ASSESSMENT OF DEALERS AND FARMERS PERCEPTION ON CHILLI SEEDS IN KHAMMAM DISTRICT OF ANDHRA PRADESH
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Date
2010
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ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY RAJENDRANAGAR, HYDERABAD
Abstract
Seed is the fundamental and crucial input for sustained growth in farm
production, often stimulating the use of new methods, machinery and yield enhancing agro
inputs. The role of the seed sector is not only to ensure adequacy in seed quality but also to
ensure varietal diversity. India today has a critical mass and level of growth that it could use
not only to cater to the growing domestic requirement but also to make a concerted effort for
global trade under provision of GATT and WTO. Furthermore India is endowed with 2nd
largest area of farmland, and the largest area of irrigated land in the world and, with its huge
germplasm diversity. Indian seed industry is well placed to serve both domestic and
international markets.
A survey was conducted on the assessment of dealers and farmers perception of
different products on chilli seeds in Khammam district of Andhra Pradesh. Five major chilli
growing mandals were purposively selected. In each mandal ten villages were selected at
random. In each village ten farmers were interviewed and information gathered according to
the pre structured questionnaire from the total of 500 farmers. Information was also obtained
according to the another pre structured questionnaire from 25 dealers in Khammam(Urban)
mandal, 10 dealers in Madhira mandal, 5 dealers in Wyra mandal, 5 dealers in Konijerla
mandal and 5 dealers in Kusumanchi mandal with following objectives .
To study the market potential of chilli seeds in selected mandals of Khammam district.
To assess the extent of awareness of different brands of chilli seeds among the farmers
and dealers.
To study the factors influencing the choice of a farmer in selecting a brand of the chilli
seeds.
Major findings of the study
The study was relevant to the agricultural season 2009-2010.The analytical tools
employed in the study are percentages, averages etc. the salient findings are presented below.
About 63 percent of the chilli sample farmers have the land holding size of less than 2.5
acres , 33 percent of the farmers have land holding between 2.5-5 acres and only 4 percent of
farmers having land holding above 5 acres. Out of the average land holdings of 11.5 acres,
highest in Wyra Mandal with 2.65 acres and followed by Konijerla with 2.25 acres.
Nearly 87 percent of sampled farmers were aware about the Tejaswini brand
(Mahyco) and adopted this particular brand.
About 59 percent of sampled farmers were aware about the Capci brand (Sinnova) and
adopted this particular brand.
Nearly 37 percent of sampled farmers were aware about the Damini brand (Sankalp)
and adopted this particular brand.
About 17 percent of sampled farmers were aware about the Arun-99 brand
(Nuziveedu), followed by Sambavi of Vagro seeds (13 percent), of JK Seeds (5 percent)
and adopted these particular brands.
Among the open pollination varieties Chandramukhi of Satya seeds is adopted by
about 80 percent of the responded farmers followed by LC-334 of Ankur seeds with 50
percent of the responded farmers of Madhira mandal
With regard to the response of total sampled farmers of 500 towards the performance
of different chilli products about 91 percent were responded as good and remaining 9
percent replied as average for the market leading brand namely Tejaswini of Mahyco
company. Followed by Capci of Sinnova and Damini of Sankalp with 53 percent and 28
percent in respectively.
In case of factors influencing the farmers to aware of various chilli products 54.2
percent were influenced by the factor namely “what other farmer do”. Followed by
dealer/ distributor (18.2 percent), demonstration/trials (11.4 percent), TV/paper
ads/radio (10.8 percent), and scientist/extension worker (5.4percent). Hence most influencing
factor is “what other farmer do”
Product wise sales of different products chilli, Tejaswini is market leader in Khammam
district with volume 4000 Kgs (4.0 MT) in survey area, 4200 Kgs (4.2MT) in total
Khammam district. Capci in second position with volume 600 Kgs in survey area, but in total
Khammam district it shifted to third position with volume 700 Kgs. Followed by Damini is in
next position after Capci with volume 750 Kgs in total Khammam. Remaining products are
having market potential in the following as Arun-99 (400Kgs, 450Kgs), Sambavi (100Kgs,
120Kgs), Divya (40Kgs, 60Kgs), Beejosheetal 273 (60Kgs, 80Kgs), Chandramukhi (120Kgs,
140Kgs), LC-334(40Kgs, 60Kgs) and Thulasi 002,007(30Kgs, 40Kgs) in survey area and
total Khammam district respectively
Mahyco Company is the market leader in survey area with market share of about 70.8
percent, followed by Sinnova with market share of about 10.8 percent, Nuziveedu (7.1
percent), Sankalp (5.3 percent) and other companies (6 percent).
Mahyco Company is the market leader in total Khammam district with market share
of about 63.6 percent, followed by Sankalp with market share of about 11.4 percent,
Sinnova (10.6 percent), Nuziveedu (6.8 percent) and others (7.6 percent).
Description
Keywords
ASSESSMENT, DEALERS,FARMERS, PERCEPTION CHILLI, SEEDS, kHAMMAM, DISTRICT, ANDHRA PRADESH