A Study on Distribution Network of Hybrid Vegetable Seeds Companies in Jammu District
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Date
2021-12
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu
Abstract
The study aimed to evaluate the distribution network of different seed companies, which was dealing with hybrid vegetable seeds and compare among these companies which were having best and worst performance in distribution network, required by which the sales can be enhanced in the study area. For study, questionnaires were prepared to collect primary data from wholesalers, retailers and farmers. For interviewing, the respondents i.e. 5 wholesalers, 40 farmers and 5 retailers were selected. The parameters were as number of wholesalers, number of companies deal by wholesalers, with sales volume, wholesaler’s width, wholesaler’s depth, retailer’s width, retailer’s depth, push pull index. According to these parameters and response from distributors, each company was ranked on 1 to 5 scales. Study further revolved statistical tool i.e. weightage average, garret ranking and percentage method was selected to analysed the data collected from wholesalers and farmers of different seed companies. After analysed the data, it was found that the distribution network of Syngenta was best among all vegetable seed companies. Other seed companies were also having variations in different parameters of performance of their distribution system. Although, the ultimate goal of any company is to convince the consumer for buying their firm’s product, in this regard strategies like increased retailers width as well as multi-channel distribution strategy can be used. Further, seed companies should convince its wholesalers to improve the product display in the shop as well as select the firm as their wholesalers whose presence in the market is since long time and good economic status and brand image in the market. It is clearly depict that vegetable seeds of Syngenta was having maximum pull i.e. (1.36 percent) whereas vegetable seeds of Seminis was having maximum push by wholesaler i.e. (3.75 percent) so it was clear that wholesaler of Seminis was more loyal and it might be due to more margins for endorsing the vegetables of Seminis i.e. (24 percent). But when we see the case of Syngenta there was lot of pull means retailers or vegetable growers came to wholesaler shop and directly asked for the seeds of Syngenta i.e. (48 percent) it means pull volume was all driven by vegetable growers.
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Preferred for your work Gupta S. 2021. A Study on Distribution Network of Hybrid Vegetable Seeds Companies in Jammu District.