BEMARKINGSDOELTREFFENDHEID IN DIE AKWAKULTUURBEDRYF / Marketing efficiency in the aquaculture industry

Abstract

Freshwater aquaculture is stimulated by a decline in the natural marine resources. Advanced progress has already been achieved in the technical research area, contrary to research in the economic and marketing areas which were neglected. It is an industry characterized by high risks, lack of structural organization and the absence of an effective marketing system. This research is aimed at addressing the institutional organization and marketing system problems of the industry. The objective is the provision of guidelines for the development of a efficient and effective marketing system. The analysis was based on surveys amongst freshwater aquaculture producers and distributors and surveys of the urban black and white consumers. An analysis of the sea fisheries industry was also done. Trout and barbell (catfish) are the most important commercial freshwater fish species. Producer's risks are increased by relative large capital investments needed and the unavailability of inputs. Most of the marketing functions are still performed by the producers themselves and direct consumer marketing is apparently the most popular distribution channel. Trout is marketed at a high price as a “luxury” consumer product whereas barbell is mostly marketed to local low income black consumers. There are only a few distributors of aquaculture products. They indicated that there is no real market for these products, but at the same time stress the unavailability of these products. They have no market development or product promotion strategies and exclude the preferences, needs and product education of the consumer from their business strategies. Differences and similarities of preferences, tastes, buying behaviour and consumption patterns towards fish were found amongst the urban black and white consumers. It can be used towards the development of an effective and efficient marketing system as well as feasible marketing strategies.

Uittreksel

Varswater akwakultuur word gestimuleer deur die afname in seevishulpbronne. Tegniese navorsing op die gebied is gevorderd, maar ekonomiese en bemarkingsnavorsing nog verwaarloos. Die bedryf is ongeorganiseerd, onderhewig aan hoë risiko's en het nie 'n doeltref-fende bemarkingsisteem ontwikkel nie. 'n Ondersoek na die organisasie en die bemarkingsisteem van die akwakultuurbedryf is gedoen om riglyne te veskaf vir 'n meer doeltreffende bemarkingsisteem. Seevisserye is ondersock en opnames is onder produsente en verwerkers van akwakultuurprodukte, asook swart- en blanke stedelike verbruikers gedoen. Forel en barber word die meeste geproduseer. Produk-sierisiko word verhoog deur die hoë kapitale investering benodig en die onverkrygbaarheid van insette. Meeste bemarkingsfunksies word tot 'n groot mate deur die produsente self verrig. Verkope geskied hoofsaaklik direk aan die publiek as “luukse” produkte—forel aan die hoë inkomstegroepe en barber aan die plaaslike lae inkomstegroepe. 'n Beperkte aantal verspreiders hanteer varswatervis en volgens die verspreiders is die produk moeilik verkrygbaar en die mark redelik beperk. Verbruikersvoorkeure, -smake en -opvoeding, produkbevor-dering en aankope-ontwikkeling speel 'n minimale rol. Die voorkeure, smake, koopgedrag en verbruikspatrone van die swart- en blanke stedelike verbruikers het verskille sowel as ooreenkomste getoon.