chapter i introduction and research...

CHAPTER I

INTRODUCTION AND RESEARCH DESIGN

1.1 Introduction

Agriculture is the backbone and the dominant sector of the Indian

economy. The percentage share of agriculture sector in GDP (Gross Domestic

Product) was 31.6 per cent during 20101. Around 50 percentage of India‟s total

export is contributed by Agriculture sector. 60 per cent of the Indian population

depends on Agriculture and its allied activities. India‟s Agricultural food

production in the year 2010 was 600 million tons2. At present, in terms of

Agricultural food production, India holds the second position in the world. But

ensuring food security for more than 1.21 billion in Indian populations is

Herculean task, with diminishing cultivable land resource.

India‟s food productivity is less than the world‟s average food

productivity. For example, paddy crop productivity is 4,464 Kg per hectare

whereas world average is 5,618 Kg3. Low productivity is due to of population

pressure, small and fragmented land holdings, inadequate irrigation facilities,

labour scarcity, depleted soil, deforestation, depleting ground water sources,

failure of monsoon, lack of modern technology, poor facilities for crop storage

and lack of farm implements. So, it has become mandatory for the farmers to

adopt the use of high yielding variety of seeds, balanced use of fertilizers, and

judicious use of quantity and quality pesticide, more machinery utilization,

improved package of practices, IPM (Integrated Pest Management) technique,

adoption of Bio Technology, use of Bio Pesticides and use of genetically

modified seeds. The pesticide input is the last input in crop production but very

important input. The pesticide input plays the crucial role in ensuring the

efficiency of all the associated inputs. Also, it protects the crop from pest,

disease, weed and rats.

Pest is an organism that inflicts severe economical damage to the crops.

This covers a wide variety of organisms such as virus, fungi, bacteria, harmful

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birds, weeds, nematodes, mites and parasites. Worldwide, there are 1,000

species of insects, 50,000 species of fungi, 1,800 weeds and 1,500 species of

nematodes which cause severe damage to crops. In India, crops are affected by

over 200 major pests4. So, the judicious use of quantity and quality of the

pesticides is necessary to control the pests.

FAO (Food and Agricultural organisation)5 has defined the term of

pesticide as: any substance or mixture of substance intended for preventing,

destroying or controlling any pest, including vectors of human or animal

disease, unwanted species of plants or animal causing harm during or otherwise

interfering with the production, processing, storage, transport or marketing of

food, agricultural commodities, wood and wood products or animal feed stuffs,

or substances which may be administrated to animals for the control of pest,

arachnids or other pest in or on their bodies. The term includes substances

intended for the plant growth regulator, defoliant, desiccant or agent for

thinning fruit or preventing the premature fall of fruit. These substances applied

to crops either before or after harvest are also used to protect the commodity

from deterioration during storage and transport.

Generally, pesticides are classified into herbicides, insecticides,

fungicides, rodenticides, nematicides, and biocides etc. Pesticides provide

benefits to producers through prevention of yield losses, improved crop quality,

enhanced market opportunities, and an improved cost/profit ratio. Indian

pesticides market which is 12th largest in the world which forms 1.6 per cent of

the global pie6. The production of Indian pesticide industry has remained stable

at 82,000 – 85,000 Metric Tons (MT) during 2010. In value of the terms, the

size of the Indian pesticide industry was estimated at Rs. 180 billion in 2010

including the export of Rs. 45 billion7. India ranks 10th in the world in pesticide

consumption. However, it has been noticed that Indian consumption of

pesticide per hectare is low 600 gms when compared to the world average

consumption of pesticide 3000 gms. The low pesticide consumption has led to

crop losses. It is estimated that India has approximately lost 18 per cent Gross


National Agriculture Production of value Rs. 90,000 crores due to pest attack

each year8. To avoid crop losses, farmers have to use pesticide at optimum

level in appropriate time. To achieve high yield without crop losses, farmers

need to apply proper pesticide management and they must have proper

knowledge of product and its usages like right pesticide, right time of usage,

the right equipment and the right method of spraying.

