ABSTRACT

A study was conducted for the period of 60 days till February 2012 to investigate the present
market situation, post harvest mechanism, marketing constrains and the consumers’ behaviors
and purchasing pattern towards the fish and fish market in Chitwan. For this study 40 fish
traders were grouped into 3 categories suppliers, wholesalers and retailers. All 6 fish suppliers,
9 wholesalers, 25 retailers and 50 suppliers were selected for the observation and data
collection. Result shows that large volume (61%) of fish was produced in Chitwan itself and
certain volume of fish were imported from India (39%).Rohu (74%) was the major Indian fish
marketed followed by Bachwa( Pangasius) where as Naini (60%) , Rohu (20%) followed by
the African catfish/magur. The marketing margin of Nepalese fish Naini was higher than other
species of fish in the Chitwan. However the Nepalese fish was more than Indian fish in Chitwan
market. Indian Fishes were mostly packed in thermo cool box with more minutely crushed ice
and transported by truck while Nepalese fish were mostly packed in bamboo basket and
transported by bus. Indian fishes were bigger sizes than the Nepalese fish. Nepalese fishes were
more fresh and quality than Indian fishes. Indian fish traders were well established and
organized than Nepalese traders. The fish consumers in Chitwan were influence by the price,
quality and size of the fish while purchasing fish. Most of the consumers in Chitwan more than
thrice time a month. Majority of the consumer said that the cost of fish in Chitwan was
moderate and need more improvement in the fish market of the Chitwan. Lack of appropriate
market facilities, weak competitiveness, lack of specialized vehicles for fish transport were
some of the key problem in fish marketing. The study indicates that there is great potential to
substitute the imported volume through commercial production, post harvest management and
improving efficiency of fish marketing system with in Nepal.
 TABLE OF CONTENTS
Page No.
Recommendation Letter i
Viva Voce Sheet ii
Declaration Letter iii
Acknowledgement iv
Abstract v
Table of Contents vi
List of Tables viii
List of Figures ix
Abbreviations x
Chapter One
Introduction 1-12
1.1 Concept of Fish Marketing 1
1.1.1 Biochemical Composition of Fish 1
1.1.2 Introduction of Fish Marketing in Nepal 2
1.1.3 Aquatic Resource of Nepal 3
1.1.4 Fisheries Resource of Nepal 4
1.1.5 Contribution to Economy 5
1.1.6 Fish Marketing System and Marketing Channel in Nepal 6
1.1.7 Packaging, Transportation and Storage Facilities of Fish in Nepal 7
1.1.8 Determination of Price of Fish in Nepal 8
1.1.9 Fish Marketing Problem in Nepal 9
1.1.10 Introduction of Research Area Chitwan 9
1.2 Statement of Problem 10
1.3 Objective of Study 11
1.4 Limitation of Study 11
1.5 Organization of Study 11
Chapter Two
Research Methodology 13-14
2.1 Research Design 13
2.2 Data Collection Procedure 13
2.3 Nature & Source of Data 13
2.4 Analysis of Data 14
2.4.1 Percentage 14
2.4.2 Bar Diagram and Pie Chart 14
Chapter Three
Presentation and Analysis of Data 15-36
3.1 Secondary Data Analysis 15
3.1.1 Total Production of Fish in Nepal 15
3.1.2 Marketing Channels of Nepalese and Indian Fish in Chitwan 16
3.2 Primary Data Analysis 19
3.2.1 Distribution of Fish Trader Category 19
3.2.2 Education Status of Fish Traders by Trading Category 20
3.2.3 Nationalities of Fish Trader 21
3.2.4 Gender of Fish Trader 21
3.2.5 Fish Marketed in Chitwan 22
3.2.6 Monthly Fish Arrival in Chitwan 22
3.2.7 Market Share of Nepalese and Indian Fish in Chitwan 23
3.2.8 Fish Packaging Container 25
3.2.9 Fish Transportation 26
3.2.10 Fish Storage by Trader 27
3.2.11 Marketing Margin of Fish in Chitwan 28
3.2.12 Price of Fish in Chitwan 29
3.2.13 Factors Influencing Consumer during the Purchase of Fish 29
3.2.14 Consumer Purchasing Pattern in Month 30
3.2.15 Consumer Opinion about the Cost of Fish 32
3.2.16 Consumer Opinion towards the Fish Marketing in Chitwan 33
3.3 Problem of Fish Marketing in Chitwan 34
3.4 Major Finding 35
Chapter Four
Summary, Conclusion and Recommendation 37-38
4.1 Summary & Conclusion 37
4.2 Recommendation 38
Bibliography
Appendices
 LIST OF TABLES

Table Title Page No.

1.1 Principal Constituents (percentage) of Fish. 2
1.2 Estimated Water Surface Area in Nepal. 4
1.3 Commercially Important Indigenous Fish Species in Nepal. 5
3.1 Total Productions of Fish in Nepal (2003-2010). 16
3.2 Distribution of Fish Trader Category.(2012). 19
3.3 Education of Fish Traders by Trading Category in Chitwan (2012). 20
3.4 Nationalities of Respondents by Trading Category in Chitwan(2012). 21
3.5 Categories of Fish Traders by Gender in Chitwan (2012). 21
3.6 Volume of Fish Arrival by Country in Chitwan (2012). 22
3.7 Monthly Arrival of Nepalese and Indian Fish in Chitwan(2012). 22
3.8 Market Share of India Fish in Chitwan (2012). 23
3.9 Market Share of Nepalese Fish in Chitwan (2012). 24
3.10 Use of Packaging Container by Supplier in Chitwan (2012). 25
3.11 Use of Transportation Means by Supplier in Chitwan (2012). 26
3.12 Fish Storage Mechanism by Fish Trader in Chitwan (2012). 27
3.13 Marketing Margins of Nepalese Fish in Chitwan (2012). 28
3.14 Market Price of Nepalese Fish in Chitwan (2012). 29
3.15 Marketing Price of Indian Fish in Chitwan (2012). 29
3.16 Factors Influencing during the Purchase of Fish (2012). 30
3.17 Consumer Purchasing Pattern in a Month (2012). 31
3.18 Consumer Opinion on the Cost of Fish in Chitwan Market (2012). 32
3.19 Consumer Opinion towards the Fish Marketing in Chitwan (2012). 33
 LIST OF FIGURE

Figure Title Page No

1.1 Fish Marketing Channel of Nepal. 7

3.1 Production of Fish in Nepal. 16

3.2 Marketing Channel of Indian Fish in Chitwan. 17

3.3 Marketing Channel of Nepalese Fish in Chitwan. 18

3.4 Distribution of Trader Category. 19

3.5 Monthly Arrival of Nepalese and Indian Fish in Chitwan. 23

3.6 Market Share of Indian Fish in Chitwan. 24

3.7 Market Share of Nepalese Fish in Chitwan. 25

3.8 Use of Packaging Container by Supplier in Chitwan. 26

3.9 Use of Transportation Means by Supplier in Chitwan. 27

3.10 Fish Storage Mechanism by Fish Trader in Chitwan. 28

3.11 Factors Influencing during the Purchase of Fish. 30

3.12 Consumer Purchasing Pattern in a Month. 31

3.13 Consumer Opinion on the Cost of Fish in Chitwan. 32

3.14 Consumer Opinion towards the Fish Marketing in Chitwan. 33

 ABBREIATION

BBA Bachelor in Business Administration

CBS Central Bureau of Statistics
DOFD Directorate of Fisheries Development
FAO Food and Agriculture Organization
FPP Fisheries Prospective Plan
GDP Gross Domestic Product
ha Hector
IAAS Institute of Agriculture and Animal Science
kg Kilogram
mt mill tons
No Number
PU Purbanchal University
Rs. Rupee
SLC School Leaving Certificate
 CHAPTER-ONE

INTRODUCTION

1. Introduction

1.1 Concept of Fish Marketing

The term 'Fish' most precisely describes any non-tetra pod craniates (an animal with a skull
and in most cases a backbone) that has gills throughout life and whose limbs, if any, are in the
shape of fins. Especially in aquaculture, the true fish is referred to as finfish or a limbless cold-
blooded vertebrate animal with gills and fins and living wholly in water.

