Year: 2016 | Month: December | Volume 61 | Issue 4
Marketing Channel vis-a-vis Economic Viability of Ornamental Fish Cum Aquarium Business in Agartala, Tripura
DOI:10.5958/0976-4666.2016.00087.5
Abstract:
Economic viability of ornamental fish business is utmost important as this sector has been identified as a powerful tool for rural income & employment generation. The study was conducted in Agartala, Tripura in the year 2015-2016 among 14 traders actively involved in ornamental fish business in Agartala. The data collected through observation, personal interviews with designed interview schedule as well as focus group discussion with the respondents revealed that majority of the respondents (78.57%) were young aged, all are literate and 28.57 % of them were graduates. Around 42.86% of the traders considered aquarium business as their main occupation. Around 71.43% were doing retail business and 28.57% were performing as wholesaler-cum- retailer. Majority of traders (28.57%) earned between ` 3,60,000-4,32,000 per annum. Among the identified six different channels in ornamental fish marketing in Tripura, majority of the traders (64.29%) used to take benefit of marketing channel V due to the higher profit margin i.e., purchased ornamental fishes from the producers of outside state and used to sell directly to the consumers and/or to the retailers. Profitability analysis of the ornamental fish trading indicated that all the cases studied generated positive net returns. Payback period were very short i.e., 0.14 years and 0.29 years for wholesaler cum retailers and retailers respectively which reflects that the investment in the business of ornamental fisheries and aquarium is less risky as well as repaid in the shorter time period and is considered the better choice as investment or action costs are recovered sooner and are available again for further use.
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