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Open Access
Consumer behaviour towards selected agro-processed products -a micro level study of Thrissur District
(Department of Rural Marketing Management, College of Co-operation Banking and Management, Vellanikkara, 1999) Subhalekshmy, R; KAU; Philip Sabu
The study entitled 'Consumer behaviour towards selected agro-processed products -A microlevel study of Thrissur district' was undertaken to make a comparative analysis of the pattern of consumer behaviour towards selected agro- processed products viz; spices and condiments, processed fruits and vegetable and edibleoils and to examine the factors that influence consumer choices towards packaged agro-processed products. The study tried to make can explorative analysis on a comparative frame of the rural and urban consumers. The study was based on primary data collected from sample respond- ents using-a structured schedule. Two villages and two municipal areas representing rural and urban consumer universe of Thrissur district constituted the sample. The sample size was restricted to fifty respondents each from the two rural and two urban areas totalling two hundred. Appropriate statistical techniques like Likert scale analysis, Q-sort method, Kendall's coefficient of concordance, satisfaction index and confluence analysis method were employed for the analysis. Analysis of socio-economic profile of sample respndents showed that rural respond- ents were mainly low income groups, with primary eduction andwere unemployed. Higher income was found among urban consumers and number of employed women was also more in urban areas. Regarding nature of consumption it was observed that among the selected products Sauce is the product which was least consumed both in rural and urban areas. Edibleoils like sunflower oil and palmoil were consumed mainly by urban respondents . Average monthly household consumption of curry powder/ masalas was higher in rural ar- eas. Monthly household consumption of processed fruits and vegetables was very lower in rural and urban area. Homemade form of consumption was mostly observed in rural area for curry powder/ masalas .In the case of processed fruits and vegetables, squashes and jams were consumed mainly in branded packed form in both rural and urban areas. Regarding edible oils, majority in rural area consumed home made edible oil and loose unbranded oils. In urban areas edible oils were purchased mostly in packed unbranded form. Convinience in use and easy availability were the major reasons for purchase of branded processed products in rural and urban areas. Awareness regarding processed products was-higher in urban areas. Number of brand users was very limited among the sample in rural areas. Family decision making regarding purchase of branded processed products was mainly in the hands of wife for curry powder/masalas, children for processed fruits and vegetables, and jointly for edibleoils. Brand loyalty was more conspicuous in urban areas than rural areas. In an effort to exmine the general atttitude towards processed products, it was found that rural respndents had clear negative attitude regarding branded curry powder/ masalas However in the case of processed fruits and vegetables and edibleoils, favourable attitude existed among rural and urban consumers. In an attempt to evaluate the attributes of the products to which consumers agreed and disagreed, it was found that some similarity existed in the response pattern though variations were also found. Consumers in both rural and urban areas had apprehension about the purity of the branded curry powder/masalas available in the market. Both rural and urban consumers had the feeling that price of processed fruits and vegetable was not reasonable. For edibleoils rural and urban consumers disagreed that the product was not hazardous to health. Rural and urban respondents agreed that branded edible oil had good taste and keeping quality .No similar response pattern was observed regarding attributes which rural and urban consumers agreed, in the case of curry powder / masalas and processed fruits and vegetables. Using Q-sort piling of statements into five responses scale points, an attempt was made to make a comparison of rural and urban response pattern in terms of the various attributes of the selected products. Similarity in responses pattern in rural and urban areas was observed for many of the attributes, to which consumers strongly agreed, agreed, undecided, disagreed and strongly disagreed, though variations were observed in their response pattern in certain cases. Parameters that influenced purchase of processed products were almost similar in rural and urban areas for the selected products. Satisfaction level of brand users of processed products was reasonable i urban areas, though majority showed dissatisfaction regarding price of the products. Analysis on the influence of socio economic factors on consumption of processed products in rural and urban showed that income, educational level and awareness were the major determinants of consumer behaviour in rural areas. In urban areas, besides income, employment and awareness level, education and religion also influenced consumption of proc- essed products. The general observation from the study was that rural and urban consumer are not very similar in their behavioural patterns with regard to the use and consumption of processed products.
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 N
Vegetables 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.
Open Access
Problems and prospects of co-operative marketing of handicrafts products with special reference to the wood and metal products
(College of Co-operation and Banking, Mannuthy, 1990) Vanaja Menon; KAU; Mani, K P
Study on "Problems and Prospects of co-operative Marketing of Handicrafts Product with special reference to Wood and Metal Products" has been carried out to identify channels of distribution of wood and metal handicrafts products, to measure the efficiency of distribution channels, to assess the extent of assistance given by federation in production and marketing of wood and metal products and to evaluate marketing policy and programmes of apex federation. Five units were selected for study. Metal cooperative follows four channels of distribution of which direct sales and wholesale were main channels. The wood crafts units depend on federation for marketing. The cooperative functioning in both craftworks follows four channels, where wood crafts are distributed through apex and metal work through the industrial cooperatives. Apex follows only direct sales through its showrooms. Showrooms at Ernakulam, Trichur and Bangalore performed well. Most efficient channels for metal craft units were direct sales and wholesale. Performance of wood craft units which followed only a single channel was not satisfactory. Considering the unit functioning in both wood and metal works, sales through apex were found to be more efficient. Marketing efficiency and productivity ratios explain the inability of units in analysing marketing problems. Apex federation is not providing any financial assistance to primaries. Wide disparity noticed in the quantum of raw material supplied by apex to units. Only one unit enjoyed the training scheme arranged by apex. Due to discrimination in selection of units for their participation in exhibitions, majority of units were not getting chance to participate in exhibitions. Wide propoganda and publicity during period of rebate seasons has increased per day sales compared to other sales methods.
