MARKET VISIT ASSIGNMENT FRESH FISH

1. Background information

In Mzuzu city market Blessing Changala, Felix Silinya and Robert Nkhoma sell Chambo fish and
their sources of capital is personal savings and microloans. Godarian Nkhoma sells Usipa and his
sources of capital was personal savings while Dickinson Green sell Mcheni and their source of cap-
ital was personal savings. The business of selling fresh fish is male dominated as no female was
found selling fresh fish. The average age of people selling fresh fish was 31.
ID First name Surname Age Type of fish Gend Source of capital
er
1 Blessing Changala 28  Chambo Male  Personal savings
 Family and friends
2 Godarian Ngoma 28  Usipa Male  Personal savings
3 Felix Silinya 46  Chambo Male  Personal savings
 Microloans
4 Robert Nkhoma 18  Chambo Male  Family and friends
5 Dickinson Green 36  Mcheni Male  Family and friends

2. WHY THE OWNERS CHOOSE THE BUSINESS AND LOCATION I THIS MARKET?
 Passion and interest: According to the owners it was genuine passion for the seafood industry and a
strong interest in providing fresh fish to customers. This passion drive their motivation and commitment
to the business.
 Market trends: The owners may had identified a growing demand for fresh fish in the market. Through
conducting market research and observed an increasing trend of consumers seeking high-quality, locally
sourced seafood products.
 Easy access to the products: The owner chosen location due to easy access to fresh fish products. It
could be situated near khatabay district where lake Malawi is which, ensuring a steady supply of fresh
fish for the business.
 Access to distribution channels: The location may provide convenient access to distribution channels,
such as local markets, restaurants, or grocery stores. This can facilitate the efficient delivery of fresh fish
to customers and help establish strong relationships with potential buyers.
 Target customer base: The chosen market may have a target customer base that aligns with the owner's
business goals. For example, if the location is known for seafood consumption or has a high population
of seafood enthusiasts, it can provide a ready market for the fresh fish business.

 Easy to sell than to be moving around: By establishing a fixed location in the fresh fish market, the
owners can benefit from the convenience of having a dedicated space to showcase and sell their prod-
ucts. This eliminates the need for constantly moving around or setting up temporary stalls, making it
easier to attract and retain customers.

3. What are the Consumers preferences?

 Freshness: according to one of the fish sellers which said that consumers like fresh fish because it re -
ceived no preserving treatment or have been preserved only by chilling, having its original qualities
unimpaired i.e., not deteriorated in any manner. When it comes to seafood, freshness is an important fac-
tor that everyone considers. The flavor, texture, and nutritional value of fish depend greatly on its fresh-
ness. Consuming healthy and fresh fish is very important.

 Size- lodges want fresh fish which is big and medium for restaurants: according to Dickson as one of
Chambo sellers said that size-lodges want fresh fish which is big and medium like Chambo and Micheni
for restaurants as compared to Usipa. This is due to difference in shelf life as Usipa get deteriorated eas -
ily than Chambo and Micheni.