Now-a-days farmers have realized the importance and advantages of

plant protection chemicals with the help of State Agriculture department,

Agriculture universities, Central Government sector and primary Agricultural

cooperative society serves, that provide the technical information about the

pesticide to the farmer‟s society. The private sector like agro chemical

companies and seed companies also play an important role in the dissemination

of information about the pesticides. They can serve the use of new technologies

about the pesticides, integrated pest management, the use of bio pesticides, and

Genetically Modified seeds (GM) and precision farming, contract farming,

cooperative farming, storage facility, policulture, adoption of bio technology,

crop rotation and cultivating trap crops, increasing useful natural predators and

parasites, soil streaming, good traditional pest control of panchakavia

application technologies, which may help the farmers to reduce the pest.

In Indian agrochemical industry, pesticide turnover is Rs. 18,000 Cr

today and it has a target of Rs. 30,000 Cr by 2020. Agrochemical companies

adopt a holistic approach to farm management, regarding to increase the

farmers‟ awareness through demonstrations and extension services,

propagating better farm practices, ensuring right usage of crop protection

chemicals and providing better storage facilities to reduce post harvest losses.

The power of Information Technology (IT) can provide timely advice and

guidance for improving productivity, pest related issues to the farmers.

The important pesticide suppliers are State Government department

depots, cooperative societies, Agricultural universities, Central Government


depots and private retail pesticide shops. In India, 60 per cent of Agricultural

inputs like seed, fertilizer, pesticides and equipment are supplied through retail

pesticide shops. Retail pesticide suppliers have been an integral part of

Agriculture for many decades. They assist the Agricultural growers for the

production of Agricultural commodities. Thus, it could be clearly stated that,

the role of retailer of pesticides have significant impact on the farming

practices of Indian farmers.

1.2 Significance of the study

India has a population of 1.21 billion which is expected to reach 1.45

billion by 2030. This rising population will lead to increasing demand for food

grains. India‟s agricultural food production is 600 million tones from 400

millions acre land. India holds the second position in agriculture production

all over the world, eventhough currently average crop yield in India are much

lower than global bench mark. So, one have to rely on imports to meet out our

domestic consumption. They create demand of produce and inadequate prices

of produce. Therefore, India should increase the yield productivity per hectare.

Hence, it is necessary to use improved package of practices to increase the

agricultural production in India.

Especially pest and diseases cause severe economic damage in

Agriculture production. The estimated crop loss of is Rs. 90,000 crore in

accounts of 101.1 million tons per year by pest and disease. So, India

approximately loses 18 per cent of Gross National Agriculture Production. The

share of loss by each pest amounts to the insects alone accounted for 23 per

cent, weeds 28 per cent, diseases 25 per cent other pests 6 per cent, rat 8 per

cent and storage pests 10 per cent.

The pesticide consumption in India is lowest at 0.6 kg per hectare as

against 17 kg in Taiwan, 12 kg in Japan, 7 kg in USA and 2.5 kg of Europe.

The world average pesticide consumption is 3 kg per hectare9. The

consumption pattern of pesticides‟ in India is the insecticide‟s share is 75 per


cent, followed by herbicide 13 per cent, fungicide 8 per cent and others

4 per cent10. But, when one who look at the world scenario, can find that

herbicide dominate 48 per cent, followed by insecticide 29 per cent, fungicide

17 per cent and others 6 per cent. In India, 45 per cent of total pesticide is used

for Cotton which cultivated in the area of 5 per cent, followed by Paddy 22.8

per cent of pesticide and area coverage 24 per cent, wheat 6 per cent of

pesticides, Vegetable 7 per cent, Pulses 4 per cent, and others 29.2 per cent11.

In India, Pesticide Production is 85,000 MT per year and its total

consumption is 62,000 MT, exports 26,000 MT and imports 3,000 MT12.

Indian pesticide market which is 12th largest in the world which is 1.6 per cent

of the global pie which is about 4 per cent of the world cropped area. In value

of the terms, the size of the Indian pesticide industry was estimated at Rs. 180

billion in 2010 including the export of Rs. 45 billion. India possessed the 10th

rank for the consumption of pesticide in the world level. However, it has been

noticed that consumption of pesticide per hectare is low in India 600 gms when

compared to the world average consumption of pesticide at 3000 gms. The low

pesticide consumption has led to crop yield losses.

