impact of logistics on the marketing of agricultural
TRANSCRIPT
i
Impact of Logistics on the Marketing of Agricultural Product and
on the Consumer Retail Price w.r.t specific references to Grapes
and selected location (Sangli and Solapur district of Maharashtra)
Thesis Submitted to the D. Y. Patil University,
School of Management
In partial fulfilment of the
Requirements for the award of the Degree of
DOCTOR OF PHILOSOPHY
In
BUSINESS MANAGEMENT
Submitted by
ASHISH ASHOK CHAVAN
(Enrollment No. DYP-PhD-136100002)
Research guide
Prof. Dr. R. GOPAL
DIRECTOR, FORMER DEAN AND HEAD OF THE DEPARTMENT
D. Y. PATIL UNIVERSITY
School of Management
Sector 4, Plot No. 10,
CBD Belapur, Navi Mumbai – 400 614
April 2017
ii
Impact of Logistics on the Marketing of Agricultural
Product and on the Consumer Retail Price w.r.t specific
references to Grapes and selected location (Sangli and
Solapur district of Maharashtra)
iii
DECLARATION
I hereby declare that the thesis titled “Impact of Logistics on the Marketing of
Agricultural Product and on the Consumer Retail Price w.r.t specific references to
Grapes and selected location (Sangli and Solapur district of Maharashtra)”
Submitted for the Award of Doctor of Philosophy (Ph.D.) in Business Management at
D. Y. Patil University, Navi Mumbai School of Management is my original work and the
Dissertation has not formed the basis for the award of any degree, associate ship, fellowship
or any other similar titles.
The material borrowed form other sources and incorporated in the thesis has been duly
acknowledged.
I understand that I myself could be held responsible and accountable for plagiarism, if any,
detected later on.
The research papers published based on the research conducted out of and in the course of
the study are also based on the study and not borrowed from other sources.
Date: Signature of the student
ASHISH ASHOK CHAVAN
(Enrolment Number: DYP – PhD- 136100002)
iv
CERTIFICATE
This is to certify that the thesis entitled “Impact of Logistics on the Marketing of
Agricultural Product and on the Consumer Retail Price w.r.t specific references to
Grapes and selected location (Sangli and Solapur district of Maharashtra)”
And submitted by Mr. Ashish A Chavan is bonafide research work for the award of the
Doctor of Philosophy in Business Management at the D.Y.Patil University, Navi Mumbai,
School of Management in partial fulfillment of the requirements for the award of the degree
of Doctor of Philosophy in Business Management and that the thesis has not formed the
basis of the award previously of any degree, diploma, associate ship, fellowship or any
other similar title of any University or Institution.
Also it is certified that the thesis represents an independent work on the part of the
candidate.
Place: Navi Mumbai
Date:
Signature of Head of the Department Signature of Guide
v
ACKNOWLEDGEMENT
In the first place, I am indebted to the D. Y. PATIL UNIVERSITY SCHOOL OF
MANAGEMENT, NAVI MUMBAI, which has accepted me for Doctorate program and
provided me with an excellent opportunity to carry out the present research project. I would
like to thank PROFESSOR. DR. R GOPAL sir as a Research Guide, Director and Head of
the Department, D. Y. Patil University School of Management, for having given me their
valuable guidance for the project. Without sirs help it would have been impossible for me
to complete the project. I would be failing in my duty if I do not acknowledge with a deep
sense of gratitude the sacrifices made by my family, father and mother, wife, my colleagues
for bearing with me and supporting me during the course of the project work.
Date:
Place: Navi Mumbai. ASHISH ASHOK CHAVAN
(Enrolment Number: DYP – PhD- 136100002)
vi
Table of Contents
Chapter No
Title
Page
No
Preliminary
Cover Page i
Declaration
ii
Certificate
iv
Acknowledgement
v
Table of Contents
vi
List of Figures
viii
List of Tables
ix
List of Abbreviations
x
Executive Summary
xi
1
Introduction
1
2
Literature Review and Gap Analysis
39
3
Objectives of the study, Hypothesis and Research
Methodology
72
4
Operational Definition of Term and Concepts
82
5
Logistics and Agricultural Marketing
87
6
Data Analysis
96
7
Findings
123
vii
8
Conclusion
131
9
Recommendation and Suggestions
136
10
Future Scope for Research
140
11
Annexure
141
viii
List of Tables
Table No
Description
Page No
1.1 Total Production of Grapes in India. 7
1.2 Description of Commercially Grown Varieties 8
1.3 Harvesting season of crop 9
1.4
Details of arrival pattern of grapes in leading states
10
1.5 Concentrated pockets 11
1.6 Catchment areas of market 11
3.1 Factors affecting marketing of grapes 75
3.2 Grape Cultivation & Grape Production in Maharashtra 77
3.3 Total Population Sangli and Solapur 80
3.4 Cronbach’s Alpha Scores (Validation of the
Questionnaire)
81
6.1 Cronbach’s Alpha Scores (Validation of the
Questionnaire)
97
6.2 Variables Selected for the Study 98
6.3 Description on the basis of Gender 99
6.4 Description on the basis of Education 100
6.5 Description on the basis of Farming Experience 101
6.6 Description on the basis of Income 102
6.7 Description on the basis of Farming Type 103
6.8 Description on the basis of Irrigation 104
6.9 Description on the basis of Repayment of Loans 105
6.10 Description on the basis of Land Holding 106
6.11 Description on the basis of Funds Dependency 107
6.12 Description on the basis of District 108
6.13 Description on the basis of Purchase Location 109
6.14 Description on the basis of Quality of Grapes- Farmers 110
6.15 Description on the basis of Quality of Grapes-Agent 111
6.16 Description on the basis of Profit Margin from Farmers 112
6.17 Description on the basis of Profit Margin from Agent 113
6.18 Description on the basis of Frequency of Purchase 114
6.19 Description on the basis of Place 115
6.20 Description on the basis of Buying Frequency 116
6.21 Description on the basis of Buying Preference 117
6.22 Description on the basis of Amount Spend 118
6.23 Description on the basis of Quality of Grapes Buying
Directly from Farmers
119
6.24 Hypothesis Testing 120
6.25 Hypothesis Testing 121
6.26 Hypothesis Testing 122
ix
List of Figures
Fig No
Description
Page No
1.1 Flow of supply chain of Grapes in local areas market 29
1.2 Grape growing regions in India 31
1.3 The Map of Sangli 32
1.4 Map of Solapur District, Maharashtra. 34
6.1 Analysis on the basis of Gender 99
6.2 Analysis on the basis of Education Qualification 100
6.3 Analysis on the basis of Farming Experience 101
6.4 Analysis on the basis of Income 102
6.5 Analysis on the basis of Farming Type 103
6.6 Analysis on the basis of Irrigation 104
6.7 Analysis on the basis of Repayment of Loans 105
6.8 Analysis on the basis of Land Holding 106
6.9 Analysis on the basis of Funds Dependency 107
6.10 Analysis on the basis of District 108
6.11 Analysis on the basis of Purchase Location 109
6.12 Analysis on the basis of Quality of Grapes- Farmers 110
6.13 Analysis on the basis of Quality of Grapes-Agent 111
6.14 Analysis on the basis of Profit Margin from Farmers 112
6.15 Analysis on the basis of Profit Margin from Agent 113
6.16 Analysis on the basis of Frequency of Purchase 114
6.17 Analysis on the basis of Place 115
6.18 Analysis on the basis of Buying Frequency 116
6.19 Analysis on the basis of Buying Preference 117
6.20 Analysis on the basis of Amount Spend 118
6.21 Analysis on the basis of Quality Buying Directly from
Farmers
119
x
List of Abbreviations
AEZ Agri-export zones
APEDA Agricultural and Processed Food Products Export
Development Authority
APMC Agricultural Produce Market Committee
GDP Gross Domestic Products
LSCM Logistics and Supply Chain Management
NAFED National Agricultural Cooperative Marketing
Federation of India Ltd
NHB National Horticultural Board
SCM Supply Chain Management
WTO World Trade Organisation
xi
Executive Summary
India is walking on a global platform with respect to the manufacturing and the services
industry. Although agriculture which contributes dominantly towards native fiscal budget
faces several obstacles which hampers the sector from appreciating its precise potential.
The agricultural business is projected to share about more than 30% to the nations GDP in
addition to this the sector gives a tremendous opportunity for the employment (roughly
more than 44%), according to the latest analysis conducted by the Labour bureau.
The statement can’t be denied for thousands of years that agronomy and the interrelated
activities for the same have occupied a critical character in the socio-economic expansion
of the country. However in the current scenario where the upgraded technology has become
a part of our everyday life. Nation is the second largest producer of fruits and vegetables
on the global frontiers, horticulture is expanded above a space of 3.71 million hectares,
which shares to a yearly production of more than 45.6 million tones. Several varieties of
fruits are grown in India, of which mango, banana, citrus, guava, grape, pineapple and
apple are the foremost.
Grape is one of the most commercially important fruit in the world, its agronomy is unique
of the remunerative farm enterprises in India. The nation has the peculiarity of attaining
the maximum yield in grapes on the international frontiers with a middling produce of more
than 25 to 30 tons per hectare is presently cultured over a space of more than 250 thousand
hectares, which shares more than 0.33 % to total area of produced globally. Nation
conquers 9th position among grapes growing countries of the world. The construction of
grapes was more than 1184.20 thousand tons in 2014-15 and upsurge 2689.91 thousand
tons in 2015-16. The nation exported 172,744.41 MT of grapes to the sphere for the worth
of Rs. 1,259.40 corers during the year 2014-13.
Maharashtra is the leading grapes producing state in India and Sangli district has been in
the leading in the production of grapes. In 2014-15, zone under grape cultivation was more
than 3000 hectares and grape production of the district is more than 713739 tones.
Nevertheless, as grapes bears of perishable character, numerous eras when the cultivation
of grapes is abundant and appropriate internal bazaar is not accessible for its sale. Growers
xii
have to tolerate substantial pecuniary harms. Additionally as procedure of grapes
cultivation requires huge principal venture, if sale or a shipment of grapes is not
conceivable in stipulated time, growers do grieve a lot. The supreme paybacks from grape
cultivation can be obtained by inaugurating the processing units for manufacturing of value
added products like wine of superior quality, raisins and juice, which has marketplace
prospective for local as well as transnational shop. The massive manufacture base
prerequisite to be reinforced by stout agro treating diligence. The agro dispensation
production in nation is achieving equivalent status as agronomy or several additional
industries.
Maharashtra is a leading state in production of grapes in the whole country. With regard to
agricultural land under grape cultivation and grapes production, Nasik and Sangli districts
are at forefront in the state. Apart from these, grapes are also grown in the district of
Ahmednagar, Pune, Satara, Solapur and Osmanabad. Nowadays, grapes are produced in
Latur district of Marathwada also. However, Nasik and Sangli districts are ahead in the
production of grapes in a scientific manner.
Area under grapes in Maharashtra is 86 thousand ha and production is around 774 thousand
tons of grapes annually. Total export of grapes from India is 108.58 thousand tons during
2011-12 valuing of Rs. 602.88 crores, out of which, nearly 80% is exported from
Maharashtra.
Even though the encounters exist the grape sector has a lot of prospective. Its high
nutritious value, makes it solitary a commodity for foreign export retributions. To discourse
the growers’ distresses and investment on the advertise occasions, the national and
domestic administrations , agriculturalists’ administrations and other parasternal groups
and foundations have started innumerable edges to care treating, shipments and promotion
of the produce .
Indian agriculture is exclusive in numerous methods. With plentiful arable plot, river and
bio-diversity and a huge populace familiarized to cultivation as a source of livelihood, no
nation is superior positioned than our country in carrying almost agronomic affluence.
xiii
But agronomy in the nation prerequisites some precarious controlling ideas,
predominantly that of logistics as well as supply chain management (LSCM).
Agroindustry can realize its complete latent by smearing the ideologies of SCM- i.e.,
cooperation between innumerable stake-holders, non-exploitative amalgamation, bazaar
alterations, accurate agricultural produce , convention agribusiness, demand-led
modification and the widespread and rigorous practice of material and equipment for
instantaneous message through the shackle.
Significance of LSCM for Agribusiness: Agronomy reliant income contributes more than
60 % of occupation and more than 21 % of the nation’s GDP. The implication is that an
individual reliant on cultivation harvests, more than, 18 % as compared to others. This is
owing to the statement that farming has not been permissible to develop as a trade.
Agricultural marketing covers the services involved in moving an agricultural product from
the farm to the consumer. Numerous interconnected activities are involved in doing this,
such as planning production, growing and harvesting, grading, packing, transport, storage,
agro- and food processing, distribution, advertising and sale. Some definitions would even
include “the acts of buying supplies, renting equipment, (and) paying labor", arguing that
marketing is everything a business does. Such activities cannot take place without the
exchange of information and are often heavily dependent on the availability of suitable
finance.
Various Literature Review has been conducted on Production of Grapes, Various studies
of APMC market have been done to know the productivity of grapes and to the rate per kg
in the market, effect of climate change on the productivity of grapes, but the studies on
impact of logistics on marketing of grapes and on retail price was not conducted. This study
talks about the impact of logistics on the marketing of Grapes and on the retail price. The
study cover the factor affecting the productivity and quality of Grapes. The study also focus
on the preference of traders as well as customers. Study also tries to find out the role of
marketing agent on the distribution of grapes which have an impact on retail price which
affect the buying decision of customers.
Various Literature was conducted and it was found that the many research have been
conducted on distribution of various fruits and vegetables in India. The production of fruits
xiv
and vegetables in India. The studies talks about the distribution channel available in the
market for fruits and vegetables. The studies talk about the processing, warehousing,
packaging and exporting of grapes. Some of the researcher identified the problem faced by
grape growing farmer while exporting grapes to different countries. The author reveals a
comprehensive work of horticultural and agricultural cold storage units in the city of
Bangalore. Study reveals that there is a severe impact on the fiscal position due to the
damages occurred during the post-harvest season. Research are conducted on the consumer
preferences about the organic food but no studies were conducted on the consumer
preference about the table grapes or export quality grapes. Studies have identified that the
maximum famers pay a huge amount on commission to agents as a brokerage.
After doing the literature review it was identified that Impact of Logistics on agriculture
product especially grapes cultivating farmers profitability and retail price has not been done
so far. The pricing structure/ strategy involved in the cultivation and pricing of grapes was
not conducted in Sangli and Solapur district of Maharashtra. On this basis the objective of
study were framed that there is a need to identify the impact of logistics on the grapes and
to identify the risk involved in the production of grapes. The role of logistics in Marketing
of grapes. The impact of logistics on the profitability of farmers and on the retail price of
the grapes. The study will also help to find out the use of new technology and its effect on
the production of the grapes.
The study needs both the qualitative and quantative research application. The source of
data required for the completion of the study include both primary and secondary data
source. Data was collected through a structured questionnaire administered to the sample
of respondents from the selected research area in Sangli and Solapur District of
Maharashtra State. The Questionnaire was distributed to Farmers, APMC Traders and
Customers of Sangli and Solapur District.
Various Parameters were identified to get deeper insight in to this study like
1. Impact of Logistic on Marketing of Grapes.
2. Profitability and Pricing of Grapes.
3. Production and Risk Involved into grapes Production.
xv
There were five major variables has been identified for farmers, which were Production,
Risk, Price, Profitability and infrastructure Support. Production factors and Risk factors
have dependent and independent factors which have strong correlation. For APMC Traders
five variables has been identified, which were trading of different types of grapes, Logistic
infrastructure availability and different pricing depending on farm’s production, seasonal
impact on production, Manpower involved in shortening the right products for market
ready end products and Storage facility available for the storage. And for customers five
major variables has been identified, which were Awareness of different types of grapes
available in the market, Different pricing for different types of grapes available,
Purchasing, Direct from Farmers and from market vendors. Also the types of Consumption
pattern of Consumers.
The data collected was processed by using SPSS 21 and after analyzing it was found that
there is an impact of logistics on the marketing of grapes and on the retail price of the
grapes. It was observed that the marketing channel have an impact on the quality and price
of the product, which affects the profitability of farmers. It was also observed that the
quality of grapes purchased from farmers is good, compare to others. Logistics also have
an impact on the profitability of farmers. It was also observed that there is an impact of
new technology on the production of grapes. Logistics also have an impact on the retail
price of the grapes. It was also observed that there is a risk involved in the production of
grapes.
The study showed that educated farmers or the family members are involved into grapes
cultivation, and mean values shows that education qualification was significant in both the
districts. And these farmers were well educated about the market opportunity of the grapes
cultivation. The most important finding was the purchase location of the grapes. The study
shows that the most of the APMC Traders buy form Agents involved into grapes supply
chain, where they use to bought from the farmers while last stage of grapes production by
paying either the agreed amount in advance at their farm only or they pay partly.
The facts lies for this kind of reason was that agents reached to the farm lands directly and
identified the best available production and accordingly they pay to farmers, and the
farmers were not so familiar with the overall supply chain process, So they use to sell their
xvi
produce to middleman or agents at lower price for their produce. When traders directly buy
from farmers they earn good margin by elimination the agent’s commission. The third
group (Customers/ Consumers) which was studied to understand the importance of
logistics on marketing of grapes and its impact on retail price by overall process. The
respondents were asked about their buying preference from different sources, and the
highest percentage was obtained for Hawker. The consumers were asked about their
amount spend for grapes and the quality perception of consumers were asked for different
sources of purchasing.
These three groups were studied to figure out what were the major contributors towards
this study and many dependent and independent variable were identified and studies which
produced significant contribution. There is an impact of logistics on the retail pricing of
grapes. Technology is a very important factor for production of Grapes. And there is risk
involved in the production of Grapes.
1
CHAPTER 1
INTRODUCTION
1.1 Grapes growing regions of India
1.2 Area, production, and productivity of grapes in India
1.3 Description of Commercially Grown Varieties
1.4 Harvesting Season of Crop
1.5 Arrival Pattern in the Market
1.6 The Changing Situation of the Grape Sector in India
1.7 Participation of Private Sector
1.8 Indian Scenario of Fruits and Vegetables Production
1.9 Marketing of Fruits and Vegetables
1.10 Present Fruit Supply Chain Model in India
1.11 Indian Varieties of Grapes
2
CHAPTER 1
INTRODUCTION
The agricultural business is projected to contribute about more than 30% to the nations
GDP in addition to this the sector gives a tremendous opportunity for the employment
(roughly more than 44%), according to the latest analysis conducted by the Labour bureau.
The business of agriculture is supposed to be at a robust stage for the development of the
Nations fiscal budget.
The statement can’t be denied for thousands of years that agronomy and the interrelated
activities for the same have occupied a critical character in the socio-economic expansion
of the country. However in the current scenario where the upgraded technology has become
a part of our everyday life.
Major proportion of Indian agriculturist endure the traditional agricultural practices. those
principles which are linked with several challenges like inflation, rising imports, and
several other obstacles faced by the agricultural sector poses it as a serious challenge to the
nations objective for emerging as an pecuniary power block.
The Boston Consulting Group understood the perquisite to focus the agro industry
prospects for each constituent related to the supply chain of agricultural produce (food
grains, vegetables and fruits).The inputs like credit and produce insurance, the storage
facility, logistics and food processing.
India confronted the delinquent of food grains paucity on the day before of Freedom and
up to late nineteenth century. Herein after the nation faced critical upsurge in production
of food grains via (green revolution), oilseeds (yellow revolution), milk (white revolution),
fish (blue revolution), and fruits and vegetables (golden revolution).
In topical years there has been extensive prominence rested on the increase of horticulture
produce with the formation of massive arrangement for stowage for refrigerating the
produce, in addition to this transference, dispensation, wrapping and quality was also taken
care. Nation is the second largest producer of fruits and vegetables on the global frontiers,
horticulture is expanded above a space of 3.71 million hectares, which shares to a yearly
3
production of more than 45.6 million tones. Several varieties of fruits are grown in India,
of which mango, banana, citrus, guava, grape, pineapple and apple are the foremost.
In addition to these, fruits like papaya - Carica papaya, sapota - Manilkara zapota, annona
- Annona squamosa, phalsa - Grewia asiatica, jackfruit - Artocarpus heterophyllus, ber -
Ziziphus mauritiana, pomegranate - Punica granatum in tropical and sub-tropical group and
peach, pear, almond, walnut, apricot and strawberry in the moderate cluster are also
cultivated in a substantial area.
Grape is one of the most commercially important fruit in the world, its agronomy is unique
of the remunerative farm enterprises in India. The nation has the peculiarity of attaining
the maximum yield in grapes on the international frontiers with a middling produce of more
than 25 to 30 tons per hectare is presently cultured over a space of more than 250 thousand
hectares, which shares more than 0.33 % to total area of produced globally. Nation
conquers 9th position among grapes growing countries of the world.
The production of grapes was more than 1184.20 thousand tons in 2014-15 and upsurge
2689.91 thousand tons in 2015-16. The nation exported 172,744.41 MT of grapes to the
sphere for the worth of Rs. 1,259.40 corers during the year 2014-13. Maharashtra is the
leading grapes producing state in India and Sangli district has been in the leading in the
production of grapes. In 2014-15, zone under grape cultivation was more than 3000
hectares and grape production of the district is more than 713739 tones.
Nevertheless, as grapes are of perishable character, numerous eras when the cultivation of
grapes is abundant and appropriate internal bazaar is not accessible for its sale. Growers
have to tolerate substantial pecuniary harms. Additionally as procedure of grapes
cultivation requires huge principal venture, if sale or a shipment of grapes is not
conceivable in stipulated time, growers do grieve a lot.
In such condition, the supreme paybacks from grape cultivation can be obtained by
inaugurating the processing units for manufacturing of value added products like wine of
superior quality, raisins and juice, which has marketplace prospective for local as well as
transnational shop. The massive manufacture base prerequisite to be reinforced by stout
4
agro treating diligence. The agro dispensation production in nation is achieving equivalent
status as agronomy or several additional industries.
It is animated since it acts as an association amongst manufacturing businesses and
cultivation, which are the utmost significant subdivisions of the Indian frugality.
Regrettably, agronomy only is no longer capable to deliver a consistent income for the
emergent populaces in many countries. Another income making openings are desirable to
fund the millions of deprived families who can no longer care their livings from the
terrestrial only. The entreaty and need of agro processing escalates as cultivation rises.
Contrariwise, fresh treating actions can unclutter up new openings to growers,
consequently generating additional incomes for the poor people. Agro treating is turning
primary agricultural produce into other merchandises for market involves all actions from
the time of produce till the physical goods touches the end users in the preferred form,
wrapping, magnitude, superiority and cost.
In nation available total grapes manufacturing more than 77 per cent is availed as table
grapes, more than 18 % are used for raisins and only 1 to 2% are utilized for wine and juice
production. However grapes are more used for food processing as related to several other
fruits, the quantity is much low as compared to other grapes. On the global front more than
80 % of grapes cultivation is used for wine production and outstanding 20 % is utilized as
table grapes.
The agronomic segment of the nation is in the core of a speedy revolution. This
modification has been carried out by the liberalization of the agrarian division which has
conventionally been ruled by the administration. In recent decade, it has been recognized
as one of the prospective subdivision for pecuniary development. In order exploit on this
prospective, administration exertions and creativities have been focused towards giving a
reasonable platform to the private region and financing in forming groundwork and other
amenities such as nourishment squares, zones for the global frontiers, and station markets
to boost its contribution.
The shove on the strategy façade is to convey about alterations to build a stage for the
private sector, by soothing the publicizing rules to support secluded productions to obtain
5
openly from growers. Transforming the Agrarian Products Publicizing Board (APMC) Act,
which controls the presentation of agronomic yield, is a gigantic stride in this course.
The ingenuities engaged by administration have twisted an empowering atmosphere for the
entrance of the private segment in this diligence. Numerous domestic firms are
participating in emerging the farming division by financing in cultivated distributes on the
global frontiers, treating the agricultural produce and promoting. In topical century’s lot of
movement in this zone were carried out since enormous funds by establishments such as
ITC, Bharati's Field Fresh, Reliance Industries Limited, PepsiCo, M&M’s Mahindra
Shubhlabh, Aditya Birla Group, etc. were sinked in the segment of agribusiness. A premier
bustle of transferring horticulture produce and fresh agri produce to superstores in vivid
regions across the globe is the one of the core activity.
On the International platform in mechanized nations where the consumers are quality
conscious business of fresh harvest is progressively administered by International
superstores setting an effective standards of quality to meet the demands of quality.
Deficiency of quality has been one of the key encounters for horticultural distributes from
India to different nations. Firms tangled in agronomic trade overseas have to toil very
meticulously with growers to confirm amenability with global quality criterions.
Moreover, these enterprises are also capitalizing in mounting cold set-up to sustain quality
during the transference, which benefits to help to the sector in modernization. Our nations
varied topographical environments gifts a huge possibility for agricultural trade on the
overseas platform. The movement is expected to upsurge intensely in the upcoming
centuries.
Massive capitalization by private companies in this zone are determined with a revelation
to bond nation’s small growers to worldwide supply chains in agricultural produce,
identical to the software writers and call center workers who are connected to other
divisions of the international budget (International Herald Tribune, 2006). This idea
signifies a quantum leap from an agrarian segment evoking out to feed the realm: the real
portrait is the existence of a truly evolving inland marketplace, with all the abilities and
all the encounters of a developing arcade.
6
In this altering marketplace milieu, recent promoting shackles are expected to upsurge in
quantity in the approaching centuries. It is significant to manuscript efficacious specimens
to become an inclusive indulgent of the diverse characteristics of evolving promotion
cables and their influence on vital participants.
After the Green Revolution in mid-sixties, it became clear that horticulture, for which the
Indian topography and agro climate are well suited, is the best option. India has emerged
as the largest producer of mango, banana and cashew and second largest producer of fruits
& vegetables in the world.
The most significant development that happened in the last decade is that horticulture has
moved from rural confines to commercial production and this changing scenario has
encouraged private sector investment in production system management. The last decade
has seen technological infusion like micro-irrigation, precision farming, greenhouse
cultivation, and improved post-harvest management impacting the development, but
during the process various issues have emerged.
1.1 Grapes growing regions of India
Grape (Vitis vinifera) is basically a sub- tropical crop. However, in India, grapes are
cultivated for their excellence also under tropical conditions. In India, Grapes are
cultivated in an area of 111.4 thousand ha with a total production 1,234.9 thousand tons
and productivity of 11.1 tons/ha. Because of special labour training systems provided for
grape cultivation in India, productivity is highest among the grape growing countries of
the world.
Indian Scenario
There is sizeable increase in acreage and production of grapes in India. In acreage, there is
an increase from 47.5 thousand ha in 2001-02 to 111.4 thousand ha in 2010-11.Similarly
the production has increased from 1,184.2 thousand tons in 2001-02 to 1,234.9 thousand
tons in 2010-11. The grape sector in our nation is a good specimen of a very active segment
that has experienced momentous variations in the previous ages to tackle up to global
standards. Global Gap is the utmost extensively documented quality reassurance system
for trade of farm produce on the international platform. A crucial constraint for transferring
7
the produce to European markets is Global Gap certification since these arcades are
subjugated by superstores that necessitate this permit from their merchants. The
ingenuities commenced by administrations of state-owned and central authorities,
growers’ and cooperatives trust, private administrations and organizations responsible to
progress the exports of the grapes and treating are also conferred in brief.
1.2 Area, production, and productivity of grapes in India
Maharashtra is a leading state in production of grapes in the whole country. With regard to
agricultural land under grape cultivation and grapes production, Nasik and Sangli districts
are at forefront in the state. Apart from these, grapes are also grown in the district of
Ahmednagar, Pune, Satara, Solapur and Osmanabad. Nowadays, grapes are produced in
Latur district of Marathwada also. However, Nasik and Sangli districts are ahead in the
production of grapes in a scientific manner.
Area under grapes in Maharashtra is 86 thousand ha and production is around 774 thousand
tons of grapes annually. Total export of grapes from India is 108.58 thousand tons during
2011-12 valuing of Rs. 602.88 crores, out of which, nearly 80% is exported from
Maharashtra.
(Source- NHB- 2011-12 Government of India)
Production Productivity
Year Area ( 000’ha) ( 000’tons) ( tons/ha)
2001-02 47.50 1184.20 24.90
2002-03 52.10 1247.80 24.00
2003-04 57.80 1474.80 25.50
2004-05 60.50 1564.70 25.90
2005-06 66.00 1649.60 25.00
2006-07 65.00 1685.00 25.90
8
2007-08 68.00 1735.00 25.50
2008-09 80.00 1878.00 23.50
2009-10 106.40 880.70 8.30
2010-11 111.00 1235.00 11.10
2011-12 116.1 2220.9 21.50
2012-13 117.6 2483.1
23.30
2013-14 118.7 2585.3
24.50
2014-15 122.0 3205.3
28.30
Total Production of Grapes in India. (Source: National Horticulture Board 2013,
Government of India)
Table 1.1
1.3 Description of Commercially Grown Varieties
Name of the Description Berry
Variety diameter
Thompson
Berries are oval to oblong in shape with T.S.S.18-
22o Brix, 16 mm to 18
Seedless acidity 0.5 to 0.7% mm
Sonaka Berries are elongated, cylindrical and amber 16 mm to 19
coloured, T.S.S. around 22 o Brix, acidity 0.4-
0.7% mm
Sharad Seedless
Berries are oblong to elliptical in shape and bluish
black in 18mm to 22
9
colour with T.S.S. 18-21 o Brix and acidity 0.5-
0.7% mm
Tas-e-Ganesh
Berries are ovoid shaped and green to amber in
colour with
15 mm
20mm
T.S.S. 20-22 o Brix and acidity 0.5- 0.65%
Table: 1.2
(Source :- Grapes Manual, Government of India)
Good Agricultural Practices (GAP)
o Selection of improved varieties for cultivation
o Identification of exact nature of problems in difficult soils and providing
solutions.
o Adoption of suitable training system and high planting density and canopy
management.
o Integrated nutrient and water management of vineyards
o Treatment with chemical growth regulates for quality improvement
o Weed management
o Integrated pest and disease management practices.
