IMPACT OF CONSUMER COURT VERDICTS ON BRAND AND BUSINESS OF AGRI-INPUTS
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Date
2009-07-15
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University of Agricultural Sciences, Bangalore
Abstract
The study work entitled “Impact of Consumer Court Verdicts on Brand and
Business of Agri-inputs” was conducted during 2009 with both primary and secondary
data. Primary data was collected from 60 farmers and secondary data from district
consumer courts of Kolar, Tumkur and davanagere. Tabular and measures of central
tendency were used for the study. Twenty seven complaints are registered in consumer
courts of study area deficiency in service complained are related to settling crop and
cattle insurance, germination of seeds, lesser yields than assured, genetic impurity of
seeds, and defects in agri implements, false assurance. 34 (57 %) farmers had
experienced deficiency in various inputs purchased, among them 28 (82 %) farmers had
complained to retailers and company officials, retailers have solved 10 (35 %)
complaints, but remaining 18 (65 %) farmers had filed cases in consumer courts. 20 (33
%) farmers are aware of consumer courts, among them 18 (90 %) farmers have filed
cases in consumer courts. Out of 18 farmers, 14 (78 %) farmers have filed cases against
agricultural insurance company, 2 (11 %) against seed retailer and 2 (11 %) against
Agriculture implements Company. 20(33 %) farmers had heard/seen of poor
quality/deficiency in puts, among them 6 (30 %) farmers had been influenced in buying
of inputs. Insurance Companies have not adopted any specific strategies to counter
adverse publicity. Seed companies arranged field days to combat the adverse situation.
Entertained media personnel’s for the favor of positive coverage of their brand. The study
suggests for taking up awareness campaigns about consumer rights to the farmers by the
concerned Governmental Departments and display of consumer rights provisions in the
retail sale premises of Agri-inputs.
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