Distributional Strategy of Fish Product in Asari-Toru Local Government Area of Rivers State

The study examined the distributional strategy of fish product in Asari-Toru Local Government Area of Rivers State, South-South zone, Nigeria. The objective of the study is to investigate the current distribution strategy of the rural fishermen and their sellers (middlemen) and to suggest how to improve on their strategy in moving their fish product to the urban market in order to decrease losses incurred. To determine the sample size, the study adopted Taro Yamen¡¯s method. Total population of Asari-Toru Local government area was 385,841 (1991 population census record) in Nigeria. Applying the formula: n = . We have 400; we then stratified the local government area into four (4) fishing zones. Then, judgmental sampling technique was adopted to select 400 respondents from the four (4) zones. Data were collected from the respondents with structured questionnaire and data collected were analyzed both descriptive and inferential statistic. Hence, chi-square was applied at 0.05 level of significance. The study revealed that the resellers (middlemen) and fishermen lacked the insight of what it entails towards distribution strategy in this modern business environment. In other word, they lack knowledge of proper planning, storage and publicizing so as to operate in a suitable distribution channels for their products. The study found that, the use of Air and Rail transport is completely absent in the area. The only major road is the one link the local government headquarters, all other communities mode of transportation is the swampy salt water. However, since their products are perishable, intensive distributional strategy is appropriate in their business.