The term 'marketing' refers to the action or business of promoting and selling products or
services. Marketing activities and strategies result in making product available that satisfy
customers while making profits for the companies that offer those products.

Fish is an extremely perishable foodstuff and its marketing issues are of great concern to the
government, farmers and consumers. Marketing is as critical to better performance in
Agriculture as fish farming itself (Jha,1999).Therefore, market reform ought to be an integral
part of any policy for agriculture development ( Acharya and Agrawal, 1999).Fish marketing
is to bring the fish to the consumers before the quality is deteriorated. Marketing functions or
services include many aspects such as collecting small quantities from any producers, grading,
packing, transporting to distant city based wholesale markets and distributing to retailers. Fish
marketing, is the marketing and sale of fish products.
(http://en.wikipedia.org/wiki/Fish_marketing)

1.1.1 Bio Chemical Composition of Fish.

Fish plays a major role in human nutrition. Importance of fish as a source of high quality,
balanced and easily digestible protein in now well understood. Beside the fact that fish is source
of high quality protein, it is also a well known source of several other nutrients and fish is being
accepted as a healthy food. The essential micro nutrients and minerals in fish, which are
deficient in staples, includes vitamins B, and in fatty fish, vitamins A and D, phosphorus, iron,
calcium, magnesium selenium and in marine fish, iodine.
Table No-1.1 Principal constituents (percentage) of fish.

Fish (fillet)
Constituent
Minimum Normal variation Maximum

Protein 6 16 – 21 28

Lipid 0.1 0.2 – 25 67

Carbohydrate --- <0.5 ---

Ash 0.4 1.2 – 1.5 105

Water 28 66 - 81 96

(Source: Stansby, 1962; Love, 1970)

1.1.2 Introduction of Fish Marketing in Nepal.

Nepal is a land locked country, is endowed with vast resources of water bodies in the form of
rivers, lakes, reservoirs and other wetlands called gholes and tals. The fish production has to
be totally dependent on its inland water resources. Inland fishery of Nepal consists of two parts:

1) Aquaculture

2) Open water fishery (capture fish)

 Aquaculture

Aquaculture is the farming of the aquatic organisms such as fish, shellfish and even plants. The
term aquaculture refers to the cultivation of both marine and freshwater species. Aquaculture
began in the 1940s with pond culture of Indian major carps. The major part of the aquaculture/
pond fish production take place in the southern part of the country – the Terai plain – where
94% of the fish ponds are located. According to a country profile of Nepal,(DOFD,2010) it
was estimated that approximately 136,000 families were engaged in aquaculture. Aquaculture
activities employed about 58,000 people and benefited about 104,000 people.

 Open water fishery ( capture fish)

Open water fishery is different from that of aquaculture. In aquaculture fish is raised in
controlled and confined condition and harvested when the fish stock reached to the marketable
size, where as in open water fisheries, the fish stock are not confined but are free to wander
around to any distance for grazing within their climatic zone and harvesting has to be done in
proper season with proper fishing equipment to maintain the fish stock density sufficient to
utilize the carrying capacity of the water body and without disturbing their breeding habitat.
There are no terms and conditions for fishing and the fishermen catch as many fish as possible
by legal or illegal means. There are no agencies that take care about the proper management of
these water bodies and the fish population are decreasing constantly and effecting very badly
on the fish biodiversity of these water bodies. Capture fisheries production in 2010 employed
about 425,000 people and benefited over 741,000 individual in the country.

The concept of organized fish marketing was developed in 1981/1982 with the start of the
Aquaculture Development Project. Support service and credit facilities have been extended to
the entrepreneurs in the fish marketing business. The fish marketing system seems to have
evolved and is self regulating with increasing productions and demand. The growing education
and consciousness of the Nepalese people has brought significant change in their consumption
pattern, increasing consumption of nutritious food like fishes. Fish is commonly acceptable to
all non vegetarian population of Nepal. The consumer in Nepal prefers fresh and healthy fish.

Fish traders at all levels from producers to collectors/local middlemen to suppliers and
wholesalers to retailers and vendors have developed and operate through organized marketing
networks. There are two groups of fish traders in fish marketing in Nepal; those from India and
Nepal. Compared to the Nepalese counterparts, the Indian traders are well established and
organized in terms of manpower, resources and working capability. Fish imported from India
and fish produced in Nepal is traded in the fish market of Nepal. The fish from India is more
consistent in size and supply, whereas the fish from Nepal is superior in quality and freshness.
These are some of the factors which determine the fish prices in the market (Dahal, 1998).

1.1.3 Aquatic Resources of Nepal

Nepal has potential and unique water resources suitable for fisheries and aquaculture
development. Nepal is the second richest country for water in the world possessing about
2.27% of the world water resources (CBS, 2003). The water resources of Neples, i.e., rivers,
rivulets, streams of various sizes, lakes, and manmade reservoirs, flood plains and swamps,
manmade ponds and other water bodies are extremely important resources which offer
excellent habitats to at least 185 indigenous fish species ( Shrestha, 1995). Approximately 5%
of the total area of the county is occupied by different freshwater aquatic habitats (Bhandari,
1992).

Table No-1.2 Estimated water surface area in Nepal

Resources Estimated Area (ha) Percentage (%)

Natural water 401,500 49.14

Rivers 395,000 48.34

Lakes 5,000 0.61

Reservoirs 1,500 0.18

Village Ponds 6,500 0.80

Marginal swamps 11,100 1.36

Irrigated rice fields 398,000 48.71

Total 817,100 100

(Source: Directorate of Fisheries Development, 2011)

1.1.4 Fisheries Resources of Nepal

The current taxonomic status of fish fauna of Nepal shows a record of 187 indigenous species
representing 94 genera, 30 families and 10 orders. Indigenous fish with potential for mass
production under commercial conditions can be categorized into cold-water fish of the high
hill region and warm-water fish of the Terai (Shrestha 1995).
Table No-1.3 Commercially Important Indigenous Fish Species in Nepal

Local Name Scientific Name

Rahu Labeo rohita

Naini Cirrhina mrigala

Bhakur Catla catla

Common carp Cyprinus carpio

Silver carp Hypophthalmichthys molitrix

Raj bam Anguilla bengalensis

Gounch Bagarius yarrelli

Shar(pahaelao) Tor tor

Shar (Falamar) Tor putitora

Gardi Labeo gonius

Kursa Labeo dera

Bangsa Labeo dero

Bata Labeo bata

Bishari Labeo calbasu

Bhoera or saur Chamma marulius

Buaari Wallago attu

Gaichi Macrognathus aral

Tenger Mystus tengara

Jalkapoor Clupisoma gaura

Moi Chitala chitala

 Mugri Clarias batrachus

Singhi Heteropneustes fassilis

Bachawa Eutropichthys vacha

Pabata Pangasius pangasisus

Rewa Changunius chagunio

1.1.5 Contribution to the Economy

Fisheries have been emerged as potentially an important sector of Nepalese agriculture. The
potential for increasing production through culture based activities is encouraging. Presently,
it shares about 2.75% of the agriculture GDP, through utilizing only 2% of the total fisheries
resources (DOFD,2005/06); attaining annual growth rate 8.7% (FPP,2000). The total fish
production is 48,750 mt and per capital fish production is about 1770g (DOFD, 2008).It total
fish production is 48,750 mt in 2007/2008. It has estimated that during 2006/2007 fisheries and
aquaculture development activities in Nepal employed about 500,000 people and benefited
700,000 people (over 3% of the population). Aquaculture diversification and
commercialization have drawn attention of the planner and policy makers in term of generating
more income, employment opportunities and biodiversity conservation. The farming of high
value low volume fishes and optimum utilization of the available resources for production,
processing and marketing operation has been conceived for the sustainable development of
nation (Pradhan and Shrestha, 1996).

