THE CASE OF KERALA STATE CO-OPERATIVE FEDERATION FOR FISHERIES DEVELOPMENT LTD {MATSYAFED}

AJAI. K. G(2011-31-116)

Introduction Statement of the Problem Study Objectives Methodology Observations to be made Scope of the study Limitations

Primary objective of business enterprises-earn profit by selling goods and services to ultimate consumers. To bring goods from the place of manufacture to the place of consumers-distribution channel. Channel serves as a link between the producer and consumers. Role of distribution-accomplishment of the task of delivering the product at right time, place, and quantity at a minimum cost.

The domestic fish and value added fish products marketing system in Kerala is neither efficient nor modern. Mainly carried out by private traders with a large number of intermediaries between producers and consumers. Price variations among different products across places. Problems in fish and related products marketing include high perishability, high cost of storage and transportation, no guarantee of quality and quantity of commodity etc.

Study is designed to have a snap-shot of the distribution scenario prevailing the value added fish products of Ernakulam district The role of market intermediaries, major distribution channels, wholesale / retail fishery markets and fish products retail outlets, and current policies relevant to fish and fish products marketing in the district have to be analyzed.

Price spread for selected fish product and marketing efficiencies of different distribution channels have to be estimated. Present study focuses on identifying an effective distribution channel for value added products of MATSYAFED especially fish and prawn pickle.

Fundamental Objective: to identify an effective distribution channel for the selected value added product of Kerala State Cooperative Federation for Fisheries Development Ltd(MATSYAFED) Specific Objectives The role of distribution channels in the popularization of the product Delineate the constraints existing in the practised channels of distribution Developing an effective channel for distribution of the product

Data Sources

The primary data will be collected through a structured questionnaire/schedule covering dealers of the selected product. The study will mainly rely on secondary data available at MIFP Some data will be collected from documents, research reports, journal articles, news papers, internet, etc.

Data Collection through discussions on these variables Input supply ( Agencies/ processes and other related issues) Procurement details ( Price/ quantity/incentives if any) Backward linkage mechanisms Forward linkage with markets ( agencies in marketing, incentives, )

Details of major consumers Details of intermediaries, if any Quality standards Promotion strategies

To explore the potential of an effective distribution channel in the marketing of the selected value added product of MATSYAFED . Potential to improve the market supply of fish and prawn pickles of MATSYAFED and capture better market among the consumers. The findings will help the organization to expand their market, and can take appropriate steps to improve their marketing technique for their technology and will help the organization for improve their profitability.

The study will largely depend on secondary data accuracy of which cannot be guaranteed.

Time-frame of one month is considered not sufficient enough for the study.

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