A STUDY ON MARKETING MANGO CULTIVATION (WITH SPECIAL REFERENCE TO PALAKKAD DISTRICT)

A STUDY ON MARKETING MANGO CULTIVATION (WITH SPECIAL REFERENCE TO PALAKKAD DISTRICT) G.VIGNESH 1 R.SANTHIYA 2 1 Research Guide & Head- PG Department of International Business, NGM College, Pollachi. 2 Research Student, PG Department of International Business, NGM College, Pollachi ABSTRACT The report on A Study on Marketing Mango cultivation has been taken up to examine the existing availability of different agricultural marketing infrastructures and its adequacy for marketing of Mango in the study area. In today s competitive marketplace the pressure on organizations to find new ways to shape and deliver value to customer grows ever stronger. Gradually, in emerging economies as well as developments markets, the power of the seller has overtaken that of the customer. Despite being an agro based country, the farmers do not get proper price for their products due to improper marketing system of agricultural products. Producer to village trader to traders in assembly market and or to commission agents. The problem of growers in marketing the product is very high. They have to cultivate, harvest, transport and market. Data were collected from 150 growers. The statistical tools like Percentage analysis, correlation, Regression, chi-square test, Weighted Average Rank Method were used for analyzing the data. India ranks the first position in world for mangoes production it doesn t sound high in case of productivity and quality. It may be due to adoptability low technology and lack of knowledge among the producers and distributors. Farmers should be trained with proper methods of harvesting. Government agencies are to take initiatives to develop the sufficient number of cold storages in the country to store the mango fruit and sell the same in the off-season to get higher price. Keywords Mango, Marketing, Agriculture INTRODUCTION India ranks first among world s mango producing countries accounting for about 50% of the world s mango production. Other major mango producing countries include China, Thailand, Mexico, Pakistan, Philippines, Indonesia, Brazil, Nigeria and Egypt. India s share is around 52% of world production. An increasing trend has been observed in world mango production averaging 22 million metric tonnes per year. Worldwide production is mostly concentrated in Asia, accounting for 75% followed by South and Northern America with about 10% share. Production mangoes in India during 2012-2013 were shown in below table. Producing States are Andhra Pradesh, Bihar, Gujarat, Karnataka, Maharashtra, Orissa, Tamil Nadu, Uttar Pradesh and West Bengal. Other States where mangoes are grown include Madhya Pradesh, Kerala, Haryana, Punjab etc. The fruit is very popular with the masses due to its wide range of adaptability, high nutritive value, richness in variety, delicious taste and excellent flavour. It is a rich source of vitamin A and C. The fruit is consumed raw or ripe. Good mango varieties contain 20% of total soluble sugars. The acid content of ripe desert fruit varies from 0.2 to 0.5 % and protein content is about 1 %. Raw fruits of local varieties of mango trees are used for preparing various traditional products like raw slices in brine, amchur, pickle, murabba, chutney, panhe (sharabat) etc. Presently, the raw fruit of local varieties of mango are used for preparing pickle and raw slices in brine on commercial scale while fruits of Alphonso variety are used for squash in coastal western zone. The wood is used as timber, and dried twigs are used for religious purposes. The mango kernel also contains about 8-10% good www.icmrr.org 174 icmrrjournal@gmail.com

