A STUDY ON AWARENESS AND ADOPTION OF TEKILA HYBRID CABBAGE SEEDS IN NILGIRIS DISTRICT. MR. K.C.PRAKASH AND MR. P.G.

DHAMOTHARAN K.C.Prakash, B.Sc.,(Agri), MBA. Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore -641003. k.c.prakash26@gmail.com Mobile no: 7708492443.

P.G.Dhamotharan, B.Sc.,(Agri), MBA. Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore -641003. dhamu.agri@gmail.com Mobile no: 9842086535,

A STUDY ON AWARENESS AND ADOPTION OF TEKILA HYBRID CABBAGE SEEDS IN NILGIRIS DISTRICT. MR. K.C.PRAKASH AND MR. P.G.DHAMOTHARAN ABSTRACT The input industries of the industrialized countries witnessed a consolidation through acquisitions and mergers resulting in a few global research based companies which has changed the industry with few and more competitive players. Hybrid seed is a business activity through which the everyday needs of Indian farmers are fulfilled. Though there were many seed companies, few of them face success and few faces difficulties in continuing the hybrid seed as a business. The reasons may be plenty. Any organization want to be successful, they will be having constant eye on the recent developments of hybrid seeds, competitors strategies, attitude of farmers, and their preferences, seasonality aspects etc., If a company wants to increase the sales volume, it should give special attention on farmers expectations and their preferences towards that particular hybrid seeds. This study is one such kind focused to address the hybrid cabbage seed, Tekila (produced and distributed by the Syngenta seed division Ltd). In this connection I had undertaken this study to analyze the brand awareness, adoption, and the factors influencing the brand preference among the farmers. Key words: Hybrid seeds, Brand awareness, Adoption and Brand Preference.

INTRODUCTION
The cabbage (Brassica oleracea Capitata Group) is a plant of the Family Brassicaceae (or Cruciferae). It is an herbaceous, biennial, and dicotyledonous flowering plant with leaves forming a characteristic compact cluster. Cabbages grown late in autumn and in the beginning of winter are called colewort. The cabbage is derived from a leafy wild mustard plant, native to the Mediterranean region. It was known to the ancient Greeks and Romans; Cato the Elder praised this vegetable for its medicinal properties, declaring that "it is first of all the vegetables". [1]. The English name derives from the Normanno-Picard caboche ("head"). Cabbage was developed by ongoing artificial selection for suppression of the internode length. The dense core of the cabbage is called the babchka. It is related to the turnip. Major problems in cabbage cultivation Club root is a very serious disease of cabbage and closely related crops. The most susceptible crops include cabbage, Chinese cabbage, Brussels sprouts and some cultivars of turnip. Weeds in the mustard family may be infected and result in enhanced disease problems on the susceptible crops. The symptoms first noticed will be a decline of the plant including yellowing of leaves, and a tendency to wilt during hot days. Examination of the roots will reveal swollen, club-shaped roots instead of the normal fine network of roots (Fig. 1). In severe cases most of the roots will be affected (Fig. 2). The swollen roots will begin to decay and eventually disintegrate. Slightly infected plants may show few symptoms above ground other than slow growth and will have very small knots on roots. Young infected plants may not show severe enough symptoms to be detected. Objectives of the Study The overall objective is to study the awareness of farmers and their adoption of Tekila hybrid cabbage seeds of Syngenta Seed Division Limited. The specific objectives of the study are

i. ii. iii. iv.

to analyze the awareness and adoption of Tekila hybrid cabbage seeds among the farmers of Nilgiris district. to find out the reasons for non-adoption of Tekila hybrid cabbage seeds to assess the dealers opinion on the performance of Tekila hybrid cabbage seed in the market to evaluate the promotional strategies followed by Syngenta Seeds India limited in introducing the new product, Tekila