 Price: due to differences in price, many consumers manage to purchase Usipa than Chambo Milamba
and Micheni because the price of Usipa is lower as compared to price of Chambo, Milamba and
Micheni. This is according to Felix Salinya, the one who was selling Usipa. In other hand, if the cus-
tomers believe that the product to purchase (fresh fish) will provide enough value to them based on their
needs, they will be happy to make a purchase regardless to the price.
4. THE DEMAND AND SUPPLY OF FRESH FISH
 Why demand changes on daily bases-The demand for fresh fish changes daily due to factors like con-
sumer preferences, seasonal variations, and cultural or religious practices influencing consumption pat-
terns. Daily events, such as holidays or special occasions, can also impact demand. Additionally, factors
like economic conditions and promotions may play a role in daily fluctuations in demand for fresh fish.
 There was low demand for fresh Micheni as compared to other fresh such as usipa and
Chambo-Several factors contribute to the low demand for fresh Micheni compared to other fish
varieties like Usipa and Chambo. Potential reasons include differences in taste preferences
among consumers, availability or scarcity of Micheni relative to other fish types, marketing
strategies, or even cultural perceptions associated with each type of fish. Analyzing these fac-
tors can provide insights into understanding and addressing the lower demand for Micheni in
comparison to other fresh fish options.
 The high market demand for fresh fish but due to prevailing economic condition people are un-
able to buy-Economic conditions indeed significantly impact consumer purchasing power. High market
demand for fresh fish may not necessarily translate into increased sales if people are financially con-
strained. External factors such as unemployment, inflation, or income levels limit an individual's ability
to afford certain goods, including fresh fish. It underscores the importance of considering broader eco-
nomic factors when assessing market dynamics and developing strategies to address challenges related
to affordability.
 Supply high during some months and low in some-Seasonal variations greatly influence the supply of
fresh fish. Factors like migration patterns, weather conditions, and breeding seasons lead to fluctuations
in fish availability. For example, certain months may see higher supply due to optimal fishing condi-
tions, while in other months, supply may decrease as fish migrate or reproduce. Understanding these sea-
sonal patterns is crucial for both suppliers and consumers to manage expectations and plan accordingly
in the fresh fish market.
6. WHAT THE OPPORTUNITIES FOR VALUE ADDITIONAL
 Smoking-Flavour Enhancement: Smoking imparts a unique and desirable flavour to the fish, making it
more appealing to consumers who prefer smoky flavours. When customer preferences are matched it is
likely to make profits since their needs are met.
 Increase Shelf-Life: The smoking process acts as a natural preservative and helps extend the shelf life
of fresh fish products. A long shelf life will ensure the quality is maintained and prevent damage to the
product faster.
 Product Diversification: Different smoking techniques can be used to produce a variety of smoked fish
products to meet different consumer tastes. for example, some fish are partially smoked while others are
fully smoked making the color and taste differently.
 Custom processing:Customized processing allows for the production of specialized fish products that
meet specific customer requirements. Depending on customer requirements, this includes filleting, por-
tioning, marinating, or packaging.
 Waste Reduction: Efficient processing minimizes waste by utilizing all parts of the fish, ensuring more
sustainable and economical operations.
 Premium Product: Processing fresh fish into a cooked or edible product positions it as a premium prod-
uct and appeals to consumers looking for convenience.
 Canning and preserving: Canning and preserving fish products greatly extends their shelf life, allows
for long-distance distribution, and reduces the chance of spoilage.
 Convenience for Consumers: Canned fish offers convenience to consumers because it is easy to store,
transport, and use in a variety of cooking applications.
 Access to Global Markets: Preserved and preserved fish products can enter global markets and reach
consumers who do not have access to fresh fish.

8. FUTURE PLAN FOR THE BUSINESS

  Enter Other Industries, Like Maize Farming: Crop-Fish Integration: Investigate the possibility of
combining fish and maize farming. Maize farming adds another dimension to the business, reducing the
risk associated with relying solely on one industry. It also opens up new revenue streams and customer
bases.
 Partnerships and Collaborations: Consider forming partnerships with other businesses in the sup-
ply chain, such as fishing vessels or processing plants. This can help secure a stable and cost-effective
supply of fish, allowing the business to maintain a larger stock and increase profits.

9. WHAT’ DONE TO PROMOTE THE BUSINESS?

 To promote the business entrepreneurs should do the following things; By selling fresh fish of high
quality, this will help to attract a lot of customers who will buy fresh fish at very good prices.
 The entrepreneur should also do advertisements for the business. This will help a lot of customers to
know about their business. Advertisements should be done on different platforms, for example, radio,
television and social media (WhatsApp and Facebook). Lastly, the entrepreneur should sell fresh fish at
a reasonable price for the customers to be able to buy.

10: EVALUATION OF THE SELLER AS S/HE DEALS WITH CUSTOMERS

They are very understanding and an agreement with a customer is easily reached.
a. Customers can be very inquisitive

At times so demanding and yet very understanding when treated with curtsy. There are certain
situations where a customer may feel cheated or may have misgivings. For instance, where she or
he finds the price of a commodity to be unreasonable. This is where a good trader will rise to the
occasion and manage to dispel all these feelings.
-In the encounter with the Fish sellers at Mzuzu market. The understanding, friendliness and
responsive attitude towards customer inquiries, were some of the notable good customer service
acts that were often displayed when attending to customers. Where customers felt lacking in terms
of cash, negotiations took place where a settlement could be reached through offering the customer
a discount. For example, a scenario occurred where a customer wanted to buy a considerable
number of Tilapia saka (Chambo) fish, initially sold at a price of Mk 4,500 each, but the customer
was willing to pay for at least Mk 500 less. A debate ensued, whereupon, the trader complained of
the rising cost of transport and order prices at the source, among other usual trader rhetoric. but
 having observed the reluctance on the part of the customer, the fish monger came up with a counter-
offer, a settlement that satisfied both parties to the effect that, the customer could buy at her offered
price, on condition that she pays to buy all the Chambo fish on display at that particular point in
time. Thus, an agreement satisfactory to both parties was easily reached.

b. They were treating them well and accepting any wrongdoing.

The major reason why sometimes business dealings/transactions go sour is because of a lack of
good customer care. Respect, patience and professionalism are integral as far as creating a positive
lasting impression on customers is concerned, these three among other etiquettes constitute
desirable business ethics. In Mzuzu market flesh fish sellers were not any different in the way they
conducted themselves towards customers, as they attended to customers’ questions, clarifying and
justifying the current prevailing fish prices and being responsive to customer’s concerns and
problems. For example; in one of the customer-seller encounters, one lady bemoaned the condition
of the fish that was placed underneath the flesh fish (what could be described as new stock) unlike
that which was underneath, probably from the previous day or so. While the customer took offence
thinking it was an act of dishonesty and an attempt to dupe customers, the seller gave a convincing
explanation to say, it was a practice undertaken by all sellers to avoid the fish easily becoming stale
if placed on top, where this old stock could be compromised. Thus, he accepted that indeed, it was
wrong not to notify customers beforehand, hence they came to an amicable resolution.
c. Very friendly by packing the flesh fish in good plastic bags for easy carrying.

As alluded to earlier, good customer care is a prerequisite to achieving customer satisfaction.

Customers come to the market in all forms, some come prepared having budgeted prior to
embarking on this errand, while others buy things just on impulse, this and any other kind of
customer, therefore needs to equally be taken care of, good packaging material for all
forms/quantities of purchases should be available.
The fishmongers were very friendly and treated customers with respect, showering them with all
sorts of pleasantries, in the form of, for example; commending them for looking elegant among
other feel-good comments. Upon purchasing one’s lot, depending on the quantity purchased, the
seller placed all the purchased commodities into a befitting clean plastic bag before handing it over
to the customer. And for those embarking on long-distance trips, upon notifying the seller of the
same, their fish were tied to a strong string, so that they could hang the fish to a car mirror. just to
ensure that the fish reaches home in a good state.
11. IMPROVEMENTS TO BE MADE THE BUSINESS

The fish sellers say that they put ice blocks on their fish to maintain freshness since the fish
is an extremely perishable food and it deteriorates very rapidly at normal temperature. They
also said that reducing the temperature at which the fish is kept lowers the rate of
deterioration. The sellers make sure that their fish does not come in contact with flies.
According to Dickson says that flies get attracted to the smell of fish but when flies are
given a lot of time on top of fresh fish they lay eggs on it. The eggs make that fish
deteriorate and lose its quality very fast.

Buying refrigerators to keep the fresh fish cool was also an idea of sellers although they
were complaining that they could not afford them. They also say that a lot of them order
their fish far from their market so this it’s also a problem for them because from their way to
the market, the fish lose the quality due to high temperature and long distance. They were
suggesting that if possible, government should provide them with cooler boxes or provide
them with two or more buildings with big refrigerators inside near the market.

Felix says to him needs to be cautious enough about perishability, how and what speeds up
the perishability in fresh fish this can help him prevent some of the causes though he cannot
be able to manage all. Almost all sellers were responding that they wanted to expand their
business and they also said that they wanted to explore more to go and sell their fish in
bigger markets.