Browsing by Author "Ushadevi, K N"
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ThesisItem Open Access Analysis of response behaviour of members and non-members towards consumer co-operatives(Department of Rural Marketing Management, College of Co-operation and Banking, Mannuthy, 1990) Ushadevi, K N; KAU; Sukumaran, AThe study viz. “ An Analysis of response behavior of members and non-members towards consumer co-operatives” has been carried out to asses the parameters that influence the choice behavior of members and non-members of consumer co – operatives and the pattern of consumer preference in relation to groups of consumers and products. The study also examined the salience determining parameters of consumer co – operatives. Consumer co – operatives in the Thrissur district constitute the population and three autonomous primary consumer co – operatives and TWCCS and its three selected branches constitute the sample for the study. From the selected units, two hundred consumers consisting of equal number of members and non – members were randomly selected as respondents. The first objective was analysed with the help of Kendall’s Coefficient of concordance and the results revealed that price, quality, and convenience are the parameters influencing the respondents preference towards the store while availability of preferred brand, credit facility and membership are the key parameters identified for their non – preference. The second objective analysed with the help of percentage indicated that the respondent’s demand for stationery from the store is very low when compared to provision. Further analysis on product/brand preference and its availability in consumer co – operatives proved that the low demand for stationary is due to non availability of required quantity. The salience was analysed by constructing satisfaction Index. The results revealed by that the respondents are not that much happy with availability of preferred brand/product which remained as one of the factors determining their non – preference towards the store.ThesisItem Open Access Buyer behaviour towards green mythri peoples bazar, Athani(College of Co-operation Banking and Management, Vellanikkara, 2017) Krishnaraj, N S; KAU; Ushadevi, K NGreen Mythri peoples bazar (GMPB) is the flagship project of the Peringandoor service co- operative bank. It’s the first of its kind in the district. GMPB is inaugurated on 2nd October 2013 by the then co-operative minister. Its functioning solely based on the principle of social commitment to deliver quality products at cheaper prices to the buyers within the functioning area of the bank. The study entitled “Buyer behaviour towards Green Mythri peoples bazar, Athani” made an attempt to analyze the buying behaviour of consumers towards Green Mythri peoples bazar. The present study was taken with the following objectives To analyse the purchasing pattern of selected buyers of Green Mythri peoples bazar To identify the determinants of buyer’s purchase decisions towards Green Mythri peoples bazar. To examine the buyer’s attitude and satisfaction towards Green Mythri peoples bazar The study was conducted among 100 randomly selected respondents drawn from the Green Mythri peoples bazar (GMPB), situated at Athani. Products from five product categories were selected viz. food and beverages, personal care products, vegetables, bakery items and toiletries. The study was based on both primary and secondary data and collected from the sample respondents through personal interview method by administering a pre-structured schedule Analysis was done with the help of statistical tools like percentages, indices and rank order scales. Preferential ranking method was employed to rank the factors influencing purchase and product features. Attitude index and satisfaction index were constructed to assess the attitude and satisfaction of sample consumers.ThesisItem Open Access Dynamics of consumer behaviour towards selected value added coconut products in Kerala(Department of Rural Marketing Management College of Co-operation, Banking and Management, Vellanikkara, 2018) Sachu Zachariah John; KAU; Ushadevi, K NAgriculture in India is characterized by informal or traditional supply chain which is better to be shifted to more modem domestic and export oriented value chain. Majority of agricultural products are marketed in their raw form, value addition may result in higher income to the farmers, generation of rural employment, checking of price collapse of crops at the time of glut and increasing shelf life of the produce. Coconut is the principal cash crop occupying 41 percent of the net cultivated area and supporting 34 lakhs of marginal and small farmers of Kerala. More than 40 value added products are identified, marketed and exported by various agencies in coconut growing countries. Developing market for value added products warrants comprehensive study on the consumer behaviour towards these products. Hence, the study on Dynamics of consumer behaviour towards selected value added coconut products in Kerala with the objectives of assessing the consumption pattern of consumers towards selected value added coconut products, examining the pre purchase and post purchase behaviour of consumers, identifying the factors influencing the purchase decision of consumers and to suggest appropriate product positioning strategies for those products was undertaken. The study was confined to three districts of Kerala viz., Trivandrum, Ernakulam and Kozhikode. These districts were selected since, in Gross Value Output (GVO) of Kerala, coconut crop holds first position in Kozhikode and second position in both Ernakulam and Trivandrum. Also, these districts are placed almost equidistantly along the length of Kerala and representing southern, central and northern zones of the state. Purposive sampling was implemented for selecting the urban centres which are fixed entities and having known description. The respondents interacted at various centres in order to know the awareness about the product were selected by means of purposive sampling, from which the final respondents (60 numbers each for each product from each urban centre) selected by means of random sampling. Six Value Added Coconut Products (VACP) such as Virgin Coconut Oil (VCO), Neera, Coconut Vinegar (CV), Coconut Milk Powder (CMP), Coconut Chutney Powder (CCP) and Desiccated Coconut (DC) were selected for conducting the research. Primary data were collected from the respondents administering a pretested structured interview schedule. The data collected were subjected to statistical analysis using appropriate tools such as summation, averages, percentages, indices, Likert scale, Chi square, Kruskal Wallis test and Kendall's coefficient of concordance. Consumer profile was studied by analyzing the socio economic status of the consumers such as age, gender, marital status family size, educational status, occupational status, income, awareness of the consumers towards the value added products and the users of the individual product. Out of the total 376 respondents, 78 per cent in Trivandrum, 84 per cent in Ernakulam and 72 per cent in Kozhikode were aware of the products. Variables such as monthly expenditure for food, non-food items and different value added products, their monthly consumption, frequency and time of purchase, usage pattern, mode of purchase, source of purchase, change in the form of consumption and currently using brands were analysed to study the consumption pattern. The monthly family consumption expenditure for VACP to the food expenditure varied from 0.7 per cent in the case of CV to 5.7 per cent in the case of CMP. Pre purchase behaviour of the consumers was studied by analyzing the nature of market search in terms of brand, quality and price of the products, and marketing outlets, decision maker in the family, actual buyer, motivation towards purchase, awareness about the products and brands, sources of awareness, brand preference and shop preference the variable marketing outlet was least considered by the respondents in all the centres for all the products. For VCO price was less considered than quality or brand. In case of DC, except marketing outlet all other three variables were considered by cent per cent of the respondents. Bbrands viz. Ninnal, Organic India, Virgin Plus, Elements and Rubco of VCO, Thirukochi, Kaipuzha, Kera neera, Kera punch and De cocos of neera, Double Horse, Coco Vinegar, Thirukochi, Kalpaka and Theeram of CV, Maggi, KPL Shudhi, KLF Coconad, Kera, Maharaja, Syuryashobha and Palmo of CMP, Double horse, Brahmins, Kitchen Treasures, Eastern, New Kalpaka, Nirapara, Thejus and Kanchana of CCP,and Dinesh, Nariyal, Virgin Plus, Suryashobha and Maharaja of DC were recalled by the respondents. The most important motivational factor for all the products emerged to be essentiality of the product. Ninety nine per cent of the total respondents preferred super markets, either solely or in combination with other shopping sources for all the VACP products. But in case of neera apart from super market 52 per cent respondents preferred local retailers and 47 per cent preferred agri expo. Post purchase behaviour of the consumers was studied by analyzing the consumer attitude, consumer satisfaction, brand loyalty and dissemination of information, In order to analyse consumer's attitude and satisfaction the characteristics of the products such as ready to use, price, availability, shelf life, taste, status in health maintenance, hygiene, package size, packaging, brand image and promotions were considered. The variables such as duration of the use of current brand, brand shift and reasons for brand shift were considered to study brand loyalty. In the case of VCO the variables ready to use, hygiene nature and good packaging has generated a favourable attitude among the respondents and there was significant agreement among them. With regard to Neera there was no significant agreement among the respondents for any of the variable. However, as shown by Consumer Attitude Index the variable ready to use generated a highly favourable attitude towards neera by the respondents in all the three centres. The attitude of the respondents towards CV was highly favourable with respect to the variables ready to use. With regard to the shelf life as shown by the lowest score, index and significant agreement among the respondents, the attitude was less favourable. The variables ready to use and packaging had highly favourable attitude among respondents as shown by high indices of 99 and 94, respectively, in the case of CCP. The attitude developed to the variable ready to use was favourable with an index of 100 in all the centres with regard to DC. The composite index of consumer attitude of respondents towards YCO was rated as high favorability. For neera CMP and CCP the attitude of the respondents were less favourable and for CY and DC the attitude was of moderate favourability. Except neera the attitude levels of the consumers in different centres were almost similar. For neera the attitude in terms of favorability was moderate in Trivandrum, high in Emakulam and low in Kozhikode For YCO, the variable brand image was having the highest satisfaction index of 88 averaged over the three centres indicating a high level of satisfaction, the lowest score value was for promotion with an index of73. In the case of neera, the variables packaging and quality had the satisfaction index of93. The variables brand image and taste, with 81 of 94 for both, fell in the zone of high level of satisfaction in the case of CY. The variable price had relatively high 81 value of 79 indicating a moderate