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Anand Agricultural University, Anand

Anand Agricultural University (AAU) was established in 2004 at Anand with the support of the Government of Gujarat, Act No.(Guj 5 of 2004) dated April 29, 2004. Caved out of the erstwhile Gujarat Agricultural University (GAU), the dream institution of Sardar Vallabhbhai Patel and Dr. K. M. Munshi, the AAU was set up to provide support to the farming community in three facets namely education, research and extension activities in Agriculture, Horticulture Engineering, product Processing and Home Science. At present there seven Colleges, seventeen Research Centers and six Extension Education Institute working in nine districts of Gujarat namely Ahmedabad, Anand, Dahod, Kheda, Panchmahal, Vadodara, Mahisagar, Botad and Chhotaudepur AAU's activities have expanded to span newer commodity sectors such as soil health card, bio-diesel, medicinal plants apart from the mandatory ones like rice, maize, tobacco, vegetable crops, fruit crops, forage crops, animal breeding, nutrition and dairy products etc. the core of AAU's operating philosophy however, continues to create the partnership between the rural people and committed academic as the basic for sustainable rural development. In pursuing its various programmes AAU's overall mission is to promote sustainable growth and economic independence in rural society. AAU aims to do this through education, research and extension education. Thus, AAU works towards the empowerment of the farmers.

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20173
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Author: PIRZADA UMER AADIL SHAH Ɨ Thesis Type: M.B.A. Ɨ
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    ThesisItemOpen Access
    A STUDY ON CONCEPT SELLING PRODUCT ā€˜MAGIC GRO SUPERā€™ FOR POMEGRANATE IN SURENDRANAGAR DISTRICT OF GUJARAT
    (INTERNATIONAL AGRIBUSINESS MANAGEMENT INSTITUTE ANAND AGRICULTURAL UNIVERSITY ANAND, 2017) PIRZADA UMER AADIL SHAH; Dr. M.R. PRAJAPATI
    Agribusiness sector revolves around input supply, processing, manufacturing and distribution. Input supply is most important sector among these, which includes pesticides, seeds, fertilizers etc. Fertilizer use is essential practice in agriculture for getting proper yield from the crop. Excess use of chemical fertilizers has led to the pollution soil and contamination of the water. Now farmers are looking for more eco-friendly options.
  • Thumbnail Image
    ThesisItemOpen Access
    A STUDY ON CONCEPT SELLING PRODUCT ā€˜MAGIC GRO SUPERā€™ FOR POMEGRANATE IN SURENDRNAGAR DISTRICT OF GUJARATā€ A PROJECT REPORT
    (AAU, Anand, 2017) PIRZADA UMER AADIL SHAH; Dr. Mahesh R. Prajapati
    Agribusiness sector revolves around input supply, processing, manufacturing and distribution. Input supply is most important sector among these, which includes pesticides, seeds, fertilizers etc. Fertilizer use is essential practice in agriculture for getting proper yield from the crop. Excess use of chemical fertilizers has led to the pollution soil and contamination of the water. Now farmers are looking for more eco-friendly options. Bio-fertilizers, to some extent are alternatives for the ecological problems emerged by chemical fertilizers. Bio-fertilizers are eco-friendly fertilizers, which improve the quality and fertility of the soil; they are beneficial to the soil without any damage to soil and environment. An increasing number of farmers are using these fertilizers, and the number of manufacturing units has also grown considerably. But still market for them is not well developed, and the industry has not had the growth that was anticipated. The use of bio-fertilizers has still not spread uniformly although because lack of awareness and proper promotion This study made an attempt to find awareness about the biofertilizer product and study the factors affecting purchase of biofertilizer among the farmers. Furthermore the promotional strategies adopted by the company for the concept selling product ā€˜Magic-gro Superā€™ were also studied during the period. The information was collected through personal interview with the 200 farmers (chosen via purposive sampling) of Surrendranagar district using well structured questionnaire while the secondary data were collected from company, websites and literature. ii The result and discussions reveal that the product is reasonably accepted by the users though 48% customers cite price of the product as the reason for its inconsistent purchase, while among the non users awareness and the product price were main reason for not choosing the biofertilizer for application. The study found that marketing mix for any area which includes product, price, place and promotion is beneficial for the company to expect a wider reach and acceptability among the prospective farmers. From the study it came to fore that 67 percent of the ā€œMagic-gro Superā€ users are of the opinion that promotional activity plays a vital role in the product purchase decision. The biofertlizers have derived demand and so far, it has not really been fully perceived by farmers as giving them economic returns by reduction in quantity of chemical fertilizer used. Unless, farmers are convinced about substantial savings in cost of production through reduced usage of chemical fertilizers and getting similar/improved yields, probably the company (Organica Biotech Pvt. Ltd.) may not be able to apply ā€œPricing Strategiesā€. Though it may initially go with Penetration Pricing to ensure a wider reach in the market that is flooded with other competitors. Demonstration is by far the efficient method for the promotion, the company rightly focuses currently on; but it should properly be followed with other modes of promotion too. Marketing of the biofertiliser is a very tedious task as it is not a primary input like seed and fertilizers. Bio-fertilizer market is at a nascent stage now because of lack of awareness of the ā€˜long term benefitsā€™ of bio-fertiliser usage. This can be changed by an effective strategic marketing initiative. So company has to put in more vigorous efforts to ensure a secure and profitable market for their products. Proper planning should be made with branding and positioning strategies so as to make the company- an undisputed market leader.
