Binoo, P BonnyArya, S BKAU2020-02-192020-02-192017http://krishikosh.egranth.ac.in/handle/1/5810143269PGThe major findings of the study are summarized and presented in the sequence given below: 5.1.1 Demographic profile of the respondents 5.1.2 Factors that influenced the purchase of KAMCO Garden Tiller by its users. 5.1.3 Analyzing the constraints faced by customers in using KAMCO Garden Tiller 5.1.4 Performance analysis of KAMCO Garden Tiller 5.1.1 Demographic profile of the respondents This formed a study on performance analysis of KAMCO Garden Tiller among its users in Kerala. Among 50 respondents only 14 per cent were female customers. This shows the participation of female in agriculture and mechanization is comparatively less. Young generation below the age of 30 constitutes only 16 per cent of the sample. This indicated the agricultural activity is not a preferred vocational option for new generation. Older generation were interested in our agrarian culture. Business man and other employees were also customers of KAMCO Garden tiller. They prefer the machine mostly for kitchen gardening and other small scale cultivations. People having land below 1 acre were mostly purchasing KAMCO Garden Tiller. Because in larger area it takes more time to complete the work. So it is clear that small farmers with fragmented and small land area are more benefited by KAMCO Garden Tiller. People having leased agriculture land were comparatively low among the customers. 72 per cent respondents are having their own agricultural land. 88 Majority (54 per cent) of respondents are generating below 2 lakh per annum as their income. Very few (4%) are producing more than 6 lakhs. Those people are having other source of income too other than agriculture. Being majority of respondents were of age above 50, users of KAMCO Garden Tiller have more than 10 years of experience in the field of farming. It is a positive sign that people having experience below 5 years and 3 years were also there. These people recognized the importance of farming and poison less food in the life and started cultivation in their household areas. Some old people started farming after their retirement from official job. 5.1.2 Factors that influenced the purchase of KAMCO Garden Tiller by its users. Customers had various criteria for purchasing each product they want. Here, in case of KAMCO Garden Tiller, quality was the primary factor customers had preferred for purchasing the garden tiller. It was revealed that among the respondents, 24 per cent have other KAMCO products like power tiller and brush cutter. This trend of repeated purchase highlights the quality of KAMCO products. Brand value had another important position in purchasing the product. Because KAMCO has that much experience in the agro machinery industry. Then comes the after sales service facility provided by the company and availability of subsidy by the government. Without subsidy it was difficult to purchase KAMCO garden tiller by small farmers. Direct purchase was the major source of purchase preferred by customers. 30 per cent have purchased the product from outlets of dealers like KAICO and RAIDCO. Purchasing from retailers and other sources are little compared to other two sources. Maintenance cost and price were ranked later by the respondents. So company want to focus more on these factors. Product specification is a major factor that attracts the customers. The product specification of KAMCO Garden Tiller was ranked using Garrett’s Ranking Technique. It indicated that providing safety to the users is the most important feature of KAMCO Garden Tiller. Then came the features like fuel efficiency, weightlessness, convenience to handling and self- maintainable. Due to the petrol engine, machine does not have any starting problem even it is unused for some months. Presence of petrol engine has sixth rank. 89 5.1.3 Constraints faced by farmers in using KAMCO Garden Tiller For the study, constraints were majorly divided into 6. That are geographic, technological, informational, maintenance, marketing and economic constraints. Under each major heads, there are various factors. By analysis major constraints were ranked and each factors coming under each major constraint were also ranked by the respondents. This help to know more clearly which factors make customers feel as constraint to use KAMCO Garden Tiller. First one is the geographic constraints. In that, all the index value are below 50. None of it is a major constraint. But comparatively farm holding size is felt as a constraint for some of the respondents. Because KAMCO Garden Tiller is a machine that is suitable for small land area and is not preferred in large land holding areas. Other two factors are having index valueless than 40. That means, terrain composition and climate change is not a big constraint for using the KAMCO Garden Tiller. According to the technological factors, the major constraints faced by farmers in using KAMCO Garden Tiller are absence of wheel attached to the engine and the non-using period of the product. These factors got index value above 80. Another constraint is the movement of machine using blades. This make a problem that whole weight of the machine should be carried out by the blades of machine while tilling. So the chance of breakage of blade is high. The study revealed that no one is affected by the operation method of the machine. Because KAMCO Garden Tiller is a farm machinery that can be self-operated. That is one of the major advantages of the product. Majority of respondents felt that it is better to give a service package at discount rate for 1 or 2 years will be helpful to them for reducing the maintenance cost. The main repair work was happening to the blades, belt and bearing. So, it was a constraint to them. If company provide such service packages, it will make them feel more comfortable in using the product. 