MARKETING MANAGEMENT IN FERTILIZER DISTRIBUTION IN DHARWAD DISTRICT (UNDIVIDED)
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Date
2000
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Publisher
University of Agricultural Science, Dharwad
Abstract
"In case of agency-wise marketing of fertilizers, it was found that
private sector had highest share followed by marketing federation (KSCMF)
and Karnataka Agro Industries Corporation (KAIC). In agency-wise growth
rate of fertilizer marketing private sector had shown highest growth rate,
whereas the co-operative sector had the highest number of retail outlets.
Brand-wise market share of fertilizer revealed that in Dharwad district,
the fertilizer marketing was dominated by Southern Petro Chemical
Industries Corporation (SPIC) followed by Zuari Agro Chemicals Limited
(ZACL) and Mangalore Chemicals and Fertilizers (MCF).
Factors influencing farmers preferences for different fertilizers were
identified, the neighbours/friends suggestions were found to be the most
influencing factor followed by cropping pattern and brand image.
Demand forecasting for fertilizers revealed that in Dharwad district
there will be continuous increase in the consumption of all nutrients.
Promotional majors were also studied.
Product promotion majors adopted by firms include farmers meeting,
shop hangers, banners and posters, wall paintings, calendars, fairs, tin
plates and local press. Farmers meeting was found to be the most influential
means of advertisement followed by wall painting and theatre.
Problems encountered by farmers revealed that lack of knowledge
about composition of fertilizer is the crucial factor followed by lack of
subsidies, credit facilities. So, there is an immediate need to educate the
farmers in this regard by conducting farmers training centers at Krishi
Vigyan Kendras of Agricultural Universities and extension agencies of
agricultural departments."
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No. of references 49