Authors: Dr. K. Suganthi, Assistant Professor Mrs. P. Nisha, J. Rifka Nasreen, G. Divya, T. Gayathiri
Abstract: Value addition is widely promoted as a route to higher incomes in the fisheries sector, but little primary evidence exists for the coastal enterprises of Mayiladuthurai District. This study examines the effect of seven value-addition dimensions (product quality, product innovation, packaging, branding, shelf life, processing technology and product variety) on enterprise profitability. Primary data were collected through a structured five-point Likert questionnaire from 120 respondents (24 each of enterprise owners, processing unit owners, traders/wholesalers, vendors/retailers and fishermen engaged in value addition) in nine coastal villages. Reliability was acceptable (Cronbach’s alpha 0.751 for value addition and 0.724 for profitability). Pearson correlation, multiple regression and a regression-based path model were applied. Overall value addition correlated strongly with profitability (r = 0.700, p < 0.001); the seven dimensions jointly explained 52.9% of the variance in profitability (F = 18.004, p < 0.001), and the standardised path from value addition to profitability was 0.718. Processing technology, packaging, branding and product variety were significant individual predictors, with processing technology the strongest. The findings suggest that investment in processing technology, packaging and branding should be prioritised in enterprise strategy and support schemes.