In India, statewise consumption of pesticides for the year 2009-10,

three States viz. Haryana, Punjab and Uttar Pradesh consumed more than 5,000

MT (technical grade) pesticides annually, Nine States viz., Andhra Pradesh,

Maharashtra, Rajasthan, Orissa and Tamil Nadu consumed pesticides between

1,000 and 5,000 MT. Three States viz., Assam, Bihar and Himachal Pradesh

consumed pesticides between 100 and 1,000 MT. Seven States viz., Arunachal

Pradesh, Jammu & Kashmir, Manipur, Mizoram, Nagaland, Tripura, Delhi and

Pondicherry consumed pesticides between 10 and 100 MT annually Three

States viz., Goa, Meghalaya, Sikkim and five UTs viz., Andaman & Nicobar

islands, Chandigarh, Dadara & Nagar Haveli, Daman & Diu and Lakshadweep

consumed less than 10 MT pesticides annually.


The above statistics state that, pest wise, crop versus area wise, state

wise pesticide consumption pattern is not even. Low pesticide consumption has

led to crop yield losses. At same time, excessive use of pesticide causes some

ill-effects to crop and human. To avoid crop losses farmers has to use pesticide

at optimum level in appropriate time. To achieve high yield without crop

losses, farmers need to apply proper pesticide management and they must have

proper knowledge of product and its usages like right pesticide, right time of

usage, the right equipment and the right method of spraying. Now-a-days,

farmers have realized the importance and advantages of plant protection

chemicals with the help of agricultural institution.

Today, farmers face many decisions from the beginning of field

preparation until the time of crop is harvested and marketed. Given the

increasing complexity and the vast array of decision points, farmers, by

necessity, are required to draw best practical advice from many sources.

Farmers‟ buying decision of pesticide is very important for crop production and

pesticide usage.

The Central Government, the Cooperative Extension Service and

University researchers serve to provide information on new practices and

developments. Particularly pest management techniques are type/kind of pest,

quantity of pesticide crop wise, pest and diseases symptoms knowledge,

companies and brands, packaging‟s and frequency level, compatibility,

precautions and toxicity level. They should also provide the information about

where one can get the information about the pesticide usage technologies,

credit facilities. They should create awareness about pesticide purchase on ISI,

AGMARK, MRP, bills and subsidy facility. They educate the farmers about the

consumer acts, law and associates.

The important pesticide suppliers are private Agro dealers, Cooperative

Society, Department of Agriculture depots and Central Government depots.

Private Agro dealers supply 60 percentage of Agriculture inputs to the farmers.


In India, 80 per cent of the private Agro dealers belong to farmer‟s community.

So, retail pesticide suppliers have been an integral part of agriculture for many

decades. Generally, many farmers rely on retail pesticide suppliers for

production and agronomic advice, product information, equipment rental,

product innovations and information concerning market developments. Retail

pesticide suppliers provide investigation services, custom applications,

consulting, and arranging production loans for sums of money above the cost

of products and services purchased by the farmers.

Organic farming cannot feed such a large population. Modern world

cannot live without chemical pesticides; they are vital to food security.

Agrochemical companies can take the lead to look beyond the traditional

offerings and adopt a holistic approach to farm management to enable India to

achieve its true potential in agriculture. These companies have a strong

relationship with farmers.

Hence, retail pesticide suppliers play a important role in agriculture to

assist the farmers in the production of agricultural commodities. Thus, it could

be clearly stated that the role of retailer and pesticide companies have

significant impact on the farming practices of Indian farmers.

The present study focuses on farmer‟s knowledge about pesticide usage,

spraying techniques, pesticide management techniques, purpose of usages,

level of frequency, facing problems while purchasing pesticide, purchasing

capability, the factors that influence in the quantity of pesticide usages, farmers

satisfaction level, their marketing practices, relationship with dealers and

dealers‟ role in marketing the product .

