CONSTRAINTS OF FARMERS IN MARKETING OF COCOA PRODUCTS WITH SPECIAL REFERENCE TO POLLACHI TALUK. COIMBATORE DIST, TAMILNADU, INDIA Dr.R.UMAMAHESWARI 1 B.VIGNESH 2 1 Associate Professor, PG and Research Department of Management Science, Sree Saraswathi Thyagaraja College, Pollachi. 2 Student, PG and Research Department of Management Science, Sree Saraswathi Thyagaraja College, ABSTRACT Pollachi This study studies the constraints of farmers in production and marketing of cocoa products in Pollachi Taluk, Coimbatore District, TN, India. There are problems is cultivation as well as marketing of cocoa products. The present study has been taken to bring out the issues faced by the farmers in marketing of cocoa. Most of the farmers are small famers and they are financially poor they are cultivating this as intercrop. Farmers face crop loss from pests and diseases. Marketing strategies are very poor they are dominated by private players who are making bulk purchases. They face lack of support of storage facilities, technical advice, inadequate loan facilities, wide fluctuation in price, exploitation by middle men, lack of organized market etc.,. Hence this study is undertaken to study the constraints faced by farmers and to analyze their marketing issues. The primary objective is to study the To study the marketing problems faced by the cocoa cultivating farmers in Pollachi area. It is a qualitative and empirical research. Convenient sampling is used to collect data from a sample of 120 respondents. The collected data was analyzed using tools like percentage analysis, Chi Square test. Keywords: cocoa farmers, marketing constraints, cultivation, crop, Chi Square. INTRODUCTION Agriculture is the backbone of the Indian economy and 58 percent of India s rural population depends on agriculture for their livelihood. Agriculture is one of the main contributions to the Gross Domestic Product (GDP) of India. Indian economy is an agrarian economy with more than 75% of its people living in village is depending upon agriculture and allied activities. In Tamil Nadu, 56% of population is depending on Agriculture and allied activities for their livelihood. The standard of living of the rural people depends on the agricultural development. The standard of living of the people depending on agriculture needs up liftment on par with people depending on industrial sector whose life standard is being improved because of dynamic industrial growth in Tamil Nadu. The Government is taking efforts to attain sustainable agricultural development by bringing agriculture as a commercial venture by switching over from the present method of cultivation through adoption of new scientific method of cultivation to increase the productivity to manifold, value addition, processing and utilization of marketing opportunities Cocoa cultivation is becoming increasingly popular with farmers in Tamil Nadu due to its rising demand across the country and abroad. To meet the increasing demand of cocoa seeds, more and more farmers here are taking to cocoa cultivation as an "inter" crop along with coconut to double their incomes. www.icmrr.org 28 icmrrjournal@gmail.com
To bridge the demand supply gap in cocoa seeds in the country, a major chocolate manufacturing company in the private sector has signed an agreement with the Tamil Nadu Agricultural University to identify the area for the production of cocoa and carry out other research associated with its increased yield. Demand for cocoa beans depends upon the nature and extend of the demand for cocoa-based products in the country or aboard. The cocoa trade in India consists of two markets, known as the wet bean and dry bean markets. COCOA PRODUCTION IN INDIA: There are three major variant groups of cocoa namely, Forastero, Criollo and Trinitario. Among them the forastero type is the one that is commercially grown all over the world. Forastero type will have red or reddish violet color for its tender leaves and fruits will be comparatively smaller. Green fruits are one of its peculiarities. When it grows ripe it gets yellow color. The tender leaves of criollo type will have either white colour or light reddish colour. The fruit will be bigger and red in colour. When it is ripe