cabbage article
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SCM IN CABBAGETRANSCRIPT
A STUDY ON AWARENESS AND ADOPTION OF TEKILA HYBRID CABBAGE
SEEDS IN NILGIRI’S DISTRICT.
MR. K.C.PRAKASH AND MR. P.G.DHAMOTHARAN
K.C.Prakash, B.Sc.,(Agri), MBA.
Department of Agricultural and Rural Management,
Tamil Nadu Agricultural University,
Coimbatore -641003.
Mobile no: 7708492443.
P.G.Dhamotharan, B.Sc.,(Agri), MBA.
Department of Agricultural and Rural Management,
Tamil Nadu Agricultural University,
Coimbatore -641003.
Mobile no: 9842086535,
A STUDY ON AWARENESS AND ADOPTION OF TEKILA HYBRID CABBAGE
SEEDS IN NILGIRI’S DISTRICT.
MR. K.C.PRAKASH AND MR. P.G.DHAMOTHARAN
ABSTRACTThe input industries of the industrialized countries witnessed a consolidation through
acquisitions and mergers resulting in a few global research based companies which has changed
the industry with few and more competitive players. Hybrid seed is a business activity through
which the everyday needs of Indian farmers are fulfilled. Though there were many seed
companies, few of them face success and few faces difficulties in continuing the hybrid seed as a
business. The reasons may be plenty. Any organization want to be successful, they will be
having constant eye on the recent developments of hybrid seeds, competitors’ strategies, attitude
of farmers, and their preferences, seasonality aspects etc., If a company wants to increase the
sales volume, it should give special attention on farmers’ expectations and their preferences
towards that particular hybrid seeds. This study is one such kind focused to address the hybrid
cabbage seed, Tekila (produced and distributed by the Syngenta seed division Ltd). In this
connection I had undertaken this study to analyze the brand awareness, adoption, and the factors
influencing the brand preference among the farmers.
Key words: Hybrid seeds, Brand awareness, Adoption and Brand Preference.
INTRODUCTION
The cabbage (Brassica oleracea Capitata Group) is a plant of the Family Brassicaceae (or
Cruciferae). It is an herbaceous, biennial, and dicotyledonous flowering plant with leaves
forming a characteristic compact cluster. Cabbages grown late in autumn and in the beginning of
winter are called colewort. The cabbage is derived from a leafy wild mustard plant, native to the
Mediterranean region. It was known to the ancient Greeks and Romans; Cato the Elder praised
this vegetable for its medicinal properties, declaring that "it is first of all the vegetables". [1]. The
English name derives from the Normanno-Picard caboche ("head"). Cabbage was developed by
ongoing artificial selection for suppression of the internode length. The dense core of the
cabbage is called the babchka. It is related to the turnip.
Major problems in cabbage cultivation
Club root is a very serious disease of cabbage and closely related crops. The most
susceptible crops include cabbage, Chinese cabbage, Brussels sprouts and some cultivars of
turnip. Weeds in the mustard family may be infected and result in enhanced disease problems on
the susceptible crops.
The symptoms first noticed will be a decline of the plant including yellowing of leaves,
and a tendency to wilt during hot days. Examination of the roots will reveal swollen, club-shaped
roots instead of the normal fine network of roots (Fig. 1). In severe cases most of the roots will
be affected (Fig. 2). The swollen roots will begin to decay and eventually disintegrate. Slightly
infected plants may show few symptoms above ground other than slow growth and will have
very small knots on roots. Young infected plants may not show severe enough symptoms to be
detected.
