MARKETING MANAGEMENT OF HYBRID COTTON SEEDS IN NORTH KARNATAKA
Loading...
Date
2015-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
University of Agricultural Sciences, Dharwad
Abstract
In India, agriculture contributes around 13.7 per cent of the gross domestic product
while providing employment to around 58 per cent to country’s work force. India is one of the
major country in the production of cotton in world. Karnataka is one of major states in the
production of cotton in south India, with an area of 4.98 lakh hectares under cotton
production, producing 12.02 lakh bales of cotton. Haveri district stands first in terms of both
area 65,659 hectares and production of 3,05,886 bales of cotton followed by Dharwad
(40,910 hectares) and production (1,06,844 bales) Gadag, Belagavi, and others.
For the present study, Primary data were collected for eliciting the opinions of farmer
respondents and cotton seed dealers using pre-tested and well structured questionnaires.
Primary data was collected from 120 farmers and 20 dealer respondents. Secondary data
was collected for Demand of Hybrid cotton seeds from Agriculture Department. Gini
coefficient was observed to be 0.56 and 0.60 in Dharwad and Haveri district. The market for
cotton seeds represented a monopolistic nature. Tabular analysis was used to assess the
purchase behaviour of different brands of hybrid cotton seeds by farmers. In both the districts,
kanaka variety occupied more area under cotton followed by Super star, Pratap and Rasi.
ARIMA was used for demand forecasting. Projected demand for hybrid cotton seeds were
expected to be decrease from 66664.23 kgs in 2014-15 to 53129.65 kgs in 2019-20 in
Dharwad district and in haveri district it is decreased from 71876.5 kgs in 2014-15 to
64905.20 kgs in 2019-20. Garrett ranking was used to analyse factors influencing brand
loyalty for hybrid cotton seeds in both districts. The factor high yield compared to other brands
is the important and major factor with the mean score 77.6.
Description
Keywords
null