eChapters

Meaning of Market Energy Strategy

Market Entry Strategy

When an organization has made a decision to enter an overseas market, there are a variety of options open to it. These options vary with cost, risk and the degree of control which can be exercised over them. The simplest form of entry strategy is exporting using either a direct or indirect method such as an agent, in the case of the former, or counter trade, in the case of the latter. More complex forms include truly global operations which may involve joint ventures, or export processing zones. Having decided on the form of export strategy, decisions have to be made on the specific channels. Many agricultural products of a row or commodity nature use agents, distributors or involve Government, whereas processed materials, whilst not excluding these, rely more heavily on more sophisticated forms of access.

Abstract

Continental erosion and fluvial transport play an important role enhancing mobilization of organic carbon from soils and transferring this pool to the ocean through downstream rivers and streams. The Ganges-Brahmaputra river system represents one of the largest transporters of terrestrial carbon to ocean. Intensive agriculture in the Ganges basin coupled with atmospheric deposition (AD) of nitrogen may render the soil more prone to erosion loss of carbon and nutrients. The aims of this study were to quantify atmospheric deposition of nitrogen (AD-N) in the watershed and to assess the influence of land use and AD-N on carbon and nitrogen transport in Ganga River. We collected samples in summer low flow along a 1595 km long transect of the river to assess the status of DOC under variable land use and AD-N input and, at monthly intervals along a 35 km long transect to understand seasonal patterns and the influence of local control. Our study shows average deposition of reactive-N (NO₃^- + NH₄⁺) range from 19.7 kg ha^-1yr-1 in upper stretch to 38.6 kg ha-1yr-1 in the middle stretch. The AD-N in lower stretch was almost similar to the values recorded in the middle stretch of the watershed. The average concentrations of dissolved organic carbon (DOC) and dissolved inorganic nitrogen (DIN) in the river range from 0.62 to 5.3 mg L-1 and 52.0 to 385.6 µg L-1 respectively. The land-derived carbon and nitrogen emerging in surface runoff showed positive correlation with AD-N and the river DOC showed synchrony with land use, AD-N and autochthonous carbon pool. Our data indicate that DOC in Ganga River is rising and the land use together with AD-N is an important driver of rising DOC. We suggest that future climate model should consider large scale regional time series data on changing state of atmosphere-land-water coupling and associated shifts in carbon and nutrient transport of major rivers. This has relevance predicting region specific climate change drivers and preparing action plan for integrated river basin management (IRBM).

Introduction

Biomass is a major source of energy in developing countries, particularly in India. Biomass as a fuel used in residential sector of India is a major component of total energy use in India. Type of fuels used in residential sector in India varies with locations and availability of the local fuels and also by way of cooking food in the open fires or in the rural cook stoves (Earthen Chulhas). The majority of the household in the rural sector of the developing countries burns the biomass fuel under traditional open stoves or in advanced closed cook stove (Fullerton et al., 2008). Biomass fuel includes any material of plant or animal origin, which is deliberately burnt by the human being. Approximately, 2 billion people in the developing world use the biomass fuel as the major source of domestic energy (Balakrishnan et al., 2002). Out of residential fuels, 80-90% of the energy requirement in rural India are met with the use of biomass in the form of fuel wood, dung cakes, charcoal and agricultural residue (TEDDY, 2007). Burning of biomass from all these sources is well known to be associated with the emission of smoke/plumes consisting of particulate and gaseous species as these are not energy efficient processes and thus the fuels are not burnt completely. The species emitted and their concentrations depend on the nature of the source of biomass and other factors including the physical parameters associated with the consumption of the biomass. The fate of the initial fire emissions depends strongly on both their composition and the regional state of the atmosphere. Once airborne, the particles begin to grow slightly in size as they age through condensation and coagulation. Despite their high concentrations and widespread distribution in the atmosphere, the sources remain poorly characterized. Biomass burning has drawn global concerns in the past decades for its effects on visibility, human health and global climate by emitting particulate matter (PM) and other gaseous pollutants (Andreae et al., 2005). Biomass burning emits significant global source of PM emissions to the troposphere which leads to deleterious impact on the earth’s atmosphere. It has an impact on the chemical composition of the atmosphere, the formation of photo oxidants and thus on air quality on a regional scale and climate change (Andreae et al., 2005). They also have harmful impact on human health, natural environment and ecological system (Cheng et al., 2000). The various impacts of these emissions have been well studied by Cheng et al. (2000) and Bardouki et al. (2003). Interest in this topic grew when several studies suggested that biomass burning emissions could rival fossil fuel emissions (Crutzen and Andreae, 1990). Biomass burning has received considerable interest (Bowman et al., 2009).

