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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Consumer behaviour towards selected agro-processed products -a micro level study of Thrissur District
(Department of Rural Marketing Management, College of Co-operation Banking and Management, Vellanikkara, 1999) Subhalekshmy, R; KAU; Philip Sabu
The study entitled 'Consumer behaviour towards selected agro-processed products -A microlevel study of Thrissur district' was undertaken to make a comparative analysis of the pattern of consumer behaviour towards selected agro- processed products viz; spices and condiments, processed fruits and vegetable and edibleoils and to examine the factors that influence consumer choices towards packaged agro-processed products. The study tried to make can explorative analysis on a comparative frame of the rural and urban consumers. The study was based on primary data collected from sample respond- ents using-a structured schedule. Two villages and two municipal areas representing rural and urban consumer universe of Thrissur district constituted the sample. The sample size was restricted to fifty respondents each from the two rural and two urban areas totalling two hundred. Appropriate statistical techniques like Likert scale analysis, Q-sort method, Kendall's coefficient of concordance, satisfaction index and confluence analysis method were employed for the analysis. Analysis of socio-economic profile of sample respndents showed that rural respond- ents were mainly low income groups, with primary eduction andwere unemployed. Higher income was found among urban consumers and number of employed women was also more in urban areas. Regarding nature of consumption it was observed that among the selected products Sauce is the product which was least consumed both in rural and urban areas. Edibleoils like sunflower oil and palmoil were consumed mainly by urban respondents . Average monthly household consumption of curry powder/ masalas was higher in rural ar- eas. Monthly household consumption of processed fruits and vegetables was very lower in rural and urban area. Homemade form of consumption was mostly observed in rural area for curry powder/ masalas .In the case of processed fruits and vegetables, squashes and jams were consumed mainly in branded packed form in both rural and urban areas. Regarding edible oils, majority in rural area consumed home made edible oil and loose unbranded oils. In urban areas edible oils were purchased mostly in packed unbranded form. Convinience in use and easy availability were the major reasons for purchase of branded processed products in rural and urban areas. Awareness regarding processed products was-higher in urban areas. Number of brand users was very limited among the sample in rural areas. Family decision making regarding purchase of branded processed products was mainly in the hands of wife for curry powder/masalas, children for processed fruits and vegetables, and jointly for edibleoils. Brand loyalty was more conspicuous in urban areas than rural areas. In an effort to exmine the general atttitude towards processed products, it was found that rural respndents had clear negative attitude regarding branded curry powder/ masalas However in the case of processed fruits and vegetables and edibleoils, favourable attitude existed among rural and urban consumers. In an attempt to evaluate the attributes of the products to which consumers agreed and disagreed, it was found that some similarity existed in the response pattern though variations were also found. Consumers in both rural and urban areas had apprehension about the purity of the branded curry powder/masalas available in the market. Both rural and urban consumers had the feeling that price of processed fruits and vegetable was not reasonable. For edibleoils rural and urban consumers disagreed that the product was not hazardous to health. Rural and urban respondents agreed that branded edible oil had good taste and keeping quality .No similar response pattern was observed regarding attributes which rural and urban consumers agreed, in the case of curry powder / masalas and processed fruits and vegetables. Using Q-sort piling of statements into five responses scale points, an attempt was made to make a comparison of rural and urban response pattern in terms of the various attributes of the selected products. Similarity in responses pattern in rural and urban areas was observed for many of the attributes, to which consumers strongly agreed, agreed, undecided, disagreed and strongly disagreed, though variations were observed in their response pattern in certain cases. Parameters that influenced purchase of processed products were almost similar in rural and urban areas for the selected products. Satisfaction level of brand users of processed products was reasonable i urban areas, though majority showed dissatisfaction regarding price of the products. Analysis on the influence of socio economic factors on consumption of processed products in rural and urban showed that income, educational level and awareness were the major determinants of consumer behaviour in rural areas. In urban areas, besides income, employment and awareness level, education and religion also influenced consumption of proc- essed products. The general observation from the study was that rural and urban consumer are not very similar in their behavioural patterns with regard to the use and consumption of processed products.
Open Access
Problems and prospects of co-operative marketing of handicrafts products with special reference to the wood and metal products
(College of Co-operation and Banking, Mannuthy, 1990) Vanaja Menon; KAU; Mani, K P
Study on "Problems and Prospects of co-operative Marketing of Handicrafts Product with special reference to Wood and Metal Products" has been carried out to identify channels of distribution of wood and metal handicrafts products, to measure the efficiency of distribution channels, to assess the extent of assistance given by federation in production and marketing of wood and metal products and to evaluate marketing policy and programmes of apex federation. Five units were selected for study. Metal cooperative follows four channels of distribution of which direct sales and wholesale were main channels. The wood crafts units depend on federation for marketing. The cooperative functioning in both craftworks follows four channels, where wood crafts are distributed through apex and metal work through the industrial cooperatives. Apex follows only direct sales through its showrooms. Showrooms at Ernakulam, Trichur and Bangalore performed well. Most efficient channels for metal craft units were direct sales and wholesale. Performance of wood craft units which followed only a single channel was not satisfactory. Considering the unit functioning in both wood and metal works, sales through apex were found to be more efficient. Marketing efficiency and productivity ratios explain the inability of units in analysing marketing problems. Apex federation is not providing any financial assistance to primaries. Wide disparity noticed in the quantum of raw material supplied by apex to units. Only one unit enjoyed the training scheme arranged by apex. Due to discrimination in selection of units for their participation in exhibitions, majority of units were not getting chance to participate in exhibitions. Wide propoganda and publicity during period of rebate seasons has increased per day sales compared to other sales methods.
