CHAPTER III METHODOLOGY In this chapter a brief description of the study area, sampling frame, database and method

of analysis employed are presented under the following headings: 3.1 3.2 3.3 3.4 Description of the study area Sampling design Nature and source of data Analytical tools and techniques employed

3.1

Description of the study area

3.1.1 Location of the study area The study was conducted in Kolar District of the Karnataka State. Kolar District is located in the southern region of the State and happens to be the eastern-most District of the Karnataka State. Kolar district falls under Eastern Dry Zone of the Agro-climatic zones. The District Situated in semi-arid drought-prone region, lies between 77 21' to 78 35' East longitude and 1200 46' to 1300 58' North latitude, extending over an area of 8,225 km. Elevation from the Mean Sea Level (MSL) is 800-900 m in major areas and in remaining areas it is 900-1500m. The District is bounded by the Districts of Bangalore Rural on the west, it is bounded by Chikkaballapur District on the north. On the east it is surrounded by Chittoor District of Andhra Pradesh and on the south by Krishnagiri District of Tamil Nadu. The District headquarters, Kolar town is located 65 Kms, north east of Bangalore. (Fig. 3.1) 3.1.2 Population and demography The geographical area of Kolar district is 3,74,966 hectares, spread in five taluks, 27 hoblis and 1598 inhabited villages, as well as 199 uninhabited villages. The population of the district according to 2001 census was 13, 87,062 with 1000: 976 male to female ratio. The

Karnataka State

Kolar

District

Fig. 3.1: Map showing the study area

Table 3.1: General Features of the Study Area

Sl. No 1 2 3 4 4A 4B 5 6 7 8 9 10 10 A 10 B

Particulars Geographical Area (Ha) Taluks Hoblies (No.) Villages (No.) Inhabited Un-inhabited Population (No.) Density of population (per sq. km) Decadal growth of population (%) Annual average rainfall (mm) No. of rainy day per year (days) Temperature (oC) Minimum Maximun

Kolar District 3,74,966 5 27

1598 199 13, 87,062 348 14.45 896.4 52.6

Source: Kolar District at a Glance 2008-09, District Statistical Office, Kolar

overall population density of the district is 348/ sq. km compared to the states figure of 276/ sq. km in 2007-08. 3.1.3 Climate, rainfall and soil type There are three distinguishable agricultural seasons in the district viz., Kharif (JuneSeptember), Rabi (October-January) and summer (February-May). The South West monsoon commences by about the end of May or early June and it continues intermittently till the end of September. The actual rainfall in the district during 2007-08 was 896.4 mm with a major portion of the same being received from South-West monsoon only. The number of rainy days during the same period was 52.6 days. The soil type in the district comes under red loamy soils, which are shallow in depth and well drained. Some patches of clay lateritic soils are there in the district and they are highly suitable for vegetable production. 3.1.4 Land utilization The total geographical area of Kolar District during 2007-08 was 3, 74,966 hectares, out of which the net sown area was 1, 79,355 hectares. The total irrigated area was 31,090 hectares, because tube wells are the only source of irrigation in the District. The area not available for cultivation was 1, 47,992 hectares, fallow land was 54,114 hectares and forest land was 20,620 hectares. The total geographical area of Bangarpet Taluk during 2007-08 was 74,520 hectares, out of which the net sown area was 35442 hectares. The total irrigated area was only 6390 hectares, because tube wells are the only source of irrigation in the Taluk. The area not available for cultivation was 26,488 hectares, fallow land was 14,023 hectares and forest land was 2,758 hectares. The total geographical area of Kolar Taluk during 2007-08 was 69,210 hectares, out of which the net sown area was 33,538 hectares. The total irrigated area was 8,756 hectares, because tube

Area Sl. No Particulars (In hectares) 1 2 3 4 5 6 7 Geographical Area Forest Not available for cultivation Other uncultivable land Fallow land Net sown area Irrigated area 3,74,966 20,620 95,167 52,825 54,114 1,79,355 31,090

