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ThesisItem Open Access “Study on Consumer Buying Behavior, Brand Awareness & Scope of Syngenta Product Ampligo in Khargone, District of Madhya Pradesh”(Department of Agricultural Economics Head of the Department SHUATS, Allahabad (Prayagraj)-211007, 2019) RAJPUT, SUJEET SINGH; Barker, Dr.NitinIn today’s competitive world while entering in the market analysis, it is necessary to have good knowledge and the potential of a particular market. It has also prime importance to retain the existing customers apart from attracting new customers for functioning and sustainability of the business. Syngenta India Pvt. Ltd,a leading industry, focused on the quality of products in agri-inputs business is a niche player in innovative agrochemicals, with strong market share in insecticides, plant growth regulators, herbicides, and other agro chemicals that helps to increase crop quality and crop yield. Agriculture is the main profession of Khargone district, bounds in Cotton, Wheat, Maiz, Gram and vegetables. Khargone district is one of the topCotton producing districts of state Madhya Pradesh. Soil has pH value in range of 5.5to8.5at surface. The content of Organic Carbon, Nitrogen and Phosphorus in the soil is low and strategy should be evolved to bring it in high range. Potash content is medium. So, overall soil properties need improvement from point of view of agriculture. The farmers were using wide range products of agrochemicals for Cotton of different company which is easily available in market but farmers prefer only quality product from reputed company. The objective of this research was to study the market preferences for various agrochemicals (Insecticides, fungicides, weedicides) in Cotton, assessment of the dealers perception and consumer satisfaction about Syngenta India Pvt. Ltd. products vis a vis other brands and customer behaviour regarding the purchase of agrochemicals by Cotton growers. For research purpose multistage sampling method was used with personnel interviews and questionnaires with farmers. A sample of total 120 farmers and 35 dealers was the selected for to purpose of study. 13 | P a g e After conducting research it was found that large no. of farmer purchase cotton agrochemicals products from cooperatives because they provide credit facility. Dealers were keeping branded product for selling. Dealers as well as farmers preferred Syngenta agrochemicals on the basis of quality of the product. Almost all agrochemical companies generated demand from farmers by introducing various schemes, price discount and field demonstration to the farmers. Major agrochemical products of Syngenta India Pvt. Ltd. viz. Ampligo (Insecticide), Alika (Insecticide), Amistar Top (Fungicide), Isabion (PGR), Quantish (PGR), Cultar (PGR) are available in Agri centers and cooperative stores. Ampligo is a popular insecticide product of Syngenta India Pvt. Ltd. Based on above analysis on market functioning and consumer’s buying behavior, the company should appoint sales manager and regular promotional activities for improvement of sales of Syngenta Pvt. Ltd.in the studied area. Company should focus on cooperative stores for development of their business as well as increase more contact with farmer through their work force and management strategies. Company should also provide the crop inspection facility to the farmers, because it will be one of the best promotional strategies for brand promotion.ThesisItem Open Access “A STUDY ON CONSUMER BEHAVIOUR OF HYBRID MAIZE WITH SPECIAL REFERENCE TO RASI SEEDS PVT. LTD. IN BAHRAICH DISTRICT”(DEPARTMENT OF AGRICULTURAL ECONOMICS SAM HIGGINBOTTOM UNIVERSITY OF AGRICULTURE, TECHNOLOGY & SCIENCES, PRAYAGRAJ – 211007, 2019) Alam, Sayed Zaid; Barker, Dr. NitinIn today’s competitive world for retaining in the market it is very necessary to have good knowledge of the consumer buying behavior and the information regarding the activities of competitor’s existing in the market so that we can plan our each activity according to that. The consumer in the modern competitive society is the focus of all attention. The dramatic relationship in the last couple of decades has elevated him to a position of unprecedented sovereignty, and has forced the business firms to design and sell products that better satisfy the consumer needs and wants. The essence of marketing, concept is that all elements of a business should be geared to the satisfaction of its consumers. Operating under the marketing concept requires a thorough understanding of consumer behavior. Also it is necessary