1.4 Harvesting season of crop
-Lean Period
-Peak Period
States Jan Feb
Ma
r Apr May Jun Jul Aug Sep Oct Nov Dec
10
Maharashtra
Karnataka
Andhra
Pradesh
Tamil Nadu
Punjab
Haryana
(Source: Indian Horticulture Database 2013)
Table 1.3
1.5 Arrival Pattern in the Market
Grapes start coming to the market in middle of January and peak time of availability is
during February-March. Availability season is extended further to April – May by keeping
the produce in cold stores. The details are given below in table:
Details of arrival pattern of grapes in leading states
S.No. States Period Of Availability Peak Season
Maharashtra, Karnataka
and
1 Andhra Pradesh Middle of December - May February-March
2 Tamil Nadu** Mid of December – Mid of April
February –
March
11
3 Punjab and Haryana 1st week of June to 3rd week of june Mid June
** Grapes are also available in Tamil Nadu during May to July and September to
November months.
(Source – NHB Data Base 2013).
Table 1.4
(a) Concentrated pockets
State Districts
Maharashtra Nasik, Sangli, Solapur, Pune, Ahmednagar, Satara, Osmanabad
Karnataka Belgaum, Bijapur, Bagalkot, Kolar, Bangalore
Tamil Nadu Theni, Coimbatore, Dindigul, Dharampuri
Punjab Bhatinda, Ferozpur, Muktsar ,Sangrur
Andhra Pradesh Rangareddy, Mehboobnagar
Haryana Fatehabad, Sirsa,Hisar
Table: 1.5
(Source – NHB Data Base 2013).
(b) Catchment areas of market
Showing the details of catchment areas of Market of Grapes in leading states
Districts
States (Market) Blocks
Solapur
Karmala,Barsi,Madha,Mohol,Mangalwedha,Sangole,Malsiras,Pan
dharpur,Akalkot.
12
Nashik
Kalvan,Peint,Igatpuri,Sinnar,Niphad,Yeola,Nandgaon,Satana,Furg
ana,Dindori,Melgaon,
Sangli
Atpadi,Khanapur,Islampur,Shirala,Valva,Tasgaon,Kavathe,
Mahankal,Jath, Miraj
Ahmedna
gar
Srirampur,Sangamner,Akola,Rahusi,Nevasa,Parner,Pathardi,
Srigonda,Karjat
Junnar, Ambegaon, Ghod, Rajgurunagar, Wadgaonsirur, Mulshi,
Welhe, Purandhar, Bhor, Baramati, Indapur, Daund, Saswad.
Pune
Maharashtra Satara
Mahabaleshwar, Khandala, Wai, Phaltan, Koregaon ,Khata, Patan,
Karad, Vadug.
Bijapur Indi,Sindgi,Basavna Bagevadi,Muddebihal,Tikota.
Belgaum Athni,Arkali,Chikodi,Mukeri,Bailhongal,Ramdurg,Khauapur.
Bagalkot Jamkhandi,Mudhol,Hungund,Badami.
Kolar
Bagepalli,Gauribidanur,Gudibanda,ChikBallapur,Mulbagal,
Malur,Bangarapet
Karnataka Bangalore
Amekal, Sonnenahalti, Kannur, Bagalur, Nagarur,
Marangondahalli, Haralur, Mantapa,
Solurur, Chandapur.
Rangared
Marpali, Vikarabad, Tandur, Pargi, Ibranimpatan, Shahabad,
Doma, Maisaram, Miryan,
13
Dy Nancherla.
Andhra Mehbubn
Kollur, Keshampat, Mughalgidda, Karnul, Wanparti, Atmakur,
Gadwall, Alampur, Kolhapur,
Pradesh Agar Achampet, Kondangol.
Periyakulam, Andipatti, Uttammapalayam, Bodimayakkanur,
Kamban, Megamali,
Theni Vadugapatti,
Coimbato
Tamil Nadu
Re
Muttuppalaiyam, Avinashi, Tiruppur, Palladam, Udumallaippettai,
Pollachi,Valparai.
Dindigul
Palani, Kodaikkanal, Oddanchatran, Vedasandur, Naltam,
Nilakkotai, Palaiyan
Rampura Phul, Talwani Sabo, Bhagra, Jalal, Nathana, Bandi,
Jaisinghwala, Shergarh,
Bhatinda Sangat, Malkana, Lahri, Teona.
Zira, Fazilla ,Abohar, Jalalbad, Fatehgarh, Panjeke, Ladhuka,
Lakhawall, Ramsara,
Ferozpur Wahabwala.
Punjab Muktsar
Kanianwali, Malaut, Baruwali, Sotha, Doda, Bhadar, AbulKharana,
Bhagu, Waring, Khera
Fatehaba
d
14
Ratiya, Tohana, Badalgarh, Bhattu, Sampla, Pirthala, Samiyana,
Kharihajan, Bhattukalan
Fatehpur, Dabwali, Ellenabad, Banwala, SalamKhera, Nathohar,
Mangl a,Jamal,
Sirsa Gushalyana.
Bithmara, Adampur, Narnaund, Hansi, Budak, Mangal, Umra,
Sultanpur, Babal, Baria,
Haryana Hisar Agroha, Kanoh, Khedar, Budak.
Table: 1.6
(Source – NHB Data Base 2013).
Packaging and its details
(A) For exports:
Packaging is normally done in Corrugated or Solid Fibre board cartons. A layer of
double pad or protective liner is placed at the bottom of the carton to protect the grapes
from bruising and a polyethylene lining is placed over it. The detailed specifications are
given below in table 3.10 and table.
Specification details for Corrugated Fiber Board (CFB) Boxes for packing (2Kg box)
{Dimension: 270X150X100 mm}
(Source: Post- Harvest Manual for Export of Grapes, APEDA, New Delhi.)
(B) For domestic markets:
For domestic markets also, grapes are packed in Corrugated Fiber Board boxes.
Distribution of produce from primary to Terminal Market
Grapes grown in different parts of country are transported to the big cities for
marketing.
15
The fruits produced in Maharashtra, Karnataka, Andhra Pradesh and Tamil Nadu
find market in Mumbai, Nagpur and Kolkata.
The important whole sale markets of grapes in India are Kolkata, Delhi, Mumbai,
Chennai, Bangalore, Nagpur, Pune and Ahmedabad. Grapes for these big
markets are usually collected at the central places in all grapes growing areas.
From Mumbai port grapes are exported to the destination markets.
1.6 The Changing Situation of the Grape Sector in India
The grape sector in our nation is a good specimen of a very active segment that has
experienced momentous variations in the previous ages to tackle up to global standards.
Global Gap is the utmost extensively documented quality reassurance system for trade of
farm produce on the international platform. A crucial constraint for transferring the produce
to European markets is Global Gap certification since these arcades are subjugated by
superstores that necessitate this permit from their merchants. The ingenuities commenced
by administrations of state-owned and central authorities, growers’ and cooperatives trust,
private administrations and organizations responsible to progress the exports of the grapes
and treating are also conferred in brief
Initiatives to develop the grape sector in India
More than 90% of the grape cultivation is of table range. Grape cultivation is an extremely
moneymaking scheme for growers, however it is also exceedingly uncertain as growers
need to capitalize profoundly for produce. In case of a price clatter, growers’ façade
tremendous losses which heads to a supplementary liability besides with the primary huge
capitalization.
Even though the encounters exist the grape sector has a lot of prospective. Its high
nutritious value, makes it solitary a commodity for foreign export retributions. To discourse
the growers’ distresses and investment on the advertise occasions, the national and
domestic administrations , agriculturalists’ administrations and other parasternal groups
and foundations have started innumerable edges to care treating, shipments and promotion
of the produce . The key edges are pronounced below.
16
In order to improve the promotion of the produce from Maharashtra to the international
frontiers, the supportive business enterprise “Mahagrapes” was time-honored in late
nineteenth century through the support of the Maharashtra State Agronomic Promotion
Board in Pune. Until date overall more than 16 grape growers’ cooperative firms are
participant firms of Mahagrapes from various districts of state Sangli, Solapur, Latur, Pune
and Nasik areas.
The central unprejudiced of Mahagrapes is to enhance the export of grapes for which
conveniences like precooling and cold storages have been established at each grape grower
cooperative firm . It is now a well-established brand in the universally, it has exported the
produce to the European Union and the Middle East for more than decade. All
methodological regulation and fiscal backing has been set by the state marketing board.
More than 7 Agri-export zones (AEZs) for grapes have been established up in Maharashtra
and Andhra Pradesh. The vision of these AEZs is to endorse the produce so that profuse
raw material be obtainable at low charge; AEZs incorporate innumerable helping platforms
from central and local administrative assistances. The zones provide monetary incentives
to exporters, assimilating all the deeds till the produce touches the bazaar. The AEZs are
executed through civic and isolated participation of the segments. The Indian Council for
Agricultural Research (ICAR) has conventionally established the National Centre for
Grape Research at Pune to accommodate to the research and extension prerequisites to
progress new diversities with an idea for the prerequisite for treating and disseminating.
Extension support is delivered to outspread the conclusions to the growers.
APEDA has developed the “GrapeNet”, web-based software that will help smidgen
distribution of grapes from India to the European frontiers. This resourcefulness was
directed for dropping the export discards due to extraordinary insecticide scums. The
tracking system of Grape Net will help to screen insecticide deposit and attain produce
which meets a global standard, consequently advancing grape exports to the European
boundaries.
NAFED was established 1958. NAFED is registered under the Multi State Co-operative
Societies Act. NAFED was setup with the object to promote Co-operative marketing of
Agricultural Produce to benefit the farmers. Agricultural farmers are the main members of
17
NAFED. The objectives of the NAFED are to organize, promote and develop marketing,
processing and storage of agricultural, horticultural and forest produce, distribution of
agricultural machinery, implements and other inputs, undertake inter-State, import and
export trade, wholesale or retail as the case may be and to act and assist for technical advice
in agricultural production for the promotion and the working of its members and
cooperative marketing, processing and supply societies in India. Domestic operations of
NAFED mainly comprise of outright business, joint venture business with member
federation/societies, agency & consignment business and implementation of price support
scheme/market intervention scheme of the government of India. NAFED helps farmers by
procuring their produce like food grains, pulses, oilseeds, spices, cotton, tribal produce,
jute & jute products, eggs, fresh fruits & vegetables through the established cooperative
network all over the country with active involvement marketing societies at mandi level.
NEFED also provides marketing assistance to the farmers by arranging disposal of their
produce on delivery basis at terminal markets to facilitate them fetch best possible price
for their produce. NAFED also serves the consumers' interests through supply of various
essential items, such as, onions, potatoes, eggs etc. during scarce marketing situation or
when the prices of such commodities rise abnormally. Presently, NAFED is running five
retail outlets in Delhi and two in Shimla in the name and style "NAFED BAZAAR".
NAFED initiated Future Trading activities in several agricultural commodities viz. Rubber,
Pepper, Turmeric, Chillies, Soyabean, Mustard seed, Mntha, Potato, Jeera etc. NAFED
also undertakes procurement and marketing of agricultural commodities in joint venture
with states Cooperative Marketing Federations/ Marketing Cooperative Societies.
If there are any grievances with reference to insecticide deposits in grapes, the software
will be capable to designate the location of the farms. In addition to this it will furnish
facts about the authorities issuing the certificate, examination documents, laboratory
reports, certificate of residue investigation and the packing company particulars. It is
premeditated to touch at the root of any grape disseminate transaction on the global
borderline. The software is already being used by more than 40 000 farmers. Because of
higher liability and clearness in the system, the farmers’ revenues have also amplified
according to APEDA.
18
Indian agriculture is exclusive in numerous methods. With plentiful arable plot, river and
bio-diversity and a huge populace familiarized to cultivation as a source of livelihood, no
nation is superior positioned than our country in carrying almost agronomic affluence.
But agronomy in the nation prerequisites some precarious controlling ideas,
predominantly that of logistics as well as supply chain management (LSCM).
Agroindustry can realize its complete latent by smearing the ideologies of SCM- i.e.,
cooperation between innumerable stake-holders, non-exploitative amalgamation, bazaar
alterations, accurate agricultural produce , convention agribusiness, demand-led
modification and the widespread and rigorous practice of material and equipment for
instantaneous message through the shackle.
Significance of LSCM for Agribusiness: Agronomy reliant income contributes more than
60 % of occupation and more than 21 % of the nation’s GDP. The implication is that an
individual reliant on cultivation harvests, more than, 18 % as compared to others. This is
owing to the statement that farming has not been permissible to develop as a trade.
Our mother land is a huge marketplace for conglomerate on the global platform, but the
grower cannot easily transport his yield. Regulations and taxes contradict him to avail the
chance. Decrease in maintenance rates and nourishments do not inevitably work for the
prolonged comforts of growers.
Small holdings have their own merits: Unbiased circulation, expressive contribution,
openings to lead suitable power in cultivation, coercion to cooperate with nationals, soil
preservation and merged agribusiness. These parameters apt into the concept of supply
chain well.
The WTO has fetched a qualitative modification to universal employment in agronomic
merchandises. The prerequisite is a competent, linkage between the growers to the end
user. Trade on the global frontiers is an exclusive occasion where some jeopardies need to
be coped. The budding bazaar for treated agro foods is subdued by high assessment. The
restrictions executed by deficiency of cold cables and transport facilities supplements the
restrictions.
19
Emphasis on building networks: At the international frontiers, there is no rivalry among
corporations, but exist between supply chain linkages. The system in our nation is
embryonic and unequal. The artificial is to get round a rigorous association between
growers, processors, providers for the logistics wholesalers and retailers to source what the
clients in nation and overseas want price commendably. Parallel association between
representatives, scholars, interventions, equipment firms and fiscal institutes enhance asset
to the shackle. The whole cable and not just farming should be demarcated as cultivation.
Equipment involvements comprises a vital fragment of SCM. The evolving ones are gene
revolution, eco-technology, information network and geographical information system.
Divergence for food is widely studied under biotechnology, medication and verve, as also
pest management at the relevant cost. Outmoded innovations need to be revived and
implemented. Organic farming is an outmoded exercise with a new plea and international
bazaar of more than $30 billion rising at over more than 15 % per annum.
Régime at the state level, the Development team and the Trade Bureau are touching on the
road to SCM in line with the global practices, however there is the slog of previous
performs. Numerous State-owned administrations have equipped prophecy forms
integrating the SCM ideologies. The private segment is previously viewing at convention
agricultural to amount to the high-end local marketplace and the disseminate demand.
There is bigger cognizance between entrepreneurs that cultivation deals pretty morals and
can no longer be overlooked.
A nodal assistance with bazaar vision is a criterion for every single supply chain. The
superstore manacle Wal-Mart receipts maintenance of its contractors’ fiscal needs and
logistics smooth as it inspires incessant budget control to assist the customer. The supply
chain achieves together corporeal and market tasks which means accepting bazaar requests,
transferring uncooked material into ended harvests and stirring them from manufacture
hubs to end points in a active and effective method and satisfy consumer prospects.
Supply Chain Management can be obtained from the notion of social wealth. It loads
progressive self-centeredness where all the relations in the system slog in the direction of
exploiting the price for everyone, counting the patron, in a collective mode.
20
The significant communications of supply chain triumphs are: all the consumers are rank
equally charge, arrangement, sensible transport and dealings with traders as their primaries.
Role of Government: The nations legislative authorities has proclaimed a strategy for
cultivation above the first two decades of the 21st century .A contrivance that teaches and
encourages growers on market-led diversification of plot used for cultivating agriculture
and horticulture produce , curative and perfumed floras, forestry and floriculture is also
mandate .
A product method to fix the whole cable is the greatest suitable plan whether it is mango
in Gujarat and UP, litchi in Bihar, pineapple in Tripura or poultry in Tamil Nadu. Typically,
the chain is broken or is weak in several links. Convention farming can help overwhelm.
An optimum combination of the plot and product method is suitable.
While fundamentals of agronomy such as plot, rainwater, forestry administration and
structure would fall under the zone method, divergence, precision and biological
agribusiness, treating, publicizing and participations could be taken care by the produce
technique.
Convention agribusiness, unlike commercial agribusiness, brings growers into the heart of
the budget. It condenses the bazaar jeopardy. The grower is sensitively close to the plot
under convention farming. Forward contracts improve supply chain efficacies by giving
both information and physical efforts. This enables hassle-free obtainability of recognition
from financial institutions at modest tolls. Convention agribusiness authorizations
regulates over criteria of produce required by niche markets, both domestic and foreign.
Administration desires to take the role of organizer by emerging essential strategy agenda,
enticing speculation and generating set-up
1.7 Participation of Private Sector
Liberalization has prepared agri-business and association with growers the next rational
borders to master financial progress. Here are some archetypal creativities of the private
business segment, which assures continuous upsurge in agronomy.
21
These include the Rallis Kisan Kendras, the eChoupals of ITC and the market centers of
Cargill. All of them place a finest on the usage of technology. The crucial point is to
recognize the customers’ needs with respect to the quantity and price, and reply to it
truthfully, rapidly and with slightest drift of ingredients.
The private speculation in agronomic segment is on the upswing and numerous
agroindustry businesses have industrialized new-fangled copies to grasp to growers. The
prerequisite is to make the agrarian sector more striking for private division to capitalize.
Sooner progress in cultivation tomorrow will occur since of rising private asset are in
agronomy now.
The supply chain concept is still budding condition in nation’s cultivation. Though the
requirement for the same, at this step, is extra than earlier since of the encounters give a
free rein to the competitiveness by deregulation and globalization. An important chief stage
in the procedure is to evaluate the existing stock chain competence. A inauguration has
been completed and great amount of Indian agro created administrations currently are
comprehending the significance of emerging and employing a complete supply chain
approach - and then involving that method to bring end results.
Agribusiness: Making up for lost time
Variations are desired transversely on three main proportions: plantation yield, grower
success and implementation of newfangled skills and agribusiness prototypes
The nation’s cultivation is approaching a significant point. Constructed on the segment’s
present course, the demand-supply misalliance of the agricultural produce is expected to
be more than 16% by 2020, with the cavity deteriorating to more than 21-26% by 2025 if
it is neglected. The fundamental tendencies (contribution parameter if you will) are
similarly disturbing. Levels of Agronomic produce are motionless for last more than 11 to
16 years, by our yields demanding about more than twice the regular water intensity at the
global platform. Excess level of waste in our agronomic supply chain lies in the range of
31% and 40%. It is very miserable to mention that more than a third of grower families
survives below the poverty line. These worrying movements focus the flagrancy of the
obstacle resting forward for the nation’s agronomic segment.
22
The report of NITI Aayog mentions that the segment is more than 28 years behind its
actual time. So it’s a major challenge for the Indian cultivation subside the gap. As the
country is blessed with the principal arable plot. Nation cannot lone confirm its own food
retreat; but also it will develop itself a cradle of foodstuff for the whole globe.
For Indian agronomy to cope up for with the wasted time, variations are required through
three central magnitudes— yield, Growers income, and acceptance of updated technologies
and effective structured business models.
Productivity
Simple standard evaluations with global frontiers highlight that there is substantial scope
for expansion for nations’s agricultural produce. For case, our growers harvest an average
more than 2.9 tonnes of rice per hectare, while the overall mean is more 4 tonnes per
hectare. In country like Egypt, agriculturalists harvest more than 10 tonnes per hectare.
Likewise, in situation of oilseeds, nation’s produce is more than 1 tonne per hectare, while
the global average is more than 1.6 tonnes. Germany has an average produce of more than
3.7 tonnes per hectare. To subside this gap, a variety of developments will be required on
contributions, source accessibility and agricultural procedures. More than 70% of China’s
rice acreage practices hybrid seeds as equated to a mere 5% in India, while country’s micro
irrigation cover is more than of 7% pales in contrast to the US’s is more than 63%.
Accepting finest observes to improve efficiency will require an important speculation in
grower awareness drives. If our planters need access to the finest kernels, can effect state-
of-the-art dealing practices and nurture the veracious crop assortment, we trust output can
be improved by more than 15-20% over a decade.
Farmer Income and Ownership Models
The additional measurement to alter Indian farming is connected to enhancements in
grower fiscal fitness. Numerous studies and readings have emphasized the predicament of
the Indian sharecropper. Certain lessons have exposed that more than 40% of
agriculturalists would vacate if they are provided with another occupation. This gives birth
for a two-pronged attitude. The chief is to essentially modify the finances of a ranch, by
not only refining yield, but also certifying grower sponsoring problems. Subsidized
23
countryside credit, making of inventive agri-financial gadgets like sale option contracts and
rural insurance are significant features that can be a remedy for such problem. Second, as
grower fiscal happiness is extremely connected to a healthy countryside ecology, there
must be single concentration on the expansion of supply chain-related structure
(warehousing), the food treating sector and logistics.
Value addition in food agribusiness chain through food processing: The nation is blessed
with massive supply opportunity as it possess a diversification in the climatic conditions
and different topographical locations makes it a good platform for the raw materials. The
nation is among top cultivators of several agricultural product of the world.
Yet the contributed to not more than 1.6% However the losses of horticulture and
agricultural produce is during the post-harvest season amounting to more than30,000 crores
in Indian currency which contributes to more than 26-41%.The population is of basically
middle class consumers which ranges from more than 350 million people possessing the
financial capacity to purchase agricultural produce.
If the current scenario of Indian agronomy is to be taken into consideration various
measures are taken up by the legislative authority under the brand: Green revolution.
However the subsiding share to the nations GDP is still a challenge which is yet to be
resolved.
Consequently the diminishing line towards the employment opportunities as well as the
yield and the processing site results in a huge expenditure of more than 4.5% and the
income of the farmer is substantial low income summing up to not more than 1.5%.
The scarcity in the yield associated with less value addition and the less profit to the
growers is a result of poor bonding between the growers and processors. Various
researchers have mentioned that value addition is a core parameter which requires a
predominant attention to increase the share of agronomy.
An effective and suitable marketing strategy is to be outlined where the consumers’ needs
and their preferences of high quality yield at substantial low price can be delivered and the
losses incurred during the post-harvest season can be subsided. In addition to this a proper
24
storage facility such as metal bins with improved structure has to be introduced for the food
processing industry.
Maharashtra state contributes more than 40% of their food processing units at the national
platform and the nation possess only 6% of the processing unit at the international frontiers.
If a bird’s eye view is to be represented with reference to the Indian food processing
segment. More than 42% are unorganized while 25% is organized while 33% constitutes
of small scale industries.
The share through exports at the global platform the nation contributes to not more than
1.17%. Horticulture and agriculture being one of the critical segments only 4% of revenue
is generated through processing units. The food processing industry has already made
critical impact on the country’s GDP.
In addition to this the upcoming trend due to busy and hectic schedule the food habits of
people have been altered to a very large extent hence if the daily energy consumption is to
be analyzed it is not more than 8% while the expected consumption is more than 9%. The
recent supply of these agricultural produce is not more than 87 million tons on the nation’s
boundary while the demand is between 135-145 million tons. Therefore the lacuna between
the demand and supply can be curbed by establishing an efficient supply process.
The demand drivers of the agricultural and horticultural produce are nuclear families,
working women’s, high demand from the national resource of the food structured and
organized, private sector. The changing demographics and increasing lifestyle aspirations
gives birth to the demand in the mentioned parameters. Massive wastage across this supply
chain leads to the lower level of processing which has an impact on value addition.
The developing nations faces huge loss in the lower levels of the value chain such as
infected crops, inefficient harvesting, spillage due to transport the technical deformities
due to storage and packaging. However, the rich countries incur a huge loss due to the
promotion activities and some part of the wastage is incurred due to consumer’s behaviour.
Small land holdings have their own benefits: Impartial movement, communicative
contribution, openings to lead suitable control in farming, coercion to collaborate with
25
residents, soil preservation and amalgamated agribusiness. These parameters appropriate
into the idea of supply chain well.
The WTO has raised a qualitative alteration to universal employment in agronomic
supplies. The precondition is a capable, association between the cultivators to the end user.
Employment on the international frontiers is an elite occasion where some risks need to
be coped. The up-and-coming bazaar for preserved agro foods is downcast by high
valuation. The limitations executed by lack of cold chains and transport amenities
supplements the limits.
Emphasis on building linkages: At the global frontiers, there is no competition among
corporations, but happens between supply chain connections. The organization in our
nation is embryonic and unsatisfactory. The artificial is to become round a demanding
association between cultivators, processors, benefactors for the logistics suppliers and
retailers to form basis of what the clients in nation and foreign want price admirably.
Parallel relationship between legislatures, academics, interferences, equipment firms and
fiscal establishments enhance asset to the bond. The whole restraint and not just
agricultural should be delineated as agronomy.
Equipment contributions includes a vital portion of SCM. The developing ones are gene
revolution, eco-technology, info network and topographical information system. Deviation
for food is widely premeditated under biotechnology, prescription and energy, as also pest
management at the appropriate cost. Unfashionable novelties need to be revived and
applied. Organic farming is an outdated workout with a new plea and global bazaar of more
than $30 billion increasing at over more than 15 % per annum. Government at the state-
run level, the Development team as well as the Trade Bureau are moving on the path to
SCM in line with the worldwide practices , however there is the slog of aforementioned
accomplishes. Frequent State-run managements have fortified prophecy forms assimilating
the SCM philosophies. The private section is previously watching at convention
agricultural to quantity to the high-end local bazaar and the distribute demand. There is
bigger knowledge between businesspersons that growing crop deals pretty moralities and
can no longer be time-consuming.
26
A nodal support with bazaar dream is a standard for every solitary supply chain. The
superstore manacle Wal-Mart earnings maintenance of its servicers’ fiscal needs and
logistics smooth as it inspires nonstop budget control to assistance the client. The supply
chain attains together bodily and market tasks which means long-suffering bazaar
requirements, transporting uncooked material into completed harvests and rousing them
from manufacturing hubs to end points in a vigorous and effective technique and satisfy
customer forecasts.
SCM can be gained from the concept of social wealth. It loads broadminded self-
centeredness where all the associations in the system trek in the direction of manipulating
the price for everyone, counting the patron, in a cooperative mode.
The substantial communications of supply chain victories are: all the customers are rank
equally, control, preparation, sensible transport and transactions with traders as their
primaries.
Part of Government
The state’s legislative establishments has announced a strategy for cultivation above the
first two spans of ten years of the 21st century. A setup that teaches and inspires growers
on market-led modification of plot used for educating agriculture and horticulture produce,
curative and scented floras, forestry and floriculture is also important.
A manufactured goods technique to fix the complete cable is the highest suitable plan
whether it is mango in Gujarat and UP, litchi in Bihar, pineapple of Tripura or the poultry
in Tamil Nadu. Typically, the sequence is shattered or is weak in numerous links. Contract
farming can help overcome. An optimum mixture of the plot and product process is
appropriate.
While basics of agronomy such as land rainwater, forestry management and arrangement
would fall under the region method, deviation, meticulousness and organic agribusiness,
considering, publicizing and memberships could be taken care by the harvest method.
Resolution agribusiness, contrasting commercial agribusiness, conveys growers into the
heart of the expenses. It abbreviates the bazaar jeopardy. The grower is sensitively close to
27
the plot under convention farming. Advancing contracts advance supply chain efficacies
by generous both information and physical efforts. This empowers hassle-free availability
of recognition from monetary institutions at diffident tolls. Agreement agribusiness
agreements regulates over criteria of crop required by niche markets, both national and
imported. Administration requirements are to take the role of manager by developing
essential approach agenda, attractive speculation and producing set-up.
1.8 Indian Scenario of Fruits and Vegetables Production
In India per capita availability of fruits and vegetables is quite low because of postharvest
losses which account for about 25% to 30% of production. Table 2 shows the projected
domestic demand of fruits and vegetables in India for the years 2010, 2015 and 2020 with
2010 as base year. Besides, quality of a sizable quantity of produce also deteriorates by the
time it reaches the consumer. Most of the problems relating to the marketing of fruits and
vegetables can be traced to their perishability. Perishability is responsible for high
marketing costs, market gluts, price fluctuations and other similar problems. There is a rise
of about 4% in the production of fruits and vegetables but there is significant increase in
production area also which results in low per hectare production. Table 3 which show the
total production of various fruits and vegetables in different states of India along with the
area of production in the year 2013-14. This phenomenon is caused due to various factors
in which economic and technological factors lead the race. State needs to educate the
producers of the latest technology available and also help them by granting support to
acquire them and proper supply chain management should be there in the country which
would help prevention of exploitation of farmers and help increase their income.