Selection of the Study Area The present study was conducted to study the awareness and adoption of Tekila hybrid cabbage seeds among the farmers of Nilgiris district. The case firm Syngenta india Limited (seed division) is producing hybrid cabbage seeds. The case firm has the market share of 85 percent in cabbage seed market for their earlier variety Crusher and they have introduced a new hybrid to that market named Tekila. The case firm Syngenta was very particular to conduct this study in the Nlgiris district to have the present result of the Cabbage growing farmers and to improve their firm activities particularly popularizing their Cabbage variety seed Tekila. Hence, the major Cabbage cultivation areas viz. Ooty taluk and Coonoor taluk were purposively selected. Selection of village Five villages namely Nanjanadu, Muthuroi, Denaducombai, M.palada, and Thummanatti were selected from the Ooty taluk in a random manner. Another five villages namely Aravankad, Berhatty, Hubbathala, Jagathala, and Wellington were selected from coonoor taluk. Selection of farmers From each village, twelve farmers were selected at random. Thus, altogether 12 farmers from each of the village constituted a sample of 120 farmers who are all hybrid cabbage growers. TOOLS OF ANALYSIS Broad outline of work/ methodology Nilgiris district was purposively selected for the study as preferred by the case firm. Simple Random sampling technique has been used to select the sample size of 120 farmers who cultivated cabbage in Nilgiris district. Preliminary analysis is done to structure out the interview schedule. Primary data will were collected through well-structured interview schedule. Secondary data were collected from the district statistical office, Assistant Director of Agriculture, Assistant Director of

Horticulture, Joint Director of Agriculture, and Joint Director of Horticulture. The appropriate tools used for the study namely: Percentage Analysis, Indices (two indices viz; knowledge index and awareness index with reference to Tekila hybrid Cabbage seeds were estimated). Rank Based Quotient (RBQ), Likert Scale CONCEPTS AND REVIEW SEED W.Heydecker (1973) defined seed is an end and a beginning; it is the bearer of the essential of inheritance; it symbolizes multiplication and dispersal, continuation and innovation, survival renewal and birth. HYBRID SEED According to Douglas (1980) hybrid seed referred to the first generation seed of a cross produced by controlling the pollination of and combining two or more inbred lines one inbred or a single cross with an open pollinated variety would not be regarded as hybrids. CERTIFIED SEED PRODUCER According to Agrawal (1992) a certified seed producer means a person who grows or distributes certified seeds in accordance with the procedure and standards of the certification agency. SEED INDUSTRY According to A.G. Law (1971) seed industry referred to the entire complex of industry that included organizations, institution and individuals associated with seed programme of the country. Commercial industry included those individuals, seed enterprises and marketing groups involved in producing and marketing seeds for sale to farmers. SEED GROWER Agrawal (1992) defined an Individual or institution that grew seeds but didnt process or market seed was called the seed grower. SEED PRODUCER Accodig to Agrawal (1992) an individual who not only grew seeds but also processed and sold on a limited scale was called seed producers. and two varieties or species except open pollinated varieties of maize. The second generation or subsequent generations from such crosses

MARKET According to Kotler (2006) a market consists of all the potential customers sharing a particular need or wants and might be willing and able to engage in exchange to satisfy that need or want. BRAND Hiles (1974) opined that brand name refers strictly to letters; a word (or) group of words which could be spoken but trade mark how ever is a legal term covering words and symbols which can be registered and protected. He further stated that it may begin with a name extends to other visual features like topography, color, package, design and slogans which are the features which should assist in creating, stimulating and maintaining demand. BRAND AWARENESS Chen (2001) expressed that brand awareness is a necessary asset but not sufficient for building strong brand equity. For example, a brand could be well known because it has bad quality. However a strong brand must have higher awareness than a weak brand. BRAND KNOWLEDGE Keller (1993) defined brand knowledge in terms of two components, brand awareness and brand image. Brand awareness was defined in terms of brand recall and brand recognition by consumers. Brand image referred to the set of association linked to the brand that consumers hold. BRAND PREFERENCE Singh and prabhakar (1987) defined consumer preference is an attempt to create a unique may be for the products an image that enables them to achieve an advantage over their competitors product. DEALER According to kotler (2006), dealer is a firm that bought and resold merchandise at either retail or wholesale. PROMOTION Kotler (2006) indicated that market communication mix could also be called the promotion mix to four major tools viz., advertising, sales promotion, publicity and personal selling.