level of consumer satisfaction with regard to CMP. In the case of CCP, the variables brand image, packaging quality and package size were having higher scores and consequently higher 81 of 96, 94 and 91, respectively. For DC the variables brand image and packaging quality showed high level of satisfaction followed by the package size with an index of 79. There was no significant agreement among the response of the respondents. For the study of the factors affecting purchase decision, product related factors, socio economic factors, promotional factors, availability factors, motivational factors and institutional factors were taken into consideration. In the composite analysis of all the products and all the centres, among the eleven variables such as quality certification, technology usage, price affordability, hygiene nature, taste, packaging, family member opinion, promotional factors, availability, sociable nature of sales man and life period, technology usage and quality certification were emerged as the factors in the first and second positions though these two ranks were changed in different centres. Family member opinion was rated as the third factor influencing the purchase decision for all the products. Price was considered only at fifth position for almost all the products. Launching of modem, more effective and proven mass promotional strategies, pricing considering the low income groups, extension of distribution outlets to local retailers, convenient shops, co-operative stores and even online marketing, adoption of value addition technology packages prescribed by the competent research, extension and management institutions like Indian Council of Agricultural Research (lCAR), State Agricultural and other Universities, Coconut Development Board (CDB) and organisations abroad doing research in coconut and its value added products, acquiring certifications like FPO, lSI, AGMARK, ECOMARK, FSSAJ etc. to improve the brand image and consumer acceptance, emphasizing on the similarity between the traditional and raw coconut products and new value added products and their ready to use nature in the promotional activities among the target group, particularly working women, maintenance of maximum possible long term relationship with consumers, and continued research on consumers' attitude and market were suggested as product positioning strategies for widening consumer acceptance and market of value added coconut products.ThesisItem Open Access Entrepreneurial Behaviour of Vegetable Farmers in Central Kerala(Department of Rural Marketing Management, College of co operation,banking and management, Vellanikkara, 2019) James Mohan, D; KAU; Ushadevi, K NVegetables play a major role in Indian agriculture by providing food, nutritional and economic security. More importantly, vegetables give higher returns per unit area and time. In addition to this, vegetables have higher productivity, shorter maturity period, high value and provide high income per unit time leading to improved livelihoods. Further there is a great need today to enhance the per hectare productivity so as to boost the vegetable production. Efforts are being made from various angles to encourage farmers to increase the area under the important vegetable crops. In Kerala, the total area under the cultivation of vegetables during 2017-18 was 46,363 ha. (Government of Kerala, 2018). The Hindu Daily reported that around 1000 crore worth of vegetables were imported into our state yearly and the news empirically stated the demand supply gap of vegetables. National Horticultiu-e Mission came up with an action plan for Kerala in connection with the Eleventh Five Year Plan which clearly pointed out that our state was highly deficient in its requirement of vegetables. The total requirement of vegetables in the state was 8.18 lakh tonnes, of which the production was 3.47 lakh tonnes and the rest is accounted by the neighbouring states. If the requirement is worked out based on Indian Council of Medical Research (ICMR) norms, the state requires as much as 24.11 lakh tonnes of vegetables. Present study entitled Entrepreneurial behaviour of vegetable farmers in central Kerala was focused on to examine the entrepreneurial behaviour of vegetable farmers, to identify the factors influencing the entrepreneurial behaviour of vegetable farmers, to analyse the constraints which affect the entrepreneurial behaviour of vegetable farmers, to study the extent of adoption of KAU technologies among vegetable farmers and to suggest strategies to promote entrepreneurial behaviour of vegetable farmers. For the purpose of the study five agro ecological zones namely Coastal sandy. Central midlands, Malayoram, Palakkadan plains and Chittoor black soil were selected from the central zone of Kerala (Emakulam, Thrissur and Palakkad districts). From each agro ecological zone, one block having maximum area under vegetable cultivation was selected. A total sample of 450 vegetable farmers (fifty per cent farmers were receiving assistance from VFPCK and fifty per cent were not receiving assistance from any other agencies termed as ordinary vegetable farmers) were selected from the five selected blocks. Primary data were collected from the selected farmers by using pre-tested structured interview schedule. The analysis was carried out using simple statistical tools like percentages, mean and standard deviation, correlation coefficient, Chi squre test, indices, t-test, ANOVA and Speareman's rank correlation coefficient. To examine the entrepreneurial behaviour, innovation orientation, farm decision making, achievement motivation, risk taking ability, information seeking behaviour, leadership ability, cosmopoliteness, market orientation, etc were taken into account. The objective was analysed with the help of statistical tools like percentage, indices, T-test and ANOVA table. The results of the analysis revealed that the majority of the VFPCK farmers as well as ordinary farmers are found to have moderate level of entrepreneurial behaviour. In most of the VFPCK as well as ordinary farmers, the determinant innovation orientation was high with index value of 86.24. Zone wise analysis revealed that there was no significant difference between the mean scores of ordinary farmers and VFPCK farmers of zone 1 (coastal sandy), zone 2 (central midlands) and zone 3 (Malayoram) but, the mean scores of ordinary farmers and VFPCK farmers of zone 4 (Palakkadan plains) and zone 5 (Chittoor black soil) differ significantly with respect to their entrepreneurial behaviour at 5% level of significance. Pearson Chi-square values obtained in zone 1, zone 2, zone 3 and zone 5 was not significant at 5% level and it was significant at 5 per cent level in zone 4 alone. This showed that type of farmer and his entrepreneurial behaviour were independent in zone 1, zone 2, zone 3 and zone 5 whereas they were dependent in zone 4. From the summary of analysis of variance it was further observed that there was no difference in the entrepreneurial traits among the selected zones except in the case of cosmopoliteness of farmers of zone 4 significantly different among ordinary farmers. The analysis of factors influencing the entrepreneurial behaviour of commercial vegetable farmers highlighted that in case of VFPCK farmers, annual income, social participation, market ecosystem, level of aspiration, age, education, size of land holding, experience and training received by them were significantly associated with their entrepreneurial behaviour at 5 per cent level. But, in case of ordinary farmers, their level of aspiration, occupation, size of land holding, experience and training received were found significantly associated with their entrepreneurial behaviour at 5 per cent level. Zone wise analysis revealed that in case of VFPCK farmers, social participation was significantly positively correlated with entrepreneurial behaviour in zone 2 and zone 4 at 5 per cent level, whereas, adoption of improved practices was significantly negatively correlated with entrepreneurial behaviour at 1 per cent level. Age was significantly associated with entrepreneurial behaviour in zone 2 and education was significantly associated with entrepreneurial behaviour in zone 4 at 5 per cent level. None of the other variables in any zone was significantly associated with entrepreneurial behaviour at 5 per cent level whereas among ordinary farmers, annual income and social participation were significantly negatively correlated with entrepreneurial behaviour at 5 per cent level. None of the other variables in any zone was significant at 5 per cent level. The study also revealed that attributes such as occupation in zone 1, size of land holding in zone 2 and zone 5 were found significantly associated with their entrepreneurial behaviour at 5 per cent level. Constraints which affect the entrepreneurial behaviour of vegetable farmers were analysed by considering the variables like production constraints, organisational support constraints, constraints in technology factor, social constraints, marketing constraints, economical constraints and financial constraints. It was well clear that VFPCK farmers and ordinary farmers felt marketing constraints were more serious than any other constraints. Both categories of farmers ranked organisational constraints to be least worried about. Both categories of farmers felt that all constraints in the same order of intensity. There was no significant difference between mean scores of constraints felt by VFPCK farmers and ordinary farmers. The Spearman's rank correlation coefficient in each zone was found to be significant at 1 per cent level which indicated that there is some agreement between VFPCK farmers and ordinary farmers in all zones with respect to constraints that affect their entrepreneurial behaviour. The extent of adoption of KAU technologies among vegetable farmers with respect to season, varieties, seed rate, sowing, manuring, irrigation, pest control, disease identification and remedies were examined. It was found that 50.67 per cent of VFPCK farmers have fully adopted KAU technologies that too only the technologies related to season. It was a clear observation that majority of the VFPCK farmers had not adopted KAU technologies in other areas like varieties, seed rate, spacing and sowing, manuring, irrigation, pest control and diseases. Just below half of the VFPCK farmers (43.11 per cent, 41.33 per cent and 43.56 per cent) had partially adopted KAU technologies related to seed rate, spacing and sowing and manuring respectively. Among ordinary farmers also same findings were observed except for manuring, where majority of the ordinary farmers had partially adopted KAU technologies. The study found that attributes like type of farmer and extent of adoption were independent based on chi square test. The findings of the analysis highlighted certain interventions which were necessary to improve the entrepreneurial behaviour of vegetable farmers. The study pointed out the shortage of labourers as one of the major constraints faced by the farmers. Shortage of labourers can be reduced by forming cluster farmers' group and if the farmers and their family members themselves were engaged in labour on a cyclic manner. Since social participation and training considered as the major factors influencing the entrepreneurial behaviour, more training programmes are to be imparted to them which create opportunities for social participation. Panchayath and Krishibhavans can play major role in this respect. Now the VFPCK is functioning as a platform for promotion of vegetables and fruits. If VFPCK is restructured to promote farmer producer