Promotion Channels Adopted By the Producer/Manufacturer For Enhancing Sale of Agricultural Inputs
An examination of promotional techniques used by producers and manufacturers to increase the sales of agricultural inputs
by Poonam Giri*,
- Published in Journal of Advances and Scholarly Researches in Allied Education, E-ISSN: 2230-7540
Volume 4, Issue No. 8, Oct 2012, Pages 0 - 0 (0)
Published by: Ignited Minds Journals
ABSTRACT
For the purpose of exactestimation of the perceptional gap between farmers’ perception and the views ofthe practitioners, it seemed essential to collect the observations of thedealers and agency holders. Accordingly, the data has been collected from theshopkeepers/agency holders of districts Fatehabad and Ambala respectivelythrough a structured questionnaire. Theanalysis related to marketing of cotton seeds, wheat seeds, fertilizer,pesticide and tractor has been discussed in the light of the spirit mentionedabove.
KEYWORD
promotion channels, agricultural inputs, perceptional gap, farmers' perception, practitioners, dealers, agency holders, districts Fatehabad, districts Ambala, structured questionnaire, cotton seeds, wheat seeds, fertilizer, pesticide, tractor
INTRODUCTION
Status of the shops/agencies
The table discusses the district wise distribution of respondents who own/possess the agencies or dealerships.
Table : Status of the shops/agencies
Figures in parenthesis denote percentage The table explains the status of 122 agencies/shops from two districts of Haryana i.e. Fatehabad and Ambala consisting of 25 respondents from each district in case of cotton seeds and wheat seeds. It means that 100 per cent respondents have been selected from each district in case of seeds. 48 per cent respondents have been taken from Fatehabad district for fertilizer and 52 per cent respondents have been interviewed from the district of Ambala for this input. In the case of Pesticides, 60 per cent respondents from Fatehabad district and 40 respondents from the district of Ambala have taken for the study. For the tractors, 50 per cent respondents from each district i.e. one respondent from each company has been chosen.
POSSESSION OF VARIETIES OF AGRICULTURAL INPUTS
The table describes the varieties of cotton seeds, wheat seeds, fertilizers, pesticides and tractors possessed by the ownership of shopkeepers and agency holders.
Table : Possession of varieties of agricultural inputs
Figures in parenthesis denote percentage The table depicts that all the varieties of desi/amrican cotton seeds as well as wheat seeds are not kept for sale in each shop by the shopkeeper/agency holders. Some of the shopkeepers kept those varieties for which the sale is maximum irrespective of the fact whether that is approved or not by the government. Only 20 per cent shopkeepers/agency holders have maximum varieties of desi cotton seeds and 40 per cent shopkeepers/agency holders have maximum upto 15 varieties of amrican cotton seeds whereas only 28 per cent shopkeepers/agency holders have maximum varieties of wheat seeds. Similarly a
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farmers.. As far as agency holder of tractor is concerned, there is only one agency holder in each district/area under the study. Therefore, it can be concluded that all the inputs are not available on each shop.
SOURCE OF AVAILABILITY OF AGRICULTURAL INPUTS BY THE PRODUCER/ COMPANY
The table depicts the availability of agricultural inputs provided by the producer/company though its sources.
Table: Source of availability of agricultural inputs by the producer/company
Figures in parenthesis denote percentage The table gauges that 60 per cent cotton seeds are sold through retailer i.e. private shop and 24 per cent cotton seeds are sold through the agency holder i.e. whole seller and 16 per cent cotton seeds are provided by the producer direct to the farmers through their stall either in Kisan mela or through their sale point. Similarly, the same trend is found in case of wheat seeds. As far as sale of fertilizer and pesticide is concerned, these are sold through retailers in majority. All the tractors are sold by the companies through the agency holders. It can be concluded that the retailers and agency holders play their dominant role in the sale of agricultural inputs. The table divulges the promotion channels adopted by the producer/manufacturer for enhancing sale of agricultural inputs.
Table : Promotion channels adopted by the producer/manufacturer
Figures in parenthesis denote percentage The table depicts that the retailers play a dominant role for increasing the sale of agricultural inputs. It is evident from the table that 56 per cent shopkeepers/ agency holders play their roles for sale of cotton meager role for this purpose.
REFRANCES:-
Acharya, S. & Agarwal, N.L. (2004). Agricultural marketing in India (4th ed.), Oxford & IBH Publishing Co. Pvt. Ltd., New Delhi. Chakraborty, D. (2003). Agricultural growth and the small farmer in India. Bazaar Chintan, IDE Publisher, New Delhi Christopher B. B. & Emelly M. (2005). Agricultural Markets in developing countries. Entry in Lawrence E. Blume and Steven N. Durlauf, editors. The New Palgrave Dictionary of Economics, 2nd Edition. CIA - The World Factbook - Rank Order - GDP (purchasing power parity). Retrieved March 13, 2009 from https://www.cia.gov/library/publications/the-world-factbook/rankorder/2001rank.html. Dahiya, B.S., Deswal, D.P., Duhan, J.C. & Kashyap, R. (1997). Status of seed quality at farmers’ level in field crops. In: Seed Technology (Dahiya, B.S. and Rai, K.N. eds.). Gopalswamy, T.P. (1997). Rural Marketing: Environment, Problems and Strategies, Wheeler Publishing, New Delhi, Ist edition. Gupta, G.P. & Lal, R. (1995). Biopesticides as an alternative to syntetic insecticide in pest management system in cotton In: S, Walia and B.S. Parmar (eds.) Pesticides, Crop Protection and Environment. Oxford & IBH Publishing Co. Pvt. Ltd. New Delhi. James H. and Robert L. W. (1995) editors. India: A Country Study, Washington: GPO for the Library of Congress. Retrieved July 27, 2009 from http://countrystudies.us/india/102.htm. Malik, S.A. & Chahal, V.P. (2003). Seed business in Punjab and Haryana-Role of private sector. In: Agribusiness and Extension Management, edited by B.S. Hansra and K.Viayaragavan, Concept Publishing Company, New Delhi. Morris, M. L., (2002). The Development of the Seed Industry under Globalization, in D. Bigman, Ed., Globalization and the Developing Countries: Emerging Strategies for Rural Development and Poverty Alleviation, CABI Publishing in association with ISNAR, Wallingford, U.K.