A Study of Domestic Marketing Channels of Fisheries in Bangalore City

Abstract

Retail market for fisheries product has changed drastically after liberalization of Indian economy and evolved over time as a more organised market. This paper classifies the retail market in the following heads: large wholesaling by transnational firms such as Metro (of Germany), licensed large domestic markets where large number of domestic sellers (either wholesalers or retailers) function in one space., retail super markets of domestic origin managed by large corporations, small organised retail outlets selling only sea food, unorganised retail outlets in the form of small shops or pavement selling or head loaders, E-commerce: online shops selling sea food. By considering each of these market forms, the paper captures the functioning of the markets and the value chain associated with each of them through a field survey carried out in Bangalore, which is a leading metropolitan city in India.

Keywords: Market channel, Value chain, Sea food, Retailing

JEL Classification: Q2, D46, D47, L81