  • Thumbnail Image
    ThesisItemOpen Access
    A STUDY ON CONCEPT SELLING PRODUCT ā€˜MAGIC GRO SUPERā€™ FOR POMEGRANATE IN SURENDRNAGAR DISTRICT OF GUJARATā€ A PROJECT REPORT
    (AAU, Anand, 2017) PIRZADA UMER AADIL SHAH; Dr. Mahesh R. Prajapati
    Agribusiness sector revolves around input supply, processing, manufacturing and distribution. Input supply is most important sector among these, which includes pesticides, seeds, fertilizers etc. Fertilizer use is essential practice in agriculture for getting proper yield from the crop. Excess use of chemical fertilizers has led to the pollution soil and contamination of the water. Now farmers are looking for more eco-friendly options. Bio-fertilizers, to some extent are alternatives for the ecological problems emerged by chemical fertilizers. Bio-fertilizers are eco-friendly fertilizers, which improve the quality and fertility of the soil; they are beneficial to the soil without any damage to soil and environment. An increasing number of farmers are using these fertilizers, and the number of manufacturing units has also grown considerably. But still market for them is not well developed, and the industry has not had the growth that was anticipated. The use of bio-fertilizers has still not spread uniformly although because lack of awareness and proper promotion This study made an attempt to find awareness about the biofertilizer product and study the factors affecting purchase of biofertilizer among the farmers. Furthermore the promotional strategies adopted by the company for the concept selling product ā€˜Magic-gro Superā€™ were also studied during the period. The information was collected through personal interview with the 200 farmers (chosen via purposive sampling) of Surrendranagar district using well structured questionnaire while the secondary data were collected from company, websites and literature. ii The result and discussions reveal that the product is reasonably accepted by the users though 48% customers cite price of the product as the reason for its inconsistent purchase, while among the non users awareness and the product price were main reason for not choosing the biofertilizer for application. The study found that marketing mix for any area which includes product, price, place and promotion is beneficial for the company to expect a wider reach and acceptability among the prospective farmers. From the study it came to fore that 67 percent of the ā€œMagic-gro Superā€ users are of the opinion that promotional activity plays a vital role in the product purchase decision. The biofertlizers have derived demand and so far, it has not really been fully perceived by farmers as giving them economic returns by reduction in quantity of chemical fertilizer used. Unless, farmers are convinced about substantial savings in cost of production through reduced usage of chemical fertilizers and getting similar/improved yields, probably the company (Organica Biotech Pvt. Ltd.) may not be able to apply ā€œPricing Strategiesā€. Though it may initially go with Penetration Pricing to ensure a wider reach in the market that is flooded with other competitors. Demonstration is by far the efficient method for the promotion, the company rightly focuses currently on; but it should properly be followed with other modes of promotion too. Marketing of the biofertiliser is a very tedious task as it is not a primary input like seed and fertilizers. Bio-fertilizer market is at a nascent stage now because of lack of awareness of the ā€˜long term benefitsā€™ of bio-fertiliser usage. This can be changed by an effective strategic marketing initiative. So company has to put in more vigorous efforts to ensure a secure and profitable market for their products. Proper planning should be made with branding and positioning strategies so as to make the company- an undisputed market leader