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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: Agricultural Marketing × Author: HAWALDAR SUHAS, MAHADEO × Start date: 2006 ×
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    ThesisItemOpen Access
    AN ANALYSIS OF MARKETING MIX- A CASE STUDY OF COPSY COFFEE
    (University of Agricultural Sciences GKVK, Bangalore, 41230) HAWALDAR SUHAS, MAHADEO; VENKATA REDDY, T N
    Coffee is the most popular beverages with over 400 billion cups consumed yearly. There are many brands in coffee business offering range of products as Instant coffee, conventional coffee etc. based on varied and distinct taste of consumers. Bru, Green Label, Nescafe, Cothas etc. are national level brands and few local brands are also present. Copsy Coffee is a local brand promoted by Arehally Coffee Growers Co-operative Society. The present study was conducted to analyse the marketing mix of the Copsy Coffee. The Data was collected from 180 consumers from Hassan, Mysore and Bangalore city using pre tested structured schedule. The brand was launched with much fan fare by endorsing film star Puneeth Rajkumar. Advertisement through TV followed by leaflets was well received by consumers. The society not adopted any sales, pricing and distribution strategies. Taste is the most important factor followed by brand name that influences a consumer‘s brand preference decision and women are the decision maker in the preference of coffee brands. The vast majority of consumers liked taste of Copsy Coffee as most preferred trait, quality as excellent, price as on par with market, rating the overall brand as an excellent. The farmers owned and managed brand lacks business perceptive and well aggressive marketing strategies. The society needs to engage the consultancy services or experienced persons for business solutions and effective promotion of Copsy Coffee, to explore the possibility of expansion.