A Pilot Study on Marine Fish Distribution Channels in Maharashtra

Abstract

Fishing is an important livelihood activity in India. In fish production India ranks second in the world. The distribution channel for marine fish plays a significant role in marketing of fish because fish are perishable in nature. This research paper throughs light on the distribution channels, factors affecting on distribution of marine fish and understanding the effectiveness of marine fish distribution channels. Through the survey the data were gathered by purposive sampling method form Palghar district area for the study. The results revealed the two types of distribution channels; first is Fishermen - Distributor - Wholesaler or Commission Agent - Retailer – Consumer and second is Fishermen - Wholesaler / Retailer – Vendor - Consumer. Reliability of variables shows high internal consistency. KMO and Bartlett’s Test results reject the null hypothesis. For understanding the problems in distributing the marine fish and effectiveness of distribution channels for marine fish the factor analysis is effective.