quality fat which can be used for saponification. Its starch is used in confectionery industry. Mango also has medicinal uses. The ripe fruit has fattening, diuretic and laxative properties. It helps to increase digestive capacity. OBJECTIVES OF THE STUDY To study about the origin and growth of mango growers in the Indian context. To study on awareness about mango cultivation. To Study on reason for Preferring for mango cultivation. RESEARCH METHODOLOGY. The methodology includes the overall research design, sampling procedure & fieldwork done & finally the analysis procedure. The methodology used in the study is consistent sample survey using both primary & secondary data. The primary data has been collected with the help of questionnaire as well as personal observation book.,the magazine and journals have been referred for secondary data. TOOLS AND TECHNIQUES Percentage Analysis Chi Square Test Weighted Average REVIEW OF LITERATURE Mary Antoni Rosalin and Dr. A. Vinayagamorthy (2003), Growth Analysis Of Mangoes In India. To study the different types of marketing practices existing in Mango marketing in relation of growers of Mango crop. Changes in fruit shape i.e. fullness of the cheeks, building of shoulders, reduction in curvature between shoulder and lower side of the fruit. Producer to village trader to traders in assembly market and or to commission agents. The problem of growers in marketing the product is very high. They have to cultivate, harvest, transport and market. Data were collected from 20 growers and 20 intermediaries. The statistical tools like Percentage analysis, correlation, Regression, chi-square test, ANOVA, Factor analysis, discriminat analysis test were used for analyzing the data. India ranks the first position in world for mangoes production it doesn t sound high in case of productivity and quality. It may be due to adoptability low technology and lack of knowledge among the producers and distributors. Farmers should be trained with proper methods of harvesting. Government agencies are to take initiatives to develop the sufficient number of cold storages in the country to store the mango fruit and sell the same in the off-season to get higher price. Roehlano M. Briones, Peter Anthony S. Turingan and Manitra A. Rakotoarisoa (2003), Market Structure and Distribution Of Benefits From Agricultural Exports, Characterize the mango export industry at the institution, industry, and firm levels. Describe the industry and its firms and their link to the country s agricultural sector and economic activity. Discuss the implications of the findings for enhancing the ability of trading firms and their upstream and downstream links to capture trade benefits and opportunities. The case study collected qualitative and quantitative information based on informal interview of key respondents, and structured interviews of enterprise heads, classified as growers, traders, and processors. In all 46 respondents were interviewed using the structured questionnaire. Propagation of current and new technologies should be promoted through a responsive extension system in which public and private extension agents are key partners. J. L. Hine and S. D. Ellis (2001), Agricultural Marketing and Access To Transport Services, From case study material the relationship between accessibility, marketing and agricultural www.icmrr.org 175 icmrrjournal@gmail.com

development is examined. Some countries have much higher transport costs than other countries. This impacts on final market prices. The importance of an efficient and competitive marketing system has been stressed as a complement to rural transport services (RTS) and infrastructure in promoting development. If markets are more than half a day's non-motorized travel, a multimodal transport system is a cost-effective solution. Dr. R.N. Hegde and Dr. N.V. Madhuri (2013), A Study on Marketing Infrastructure For Fruits and Vegetables In India, To study the existing supply chain available for fruits and vegetables and to find the place of small and marginal farmers in the chain. The economic reforms that are currently underway in India encompass the agricultural marketing system as well. The essence of these measures is to improve the efficiency and productivity of all institutions whose working is far from satisfactory. Over the years, while the agricultural marketing and trade scenario have undergone tremendous changes, marketing infrastructure has not changed enough to meet the emerging demands for marketing services. The data collected from respondent farmers and consumers were tabulated and analysed by using simple statistical tools and techniques. The profit margins of commission agents, wholesalers and retailers account for quite a large proportion of the price paid by the consumers, which indicates existence of inefficiency in fruits and vegetable marketing system. Md Abdullah and Mohammad Rokibul Hossain (2013), A New Cooperative Marketing Strategy for Agricultural Products in Bangladesh. The vegetables and rice growers and suppliers were considered as the population for this study. The samples of the study included producers of agricultural products. First a list of 80 vegetable growers from the the Nimshar upazilla and 40 growers were selected from the Shitakundu upazilla were selected for the study of which 65 of nimshar and 35 of the Shitakundu were interviewed based on the simple random sampling. The research is qualitative in nature that is based on primary and secondary data. The research procedure includes preparation of questionnaire, pre-testing of questionnaire, survey, data decoding, data analysis, interpretation and findings. SPSS 17 version is used to analyze the primary data. Mainly the descriptive statistics is used to analyze the survey data. Crop production has also exceeded the national demand in the last few years. But the farmers are always deprived of the fair price for their products due to improper marketing systems that exist in Bangladesh. Dr. Vijay Intodia (2012), Investment in Agricultural Marketing and Market Infrastructure, To study the perception of different stakeholders for the investment in agricultural marketing infrastructure. To suggest ways and means to promote investment in agricultural marketing and market related infrastructure in Bihar. In the changing economic environment the growth in the agricultural sector not only depends on the farm production but to a great extent also depends on the efficient functioning of the agricultural markets. The overall growth of the agricultural sector and its output has a close relationship with the level of investment made in agricultural infrastructure. In fact empirical research has shown that there is a strong positive correlation between the level of infrastructure and the economic development. Investments made in the infrastructure results in a comparative advantage for the region, which results in a higher agricultural output and productivity. Riccarda Moser a, Roberta Raffaellib and Dawn Thilmany-McFaddenc (2011), Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes, Our summary of final rankings was organized according to the food attribute s relevance in influencing consumer buying decisions, frequency of occurrence in the literature and absolute values reported for the attribute. Then the reviewed studies have been classified according to the geographic context to allow for comparative analysis. Future research should be devoted to understanding the claims used for credence attributes, perceptions about the expected outcomes and marketing strategies that enhance www.icmrr.org 176 icmrrjournal@gmail.com