Objectives of the Study
The overall objective is to study the awareness of farmers and their adoption of Tekila
hybrid cabbage seeds of Syngenta Seed Division Limited. The specific objectives of the study
are
i. to analyze the awareness and adoption of Tekila hybrid cabbage seeds among the
farmers of Nilgiri’s district.
ii. to find out the reasons for non-adoption of Tekila hybrid cabbage seeds
iii. to assess the dealer’s opinion on the performance of Tekila hybrid cabbage seed
in the market
iv. to evaluate the promotional strategies followed by Syngenta Seeds India limited
in introducing the new product, Tekila
Selection of the Study Area
The present study was conducted to study the awareness and adoption of Tekila hybrid
cabbage seeds among the farmers of Nilgiri’s district. The case firm “Syngenta india Limited (seed
division)” is producing hybrid cabbage seeds. The case firm has the market share of 85 percent in
cabbage seed market for their earlier variety “Crusher” and they have introduced a new hybrid to
that market named “Tekila”. The case firm “Syngenta” was very particular to conduct this study in
the Nlgiri’s district to have the present result of the Cabbage growing farmers and to improve their
firm activities particularly popularizing their Cabbage variety seed “Tekila”. Hence, the major
Cabbage cultivation areas viz. Ooty taluk and Coonoor taluk were purposively selected.
Selection of village
Five villages namely Nanjanadu, Muthuroi, Denaducombai, M.palada, and Thummanatti
were selected from the Ooty taluk in a random manner. Another five villages namely Aravankad,
Berhatty, Hubbathala, Jagathala, and Wellington were selected from coonoor taluk.
Selection of farmers
From each village, twelve farmers were selected at random. Thus, altogether 12 farmers
from each of the village constituted a sample of 120 farmers who are all hybrid cabbage growers.
TOOLS OF ANALYSIS
Broad outline of work/ methodology
Nilgiri’s district was purposively selected for the study as preferred by the case firm. Simple
Random sampling technique has been used to select the sample size of 120 farmers who cultivated
cabbage in Nilgiris district. Preliminary analysis is done to structure out the interview schedule.
Primary data will were collected through well-structured interview schedule. Secondary data were
collected from the district statistical office, Assistant Director of Agriculture, Assistant Director of
Horticulture, Joint Director of Agriculture, and Joint Director of Horticulture. The appropriate tools
used for the study namely: Percentage Analysis, Indices (two indices viz; knowledge index and
awareness index with reference to Tekila hybrid Cabbage seeds were estimated). Rank Based
Quotient (RBQ), Likert Scale
CONCEPTS AND REVIEW
SEED
W.Heydecker (1973) defined seed is an end and a beginning; it is the bearer of the
essential of inheritance; it symbolizes multiplication and dispersal, continuation and innovation,
survival renewal and birth.
HYBRID SEED
According to Douglas (1980) hybrid seed referred to the first generation seed of a cross
produced by controlling the pollination of and combining two or more inbred lines one inbred or
a single cross with an open pollinated variety and two varieties or species except open
pollinated varieties of maize. The second generation or subsequent generations from such crosses
would not be regarded as hybrids.
CERTIFIED SEED PRODUCER
According to Agrawal (1992) a certified seed producer means a person who grows or
distributes certified seeds in accordance with the procedure and standards of the certification
agency.
SEED INDUSTRY
According to A.G. Law (1971) seed industry referred to the entire complex of industry
that included organizations, institution and individuals associated with seed programme of the
country. Commercial industry included those individuals, seed enterprises and marketing groups
involved in producing and marketing seeds for sale to farmers.
SEED GROWER
Agrawal (1992) defined an Individual or institution that grew seeds but didn’t process or
market seed was called the seed grower.
SEED PRODUCER
Accodig to Agrawal (1992) an individual who not only grew seeds but also processed
and sold on a limited scale was called seed producers.
MARKET
According to Kotler (2006) a market consists of all the potential customers sharing a
particular need or wants and might be willing and able to engage in exchange to satisfy that need
or want.
BRAND
Hiles (1974) opined that brand name refers strictly to letters; a word (or) group of words
which could be spoken but trade mark how ever is a legal term covering words and symbols
which can be registered and protected. He further stated that it may begin with a name extends to
other visual features like topography, color, package, design and slogans which are the features
which should assist in creating, stimulating and maintaining demand.
BRAND AWARENESS
Chen (2001) expressed that brand awareness is a necessary asset but not sufficient for
building strong brand equity. For example, a brand could be well known because it has bad
quality. However a strong brand must have higher awareness than a weak brand.
