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ThesisItem Open Access Group marketing system for fruits and vegetables in Kerala(Department of Rural Marketing Management, College of Co operation and Banking Management, Vellanikkara, 2007) Bibin, Mohan; KAU; Philip, SabuThe study entitled “Group marketing system for Fruits and vegetables in Kerala” was undertaken with the following objectives: To analyse the marketing behaviour of commercial fruits and vegetables farmers and to evaluate the structure, conduct and performance of Swasraya Karshaka Samithies (SKSs) promoted by Vegetable and Fruit Promotion Council, Keralam (VFPCK). The study was conducted in Thrissur and Palakkad districts which accounted for the largest volume of business through SKSs. Commercial farmers and traders of fruits and vegetables constituted the population of the study. For the study, five SKSs were selected from each district randomly. From the area of operation of each SKS, ten member farmers who marketed their produce through SKS and five farmers who marketed their produce otherwise were selected randomly to constitute the sample of farmers. Similarly five traders selected from each SKS constituted the sample of traders. Data were collected from the sources through personal interview method by administering separate pre-tested structured schedules to farmers and traders. The data thus obtained were analysed by using bivariate tables, percentages, satisfaction indices, and ranking. Analysis of the socio-economic profile of the farmers revealed that older generation are more interested in farming than younger generation. The analysis also brought out the predominance of men in agriculture, and they possessed vast experience in farming. The results indicate that marginal and small holdings dominate the agricultural sector in the study area. Analysis of the annual income of the farmers showed that the number of farmers with an annual income of Rs.1,00,000 and above was higher among SKS farmers than Non-SKS farmers. The share of income from fruits and vegetables in the total agricultural income was higher for SKS farmers. ‘Better price for the produce’ followed by regular market for the produce, ‘better measurement and grading practices in the market’, ‘feeling of farmers own organisation’ were the most important reasons for farmers to take membership in SKS. Regarding the ownership pattern of cropped land of the farmers, the share of farmers cultivating on leased land was more among the SKS farmers than Non-SKS farmers. The SKS also attracted farmers with larger area under fruits and vegetables cultivation to its fold. The selected farmers depended more on man made sources of water than natural sources for irrigation and the majority of the farmers used either electric pump or diesel pump for irrigation. Majority of the SKS farmers preferred VFPCK as the main source of seeds for cowpea, bittergourd and amaranthus. In the case of nendran the most preferred source of suckers was traders. When the Non-SKS farmers preferred own sources and fellow farmers for the purpose. The main source of suckers of nendran was traders. Analysis of the different varieties of crops preferred by farmers revealed that in the case of nendran farmers in general preferred Mettupalayam, Kottayam and Manjeri varieties. In the case of cowpea Lola was the most preferred of SKS farmers and Non-SKS farmers preferred Lola, Local and Vyjayanthi varieties. Regarding bittergourd when SKS farmers showed a strong preference towards Preethi, Non-SKS farmers mostly preferred Local variety. Arun was the most preferred variety of amaranthus SKS farmers and Kannara Local by Non-SKS farmers. In the case of ivy gourd majority of SKS farmers preferred Sulabha variety while Non-SKS farmers preferred Local variety. The main sources of planting material for farmers were VFPCK, KAU, traders and fellow farmers. KAU was the only institutional agency which supplied all types of planting materials. Out of the four sources of planting materials, KAU was the dearest and VFPCK the cheapest. Majority of the SKS farmers availed credit from commercial banks linked to SKS when majority of the Non-SKS farmers preferred money lenders and traders for their credit needs. The SKS farmers harvested nendran coinciding with the SKS market days. Cowpea, bittergourd and ivy gourd were harvested thrice a week by majority of the SKS farmers. Vast majority of Non-SKS farmers harvested nendran weekly. Majority of the Non-SKS farmers harvested cowpea and amaranthus thrice in a week. In the case of bitter gourd and ivy gourd majority harvested two days in a week. SKS was the prime source of market information to SKS farmers while traders constituted the main source of information to Non-SKS farmers. The SKS farmers were better placed with regard to scientific marketing practices. All the produces except amaranthus and cowpea were graded and sold in SKS. Only nendran and bitter gourd were graded in Non-SKS market. Majority of the SKS farmers used plantation leaves for packing nendran. Plastic bags were used for packing other crops. Majority of the farmers in Non-SKS markets marketed nendran without packing. The main reason for selling the produce outside the