company with proper marketing outlets and channels, the problem of perishing of farm produces and marketing can be resolved. If a special team of scientists in KAU is formed for monitoring the problems of farmers at the stage of production and if meetings are arranged at Krishibhavans to interact with farmers and to suggest remedies, then it would help to tackle the problems faced farmers in vegetable production to a certain extent. This will also help to disseminate the technologies also. If there are problems with no remedies, it can be considered as a point of discussion and can be taken to the research system for finding appropriate solution. The adoption level of KAU technologies is very limited among vegetable farmers whieh necessitate the need for strengthening extension activities of KAU with respect to dissemination of new technologies through the Department of Agriculture and Farmers' welfare.ThesisItem Open Access Export marketing strategies of coffee in India and Ethiopia(Department of rural marketing management, College of co-operation banking and management,Vellanikara, 2015) Shiferaw, Mitiku; Tebeka, KAU; Ushadevi, K NAttempts were made to examine and design coffee export marketing strategies of India and Ethiopia with specific objectives of analysing the trends and composition of coffee exports; identifying the major determinants of coffee export; examining the coffee export marketing strategies of India and Ethiopia and suggesting appropriate coffee export marketing strategies for the two countries. Primary data was collected using pre-tested questionnaire from 20 percent of the total Indian and Ethiopian coffee exporters. The samples were drawn using simple random sampling technique. In order to triangulate the findings of the study interviews were made with the Secretary of Coffee Board of India and the Ethiopian Commodity Exchange, Chief Strategy Officer. Additionally, time series secondary data Viz., production, export volume and monetary value, domestic consumption, prices paid to coffee growers, value added products of coffee were collected from different authenticated sources like International Coffee Organizations, World Bank, Coffee Board of India and Observatory of Economic Complexity from the year 1980-2010. Analytical models such as exponential compound annual growth rate, Instability analysis of linear coefficient of variation, Auto Regressive Conditional Heteroskedasticity and Generalised Auto Regressive Conditional Heteroscedasticity, Johanson Cointegration, Market share and Market growth model, Herfindahl–Hirschman Index, Markove Chain model of transitional probability matrix, Kendall’s Wallis Coefficient of Concordance and simple descriptive statistics such as percentage and frequency were computed to analyse the data. Economic views (EVIEWS), Lingo Programming-Optimisation, Statistical Package for Social Sciences (SPSS), and Advanced Excel computer packages were used to generate results. Accordingly, with regard to the trend in production, domestic consumption, exports, prices paid to coffee growers in India and Ethiopia from 1980-2010 the followings are the major findings. The Indian coffee sector witnessed a significant positive incremental growth in production, domestic consumption, export and prices paid to coffee growers throughout the study period; the incremental growth noted during pre-liberalization period was not significant. On the other hand, with the exception of a negative incremental growth noted in the production and export volume of coffee from 1980-1990, the Ethiopian coffee sector witnessed a positive incremental growth in production, domestic consumption, export and prices paid to coffee growers throughout the study period (1980-2010). The increase in the volume of coffee production in India had a direct implication in the rise or drop in the volume of coffee export and domestic consumption of coffee during preliberalization period; this relation did not reflect on the rise or drop in the volume of domestic consumption of coffee during post-liberalization period. Likewise, the increase in the volume of coffee production in Ethiopia has reflected in the rise or drop of export volume of coffee; the volume of domestic consumption of coffee was found to be independent of production throughout the study period. The trend in country wise export Italy and Russian Federation export target markets of Indian coffee and Germany and USA for Ethiopian coffee were found to be the most stable market with high retention potential; Japan and Germany export target markets for Indian coffee; and France and Other export target markets for Ethiopian coffee were found as the most unstable market. With the exception of Russian Federation, USA and Japan export target markets, the growth in the volume of coffee export from India witnessed a positive and significant incremental growth in the major Indian coffee export destinations viz., Italy, Germany and Others. Similarly, with the exception of USA coffee export target market the growth in the volume of coffee export from Ethiopia has witnessed a positive and significant incremental growth in the major Ethiopian coffee export destinations viz., Germany, France, Japan ,Saudi Arabia and Others (based on the result generated by the Market share and Market growth). Among the targeted markets of Indian coffee exporters Italy, Germany, USA and Japan markets were found being highly competitive market (characterized by perfect competition); while, Among the targeted markets of Ethiopian coffee exporters France, Saudi Arabia, USA, and Japan target markets were found being highly competitive market. Among the targeted markets of Indian coffee exporters the Russian Federation market was found being monopoly market (characterized by highly concentrated market); while, among the targeted markets of Ethiopian coffee exporters Germany market was found being monopoly market. In attempts made to identify the determinants of coffee export market in Indian and Ethiopia the geographic location and the proximity of coffee export firms to major ports were found to be the major determinants of coffee export marketing in India. Similarly, the geographic location and export and import duty protection imposed by the Government of Ethiopia were found to be the major determinants of coffee export marketing in Ethiopia. With the objectives of assessing the existing coffee export marketing strategies and design the future coffee export marketing strategies for Indian and Ethiopian coffee exporters providing leaflet, pamphlet, poster about their product (coffee) and offering direct mailing promotion to international customers were found to be the two major promotional strategies presently being implemented by Indian coffee exporters. Whereas, deliberately featuring the brand of Indian coffee in the film and/ or television programs found as the future export promotional strategies of Indian coffee exporters. Participation of coffee exporters in business-expo in representing the export firms and offering coffee for new customer for user trial were found as the existing promotional strategies of Ethiopian coffee exporters. Whereas, deliberately featuring of the brand of Ethiopian coffee in film and or television program was found to be the future promotional strategies of Ethiopian coffee exporters. Reaching customers via their mail order, meeting customers demand without compromising the quality of coffee throughout the market supply chain by using appropriate logistics were found as the existing export distribution strategies of Indian coffee exporters. While, creating on line application for receiving purchase order as well distributing products accordingly was found to be the future export distribution strategy for Indian coffee exporters. Reaching customers via their mail order, meeting customers demand without compromising quality throughout the supply chain by using appropriate logistics and inventory system and distributing using wholesalers were found as the major export distributions strategies of Ethiopian coffee exporters. Whereas, using distribution channel coverage better than competing coffee exporter countries was found to be the future export distributions (place) strategies for Ethiopian coffee exporters. Supplying preferable coffee variety by international customers and supplying specialty coffee were found as the two major export product marketing strategies presently followed by Indian coffee exporters. On the other hand, supplying certified organic coffee was found to be the future export product marketing strategy of Indian coffee exporters. Providing preferable variety of coffee, offering specialty coffee and maintaining the good image of the brand of Ethiopian coffee at the international market was found as the major export product strategies being implemented by the Ethiopian coffee exporters. On the other hand, offering of certified organic coffee was found as the existing and future export product strategy of Ethiopian coffee exporters. Following premium pricing and offering credit term to the customers were found as the current and future export pricing strategies of Indian coffee exporters. Similarly, following premium pricing strategy was found as the most practically implemented export pricing strategies by Ethiopian coffee exporters. However, offering credit term to customers was found to be the future export pricing strategy of Ethiopian coffee exporters. Employing export market targeting better than competing coffee exporter countries was found as areas where marketing efforts were made to position the brand of Indian coffee in the international customers’ mind. Supplying quality coffee at the right price better than competing coffee exporter countries was found as an area where marketing efforts were made to position the brand of Ethiopian coffee in the international customers mind. Providing complete details of exportable coffee which are being sold including, participating on trade show, providing indicative price lists, photographs or actual products to show at a trade show were found as the major marketing strategies employed to build the brand of Indian coffee in the international customers’ mind. Providing of complete details of product being sold by Ethiopian coffee exporters and participating in trade shows and exhibitions were found as strategies employed to build the brand image of Ethiopian coffee in the international customer mind. The competitive advantage Indian coffee exporters was found in collecting of market information in the export market; whereas, the competitive advantage Ethiopian coffee exporters was found to be both collecting of market information in the export market and product quality Marketing strategies required for the Indian coffee industry to improve their export competitiveness in the export market as it was descriptively suggested by Indian coffee exporters are organizing of coffee exporters conference, provide financial incentives for coffee exporters for procuring quality coffee, providing more up-to-dated market intelligence service, coordinating and allowing coffee exporters to using export containers on sharing basis to reduce their operational cost, organizing coffee expo in India, arranging coffee expo visit for Indian coffee exporters in different countries, organizing awareness creation program on the importance of coffee quality for all stakeholders throughout the coffee supply chain, promotion of quality as a product positioning theme for Indian coffee and increasing the publicity of Indian coffee through different mass media. Marketing strategies required for the Ethiopian coffee industry to improve