1.3 Statement of Problem Pesticides play a crucial role in killing the harmful pests, diseases

and rodents in crop protection. The pesticide consumption in India is 0.6 kg per

hectare; it is lower than that of World Average pesticide consumption which is


3,000 gram per hectare. In India, low pesticide consumption is due to Land

fragmentation, Rain fed crop cultivation, Lake of Awareness about pesticide,

Untimely monsoon and financial inability. The low pesticide consumption has

led to crop losses. It is estimated that India has approximately lost 18 per cent

of Gross National Agriculture Production of value Rs. 90,000 crore due to pest

attack each year.

The share of loss by each pest amounts to, the insects alone accounted

for 23 per cent, weeds 28 per cent, diseases 25 per cent and other pests 6 per

cent, rat 8 per cent and storage 10 per cent. The consumption pattern of

pesticides‟ in India is that, the insecticide‟s share is 75 per cent, followed by

herbicide 13 per cent, fungicide 8 per cent and others 4 per cent. In India,

despite the loss due to insect damage worksout to be 23%, 75% of total

pesticides are use to insect damage control. Similarly 8% of total pesticides are

used to disease control. One gets 25% crop loss due to disease causes. Hence,

the problem identified is the contrast pesticide usage pattern among insect and

diseases. So, pest-wise pesticide consumption is inadequate and improper.

Cotton crop is cultivated on 5 per cent of total cultivatable area on

account of 7.5 million hectare, where used 45 per cent quantity of total

pesticide consumption. But, paddy crop is cultivated on 24 per cent of total

cultivatable area on account of 36 million hectare where usage only 23 per cent

quantity of total pesticide consumption. Since, crop wise pesticide consumption

is not proper and also total state wise pesticide consumption is not

proportionately based on crop and area.

Low pesticide consumption and over consumption may lead to crop loss

and crop damage respectively. The excessive, improper and careless use of

insecticide may prove to be injurious to man, animal, the pollinating insects,

the parasites, predators, soil wealth, water and etc. Over consumption of

pesticide causes some ill-effects in crop production. This problem leads to

scarcity of food grains, hence imports have to be risen.


In India, Land holding status of marginal size (below 2.5 ha) group is 44

per cent, small size (2.5-5.0 ha) group 30 per cent and remaining belongs large

size. So, 74 per cent farmers belongs small group. More than 60 per cent

cultivation area is under Rain fed. The pesticide share is 16-20 per cent of cost

of cultivation. Small farmers are unable to spend the money sufficiently. So,

most of Indian small farmers could not follow sufficient spraying frequency

and optimum level of pesticide. Some farmers are adopting organic pest

protection.

The production capacity of Agro chemical industry pesticide is

1, 50,000 MT per year. But, the turnover on pesticide production is 85,000 MT.

This lack of utility has led to loss of profit. Due to this, the R&D (Research and

Development) expense by Indian companies was lower at approximately 2 per

cent of turnover. Globally, pesticide companies spend 8-10 per cent of their

turnover on R&D. Low provision of R&D expense may restrict new

innovations and technologies. Product improvisation is needed to improve

profit margins and help the company gain.

The need is to educate the farmers and users in the proper, safe and

judicious use of pesticides which can prevent crop losses and provide economic

benefits to the farmers. The support services of pesticides dealers/retailers are

indispensable, as far as India is concerned. Thus, it is important to study

farmer buying behaviour towards pesticides and the role of dealers in

marketing the product. This study provides a foundation for the empirical

investigation of the relationship between supplier characteristics and farmers‟

perception, usage and satisfaction with the dealers‟ services.

1.4 Conceptual Framework

Agrochemical Company‟s marketing report cited five factors influences

on farmers‟ purchasing behaviour. They are progressive farmers‟

recommendations, company name, dealer recommendations, trial packs and

launch of new chemicals. In the above factors, dealers‟ role and their


recommendation is key factor of influence to affect farmers purchasing

decision, and also to create awareness and knowledge of their products. In this

connection, the journal of “Pesticide of India Marketing” states that 60 per cent

of farmers got their knowledge about agriculture from dealers.

