This study was carried out to assess the market structure, the socio-economic characteristics of the fish marketers and determinants of revenue generated from fish marketing in Ibarapa towns using purposive sampling, which cut across age, and sex of fish sellers in dtw0 each location. Ninety-four percent of fish marketers were women and their men counterpart were 6.0% with an average sales of 5,123.00k per day. Double�]log model indicated a relationship between the determinant of fish revenue(Y) and some explanatory variables which include: average price of fish (X1), transportation cost (X2), average sales per day (X3) and duration of sales per day (X4) at p=0.01. The elasticity of all variables determining the revenue generated from fish are less than one. Thus a percentage increase in average price of fish and transportation cost lead to 0 .7404 and 0.3242 percentage increases in revenue generated from fish marketed per unit time respectively. Conversely, a percentage increase in duration of sales per day and average sales per day leads to -0. 2 0745 and -0.1549 percentage decrease in quantity of fish marketed per unit time in the study area.

Keyword:Fish retailers, Revenue, Fish marketing, and Distribution channel

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