1.9 Marketing of Fruits and Vegetables
Marketing of horticultural crops is quite complex and risky due to the perishable nature of
the produce, seasonal production and bulkiness. The spectrum of prices from producer to
consumer, which is an outcome of demand and supply of transactions between various
intermediaries at different levels in the marketing system, is also unique for fruits.
Moreover, the marketing arrangements at different stages also play an important role in
price levels at various stages viz. from farm gate to the ultimate user. These features make
the marketing system of fruits to differ from other agricultural commodities, particularly
28
in providing time, form and space utilities. While the market infrastructure is better
developed for food grains, fruits and vegetables markets are not that well developed and
markets are congested and unhygienic.
Different marketing channels
• Producer-trader-wholesaler-retailer-consumer.
• Producer-trader-retailer-consumer.
• Producer-trader-consumer.
• Producer-consumer.
An efficient marketing system can
• Reduce post-harvest losses.
• Enhances farmers’ realisation.
• Reduce consumer price.
1.10 Present Fruit Supply Chain Model in India
Figure shows the schematic diagram of fruit supply chain in India shows the number of
intermediates involved in the traditional supply chain of fruit in India. In India the majority
of the trade happens through traditional path. Generally the grower’s sale fruits to the
middleman who collect fruits from various adjacent areas and sales to the commission
agent or traders. Commission agents are the middleman who find various buyers for the
local middleman and take some commission against the sales made. They generally find
out the bigger players or traders who buy fruits in large quantity. Then trader collects all
small quantities and consolidates of large varieties and sale those to the wholesaler.
29
FIG. 1.1: Flow of supply chain of Grapes in local areas market.
(Source: - Own Analysis)
Maharashtra has diverse agro climatic conditions suitable for the cultivation of a wide
range of crops, and a progressive farming community. The State has a large urban
population with high purchasing power. It is one of the major horticulture States in India,
with more than 13 lakh ha under different fruit crops. Maharashtra is a pioneer and leader
in the use of water saving technology like drip and sprinkler irrigation, and accounts for 60
percent of the total area under drip irrigation in the country. Almost all the area under
grapes and more than 60 percent of the area under banana in the state has access to drip
irrigation. The State is the largest exporter of Thompson seedless grapes, Alphonso
mangoes, onions and long stem cut flowers.
Competent Agri Solutions offers a full service consultancy cum supply chain Solutions
Company covering the entire gamut of food and agricultural sector and sub-sectors with
the fruit and vegetable trade in India as the main focus.
Competent Agri Solutions provides innovative farm to market supply chain solutions in
retail and wholesale segments of fresh, frozen, fresh-cut and dehydrated Fruits
&Vegetables Its clients are established businesses, agri start-ups and overseas companies
who wish to diversify or enter into Indian fresh produce trade or set up retail chains for
30
perishable produce. The company also provides sourcing and marketing assistance, both
for commodities and machinery / equipment, to organized retail, food processing
companies and individuals in addition to being a technical advisory and project consultancy
for larger infrastructure projects like wholesale produce markets, food parks and cold chain
initiatives being undertaken under aegis of Indian Government agencies like NHB, MOFPI,
NHM, NABARD etc. Competent Agri Solutions in also involved in project planning,
introducing new products to the market and is also involved in linking small villages who
produce fresh produce to enable then to supply large assured markets, particularly
organized retailers. This help farmers increase their income by cutting out the middle man,
improving productivity, reducing cost of production besides it producing higher quality
fruit and vegetables due to less / improved handling across the supply chain.
1.11 INDIAN VARIETIES OF GRAPES:
Cultivated grapes are believed to have been introduced into the north of India by the Persian
invaders in 1300 AD, from where they were introduced into the south. Famous Indian
medicine scholars, Sasruta and Charaka in their medical treatise entitled ‘Sasruta
Samhita’ and ‘Charaka Samhita’, respectively, written during 1356-1220 BC, mentioned
the medicinal properties of grapes. Kautilya in his ‘Arthashastra’ written in the fourth
century BC mentioned the type of land suitable for grape cultivation.
31
Grape growing regions in India
Figure No: - 1.2
(Source: www.mapsofindia.com)
32
Figure No: 1.3
The Map of Sangli – Maharashtra
(Source: Map Data 2017 Google)
The dual cities of Sangli and Miraj amalgamated to form an urban cluster. The cities have
significant education centers having graduate and post graduate excellent education in the
regions of arts, science, management, medicine and engineering. The dual cities offer set-
up that includes railway station, guesthouses, accommodation, public transport, telephone
facility, with high speed internet, a multiplex, shopping malls and a state-of-art sports
complex.
Sangli is now developing as one of the principal power generation centers of India.
Reliance Wind Energy (RWE), is located with 150 MW wind power project worth Rs 900
crore with Suzlon Energy (SE). SE will set up the wind farm in Sangli, one of the well-
known wind regions in the state. Sangli has the largest transaction Centre for turmeric in
Asia.
33
The eco-friendly city is located in what is known as 'Sugar Belt' of Maharashtra. The region
has more than thirteen sugar factories, which makes it amongst the highest sugar-producing
districts of India. It also has oil seeds, merchandises and fruit marketplace. Sangli is also
acknowledged for high quality grapes and communities many state and surreptitiously
owned cold storing services. A grape wine botanical gardens spread over 1.42 km² (350
acres) has been reputable at Palus, at a distance of 30 km from Sangli city.
Sangli is also one of the leading Grape growing regions in Maharashtra. Government has
set up Krishna Valley Wine Park 30 km away from Sangli to endorse wine industry also
Pomegranates are nurtured in the north eastern region of the district. Sangli has number of
renowned education organizations which comprises of Walchand College of Engineering,
Willingdon College, City High School as well as Sangli High School. Still Sangli City
intensifying by its expanse and populace though it marks many top businesses have to be
in the national industry causes requirements and new services.
The state administration also has planned a large segment of land for employment of new
Sangli Airport near the development Kavalapur which could be advantageous in the
development of the City Business Development. The effort is in the development of the
National Highway which is from Shirval to Chikkodi (Karnataka) which would be an
ordinary conveyance service from the city to another place. Sangli railway station under
the administration of Pune Railway division assists Sangli city. Miraj Junction, a railway
station is 7 km from the Sangli.
Sagareshwar Wildlife Sanctuary
The reservation is timbered, but with verdant hill slopes. The woods are southern dry mixed
deciduous and southern spike woodland. Defense from nibbling and forest fire has caused
in good renewal of dry deciduous types. The forest subdivision presented many plants in
the area, including Tamarind - Tamarindus indica, Neem - Azadirachta indicia, Nilgiri -
Nilgiritragus hylocrius, Acacia - Acacia auriculiformis, Agave - Agave americana, and
Khair - Senegalia catechu.
Flora and its fauna: Large creatures found in the reserve include several categories of deer
(Sambar Deer, Blackbuck, and Chital) as well as wild pig and peacocks/peahens. Small
34
scavengers like hyena, fox and porcupines are found in the expanse. A large number of
creatures, fowls and reptiles such as pythons and other snakes are also existing.
Tourism of Sangli: The reservation is a widespread tourist destination, with the highest
tourism period from August to February. The most widespread tourist activity is
mountaineering to the top of a hill in the reservation, from which one can perceive the
Krishna River graceful through grounds of sugarcane and grapevines. Also in the area are
frequent memorials to Shiva which were built at the Chalukya dynasty as well as the
Krishna Valley Wine Park in Palus.
About Sagareshwar: This sanctuary has considerable religious, cultural and archaeological
implication. The sanctuary originates its name from a prehistoric famous Shiva temple that
fascinates a great number of followers. It actually contains of one large sanctuary and a
complex of 51 small shrines from the Satvahana era. The Kamal Bhairao shrine, partially
hacked from hard Basalt rock suspended on the edge of a steep overhang. The entry to the
shrine is through a constricted channel.
Map of Solapur District, Maharashtra.
Figure No: 1.4
(Source: Map Data 2017 Google)
35
Varieties of Grapes in Maharashtra India
1) Tas – A – Ganesh
Characteristics
Berries of the fruits are elongated and swell at single side, while producing an empty space
at the other end, giving the cluster a good form.
Grape nectar comprises more plummeting sugar.
2) Sonaka
Characteristics
Rachis
Berries are 1 to 1.5 inches elongated and achieve a yellowish pigment during deviation
Very thin pericarp
The content of sugar is 24 to 26° Brix
3) Manik Chaman
This variation was established by Mr. T. R. Dabade from Nannaj, Solapur by choosing the
buds on cardons of Thompson Seedless assortment way back in 1982.
Characteristics
High productivity & instantaneous maturing of the bunches
The clusters weigh around 400 to 500 gm
Berries are 1 to 1.5 inches in length
For the period of season the berries turn in a peculiar yellowish hue.
4) Maruti seedless Sangli
Mr. Maruti R. Mali from Mhaisal, Taluka Miraj, District. Sangli developed this assortment
in the year 1993 – 1994 from Thompson Seedless assortment.
Characteristics
These bunches are trilateral in form
Typical weight of bunches is between 400 to 800 gms.
Colour of the berries is Greenish white
36
Uniform rotund berries with additional of fleshy tissue and respectable fragrance
can be distinctively seen.
5) Sarita Seedless ( Black sonaka)
Mr. Nanasaheb K. from Nannaj, Solapur) established this assortment by selection of buds
from cardons of Sharad Seedless variety in the year 1996 – 1997.
Characteristics
Deep purple hue of berries which are 1.5 to 2 inches elongation.
Sugar proportion is 20-22° Brix
Impenetrable skinned & no cracking of berries.
Berries are very good to palate, sugary and with a good fragrance.
These clusters weight 400 to 500 gm.
Typical yield of 12 to 14 loads per acre.
6) Jumbo ( Seedless Grapes)
This variety was released by Mr. Nanasaheb Kale, Nannaj, Solapur in 1998 – 99 by
selection of buds on cardons of Sharad Seedless variety.
Characteristics
Regular fruitfulness & uniform berries oral in shape.
Berries are purple in colour & 25 – 26 mm in size
Sugar is 24 – 25° Brix
Thick skinned & no cracking in berries.
12-14 tons yield per acre.
7) Nath Jumbo Seedless
Mr. Vithal Nivrutti Thorat of Kalamb, Tal. Ambegaon, Dist. Pune developed this variety
by selection of buds on cardons of Sharad Seedless variety in the year 2006
Characteristics
Extensive bunch formation & uniform berry size
Berries are of 22 to 26 mm thickness
37
crunchy berries with a respectable fragrance
Clusters are prepared in 120 days.
8) Krishna Seedless
This variety was established by Mr. Narayan Mali in Sangli Maharashtra 2006 by picking
the buds from cardons of Sharad Seedless assortment.
Characteristics
All berries are undeviating in size and deep purple in hue like those of Sharad Seedless
Berries are elongated
About 3-5 cm in length,
Sugar content is 20 – 220 Brix
No cracking is witnessed.
Good to taste buds, sugary and crunchy,
Harvest accounts to ten - twelve tons per acre.
9) Ambee Seedless
Mr. Vithal Mali from Bedag, Taluka. Miraj, District. Sangli advanced this assortment by
selection of buds on cardons of Sonaka Seedless variety - 2007.
Characteristics
Foliages are deep bottle green in color.
Clusters are 450 gm in weight.
Berries three - five cm length,
They are curled and pointed towards the end
Sugar content is 20 to 22° Brix
Dense pericarp, sugary in taste and highly crunchy.
Regular yield ten – twelve tons / acre
38
10) Mahadev Seedless
Mr. Gausmohammed S. Shaikh of Boramani, District. Solapur Maharashtra developed this
variety from a Russian assortment called Kishmis Chorney in the year 2007.
Characteristics
Deep purple in hue,
Sugar content 20 – 22° Brix
Berry weight ten – twelve gms
Dimension greater than twenty five mm
Cluster around seven hundred – nine hundred gms in weight.
Sugar content is 20 to 22° Brix
Good flavor for taste buds and crunchy
With an average yield of nine to twelve tons per acre.
39
CHAPTER 2
REVIEW OF LITERATURE AND GAP ANALYSIS
3.1 Review of Literature
3.2 Literature Gap
40
CHAPTER 2
REVIEW OF LITERATURE AND GAP ANALYSIS
2.1 Review of Literature
The knowledge of similar research work previously carried out relating to the problem
under study is useful as it provides a guidance and helpful in understanding and formulating
the whole methodological framework. In this chapter, a review of past research relating the
production and marketing management of grapes and strategies for increasing productivity
and profitability and consumer perception and Behaviour and other relevant aspects are
presented.
Harold Hume (1951) has extensively shared all the parameters responsible for the creation
of horticultural yields in his book titled “The cultivation of Horticulture crops” it embraces
more than 30 episodes. At the inception systematic classification of horticultural yield is
described thereinafter it narrates all the parameters responsible for the same. In addition to
this the author delivers a methodological assistance with respect to different challenges
aroused during the creation of the yield.
Survey report of logistics of horticulture crops in India: The analysis was restricted for the
significant horticulture field i.e. Magniferous Indica - Mango, Citrusi - orange, Ananas
comosus – pineapple , Psidium guajava, Vitis vinifera - Grapes, and several vegetables.
The collected information was assembled and offered in a sequence of more than 12
reports. Solitarily amongst them is “The distribution of Vitis vinifera in India” was
submitted. It was an effort to highlight the necessary material concerned with the location
and creation as well as the promotional features like planning for the market, categorizing
calibrating, gathering, dispersing and transference as well as freezer compartment. The
documentation was circulated by the administrative authorities in the year 1965.
Thereinafter the legal bodies has not carried any survey and compilations with reference to
grapes in a view to help the producers the merchants the co-operative firms to avail the
same. The legislative authority should take initiatives to carry out such type of surveys
which will build a strong foundation of the manufactures/producers of the horticulture
sectors.
41
Mananbis (1951) the research proved that there is a tremendous forfeiture of horticulture
outputs and agricultural stuffs in the process of storage as well as the transport and
compendium of the same. He also mentioned that there is enormous perquisite for
dispensation and conservation of the horticultural produce. It is not easy this processing
requires a lot of infrastructure as well as equipment and resources but still the final output
is how the produce can be restored for long. This is how the produce can be utilized for
exports and bring in profits for the agriculturalists.
Mahalnobis (1972) study revealed the expense spread of grapes in the platform of Kolkata,
mentions that the share of the creator was not more than 22% of the end users money. The
lesser proportion to the primary producers was significantly the consequence of carrying
cost and treatment charges. It was also calculated that the agents’ contribution was more
than 33% of the end users money and the store keepers got more than 27% of the entire
value at several market bureaucrats.
Subrahamanyam et al. (1981) the author reveals a comprehensive work of horticultural and
agricultural cold storage units in the city of Bangalore. Study reveals that there is a severe
impact on the fiscal position due to the damages occurred during the post-harvest season.
He also mentions the improvised approaches to subside the damages, transference of the
same by railways and highways and the precautions to reduce damage in the journey and
the significance of chilled storage units. Such improvised set ups can ensure long term
supply of produce and act as mitigation for the damage in the long haul. This is vital in
providing national food security and making it to some degree doable and feasible.
Subrahamanyam K V. (1981) penned the agriculturalists’ cut in consumer rupee for
produce in Punjab state. He described that utmost of the small and marginal farmers rent
out their plantations to pre-harvest freelancers. Creators’ cut in the consumer rupee varied
from 25 per cent to about 40 per cent in maximum of the fruit cultivators. The pre-harvest
suppliers who did not make any secure investment on the plantations also acquired more
than the creator’s cut. There is no doubt they had to sustain some expenditures on the watch
and ward of their plantations, harvesting, storing, shipping of the crop, etc. They also
42
described that in Apni Mandi scheme also the authority of the old-fashioned fruit and
vegetable merchants outnumber the agriculturalists.
Kumbar (1983) the research paper on grape- Vitis vinifera cultivators in Bijapur of
Karnataka state described that, the significant grape farming practices like arrangement,
promulgation, imbedding, working out and clipping, manuring, irrigation rate and plant
safety procedures were somewhat implemented by the grape cultivators.
K. R. Dixit (1985) The author completed a challenge to concentrate the promotion of
orange in Vidharbha region. He prepared a comprehensive study on promotion of oranges
through its entire gamut of activities like, shipping, gradation and calibration, glitches of
storing, funding, price and advertising net return analyzing etc.
National Co-operative Land Development Bank’s Federation (1985) has also made an
effort to educate the pecuniary aspects of horticultural produce vise, mangifera indica -
mango, Magnoliopsida - citrus fruits, Malus - apple, Ananas comosus - pineapple and
Ziziphus mauritiana - jujube. The venture has focused on procedural and pecuniary aspects
like farmhouse model, year-wise produce, inter crops, net revenue, phasing of plan and
reimbursement schedule.
Neelagreevam (1985) The author suggested from study that Nagpur district of
Maharashtra state recounted that, the predominant arrangement of transference,
management and stuffing of horticulture produce lead to enormous losses at the time pre
harvest is more than 15%.
Swarup, R. and Ranveer Singh, (1987) brought out from the study that one of the
significant measures of promotion productivity is the portion of creator in the price paid by
the final consumer-buyer. The study brought out that the farmer-producer of Solanum
lycopersicum - tomato, Brassica oleracea var. capitata - cabbage, Brassica oleracea var.
botrytis- cauliflower and Cucumis sativus - cucumber received less than 50 % price
remunerated by the consumer-buyer, the range being 37.26 percentage (Solanum
lycopersicum - tomato) to 49.16 percentage (Brassica oleracea var. botrytis- cauliflower).
43
The portion of creator includes the promotion cost which is very high and is clearly bore
by the producer. The decay of retail price into portion of creator and market functionaries
revealed that i) cultivator’s share normally rises from low valued to high valued vegetables
ii) with augmented perishability of vegetables the cultivator’s portion deteriorations iii) the
portion of retailer is very high, in rare cases even advanced than that of producer iv) the
promotion cost of vegetables is very high in hill areas as it is scattered as well as in remote
areas.
Ramesh Babu (1987) piloted a study on grape - Vitis vinifera cultivators in Bangalore and
Kolar districts and described that, implementation arrangement of grape cultivators with
respect to each of the precise practices fluctuated. The big agriculturalists had higher
implementation level than small agriculturalists and correspondingly, the small farmers
had better implementation level than subsistence agriculturalists. In general, the
implementation level of all the three groups was high.
Abdul and Kaul (1988) conveyed that, the central constriction in publicizing of grapes in
virtually all localities of Meghalaya state were unstable publicizing charge, substantial rate
of carriage and extensive discard during the same.
Ajaykumar (1989) the study on grape - Vitis vinifera cultivators in Rangareddy district of
Andhra Pradesh (India) described that, nonexistence of controlled markets was the major
restriction faced by the respondents, next by low worth of crop, lack of storing facilities
and lack of appropriate conveyance amenities.
Ajaykumar (1989) the study discovered that, numerous acclaimed grape cultivation
Practices like appropriate top soil, suggested variety and training technique of grapes - Vitis
vinifera were keep an eye on fully by the grape cultivators. Largely popular among them
fully accepted the practices like arrangement, size of pit, period and amount of buds at
trimming, fertilizer solicitation and plant fortification measures.
44
Sonka (1989) the author mentioned decorated five conducts agribusinesses may be
different from other types of companies: 1) the single ethnic, formal and radical aspects, 2)
the doubt from produce, 3) the alternate goalmouths and forms of party-political
interference, 4) administrative influence to growth of expertise, and 5) the variability of
modest constructions in the agroindustry segment.
Kahils et al. (1990) in their book titled Marketing of Agricultural Products-describes
expansively the general marketing is carried out for agrarian products/produce. Agrarian
promotion functions are allocated into six parts: namely the frame work of the promotion
glitches, food marketplaces and its institutionalization, estimating practicality and
administrative problem in food promotion and lastly a brief on promotion of same
designated merchandises. The first part assesses agrarian promotion and studies chief
agrarian creation/production and food marketplaces all over the biosphere. The second and
third segments cover the delivery and pricing functions in the agriculture marketing. Other
marketing function, like calibration, shipping, storing, market information and expansion
and demand extension are comprehensively discussed in the fourth part of the book. The
5th part focusses on government agendas/plans and fruit promotion guidelines, the last part
briefly appraisals the promotion practice involved in livestock, milk, poultry, grain, yarn,
tobacco, produce and vegetal. In addition to the above cited six parts, there are nine applied
cases are also encompassed to highpoint solicitation of numerous agrarian promotion
concepts. Another important feature of this book, particularly for research scholars, is the
vocabulary of key term, enquiry for conversation and orientations stated at the end of each
chapter. Though furthermost of the explanation and information used in the book relate to
the India, it delivers a recommendation for scheming and presenting investigative study on
marketing of agrarian products in any part of the biosphere. The review of this book is
useful in understanding agrarian promotion concepts and practices.
Gopalan and Gopalan (1991) established that agrarian promotion system in India
underwent from stark restrictions like high prices, presence of distributors, storing and
conveyance blockages and lack of marketplace material among the farmers. This article
used a live case study in Tamil nadu (India) to assess various approaches of levitation
promotion effectiveness. The investigation recommended that the collectives had
45
debilitated the many insignificant dominations and mismanagements of distributors and
had led to a substantial development in marketing productivity. However, there is a
requirement for appropriate and satisfactory submission of farm inputs, improved attention
of potato cultivators, arranging arrangements and more well-organized distribution of
evidence among other necessities.
Tawade (1991) directed in this study on grape cultivators and detected that, maximum of
the defendants more than 49 % were consuming intermediate information, while more than
25% accrued low information and more than 25.00 % had high knowledge level of
cultivation of grapes.
Thakur et al. (1991) pragmatically stated that, mainstream of the grapes growers were
established completely conscious around the category of topsoil essential for cultivating
grapes however they had Minuscule information about Upgraded variations.
Wangikar (1991) research a study in Osmanabad district in Maharashtra and stated that,
majority of the grape cultivators (79.16%) were not competent to get better-quality varietal
clippings, 70.83 percent of them articulated the problem of less opposition to pest and
sicknesses and 75.00 per cent articulated non-availability of credits from financial
institutions in time.
Angadi et al. (1992) mentioned that, bulk of the growers possessed mediocre Information
of agronomy grapes. This movement was detected since many growers were deficient in
accurate information of multifaceted like utilization of biochemical fertilizers and shrub
Security methods.
This article disparagingly appraisals the set-up of agronomy supply chain administration
in India by pitching a light on role of agronomy supply chain management, Agrifood supply
chain management, Agricultural produce have to experience a chain of actions such as
reaping, separating, inspecting, capturing, transference, stowage, dispensation and
altercation formerly they spread the market, and as palpable from numerous research
across the nation, there are significant damages in produce production at all these phases.
A fresh assessment by the Government of Nutrition and Civil Supplies, Administration,
46
sets the whole avoidable post-harvest losses of food grains at more than 10 per cent of the
total manufacture or more than 20 million Mt, which is equal to the produce in Australia
yearly. In a nation where more than 20 per cent of the populace is malnourished, post-
harvest losses of more than 20 million Mt per annum is a considerable unnecessary
discarded? According to a World Bank study (1999), post-harvest losses of food grains in
India are more than 7-10 per cent of the total produce from farm to marketplace level and
not more than 4-5 % at market and distribution levels. These losses would be enough to
feed about more 70-100 million people, i.e. more than about 1/3rd of nations poor or the
entire populace of the states of the Bihar and Haryana together for year.
N Chandrasekaran and G Raghuram the famous authors of the title Agribusiness Supply
Chain Management have written about the various aspects of agribusiness and how it
affects the entire supply chain. They also mentioned how human resource is an integral
part of the supply chain management and how it influences each and every element of the
supply chain. Considering people with self-respect and benevolent due reputation.
Operationally, this gives a clear idea of accepting merit based employment, cherishing
ability, and employing a translucent and merit-based income and raise system. Interactive
continually with shareholders. This makes the participants (employees, unions, and the
government) for revolution. The authority replies that he always kept his lateral of the
bargain-basement to triumph the self-assurance of the shareholders. Clarifying the context
and the foundation for deed for the predictable advantage of the group was the key to
persuade the investors. Forestalling subjects and determining them before them apparent.
Operationally this would necessitate emergent an extensive span planned viewpoint of the
association. This empowers risk management. This can also be a deed program or
communal objective for the institute. Suitable association edifices can be shaped
(dynamically) to meet the strategic priorities of the organization. Generating cognizance
on output and excellence. These creativities lower the cost of processes and safeguard
recurrence acquisition by clienteles. Product justice is a significance of this creativity.
Since of the stress on quality, the consumer and the vendor are both in a win-win situation.
Developing a promotion alignment and customer-centric tactic. This guarantees income
possible expansion. Mutual with greater excellence and efficiency, it can create a good
47
group. Promotion knowledge. This ensures that the society is not technically outdated and
that customers get better produce at a good-looking price.
C.J. Overgaauw (1992) packing for fresh produces and vegetables-he stated that packaging
of fresh produce and vegetables is both challenging and costly. Miscellaneous
characteristics of wrapping of fresh produce and vegetable are talked over comprising of
cost, magnitudes, dissemination, standards and inclinations, shelf life, microclimate,
container description, density examination, reprocessing and classification, recounting the
cost of wrapping, Overgaauw spoke out two main explanations of extraordinary container
cost i.e. import of cardboard box material and low cost of harvest. In most of the cases, the
stuffing material, usually called “Kraft lies” has to be introduced and as the cost of
foodstuffs itself is very low, the percentage of packaging cost in the aggregate cost is
frequently high. According to Overgaauw in the manufacturing nations cost of wrapping
of fresh fruit establishes up to 10-15 percent of the whole cost. After discoursing same of
the significant factors of packing of fresh produce and vegetables especially for carry
across nations resolve like container specification giving to delivery, shelf life and
microclimate factors, the author also declared the influence of European legislation related
to ecological procedure regarding wrapping of produce. It intensely recommended to move
towards the use of biodegradable wrapping. Although boxes made of wood are perfect for
packaging of fresh produce as they are reasonably tougher and inexpensive, trouble in
reprocessing restrictions its solicitation. In the end Overgaauw stressed, the significance of
trade missions in general marketing of fresh produce.
Deshpande et al. (1992) conducted a study on price spread in different channels of
marketing of grapes in Latur district. They identified following channels. Channel I
(Producer – Aditya – Retailer – Consumer). Channel II (Producer – Wholesaler – Retailer
– Consumer). Channel III (Producer – Retailer – Consumer) and Channel IV (Producer –
Consumer). The study revealed that the minimum marketing cost of Rs. 76.60 per quintal
of grapes was in the Channel IV. The Channels I and II had the highest marketing cost of
Rs. 166.95. The producer’s share in consumer’s rupee was maximum (91.43 per cent) in
Channel IV.
48
Undirwade et al. (1992) conducted a study on marketing of grapes in Dhule district and
observed that farmers preferred to sell their produce to pre harvest contractors (66.67 per
cent). The creators part in customer’s rupee was maximum (75.93 per cent) in Channel;
Producer- Retailer- Consumer. The marketing cost was highest (Rs. 142.88/qt) in Channel-
Producer – Wholesaler – Retailer – Consumer. There was no much variation in net profits
earned by retailers in different channels of marketing.
Prasad (1993) showed a study to classify the arrangement and approaches of transactions
and expenses established by the vegetables cultivators in Jamshedpur as well as Ranchi
markets of Bihar (India). Due to lack of satisfactory conveyance capacity, small farmers
typically prefer to sell their vegetables to the village mediators in Jamshedpur market.
Nevertheless, in Ranchi market the study established that co-operative promotion
establishment transact a significantly high amount of vegetables. The study witnessed that
higher promotion cost and large value spread was established due to high restrictions
charged by the mediators on significant vegetables. The study advocated expansion of
marketyard, storing, and transport accommodations, so that efficient vegetable promotion
can be accomplished.
Bhogal (1994) deliberate the promotion frequencies, marketing boundaries, costs and price
spread for each frequency and glitches faced by the apple producers in apple promotion in
Uttar Pradesh. The most predominant channels witnessed in apple trade were Network I:
Creator - Commission agent/Haldwani marketplace - supplier in unsociable market-retailer
in distant market-consumer in distant market; and Network II: Producer - local agent of
trader - trader in distant market - merchant in far off market consumer in distant market.
Parmar et al. (1994) piloted and estimated examination concerning the promotion glitches
faced by vegetable cultivators of South Gujarat (India) and discovered that decomposition
and mismanagements in weighing vegetables were the most important glitches. The study
recommended the need for enhancement in the marketing system by amending the
49
marketing procedures, establishment of well-organized conveyance structure and co-
operative promotion structure.
