Potential for ammonia and nitrite reducing products for shrimp farms in Andhra Pradesh

Abstract

The ammonia and nitrate problems are considered to be detrimental to the sustainability of aquaculture industry in Andhra Pradesh. Thus it is important to know about the awareness and technical knowledge about the possible symptoms, mitigating measures and quantification of losses. In addition, the farmers are very much price responsive. The ammonia and nitrite reducing products is a growing market on account of the capital intensive nature of shrimp farming. There exist many products in the market. It is also important to know about the different competing product, prices, technical support provided. The market potential for the different ammonia and nitrite reducing products was done in the state of Andhra Pradesh. The data was collected from districts; East Godavari, West Godavari and Nellore, and 180 respondents were surveyed. The study indicated that the awareness of ammonia is very high among the group of farmers. They are also of opinion in its detrimental effect on the yield losses. Currently there exist as many 21 products in the market. The market continues to remain as monopolistic competition with more and more entrants in the market. There exist numerous products, sale services technical guidance, product promotion programs, incentives and credit availability to insure the brand loyalty of customer. Nevertheless there exists a scope for new product entry into the market. With more than 45 percent of the customers showing their desire for the replacement of the product and 73 percent of aspiring for the product with different futures and other services like consultancy farm delivery. Ammonia and nitrate problem in shrimp farming will continue to occur and based on the effects, perception, awareness visible symptoms as expressed by the different farmers should be taken into account. The marketing strategy of the new product entry will be based on product development; promotion taking into account of more scientific validity. The product should be price responsive. Lastly the marketing strategy of the new product should be based on immediate and effective results.