PRODUCTION TO CONSUMPTION SYSTEMS: CASE STUDY OF SWEET ORANGE CULTIVATION IN NALGONDA DISTRICT
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Date
2011
Authors
Journal Title
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Volume Title
Publisher
ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY
Abstract
The present study entitled “Production to consumption systems: case study of
sweet orange cultivation in nalgonda district” was under taken to overview the sweet
oranges supply chains, to determine marketing costs, margins in different supply
chains, to study the problems associated in the existing production to consumption
system and to suggest suitable measures for improvement in production to
consumption system of sweet oranges. The study was undertaken in Nalgonda
district of Andhra Pradesh, which was purposively selected for the study as it has
highest area and production under sweet oranges in the state of Andhra Pradesh.
Five mandals with highest area under sweet orange were purposively selected.
Following the same criterion fifteen villages, three from each mandal were selected.
Combinations of purposive and random sampling techniques were used in selection
of markets, market functionaries, and farmers required for the study. The data for the
present study pertaining to agricultural year 2010-11. Secondary data was collected
from sources like Department of Horticulture, Government of A.P, APEDA,
Assistant Director of Horticulture, CMIE, and indiastat.com etc. The data for cost of
cultivation, yields, marketing costs, margins at various levels of marketing were
collected from farmers and market functionaries using pre-tested questionnaires.
The data collected were subjected to various analytical tools apart from simple
averages. Cost concepts were used to determine cost of cultivation of sweet oranges.
Farm income measure like Gross income, Net income, Farm business income, Farm
labour income, Farm investment income, Net present value, Benefit – cost ratio and
Internal rates of returns were employed to determine returns in sweet orange
cultivation Multiple linear regression analysis was carried out to identify various
factors influencing profit margins under different channels.
Four important marketing channels were identified in marketing of sweet oranges.
Disposed the produce nearly 59.16 per cent of sweet oranges farmers in channel-I
and sold 60.03 per cent of produce. This channel are preferred by farmer- producer
Name of the author : K.VENKAT REDDY
Title of the
Project report
: PRODUCTION TO CONSUMPTION SYSTEMS:CASE
STUDY OF SWEET ORANGE CULTIVATION IN
NALGONDA DISTRICT
Degree : MASTER OF BUSINESS ADMINISTRATION
Faculty : AGRICULTURE
department : AGRI BUSINESS MANAGEMENT
chairperson : Dr.G.P.REDDY
University
:
ACHARYA N.G. RANGA AGRICULTURAL
UNIVERSITY
Year of submission : 2011
as the risk of price fluctuations is transferred to pre-harvest contractor and provide
assured income to the farmer. Channel-II was the next important one through which
20.32 per cent of the sample farmers routed their produce. The produce sold through
this channel was 27.49 per cent. Channel -III was the next important one through
which 12.50 per cent of the sample farmers sold their produce. The produce sold
through this channel was 10.00 per cent. In channel -IV only 7.50 per cent of the
sample farmers disposed their produce. The produce sold through this channel was
2.42 per cent.
In multiple regression analysis, results showed that out of ten variables
included in the model only six variables significantly explained the variation in
profit margin per tonne of sweet oranges sale.Marketing channel i.e. directly selling
to retailer, wholesaler, consumer and pre harvest contractor the profit margin are
influenced by area of the orchard, selling in the month of September-November,
total quantity sold, total marketing cost and total variable cost found significant.
The study on problems associated with marketing of sweet oranges revealed
that lack of promptness in payments by traders high transportation costs during peak
harvesting season, Low share of producer in consumer rupee and high costs towards
commission agents revealed that these were the major problems encountered by
sweet orange farmers.
Further suggestions were made on the mode of channel, quality aspects,
establishing cold storage and processing units and improving market intelligence
for the benefit of sweet orange growers in Nalgonda district.
Description
Keywords
CONSUMPTION SYSTEMS, SWEET ORANGE, NALGONDA DISTRICT