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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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ThesisItem Open Access MARKETING OF TENDER COCONUT IN MADDUR APMC OF MANDYA DISTRICT(University of Agricultural Sciences GKVK, Bangalore, 41153) RAVI KUMAR, N S; GANAPATHY, M SThe study was undertaken in Maddur APMC of Mandya district to assess marketing and consumer preference for tender coconut. The primary data was collected from 126 respondents who were selected randomly using simple random sampling method. The data was analyzed using descriptive statistics, time series analysis and Henry Garret ranking technique. The study revealed that the arrivals and price of the tender coconut have registered the significant positive trend. Based on the seasonal indices, the arrivals of the tender coconut has uni-modal pattern with arrivals are at its peak and lean during February- April and June-July, respectively whereas, the price of the tender coconut is choke and floor during June and July, respectively. Net income realized by village trader is of Rs 1139.2 (11.76%), trader in APMC Rs.509 (4.61%) per 1000 nuts. Average profit earned by the trader and retailer in Bangalore is Rs. 640 and Rs.3366 per 1000 nuts, respectively whereas in the upcountry market it is Rs. 1581.8 and Rs 4597.8 for the same. The producer share in consumer rupee was highest (33.93%) in the channel where producer only market the produce. The consumers’ survey revealed that about 90 per cent and 86 per cent of the respondents strongly agreed that tender coconut is natural and superior respectively. About 48 percent of the respondents disagreed for not planned tender coconut drinking. It was found that the lack of labour availability during loading and unloading (73%) and harvesting (78%) was major constraint for the producers and trader respectively.ThesisItem Open Access SUPPLY CHAIN MANAGEMENT OF BANGALORE RED ROSE ONION FOR EXPORT FROM KARNATAKA - AN ANALYSIS(University of Agricultural Sciences GKVK, Bangalore, 41163) JAVEED; VENKATA REDDY, T NThe rose onion is a special variety of onion with high pungency and attractive colour grown in Southern states of India with 80 per cent production in Karnataka. The majority of the onion was exported to countries like Singapore, Malaysia, Indonesia and Srilanka with no consumer preference in India. The study was conducted in Chikkaballapura district of Karnataka with main objectives of identifying the supply chain, analyzing the factors influencing production and document the trade practices. Primary data regarding production and post harvest practices were collected from farmers, middlemen and exporters. The simple tabular analysis was used in analyzing the data. The most popular chain in marketing of rose onion was Producer → Village level trader → Chennai based Onion exporter → foreign importers → Consumer. The cleaning and grading of rose onion was done by 80 per cent of the farmers. It was observed that 8-10 per cent weight reduction during drying and storage. The personal relationship between farmers, village level traders, and exporters was maintained. The farmers were loyal to village level traders for more than 4 years. The special infrastructure facilities for handling rose onion is insufficient in the market yards. The onion was transported from production belt to Chennai through trucks by road and reaching in 6-7 hours. The rose onion was preferred by the farmers over other crops due to less labour intensity, less water requirement, easy availability of seed material and easy production technologies. The rose onion exporters were operating from the city of Chennai, and created infrastructure facilities like handling space, mechanical graders and storage facility. The exporters purchased 80 per cent of the requirement from village level traders and remaining 20 per cent from traders in APMCs. The village level traders as representatives of exporters make advance payments to the farmers during crop production which will be adjusted at the time of final payments.ThesisItem Open Access PRODUCTION AND MARKET DYNAMICS OF TOMATO IN KARNATAKA(University of Agricultural Sciences GKVK, Bangalore, 41163) CHANDRAPRABHA, S; GRACY, C PTomato (Lycopersicon esculentum) is one of the common fruit vegetables grown round the year in almost all parts of India in an area of 8.65 lakh ha under diverse climatic conditions. The World tomato production was 145.75 million tonnes from an area of 43.38 lakh hectares in 2010. In India, Karnataka leads with 1.65 lakh tonnes of tomato from 4.83 lakh hectares area. The study was conducted in Chikkaballapur, Kolar and Bangalore Urban districts using data from 60 farmers and 100 consumers to assess the economics of tomato production, market integration