their export competitiveness in the export market as it was suggested by Ethiopian coffee exporters are shortening the coffee supply chain by removing uncontrolled participants in the export marketing system, launching of private quality inspection institute, maintaining quality throughout the supply chain, following international market price, employing intensive and effective generic promotion of Ethiopian coffee, streamlining effective export facilitating system and logistics, providing training on the knowledge of international trade to coffee exporters, intensifying the use of well organized warehouse management also improve their operation, providing technical and managerial support for exporters, coffee exporter firms should equip themselves with educated person, providing best cup quality coffee, compliance to purchase order, increasing supply without compromising quality and providing training for farmers on continuous basis. Less awareness of coffee growers on the importance of coffee quality, unfavorable climatic condition, coffee diseases, lack of extension support, lack of skilled laborers, lack of consistent agro-processing firms, lack of logistics facility during monsoons season, unfavorable weather condition to maintain quality, difficulty to advertise individual product, high price seasonality, high competition of exporters and export agents, high operational cost and high price fluctuation were found as the major responsible factors attributed for reducing the quality of exportable Indian coffee. Lack of modern agricultural inputs, increasing number of contraband businesses, poor farm practice including post harvest practices, poor inventory and logistics system, lack of training for farmers and exporters, less involvement of coffee specialist with coffee growers, poor handling and packaging of different origins of coffee, less awareness of coffee growers on importance of coffee quality, lower prices being paid to coffee grower and less attention for the prevention of indigenous breeds as well as introduction of new breeds were found as the major responsible factors reducing the quality of exportable Ethiopian coffee. High processing and operational cost, high cost of planting coffee processing technology, low and inconsistent demand for processed value added products of coffee in the export market, lack of high quality coffee for further value addition, high labor cost and high cost of packaging materials were found as the major challenge for Indian coffee exporters to diversify into marketing of value added products of coffee in the export market. It is necessary to organize “Cup of excellence” international competition within the country to identify and support geographic areas with comparative advantage for the production of quality coffee in the two countries; this would result in receiving premium prices for high quality coffee. Finding export partner from Ethiopian coffee consumer countries, high cost of planting coffee processing technologies, lack of the required skill and knowledge for value addition of coffee, lack of finance and lack of policy that would encourage stakeholders to penetrate the value added products of coffee export market were found as the inhibiting factors for Ethiopian coffee exporter to diversify in to value added products of coffee. Conclusively, despite the incremental growth noted in the volume of coffee production, domestic consumption, export and the prices paid to coffee growers it was found that there were different factors that come into play in determining the export marketing of coffee in India and Ethiopia. Accordingly, in response to the finding of the present study, marketing strategies which were sought to be appropriate in addressing the major challenges exhibited in the export marketing of coffee in India and Ethiopia were drawn in the form of general and policy recommendations. General and Policy Recommendations The study suggests that Indian and Ethiopian to pursue new marketing strategies that involve market segmentation, value-adding activities, and strengthening local and global organizations to establish direct market links with consumers and stabilize prices. Easing the import duty on modern coffee processing technologies to motivate local investors in the coffee industry is necessary. Breeders across the two countries should work with more synergy with the international collaborative projects like the International Multi Location Variety Trial (IMLVT) to come up with next generation variety with exceptional quality, high yield, diseases resistance and climate resiliency also strengthening of extension services to increase in production and productivity. Generic promotional role for introducing and building the brand of Indian and Ethiopian coffee in the global market through frequent media coverage in the world press and television and creating occurrence of extraordinary events which may affect international perceptions of the countries in building the brand of Indian and Ethiopian coffee is necessary. The Coffee Board of India and the Government of Ethiopia have to look for partners to help with the expansion of local coffee processing and product packaging capacity to improve export of processed coffee to the emerging foreign coffee markets. Incorporating education to farmers in varies coffee stakeholders websites on how to improve the quality of coffee and standards of quality coffee through dissemination of technical knowledge, pest control and disease control mechanisms is necessary Fostering the relationship with international buyers is necessary especially India with Japan and Germany; while Ethiopia with France and Saudi Arabia since these markets were found to be unstable coffee export targets markets. Hence organizing visit in India and Ethiopia, respectively to match the need of consumers with the type and quality expectations, thus stabilize the instability of the target market and increase their loyalty. The Ethiopian Commodity Exchange [ECX] need to create a transparent Coffee marketing system and strengthening coffee marketing service to ensure quality throughout the supply chain. Simplification of Government policies particularly in structuring of the Ethiopian coffee industry to be under one organizational structure is necessary.ThesisItem Open Access Farmer and consumer behaviour towards organic vegetables(Department of rural marketing management, College of cooperation, banking and management, Vellanikkara, 2015) Divya Vijayan; KAU; Ushadevi, K NOrganic farming is one of the several approaches found to meet the objectives of sustainable agriculture. The need for organic farming in India arises from non sustainability of agricultural production and the damage caused to ecology through the conventional farming practices. Organic farming practices are based on a maintaining harmonious relationship with nature aiming at the protection of the environment. India being an agriculture based on country has vast opportunities to go ahead in the field of organic farming. However, Currently, India ranks 10th among the top ten countries in terms of cultivable land under organic certification. The total area under organic certification is 4.72 million ha (APEDA 2013-14). This signals that potentials are huge and still it has to move forward. The study entitled “Farmer and Consumer Behaviour towards Organic Vegetables” was conducted with the main objectives to study the behaviour of farmers towards organic vegetable farming, to identify the barriers in the adoption process of organic vegetable cultivation and the constraints in marketing of organic vegetables; to examine the consumers behaviour towards organic vegetables and to identify the determinants of consumer behaviour towards organic vegetables. The study covered three districts representing central Kerala. The districts selected were Thrissur, Palakkad and Ernakulum based on the prominence of vegetable cultivation. Three blocks were selected from each district namely Pazhayannur block of Thrissur district, Elevanchery block of Palakkad district and Moovattupuzha block of Ernakulum district based on purposive sampling and expert opinion of field scientist. Thirty conventional farmers (10 each) from the three selected blocks were selected based on purposive sampling. Six organic farmers certified by INDOCERT were also selected for the study. Twenty consumers from each block were selected as sample respondents through snow ball sampling. Thus the total sample respondents consists of 30 conventional vegetable farmers, 6 certified organic vegetable farmers and sixty vegetable consumers. The objectives of the study were analysed with the help of statistical tools like Percentage analysis, Indices, Rank order scale, Likert scale of summated rating, One way ANOVA, Chi-square, Kendall’s coefficient, Kruskal Wallis test and probit model. Farmer behaviour towards organic vegetable farming is analyzed based on the variables like area under vegetable cultivation, major crop cultivated, mode of sale by farmers, interest in organic farming, and attitude and satisfaction level of farmers. The major crops cultivated by selected farmers include cowpea, snake gourd and bitter gourd .The study revealed that average area and productivity of crops from conventional farming is more. But the net income of organic farmers is more than the conventional farmers. All the selected conventional farmers prefer to sell their vegetables through VFPCK whereas organic farmers prefer direct sale. Majority of the farmers expressed their interest in organic farming but they are willing for only partial conversion by gradually reducing chemical application. The analysis of the attitude of the farmer respondents shows that both conventional farmers and organic farmers have highly favorable attitude towards to the statements related to fertility of soil, environmental friendly, health protecting and the quality of vegetables. Organic farmers have highly favorable attitude towards market demand, practical feasibility and low financial risk and premium price. . But the conventional farmer’s attitude is moderately unfavorable to market demand, practical feasibility and low financial risk. The result of ANOVA shows that there is no difference in the attitude of farmers in three districts. Based on the satisfaction index, study found that certified organic farmers are highly satisfied towards market demand, cultivation practices, availability of inputs, availability of labour and price of organic vegetables whereas, they are highly dissatisfied towards technical assistance provided and institutional support system for organic vegetable cultivation. The major barriers identified by the conventional farmers include disease, pest and weather related losses, high cost of production, huge capital investment, high labour cost, lack of knowledge of organic farming practices and organic certification procedures. On the other hand organic farmers identified pest related production loss, difficulties in getting organic certification, huge investment and lack of institutional support as the major barriers in adoption of organic vegetable cultivation. Major environmental barriers identified by all the selected farmers are the cultivation practices of neighbour farms and non suitability of land. Lack of organic marketing networks and competition with non-organic vegetables are perceived as marketing barriers by conventional farmers. Consumer behaviour towards organic vegetables is analyzed mainly based on their preference, awareness, attitude and satisfaction towards organic vegetables. Consumers have partial awareness towards various features of