Source: Kolar District at a Glance 2008-09, District Statistical Office, Kolar

wells are the only source of irrigation in the Taluk. The area not available for cultivation was 23,685 hectares, fallow land was 13,517 hectares and forest land was 2,758 hectares. Table 3.2: Land Use Pattern in study area The total geographical area of Malur Taluk during 2007-08 was 63,166 hectares, out of which the net sown area was 32371 hectares. The total irrigated area was 6676 hectares, because tube wells are the only source of irrigation in the Taluk. The area not available for cultivation was 25,608 hectares, fallow land was 6,426 hectares and forest land was 1,560 hectares. The total geographical area of Mulbagal Taluk during 2007-08 was 82,246 hectares, out of which the net sown area was 41,316 hectares. The total irrigated area was 5,748 hectares, because tube wells are the only source of irrigation in the Taluk. The area not available for cultivation was 32211 hectares, fallow land was 9.942 hectares and forest land was 2,122 hectares. The total geographical area of Srinivaspur Taluk during 2007-08 was 85,824 hectares, out of which the net sown area was 36688 hectares. The total irrigated area was 3520 hectares because tube wells are the only source of irrigation in the Taluk. The area not available for cultivation was 40,000 hectares, fallow land was 10.206 hectares and forest land was 9,547 hectares. 3.1.5 Cropping pattern During 2007-08, the net sown area in Kolar District was 1, 79,355 hectares. Out of which, Cereals and other minor millets accounted for 37.57 per cent of the total net sown area. Pulses, oil seeds, fruits and vegetables accounted for 7, 6.25, 20.13 and 8.76 per cent of the net sown area, respectively. While the area under sugar cane was negligible, that is 0.2 percent of the net sown area and also non-food crops accounts for 20.09 percent. During 2007-08, the net sown area in Bangarpet Taluk was 35,443 hectares. Out of which, Cereals and other minor millets accounted for 52.45 per cent of the total net sown area. Pulses, oil seeds, fruits and vegetables accounted for 7.52, 4.6, 8.76 and 7.1 per cent of the net

sown area, respectively. While the area under sugar cane was negligible, that is 0.71 percent and also non-food crops accounted for 18.86 percent of the net sown area. Bangarpet Taluk contributed 27.59 per cent of the total Districts Cereals and other minor millets production. In the same way it accounted for 21.21, 14.56, 8.6, 16.01 and 71.02 per cent of Districts total production of pulses, oilseeds, fruits, vegetables and sugar cane. Also, it has produced 18.86 per cent of Districts non-food crops. During 2007-08, the net sown area in Kolar Taluk was 33,538 hectares. Out of which, Cereals and other minor millets accounted for 40.42 per cent of the total net sown area. Pulses, oil seeds, fruits and vegetables accounted for 4.19, 0.9, 12.41 and 14.5 per cent of the net sown area, respectively. Also non-food crops accounted for 18.86 percent of the net sown area Kolar Taluk contributed 20 per cent of the total Districts Cereals and other minor millets production. In the same way it accounted for 11.18, 2.7, 12.41 and 14.5 per cent of Districts total production of pulses, oilseeds, fruits, vegetables. Also, it has produced 27.88 per cent of Districts non-food crops. During 2007-08, the net sown area in Malur Taluk was 32,371 hectares. Out of which, Cereals and other minor millets accounted for 38.76 per cent of the total net sown area. Pulses, oil seeds, fruits and vegetables accounted for 7, 1.55, 7.65 and 11.28 per cent of the net sown area, respectively. Also non-food crops accounted for 33.76 percent of the net sown area Malur Taluk contributed 18.63 per cent of the total Districts Cereals and other minor millets production. In the same way it accounted for 18, 4.48, 6.86 and 23.5 per cent of Districts total production of pulses, oilseeds, fruits, vegetables. Also, it has produced 30.32 per cent of total Districts non-food crops. During 2007-08, the net sown area in Mulbagal Taluk was 41,316 hectares. Out of which, Cereals and other minor millets accounted for 33.10 per cent of the total net sown area. Pulses, oil seeds, fruits and vegetables accounted for 10.65, 15.42, 21.41 and 7.32 per cent of the net sown area, respectively. Also non-food crops accounted for 11.86 percent of the net sown area.

