MARKETING BEHAVIOUR OF COTTON FARMERS IN WARANGAL DISTRICT OF ANDHRA PRADESH

The study was conducted to assess “Marketing behaviour of cotton farmers in Warangal district of Andhra Pradesh”. Ex-post facto research design was followed for the study. The investigation was carried out in Warangal district of Andhra Pradesh where cotton is predominantly grown. A sample of 120 cotton farmers from twelve villages in four mandals of Warangal district was selected by using stratified proportionate random sampling. The data were collected by a personal interview method through structured interview schedule and analyzed employing suitable statistical methods. The profile analysis of cotton farmers indicated that majority of the farmers were middle aged, had 2.5 to 5 acres of area under cotton cultivation, middle level of experience, had intermediate education, medium economic status, medium level of material possession, medium level of training, high level of agricultural inputs acquisition pattern and medium social interaction. Majority of cotton farmers had medium level of planning orientation, production orientation, marketing information sources utilization, marketing orientation, decision making ability, risk taking ability, level of innovativeness. Respondent farmers transport their produce by Tempo vans and sold their produce in market yards to immediate payments. Correlation analysis of independent variables with marketing behaviour of farmers revealed that experience in cotton cultivation, social interaction, education, economic status extension contact, Agricultural Inputs Acquisition Pattern and were positively and significantly correlated with marketing behaviour of cotton farmers. Inadequate fixation of support prices, inadequate market information, lack of essential infrastructure in market yards, improper storage and transport facilities etc. were the major problems encountered by the cotton farmers. The major suggestions offered by the cotton growers to overcome the listed problems are announcing minimum support price for the cotton produce, broadcasting marketing prices through Radio, Television and Print media, cotton market yards should possess essential infrastructural facilities, enough storage and transport facilities have to be provided etc. Accordingly based on the suggestions given by the respondents and also major findings of the study a suitable marketing strategy was developed where in interventions were suggested for the Department of Marketing, State department or Agriculture, farmers and Agricultural University to enhance the marketing behaviour of cotton growers. LIST OF TABLES Table No. Title Page No. 1 District-wise cotton area and production in Andhra Pradesh 2 Area and production of cotton cultivation in Telangana region (District wise) 3 Mandal-wise cotton cultivation in Warangal district 4 Respondents selected for the study 5 Variables and their empirical measurement 6 Distribution of respondents according to their age 7 Distribution of respondents according to their area under cotton cultivation 8 Distribution of respondents according to their experience in cotton cultivation 9 Distribution of respondents according to their education 10 Distribution of respondents according to their economic status 11 Distribution of respondents according to their material possession 12 Distribution of respondents according to their extension contact 13 Distribution of respondents according to their training received 14 Distribution of respondents according to their agricultural inputs acquisition pattern 15 Distribution of respondents according to their social interaction 16 Distribution of respondents according to their planning orientation 17 Content analysis of planning orientation 18 Distribution of respondents according to their production orientation 19 Content analysis of production orientation 20 Distribution of respondents according to their marketing information sources utilization 21 Content analysis of marketing information sources utilization Table Contd. Table No. Title Page No. 22 Distribution of respondents according to their marketing orientation 23 Content analysis of marketing orientation 24 Distribution of respondents according to their decision making ability 25 Content analysis of decision making ability 26 Distribution of respondents according to their risk taking ability 27 Content analysis of risk taking ability 28 Distribution of respondents according to their innovativeness 29 Content analysis of innovativeness 30 Distribution of respondents according to their mode of transport 31 Distribution of respondents according to their place of sale 32 Distribution of respondents according to terms and conditions for sale 33 Distribution of respondents according to their overall marketing behaviour 34 Correlation co-efficient values between selected profile characteristics and components of marketing behaviour of cotton farmers 35 Correlation co-efficient values between and selected profile characteristics of cotton farmers and overall marketing behaviour 36 Problems encountered by the cotton farmers in marketing of their produce 37 Suggestions given by the cotton farmers for better marketing of their cotton produce LIST OF ILLUSTRATION Figure No. Title Page No. 1 Map showing the selected state for the study 2 Map showing the Telangana region selected for the study 3 Selected district for the study 4 Conceptual model of the study 5 Distribution of respondents according to their age 6 Distribution of respondents according to their area under cotton cultivation 7 Distribution of respondents according to their experience in cotton cultivation 8 Distribution of respondents according to their education 9 Distribution of respondents according to their economic status 10 Distribution of respondents according to their material possession 11 Distribution of respondents according to their extension contacts 12 Distribution of respondents according to their training received 13 Distribution of respondents according to their agricultural inputs acquisition pattern 14 Distribution of respondents according to their social interaction 15 Distribution of respondents according to their planning orientation 16 Distribution of respondents according to their production orientation 17 Distribution of respondents according to their marketing information sources utilization 18 Distribution of respondents according to their marketing orientation 19 Distribution of respondents according to their decision making ability 20 Distribution of respondents according to their risk taking ability