Open Access
Enquiry into the buyer behaviour towards selected types and brands of fertilisers
(College of Co-operation and Banking, Mannuthy, 1990) Anil Kumar, V P; KAU; Mathew, P C
The study of enquiry into buyer behaviour towards types and brands of fertilisers analysed attitudes, awareness, consciousness loyalty and promotional effectiveness. The primary data collected from Palghat District covered three segments viz. marginal, small and medium and large. Likert technique, awareness and consciousness index, Kendall's coefficient, percentages were used. Farmers’ opinions were converged for statements relating to brands of fertilisers. It was found less for types of fertilisers. Opinions were significant for mixed complex and straight fertilisers. Prominent levels of awareness were aware, very much aware and just aware levels. Awareness was maximum for three and two number of brands. Brand A and B were most aware brands for all segments. The brand A of mixed complex and straight fertilisers was placed in very much conscious and most conscious levels. The consciousness was poor for other brands. The attributes like manufacturer, ingredient and price have led table with respect to all segments and all brands. Consciousness was more for brand A and less in other cases and brand A was the one most of farmers bought. Farmers of all brands, on an average, showed constant nature of purchase. The trend of brand A and B showed that B often increased its share in consumer purchase. The important reasons for partial switching over to chemical fertilisers are yield increasing agents, non availability of organic manures and input in scientific cultivation. Along with radio, neighbours, farmers, printed media, were the first source of information about fertilisers. Besides continuous availability and nearness, credit availability, timely availability and accessibility to the dealer were important reasons for selection of purchase for cooperatives. For private traders, reasons were availability of product, relationship with vendor and accessibility to dealer which were found same for all segments in above given cases.
Open Access
Problems and prospects of co- operative marketing of handicraft products with special reference to wood and metal products
(Department of Co-operation and Banking, College of Co-operation and Banking, Mannuthy, 1990) Vanaja Menon; KAU; Mani, K P
Study on “Problems and prospects of co – operative Marketing of Handicrafts Product with special reference to wood and Metal Products” has been carried out to identify channels of distribution of wood and metal handicrafts products, to measure the efficiency of distribution channels, to assess the extent of assistance given by federation in production and marketing of wood and metal products and to evaluate marketing policy and programmes of apex federation. Five units were selected for study. Metal cooperative follows four channels of distribution of which direct sales and wholesale were main channals. The wood crafts units depend on federation for marketing. The cooperative functioning in both craftworks follows four channels, where wood crafts are distributed through apex and metal work through the industrial cooperative. Apex follows only direct sales through its showrooms. Showrooms at Ernakulam, Trichur and Banglore performed well. Most efficient channels for metal craft units were direct sales and wholesale. Performance of wood craft units which followed only a single channel was not satisfactory. Considering the unit functioning in both wood and metal works, sales through apex were found to be more efficient. Marketing efficiency and productivity ratios explain the inability of units in analyzing marketing problems. Apex federation is not providing any financial assistance to primaries. Wide disparity noticed in the quantum of raw material supplied by apex to units. Only one unit enjoyed the training scheme arranged by apex. Due to discrimination in selection of units for their participation in exhibitions, majority of units were not getting chance to participate in exhibition. Wide propaganda and publicity during period of rebate seasons has increased per day sales compared to other sales methods.
Open Access
Evaluation of the internal distribution channels of marine fresh fish in Quilon district
(Department of Co-operation and Banking, College of Co-operation and Banking, Mannuthy, 1990) Sebastian, K J; KAU; Philip Sabu
An Evalution of the Internal Distribution Channels of Marine Fresh Fish in Quilon District’ is aimed to identify the internal distribution channels of marine fresh fish; to analyse the nature, extent and trade practices of intermediaries; and to estimate the price – spread. The sample frame consisted of the neighbouring markets of three landing centers and four distant markets. A sample of 86 intermediaries of various types constituted the sample of intermediaries. Teo species of fish each representing the low, medium and high value species constituted the sample species of fish. It is found that there exists separate distribution channels for export, dry and fresh fish. Fresh fish markets occupied a major share (88 per cent) in marine fish distribution. There are three and four major channels of fresh fish in the neighbouring and distant markets, respectively. It is found that only oil sardines and mackerals moved through all the distribution channels. The intermediaries operating in the neighbouring markets consists of auctioneers, cycle/head – load fish distributors, women fish distributors and retailers and those in the distant markets consists of wholesalers, commission agents, cycle/head – load fish distributors and retailers. There is considerable variations in the practices followed by different types of intermediaries. Marketing costs, margins, and the fishermen’s share in the consumers’ price varies among the distribution channels and species of fish. The fishermen’s share in the consumer price is inversely related with the length of the distribution channels. The fishermen’s share in the consumer rupee is less for low value species and high for high value species. It is observed that fishermen’s share in consumer rupee is more in the observed that fishermen’s share in consumer rupee is more in the channel, viz., fisherman - > auctioneer - > retailer - > consumer, for relatively large number of species.

Kerala Agricultural University, Thrissur

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