SKS market was farm gate collection by the traders. The important means of transportation for SKS farmers was tailed autorikshaw and head load for majority of Non-SKS farmers. Price fluctuation was the only one risk perceived by SKS farmers, while the Non-SKS farmers perceived the risk of unsold produce, physical damage, and default in payment besides price fluctuation. In order to manage the price risk a majority of the SKS farmers sold the produce to the same trader even at a lower price when Non-SKS market sold to other traders. Regarding the realization of credit sales, 90 per cent of the SKS farmers received payment within a week while majority of the Non-SKS farmers received payment within two weeks. Lack of adequate processing and storage facilities were reported as the most serious problems faced by the commercial fruits and vegetables farmers. The SKS farmers were found better trained than Non-SKS farmers. While analyzing the structure of SKS market, it was found that majority of the sample traders were wholesalers. Majority of them had more than five years experience in fruits and vegetables trade. Majority of them had more than five years experience with the SKS. Regarding the admission in SKS, vast majority of the traders found the rules simple. Seasonality analysis of the market for the selected crops disclosed that the farmers especially nendran farmers realized the best price during Onam season as demand outstripped the supply during the season. The SKS market exhibited conditions of ‘slightly concentrated oligopsony’. Market power concentration analysis showed that in Elevenchery, Pariyaram and Thottipal the market power was highly concentrated in top four traders compared to other SKSs.. However the market power was less concentrated in top four traders in markets like Kottayi, Kanjirapuzha, Viyyakurishi and Pazhayannur. Conduct of the SKS market revealed that majority of the traders waited till the close of the market to buy the produce at a lower price as the price used to cool down towards the end of the market. The purchased produce were fed by the traders to the end markets situated far and wide from the SKS. Majority of the traders operated in more than one market. Regarding the management of price risk the traders signed forward contracts with their retailers and regulated their purchase from SKS according to the price and quantity contracted with their customers. The Marketing Efficiency Index for all the selected crops except bittergourd was the highest in SKS market compared to other markets as the marketing cost was the lowest in the SKS market. The farmers were ‘highly satisfied’ and the traders were ‘highly satisfied’ with the working of the SKS market. The VFPCK, through its group based production and marketing approach has been able to give a fillip to the vegetable and fruit cultivation in Kerala. The Swasraya Karshaka Samithies (SKSs) promoted VFPCK have enabled the farmers to enhance their production and productivity through scientific cultivation practices. The SKS market owned and operated by the farmers have enabled the farmers to realise better price for their produce by setting up best trade practices and price discovering mechanism.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.ThesisItem Open Access Response behaviour towards branded agro-processed products(Department of Co- operative Management, College of Co- operation, Banking and Management, Vellanikkara, 2006) Prameela, V; KAU; Sakeer Husain, AThe study entitled “Response behaviour towards branded agro-processed products’ was undertaken with the following objectives: 1. To examine the response behaviour towards selected branded agro-processed products (BAPs) 2. To identify the factors influencing purchase decision and consumer choice 3. To compare the response behaviour towards BAPs of co-operative and private sectors The study was conducted in six wards of Kannur Municipality. From each of the selected wards, twenty five household consumers of the five selected BAPs viz., sambar powder, meat masala, rasam powder, pickle and jam were selected. Thus a total of 150 household consumers constituted the sample of the study. The study was based on primary data collected with the help of structured pre-tested interview schedule. Percentage, index, Kendall’s coefficient of concordance and Friedman test were the major statistical tools used for analysis. The study revealed that cent percent of the respondents consumed sambar powder and pickle while majority of them consumed meat masala (96.67%), jam (90.67%) and rasam powder (86.67%). Among the respondents, majority purchased packed branded items. ‘Easy availability’ and ‘convenience’ were the major reasons for the use of the selected BAPs. ‘Dinesh’ was the most known brand among the respondents in the case of all selected BAPs. Advertisement in the electronic media was the major source of awareness about the selected BAPs. ‘Super market’ was preferred by the respondents as the major source of purchase. ‘Dinesh’ was the major brand preferred and used by the respondents in the case of curry powder and pickle, while ‘Happy’ was the most preferred and used brand in the case of jam. ‘Brand loyalty’ was found to be very