Socio-Economic analysis of fresh Fish marketing in Golestan province

In order to analyze the socio-economic of the fish market, a questionnaire was designed through interviews with experts and searching for scientific sources. In 2019, the questionnaire was then collected for 72 fishmonger Golestan province. According to Kolmogorov-Smirnov test and nonparametric data, Kruskal-Wallis and Mann-Whitney U tests were used to analyze and compare independent and dependent factors. In addition, the profitability and per capita of each economic factor were calculated. To prioritize problems from the Friedman test and linear regression was used to assess the social characteristics of sellers. The average annual sales per fishmonger were 23/3 million tomans, which is about 60 percent profitable. Only 36 percent of the provinces had fish store. Fishmongerchr('39')s per capita income is about 22 million and their profit per capita is 13/5 million tomans. On average they sell at least 45 kg and 528 kg daily. The most important problems in the fish market are the reduce customerschr('39') purchasing power, high competition, low marine reserves and low and unsuitable space. Fishmonger with over 15 years of experience, high competition and low marine reserves, and fish retailer heavy rent and tax as knew the most important market problem for the other group. In contrast, wholesalers saw low of marine reserves and the increase in illegal fishing as a major problem. Sellers under 35 years were also more upset about the lack of capital and heavy rents. Shops with more than 15 years of experience earn 39/1 million tomans a year and higher education than the retailerschr('39') diplomas generate 33/47 tons more than the other group. Therefore, market regulation by encouraging the launch of fish shops in non-market towns as well as helping to increase the income of Golestan citizens can be effective in boosting sales and consequently the consumption of fish.