described as a process that involves the identification and classification of wants and need of consumers and the supply of foods and services that are acceptable, and which satisfy the need and wants of consumers and the entrepreneur/manager at a profit [12]. It also involves the transportation of the products in the form most acceptable by the consumers thereby creating various forms of utilities through such economic activities as processing, storage, preservation, transportation, wholesaling and retailing among others [13]. The marketing process of handling and marketing of catfish is very delicate if quality and nutritional value are to be maintained due to its short shelf life. Efficiency in marketing system is essential for growth and development of the fishery subsector. Analysis of catfish marketing is important considering the fact that fish and fish products contributed 6% to the gross domestic product (GDP) of Nigeria in 2006 [14]. About 90% of fresh fish produced in Nigeria is sold in the local markets as a cheap source of protein to the growing population. Fish often account for 40 percent of the country's dietary protein intake. Nigerian fish market is dependent on season, the ability of buyers to bargain, and the concept of demand and supply. Fisheries development depends on improved production and processing technology and also on an effective marketing system [15]. This paper therefore evaluated the Catfish Marketing Approach in Obio Akpor Local Government of Rivers State, Nigeria.

The study was carried out in Obio/Akpor Local Government Area (LGA), Rivers State, Nigeria. Obio/AkporLGA is one of the two LGAs in Port Harcourt metropolis, Rivers State, Nigeria. Obio-Akpor is bounded by Port Harcourt (Local Government Area) to the south, Oyigbo to the east, Ikwerre to the north, and Emohua to the west. It is located between latitudes 4°45’N and4°60’N and longitudes 6°50’E and 8°00’E.Port Harcourt is the administrative capital of Rivers State, in the Niger Delta area of Nigeria. Port Harcourt lies between 4.75°N and 7°E with network of rivers and tributaries (e.g., New Calabar, Orashi, Bonny, Sombrero and Bartholomew Rivers) which provide great opportunity for fish farming (Akinrotimi et al., 2007). Obio/Akpor L.G.A is one of the Agricultural Zones of Agricultural Development Programs of Rivers State.  Simple random sampling method was used for the study. The sampling frame was obtained from fish marketers in various markets across the local government area.. A total of 150 fish farms were randomly selected from Obio/Akpor LGA. The selected fish farmers were interviewed with the aid of structured questionnaires. The collected data was analyzed using descriptive statistics (such as percentages and frequency tables).

The socio-economic characteristics of the respondents in the study area are shown in Table 1. Majority of the respondents (45.33%) were within the age group of 36 – 50, which was followed by 15 – 15 (22.67%) and 26 – 35 (21.33%) while the lowest (10.67%) was recorded in the age group of 50 and above.   Also, in respect of respondent’s sex, 94.67% of them were females, while 5.33% were males. The study revealed that a larger part of the respondents were educated up to secondary school level (48.00%) and have 11-15 years of marketing experience ( 41.33%). The initial startup capital for the marketers are presented in Table 2. The results showed that majority (36.0%) of the respondent’s start their catfish marketing with initial capital based of N1100-25000, while 17% started with a capital base of below the sum of N10, 000. 00K. Sources of catfish for marketing in the study area are presented in Table 3.Most of the  catfish sellers ( 53.33%), sourced their catfish products from private individual farms, 20.00% from cooperative joint farms and source from outside the state, and 6.67% from Government own farms . 

The marketing channels of fish in the study area are presented in Table 4. Result revealed that most (73.33%) of the fish marketers channeled their products from the source to retailers and finally to consumers. While lowest value of 2.67% were recorded in those that channel their products through wholesalers to consumers.  The form in which the fish are being sold and marketing strategies adopted by the seller in the study area are presented in Tables 5 and 6 respectively. Fresh fish accounted for the highest (70.67%) form of presentation and open market display as the major marketing strategies (53.33%) that are dominant in the area. The constraints associated with fish marketing in the study area are shown in Table 7. The most severe problem suffered by fish marketers in the study area was insufficient finance (40.00%), followed by purchase price instability (18.67%), lack of storage facilities (16.00%), high cost of transportation (12.00%), and inadequate market information (4.00%).