high among the users of the selected BAPs. ‘Belief in the quality of the products’ supplied by the store was the main reason found for the store loyalty of the consumers. ‘Product features’ and ‘advertisement’ were the important factors that influenced the purchased decision of all the BAPs. ‘Taste’ and ‘freshness’ were the important product features that influenced consumer choice. No significant difference was found between the co-operative and private brands of selected BAPs with regard to factors and product features influencing purchase decision and consumer choice. Any way the consumers were more satisfied with ‘availability’ and ‘quality’ of the products of co-operative and ‘availability’ and ‘taste’ of the products of private organizations. In general consumers were satisfied with the products supplied by both co-operative and private organizations. However, the selected BAPs of co-operative organizations were found to be comparatively better when compared with private products except in the case of jam.ThesisItem Open Access Comparative study of marketing strategies of co-operativfe public and private sector units in handloom industry in Kerala(Department of Rural Marketing Management, College of Co-operation and Banking, Mannuthy, 1989) Xavier, K I; KAU; Rajan Nair, N‘A Comparative Study of Marketing Strategies of co – operative, Public and Private Sector units in Handloom Industry in Kerala’, is aimed at assessing the effectiveness and relative merits and demerits of various marketing strategies followed by Hantex, Hanveev and private sector firms and price spread of selected fabric under different marketing channels. The sampling frame consists of Hantex, Hanveev and our private sector firms each from Trivandrum and cannanore districts. A consumer panel of 75 consumers each was selected from urban and rural areas to study the attitude of consumers on the marketing strategies adopted by the sample units. The attitude was measured using Likert scale. Price spread was analysed by collecting data from ten primary societies, five retail shops, and five hawkers after identifying seven different distribution channels. All the samples were selected randomly. The various marketing strategies, viz., product, price, promotion and distribution were analysed. It was found that majority of the sample units were not in the practice of using these strategies. Even where these strategies were found in vogue, they locked scientific basis as is evident from the conspicous absence of market segmentationThesisItem Open Access Value chain analysis of banana; Nendran variety in Thrissur district(Department of Rural Marketing Management , College of Co-operation , Banking and Management, Vellanikkara, 2019) Haritha Paul; KAU; Vinaikumar, ENendran is one of the most important commercial varieties of banana grown in Kerala. This variety is grown for both fruit and vegetable purposes. The long and thick fruits with good shelf life make nendran widely acceptable among consumers. Nendran varieties like Nedunendran, Chengalikodan, and Zanzibar are the varieties grown as irrigated crops. In south India nendran varieties are grown mostly in Kerala and Tamil Nadu. Nedunendran and Chengalikodan varieties are the most popular varieties grown in Kerala. The nendran banana which is originated and cultivated in Chengazhikodu village of Thrissur district in Kerala state of India is known as Chengalikodan nendran and has GI certification since 2015 due to its unique features. It differs from other varieties of nendran as the bunch bear 20 to 25 kg golden yellow coloured fruits if properly taken care of. During the growth stage, traditional farmers cover the banana bunches with old banana leaves so that it can get the colour and special shape. It is also offered as Kaazchakula for lord Guruvayoorappan by the devotees. Even though Kerala has a good potential for banana cultivation, due to careless handling of produce, about 25-40 percent are being wasted, 2-3 percent is processed as value added products, and the remaining being used in the raw form (Report of department of agriculture and co-operation 2017-18). This leads to non-realisation of optimum price and wide price variations, both spatial and temporal, which disheartens farmers. In order to sustain production and growth potential, it is essential to produce value added products from banana, so that farmers can get an assured price for their produce throughout the year. Due to inefficiencies at various points in the value chain, the producer gets less than optimal and the consumer pays more than optimal price. The present study entitled ―Value chain analysis of banana; Nendran variety in Thrissur district‖ was undertaken with the objectives viz., to map the value chain of Nendran variety of banana, to identify and analyse the various chains and actors involved in the value chain, to analyse the costs and margin involved in the value chain and to identify the constraints and possible solutions at different levels in the value chain to enhance the efficiency. Two varieties of nendran namely nedunendran and Chengalikodan were taken for the study. For the purpose of collection of primary data a sample of 60 farmers (who cultivated at least 