ABSTRACT

This study will analyse the market structure and conduct of fresh fish in Calabar metropolis, Cross River State, Nigeria. The specific objectives will be to: assess the cost and returns of fresh fish marketing, profitability and operational efficiency in the area, measure the extent to which fish traders specific variables and the operational costs influence their gross margin within the area of study, determine the price instability and index and the long-run price instability index of fish in the area, analysis the market structure, conduct and performance within the marketing systems, discuss the constraints associated with the marketing of fresh fish and make recommendations based on findings. Data generated for the study will be gathered from structured questionnaire using a two-stage sampling technique. Data sourced will be analyzed using descriptive and inferential statistics. Conclusions will be drawn from the study and recommendations will be made based on the study findings.  

TABLE OF CONTENTS 

Certification - - - - - - - - - i

Declaration - - - - - - - - - - ii

Dedication - - - - - - - - - - iii

Acknowledgement - - - - - - - - iv

Abstract - - - - - - - - - - vi

Table of Content - - - - - - - - - vii

Background the study - - - - - - - 1

Demand and supply of fish in Nigeria - - - - 3 

Statement of the problem - - - - - - 4

Objective of the study - - - - - - - 5

Significance of the study - - - - - - 5

Organization of the study - - - - - - 6

CHAPTER TWO: LITERATURE REVIEW - - - - - 7

2.1 Theoretical framework - - - - - - - 7

2.1.1 Concept of Marketing - - - - - - - 7

2.1.2 Marketing function and services - - - - - 8

2.1.3 Market structure - - - - - - - - 9

2.1.4 Marketing philosophy - - - - - - - 12

2.2 History of Marketing - - - - - - - 12

2.3 Roles of Marketing - - - - - - - 13

2.4 Marketing structure, conduct, and performance. - - 14

2.5 Review of related studies - - - - - - 15

CHAPTER THREE - - - - - - - - 17

3.1 Study Area - - - - - - - - - 17

3.2 Study Population - - - - - - - - 17

3.3 Sampling Procedure and Sample Size - - - - 17

3.4 Source of Data - - - - - - - - 18

3.5 Model Specification - - - - - - - 18

3.6 Hypotheses - - - - - - - - - 21

 References - - - - - - - - - 22