to know the retailer expectation from the company. This report is based upon the investigations on the project “A STUDY ON CONSUMER BEHAVIOUR IN PURCHASE OF HYBRID MAIZE WITH SPECIAL REFERENCE TO RASI SEEDS PVT. LTD. IN BAHRAICH DISTRICT”. This project is carried out for Rasi Seeds Limited, one of the leading seed companies in India, engaged in production of different crop seeds. The study deals with different objectives. The first objective of the project was to study the consumer buying behavior of hybrid maize consumer for that we have to understand the customer needs, Income, constraints, response and emotions. The second objective of this study was to analyze buying behavior of existing customer of Hybrid maize seeds in bahraich. It was essential to know the vi feedback of retailers and farmers in order to formulate effective marketing and sales strategies in future and improve the quality to increase the market share with better consumer satisfaction. The data has been collected by visiting to farmers and retailers to know the consumer buying behavior and identifying the factors, which effect on consumer buying behavior. For this purpose structured questionnaire has been used .The descriptive design had been used to collect and analyze the data. In data analysis tools like table, bar chart, pie chart had been used. After the due analysis, it has been found that the most of farmer prefer high yielding variety and they are changing seeds at every time of growing. With this I would like to conclude that there is need to increase the awareness about Rasi maize seeds to increase market share.ThesisItem Open Access AN ECONOMIC ANALYSIS OF PRODUCTION, MARKETING AND EXPORT POTENTIAL OF LITCHI IN MUZAFFARPUR DISTRICT OF BIHAR(DEPARTMENT OF AGRICULTURAL ECONOMICS NAINI AGRICULTURAL INSTITUTE SAMHIGGINBOTTOM UNIVERSITY OF AGRICULTURE, TECNOLOGY AND SCIENCES, ALLLHABAD -211007. U. P. INDIA, 2019) KUMAR, JANMEJAY; Singh, Prof. (Dr.)NaharHorticulture has aroused as a major agricultural enterprise in accelerating the pace of the economy. Litchi (Litchi chinensisSonn.)is the most important sub-tropical evergreen fruit crop. This study was conducted to determine the present status of production, marketing and export of litchi. The growth and postharvest handling including loss assessment, marketingand export of litchi to make identify the constraints relating to production and marketing of litchi and probable suggestions for addressing the identify constraints.The present study based was on the primary data collected from 120 randomly selected Litchi growers from eight villages i.e. 15 from a village of Mushhari and Muroalblocks in Muzaffarpur district of Bihar state. More over the information related to marketing cost, and margin was collected from pre-harvest contractors, (PHC), harvest contractors, wholesalers, retailers market intermediaries from Muzaffarpur district, block and distant markets. The data collected were related to the year 2017-18. In addition to this the secondary data regarding area, production and export of litchi was collected from the various reports published by the Government as well as websites. The result of the study showed he compound growth rates for area, production and productivity of India were 2.76 percent 3.83 percent and 0.9 percent and Bihar the compound growth rates for area production and productivity were 1.9 percent 3.02 percent and 1.75 percent respectively. Among the all these variables has shown significant growth rate similar to the trend at all India level. Muzaffarpur district during the period of 2001-02 to 2015-16 were 0.3 percent, 0.5 percent and 0.3 percent respectively. Among the all three variables the area has shown significant growth rate and stability. The feasibility of export of litchi from Muzaffarpur to European markets has taken a new dimension with the fast changing technology in the exporting of fruits since 1993. Bihar has ranked first position with respect to the area, production and productivity in the country. The study also intended to find out marketing system and marketing channels followed by growers in domestic and overseas as marketing, marketing costs, marketing margin incurred price spread and marketing efficiency resulted in domestic markets. Along with, trend in area, production, productivity, export and finally the problems being experienced by growers in production and marketing. The size of the Litchi grower in number for 50 small,medium 45 and 25 large, Litchi growers respondents sample average 120. Average size of the families in small medium and large size of Litchi