200 suckers of Chengalikodan or nedunendran banana) were selected from four blocks of Thrissur district (15 farmers each). From the other actors in the value chain, two SKS of VFPCK, seven wholesalers, 16 retailers and 80 consumers were selected based on the information received from farmers. Primary survey was conducted using a pre- tested structured interview schedule. The collected data were analysed by using percentage analysis, indices, rank order scale, Kruskal Walli test, ANOVA, price spread, marketing cost, marketing efficiency, and marketing margin. Mapping the value chain of Nendran variety of banana revealed that the core processes include input supply, production, procurement, marketing and consumption. Farmers, wholesalers, retailers, consumers, Krishibhavan, local traders, and SBI were the major actors involved in the value chain of Chengalikodan, whereas farmers, SKS, retailers, consumers, local traders, and SBI were the major actors involved in nedunenthran. It was observed that almost the entire produce of Chengalikodan and nedunendran flowed in the form of raw banana among the actors. The main source of information was Krishibhavan for Chengalikodan farmers and SKS for nedunendran farmers. The rest of actors in the Chengalikodan and nedunendran depended on Shakthan Thampuran Fruits and Vegetables market (Thrissur) for collection of business related information about the product and price. These varieties were sold within the various places of Thrissur district, and there was no export activity undertaken by the value chain actors. It was found that Chengalikodan farmers were earning a high margin of 56.6/kg compared to a margin of 37.3/kg for nedunendran. The study also identified major constraints faced by the actors in the value chain. The analysis of various chains and actors involved in the value chain highlighted that there was only one marketing channel for Chengalikodan and one for nedunendran in the study area. Farmers, wholesalers, retailers and consumers were the actors involved in the value chain of Chengalikodan whereas farmers, SKS, retailers and consumers for nedunendran. No one took advance amount in sales contract in any manner. The actors other than retailers and consumers had to wait one to two weeks for realisation of price. Consumers of both Chengalikodan and nedunendran expressed moderately favourable attitude towards taste of banana. ANOVA results showed that there was no difference in the attitude of consumers towards Chengalikodan and nedunenthran. Chengalikodan and nedunendran consumers had a resigned stage in respect to price, taste, nutrient value, freshness, hygiene, availability and shelf life of the nendran banana. Analysis of variance result indicated that the satisfaction level of consumers was similar for both Chengalikodan and nedunendran. The cost and margins involved in the value chain showed that there was a considerable difference in margin received by Chengalikodan farmers ( 56.6/kg) and nedunendran farmers ( 37.3/kg). Comparing the channel of Chengalikodan and nedunenthran, Chengalikodan farmers were receiving more margins from sales. The wholesalers received a margin of 10.1/kg and SKS 15.1/kg whereas retailers earned a margin of 8.9/kilogram and of 2.1/kilogram for Chengalikodan and nedunendran respectively. In short it was clear that Chengalikodan was more profitable than nedunendran cultivation. Marketing efficiency was higher in Chengalikodan than nedunendran. It might be due to the fact that Chengalikodan was a popular GI product in Kerala and the taste, quality and appearance helped the product to get premium price. The identified constraints faced by the farmers were the lack of availability of labour, lack of irrigation facilities, effect of climate change, natural calamities, high transportation cost, attack of pest and diseases, delay in cash realisation and attack of animals. Lack of fair price, price fluctuations and lack of knowledge about financial support system were the main constraints cited by the SKS. For wholesalers and retailers, price fluctuations in the market were the major constraint. The other constraints are inadequate storage facility, quality of the product, less shelf life, attack of rats, insects etc, inadequate demand and proper market information. Non availability of required quantity of product throughout the year was pointed out as the major problem faced by consumers. To conclude, the present study mapped the value chain of nendran variety of banana and analysed the various actors involved in the value chain. The study also examined the cost and margin for each value chain actors and identified the constraints faced by them at different levels. The study found out one marketing channel each for Chengalikodan and nedunendran in the studied area. Among these marketing channels in the value chain, channel for Chengalikodan provided a good profit margin to all actors. The involvements of intermediaries still exist in the value chain of nendran varieties. It reduced the marketing efficiency of nendran value chain due to the increased cost and shared margin among the intermediaries. The farmers faced the problems such as lack of irrigation facility, lack of quality suckers, lack