BRAND PREFERENCE OF FERTILIZERS BY THE FARMERS IN HAVERI DISTRICT
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Date
23-06-05
Authors
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University of Agricultural Sciences GKVK, Bangalore
Abstract
BRAND PREFERENCE OF FERTILIZERS BY THE FARMERS IN HAVERI DISTRICT
CHANDRASHEKHAR D. SAVANUR
ABSTRACT
Mr. N. N. KARNOOL
Major Advisor
The study on brand preferences of fertilizers by the farmers was
undertaken in the year 2002-03 in six taluks of Haveri district. Tabular
analysis was used for analysing consumption pattern of NPK fertilizers in
Karnataka as a whole, as well as in Haveri district. Regression analysis was
used for estimation of variation in consumption pattern of fertilizers with
respect to price variation and to estimate brand loyalty and dealer loyalty.
Compound growth rate analysis was used for demand projections of
different brands of fertilizers.
The findings of the study indicated that NPK usage pattern in
Karnataka had positive growth rate (13.43%) over the years (1992-2002).
Amongst all the three major nutrients, usage of nitrogenous fertilizer showed
highest positive growth rate (14.75%) followed by phosphatic (13.09%) and
potassic fertilizers (8.15%). In Haveri district, it was observed that usage of
nitrogenous (7.24%) and phosphalic (4.03%) Icrtilizers had positive growth
rates. But, potassic fertilizer showed negative growth rate (-1.27%).
It was noticed that levels of NPK usage under irrigated conditions in
case of cash crops, cereals, pulses and oilseeds were relatively high as
compared to rainfed conditions.
As far as market share of different brands was concerned SPIC
fertilizer company had the major market share in urea, DAP (Indian) and
DAP (imported), retained first position and was placed in second position in
MOP and 20:20:0 tyj)es of ferlilizei\s. In case of MOP, IPL had the highest
market share. DMCC retained its first position in both SSP (granular) and
SSP (powder) fertilizer, ZIL, in 19:9:19, IFFCO in 14:28:14. RCF, DFPCL and
GNFC companies had monopoly in supply of 15:15:15, 23:23:0 and CAN
fertilizers, respectively in Haveri district.
Retailer was the main source of information about different brands
followed by peer group and progressive farmer. Brand loyalty and dealer
loyalty of farmers was mainly influenced by good quality followed by retailer
suggestion.