1.1.6 Fish Marketing System and Marketing Channel in Nepal

Fish marketing system refers to reception, treatment, distribution and sales of fish, i.e. a whole
series of operations which indeed increase the price of fish but are essential if fresh and high
quality fish food is to reach the homes of millions of consumers all over the country (Lisac,
1997). In Nepal market, Fish traders at all levels from producers to collector to suppliers and
wholesalers to retailers and vendors have developed and operate through organized marketing
networks. There are two groups of fish traders involved in fish marketing of Nepal; the Indian
trader and those from Nepal. The lower price of fish has been disincentive for most farmers.
The low price received by the farmer means low income, which results in low investment in
the pond and again reduced income. This has caused to deteriorate the productivity and the
farmers are bound to fall in the vicious cycle of poverty (Gurung, et. al., 1996). Marketing cost,
the expenses incurred in performing different marketing functions by the traders and the selling
price of the product determine the level of the net marketing margin of the trader. The
appropriate marketing infrastructure and profitability encourage the marketing agents for
efficient flow of goods from the production sites to the market centers (Joshi and Tiwari, 1999).
Long marketing channel are one of the reasons for increased marketing cost and bring
inefficiency in marketing which results the loss in the consumers' welfare and producers' share
( Haque and Hassian et al., 1996). In long marketing channel farmers get 45%-55% of the
consumer price and the rest was absorbed by the traders present in the identified channels of
marketing (Lofvall, 1998).The fish producer farmers and fish traders are the main actors of fish
marketing system ( Shah,2005).

In Nepal market, fish produced from the production sites, mostly from Terai and Indian farms
in Andhra Pradesh are supplied at present. Fish traders, dealers, retailers are not organized in
our country. The channel through which fish have been marketed to the consumers from the
production areas is shown in Figure No-1.1

Figure No-1.1 Fish Marketing Channel of Nepal

Import

Collector/
Fish local Wholesalers Export
producers middlemen

Consumers Retailers

(Source: DOFD, 2011)

1.1.7 Packaging, Transportation and Storage Facilities of Fish in Nepal

Fish harvested at the production site in Nepal are cleaned with fresh water and packed into a
locally made bamboo/cane baskets with alternate layers of crushed ice. The packed products
are transported to the nearby market centers by human labor and bicycles/rickshaws. These are
commonly sent to distant cities by night buses and seldom travel by trucks or others means of
transport (Joshi and Tiwari, 1999). While the bus service give priority to fish transportation
despite being highly perishable commodity. On the other hand the prices charged by bus
services for fish transportation is more on ad-hoc basis and inconsistent.

The indigenous craps arriving from India especially from Andhra Pradesh are packed in ice
immediately after harvest at the pond (lofvall,1998). The fish is taken to a packing centre for
washing and packed in plastic boxes with alternate layers of crushed ice in between layers of
fish at a ratio of 50% ice and 50% fish. The top of the plastic boxes are covered with plastic
film. The boxes are loaded onto a truck insulated appropriately with rice husk both at the
bottom, the sides and on the top of the load. The cargo is covered by a tarpaulin sheet. The
trucks used in fish transportation are ordinary cargo trucks not insulated vehicles. The fish
cargo trucks from Andhra Pradesh travel about 6/7 days before it arrived at Kathmandu or other
urban destination of Nepal. The fish is delivered to the buyer (wholesalers) immediately. The
non-delivered stock either remains on the truck, acting as storage or is kept in a non insulated
store room for further distribution. Ice is added as necessary until the stock is sold out
completely.

The packing material used for fish fillets are normally plastic or a combination of paper and
plastics. These packing materials are of varying quality and durability. The fish transportations
trucks are normally insulate without refrigeration facilities. The ice block are normally use in
the trucks for fish transportation.

1.1.8 Determination of Price of Fish in Nepal

Price of fish may vary due to a variety of factors such as season, location of sales, size and
species of fish and inflow of fish from India (Adhikari,1993). The fish imported from India and
fish produced in Nepal is traded in the fish market of Nepal. The fish from India is more
consistent in size and supply, whereas the fish from Nepal is smaller in size. These are some
of the factors which determine the fish prices in the market. Naturally, prices of fish also depend
on quality and size, with large fish attracting higher price (Lofvall,1998). A number of
freshwater indigenous fish species of economic value Asla ( Schizothorax spp.), Sahar (Tor
spp.), Katle ( Neolissocheilus hexagonolepis) and other such as Bam (Anguilla spp.), etc from
capture fisheries are popular as a delicacy and fetch much higher prices than any other cultured
species in the country. Nepalese fish fetch higher prices than Indian fish in term of freshness
(Lofvall,1998). The general perception is that the Indian fish having been packed in ice for
several days and the quality is inferior.

Fish is highly considered as protein rich commodity. It has several substitute meat commodities
like mutton, chicken, pork etc. Fish contributed over 17% in the total meat production during
2006/2007 in the country. Fish is considered to be relatively cheaper commodity compared to
mutton and chicken. A data compilation on price trend of fish and other commodities showed
that 14.3% price rise in fish recorded in 3years.

1.1.9 Fish Marketing Problem in Nepal

The fish production activities exhibited a very positive growth in the country. However, the
overall productivity has not been satisfactory in terms of marketing management and its
institutional capability. Lack of marketing infrastructure and facilities caused slow pace of
transformation in agricultural production system. Access to market is expensive due to lack of
infrastructure like transportation that caused inaccessibility of locally produced commodity to
domestic market. The major marketing problems in fishery sectors are lack of all weather roads
connecting fish producing areas with assembly markets and consumption centers, absence of
cold storage facilities/chilling rooms for holding the harvest and regulate supply, absence of
insulated vehicles to prevent spoilage during sales ( Adhikari, 1993). The most serious
marketing difficulties seem to occur in remote communities, which lack transport, ice, poor
road facilities, fish diseases, lack of financial facilities, frequent strikes, fish theft, pond
poisoning. Lack of research about fish marketing, unhygienic storing conditions, lack of
specialized fish marketing manpower and lack of adequate marketing infrastructure are the
problem led to insufficiently and incompetent marketing of fish in Nepal ( Joshi and Tiwari,
1999).

1.1.10 Introduction of Research Area Chitwan

Chitwan district, a western part of Narayani zone, is one of the seventy-five districts of Nepal,
a landlocked country of South Asia. The district, with Bharatpur (seventh largest city of Nepal)
as its district headquarters, Bharatpur is the commercial and service center south Nepal; it is
the merger destination for higher education, health and transportation of the region, covers an
area of 2,218 km2 and has a population (2001) of 472,048.

Narayangarh, on the bank of Narayani River, is the main town with numerous shopping zones
where people from all over the district and even from neighboring district come to shopping.

Now there are about 40 Village Development Committes ( each of which has nine wards or
villages) and one Sub-Metropolitan city- Bharatpur and a Municipality Ratnanagar each of
which has more than nine wards or urban areas.