Singh et al. (1994) had deliberated the fabrication and promotion of hilly vegetables in
Himachal Pradesh (India) and found that the creators’ share of Solanum lycopersicum -
tomato and Pisum sativum - pea was 43.15 and 49.96 percent correspondingly in the
consumers’ rupee. The study found that the promotion margins of retailers’ were less than
the vendors’ margin, due to the fact that the vendors were renowned to bear the most
important burden of damages and deterioration of superiority of the foodstuffs/harvest.
Thakur (1994) pronounced copious production and promotion problems faced by vegetable
cultivators of Himachal Pradesh (India) while accompanying a study on elevated dangers
for banks in off-season vegetable construction and marketing. The major glitches faced by
agriculturalists were nonexistence of pure quality seeds, containing crossbreed seeds of
diverse vegetables, unpretentious micronutrients and manure mixtures, insecticide,
weedicides, irrigation amenities, packing materials, storing and conveyance amenities,
vegetable dispensation units, sensible and remunerative values and adequate crop loans at
rational interest rates.
Agarwal and Saini (1995) the authors have analyzed the publishing of agricultural produce
in the capital of Rajasthan in late 20th Century. The significant channels identified were
manufacturer – broker – vendor – end users. Network II: Manufacturer – broker - – vendor
– end users. The total charges of a promotional activities from the deal of vegetable produce
such as Brassica oleracea var. capitata – cabbage and Brassica oleracea var. botrytis-
cauliflower through the Network I was more than Rs. 40/- and Rs. 40/- from Network II.
Consequently the cost related to logistics, brokerage, net weight of the produce lost and the
market charges were the critical parameters as it compromised for more than 35% in overall
promotional cost. In Network III logistics, brokerage, net weight of the produce lost and
the market charges comprised more than 80% of promotional cost. The shares from the end
users contribution was more than 54% in network I and more than 50% in Network II
respectively. The planters acquired maximum contribution from network I.
50
Bhala (1996) highlighted in his research that the publicizing of horticultural and
agricultural produce is clinged with exclusive bunch of circumstances that creates a task
problematic and unsafe. Initially the floral is moved severe perishability of the produce
makes it challenging to arrange the storage facility. Secondly the struggle to capture the
market of agricultural and horticultural produce are responsible for the same.
Saravana Kumar (1996) described that, widely held of the mango cultivators of Krishnagiri
taluk in Dharmapuri district had average level of information (64.17%) about mango
production equipment whereas 30.00 per cent and 5.83 per cent had little and high
knowledge level, respectively.
Carter S. (1997) has mentioned in his research carried out in reference with the promotion
of agricultural produce at the global platform. He also mentions his views on different cases
which are related to the promotional activity, in addition to this he also focusses on its
functions and the challenges on the same. Hereinafter his research comments on the
environment, the analysis of end users, rating, and the wrapping of the same. It also
contributes different pricing and its dispersal schemes.
Chandran (1997) in her study on tapioca cultivators in Ernakulam district of Kerala state
found that, 46.67 per cent of the respondents had average information with the mean
information scores of 17.00. Nearly an equal proportion of respondents (28.33 and 25.00%)
belonged to the high and low information level categories with the mean knowledge scores
of 19.52 and 14.46, respectively.
Chahal (1997) has revealed in his studies, that the promotional structure needs to reform in
the due course of time. His research also reveals the fact that the capacity of selling the
agricultural produce in the nodal market has subsided whereas it has elevated in the
hometown market. He also mentions that the contribution of the manufacturers’ in the
consumer’s rupee is on the diminishing line while the share of the agents contributes the
maximum stake/share.
51
Chinappa (1997) revealed in his research about the promotional cost and the challenges
confronted by the horticulturist, this study reflect the promotional cost incurred associated
with grapes. This research was carried out in Nashik district of Maharashtra. The overall
promotional cost incurred by the farmers was more than Rs.150/- per ton. While the
brokerage to more than 40%. The author revealed that inadequate promotion system,
inefficient regulatory bodies and severe cost are one of the significant challenges faced by
the farmer of Nashik.
Fellow Peter (1997) has mentioned in his research the various methods of dispensation
availed by the manufactures on a small scale. The outputs and its features are labelled after
their means of manufacturing. This particular process is carried out for a huge variety of
agri and horti produce. His research is useful for the horticulturist engaged in the business
of dispensation.
Raghavendra (1997) in his study on arecanut cultivators in south Konkan described that,
all the arecanut cultivators had comprehensive knowledge about the appropriateness of
season for manure solicitation, cultural procedure, harvesting and dispensation while
commonly cultivators had inappropriate information about optional practices like manure
dose (63.67%), age of the mother palm considered for seeds, number of foliage considered
for seed variety (56.00%), pit size (52.00%), irrigation intermissions (51.33%), majority of
them had partial information about the improved variations (47.17%) and plant fortification
(43.00%).
Ramamurthy et al. (1997) accompanied a study on information level of turmeric production
by farm females in Erode district of Tamil Nadu state described that farm women (56.67%)
had intermediate level of information followed by low (30.80%) and high (12.50%) level
of information.
Shirnivas et. al. (1997) carried out the assessment of loss during the post-harvest season of
grapes (Vitis vinifera) in Karnataka. He suggested that the major chunk of loss was due to
52
the logistics and the storage problems. Which lead to a lot of pecuniary loss for the farmers
involved in grape (Vitis vinifera) farming in Karnataka.
Singh (1997) has emphasized on the hindrances faced by the horticulturist. One of the
significant challenge was the non-availability of manures and nourishments. Moreover
more than 42% of the producers faced the lack of credit facilities and storage facilities
respectively. He also remarked that the logistics also plays a vital role in the promotional
activity. More than 35% are the victims of the logistics facility. Small prices of the produce
cannot be neglected as of the major challenge.
Subramanium KV and TM Gajanana (1997) the author recommends that although the
upsurge of a co-operative sector in both the amount and the size it has failed to assist the
agriculturist and horticulturist to meet up the challenge of storage, as it contributed 8%
storage for grapes and more than 90% of the total capacity was availed for storing potatoes.
Effective logistics and supply can also contribute to more and more people taking up this
as a main crop hence leading to a positive promotion for grapes (Vitis vinifera).
Vijaya Kumar (1997) accompanied a study on information and adoption of better rose crop
growing practices in Bangalore and exposed that, almost all the rose cultivators had correct
information of variety (100.00%), time of collecting (95.00%), spacing between plant to
plant (90.00%) and amid rows (85.00%), great widely held of rose cultivators had the
knowledge of major diseases attacking the crop (81.00%), number of years of reasonably
priced yield (76.00%) and major creatures (74.00%). While majority of rose cultivators
had the knowledge of yield per acre (68.00%), control methods for diseases (66.00%) and
insects (60.00%). Whereas only 47.00 per cent of them were knowing about suggested
manures.
Satpute (1999) observed that the six marketing channels of which Channel III (Producer –
Commission agent – Retailer – Consumer) was the most common one through which 35.61
per cent quantity was disposed. The price premiums received per quintal between different
53
grades, markets and marketing agencies and sale during different months were found to be
considerably high.
Devarajan (1998) has conducted a study in Andhra Pradesh state of India. This study was
in collaboration with more than 200 cultivators from more than 25 villages of the heart of
India. He analysed that the maximum contribution is taken by the intermediate followed
by the wholesaler and the retailer. The author has mentioned that out of the total revenue
the growers get less than 50% while 51% and 52% is enjoyed by the retailers and the
traders.
Gupta and Rathod (1998): the authors in their study have revealed the fact about the various
categories of the farmers in the horticulture marketing, the dispensing configuration of the
produce, the cost for the promotional activity and several other hindrances concerned with
the cultivation the promotion of the same. The author has tried to assess evaluate the
contribution of each segment. They have established that the contribution in the market
increases with the intensification of the size of farmland.
Patil P.S. (1998) has expressed his views on the export of grapes (Vitis vinifera) from
India. He mentions that unsuccessful organisation and lack of co-ordination among channel
members (associates of the network) obstructs the networks of fruits of India. The author
express his views that the export of fresh and processed grapes (Vitis vinifera) i.e.
horticultural produce should be preferred and the successful development. In the above
mentioned parameters should be carried out.
Sen and Moriya (1998) has revealed the promotion activity in state of Madhya Pradesh
(India). The study was conducted on 10 horticultural produce. More than 100 horticulturist
were studied. this intense studied the total promotion cost the major chunk was accrued
followed by the commission engulfed by the wholesalers and retailers the author also
suggested that due to such ineffective market conditions the consumer sheds the maximum
cost to enjoy the taste of (Vitis vinifera) – grapes.
54
Shelke and Kalyankar (1998): have conducted a research to scrutinize the configuration of
the marketplace and the past, and their oscillations in the advent at market as well as their
wholesale prices of grapes in Parbhani district of Maharashtra. The fluctuations of the onset
of grapes in the interior was in the range from 23-63% while the deviation existed from 18-
67% of the interior. Influxes and the cost showed the adverse relation. The upsurge in
advents had an impact on the cost and vice –versa.
Acharya S.S. (1999): highlighted his views on the growing the horticultural produce. The
author shared the enormous number of fruits are produced in the country while the share
of grapes - Vitis vinifera is more than 40% and is deliberated to be one of the virtuous
quality in the comparison with the other countries. Thereinafter a brief sketch about
manufacturing, distribution on a global platform Acharya says that the processing
opportunities are significantly increasing in the area of horticulture business.
Anil Kumar and Arora (1999) conducted a research on the management of post harvesting
for the horticultural produce in Uttar Pradesh (India). They concluded that the growers lack
the availability of cold storage consequently the demand for the products is significantly
diminished.
Chauhan et.al (1999) has studied the promotional strategies of the produce in the state of
Uttar Pradesh (India). The author has shared the commission agents and the retailers are
the foremost representatives the maximum share in the consumer’s rupee. The highest
share for the growers was prominently observed in the network I with the creator trades
the produce straight to the consumer. Hence all the middle men are avoided.
Kohli (2000) has analyzed various constraints on the fruit produce at Himachal Pradesh.
The growers faced challenges like non convenience of the reliable/relative seeds, irrigation,
and the adequate supply of fertilizers and upsurge cost of packaging. The study suggested
that advance technology and equipment is required to increase the market share of the
horticulture produces.
55
Kolhatkar (2000) has revealed in his study that a contract forming in the case of grapes -
Vitis vinifera is one of the significant practice in the Nashik district of Maharashtra. The
author concluded that the contract farming in Nashik increased the yield of the produce
and income of the growers due to availability of seeds and required fertilizers. His studies
brought that the net income of horticulturist was more that Rs. 50000/- per acres while it
was more than Rs. 20000/- for the non-contract horticulturist.
Joshi (2001) had conducted a research on the management after the production and
processing of horticulture produce. The author concluded that if the fresh fruits are
processed and adequately promoted from the place of profusion to the place of inadequacy
the consumer will get the produce at a reasonable price and both the parties will generate
revenue.
Bhatt (2002) examined the outline of sales, the promotion cost in Nashik region of
Maharashtra. The author studied that the share of the farmers is significantly more in direct
sales in comparison to the contract sales. It is a result of eradicating the pre-harvest
contractor and the brokers in the marketing system.
Damodhar (2002) reported a study from Amravati in Maharashtra about the conflicts
between the commission agents and the contractors of the horticulture produce. His study
revealed that there is a huge control of commission agents in the horticultural trade.
Vasant P Gandhi et.al (2002) piloted a research on the promotional activity of horticultural
produce and its effectiveness on horticulture in India. A study of wholesale markets in
Sangli revealed that the inefficient promotional activities led to a severe hike in consumer
prices however small share is the amount which is received by the horticulturist who toil
in the sun all year round for it.
Mr. D.K Kanade et al (2003) estimated the contribution of different entities in marketing
channel. He realized that the retailers and the agents made a huge profit of more than 8%
of the consumer’s rupee. While the price spread and marketing proficiency was more that
25% and 2% respectively.
56
Mr. A D Khanvinde (2004) studied that the farm gate prices for horticulture prices is more
than 30% of the retail prices in India recognizing the significant development in recent
years in horticulture various universities have been established in various states of the
country. They are estimated to suffice the needs in the parameters of research and the
manpower supplies. In addition to this universities are also expected to construct the policy
for the biological growth of fruits.
Kritikumar Ekhande and Dr.Patil- in his research which emphasis on the Problems Faced
by Farmers in the Marketing of Pomegranates (2005) as farmers preferring Nashik &
Solapur as two main APMC’s Markets for selling pomegranates, for some districts these
places are away from their villages. It is suggested that the farmers should sale their
pomegranates at each district level APMC’s so that the local market will be generated for
pomegranates. It is found that many farmers don’t know primary processing, although the
government’s agriculture department had mention the standards of grading, it is also
expected that farmers should grade, clean the fruits and bring it to market. As the farmers
had very less knowledge about export procedures & not engaged in the export activity
previously, it is recommended that there should be a department which train & help farmers
regarding export procedures.
M.S Sethe and N.L Nadkarni (2005) studied that the contribution of a specific bazaars of
horticulture is significantly low in overall regulated market. The author brings out through
his study that bearing as only few state which have isolated wholesale regulated markets.
Even the districts which contributes more in horticultural produce does not have a regulated
market which in turn inadequate marketing channels where the broker engulfs the
maximum contribution to marketshare.
Inerkar and Lele (2007) conducted a study on the losses at various stage and its severe
impact on marketing costs. The promotion costs has been recognized as one of the major
hindrance of wholesale marketing network and subsiding the cost specifically the
commission charges.
57
Nimbhorkar and Ekbote (2007) highlights that the consumption of grapes – has mounted
faster in few years. The overall research specifies the upheave development in the
production of grapes – throughout our nation.
Surabhi Mittal (2007) shared in her research that the upcoming value of commodities in
consumption bag of families’ higher incomes, fluctuating lifestyles increase for the demand
in horticultural produce in India. The author states that although there is increase in the
demand and the supply is less due to inadequate transport facilities and infrastructure but
if this is tackled well the overall situation can be improved.
C. John Langley (2008) in his book A Logistics Perception devises superior and emphasis
on the supply chain methodology, one of the up-to-the-minute expansions in supply chain
administration is Its premeditated decision-making process which balances logistics
system with hands-on submissions and also embraces reorganized matter on the modern
knowledge, transference procedures, rating, and several other issues. This market-leading
study remains to emphasize on the incorporation of the supply chain attitude as an
imperative perception in appreciative current logistics controlling. In addition, this study
reveals on deviations in the way business is being done, with a precise stress on machinery.
It deals with Supply Chain Outlines, monographs that acquaint learners to the in sync with
everyday businesses, persons, and actions, the study covers preponderance of the latest
outlines for the promotion of agricultural produce Supply Chain Knowledge chests seem
throughout the script, facilitating learners to relate technological progresses to supply chain
administration notions and logistics executes.
Management Association: Information Resources described in their book - Agri-Food
Supply Chain Management: Breakthroughs in Research and Practice: Breakthroughs in
Research and Practice - This study is an effort to reconnoiter the glitches confronted by
Indian cultivation for nourishment safety in footings of inadequate substructure and
extremely incompetent source cable in setting of material expertise. Owing to deficiency
of efficient groundwork and food treating production more than 30% of all nourishments
cultivated in nation is misused. This study inspects the thoughtful questions at each sub-
system of cultivation supply cable, starting from the involvement to the customer, with an
58
opinion to assimilate them in proficient and operative manner. Savings in cold shackle
structure, applied research in post-harvest machineries, fixing of food treating plants in
various segments and expansion of nourishment transaction subdivision are obligatory for
realizing improvements in this segment. Study approximately shelters certain of significant
features of farming supply chain in country. Documentation of issues at different heights
in the supply chain; alteration in the farming due to numerous supply chain interferences;
the role of ICTs in supply chain management: this study also concealments the proposition
to recover competence at dissimilar stages in supply chain. There is wide investigation gap
in this subdivision, having such possible and brochure for general development here is not
much study in this arena. The paper accomplishes that effectual supply chain theaters actual
significant role for expansion and modern subject for cultivation therefore; administration
should take concern of infrastructure growth to realize the impartial of food security for
all.
MRK Murthy et. al (2008) in his study of Retail Marketing Of Fruits & Vegetables In
India: A Case Study On Export Of Grapes From Andhra Pradesh, India. Speaks about the
Development of a groundbreaking system for promotion activity towards the dissemination
of grapes on the global platform is one of the perquisite to end the supply chain from the
growers to the end users. The author suggests that export market is a tool which focuses on
the critical openings to improve the promotion activity.
Kakaty (2009) studied the “capabilities of horticultural produce and market conveniences
and availability in Assam and Meghalaya of India with respect to technology (machinery)
operations for the holistic growth of horticulture”. The author analyzed the price spread for
citrus fruit in the capital market of Assam. The author came across three distinct
promotional network for the citrus fruits. He found that the net stake of end users rupee
was premier in network I where the existence of mission agents wholesaler and retailer is
lacking. However in the other two networks where the interference of the commission
agent - wholesaler – retailer engulfs the maximum profit margins from the consumers’
rupee. Hence the growers are due affected due to the presence of agents and other
intermediates.
59
Nandini Francis (2009) The author in his study Need for Agribusiness Management
Education in the Current condenses the grade of agroindustry in our nation and dais
provided by Indian institutions for enlightening Indian agroindustry and segment
involvement towards market on the international frontiers Quick progression in agronomy
has stemmed in bigger demand for competent administrators to cope this sector. Indian
agronomy façades abundant encounters with a speedily fluctuating professional location,
stride of technical transformation, globalization, reasonable situation and shifting character
of regime. These encounters will dwell incomparable difficulties on the competencies of
tomorrow's supervisors. Agroindustry Administration has gigantic budding to speech key
domestic and overall experiments of inclusive advance, and food and nourishing refuge.
Through growing revenues, the ultimatum for assessment agrarian produce will also
upsurge, pouring the request for Agroindustry Executives. Snowballing incorporation of
global food marketplaces and the development of prepared marketing also denote that the
choice of agroindustry is flattering progressively worldwide. The Business Administration
Schooling System in India is exceptionally positioned to encounter the request for
specialized agroindustry administrators on the global platform. "The common restraints
that bond this segment and thwart the realization of its full possible are a crater amid
optimistic and creating interweaving of contribution, production, promotion and their
administration." The postgraduate programs characterize an exertion to bond this slit. It
was establish that the insufficiencies of the fresh agrarian alumni in fronting the
professional challenges as administrators in agri-business firms, which appeared as their
most significant proprietors, can be salaried by the direction of correctly intended singular
management programs. The work of capable agri-business leaders will add considerably
to the expansion of varied doings in this segment. The request for old-style agronomics is
lessening; there is a rising necessity for the economics and administration of the nutrition
segment and the setting so the sections of agrarian economics have shown great flexibility
in including agribusiness in their Bachelor’s and Master’s teaching packages. There is no
uncertainty that the agri-business doings are on the upsurge. The liberalization rules of the
Administration and the formation of WTO have produced more openings for globalizing
our agronomy.
60
The study report evaluates the World Bank Groups funding for development and output in
the cultivation segment. Augmenting agronomic progression and efficiency is crucial to
confer the demand for nutrition on the global platform and diminish paucity, principally
in the deprived nations. the era between 1998 and 2008, exposed this assessment, the
Group (WBG) provided more than $23.7 billion in for cultivation and agroindustry in
more than 109 countries (roughly 9 percent of total WBG financing), straddling regions
from irrigation and promotion to investigation and expansion . However, this was a time
of decreasing effort on agronomic evolution and output by both nations and contributors.
The cost of poor consideration to cultivation, specifically in agriculture-based parsimonies,
emanated attention and stepped-up funding to agronomy and agroindustry at the World
Bank and International Finance Corporation (IFC), as well as at numerous multifaceted
and two-pronged agencies. Bank funding rose more than two and a half times from the
initial one, however that upsurge in loaning appears to obligate a deterioration in
systematic effort, which this review catches respected for outcomes. This appraisal seeks
to afford lessons from triumphs to help and expand the sector. Evaluations against the
World Banks detailed ideas and market-based levels for cultivation and commerce ventures
have been identical to above group. But presentation of WBG interferences has been well
below average in Sub-Saharan Africa, where IFC has had little commitment in
agribusiness. Uneven client commitment and pathetic size have incomplete the efficiency
of WBG support in agriculture-based economies, The WBG has an exclusive chance to
match the escalations in the bankrolling for agronomy with shriller motivation on civilizing
cultivated advance and yield in agriculture-based economies, especially effort will be
needed to connect sectoral interferences and attain interactions from public and private
segment .
Pathak, (2009) in his research paper stated that the contribution of agriculture in growth of
a nation is constituted by the growth of the products within the sector itself as well as the
agricultural development permits the other sectors to develop by the goods produced in the
domestic and international market.
61
Kotler (1996: 577) stated that physical distribution comprises of the tasks involved in
planning, implementing, and control e of the physical floe of material and final goods from
the point of origin to the point of use to meet the needs of consumers at a profit. He also
reveals that many companies states their physical distribution objectives as getting the right
goods to the right place at the right time for least and that physical distribution activities
are highly interrelated. Decision must be made to achieve the objective. The starting point
for designing physical distribution is to study what the competitors are offering and the
needs of the customers are interrelated including the time of delivery.
Sunitha (2009). The author mentions that an appropriate administration of all the
agroindustry accomplishments precise from founding the kernel to receive the definite
prize at marketplace is obligatory. These subjects are predictable to be spoken by
organization teaching in agrarian subdivision which positively has concealed possible of
generating additional upsurge of agrarian rebellion.
Sunitha, (2009) the author cited in her revisions that foodstuff feasting is also principal the
affluent in cultivation and agroindustry segment. The nation is anticipated to surpass
China as the largest nation on the global platform. With the realm’s newest populace, food
and Agro segment is traditional to tripartite by 2020 from US $328 to US $895 Billion in
just next six years from now.
Dev, et.al. (2010) stated that food availability is a necessary condition for food security.
India is more or less self-sufficient in cereals but deficit in pulses and oil seeds. Due to
changes in Consumption patterns, demand for fruits, vegetables, dairy, meat, poultry, and
fishery products has been increasing. There is a need to increase crop diversification and
improve allied activities.
Dr. Pradeep Parate (2010) Indian Export Scenario for Grapes Focused in his research that
due to availability of limited test center for insecticide scum. The testing of pesticide
becomes more challenging as they are situated in state province. Consequently
inadequate amount of growers are able to avail these services. The produce to U. K. goes
62
predominantly to more than 8 superstores each having more than 350 - 600 retail outlets.
Chile is the highest contestant for our province. There is a prerequisite to reconnoiter the
bazaar of grapes during off-season as well by emerging appropriate expertise by research
associations. Associations who are in the business of cultivating grapes from various states
may reinforce their sustenance to the agriculturalists and horticulturist in cultivating and
publicizing of exportable grape. A good example of carrying knowledge to planters is the
Scheme Uptech implemented by SBI in which bank is appointing different experts from
the Research Centre across the province. It assists with the knowledge and technology to
= growers in western Maharashtra with an objective for aggregating output and superiority.
Horticulture board of New Delhi (2010) conducted third national citrus and winter fruit
show. The dignitaries mentioned that there is utmost need or requirement for the growth
for the export by upgrading the features of the produce. The horticulturist were called to
enhance the quality of the produce as the citrus fruits have high prospects at the global
platform. It was also noted that the perquisite for upgrading the methodology to overcome
the vigorous rate of losses incurred at pre and post harvesting.
Nugussie (2010) analyzed that becoming a member of agricultural cooperative societies
depends not only on the personal interests of the people but also on other additional factors
that motivate them to become member of agricultural cooperatives as cooperatives are the
basis to achieve food security at household level.
Prabhakar Shinde (2010) Grape (Vitis vinifera) is of the essential fruit among other fruits
in India. It is principally grown on the sub- tropical region of the Indian province.
However is nurtured for their superiority also under humid environments. The research
highlights the outmoded as well as present expertise used in the produce. Some of the
upgraded knowledge comprises trickle irrigation, biological agribusiness, and water
reaping from rainfall, training of the growers etc. It is established that upgraded knowledge
is a boon to all horticulturists engaged in grape cultivation.
63
Pandey and Tewari (2010) the author brings that there is requirement of a marketplace and
customer focused with edification structure which achieves the independent of the
evolution and progress of the budget through the revenue and occupation cohort. In
Cultivation teaching scheme, agroindustry management punishment is current source and
ahead fast admiration amongst pupils and scholars. The agroindustry package is deliberate
to grow executive workforce to provide agrarian business which helps as a respectable
selection for the scholars eager to achieve in organisation vision.
Dr. G. Ramanaman in his research Grape is one of the premium berries and the most
nutritious food. It comprises of several valued components which are obligatory for a
strong and healthy life. In addition to its feature of a table fruit it has an excessive value.
Consequently it has expanded and bears massive profit-making value. Nations with
substantial degree of grape agronomy in the Asian continent are China, Australia, India,
Republic of Korea, Japan, Pakistan, New Zealand, Thailand, Vietnam and Myanmar. The
entire gambit under agronomy in these nations is predicted to be about more than 360000
hectares, comprising with an overall formation of about 5000000 metric tonnes and typical
produce of more 14 tonnes per hectare. Nearby are wide deviations in average domestic
yields exist more than 50 tons per hectare.
Ahmed et al (2011) in his research study has established a substitute procedure for
assessing the range and the capacity of producing various horticultural crops. This alternate
approach gives an assessment for more than one fruit/vegetable at the district level of the
state.
Begum (2011) found that the basic objective of regulating the marketing of agricultural
products was to bring both producer and buyer/trader closer and to the same level of
advantage. This would help reduce middlemen and related costs and margins. Moreover
regulated markets are the platform for both producers and buyers to represent their
grievances and discuss matters of mutual interest.
64
Gurav Joshi (2011) in his research in Marathwada region of Maharashtra revealed the fact
that the cultivation of Horticulture and agricultural produce is critical as it generates
revenue, five times more than any other produce. The agricultural produce holds a great
potential for a fastrack income to the cultivators. Recognizing the prominence for vegetable
cultivation. The major population of the agriculturist are averting their capitals towards
agriculture and horticulture produce. The cultivation of this produce has severely impacted
of the climate and season the products facade risk on different parameters. In addition to
this their perishable characteristic makes them even more venerable for losses and it
requires speedy and efficient marketing. Consequently high cost of promotion, losses at
various stages and unavoidable behaviour of prices adds more ruthlessness to their
challenges. As a result in such a tight framework of circumstances it is highly
recommended to study the remedial measure for effective management and yield maximum
returns from the agricultural produce.
Pal, (2011) examined that Public Distribution System in India is more than half-a century
old as rationing was first introduced in 1939 in Bombay by the British Government as a
measure to ensure equitable distribution of food grains to the urban consumers in the face
of rising prices.
Prasad and Aryasri (2011) made a detailed study on the effect of shoppers’ demographic,
geographic, and psychographic dimensions in terms of format choice behavior in the fast
growing Indian Food and Grocery retailing. They adopted descriptive research design by
applying mall intercept survey method using structured questionnaire for data collection.
Both descriptive (mean and standard deviation) and inferential statistical tools like factor
analysis and multivariate analysis was used to analyze the data collected from 1,040 food
and grocery retail customers from upgraded neighbourhood kirana stores, Convenience
stores, Supermarkets, and Hypermarkets in conjoint cities of Secunderabad and Hyderabad
in Andhra Pradesh in India. The study found that shoppers’ age, gender, occupation,
education, monthly household income, family size, and distance travelled to store have
significant association with retail format choice decisions. The choice decisions were also
varied among shoppers’ demographic attributes.
65
Sengupta, et.al. (2011) found the agribusiness sector has witnessed the entry of a number
of corporate houses, which has fuelled a debate on their effectiveness in meeting the credit
and technology crunch of the economy on one hand and potential exploitation of farmers
on the other.
Rehman et.al. (2012) stated that the supply chain in agricultural marketing is long and has
increased the margin between the price received by the farmer and the price paid by the
consumer. Tightening of the supply chain is called for and the role of the farmer’s
organizations, Cooperatives/Self Help Groups needs to be expanded.
Mitul D. et al (2012) in his study he reveals out the significant difference in dispensing the
agricultural produce and horticulture with reference from the supply chain management. In
today’s era various organisations find innovative ideas to deliver the produce to the
consumers. The author suggest that supply chain management subsides the cost but in
addition to it maintains the quality of the produce and expands the horizon of the market.
In delivering the goods which are perishable in nature an efficient supply chain plays a
vital role as the different topographical features makes the marketing process slightly
tedious however, supply chain management acts a remedial strategy for mitigating these
challenges with ease. The author brings out inadequate infrastructure and unorganized
retailers in unorganized arenas different consumption patterns makes the supply chain
management a challenging scenario. The author suggests that improved storage facility can
reduce these challenges.
Nayak (2012) in his study stressed that horticultural plantations under WADI follows
appropriate inter culture and intercrops which proved too efficacious in Koraput district of
Maharashtra. The population in the area is not habituated with tree based agriculture, it was
quite difficult at first to boost the confidence of the crofters. Gradually some of them put
their foot forward by observing the utility of farmsteads horticulture cultivation in the
narrow space of the rural deprived under WADI found to provision for their livelihood
moreover giving regular employment. It was very much convenient for the minor and
66
peripheral growers of the state. Various administrations are actively convoluted in
developing fruit orchards. These fruit orchards are a source of livelihood for many and it
also provides jobs in the most faraway lands from the capital places. These orchards should
be encouraged and be pushed for generating money in these areas. This not only generates
jobs but also marks our country at prominent places as it would help provide food security
at the global platform.
