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ThesisItem Open Access A Study on Value Chain of Medicinal and Aromatic Crops in Garhwal Division of Uttarakhand(G. B. Pant University of Agriculture & Technology, Pantnagar-263145, 2023-02) Paliwal, Swarnima; Jadoun, R. S.A study on value chain of medicinal and aromatic crops in Garhwal division of Uttarakhand was conducted for determining the contribution of stakeholders in terms of value addition on different steps of MAPs value chain, comparing market efficiency and examining entrepreneurial opportunities and suggesting policy for efficient entrepreneurial ventures. Tehri Garhwal district, four MAPs (Rosemary, Dandelion, Lemon Grass and Lavender), five pattis, ten contractors, three each of processor and wholesalers, five retailers, fifty consumers and three hundred MAPs farmers were selected for the study. Simple statistical tool like average, percentage, standard deviation, Chi-square test, independent T-test, paired T-test and one-way ANOVA were used to examine the factors affecting production and marketing practices. Whereas, various formulas were used like Conventional method, Acharya’s approach, Shepherd approach to measure the market efficiency of the MAPs value chain. Apart from this, factor analysis and GRT technique was carried out to examine the factor influencing value chain performance. The study revealed that farmers received higher price from MAPs cultivation along with safety from the loss incurred due to wild animals besides lack of information regarding MAPs varieties and non-availability of transportation facilities. The low support by government and high labour cost in hills adds to the transportation costs for market intermediaries. It was observed that two primary value chains operate for Rosemary, Lavender and Nursery while a single value chain operate for Dandelion and Lemon Grass in the selected five pattis of Tehri Garhwal. It was noted that value chain II had lowest cost for Rosemary dry leaves, Lavender bulbs and Nursery of MAPs with lowest marketing margin presenting a higher share of farmer’s share in consumer’s rupee, resulting in higher marking efficiency at pre-, during- and post-pandemic. It was also noted that less number of intermediaries results in more profit to the farmers. Thus, the value chain II was evolved as the most efficient chain for procurement to the firms and farmers. MAPs have large potential to improve the livelihood of small and marginal farmers. It was experienced that during the pandemic period, reverse migration promoted the engagement of unemployed rural youth for production of MAPs and generation of self-employment. As overall an increment of 500% in self-employment was observed over the period of five years. Value chain is found as the best measure to understand the socio-economic status of farmers in the production of medicinal and aromatic plants. Thus, the agricultural marketing integrated with existing services helps the farmers in market linkage with global market which provide transparency to the buyers.ThesisItem Open Access Loyalty creation through social media driven consumer brand engagement in Delhi(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2020-07) Pandey, Shobha; Singh, SaurabhSocial media acts as a medium to bridge the gap between brands and consumers. Brands are taking advantage of social media websites to empower information dissemination of the product or service. Social media provides ample opportunities to create connections with consumers. So, it becomes imperative for the marketers to tap these platforms. The digital presence can help in attaining better consumer engagement. The best suitable social media platform strategy leads to better consumer engagement. This research was focused on social media users of Delhi. The research was done in order to evaluate users’ perception, identify factors affecting social media communication and model development for social media brand engagement. The model started with seven exogenous factors, consumer brand engagement as mediator and brand loyalty as an endogenous factor. The results revealed that perceived interactivity, normative influence, informative quality and company responsiveness were affecting consumer brand mangagement which in turn affected loyalty. Consumer Brand Engagement fully mediated between perceived interactivity, information quality and brand loyalty. Partial mediation existed in the case of company responsiveness whereas no mediation was there for normative influence. This study shows relevance of social media in marketing communication and in building brand loyalty. Managers can maintain a powerful digital presence by leveraging the benefits of various social media sites and designing their social media strategy focused on the significant factors. Therefore, it becomes imperative for organizations to implement a suitable online strategy to create an impact on their customers.ThesisItem Open Access Assessing market opportunities for organic products of Uttarakhand(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Bhakuni, Mohit; Saxena, RakaThesisItem Open Access Strategic mix to facilitate effective turnaround of UAS & TDC Pantnagar(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Agarwal, Priyanka; Arora, V.P.S.ThesisItem Open Access Performance evaluation of self help groups in Kumaon region of Uttarakhand(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Bhandari, Kiran; Saxena, RakaThesisItem Open Access Penetration of branded clothing in Kumaun division of Uttarakhand(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Taranjeet Kaur; Arora, V.P.S.ThesisItem Open Access Study of sales promotional tools adopted by Sumitomo Chemical India Pvt. Ltd.(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Jalal, Govind Singh; Singh, AshutoshThesisItem Open Access Comparative study of food courts in urban shopping malls of Delhi and NCR(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Bisht, Ritu; Sharma, M.L.ThesisItem Open Access Study of changing food consumption behaviour among urban residents of Dehradun(G.B. Pant University of Agriculture and Technology, Pantnagar - 263145 (Uttarakhand), 2009-05) Negi, Deepika; Narula, Sapna A.