Chitwan is one of the major production sites of fish production both in aquaculture and open
water fishery. It covers large hector of ponds. Chitwan is also rich in water resource where
Narayani River and Rapati River flows and a lot of family depends upon these river for survival
by catching fish. It has also got a lot of Tals and swamps where different types of fish species
are found.

Aquaculture is rapidly growing in Chitwan. Institute of Agriculture and Animal Science

College, Rampur, Chitwan has developed and conducted a lot of fish research and helped the
farmers in the problems of breeding and in the stage of fish growth.

1.2 Statement of the Problem

Chitwan is rapidly growing as one of the important fish consumption places after the
Kathmandu Valley.This study is trying to make an important attempt to study the fish
marketing in Chitwan. This research tend to find out various problem related to marketing with
respect to agrobased i.e. fish.

1. What is the present condition of fish marketing in Chitwan?

2. What are the major problems faced by fish trader in Chitwan?
3. What are the mechanisms used in post harvest of fish in Chitwan?
4. What is the purchasing pattern of fish by consumer in Chitwan?
5. What is the opinion of consumer towards the fish market of Chitwan?
6. How is the price of fish determined in the market place by different trader?
7. How is fish transported and storage in the market place?

1.3 Objective of the Study

The general objectives of the study is to identify the present marketing situation, problems of
the fish marketing in Chitwan, consumer behaviors toward the fish and to make
recommendations for the development of the Chitwan as central Fish marketing in Nepal. The
others objectives are as following:

1) To analysis the present market situation of fresh and quality fish in Chitwan.
2) To identify major constrains of fish marketing in Chitwan.
3) To assess the post harvest mechanism (i.e. storage, transportation and packaging.)
4) To identify the existing channels in fish marketing.
5) To learn about the behaviors of fish trader in Chitwan.
6) To learn about the consumer behaviors towards the fish.

1.4 Limitation of the Study

The limitations of the study are enlisted as follows:

1) The study is not able to cover all the areas of Chitwan District. Focused on major
market Narayangarh and Tadi Bazar and the production area Madi.
2) The study is based on limited area with limited persons.
3) The study is fully based on student's Academic requirement.
4) The study is conducted within the financial resource and time constraint.

1.5 Organization of the Study

The study has been divided into five main chapters. They are as follows:

Chapter one: Introduction

The first Chapter of the study deals with the subject matter like introduction of fish marketing,
its importance, background or the study etc. It also contains statement of the problem, objective
of the study and limitation and organization of the study.

Chapter Two: Research Methodology

The chapter two describes the research methodology adopted for carrying out the study. This
chapter deals with the methods and techniques used in the research study.

Chapter Three: Presentation and Analysis of data

The chapter three explains how the data for the study are presented and analyzed. The primary
data are presented using different statistical tools and analyzed with the findings.

Chapter Four: Summary, Recommendation and Conclusion

Lastly the fourth chapter deals with summary and recommendation of the study. The chapter
ends with conclusion of the research study.

A bibliography and appendices has also been attached at the end of the study
 CHAPTER – TWO

RESEARCH METHODOLOGY

2. Introduction

Research methodology is a way to study systematically to solve the research problem. In other
words, research methodology describes the methods and processes to be followed during the
research. The basic objective of the study is to find the present situation of the fish marketing
in Chitwan and to compare the market of Nepali and Indian fish in Nepal market. To achieve
the objectives of the study an appropriate research methodology has to be followed. Therefore,
in this chapter, focuses have been made on research design, data collection procedure nature
and source of data, and analysis of data.

2.1 Research Design

This study attempts to identify the future market of fish in Chitwan. For the research study the
information were collected from the survey in Bharatpur, Tadi, Sharadanagar and Madi and
were analyzed. This study therefore is descriptive and prescriptive in nature.

This study combines survey through questionnaire with the fish producer, fish supplier, fish
wholesaler, fish retailer and fish consumer of Chitwan. The data gathered were classified and
tabulated according to the needs of the research.

2.2 Data Collection Procedure

Most of the data for the research are primary in nature. These data's are collected through
meetings, direct interviews and questionnaires with the target groups. Secondary data's are
collected through various bulletins; publications published by government and non government
organizations etc.

2.3 Nature and Source of Data

This study was conducted by generating primary data as well as secondary data. In order to
gather secondary data the following source were used. Some relevant Thesis published by
Institute of Agriculture and Animal Science (IAAS) students and the documents publish by
Food Agriculture Develop, Directorate of Fisheries Development was used. Various booklets
and newspaper articles web sites were consulted. These sources were helpful for the research
work as well.

1. Institute of Agriculture and Animal Science (IAAS) report.

2. Dissertation of Directorate of Fisheries Development in chitwan.

Furthermore additional information for primary data was obtained by using structured
questionnaires forms which was distributed to the following.

1. Fish supplier
2. Fish wholesaler
3. Fish retailer

2.4 Analysis of Data

The primary data was analyzed by making pie chart graphs and different tables. They are used
in the research in order to draw out the reliable conclusion.

 Percentage analysis
 Bar diagram
 Pie chart

2.4.1 Percentage

Sampling statistics are used to test whether the observed difference between two numbers is
larger enough to be considered statistically. It represents the proportion of any variable in term
of its total.

2.4.2 Bar Diagram and Pie chart

There are particular tools, which help to know the true picture of the different variables in the
absence of complication formulae and equations. The result of analysis has been properly
tabulated, compared and analyzed in presentation and analysis chapter.
 CHAPTER THEREE

PRESENTATION AND ANALYSIS OF DATA

3. Introduction

Nepal is a land locked country. Its fish production is totally dependent on in land water
resources. The country is divided into three geographical regions: a high altitude mountain
region along the northern belt with colder climatic conditions; a central hilly region with
moderate climatic conditions; a low altitude Terai- plain along the southern belt with warmer
climatic conditions.
The value of fish as a supply of high quality protein has further emphasized its important role
in the food security of the country. In 2003/2004 the value of total fish production (39, 947
tones) was estimated at Nepalese Rupees 4 242 million (US$ 60 million) and contributed over
2 percent in Gross Domestic Production (GDP) – Agriculture.

Fish culture in the marginal agricultural land along irrigate areas , ditches, flood plains swamps
etc has recently been developed to utilized these areas through increasing participation of rural
targeted communities in managing the resource for production of fish. Fish production
activities in such areas provide livelihood opportunities to the local communities and help
improve the quality of the water bodies as well as their living standard.

The basic objectives of the study are the marketing of fresh fish in Chitwan. The study is
therefore important because it provides a lot of information which can be useful to anybody. In
order to achieve this objective it was necessary to adopt a methodology which is explained
below.

3.1 Secondary Data Analysis

3.1.1 Total Production of Fish in Nepal

The following table shows the total production of fish in Nepal from 2003 till 2010.
Table No-3.1 Total Productions of Fish in Nepal (2003-2010)

Year Amount (tons) Percentage (%)

2003/2004 39,947 15

2005/2006 58,007 21.8

2007/2008 72,000 27.2

2009/2010 95,065 36

Total 265,019 100

(Source: FAO Fishery Statistics, Aquaculture production)

Production of Fish

100,000
90,000
80,000
70,000
60,000
50,000 Amount (tons)
40,000
30,000
20,000
10,000
0
2003/2004 2005/2006 2007/2008 2009/2010

Figure No-3.1 Production of Fish in Nepal

Table No-3.1 and Figure No-3.1 show that the fish production in Nepal is in increasing trend.
In 2009/2010 95,065 tons of fish were harvested from the producer. Hence the fish production
is rapidly developing in Nepal.
3.1.2 Marketing Channels of Nepalese and Indian Fish in Chitwan

The Indian fish imported from India comes directly to Chitwan wholesaler Via Birgunj and
Bhairahawa. The Indian Supplier directly supplies the fish to the wholesaler in Chitwan.