RESULTS AND DISCUSSION General Characteristics of the Sample Farmers Analyzing the general characteristics of the farmers of Nilgiris district with respect to gender, family type, family size, educational status, income level of the household will be helpful to the case firm in accomplishing the needs of the farmers. Table 1 General Characteristics of the Sample Farmers SL. No 1. 2. 3. 4. SL. No 1. 2. 3. 4. 5. 6. SL. No 1. 2. SL. No 1. 2. 3. 4. SL. No 1. 2. 25-40 41-55 56-70 >70 Education level Illiterate Primary Middle school secondary Higher secondary Graduate Occupation Agriculture only Agriculture+ secondary Experience in farming (years) <10 11-20 21-30 >30 Size of Land Holding (in ha) <1 (marginal) 1-2 (small) Age (years) Number of Farmers 21 59 37 3 Number of Farmers 11 14 24 35 27 9 Number of Farmers 107 13 Number of Farmers 6 41 25 48 Number of Farms 35 49 (n=120) Percentage to Total 17.50 49.17 30.83 2.50 Percentage to Total 9.17 11.66 20.00 29.17 22.50 7.50 Percentage to Total 89.17 10.83 Percentage to Total 5.00 34.17 20.83 40.00 Percentage to Total 29.17 40.83

3. 4. SL. No 1. 2. 3.

2-5 (medium) >5 (large) Source of Irrigation River stream Bore Well (open) Open Well

21 15 Number of Farmers 56 39 25

17.50 12.50 Percentage to Total 46.67 32.50 20.83

It could be observed from the Table 1.1 majority of the farmers (49.17 per cent) were in the age group of 41-55 years, 29.17 per cent of the sample farmers had high school education, most of the respondents (89.17 per cent) had agriculture as their main occupation. About 40 per cent of the farmers had experience of more than 30 years of farming experience, 40.83 per cent belonged to small farmers group, 46.67 per cent of the sample farmers used river stream as their main source of irrigation. Awareness of the Farmers about the Tekila Hybrid Cabbage Awareness indicates the familiarity and popularity of the product among the farmers. The details of the number of farmers who were aware of Tekila hybrid cabbage seeds are presented in Table.2. Table 2 Awareness of the Farmers about the Tekila Hybrid Cabbage (n=120) SL. No 1. 2. Awareness Yes No Total Number of Farmers 37 83 120 Percentage to Total 30.83 69.17 100.00

From the Table 2 it could be observed that more than 69 per cent of the farmers were unaware of Tekila cabbage hybrid seeds and the remaining 31 per cent of the sample farmers were aware of the product. Cabbage Hybrid Seeds Known by the Sample farmers The familiarity of the variety is the major factor which influenced the farmers purchase

decision. It is the main thing that builds the loyalty towards the particular variety. Varieties known to the farmers in the study area are presented in the Table.3. Table 3. Famous Cabbage Hybrid Seeds among the Farmers in Nilgiris District. (n=120) SL. No Name of the Variety Number of Percentage to Sample Size 100.00 30.83 81.67 55.83 65.00 90.00 (100 pre cent) in the Respondent 1. Quizer 120 2. Tekila 37 3. Green globe 98 4. BC-305 67 5. Wonder ball 78 6. Empire 108 The above Table shows that majority of the sample respondents

study area practising Quizer followed by Empire, Green globe, Wonder ball and BC-305.

Buying Behaviour of the Farmers

In this topic the detail regarding Source of Information for Purchase of Seeds, mode of purchase, cabbage hybrids cultivated by the farmers, and factors influencing the brand preference were analysed and presented. Source of Information for Purchase of Seeds Source of information plays a critical role in the purchase of seeds and also influence the preference. Therefore source of information for purchase of seeds among the sample farmers were presented in Table.4. Table 4 Source of Information for Purchase of Seeds SL. NO 1 2 3 4 5 (n=120) Source of Information Number of Farmers Percentage to Total Dealers 72 60.00 Neighbours 24 20.00 Seed company representative 6 5.00 Agricultural extension staff 4 3.33 Campaigns 14 11.67 Total 120 100.00

It could be observed from the Table 4 that dealers were the major source of information had 60 per cent, followed by neighbours (20.00 per cent), campaigns (11.67 per cent), seed company representatives (5.00 per cent), and finally agricultural extension officers (3.33 per cent), These results indicate the important source of information for the farmers which could be used by the case firm to increase the sales.