Puri (2012) the author suggested in his research that Farming and associated segment has
attained acceptable budding from the time when it incepted, but currently due to the
numerous issues the farming development is moderately festered.
S.K. Chadha and S. R. Dash (2012) in his editorial entitled ‘Supportable Horticultural
Affluence of Odisha’ highlighted the agro-climatic conditions of Odisha are fortunate for
mounting a number of horticultural produce. Administration of has taken a
multidimensional approach including open and dwindling cultivation of various fruits,
vegetables, the produce involving various agencies like DRDA,ITDA,OTELP etc. and
utilizing assistance from NHM,NMMP, NMMI, RKVY, CDB as well as State Plan
schemes, the boons has to come in future. The national Battered development of more than
6.5 percentages per annum in horticultural sector for the 12th plan period could only be
obtained by concentrated effort.
Shakeel- Ul- Rehman “Agricultural Marketing Services In India” (2012) in his paper
though highlighted the primary agricultural marketing institutes and organizations
providing agricultural assistance in India at large, still much of the agricultural produce is
getting spoiled due to inefficient storage facilities, overtime delivery and mismanagement.
Rehman et.al. (2012) in their paper suggested that the need to strength the regulated
agricultural market system arises from changing nature of linkages between agriculture and
markets. It has also been observed that better and easy market access and efficient
information flow can bring much desired market orientation of the production system.
67
Zivengeand et.al. (2012) recommends that farmers should develop effective mechanisms
for collaboration and linkages, invest in market intelligence, and create a sea change in
thinking and practice, and building trust. This will enable them to enhance their bargaining
power on prices. Farmers should expand farm sizes and also access mobile phones since
such assets significantly influence market channel access. Farmers are encouraged to join
cooperatives to enhance their chances of accessing critical production inputs and the
government should provide extension services to improve production.
Taqeer Ahmed (2012) in his research suggests that the cultivation of horticulture and
agriculture has attained an eminent position in the recent past. It contributes to more than
90% of horticultural produce across the nation. One of the fundamental requisite for
efficient forecasting towards elevating the production of this crops is the easiest
accessibility of the data which represents the area and its production at different levels.
Currently such type of schemes are available only for 11 different states. Maharashtra is
one for the beneficiary using another method for improving the productivity of fruits and
vegetables.
Todkari Giyu (2012) has revealed in his study based on the provincial dissimilarities of
horticultural produce in Solapur district of Maharashtra. The lifestyle of people can be
gauged by cultivation of fruits/other horticultural produce per capita. Horticulture is
concentrated with lots of labour work. it is predominantly useful in the areas were the
availability of water is scarce and the availability for the source of income is erratic. The
fiscal output of this horticultural produce per unit area is more or less similar to the
agricultural crops. Moreover the topography of Solapur district is very much fortunate for
the seasonal horticultural produce.
Bairwa et al., (2013). Huge occasions in Business are charming stashes in prime produce
as thriving as proceeding the harvest sideways in food dispensation and dispersal.
Systematized marketing is budding more than 35% CAGR and so many input businesses,
all of whom are challenging more talented individuals to manage progress. This advance
will regularly base main important transferals in the managing. Agribusiness originalities
and likewise will pitch up a billion occasions commencement with the accumulation of
68
land-living, most likely via lease preparations with the determined of taming production
competences – consequential in development of the farmhouse automation occupational,
small irrigation, reorganization of supply chains, savings in food dispensation, cold
storages and agri substructure.
Dr. Elamathi in his research paper “Agrarian Marketing In India” (2013) found that farmers
are facing some Encounters in Present Marketing System like Improper warehouses, Lack
of grading and standardization, Inadequate transport facilities, Presence of a large number
of middlemen, Malpractices in unregulated markets, Inadequate market information,
Inadequate credit facilities.
Dr. N. Manjula and Dr. S.R. Mulla (2013) in their research study about the cultivation of
grapes one of the money-spinning business which is carried out in our nation largely in the
state of Maharashtra. It harvests more than 21 lakhs tons of grapes, which contributes more
than 3.30% on the global platform. Our nation reaps the benefits of harvesting grape at a
peculiar period at the time where no harvesting is carried out for the same on the
international province. The author highlights current improvements in the produce. With
respect to all the parameters responsible for the cultivation of the same.
Larson (2013) the author mentioned in his studies that management, private and
supplementary administrations are observing onward for competent agroindustry directors
and the agronomic academies and other agronomic education groups have occupied up the
accountability of capable human properties for agroindustry industry Training pupils with
the obligatory commercial organization services
Soumya Kanta Dwibedy (2013) mentioned in his studies his study about the promotional
Competence of grapes a horticulture produce in several in Networks, the author suggests
that well-organized publicizing shows an overbearing character in uplifting the
cultivators share in consumer's rupee. Moreover it sustains the regularity of enlarged
manufacture. In the current study, the charges for cultivation, which generates the revenue
and promotion efficiency in the disbursing the horticulture produce were examined. It
whole idea is to ensure that the system is devised in such a way that the end users are not
69
exploited nor are the cultivators at a severe loss. It should maintain a healthy balance for
all. Building an overall positive results and win-win scenario for one and all. Ensuring a
benchmark set for one and all to follow its footsteps for progress of this industry.
Sudharshan G.M (2013) in his study of Marketing & Post-Harvest Losses in Fruits: Its
Implications on Availability & Economy - A Study on Pomegranate in Karnataka. Our
nation is recognized as basket of berries and vegetables on the global platform. It is the
second largest maker of complete berries and vegetables. However it is one of the major
creator of fruit, the per capita accessibility of berries is not more than at 109 Gms in a day
as compared to the than the commended mark of not more than 120 Gms. One of the
parameters endorsed to inferior availability is the superior magnitude of the losses occurred
at post-harvest periods that transpires at several junctures of promotion. Consequently it
not only subsides the accessibility of the produce moreover it result in upsurge of cost of
cultivation & promotion. As a result of this there is a severe impact on the growers. The
author has analyzed the losses with reference to the post-harvest period and its promotional
activity, they suggests that several strategies should be implanted for subsiding the loss.
Bairwa et al., (2014) the author mentioned in his book that agroindustry is widely
documented as a momentous innovative sector in the late nineteenth century throughout
the era, its exclusive physiognomies and necessities were designated by agrarians
Dr. M.K. Sheikh et.al (2014) has authored Recent Advances in Grapes. He has brought out
through his study of horticulture, prior to the inception of the cultivation of agro and
horticulture produce, it is very mandate to have promotion awareness as well as cultivation.
The accessibility of plot and the water resources with adequate facilities for irrigation and
assortment of rootstocks also carries some weightage. Moreover the sustainability of the
crop needs to be taken in consideration. Prolonged duration should be cost-effective.
S. R. Takle (2015) in the book Agricultural Marketing and Supply Chain Management of
Grapes speaks out about the agricultural segment plays a lively character in the nation
budget. However the portion of main sector in Gross National Produce more than 15
70
percent in 2015 and part in transfer is subsided to less than 9.9% (2015) still more than
59% employed populace is reliant on the cultivation and associated segments. In 12th Five
Year Plan forecasting commission absorbed on to realize more than 9% growth rate of the
entire budget. Unquestionably, the character of provision segment must be transfigured. It
will prove very abundant for the agronomists as they will be capable and Developed
segment progress will add a portion to accomplish the more than 9% progress of the Indian
budget.
As the country’s budget is reliant upon the cultivation segment, the agronomy division is
embattled to accomplish the overall progress of more than 4% in the 12th Five Year Plan.
To materialize this, cultivation publicizing procedure to get remunerative values and better
inducements for the cultivation of fruits that contribute a lot to the agricultural progress.
Emerging counties produces more than 98% of total world grapes production. India is the
largest country in the world producing grapes and Maharashtra is the important Grapes
making state in India. Nagpur is one of the districts among major grapes producer districts
in Maharashtra with more than 25% contribution in total produce.
This research highlights on grapes marketing management system in Nagpur district of
Maharashtra state. The study highlights study of Grapes promotion channel. The channel
studied is: Creator Pre-harvest freelancer Trader (Distribution market) Supplier (Consumer
market) Trader Consumer and the consequence is: there is a weighty alteration in the price
of grapes established to the grower and paid by shopper. That is increased more than 4.14
times. The main reasons behind it are heavy valuation by the negotiators (i.e. 27.96%) and
great expenditure price (i.e. 19.43%). Representatives are taking the benefit of ambiguities
in the grapes promotion administration arrangement. There is prerequisite of application of
scientific broadcasting controlling in grapes marketing management, as in industrial
segment. Also acceptance of Rayat Promotion Controlling System checks the degree treks
by the mediators and it is abundant for the farmers as well as users.
Saurav Negi and Neeraj Anand (2015) found that Cold Chain Facilities; Fragmented
Supply Chain; Linkages and Integration between the partners; Taxation Issue;
Infrastructure Facilities; Cost of Packaging Material; Technology and Techniques;
Farmer's Knowledge and Awareness; Quality and Safety standards; Processing and Value
71
Addition; Supply Chain inefficiency; Farmers income; Supply chain losses and wastage of
fresh produce; Transportation facilities; Demand and market information etc. are the
factors which constitutes serious challenges for Fruits and Vegetables sector and are
affecting the overall growth of the agricultural development of India.
2.2 Literature Gap
After doing this literature review it has been identified that Impact of Logistics on
agriculture product especially grapes cultivating farmer’s profitability and retail price has
not been done so far including the pricing structure/ strategy involved in the cultivation
and pricing of grapes especially in the areas of Sangli and Solapur district of Maharashtra..
72
CHAPTER 3
OBJECTIVE OF THE STUDY, HYPOTHESIS AND
RESEARCH METHDOLOGY
3.1 Objectives of Study
3.2 Hypothesis
3.3 Research Methodology
73
CHAPTER 3
OBJECTIVE OF THE STUDY, HYPOTHESIS AND
RESEARCH METHDOLOGY
The purpose of the study is to identify the impact of logistics on the marketing of grapes
and factors affecting the profitability of farmers and its effects on retail price of the grapes.
On the basis of various literature review the following objectives are framed-
3.1 Objectives of Study
1) To study the process of producing grapes.
2) To study the various risk involved in production.
3) To study logistics involved in marketing of grapes.
4) To study the impact of logistics on profitability of the farmers as well as the retail price.
5) To study and understand the uses of new technology for producing grapes and its effect on
production and quality.
3.2 Hypothesis
H01:- There is no impact of Logistics on marketing of grapes.
H11:- There is an impact of logistics on marketing of grapes.
H02:- There is no impact of Logistics on profitability of farmers.
H12:- There is an impact of logistics on profitability of farmers.
H03:- There is no impact of logistics on retail price of product.
H13:- There is an impact of logistics on retail price of product.
H04:- There is no effect of technology on production of grapes.
H14:- There is an effect of technology on production of grapes.
H05:- There is no Risk involved in production of grapes.
H15:- There is Risk involved in production of grapes.
74
3.3 RESEARCH METHODOLOGY
The study entails both the qualitative and quantative research application. The source of
data required for the completion of the study include both primary and secondary data
source.
Secondary data sources were collected from various text books on the subjects, journals,
research papers published in reputed journals from Indian and internationals as well as
annual reports were referred in this study. Data were also collected from authentic sources
on the Internet web sites.
The research Package namely ProQuest (licensed version) and annual report of Ministries
of Statistics and program implantation of India become a part of secondary data sources.
After the extensive review of literature and identifying gaps in the study to prepare research
objective of the study, A questionnaire was prepared for a pilot study to obtain an initial
option, and administered towards a small group, to decide the relevant factor to be taken
into consideration to get the desired results in consonance with the objectives of the study
and findings from the literature review were used to prepare a final questionnaire to be
used for the research study.
Data was collected through a structured questionnaire administered to the sample of
respondents from the selected research area in Sangli and Solapur District of Maharashtra
State.
3.3.1 Instrument development and measures
Given the objective of the study, the research instrument was developed to measure the
stake holder’s contribution into grapes logistic and supply chain management like Farmers,
Traders and Customers.
A. The demographic profile of respondent which include –
1. Places
2. Education of customer
3. Age of the respondent
4. Occupation of the respondents
75
5. Annual Income
B. The other part of the questionnaire comprised of statements used to obtain the
opinion (attitudes) and a specific issue (objective of the study) of Impact of logistic
on marketing of Grapes, Which was defined as five variables as follows –
1. Impact of logistic on marketing of grapes
2. Consumer buying Behaviour
3. Role of traders in overall marketing of Grapes
4. Effectiveness of logistics on profitability of farmers
The pilot stage used a large number of items for each scale. These were reduced on the
basis of the pilot test results to the instruments that were used for the final data collection.
The following tables give the five groups formed each representative a factor for the
understanding of impact of Logistic on marketing of Grapes and the statements in the
questionnaire that represents stakeholder’s contribution.
Table 3.1 Factors affecting marketing of grapes.
1 Questionnaire 1 Farmer’s Data
2 Questionnaire 2 APMC Traders
3 Questionnaire 3 Customer’s Data
3.3.2 Scale Development
The questionnaire consisted of two parts, Part-B, the Demographic part of the questionnaire
was designed to obtain demographic profile of the respondent, it comprises of the following
scale
A. Nominal Scale: -
It was used to obtain Information on questions related to demographic profile of
respondents consisting of question numbers allotted in all the three structured
questionnaires.
76
B. Ordinal Scale: -
Part –A ,The questions apart of Demographic, was designed to obtain the level of
awareness of and buying behavior in case of customer’s questionnaire , Trader’s role in
overall business practices and Farmer’s awareness and understanding of overall grapes
business practices., which was through Categorical and Inferential Scale.
The several part of the study (Questionnaire) was designed to elicit the attitudes of Stake
holders in understanding the role of Logistics into marketing of agricultural product like
grapes.
The questionnaire consisted of statement, whose response could be obtained through
different scale. Four point Likert scales was used so that the data obtained could be
analyzed through different statistical tools whichever was applicable for the specific
purpose.
The following Likert scale was used –
Strongly Agree
Agree
Strongly Disagree
Disagree.
The questionnaire finalized after phase 1 was tested on some known respondent at Sangli
and Solapur, Which was in the sampling frame of the study. To identify if questionnaire
suggested has any drawbacks and if any question required re- framing.
Reliability test gave acceptable results and indicates that factors must be measured on the
four point Likert scale to obtain intensity of the attitude of the respondents.
77
3.3.3 Sample Design
The study was conducted in Sangli and Solapur. The sample unit are Traders, Farmers and
Customers.
Grape Cultivation & Grape Production in Maharashtra
Grape Cultivation &
Grape Production in
Maharashtra Year
Area Under
Cultivation
(Hectares)
Production
of Grapes
(tons)
Productivity
(tones per
hectares)
2008-2009 55700 1415000 22.4
2009-2010 82000 1440000 15.4
2010-2011 86000 1774000 09.2
2011-2012 92000 1810000 19.7
2012-2013 90000 2040000 22.8
2013-2014 90000 2050000 22.8
(NBN – Statistics – 2013-14 Report Published in Daily Sakal 9th Nov. 2014)
Table No: - 3.2
Growing and Potential belts
Maharashtra (Nasik, Sangli, Ahmednagar, Pune, Satara, Solapur and Osmanabad Districts)
ranks first in the production of grape followed by Karnataka (Bangalore, Kolar, Bijapur),
Tamil Nadu & Andhra Pradesh (Rangareddy, Medak, Ananthapur). In these States, grape
orchards bear two crops in a year resulting in exceptionally high yield.
(Source- nhb.gov.in/Horticulture%20Crops/Grape/Grape1.htm)
78
A. Sample Size Calculation – The following formula was used for calculating the sample
size.
Where, n = Sample size, = Standard Deviation, E = Estimated margin of error
= is known as the critical value. The critical value is = 1.96.
The margin of error = 1 and the standard deviation (Calculated from Pilot Study for
different groups). Using the formula for sample size, we can calculate :
1. Farmers Group -1 and 2
Z
2
2
1.96
2
n
=335
E
0.4
Z
2
2
1.96
2
n
=675
E
0.4
79
2. Group- 1 and 2 - APMC
3. Group 1 and 2 -Consumers
Table on Chosen Sample Size
On the basis of above formula, standard deviation has been used for all the three stake
holders’ like Farmers, Traders and customers. Standard Deviation has been obtained by
Pilot Study.
Z
2
2
1.96
n
=33
E
0.1
Z
2
2
1.96
2
n
=58
E
0.1
Z
2
2
1.96
2
n
=480
E
0.4
Z
2
2
1.96
2
n
=795
E
0.4
80
Sangli and Solapur Total Questionnaire Distributed Valid and Analyzed
Farmers 1110 1010
APMC Traders 100 91
Customers 1402 1275
Total 2612 2376
Table 3.3 Distribution of Questionnaire
Table 3.4: Sample Size: Total Population Sangli (2,822,143) and Solapur (4,315,527)
Source of Total Population: Census 2011 (Govt Site).
A total number of 2612 questionnaire were distributed and these questionnaire were
translated into Marathi and administered personally by the researcher. Out of that 2500
questionnaire were valid and 2376 were analyzed.
3.3.4 Data collection instrument
Personal interview, Telephone interview are the data collection instruments to be used
in this research. The questionnaire will be designed for this purpose in English and
Regional Language (Marathi). There is a need for bilingual questionnaire because the
respondents in these cities can’t understand only English. And Structured Survey will
be conducted among the Consumers in Select Cities. The questionnaire has been proved
with pilot study where 2% respondents was taken from each city and based on the
feedback the final questionnaire was developed.
3.3.5 Validation of the Questionnaire
The study uses three separate questionnaires for the collection of primary data on Impact
of Logistic on Marketing of Grapes, Logistic Impact on Profitability and Pricing of Grapes.
District Farmers Traders Customers
Sangli 335 33 480
Solapur 675 58 795
Total 1010 91 1275
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They were validated after the pilot study and the Cronbach’s Alpha scores for each
questionnaire were found as follows:
Table no 3.5 Cronbach’s Alpha Scores (Validation of the Questionnaire)
The data obtained was then analyzed using SPSS 21. X2, Anova and other relevant tests
were used for the analysis.
3.3.6 Limitations of the Study
The study was conducted in the area of Sangli and Solapur District of Maharashtra.
There is a need to conduct the study in other region of the country and for other
products.
Questionnaires Cronbach’s Alpha Score
No of Items Sangli Solapur
Logistic Impact on Marketing ..893 .934 17
Profitability and Pricing .832 .954 27
Production and Risk in Grapes
Cultivation
.921
.863 20
82
CHAPTER 4
OPERATIONAL DEFINITION OF TERM AND CONCEPTS
4.1 Agriculture
4.2 Horticulture
4.3 Marketing
83
CHAPTER 4
OPERATIONAL DEFINITION OF TERM AND CONCEPTS
4.1 Agriculture
The science or practice of farming, including cultivation of the soil for the growing of crops
and the rearing of animals to provide food, wool, and other products.
4.2 Horticulture
Horticulture is the branch of agriculture that deals with the art, science, technology, and
business of plant cultivation. It includes the cultivation of medicinal plant, fruits,
vegetables, nuts, seeds, herbs, sprouts, mushrooms, algae, flowers, seaweeds and non-food
crops such as grass and ornamental trees and plants. It also includes plant conservation,
landscape restoration, landscape and garden design, construction, and maintenance, and
arboriculture.
Horticulturists apply their knowledge, skills, and technologies used to grow intensively
produced plants for human food and non-food uses and for personal or social needs. Their
work involves plant propagation and cultivation with the aim of improving plant growth,
yields, quality, nutritional value, and resistance to insects, diseases, and environmental
stresses. They work as gardeners, growers, therapists, designers, and technical advisors in
the food and non-food sectors of horticulture.
Horticulture is the branch of agriculture that deals with the art, science, technology, and
business of growing plants. It includes the cultivation of medicinal plants, fruits,
vegetables, nuts, seeds, herbs, sprouts, mushrooms, algae, flowers, seaweeds and non-food
crops such as grass and ornamental trees and plants. It also includes plant conservation,
landscape restoration, landscape and garden design, construction, and maintenance, and
arboriculture. Inside agriculture, horticulture contrasts with extensive field farming as well
as animal husbandry.
Horticulturists apply their knowledge, skills, and technologies used to grow intensively
produced plants for human food and non-food uses and for personal or social needs. Their
84
work involves plant propagation and cultivation with the aim of improving plant growth,
yields, quality, nutritional value, and resistance to insects, diseases, and environmental
stresses. They work as gardeners, growers, therapists, designers, and technical advisors in
the food and non-food sectors of horticulture. Horticulture even refers to the growing of
plants in a field or garden.
The word horticulture is modeled after agriculture, and comes from the Greek χόρτος,
which in Latin became hortus "garden"[1] and cultūra "cultivation", from cultus, the perfect
passive participle of the verb colō "I cultivate".[2] Hortus is cognate with the native English
word yard (in the meaning of land associated with a building) and also the borrowed word
garden.
Horticulture involves nine areas of study,[citation needed] which can be grouped into two
broad sections: ornamentals and edibles:
Arboriculture is the study of, and the selection, plant, care, and removal of, individual trees,
shrubs, vines, and other perennial woody plants.
Turf management includes all aspects of the production and maintenance of turf grass for
sports, leisure use or amenity use.
Floriculture includes the production and marketing of floral crops.
Landscape horticulture includes the production, marketing and maintenance of landscape
plants.
Olericulture includes the production and marketing of vegetables.
Pomology includes the production and marketing of pome fruits.
Viticulture includes the production and marketing of grapes.
Oenology includes all aspects of wine and winemaking.
Postharvest physiology involves maintaining the quality of and preventing the spoilage of
plants and animals.
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Importance of Horticulture
1. Per Unit Area Yield is high:
As compared to the field crops per hectare yield of horticulture crops is very high.
From an fruit area of land more yield is obtained e.g. paddy gives a maximum yield of only
30 q/ha, while Banana gives 300 to 500 q/ha, Pine apple 450 q/ha and Grapes 90 - 150
q/ha. In present shortage of food and scarcity of land by growing fruits more food can be
produced.
2. High Returns per Unit Area:
From one unit area of land more income will be obtained e.g. Well-kept orchard of apple,
grapes and sweet orange can give as much as Rs. 25,000 per ha as net income.
3. A Free Grower/Labour Remains Engaged for the Whole:
An opportunity for maintaining labours throughout the year like the cereals where one
cannot keep himself and employ the labours during the slack season.
4. Best Utilization of Waste Land:
Some fruit crops can offer best utilization of waste land crops like wood apple, custard
apple, karonda, litchi etc. can be grown in such areas.
5. To meet the annual calories requirements of food per year one would have to cultivate
about 0.44 ha of wheat or 0.03 ha of banana or 0.06 ha of mango for satisfying once need.
Thus mango produces about 9 times more food energy than the wheat produced per unit
area.
6. Raw Material for Industries:
Fruit farming is the base for several industries like canning, essential oils etc which in turn
provide work for more people.
7. Use of Undulating Lands:
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Fruit growing can be practiced in places where the gradient is uneven or where the land is
undulating and agronomical crops cannot be cultivated. In Konkan region, mango and
cashew are cultivated on large scales on hilly and hill back area.
8. Fruits and vegetables are the important energy giving material to the human body
4.3 Marketing
Marketing is communicating the value of a product, service or brand to customers, for the
purpose of promoting or selling that product, service, or brand. Marketing techniques
include choosing target markets through market analysis and market segmentation, as well
as understanding consumer behavior and advertising a product's value to the customer.
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CHAPTER 5
LOGISTICS AND AGRICULTURAL MARKETING
5.1 Logistics
5.2 Agricultural Marketing
5.3 Marketing of Grape
5.4 Issues and Challenges in Marketing of Grapes
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CHAPTER 5
LOGISTICS AND AGRICULTURAL MARKETING
5.1 Logistics
Supply chains are principally concerned with the flow of products and information between
supply chain member organizations—procurement of materials, transformation of
materials into finished products, and distribution of those products to end customers.
Today’s information-driven, integrated supply chains are enabling organizations to reduce
inventory and costs, add product value, extend resources, accelerate time to market, and
retain customers.
The real measure of supply chain success is how well activities coordinate across the
supply chain to create value for consumers, while increasing the profitability of every link
in the supply chain. In other words, supply chain management is the integrated process of
producing value for the end user or ultimate consumer.
The supply chains of different agricultural commodities in India, however, are fraught with
challenges stemming from the inherent problems of the agriculture sector. The agri supply
chain system of the country is determined by different sartorial issues like dominance of
small/ marginal farmers, fragmented supply chains, absence of scale economies, low level
of processing/value addition, inadequacy of marketing infrastructure etc.
Early processing-based supply chain management success included improved relationships
between warehousing and transportation within companies as a result of reduced inventory
and better response time to customer requests for products and services. Supply chain
management then entered a logistics stage where other functional areas within companies
joined forces to incorporate manufacturing, procurement, transportation, distribution, and
marketing to effectively compete in the marketplace. This stage was aided by the use of
telecommunications, electronic data interface, and other technological advances that made
the transfer of information more transparent across the functional areas between
companies.
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Components of an Agri supply chain
Agribusiness, supply chain management (SCM) implies managing the relationships
between the businesses responsible for the efficient production and supply of products from
the farm level to the consumers to meet consumers’ requirements reliably in terms of
quantity, quality and price. In practice, this often includes the management of both
horizontal and vertical alliances and the relationships and processes between firms.
Agri-supply chains are economic systems which distribute benefits and apportion risks
among participants. Thus, supply chains enforce internal mechanisms and develop chain
wide incentives for assuring the timely performance of production and delivery
commitments. They are linked and interconnected by virtue of shared information and
reciprocal scheduling, product quality assurances and transaction volume commitments.
Process linkages add value to agricultural products and require individual participants to
coordinate their activities as a continuous improvement process. Costs incurred in one link
in the chain are determined in significant measure by actions taken or not taken at other
links in the chain. Extensive pre-planning and co-ordination are required up and down the
entire chain to affect key control processes such as forecasting, purchase scheduling,
production and processing programming, sales promotion, and new market and product
launches etc.
Following are the components of an organised agri- supply chain:
1. Procurement or Sourcing
2. Logistic Management
a) Transportation
b) Material Management
c) On the premise of supplying mostly from production not stock
d) Warehousing
e) Logistics Network modeling
3. Organizational management
a) Contracting
b) Strategic alliances and partnerships
c) Vertical integration
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i. Long term storage
ii. Packaging technology
iii. Cold chain management
iv. Energy efficient transport
v. Quality and safety
4. Application of Efficient Consumer Response (ECR) System
a) Electronic scanning of price and product at the point of sale
b) Streamline the entire distribution chain.
5.2 Agricultural Marketing
Agricultural marketing covers the services involved in moving an agricultural product from
the Farm to the consumer. Numerous interconnected activities are involved in doing this,
such as planning production, growing and harvesting, grading, packing, transport, storage,
agro -and food processing, distribution advertising and sale. Some definitions would even
include “the acts of buying supplies, renting equipment, (and) paying labour", arguing that
marketing is everything a business does. Such activities cannot take place without the
exchange of information and are often heavily dependent on the availability of suitable
finance. Marketing systems are dynamic; they are competitive and involve continuous
change and improvement. Businesses that have lower costs, are more efficient, and can
deliver quality products, are those that prosper. Those that have high costs, fail to adapt to
changes in market demand and provide poorer quality is often forced out of business.
Marketing has to be customer-oriented and has to provide the farmer, transporter, trader,
processor, etc. with a profit. This requires those involved in marketing chains to understand
buyer requirements, both in terms of product and business conditions.
The National Commission on Agriculture defined agricultural marketing as a process
which starts with a decision to produce a saleable farm commodity and it involves all
aspects of market structure of system, both functional and institutional, based on technical
and economic considerations and includes pre and post- harvest operations, assembling,
grading, storage, transportation and distribution. The Indian council of Agricultural
Research defined involvement of three important functions, namely (a) assembling
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(concentration) (b) preparation for consumption (processing) and (c) distribution.
Agricultural marketing can be defined as the commercial functions involved in transferring
agricultural products consisting of farm, horticultural and other allied products from
producer to consumer. Agricultural marketing also reflect another dimension from supply
of produce from rural to rural and rural to urban and from rural to industrial consumers.
Agricultural Marketing in India
There are several challenges involved in marketing of agricultural produce. There is limited
access to the market information, literacy level among the farmers is low, multiple channels
of distribution that eats away the pockets of both farmers and consumers. The government
funding of farmers is still at nascent stage and most of the small farmers still depend on the
local moneylenders who are leeches and charge high rate of interest. There are too many
vultures that eat away the benefits that the farmers are supposed to get. Although we say
that technology have improved but it has not gone to the rural levels as it is confined to
urban areas alone. There are several loopholes in the present legislation and there is no
organized and regulated marketing system for marketing the agricultural produce. The
farmers have to face so many hardships and have to overcome several hurdles to get fair
and just price for their produce.