Figure No-3.2 Marketing channel of Indian fish in Chitwan

Fish Supplier

(Indian fish supplier

100%

Wholesaler in Chitwan Market

25%

Retailers

75%

Consumer (Hotel,

Restaurant, household)

(Source : Yadav, 2003)

Figure No-3.2 Shows that 100% amount of fish directly comes to the wholesaler operating in
Chitwan by Indian Fish Supplier operating in Gorakhpur and Raxaual. Wholesaler in Chitwan
distribute fish in Chitwan and they sale more than half the total arrival directly to fish retailers.
Most of the wholesaler operating as retailer retailed 25%of the product directly to restaurants/
hotel operators and consumers.

Figure No-3.3 Marketing channel of Nepalese fish in Chitwan

Fish Supplier

(Producer as supplier)

30% 65%

Wholesaler in Chitwan Market

5%

70%

Retailers

30%

Consumer (Hotel,
Vendor
Restaurant, household)

(Source : Yadav, 2003)

Figure No-3.3 shows that almost all suppliers in Chitwan are Producer themselves. They supply
wholesaler (65%), Vendor (30%) and directly to the consumer (5%).Vendors who sale fish on
bicycle are responsible to sale 30% quantity fish from Producer. Wholesaler sale 70% quantity
to retailers and remaining directly to the consumer as retailer.

3.2 Primary Data Analysis

The study below is the result of the field survey done in Chitwan till February 2012. To obtain
primary data supplier, wholesaler and retailer of Chitwan were selected as well as 50 number
of consumer were too selected. The data were collected through questionnaires, interviews and
market observations which are classified and tabulated as following;

3.2.1 Distribution of Fish Trader category.

There were three categories of fish traders namely supplier, wholesaler and retailer in the study
area. The following table shows the category of fish trader in Chitwan.

Table No-3.2 Distribution of fish trader category. (2012)

Trader's category Number Percentage (%)

Supplier 6 15

Wholesaler 9 22.5

Retailer 25 62.5

Total 40 100

(Source: Field survey, Chitwan 2012)

 Fish trader's category
30

25

20

15
Number
10

0
Supplier Wholesaler Retailer

Figure No-3.4 Distribution of trader category.

The table No-3.2 and Figure No-3.4 show that the percentage of retailer was higher than other
category present in the Chitwan. Recently 62.5% of retailer, 22.5% wholesaler and 15%
supplier are operating the fish marketing in Chitwan.

3.2.2 Educational Status of Fish Traders by Trading Category.

The educational status of the trader assessed in five categories namely, Illiterate, Primary,
Secondary, SLC, College and University level. The term illiterate referred to those who could
not read and write, Primary means those who have formal schooling up to 5th grade, secondary
means those who have passed test examination, SLC means SLC passed, College means
intermediate level passed and university means those who have passed the degree above
intermediate level.

Table No-3.3 Education of fish traders by trading category in Chitwan (2012)

Education Trader category Total

level Supplier Wholesaler Retailer

Illiterate 0 0 2(8) 2(5)

Primary 0 1(11) 4(16) 5(12.5)

Secondary 0 1(11) 5(20) 6(15)

SLC 0 3(33) 5(20) 8(20)

 College 4(67) 4(45) 7(28) 15(37.5)

University 2(33) 0 2(8) 4(10)

Total 6(100) 9(100) 25(100) 40(100)

(Source: Field survey, Chitwan 2012.Note: Figures in parentheses indicate percent)

Table No-3.3 shows that majority (67%) of fish suppliers was intermediate and 23% had
attained university level. Majority 45% of wholesalers had attained college level and 55% had
attained primary, secondary and SLC level. The education status of the retailers varied from
illiterate to university level. Most of the retailers were having college level (28%) and 8% were
illiterate.

In additional 5% of respondents by fish trading category in Chitwan were illiterate and 95%
were literate.

3.2.3 Nationalities of the Fish Trader.

TableNo-3.4 Nationalities of respondents by trading category in Chitwan(2012)

Categories of Nationalities Total

Traders Nepal India

Supplier 6 0 6

Wholesaler 7 2 9

Retailer 18 7 25

Total 31(77.5) 9(22.5) 40(100)

(Source: Field survey, Chitwan 2012.Note: Figures in parentheses indicate percent)

During the study it was observed that most of the respondents were Nepalese citizens (77.5%)
and rest were Indian citizens. The distribution of the nationality of the respondents was varied
with the trade category as present in the table No-3.4 above.

3.2.4 Gender of Fish Trader.

Table No-3.5 Categories of fish traders by gender in Chitwan (2012)

Category of Trader Gender Total

Male Female

Supplier 6 0 6

Wholesaler 9 0 9

Retailer 22 3 25

Total 37(92.5) 3(7.5) 40(100)

(Source: Field survey, Chitwan 2012.Note: Figures in parentheses indicate percent)

Table No-3.5 shows the distribution of the sex of the respondents according to the fish trade
category in the Chitwan. It was observed that fish trade business is almost dominated by male
(92.5%). In fact, the three professional female traders (7.5%) were operating the business
together with her husband in Tadi fish market.

3.2.5 Fish Marketed in Chitwan.

Fish imported from India and fish produced in Nepal is traded in the fish market of Chitwan.
The volume, maximum weight, minimum weight and mean weight of fish from India and Nepal
during the study period (2012) are presented in Table No-3.6
Table No-3.6 Volume of fish arrival by country in Chitwan (2012)

Parameters Source of Fish

Nepal India

Volume of fish (ton) 550(61) 350(39)

Max. weight of fish (kg) 3 6

Min. weight of fish (kg) 0.05 0.5

Mean weight (kg) 1.55 3.25

Production sites Central Terai (Madi, Andhra, Calcutta

Geetanagar, Tadi)

(Source: Field survey, Chitwan 2012.Note: Figures in parentheses indicate percent)

The large volume of fish (61%) in Chitwan was produced in Chitwan, Nepal and 39% of fish
in Chitwan was imported from Andhra Pradesh, India. The fish imported from India were more
consistent and digger in size and the average weight was 3.25 kg ranging from 0.5kg to 6kg
where as the fish produced in Nepal were small in size; the average weight was 1.55 kg ranging
from 0.05kg to 3kg.

3.2.6 Monthly Fish Arrival in Chitwan.

Table No-3.7 Monthly arrival of Nepalese and Indian fish in Chitwan(2012)

Country/month May June July Aug Sept. Oct. Nov. Dec

Nepal (ton) 65 35 35 40 70 150 55 100

India (ton) 30 20 15 20 50 100 45 70

(Source: Field survey, Chitwan 2012)

 Monthly arrival of Nepalese and Indian fish
160 150
140
120
100 100
100
80 65 70 70 Nepal (ton)
50 55
60 45 India (ton)
35 35 40
40 30
20 15 20
20
0
May June July Aug Sept. Oct. Nov. Dec

Figure No-3.5 Monthly arrival of Nepalese and Indian fish in Chitwan.

Table No-3.7 and Figure No-3.5 show that the higher arrival from Nepal and India was
recorded in the month of October due to Dashain festivals. The lower arrival was recorded in
the rainy seasons i.e. in the months of June, July and August. In November the fish arrival was
lower due to chhatha festival which is mostly celebrate by people in Terai region on Nepal.
There were more fish arrival in winter because of festivals season and lower in rainy season.

3.2.7 Market Share of Nepalese and Indian Fish in Chitwan

A number of fish species are marketed in Chitwan. Fish coming from India and produced in
Nepal are marketed. The major species imported from India were Rahu, Pangasius and others
especially marine fish, Prawn, Chhanna sapp and Bhakur etc.

