Thumbnail Image

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.

Browse

Reset filters
Subject: Agricultural Marketing × Author: HARISH, REDDY × Thesis Type: M.Sc ×
Reset filters

Search Results

Now showing 1 - 1 of 1
  • Thumbnail Image
    ThesisItemOpen Access
    Study on Brand Preference and Retail Trade Practices of Chemical Fertilizers in Bhadra Command Area
    (University of Agricultural Sciences GKVK, Bangalore, 41286) HARISH, REDDY; Venkata Reddy, T N
    The self-sufficiency in food grains in India was achieved as result of green revolution of 1960’s which can be attributed to using of High Yielding Varieties seeds and chemical fertilizers. The chemical fertilizer industry has grown substantially and supported by the government. Presently 65 large size fertilizer manufacturing plants are operating in the India with as many brands. The present study is an attempt to understand farmers brand preference of chemical fertilizers, factors influencing preference, estimating the market share of different companies and retail trade practices. Twenty farmers and 5 retailers were selected from each taluk of Bhadravathi, Davanagere, Harihara and Shimoga. The FACT, IFFCO, MCF and ZIL brands are known to cent per cent of the farmers. The MCF brand is preferred for urea and DAP fertilizers. The brand, price, quality and previous experience with brand were the major factors influencing the preference of particular brand. The RCF, CFL and IPL companies together have major market share of Urea (23.75%), SSP (53.94%) and MOP (41.55%) respectively. The IFFCO company have 27.5 per cent in DAP Indigenous and IPL 20.8% per cent in DAP imported. The retailers have rated the fertilizer companies based on volume of sales, farmers awareness and service provided by the companies. The fertilizer companies are suggested to intiate strategies influencing brand preference. The market leadership in one product category can be used to expand to other products. Retailers of chemical fertilizer can be treated as integral part of company distribution strategy.