Mode of Purchase Cash and Credit are the methods of purchase from the dealers. The details are presented in Table.5. Table.5. Mode of Purchase Made by the Respondents SL. No Mode 1. 2. 3. Purchase Cash Credit Cash & credit Total (n=120)

of No. of Respondents Percentage to Total 75 33 12 120 62.50 27.50 10.00 100.00

It could be concluded from the Table 5, that majority of the farmers (62.5 per cent) purchased seeds by cash followed by credit purchase (27.5 per cent), and the rest were used to buy the seeds by cash and credit (10 per cent), These results indicate that most of the farmers were used to buy the seeds by cash so the company may reschedule the credit terms to the dealers and some special offers like gifts, tour programs etc. could be given to them which is more attractive to the dealers. Factors Influencing the Brand Preference There were many factors which influence the farmers preference of a particular technology, practice or a brand. The study is aimed at ranking the factors that influenced the farmers to purchase a particular brand and help in arriving meaningful conclusions. The information regarding the factors that influence the brand preference of farmers is furnished in Table 6. Table 6. Factors Influencing the Brand Preference (n=120) SL. No. 1. 2. Higher yield Pest/disease resistant Factors RBQ Value 94.37 92.91 Rank I II

3. 4. 5. 6. 7. 8. 9. 10. 11. 12

Price of seed Dealer influence Quality Neighbours influence Sales representatives influence Price of cabbage Suitability to soil Traders preference Discounts/Rebates Advertisement

80.00 72.29 66.25 60.00 50.62 41.45 31.45 30.83 15.62 10.00

III IV V VI VII VIII IX X XI XII

It could be observed from the Table 6 that high yielding character of the brand was found to be the most influencing factor with a mean score of 94.37 followed by resistant character of the brand against pest and disease and the price of the brand with mean scores 92.91 and 80 respectively. Traders preference, discounts/rebates, and advertisement were the least preferred factor. Ranks Given by the Sample Farmers Regarding the Performance of Cabbage Hybrids Farmers were asked to give their opinion regarding the performance of Cabbage hybrid seeds based on six parameters and the analysed results are presented below. Yield The ultimate objective of the farmer is to get higher yield. So selection of specific hybrid seeds by the farmers mostly depends on the yielding character. The RBQ score for the farmers opinion on yield of major hybrids are presented in the Table 7 Table 7. RBQ Score for Yield (n=120)

SL. No 1. 2. 3. 4. 5.

Hybrids Quizer Green globe BC-305 Wonder ball Empire

RBQ value 64.91 62.08 56.25 29.16 12.26

Rank I II III IV V

It is evident from the Table 7, that majority of the farmers stated that Quizer recorded high yield (64.91) followed by Green globe (62.08) and BC-305 (56.25) ranked II and III respectively. It could be concluded that the Syngenta hybrid Tekila is not competitive with others hybrids like Quizer and Green globe with respect to yield. Pest and Disease Resistance Mostly farmers will prefer the hybrid which is resistant to pest and disease. Since it reduced the input cost which leads to increase in profit. The details regarding RBQ score for the performance of pest and disease resistance is given in the Table 8. Table 8. RBQ Value Based on the Pest and Disease Resistance SL. No 1. 2. 3. 4. 5. Hybrids Quizer Empire Green globe BC-305 Wonder ball RBQ value 69.04 61.45 52.16 39.41 28.25 (n=120) Rank I II III IV V