of quality pesticides, natural calamities, lack of training on new production technology, post harvest technology, and high transportation cost. The important suggestions of the study are to provide quality pesticides and quality suckers to farmers through Krishibhavan and SKS, intervention of Kerala Agricultural University in providing appropriate technical guidance and KVK may conduct trails/ demonstrations on the technical constraints faced by banana growers, and to provide irrigation facility by releasing water through canals for farmers as and when it is needed.ThesisItem Open Access Value chain mapping of paddy in Thrissur district(Department of Rural Marketing Management, College of Co-operation Banking & Management, Vellanikkara, 2019) Keerthi, P N; KAU; Mohanan, MValue chain is a set of linked activities that work to add value to a product, which consist of actors and actions that improve a product while linking producer to processors and markets. A value chain work best when their actors cooperate to produce high quality products and generate more income for all participants along the chain. A value chain encompasses the flow of products, knowledge and information, finance, payments, services and value additions at different levels. A value chain approach in agricultural development helps in identifying weak points in the chain and actions to add more value. The study on value chain mapping of paddy in Thrissur district has been undertaken with the objective of mapping value chain of paddy, identifying the factors influencing choice of value chain of paddy, analysing price spread efficiency and factors influencing it, identifying interventions necessary to improve value chain of paddy. The area of study was confined to Thrissur district. The sample respondents consist of thirty farmers, one miller, one agent, five wholesaler and three retailers. Thirty farmers were selected from two blocks of Thrissur district namely Pazhyannur and Puzhakal (with more production in paddy) through snow ball sampling. The data were collected using pre- tested structured 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 chi square test. The mapping of paddy value chain revealed that the core process involved in the chain is input supply, production, procurement, processing, marketing and consumption with actors like Krishi Bhavan, open market traders, technology and information, labour and financing institutions in input supply, farmers in production process, SUPPLYCO, agents and millers in procurement and processing, PDS, wholesalers and retailers in marketing and consumers in consumption stage. The farmers are mainly depending on Krishi Bhavan for farm inputs especially for seed or fertiliser at subsidised price. The padasekara samithies are the main information disseminating agency for farmers. They provide information on input availability, registration time for selling to SUPPLYCO, information on classes/ training conducted by Krishi Bhavan/ Panchyath in the group, time of insuring crop, etc. Provisions of seeds and fertilisers are the major support to farmers from Krishi Bhavan as the cost of seeds and fertilisers are high in open market. They also provide high yielding varieties of seeds which are resistant to common diseases. The dependency on banks is mainly for financial support and maintenance of accounts since all transactions are operated through bank account only. Farmer’s contact with Krishi Bhavan, private traders, financing institutions, SUPPLYCO, millers, agents and other institutions like KAU, Paddy research station and insurance companies. The paddy produced in the field is procured by agents, millers or SUPPLYCO and converted to boiled rice, raw rice and broken rice which is then distributed to local markets, others districts in Kerala and to abroad. SUPPLYCO is the major purchaser of paddy, 60 percent of farmers in virippu and 64.70 percent of farmers in mundakan, and 100 percent of farmers in punja season are selling paddy through SUPPLYCO. The rest is marketed through channels including agents and millers. The identified marketing channels are 1. Farmers agents millers wholesalers retailers consumer 2. Farmer miller wholesaler retailer consumer 3. Farmer consumer 4. Farmer SUPPLYCO PDS Consumer In channel 1 and 2 the average price received for paddy is Rs.16.18 and Rs.19.00 per kilograms respectively. It leads to Rs. 2.73 and Rs. 3.70 loss to a farmer per kilograms. In channel 3 in which a farmer directly sell to consumers is at a good margin of Rs. 5.51 per kilogram. In first two channels actors other than farmers are profit makers. The formal channel of marketing of paddy in Kerala is through SUPPLYCO. The SUPPLYCO procure paddy from farm gate at minimum support price, which is Rs. 21.50 during the study period. In this case a farmer can get a higher margin of Rs. 9.54 for each kilogram of paddy. To identify the factors influencing the choice of value chain of paddy the variables like income of actors, availability of inputs, holding capacity, time required for realisation of payment and product acceptability norms were taken to account. The chi-square test between the choice of value chain and the selected variables showed that promptness