MARKET STUDY ON ACTIN (BIO-FERTILIZER) IN THE STATE OF MADHYA PRADESH
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Date
2016
Authors
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Publisher
Acharya N.G. Ranga Agricultural University
Abstract
The present study “Market Study on Actin (Bio-Fertilizer) in the State of
Madhya Pradesh” was mainly aimed to study the market of bio- fertilizers in
the state of Madhya Pradesh, analyze the dealer’s and farmer’s perception on
ACTIN (a mycorrhizal base biofertilizer introduced by Nagarjuna Fertilizers
and Chemicals Ltd.) and other mycorrhiza based biofertilizers, identify the
constraints and areas of improvement for marketing and study the marketing
strategies in promoting ACTIN. For the present study, a multistage purposive
cum random sampling technique was adopted. Top 10 districts of Madhya
Pradesh having the highest sales of Actin were collected. From the selected
districts top five districts were selected for the study. From the selected
districts, four tahsils from each district having mycorrhizal biofertilizer users
were selected purposively. Thus in total 20 tashils were selected. Three villages
from each selected tahsil were selected randomly. Thus the total number of
villages under study was 60. From the villages identified, list of mycorrhizal
biofertilizer users was prepared and two respondents from each village were
selected randomly. Thus, the total sample size of farmers was 120. Similarly
dealers list was prepared from the identified tahsils and were selected
randomly. The sample size of dealers taken under study was 31. The data
collected was analyzed to attain the stated objectives by using Compound
annual growth rate, Percentage analysis, descriptive statistics and garrett’s rank
technique.
The study revealed both supply and demand of biofertilizers in India
were growing at the same rate and the production of biofertilizer in Madhya
Pradesh state and in India since 2008-09 had increased significantly. The
perception of majority of farmers for Actin and other mycorrhizal biofertilizer
products was it mainly ‘increases the yield’ and ‘root growth’. And majority of
the sample dealers percieved Actin as a mycorrhizal biofertilizer. The lack of
awareness for Actin brand is the primary reason for not using Actin brand and
according to dealers’ price constraint was major reason for not using Actin by
aware farmers. The leading brands preferred by sample respondents in different
districts of Madhya Pradesh were Ralli Gold followed by Actin and VAM+.
From dealers perspective, demonstrations and farmers meeting will increase the
sales of Actin. Hence company has to give major importance to the above
promotional activities while marketing Actin. The study showed that any
increase in the extent of usage of Actin by Actin users in the existing acreage
will certainly increase Actin sales. As there is huge market potential company
has to strategize their marketing activities through sales representatives and
dealers primarily and carry out promotional activities like demonstrations and
farmers’ meetings.
Description
D5302
Keywords
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