of selected tomato markets and consumer preference for value added products of tomato. The results revealed that, the per acre total cost of cultivation of rabi season tomato for small, medium, large and pooled category of respondents was Rs. 1,14,658, Rs. 1,15,476, Rs. 1,17,128 and Rs. 1,15,752 respectively. The respective gross returns were Rs. 1,55,871, Rs. 1,60,020 and Rs. 1,74,043 per acre. The Co-integration analysis revealed a simultaneous feedback in prices; Kolar market prices had greater influence on Vaddahalli market prices. Kolar market tomato is distributed to Chennai, parts of Andhra Pradesh, Madhya Pradesh, Kerala, Orissa and from Vaddahalli it is distributed to Chennai, Kerala, Vizag and Vijaywada. The Best- Worst scaling technique analysis of preference for tomato ketchup by rural and urban consumers revealed that ‘no adulteration’ (75.21 and 66.28) was the most important consideration, while fresh tomato preference was based on ‘size’ (74.5) and ‘colour’ (71.01) of tomato in respective areas.ThesisItem Open Access FARM LEVEL QUALITY ATTRIBUTES OF COFFEE – A STUDY IN KARNATAKA(University of Agricultural Sciences GKVK, Bangalore, 41474) ZAKE UR, RAHMAN; GANAPATHY, M SFor every cup of coffee we drink, there is a story from crop to cup in terms of its quality. India is the fifth largest coffee producer in the world and only country that grows all its coffee under shade. At the farmer level, coffee quality is a combination of production, bean size, lack of defects and regularity of provision, tonnage available, physical characteristics and price. The study area covers Kodagu, Chikmagalur and Hassan districts of Karnataka. The statistical techniques like factor analysis, percentage analysis and garret’s ranking were used in the study. Quality of coffee varied from region to region and from district to district. Pre and post-harvest practices followed at the farm level have a huge impact on quality of coffee. On an average, 90 per cent of families in the study area directly dependent on coffee as a main source of livelihood. The pre and post-harvest practices of coffee were listed which varied from district to district. Pre and post-harvest practices like soil fertility had a weighted score of 3.60, application of inorganic fertilizer had weighted score of 3.63, shade regulation had weighted score of 3.60, thinning and pruning had weighted score of 3.53, type of coffee harvesting practices had weighted score of 4.20, drying method of cherry had weighted score of 3.73, storage had weighted score of 3.55 and bagging had weighted score of 3.43 respectively. Awareness level of coffee planters on exact moister level in bean and right method of harvest is of 96.67 per cent and mould contamination is 90.00 per cent. Awareness level is lesser in micronutrient deficiency its 41.67 per cent and standard bean size is 38.33. Labour shortage and returns from investment are the major threats in coffee certification.ThesisItem Open Access MARKETING OF FAST MOVING CONSUMER GOODS (FMCGs) IN RURAL MARKETS – A STUDY IN MANDYA DISTRICT OF KARNATAKA(University of Agricultural Sciences, GKVK, 41504) GOVARDHAN, R; VENKATA REDDY, T NThe Indian FMCG sector is the fourth largest sector in the Indian economy. The Present Study was with specific objective to analyze the distribution management of FMCGs, to examine the brand preference for selected products of FMCG and to study the promotional strategies employed by FMCG companies in rural areas. Data was collected from 5 distributors, 20 retailers in FMCG and 100 consumers from two taluks. The data was analyzed by using measures of central tendency and Friedman’s two way ANOVA test. The major findings of the study are as given below. The advertisement, price and quality are the factors influencing brand preference. An average 300 customers are visiting the retail outlets per day. Forty per cent of retailers purchase the FMCG from Mysore city. Old people above the age groups of 50 years were not influenced by advertisement for buying the branded products. More than 2/3rds of the agriculturist prefers to purchase branded FMCG for its attractive packages. The consumers with less than one lakh income were influenced by display of products in shop while purchasing. The margin extended on FMCG to distributors was maximum 8 per cent and retailers 16 per cent of the MRP. The advertisement through TV was the major promotional activity carried out by the companies.ThesisItem Open Access SUPPLY CHAIN MANAGEMENT OF GREEN PEAS IN BELGAUM DISTRICT(University of Agricultural Sciences, GKVK, 41502) VASUDEV, SANASATTI; CHINNAPPA REDDY, B VGreen pea is an important vegetable in India. The present study aims at identifying marketing practices, analyzing performance efficiency of market intermediaries and assessing the consumer