of payment has a significant relationship in choice of value chain. Eventhough SUPPLYCO is the highest paid channel actor for farmers, delay in procurement by the SUPPLYCO and delay in payments influence the farmer to choose informal channels for marketing. It takes nearly 3 to 6 months to get payment from SUPPLYCO. So for easy realisation of cash the farmers are depending on informal channels for marketing. The paddy farmers always sell their produce after keeping for self-consumption, seed, keeping for wage and rent purpose. So the assessment of distress sale cannot be done based on quantity of paddy marketed compared to other agricultural produces like vegetable which are highly perishable. So price spread efficiency was calculated for studying channel efficiency. The increase in number of intermediaries in a value chain decreases the market efficiency through increasing cost and margin of intermediary. The percentage of producer share in consumer rupee is better for lesser intermediary chain. Among four channels of marketing, channel 1 is least efficient with market efficiency 0.71 followed by channel 2 were market efficiency is 0.83, where number of intermediaries are more. Channel 3 is most efficient channel in informal channels of marketing with market efficiency 1. The producer share in consumer rupee was found to be higher for channel 3 (100) followed by channel 2 (83.77) and channel 1 (71.34). Even though producer share in consumer rupee was higher in channel 2 total marketing margin was negative, it was due to higher labour cost incurred by farmer in virripu season for harvesting. If the farmer is able to reduce harvesting cost they can make profit from channel 2. The only channel which give maximum return to farmer is the formal channel of marketing through SUPPLYCO. Since the PDS is not meant for margin the marketing efficiency was not considered for the channel. The problems faced by actors were analysed to find out interventions required in the value chain. The major problem faced by farmer are labour shortage, attack by pest and diseases and lack of fair price in marketing of produce. The agents and millers face the problem of non-availability of demanded variety in the market and higher storage expenses. The government intervention during festival season through Onam and Vishu markets negatively affect the business of wholesalers and retailers very much by reducing demand for their produce. The study pointed out the major area of interventions necessary to improve the value chain of paddy. The development and dissemination of good quality seeds and fertilisers are to be continued by the institutions involved in it. The timely distribution is also an important factor for better production result, since the farm output is decreasing day by day. The training programs in this aspects can be imparted through Krishi Bhavans in association with Panchayathraj organisations. Timely availability of harvesting machines are also important since on maturity, the crop won’t stand on the plant as days passes. Lack of storage facility and timely procurement problem in formal channels can be reduced by setting up of rural godowns in main production centers and pooling the produce in such centers. Setting up of labour bank and spreading it to all major production centers are to be taken up by the cooperative societies. Inadequate support price and high loading unloading charges affect farmers in the marketing stage. Exploitation of farmers by intermediaries is found in Pazhayannur area. These improper marketing channels need to be eliminated by the proper intervention of the Padasekarasamithies and the government. Paddy sector of Kerala can be improved only by making farmers comfortable ie, by improving procurement and payment. SUPPLYCO should change its procurement policy by speeding up procurement and payment system. So that the hesitated farmers will come back to cultivation and the dependency on other states can be reduced.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 SHG-Bank linkage programme - a study in Thrissur district(Department of Rural Banking and Finance Management, College of Co-operation Banking and Management, Vellanikkara, 2008) Vijitha, V N; KAU; Molly, JosephSelf Help Groups have been recognized by the policy makers as an effective tool for accomplishing the distributional objectives of monetary policy. The SHG model with bank lending to groups of poor women without collateral has become an accepted part of rural finance. With over 11 million poor households accessing banking services including micro credit through their 29,24,973 SHGs, the SHG-Bank Linkage Programme led by NABARD in India claims to be the largest and fastest growing micro finance programme in the world. The study entitled “SHG – Bank Linkage Programme: A study in Thrissur District” has been undertaken with the objectives of analyzing the level and pattern of utilization of bank finance by the Self Help Group and their members under the SHG- Bank Linkage Programme; to identify the constraints, if any, in the SHG – Bank Linkage Programme: and to make a bank-wise and spatial comparison of the SHG- Bank linkage Programme. Both primary and secondary data have been used