Dataset of a pilot survey on retail fish marketing in Juba, South Sudan: Perceptions on motivation and challenges
Marketing of fish and fish products is an important income generating activity and a source of livelihood in many communities worldwide. But there are considerable risks associated with processing and marketing of fish and fish products in developing countries. In South Sudan, a newborn nation which attained its independence in 2011, no data have been generated in this area. Such risks and concerns associated with fish marketing require better foundational understanding of fish retailers’ motivation and challenges affecting their businesses. As a result, this dataset was collected from 40 fish retailers in Konyokonyo and Custom markets (20 samples from each market) in Juba to assess retailers’ motivation towards fish marketing and the impact of some common major challenges affecting their growth using non-probability sampling method guided by a structured questionnaire. The variables for this dataset were categorized under four themes: namely demographic characteristics, motivation, challenges and satisfaction. Complementary data were also collected on the type of fish sold and experiences, type of fish stalls used in the local markets, the most common means of transport, and support services. Responses collected were analyzed using descriptive statistics and theoretical thematic analysis. The outcome of this dataset, alternative solutions and suitable policy recommendations have been underscored in the original published article attached as a supplementary document.