Enhancing Market Performance Of Fish Produce In Port Harcourt, Nigeria: The Impact Of Agro-Branding, Packaging And Distribution
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Abstract
This study investigates the impact of Product Packaging (PP) and Distribution (DT) on the market performance of fish products in Port Harcourt and Obio/Akpor Local Government Areas. The study adopted descriptive survey design. The sample size was 200 fish marketers. Data were analyzed using multiple regression analysis at a 0.05 significance level with the aid of SPSS Version 25. The findings reveal that Product Packaging significantly influenced Sales Volume by 37.2%, while Distribution contributed 42.1%, explaining 81.3% of the variation in Sales Volume (R² = 0.813). Additionally, Product Packaging impacted Profitability by 39.8%, while Distribution contributed 36.2%, accounting for 83.7% of the variation in Profitability (R² = 0.837). The strong correlation (R = 0.902 for Sales Volume and R = 0.915 for Profitability) confirms that packaging enhances product appeal and consumer preference, while effective distribution optimizes accessibility and revenue generation. The study concludes that well-structured packaging and efficient distribution strategies significantly enhance market performance. It recommends that fish marketers adopt innovative packaging, invest in distribution infrastructure, and implement supply chain optimization techniques to maximize competitiveness and profitability in the fisheries sector.
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