MARKET ANALYSIS OF TRACSURE (MICRONUTRIENT) IN ANDHRA PRADESH AND TELANGANA STATES
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Date
2016
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Acharya N.G. Ranga Agricultural University
Abstract
The present study entitled “Market Analysis of TRACSURE in Andhra
Pradesh and Telangana States ” was undertaken to study extent use of
TRACSURE among the selected farmers, analyze the dealer’s and farmer’s
satisfaction on TRACSURE (a micronutrient product introduced by Nagarjuna
Fertilizers and Chemicals Ltd.) and identify the constraints and areas of
improvement for marketing and study the marketing strategies in promoting
TRACSURE. For the present study, West Godavari, Nellore, Warangal and
Nalgonda districts were purposively selected for the study as TRACSURE was
majorly introduced in those districts. All the markets in each district along with
their TRACSURE sales are listed out in descending order and top six to seven
markets were selected purposively. Thus the total sample size of 25 markets
from four districts. From the selected six to seven markets two villages from
each market were selected purposively. Thus the total number of villages
selected were 50. From the selected villages TRACSURE users were selected
purposively. The size of the total sample respondents were 100 and sample
size of dealers were 50. The data collected was analyzed to attain the stated
objectives by using, Percentage analysis, descriptive statistics and garrett’s
rank technique.
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The study revealed extent use of TRACSURE among the selected
farmers were the area under TRACSURE was more in rabi season compare to
kharif . The majority of farmers were medium satisfied about product quality,
results, price and packaging of TRACSURE. Majority of the sample dealers
medium satisfied about product quality, effectiveness, price, promotions,
margin, discounts & schemes and packaging of TRACSURE. The leading
brands preferred by sample respondents in different districts of Andhra Pradesh
and Telangana were Agromin Max, Aries Chilamin, Coramandal Chamathkar,
Growth, Zeta, Ecomin Gold, Vikas Zinc etc., From dealers perspective farmers
meeting, AV van films, demonstrations will increase the sales of TRACSURE.
Hence company has to give major importance to the above promotional
activities while marketing TRACSURE. As there is huge market potential
company has to strategize their marketing activities through sales
representatives and dealers primarily and has to carry out promotional activities
like farmers’ meetings, A V films and demonstrations.
Description
D5311
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