ASSESSMENT AND FORMULATION OF COMMUNICATION STRATEGIES FOR PENETRATION OF e-NAM AMONG FARMERS IN ANDHRA PRADESH
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Date
2019
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ACHARYA N G RANGA AGRICULTURAL UNIVERSITY, GUNTUR
Abstract
The present study entitled “Assessment and formulation of communication strategies for penetration of e-NAM among farmers in Andhra Pradesh” was undertaken to study the present awareness of farmers and to propose communication strategies for the reach of e-NAM to the rural farmers. This study was conducted in major markets of Andhra Pradesh state. Three markets i.e., Guntur, Kurnool and Duggirala were selected based on maximum arrivals. The sample constituted 60 farmers and 15 traders.
Apart from using descriptive statistics, percentages, simple ranking and chi-square test were also used for the data collected from primary and secondary sources and the results were tabulated.
About 21.67 per cent of the farmers belonged to the age group below 35 years, 58.33 per cent of the farmers represented the age group of 36-50 and the remaining (20 %) of farmers were of above 50 years. Coming to literacy 26.67 per cent illiterates followed by primary school educated 21.67 per cent, secondary school 21.67 per cent, higher secondary 18.33 per cent and graduates were 11.67 per cent.42 per cent of farmers borrowed money from banks and rest of them borrowed from fellow farmers, friends and 5 per cent from relatives. 76.67 per cent of the farmers were not aware of e-NAM and 23.37 % of the sample farmers had the knowledge of e-NAM.
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Most of the traders belonged to the age group of 36-50 years with 53.33 percentage. They got market information from mobile (60 per cent), followed by television (20 per cent) followed by markets (13.3 per cent) and both TV and apps is (6.7 per cent).
The number of farmers registered were the highest in Guntur market with 548246 followed by Adoni with 318190. Kurnool had a registered farmers’ strength of 98774 and the next market to follow was Hindupur with 92380. The number of lots was maximum in Guntur for dry chillies which stood at 896793 during the period from 2016-19. The percentage of lots traded in Anantapur was the highest with 99.77 per cent followed by Rapur with 95.58 per cent, Hindupur 95.54 per cent, Yemmiganur (93.96 per cent), Kadapa (88.89 per cent) and Adoni (87.70 per cent) were the others to follow. The percentage of traded quantity in e-NAM against total arrived quantity in the market disclosed that percentage was largest in Kadapa with 99.89. Anantapuramu with 99.73 followed by Rapur with 96.92 and Duggirala with 90.67.
The results from the chi-square test showed there was no significant relationship between Sage of farmers, education, farming experience, land holding on the awareness of the farmers on e-NAM except source of finance. The opinion of the farmers revealed that 18.33 per cent of farmers were unaware of banking transactions and 15 per cent held the impression that the payments from banks were not immediate. 13.33 per cent each reported that there was no time to go to banks and traders were not making payments immediately. 11.69 per cent of the farmers were of the feeling that the bid results were late and 10 per cent expressed that they were getting low price because of secret bidding. About 8 per cent reported that they had no trust on traders.
Among different problems faced by the traders in trading through eNAM, 33 per cent had a feeling that it was a long process, 20 per cent felt that bidding results were late, 20 per cent opined that there was no problem in trading through e-NAM.
As e-NAM is in its infancy all possible measures should be undertaken by all government agencies involved in the production, marketing and extension apart from involving other agencies with a sole motto of bringing the awareness of e-NAM and its benefits at large to the farming community
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D5811
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