International Research Journal of Agricultural Economics and Statistics

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Determinants of Brand Preference in Drip Irrigation System with Special Reference to Coconut Farmers


Affiliations
1 Department of Agricultural Economics, Vanavarayar Institute of Agriculture, Pollachi (T.N.), India
     

   Subscribe/Renew Journal


Agricultural sector is the largest water user of the country accounting 70 per cent in world water use, the growing challenge for agricultural development is how to produce more food for increasing population with less water. The estimated land area with irrigated potential in Tamil Nadu is 5.65 million hectares but only 3.19 million hectares of area are irrigated. Continuously, uncontrolled use of water resource leads to exploitation of ground water levels have gone down to uneconomic levels due to over extraction. There are different ways and means of advanced technologies to produce more food with less amount of water. One such technology is drip irrigation. The government also implemented subsidy schemes to encourage the farmers to adopt irrigation technologies. This gives a greater opportunity to drip irrigation companies to market their products by improving their brand image. Brand preference has become pivotal point of differentiation in the market. The present study would focus on determinants of brand preference in drip irrigation system among coconut farmers. Pollachi taluk of Coimbatore district was purposively selected because of coconut crop contributes two third of cultivated area. Data collected from 100 randomly selected farmers those exclusively growing coconut using pretested interview schedule. Percentage analysis, Factor analysis, Logit regression, Garrett ranking and likert scale analysis methods were used to analyze the data. The study revealed that water saving and labour cost were the most influencing factor for the adoption of drip irrigation system. Immediate response by sales executives, market promotion, peer group influence, quality of materials and price were the major determinants of brand preference of farmers. Awareness adoption ratio of subsurface drip and inline drip system was 1:0.50 and 1:0.72, respectively and none has adopted automation technology. The farmers were satisfied with the price, availability of spare parts and government subsidies but highly unsatisfied with after sales service provided by the marketers of drip system.

Keywords

Drip Irrigation System, Awareness, Adoption, Brand.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Amarasinghe, U. A., Shah, T., Turral, H. and Anand, B.K. (2007). India’s water future to 2025-2050: Business as usual scenario and deviations. Research Report, 123: 52.

  • Anonymous (2011). Ministry of Agriculture, Government of India.

  • Garrett, Henry E. and Woodworth, R.S. (1971). Statistics in Psychology and Education. Vakils Feffer and Simon, Bombay (M.S.) INDIA.

  • Likert, R.A. (1932). Technique for the measurement of attitudes. Archiv. Psychol., 140: 1– 55.

  • Maddala, G.S. (1983). Limited dependent and qualitative variables in econometrics, Cambridge, UK: Cambridge University Press.

  • McFaddan, D. (1974). Conditional logit analysis of qualitative choice behaviour, In: Frontiers in Econometrics, Ed: P. Zarembka. Academic Press, New York, U.S.A.

  • Narayanamoothy, A. (2004). Impact assessment of drip irrigation. Develop. Policy Rev., 22(4): 443-462.

  • Narayanamoorthy, A. (2005). Efficiency of irrigation: a case of drip irriagtion, occasional paper: 45, Department of economic and policy research, National Bank for agricultural rural development, Mumbai (M.S.) India.

  • Saksena, R.S. (2002). Drip irrigation in India- Status and Issues. Lead Bank J., 30 (13):10.

  • Sivanappan, RK. (1994). Prospects of micro-irrigation in India. Irrigation & Drainage Syst., 8 : 49-58.

  • FAO (2011). The state of the world’s land and water resources for food and agriculture. Retrieved from online at http://www.fao.org/docrep/017/i1688e/i1688e.pdf.


Abstract Views: 603

PDF Views: 0




  • Determinants of Brand Preference in Drip Irrigation System with Special Reference to Coconut Farmers

Abstract Views: 603  |  PDF Views: 0

Authors

R. Ravikumar
Department of Agricultural Economics, Vanavarayar Institute of Agriculture, Pollachi (T.N.), India

Abstract


Agricultural sector is the largest water user of the country accounting 70 per cent in world water use, the growing challenge for agricultural development is how to produce more food for increasing population with less water. The estimated land area with irrigated potential in Tamil Nadu is 5.65 million hectares but only 3.19 million hectares of area are irrigated. Continuously, uncontrolled use of water resource leads to exploitation of ground water levels have gone down to uneconomic levels due to over extraction. There are different ways and means of advanced technologies to produce more food with less amount of water. One such technology is drip irrigation. The government also implemented subsidy schemes to encourage the farmers to adopt irrigation technologies. This gives a greater opportunity to drip irrigation companies to market their products by improving their brand image. Brand preference has become pivotal point of differentiation in the market. The present study would focus on determinants of brand preference in drip irrigation system among coconut farmers. Pollachi taluk of Coimbatore district was purposively selected because of coconut crop contributes two third of cultivated area. Data collected from 100 randomly selected farmers those exclusively growing coconut using pretested interview schedule. Percentage analysis, Factor analysis, Logit regression, Garrett ranking and likert scale analysis methods were used to analyze the data. The study revealed that water saving and labour cost were the most influencing factor for the adoption of drip irrigation system. Immediate response by sales executives, market promotion, peer group influence, quality of materials and price were the major determinants of brand preference of farmers. Awareness adoption ratio of subsurface drip and inline drip system was 1:0.50 and 1:0.72, respectively and none has adopted automation technology. The farmers were satisfied with the price, availability of spare parts and government subsidies but highly unsatisfied with after sales service provided by the marketers of drip system.

Keywords


Drip Irrigation System, Awareness, Adoption, Brand.

References