Abstract

Cultivation of cash crops of good quality potent to give good economic returns depends largely upon adoption of modern practices in agriculture. The region under test consideration is completely irrigated and cultivates mostly the crops of grapes and sugarcane. A field testing that was carried out for the pumps used by local farmers, revealed glaring inefficiency in pump operation. This is attributed to numerous reasons, the standout of them-being improper pump selection and deviation from operating point. Survey of the farming pattern helped to establish nexus between the energy usages per acre for the two crops. Carbon Footprint was determined for the electricity utilized in these farms. Adoption of selection methodologies and efficient practices would lead to considerable saving in electrical power consumption. The impact of adoption of efficient practices was therefore quantified.

Keywords: Agriculture, Carbon Footprint, Pumps

Abstract

Climate change is the biggest problem of today, resulting in thawing glaciers, changes in crop yield, and disturbances of water resources not only in India but in the entire world. Crop yield were predicted according mid century (2050s) by using IPCC Scenario A2 and studied impact of climate change. Out of 80 districts of Uttar Pradesh the three were selected for the case study areas namely Meerut, Kanpur and Hamirpur. FAO based model ET₀ Calculator 3.1 and Aquacrop 3.1 Plus were used to estimate reference evapotranspiration and crop yields respectively by using two major food crops rice and wheat. Crop yield were estimated the present climatic conditions (2005) and mid-century condition (2050s). According to the comparison of simulation results for present and future scenarios, crop yield of rice and wheat was predicted to increase in the mid- century (2050s). However, food security was predicted to become a threat in future, because the increase in population till the 2050s is projected, and yield was increases in the major food crops. In order to sustain the growing population, there would be required in the future, a large area for growing rice and wheat in comparison to the area presently, to meet the same food availability per capita. Hence, there would be a need to increase the production of the food crops in order to meet the growing demands of food in the study areas.

Keywords: Crop yield, Global warming, Future, Production

Abstract

Climate variability/change is one of the very significant concerns discussed in the recent two decades. Its impact on air temperature and precipitation has received massive attention worldwide as they affect both the spatial and temporal patterns of water availability. Hence, it is becoming clearer that analysis of trends in air temperature and rainfall is significant in studying the impacts of climate variability/change for water resources planning and management. Therefore, the aim of the study was to detect theannual, seasonal and monthly trends in air temperature and rainfall in the Râmgangâ river basin. Daily air temperature (Bareilly and Moradabad) and rainfall data (Shahajahanpur, Bareilly, Bareilly BPO and Moradabad)of 40 years (1971 to 2010) were used for the study. Non-parametric Mann-Kendall test and theTheil-Sen’s Slope Estimator was used for determination of estimating the trend and magnitude of the trend. Findings revealed that the basin is experiencing a warming trend because of the rise in themaximum and minimum air temperature. In case of rainfall, Moradabad showna significant high positive trend during the monsoon season. This would alter the river run-off in long run if the existing trend continues to persist like this.

Keywords: Climate change/Variability, Mann-Kendall test, Theil-Sen’s Slope estimator, Water resource planning

Abstract

Nitrogen is an important nutrient for growth and development of plants. Presence or absence of nitrogen often affects the amino acid composition of proteins, which may in turn change its nutritional quality. Increase in the elevated CO₂ concentration and temperature associated with future climates are expected to affect the nitrogen use efficiency (NUE), growth and grain yield of wheat (Triticum aestivum L.). Atmospheric CO₂ is steadily rising from the current level of approx 384 µLL^-1 and is expected to rises upto 550 µLL^-1 by 2050. It is predicted that the global temperature would increase by 1.5- 4.5^oC. The main future challenge is to feed nine billion people under an altered climate, as this increase in global temperature would affect, negatively or positively the future crop productivity including wheat depending upon the geographical location. The present book chapter summarizes the potential impact of elevated CO₂ and temperature on NUE of Triticum aestivum L.

