PRODUCTION, VALUE ADDITION AND MARKETING BEHAVIOR OF MAIZE GROWERS IN TAMIL ...

240 Pages·2016·3.47 MB·English

PRODUCTION, VALUE ADDITION AND MARKETING BEHAVIOR OF MAIZE
GROWERS IN TAMIL NADU –
A CRITICAL ANALYSIS

By
D. YAVANA PRIYA, M.Sc. (Ag.)

DEPARTMENT OF AGRICULTURAL EXTENSION AND RURAL SOCIOLOGY
CENTRE FOR AGRICULTURAL AND RURAL DEVELOPMENT STUDIES
TAMIL NADU AGRICULTURAL UNIVERSITY
COIMBATORE – 641 003

2014
PRODUCTION, VALUE ADDITION AND MARKETING BEHAVIOR OF MAIZE
GROWERS IN TAMIL NADU -
A CRITICAL ANALYSIS

Thesis submitted in part fulfillment of the requirements for the Degree of
DOCTOR OF PHILOSOPHY in AGRICULTURAL EXTENSION
to the Tamil Nadu Agricultural University, Coimbatore

By

D.YAVANA PRIYA, M.Sc. (Ag.)
I.D. No. 10-604-009

DEPARTMENT OF AGRICULTURAL EXTENSION AND RURAL SOCIOLOGY
CENTRE FOR AGRICULTURAL AND RURAL DEVELOPMENT STUDIES
TAMIL NADU AGRICULTURAL UNIVERSITY
COIMBATORE – 641 003

2014
ACKNOWLEDGEMENT
I wish to profoundly than the lord almighty for his grace, guidance, strength and
blessings showered on me to put forth this dissertation.
With boundless pleasure, I evoke on record the ineffable personal indebtedness and
heart felt gratitude to erudite chairman of advisory committee Dr.K.A.PONNUSAMY,
Director of Extension Education, Tamil Nadu Agricultural University, Coimbatore, for his
meticulous guidance with sustained interest, enthusiastic encouragement, kind treatment
and critical appraisal throughout the period of this investigation.
I place my deep sense of reverence to the members of the advisory committee,
Dr.M.CHINNADURAI, Director, CARDS, Dr.J.VENKATA PIRABU, Professor (Agrl. Extension),
EMC, PRO, and Dr.K.MAHENDRAN, Professor, Department of Agricultural & Rural
Management, CARDS, TNAU, for their generous, sensible and valuable suggestions in
accomplishing success in this attempt.
My special thanks to Dr. RAVIKUMAR THEODORE, Professor and Head (Agricultural
Extension) for the constant encouragement provided by him in completing this research
work.
I am much obliged to, Dr. S. PALANISWAMY, Professor and Head (Training Division),
Department of Agricultural Extension and Rural Sociology, TNAU for his excellent guidance,
ingenious and illuminating suggestions in executing this research work.
I wish to express my deep sense of gratitude to Dr. V.Ravichanran, professor
(P.G.Coordinator), Dr. P.P. Murugan, Dr. M. Janaki Devi, Dr. M. Shantha sheela,
Dr. S. Kalaivani, Dr. R. Premavathi for their valuable suggestions, untiring help and constant
encouragement.
My profound thanks are due to Mr. Dharani Dharan, Dharani seeds, proprietor and
Mrs. Thirumagal Jothi (Agricultural officer, Udumalpet block), for their precious and timely
help rendered during survey.
The love and affection given to me from my Mum and Dad is worth mentioning here
and words are not suffice to thank them. They always showered good wishes on me and
that is one of the greatest moral supports for me. They sparkled the spirit of enthusiasm and
moduled me into the present position.
I would be failing in my filial duty if I could not place my immense pleasure in
acknowledging the constant encouragement, whole hearted co-operation in providing
moral strength and ungrudging sacrifices rendered by my beloved better half
Mr. K.M. Soundararajan, our little master, M.S.Pranav Sanjay and my in-laws.
Jotting customary thanks is not enough for the care and support I enjoyed from my
brother Mr.D. Prakash Kumar and sister-in-law Mrs. V.Sakthi.
I extend my special bouquet of thanks to my junior’s anand, thiyagarajan, mohan,
lawrence, sankri and suji for their timely help and co-operation rendered during the study
period.
I also thank my classmates dhara,indu, anu, rajasekar, ramakrishnan, senthil,
sangeetha and suganthi for their ever willing help and moral support during my study
period.
I feel boundless pleasure in thanking my beloved friends padma, savitha and naren
for their care and support which was very crucial.
I extend my gratitude to M/s Kumaran computers for their excellent computer
works.