Agricultural marketing covers the services involved in moving an agricultural product from
the farm to the consumer. Numerous interconnected activities are involved in doing this,
such as planning production, growing and harvesting, grading, packing, transport, storage,
agro- and food processing, distribution, advertising and sale. Some definitions would even
include “the acts of buying supplies, renting equipment, (and) paying labor", arguing that
marketing is everything a business does. Such activities cannot take place without the
exchange of information and are often heavily dependent on the availability of suitable
finance.
The agriculture sector needs well-functioning markets to drive growth, employment and
economic prosperity in rural areas of India. In order to provide dynamism and efficiency
into the marketing system, large investments are required for the development of post-
harvest and cold-chain infrastructure nearer to the farmers‟ field. A major portion of this
investment is expected from the private sector, for which an appropriate regulatory and
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policy environment is necessary. Also, enabling policies need to be put in place to
encourage the procurement of agricultural commodities directly from farmers‟ fields and
to establish effective linkage between the farm production and the retail chain and food
processing industries. Accordingly, the state governments were requested to suitably
amend their respective APMC Acts for deregulation of the marketing system in India, to
promote investment in marketing infrastructure, thereby motivating the corporate sector to
undertake direct marketing and to facilitate a national integrated market.
Grading and Standardisation
The Agricultural Produce (Grading and Marking) Act, 1937 empowers the central
government to fix quality standards, known as „AGMARK‟ standards, and, to prescribe
terms and conditions for using the seal of AGMARK. So far, grade standards have been
notified for 181 agricultural and allied commodities. The purity standards under the
provision of the PFA Act and the Bureau of Indian Standards (BIS) Act, 1986, are
invariably taken into consideration while framing the grade standards. International
standards framed by Codex/International Standards Organization (ISO) are also considered
so that Indian produce can compete in international markets.
Marketing Extension
AGMARK quality control programmes as well as improvements in marketing practices
and procedures are given wide publicity through mass media. The information is
disseminated through documentaries, cinema slides, printed literature, exhibitions,
conferences, seminars and workshops. Agricultural Marketing, a quarterly bi-lingual
journal, is also published regularly.
Agricultural Marketing Infrastructure, Grading and Standardization
The scheme for the development/strengthening of agricultural marketing infrastructure,
grading and standardisation was launched on 20 October 2004. Under this scheme, a credit-
linked investment subsidy is being provided on the capital cost of general or commodity-
specific marketing infrastructure for agricultural commodities and for strengthening and
modernisation of existing agricultural wholesale markets, and rural or periodic markets in
tribal areas. The scheme covers all agricultural and allied sectors including dairy, poultry,
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fishery, livestock and minor forest produce. The scheme is reform linked and is being
implemented in those states/UTs that permit the setting up of agricultural markets in the
private and cooperative sector and allow direct marketing and contract farming.
5.3 Marketing of Grape
The producers sell the fruit either to the pre-harvest contractor or to the wholesaler through
an agent with these middlemen sharing profit. The responsibility of harvesting, packing,
transportation and marketing vests with the contractor to whom the produce is sold on the
basis of price agreed for unit weight of the produce or without weighing for a mutually
agreed price.
Co-operative grape marketing societies are in existence in many grape producing states of
India. The advantage of marketing by producers’ cooperative are:-
Reduction in the price gap by avoiding the commission agent and wholesaler;
Regulate supplies to different markets; and
Minimize marketing problems arising out of unhealthy competition among producers.
5.4 Issues and Challenges in Marketing of Grapes
More than 80 percent of the total production is consumed as table grapes in India, and more
than 70 percent of the total production is harvested in March-April, but the cold storage
facilities are inadequate. Therefore, market gluts and fall of prices of grapes in March-April
are common. Approximately, 2.5 percent (22,000 t) of fresh grapes are exported to the
Middle East and European countries. The rest of the produce is marketed within the
country. Grapes are exported through three different agencies viz., Grower Exporters,
Growers’ Cooperatives and the Trader exporters. These agencies have established their
own facilities for pre-cooling and cold storage in the vicinity of major production sites.
1) Natural Climate and Heavy unseasonal Rainfall:-
Physiological disorders associated with high temperature and low atmospheric
humidity in the hot tropical region are dead arm and trunk splitting. Salinity injury
is common in Maharashtra and north Karnataka. Other physiological disorders are
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cane immaturity, water berries, cluster tip wilting, shot berries, uneven ripening and
post-harvest berry drop. The eco-physiological disorders are ‘coulure’, blossom-
end rot, pink berry syndrome, berry cracking and rotting.
2) Quality of Grapes:-
A) Shoot and Cluster Thinning: Only one or two clusters are retained per cane
depending upon the density of the latter. Irrespective of the number of clusters,
only the apical two or three shoots are retained. In vines trained to the flat roof
gable, individual shoot length is encouraged rather than the total canopy size
for preventing sunburn of the berries.
B) Production of Loose Clusters: Pre-bloom GA sprays of 10 ppm and 15 ppm are
given respectively on the 11th to 14th day after bud break for cluster elongation.
Rachides of the clusters are trimmed to retain 8-10, depending on the number
of leaves available per cluster. Clusters are dipped in GA solution of 30-40 ppm
when 10-20 percent of the flowers open in each cluster for berry thinning.
C) Increasing Berry Size: Manual means are used to supplement chemical thinning
to ensure adequate berry thinning and improve the quality of grapes.
Approximately 90-120 berries are retained per cluster depending upon the
number of leaves available to nourish it at 8-10 berries per every leaf depending
on its size. Clusters are dipped in GA solution of 40-50 ppm concentration once
at 3-4 mm size of the berries and again at 7-8 mm size. When berry diameter is
to be increased to more than 16 mm, clusters are dipped in a mixture of 10 ppm
BA + 25 ppm GA or 2 ppm CPPU + 25 ppm GA or 1 ppm brassino steroid +
25 ppm GA instead of GA alone at these two stages.
D) In addition to the treatment with growth regulators, berry size and crispiness are
increased by girdling. The width and depth of girdling are 1-1.5 mm. Girdling
is done at 4-5 mm diameter of the berries.
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3) Changes in Consumer Behaviour and Preference:-
Consumer preferences are affected by various factors like awareness, media, economic
status, easy availability in market, substitute, health issues etc. Government policies are
more focused on awareness of consumers and food safety. There is misconception in
the mind of majority of consumers that grapes receive large number of spray and
residual component of these sprays are packaged with the berries. Day by day,
consumers are becoming more aware about the quality of produce/ processed product,
food grade packaging, food safety and traceability, availability of substitutes in the
market etc.
Consumer awareness through media play vital role in decision. In coming years,
availability and market competiveness based on quality and diversification of value
added products will govern consumers’ choice. The demand for functional foods based
on personalized dietary requirement will drive research and grape sector to focus on
value added products including processed food and need for varieties with high
concentration of nutraceuticals. The availability of such products in turn will affect
preference of more consumers. More demands for chemicals free “Organic Grapes”
will increase by leaps and bounds first in major Urban Cities, then in District and Sub-
Divisional Towns and ultimately in vast rural areas in India in the coming years.
4) Competitive World Markets:-
The trade policies in international arena are changing very fast. Supply, demand, trade
policies, consumers are the drivers of market competitiveness. Fruit type i.e. seeded or
seedless, berry colour, taste, other fruit quality parameters, diversification and availability
of processed and value added products are main factors for creating new markets and
making them more competitive in the years to come. The supply and availability of other
fruits in the season also have influence on competition. Availability of new fruits or
processed products may affect consumer demand and create competitiveness in markets
during coming decades.
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CHAPTER 6
DATA ANALYSIS
6.1 Validation of the Questionnaire
6.2 Data Analysis of Famers
6.3 Data Analysis of APMC Traders
6.4 Data Analysis of Customers
6.5 Hypothesis Testing
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CHAPTER 6
DATA ANALYSIS
This chapter consists of analysis of the responses collected from respondents from two
different cities. Information is collected through structured questionnaire.
Structured questionnaire was adjusted to bring insight about cultivation of Grapes and
Impact of Logistic and Supply Chain on the Production and Marketing of Grapes in two
cities of Sangli and Solapur.
6.1 Validation of the Questionnaire
Since questionnaire was divided into different variables to understand the different aspects
of Grapes production, Logistic and supply chain Management and Marketing aspects
through three different set of questionnaires. Questionnaire was validated after the pilot
study and the Cronbach’s Alpha scores for each questionnaire were found as follows:
Structured questionnaire were used collecting data for understanding the role of Logistic
and Supply Chain management on Marketing of Grapes.
Various Parameters were identified to get deeper insight in to this study like
1. Impact of Logistic on Marketing of Grapes
2. Profitability and Pricing of Grapes
3. Production and Risk Involved into grapes Production
Total 59 questions were selected into three different questionnaires on the reliability
parameter and also validated through Cronbach’s alpha test were performed.
Table no.6.1 Cronbach’s Alpha Scores (Validation of the Questionnaire)
The Study has several dependent and Independent variables which have been shown in the
below table for the different respondent categories. The Variable selection has been
Questionnaires Cronbach’s Alpha Score No of Items
Sangli Solapur
Logistic impact on Marketing .893 .934 17
Profitability and Pricing .832 .954 27
Production and Risk in Grapes Cultivation
.921
.863 20
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identified on the base of pilot test. The reliability and Validity has been ensure for the right
approach in the study.
Table -6.2 Variables Selected for the Study
Respondent Group- 1
(Farmers)
Respondent Group- 2
(APMC Traders)
Respondent Group -3
(Customers)
Production Types of Grapes Awareness of Types of
Grapes
Risk Logistic Availability Pricing
Price Category Pricing Direct to Farmers
Purchasing
Profitability Manpower Involved Buying from Market
Vendors
Infrastructure Support Storage Consumption
Source: Own Analysis
Respondent Group-1: (Farmers)
There were five major variables has been identified, which were Production, Risk, Price,
Profitability and infrastructure Support. Production factors and Risk factors have
dependent and independent factors which have strong correlation.
Respondent Group-2: (APMC Traders)
There were five variables has been identified, which were trading of different types of
grapes, Logistic infrastructure availability and different pricing depending on farm’s
production, seasonal impact on production, Manpower involved in shortening the right
products for market ready end products and Storage facility available for the storage.
Respondent Group-3 (Customers)
There were five major variables has been identified, which were Awareness of different
types of grapes available in the market, Different pricing for different types of grapes
99
available, Purchasing, Direct from Farmers and from market vendors. Also the types of
Consumption pattern of Consumers.
Frequency Table obtained from the Demographic Details for Respondents
6.2 Analysis Group-1 (Farmers)
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 1010 100.0 100.0 100.0
Table No: - 6.3
1.1 Interpretation: Total no of respondent was 1010, out of 100% male respondent were
questioned, Mostly family was involved into gapes cultivation. And Male member were
dominating the cultivation of grapes in those family.
The mean value stands for 1 and the standard deviation is 0.00, which shows that there is
no 2nd Gender involved dominantly in the production of grapes cultivation.
Figure 6.1
100
Table 6.4 Education
Frequency Percent Valid Percent Cumulative Percent
Valid up to 7th 34 3.4 3.4 3.4
up to 10th 259 25.6 25.6 29.0
HSC 581 57.5 57.5 86.5
Graduate 102 10.1 10.1 96.6
Post Graduate 34 3.4 3.4 100.0
Total 1010 100.0 100.0
1.2 Interpretation:
Out of the total 1010 respondent, the highest percentage was obtained for HSC that was
57.2% and the least no was obtained for Post Graduate that was 3.4 %.The standard
deviation was 0.774 and the mean was obtained at 2.84.
Figure 6.2
101
Interpretation:
Out of the total respondent no 1010, The highest percentage of farming experience was
obtained for farmers having less than 10 years, that was 49.4 and least was 26-40 years at
16.8 %. The Mean value was 1.67 and the standard deviation was 0.746.
Figure 6.3
Table 6.4 Farming Experience
Frequency Percent Valid Percent Cumulative Percent
Valid <10 years 499 49.4 49.4 49.4
11-25 yrs 341 33.8 33.8 83.2
26-40 yrs 170 16.8 16.8 100.0
Total 1010 100.0 100.0
102
1.4 Interpretation
Out of the total 1010 respondent, The Highest Income group was 50,000-1lakh and their
percentage was (47.4%). After that, the 2nd highest group was 30-50 Thousands which was
29%. And the least was obtained for More than one lakh with 23%. The Standard Deviation
was 0.73 and the Mean value was 2.95.
Figure 6.4
Table 6.6 Income
Frequency Percent Valid Percent Cumulative Percent
Valid 30-50 k 293 29.0 29.0 29.0
50-1,00,000 479 47.4 47.4 76.4
>1,00,000 238 23.6 23.6 100.0
Total 1010 100.0 100.0
103
Table No: - 6.7 Farming Type
1.5 Interpretation
Out of the total respondents, 51% said that they use ancestral land to cultivate Grapes and
44% farmers said that they take land on tenancy also to produce grapes. The Standard
Deviation was calculated at 0.591 and the mean distribution was 1.594.
Figure 6.5
Frequency Percent Valid Percent Cumulative Percent
Valid Ancestral 515 51.0 51.0 51.0
Tenancy 444 44.0 44.0 95.0
Purchased 51 5.0 5.0 100.0
Total 1010 100.0 100.0
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Table 6.8 Irrigation
Frequency Percent Valid Percent
Cumulative
Percent
Valid Bore Well 602 59.6 59.6 59.6
Permanent well 374 37.0 37.0 96.6
Farm Pond 34 3.4 3.4 100.0
Total 1010 100.0 100.0
1.6 Interpretation:
For Irrigation purpose, 59.6% farmers said they are dependent on Bore well and 37% was
using permanent well. The Standard deviation was calculated at around 0.56 and the mean
value was calculated 2.44.
Figure 6.6
105
Table 6.9 Repayment of Loans
Frequency Percent Valid Percent
Cumulative
Percent
Valid Usually Regulars 613 60.7 60.7 60.7
Usually Arrears 397 39.3 39.3 100.0
Total 1010 100.0 100.0
1.7 Interpretation:
Out of the total 1010 respondents, 60.7 % farmers said they use to pay regularly for their
repay of loans and rest 39.3% use to pay in arrears. The standard Deviation which was
calculated was 0.489 and the mean value was calculated at 1.39.
Figure 6.7
106
Table 6.10 Land Holding
Frequency Percent Valid Percent Cumulative Percent
Valid <1 Acres 102 10.1 10.1 10.1
1-3 Acres 480 47.5 47.5 57.6
3-6 Acres 343 34.0 34.0 91.6
>6 Acres 85 8.4 8.4 100.0
Total 1010 100.0 100.0
1.8 Interpretation
Out of the total 1010 respondent the highest land holding was observed for 1-3 Acre at
47.5%. And the second group where the land holding was 3-6 Acre was obtained at 34.1%.
The Standard Deviation was obtained at 0.56 and the mean value was obtained at 2.44.
Figure 6.8
107
Table 6.11 Funds Dependency
Frequency Percent Valid Percent Cumulative Percent
Valid Family Funds 52 5.1 5.1 5.1
Credit cooperative Loans 515 51.0 51.0 56.1
Bank Crops Loan 392 38.8 38.8 95.0
Family & Relatives 51 5.0 5.0 100.0
Total 1010 100.0 100.0
1.9 Interpretation
Out of the total 1010 respondents, 51% farmers said that they take credit from Credit
Cooperative society and 38.8% takes bank’s crop loans. The Standard deviation was
obtained at 0.671 and the mean value was calculated at 2.44.
Figure 6.9
108
6.3 Analysis Group -2 (APMC Traders)
Table 6.12 District
Frequency Percent Valid Percent Cumulative Percent
Valid Sangli 36 39.6 39.6 39.6
Solapur 55 60.4 60.4 100.0
Total 91 100.0 100.0
2.1 Interpretation:
Out of the total 91 respondents, District wise no of traders are high in Solapur District
which are calculated at 60.4% and the rest are from Sangli District which was calculated
at 39.6. The standard deviation was calculated at 0.492 and the mean value was calculated
at 1.60.
Figure 6.10
109
Table 6.13 Purchase Location
Frequency Percent Valid Percent Cumulative Percent
Valid Farmer 31 34.1 34.1 34.1
Agent 60 65.9 65.9 100.0
Total 91 100.0 100.0
2.2 Interpretation
Out of the total 91 respondent, the purchase location consist 65.9 % from Agents and only
34.1 % buy directly from Farmers. The standard value was calculated at 0.477 and the
mean value was calculated at 1.66.
Figure 6.11
110
Table 6.14 Quality of Grapes-Famers
Frequency Percent Valid Percent Cumulative Percent
Valid Very High 4 4.4 4.4 4.4
High 50 54.9 54.9 59.3
Moderate 37 40.7 40.7 100.0
Total 91 100.0 100.0
2.3 Interpretation:
Out of the 91 respondents, 54.9% traders said that qualities of grapes are of high quality
and 40.7% said that grapes were of Moderate quality. The standard deviation was
calculated at 0.566 and the mean value was calculated at 2.36.
Figure 6.12
111
Table 6.15 Quality of Grapes-Agent
Frequency Percent Valid Percent Cumulative Percent
Valid Very High 14 15.4 15.4 15.4
High 64 70.3 70.3 85.7
Moderate 13 14.3 14.3 100.0
Total 91 100.0 100.0
2.4 Interpretation
Out of 91 traders, 70.3 % said that the qualities of grapes, bought from Agent are of high
quality and 14% said that grapes are of very high quality. The standard deviation was 0.548
and the mean value was calculated at 1.99.
Figure 6.13
112
Table 6.16 Profit Margin from Farmers
Frequency Percent Valid Percent Cumulative Percent
Valid High 44 48.4 48.4 48.4
Medium 47 51.6 51.6 100.0
Total 91 100.0 100.0
2.5 Interpretation
Out of 91 APMC Traders, 48.4% Said that profit margin increased when they buy from
Farmers.47% said that there profit margin increased moderately. The standard deviation
was calculated at 0.502 and the mean value was calculated at 1.52.
Figure 6.14
113
Table 6.17 Profit Margin from Agent
Frequency Percent Valid Percent Cumulative Percent
Valid High 3 3.3 3.3 3.3
Medium 52 57.1 57.1 60.4
Low 36 39.6 39.6 100.0
Total 91 100.0 100.0
2.6Interpretation
Out of 91 APMC Traders, 57% said there profit margin was medium. And very few only
3.3 % said they earned high profit. The Standard Deviation was calculated at 0.548. And
The Mean was calculated at 2.36.
Figure 6.15
114
6.18 Frequency of Purchase
Frequency Percent Valid Percent Cumulative Percent
Valid Regular 26 28.6 28.6 28.6
Depends on Quality 65 71.4 71.4 100.0
Total 91 100.0 100.0
2.7 Interpretation
Out of 91 traders, 71% said that they buy grapes depending on Grapes quality and only
28.6 % said that they buy on regular basis. The standard deviation was calculated at 0.454
and the mean value was calculated at 1.71.
Figure 6.16
115
6.4 Analysis Group-3 Consumers
Place
The research area was Sangli And Solapur District, where total 1275 respondent was
considered for the sampling and out of that 480 respondent was selected from Sangli and
795 respondent selected form Solapur. The cumulative frequency was 37.6 % was from
Sangli and 62.3% was Solapur. The Standard Value was calculated at .487 and the mean
value was 1.61.
Table 6.19 Place
Frequency Percent Valid Percent Cumulative Percent
Valid
Sangli 480 37.6 37.6 37.6
Satara 795 62.3 62.3 100.0
Total 1275 100.0 100.0
Figure 6.16 Place
116
Buying Frequency
The buying frequency was identified among the respondents, and highest frequency was
identified with second group who use to buy in once in 15 days with 41.9 % and the second
most group was 36.1%. And the last group was identified at 21.8%. The standard deviation
was calculated at .739 and the mean value was calculated at 2.82.
Table 6.20 Buying Frequency
Frequency Percent Valid Percent Cumulative Percent
Valid
Once in week 460 36.1 36.1 36.1
once in 15 days 535 41.9 41.9 78.0
once in months 280 21.8 21.8 100.0
Total 1275 100.0 100.0
Figure 6.20 Buying Frequency
117
Buying Preference
The respondents were asked about their buying preference from different sources, and the
highest percentage was obtained for Hawker that was 43.6% and the second most was
local market which was 27.4%. The standard deviation was calculated at .954 and the
mean value was 2.22.
6.21 Buying Preference
Frequency Percent Valid Percent Cumulative Percent
Valid
APMC 273 21.4 21.4 21.4
LOCAL MARKET 350 27.4 27.4 48.8
HAWKER 556 43.6 43.6 92.4
FARMERS 96 7.52 7.5 100
Total 1275 100.0 100.0
Figure 6.19 Buying Preference
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Amount Spend buy Consumers
The consumers were asked about their amount spend for grapes. The Highest percentage
was obtained for Rs, 100-150 for buying grapes and the cumulative percentage was
49.0%. The second most group was Rs, 150-200, which was calculated at 28/5%. The
Standard deviation was .769 and the mean value was obtained at 2.40.
Table 6.22 Amount Spend
Frequency Percent Valid Percent Cumulative Percent
Valid
<100Rs 90 7.0 7.0 7.0
Rs 100-150 625 49.0 49.0 56.0
Rs 150 -200 364 28.5 28.5 84.5
Rs 200 Above 196 15.3 15.3 100.0
Total 957 100.0 100.0
Figure 6.20 Amount Spend
119
Quality buying directly from Farmers
The quality perception of consumers were asked for different sources of purchasing and
the question was administered for buying from farmers directly and the highest percentage
was obtained for 52.4%, These many samples were agree that quality was really good. The
Standard deviation was calculated at .782 and the mean value was 2.30.
Table 6.23 Quality Buying Directly from Farmers
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 170 12.5 12.5 12.5
Agree 603 52.4 52.4 64.9
Neutral 314 27.6 27.6 92.5
Disagree 98 7.5 7.5 100.0
Total 1275 100.0 100.0
Figure 6.21 Qualities Buying Directly from Farmers
120
6.5 Hypothesis Testing:-
H01:- There is no impact of Logistics on marketing of grapes.
H11:- There is an impact of logistics on marketing of grapes.
Hypothesis has been tested by applying cross-tabulation between logistic –distribution
channel and Marketing of grapes at different market place at different market rate and Chi-
Square test has been tested where p value is observed less than .05 level, which shows null
hypothesis stands rejected and alternate hypothesis accepted as there is an impact of
Logistics Distribution channel on marketing of Grapes.
Table 6.24 Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 1.208E2a 9 .000
Likelihood Ratio 137.497 9 .000
Linear-by-Linear
Association 12.766 1 .000
N of Valid Cases 1010
a. 5 cells (31.3%) have expected count less than 5. The minimum
expected count is .03.
H02:- There is no impact of Logistics on profitability of farmers.
H12:- There is an impact of logistics on profitability of farmers
Cross tabulation has been applied to understand, whether there is any impact of logistics
on Profitability of farmers or not, so chi-Square has been applied and the results shows
that, p value is less than .05 value hence, Null Hypothesis stands rejected and alternate
121
hypothesis, which is There is an impact of Logistic Distribution Channel on Profitability
of Farmers.
Table 6.25 Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 2.029E2a 6 .000
Likelihood Ratio 109.889 6 .000
Linear-by-Linear
Association 22.194 1 .000
N of Valid Cases 750
a. 5 cells (41.7%) have expected count less than 5. The minimum
expected count is .02.
H03:- There is no impact of logistics on retail price of product.
H13:- There is an impact of logistics on retail price of product
Cross tabulation has been applied and the Chi Square p Value is less than .5 level, hence
Null Hypothesis stands rejected and alternate hypothesis , which is There is an impact of
logistics on retail pricing have clear evidence to be accepted.
Table 6.26 Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 51.429a 6 .000
Likelihood Ratio 74.533 6 .000
Linear-by-Linear Association 7.026 1 .008
N of Valid Cases 480
122
Table 6.26 Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 51.429a 6 .000
Likelihood Ratio 74.533 6 .000
Linear-by-Linear Association 7.026 1 .008
a. 2 cells (16.7%) have expected count less than 5. The minimum expected count
is 3.60.
H04:- There is no effect of technology on production of grapes.
H14:- There is an effect of technology on production of grapes.
Factor analysis has been applied to understand which are the factors are contributing
successfully to production of grapes, and KMO Bartlett’s Test has been applied, results has
been obtained, which shows the alpha value is less than 0.5 and hence null hypothesis
stands rejected and clearly evident that There is an effect of Technology on Production of
Grapes.
H05:- There is no Risk involved in production of grapes.
H15:- There is Risk involved in production of grapes.
Factor analysis has been applied to understand which are the factors are contributing
successfully to production of grapes, and KMO Bartlett’s Test has been applied, results has
been obtained, which shows the alpha value is less than 0.5 and hence null hypothesis
stands rejected and clearly evident that There is risk involved in Production of Grapes.
123
CHAPTER 7
FINDINGS
7.1 Detail Findings of Farmers
7.2 Detail Findings of APMC Traders
7.3 Detail Findings of Customers
124
CHAPTER 7
FINDINGS
After detailed statistical analysis of the data collected from various souses, numerous
suitable and relevant findings were reached at. They are summarized as the following:
7.1 Respondent Group-1: (Farmers)
There were five major variables has been identified, which were Production, Risk, Price,
Profitability and infrastructure Support. Production factors and Risk factors have
dependent and independent factors which have strong correlation.
The detail findings are listed below for-
Group 1- Farmers Study:-
Total no of respondent was 1010, out of 100% male respondent were questioned, Mostly
family was involved into grapes cultivation. And Male member were dominating the
cultivation of grapes in those family. Since the culture of cultivation of these cash crops
are mainly because to earn money to spend on different purposes and it was found that
most of the families were engaged into grapes cultivation where the male members were
doing most of the work required to be done. As the mean value stands for 1 and the
standard deviation is 0.00, which shows that there is no 2nd Gender involved dominantly in
the production of grapes cultivation in both the districts. And however the female members
were also the active member in the process of Cultivation.
As per the educational background, Out of the total 1010 respondent, the highest
percentage was obtained for HSC that was 57.2% and the least no was obtained for Post
Graduate that was 3.4 %.The standard deviation was 0.774 and the mean was obtained at
2.84. These values shows that most of the farmers were at least metric passed and the higher
percentage for H.SC passed farmers found in the study showed that educated farmers or
the family members are involved into grapes cultivation, and mean values shows that
125
education qualification was significant in both the districts. And these farmers were well
educated about the market opportunity of the grapes cultivation.
The findings also shows that the farming experience of these farmers are significantly high,
Out of the total respondent no 1010, The highest percentage of farming experience was
obtained for farmers having less than 10 years, that was 49.4 and least was 26-40 years at
16.8 %. The Mean value was 1.67 and the standard deviation was 0.746.The farming
experience of this cash crops are very high among the new generation of farmers, where
educated farmers are lynching towards the grapes farming and the higher percentage of the
famers were less than 10 years. Which shows that because of market demand and the
opportunity in grapes farming were attracting the new genera of farmers towards this which
was a good sign for this kind of farming.
The income group which was observed consists of different income group and the highest
percentage was observed out of the total 1010 respondent, The Highest Income group was
50,000-1 lakh and their percentage was (47.4%). After that, the 2nd highest group was 30-
50 Thousands which was 29%. And the least was obtained for More than one lakh with
23%. The Standard Deviation was 0.73 and the Mean value was 2.95. The mean values
indicate that the income difference was significant and the sigma value was significant
which falls between normal distribution. The most of the farmers were now practicing the
grapes farming. And their income depends on the farm holding and the availability of the
required resources.
Now the most interesting finding was the use of farming lands which was utilized into
grapes farming. Out of the total respondents, 51% said that they use ancestral land to
cultivate Grapes and 44% farmers said that they take land on tenancy also to produce
grapes. The Standard Deviation was calculated at 0.591 and the mean distribution was
1.594. The mean value was normally distributed and the standard deviation also falls
between -1 to 1, which shows normal distribution of the sample population.
Grapes farming also required good amount of irrigation , and the Irrigation dependency
which was largely fulfilled by the Bore well in these districts, Out of the total 1010
respondents, For Irrigation purpose, 59.6% farmers said they are dependent on Bore well
126
and 37% was using permanent well. The Standard deviation was calculated at around 0.56
and the mean value was calculated 2.44. Which was significant and the standard deviation
value falls under normal distribution.
Now the interesting finding was the loan taken up by farmers which was utilized to
cultivate the grapes. Out of the total 1010 respondents, 60.7 % farmers said they use to pay
regularly for their repay of loans and rest 39.3% use to pay in arrears. The standard
Deviation which was calculated was 0.489 and the mean value was calculated at 1.39. Now
these values show that the population under taken falls under normal distribution.
Farmers under study ,shows that the land capacity, utilized for grapes farming is limited to
1-10 Acres and the out of the total 1010 respondent the highest land holding was observed
for 1-3 Acre at 47.5%. And the second group where the land holding was 3-6 Acre was
obtained at 34.1%. The Standard Deviation was obtained at 0.56 and the mean value was
obtained at 2.44.Again the mean value and the standard deviation falls under normal
distribution.
