ECONOMIC ANALYSIS OF FRESH FISH MARKETING AMONG WOMEN IN MAIDUGURI METROPOLITAN AREA, BORNO STATE.

This study examines the economic analysis of fresh fish marketing among women in Maiduguri Metropolitan Area, emphasizing its socioeconomic significance, profitability, and operational dynamics. Fresh fish marketing plays a crucial role in women's livelihoods, contributing to household income, food security, and local economic growth. The study employs both primary and secondary data, with a sample size of 100 respondents selected through stratified random sampling from various categories of fresh fish marketers, including processors, wholesalers, retailers, and mobile vendors. The specific objectives of the study include examining the socioeconomic characteristics of fresh fish marketers, determining the gross margin, assessing marketing efficiency, and identifying factors influencing fresh fish marketing in the area. Findings indicate that the majority of fresh fish marketers are women, with a significant portion having secondary education and over six years of experience in the trade. The gross margin analysis reveals that fresh fish marketing is profitable, with a gross margin of ₦1,250 per kilogram. However, the Marketing Efficiency Index (MEI) of 22% highlights inefficiencies in the marketing system due to high transportation costs, inadequate storage facilities, and market fluctuations. Key factors influencing fresh fish marketing include transportation costs, preservation and storage challenges, and labor costs, which negatively impact profitability. On the other hand, higher income levels positively influence market success. The study concludes that fresh fish marketing is a viable economic activity for women but requires strategic interventions to improve efficiency and profitability. The study recommends policy interventions such as interest-free loans for female marketers, investments in affordable storage facilities, improved transportation infrastructure, and targeted capacity-building programs to enhance marketing efficiency. Addressing these challenges will not only boost the profitability of fresh fish marketing but also promote women's economic empowerment and contribute to sustainable development in the region.