D.YAVANA PRIYA
CONTENTS

CHAPTER
TITLE PAGE NO.
NO.
I INTRODUCTION
II REVIEW OF LITERATURE
III RESEARCH METHODOLOGY
IV FINDINGS AND DISCUSSION
V SUMMARY AND CONCLUSION
REFERENCES
APPENDICES
PLATES
PUBLICATIONS
LIST OF TABLES
Table Page
Title
No. No.
1 Area and Production of Maize in Tamil Nadu
2 Tiruppur District - Maize Area Coverage
3 Selected villages for study
4 Baseline survey details
5 List of Revenue Village (Firka wise)
6 Land use pattern (Firka wise)
7 Status of Farmers (Nos.)
8 Irrigation Sources
9 Infrastructure Facilities
10 Details of Self Help Groups/Voluntary Organizations
11 Credit Institution
12 Distribution of maize seeds
13 Cropping pattern
14 Total number of respondents selected
15 List of independent and dependent variables selected for the study
and their measurement procedure
16 Final set of attitude items selected with corresponding Scale and Q
values and the nature of the statements
17 Distribution of respondents according to age
18 Distribution of respondents according to their educational status
19 Distribution of respondents according to family type
20 Distribution of respondents according to experience in maize
farming
21 Distribution of respondents according to social participation
22 Distribution of respondents according to economic motivation
23 Distribution of respondents according to risk orientation
24 Distribution of respondents according to scientific orientation
Table Title Page
No. No.
25 Distribution of respondents according to innovativeness
26.a Distribution of respondents according to their credit orientation
26.b Distribution of respondents according to source of credit
27 Distribution of respondents according to farm size
28 Distribution of respondents based on their area under maize
cultivation
29 Distribution of respondents according to their annual income
30 Distribution of respondents according to their information source
utilization
31 Distribution of respondents according to decision making pattern
32 Distribution of respondents according to training attended in maize
farming programmes
33 Distribution of respondents according to market intelligence
34 Distribution of respondents according to market orientation
35 Distribution of respondents according to market perception
3 Distribution of respondents according to pattern of market decision
37 Distribution of respondents according to marketable surplus
38.a Distribution of respondents according to their method of storage
38.b Distribution of respondents according to their reasons of storage
38.c Distribution of respondents according to the extent of facility
39 Distribution of respondents according to overall knowledge level
of maize farmers
40 Distribution of respondents according to farmers knowledge level
on individual practices in maize cultivation
41 Distribution of respondents according to their overall adoption
level of maize cultivation technologies
42 Distribution of respondents according to their adoption level of
individual practices
43 Distribution of farmers based on their attitude towards value
addition
Table Title Page
No. No.
44 Distribution of farmers based on their overall marketing behaviour
45 Distribution of farmers based on their item – wise marketing
behaviour
46 Relationship and contribution of the profile characteristics of maize
farmers with their knowledge level on maize cultivation practices
47 Relationship and contribution of the profile characteristics of maize
farmers with their adoption level on maize cultivation practices
48 Relationship and contribution of the profile characteristics of maize
farmers with their attitude level towards value addition in maize
49 Relationship and contribution of the profile characteristics of maize
farmers with their marketing behaviour
50 Distribution of respondents according to awareness and preference
of maize growers about value added products of maize
51 Distribution of respondents according to constraints in maize
cultivation
LIST OF FIGURES
Figure No. Title Page No.
1 Maize producing states
2 Map showing the study area
3 Empirical model of the study
4 Maize farmers educational status
5 Maize farmers experience in maize cultivation
6 Maize farmers social participation
7 Maize farmers level of economic motivation
8 Maize farmers risk orientation level
9 Maize farmers scientific orientation level
10 Maize farmers credit orientation level
11 Maize farmers source of credit
12 Respondents area under maize cultivation
13 Maize farmers information source utilization pattern
14 Training attended by maize farmers
15 Maize farmers market intelligence
16 Maize farmers market orientation
17 Maize farmers market perception
18 Overall knowledge level of maize farmers
19 Maize farmers overall adoption level
20 Maize farmers attitude towards value addition
21 Maize farmers overall marketing behaviour
22 Conceptual model of the study
LIST OF PLATES
Plate. Page
Title
No. No.
1 Discussion with maize farmer
2 Discussion with maize farmer
3 Discussion with the Assistant Director of Agriculture, Department of

Agriculture, Udumalpet Block
4 Discussion with the Agricultural officer, Department of Agriculture,

Udumalpet Block
5 Discussion with the superintendent of markets, Udumalpet Block
6 Discussion with the maize trader, Udumalpet Block
7 Discussion with the input dealer, Udumalpet Block