preference for fresh and value added green pea products in Belgaum district. The data was collected from various players i.e. farmers 60, commission agents 10, wholesale traders 10, organized retail outlets two, unorganized retailers 10 and consumers 30 in Belgaum district. The study reveals that major marketing practices involved in green peas were harvesting, bagging, transportation and marketing at producer level. The total cost of cultivation of green peas per hectare per year was Rs. 55421 and gross income was Rs. 142279 per ha per year. The net return was Rs. 86858 per ha. The return per rupee of cost was Rs. 2.56. About 83.33 per cent of green pea growers sold their produce through supply chain–I (producer–commission agent–wholesalers–organized retailers– consumers). On an average quantity sold through supply chain–I was 70.42 per cent and 16.67 per cent of green peas through supply chain–II (producer–commission agent–wholesalers–organized retailers– consumers). The producer’s share in consumer rupee was 50.25 per cent in supply chain-I and 71.17 per cent in supply chain-II). Consumer ranked pod size (32.58%) as the most important pea attribute and freshness had a second rank after pod size (30.29%). Contract farming or other forms of co-operative arrangements for marketing may be encouraged to ensure higher profit pea growers.ThesisItem Open Access FARMERS PURCHASE PREFERENCE FOR COTTON SEEDS IN RAJASTHAN - A CASE STUDY OF SRI GANGANAGAR DISTRICT(University of Agricultural Sciences, GKVK, 41498) SUBHASH, SARAF; VENKATA REDDY, T NSeed industry is the fastest growing Agri-input sector and emergence of cotton seed industry is due to development of hybrids and GM varieties. Present study was conducted in Sri Ganganagar district to analyze the different Brands of cotton seeds and its market, the farmers buying behavior of cotton seeds and to examine the Brand loyalty and Store loyalty of the farmers. Data was collected from 30 retailers, 10 companies’ executives and 80 farmers of two tehsils. data was analysed by using different statistical tools. Thirty-four companies have 58 cotton brands out of that two were MNCs and remaining were domestic companies. Trade inequality at retailer level was highest for brands of Indian cotton varieties followed by brands of Bt cotton and least in brands of American cotton variety. Half of the Bt cotton market is dominated by the Shree Ram Bioseeds where as American cotton variety seeds market is in the stage of perfect competition. Brands of Bt cotton were more preferred over non Bt brands. The major factors influencing brand preference were high yield, peer group influence and disease and pest resistance. The brand loyalty of the farmers was weak because all brands have similar productivity, disease/pest resistance and retailers influence over preference of brands. Most of the farmers are found to be store loyal because of factors like timely availability of desired seeds at the store and long term relationship with the retailer.ThesisItem Open 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 NFast 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.ThesisItem Open Access SUPPLY CHAIN MANAGEMENT OF PADDY SEED PRODUCTION BY KSSC IN CAUVERY COMMAND AREA(University of Agricultural Sciences, GKVK, 41492) SURENDRA KUMAR, R; GANAPATHY, M SPaddy (Oryza sativa) is the most important and extensively grown food crop in the world. It is the staple food of more than 60 per cent of the world population. In this study entitled “Supply Chain Management of Paddy Seed Production by KSSC in Cauvery Command Area” covers Shrirangapattana, Malavalli and Pandavapura taluks of Mandya district. The statistical techniques involve tabular analysis and percentages. The main objectives in this study involve about the forward integration, backward integration and constraints in the supply chain. The KSSC has a network of 600 contract farmers in Mandya district. The F1 breeder seeds (BS)/foundation seeds (FS) of paddy were supplied by KSSC to the contract seed growers against payments. KSSCA involves in the certification of the paddy seeds. It can be seen that the certification expenditures borne by the farmers only. The forward integration of KSSC’s supply chain is integrated with different intermediaries like KSDA/RSK, distributors, retailers and co-operative societies and finally reaches the farmer. Study indicates that majority of the farmers (46.67 %) are buying the produce from channel 3(through RSK) followed by channel 2(direct buying) (23.33 %), channel 4 through co-operatives (20 %), channel 5 through retailer (6.67 %) and Channel 1 through distributers and retailers (3.33 %). Constraints in forward integration of supply chain by KSSC are isolation distance problem, communication gap between the farmers and shortage of labour.