FACULTY OF ENVIRONMENTAL SCIENCES

DEPARTMENTS OF AGRI-SCIENCES AND FISHERIES

MZUZU MARKET SURVEY REPORT:

WRITTEN AND PRESENTED BY.

ALEX KAPALASA BSVCA1019

AUBREY KUNKHANDA BSVCA1718
AUSTIN C. CHIUMIA BSVCAU0720
ALINAFE NYANGA BSFS2418
PAUL ENOCK BSFS2519
SHAHEEDA ASSIB BSTCD0119
CHIKONDI BANDA BSTCD0319
SANDRA BANDA BSTCD0219
DENZEL CHIOMBEZA BSTCD0518
SOPHIE KAMWAMBENI BSVCAU1020
ALEXANDER OSMAN BSTCDU4620

TO

MR NYUMBANI MOYO

ON DAY OF NOVEMBER 17, 2023

 FRESH FISH MARKET SURVEY AT MZUZU MARKET

1. BACKGROUND INFORMATION.
On the 9th of November this year, Agri-sciences and Fisheries students as per requirement of their course in
entrepreneurship, conducted a market survey at mzuzu market. The grouping comprised of four female and
seven male students in programs of value chain agriculture, transformative community development and
fisheries. The aim was to conduct a market survey concerning fresh fish market at the aforementioned mar -
ket. The exercise was conducted through face to face interviews with the fresh fish sellers. This report there -
fore, highlights what transpired during the whole exercise.

A. SUMMARY OF RESPONDENTS.

At the market we conducted interviews with five individuals, all males with ages ranging from
eighteen to forty as shown in the table above. They shared with us about their type of fish they sell,
sources of capital and other relevant information pertaining to their business as discussed below.

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 CHOSE THE BUSINESS AND LOCATION IN THIS MARKET?
 Passion and interest: According to the owners it was a genuine passion for the seafood indus-
try and a strong interest in providing fresh fish to customers. This passion drives their motiva-
tion and commitment to the business.
  Market trends: The owners 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 fishmongers chose the market due to easy access to fresh fish
products, this is so owing to its proximity to product sources that ensures a steady supply of
fresh fish for the business.
 Access to distribution channels: The location provides convenient access to distribution chan-
nels, such as local markets, restaurants, or grocery stores. This facilitates an efficient delivery of
fresh fish to customers and helps establish strong relationships with potential buyers.
 Target customer base: The chosen market has 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 mar-
ket, the owners benefit from the convenience of having a dedicated space to showcase and sell
their products. This eliminates the need for constantly moving around or setting up temporary
stalls, making it easier to attract and retain customers.
3. MARKET OPPORTUNITIES AND CHALLENGES

An opportunity is a gap left in the market by those who currently serve it. Opportunities available to
these fish sellers include the following;
 Availability of large market; there is high demand for fish on the market as it is the most ac-
cessed animal protein as compared to other sources. Those in hospitality industry, fast food sell-
ers and restaurants offer a lucrative market for the fish.
 Online sales; Selling a product now a days is not limited to a particular place or location but
also can be done via other platforms like whatsApp. These fish sellers are in different whatApp
groups and they make advertisements on these platforms for their product and make consider-
able sales.
 Proper packaging; proper fish packaging allows the sellers to differentiate their products on
the market. Their creative and visually appealing packaging help establish brand’s identity,
making it more recognizable to customers. This makes them stand out against competitors and
build customer loyalty.
Some of the challenges faced by the fish sellers at Mzuzu Market are the following;
 Perishability of fish; fish do easily go bad and without proper management mechanisms lead
to tremendous losses. The problem is more persistent in summer due to hot temperatures. The
sellers use a lot of ice blocks which in turn raise costs.
 Lack of storage facilities; the market does not have any improved cold storage facilities. This
forces the fish sellers to order sales for a day, making the business not to grow as they cannot
reach out to other customers.
 Lack of capital; capital for most of the fish sellers is accessed through borrowing from friends,
family and personal savings. This limit the expansion of their businesses to other areas and also
to diversify their operations since their capital is not enough to support such interventions.
 Seasonal variability of fish; in Malawi, there are some periods in a year when fish is not found
in abundance. Among other reasons, fish industry is highly regulated, characterized by closed
season and fishing quarter. Strong easterly winds do also impede fish catching activities. This
makes them to have very little to no sales for quite a number of days.

