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2005 - 20062
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Subject: Rural Banking and Management × End date: 2009 × Start date: 2003 ×
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    ThesisItemOpen Access
    Market potential of value added coconut products
    (Department of Rural Marketing Management, College of Co operation Banking and Management, Vellanikkara, 2006) Sali, K S; KAU; Mohanan, M
    In India, due to multifaceted uses, coconut is referred as ‘Kalpavriksha’ and provides livelihood to more than 10 million people. Among the major coconut growing states in India, Kerala enjoys the pride of place both in area and production of coconut. However, there is a trend for reduced farm income due to fluctuating prices. Therefore, the coconut industry and the farmers depending on them are striving to survive in the economy. In this scenario, best option appears to be diversification and value addition. In this context, present study was undertaken with the following objectives: 1. to measure the market awareness of value added coconut products; 2. to examine the customers perception towards selected value added coconut products; and 3. to assess the market potential for selected value added coconut products. For the study, four divisions from Thrissur Corporation area were selected randomly. A sample of 100 households, 25 from each division were randomly selected. The selected products were coconut oil, coconut milk, coconut milk powder, coconut palm jaggery, coconut chips, coconut vinegar, elaneer soda and neera. The study was mainly based on primary data collected from the sample respondents through personal interview method by administering a pre-tested structured schedule. The data thus obtained were analysed by using the tools like bivariate table, percentages, ranking, regression and indices. The study revealed that the newly designed and launched products failed to attract the customers attention. It was also revealed that at present the role of advertisement is negligible in creating awareness. The shopkeepers and friends and relatives were considered as the most important sources of information regarding the products. In the perception analysis, it was found that majority of the respondent have least favourable perception towards various attributes of the products because many respondents are not aware about the products or they are ignorant about the attributes of the products. The study revealed that coconut oil has high market potential. But the market potential of coconut milk and coconut milk powder were very low. At the same time, coconut chips and coconut vinegar showed a high market potential eventhough the awareness is less. In the case of elaneer soda and neera, both awareness and market potential found to be very low.
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    ThesisItemOpen Access
    Marketing of commercial flowers- a study in Palakkad and Thrissur districts of Kerala
    (Department of Rural Marketing Management, College of Co operation Banking and Management, Vellanikkara, 2005) Sangeetha, K; KAU; Sukumaran, A
    The study on ‘Marketing of commercial flowers – a study in Palakkad and Thrissur districts of Kerala’ was undertaken with the following objectives: 1. To identify the marketing channels of commercial flowers, 2. To assess the marketing efficiency of the channels, and 3. To suggest appropriate distribution strategy for commercial flowers. Orchid, anthurium and bush jasmine, the three major commercial flowers of Kerala, were considered for this study. The study was conducted in the Central Zone focusing on Palakkad and Thrissur districts. These two districts were selected as these fall in the two different agro climatic conditions and socio economic backgrounds. Both the districts have sizable number of floriculturists. Moreover, among the identified districts, Palakkad was having relatively large number of producers of bush jasmine and Thrissur was having a good assortment of orchid and anthurium flowers. The list of floriculturists dealing in orchid, anthurium and bush jasmine for two districts were collected from various sources such as Agriculture Department, Krishibhavans and Floriculture, Department of College of Horticulture. A sample group of 20 floriculturists of each flower from each district constituted the total 120 respondents. Floriculture was preferred as a self employment venture by most of the respondents. Government also promote floriculture units through “Women Empowerment Programme” by giving subsidy and training. Bush jasmine growers were more experienced (more than 10 years) than orchid and anthurium growers (4 to 6 years)It is very much suitable for unemployed women as all activities concerned with orchid and anthurium cultivation other than spraying are done by the floriculturists themselves. In the case of bush jasmine also all activities other than planting are done by the floriculturists. The channels of distribution existing in orchid and anthurium marketing in Palakkad and Thrissur districts were as follows: Channel I : Producers  Pushpakrishi Vikasana Samithi/cut flower society  Consumers. Channel II : Producers  Local Florists  Consumers. Channel III : Producers  Florists (outside state)  Consumers. Channel IV : Producers  Consumers. Among the four channels, the most preferred channel by them was Channel I and the reasons for preference were fair & reasonable price and steady demand. The channels of distribution existing in bush jasmine cultivation were as follows: Channel I : Producers  Pushpakrishi Vikasana Samithi/cut flower society  Consumers. Channel II : Producers  Local Florists  Consumers. Channel III : Producers  Consumers. Among these 3 channels, the most preferred channel by them was Channel II and the reasons for preferences were convenience and quick payment. But for orchid, anthurium and bush jasmine marketing, Channel I is considered the most efficient one. Grading and packing were not practiced by the floriculturists. They were also not having any role in fixing flower prices because of their unorganized nature and low quantity of production. Non-availability of the quality planting materials was the major problem in orchid and anthurium cultivation and in case of bush jasmine cultivation it was plant diseases. Major problems in marketing of flowers were lack of assistance from government and exploitation by the channels. In order to solve these problems, the floriculturists have to be organized under a strong government organization as a ‘Mother Unit’ which guarantees all assistance in case of production problems and marketing of flowers against timely and guaranteed payment.