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MARKET STRUCTURE ANALYSIS OF HYBRID MAIZE SEED IN KARIMNAGAR AND NIZAMABAD DISTRICTS OF ANDHRA PRADESH

KrishiKosh

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Title MARKET STRUCTURE ANALYSIS OF HYBRID MAIZE SEED IN KARIMNAGAR AND NIZAMABAD DISTRICTS OF ANDHRA PRADESH
 
Creator VIVEKANANDA, THOTA
 
Contributor RADHIKA, P.
 
Subject hybrids, maize, sowing, markets, productivity, marketing, biological phenomena, yields, area, crops
HYBRID MAIZE SEED, KARIMNAGAR, NIZAMABAD,
 
Description Maize is one of the important crops in world agriculture. In India maize called as
“cereal queen” is third most important crop after rice and wheat. Maize has the highest
genetic potential, production and productivity among. The present study on “Market
structure analysis of hybrid maize seed in Karimnagar and Nizamabad districts of Andhra
Pradesh” was studied with the following objectives:
1. To estimate total market size of the maize seeds in India and Andhra Pradesh and
also to assess the extent of hybridization of maize in Nizamabad and Karimnagar
districts with special focus on single cross hybrid maize.
2. To study the extent of marketing operations of top five firms in hybrid maize seed
in terms of 4P’s (Product, Price, Place, Promotion) and also their Unique Selling
Proposition (USP).
3. To understand and prioritize the key factors those which affect the market share of
maize.
This study helps the hybrid maize seed companies in improving their products for
effective market penetration and introduction of new hybrids in the study area, apart from
throwing light on various issues in maize hybrid seed market.
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Secondary data on market size of hybrid maize seed (Single Cross Hybrids and
Double Cross Hybrids) in India and Andhra Pradesh was collected for a period of five years
from 2007-08 to 2011-12, from which changes in market size of SCH and DCH was
analyzed and the data revealed that market size of SCH increased in Andhra Pradesh (8 per
cent), Nizamabad (10 per cent) and Karimnagar (5 per cent) whereas market size of DCH
decreased in Andhra Pradesh (3 per cent), Nizamabad (5 per cent), Karimnagar (2 per cent)
in past five years. Primary data was collected from 150 farmers and 30 dealers to analyze
the extent of marketing operations of top five companies with regards to 4P’s and their USP
as well as to analyze the key factors which affect the market share of the hybrid maize seed.
All the farmers in selected region were cultivating only hybrid maize. The analysis revealed
that 30V92, K-50, 30R77, NK-6240 and Ekka are the most cultivated hybrids in
Nizamabad and Karimnagar districts in past three years. All the hybrids of various
companies were having similar features like high yield, resistance to water stress and some
unique features like grain quality, shelling percentage. Brand name of hybrid is influencing
price. Hybrids which are perceived as better performing by the farmers were generally
having high price. Price of NK-6240 of Syngenta (Rs. 700) is highest, whereas prices of
Sresta, Sandhya and 30R77 (Rs. 540) were lowest. However farmers were not too
concerned about price if the performance of seed is good. Kaveri and Vibha are doing well
in promotional activities (demonstrations, TV ads, posters, jeep campaigns, press releases)
in comparison with other firms, but word of mouth for PHI is good followed by Syngenta
and Kaveri. Location of hybrid maize seed sale outlets is not a problem for the farmers as
they are located at a distance of 15 to 20 km and having goo transport facilities.
Major factors which affect the market share of maize were yield of a particular
hybrid, brand image, grain colour of a particular hybrid and pest resistance power of
hybrid. Most of the farmers preferred SCH over DCH because of its qualities like wider
adaptability, high yield, high pest resistance and tolerance to water stress conditions.
Growing maize market trend suggest that it would even grow further, hence both
public and private entities gear up their activities to fulfill the growing demands. Quality
product with comparable prices at right time through proper distribution channel should
reach the farming community, for which integration of all key stakeholders in maize seed
production to distribution chain is required. It was felt by the farmers that, promotional
activities on maize seed could be even better than existing. Private companies may take a
note of it to accelerate their activities to improve their market share.
 
Date 2016-06-08T13:59:34Z
2016-06-08T13:59:34Z
2012
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/67014
 
Language en
 
Relation ;D9263
 
Format application/pdf
 
Publisher ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY