Hilsha Fish Marketing Strategies in Dhaka City of Bangladesh

The study was conducted to find out hilsha fish marketing system in Dhaka city of Bangladesh. Hilsha fish (Tenualosa ilisha) is the national fish our country and all people like this fish on their meal but due to lack of proper marketing system maximum people remain out of touch of this fish. We found that Hilsha fish comes to Dhaka city maintaining a strong marketing channel member such fishermen, faria, bapari, aratder and finally goes to consumer plate through retailer. For identifying   marketing  pattern and pricing strategies of the Hilsha   I have chosen  sample size containing 60 respondents(10 fishermen, 10 aratders,10 beparies, 10faria  and 20 retailers) and collected data   from  Jatrabari, Showarighat, Kawranbazar, Savar Kachabazar, Banani Kachabazar, Mirpur, Uttara , Krishi market,Baipal bazaar and Lunchghat of Chandpur  through questionnaire. I found that net marketing margin for per mound (40kg) varies according to channel member such as Retailer(Tk2750.5), aratder(Tk417.5), faria (Tk1791.5),  Bepari (Tk1580.5) and retailers  get maximum share of profit  margin. The marketing cost per mound (40kg) for retailer (449.5), aratder(702.5), faria(908.5), Bepari (1210.5). Price determined   at retail market based on market condition, bargaining of retailers and consumers. Fishermen  and  aratder  arrange   an auction  method for  selling their fish  as well as  faria follows open bargaining, auction and  market going price. I have also  found that Hilsh fish is so much  demanding to people  all over the world and still sold at high priced but  fishermen can not  receive  reasonable price due to  involvement of mahajons (money lenders) who  enforced fishermen  to sell  at prefixed rate as a result economic conditions of the fishermen  are not changing.