The Interplay between Marketing Environment and Post-Harvest Fish Loss in Lake Victoria Sardine Fishery in.

Mgawe, Yahya Ibrahim (2017) The Interplay between Marketing Environment and Post-Harvest Fish Loss in Lake Victoria Sardine Fishery in. Masters thesis, The Open University of Tanzania.

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Abstract

The objective of this study was to examine the interplay between marketing environment and post-harvest fish loss in Lake Victoria Sardine fishery. The main research question was how the marketing environment aggravate post-harvest fish loss problem? The research was prompted by persistence of high post-harvest fish loss in small-scale fisheries irrespective of high demand for fish to feed the growing human population and efforts being taken to reducing it. The study applied exploratory research techniques using Lake Victoria Sardine fishery as a case study. The sample comprised of 600 respondents. Data for this study were collected by using qualitative method and analysed using SWOT analysis. Micro-marketing environment actors and macro-marketing environment forces were independent variables whereas post-harvest fish loss was the dependent variable, and transaction time as moderating variable. The findings revealed that there are lots of macro-marketing environmental forces that affect actors’ capability to efficiently get Lake Victoria Sardine to target markets. Consequently, it takes over 50 days to place much of the produce to market, as opposed to an average of 20 days shelf-life. The delay exacerbates quality degradation and post-harvest fish loss. The study has concluded that, post-harvest fish losses should be considered not only in terms of microbiological, autolysis and rancidity, but also by influences exerted by marketing environmental actors and forces. In this regard, policies need to be reviewed to creating conducive market environment as a basis for reducing high post-harvest fish losses.

Item Type: Thesis (Masters)
Subjects: 600 Technology > 658 Gerneral management
Divisions: Faculty of Business Management > Department of Marketing and Entrepreneurship
Depositing User: Mr Habibu V. Kazimzuri
Date Deposited: 30 Sep 2018 08:28
Last Modified: 30 Sep 2018 08:28
URI: http://repository.out.ac.tz/id/eprint/2005

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