The results on the socio-economic characteristics of respondents are summarized in Table 1 According to the table, 94.67% of the sampled marketers were females while 5.33% were males. This indicates that more female marketers were involved than their male counterpart in marketing of catfish. This findings agrees with the report of Ali [16] and that of Agbebi and Adetuwo  [17] who stated that fish marketing is dominated by female who are usually more involved in fish processing and marketing and that women play a central role in fish processing and marketing and also have better bargaining power than men. The marketers had a mean age of 42years with a greater part of the respondents (45.33%) being within the age range of 36-50 years. This entails that majority  of the marketers were in their middle age which is an important factor in marketing activities. This age bracket is known to be active and energetic to participate in catfish marketing. This is in line with the report of agrees with the finding of Irhivben et al. [18], who observed that those involved in economic activities like fish marketers are in their economic active age and were able to actively participate in the business. The table also shows that majority a larger proportion (77.33%) of the marketers were married. This implies that a greater percentage of the marketers had family indicating stability. According to Nwaru [19], stability creates conducive environment for good citizen training, development of personal integrity and for entrepreneurship which is important for efficient use of resources.  From the results,  96.0% of the respondents had formal education and about 21.33% of the sampled catfish marketers in the study area had tertiary education. This implies that the marketers were well read and were positioned to take advantage of new marketing techniques and innovation that could boost their businesses [20]. Their literacy level would positively influence the marketing activities as observed by Folayan and Folayan [21] . Moreover, most of the catfish marketers had marketing experience of 11-15 years. This implies that the marketers were well experienced in their business. This result corroborates the findings of Offor and Nse-Nelson [22], who opined that marketing experience has significant influence on net income and marketing efficiency.

Table 1: Socio-economic Variable of the Respondents in the Study Area (n = 75) 

Source: Field Survey (2020)

Table 2: Startup Capital  for Catfish Marketing in the Study Area

Source: Field Survey (2020)

Table 3: Sources of Catfish for Marketing in the Study Area

Source: Field Survey (2020)

Table 4: Marketing Channels of Catfish Marketing in the Study Area

Source: Field Survey (2020)

Table 5: Forms of Catfish Marketing in the Study Area

Source: Field Survey (2020)

Table 6: Marketing Strategies of Catfish in the Study Area

Source: Field Survey (2019)

Table 7: Common Constraints to Catfish Marketing In the Study Area

Source: Field Survey (2019)

The findings of this research also showed that majority (36.0%) of the respondent’s start their catfish marketing with initial capital based of N1100-25000, while 17% started with a capital base of below the sum of N10, 000. 00K. The implication is that to start the business of catfish marketing, it does not require large capital. It means that as many that have an interest in the business of catfish marketing can venture into it due to the fact that it only needs small capital to start. In the study area, most of the sellers (53.33%), sourced their fish products from private fish farms. This result agrees with the findings of  Onyekuru et al. [23]who reported similar trend in some communities in Nsukka Local Government area of Enugu State. . They observed that catfish are majorly produced by private fish farmers.  Result from the study area revealed that most (73.33%) of the fish marketers channelled their products from the source to retailers and finally to consumers. Fish Marketing is the means through which a product or commodity reaches the final consumer from the producer. This is in agreement with the findings of Akinrotimi et al. [24] who reported that in most parts of Rivers State, fish products are marketed from source to retailers who in turn sell to the consumers. 

In the study area, open market display was the major marketing strategies that are prevalent in the area. This observation conforms with that of Edun et al. [25] in some parts of Niger Delta. The problems faced by the catfish marketers are summarized and presented in Table 7. In the table, the constraints that militate against catfish marketing were identified. Capital was the most critical constraint as majority (40%) of the respondents reported that capital was the major constraint affecting marketing of catfish in the area. It was followed by instability of purchase price and high cost of transportation. This result conforms to the finding of Akinkali and Jamabo [26], who opined that unavailability of adequate transport and lack of adequate capital are hindrances to effective distribution of goods from one point to another. 

It could be concluded from this study that marketers in the study area are operating a small scale basis with low capital base incurring little or no cost on feeding, water, and market stall. They operate on predominantly road sides and come out for sales mostly in the evening and weekends.  Based on the findings from the study, the catfish sellers should ensure that the water being used for the preservation during and after sales of the catfish should be checked regularly to avoid contamination so as to minimize the incidence of death and spoilage The sellers should be encouraged to form cooperative societies so as to attract government intervention to boost their business. 

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