In marketing field, the concept of buying behaviour factors are seen to

be important to understand pesticides usage and buying decision-making by the

farmer, such as:

Socio-demographics of the agriculturist in the study area.

Characteristics of the farm household.

Awareness level of pest control techniques by the farmers.

Factors influencing in pesticides purchase and buying decision

determinants.

Structure of the business of pesticides dealers/ retailers in the study area.

Wider social surroundings available in the market place.

Characteristics of the sales promotion techniques adopted in marketing

of pesticides by the dealers.

The aim of the research is to develop a greater understanding on the

factors of pesticide usage and decision making in the buying process. In order

to rightly understand farmers‟ decision making in relation to pesticide

purchasing, understanding of the above factors are important. These factors

rightly correlate the buying behaviour of the farmers and the dealers‟ business

category for the study.

1.5 Scope of the study

The study helps to increase the farmers buying behaviour towards

pesticide and to understand the various factors which determine the pesticide

use. The study will depict a clear picture about the market structure of pesticide

at retail level. It will also help the pesticide marketing firms to take up remedial


measures to remove the impediments if any, to increase the sales of pesticides.

The findings of the study will also help the pesticide marketing agencies in

planning their strategies for effective marketing and designing. The study will

help the policy makers and planners to formulate strategies to achieve

objectives of increased food production to meet the increasing demand.

1.6 Objectives of the Study

Based on the concept discussed above the following objectives were

constructed for the effective conduct of the study.

To study the pesticides production and consumption pattern in India

To study the socio-economic, land holding pattern of sample

agriculturists in the study area.

To measure the farmers‟ perception and knowledge towards pesticides

usage.

To identify the farmers‟ problem while purchasing from the pesticide

supplier.

To analyze the pesticides buying behaviour of the farmers and their level

of satisfaction towards pest management techniques adopted.

To evaluate the dealers‟ level of knowledge about pesticide and

marketing practices adopted in the sales of pesticides.

To analyze the promotion techniques adopted by the dealers in the sales

of pesticides.

1.7 Hypotheses of the Study

To accomplish the general objectives, the research empirically examines

these specific hypotheses.

Land holding status of the farmers directly influences their level of

knowledge about pest management techniques adopted in farming.


Land holding status of the farmers directly influences their knowledge

on use of pesticide.

Farmers‟ level of awareness towards various sources of information

available on pest management and control and the land holding status

are dependent variables.

There exists no uniformity in the farmers‟ opinion on the frequency of

pesticides usage and the cost incurred in its application.

Land holding status of the farmer does not influence their perception on

the purpose of pesticides usage.

There exist differences in the problems faced by the farmers‟ while

sourcing pesticides from private dealers, state agricultural department

and co-operative societies.

Farmers‟ perception on the factors influencing in the quantity of

pesticides usage and brand selection remain same for all three

categories.

Land holding status of the farmers directly influences their level of

perception towards marketing practices adopted by the dealer.

Land holding status of the farmers directly influences their level of satisfaction towards the pest management techniques adopted/practiced in general.

There exists association between the product mix handled by the dealers

and their level of awareness towards pesticides.


and nature of awareness created by them among the farmers in terms of

proper usage of pesticides.



and their perception on the promotional strategies adopted by the

agrochemical manufacturers to market their products.


and promotional strategies adopted by the dealers to market their

products to the farmers.


and problem faced by the dealers while purchasing from company.

H15: There exists association between the product mix handled by the

dealers and problems faced by the dealers while selling pesticides to

customers.


and factors influencing the quantity of pesticide selling.

1.8 Research Methodology

The research methodology of the study consists of two stages.

Stage I: First stage of the research was exploratory in nature. This was done in

two phases. The initial phase was to undertake detailed secondary data search

about pesticides usage and its buying behaviour among farmers, market based

services of dealers is studied. This forms the desk research work where the

reviews of available secondary literature for the study were collected. This

exploratory research forms the basis for preparing the interview schedule for

the next stage.