the organic vegetables. Majority of the consumers have complete awareness regarding availability, quality, nutrient value, health aspects, environment friendliness and price of the organic vegetables. However, they are not at all aware about standards fixed for organic vegetables and its labeling. There is no significant difference in the awareness level among district as per the result of ANOVA. Majority of the respondents (61.67 percent) preferred organic vegetables. Reasons for preference to organic vegetables are lower residues, better value for money followed by hygiene and eco friendly attitude of consumers. Kendall’s W shows perfect agreement among the consumers in the ranking of the variables. The study found that all the selected consumers have highly favorable attitude towards the quality of organic vegetables. They have moderately favorable attitude towards shelf life, nutritional value, environmental friendliness and chemical free features of organic vegetables whereas they have highly unfavourable attitude towards price of the organic vegetables. ANOVA shows difference in the attitude among the consumers of three districts. Based on the Kruskkal Wallis test the differences are mainly on perishability nutritious value conservation of environment and pest free nature of organic vegetables. The level of consumer satisfaction towards organic vegetables revealed that they are moderately satisfied with taste, nutrient value, freshness, eco friendliness, shelf life, value for money and source of information. However they are moderately dissatisfied with price, availability and marketing channels. ANOVA shows significant difference in the level of satisfaction in three districts. Based on Kruskal wallis, the differences are mainly on price, quality, availability, marketing channels, source of information and authenticity of organic nature. The important factors which influence the consumer behaviour towards organic vegetables are price, chemical and pesticide free, eco friendly vegetables, health aspect, availability of vegetables and distance to the market. Value for money and quality factors like nutrient value, more calories, hygiene, taste and freshness are also influencing them to certain extent. Study also revealed that consumer attitude towards organic vegetables is not determined by demographic nature of consumers whereas age is a determinant of the consumer satisfaction towards organic vegetables. Further, study points out that age and education are the determinants of consumer preference towards organic vegetables. As a whole, we could able to conclude that a complete change from conventional farming to organic farming practices is not practically feasible in the present agricultural scenario. The study found that the farmer’s attitude towards organic vegetable cultivation is indifferent. The farmers are not ready for complete change of their farming practice to organic farming especially due to their perception regarding huge investment, low yield and uncertainty in market demand. Moreover, consumers have also expressed their concern about high price of the organic vegetables. The limited in number of certified organic vegetable farmers also shows the reluctance of conventional farmers to enter into organic vegetable farming. Therefore it may be suggested that policy makers may encourage good agricultural practices among farmers by following judicious chemical application rather than focusing on purely organic farming practices. Government may also take measures to provide institutional support by conducting training programme awareness campaign and also by extending financial support. Moreover, the NGO’s, consumer organizations, farmer groups and Kudumbasree units can also come forward to encourage organic vegetable cultivation. It may be suggested that certification of organic products should not be entrusted with private agencies as it practiced now. Government or agencies in the public domain like Kerala Agricultural University can be competent authority for organic certification which will make organic certification accessible for small and marginal farmers.ThesisItem Open Access Institutional intervention in marketing of non-timber forest products (NTFPs) in Kerala(Department of Rural Marketing Management, College of Co-operation, Banking and Management, Vellanikkara, 2023-05-13) Vijayakumar, N; KAU; Ushadevi, K NIndigenous communities living in the forests depends on the forest resources like Non-Timber Forest Products (NTFPs) for their survival and livelihoods. The dominance of the middlemen, lack of accessibility of the market and lack of awareness of the price of NTFPs were the main problems faced by tribals in the collection and marketing of NTFPs (Rawal, 2020). There is a growing market for NTFPs, but its large potential still needs to be tapped by both the collectors and the institutions involved. Since efforts have been going on for quite a long time, new agencies and institutions, have been established and programmes and schemes have been implemented to promote the NTFPs and thereby develop the tribal community. It is time that an assessment of these interventions be done to assess whether these interventions are within reach of the tribals, to what extent the policy measures of central and state government have positively affect the marketing of NTFPs and the livelihood of tribes collecting NTFPs, whether the institutions address the problems faced by the tribals and to what extent they succeeded in solving the issues related to marketing of NTFPs. In this context the present study entitled ‘Institutional intervention in marketing of Non-Timber Forest Products (NTFPs) in Kerala’ was undertaken to analyse the existing market structure of NTFPs, to examine the role of institutional intervention in promoting NTFPs, to examine the extent of awareness, accessibility and impact of institutional interventions among selected tribes and to analyse the problems faced by the selected tribes in the collection and marketing of NTFPs. This study will fulfil the research gap of the institutional contributions towards improving the livelihood of NTFPs collectors and would help the institutions to identify and prioritise the areas in need of their interventions. Both primary and secondary data were collected for the study. As per the data collected from the records of Scheduled Tribes Service Cooperative Society (STSCS) (2018-2019), it was found that Irular, Kattunayakan, Paniyan, and Kadar were the tribes mainly engaged in the collection of NTFPs. Among them Kattunayakan and Paniyan tribes are settled in Wayanad district, Irular tribe is settled in Palakkad district and Kadar tribe is mainly settled in Thrissur district. Through stratified random sampling method, 204 tribals collecting NTFPs, from these four tribes were selected. With respect to the selection of institutions, all the categories of the institutions involved in promoting NTFPs collectors based in Kerala state were selected with a total sample size of 12 viz Kerala Forest and Wildlife Department (KFD), STSCS, Tribal co-operative Marketing Development Federation of India (TRIFED), Kerala State Federation of SC/ST Development Cooperative Ltd (SC/ST Federation), Scheduled Tribes Development Department (STDD), Kerala State Development Corporation for Scheduled Castes and Scheduled Tribes (KSDC-ST/SC), College of Forestry (CoF), Kerala Institute for Research Training and Development Studies for SC & ST (KIRTADS), Kerala Forest Research Institute (KFRI), Kerala Forest Development Corporation (KFDC) and National Afforestation and Eco-Development Board (NAEDB). Data from tribals were collected through Participatory Rural Appraisal (PRA) method, by using semi-structured interview schedule. Primary data from the institutions were collected from officials of the institutions by using pre-tested structured interview schedule. Secondary data were collected from annual reports, and official websites of selected institutions. Percentage analysis, pair-wise ranking and seasonal calendar were used to analyse the existing market structure of NTFPs. The role of institutional interventions in promoting NTFPs was examined with the help of Venn Diagram. Awareness was examined with the help of percentage analysis. Mobility Map and Impact Diagram were used to examine the accessibility and impact of institutional interventions respectively. Problems of tribals were identified by using Garret Ranking and by drawing ranking ladder. From the analysis of existing market structure of NTFPs in Kerala, it was found that tribals, SC/ST Federation, STSCS, TRIFED, and KFD are the major players in the market. In addition to this the presence of institutions like STDD, KSDC SC/ST, CoF, KIRTADS, KFRI are also found in promoting NTFPs through conducting training, workshops, exhibitions, promoting NTFPs through social media etc. Tribal community are the sellers and STSCS, KFD and TRIFED are the main buyers. A common market structure for NTFPs does not exist in Kerala .An oligopsony market structure was identified where institutions were present and monopolistic competition was observed in the absence of institutions in certain tribal settlements. The STSCS main activity is regularly procuring NTFPs from tribals and marketing NTFPs with the help of the SC/ST Federation through auction cum quotation and negotiation. Eco-Development Committees (EDC) and Vana Samrakshana Samithi (VSS) of KFSD collect NTFPs from tribals and market through Vanasree eco shops, Vanasree e-portal and exhibitions under the brand name Vanasree. Institutions provide a pool of information to help the tribals to undertake their operations more systematically and scientifically. Majority of the tribals prefer to sell the collected NTFPs to STSCS. They had expressed, better price, spot payment, flexible payment options, bulk procurement and regular consumers as the reasons for preferring STSCS over other institutions. Among the institutions TRIFED offers an effective product differentiation support. TRIFED had trained the tribals to produce seven value added products from honey. KFD have an effective supply chain logistics which facilitates the prompt delivery of the product to the customers. . Majority of the tribal community consider KFD, CoF, STDD, and STSCS as important institutions. Out of these they considered STSCS as effective in rendering the service. Institutions had provided product development and market development supports to tribals in additions to the implementation of various schemes of the central and state government. However, the services and supports of the institutions are not benefitting the tribals to the expected level due to their low level of awareness The awareness of the tribals with respect to the interventions of the institutions are very low as they had not received any awareness programme on services offered by the institutions till now. The officials from the majority institutions were not visiting the colony and disseminating the necessary information to the tribals. Most tribals mentioned the forest office, STSCS, and its depot as being conveniently accessible to them. Many institutions that assisted NTFPs collectors (tribals) were far away from the colony, making it difficult for them to access these institutions. The study brought out that institutional interventions had resulted in increasing tribals income, reducing school dropouts, increasing the number of women collectors, reducing tribals debt, and tribals migrations. The major problems faced by the selected tribals with respect to collection of NTFPs were negative interactions with wild animals, inadequate availability of NTFPs