The above Table shows that Quizer hybrid is more resistant to the pest and disease (69.04) followed by Empire (61.45) and Green globe (52.16). It is concluded that though Tekila is known for its resistance against club root disease it is not felt by the farmers. Colour of the Leaves The colour of the leave is the important factor in the pricing of the cabbage heads, so it is important that a good hybrid must have desired colour. The details regarding RBQ score based

on the colour of the hybrid is given in the Table 9. Table 9 RBQ Value Based on the Colour of the Leaves SL. No 1. 2. 3. 4. 5. Hybrids Quizer Empire Wonder ball Green globe BC-305 RBQ value 64.91 62.08 56.25 38.00 29.16 (n=120) Rank I II III IV V

It could be observed from the Table 9 that the Quizer hybrid have desired leaf colour (64.91) followed by Empire (62.08) and Wonder ball (56.25). It could be concluded that the leaf colour of the Tekila hybrid is not better than other hybrids. Field Holding Capacity of Hybrid Seeds Agriculture is dependent on the environmental factors like rainfall, temperature etc., so it becomes more risky to cultivate crops under uncertain conditions. Farmers mostly prefer hybrids which are tolerant to those factors. The details regarding the field holding capacity of various hybrids were analysed and the results are presented in the Table 10. Table 10. RBQ Values Based on the Field Holding Capacity SL. No 1. 2. 3. 4. 5. Hybrids Wonder ball Empire Quizer BC-305 Green globe RBQ value 67.35 57.08 50.00 43.64 31.14 (n=120) Rank I II III IV V

It is inferred from the Table 10 that, Wonder ball hybrid had more field holding capacity (67.35) followed by Empire (57.08) and Quizer (50.00). It could be concluded that Tekila hybrid is not having as much field holding capacity like other existing hybrids in the study area. Based on the Size of the Head Size of the head is the most important factor which influences pricing. Farmers usually

prefer the hybrid which yields optimum head size because of the consumer preference. The details regarding the head size of the hybrid cabbage was analysed and the results are presented in the Table 11. Table 11. RBQ value Based on the size of the head SL. No 1. 2. 3. 4. 5. Hybrids Quizer Empire Green globe BC-305 Wonder ball RBQ value 77.87 66.57 53.14 46.29 35.00 (n=120) Rank I II III IV V

It is clear from the above Table that Quizer hybrid has optimum size of head (77.87) followed by Empire (66.57) and Green globe (53.14). It could be inferred that Tekila hybrid has smaller head size when compared with other hybrids in the study area. Based on the Compactness of the Head Keeping quality of the cabbage mainly depends on the compactness of the head. So the hybrid which had more compact head is preferred by the sample farmers. The details about the compactness of head analysed and the results are presented in Table 12.

Table 12. RBQ Value Based on the Compactness of the Head SL. No 1. 2. 3. 4. Hybrids Quizer Wonder ball BC-305 Green globe

(n=120) Rank I II III IV

RBQ value
88.09 78.57 69.05 64.29

5.

Empire

47.62

The above Table reveals that majority of the farmers stated that Quizer hybrid had more compact head (88.09) followed by Wonder ball (78.57) and BC-305 (69.05). It could be inferred that the head of the Tekila hybrid is not as compact as other hybrids. The results also reveals that the farmers were not satisfied with the performance of Tekila hybrid, so the company must concentrate to develop the brand. Satisfaction Level of the Farmers towards Tekila Cabbage Hybrid The satisfaction level of Tekila hybrid cabbage is the important factor which plays a major role in decision making for the purchase. The details regarding the satisfaction level of the sample farmers were analysed and the results are presented in the Table 13. Table 13. Satisfaction Level of the Farmers towards Tekila Cabbage Hybrid (n=37) SL. No 1. 2. 3. 4. 5. 6. 7. Particulars Disease/pest resistant Field holding capacity Size of the head Yield Colour of the leaves Compactness of the head Price of the seed Mean score 3.76 3.73 3.42 3.26 3.25 3.12 2.71