Abstract

While multiple species interact with each other in variable environments, they employ a variety of interaction strategies to withstand variation in environmental conditions. Phenotypic plasticity is one such mean allowing species to cope with environmental challenges often posed by the variation in consumer pressure, disturbances, and predation risks. In response to these and other environmental cues, expressed phenotypes can alter the sign and strength of interactions among species as these responses are often reflected in increased or decreased species competitive or facilitative abilities. Besides phenotypic plasticity, species interactions also depend on continued variation in abundances or densities of interacting species commonly termed as density-dependent interactions. Such density-dependence follows the law of diminishing returns, which means that while an individual species adds a density-dependent weight to the performance of other species, with increasing accounts, at a certain level of interaction it provides diminishing returns resulting in decreased population growth of the species. Thus, species interactions in variable environments hold two interdependent opposing forces: the growth-escalating and the growth-diminishing forces. The first one is resulted from adaptive phenotypic responses to variable environments and the second one is resulted from dynamic changes of abundances or densities of interacting species. Based on this conceptual framework, we describe community dynamics that are shaped by the balance of these two forces in variable environment. By analyzing these dynamics, we then seek underlying mechanism of Grim’s classic humped-back model of productivity-diversity relationship and also provide an alternative explanation for the intermediate disturbance hypothesis.

Keywords: Competition, Facilitation, Functional niche, Interaction continuum, Phenotypic plasticity.

Abstract

Climatic variability with respect to total annual precipitation, mean maximum and mean minimum temperature as well as phytosociological characteristics of various herbaceous plant species of two distinct landscapes, ie, BudhaPushkar (BP) as sandy and Nasirabad Valley (NV) as rocky gravel, of Central Aravalli region was compared over a long period of time (1957-2012). Analysis of climatic data indicates reduction of total precipitation of 50 years by 1226.2 mm. There has been a ‘shift’ in monsoon season. However, a significant increase (36.8%) in precipitation was noticed during the winter season of last five decades. Data on total mean maximum temperature also showed significant variation. A rise of 2.5⁰C was recorded while compared the periods 1971-1990 and 1991-2011. Study showed a notable increase in the mean maximum and mean minimum temperature in the region. An assessment of changes in plant diversity at two landscapes was carried out over a period of 35 years (1976 and 2012). The phytosociological characteristics were compared for these selected years. It was observed that climatic variability have changed the order of dominants and other species with respect to frequency, density and IVI of herbaceous species at both BP and NV landscapes. Total number of species increase for BP landscape while decreased for NV stands, while numbers of invasive species are increased for both the landscapes over a period of 35 years.

Keywords: Climatic variability, Plant diversity, Central Aravalli region, Landscapes, Phytosociological characteristics

Abstract

Women are amoungst one of the most vulnerable groups, being impacted by climate change. Socio- cultural barriers and traditionally ascribed roles make them the key person responsible for arranging primary resources such as fuel, water, food which face a serious threat from environmental stresses such as climate change. Women with the potential in terms of experience and a strong body of indigenous knowledge to combat the increased disaster risks enable their families to cope with climate change. To deal with these stressful situations women both at the local and global level adopt various coping strategies. The coping strategies adopted by them generally involves considerable amount of risk taking as they interfered not only with the household work but also with their income generating activities, education of girls and other opportunities for skill development. This chapter gives a comprehensive view of the gendered impact of climate change, as well as the coping strategies of women. The chapter also highlights the need of developing coping mechanisms into adaptive mechanism and strategies to provide a sustainable solution to deal with the issue of climate change.

Keywords: Coping strategies, Climate change, Gendered impact, Women

Introduction

In the recent years, climate change emerged as the single most pressing problem globally, and accordingly received an increased attention (Berrang-Ford et al., 2011). It is evident that human activities are responsible for the climate change. Natural processes may also lead to climate variability and change. The climate change forecasts resulted from simulation models indicate that the future climate is likely to turn into more capricious nature with more occurrences of extreme events (IPCC, 2013b). Future projections according to the World Bank (2010) reveal the need of raising food production by 1.8% per annum between 2005 and 2050 due to climate change rather than 1% per annum if there were no impact of climate change. The effect of climate change can be seen on the quantity and quality of various components in the global hydrologic cycle (Milly et al., 2005; Bates et al., 2008).

In South Asia, vulnerabilities to the climate change are the largest in semi-arid and arid countries, where rainfall is concentrated over a few monsoon months, year to year variations are high, and where water resources are decreasing (Lenton, 2004). Cruz et al. (2007) indicated that climate trends and variability can be characterized by increased air temperatures, which are more pronounced during the winters compared to the summers. Across the entire Asia, both spatial and temporal variability in rainfall trends observed during the past few decades may be attributed to climate change. It is likely to happen that climate change will extend the dry season when negligible or very low flows occur, which particularly affects the water management process due to inability to rely on water storage reservoirs or groundwater resources situated at great depths (Giertz et al., 2006).