BRAND KNOWLEDGE
Keller (1993) defined brand knowledge in terms of two components, brand awareness
and brand image. Brand awareness was defined in terms of brand recall and brand recognition by
consumers. Brand image referred to the set of association linked to the brand that consumers
hold.
BRAND PREFERENCE
Singh and prabhakar (1987) defined consumer preference is an attempt to create a
unique may be for the products an image that enables them to achieve an advantage over their
competitor’s product.
DEALER
According to kotler (2006), dealer is a firm that bought and resold merchandise at either
retail or wholesale.
PROMOTION
Kotler (2006) indicated that market communication mix could also be called the
promotion mix to four major tools viz., advertising, sales promotion, publicity and personal
selling.
RESULTS AND DISCUSSION
General Characteristics of the Sample Farmers
Analyzing the general characteristics of the farmers of Nilgiris district with respect to
gender, family type, family size, educational status, income level of the household will be helpful
to the case firm in accomplishing the needs of the farmers.
Table 1 General Characteristics of the Sample Farmers (n=120)
SL. No Age (years) Number of Farmers Percentage to Total
1. 25-40 21 17.50
2. 41-55 59 49.17
3. 56-70 37 30.83
4. >70 3 2.50
SL. No Education level Number of Farmers Percentage to Total
1. Illiterate 11 9.17
2. Primary 14 11.66
3. Middle school 24 20.00
4. secondary 35 29.17
5. Higher secondary 27 22.50
6. Graduate 9 7.50
SL. No Occupation Number of Farmers Percentage to Total
1. Agriculture only 107 89.17
2. Agriculture+ secondary 13 10.83
SL. No Experience in farming (years) Number of Farmers Percentage to Total
1. <10 6 5.00
2. 11-20 41 34.17
3. 21-30 25 20.83
4. >30 48 40.00
SL. No Size of Land Holding (in ha) Number of Farms Percentage to Total
1. <1 (marginal) 35 29.17
2. 1-2 (small) 49 40.83
3. 2-5 (medium) 21 17.50
4. >5 (large) 15 12.50
SL. No Source of Irrigation Number of Farmers Percentage to Total
1. River stream 56 46.67
2. Bore Well (open) 39 32.50
3. Open Well 25 20.83
It could be observed from the Table 1.1 majority of the farmers (49.17 per cent) were in
the age group of 41-55 years, 29.17 per cent of the sample farmers had high school education,
most of the respondents (89.17 per cent) had agriculture as their main occupation. About 40 per
cent of the farmers had experience of more than 30 years of farming experience, 40.83 per cent
belonged to small farmers group, 46.67 per cent of the sample farmers used river stream as their
main source of irrigation.
Awareness of the Farmers about the Tekila Hybrid Cabbage
Awareness indicates the familiarity and popularity of the product among the farmers. The
details of the number of farmers who were aware of Tekila hybrid cabbage seeds are presented in
Table.2.
Table 2 Awareness of the Farmers about the Tekila Hybrid Cabbage (n=120)
SL. No Awareness Number of Farmers Percentage to Total
1. Yes 37 30.83
2. No 83 69.17
Total 120 100.00
From the Table 2 it could be observed that more than 69 per cent of the farmers were
unaware of Tekila cabbage hybrid seeds and the remaining 31 per cent of the sample farmers
were aware of the product.
Cabbage Hybrid Seeds Known by the Sample farmers
The familiarity of the variety is the major factor which influenced the farmers purchase
decision. It is the main thing that builds the loyalty towards the particular variety. Varieties
known to the farmers in the study area are presented in the Table.3.
Table 3. Famous Cabbage Hybrid Seeds among the Farmers in Nilgiris District. (n=120)
SL. No Name of the Variety Number of Respondent Percentage to Sample Size
1. Quizer 120 100.00
2. Tekila 37 30.83
3. Green globe 98 81.67
4. BC-305 67 55.83
5. Wonder ball 78 65.00
6. Empire 108 90.00
The above Table shows that majority of the sample respondents (100 pre cent) in the
study area practising Quizer followed by Empire, Green globe, Wonder ball and BC-305.