Table 3.3: Cropping Pattern in the Study Area (2007-08)

(In hectares)

Sl. No

Particulars

Bangarpet

Kolar

Malur

Mulbagal

Srinivasapura

District Total 67383 (37.57) (100) 12568 (7) (100) 11207 (6.25) (100) 36098 (20.13) (100) 15076 (8.76) (100) 352 (0.2) (100) 36041 (20.09) (100) 179355 (100) (100)

18588 13481 (52.45)* (40.2) (27.59)** (20) 2666 1405 Pulses (7.52) (4.19) (21.21) (11.18) 1632 302 (4.6) (0.9) Oil seeds (14.56) (2.7) 3104 4163 (8.76) (12.41) Fruits (8.6) (11.53) 2515 4858 Vegetables (7.1) (14.5) (16.01) (30.93) 250 1 Sugar cane (0.71) (0) (71.02) (0.3) 6687 9328 Other non food crops (18.86) (27.8) (18.55) (25.88) 35442 33538 (100) (100) Total crops (19.76) (18.7) * Indicates percentage to total crops of Taluk Cereals and millets

12549 13673 9092 (38.76) (33.1) (24.78) (18.63) (20.29) (13.49) 2261 4400 1836 (7) (10.65) (5.01) (18) (35.01) (14.6) 502 6370 2401 (1.55) (15.42) (6.54) (4.48) (56.84) (21.42) 2477 8846 17508 (7.65) (21.41) (47.72) (6.86) (24.5) (48.51) 3651 3027 1655 (11.28) (7.32) (4.51) (23.25) (19.27) (10.54) 3 98 0 (0) (0.24) (0) (0.85) (27.83) (0) 10928 4902 4196 (33.76) (11.86) (11.44) (30.32) (13.6) (11.65) 32371 41316 36688 (100) (100) (11.44) (18.05) (23.04) (20.45) ** Indicates percentage to the Distrcts total

Source: Kolar District at a Glance 2008-09, District Statistical Office, Kolar

Mulbagal Taluk contributed 20.29 per cent of the total Districts Cereals and other minor millets production. In the same way it accounted for 35.01, 56.84, 24.5 and 19.27 per cent of Districts total production of pulses, oilseeds, fruits, vegetables. Also, it has produced 13.6 per cent of Districts non-food crops. During 2007-08, the net sown area in Srinivaspur Taluk was 36,688 hectares. Out of which, Cereals and other minor millets accounted for 24.78 per cent of the total net sown area. Pulses, oil seeds, fruits and vegetables accounted for 5.01, 6.54, 47.72 and 4.51 per cent of the net sown area, respectively. Also non-food crops accounted for 11.44 percent of the net sown area. Srinivaspur Taluk contributed 13.49 per cent of the total Districts Cereals and other minor millets production. In the same way it accounted for 5.01, 21.42, 48.51 and 10.54 per cent of Districts total production of pulses, oilseeds, fruits, vegetables. Also, it has produced 11.65 per cent of Districts non-food crops.

3.2 Sampling design Kolar District of Karnataka is purposively selected because of its potential for the Tomato seed business. Kolar District is highest producer of Tomato in Karnataka. The productivity of Tomato in Kolar District is almost three times more than the countries average. . Tomato can be classified into two types according to its habitat. They are determinate and indeterminate. Determinate, or bush, types bear a full crop all at once and top off at a specific height; they are often good choices for container growing. Determinate types are preferred by commercial growers who wish to harvest a whole field at one time, or home growers interested in canning. Indeterminate varieties develop into vines that never top off and continue producing until killed by frost

Among Determinates, which are commercial varieties, there are two types, one is Fresh Determinate Saldatte (FDS) and Fresh Determinate Round (FDR). FDS varieties will be oblonged in shape, whereas FDR will be round. Eventhough both are the hybrids, in the study area there was vast misconception that FDS in a hybrid and FDR is nonhybrid. Major FDS and FDR varieties observed in the study area are presented in the table and table below.