trust and loyalty toward sustainable products. In short, targeting motivated consumers, positioning brands and communication strategies for organic and low environmental impact food should focus on convincing consumers that these attributes confer a value added to the consumer, even if the value relates to a broader public good aspect of the food and its production system. N Meena Rani (2013), Marketing of Fresh Fruits and Vegetables in Bangalore, To give an overview of organized retiling of Fresh Fruits and Vegetables. Attempts to determine the perception of service quality of organized retail stores and their satisfaction among 500 respondents from organized retail outlets selected from Haryana, and across various dimensions such as Product aspects, Price aspect, Physical aspect, Promotional schemes, and Personnel Interaction and After Sales Services. Across the sub-dimensions of service quality of organized retail stores, the respondents' level of perception and satisfaction in terms of Product aspects, Price aspect, Physical aspect, Promotional schemes, Personnel Interaction and after sales services was good. Desai, Sulaiman and Holt, de Gorter and Swinnen (2002). Marketing Strategy of Manngo.Suggested that government expenditure should be focused on agricultural R and D, education and extension services, rural electricity, roads and marketing, irrigation and watershed development, etcprimary and secondary sources are used to examine the strengths and weaknesses of each approach to providing farmers with access to information relevant to their farm enterprises. Agricultural production has been directly supported by subsidies to farm inputs such as fertilizers and irrigation in many developing countries, such as India. Such policies generally benefit more large farmers than smallholders Minot, Sulaiman (2003). A study on Growth of Mango Cultivation. Each of the above growth sources has implications for future agricultural development policies If the growth stems from the technological change (yield improvements), investments in research and extension need to be accorded priority. The area-driven growth implies need for greater extension efforts to make agriculture broad based, while the price-driven growth requires an appropriate pricing policy for a balanced growth of the agricultural sector. Farm income increased by 24 percent in the pilot districts, which was larger than the 5 percent income increase in the other districts. Nevertheless, the impact of the pilot study was not uniform across states and depended on the state government s commitment to the program. ANALYSIS AND INTERPRETATION PERCENTAGE ANALYSIS TABLE.1 AWARE ABOUT THE MANGO CULTIVATION Aware about the mango cultivation the Respondents Percentage (%) Self 42 28% Spouse 17 11% Family and relatives 65 43% Friends 20 14% If others Please Specify 6 4% Total 150 100 www.icmrr.org 177 icmrrjournal@gmail.com

From the above table its shows that out of 150 respondents, 42 (28%) of the respondents are awared self about the mango cultivation, 17(11%) of the respondents are awared through their spouse about the mango cultivation, 65 (43%) of the respondents are awared trhough family and relatives about the mango cultivation, 20 (14%) of the respondents are awared through friends about the mango cultivation and remaining 6 (4%) of the respondents are awared through other sources about the mango cultivation. Most 65(43%) of the respondents are awared though family members and relatives about the mango cultivation. TABLE.2 REASON FOR PREFERRING MANGO CULTIVATION Reason for preferring mango cultivation the Respondents Percentage (%) Less workload 22 15% Cash crop 34 23% Suitable to climate 34 23% Profitability 15 10% Family members support 20 13% Less cultivation expenses 9 6% No alternative employment 14 9% Traditional crop 2 1% Total 150 100 From the above table its seen that out of 150 respondents, 22(15%) of the respondents prefer mango cultivation because they consider it as less workload, 34(23%) of the respondents prefer mango cultivation as it is the cash crop to preferring the mango cultivation, 34 (23%) of the respondents are suitable to climate for preparing the mango cultivation, 15(10%) of the respondents are Profitability to preferring the mango cultivation, 20(135) of the respondents are said family members support for preferring the mango cultivation, 9 (6%) of the respondents are less cultivation expenses for preferring the mango cultivation, 14(9%) of the respondents are no alternative employment for preferring the mango cultivation and remaining 2(1%) of the respondents are traditional crop for prefer the mango cultivation. Most 34(23%) of the respondents are cash crop & suitable to climate for prefer the mango cultivation. www.icmrr.org 178 icmrrjournal@gmail.com

