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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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19951
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Subject: Agricultural Marketing and Co-operation × End date: 1995 × Start date: 1990 × Type: Thesis × Thesis Type: M.Sc ×
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    ThesisItemOpen Access
    Impact of promotional strategies for consumer non-durables on rural markets
    (Department of Rural Marketing Management, College of Co-operation and Banking, Mannuthy, 1995) Rajesh, P; KAU; Mathew, P C
    The study entitled impact of promotional strategies for consumer non durables on rural markets was conducted with the following objectives. 1. To assess the responses of rural consumers towards promotional strategies, with special reference to consumer non durables. 2. To analyses the socio economic factors that influence the responses of consumers towards promotional strategies, and 3. To measure the relative effectiveness of different promotional strategies in rural markets. The study was carried out in the villages of Chokkad, Padinjare Vemballur and Kannambra II in the districts of malappuram,, Thrissur and Palakkad respectively. The field survey was conducted during August-October 1994. Specific reference was made on the response behavior of consumers towards the promotional strategies of four consumer non durables of common use, Viz, toilet soap, tooth paste, detergent and fabric whitener. Bivariate tables, percentages, influence indices and multiple regression model were used to analyse and interpret the data. All the major media – print, electronic, cinema and display – had fairly good reach in the villages. The respondents had high awareness of advertisements and commercials cast through the different media, but less awareness of other means of promotion. Advertisements and commercials have imparted the brand knowledge. Their recall rate of advertisements and commercials was high, reinforcing their awareness level. Though a good percentage of the respondents were influenced by advertisements and commercials, such influence was not high. Among the different promotional strategies, however, radio commercials had more appeal among the rural consumers, mainly because of the high reach of radio. The measure of relative effectiveness of different promotional strategies was also in support of radio commercials. While display advertisements and cinema commercials commanded very low influence, consumer promotions like price cuts and gifts, and point-of purchase promotions had little role in generating brand interest and purchase. Although advertisements and commercials were remembered well, they were not found to make any reminder effect on rural consumers by inducing second and subsequent purchases. There were high cases of brand shift among the respondents, but promotion was not a major factor that led to such shift. Contrary to common belief, socio-economic variables such as age, sex, education, income and occupation did not have decisive roles in the response behavior of rural consumers towards promotional strategies.