It is evident from the above Table that major share of farmers in the study area were satisfied (3.76) with the disease and pest resistant nature of Tekila hybrid cabbage followed by field holding capacity (3.73) and size of the head (3.42). At the same time, equal percentage of the farmers was not satisfied with the price of the seed. It could be concluded that the price of the Tekila hybrid cabbage seed is not in line with its performance. Constraints in purchase of Tekila Cabbage hybrid seeds Major constraints in purchase of Tekila Cabbage hybrid seeds in the study area was analysed and the results are given in Table.14. Table 14. Constraints in Purchase of Tekila Cabbage Hybrid Seeds (n=37) SL. NO Constraints in purchase No. of Farmers Percentage to the Sample Size 1 High cost of hybrid seed 37 100.00 2 Not available locally 17 45.95

3 4

Not availability in time No credit facility

13 4

35.14 10.81

It could be observed from the Table 14 that high cost of hybrid seeds was the major constraints for purchase (100.00 per cent), followed by Not available locally (45.95 per cent), Not availability in time (35.14 per cent), No credit facility (10.81 per cent). Based on above information, the case firm should make the facilities like price discounts, available in all the retail dealers etc., to the farmers to increase the sales of Tekila cabbage hybrid seeds. Willingness to Use Tekila Hybrid Cabbage The farmers who were aware about Tekila hybrid cabbage were enquired for their willingness to purchase the Tekila hybrids cabbage seed, and the details are furnished in Table 15. Table.15. Willingness to Use Tekila hybrid Cabbage Seed SL. No 1 2 Total Particulars Yes No No. of farmers 43 77 120 (n=120) Percentage to total 35.83 64.16 100

From the above Table, it could be seen that about 64 per cent of the sample farmers are not willing to purchase once again and only 35 per cent of the farmers are willing to purchase Tekila hybrid cabbage seed. This is because of the unawareness of the farmers about the Tekila hybrid cabbage and the farmers were not visualizing the club root resistance character of Tekila.

General Characteristics of the Dealers

General characters like age, educational status, experience in the field, type of ownership and product line dealt which have significant bearing on the volume of transaction of hybrid seeds, adoption of promotional methods and business success of the dealers. Therefore the details on the above aspects were collected, analysed and the results are presented and discussed in this section Table.16. General Characteristics of the Dealers SL. No Age (years) Number of Dealers

(n = 30)
Percentage to total

1. 2. 3. 4. SI. No 1. 2. 3. 4. 5. 6. SL. No 1. 2. SL. No 1. 2. 3. 4. SL. No 1. 2. SL. No 1 2 3

26-40 41-55 56-70 >70 Educational level Primary High school Higher secondary Diploma holder Graduate Post Graduation Occupation Agriculture only Agriculture+ secondary Experience in trading (Years) <10 11-20 21-30 >30 Ownership Sole Proprietorship Partnership Product line Pesticide, Fertilizers Pesticide, Fertilizer, Herbicides Pesticide, Fertilizer, Herbicides and Seeds

15 10 4 1 Number of Dealers 4 11 7 4 3 1 Number of Farmers 107 13 Number of Dealers 12 14 1 3 Number of Dealers 28 2 No. of Dealers 2 6 22

50.00 33.33 13.34 3.33 Percentage to Total 13.33 36.67 23.33 13.33 10.00 3.33 Percentage to Total 89.17 10.83 Percentage to Total 40.00 46.67 3.33 10.00 Percentage to Total 93.33 6.67 Percentage to Total 6.67 20.00 73.33

From the above table, among the 30 dealers contacted in the study area 50 per cent of the

sample dealers were in the age group of 26-40 years, among the sample dealers, 36.67 per cent had high school education, majority of the dealers dealt with agricultural inputs for 11-20 years (46.67 per cent), 93.33 per cent of them belonged to the category of sole proprietorship, All the 30 dealers in the study area dealt with the marketing of pesticides and majority (73.33 per cent) of the dealers were dealt with the major agro inputs viz., pesticide, fertilizers, herbicide and seeds Factors Influencing Brand Preference of Dealers The dealers were asked to rank the factors that influenced them to prefer different brands from the highest to the lowest order of influence. Rank based quotient technique was adopted to delineate the factors which influenced the dealers preference of brand. The mean score arrived by this technique for each factor indicated the level of influence of the concerned factors and the details are furnished in Table.17. Table 17 Factors influencing brand preference of dealers SL. No 1. 2. 3. 4. 6. 7. 8. 9. 5. 10. Factors Efficacy of the brand Farmers preference Brand image Company image Price Margin Sales representatives influence Field promotion Credit limit Better pack RBQ value 94.37 92.91 80.00 72.29 66.25 60.00 50.62 41.45 31.45 30.83 (n=30) Rank I II III IV V VI VII VIII IX X

11.

Incentives

15.62

XI

It could be observed from the Table 17, that efficacy of the brand was found to be the most influencing factor with a RBQ value of 94.37 followed by farmers preference and brand image with RBQ value 80 respectively. Better pack, incentives and the term flexibility were the least preferred factors which influenced brand preference of the dealers. Availability of Different Brands of Hybrid Cabbage Seeds Information on the availability of all the brands of hybrid cabbages seeds were collected analysed and the results are furnished in the Table.18 Table 18. Availability of Different Brands of Hybrid Cabbage Seeds (n=30) SL. No 1. 2. Availability Available Not available Total Number of dealers 18 12 30 Percentage to total 60.00 40.00 100.00

Out of the 30 dealers, 18 (60 per cent) of them had most of the brands specific to Cabbage crop such as Empire, Tekila, Quizer, BC-305, Green globe and wonder ball. The remaining 40 per cent did not have all the hybrid cabbage seeds. But they had one or two brands of hybrid Cabbage seeds. It could be inferred that the firm should make available of Tekila hybrid cabbage seeds in all the dealer point. Percentage of Credit Given to Farmers Credit is a system which helps the farmers when they are in dire need of financial support which is usually due to the seasonal nature of agricultural occupation. This system encourages the farmers loyalty to the dealers. Hence the percentage of credit given by sample dealers in the study area was studied and the results are presented in Table.19. Table 19. Percentage of Credit Given to Farmers SL. No 1. 2. 3 Percentage of Credit <20 20-30 Only Cash Total 10 2 18 30 33.33 6.67 60.00 100.00 (n=30) Number of Dealers Percentage to Total

It could be observed that 60 per cent of the dealers sold the seeds for cash alone and the remaining 40 per cent allowed credit for different periods.33.33 per cent allowed a credit of less than 20 per cent and only 6.67 per cent of them gave credit of 20-30. It is concluded that the dealers were interested in giving credit only when it is a small amount or they often preferred the cash sale. Duration of Credit to Farmers The farmers in the study area generally repay the credit got from the dealers only after the harvest of the crop. Hence the dealers were forced to give a certain period to the farmers to repay the credit. The duration of credit given to farmers were studied and presented in Table 20.

Table 20 Duration of credit to farmers SL. No 1. 2. 3. 4. 5. Duration of credit <1 month 1 month 2 months 3 months >3 months Total

(n=12)

Number of dealers Percentage to total 8 0 1 2 1 12 66.67 0.00 8.33 16.67 8.33 100.00

It could be observed from the table 20 that 66.67 per cent of the dealers wanted the credit to be paid within one month after harvest and only about 16.67 per cent of the dealers extended the credit period to 3 months as these farmers have long association with the dealers and only 8.33 per cent of the dealers gave a period of 2 months and more than three months. Awareness about Tekila Hybrid Cabbage Awareness indicates the familiarity and popularity of the product among the dealers who may recommend it to the farmers. The details of the number of dealers who aware of Tekila hybrid cabbage seeds are presented in Table.21. Table.21 Awareness about Tekila hybrid Cabbage SI. No Awareness Number of Dealers (n=30) Percentage to total

1. 2.

