International Journal of Agriculture Extension and Social Development

author(s)
SV Kharadi, SR Lende, VR Tandel, Milind B Katare, UD Vyas, RV Tandel, SR Vala, SN Dhimmar and Ritika A Tandel

abstract
Market surveys are crucial for businesses and organizations to make informed strategic decisions, develop new products, and evaluate their competitive standing. These surveys help in understanding consumer preferences, tastes, and market trends. This study aimed to evaluate the effectiveness of the 'Viraval Fish Market' in Gujarat's Navsari district, India, as a marketing system for fish harvested from Tapi's Ukai Dam. A survey was conducted to collect data, revealing a wide variety of freshwater fish commonly sold in the market, such as Roi, Marghi, Jipta, Tiger, Levta, Ravas, Boi, Bangda, Godhra (Chor Bumla), and Halvo. The market involves various participants, including distributors, wholesalers, retailers, and fishermen. Fish prices are influenced by factors like the size, availability, and quality of the species, with labor and transportation costs playing a significant role in price determination. The marketing system also supports employment generation, involving both men and women. However, the market faces challenges to sustainable growth, including limited land availability, resource constraints, and poor infrastructure.