Table No-3.8 Market share of India fish in Chitwan (2012)

Species Amount (Tons) Percentage

Rahu 259 74

Pangasius 73.5 21

Others 17.5 5

Total 350 100

(Source: Field survey, Chitwan 2012)

 Market share of Indian fish

Others
5%

Pangasius
21%

Rahu
74%

Figure No-3.6 Market share of Indian fish in Chitwan

In the year 2012, The table No-3.8 and figure No-3.6 show 74% Rahu,21% Pangasius and 5%
other species especially Marine fish, Prawn, Chhanna and Bhakur ( Catla catla) Indian fish
species cover the Chitwan market.

Table No-3.9 Market share of Nepalese fish in Chitwan (2012)

Species Amount (Tons) Percentage

Rahu 110 20

Naini 330 60

Magur 82.5 15

Others 27.5 5

Total 550 100

(Source: Field survey, Chitwan 2012)

 Market share of Nepalese fish

other
Rahu
Magur 5%
20%
15%

Naini
60%

Figure No-3.7 Market share of Nepalese fish in Chitwan

The Table No-3.9 and Figure No-3.7 show that Naini species cover 60% of market share and
Magur 15%, Rahu 20% and other species 5%. Other species includes common carp, silver carp,
grass and indigenous species.

3.2.8 Fish Packaging Container.

Different containers are used for fish packaging like plastic crates, bamboo baskets, thermo
cool box etc. The use of fish container at the Chitwan is presented in Table No-3.10.

Table No-3.10 Use of packaging container by supplier in Chitwan (2012)

Packaging container Number of supplier Percentage (%)

Plastic crates 2 33.33

Bamboo baskets 4 66.67

Thermo cool box 0 0

Total 6 100

(Source: Field survey, Chitwan 2012)

 4.5
4
4

3.5

2.5
2
2

1.5

0.5
0
0
Plastic crates Bamboo baskets Thermo cool box

Number of supplier

Figure No-3.8 Use of packaging container by supplier in Chitwan.

The survey 2012 shows that the suppliers of Chitwan didn't use thermo cool box in packaging
container. Majority of the suppliers (66.67%) use bamboo baskets in packaging the fish and
33.33% use plastic crates in packaging the fish in chitwan.

3.2.9 Fish Transportation.

Table No-3.11 Use of Transportation means by supplier in Chitwan (2012)

Means of transport Number of Supplier Percentage (%)

Bus 5 83.3

Pickup 1 16.7

Total 6 100

(Source: Field survey, Chitwan 2012)

 5

5
4.5
4
3.5
3
2.5
2
1
1.5
1
0.5
0
Bus Pickup

Number of Supplier

Figure No-3.9Use of Transportation means by supplier in Chitwan.

Table No-3.10 and Figure No-3.9 show that most of the supplier use bus as the means of
transportation (83.3%) and other 16.7% use pick up. In the survey it is also found that some of
the vender and retailer directly collect the fish from the production site through bicycle and on
foot.

3.2.10 Fish Storage by Fish Trader.

Table No-3.12 Fish storage mechanism by fish trader in Chitwan (2012)

Fish trader Mechanism of fish trader Total

Ice storage Refrigeration Both

Wholesaler 4 3 2 9

Retailer 22 1 2 25

Total 26 4 4 38

(Source: Field survey, Chitwan 2012)

 25
22

20

15

10

5 4
3
2 2
1
0
Ice storage Refrigeration Both

Wholesaler Retailer

Figure No-3.10 Fish storage mechanism by fish trader in Chitwan

Fish storage mechanism by different fish trader category in Chitwan in 2012 was presented in
Table No-3.11 and Figure No-3.10.The result shows that storage of fish was mainly carried out
by most of the traders in ice. 4 number of wholesalers and 22 numbers of retailers functioning
in Chitwan use ice as a mechanism of fish storage. Only one retailer and 3 wholesalers use
refrigeration mechanism where 2 numbers of retailers and 2 numbers of wholesalers use both
mechanisms.

3.2.11 Marketing Margins of Fish in Chitwan.

Table No-3.13 Marketing Margins of Nepalese fish in Chitwan (2012)

Fish Species Retail price Farm gate price Marketing margin

Naini 220 160 60

Rahu 215 160 55

Mangur 195 150 45

Common Carp 170 140 30

(Source: Field survey, Chitwan 2012)

Table No-3.13 shows that the marketing margin of Naini had greater marketing margins
(Rs60/kg). The marketing margin of Common carp fish had minimum margin (Rs 30/kg)
followed by Magur fish with the margin of Rs 45/kg.The marketing margin of Rahu fish is Rs
55/kg.

3.2.12 Price of Fish in Chitwan.

Fish is considered to be relatively cheaper commodity compared to mutton and chicken. Price
of fish may vary due to a variety of factors such as season, location of sale, size, and species
of fish and inflow of fish from India.

Table No-3.14 Market Price of Nepalese fish in Chitwan (2012)

Species of fish Wholesaler price(Rs/kg) Retailer price(Rs/kg)

Naini 190 220

Rahu 180 215

Magur 175 195

Common carp 155 170

(Source: Field survey, Chitwan 2012)

Table No-3.15 Marketing Price of Indian fish in Chitwan (2012)

Species of Fish Wholesaler price(Rs/kg) Retailer price(Rs/kg)

Rahu 150 190

Pangasius 140 175

(Source: Field survey, Chitwan 2012)

Table No-3.14 and Table No-3.15 shows that Nepalese fish fetch higher price than Indian fish
in term of freshness. The general perception is that Indian fish having being packed in ice for
several days and the quality is inferior.

3.2.13 Factors Influencing Consumer During the Purchase of Fish.

A lot of factors influence while purchasing or buying a fish from the Market. The factors are
price of the fish, quality or freshness of the fish, size of the fish etc. During the research study
period, among the total number of respondents (50), 25 respondents considered the quality or
freshness of fish while 15 respondents thought about the cost of fish and 10 about the size of
the fish.

Table No-3.16 Factors influencing during the purchase of fish (2012)

Factors Number of Respondents Percentage (%)

Price of fish 15 30

Freshness of fish 25 50

Size of fish 10 20

Total 50 100

( Source: Field survey, Chitwan 2012)

Factors influencing during the purchase of

fish
Number of Respondents

30
25
25

20
15
15
10
10

0
Price of fish Freshness of fish Size of fish

Figure No-3.11 Factors influencing during the purchase of fish.

Table No-3.16 and Figure No-3.11 shows that most of the consumer in Chitwan prefer quality
or fresh fish and don't consider about the cost and size of fish. 50% consumer want quality and
freshness in the fish while 30% were price oriented and 20% of the consumer for the size of
the fish.
3.2.14 Consumer Purchasing Pattern in a Month

Purchasing time or pattern means how many times consumer buy the product. During the
research study period, consumer purchasing pattern was classified as once time, twice time,
thrice time and more than thrice time in a month.

Table No-3.17 Consumer Purchasing Pattern in a month. (2012)

Purchasing Pattern Number of respondents Percentage (%)

Once time 3 6

Twice time 11 22

Thrice time 17 34

More than thrice time 19 38

Total 50 100

( Source: Field survey, Chitwan 2012)

Consumer purchasing Pattern

20
18
16
14
12
10 Number of respondents
8
6
4
2
0
Once time Twice time Thrice time More than
thrice time

Figure No-3.12 Consumer Purchasing Pattern in a month.

Table No-3.17 and Figure No-3.12 show that higher number of respondents or consumer
consume the fish more than thrice time in a month (38%). Only 6% of the total respondents
purchase the fish once time in a month.