Stage II: A descriptive research was carried out at the second stage by

applying a survey method. Data for the study were collected from farmers and

pesticides dealer in Coimbatore district. The tool used for data collection is an

interview schedule. Two sets of interview schedules were framed for adequate


data collection, one for the farmers and the other for dealers. The schedules

covered the demographic profile of farmers and dealers, their level of

awareness towards the pesticides usage, factors influenced them to use

pesticides and the level of satisfaction with the services rendered by the dealers

and the pesticides usage.

1.8.1 Area of the study

Coimbatore is the third largest city in Tamilnadu, with a population of

more than 21 lakhs. There are more than 30,000 tiny small, medium and large

industries and textile mills. The city is known for its entrepreneurship of its

residents. The climate is comfortable round the year. The city is situated on the

banks of the river Noyyal. Coimbatore existed even prior to the 2nd Century

AD as a small tribal village capital called Kongunad until it was brought under

Chola control in the 2nd or 3rd Century AD by Karikalan, the first of the early

Cholas. In spite of its prominence as a busting industrial city, Coimbatore still

remains one of the most pollution free cities in India, covering an area of 23.5

square Kilometers.The major industries include textiles, textile machinery,

automobile spares, motors, electronics, steel and aluminium foundries. Tirupur

– a neighbouring town has carved a niche for itself in the garments market.

Agriculture, however, remains the major occupation.

The rich fertile soil and tropical climate is excellent for the growth of

millet, Gingelly, Cotton, Coconut, Arecanut and betel, Corn, maize and millet,

Wheat and rice (limited areas), Sugarcane (limited areas), Tea, Coffee, and

Pepper. The city is also known for its educational institutions. Coimbatore

Agricultural University is renowned as one of the best colleges of its industrial

and technological growth.


1.8.2 Sampling Frame Work

For this study, multistage random sampling techniques are used from

selection of the sample. In this cross-sectional study, farmers in three taluks of

Coimbatore district were surveyed about pesticide usage and their buying

behaviour and the support service they receive from the retailers /dealers of

pesticides.

i. Sampling Framework For Farmers

In the process of desk research, it has been observed that under G.O. Ms.

No. 1917 Revenue dated 31-8-79, the six taluks Bhavani, Gopichettipalayam,

Sathyamangalam, Erode, Perundurai and Dharapuram which were under

Coimbatore district have been allocated to Erode district and hence these six

taluks, at present come under Erode district. This reallocation considerably

reduced the size of the district. It has only nine taluks, viz. Pollachi,

Coimbatore (North), Avanashi, Palladam, Udumalpettai, Tirupur, Valparai,

Coimbatore (South) and Mettupalayam. In 2008, October Tirupur district was

created, with this the nine taluks were reduced to six: Coimbatore South,

Coimbatore North, Mettupalayam, Pollachi, Sulur and Valparai.


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In Coimbatore district, there are 1,04,891 agriculturists cultivating in

2,01,636.3 hector of land area. Of this 7.80 per cent population constitute as the

sample. For effective conduct of the study, the land holding pattern of sample

farmers were categorized as: marginal farmers (less than 2.5 acre land holding),

Small farmers (2.5 acre – 5 acre land holding) and Large farmers (above 5 acre

land holding). Out of the six taluks functioning under Coimbatore district

administration, three taluks were selected as the researchable regions. On a

random base, three taluks were selected: Coimbatore South, Coimbatore North

and Pollachi. From each taluk, 125 agriculture households were selected as

sample population. For this stage of research, convenience sampling technique

has been adopted. Based on the interaction with the farmers, the sample

populations were chosen by means of references groups‟ suggestions. The total

research populations of farmers were summed to 375 sample subjects.

A sample of 375 farmers were selected to explore their decision-making and

choices around pest control and farming. The sample frame work of the

farmers is clearly depicted in Table: 1.2.