in the forest and low price availability of NTFPs. Lack of guidance and support from government officials for marketing of NTFPs, no institutional support/follow up after training programme and long distance to market place cause considerable interruption in marketing of NTFPs. The study brought out the need for certain policy interventions which will help to improve the lively hood of NTFPs collectors. Many marketing channels exist in Kerala for marketing NTFPs and the procurement price and selling price differs based on the channels. If a uniform marketing channel can be created uniform pricing of the NTFPs would be possible.. Even though most of the selected institutions were conducting training programme the intended benefits are not reaching to tribal communities due to the lack of follow up measures. It would be better if institutions arrange follow-up programmes and making monthly visit to tribal settlements. This would help them to sell NTFPs as value added products and build a good relationship with the institutions. As the tribals were unaware of much information, the timely communication of various programmes, services and implementation of schemes etc is necessary. Institutions should take utmost care in this respect. It is difficult for tribals to access the services of institutions, as tribals were situated far away from the institutions and they don’t have vehicle or public transport services. Therefore, it is suggested that institutions should visit the colony monthly to provide their services and identify the problems of the tribals. Inadequate availability of NTFPs in the forest will make a negative impact in their collection and income. Arrangement for clearing the forest every month from the part of the Forest Department will help to address this issue. Addressing these suggestions will help to make the existing interventions of institutions more effective and bring out better reflection on the socio economic upliftment of tribals in Kerala.ThesisItem Open Access SWOC analysis of women food processing enterprises in Palakkad district(Department of Rural Marketing Management, College of Co-operation Banking and Management, Vellanikkara, 2018) Zita, V Bosco; KAU; Ushadevi, K NIndia is one of the world’s largest producer as well as consumer of food products, with the sector playing an important role in contributing to the development of the economy. Food processing industry in India is increasingly seen as a potential source for driving the rural economy as it brings about synergy between the consumer, industry and agriculture. It is one of the largest industries in India and ranks fifth in terms of production, consumption and export (ibef, 2016). Kerala ranks third in terms of the largest number of licensed food processing units after Maharashtra and Tamil Nadu. The state is rich with resources and raw materials such as fruits and vegetables, cereals, pulses, freshwater etc. Among the districts of Kerala, Palakkad district, ranks first in cultivation of vegetables (14.85%), fresh fruits (13.68%) and pulses (32.8%). Major portion of the cultivable area in the district is used for raising food crops i.e., 86453 hectares, which accounts approximately 41 percent of Kerala’s total cultivable area under food crops, 212544 hectares (GOK, 2015).Food processing enterprises play a major role in reducing the wastage of food crops through value addition process and in the generating employment opportunities to rural fold particularly for women In this context, the objectives of the present study were framed to evaluate the performance of women food processing enterprises, to identify the factors that motivate women food processing entrepreneurs, to analyse the backward, forward and institutional linkage of women enterprises and to assess the problems faced by women food processing enterprises. The study area confined to the five taluks of Palakkad district namely Alathur, Palakkad, Mannarkkad, Chittur and Ottapalam and sample units were taken proportionately from these taluks. A total sample of 50 actively working food processing enterprises of women (micro enterprises with at least three years of existence) comprising of 30 units registered under District Industries Centre (DIC) and 20 units registered under Kudumbashree Mission, were selected. For the purpose of analysis, the units registered under DIC was termed as Category 1 and under Kudumbashree Mission was termed as category 2. The primary data were collected by using pretested structured interview schedule and the analysis was carried out using descriptive statistics, indices, Chi-square test, Kruskall-Wallis test and Kendall coefficient of concordance test. Further, SWOC matrix was also formulated from the results of the study. The performance of women enterprises was assessed through number and type of products produced, size of the organization, growth of capital, sales turnover and employment generation. Majority of the units were registered as sole proprietorship business followed by Joint Liability Groups. Bakery products were the main category of the products produced by the units and they were using traditional methods of production. Majority were found to be homebased units. Local markets were figured out as the major market segment and they were mainly following cost plus pricing. These units lacked proper record maintenance, quality control, promotion strategies, market study and sales target fixation. Internal motivational and external motivational factors of women entrepreneurs were examined by selecting 20 internal motivational factors and 10 external motivational factors( finalised through pilot study and experts opinion).Index method and Kendall coefficient of concordance test were used for analysis. The results showed that among internal motivational factors ‘substitute for male earner’ (I=98.3) and ‘welfare of the family’ (I=98.3) and among external motivational factors ‘women friendly environment’ (I=99.18) were perceived as highly motivating. Kendall’s coefficient of concordance for both internal (W = 0.459) and external (W = 0.439) motivational factors indicate that there was significant difference in the opinion among entrepreneurs. The analysis revealed that the internal motivation factors (CI=85.14) were more motivating than external motivational factors (CI=77.41) for women entrepreneurs. The backward, forward and institutional linkage of the food processing enterprises were analysed in terms of supply of inputs, market information, linkages with Governmental, Non- Governmental organizations, training institutions, financial institutions, farmers, farmer organizations, association of women entrepreneurs, distribution channel members etc. Percentages, indices, ranking method and Kendall’s co-efficient of concordance were used for analysing this objective. Findings of the study revealed that own source was the major source of finance. The category 1 did not have membership in any farmer’s /women entrepreneur organization and category 2 had membership only in Kudumbashree mission. Majority of women entrepreneurs were not aware about the grants and subsidy. Half of women entrepreneurs were attending training programmes to boost their confidence level as well as to widen external exposure. The units were having good linkage with DIC office, bank, Kudumbashree Mission and channel members (wholesalers and retailers).The entrepreneurs were receiving adequate information about price of the product (I=94.6), price of the raw materials (I=94.6) and training (I=83.6). Updated information on supply, demand and new technology were not available to them on time. The channel members were disseminating information through informal channels. Mobile phones were mainly used by financial institutions whereas, Kudumbashree Mission and DIC were disseminating the information through meetings. The problems of women entrepreneurs were assessed by index method and Kruskall Wallis test. Based on index method, marketing problems (I=71) followed by production (I=63.27) and financial (I=61.5) problems were perceived as ‘mostly felt’ problems by the food processing units. Whereas gender, legal and technical issues were recognized as ‘moderately felt’ problems. The results of the study point out that marketing problem was the major challenge faced by the enterprises and it is mainly due to the competition from other units, low price for the products, lack of demand for the products and frequent price fluctuations. Based on the results of the study, strength and weakness of women enterprises engaged in the food processing industry were derived. Domination of middle aged group, similar family background, internally motivated entrepreneurs, good relationship with channel members and limited problems like technical, legal and gender were the major strengths identified. Concurrently, lack of awareness about beneficiary schemes, grants and financial sources, scarcity of raw materials, lack of promotional methods, lack of quality control methods and lack of proper monitoring were prioritized as the major weaknesses of enterprises. Results of the research work pointed out the scope for reducing the cost of production by enhancing proper linkage with farmers. The research findings also advocate implementation of quality control system to set up export oriented business ventures. Suggestions were also made to perform regular and systematic market study in order to address issues like low demand for the products and high competition from other similar enterprises. However, lack of timely release of fund, inadequate and lack of updated information on demand and supply and limited awareness regarding the latest technologies were identified as the major challenges to the successful running of the enterprise. Therefore, proper and regular monitoring of all the units registered under District Industries Centre (DIC) and Kudumbashree Mission, co-ordination of Government level training programmes to create awareness about new beneficiary schemes, financial sources and, new technologies and ensure that the benefits of the schemes are reaching the real beneficiaries are some of the possible suggestions to improve the overall performance of the women enterprises.ThesisItem Open Access Swot analysis of agro-chemical distribution system in Thrissur district(Department of Rural Marketing Management, College of Co-operation Banking &Management,Vellanikkara, 2004) Hena, M; KAU; Ushadevi, K NThe study on ‘SWOT Analysis of agro-chemical distribution system in Thrissur district’ was undertaken with the following objectives: 1. to analyse the strengths, weaknesses, opportunities and threats of agro-chemical distribution system, and 2. to suggest a strategy for streamlining it as a farmer friendly agro-chemical distribution system. The study was conducted in Pazhayannur and Wadakkencherry blocks in Thrissur district. Pazhayannur block was having the highest area under rice cultivation and the Wadakkencherry block was having the highest area under banana and vegetable cultivation. A ‘Padasekharam’ having highest area of rice cultivation and a ‘Harithasangam’ and a ‘Self help group’ having the highest area of banana and vegetable cultivation were selected respectively from these blocks. Thus, the ‘Pazhayannur padasekhara samiti’ from Pazhayannur panchayath in Pazhayannur block, Malakom Harithasangam and a KHDP Self Help Group from Thekkumkara panchayath in Wadakkencherry block were selected for the study. The sample group of farmers was fixed to 100, in which 40 farmers from a ‘Padasekharam’ and 30 each from a ‘Harithasangam’ and a ‘Self Help Group’. 