3.2.15 Consumer Opinion about the Cost of Fish.

During the survey the consumer were asked about the price of the fish in the Chitwan market.
Among 50 consumers 25 consumers said that the price of fish is moderate and 15 consumers
said it is cheap whereas 10 consumers said it is expensive.

Table No-3.18 Consumer opinion on the cost of fish in Chitwan market (2012)

Opinion Number of Respondents Percentage (%)

Expensive 10 20

Moderate 25 50

Cheap 15 30

Total 50 100

( Source: Field survey, Chitwan 2012)

Consumers opinion on the cost of fish

Cheap Expensive
30% 20%

Moderate
50%
Figure No-3.13 Consumer opinion on the cost of fish in Chitwan market.

Table No-3.18 and Figure No-3.13 show that majority of consumer (50%) said that the price
of fish is moderate whereas 30% of the consumer said that it is cheap compared to other meat
items. About 20% of the consumer said that it is very expensive.

3.2.16 Consumer Opinion towards the Fish Marketing in Chitwan

Consumer's opinion towards the fish marketing in Chitwan is not so good. Most of
consumer said that the fish market place and fish marketing in Chitwan need more
improvement.

Table No-3.19 Consumer opinion towards the fish marketing in Chitwan (2012)

Opinion Number of respondents Percentage (%)

Excellent 5 10

Good 10 20

Average 17 34

Need Improvement 18 36

Total 50 100

( Source: Field survey, Chitwan 2012)

 Consumers opinion towards fish marketing
in chitwan
Excellent
10%

Good
Need
20%
Improvement
36%

Average
34%

Figure No-3.14 Consumer opinion towards the fish marketing in Chitwan.

During the research study period, most of the consumers (36%) said that the fish marketing of
Chitwan need to be improved. Only 10% of consumers said that the fish marketing is excellent
and 20% said good. But 34% of consumers said that the fish marketing in Chitwan is
considerable or average.

3.3 Problems of Fish Marketing in Chitwan.

The following are the problems faced by fish trader as well as fish consumer in the Chitwan
market.

1. Government Policy: Government has made a lot of policy and law regarding to the
aquaculture and fish marketing but they are not properly implemented. The government
hasn't conducted fish production and marketing program and encourages the farmer to
do aquaculture.
2. Limited Market: There are limited market places for fish in Chitwan where the
consumers have to go far place or market to buy the fish.
3. Road: The roadway to Madi is very bad or pitiable with a lot of jerks and limited
numbers of transportation means to transport the fish from Madi to the market place.
 4. Electricity: Electricity is one of the essential elements for the fish traders. The fish
traders of Chitwan are facing a lot of problem in freezing the undelivered or unsold fish
because of daily load shedding of electricity.
5. Political disturbance: Due to the political disturbance like band, strike etc cause a lot
of difficulties for the fish trader to sell the fish. There will be difficult in transporting
the fish.

Besides these problems in fish marketing in Chitwan, the major marketing problems as felt
by fish traders were the problem of lack of appropriate market facilities, weak
competitiveness of Nepalese fish with Indian fish in terms of higher cost of production were
the another major problem, unhygienic storage conditions of fish at wholesale market, lack
of experienced entrepreneurship in fish marketing, lack of specialized vehicles for fish
transport, lack of marketing information on fish and lack of separate fish market were other
important problems being faced by fish traders on fish marketing in Chitwan.

3.4 Major Findings

1. In 2009/2010 the amount 95,065 tons of fish were harvested from the producer. Hence
the fish production is rapidly developing in Nepal from 39,947 tons to 95,065 tons from
the year 2003/2004 to 2009/2010.
2. 100% amount of fish directly comes to the wholesaler operating in Chitwan by Indian
Fish Supplier operating in Gorakhpur and Raxaual.
3. Almost all suppliers in Chitwan are Producer themselves. They supply wholesaler (65%),
Vendor (30%) and directly to the consumer (5%).Vendors who sale fish on bicycle are
responsible to sale 30% quantity fish from Producer.
4. The percentage of retailer was higher than other category present in the Chitwan.
Recently 62.5% of retailer (25), 22.5% wholesaler (9) and 15% supplier (6) are operating
the fish marketing in Chitwan.
5. Majority of the Fish trader respondents (95%) are educated or literate where as 5% of fish
trader respondents are illiterate.
6. It was observed that most of the respondents were Nepalese citizens (77.5%) and rests
were Indian citizens.
7. It was observed that fish trade business is almost dominated by male (92.5%) and 7.5 %
were female trader as retailers.
8. Majority of the suppliers (66.67%) use bamboo baskets in packaging the fish and 33.33%
use plastic crates in packaging the fish in chitwan.
9. Most of the supplier use bus as the means of transportation (83.3%) and other 16.7% use
pick up.
10. The result shows that storage of fish was mainly carried out by most of the traders in ice.
4 number of wholesalers and 22 numbers of retailers functioning in Chitwan use ice as a
mechanism of fish storage. Only one retailer and 3 wholesalers use refrigeration
mechanism where 2 numbers of retailers and 2 numbers of wholesalers use both
mechanisms.
11. The large volume of fish (61%) in Chitwan was produced in Chitwan, Nepal and 39% of
fish in Chitwan was imported from Andhra Pradesh, India. The average weight of Indian
was 3.25 kg ranging from 0.5kg to 6kg where as the fish produced in Nepal were small
in size, the average weight was 1.55 kg ranging from 0.05kg to 3kg.
12. The higher arrival from Nepal and India was recorded in the month of October due to
Dashain festivals. The lower arrival was recorded in the rainy seasons.
13. It is observe that 74% Rohu,21% Pangasius and 5% other species of Indian fish cover
the Chitwan market.
14. Naini species cover 60% of market share and Magur 15%, Rohu 20% and other species
5%.
15. The marketing margin of Naini had greater marketing margins (Rs60/kg). The marketing
margin of Common carp fish had minimum margin (Rs 30/kg) followed by Magur fish
with the margin of Rs 45/kg.The marketing margin of Rohu fish is Rs 55/kg.
16. Nepalese fish fetch higher price than Indian fish in term of freshness.
17. 50% consumer want quality and freshness in the fish while 30% were price oriented and
20% of the consumer for the size of the fish.
18. Higher number of respondents or consumer consumes the fish more than thrice time in a
month (38%). Only 6% of the total respondents purchase the fish once time in a month.
19. Among 50 consumers 25 consumers said that the price of fish is moderate and 15
consumers said it is cheap whereas 10 consumers said it is expensive.
20. Most of the consumers (36%) said that the fish marketing of Chitwan need to be
improved. Only 10% of consumers said that the fish marketing is excellent and 20% said
good. But 34% of consumers said that the fish marketing in Chitwan is considerable or
average.
 CHAPTER- FOUR

Summary, Conclusion and Recommendation

4.1 Summary & Conclusion

Fish marketing is an integral part of production-distribution system. Fish is highly perishable

food commodity. Fish is commonly acceptable to all non vegetarian population of Nepal.
Chitwan is one of the largest fish production and fish consumption market of Nepal. There is
no organized database and study of marketing system of fish in Chitwan. Keeping view in these
aspects, this study was designed to assess the quality and marketing of fresh fish in the Chitwan.
Altogether 6 fish suppliers, 9 wholesalers and 25 fish retailers as well as 50 fish consumers
were interviewed using structured questionnaire.

Fish trading is male dominated business. The fish supplier had attained intermediate and
university level education where as wholesaler had attained Primary level to intermediate level
education. Nearly 8% of retailers are uneducated.

Major portions of fish consumed in Chitwan were produced in Chitwan itself and few portions
of fish are imported form India. The higher arrival from Nepal and India was recorded in the
month of October due to Dashain festivals. More fish is generally consumed during the festivals
and the wedding season in winter. Fish arrival was higher in winter and lower in rainy season.