it will be orange in colour. There are other types of cocoa, which have derived either from forastero' or from cross pollination between forastero and criollo.18 The Trinitario populations are considered to be from Forasteros although they are descended from a cross combination between Criollo and Forastero. In International market criollo type has more demand and price. Its aroma, taste and special features are the reasons. But its overall production is only in a small scale. Cultivation practices vary according to climate, soil, labour availability etc. However, there are a few basic practices and principles to be adopted for the successful cultivation of cocoa. Cocoa is planted as a pure crop in forest areas by thinning and regulating the shade. But it can be grown advantageously, as an n inter crop in arecanut as well as coconut gardens. Raising of Cocoa as a pure crop is not recommended especially in Kerala due to high pressure on land. Cocoa is planted as an intercrop in coconut and arecanut gardens. Cocoa is a crop of the tropics. In India cocoa is mainly cultivated in the Southern parts for the last 40 years. Most of the cocoa plantations in Kerala, Karnataka, Tarnil Nadu and Andhra Pradesh are mixed gardens along with arecanut and coconutpalms.inafew cases,it isgrown in forest cleanings. Due to the high nutritional value, good taste and flavour, cocoa products have got a good demand. Kerala ranked first in production, accounting for 31 per cent of area and 52 per cent of the production in India. Karnataka, Andhra Pradesh and Tamil Nadu are the other cocoa growing states. In Kerala, the crop is now cultivated in an area of 10708 ha with an annual production of 6100 tones and productivity of 685 kg/ha. The productivity of cocoa was low (500 Kg/ha) in 2013-2014 despite increase in area and no improvement since last five years was seen in terms of cocoa productivity. In India, the consumption of the cocoa based confectioneries are highly dependent on the upper and middle income classes of urban and rural areas. A s the Indian middle class is growing and becoming more and more affluent, the disposable income has also increased. This class of people are shifting from traditional 'mithai' to the more exotic chocolates. The real income of these sections are destined to grow over time and along with this trend, the consumption of confectioneries and 'fad' foods is bound to increase. The same is the case of the new rural rich, who are becoming increasingly educated and urbanized. www.icmrr.org 29 icmrrjournal@gmail.com
The increase in the income of households and purchasing power has changed life-styles and tastes. The wider access to the markets with the spread of television and an efficient distribution network, has made the product easily, several new chocolate products have come into the market recently. STATEMENT OF THE PROBLEM Various constraints are militating against the cultivation as well as marketing of cocoa products. The cocoa farmers are facing many problems. Most of the farmers are small famers and they are financially poor they are cultivating this as intercrop. They face crop loss from pests and diseases, poor marketing strategies, lack of support of storage facility, lack of technical advice. and they are dominated by private players who are making bulk purchases. Hence this study is undertaken to study the constraints faced by cocoa farmers. OBJECTIVES OF THE STUDY 1. To study the marketing problems faced by the cocoa cultivating farmers in Pollachi area. 2. To study the demographic profile of the cocoa farmers. 3. To Identify the problems in cultivation of cocoa HYPOTHESIS 1. To find out whether there is any significant association between the area of cultivation and maximum profit. 