International Journal of Commerce & Business Management

James Mohan Devadas ¹, K. N. Ushadevi ¹

Affiliations
1 Department of Rural Marketing Management, College of Co-operation, Banking and Management, Kerala Agricultural University, Vellanikkara, Thrissur (Kerala), IN

Abstract

A study on the constraints faced by the vegetable farmers on their entrepreneurial behaviour (EB) in Kerala was conducted confining to the three district of Kerala viz., Palakkad, Thrissur and Ernakulam which representing the central zone. 450 commercial vegetable farmers were selected purposively from five agro ecological zones of central Kerala for the study. From each agro ecological zone one block which had maximum area under vegetable cultivation was selected proportionately. Out of the 450 sample size fifty percentage of farmers represent VFPCK farmers and other fifty percentage represent ordinary farmers. To analyse the constraints which affect the entrepreneurial behaviour of vegetable farmers following variables were selected i.e., production constraints, constraints in technology factor, organisational support constraints, economic constraints, financial constraints, social constraints and marketing constraints. Among the seven listed constraints marketing constraints affect them the most followed by production constraints, economic constraints and constraints in technology factor. Organisational support constraints were least bothered as far as Kerala is concerned because most of the farmers were aware about the services provided from various institutions and most of the institutions try to keep in touch with farmers too. Even though VFPCK famers were more relaxed with respect to the marketing channels, both the category of farmers considered marketing constraints as more serious than any other constraints. Both categories of farmers felt all constraints in the same order of intensity.

Keywords

Constraints, Vegetable Farmers, Entrepreneurial Behaviour, Production Constraints, Constraints in Technology Factor, Organisational Support Constraints, Economic Constraints, Financial Constraints, Social Constraints, Marketing Constraints.

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Haritha Paul ¹, R. Krishna ², K. N. Ushadevi ³

Affiliations
1 Department of Rural Marketing Management, College of Co-operation, Banking and Management, Kerala Agricultural University, Vellanikkara, Thrissur (Kerala), IN
2 Christ College (Calicut University), Irinjalakkuda, Thrissur (Kerala), IN
3 Department of Rural Marketing Management, Kerala Agricultural University, Vellanikkara, Thrissur (Kerala), IN

Abstract

Considering the promising future of on line marketing the study aimed to analyse the determinants and constraints of on line marketing. 120 students (who were engaging in online shopping) selected from two colleges (representing one professional and one traditional college) from Thrissur district consisting of 60 male and 60 female respondents were equally selected and primary survey was conducted through a structured interview schedule. The study highlighted that major factor of online shopping is convenience. Online marketers may pay more attention to free delivery, or free gift and do the best to build, enhance and maintain their good reputation. Delivery in time is an vital factor and important constraint, the proper delivery in time and nearest place it will create trust and image of the websites, therefore, advisable to concentrate on proper delivery services.

Keywords

On Line Marketing, Determinants, Constraints Online Shopping Behaviour.

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