TABLE.3 AVERAGE INCOME PER SEASON Average income per season the Respondents Percentage (%) Below 1 lakh 59 40% Between 1 lakh and 5 lakh 83 55% Between 5 lakh and 10 lakh 6 4% Above 10 lakh 2 1% Total 150 100 From the above table it seen that out of 150 respondents, 59 (40%) respondents are earning below 1 lakh per season, 83 (53%) respondents are earning between 1 lakh and 5 lakh income through mango,6 (4%) respondents earn between 5 lakh and 10 lakh income through mango and remaining 2 (1%) of the respondents earn above 10 lakh income of mango. Most 83 (55%) of the respondents earn above 10 lakh income through mango per season. TABLE.4 OVERALL SATISFACTION ON THE MANGO MARKETING Overall satisfaction on the mango marketing the Respondents Percentage (%) Highly satisfied 32 22% Satisfied 84 56% Neutral 23 15% Highly Dissatisfied 5 3% Dissatisfied 61 4% Total 150 100 From the above table (4.46) it is seen that out of 150 respondents, 32 (22%) respondents are highly satisfied with mango marketing, 84 (56%) respondents are satisfied with mango marketing, 23 (15%) of the respondents are neutral with mango marketing, 5 (3%) respondents are highly dissatisfied with mango marketing and remaining 61 (4%) respondents are dissatisfied with mango marketing. Most 84 (56%) respondents are satisfied with mango marketing. CHI SQUARE ANALYSIS The following hypothesis is formulated to test the significance of relation between Annual Income and level of satisfaction. www.icmrr.org 179 icmrrjournal@gmail.com

H 0 = There exist no significant association between Annual Income and level of satisfaction. Annual income TABLE.5 ANNUAL INCOME AND LEVEL OF SATISFACTION Highly satisfied Satisfied Level of satisfaction Neutral Highly dissatisfied dissatisfied Below 2 lakh 23 52 12 4 5 96 Between 2 and 3 lakh Between 3 and 4 lakh Total 9 26 9 1 1 46 0 4 2 0 0 6 Above 4 lakh 0 2 0 0 0 2 Total 32 84 23 5 6 150 Calculated x 2 Value 7.278 Degree of Freedom 12 Table value Five per cent level 21.026 One per cent level 26.217 From the above analysis, it is clear that the calculated value is less than the table value and hence Null hypothesis is accepted. Therefore it concludes that there is no significant association between Annual Income and Level of satisfaction. The following hypothesis is formulated to test the significance of relation between Average Income and level of satisfaction. H 0 = There exist no significant association between Average Income and level of satisfaction. Average income TABLE.6 AVERAGE INCOME AND LEVEL OF SATISFACTION Highly satisfied Satisfied Level of satisfaction Neutral Highly dissatisfied Dissatisfied Below 1 lakh 9 36 6 3 5 59 Between 1 lakh and 5 lakh Between 5 lakh and 10 lakh Total 22 44 16 0 1 83 1 3 1 1 0 6 above 10 lakh 0 1 0 1 0 2 Total 32 84 23 5 6 150 Calculated x 2 Value 29.652 Degree of Freedom 12 Table value Five per cent level 21.026 One per cent level 26.217 www.icmrr.org 180 icmrrjournal@gmail.com