Open Access
Enquiry into the buyer behaviour towards selected types and brands of fertilisers
(College of Co-operation and Banking, Mannuthy, 1990) Anil Kumar, V P; KAU; Mathew, P C
The study of enquiry into buyer behaviour towards types and brands of fertilisers analysed attitudes, awareness, consciousness loyalty and promotional effectiveness. The primary data collected from Palghat District covered three segments viz. marginal, small and medium and large. Likert technique, awareness and consciousness index, Kendall's coefficient, percentages were used. Farmers’ opinions were converged for statements relating to brands of fertilisers. It was found less for types of fertilisers. Opinions were significant for mixed complex and straight fertilisers. Prominent levels of awareness were aware, very much aware and just aware levels. Awareness was maximum for three and two number of brands. Brand A and B were most aware brands for all segments. The brand A of mixed complex and straight fertilisers was placed in very much conscious and most conscious levels. The consciousness was poor for other brands. The attributes like manufacturer, ingredient and price have led table with respect to all segments and all brands. Consciousness was more for brand A and less in other cases and brand A was the one most of farmers bought. Farmers of all brands, on an average, showed constant nature of purchase. The trend of brand A and B showed that B often increased its share in consumer purchase. The important reasons for partial switching over to chemical fertilisers are yield increasing agents, non availability of organic manures and input in scientific cultivation. Along with radio, neighbours, farmers, printed media, were the first source of information about fertilisers. Besides continuous availability and nearness, credit availability, timely availability and accessibility to the dealer were important reasons for selection of purchase for cooperatives. For private traders, reasons were availability of product, relationship with vendor and accessibility to dealer which were found same for all segments in above given cases.
Open Access
Problems and prospects of co- operative marketing of handicraft products with special reference to wood and metal products
(Department of Co-operation and Banking, College of Co-operation and Banking, Mannuthy, 1990) Vanaja Menon; KAU; Mani, K P
Study on “Problems and prospects of co – operative Marketing of Handicrafts Product with special reference to wood and Metal Products” has been carried out to identify channels of distribution of wood and metal handicrafts products, to measure the efficiency of distribution channels, to assess the extent of assistance given by federation in production and marketing of wood and metal products and to evaluate marketing policy and programmes of apex federation. Five units were selected for study. Metal cooperative follows four channels of distribution of which direct sales and wholesale were main channals. The wood crafts units depend on federation for marketing. The cooperative functioning in both craftworks follows four channels, where wood crafts are distributed through apex and metal work through the industrial cooperative. Apex follows only direct sales through its showrooms. Showrooms at Ernakulam, Trichur and Banglore performed well. Most efficient channels for metal craft units were direct sales and wholesale. Performance of wood craft units which followed only a single channel was not satisfactory. Considering the unit functioning in both wood and metal works, sales through apex were found to be more efficient. Marketing efficiency and productivity ratios explain the inability of units in analyzing marketing problems. Apex federation is not providing any financial assistance to primaries. Wide disparity noticed in the quantum of raw material supplied by apex to units. Only one unit enjoyed the training scheme arranged by apex. Due to discrimination in selection of units for their participation in exhibitions, majority of units were not getting chance to participate in exhibition. Wide propaganda and publicity during period of rebate seasons has increased per day sales compared to other sales methods.
Open Access
Evaluation of the internal distribution channels of marine fresh fish in Quilon district
(Department of Co-operation and Banking, College of Co-operation and Banking, Mannuthy, 1990) Sebastian, K J; KAU; Philip Sabu
An Evalution of the Internal Distribution Channels of Marine Fresh Fish in Quilon District’ is aimed to identify the internal distribution channels of marine fresh fish; to analyse the nature, extent and trade practices of intermediaries; and to estimate the price – spread. The sample frame consisted of the neighbouring markets of three landing centers and four distant markets. A sample of 86 intermediaries of various types constituted the sample of intermediaries. Teo species of fish each representing the low, medium and high value species constituted the sample species of fish. It is found that there exists separate distribution channels for export, dry and fresh fish. Fresh fish markets occupied a major share (88 per cent) in marine fish distribution. There are three and four major channels of fresh fish in the neighbouring and distant markets, respectively. It is found that only oil sardines and mackerals moved through all the distribution channels. The intermediaries operating in the neighbouring markets consists of auctioneers, cycle/head – load fish distributors, women fish distributors and retailers and those in the distant markets consists of wholesalers, commission agents, cycle/head – load fish distributors and retailers. There is considerable variations in the practices followed by different types of intermediaries. Marketing costs, margins, and the fishermen’s share in the consumers’ price varies among the distribution channels and species of fish. The fishermen’s share in the consumer price is inversely related with the length of the distribution channels. The fishermen’s share in the consumer rupee is less for low value species and high for high value species. It is observed that fishermen’s share in consumer rupee is more in the observed that fishermen’s share in consumer rupee is more in the channel, viz., fisherman - > auctioneer - > retailer - > consumer, for relatively large number of species.
Open Access
Marketing of planting materials for selected commercial crops in Kerala
(Kerala Agricultural University;Thrissur, 2002) Prema, A; KAU; Sukumaran, A
Open Access
Credit marketing in rural Kerala - product mix and consumer behaviour analysis
(Kerala Agricultural University;Thrissur, 2000) Thomas, George; KAU; Sukumaran, A.

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