for the study. Primary data have been collected from 30 SHGs and 90 members from the three models of SHGs functioning in Thrissur district. Percentages, averages, T- test, Shannon Weaver Diversity Index and ANOVA have been used for the analysis of the data collected. The study has revealed that the average loan amount per member / household is as high as Rs. 15100/- in the case of the SHGs selected, while the national average is only Rs. 2025/-. There is cent per cent utilization of loans of banks by the SHGs and their members. In aggregate, more than 50 per cent of the loans enjoyed by SHG members are utilized for consumption purposes. But when a comparison of the SHGs under different models are considered, it is seen that two – third of the loans of SHGs which are promoted and financed by banks are given for income generating purposes. The least share for income generating activities is from the members of SHGs which are promoted by NGOs. A tendency among SHGs to lend their funds at high rate of interest to outsiders was noticed. This would further bring down the involvement of members in income generating activities in the future. The development of caste and community based sub groups within the SHGs is an undesirable development which has been noticed during the study. The problem of decreasing productive activities was noted, which in future might lead to low repayments. Kendall’s Co-efficient of Concordance has proved that there is perfect agreement among the fifteen banks that ranked the twelve constraints of SHG – Bank Linkage Programme. There is a positive growth in the SHG-Bank linkage programme in the entire six regions taken under consideration. The trend in the physical and financial performance of SHG-Bank linkage programme is positive in all the regions except the central region where adequate up scaling measures are taken by NABARD. Shannon Weaver Diversity Index computed for loan per SHG under the different regions revealed that there was an increased tendency for a uniform disbursal of the loan amount over the three models. The study has brought out the increasing significance of this informal system of financing to bring the poor and unbankable within the reach of a formal banking system. Efforts from the promoters, banks, NABARD and other agencies involved in the promotion and development of SHGs can definitely take our Self Help Groups and their member beneficiaries to still further heights in the future.ThesisItem Open Access Impact of promotional strategies for consumer non-durables on rural markets(Department of Rural Marketing Management, College of Co-operation and Banking, Mannuthy, 1995) Rajesh, P; KAU; Mathew, P CThe study entitled impact of promotional strategies for consumer non durables on rural markets was conducted with the following objectives. 1. To assess the responses of rural consumers towards promotional strategies, with special reference to consumer non durables. 2. To analyses the socio economic factors that influence the responses of consumers towards promotional strategies, and 3. To measure the relative effectiveness of different promotional strategies in rural markets. The study was carried out in the villages of Chokkad, Padinjare Vemballur and Kannambra II in the districts of malappuram,, Thrissur and Palakkad respectively. The field survey was conducted during August-October 1994. Specific reference was made on the response behavior of consumers towards the promotional strategies of four consumer non durables of common use, Viz, toilet soap, tooth paste, detergent and fabric whitener. Bivariate tables, percentages, influence indices and multiple regression model were used to analyse and interpret the data. All the major media – print, electronic, cinema and display – had fairly good reach in the villages. The respondents had high awareness of advertisements and commercials cast through the different media, but less awareness of other means of promotion. Advertisements and commercials have imparted the brand knowledge. Their recall rate of advertisements and commercials was high, reinforcing their awareness level. Though a good percentage of the respondents were influenced by advertisements and commercials, such influence was not high. Among the different promotional strategies, however, radio commercials had more appeal among the rural consumers, mainly because of the high reach of radio. The measure of relative effectiveness of different promotional strategies was also in support of radio commercials. While display advertisements and cinema commercials commanded very low influence, consumer promotions like price cuts and gifts, and point-of purchase promotions had little role in generating brand interest and purchase. Although advertisements and commercials were remembered well, they were not found to make any reminder effect on rural consumers by inducing second and subsequent purchases. There were high cases of brand shift among the respondents, but promotion was not a major factor that led to such shift. Contrary to common belief, socio-economic variables such as age, sex, education, income and occupation did not have decisive roles in the response behavior of rural consumers towards promotional strategies.
