A STUDY ON ANALYSIS OF SUPPLY CHAIN MANAGEMENT OF CHILLIES IN GUNTUR REGION- A CASE STUDY OF ITC LTD.
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Date
2016
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Acharya N.G. Ranga Agricultural University
Abstract
The present study “A Study on analysis of supply chain management of
chillies in Guntur region – A case study of ITC Ltd.” was mainly aimed to
study the constraints in procurement and moving of chillies by the company,
and to identify the factors influencing remunerating prices of Chillies to
analyze the purchasing behavior of consumers, and to identify the measures to
be taken in the supply chain management of chillies. Different market areas of
Hyderabad were purposively selected based on the interest of company ITC
Ltd. The secondary data of area, production, rainfall, market arrivals, and
export demand was collected from the trusted sources like Indiastat.com was
analyzed to attain the stated objectives by using simple percentage analysis
Garret’s ranking techniques & functional analysis.
The study revealed that, in ITC, IPM and non-IPM procurement were
present, in non-IPM procurement 90% of the procurement took place through
market buy and field buy was limited to 5%, only. In IPM procurement, crop
protection team procure the produce from the selected farmers of IPM villages.
Because of staggered chilli pickings in the villages, lack of village cooperatives
and poor financial position of farmers, they were committed to sell the produce
to local land lords and commission agents, which situation cramps the company
to restrict filed buy to 5% only. The study revealed that, export demand was the
major influencing factor on pricing behavior of chillies. Majority of the
consumers were under the age group of 26-35 years and majority of the
consumers was graduates. Majority of the consumers were private company
employees and the monthly income level of majority of consumers was
Rs.40,000/- above. Majority of the consumers heard about ITC and
advertisements was the medium through which ITC was known to consumers.
Major preferring brand of chilli powder was Aashirwad chilli powder, and
Majority of consumers were using Aashirwad chilli powder for a period of 1-3
years. Majority of consumers were always preferring brands and 100 percent of
consumers were in the habit of checking the manufacturing date and MRP.
Cent percent of consumers revealed that quality was the major and retail
promotion was the least affecting factors, while purchasing chilli powder. The
study showed that, awareness about crop loans and pledge finance was less
among producers and guidance need to be provided on the Same. The company
needs to follow the advance technologies like cocoon cargo fumigation for
fumigation to reduce cost. Majority of the producers required information
about spice parks and the benefits of it, pesticide usage and the government
subsidies on infrastructure.
Description
D5304
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