Table 3.4 Fresh Determinate Saldatte varieties of Tomato

Company Varieties

Ashoka seeds East-west seeds Germin seeds Indo-American Hybrid seeds Mahyco Namdhari Seminis Syngenta US Agri

Avishkar Samrudhi GS 8, GS - 10 Indam 531 Abhiruchi NS 501, NS 505, 2535 HT - 90 Abhinav, Allrounder US 3381, US 3383, US 3380

Table 3.5 Fresh Determinate Round varieties of Tomato

Company

Varieties

Ashoka seeds Deccan seeds East-West seeds Germin seeds Indo-American Hybrid seeds Mahyco seeds Namdhari Nuziveedu seeds PHI seeds Seminis Syngenta

Shakthi Gangotri Red ruby GS 3 Vaishali MHTM 401 NS - 816 NTH 0102 SR 9005 Abhishek 62 Avinash US 618, US 1196, US 3140, US 800,

US Agri

US 2175

Fig 3.2: Major Players of Tomato seed business in the study area

Abhinava

Allrounder

NS 505

NS 501

Samrudhi

HT - 90

Avishkar

GS- 8

GS 10

Indam 531

US 3380

US 3381

Fig 3.3: Fresh Determinate Saldatte varieties of Tomato

Abhiskek

Red ruby

MHTM 401

Avinash

Shakthi

GS 3

NS 813

NTH 0102

Vijaya

US 3140

US 800

US 2175

Fig 3.4: Fresh Determinate Round varieties of Tomato

3.3 Nature and source of data In order to evaluate the objectives of the study, data was collected from both primary and secondary sources. 1. Primary data: Primary data regarding purchase decision, purchase practice, purchase pattern, sales pattern, opinion about good hybrid, factors considered for selecting hybrid and non hybrid varieties collected by interviewing farmers, nurserymen and dealers using pre-prepared schedule. The sample size selected was 12 farmers, 4 nurseries and 4 dealers/retailers from each Taluk, which led the total sample size of 60 famers, 20 nurseries and 4 dealers/retailers. 2. Secondary data: The data regarding cropping pattern, land utilization and general information of district, area under Tomato were collected from Statistical Department, Kolar.

3.4 Analytical tools and techniques employed 3.4.1 Compound Annual Growth Rate (CAGR) Compound annual growth rate (CAGR) is an average growth rate over a period of several years. It is a geometric average of annual growth rates. In this study, CAGR technique is used to analyse the growth rate of the Tomato seed market over the years and also to estimate the growth for the coming years. The compound annual growth rate is calculated by taking the nth root of the total percentage growth rate, where n is the number of years in the period being considered. This can be written as follows CAGR = (Ending value Starting value) 1/ (number of years 1)

3.4.2 Tabular presentation/ analysis This technique was exclusively used for the presentation of the market share of different companies by using tabular form. The companies present in the business in the district were tabulated, computed and presented meaningfully to avail percentages. The share of each firm was worked as percentage to total. Tabular analysis is also used to know the purchase practice, purchase pattern, sales pattern, opinion about good hybrid, factors considered for selecting hybrid and non hybrid varieties. . 3.4.3 Garret ranking technique In this study, Garretts ranking technique was used to analyse factors influencing farmers and Nursery mens purchase decision for particular brand of Tomato seed. The order of the merit given by the respondents was converted into ranks by using the formula. Accordingly these ranks were converted to scores by referring to Garrets table. Garretts formula for converting ranks into percent was given by Percent position = 100*(Rij-0.50)/Nj Where Rij = Rank given for ith item by jth individual Nj = Number of items ranked by jth individual The percent position of each rank was converted to scores by referring to tables given by Garret and Woodworth (1969). Then for each factor, the scores of individual respondents were summed up and divided by the total number of respondents for whom scores were gathered. The mean scores for all the factors were ranked, following the decision criterion that higher the value the more important in order of preference by customers.