25 co-operative outlets and 20 private traders from these blocks were also surveyed. The study made an explorative search in to the strengths, weaknesses, opportunities and threats of agro-chemical distribution system. Based on the distributors response towards agro-chemical distribution, the most popular fertiliser manufacturers among co-operative outlets and private traders were ‘FACT’ and among plant protection chemicals ‘Bayer India’, ‘Rallis India’ and ‘BASF’ were the most popular manufacturers. All the distribution outlets pointed out that they were providing credit facility to farmers for purchasing inputs. While the co-operatives were helping the farmers in marketing their produce. The distribution outlets used to recommend products to farmers and the major factor behind the recommendation was the availability of products in the outlets. In the opinion of farmers, majority of the respondents were using both organic materials and agro-chemicals for increasing crop yield and protecting the crops. Decision regarding the quality and type of agro-chemicals to be applied in the field was taken by the influence of the salesman. The major source of information to the respondents was private trader followed by Krishi bhavan. The farmers preferred private traders as their source of purchase and the major factor influenced the source preference of farmers towards the distribution outlet was credit availability. Majority of the respondents revealed that co-operative outlets were at a distance of more than 6 kms. while private traders were at a distance between 2 - 4 kms. SWOT Analysis of co-operative distribution outlets revealed that the major strengths which were existing in the system are credit facility to farmers, good farmer-supplier relationship and helps the farmer in marketing their produce. The major weaknesses were supply of subsidised products only and lack of promotional efforts. The identified opportunities which have to be tapped were insurance scheme for farmers and bio-fertliser supply. The threats for the co-operative distribution outlets in their view were interest is to earn high margin and supply of adulterated products. Strengths, weaknesses, opportunities and threats were identified for private traders also. The major strengths were credit facility to farmers, good farmer-supplier relationship and inform farmer about new products. Lack of sale point training was the major weakness to private traders among the other weaknesses. The identified opportunities were insurance scheme for farmers and bio-fertiliser supply and the threats were interest is to earn high margin and supply of adulterated products. From the results obtained from the SWOT Analysis, suitable strategies are formulated for both co-operative distribution outlets and private traders. The suggested strategy for co-operative outlets is to maximise strengths and opportunities and to minimise weaknesses ie., SO-W (maxi-maxi-mini) strategy. Similarly, probable strategy is suggested for private traders by taking into consideration of their strengths, opportunities and weaknesses. The strategy for the private traders is also SO-W strategy (maxi-maxi-mini) strategy, ie. to maximise strengths and opportunities and to minimise weaknesses.ThesisItem Open Access Value chain analysis of black pepper in Kerala(Department of Rural Marketing Management, College of Co-operation Banking and Management, Vellanikkara, 2020) Hena, M; KAU; Ushadevi, K NAgriculture value chain analysis is an inclusive analysis to assist farmer-producers of less developed and developing countries to stimulate economic growth of poor and it is a way for poverty reduction and social development. Further, it analyses the necessity of farmer integration, agriculture viability, and collaboration across chain actors and importance of rural advisory and support services to farmers, especially in case of market information and innovative production and processing techniques. It gives equal importance to strengthen the value chain relationship between farmer-producers and other actors in the chain through mutual benefit and cooperation. Black pepper is mostly cultivated as an inter crop in the homestead gardens in Kerala. At present, Kerala has 85,141 ha of total area under black pepper cultivation with a total production of 37,995 MT, in which Idukki and Wayanad districts together contributes 74 percent of the total black pepper production in Kerala from 65 percent of the total area under black pepper cultivation (GoK, 2019). The research work entitled “Value chain analysis of black pepper in Kerala” was undertaken to map the value chain of black pepper in Kerala, to examine the governance influence on value chain actors, to evaluate the producer farmer’s linkages with other value chain actors, to analyse the opportunities and constraints faced by value chain actors and to suggest appropriate strategies to upgrade the performance of value chain actors of black pepper. The study area was confined to Idukki and Wayanad districts of Kerala, since these districts accounted for the first and second position under the area under cultivation of black pepper in Kerala. The sample respondents were selected from Vandiperiyar panchayath of Azhutha block and Rajakumari panchayat of Nedumkandam block in Idukki district and Mullenkolly panchayath of Panamaram block and Vellamunda panchayat of Mananthavady block in Wayanad district. Thirty black pepper farmers were selected from each panchayat at random and thus a total of 120 farmers were selected for the study. The other value chain actors were identified using snowball technique and the size of the sample was limited to a maximum of one hundred actors, including nurseries (6) input suppliers (7), hill produce dealers (38), wholesalers (32), retailers (6), exporters (3), marketing cooperative societies (2), registered companies (2) and IPSTA Brokers (4). Expert interviews were carried out with Officials in Spices Board, Agriculture Officers in Krishi bhavan, Principal Agriculture Officer (District level), and NGOs. The data analysis was done by using Value chain mapping tool (global approach), percentage analysis, index method, modified market efficiency (Acharya’s approach) and Kruskal Wallis test. After conducting the value chain mapping of black pepper in Kerala, the results revealed that the major core processes included in the value chain were input supply, production, procurement or collection, wholesaling, processing, exporting and retailing. The main actors who actively participated in the value chain were input suppliers, black pepper farmers (organic farmers and conventional farmers), hill produce dealers, wholesalers, marketing cooperatives, exporters (under NGOs), commission agent, farmer producer company, retailers and IPSTA brokers. The identified collectors of black pepper farmers were hill produce dealers, exporters (under NGOs), marketing cooperatives, farmer producer company and other registered companies. From the hill produce dealers the black pepper was transferred to wholesalers, and the exporters (under NGOs) carried out the major value addition activities to convert the black pepper and fresh raw pepper to quality black pepper, white pepper and green pepper. The total establishment cost per acre incurred by the conventional black pepper farmers in Idukki district and Wayanad districts were ₹1,00,950 and ₹1,02,870 respectively. In Idukki district, the establishment cost incurred by the black pepper farmers in first, second and third year were ₹ 43,650, ₹ 29,600 and ₹27,700 respectively, whereas in Wayanad district it was ₹43,775, ₹29,350 and ₹29,745 respectively. The major inputs required for the maintenance of organic black pepper was human labour, farm yard manure, organic manure, organic plant protection materials and harvesting bags. The total annual maintenance cost per acre incurred by organic black pepper farmers in Idukki and Wayanad district was ₹80,540.38 and ₹76,822.07 respectively. The major inputs required for the maintenance of inorganic black pepper in one acre was human labour, farm yard manure, organic manure, fertilizers, plant protection chemicals and harvesting bags. The annual maintenance cost of inorganic black pepper per acre was computed as ₹73,047.06 for Idukki district and ₹72,767.10 for Wayanad district. Thus, the total cost of production of organic black pepper was arrived at ₹ 344.50 per kg in Idukki district with a comparatively less cost of ₹337.00 per kg in Wayanad district. However, the total cost of production per kilogram of inorganic black pepper was worked out as lower than the cost of production or organic black pepper in both districts. The cost of production of inorganic black pepper in Idukki district was ₹311.00 per kg and in Wayanad district it was ₹309.00 per kg. Five marketing channels were found in the value chain of the three selected products in the study: black pepper, white pepper and green pepper. The identified marketing channels are: 1) Marketing Channel I (MC-I) Farmers Exporters (Organic) 2) Marketing Channel II (MC-II) Farmers Marketing Cooperatives Buyers in Kochi (Inorganic) 3) Marketing Channel III (MC-III) Farmers Farmer Producer Company Commission Agent Buyers in Kochi (Inorganic) 4) Marketing Channel IV (MC-IV) Farmers Hill Produce Dealers Wholesalers Buyers in Kochi (Inorganic) 5) Marketing Channel V (MC-V) Farmers Hill Produce Dealers Retailers (Inorganic) In both districts, the marketing cost incurred by the exporters in the production of value added organic products were very high compared to the marketing cost incurred by the other channel members in the marketing of inorganic black pepper. It was exposed that in both districts, the black pepper farmer has got the highest price in the marketing channel with shortest length, i.e. farmer to exporter. In Idukki district, the farmers who are supplying black pepper to exporters were registered organic certified farmers and the organic black pepper fetch ₹378.50 per kilogram. The total marketing margin of Channel I was ₹131.50kg for black pepper, ₹395.00 per kg (highest margin) for white pepper and ₹251.50 per kg for green pepper. While in Channel V, the retailer (exclusive spice outlets) captured the highest margin of ₹379.41 per kilogram of black pepper and the lowest margin was obtained by Channel II (₹32.21 per kg). Among the different marketing channels in Wayanad districts, the farmers got highest price (₹370.70 per kg) in the marketing channel of organic black pepper. The total marketing margin computed for each product in Channel I was ₹139.30 per kg of black pepper, ₹417.80 per kg of white pepper and ₹278.30 per kg of green pepper. In the marketing channel of inorganic black pepper, the highest marketing margin was obtained by Channel V (₹342.00 per kg of black pepper) and the lowest marketing margin was obtained by Channel III (₹44.25 per kg of black pepper). An examination over the value chain governance in the black pepper value chain exposed that the price of the black pepper remains a significant factor that decides the “market type” governance structure of the value chain. Hence, the conventional farmers in the value chain and their chain actors fell under the market type governance structure. “Modular” type of governance structure was identified between the farmers and the NGOs, the farmers supplied the required product to the NGOs where the technology and knowledge has transferred from the NGOs to the farmers and encouraged farmers to undertake additional investment in agriculture. “Relational” type of governance structure was observed between the registered companies where the interaction between farmer and buyer were complex, but the mutual dependence