Buying Behaviour of the Farmers
In this topic the detail regarding Source of Information for Purchase of Seeds, mode of
purchase, cabbage hybrids cultivated by the farmers, and factors influencing the brand preference
were analysed and presented.
Source of Information for Purchase of Seeds
Source of information plays a critical role in the purchase of seeds and also influence the
preference. Therefore source of information for purchase of seeds among the sample farmers
were presented in Table.4.
Table 4 Source of Information for Purchase of Seeds (n=120)
SL. NO Source of Information Number of Farmers Percentage to Total
1 Dealers 72 60.00
2 Neighbours 24 20.00
3 Seed company representative 6 5.00
4 Agricultural extension staff 4 3.33
5 Campaigns 14 11.67
Total 120 100.00
It could be observed from the Table 4 that dealers were the major source of information
had 60 per cent, followed by neighbours (20.00 per cent), campaigns (11.67 per cent), seed
company representatives (5.00 per cent), and finally agricultural extension officers (3.33 per
cent), These results indicate the important source of information for the farmers which could be
used by the case firm to increase the sales.
Mode of Purchase
Cash and Credit are the methods of purchase from the dealers. The details are presented
in Table.5.
Table.5. Mode of Purchase Made by the Respondents (n=120)
SL. No Mode of Purchase No. of Respondents Percentage to Total
1. Cash 75 62.50
2. Credit 33 27.50
3. Cash & credit 12 10.00
Total 120 100.00
It could be concluded from the Table 5, that majority of the farmers (62.5 per cent)
purchased seeds by cash followed by credit purchase (27.5 per cent), and the rest were used to
buy the seeds by cash and credit (10 per cent), These results indicate that most of the farmers
were used to buy the seeds by cash so the company may reschedule the credit terms to the
dealers and some special offers like gifts, tour programs etc. could be given to them which is
more attractive to the dealers.
Factors Influencing the Brand Preference
There were many factors which influence the farmers’ preference of a particular
technology, practice or a brand. The study is aimed at ranking the factors that influenced the
farmers to purchase a particular brand and help in arriving meaningful conclusions. The
information regarding the factors that influence the brand preference of farmers is furnished in
Table 6.
Table 6. Factors Influencing the Brand Preference
(n=120)
SL. No. Factors RBQ Value Rank
1. Higher yield 94.37 I
2. Pest/disease resistant 92.91 II
3. Price of seed 80.00 III
4. Dealer influence 72.29 IV
5. Quality 66.25 V
6. Neighbours influence 60.00 VI
7. Sales representative’s influence 50.62 VII
8. Price of cabbage 41.45 VIII
9. Suitability to soil 31.45 IX
10. Traders’ preference 30.83 X
11. Discounts/Rebates 15.62 XI
12 Advertisement 10.00 XII
It could be observed from the Table 6 that high yielding character of the brand was found
to be the most influencing factor with a mean score of 94.37 followed by resistant character of
the brand against pest and disease and the price of the brand with mean scores 92.91 and 80
respectively. Traders’ preference, discounts/rebates, and advertisement were the least preferred
factor.
Ranks Given by the Sample Farmers Regarding the Performance of Cabbage Hybrids
Farmers were asked to give their opinion regarding the performance of Cabbage hybrid
seeds based on six parameters and the analysed results are presented below.
Yield
The ultimate objective of the farmer is to get higher yield. So selection of specific hybrid
seeds by the farmers mostly depends on the yielding character. The RBQ score for the farmers
opinion on yield of major hybrids are presented in the Table 7
Table 7. RBQ Score for Yield (n=120)
SL. No Hybrids RBQ value Rank
1. Quizer 64.91 I
2. Green globe 62.08 II
3. BC-305 56.25 III
4. Wonder ball 29.16 IV
5. Empire 12.26 V
It is evident from the Table 7, that majority of the farmers stated that Quizer recorded
high yield (64.91) followed by Green globe (62.08) and BC-305 (56.25) ranked II and III
respectively. It could be concluded that the Syngenta hybrid Tekila is not competitive with others
hybrids like Quizer and Green globe with respect to yield.
