Abstract:
Gurunagar market is one of the busiest and prominent landing site fish markets in Jaffna
peninsula. It is vital to know the current status and marketing efficiency in order to
enhance and develop the existing marketing system in Gurunagar. Thus, the present
study was carried out to acquire knowledge on marketing intermediaries and their
functions, marketing channels, market infrastructure and to recommend possible
solutions for the identified limitations in Gurunagar fish market from July 2019 to
December 2019. A qualitative method was designed to obtain data. Structured
questionnaires were used to collect data from 104 fish marketers as well as direct
observations and group discussions were employed on market infrastructures and the
challenges faced by the fish intermediaries. Literature review from journals, books, and
reliable websites was conducted to gather secondary information. Results were
characterized in the form of a cognitive map, tables, and figures. The key market actors
found were fishermen, auctioneers, agents, dry fish producers, wholesalers, retailers, and exporters. Throughout the study 07 types of marketing channels, a total of 12
components and 16 connections were recorded. It is obvious that the marketing
infrastructure facilities are poor in condition. The major challenges reported are less
market space, poor storage, cooling facilities and sanitation, improper display and
handling of fish, sorting, weighing, and unhygienic condition. To overcome these issues
all the intermediaries, governments,s and non-governmental organizations need to take
participatory actions together.