From the above analysis, it is clear that the calculated value is more than the table value hence Null hypothesis is rejected. Therefore it concludes that there exist significant association between Average Income and Level of satisfaction. WEIGHTED AVERAGE RANK METHOD Rank Weight In this method the colour, size, ouality, maturity, moisture content and freshness are seen for Pricing of mango. From the above table it is seen that out of 150 respondents rankings, the 1 st rank is given to Colour of the mango, 2nd rank is given to size of the mango,3 rd rank is given to quality of the mango 4 th rank is given to Maturity of the mango, 5 th rank is given to Moisture content of the mango and 6 th rank is given to Freshness of the mango. FINDINGS Most 65(43%) of the respondents says that they are aware about the mango cultivation through family and relatives. Most 34(23%) of the respondents prefer the mango cultivation as it is cash crop and its climate is suitable for cultivation. Most 83 (55%) of the respondents are earning above 10 lakh income of mango per season. Most 84 (56%) of the respondents are satisfied with mango marketing. SUGGESTION Colour respon dents score No of resp onde nts Size score Quality respon dents Maturity Moisture content Freshness Government should provide Proper storage facilities must be made to the farmers in each district so that the wastage of goods can be avoided. Providing cold storage warehouse nearby market scor e respo ndent s scor e respo ndent s scor e respon dents I 6 43 258 10 60 64 384 17 102 9 54 7 42 II 5 12 60 34 170 27 135 42 210 14 70 21 105 III 4 23 92 28 112 35 140 12 48 37 148 15 60 IV 3 19 57 25 75 10 30 34 102 21 63 41 123 V 2 38 76 16 32 8 16 24 48 43 86 21 42 VI 1 15 15 37 37 6 6 21 21 26 26 45 45 Total 558 486 711 531 447 417 Average 93 81 118.5 88.5 74.5 69.5 RANK II IV I III V VI scor e www.icmrr.org 181 icmrrjournal@gmail.com

yards can be done. Government is spending a lot of amount on research of different crops for increasing their production for meeting domestic requirement as well as exports. The schemes of Mango must be taken to all farmers to make them aware about the steps taken by government in improving agriculture. The Mango must provide proper training for the agricultural products exporters. The exporters whose performance is good should be identified and encouraged with Awards.Good Agricultural Practices, post- harvest management, quality maintenance and availability of timely infrastructural facilities should be made. CONCLUSION Agriculture occupies a prominent position in Indian policy-making not only because of its contribution to GDP but also because of the large proportion of the population that is dependent on the sector for its livelihood. Results indicated Mango - Agricultural & Processed Food Products Export Development Authority of India for export of agricultural products specially fruits, vegetables & processed food from India requires high level of managed coordination to synchronize the supply processing chain for Mango. The results also suggest that Mango can be used as a way to link smallscale growers with agri-business, however on condition that correct governance structures, good relation between the parties and reduction of transaction costs are taken into account for export agricultural commodities like fresh fruits, vegetables, raw processed food, etc. India has occupied an unavoidable place in the world export market. The quality of the agricultural goods and processed foods must be increased to have a permanent place in the world market. The modern machineries must be used to increase the production of agricultural goods to meet the rising demand all over the world. REFERENCE Mary Antoni Rosalin and Dr. A. Vinayagamorthy (2003), Growth Analysis Of Mangoes In India Roehlano M. Briones, Peter Anthony S. Turingan and Manitra A. Rakotoarisoa (2003), Market Structure and Distribution Of Benefits From Agricultural Exports, J. L. Hine and S. D. Ellis (2001), Agricultural Marketing and Access To Transport Services, Dr. R.N. Hegde and Dr. N.V. Madhuri (2013), A Study on Marketing Infrastructure For Fruits and Vegetables In India, Md Abdullah and Mohammad Rokibul Hossain (2013), A New Cooperative Marketing Strategy for Agricultural Products in Bangladesh. Dr. Vijay Intodia (2012), Investment in Agricultural Marketing and Market Infrastructure, Riccarda Moser a, Roberta Raffaellib and Dawn Thilmany-McFaddenc (2011), Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes, N Meena Rani (2013), Marketing of Fresh Fruits and Vegetables in Bangalore Desai, Sulaiman and Holt, de Gorter and Swinnen (2002). Marketing Strategy of Manngo. Minot, Sulaiman (2003). A study on Growth of Mango Cultivation. www.icmrr.org 182 icmrrjournal@gmail.com