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
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Creator |
MADHU SHEKAR, B.R
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Contributor |
VIJAYABHINANDANA, B
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Subject |
MARKETING, BEHAVIOUR, CHILLI, GROWERS, GUNTUR DISTRICT, ANDHRA PRADESH
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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. |
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Date |
2016-07-30T14:25:38Z
2016-07-30T14:25:38Z 2009 |
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Type |
Thesis
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Identifier |
http://krishikosh.egranth.ac.in/handle/1/70314
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Language |
en
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Relation |
D8333;
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Format |
application/pdf
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Publisher |
ACHARYA N. G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD
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