Agro-Branding Of Fish Produce And Market Performance In Port Harcourt Metropolis, Rivers State, Nigeria

Abstract

This research seeks to validate empirically, the agro-branding of fish produce and market performance in Port Harcourt metropolis, Rivers State. Four objectives and four research questions were posed and four hypotheses were tested. The study adopted descriptive research design using a survey method. A total of 200 respondents made of fish marketers were surveyed through structured questionnaire administration. Data analysis was done using descriptive statistics such as mean, standard deviation and variance while inferential statistics like the Multiple Regression was used to test the stated hypotheses at 0.05 level of significance on SPSS version 25. The result of the study showed that the sales promotion increased sales volume by 3.48% and marketing profit by 3.80, while brand positioning increased sales volume by 4.09% and market profitability by 2.58% respectively. It was concluded that sales promotion and brand positioning positively influenced marketing performance of fish produce in Port Harcourt metropolis, Rivers State to a high 
competitive in the market and remain in business, it is imperative for fish marketers to implement sales promotional technique, have the right information and packaging techniques and intensive distribution strategy which will further enhance their brand visibility in the marketing outlets.