Pest and Disease Resistance
Mostly farmers will prefer the hybrid which is resistant to pest and disease. Since it
reduced the input cost which leads to increase in profit. The details regarding RBQ score for the
performance of pest and disease resistance is given in the Table 8.
Table 8. RBQ Value Based on the Pest and Disease Resistance (n=120)
SL. No Hybrids RBQ value Rank
1. Quizer 69.04 I
2. Empire 61.45 II
3. Green globe 52.16 III
4. BC-305 39.41 IV
5. Wonder ball 28.25 V
The above Table shows that Quizer hybrid is more resistant to the pest and disease
(69.04) followed by Empire (61.45) and Green globe (52.16). It is concluded that though Tekila
is known for it’s resistance against club root disease it is not felt by the farmers.
Colour of the Leaves
The colour of the leave is the important factor in the pricing of the cabbage heads, so it is
important that a good hybrid must have desired colour. The details regarding RBQ score based
on the colour of the hybrid is given in the Table 9.
Table 9 RBQ Value Based on the Colour of the Leaves (n=120)
SL. No Hybrids RBQ value Rank
1. Quizer 64.91 I
2. Empire 62.08 II
3. Wonder ball 56.25 III
4. Green globe 38.00 IV
5. BC-305 29.16 V
It could be observed from the Table 9 that the Quizer hybrid have desired leaf colour
(64.91) followed by Empire (62.08) and Wonder ball (56.25). It could be concluded that the leaf
colour of the Tekila hybrid is not better than other hybrids.
Field Holding Capacity of Hybrid Seeds
Agriculture is dependent on the environmental factors like rainfall, temperature etc., so it
becomes more risky to cultivate crops under uncertain conditions. Farmers mostly prefer hybrids
which are tolerant to those factors. The details regarding the field holding capacity of various
hybrids were analysed and the results are presented in the Table 10.
Table 10. RBQ Values Based on the Field Holding Capacity (n=120)
SL. No Hybrids RBQ value Rank
1. Wonder ball 67.35 I
2. Empire 57.08 II
3. Quizer 50.00 III
4. BC-305 43.64 IV
5. Green globe 31.14 V
It is inferred from the Table 10 that, Wonder ball hybrid had more field holding capacity
(67.35) followed by Empire (57.08) and Quizer (50.00). It could be concluded that Tekila hybrid
is not having as much field holding capacity like other existing hybrids in the study area.
Based on the Size of the Head
Size of the head is the most important factor which influences pricing. Farmers usually
prefer the hybrid which yields optimum head size because of the consumer preference. The
details regarding the head size of the hybrid cabbage was analysed and the results are presented
in the Table 11.
Table 11. RBQ value Based on the size of the head (n=120)
SL. No Hybrids RBQ value Rank
1. Quizer 77.87 I
2. Empire 66.57 II
3. Green globe 53.14 III
4. BC-305 46.29 IV
5. Wonder ball 35.00 V
It is clear from the above Table that Quizer hybrid has optimum size of head (77.87)
followed by Empire (66.57) and Green globe (53.14). It could be inferred that Tekila hybrid has
smaller head size when compared with other hybrids in the study area.
Based on the Compactness of the Head
Keeping quality of the cabbage mainly depends on the compactness of the head. So the
hybrid which had more compact head is preferred by the sample farmers. The details about the
compactness of head analysed and the results are presented in Table 12.
Table 12. RBQ Value Based on the Compactness of the Head (n=120)
SL. No Hybrids RBQ value Rank
1. Quizer 88.09 I
2. Wonder ball 78.57 II
3. BC-305 69.05 III
4. Green globe 64.29 IV
5. Empire 47.62 V
The above Table reveals that majority of the farmers stated that Quizer hybrid had more
compact head (88.09) followed by Wonder ball (78.57) and BC-305 (69.05). It could be inferred
that the head of the Tekila hybrid is not as compact as other hybrids. The results also reveals that
the farmers were not satisfied with the performance of Tekila hybrid, so the company must
concentrate to develop the brand.