The researcher undertook transect walks throughout the village and

fields with community informants and maps were made of important

geographic and community features. Participants were selected based on their

residence within the study area and their willingness to participate. The main

location for interviews was within the home, although some were conducted ad

hoc in the field. Interviews were conducted in local language by the

researcher.

ii. Sampling Framework For Dealers

In Tamilnadu, pesticides are being distributed through 8,610 private

suppliers (as per 2010 statistics). The Insecticides Act 1968 and Insecticides

Rule 1971 are implemented intensively in this state to ensure the quality of

pesticides. Actions are being taken against spurious and non standard

pesticides manufacturers and sellers. In Tamilnadu Agriculture marketing


Agri business, seed certification and organic certification are functioning

under the single roof of Tamilnadu state Agricultural Department.

In Coimbatore district, 260 registered agrochemical dealers/ sellers are

functioning. Around 129 pesticides dealers are functioning in the three sample

regions Coimbatore South, Coimbatore North and Pollachi. All dealers and

outlets selling pesticides within the selected villages who were approached to

participate in the research were considered as the researchable population. A

sample of 30 per cent of 129 dealers i.e., 39 retailers of pesticides were

approached for data collection of which 30 participants agreed to be

interviewed and they were administered a well structure interview schedule.

The first part was a structured questionnaire that focused on description of the

outlet, business profile, and the awareness towards pest and its controlling

techniques. The second part was a well structured interview schedule which

elicits dealers‟ response to marketing practices of pesticides, the consumers

buying behaviour, factors influencing their buying habits etc.

1.8.3 Period of the Study

The study covers the period of three years from July 2009 to June 2012

and data collection carried out July 2010 to June 2011.

1.8.4 Data Base

The study was mainly based on primary data eventually first hand

information was collected and used in the study. A structured interview

schedule was used for the collection of data from the samples selected. The

Secondary data were collected from Government reports, publication,

research reports, and books.


1.9 Statistical Tools Applied For the purpose of the data analysis various statistical tools were

applied in the current study, viz. Frequency Distribution, Likert‟s Scaling,

Weighted Average, Chi-Square test and Chi-Square distribution test, ANOVA

tests, Paired „t‟ test, Reliability Analysis, Multiple Regression Modeling and

Rotation Factor Analysis.

The frequency distribution of the variables has helped the researcher to

calculate distribution value of variables tested.

Weighted arithmetic means and Likert‟s Summated scales helped in

interpreting the averages, awareness level of the respondents both

farmers and dealers, factors determining purchase pattern of pesticides

and level of satisfaction of the agriculturist towards pesticides

management techniques practices.

Chi-Square test was applied to determine the association between land

holding status of the farmer and their perception on the purpose of

pesticides usage.

Paired„t‟ test was applied to measure the gap in nature of problem faced

by the farmers while purchasing pesticide from private dealers, state

agricultural department depots and co-operative society(s).

One Way ANOVA (F-Test) helps the researcher to identify whether the

sampling mean differences between farmers‟ level of awareness towards

various sources of information available on pest management and

control and the land holding status are dependent variables.

The existence of uniformity in the farmers‟ opinion on the frequency of

pesticides usage and the cost incurred pesticides application were

measured with help of reliability analysis.


Rotation Factor analysis and Multiple regression analysis were used to

identify the market segments of farmers based on the land size holding

and its association with:

Level of knowledge gained by the agriculturist about pest

management techniques adopted in farming.

Agriculturist knowledge on use of pesticide.

Perception of farmers‟ on the factors influences in the quantity of

pesticides usage and brand selection.

Perception of farmers‟ towards marketing practices adopted in

supply of pesticides.

Farmers‟ level of satisfaction towards the pest management techniques adopted/practiced in general.

For the effective conduct of the econometric test, regression models

were constructed.

A chi-square test, also referred to as chi-square test or χ2 test (Fit of

Goodness test), is a statistical hypothesis test in which the sampling

distribution of the test statistics is a chi-squared distribution when the

null hypothesis concluded stands true. In the current study, association

between the product mix handled by the dealers and their level of

awareness towards pesticides marketed, nature of awareness created by

them among the farmers in terms of proper usage of pesticides,

promotional strategies adopted by dealers‟ to market their products to

the farmers‟, problem faced by the dealer while purchase from company,

problems faced by the dealer while selling pesticides to customers and

the factors influenced the quantity of pesticide sales have been analyzed.