2. To find out the association between satisfaction in method of pricing and price of cocoa beans per kg LIMITATIONS OF THE STUDY Due to time and cost constraints, the study is confined only to 120 samples of respondents Study is limited to Pollachi Taluk only, therefore generalization may not be possible. REVIEW OF LITERATURE The studies conducted by R.V.Nair,V.K. Mallika,andM.Swapna (2015) A Procedure for Top working in cocoa.national research Centre of spices reported Cocoa is inter planted in alternate rows at a spacing of 5.4 m x2.7m when cocoa is to be raised as an intercrop in coconut gardens. There can be an average of 200 cocoa plants per acre. A Study on 'Cocoa, farmers diary, conducted by Cadbury India ltd, Bombay, reported The important inputs in cocoa cultivation are organic manures, chemical fertilizers, irrigation and pesticides, insecticides. In spite of intensive research, no clear guidelines on the manuring of cocoa are available. Experiments have shown that the adequate quantities of nitrogen, phosphorus, potassium, calcium, magnesium and sulphur are essential for cocoa growth. Ajay Verma(2012) in his paper discussed the importance ofmarket, marketing, and export performance of cocoa in the world market. He concluded that Indian cocoa have more export potential than other crops. www.icmrr.org 30 icmrrjournal@gmail.com
METHODOLOGY RESEARCH DESIGN: It is a qualitative research, which is concerned with qualitative phenomenon, i.e., phenomena relating to or involving quality or kind and also it is empirical research relies on experience or observation alone, often without due regard for system and theory. It is data-based research, coming up with conclusions which are capable of being verified by observation or experiment. Data and Sampling method: The data is collected from 120 respondents in Pollachi Taluk of Tamilnadu through a structured questionnaire by Face-to-Face interview and observation method. Convenience sampling technique is used in this study. TOOLS OF ANALYSIS The tools used are: Percentage Analysis Chi-square Analysis RESULTS AND DISCUSSION Percentage Analysis 1. AGE GROUP OF RESPONDENTS S.No Age No. of Respondents Percentage 1 Below 25 years 10 8 2 26 35 years 22 18 3 36 45 years 38 32 4 Above 45 years 50 42 2. ANNUAL INCOME OF THE RESPONDENTS S.No Annual income No. of Respondents Percentage 1 Below Rs.2 Lakh 63 53 2 Rs.2-4 Lakh 32 27 3 Rs.4-8 Lakh 15 13 4 Above Rs5 Lakh 10 8 3. INCOME SOURCES OF THE RESPONDENTS S.No Income sources No. of Respondents Percentage 1 Agriculture only 89 74 2 Agriculture with business activity 18 15 3 Agriculture with allied activity 10 8 4 Others 03 3 www.icmrr.org 31 icmrrjournal@gmail.com
4. AWARENESS ABOUT COCOA CULTIVATION S.No Awareness about cocoa No. of Respondents Percentage 1 Through family 26 22 2 Friends and farmers 63 53 3 Agriculture officers 20 17 4 Media 11 9 5. COCOA CULTIVATION PRACTICES S.No Cultivation practices No. of Respondents Percentage 1 Through family 32 27 2 Other farmer s 53 44 3 Farmers enhancement program 26 22 4 Agricultural officers 09 8 6. REASONS FOR THE PROBLEMS IN GETTING GUIDANCE S.No Reasons for the Problems No. of Respondents Percentage 1 Lack of agricultural officer 53 44 2 Lack of study material 26 22 3 Lack of government support 32 27 4 Others 09 8 7. AREA OF CULTIVATION OF COCOA S.No Area of cultivation of cocoa No. of Respondents Percentage 1 Below 5 acres 28 23 2 6 15 acres 65 54 3 15 25 acres 13 11 4 Above 25 acres 14 12 www.icmrr.org 32 icmrrjournal@gmail.com
8. YEARS OF ENGAGEMENT IN COCOA CULTIVATION S.No Engaged in Cultivation No. of Respondents Percentage 1 Less than 5 years 33 28 2 5 10 years 73 61 3 10 20 years 11 9 4 Above 20 years 03 2 9. FIRST YIELD OF PLANT S.No Plant first yield No. of Respondents Percentage 1 After 1 year 02 2 2 After 2 year 18 15 3 After 3 year 97 81 4 After 4 year 03 3 10. PATTERN OF HARVESTING S.No Harvesting No. of Respondents Percentage 1 On daily basis 13 11 2 On weekly basis 36 30 3 Fortnight 65 54 4 On monthly basis 06 5 11. MAXIMUM PROFIT EARN PER ACRE S.No Profit earn per month No. of Respondents Percentage 1 Below Rs10000 24 20 2 Rs10001 Rs15000 73 61 3 Rs15001 Rs20000 16 13 4 Above Rs20001 07 6 12. PRICE OF COCOA BEANS PER KG S.No Price of cocoa No. of Respondents Percentage 1 Below Rs.100 17 14 2 Rs.101 to Rs.201 69 58 3 Rs.201 to Rs.251 21 18 4 Above Rs.251 13 11 www.icmrr.org 33 icmrrjournal@gmail.com