Satisfaction Level of the Farmers towards Tekila Cabbage Hybrid
The satisfaction level of Tekila hybrid cabbage is the important factor which plays a
major role in decision making for the purchase. The details regarding the satisfaction level of the
sample farmers were analysed and the results are presented in the Table 13.
Table 13. Satisfaction Level of the Farmers towards Tekila Cabbage Hybrid (n=37)
SL. No Particulars Mean score
1. Disease/pest resistant 3.76
2. Field holding capacity 3.73
3. Size of the head 3.42
4. Yield 3.26
5. Colour of the leaves 3.25
6. Compactness of the head 3.12
7. Price of the seed 2.71
It is evident from the above Table that major share of farmers in the study area were
satisfied (3.76) with the disease and pest resistant nature of Tekila hybrid cabbage followed by
field holding capacity (3.73) and size of the head (3.42). At the same time, equal percentage of
the farmers was not satisfied with the price of the seed. It could be concluded that the price of the
Tekila hybrid cabbage seed is not in line with its performance.
Constraints in purchase of Tekila Cabbage hybrid seeds
Major constraints in purchase of Tekila Cabbage hybrid seeds in the study area was
analysed and the results are given in Table.14.
Table 14. Constraints in Purchase of Tekila Cabbage Hybrid Seeds (n=37)
SL. NO Constraints in purchase No. of Farmers Percentage to the Sample Size
1 High cost of hybrid seed 37 100.00
2 Not available locally 17 45.95
3 Not availability in time 13 35.14
4 No credit facility 4 10.81
It could be observed from the Table 14 that high cost of hybrid seeds was the major
constraints for purchase (100.00 per cent), followed by Not available locally (45.95 per cent),
Not availability in time (35.14 per cent), No credit facility (10.81 per cent). Based on above
information, the case firm should make the facilities like price discounts, available in all the
retail dealers etc., to the farmers to increase the sales of Tekila cabbage hybrid seeds.
Willingness to Use Tekila Hybrid Cabbage
The farmers who were aware about Tekila hybrid cabbage were enquired for their
willingness to purchase the Tekila hybrids cabbage seed, and the details are furnished in Table
15.
Table.15. Willingness to Use Tekila hybrid Cabbage Seed (n=120)
SL. No Particulars No. of farmers Percentage to total
1 Yes 43 35.83
2 No 77 64.16
Total 120 100
From the above Table, it could be seen that about 64 per cent of the sample farmers are
not willing to purchase once again and only 35 per cent of the farmers are willing to purchase
Tekila hybrid cabbage seed. This is because of the unawareness of the farmers about the Tekila
hybrid cabbage and the farmers were not visualizing the club root resistance character of Tekila.