Yes No Total

22 8 40

73.33 26.67 100

It is evident from the above table that 73 per cent of the dealers were aware of Tekila hybrid cabbage and nearly 27 per cent of the sample dealers were unaware of the product. Satisfaction of Dealers Towards the Companys Promotional Measures for Tekila Hybrid The promotional measures given by the company is the most important factor which decides the Quantity of the product taken by the dealers. It also has some effect on the farmers also. The details about the promotional measures were analysed and presented in Table 22. Table 22. Satisfaction of Dealers Towards the Companys Promotional Measures for Tekila Hybrid Seeds. (n=30) SL. No Particulars Mean score 1. 2. 3. 4. 5. 6. 7. Rapport relationship with the officials Price discounts for Tekila hybrid Incentives for high sales volume Free gifts during the festival times Training programmes and field visits Good service by the officials Technical support given by the company officials 4.12 3.82 3.77 3.40 3.23 3.25 3.12

It could be clear from the above Table that in respect with relationship with the company officials most of the dealers were satisfied (4.12), followed by price discounts for Tekila hybrid cabbage (3.81) and incentives for the high sales volume (3.77). It could be concluded that the dealers were satisfied in respect to promotional measures offered by the company. SUMMARY AND CONCLUSION SUGGESTIONS Considering the findings of the study and opinions of the farmers and officials in the study area, the following measures are suggested as a policy package to the case firm. Product

There is a need for development of hybrid strains with pest and resistance, high level of output and other desirable attributes as desired by the growers. The disease resistance nature of Tekila hybrid were not known by the farmers, the case firm Syngenta should made more field trials and harvest days to increase the awareness of the Tekila hybrid.

Promotion More incentives and special packages of promotional tools could be extended to private dealers; as the study indicated private dealer was the major source of information for purchase of seeds. The promotional tools such as campaigns, harvest days, farmer meetings, etc., and this will help to improve the sales of the Tekila hybrid cabbage seed. Incentives to sales representative in terms of promotional works under taken in the field level could be given, as the study showed seed companies representative was also an important source of information for purchase of seeds. Price Since price was a considerable criterion for selecting the seeds brand by the farmers, there is immediate need to reduce the price of the Tekila hybrid cabbage seed. The dealers can be motivated by increasing their margin, since dealers were the main source of influence. Place The dealers who have high Potential to influence the farmers, who have shops located in a centralized place. For example, Ooty is a place where most of the farmers visit frequently to buy Cabbage hybrid seeds which are available in wide ranges in the shops available in Ooty. Tekila hybrid seed would be introduced in the area such as Ooty because where cultivation of hybrid Cabbage is high followed by easy Marketing and where the average size of land under Cabbage is maximum in Nilgiris district as well. REFERENCES Agrawal R.L., Seed Technology (new delhi:oxford and IBH publishing company, new In general, promotional activities employed must be oriented towards farmers directly i.e., more emphasis on filed level trails and demonstrations.

Delhi 1992), p. 663. Chen.A, Using Free Association to Examine the Relationship Between the Characteristics of Brand Associations and Brand Equity, Journal of Product and Brand Management, 2001,10(7): pp 439-351. Douglas J.E., Successful Seed Programme (Colorado:west view press,1980), p. 287. Douglas J.E., Successful Seed Programme (Colorado:west view press,1980), p.662. Hiles, G.B., Marketing, (London: the English Language Book Society and Mac Donald and Evans Limited) 1974, p.119-120. Kotler, Philip and Armstrong.. Principles of Marketing, (New Delhi: Prentice Hall Of India Ltd.,) 2003, p.671. Kotler, Philip and Paul N Bloom, Marketing Proffessional Services (New Jersey: Prentice Hall) 1984, p.174. Keller, Kevin Lane, Conceptualizing, Measuring and Managing Customer based Brand Equity, Journal of Marketing, 1993, 57: pp 1-22. Law A.G.,.Grey .B.R,.Young. P.B and.Chetty.P.R; Seed marketing (New Delhi, Contract, 1971, p. 64. Singh and prabhakar, handloom marketing: A Study of consumer buying behaviour, Indian journal of marketing, 1987, 15 (6), 1973, p.15-20 w.heydecker, handloom marketing: A Study of consumer behaviour, Indian journal of marketing, 15 (6), 1973, p.15-20