13. REASON FOR DISSATISFACTION IN PRICING S.No Reason for dissatisfaction in pricing method No. of Respondents Percentage 1 Low price 28 54 2 No consultation by officials 15 29 3 No price control among farmers 09 17 Total 52 100 14. TYPE OF SUBSIDIES S.No Type of subsidies No. of Respondents Percentage 1 Financial 01 1 2 Raw material 07 8 3 Fertilizer 49 57 4 Machinery 18 21 5 Others 11 13 Total 86 100 15. PROBLEM FACED IN TRANSPORTATION S.No Problem faced No. of Respondents Percentage 1 Yes 16 13 2 No 104 87 16. TYPE OF PROBLEM FACED IN TRANSPORTATION S.No Type of Problem faced No. of Respondents Percentage 1 High rent 08 56 2 Non availability of vehicle 03 19 3 Poor infrastructure 03 19 4 Others 02 6 Total 16 100 17. SOURCE OF MARKET FOR COCOA BEANS S.No Source of market No. of Respondents Percentage 1 Private players 73 61 2 Commission agent 22 18 3 Retail traders 07 6 4 Wholesalers 18 15 www.icmrr.org 34 icmrrjournal@gmail.com
18. DESIRE TO SELL YOUR PRODUCT S.No Desire to sell product No. of Respondents Percentage 1 Private agencies 23 19 2 Government agencies 67 56 3 Cooperative cottage industry 18 15 4 Commission agent 09 8 5 Others 03 3 19. MARKETING FACILITIES OFFERED BY BUYER S.No Marketing facilities No. of Respondents Percentage 1 Cropping finance 23 19 2 Transport arrangement 22 18 3 Market information 56 47 4 Packing material 19 16 20. MAXIMUM DIFFICULTY S.No Maximum difficulty No. of Respondents Percentage 1 Scale adjustments 14 12 2 Rejection of beans 06 5 3 Theft 09 8 4 Birds 91 76 21. TYPES OF PROBLEMS IN STORING OF COCOA S.No Problem No. of Respondents Percentage 1 Lack of storage houses 05 38 2 High rent 03 23 3 Location of storage house 04 31 4 Others 01 8 Total 13 100 www.icmrr.org 35 icmrrjournal@gmail.com
22. KIND OF PROBLMS IN DRYING OF COCOA S.No Kind of Problem No. of Respondents Percentage 1 Wet climate 99 83 2 Lack of own place 8 6 3 Duration 13 11 Total 112 100 23. HARVESTING AND PACKING CHARGES S.No Charges No. of Respondents Percentage 1 High 16 13 2 Normal 92 77 3 Low 12 10 CHI SQUARE Hypothesis 1: To find out the association between the area of cultivation and maximum profit. Null hypothesis: H0=There is no significantassociation between area of cultivation and maximum profit. Alternative hypothesis: H1=There is a significant association between area of cultivation and maximum profit. TEST RESULT Calculated X 2 value: 52.25 Degree of freedom: 9 Table value: Five percent level: 16.92 INTERPRETATION Since the calculated X 2 value (52.25) is greater than the table value (16.92) at 5% level of significance. So the Null hypothesis is rejected. Hence it can concluded that there is significant association between area of cultivation and maximum profit. Hypothesis 2: To find out the association between the satisfaction in method of pricing and price of cocoa beans per kg. Null hypothesis:h0=there is no significant association between satisfaction in method of pricing and price of cocoa beans per kg. Alternate hypothesis: H1=There is a significant association between satisfaction in method of pricing and price of cocoa beans per kg. Test Result Calculated X 2 value: 40.27 Degree of freedom: 3 Table value: Five percent level: 9.49 www.icmrr.org 36 icmrrjournal@gmail.com
INTERPRETATION Since the calculated X 2 value (40.27) is greater than the table value (9.49) at 5% level of significance. So the Null hypothesis is rejected. Hence it can be concluded that there is significant association between satisfaction in method of pricing and price of cocoa beans per kg. CONCLUSION Cocoa cultivation is increasing day by day in Pollachi and nearby areas, even though problems like drought, poor pricing method, lack of agricultural officers, and lack of farmer development scheme, monopolistic competitions, lack of government intervention in cocoa farming, restrict farmers to involve in cocoa cultivation. So the necessary changes should be made in pricing policies to increase the price of cocoa and government has to maximize its involvement in cocoa cultivation for the welfare and development of farmers by providing them with subsidies. They should also protect farmers from being exploited by the private agents. Instead of private players government has to procure cocoa directly from farmers. REFERENCES JOURANALS: Kissan world Advertising express Journal of marketing Journal of contemporary research Passumaivikkatan WEBSITE: www.tnau.ac.in farmer.gov.in www.tn.agri.in www.agricultureinformation.in www.cocoainfo.com www.icmrr.org 37 icmrrjournal@gmail.com