4. WHAT ARE THE CONSUMER'S PREFERENCES?

 Freshness: according to one of the fish sellers; said that consumers like fresh fish because it has
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 factor that everyone consid-
ers. The flavor, texture, and nutritional value of fish depend greatly on its freshness. Consuming
healthy and fresh fish is very important.
 Size: lodges prefer fresh fish which is big and medium for restaurants: according to Dickson
one of the Chambo sellers said that lodges prefer fresh fish which is big and medium like
Chambo and Micheni for restaurants as compared to Usipa. This is due to the difference in shelf
life as Usipa deteriorated more easily than Chambo and Micheni.
 Price: due to price differences, many consumers manage to purchase Usipa than Chambo Mil-
amba and Micheni because the price of Usipa is lower as compared to the price of Chambo,
Milamba and Micheni. This is according to Felix Salinya, the one who was selling Usipa. On
the other hand, if the customers 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 of
the price.
5. THE DEMAND AND SUPPLY OF FRESH FISH
 Why demand changes daily demand for fresh fish is dynamic it changes daily due to factors
like consumer preferences, seasonal variations, and cultural or religious practices influencing
consumption patterns. Daily events, such as holidays or special occasions, can also impact de-
mand. 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
several factors contribute to the low demand for fresh Micheni compared to other fish species
like Usipa and Chambo. Potential reasons include differences in taste preferences among con-
sumers, availability or scarcity of Micheni relative to other fish types, marketing strategies, or
even cultural perceptions associated with each type of fish. Analyzing these factors can provide
insights into understanding and addressing the lower demand for Micheni in comparison to
other fresh fish options.
 There was high market demand for fresh fish but due to prevailing economic conditions,
people were unable to buy. Economic conditions indeed significantly impact consumer pur-
chasing power. High market demand for fresh fish may not necessarily translate into increased
sales if people are financially constrained. External factors such as unemployment, inflation, or
income levels limit an individual's ability to afford certain goods, including fresh fish. It under-
scores the importance of considering broader economic factors when assessing market dynam-
ics and developing strategies to address challenges related to affordability.
 Supply variation -Seasonal variations greatly influence the supply of fresh fish. Factors like
migration patterns, weather conditions, and breeding seasons lead to fluctuations in fish avail-
ability. For example, certain months may see higher supply due to optimal fishing conditions,
while in other months, supply may decrease as fish migrate or reproduce. Understanding these
seasonal patterns is crucial for both suppliers and consumers to manage expectations and plan
accordingly in the fresh fish market.

6. THE UNEXPLOITED MARKET NICHE

1. Value-added fresh fish products: Currently, a significant portion of fresh fish in Malawi is sold
unprocessed or with minimal processing. There is an opportunity to create value-added products such
as fish fillets and fish steaks to cater for a wider range of consumers and increase the overall value of
the catch.

2. Targeted marketing and distribution: The fresh fish market in Malawi is largely informal, with fish
being sold through local markets and roadside vendors. There is a need for targeted marketing and
distribution channels to reach a wider audience, including urban consumers and potential export
markets.

3. E-commerce and online platforms: The growing adoption of e-commerce in Malawi presents an
opportunity to sell fresh fish online. Establishing an online presence and utilizing e-commerce
platforms can expand the reach of fresh fish sellers and provide convenience for consumers.

4. Branding and quality differentiation: Building a strong brand identity for fresh fish products can help
distinguish them from the competition and command premium prices. Emphasizing quality control
measures and sustainable fishing practices can also enhance the reputation of Malawian fresh fish.
6. Diversification into specialty fish species: Malawi has a diverse range of freshwater fish species,
some of which have unique flavors and culinary applications. Diversifying into specialty fish species
can cater to niche markets and increase the value of the catch.