General Characteristics of the Dealers
General characters like age, educational status, experience in the field, type of ownership
and product line dealt which have significant bearing on the volume of transaction of hybrid
seeds, adoption of promotional methods and business success of the dealers. Therefore the
details on the above aspects were collected, analysed and the results are presented and discussed
in this section
Table.16. General Characteristics of the Dealers (n = 30)
SL. No Age (years) Number of Dealers Percentage to total
1. 26-40 15 50.00
2. 41-55 10 33.33
3. 56-70 4 13.34
4. >70 1 3.33
SI. No Educational level Number of Dealers Percentage to Total
1. Primary 4 13.33
2. High school 11 36.67
3. Higher secondary 7 23.33
4. Diploma holder 4 13.33
5. Graduate 3 10.00
6. Post Graduation 1 3.33
SL. No Occupation Number of Farmers Percentage to Total
1. Agriculture only 107 89.17
2. Agriculture+ secondary 13 10.83
SL. No Experience in trading (Years) Number of Dealers Percentage to Total
1. <10 12 40.00
2. 11-20 14 46.67
3. 21-30 1 3.33
4. >30 3 10.00
SL. No Ownership Number of Dealers Percentage to Total
1. Sole Proprietorship 28 93.33
2. Partnership 2 6.67
SL. No Product line No. of Dealers Percentage to Total
1 Pesticide, Fertilizers 2 6.67
2 Pesticide, Fertilizer, Herbicides 6 20.00
3 Pesticide, Fertilizer, Herbicides
and Seeds
22 73.33
From the above table, among the 30 dealers contacted in the study area 50 per cent of the
sample dealers were in the age group of 26-40 years, among the sample dealers, 36.67 per cent
had high school education, majority of the dealers dealt with agricultural inputs for 11-20 years
(46.67 per cent), 93.33 per cent of them belonged to the category of sole proprietorship, All the
30 dealers in the study area dealt with the marketing of pesticides and majority (73.33 per cent)
of the dealers were dealt with the major agro inputs viz., pesticide, fertilizers, herbicide and
seeds
Factors Influencing Brand Preference of Dealers
The dealers were asked to rank the factors that influenced them to prefer different brands
from the highest to the lowest order of influence. Rank based quotient technique was adopted to
delineate the factors which influenced the dealers’ preference of brand. The mean score arrived
by this technique for each factor indicated the level of influence of the concerned factors and the
details are furnished in Table.17.
Table 17 Factors influencing brand preference of dealers (n=30)
SL. No Factors RBQ value Rank
1. Efficacy of the brand 94.37 I
2. Farmer’s preference 92.91 II
3. Brand image 80.00 III
4. Company image 72.29 IV
6. Price 66.25 V
7. Margin 60.00 VI
8. Sales representative’s influence 50.62 VII
9. Field promotion 41.45 VIII
5. Credit limit 31.45 IX
10. Better pack 30.83 X
11. Incentives 15.62 XI
It could be observed from the Table 17, that efficacy of the brand was found to be the
most influencing factor with a RBQ value of 94.37 followed by farmers’ preference and brand
image with RBQ value 80 respectively. Better pack, incentives and the term flexibility were the
least preferred factors which influenced brand preference of the dealers.
Availability of Different Brands of Hybrid Cabbage Seeds
Information on the availability of all the brands of hybrid cabbages seeds were collected
analysed and the results are furnished in the Table.18
Table 18. Availability of Different Brands of Hybrid Cabbage Seeds (n=30)
SL. No Availability Number of dealers Percentage to total
1. Available 18 60.00
2. Not available 12 40.00
Total 30 100.00
Out of the 30 dealers, 18 (60 per cent) of them had most of the brands specific to
Cabbage crop such as Empire, Tekila, Quizer, BC-305, Green globe and wonder ball. The
remaining 40 per cent did not have all the hybrid cabbage seeds. But they had one or two brands
of hybrid Cabbage seeds. It could be inferred that the firm should make available of Tekila
hybrid cabbage seeds in all the dealer point.
Percentage of Credit Given to Farmers
Credit is a system which helps the farmers when they are in dire need of financial support
which is usually due to the seasonal nature of agricultural occupation. This system encourages
the farmers’ loyalty to the dealers. Hence the percentage of credit given by sample dealers in the
study area was studied and the results are presented in Table.19.
Table 19. Percentage of Credit Given to Farmers (n=30)
SL. No Percentage of
Credit
Number of Dealers Percentage to Total
1. <20 10 33.33
2. 20-30 2 6.67
3 Only Cash 18 60.00
Total 30 100.00
It could be observed that 60 per cent of the dealers sold the seeds for cash alone and the
remaining 40 per cent allowed credit for different periods.33.33 per cent allowed a credit of less
than 20 per cent and only 6.67 per cent of them gave credit of 20-30. It is concluded that the
dealers were interested in giving credit only when it is a small amount or they often preferred the
cash sale.
Duration of Credit to Farmers
The farmers in the study area generally repay the credit got from the dealers only after the
harvest of the crop. Hence the dealers were forced to give a certain period to the farmers to repay
the credit. The duration of credit given to farmers were studied and presented in Table 20.
