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Kerala Agricultural University, Thrissur

The history of agricultural education in Kerala can be traced back to the year 1896 when a scheme was evolved in the erstwhile Travancore State to train a few young men in scientific agriculture at the Demonstration Farm, Karamana, Thiruvananthapuram, presently, the Cropping Systems Research Centre under Kerala Agricultural University. Agriculture was introduced as an optional subject in the middle school classes in the State in 1922 when an Agricultural Middle School was started at Aluva, Ernakulam District. The popularity and usefulness of this school led to the starting of similar institutions at Kottarakkara and Konni in 1928 and 1931 respectively. Agriculture was later introduced as an optional subject for Intermediate Course in 1953. In 1955, the erstwhile Government of Travancore-Cochin started the Agricultural College and Research Institute at Vellayani, Thiruvananthapuram and the College of Veterinary and Animal Sciences at Mannuthy, Thrissur for imparting higher education in agricultural and veterinary sciences, respectively. These institutions were brought under the direct administrative control of the Department of Agriculture and the Department of Animal Husbandry, respectively. With the formation of Kerala State in 1956, these two colleges were affiliated to the University of Kerala. The post-graduate programmes leading to M.Sc. (Ag), M.V.Sc. and Ph.D. degrees were started in 1961, 1962 and 1965 respectively. On the recommendation of the Second National Education Commission (1964-66) headed by Dr. D.S. Kothari, the then Chairman of the University Grants Commission, one Agricultural University in each State was established. The State Agricultural Universities (SAUs) were established in India as an integral part of the National Agricultural Research System to give the much needed impetus to Agriculture Education and Research in the Country. As a result the Kerala Agricultural University (KAU) was established on 24th February 1971 by virtue of the Act 33 of 1971 and started functioning on 1st February 1972. The Kerala Agricultural University is the 15th in the series of the SAUs. In accordance with the provisions of KAU Act of 1971, the Agricultural College and Research Institute at Vellayani, and the College of Veterinary and Animal Sciences, Mannuthy, were brought under the Kerala Agricultural University. In addition, twenty one agricultural and animal husbandry research stations were also transferred to the KAU for taking up research and extension programmes on various crops, animals, birds, etc. During 2011, Kerala Agricultural University was trifurcated into Kerala Veterinary and Animal Sciences University (KVASU), Kerala University of Fisheries and Ocean Studies (KUFOS) and Kerala Agricultural University (KAU). Now the University has seven colleges (four Agriculture, one Agricultural Engineering, one Forestry, one Co-operation Banking & Management), six RARSs, seven KVKs, 15 Research Stations and 16 Research and Extension Units under the faculties of Agriculture, Agricultural Engineering and Forestry. In addition, one Academy on Climate Change Adaptation and one Institute of Agricultural Technology offering M.Sc. (Integrated) Climate Change Adaptation and Diploma in Agricultural Sciences respectively are also functioning in Kerala Agricultural University.

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Subject: Agricultural Marketing and Co-operation × Author: Prameela, V × End date: 2006 × Type: Thesis × Thesis Type: M.Sc ×
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    ThesisItemOpen Access
    Response behaviour towards branded agro-processed products
    (Department of Co- operative Management, College of Co- operation, Banking and Management, Vellanikkara, 2006) Prameela, V; KAU; Sakeer Husain, A
    The study entitled “Response behaviour towards branded agro-processed products’ was undertaken with the following objectives: 1. To examine the response behaviour towards selected branded agro-processed products (BAPs) 2. To identify the factors influencing purchase decision and consumer choice 3. To compare the response behaviour towards BAPs of co-operative and private sectors The study was conducted in six wards of Kannur Municipality. From each of the selected wards, twenty five household consumers of the five selected BAPs viz., sambar powder, meat masala, rasam powder, pickle and jam were selected. Thus a total of 150 household consumers constituted the sample of the study. The study was based on primary data collected with the help of structured pre-tested interview schedule. Percentage, index, Kendall’s coefficient of concordance and Friedman test were the major statistical tools used for analysis. The study revealed that cent percent of the respondents consumed sambar powder and pickle while majority of them consumed meat masala (96.67%), jam (90.67%) and rasam powder (86.67%). Among the respondents, majority purchased packed branded items. ‘Easy availability’ and ‘convenience’ were the major reasons for the use of the selected BAPs. ‘Dinesh’ was the most known brand among the respondents in the case of all selected BAPs. Advertisement in the electronic media was the major source of awareness about the selected BAPs. ‘Super market’ was preferred by the respondents as the major source of purchase. ‘Dinesh’ was the major brand preferred and used by the respondents in the case of curry powder and pickle, while ‘Happy’ was the most preferred and used brand in the case of jam. ‘Brand loyalty’ was found to be very high among the users of the selected BAPs. ‘Belief in the quality of the products’ supplied by the store was the main reason found for the store loyalty of the consumers. ‘Product features’ and ‘advertisement’ were the important factors that influenced the purchased decision of all the BAPs. ‘Taste’ and ‘freshness’ were the important product features that influenced consumer choice. No significant difference was found between the co-operative and private brands of selected BAPs with regard to factors and product features influencing purchase decision and consumer choice. Any way the consumers were more satisfied with ‘availability’ and ‘quality’ of the products of co-operative and ‘availability’ and ‘taste’ of the products of private organizations. In general consumers were satisfied with the products supplied by both co-operative and private organizations. However, the selected BAPs of co-operative organizations were found to be comparatively better when compared with private products except in the case of jam.