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University of Agricultural Sciences, Bengaluru

University of Agricultural Sciences Bangalore, a premier institution of agricultural education and research in the country, began as a small agricultural research farm in 1899 on 30 acres of land donated by Her Excellency Maharani Kempa Nanjammanni Vani Vilasa Sannidhiyavaru, the Regent of Mysore and appointed Dr. Lehmann, German Scientist to initiate research on soil crop response with a Laboratory in the Directorate of Agriculture. Later under the initiative of the Dewan of Mysore Sir M. Vishweshwaraiah, the Mysore Agriculture Residential School was established in 1913 at Hebbal which offered Licentiate in Agriculture and later offered a diploma programme in agriculture during 1920. The School was upgraded to Agriculture Collegein 1946 which offered four year degree programs in Agriculture. The Government of Mysore headed by Sri. S. Nijalingappa, the then Chief Minister, established the University of Agricultural Sciences on the pattern of Land Grant College system of USA and the University of Agricultural Sciences Act No. 22 was passed in Legislative Assembly in 1963. Dr. Zakir Hussain, the Vice President of India inaugurated the University on 21st August 1964.

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Subject: Agribusiness Management × End date: 2019 × Start date: 2013 × Type: Thesis × Thesis Type: M.Sc ×
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    ThesisItemOpen Access
    CONSUMER PREFERENCE FOR BRANDED FMCGs IN RURAL MADHYA PRADESH – A STUDY OF REWA DISTRICT
    (University of Agricultural Sciences, GKVK, 2013-08-10) BARUNENDRA PRATAP, SINGH; VENKATA REDDY, T N
    Fast Moving Consumer Goods (FMCG) satisfies the elemental and day-today household needs. Urban India accounts for 66 per cent of total FMCG consumption. Present Study was conducted in Rewa district of Madhya Pradesh to analyze and quantify branded FMCG consumed in rural area of Rewa district, to assess the factors influencing buying behaviour of branded FMCG and to examine awareness & attitude towards branded FMCG. Data was collected from 20 retailers in FMCG and 80 consumers from two tehsils. The data was analyzed by using tabular analysis, Garret ranking, Herfindahl index and Chi-square test. Market share of different brands of biscuits, toothpastes, bathing soaps and shampoos is not concentrated. Rural consumers purchase FMCG in small quantities and preferred micropacks particularly shampoos, detergent powder and fairness cream. Rural consumers are price sensitive. Income, age, occupation, gender caste, village size,education, land holdings,product quality are major factors infuencing buying of branded FMCG. Individual member of the family deciedes purchase of brand of his choice. Advertisment was the most infulencing factor in purchase of FMCG among high income group , higher education level, higher castes, middle age and professionals, whereas retailer recommendation and word of mouth was common among low income group, lower education level, lower caste and agriculturalists. More than 2/3 of respondents are aware of different brands. Young generation below 30 years age has cent percent awarness about brands of FMCG.