Introduction

Urbanization, a vital global phenomenon, refers to the process of city establishment and growth; the term commonly connotes population increase in the city from internal growth and immigration as well as their spatial expansion (Revi, 2007). Recent developments, uncontrolled population growth have been linked with the process of urbanization. Urban areas cover 3% of the global land but it gives shelter to nearly 26% of the global population (U.S. De, 2009). Increase in population growth and industrialization is posing threat to natural resources such as land air and water. Anthropogenic factors have led to change in land use pattern, high energy consumption, high level of generation of waste etc. As per UN survey, by 2050, approximately 70 percent of the global population will be living in cities (UN, World Urbanization Prospects, 2014). Unplanned growth is damaging the existing ecosystems along with that causing climate change and loss of biodiversity.

Abstract

India’s climate policy and its stand in the United Nations Framework Convention on Climate Change (UNFCCC) have developed through a complex and contradictory interactions between global pressures to take actions in the field of climate change, India’s foreign policy orientation, its environmental practices and various other national factors. India has been under growing pressure from the major developed economies and also from many small developing countries to play a leading role in mitigating climate change in keeping with its economic and political importance. National factors, including the very important consideration of maintaining rapid GDP growth, favours a conservative approach, with emphasis on expanding India’s share of global climate space. India ranks high on global climate change vulnerability because of its 7,500 Kilometre-long coastline, high dependence of its agriculture on monsoon, decreasing availability of freshwater and over-exploitation of ground water resources, presence of large population in cyclone-prone areas, low lying river deltas and fragile ecosystems like partially submerged lands, and not least, because of melting of the Himalayan glaciers, which feed close to 70 percent of India’s river waters. In 2008, India formulated a National Action Plan on Climate Change (NAPCC) under international obligations. India’s climate policy has always been the preserve of a small group of individuals protected from societal influence and unaccountable to the public at large. Indian policy makers claim to speak on behalf of those very people who have been consciously excluded from democratic and participatory decision-making. The industrialised economies reluctant to own up to their climate obligation only breeds more cynicism within the Indian society. Whatever the outcome of international conventions on climate change or any kind of global negotiations in the immediate future, India cannot afford to give up on the serious issue of climate change.

Keywords: Climate change, Economics, Policy, Agriculture

Concept and Meaning of Market

Agricultural marketing management offers key insights into the agricultural and rural development today. Agricultural marketing and its management is an essential element of every economic activity. It is a most creative, dynamic and challenging activity for every kind of enterprises. Agricultural marketing management has significantly changed and it comprises numerous aspects of the needs of the customers over the selling and distribution of agricultural goods and services to customer and adds value to agricultural products and facilitates marketing and agribusiness opportunities in the economy. It deals with identifying and meeting human and social needs.

Marketing Strategy

Marketing strategy is an integral part of marketing planning. In modern day business terms, strategy refers to the matching of the activities of an organization to the environment in which it operates and to its own resource capabilities.

Definition: Marketing strategy is the complete and unbeatable plan, designed especially for attaining the marketing objectives of the firm/business unit. The marketing objectives indicate what the firm wants to achieve, the marketing strategy provides the design for achieving them. e.g. marketing objective of a business unit in the next year (2016) to achieve sales revenue of Rs. 2,000 crore and net profit will be 15 per cent on sales revenue. Then it is the job of marketing strategy to indicate how and where from this sale and profit will come, which product lines/products/brands will accomplish this task and how?

Marketing Information System (MIS)

Market information is crucial to effective marketing management. Business success now requires a sustainable and cutting-edge knowledge base. Information becomes knowledge when it is discriminated, classified, processed and assembled in an appropriate manner. Knowledge is the final entity in the sequence.
Marketing decisions are based on marketing information and research. The scientific decisions are based always on the facts and figures. The information based decisions are useful for solving day to day problems. Marketing information are the facts and figures required for taking the marketing decisions. Marketing information assists marketing decisions in right perspectives. The marketing managers are expected to get all the relevant information. They have to evaluate the information for their purposes. The utilities of each source of information are assessed to have optimum use of the resources. Good information improves decision making process. The marketing managers have to make decisions based on available information and try to collect adequate and correct information from all sources. Establishment of an effective marketing information system (MIS) is essential for adequate and correct marketing decisions.

Marketing Channel

Marketing Channel is an organised network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing tasks.
Marketing channel is the route taken by a product as it moves from the producer to the consumer.
It is a part of value chain – what the customers are prepared to pay for goods and services and all activities carried out in chain.
Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use/consumption. Channels normally describe a forward-movement of products from sources to user. Reverse flow channels is used to reuse or recycle products, and to recycling or disposal of solid waste (ecological goods).

