: Primary research

Questionnaire

Focus groups

User groups

Postal service

Telephone service

Customer interviews

Test markets

Technology or internet feed back

Purposepurpose

Size of the market

Market trends

Forecasting

Planning

Evaluation of strategies

Accessing marketing mix

Identifying market segments

Identifying consumer needs

Identifying competition

Identifying opportunities of gaps in the market

Reduce the risk

Classification of market research depending on the problem

Marketing Research

Problem identification research Problem solving research

1. Market potential research

2. Market share research 1. Segmentation research
3. Market characterstics research 2. Product research
4. Sales analysis research 3. Promotion research
5. Forecasting research 4. Distribution research
6. Business trends research

Production and technical risk
Wheather conditions
Pest of disease out break
Intro of new technology,
making old tech obsulute
Human or personal risk
Sources of risk and uncertainty
Marketing and price risk Financial risk Instructional risk
Occurs when money is
barrowed to finance the
Exchange rate and other govt
operations of the farm. The Irregularities
policies
risk is caused by uncertainty
abt future intrest rate, a
lender willingness to continue
lending and the ability of the
farm to generate cashflows
 Risk management strategy

1. Identify the possible sources of risk

2. Identify the possible outcomes or events that could occur (eg: weather,
prices)
3. Decide on the alternative strategies available
4. Quantify the consequences or results of each possible outcome for each
strategy
5. Evaluate the trade of between risk and returns

NEW TECHNIQUES IN FARMING

1. Contract farming: if a farmer could make advance contracts with the

buyers for the farm produce and with the seller with the agricultural inputs,
price uncertainty could be entirely eliminated.
2. Minimum price contracts: This type of contracts provides farmers with the
opportunity to secure price insurance for the produce.
3. Spreading sales: making several sales of a product during a year is
commonly used by farmers as a risk reduction strategy. In this way, farmers
with marketing flexibility can spread their sales throughout the year
obtaining a price that is similar to seasonal avg. price thus enabling the
farmers to avoid selling all production at the lowest price in the markets.
4. Maintaining Flexibility: flexibility of the farming system allow the farmer to
shift from one cropping pattern to another smoothly and easily cropping
pattern without harming the farms profitability.
5. Selecting and changing the production practices: the use of inputs and
materials that control crop diseases and pests, improve water use and
diminish detonation in animal health.
6. Growing many things: growing several different crops with the expectation
that prices and market demand for all enterprises will not fail together.
7. Growing crops on different parcels or plots: spreading out production is
one way of reducing risk as well as increasing usage of machine and labor
use.
8. Various schemes of bank loans: kisaan credit scheme from Allahabad bank,
kisaan pattabi agri card, kisan charka card from Andhra bank, Bihar state
corporative bank loans, national bank for agricultural and rural
development (NABARD).
9. Precision agricultural :
a. it combines a set of technologies, sensors, information technologies and
informed management to optimize the production by account by
variability and uncertainties with in agricultural systems
b. it monitors and manages both the quantity and quality of agricultural
produce
c. to secure food supplies for the future require adequate quantity and
quality of agriculture produce at environmentally safe production and
the sustainability of the resources involved
d. PA or information based management of agricultural production is a
differentiated treatment of an agricultural field in a predictive of
reactive approach.*
Predictive approach: in this approach information is collected from soil
map, topographic, yield history of crops
Reactive approach: rates of agricultural chemicals are vary according to
the crop status at a given place and time. This requires real time sensing
and online application.
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 Input Control

Improving Reducing
Agronomy Error

Precision
Farming

Machine
Mapping
Changing Control
practice

Discuss the functioning of e-chopal. *

The below mention companies strategies
 Pepsi-co tomato to Tropicana.
 Tata-kisan sansar a web of alliance
 Bharati field fresh foods
 Mahindra shub-laab
 DCM Sri Ram Hariyali Kisan Bazaar
 Godrej adhar and manthan