The major Nepalese fish species consume in Chitwan are Rohu, Naini , Magur and other
species like common carp, silver carp, catla etc. The major Indian fish species imported were
Rohu, Pangasius and other like marine fish, Prawn, Chhanna spp.,Bhakur etc.

Generally Nepalese fish is packed in bamboo basket while most of the Indian traders used
thermo cool box. The amount of ice used was higher for Indian fish and the form of ice used
also varied for Indian fish mostly fine crushed ice were used. The means of transportation for
Nepalese fish mainly was Night bus, bicycle and on foot; however Indian fish transported were
mainly through truck.

Large volume of fish was produced in the Chitwan due to increasing demand of fish as an
important food item there is a great potentiality to develop the fish market through commercial
production and diversification. If the issue is properly addressed and potentiality exploited
fisheries industry can greatly improve the living standard of a large segment of population
involved in it. However, fish marketing management are not properly addressed.

4.2 Recommendations

In the views of the above facts, following suggestions are recommended:

 The intensive production and marketing support service should be enhancing to develop
the fish marketing in Chitwan.
 The post harvest practices (storage, packaging and transportation) system of fish should
be improved, to reduced wastage and losses, to improve the quality of product and to
lower the marketing cost.
 Fish marketing should be regulated and the quality control mechanism like quality
standard, laboratory testing, system of labeling/certification of product safety monitoring
and inspection should be made mandatory.
 BIBIOGRAPHY

Acharaya, S.S and N.l. Agrawal. 1999. Agriculture Marketing in India. 3rd ed. Oxford and IBP
Publishing co.Pvt Ltd, New Delhi.pp. 25-148

Adhikari, R 1993. Report on Fish Marketing and Consumption Survey in Nepal. Second
Aquaculture Project. NEP/85/034,HMG Nepal.Ppl 13-40

Biswas K.P 1996. A text book of fish and fisheries & technology. Narendra publishing
house,1417,Kishan Dutt Street, Maiwara, Delhi- 110 0006. India. p.578

Colman, D. and T, Young, 1995, Principal of Agricultural Economics: Marketing and Price in
less development countries. Cambridge University Press, Great Britain, pp. 323-340.

Harper W.Byod,Jr. Ralph Westfall & Stanley F. Stansch, (2004), "Marketing Research"
Virender Kumar Arya for A.I.T.B.B. Publishers & Distributors, J-5/6, Krishan Nagar,
Delhi – 110 051

Jha J. 1999. "Cost of Janakpur fish in Different seasons in Kathmandu" Econominc Journal of
Nepal.

Joshi, G.R. and H.B. Tiwari.1999. Present fish marketing system and potentially for
Improvement. In: Swar, D.B., Pradhan, G.B.N. & bisgard, J. (Eds.) 1999.

Lofvall, L.W. 1998 Fish marketing in Kathmandu Valley. Report prepared for his Majesty's
Government of Nepal by the Food and Agriculture Organization of The United Nations,
FAO, Kathmandu, Nepal.

Panta, Prem Raj (1998); "Field Work Assignment and Report Writing" 1st edition,
Kamthmandu Buddha Academic Enterprises Pvt. Ltd.
 Appendix - A

Questionnaire for fish marketing Traders in Chitwan survey 2012

Dear Respondents,

I would like to introduce myself as a student of BBA 8th semester Balkumari

College,Narayangarh.As per the partial fulfillment of the project work field report of
Purnbanchal University, I am preparing report entitled " Quality and market of fresh fish in
Chitwan,Nepal". I would like to share your valuable opinion to make this meaningful. I assure
you that it is only on academic research and you comment and suggestion will be kept
confidential.

Name of the firm ……………………………….

Age……Gender………………Education……………………

Types of trader: Supplier ( ) Wholesaler ( ) Retailer ( )

1) From where does fish come?

a) Nepal ( )
b) India ( )
c) Nepal & India ( )
d) Other ( )
1.1 If Nepal, specify the Place
…………………… ………………………
1.2 If India, Specify the place
………………… ………………..
2) What volume of fish come from Nepal in a year?
……………………….
3) What volume of fish come from India in a year?
………………………………….

4) What is thevolume of Monthly arrivals of Nepali and Indian fish?

Country/Months May June July Aug Sept Oct Nov Dec

India (mt)

Nepal (mt)

5) What is the size of fish from Nepal and India?

Weight/Country Nepal India

Maximum weight
 Minimum weight

6) What is the market share of Indian fish?

i) Rahu ( )
ii) Common Carp ( )
iii) Naini ( )
iv) Others ( )
7) What is the market share of Nepali Fish?
i) Rahu ( )
ii) Common Carp ( )
iii) Silver Carp ( )
iv) Naini ( )
v) Others ( )

8) What is the price of Nepali fish and Indian fish in Nepal Market?
Species Indian (Rs/Kg) Nepali (Rs/Kg)

Rahu

Common carp

Silver carp

Naini

Market price of India and Nepali Rohu fish in given months?

Species/months May June July Aug Sept Oct Nov Dec

Indian Rahu
(Rs/Kg)
Nepali Rahu
(Rs/Kg)

9) How is Indian fish transport?

…………………………………………

10) How is Nepali fish transport?

………………………………………..

11) Who are customers?

 i) Regular ( )
ii) New ( )

12) What volume of fish sold per day?

i) Rahu ( )
ii) Common Carp ( )
iii) Silver Carp ( )
iv) Naini ( )
v) Others ( )

13) What happened if all bought is not sold in one day?

i) Storage ( )
ii) Price cut ( )
iii) waste ( )

14) What is the mechanism do you use to store the fish?

i) Ice ( )
ii) Refrigeration ( )
iii) both ( )

15) What do you use to package the fish?

i) Plastic crates ( )
ii) Bamboo basket ( )
iii) Thermo cool box ( )

16) How do you transport the fish to the market?

i) Bus ( )
ii) Pickup ( )

17) Which species of fish does customer prefer more? Mark A average, H high, L low
i) Rahu ( )
ii) Common Carp ( )
iii) Silver Carp ( )
iv) Naini ( )

18) What is the problem you face with fish marketing?

……………………………………………………….
…………………………………………………………
…………………………………………………………..
……………………………………………………………
…………………………………………………………..
 19) What are your suggestions to improve the fish marketing?

……………………………………………………………

<<<<<THANK YOU>>>>>>

Appendix - B

Questionnaire for Consumers in Chitwan survey 2012

Dear Respondents,

I would like to introduce myself as a student of BBA 8th semester Balkumari

College,Narayangarh.As per the partial fulfillment of the project work field report of
Purnbanchal University, I am preparing report entitled " Quality and market of fresh fish in
Chitwan,Nepal". I would like to share your valuable opinion to make this meaningful. I assure
you that it is only on academic research and you comment and suggestion will be kept
confidential.

Name ……………………………….

Address……………………….

Age……Gender………………Education……………………

1) What do you considered while purchasing the fish?

i) Price
ii) Freshness
iii) Size
2) How many times do you consume the fish in a month?
i) Once time
ii) Twice time
iii) Thrice time
iv) More than thrice time
3) Which species of fish do you prefer more?
i) Rahu
ii) Naini
iii) Magur
iv) Common carp
v) other
4) What is your opinion about the cost of the fish?
 i) Expensive
ii) Moderate
iii) Cheep
5) What is your opinion about the fish marketing in Chitwan?
i) Excellent
ii) Good
iii) Average
iv) Need Improved
6) What are your suggestions about the marketing of fish in Chitwan?
………………………………………………………………
<<<<<<<<<<<THANK YOU>>>>>>>>>>>>>>