90 According to the index value it is clear that major marketing constraints faced by the customers are less distribution channel and about the promotional activities. KAMCO has no outlet with their own products. Even KAICO and RAIDCO are selling KAMCO products along with farm machineries of other companies. So customers feel it as a constraint. Promotional activities should be more generalized. Then only all type of people will aware about KAMCO Garden Tiller. As garden tiller is not a large farm equipment, people who has small land holding may become interest in starting cultivation. The problem regarding availability can also be solved by better distribution channel of KAMCO Garden Tiller. Respondents felt that informational constraint regarding the awareness of the product only affected them. It is related with the promotional activities. Only people involved in agriculture was more aware about the product. Awareness about the product is very important in its marketing. 44% of respondents became aware about the product through the advertisements given in magazines like Karshaka Shree, Kerala Karshakan and 28 percent through exhibitions conducted by KAMCO on various parts of Kerala. Krishi Bhavan also plays a vital role in the sales of KAMCO Garden Tiller. Because 20 percent became aware about the product through Krishi Bhavans. These results shows that general people were unaware about the product. Only people who were interested in farming will go through such magazines, exhibitions and all. If more people become aware about the product, it may create interest in purchasing KAMCO Garden Tiller. Last constraint that studied was the economic constraints. Majority feels that initial investment was a constraint faced by them. Even people who are availing subsidy also want to pay the full amount while the time of purchase. 6 major constraints were ranked by the respondents and it was analyzed using composite index value. According to that, Technological constraint was the most important constraint felt by the customers. Then comes the maintenance constraint and economic constraint in the second and third position followed by marketing constraint. Informational and geographic constraints had least composite index value. 91 5.1.4 Performance analysis of KAMCO Garden Tiller Performance of a machine depends of various factors. All the above studied constraints also influence the performance of KAMCO Garden Tiller. Beyond that, respondents were asked to answer some more questions regarding the performance of KAMCO Garden Tiller. Performance analysis of KAMCO Garden Tiller revealed that the customers were satisfied with the efficiency of KAMCO Garden Tiller. One of the major benefits they got by the performance of KAMCO Garden Tiller was, the machine has replaced an average of 10-14 number of human labour in an acre. That brings high benefit to the customers by saving money given to the labours. Average wage normally given to a labour is 500. That means farmers saved about 5000 rupees in a season. The machine can be handled by themselves and as such labour charge for operating the machine can be eliminated. Due to the performance of KAMCO Garden Tiller, 34 percent claimed their farm yield has increased. It may be due to the efficient performance of KAMCO Garden Tiller, soil became more cultivable condition. In case of crop varieties, 56 per cent revealed that they had introduced more crops in their farm after using the KAMCO garden Tiller. Many people who were majorly concentrated on one or two crops like coconut, plantain, tapioca etc. started introducing various vegetables and fruit plants. KAMCO Garden Tiller is very much suitable for horticulture purposes. But 24 per cent claimed that they had never introduced new plants, but continuing cultivation of same crops with the help of KAMCO Garden Tiller. Another exciting result is 25 percent of the total sample stated that due to the performance of KAMCO Garden Tiller involvement of family members towards farming has increased. But 20 percent customers did not agreed with that. Cent percent responded that KAMCO Garden Tiller has reduced their drudgery while farming. Due to the performance of KAMCO Garden Tiller, leisure time and interest in farming has increased. Half proportion of customers believed that their health status has increased due to the use of garden tiller. It was due to various reasons. Some started cultivation after purchasing the KAMCO Garden Tiller. And some revealed that by the performance of the machine, they started kitchen gardening for having safe vegetables in their farm itself. All these increased 92 their health status. Majority (94 percent) of customers claimed that there was no discrepancy between the promises given by the company and what they actually gotennullThesis