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STUDY ON MARKETING BEHAVIOUR OF CHILLI GROWERS IN GUNTUR DISTRICT OF ANDHRA PRADESH

KrishiKosh

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Title STUDY ON MARKETING BEHAVIOUR OF CHILLI GROWERS IN GUNTUR DISTRICT OF ANDHRA PRADESH
 
Creator MADHU SHEKAR, B.R
 
Contributor VIJAYABHINANDANA, B
 
Subject MARKETING, BEHAVIOUR, CHILLI, GROWERS, GUNTUR DISTRICT, ANDHRA PRADESH
 
Description The study was conducted to assess “Marketing behaviour of chilli growers in
Guntur district of Andhra Pradesh”.
Ex-post facto research design was followed for the study. The investigation
was carried out in Guntur district of Andhra Pradesh where chilli is predominantly
grown. A sample of 160 chilli growers from eight villages in four mandals of Guntur
district was selected through stratified proportionate random sampling. The data were
collected by a personal interview method through structured interview schedule and
analyzed employing suitable statistical methods.
The profile analysis of chilli growers indicated that majority of the farmers
were middle aged, had education up to primary school level, belonged to open
category with medium social participation, medium economic status, medium
experience in chilli cultivation, low extension contact, had an area less than 2.5 acres
under chilli cultivation, medium adoption of recommended practices, medium
innovativeness, medium economic motivation, medium risk taking ability, medium
level of training received in chilli cultivation, medium scientific orientation and
medium change proneness.
Majority of the chilli growers had medium planning orientation, low
information source utilization, medium value addition, sold their produce without
grading, preferred gunny bags for packing of chillies, transported their produce by bus
up to a distance of 50 kilometers and sold their produce in whole sale markets through
auction, followed conventional storage, had medium quality orientation with prior
payment and low export orientation. Small, big farmers and over all chilli growers
had medium level of marketing behaviour and marginal farmers had low marketing
behaviour.
Planning orientation, information source utilization, quality orientation, terms
and conditions for sale, place of sale were expressed as the most important
components of marketing behaviour.
The area under chillies has increased with the size of the farm indicating a
direct relationship with the farm size. Harvesting accounted for maximum share of
total labour utilization. Machine and hired labour utilization was highest among big
farmers. The total cost of cultivation had direct relationship with the farm size. The
share of variable costs to total costs exhibited a direct relationship with farm size. It
varied from 86.48 per cent to 86.69 per cent on different size groups of farmers. The
cost incurred on plant protection chemicals was the highest on all the size groups.
Correlation analysis of independent variables with marketing behaviour
among three categories of farmers viz., marginal, small and big farmers and overall
farmers revealed that social status, economic status, extension contact and change
proneness were positively and significantly correlated with marketing behaviour of
marginal farmers.
Age, education, extension contact, area under chilli cultivation, adoption of
recommended practices and innovativeness were positively and significantly
correlated with marketing behaviour of small farmers.
Age, social status, social participation, extension contact, area under chilli
cultivation, economic motivation and training received were positively and
significantly correlated with marketing behaviour of big farmers.
Age, education, social status, social participation, economic status, experience
in chilli cultivation, area under chilli cultivation, adoption of recommended practices,
innovativeness, economic motivation, risk taking ability, training received, scientific
orientation and change proneness were positively and significantly correlated with
marketing behaviour of overall chilli growers.
Price manipulation by commission agents, high cost of critical inputs,
inadequate availability of critical inputs, price fluctuations, lack of cold storage
facilities, lack of processing units and value addition centers, lack of transport
facilities, lack of market information from the extension personnel, lack of
remunerative prices and malpractices in weighing of produce were the major
problems encountered by the chilli growers.
Timely and adequate supply of inputs, regulation of input costs at the time of
peak requirement, providing subsides on inputs, provide market information,
establishment of processing units and value addition centers, establishment of cold
storage facilities, elimination of middlemen, improvement of extension activities,
provide remunerative price, provide subsidy on transport and marketing should be
taken up at the place of production only were the suggestions given by the chilli
growers to overcome the problems faced by them.
The strategy based on suggestions was organizing result oriented training
programmes, establishment of processing centers, value addition centers, grading and
packing centers and rural kiosks. Critical inputs should be made available to the
farmers at subsidized rates with improved extension activities.
 
Date 2016-07-30T14:25:38Z
2016-07-30T14:25:38Z
2009
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/70314
 
Language en
 
Relation D8333;
 
Format application/pdf
 
Publisher ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD