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@article{206904,
        author = {Anbarassan Ariputhiran and Aloysia Arul Sathyan and Periasami Nagappan and Sathees Kumar Kathirvel},
        title = {Marketing Channels, Efficiency and Constraints in Marine Fish Trade: Evidence from Thoothukudi District, Tamil Nadu},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {3299-3308},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206904},
        abstract = {Marine fisheries are vital to Tamil Nadu's coastal residents. The fishermen confront marketing challenges such pricing fluctuations, intermediary control, and demand and supply instability. This study examines marine fish domestic selling in six Thoothukudi communities. The article studies existing marketing channels, analyses their efficiency for different species, analyses marketing limitations using Garrett ranking, and estimates marketing costs and margins. The main data came from 150 questionnaire responses. Channel IV was the least efficient, whereas Channel III had the largest percentage of fisherman (81.81%) and Shepherd index values of 5.5, 4.3, and 2.1, Acharya and Agarwal index values of 4.5, 3.3, and 1.1. Price fluctuation (77.00), lack of negotiating power (67.17), and middlemen exploitation (65.83) were major restrictions, whereas intermediaries cited price volatility (72.83), unclear demand (69.83), and supply variability (66 Shorter routes boost efficiency and profits, while resolving limits boosts the efficacy of marketing.},
        keywords = {Fishermen’s Share, Garrett Ranking, Marine Fish Marketing, Marketing Channels, Marketing Efficiency.},
        month = {July},
        }