Grading and Standardization

Grading and standardization is marketing function which facilitates the movement of produce. Grading standards for commodities are laid down first & then the commodities are sorted out according to the accepted standards.
Grading means grouping the products into different classes (which posses the same characteristics) in accordance with the predetermined standards. Grading as the division of products into/commodities into classes made up of units possessing similar characteristics of size and quantity. Grading follows standardization. It is a sub function of standardization.

Consumer Behaviour / Buyers Behaviour

Marketing management can succeed easily and smoothly of the behaviour of present & potential consumers are understood properly. Marketing success or failure depends on target customers individual and group reactions. The individual buyer behaves in a different design and pattern depending upon the internal & external marketing environment. The individual attitude & motivation along with economic conditions influence the consumers to behave in a certain fashion. The consumer behaviour is primarily understood in the content of consumption goods. The factors influencing their behaviours are demographic, economic, sociological, cultural and psychological.
The aim of marketing is to need and satisfy target customers needs & wants. The field of consumer behaviour studies how individuals, groups and organizations select, buy, use & dispose of goods, services, ideas or experiences to satisfy their needs and desires.

Demand & Sales Forecasting

Demand: Demand usually means effective desire/ willingness for a product. It normally refers to the quantity of a product or services which the buyers are likely to purchase at different prices in a given market at a given time.

The laws of demand states that the price and quantity demanded are inversely related, other things remaining the same (income, tastes, habits, weather, season, region, price of related commodity etc.).

Pricing

Pricing goods and services is a critical job to maximize the profit of business organizations. Price is the most important determinant of the profitability of the business. Setting the right price can influence the quantities of various products or services that consumers will buy, which in turn determines the total revenue and the profit of the business. Price is the only element in the marketing mix of a firm that generate revenue.

The price of a product or service is the number of monetary units a customer has to pay to receive one unit of product or service (Simon, 1989).

Product

Anything that possesses utility is described as goods. A product is both what a seller sell and what a buyer has to buy. 

According to Phillip Kotler: A product is anything that can be offered in a market for attention acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisation and ideas.

According to Stanton: A product is a set of tangible and intangible attributes, including packaging, colour, price, manufacturer’s prestige, retailer prestige and services which the buyer may accept as offering satisfaction or wants or needs.

Promotion Mix

The main objectives of promotion mix are to seek buyer’s attention towards the product with a view to : (1) arouse consumer interest in the product (2) inform consumer about the product availability (3) inform the consumer as how is it different from others.

Sales Management

According to American marketing Association “Sales management is the planning, direction and control of personal selling, including recruiting, selecting, equipping, assigning, routing, supervising, paying and motivating as these tasks apply to the personal sales force.”

Entrepreneurship

Entrepreneurship is an activity which helps the entrepreneur to bring changes in the process of production, innovation in production, new usage of materials, creator of market etc. It is a mental attitude to foresee risk and uncertainty with a view to achieve certain strong motives.
The word entrepreneur derived from French verb ‘Enterprendre’ means “to undertake”.

An entrepreneur should have “creative and innovative ideas”. It refers to successful business men who strive hard not only for gain himself in his economic activities but also to grow in all spheres of life.

According to Joseph A. Schumpeter: Entrepreneur is one who innovates, raises money, assembles inputs, chooses managers and sets the commercial organizations going with his ability to identify them and opportunities which others are not able to identify and is able to fulfil such economic opportunities.

Introduction
India possesses wide range of climatic and physio-geographical conditions, which are favourable for the production of various kinds of horticultural crops such as fruits, vegetables, flowers, nuts, spices, plantation crops (coco nut, cashew nut and cocoa) etc. The production of fruits and vegetables (F&Vs) in India is 81.2 million tonnes and 162.2 million tonnes from an area of 6.9 million hectares and 9.2 million hectares respectively during 2012-13 (NHB, 2013).  India is the second largest producer of F&Vs in the world after China. India’s share in the world production of F&Vs is 11.84 per cent and 13.36 per cent respectively (Lagzi, 2013). The importance of horticultural sector can be gauged from the fact that the contribution of horticulture sector in agricultural gross domestic product (agri-GDP) stands at around 30 per cent (Economic Survey, 2013-14).