growers were 7.10,6.10 and 5.50 respectively with population ranging between the age 15-59 is 67.20 percent the total literacy rates is 38.3 percent literacy rates 61.70 percent. Four channels of marketing were identified viz, Channel I(Producer –consumer), Channel II (Producer – Retailer – Consumer), Channel III(producer – wholesaler- retailer–consumer) and Channel IV (producer -Commission agent -wholesaler – retailer –consumer). The producer‘s share in consumer rupee in channel Istishighest since it is the shortest channel 15 (83.64 percent) where as the producer‘s share in consumer rupee in channel I, channel II and Channel III are 72.72 percent 65.45 percent and 54.54 percent respectively.The price spread in channel I is the lowest because it is the shortest channel (Rs.900) where as the price spread in channel 1I, channel III and channel IV are Rs. 1500, 1900, and 2500 respectively.The marketing efficiency for channel I, II, III and IV were 5.11, 2.66, 1.89 and 1.09 respectively. It is observed from this efficiency index that channel I was the most efficient one. This is because of the fact that channel I does not involvedintermediary. The growth rate analysis indicated that, the export of litchi from Muzaffarpur and from India increased by 1.64 and 6.34 percent per annum during the period of 2001-02 to 2015-16. The assessment of the post harvest losses at three level of marketing verses farm level, wholesale market level and retail level revealed that maximum loss occurred at wholesale market level (80.33%) followed by farm level loss (37.87%) and retailer level loss (23.48%). The constraints faced by growers about production were lack of technical knowledge,Irregular fruit setting, financial difficulties and insufficient irrigational facility.Regarding marketing, the constraints were risk of loss due to high perish ability and short life, no contract with outside traders as domestic market alone in sufficient to balance the huge supply, lack of cold storage facilities, lack of processing industries and less but ready money from the contractors without getting into the problems of handling of produce led non involvement of grower in marketing.The study,therefore suggest that the litchi growers should be educated to the use the recommended FYM and Fertilizer application, which will help to increase the present level of production. The growers should be encouraged to from group and consumer‘s rupees as well as to reduce the intermeddles,the clan involved in export of Litchi should be minimized. The comp office of APEDA should be located at public place with proper facility so that farmers may contact the scientists for guidance freely. Infrastructure facilities like cold storage, processing industries should be created in the litchi growing areas.ThesisItem Open Access A STUDY ON THE SUPPLY CHAIN MANAGEMENT OF SELECTED VEGETABLES IN ALLAHABAD DISTRICT OF UTTAR PRADESH(DEPARTMENT OF AGRICULTURAL ECONOMICS NAINI AGRICULTURAL INSTITUTE FACULTY OF AGRICULTURE SAM HIGGINBOTTOM UNIVERSITY OF AGRICULTURE, TECHNOLOGY AND SCIENCES (U.P. State Act No. 35 of 2016, as passed by the Uttar Pradesh legislature) (Formerly Allahabad Agricultural Institute) ALLAHABAD-211007, INDIA., 2019) BARKER, NITIN; Noel, Dr. Ashish SamarpitVegetables are rich and comparatively cheaper source of vitamins. Consumption of these items provide taste, palatability, increases appetite and provides fiber for digestion and prevent constipation. Their consumption in fair amount of protein. They also play key role in neutralizing the acids produced during digestion of pretentious and fatty foods and also provide valuable roughages which help in movement of food in intestine. The present study was conducted in Allahabad district in Uttar Pradesh state which is among the highest production under Vegetables cultivation .The present study was conducted with the following specific objectives: To determine the existing supply chain available for selected vegetable in Allahabad District and to identify the best supply chain suited for particular region.; To find out the post harvest losses due to the existing supply chain management; To estimate the costs and returns of processing of potato; To find out producer's share in consumer's rupee in marketing of potato, Brinjal, Tomato & Onion; To suggest policy measures for improving the marketing efficiency and to minimize the post harvest losses. Soraon and Holagarh block in Allahabad district and seven villages from Allahabad district were selected on the basis of highest area under vegetable cultivation and production. A sample