1.10 Limitation of the Study The researcher has taken all possible care and efforts to avoid the

statistical discrepancy and reliability of data supplied both at the time of

collection of data and secondary review collection. However, the present study

is subject to the under-mentioned limitations.

The results are location specific as the data have been collected from the

respondents constituted from three taluks of Coimbatore district

especially from Coimbatore North, Coimbatore South and Pollachi.

Therefore, the conclusions drawn may not be applicable to a different

district having different socio-economic conditions.

The aim of this research was to develop a greater understanding of the

factors influencing farmer decision making in pesticides buyers and the

role of dealers and therefore the study was exploratory in nature. The

limitations of such a study is in its‟ inability to provide a causal

relationship between the certain variables. The exploratory nature does,

however, provide a greater understanding of many of the factors which

operate at an individual and community level which have impacts on the

effectiveness of a range of interventions.

This study does not have any focus on household, industry and Organic

pesticides by the sample populations in the study area.

1.11 Chapterisation Scheme

The thesis of the study is organized into six major chapters.

Chapter I: The introductory chapter I deals with the introduction and research

design of the study. It contains detailed discussion on Introduction,

Significance of the Study, Statement of Problem, Conceptual Framework,

Scope of the Study, Objectives of the Study, Hypotheses of the Study,

Research Methodology, Statistical tools applied, limitation and Chapterisation

scheme.


Chapter II: The second chapter focuses on the reviews on the relevant

literature of studies in this field carried out by various researchers in the past.

Chapter III: The third chapter titled as „Pesticides Production and Marketing

in India‟ draws an overview on the pesticides production, consumption and

marketing practices adhered in India.

Chapter IV: The fourth chapter titled as „The Growth of Agriculture Sector

and Contribution of Coimbatore District‟ contains a detailed description on the

agricultural prosperity of Tamilnadu in general and Coimbatore district in

particular.

Chapter V: The fifth chapter deals with the Analysis and Interpretation of data

collected from the farmers in the study region. This chapter is titled as

„Farmers‟ Buying Behaviour towards pesticides and the Role of Dealers in

Marketing the Products‟.

Chapter VI: The sixth chapter summarizes the findings of the study,

suggestions and conclusions and scope for further study.


References: 1. Economic survey, 2010- 2011, in table of Key Economic Indicator of

India from Directorate of Economics and Statistics, Ministry of

Agriculture.

2. Central statistical organisation, survey 2010, from Directorate of

Economics and Statistics, Ministry of Agriculture.

3. Agristat, 2009, Production and Productivity of Major Crops, Published

by Ministry of Agriculture, Govt. of India.

4. Hundal Anand. B. S and Ramandeep Singh,2009, Journal of Pesticide

Marketing, the Indian Scenario.

5. Food and Agriculture Organisation of the United Nation, 2002 Retrieved

on 25.10.2007.

6. Hundal Anand. B. S and Ramandeep Singh,2009, The Journal of

pesticide marketing, The Indian Scenario.

7. Compendium of Environment Statistics, 2009, Central Statstical

Organsation, Department of Statistics, Ministry of planning and

programming implementation, Govt. of India, Published on Agricultural

Statistics in India.

8. Prem Durja and R. L.Gupta, December 2009, Pesticide Research

Journal, Vol.21, Status of Pesticide in India, Agricultural Chemicals,

Indian Agricultural Research Institute, New Delhi.

9. Prem Durja and R. L.Gupta, December 2009, Pesticide Research

Journal, Vol.21, Status of Pesticide in India, Agricultural Chemicals,

Indian Agricultural Research Institute, New Delhi.

10. Dhaliwal D.S and Ramesh Arora, Directorate of Plant Protection,

Quarantinet Storage, Government of India, Faridabad from Integrated

Pest Management.

11. Hundal Anand. B. S and Ramandeep Singh,2009, The Journal of

pesticide marketing, The Indian Scenario.

12. Annual report on2009, Department of Chemical and Petrochemical.


chapter i introduction and research...

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