Stripped Catfish marketing management of Ubonratana Dam's reservoir Khon Kaen province

Abstract

This research was aimed at studying the marketing system of Stripped Catfish, marketing channel, marketing margins, problems and recommendations to improve Stripped Catfish marketing system. Marketing data was collected from direct interview of fisherman, wholesalers and retailers by using questionnaires. The marketing channel of Stripped Catfish in the study started from fisherman wholesalers retailers consumers because it was 90.33 percent of all quantities of fish. Marketing efficiency was measured by gross marketing margins which was composed of marketing costs and merchants profit (commissions). The results of the study indicated that marketing margins of wholesaler was 4.77 baht per one kilogram, dividing into marketing costs of 3.92 baht per one kilogram and merchants profit (commissions) of 0.85 baht per one kilogram the marketing margins of retailer was 26.93 baht per one kilogram, comprising marketing costs of 6.45 baht per one kilogram and merchants profit (commissions) of 20.48 baht per one kilogram. For the gross marketing margins was considered, Gross marketing margins was 31.70 baht per one kilogram, dividing into marketing costs of 10.37 baht per one kilogram and merchants profit (commissions) of 21.33 baht per one kilogram. Problems of Stripped Catfish marketing system were divided into 4 main problems. Firstly, fisherman equipments were very expensive. Secondly, There was intense competition between wholesalers to buy Stripped Catfish. Thirdly, Stripped Catfishûs price highly fluctuated that it affected income of fisheries, wholesalers, and retailers. Finally, gasoline price sharply increased that caused high transportation cost. Recommendation for person who interested in this business might study consumer demand of Stripped Catfish, consumer satisfied of any Stripped Catfish product such as fresh or processed Stripped Catfish in order to reach mar.