of 150 respondents (vegetables respondent) was randomly selected under probability proportional to area under vegetables. The farmers were then categorized into small, medium, large size on the basis of their land holdings. The sample included 78 small, 46 medium and 26 large farms. For studying the marketing trends for studying different marketing functions, Mundera Mandi in Allahabad region was purposively selected because Mundera Mandi is basically a primary market, where the producers / farmers bring vegetables for sale and from there it is dispatched to different parts of the state and country. The Mundera Mandi is 42 Km. away from Soraon and Holagarh block and is very well connected by roadways. The study of socio-economic profile of vegetable respondent revealed that the average size of the family decreases, through very marginally, as the size of farms increases. Proportion of male (60.32%) in every size group was more than the female (42.86%). It was also noted that the highest number of people came under the age group of 15 to 59 year i.e. adult group followed by children (78.89%). The literacy percentage is considerable higher in large size group followed by small and marginal size group and illiteracy percent is higher in small size group followed by medium and large size groups. Primary Occupation was (42.86%) and secondary occupation was (34.29%) and tertiary occupation was (22.86%). The study of disposal pattern of Potato respondents revealed that the highest percent of the produce was retained by medium size farms (20.08%) followed by the large size farms (18.89%) and small size farms (18.83%).The study on market analysis of potato revealed that channel I was more remunerative because Producer’s share in consumer rupee was highest (73.07%). And the highest marketing efficiency (3.87%) in channel I. The analysis of price spread revealed that it was highest in channel III (505.00₹). The study of disposal pattern of Brinjal respondents revealed that the highest percent of the produce was retained by medium size farms (20.08%) followed by the large size farms (18.89%) and small size farms (18.83%).The study on market analysis of potato revealed that channel I was more remunerative because Producer’s share in consumer rupee was highest (73.07%). and the highest marketing efficiency (3.71%) in channel I. The analysis of price spread revealed that it was highest in channel III (495.00₹). The study of disposal pattern of Tomato respondents revealed that the highest percent of the produce was retained by medium size farms (20.08%) followed by the large size farms (18.89%) and small size farms (18.83%).The study on market analysis of tomato revealed that channel I was more remunerative because Producer’s share in consumer rupee was highest (73.07%). and the highest marketing efficiency (3.71%) in channel I. The analysis of price spread revealed that it was highest in channel III (495.00₹). The study of disposal pattern of Onion respondents revealed that the highest percent of the produce was retained by medium size farms (20.08%) followed by the large size farms (18.89%) and small size farms (18.83%).The study on market analysis of onion revealed that channel I was more remunerative because Producer’s share in consumer rupee was highest (73.07%). and the highest marketing efficiency (3.71%) in channel I. The analysis of price spread revealed that it was highest in channel III (495.00₹). Due to speedy degradation of vegetables, the scope of losses during and after harvest is relatively more in vegetables. Producers are involved in some of these activities directly but rests are performed by others. To study the post harvest losses, the data were collected by personal interview from Wholesaler, retailer, market intermediary and farmers of Allahabad district. Multi stage simple random sampling technique was adopted for the selection of respondents. Averages and percentages was used to compute the post-harvest losses. Total post harvest losses reveals that post-harvest losses was maximum in tomato (18.88%) followed by potato (12.97), onion (10.59) and minimum in brinjal (8.85). Processing preserves the content of potato for a longer time. Processors bear some additional cost and earn returns. Average processing cost decreases with the size of processing unit. The main cost components in the processing were wages and salaries, purchase price of raw potato and other ingredients, packaging costs and the interest paid on the overhead and variable expenses. These processing units also generate employment but its volume was not very