Agricultural sector need efficient functioning of its markets to stimulate economic growth and incomes of the large rural population dependent on agriculture. More than three-fifths of India’s population draws their livelihood from agriculture that adds just one-fifth to its GDP. There should be obvious serious concerns about efficient functioning of this sector both in terms of its output / productivity and its marketing. While output and productivity are supply side factors, markets provide an intermediate link between producers and final demand by consumers. An efficient marketing system is pertinent for optimization of the resource use, output management, improving farm incomes, growth of agro -based industry and enhancing value addition. The efficient markets are also important for the stable consumer prices, higher returns to the farmers and reducing post harvest losses. Efficiently functioning markets add to welfare of producers as well as consumers. For markets to work efficiently it is pertinent to link the farm gate with retail outlets so as to reduce losses and marketing costs. However, it requires an institutional framework and infrastructure to prepare the produce in the form demanded by the consumers.

Abstract

India is the prevalent prime producer of moringa [drumstick] with an annual production of 2.2 million tonnes of tender fruits from an area of 38,000 ha. Among the states, Andhra Pradesh leads in both area and production [15,665 ha] followed by Karnataka [10,280 ha] and Tamil Nadu [7,408 ha]. In other states, it occupies an area of 4,613 ha. Tamil Nadu is the pioneering state in so much as it has varied genotypes from diversified geographical areas, as well as introductions from Sir Lanka. Farmers found that growing moringa crops during summer season was remunerative. Thus, moringa gained a foothold as a summer vegetable. Its unique flavour and aroma became very popular. For South Indian any meal without moringa and pulses is considered incomplete. The demand for the moringa pod also increased due to increased urban settlements and migration of people to urban colonies. Based on the significance of moringa in the human diet this study might more viable with the specific objectives of to assessing the marketing strategies for promotion Periyakulam annual moringa seeds in Tamil Nadu.

Abstract

In this paper we studied the economics of marigold flower in Eastern Uttar Pradish Floriculture has assumed a definite commercial status. Its potential as a viable agribusiness has also been recognized. Diverse agro-climatic conditions permit perennial production in one part of the country. This sector provides employment to millions. Floriculture was practiced only on small farms but now a few large ones have been set up. The collected information were analyzed and presented in tabular form. Making small size mala on small and large farms were higher than the large size mala. There return per Rupee of investment were estimated that the  1.66, 2.08 and  1.84, in the account of small size, large size farms and overall, respectively. The percentage of total marigold produce sale indifferent marketing channels indicated that 90 per cent produce sold in II marketing channel where as next 10 per cent marigold flowers sold directly to the consumer i.e. channel I. The retailer’s level the marigold flowers were sold to the consumers in different forms such as flower basket, bouquet and in other farms as demanded by the buyers. The marketing cost and marketing margin (Price spread) may differ from the channel to channel. The marketing cost and margins also depend upon the form in which the product reaches the ultimate consumers.

In the recent years it has been increasingly realized that only increase in physical production of crops no longer guarantees the smooth development of agriculture at both the farm and the national economy levels unless and until it is linked with efficient system of marketing. As such, now a day in planning for agricultural development specially in developing economies marketing system had drawn much more attention than customarily assigned to it. Efficient marketing of agricultural commodities in general and fruits crops in particular plays an important role in safeguarding the interest of producer as well as consumer.

Introduction

India is the largest producer of vegetables in the world after China, contributes over 13% to world vegetable production and occupies first position in the production of cauliflower, second in onion and third in cabbage. Amongst vegetables, India is the largest producer of Ginger and Okra and ranks second in Potatoes production (10%), Onions, Cauliflowers, Brinjal, and Cabbages, etc. During 2012-13, India exported vegetables worth  1516.33 crores. The average productivity of vegetables in the country is 17.61 t/ha.

Introduction

Our national food security depends on our ability to conserve all our biological wealth.

Dr. M.S. Swaminathan (Biodiversity, Principle and Conservation, 2002)

Variation is the law of the nature. It occurs everywhere and every moment. The variety and variability of organisms and ecosystem is referred to as biological diversity. Biodiversity is the most significant asset and constitutes enduring resources for supporting the continued existence of human societies. The agricultural biological diversity more commonly referred to as agro-biodiversity, has been fast emerging as a strong, evolutionary divergent line from the biodiversity, which deals with life form at large (Kumar and Asija , 2002). Agro-biodiversity is basic to the farming system.

Abstract

India, ranks first in marigold production among the loose flowers followed by chrysanthemum, jasmine and tuberose. Today, there is huge demand for natural colours of marigold, calendula, hibiscus, Petunia etc.in the international market.
 
A study on primary data was done to examine the production and marketing cost and profitability of marigold flowers. Data were collected through multistage sampling technique from farmers of Bhaderwah tehsil of Doda district in Jammu And Kashmir State.

