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- Title
HOW FAR THE FARMERS ARE SATISFIED IN BUYING FUNGICIDES? - A STUDY IN PUTHUKKOTTAI DISTRICT.
- Authors
Muthakarthik, G.; Senthilnathan, S.
- Abstract
India produces 90, 000 metric tonnes of pesticides a year. India is ranked second in Asia (next only to China) and twelfth in the world. In value terms, the size of the Indian pesticide industry was estimated at Rs 68 billion for 2006, including exports of Rs. 28 billion (www.researchandmarkets.com). However, this demand is seasonal, the maximum being consumed in the months from July to November. Nearly 67per cent of pesticides manufactured in India are used for two crops- Rice and Cotton. Almost 60per cent of the total pesticide consumed falls in Punjab, Uttar Pradesh, Haryana and Andhra Pradesh. Processed foods and agricultural product exports are being given a thrust in India. For this purpose quality and quantity of harvested produce have to be taken care of In order to increase production and improve the quality of agricultural products, use of better quality seeds, integrated pest management and adopting new technologies have to be ensured. Now rural retailing in India, is facing a big challenge, agricultural inputs retailing industry is highly competitive and stores operating in a rural market faces a high competition to retain the existing and to raise the market share. Paradigm shift in crop cultivation practices aiming at protecting the environment expects the farmers to reduce the use offungicides in crop disease management. Customer satisfaction has become a pivotal point of differentiation in a market. Hence every retailer wanting to build relationships with their customers should be able to track their levels of satisfaction with the key elements of the retail environment. From the retailer's perspective, the aim is to minimize the reasons for complaints and dissatisfaction and the cost of a service whilst establishing a track of direct feedback from customers about their reactions to those key elements. Pesticides manufactures and distributors are seeking novel and innovative approaches to reach the potential customers and to promote their products in the market. Sanguine Genetics Limited is one of the agrochemical supplying firms in Tamil Nadu and that is selected as the case firm for the study. A study was designed to investigate buying behavior, factors influencing the farmers' preference and customers' satisfaction levels of Sanguine Genetics retail outlet of Pudukkottai.
- Subjects
TAMIL Nadu (India); INDIA; PESTICIDES; FARM produce; AGRICULTURAL economics; MARKET share; CUSTOMER satisfaction; CONSUMER behavior; RETAIL industry
- Publication
Global Management Review, 2010, Vol 4, Issue 4, p53
- ISSN
0973-9947
- Publication type
Article