ASSESSMENT OF MARKET POTENTIAL FOR ORGANIC FERTILISERS ESPECIALLY THE BRAND LEADER OF RAGHAVENDRA CROP CARE IN WARANGAL DISTRICT OF ANDHRA PRADESH
KrishiKosh
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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
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Creator |
ANJANEYULU, A
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Contributor |
ALDAS JANAIAH
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Subject |
ASSESSMENT, MARKET, POTENTIAL, ORGANIC, FERTILISERS, ESPECIALLY, BRAND, LEADER, RAGHAVENDRA, CROP, CARE, WARANGAL DISTRICT, ANDHRA PRADESH
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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. |
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Date |
2016-08-02T15:37:06Z
2016-08-02T15:37:06Z 2009 |
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Type |
Thesis
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Identifier |
http://krishikosh.egranth.ac.in/handle/1/70625
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Language |
en
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Relation |
D8463;
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Format |
application/pdf
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Publisher |
ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD
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