Introduction

Mushrooms are very nutritious products that can be generated from lignocellulosic waste materials; and are in rich in crude fibrend protein. In fact, mushrooms also contain low fat, low calories and good vitamins. In addition, many mushrooms possess multi-functional medicinal properties. Edible mushrooms once called the “food of the gods” and still treated as a garnish or delicacy can be taken regularly as part of the human diet or be treated as healthy food or as functional food. The extractable products from medicinal mushrooms, designed to supplement the human diet not as regular food, but as the enhancement of health and fitness, can be classified into the category of dietary supplements/mushroom nutriceuticals (Chang and Buswell, 1996).

Introduction

Potato is the fourth most important food crop in India after rice, wheat and maize. India is second largest producer of the world after China having a production of more than 45 million tones. The major producers of potato  are Uttar Pradesh (14.43 million tones) followed by West Bengal (11.6 million tones) and Bihar (6.6 million tones) during 2012-13. In Uttar Pradesh during rabi 2013-14 the total production of potato is expected to be 46.2 million tones. The major potato producing districts in Uttar Pradesh are Agra, Farrukhabad, Firozabad, Hathras, Kannauj and Barabanki. Potato arrival is maximum in Farrukhabad, Kanpur and Varanasi  APMC Mandi and the highest arrival is in the month of march and lowest is in the month of October.

Introduction

In recent past vegetable cultivation took enormous turn over because of increased population, inflow of tourists and increased per capita income in the Bay Islands as well as India. Population in these islands is increasing due to immigration of people from main land and the land area is limited.

Abstract

This paper illustrates the summary of work by different groups on the potential for agribusiness and marketing research by agricultural economists over the past decade. Methodology to establish research priorities in agribusiness and marketing are reviewed. This review leads to a consideration of the agribusiness research issues including the funding sources, identifying users of agribusiness research, data needs, and limitations of agribusiness research programs. This paper also presents a potpourri of  suggested research initiatives in agribusiness research for agricultural economists. Research in these areas may be difficult for a number of reasons including, decreased reliance on economic theory as the soleparadigm, providing competitive advantage to a single agribusiness firm while balancing public and private needs, funding sources, and data confidentiality. Recommendations for outlets for academic research are presented.

Introduction

Floriculture is the branch of horticulture concerning cultivation of flowering and ornamental plants for gardens and floristry. It includes cut flowers, cut greens, bedding plant, houseplants, flowering garden and pot plants etc. It is a fast growing industry. Urbanization and rising living standards of the people has lead to steady increase in demand of flowers and flower products making floriculture as one of the most important commercial trades in Agriculture. It has been found that commercial floriculture has higher potential per unit area than most of the field crops and is therefore a lucrative business.

Introduction

Marketing as we know plays an important role in the proper utilization of any crop irrespective of its type and variety. Unless and until producer is not able to market his crop efficiently, he will not get the remunerative price for his produce. For the past few years marketing part is getting more attention than production as giving 100 per cent to the production side only will not pay much to the farmers. Proper distribution of the product to its proper place where demand is more and that too in time is also important. Government is also encouraging the farmers for marketing of their produce in a right and effective manner. No doubt every crop is in need of efficient marketing but fruits because of more perishable in nature require advanced marketing facilities.

In India farming was traditionally subsistence in nature but with the passage of time, the nature of farming has changed to commercialized system faming. With the commercialization of farming, price of the product along with its quality has become an important factor in marketing. Quality and safety issues have also gradually gained importance as people in general have become conscious and aware of the hygiene, health and safety issues related food and food products. Perishability of food items requires more emphasis on its quality and safety. The formal system of regulations in quality and safety standard has been mainly the contribution of the developed world. The International market has set a high standard of quality and safety of agriculture products. In the country the standardization of quality and safety of agricultural products has gained momentum in the last 10-15 years.

Indian agriculture – the back bone of our economy accounts for about 65 per cent of the country’s employment and 20 per cent the total export earnings. Despite a drastic increase in the food grains production during the last five decades, the profit margins of farmers particularly small and medium farmers has declined due to certain serious problems like declining water table, deterioration in soil health, outbreaks of new pests diseases and weeds, and environmental pollution etc. With the globalization of market, the farmers will have to change themselves from mere producers’ in the domestic markets to producer cum seller in a wider market sense in order to best realize the returns for his investments, risks and efforts. Now the focus should be on high quality produce, low cost of production and high productivity.

Meaning of Advertising

According to Concise Oxford Dictionary, the word to advertise means to make generally or publicly with a view to increasing sales. The word ‘advertising’ is derived from the Latin word ‘advertese’ which means ‘to turn (the mind) to’. Advertising means providing adequate knowledge about some special product/service/idea to potential consumers so that they are stimulated to buy it. Adequate knowledge about a product means to let people know the name of the product, its function, size, price and place of its availability. The organizations providing service or idea give information regarding where, how and on what conditions their service or idea can be made available and how the same can be helpful to the people. Today is the age of competition. Consumers buy commodities after careful consideration. Under the circumstances, manufacturers are faced with the problem of how to motivate the consumers to buy their product. To find a solution to this problem, manufacturers make use of advertising.

Meaning of Marketing

Marketing is an important function of management. Marketing makes the economy strong. Production is meaningless unless the goods and services are exchanged for money. Marketing is related with movement of good from producer to consumer.

Various people have defined marketing differently. A majority of people consider it as selling while some people prefer to call it shopping. Similarly, some people call it merchandising. All these meanings of marketing are partially correct.

Marketing is the sum total of all those activities which move goods and services from the producers to the consumers.

Introduction

Agriculture, in most developing countries is the major industry. More than 50 percent of the labour is working in this sector and its industrial and commercial branches. In these countries, also more than 50 percent of the households‘ incomes are spent for low quality and value foods. Inefficiency of the agricultural products marketing system is the starting place of these problems.

Introduction

Agriculture is an important sector for countries like India, who have majority of its population, directly or indirectly depend upon agriculture. The sector which feeds the majority of population of any country needs special attention for its all round development. Marketing is such a crucial aspect related to agriculture that is probably not developed in any of such countries which largely depends upon agriculture. Underdeveloped and lack of resources are the main reasons behind the underdeveloped nature of agricultural marketing. In simple terms, agricultural marketing means the buying and selling of agricultural produce. The Indian council of Agricultural Research defined involvement of three important functions, namely assembling, preparation for consumption and distribution.

Introduction

The National Commission on Agriculture defined agricultural marketing as a process which starts with a decision to produce a saleable farm commodity and it involves all aspects of market structure of system, both functional and institutional, based on technical and economic considerations and includes pre and post- harvest operations, assembling, grading, storage, transportation and distribution. The Indian council of Agricultural Research defined involvement of three important functions, namely (a) assembling (concentration) (b) preparation for consumption (processing) and (c) distribution.

In the recent years, rural markets have acquired significance in developing countries like India and China, as well as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities. On account of technological change during 1966-67, rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy i.e. rural marketing has taken place. Sometimes, rural marketing is mystified with agricultural marketing the later denotes marketing of agricultural commodities of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers or rural marketing determines the carrying out of business activities bringing in the flow of goods from urban sectors to the rural regions of the country as well as the marketing of various products manufactured by the non-agricultural workers from rural to urban areas. Also, when we consider the situation of developing countries, there is a picture that comes out, huge market for the development products as well as the labour support.

Introduction

Labour markets, poverty and inequality in the growth process
 
The theoretical discussion on the changes in the incidence of poverty and inequality in the growth process of agrarian economies from low levels of income has been a major topic in development economics. The impact of growth is delineated through the labour market, and any predictions about the impact on poverty and inequality must be based on some implicit or explicit view of the structure of labour markets and their functioning.

Introduction

The term value chain was first used and popularized by Michael Porter in his book “Competitive Advantage: Creating and Sustaining Superior Performance” in 1985.

The value chain concept separates useful activities which allow the company as a whole to gain competitive advantage from the wasteful activities (which hinder the company from getting a lead in the market). Focusing on the value-creating activities could give the company many advantages. For example, the ability to charge higher prices; lower cost of manufacture; better brand image, faster response to threats or opportunities.

Introduction

Agriculture is the backbone of Indian economy and helps the system as a whole for socio-economy development of the country. Despite 51 per cent of arable land of total geographical area and about 100 million hectares of potential irrigated area, the highest for any country in the world, unfortunately the contribution of agriculture to the grass domestic product is as low as 22 per cent. India is endowed with a wide spectrum of agro climatic conditions and a large variety of fruit crops ranging from tropical, sub­tropical and temperate are grown. In India, the area under fruit crops is 3.5 Mha with a production 45MT which accounts 9.6 % of total worlds production and ranks 2nd in fruit production (Anon., 2005). The country has become self-sufficient in food grains production, second largest producer of fruits and vegetables, but still the per capita consumption per day is hardly of the order of 70 g for fruits and 140 g for vegetables.