The another aspect which has been considered was credit availability Out of the total 1010
respondents, 51% farmers said that they take credit from Credit Cooperative society and
38.8% takes bank’s crop loans. The Standard deviation was obtained at 0.671 and the mean
value was calculated at 2.44.Again these values falls under normal distribution. The credit
facility was available through the credit cooperative society, which works as reliable source
of credit facility. Another major source of credit was bank’s crop Loan, which was
provided by banks at lower rate of interest.
7.2 Group 2-APMC Traders
The detail findings are listed below for group 2-APMC Traders Study:-
The second group which was studied to understand the importance of marketing
opportunity of grapes farming was the traders group involved into overall process of
Marketing of grapes. And these groups create a very vital part of the overall system which
impact the farmer’s Productivity and profitability.
127
The total no of traders who were questioned for the study were 91 and out of the total 91
respondents, District wise no of traders were high at Solapur District, which were
calculated at 60.4% and the rest were from Sangli District which was calculated at 39.6%.
The standard deviation was calculated at 0.492 and the mean value was calculated at
1.60.Which falls under normal distribution curve.
The most important finding was the purchase location of the grapes. The study shows that
the most of the APMC Traders buy form Agents involved into grapes supply chain, where
they use to bought from the farmers while last stage of grapes production by paying either
the agreed amount in advance at their farm only or they pay partly. The Out of the total 91
respondent, the purchase location consist 65.9 % from Agents and only 34.1 % buy directly
from Farmers. The standard value was calculated at 0.477 and the mean value was
calculated at 1.66. The standard deviation value and the mean value come under normal
distribution curve.
The major reason of buying from farmers by traders were found was the quality of the
grapes Out of the 91 respondents, 54.9% traders said that qualities of grapes were of high
quality bought from Agents, and 40.7% said that grapes were of Moderate quality. The
standard deviation was calculated at 0.566 and the mean value was calculated at 2.36. The
standard deviation value and the mean value come under normal distribution curve.
The quality of the grapes bought form agents were rated high by traders, Out of 91 traders,
70.3 % said that the qualities of grapes, bought from Agent are of high quality and 14%
said that grapes are of very high quality. The standard deviation was 0.548 and the mean
value was calculated at 1.99. The facts lies for this kind of reason was that agents reached
to the farm lands directly and identified the best available production and accordingly they
pay to farmers, and the farmers were not so familiar with the overall supply chain process,
So they use to sell their produce to middleman or agents at lower price for their produce.
The profitability factors increased when traders directly buy from farmers, Out of 91
APMC Traders, 48.4% Said that profit margin increased when they buy from Farmers.47%
said that there profit margin increased moderately. The standard deviation was calculated
at 0.502 and the mean value was calculated at 1.52. The standard deviation and mean value
128
come under normal distribution. Traders said that when they directly buy from farmers
they earn good margin by elimination the agent’s commission.
The study also shows that when traders buy the grapes from agents their margin reduced
and out of 91 APMC Traders, 57% said there profit margin was medium. And very few
only 3.3 % said they earned high profit. The Standard Deviation was calculated at 0.548.
And The Mean was calculated at 2.36.The standard deviation and mean value come under
normal distribution.
APMC traders revealed that they buy grapes depending on the grapes quality and according
to market demand, Out of 91 traders, 71% said that they buy grapes depending on Grapes
quality and only 28.6 % said that they buy on regular basis. The standard deviation was
calculated at 0.454 and the mean value was calculated at 1.71. Again the standard deviation
and mean value come under normal distribution.
7.3 Group -3 Consumer
The detail findings are listed below for group 3-Consumer’s Study:-
This group consists of Consumer under study where the perception of consumers has been
studied to understand the logistic impact on price and quality aspects.
The research areas selected were Sangli and Solapur total 957 respondents were considered
for the sampling and out of those 371 respondents were selected from Sangli and 586
respondent selected form Solapur. The cumulative frequency was 38.8 % was from Sangli
and 61.2% was Solapur. The Standard Value was calculated at .487 and the mean value
was 1.61.And these value come under normal distribution which was significant while
calculation.
The buying frequency was identified among the respondents, and the highest frequency
was identified with third group who use to buy in once in 15 days with 42.3 % and the
second most group was 37.6%. And the last group was identified at 20.1%. The standard
deviation was calculated at .739 and the mean value was calculated at 2.82. Again these
values come under normal distribution with significant contribution for the study.
The respondents were asked about their buying preference from different sources, and the
highest percentage was obtained for Hawker that was 34.3% and the second most was local
129
market which was 29.3%. The standard deviation was calculated at .954 and the mean
value was 2.22. Again these values come under normal distribution with significant
contribution for the study.
The consumers were asked about their amount spend for grapes. The Highest percentage
was obtained for Rs, 100-150 for buying grapes and the cumulative percentage was 54.9%.
The second most group was Rs, 150-200, which was calculated at 27.6%. The Standard
deviation was .769 and the mean value was obtained at 2.40. These values come under
normal distribution with significant contribution for the study.
The quality perception of consumers were asked for different sources of purchasing and
the question was administered for buying from farmers directly and the highest percentage
was obtained for 52.4%, These many samples were agree that quality was really good. The
Standard deviation was calculated at .782 and the mean value was 2.30. These values come
under normal distribution with significant contribution for the study.
These three groups were studies to figure out what were the major contributors towards
this study and many dependent and independent variable were identified and studies which
produced significant contribution.
The null hypothesis which was formulated as there is no impact of Logistics on marketing
of grapes and this hypothesis has been tested by applying cross-tabulation between logistic
–distribution channel and Marketing of grapes at different market place at different market
rate and Chi-Square test has been tested where p value is observed less than .05 level, which
shows null hypothesis stands rejected and alternate hypothesis accepted as there is an
impact of Logistics Distribution channel on marketing of Grapes.
The next null Hypothesis was formulated as there is no impact of Logistics on profitability
of farmers. And This Hypothesis was tested by Cross tabulation to understand, whether
there is any impact of logistics on Profitability of farmers or not, so chi-Square has been
applied and the results shows that, p value is less than .05 value hence, Null Hypothesis
stands rejected and alternate hypothesis, which is There is an impact of Logistic
Distribution Channel on Profitability of Farmers.
130
The null Hypothesis was there is no impact of logistics on retail price of product. And this
hypothesis was tested by Cross tabulation and the Chi Square p Value was less than .5
level, hence Null Hypothesis stands rejected and alternate hypothesis , which is There is
an impact of logistics on retail pricing have clear evidence to be accepted.
Another Null Hypothesis was formulated as there is no effect of technology on production
of grapes. Factor analysis has been applied to understand which are the factors are
contributing successfully to production of grapes, and KMO Bartlett’s Test has been
applied, results has been obtained, which shows the alpha value is less than 0.5 and hence
null hypothesis stands rejected and clearly evident that There is an effect of Technology on
Production of Grapes And lastly the null Hypotheses was as there is no Risk involved in
production of grapes. Factor analysis has been applied to understand which are the factors
are contributing successfully to production of grapes, and KMO Bartlett’s Test has been
applied, results has been obtained, which shows the alpha value is less than 0.5 and hence
null hypothesis stands rejected and clearly evident that There is risk involved in Production
of Grapes.
131
CHAPTER 8
CONCLUSION
8.1 Farmers
8.2 APMC Traders
8.3 Customers
132
CHAPTER 8
CONCLUSION
This Research study is regarding the impact of logistics on the grapes and on the retail
price. For better understanding of the problems, research has taken the review of various
literature available from Universities, Books, Maharashtra Draksh Bagaitdar Sangh – Pune,
Nasik, Sangli & Solapur. In general logistics have an important role in marketing of grapes.
Total marketing has handled by agents so farmers are getting low prices for their quality
grapes. Sometimes there is delay in payment. High transportation cost and marketing
service charges are major problem before farmers.
From the research it was found that there is an impact of logistics on the marketing of
grapes and on the retail price of the grapes. It was observed that the marketing channel
have an impact on the quality and price of the product, which affects the profitability of
farmers.
It was also observed that the quality of grapes purchased from farmers is good, compare to
others. Logistics also have an impact on the profitability of farmers.
It was also observed that there is an impact of new technology on the production of grapes.
Logistics also have an impact on the retail price of the grapes. It was also observed that
there is a risk involved in the production of grapes.
Research also helped to identify that there is a relationship of logistics with price,
profitability and availability of grapes.
8.1 Farmers:-
From the study five major variables has been identified, which were Production,
Risk, Price, Profitability and infrastructure Support.
Production factors and Risk factors have dependent and independent factors which
have strong correlation.
As per the educational background, Out of the total respondent, the highest
percentage was obtained for HSC that was 57.2% and the least no was obtained for
Post Graduate that was 3.4 %.
133
The study showed that educated farmers or the family members are involved into
grapes cultivation, and mean values shows that education qualification was
significant in both the districts. And these farmers were well educated about the
market opportunity of the grapes cultivation.
The findings also shows that the farming experience of these farmers are
significantly high. The farming experience of this cash crops are very high among
the new generation of farmers, where educated farmers are lynching towards the
grapes farming and the higher percentage of the famers were less than 10 years.
Which shows that because of market demand and the opportunity in grapes farming
were attracting the new genera of farmers towards this which was a good sign for
this kind of farming.
The income group which was observed consists of different income group. The
most of the farmers were now practicing the grapes farming. And their income
depends on the farm holding and the availability of the required resources.
The most interesting finding was the use of farming lands which was utilized into
grapes farming. Out of the total respondents, 51% said that they use ancestral land
to cultivate Grapes and 44% farmers said that they take land on tenancy also to
produce grapes.
Grapes farming also required good amount of irrigation, and the Irrigation
dependency which was largely fulfilled by the Bore well in these districts.
The interesting finding was the loan taken up by farmers which was utilized to
cultivate the grapes. 60.7 % farmers said they use to pay regularly for their repay
of loans and rest 39.3% use to pay in arrears.
The aspect which has been considered was credit availability. 51% farmers said
that they take credit from Credit Cooperative society and 38.8% takes bank’s crop
loans. The credit facility was available through the credit cooperative society,
which works as reliable source of credit facility. Another major source of credit
was bank’s crop Loan, which was provided by banks at lower rate of interest.
134
8.2 APMC Traders:-
The second group which was studied to understand the importance of marketing
opportunity of grapes farming was the traders group involved into overall process
of Marketing of grapes.
The most important finding was the purchase location of the grapes. The study
shows that the most of the APMC Traders buy form Agents involved into grapes
supply chain, where they use to bought from the farmers while last stage of grapes
production by paying either the agreed amount in advance at their farm only or they
pay partly.
The purchase location consist 65.9 % from Agents and only 34.1 % buy directly
from Farmers. The major reason of buying from farmers by traders were found was
the quality of the grapes bought form agents were rated high by traders.
The facts lies for this kind of reason was that agents reached to the farm lands
directly and identified the best available production and accordingly they pay to
farmers, and the farmers were not so familiar with the overall supply chain process,
So they use to sell their produce to middleman or agents at lower price for their
produce.
When traders directly buy from farmers they earn good margin by elimination the
agent’s commission. The study also shows that when traders buy the grapes from
agents their margin reduced. APMC traders revealed that they buy grapes
depending on the grapes quality and according to market demand.
8.3 Customers:-
The third group (Customers/ Consumers) which was studied to understand the
importance of logistics on marketing of grapes and its impact on retail price by
overall process.
The respondents were asked about their buying preference from different sources,
and the highest percentage was obtained for Hawker followed by local market.
The consumers were asked about their amount spend for grapes and the Highest
percentage was obtained for Rs, 100-150 for buying grapes.
135
The quality perception of consumers were asked for different sources of purchasing
and the question was administered for buying from farmers directly and the highest
percentage was obtained. This show if grapes are directly purchased from farmers
have a good quality compared to others distribution channel.
These three groups were studied to figure out what were the major contributors
towards this study and many dependent and independent variable were identified
and studies which produced significant contribution.
There is an impact of logistics on the retail pricing of grapes. Technology is a very
important factor for production of Grapes. And there is risk involved in the
production of Grapes.
136
CHAPTER 9
RECOMMENDATIONS AND SUGGESTIONS
137
CHAPTER 9
RECOMMENDATIONS AND SUGGESTIONS
On Basis of the study and discussion with farmers, traders and different officers
results the following recommendation and suggestions have been made-
Marketing Information Centers must be set up at rural areas for supplying internet
services, market trends, pricing of grapes in different markets or regular basis
(During Season).
Farmers should maintain the quality control in pre-harvesting and also in post-
harvesting of grapes. Farmers should improve new techniques for grape production.
Good leadership and strong farmer’s organisation should be form for nation and
global market.
Post – harvesting technology should be developed by the grape growers with the
help of co-operative grape grower societies and Draksh Sangh.
Government should take decision for establishing central cold storage at Solapur
and Sangli for grape center with all grading, packing and transportation facilities
should be at minimum rates and rents for farmers.
To develop awareness among the farmers about Government policies and financial
assistance for grape cultivation and grape export.
Central and State Government should be declaring the minimum price policy for
domestic market for grapes.
Advertising and publicity media should be expanded within the country and outside
the country. It is strongly suggested that there should be an international campaign
launched by the various grapes growing States with foreign marketing associations
and organizations.
Customer perception is also an important factor which helps farmers to sell their
commodity, so government should conduct the research regarding the customer
demand and provide the information to the farmers from time to time.
138
Online selling of grapes can be done with the help of internet facility provided to
farmers by government.
Government should link Customer and Farmers directly through the online portal
where they can buy and sell grapes.
Government should provide transportation service for delivering the grapes to
customers at a minimum price which will help to reduce the transportation cost of
the grapes.
Government should provide proper attention towards minimizing the risk involved
in the production of Grapes.
Government should give a minimum fix rate to Grape which will help to recovery
the losses incurred by Grapes growing farmers.
Government should increase the various subsides provided on the equipment which
are useful for Grape production.
Packaging is very important for grapes government should provide the packaging
facility nearby to taluka area.
Study shows majority of farmers are literate so government should provide different
type of Grape manuals to farmers which will help farmers to study and they can
increase the production as well as quality of Grapes.
Agricultural University’s plays an important role, so they should provide technical
assistance to farmers with the help of faculty as well as students. Some internship
programs should be given to the students so they can work on the project and this
will help farmers to get technical assistance for production. This will also help
students to get field knowledge.
Government of Maharashtra should form an Agricultural Marketing team district
wise under the guidance of the District Collector, which will help to regularize the
marketing channel and will provide the direct connectivity between the Customer
and Farmers and maximum exposure of Market to farmers.
Some of the Local Agents or Pre Harvesting Agents are no registered agents under
the APMC. So Government have to track those Agents or Pre- Harvesting Agents
and make registration process compulsory and ask famers to sell their goods to
139
them. This will help to increase the revenue by charging the various tax on the
registered Agents or Pre Harvest Agents.
Government should increase the Awareness among the customer about the various
breeds of grapes available in the market.
140
CHAPTER 10
FUTURE SCOPE OF THE STUDY
141
CHAPTER 10
FUTURE SCOPE OF THE STUDY
The Study was conducted on the table grapes and only two districts (Sangli and Solapur)
of Maharashtra were selected for research. Grapes are produced in other states also in India.
The study can be extended for other part of Maharashtra and Others states also.
International Studies can also be done in relation with the International Customer demands
and preference for Exporting grapes in other countries.
International Studies can be done for comparing the various techniques and technology
used to increase the production and productivity of Grapes Worldwide.
The study was done to check the impact of logistics on marketing of grapes and on retail
price. And similar study can be done on the other fruits and vegetables.
142
CHAPTER 11
ANNEXURE
11.1 Bibliography
11.2 Questionnaire
11.3 SPSS Table
143
CHAPTER 11
ANNEXURE
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Sengupta, J., Nag, R. N. and Goswami, B., (2011) “Reforms and terms of trade volatility
in an agriculture dependent economy”, Journal of Economics and International Finance.
Vol. 3 (6), pp. 337-351.
Shakeel-Ul-Rehman “Agricultural Marketing Services In India” (Arth Prabhand: A Journal
of Economics and Management Vol.1 Issue 3, June 2012, ISSN 2278‐0629).
Vaswani, L.K., Venkatakrishnan, V., Upadhyay, R. and Talati, J., (2003) “Agriculture-
Market Linkages: Evaluating and Evolving a Conceptual Framework in Indian Context”,
National Bank for Agriculture and Rural Development, Occasional Paper – 28.
Zivenge, E. and Karavina, C., (2012) “Analysis of Factors Influencing Market Channel
Access by Communal Horticulture Farmers in Chinamora District, Zimbabwe”, Journal of
Development and Agricultural Economics. Vol. 4 (6), pp. 147-150.
146
QUESTIONNAIRE
(Annexure 1)
Serial No:
I am Research Scholar of D.Y. Patil University School of Management and collecting information
on ‘Impact of logistics on the marketing of agricultural product and on the consumer retail
price w.r.t. specific reference to grapes and selected location is Sangli and Solapur in
Maharashtra’. Please fill the information requested below for Research. This information will be
used for research purpose only and will be kept confidential.
Thanks and regards,
Ashish Ashok Chavan
Mobile no: - 9029787917
Questionnaire:
Q.1. Name (full): ___________________________________________
Q.2. Home District: _________________________________________
Q.3. Gender: Male
Female
Q.4. Education Qualification:
Upto 7th Graduate
Upto10th Post Graduate
HSC
Q.5. Farming Experience of Family
Q.6. Annual Agricultural Income
Q.7. Nature of Family’s Land holding.
Ancestral Tenancy
Purchased _______________
Up to 10 years 11-25 years
26-40 years Above 41 years
Up to 30,000/- Rs.30,000-50,000
Rs.50,000-100,000 Above Rs 100,000.
147
Q.8. Size of Land holding.
below 1.00 acres 1.00 to 3.00 acres
3.00 to 6.00 acres above 6.00 acres
Q.9. Sources of Irrigation (Multi choice)
Rain fall Bore well Permanent Well Farm pond
Q.10 Sources of funds for pre-season agricultural operations (Multi Choice).
Family Funds
Credit Cooperative Loans
Bank’s Crop Loan
Friends & Relatives
Money Lenders
Q.11. Repayments of Borrowed funds.
Usually Regular
Usually Arrears
Q.12. Factors involved into Pre production.
Factors Impact
Very High High Moderate Low Very Low
1 2 3 4 5
Climate
Labour
Fertilizers/
Pesticides
Water
Management
Machinery
Q.13. Any help needed from the government body?
Yes No
Q.14. If Yes, Nature of help.
Technical Financial Both
148
Q.15. Factors involved into Post Production.
Factors Impact
Very High High Moderate Low Very Low
1 2 3 4 5
Ware house/
Cold Storage
Transportation
Government
policies
APMC/Agents
Packaging
Quality
Climate
Q.16.Do you get any help from
government for-
Very High High Moderate Low Very
Low
1 2 3 4 5
Ware house/ Cold Storage
Transportation
APMC/Agents
Packaging
Quality
Q.17. Farmers in the area have facilities to package their produce.
Strongly Agree
Agree Moderate
Disagree
Strongly Disagree
Q.18. There are many Distribution Channels in the area for farmers to convey their produce.
Strongly Agree
Agree
Moderate
Disagree
Strongly Disagree
Q.19. Which mode of distribution channel you preferred to sell your produce.
Farmers Customers
Farmers APMC
Farmers Agent
Farmers Local Market
149
Q.21. Do you face Challenges
while sell goods to-
Very High High Moderate Low Very Low
1 2 3 4 5
Customers
APMC
Agent
Local Market
Q.22. Are you satisfied with the current pricing policy?
Satisfied
Moderate
Not Satisfied
Q.23. Price for your product is more
when you sell your product to-
Very High High Moderate Low Very Low
1 2 3 4 5
Pre Commission Agent
Post Commission Agent
Wholesaler/ APMC
Market/Government
Retailer
Consumers
Q.24. Use of New Technology (Tools)
helped to increase productivity &
quality-
Impact
Very High High Moderate Low Very Low
1 2 3 4 5
Y-Shape Foundation (Frame)
Drip Irrigation
Fertilizer (soluble)
Automatic / Semi-Automatic Pesticide
Spraying Machines
Q.20. You get margin on cost if
grapes are sold to- Margins
< 5% 5 to 10% 10 to 15% 15 to
20%
20% >
Customers
APMC
Agent
Local Market
150
Q.25. You get help, subsides and
guidance from Government.
Very High High Moderate Low Very Low
1 2 3 4 5
Q.26 You get Guidance and
Assistance from Agricultural
University for Producing grapes.
Very High High Moderate Low Very Low
1 2 3 4 5
Q.27. How do you see grapes as a profitable produce against other crops.
Highly Profitable Moderately Less Profitable
151
QUESTIONNAIRE
(Annexure 2)
Serial No:
I am Research Scholar of D.Y. Patil University School of Management and collecting information
on ‘Impact of logistics on the marketing of agricultural product and on the consumer retail
price w.r.t. specific reference to grapes and selected location is Sangli and Solapur in
Maharashtra’. Please fill the information requested below for Research. This information will be
used for research purpose only and will be kept confidential.
Thanks and regards,
Ashish Ashok Chavan
Mobile no: - 9029787917
Questionnaire:
Q.1. Name (full): ___________________________________________
Q.2. Market Place: _________________________________________
Q.3. From whom do you purchase grapes?
Farmer Agent
Q.4. Quality of grapes purchased from Very
High
High Moderate Low Very
Low
Farmer
Agent
Q.5. Margin on Grapes purchased from High Medium Low
Farmer
Agent
Q.6. How Frequently you purchased Grapes from same farmer/ Agent?
Regular Depends upon Quality
Q.7. Do you store Grapes?
Yes No
Q.8. If Yes, Where do you Store?
Own Warehouse/ Cold Storage Rented
Q.9. If Rented,
Government Private Cooperative
152
Q.10. Structure of Costs
Very
High
High Moderate Low Very
Low
1 2 3 4 5
Transportation
Warehouse/ Cold Storage
Packing
Labour
Various Taxes to Authorities
Commission
Q.11. Price of Grapes in
Market (Local)
Less
than 10
(%)
10 to
20 (%)
20 to
30 (%)
30 to
40 (%)
40 to 50
(%)
50 and
above
(%)
Increased
Decreased
153
QUESTIONNAIRE
(Annexure 3)
Serial No:
I am Research Scholar of D.Y. Patil University School of Management and collecting information
on ‘Impact of logistics on the marketing of agricultural product and on the consumer retail
price w.r.t. specific reference to grapes and selected location is Sangli and Solapur in
Maharashtra’. Please fill the information requested below for Research. This information will be
used for research purpose only and will be kept confidential.
Thanks and regards,
Ashish Ashok Chavan
Mobile no: - 9029787917
Questionnaire:
Q.1. Name (full): ___________________________________________
Q.2. Place: _________________________________________
Q.3. Do you purchase Grapes?
Yes
No
Q.4. Where do you purchase Grapes?
APMC
Local Market
Hawkers
Farmers
Q.5. How frequently do you purchase grapes? (When there is a Season).
Daily.
Once in a week.
Once in 15 days.
Once in a month.
Once in 2-3 month.
Q.6. How much quantity you purchase for consumption?
Less than 1Kg
1Kg - 2Kg
2Kg – 4Kg
4Kg – Above
154
Q.7. How much do you spend for purchasing of Grapes per Kg? (Excluding your transport
expenses)
Less than Rs. 100
Rs. 100 to Rs. 150
Rs. 150 to Rs. 200
Rs. 200 & Above
Q.8. Quality of grapes purchased from
Very
Good
Good Moderate Low Very
Low
APMC
Local Market
Hawker
Farmer
Q.9. Are you aware about various breed available in the market.
Yes
No
Q.10. Which are the Factors you consider
while purchasing Grapes?
Impact
Very High High Moderate Low Very Low
1 2 3 4 5
Taste
Quality
Freshness
Colour
Price
Market Location/ Availability
Q.11. Price of grapes is more if
you purchase from-
Price
Very High High Moderate Low Very
Low
1 2 3 4 5
Retailer
Wholesaler/ APMC
Market/Government
Farmer
155
SPSS TABLE
FREQUENCIES VARIABLES=Q#1 Q3 Q4 Q5 Q6 Q7 Q8#1 Q8#2 Q8#3 Q8#4 Q9 Q10#1 Q10#2
Q10#3 Q10#4 Q10#5 Q10#6 Q11#2 Q11#3 Q#11#3
/STATISTICS=STDDEV MEAN MEDIAN MODE SKEWNESS SESKEW KURTOSIS SEKURT
/BARCHART FREQ
/ORDER=ANALYSIS.
Frequencies
Notes
Output Created 17-APR-2017 21:10:24
Comments
Input
Data F:\ \data0\Ashish File.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1275
Missing Value Handling
Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics are based on all cases with
valid data.
156
Syntax
FREQUENCIES VARIABLES=Q#1 Q3
Q4 Q5 Q6 Q7 Q8#1 Q8#2 Q8#3 Q8#4
Q9 Q10#1 Q10#2 Q10#3 Q10#4
Q10#5 Q10#6 Q11#2 Q11#3 Q#11#3
/STATISTICS=STDDEV MEAN
MEDIAN MODE SKEWNESS SESKEW
KURTOSIS SEKURT
/BARCHART FREQ
/ORDER=ANALYSIS.
Resources
Processor Time 00:00:04.65
Elapsed Time 00:00:04.60
[DataSet1] F:\ \data0\Ashish File.sav
Statistics
Q#1 Q3 Q4 Q5 Q6 Q7 Q8#1
N
Valid 1275 1275 1275 1275 1275 1275 1275
Missing 0 0 0 0 0 0 0
Mean 1.6000 2.2133 2.8251 3.3757 2.4016 2.3027 .3467
Median 2.0000 2.0000 3.0000 3.0000 2.0000 2.0000 .0000
Mode 2.00 3.00 3.00 3.00 2.00 2.00 .00
Std. Deviation .49009 .97857 .73913 1.01907 .76951 .78103 .75737
Skewness -.409 .167 .290 .339 .498 .364 1.728
Std. Error of Skewness .069 .069 .069 .069 .069 .069 .069
Kurtosis -1.836 -1.042 -1.130 -1.001 -.152 -.166 .987
Std. Error of Kurtosis .137 .137 .137 .137 .137 .137 .137
157
Statistics
Q8#2 Q8#3 Q8#4 Q9 Q10#1 Q10#2 Q10#3
N
Valid 1275 1275 1275 1275 1275 1275 1275
Missing 0 0 0 0 0 0 0
Mean 1.0016 .8267 .2510 1.5255 .3482 .4016 .4988
Median .0000 .0000 .0000 2.0000 .0000 .0000 .0000
Mode .00 .00 .00 2.00 .00 .00 .00
Std. Deviation 1.32362 1.32264 .62376 .49955 .75872 .73615 .80557
Skewness .646 1.169 2.250 -.102 1.721 1.477 1.150
Std. Error of Skewness .069 .069 .069 .069 .069 .069 .069
Kurtosis -1.453 -.230 3.360 -1.993 .963 .470 -.473
Std. Error of Kurtosis .137 .137 .137 .137 .137 .137 .137
Statistics
Q10#4 Q10#5 Q10#6 Q11#2 Q11#3 Q#11#3
N
Valid 1275 1275 1275 1275 1275 1275
Missing 0 0 0 0 0 0
Mean .2259 .1506 .1490 .9992 1.0235 .7529
Median .0000 .0000 .0000 .0000 .0000 .0000
Mode .00 .00 .00 .00 .00 .00
Std. Deviation .69022 .57354 .52540 1.07308 1.45667 1.51527
Skewness 2.883 3.993 3.244 .246 .879 1.551
Std. Error of Skewness .069 .069 .069 .069 .069 .069
Kurtosis 6.893 15.221 8.540 -1.677 -.925 .479
Std. Error of Kurtosis .137 .137 .137 .137 .137 .137
158
Frequency Table
Q#1
Frequency Percent Valid Percent Cumulative
Percent
Valid
SATARA 510 40.0 40.0 40.0
SANGLI 765 60.0 60.0 100.0
Total 1275 100.0 100.0
Q3
Frequency Percent Valid Percent Cumulative
Percent
Valid
APMC 386 30.3 30.3 30.3
LOCAL MARKET 345 27.1 27.1 57.3
HAWKER 433 34.0 34.0 91.3
FARMERS 108 8.5 8.5 99.8
5.00 3 .2 .2 100.0
Total 1275 100.0 100.0
Q4
Frequency Percent Valid Percent Cumulative
Percent
Valid
Once in week 479 37.6 37.6 37.6
once in 15 days 540 42.4 42.4 79.9
once in months 256 20.1 20.1 100.0
Total 1275 100.0 100.0
159
Q5
Frequency Percent Valid Percent Cumulative
Percent
Valid
1KG-2KG 256 20.1 20.1 20.1
2KG-4KG 540 42.4 42.4 62.4
MORE THAN 4 KG 223 17.5 17.5 79.9
5.00 256 20.1 20.1 100.0
Total 1275 100.0 100.0
Q6
Frequency Percent Valid Percent Cumulative
Percent
Valid
<100Rs 96 7.5 7.5 7.5
Rs 100-150 699 54.8 54.8 62.4
Rs 150 -200 352 27.6 27.6 90.0
Rs 200 Above 128 10.0 10.0 100.0
Total 1275 100.0 100.0
Q7
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly Agree 158 12.4 12.4 12.4
Agree 669 52.5 52.5 64.9
Neutral 352 27.6 27.6 92.5
Diasgree 96 7.5 7.5 100.0
160
Total 1275 100.0 100.0
Q8#1
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1054 82.7 82.7 82.7
Agree 221 17.3 17.3 100.0
Total 1275 100.0 100.0
Q8#2
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 796 62.4 62.4 62.4
Agree 160 12.5 12.5 75.0
Neutral 319 25.0 25.0 100.0
Total 1275 100.0 100.0
Q8#3
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 892 70.0 70.0 70.0
Agree 159 12.5 12.5 82.4
Neutral 160 12.5 12.5 95.0
Diasgree 64 5.0 5.0 100.0
Total 1275 100.0 100.0
161
Q8#4
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1083 84.9 84.9 84.9
Strongly Agree 64 5.0 5.0 90.0
Agree 128 10.0 10.0 100.0
Total 1275 100.0 100.0
Q9
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 605 47.5 47.5 47.5
No 670 52.5 52.5 100.0
Total 1275 100.0 100.0
Q10#1
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1053 82.6 82.6 82.6
Agree 222 17.4 17.4 100.0
Total 1275 100.0 100.0
162
Q10#2
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 955 74.9 74.9 74.9
Strongly Agree 128 10.0 10.0 84.9
Agree 192 15.1 15.1 100.0
Total 1275 100.0 100.0
Q10#3
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 893 70.0 70.0 70.0
Strongly Agree 128 10.0 10.0 80.1
Agree 254 19.9 19.9 100.0
Total 1275 100.0 100.0
Q10#4
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1147 90.0 90.0 90.0
Agree 96 7.5 7.5 97.5
Neutral 32 2.5 2.5 100.0
Total 1275 100.0 100.0
163
Q10#5
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1179 92.5 92.5 92.5
Strongly Agree 32 2.5 2.5 95.0
Agree 32 2.5 2.5 97.5
Neutral 32 2.5 2.5 100.0
Total 1275 100.0 100.0
Q10#6
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1180 92.5 92.5 92.5
Agree 95 7.5 7.5 100.0
Total 1275 100.0 100.0
Q11#2
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 670 52.5 52.5 52.5
Agree 541 42.4 42.4 95.0
Neutral 64 5.0 5.0 100.0
Total 1275 100.0 100.0
164
Q11#3
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 829 65.0 65.0 65.0
Agree 128 10.0 10.0 75.1
Neutral 223 17.5 17.5 92.5
Diasgree 95 7.5 7.5 100.0
Total 1275 100.0 100.0
Q#11#3
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1019 79.9 79.9 79.9
Neutral 64 5.0 5.0 84.9
Diasgree 192 15.1 15.1 100.0
Total 1275 100.0 100.0
165
Bar Chart
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
GET
FILE='F:\ \Ashish Data- APMC.sav'.