significant except that in small-scale units. Disguised and seasonal unemployment are common in almost all the units. In most of the cases marketing of processed products is routed through the salespersons, dealers or commission agents due to which processors did not earn significant profit. Lack of infrastructure, capital, communication and high degree of competition are the major constraints in processing. Expensive packaging material and lack of competent staff posed a serious problem to the processors. Break-even analysis shows that the processing units very soon attained that level of output after which they would be able to make profit. The benefit-cost ratio for all the processing units was sufficiently high which indicated that investment in this area is economically feasible. The major constraints in marketing of vegetables were high price fluctuations, high cost of labour, malpractices in the mandi, presence of various middlemen, lack of storage facilities at farm levels, unawareness about its low shelf life which leads to loss of quantity and high cost of transportationThesisItem Open Access AN ECONOMIC ANALYSISOFPRODUCTION AND MARKETING OF WATERMELONIN ALLAHABADDISTRICT (UP) INDIA(2017) Ahmad, Ali; Kumar, DineshThe present research entitled “An Economic Analysis of Production and Marketing of Watermelon in Allahabad District of Uttar Pradesh” was carried out during the year 2016-17 in Soraon block of Allahabad district. The main objectives of the study is to analyze, socio economic characteristic of sample respondents, farming system, varieties of watermelon and crop intensity, analyzing of costs per hectare, return and profitability of watermelon production, evaluation of cost of production per quintal, finding out the different marketing channels involvement in marketing of watermelon, analyzing marketing cost, marketing margin and producer shares in consumers rupees and finally the study of problems faced and suggestion of suitable policy measure in the study area. Soraon block is more potential for watermelon production with comparison to other blocks. Out of the total villages of Soraon block, in total fourteen (14) villages and 140 respondents were selected randomly. Average size of land holding of respondents 2.65 hectares and most of the respondents were belonged to age group of 20 to 49 years (90 %), level of education is mostly primary (44.29%) and intermediate (36.43 %). Mean household size is nine persons, in general farming experience of the respondents were from 2 to 9 years (45.71%). Names of watermelon varieties being cultivated were Kiran (15.71%), Saraswati (5%), Mithila (22.14%), Priya (2.86%), Sugar baby (10.71%), Prachi (20%) and Local variety (23.57%) in all size farm groups. The highest cropping intensity was found in Saraigopal village (158.89) and the average cropping intensity of the block is 139.91. Family and hired human labour utilization is 159 man days/ha in different size farm groups. The cost of cultivation of watermelon per hectare in small, medium and large farm groups is Rs. 42840.87, Rs. 44393.88 and Rs. 47321.19 respectively. Overall, estimated gross return of watermelon was Rs/ha 79329.83 and obtained net return was Rs/ha 34477.85, the benefit received on per rupee investment was 0.77. The average yield per hectare of watermelon came to 226.33 quintals and the cost of production, on an average was worked out to 198.17 Rs/qt on the sample farm groups. Mainly two marketing channels were found in the marketing of watermelon (Channel 1 – Producer – Commission agent – Retailers – Consumers) and (Channel 2 – Producer – Wholesaler – Retailers – Consumers). On an average per quintal, net price received by the producer was Rs. 307.13, consumer paid price was Rs. 1121.67, price spread was Rs. 741.67 and producer share in consumer rupee was 27.38 per cent in channel 1 on the sample farm groups. In channel 2, on an average per quintal, net price received by the producer was Rs. 311.93, consumer paid price was Rs. 1115.33, price spread was Rs. 735.67 and producer share in consumer rupee was 27.97 per cent on different size farm groups. Production problems were high in disease/insects and pests (82.14%), lack of resource (78.57%), respondents‘ unfamiliarity with improved varieties (65.71%), inadequate training of respondents (62.14%) and lack of irrigation water (54.29%). Main problems associated in the marketing of watermelon were lack of processing industries (100%), lack of storage facility (92.86%), lack of regulated market (80%), fluctuation of prices (75%) and high transportation charges (61.43%).