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Assam Agricultural University, Jorhat

Assam Agricultural University is the first institution of its kind in the whole of North-Eastern Region of India. The main goal of this institution is to produce globally competitive human resources in farm sectorand to carry out research in both conventional and frontier areas for production optimization as well as to disseminate the generated technologies as public good for benefitting the food growers/produces and traders involved in the sector while emphasizing on sustainability, equity and overall food security at household level. Genesis of AAU - The embryo of the agricultural research in the state of Assam was formed as early as 1897 with the establishment of the Upper Shillong Experimental Farm (now in Meghalaya) just after about a decade of creation of the agricultural department in 1882. However, the seeds of agricultural research in today’s Assam were sown in the dawn of the twentieth century with the establishment of two Rice Experimental Stations, one at Karimganj in Barak valley in 1913 and the other at Titabor in Brahmaputra valley in 1923. Subsequent to these research stations, a number of research stations were established to conduct research on important crops, more specifically, jute, pulses, oilseeds etc. The Assam Agricultural University was established on April 1, 1969 under The Assam Agricultural University Act, 1968’ with the mandate of imparting farm education, conduct research in agriculture and allied sciences and to effectively disseminate technologies so generated. Before establishment of the University, there were altogether 17 research schemes/projects in the state under the Department of Agriculture. By July 1973, all the research projects and 10 experimental farms were transferred by the Government of Assam to the AAU which already inherited the College of Agriculture and its farm at Barbheta, Jorhat and College of Veterinary Sciences at Khanapara, Guwahati. Subsequently, College of Community Science at Jorhat (1969), College of Fisheries at Raha (1988), Biswanath College of Agriculture at Biswanath Chariali (1988) and Lakhimpur College of Veterinary Science at Joyhing, North Lakhimpur (1988) were established. Presently, the University has three more colleges under its jurisdiction, viz., Sarat Chandra Singha College of Agriculture, Chapar, College of Horticulture, Nalbari & College of Sericulture, Titabar. Similarly, few more regional research stations at Shillongani, Diphu, Gossaigaon, Lakhimpur; and commodity research stations at Kahikuchi, Buralikson, Tinsukia, Kharua, Burnihat and Mandira were added to generate location and crop specific agricultural production packages.

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20211
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Subject: Family Resource Management × Author: SONOWAL, MRIGANKA × Type: Thesis × Thesis Type: M.Sc ×
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    ThesisItemOpen Access
    PACKAGING AND CONSUMER BUYING BEHAVIOUR
    (2021) SONOWAL, MRIGANKA; Baruah, Moonty
    In today‘s competitive market packaging and its aesthetic elements have occupied an important and unique position in delivering the product to the end users. It has become important tool of differencing the product from the similar kinds of products available in the market. It attracts consumers‘ attention to particular brand, packaging enhances the product image and influences consumers‘ perception about the product or service. The appearance of the package is believed to have a strong impact on influencing consumers‘ purchase decision. Keeping it in mind the present study was taken up on Packaging and consumer buying behaviour with the objectives 1)To find out the different packaging materials used for food items. 2) To find out the impact of packaging on the buying behaviour. 3) To see the relationship between packaging elements and consumer buying behaviour. For the present study a purposive cum random sampling method was adopted for selecting the samples in order to fulfil the objectives of the study. A total of 170 women were selected randomly through PPS (Probability Proportionate to sample) technique was followed. To determine the reliability of the instrument and to check simplicity, content and clarity of language of the interview schedule pretesting was done. The instrument was administered with 20 non sampled women. It helped the investigator to finalize the interview schedule. The findings showed that among all the packaging material plastics are used mostly in all the food products. Packaging can be divided into different elements which creates an impact on the minds of the consumer to purchase a product. It is divided into two categories: visual which includes graphics, colour, shape, and size and informational which includes information provided and innovation. In the present study we can say that packaging elements play a vital role in decision making of purchasing a product Among the elements we see that packaging color, packing material, packaging design and innovation have significant relation with the buying behaviour. So, the marketers can emphasize on these elements to compete with its competitors and to boost the sales of product in the market.Future researchers can formulate this study for further examination of every feature and its effect on product packaging, explanation of impact of packaging features in relation with other categories of product or conduction any comparative study to possibly identifying different effects of packaging features on a variety of similar or different products.