DATASET NAME DataSet2 WINDOW=FRONT.
FREQUENCIES VARIABLES=Q2 Q3 Q4#1 Q4#2 Q5#1 Q5#2 Q6 Q7 Q8 Q9 Q10#1 Q10#2 Q10#3
Q10#4 Q10#5 Q10#6 Q11#1 Q11#2
/STATISTICS=STDDEV MEAN MEDIAN MODE
/BARCHART FREQ
/ORDER=ANALYSIS.
185
Frequencies
Notes
Output Created 17-APR-2017 21:12:05
Comments
Input
Data F:\ \Ashish Data- APMC.sav
Active Dataset DataSet2
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
91
Missing Value Handling
Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics are based on all cases with
valid data.
Syntax
FREQUENCIES VARIABLES=Q2 Q3
Q4#1 Q4#2 Q5#1 Q5#2 Q6 Q7 Q8 Q9
Q10#1 Q10#2 Q10#3 Q10#4 Q10#5
Q10#6 Q11#1 Q11#2
/STATISTICS=STDDEV MEAN
MEDIAN MODE
/BARCHART FREQ
/ORDER=ANALYSIS.
Resources
Processor Time 00:00:04.21
Elapsed Time 00:00:04.34
186
[DataSet2] F:\ \Ashish Data- APMC.sav
Statistics
District Purchase
Location
Quality of
Grapes-Famers
Quality of
Grapes-Agent
Profit Margine
from Farmers
N
Valid 91 91 91 91 91
Missing 0 0 0 0 0
Mean 1.6044 1.6593 2.3626 1.9890 1.5165
Median 2.0000 2.0000 2.0000 2.0000 2.0000
Mode 2.00 2.00 2.00 2.00 2.00
Std. Deviation .49169 .47656 .56797 .54761 .50250
Statistics
Profit Margine
from Agent
Frequency of
Purchase
Store Grapes Storage Type Rented-
Govt/Provate/C
ooperative
N
Valid 91 91 91 91 91
Missing 0 0 0 0 0
Mean 2.3626 1.7143 1.5055 .9780 .9890
Median 2.0000 2.0000 2.0000 .0000 .0000
Mode 2.00 2.00 2.00 .00 .00
Std. Deviation .54806 .45426 .50274 .99976 1.03810
187
Statistics
Transportation warehouse Packing Labour Various Taxes Commison
N
Valid 91 91 91 91 91 91
Missing 0 0 0 0 0 0
Mean 2.5385 3.2198 1.9011 3.0330 2.0220 1.2747
Median 3.0000 3.0000 2.0000 3.0000 2.0000 1.0000
Mode 3.00 3.00 2.00 3.00 2.00 1.00
Std. Deviation .52298 .57353 .51758 .58596 .36448 .47296
Statistics
Prices-Increased Prices Decreased
N
Valid 91 91
Missing 0 0
Mean 2.2308 2.5604
Median 2.0000 3.0000
Mode 2.00 3.00
Std. Deviation .68438 .81933
Frequency Table
District
Frequency Percent Valid Percent Cumulative
Percent
Valid
Sangli 36 39.6 39.6 39.6
Solapur 55 60.4 60.4 100.0
Total 91 100.0 100.0
188
Purchase Location
Frequency Percent Valid Percent Cumulative
Percent
Valid
Farmer 31 34.1 34.1 34.1
Agent 60 65.9 65.9 100.0
Total 91 100.0 100.0
Quality of Grapes-Famers
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 4 4.4 4.4 4.4
High 50 54.9 54.9 59.3
Moderate 37 40.7 40.7 100.0
Total 91 100.0 100.0
Quality of Grapes-Agent
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 14 15.4 15.4 15.4
High 64 70.3 70.3 85.7
Moderate 13 14.3 14.3 100.0
Total 91 100.0 100.0
189
Profit Margine from Farmers
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 44 48.4 48.4 48.4
Medium 47 51.6 51.6 100.0
Total 91 100.0 100.0
Profit Margine from Agent
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 3 3.3 3.3 3.3
Medium 52 57.1 57.1 60.4
Low 36 39.6 39.6 100.0
Total 91 100.0 100.0
Frequency of Purchase
Frequency Percent Valid Percent Cumulative
Percent
Valid
Regular 26 28.6 28.6 28.6
Depends on Quality 65 71.4 71.4 100.0
Total 91 100.0 100.0
190
Store Grapes
Frequency Percent Valid Percent Cumulative
Percent
Valid
yes 45 49.5 49.5 49.5
No 46 50.5 50.5 100.0
Total 91 100.0 100.0
Storage Type
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 46 50.5 50.5 50.5
own warehouse/Storage 1 1.1 1.1 51.6
Rented 44 48.4 48.4 100.0
Total 91 100.0 100.0
Rented-Govt/Provate/Cooperative
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 47 51.6 51.6 51.6
Private 42 46.2 46.2 97.8
cooperative 2 2.2 2.2 100.0
Total 91 100.0 100.0
191
Transportation
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 1 1.1 1.1 1.1
High 40 44.0 44.0 45.1
Moderate 50 54.9 54.9 100.0
Total 91 100.0 100.0
warehouse
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 7 7.7 7.7 7.7
Moderate 57 62.6 62.6 70.3
Low 27 29.7 29.7 100.0
Total 91 100.0 100.0
Packing
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 17 18.7 18.7 18.7
High 66 72.5 72.5 91.2
Moderate 8 8.8 8.8 100.0
Total 91 100.0 100.0
192
Labour
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 14 15.4 15.4 15.4
Moderate 60 65.9 65.9 81.3
Low 17 18.7 18.7 100.0
Total 91 100.0 100.0
Various Taxes
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 5 5.5 5.5 5.5
High 79 86.8 86.8 92.3
Moderate 7 7.7 7.7 100.0
Total 91 100.0 100.0
Commission
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 67 73.6 73.6 73.6
High 23 25.3 25.3 98.9
Moderate 1 1.1 1.1 100.0
Total 91 100.0 100.0
193
Prices-Increased
Frequency Percent Valid Percent Cumulative
Percent
Valid
<10% 11 12.1 12.1 12.1
10-20% 50 54.9 54.9 67.0
20-30% 28 30.8 30.8 97.8
30-40% 2 2.2 2.2 100.0
Total 91 100.0 100.0
Prices Decreased
Frequency Percent Valid Percent Cumulative
Percent
Valid
<10% 8 8.8 8.8 8.8
10-20% 35 38.5 38.5 47.3
20-30% 37 40.7 40.7 87.9
30-40% 11 12.1 12.1 100.0
Total 91 100.0 100.0
194
Bar Chart
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
GET
FILE='F:\ \Ashish-farmers.sav'.
DATASET NAME DataSet3 WINDOW=FRONT.
FREQUENCIES VARIABLES=Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12#1 Q12#2 Q12#3 Q12#4 Q12#5
Q13 Q14 Q15#1 Q15#2 Q15#3 Q15#4 Q15#5 Q15#6 Q15#7 Q16#1 Q16#2 Q16#3 Q16#4 Q16#5
Q17 Q18 Q19 Q20#1 Q20#2 Q20#3 Q20#4 Q21#1 Q21#2 Q21#3 Q21#4 Q22 Q23#1 Q23#2
Q23#3 Q23#4 Q23#5 Q24#1 Q24#2 Q24#3 Q24#4 Q25 Q26 Q27
/STATISTICS=STDDEV SEMEAN MEAN MEDIAN MODE SKEWNESS SESKEW KURTOSIS SEKURT
/BARCHART FREQ
/ORDER=ANALYSIS.
212
Frequencies
Notes
Output Created 17-APR-2017 21:13:41
Comments
Input
Data F:\ \Ashish-farmers.sav
Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data
File
1010
Missing Value Handling
Definition of Missing User-defined missing values are treated
as missing.
Cases Used Statistics are based on all cases with
valid data.
Syntax
FREQUENCIES VARIABLES=Q3 Q4
Q5 Q6 Q7 Q8 Q9 Q10 Q11 Q12#1
Q12#2 Q12#3 Q12#4 Q12#5 Q13 Q14
Q15#1 Q15#2 Q15#3 Q15#4 Q15#5
Q15#6 Q15#7 Q16#1 Q16#2 Q16#3
Q16#4 Q16#5 Q17 Q18 Q19 Q20#1
Q20#2 Q20#3 Q20#4 Q21#1 Q21#2
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/STATISTICS=STDDEV SEMEAN
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/BARCHART FREQ
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[DataSet3] F:\ \Ashish-farmers.sav
Statistics
Gender Education Farming
Experience
Income Farming Type
N
Valid 1010 1010 1010 1010 1010
Missing 0 0 0 0 0
Mean 1.0000 2.8446 1.6743 2.9455 1.5406
Std. Error of Mean .00000 .02444 .02348 .02276 .01861
Median 1.0000 3.0000 2.0000 3.0000 1.0000
Mode 1.00 3.00 1.00 3.00 1.00
Std. Deviation .00000 .77664 .74620 .72339 .59134
Std. Error of Skewness .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154
Skewness .277 .609 .082 .577
Kurtosis .941 -.976 -1.085 -.603
Statistics
Land Holding Irrigation Funds
Dependency
Repay of Loans Climate-factor
N
Valid 1010 1010 1010 1010 1010
Missing 0 0 0 0 0
Mean 2.4069 2.4376 2.4376 1.3931 1.0000
Std. Error of Mean .02462 .01762 .02112 .01538 .00000
Median 2.0000 2.0000 2.0000 1.0000 1.0000
214
Mode 2.00 2.00 2.00 1.00 1.00
Std. Deviation .78246 .56013 .67120 .48867 .00000
Std. Error of Skewness .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154
Skewness .205 .823 .219 .439
Kurtosis -.342 -.355 -.140 -1.811
Statistics
Labour- Factor Fertilizers-Factor water Management
-Factor
Machinery-Factor
N
Valid 1010 1010 1010 1010
Missing 0 0 0 0
Mean 2.3901 2.0495 1.3911 1.5426
Std. Error of Mean .01536 .02039 .01536 .01568
Median 2.0000 2.0000 1.0000 2.0000
Mode 2.00 2.00 1.00 2.00
Std. Deviation .48801 .64788 .48824 .49843
Std. Error of Skewness .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154
Skewness .451 -.048 .447 -.171
Kurtosis -1.800 -.619 -1.804 -1.975
Statistics
Government
help
Nature of Help Post Production
factor-ware
House
Transportation Govt.Policies
N Valid 1010 1010 1010 1010 1010
215
Missing 0 0 0 0 0
Mean 1.0000 2.4228 1.5248 1.5426 2.0663
Std. Error of Mean .00000 .02022 .01572 .01568 .01278
Median 1.0000 3.0000 2.0000 2.0000 2.0000
Mode 1.00 3.00 2.00 2.00 2.00
Std. Deviation .00000 .64247 .49963 .49843 .40629
Std. Error of Skewness .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154
Skewness -.665 -.099 -.171 .497
Kurtosis -.561 -1.994 -1.975 2.760
Statistics
APMC/Agents Packaging Quality Climate Govt Support-
warehouse
N
Valid 1010 1010 1010 1010 1010
Missing 0 0 0 0 0
Mean 1.4238 1.4941 1.0842 1.0000 3.5594
Std. Error of Mean .01556 .01574 .00874 .00000 .01563
Median 1.0000 1.0000 1.0000 1.0000 4.0000
Mode 1.00 1.00 1.00 1.00 4.00
Std. Deviation .49440 .50021 .27776 .00000 .49670
Std. Error of Skewness .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154
Skewness .309 .024 3.000 -.240
Kurtosis -1.908 -2.003 7.015 -1.946
Statistics
216
Transportation APMC/Agents Packaging Quality Fascility to
Package
N
Valid 1010 1010 1010 1010 1010
Missing 0 0 0 0 0
Mean 3.5069 3.9851 3.5089 4.0386 2.6069
Std. Error of Mean .01574 .02126 .01676 .02169 .01741
Median 4.0000 4.0000 3.0000 4.0000 3.0000
Mode 4.00 4.00 3.00 4.00 3.00
Std. Deviation .50020 .67577 .53279 .68936 .55335
Std. Error of Skewness .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154
Skewness -.028 .018 .299 -.050 .168
Kurtosis -2.003 -.806 -1.198 -.893 -.887
Statistics
Distribution
Channel fascility
Distribution
Channel Preffered
Customer APMC Agent
N
Valid 1010 1010 1010 1010 1010
Missing 0 0 0 0 0
Mean 2.9792 2.9832 4.0515 2.8485 1.3564
Std. Error of Mean .02051 .02278 .01685 .01268 .01508
Median 3.0000 3.0000 4.0000 3.0000 1.0000
Mode 3.00 3.00 4.00 3.00 1.00
Std. Deviation .65172 .72388 .53548 .40294 .47918
Std. Error of Skewness .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154
Skewness .021 -.509 .046 -1.139 .600
217
Kurtosis -.642 .343 .458 1.471 -1.643
Statistics
Local Market Customer APMC Agent Local Market Current Pricing
Policies
N
Valid 1010 1010 1010 1010 1010 1010
Missing 0 0 0 0 0 0
Mean 2.0000 1.4743 3.3386 4.0317 3.7119 2.7297
Std. Error of Mean .01832 .01572 .01490 .02168 .01742 .01513
Median 2.0000 1.0000 3.0000 4.0000 4.0000 3.0000
Mode 2.00 1.00 3.00 4.00 4.00 3.00
Std. Deviation .58219 .49958 .47347 .68899 .55353 .48076
Std. Error of Skewness .077 .077 .077 .077 .077 .077
Std. Error of Kurtosis .154 .154 .154 .154 .154 .154
Skewness .000 .103 .683 -.041 .002 -1.483
Kurtosis -.041 -1.993 -1.536 -.891 -.540 1.171
Statistics
Pre Commision
Agent
Post Commision
Agent
APMC/GOVT/Wh
oleseller
Retailer Consumer
N
Valid 750 750 750 750 750
Missing 260 260 260 260 260
Mean 4.1520 3.9533 3.4453 2.5933 2.5427
Std. Error of Mean .01881 .02369 .01816 .01795 .01820
Median 4.0000 4.0000 3.0000 3.0000 3.0000
Mode 4.00 4.00 3.00 3.00 3.00
Std. Deviation .51502 .64888 .49733 .49154 .49851
218
Std. Error of Skewness .089 .089 .089 .089 .089
Std. Error of Kurtosis .178 .178 .178 .178 .178
Skewness .204 .045 .220 -.381 -.172
Kurtosis .344 -.624 -1.957 -1.860 -1.976
Statistics
Y Shaped
Foundation Frame
Drip Arrigation Fertilizer (Soluble) Automatic/Semi-
Pesticide Spraying
Machine
N
Valid 750 750 750 750
Missing 260 260 260 260
Mean 1.4933 1.7960 1.5253 1.7587
Std. Error of Mean .01827 .01472 .01825 .01816
Median 1.0000 2.0000 2.0000 2.0000
Mode 1.00 2.00 2.00 2.00
Std. Deviation .50029 .40324 .49969 .49741
Std. Error of Skewness .089 .089 .089 .089
Std. Error of Kurtosis .178 .178 .178 .178
Skewness .027 -1.472 -.102 -.395
Kurtosis -2.005 .167 -1.995 -.227
Statistics
Govt. Subsidy/Rate,
Guidence
Agricultural Univeristy
Help
Grpaes as a profitable
Crop
N
Valid 750 750 750
Missing 260 260 260
Mean 3.1720 3.3067 2.3013
219
Std. Error of Mean .02434 .02047 .02184
Median 3.0000 3.0000 2.0000
Mode 3.00 3.00 2.00
Std. Deviation .66659 .56069 .59806
Std. Error of Skewness .089 .089 .089
Std. Error of Kurtosis .178 .178 .178
Skewness -.210 -.063 -.267
Kurtosis -.781 -.607 -.410
Frequency Table
Gender
Frequency Percent Valid Percent Cumulative
Percent
Valid Male 1010 100.0 100.0 100.0
Education
Frequency Percent Valid Percent Cumulative
Percent
Valid
upto 7th 34 3.4 3.4 3.4
upto 10th 259 25.6 25.6 29.0
HSC 581 57.5 57.5 86.5
Graduate 102 10.1 10.1 96.6
Post Graduate 34 3.4 3.4 100.0
Total 1010 100.0 100.0
220
Farming Experience
Frequency Percent Valid Percent Cumulative
Percent
Valid
<10 years 499 49.4 49.4 49.4
11-25 yrs 341 33.8 33.8 83.2
26-40 yrs 170 16.8 16.8 100.0
Total 1010 100.0 100.0
Income
Frequency Percent Valid Percent Cumulative
Percent
Valid
30-50 k 293 29.0 29.0 29.0
50-1,00,000 479 47.4 47.4 76.4
>1,00,000 238 23.6 23.6 100.0
Total 1010 100.0 100.0
Farming Type
Frequency Percent Valid Percent Cumulative
Percent
Valid
Ancestral 515 51.0 51.0 51.0
Tenancy 444 44.0 44.0 95.0
Purchased 51 5.0 5.0 100.0
221
Total 1010 100.0 100.0
Land Holding
Frequency Percent Valid Percent Cumulative
Percent
Valid
<1 Acres 102 10.1 10.1 10.1
1-3 Acres 480 47.5 47.5 57.6
3-6 Acres 343 34.0 34.0 91.6
>6 Acres 85 8.4 8.4 100.0
Total 1010 100.0 100.0
Irrigation
Frequency Percent Valid Percent Cumulative
Percent
Valid
Bore Well 602 59.6 59.6 59.6
Permanent well 374 37.0 37.0 96.6
Farm Pond 34 3.4 3.4 100.0
Total 1010 100.0 100.0
Funds Dependency
Frequency Percent Valid Percent Cumulative
Percent
222
Valid
Family Funds 52 5.1 5.1 5.1
Credit cooperative Loans 515 51.0 51.0 56.1
Bank Crops Loan 392 38.8 38.8 95.0
Family & Relatives 51 5.0 5.0 100.0
Total 1010 100.0 100.0
Repay of Loans
Frequency Percent Valid Percent Cumulative
Percent
Valid
Usually Regulars 613 60.7 60.7 60.7
Usually Arrears 397 39.3 39.3 100.0
Total 1010 100.0 100.0
Climate-factor
Frequency Percent Valid Percent Cumulative
Percent
Valid Very High 1010 100.0 100.0 100.0
Labour- Factor
Frequency Percent Valid Percent Cumulative
Percent
Valid High 616 61.0 61.0 61.0
223
Moderate 394 39.0 39.0 100.0
Total 1010 100.0 100.0
Fertilizers-Factor
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 188 18.6 18.6 18.6
High 584 57.8 57.8 76.4
Moderate 238 23.6 23.6 100.0
Total 1010 100.0 100.0
water Management -Factor
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 615 60.9 60.9 60.9
High 395 39.1 39.1 100.0
Total 1010 100.0 100.0
Machinery-Factor
Frequency Percent Valid Percent Cumulative
Percent
Valid Very High 462 45.7 45.7 45.7
224
High 548 54.3 54.3 100.0
Total 1010 100.0 100.0
Government help
Frequency Percent Valid Percent Cumulative
Percent
Valid yes 1010 100.0 100.0 100.0
Nature of Help
Frequency Percent Valid Percent Cumulative
Percent
Valid
Technical 85 8.4 8.4 8.4
Financial 413 40.9 40.9 49.3
Both 512 50.7 50.7 100.0
Total 1010 100.0 100.0
Post Production factor-ware House
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 480 47.5 47.5 47.5
High 530 52.5 52.5 100.0
Total 1010 100.0 100.0
225
Transportation
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 462 45.7 45.7 45.7
High 548 54.3 54.3 100.0
Total 1010 100.0 100.0
Govt.Policies
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 52 5.1 5.1 5.1
High 839 83.1 83.1 88.2
Moderate 119 11.8 11.8 100.0
Total 1010 100.0 100.0
APMC/Agents
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 582 57.6 57.6 57.6
High 428 42.4 42.4 100.0
Total 1010 100.0 100.0
Packaging
Frequency Percent Valid Percent Cumulative
Percent
226
Valid
Very High 511 50.6 50.6 50.6
High 499 49.4 49.4 100.0
Total 1010 100.0 100.0
Quality
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 925 91.6 91.6 91.6
High 85 8.4 8.4 100.0
Total 1010 100.0 100.0
Climate
Frequency Percent Valid Percent Cumulative
Percent
Valid Very High 1010 100.0 100.0 100.0
Govt Support-warehouse
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 445 44.1 44.1 44.1
Low 565 55.9 55.9 100.0
Total 1010 100.0 100.0
227
Transportation
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 498 49.3 49.3 49.3
Low 512 50.7 50.7 100.0
Total 1010 100.0 100.0
APMC/Agents
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 238 23.6 23.6 23.6
Low 549 54.4 54.4 77.9
Very Low 223 22.1 22.1 100.0
Total 1010 100.0 100.0
Packaging
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 513 50.8 50.8 50.8
Low 480 47.5 47.5 98.3
Very Low 17 1.7 1.7 100.0
228
Total 1010 100.0 100.0
Quality
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 221 21.9 21.9 21.9
Low 529 52.4 52.4 74.3
Very Low 260 25.7 25.7 100.0
Total 1010 100.0 100.0
Fascility to Package
Frequency Percent Valid Percent Cumulative
Percent
Valid
Agree 431 42.7 42.7 42.7
Moderate 545 54.0 54.0 96.6
Disagree 34 3.4 3.4 100.0
Total 1010 100.0 100.0
Distribution Channel fascility
Frequency Percent Valid Percent Cumulative
Percent
Valid Agree 225 22.3 22.3 22.3
229
Moderate 581 57.5 57.5 79.8
Disagree 204 20.2 20.2 100.0
Total 1010 100.0 100.0
Distribution Channel Preffered
Frequency Percent Valid Percent Cumulative
Percent
Valid
Farmers-Customers 34 3.4 3.4 3.4
Farmers-APMC 171 16.9 16.9 20.3
Farmers- Agent 583 57.7 57.7 78.0
Farmers- Local Market 222 22.0 22.0 100.0
Total 1010 100.0 100.0
Customer
Frequency Percent Valid Percent Cumulative
Percent
Valid
10-15% 120 11.9 11.9 11.9
15-20% 718 71.1 71.1 83.0
>20% 172 17.0 17.0 100.0
Total 1010 100.0 100.0
APMC
230
Frequency Percent Valid Percent Cumulative
Percent
Valid
5-10% 170 16.8 16.8 16.8
10-15% 823 81.5 81.5 98.3
15-20% 17 1.7 1.7 100.0
Total 1010 100.0 100.0
Agent
Frequency Percent Valid Percent Cumulative
Percent
Valid
<5% 650 64.4 64.4 64.4
5-10% 360 35.6 35.6 100.0
Total 1010 100.0 100.0
Local Market
Frequency Percent Valid Percent Cumulative
Percent
Valid
<5% 171 16.9 16.9 16.9
5-10% 668 66.1 66.1 83.1
10-15% 171 16.9 16.9 100.0
Total 1010 100.0 100.0
231
Customer
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 531 52.6 52.6 52.6
High 479 47.4 47.4 100.0
Total 1010 100.0 100.0
APMC
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 668 66.1 66.1 66.1
Low 342 33.9 33.9 100.0
Total 1010 100.0 100.0
Agent
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 224 22.2 22.2 22.2
Low 530 52.5 52.5 74.7
Very Low 256 25.3 25.3 100.0
Total 1010 100.0 100.0
232
Local Market
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 342 33.9 33.9 33.9
Low 617 61.1 61.1 95.0
Very Low 51 5.0 5.0 100.0
Total 1010 100.0 100.0
Current Pricing Policies
Frequency Percent Valid Percent Cumulative
Percent
Valid
Satisfied 17 1.7 1.7 1.7
Moderate 239 23.7 23.7 25.3
Not Satisfied 754 74.7 74.7 100.0
Total 1010 100.0 100.0
Pre Commision Agent
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 51 5.0 6.8 6.8
Low 534 52.9 71.2 78.0
Very Low 165 16.3 22.0 100.0
Total 750 74.3 100.0
233
Missing System 260 25.7
Total 1010 100.0
Post Commision Agent
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 176 17.4 23.5 23.5
Low 433 42.9 57.7 81.2
Very Low 141 14.0 18.8 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
APMC/GOVT/Wholeseller
Frequency Percent Valid Percent Cumulative
Percent
Valid
Moderate 416 41.2 55.5 55.5
Low 334 33.1 44.5 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
234
Retailer
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 305 30.2 40.7 40.7
Moderate 445 44.1 59.3 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Consumer
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 343 34.0 45.7 45.7
Moderate 407 40.3 54.3 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Y Shaped Foundation Frame
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 380 37.6 50.7 50.7
High 370 36.6 49.3 100.0
Total 750 74.3 100.0
235
Missing System 260 25.7
Total 1010 100.0
Drip Arrigation
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 153 15.1 20.4 20.4
High 597 59.1 79.6 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Fertilizer (Soluble)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 356 35.2 47.5 47.5
High 394 39.0 52.5 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Automatic/Semi-Pesticide Spraying Machine
236
Frequency Percent Valid Percent Cumulative
Percent
Valid
Very High 205 20.3 27.3 27.3
High 521 51.6 69.5 96.8
Moderate 24 2.4 3.2 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Govt. Subsidy/Rate, Guidence
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 113 11.2 15.1 15.1
Moderate 395 39.1 52.7 67.7
Low 242 24.0 32.3 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Agricultural Univeristy Help
Frequency Percent Valid Percent Cumulative
Percent
Valid
High 38 3.8 5.1 5.1
Moderate 444 44.0 59.2 64.3
237
Low 268 26.5 35.7 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Grpaes as a profitable Crop
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 1 .1 .1 .1
Highly Profitable 52 5.1 6.9 7.1
Moderate 417 41.3 55.6 62.7
Less Profitable 280 27.7 37.3 100.0
Total 750 74.3 100.0
Missing System 260 25.7
Total 1010 100.0
Bar Chart
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