7. Export market development: Malawi has the potential to export fresh fish to neighboring countries
and regional markets. Exploring export opportunities and complying with international export stan-
dards can expand the market for Malawian fresh fish.
8. Ornamental fish species: Malawi is blessed with a wide range of fish species that is both ornamen-
tal and food fish. The trade in many species live aquatic animals, fresh water and marine fish for or-
namental purposes can be as lucrative as or more so than the trade in food fish.
9. WHAT ARE THE OPPORTUNITIES FOR VALUE ADDITION

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 pre -
vent 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 colour and taste different.

Custom processing
 Customized processing allows for the production of specialized fish products that meet specific
customer requirements. Depending on customer requirements, this includes filleting, portioning,
marinating, or packaging.
 Waste Reduction: Efficient processing minimizes waste by utilizing all parts of the fish, ensur-
ing more sustainable and economical operations.
 Premium Product: Processing fresh fish into a cooked or edible product positions it as a pre-
mium product and appeals to consumers looking for convenience.

Canning and preserving:

 Canning and preserving fish products greatly extend their shelf life, allow for long-distance
distribution, and reduce 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.
10. FUTURE PLAN FOR THE BUSINESS
 Expand into other businesses such as venturing into Maize Farming: Crop-Fish Integration:
Investigate the possibility of combining fish and maize farming. Maize farming adds another di-
mension 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
supply 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 prof-
its. In addition, working with regulatory institutions to encourage fishermen to use acceptable
fishing materials and methods.
  Venturing into fish farming: This will ensure a steady supply of fish during lean seasons
thereby increasing profit margins.

9. WHAT IS DONE TO PROMOTE THE BUSINESS?

 Selling high-quality fish; by selling fresh fish of high quality, this helps to attract a lot of cus-
tomers who will buy fresh fish at very good prices.
 Advertisements. This helps a lot of customers to know about the business. Advertisements are
done on different platforms, for example, radio and social media (WhatsApp and Facebook).

10: EVALUATION OF THE SELLER AS HE DEALS WITH CUSTOMERS

They are very understanding and an agreement with a customer is easily reached.
a. Customers can be very inquisitive, demanding, and yet at times very understanding when treated
with curtsy. There are certain situations where a customer may feel cheated or may have misgiv-
ings. 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 for 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 the 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 before
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 ON HOW BUSINESS CAN BE DONE BETTER

The fresh fish business in Malawi plays a vital role in the country's economy and food security.
However, the sector faces several challenges that limit its potential. Here are some suggestions for
improving the fresh fish business in Malawi:

 Promote value-added products: Expanding the production of value-added fish products, such as
fish fillets, and fish snacks, would increase the profitability of the sector and create new em-
ployment opportunities.
 Enhance market information and access: Fishers and traders often lack access to accurate mar-
ket information, leading to inefficiencies and price fluctuations. Establishing an effective mar-
ket information system would help producers and sellers make informed decisions and opti-
mize their marketing strategies.

 Strengthen regulatory frameworks: Strengthening regulatory frameworks for fishing practices,

handling, and processing would ensure the safety and quality of fish products sold to con-
sumers.

 Invest in aquaculture: Promoting aquaculture, or fish farming, could reduce reliance on wild
fish stocks and provide a more sustainable source of fish production.

 Support women fish traders: Women play a significant role in the fish trade in Malawi, but they
often face challenges accessing credit, training, and market opportunities. Providing targeted
support to women fish traders would empower them and boost their participation in the sector.

 Explore export opportunities: Expanding export markets for Malawian fish products could pro-
vide additional revenue streams and enhance the sector's overall contribution to the national
economy.

 Encourage collaboration among stakeholders: Fostering collaboration among government

agencies, NGOs, fishers, traders, and consumers would facilitate knowledge sharing, innova-
tion, and sustainable development of the fresh fish sector in Malawi.