MARKETING PRACTICES AND STRUCTURAL CHALLENGES OF FISHER FOLK: A STUDY WITH SPECIAL REFERENCE TO HIGH-DENSITY FISHING AREAS OF ALAPPUZHA DISTRICT, KERALA

Abstract

This paper focuses on marketing activities and structural problems of fisher folk in the high-density fishing regions of Alappuzha district of Kerala and their effects on the income stability and livelihood sustainability on the existing market structures. The study, which relies on primary data found in fishermen, intermediaries and cooperative representatives, finds that auction-based selling, where the remains of a private trader is dominating, is the key method of fish marketing. The structures have shown that there are major structural bottlenecks such as poor storage facilities, increasing costs of operation, fluctuating demand as well as restricted access to organised markets, which have led to distress selling and low price realisation. The prevalence of intermediaries also undermines bargaining power of fishermen which strengthens dependency and loss of income. Although other marketing solutions, including digital platforms, cooperative channel, and mobile vending have potential to enhance transparency and efficiency, their usage is still low because of infrastructural and institutional barriers. The research highlights the necessity to strengthen the cooperative structures, enhance the market infrastructure and the digital capacity in the fisher communities. This study can provide relevant policy-focused information that can be used to develop sustainable fisheries and distribute income fairly in Kerala coastal areas by establishing a connection between marketing inefficiencies and livelihood outcomes.