Table 20 Duration of credit to farmers (n=12)
SL. No Duration of
credit
Number of dealers Percentage to total
1. <1 month 8 66.67
2. 1 month 0 0.00
3. 2 months 1 8.33
4. 3 months 2 16.67
5. >3 months 1 8.33
Total 12 100.00
It could be observed from the table 20 that 66.67 per cent of the dealers wanted the credit
to be paid within one month after harvest and only about 16.67 per cent of the dealers extended
the credit period to 3 months as these farmers have long association with the dealers and only
8.33 per cent of the dealers gave a period of 2 months and more than three months.
Awareness about Tekila Hybrid Cabbage
Awareness indicates the familiarity and popularity of the product among the dealers who
may recommend it to the farmers. The details of the number of dealers who aware of Tekila
hybrid cabbage seeds are presented in Table.21.
Table.21 Awareness about Tekila hybrid Cabbage (n=30)
SI. No Awareness Number of Dealers Percentage to total
1. Yes 22 73.33
2. No 8 26.67
Total 40 100
It is evident from the above table that 73 per cent of the dealers were aware of Tekila
hybrid cabbage and nearly 27 per cent of the sample dealers were unaware of the product.
Satisfaction of Dealers Towards the Company’s Promotional Measures for Tekila Hybrid
The promotional measures given by the company is the most important factor which
decides the Quantity of the product taken by the dealers. It also has some effect on the farmers
also. The details about the promotional measures were analysed and presented in Table 22.
Table 22. Satisfaction of Dealers Towards the Company’s Promotional Measures for Tekila
Hybrid Seeds. (n=30)SL. No Particulars Mean score
1. Rapport relationship with the officials 4.12
2. Price discounts for Tekila hybrid 3.82
3. Incentives for high sales volume 3.77
4. Free gifts during the festival times 3.40
5. Training programmes and field visits 3.23
6. Good service by the officials 3.25
7. Technical support given by the company officials 3.12
It could be clear from the above Table that in respect with relationship with the company
officials most of the dealers were satisfied (4.12), followed by price discounts for Tekila hybrid
cabbage (3.81) and incentives for the high sales volume (3.77). It could be concluded that the
dealers were satisfied in respect to promotional measures offered by the company.
SUMMARY AND CONCLUSION
SUGGESTIONS
Considering the findings of the study and opinions of the farmers and officials in the
study area, the following measures are suggested as a policy package to the case firm.
Product
There is a need for development of hybrid strains with pest and resistance, high level of
output and other desirable attributes as desired by the growers.
The disease resistance nature of Tekila hybrid were not known by the farmers, the case
firm Syngenta should made more field trials and harvest days to increase the awareness
of the Tekila hybrid.
Promotion
More incentives and special packages of promotional tools could be extended to private
dealers; as the study indicated private dealer was the major source of information for
purchase of seeds. The promotional tools such as campaigns, harvest days, farmer
meetings, etc., and this will help to improve the sales of the Tekila hybrid cabbage seed.
Incentives to sales representative in terms of promotional works under taken in the field
level could be given, as the study showed seed companies representative was also an
important source of information for purchase of seeds.
In general, promotional activities employed must be oriented towards farmers directly
i.e., more emphasis on filed level trails and demonstrations.
Price
Since price was a considerable criterion for selecting the seeds brand by the farmers,
there is immediate need to reduce the price of the Tekila hybrid cabbage seed.
The dealers can be motivated by increasing their margin, since dealers were the main
source of influence.
Place
The dealers who have high Potential to influence the farmers, who have shops located in
a centralized place. For example, Ooty is a place where most of the farmers visit
frequently to buy Cabbage hybrid seeds which are available in wide ranges in the shops
available in Ooty.
Tekila hybrid seed would be introduced in the area such as Ooty because where
cultivation of hybrid Cabbage is high followed by easy Marketing and where the average
size of land under Cabbage is maximum in Nilgiri’s district as well.
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