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首页> 外文期刊>Journal of Marketing and Consumer Research >Profitability and Marketing Efficiency of Smoked Fish: An Empirical Evidence from Ondo State, Nigeria
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Profitability and Marketing Efficiency of Smoked Fish: An Empirical Evidence from Ondo State, Nigeria

机译：烟熏鱼的获利能力和营销效率：来自尼日利亚翁多州的经验证据

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摘要

The level of efficiency and profitability of the market and marketing functions are very important for sustainable marketing of agricultural products like fish. To ensure continuous availability of fish for human consumption, nutrition, and wellbeing, the Nigerian economy requires effective and efficient marketing systems. Fish marketing serves as a medium for bridging the gap between producers and consumers of fish. The study considers 80 fish marketers from Ondo state using purposive sampling technique. The data collected for the study were analysed using budgetary technique and shepherd efficiency model. The study revealed that fish marketing is profitable with gross margin of #38,101.36 and 15k as return on investment. The shepherd efficiency model revealed that fish marketing activities among fish marketers is highly efficient with efficiency value far higher (558.0%) than 100% deducing that an increase in the cost of performing marketing service (that is added time, form and place utility) by 100 percent will give a more than proportionate increase of 458.0 percent in the level of satisfaction derived from a kilogram of fish sold in the market. It was recommended that government should focus on policy that encourages farmers and young graduates in the business as it is noted for profitability, efficiency and a source of livelihood.
机译：市场效率和获利水平以及营销功能对于鱼类等农产品的可持续营销非常重要。为确保持续供应人类食用，营养和福祉的鱼类，尼日利亚的经济需要有效的销售体系。鱼品销售是弥合鱼品生产者和消费者之间差距的媒介。该研究使用有目的抽样技术，考虑了来自Ondo州的80个鱼贩。使用预算技术和牧羊效率模型分析了为研究收集的数据。该研究表明，鱼品销售是可获利的，毛利率为38,101.36，投资回报率为15,000。牧羊人效率模型表明，鱼贩的鱼贩活动非常高效，效率值（558.0％）远高于100％，这可以推断出执行服务的成本（即增加的时间，形式和场所效用）增加了。 100％将使从市场上出售的每公斤鱼获得的满意度超过458.0％的比例增加。建议政府重点关注鼓励农民和年轻毕业生创业的政策，因为该政策以盈利，效率和生计来源着称。

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