existed between them were prominent and the firm collected the desired quality product from the farmers. The analysis on linkages in value chain exhibited that there exist cent percent linkage between farmers and fellow farmers, farmers and hill produce dealers, farmers and commercial banks, farmers and krishi bhavan and farmers and local administration. Three factors were identified to obtain the level of formality in the linkages like, informal, verbal arrangement and formal written contract. Business linkages or relationships can be formal or informal, accordingly, the formality in linkages between farmers and other actors in the value chain has identified. Trust and linkages are interconnected within a value chain, and linkages creates trust in the relationships. Hence, it is exposed that the formality and trust existed in the linkages is on the basis of the type of business relationship between the actors. Black pepper value chain is predominantly a buyer driven value chain, therefore the black pepper farmers had less price negotiation power. Furthermore, the farmers were exposed to different type of constraints in various activities included in the value chain, like pre-production constraints, production constraints, marketing constraints and other associated constraints. The low price of black pepper, price fluctuations of black pepper in the market, low quality of black pepper, import of black pepper from other countries were reported as the severe constraints by the majority of the actors involved in the black pepper value chain. Producing the value added products of black pepper, to improve the quality of black pepper and direct selling of black pepper to processors or exporters were the major opportunities identified by farmers. There is an opportunity for the conventional farmers to shift to organic farming practices and to become a certified organic farmer after three years, but the result revealed that conventional farmers were not interested to shift to organic farming. Because most of the conventional farmers cultivates cardamom in their farms, and according to them organic cultivation of cardamom and some other crops will not be viable and practical. The strategies identified to upgrade the performance of value chain actors includes: 1) to increase the productivity of black pepper, 2) need for farmer producer organizations for value addition, 3) upgrading of products and processes in the value chain 4) need to change government policies and if, the import of black pepper cannot be stopped, strict action should be taken to avoid the commingling of imported black pepper with the black pepper produced in Kerala in different nodes of value chain, which ultimately degrade the value of black pepper in the Kochi market. To conclude, the competitiveness of Kerala’s black pepper in the international market is diminishing day by day, as the price of black pepper is showing a decreasing trend from 2017 in the country. To get a reasonable income for the farmers from the black pepper cultivation they have to go for value addition activities. While in the current circumstances, a single farmer cannot undertake the production of value added products like white pepper and green pepper. Hence, the farmers has to group together to carry out these activities in the black pepper value chain in Kerala to capitalize the opportunities ahead, by taking into consideration of the actual constraints faced by them. Side by side, the institutional support machineries for enhancing the agriculture production in the state should focus on the farmer producer organizations like marketing cooperatives or farmer producer companies, so that a share of the noticeable profit grabbing by the actors, who undertakes value addition of black pepper and its value added products like white pepper and green pepper in the value chain can be transferred to the black pepper farmers.ThesisItem Open Access Value chain analysis of medicinal rice in Kerala(Department of Rural Marketing Management, College of Co-operation and Management, Vellanikkara, 2020) Sreeja Nair, K; KAU; Ushadevi, K NValue chain is a business model that describes the full range of activities needed to create a product or services. A value chain comprises the steps that involve bringing a product from conception to distribution, and everything in between- such as procuring raw materials, manufacturing functions and marketing activities. The value chain work best when their actors cooperate to produce high quality products and generate income for all participants along the chain. The present study entitled “Value chain analysis of medicinal rice in Kerala was undertaken with the objectives viz., to map the value chain of Navara rice and Rakthashali rice of Kerala, to identify and explore the various chains and actors involved in the value chain, to analyse the price spread efficiency and factors influencing it, and to identify the constraints and possible solutions at different levels in the value chain. The area of the study confined to Palakkad and Malappuram districts of Kerala. The selection of districts has been made based on the highest number of Navara rice farmers and Rakthashali rice farmers respectively. Both primary and secondary data were collected from Palakkad and Malappuram districts of Kerala. Primary data were collected from 60 farmers (30each from the selected districts) and 60 consumers (30each from the selected districts) using snowball sampling. Sample from the rest of the actors in the value chain was selected based on the information received from farmers, processors, marketers and consumers. Secondary data were collected from Department of Agriculture, Kerala, KVKs, District and Block level offices in the two districts of Kerala and relevant KrishiBhavan. The data were collected using pre-tested interview schedule. The collected data were analysed with the help of value chain mapping tool (global approach), modified market efficiency (Acharya’s approach), percentage analysis, index method and Kruskal Wallis test. The mapping of medicinal rice value chain revealed that the core process involved in the value chain of medicinal rice includes input supply, production process, procurement, processing, marketing and consumption. Farmers, millers, organic certifying agency, retailers, consumers and Krishi Bhavan were the major actors involved in the value chain of Navara rice. Whereas farmers, millers, processors, retailers, consumers and Krishi Bhavan were the major actors involved in the value chain of Rakthashali rice. The main sources of information were Krishi Bhavan and fellow farmers for Navara and Rakthashali farmers. These rice varieties were sold within the various places of Palakkad, Malappuram and Thrissur districts of Kerala. The analysis of various chains and actors involved in the value chain highlighted that there was two marketing channel for Navara rice and three for Rakthashali rice in the study area. The identified marketing channels are: Navara rice Farmers Retailers Consumers Farmers Consumers Rakthashali rice Farmers Processor Consumers Farmers Retailers Consumers Farmers Consumers The Navara farmers produce on an average of 4923 kg paddy in a year. After the production, the farmers keep an average of 25.16 kg/year of paddy for self-consumption and also for seed purpose. The remaining portion was taken for converting paddy into rice and then sold to retailers and consumers. In the case of Rakthashali farmers, they produce an average of 3108kg of paddy in a year, after the production the farmers were preserve an average of 9 kg/year paddy for self consumption and for seed purpose.It was found that Navara farmers were earning a high margin of ₹ 109.37/Kg per farmer in channel II. In the case of Rakthashali rice, the farmers were earning a high margin of ₹ 95.06/Kg per farmer in channel III followed by ₹81.24/Kg per farmer in channel I and ₹65.06/Kg per farmer in channel II. No advance sales contract is taking place in the case of Navara and Rakthashali rice marketing. Consumers of both Navara and Rakthashali rice expressed nutrient value were the highly satisfied component with a composite index of 88.88 followed by chemical pesticide free, taste and freshness. The price spread efficiency in the value chain showed that, the increase in the number of intermediaries in a value chain decreases the market efficiency through increasing cost and margin of intermediary. The percentage of producers share in consumer rupee is better for lesser intermediary chain. Among the two channels in the Navara rice marketing, channel I is least efficient with market efficiency of 0.6. Channel II is most efficient channel with market efficiency 1. The producers share in consumer rupee was found to be higher in channel II (100) followed by channel I (66.67). In the case of marketing channels of Rakthashali rice, channel I and channel II were least efficient with market efficiency with 0.6. The producers share in consumer rupee was found to be higher in channel III (100) followed by channel II (66.66) and channel I (60). The only channel which gives maximum return to farmer is the channel of marketing directly to consumers. The major factors influencing the choice of selecting the channels were income of the actors and holding capacity of farmers. The entry into a specific chain by an actor depends on the revenue benefit receivable. When the farmer is unable to keep the product they choose to sell it through processor, retailers and consumers. So the ability of a farmer to store the product also influences choosing a particular channel for marketing. The identified constraints faced by the farmers were the lack of availability of organic fertilisers, shortage of labour, lack of knowledge about the application of inputs, lack of awareness regarding source of supply of inputs, wastage on processing, inadequate availability of machines, lack of storage and high transportation cost. For processor, the major problems faced by them include high transportation cost, high labour cost, wastage on processing, inadequate technology, price fluctuation and high price of the product. Lack of availability of product in time, lack of storage and high price of the product were the major problems faced by the retailers. High price of the product and unavailability of product were the major problems faced by the consumers. The study therefore concludes that the organisation like Krishi Bhavan should come forward with training and advisory services for improving the knowledge of the farmers. The government may support the farmers by providing new machineries at the subsidised rate and also educate the farmers about the new technologies and machineries prevailing in the market through the Krishi Bhavan. Government may take steps to provide storage spaces for the farmers to minimise the effects of price fluctuations. The middlemen involved in the value chain results in loss or get low margin to the farmers. Because of this many farmers hesitated to come forward for the cultivation. Therefore, government may help the farmers to avoid private middlemen either through direct procurement or by getting the services of cooperative to market the produce. Even though there is high demand for the medicinal rice because of its medicinal properties, due to the price fluctuation, interference of middleman and the risk associated with the natural calamities, the farmers are reluctant to cultivate medicinal rice in a large scale. Only with the proper intervention of government through KrishiBhavan on the above mentioned areas can attract the farmers to come forward for the large scale cultivation of medicinal rice.