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ASSESSMENT OF MARKET POTENTIAL FOR ORGANIC FERTILISERS ESPECIALLY THE BRAND LEADER OF RAGHAVENDRA CROP CARE IN WARANGAL DISTRICT OF ANDHRA PRADESH

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Title ASSESSMENT OF MARKET POTENTIAL FOR ORGANIC FERTILISERS ESPECIALLY THE BRAND LEADER OF RAGHAVENDRA CROP CARE IN WARANGAL DISTRICT OF ANDHRA PRADESH
 
Creator ANJANEYULU, A
 
Contributor ALDAS JANAIAH
 
Subject ASSESSMENT, MARKET, POTENTIAL, ORGANIC, FERTILISERS, ESPECIALLY, BRAND, LEADER, RAGHAVENDRA, CROP, CARE, WARANGAL DISTRICT, ANDHRA PRADESH
 
Description Environmental degradation is a major threat confronting the world, and the
rampant use of chemical fertilizers contributes largely to the deterioration of the
environment through depletion of fossil fuels, generation of carbon dioxide (CO2) and
contamination of water resources. It leads to loss of soil fertility. Now there is a growing
realization that utilization of organic fertilizers along with synthetic fertilizers can only
reverse the declining trend in the global productivity and help in environment protection.
In Warangal farmer’s have become more concerned about the soil nutrition and
soil health after a long period of use of synthetic fertilizers as a main source of plant
nutrition. The demand for organic fertilizers is slowly on the raise. Still many farmer’s
consider synthetic fertilizers as the single largest supplier of plant nutrients, and over the
years synthetic fertilizer market had become dominant when compared to the market of
other sources of plant nutrients. In this saturated market environment; distribution
channels, marketing activities, diversification strategies, and product quality are
increasingly important for the manufacturers of organic fertilizers.
However, there is little research done on the farmer attitudes and preferences and
perception of organic fertilizers in Warangal. This report could provide the necessary
information regarding market potential for organic fertilizers, farmer’s perception,
beliefs, and attitudes towards organic fertilizers in Warangal district of Andhra Pradesh.
Hence this study has been taken up with the following objectives.
 To study the level of farmer’s awareness about commercial organic fertilizers
especially about the brand Leader in the study area.
 To assess the farmer’s attitudes towards use of organic fertilizers.
 To study the size and structure of the market for organic fertilizers in Warangal
district.
 To estimate the market potential for the brand Leader of organic fertilizers in
Warangal district.
The survey was done in June and July months of 2009.The farmer’s attitude were
collected by means of a face-to-face survey. Attitudes, purchasing frequency, satisfaction
and beliefs about organic fertilizers were studied with a sample of 80 farmer’s selected
randomly. Dealers were surveyed to obtain knowledge about product performance and
market potential for different organic fertilizers. The data obtained from the survey were
analyzed with the help of simple statistical tools like averages, percentages etc.
Information was collected through personal interview by administering a structured
questionnaire.
About 57% of the Warangal farmer’s only have clear idea of organic fertilizers.
All the farmer’s who were surveyed in this study have used F. Y. M. in their fields.
F.Y.M. is the most commonly used organic source of plant nutrient followed by tank silt,
sheep & goat manure and poultry manure. Farmer’s use organic fertilizers irrespective of
the crops grown by them.27.5 percent of respondents felt that organic fertilizers improve
the soil fertility where as 23.75 percent of respondents felt that they are useful in getting
higher yields and better quality. The other benefits of the organic fertilizers are not well
known to the farmer’s. 40 percent of farmer’s felt that bulky nature of organic fertilizers
is the biggest constraint in using organic fertilizers followed by difficulty in application
(35 percent).
The farmer’s were asked to know about their awareness and attitude towards
organic fertilizers and the results shown as follows;
1. Awareness of commercial organic fertilizers- Awareness scan
2. Use of commercial organic fertilizers- Usage scan
3. Satisfaction towards commercial organic fertilizers- Satisfaction scan
4. Future of commercial organic fertilizers- Future scan
28.7 percent of respondents are aware of commercial organic
fertilizers. Only 5 percent of respondents, who are aware of commercial organic
fertilizers, have actually used them and 3 percent of total sample size is satisfied
with the performance of commercial organic fertilizers they used.
Only 40 farmer’s who are the users of brand Leader were selected by
randomly and surveyed to know their attitude towards various attributes of the
Leader product such as price, quality, packing, availability, performance etc. Most
of the farmer’s are highly satisfied with the availability (90 percent), quality (95
percent), performance (57 percent) where as 60 percent of the farmer’s were not
fully satisfied with the price of the brand Leader and 67.5 percent of the farmer’s
are not using the brand Leader product regularly.
Farmer’s who know about organic fertilizers consider organic fertilizers are good
and cheap sources of plant nutrients and felt that these would supply nutrients
slowly. Farmer’s are not very familiar with the supply of commercial organic
fertilizers in the market. One reason might be that there was very little advertisement
about organic fertilizers. Some groups of farmer’s have more positive attitudes
towards organic fertilizers, and they express an increased willingness to use organic
fertilizers from the next season. Non Users of Commercial Organic Fertilizers
(NUCOF) were explained about the commercial organic fertilizers their prices and
their benefits and availability. Most of the NUCOF were interested in using
commercial organic fertilizers and few said that they would go for trial purchases.
Therefore, marketing strategies for organic fertilizers should be targeted towards
such groups. According to the project results, an important task for the producers
will be to increase consumer’s knowledge of what organic fertilizers is and how to
differentiate them in the market place. If the farmer’s could increase their knowledge
and acceptance of organic fertilizers, the consumption might become the driving
force of organic fertilizers production.
 
Date 2016-08-02T15:37:06Z
2016-08-02T15:37:06Z
2009
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/70625
 
Language en
 
Relation D8463;
 
Format application/pdf
 
Publisher ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD