Informatics Publishing Limited

H. S. Srikanth ¹, T. N. Venkata Reddy ¹, P. S. Prasanna Kumar ¹, G. Ranganath ¹

Affiliations
1 Department of Agricultural Marketing, Co-Operation and Business Management, University of Agricultural Sciences, G.K.V.K. Bengaluru (Karnataka), IN

Abstract

India is the world's largest mango producer, growing nearly 1000 varieties of mango and contributing over 52 per cent of the world's total mango production of approximately 23 million metric tons. Mango (Mangifera indica L.), is the most economically important fruit of India. The main mango producing states in India are Andhra Pradesh, Uttar Pradesh, Karnataka, Bihar, Gujarat and Maharashtra. The total area under Mango in Karnataka is 1,30,000 ha and mango season in the state is from April to July. The major mango growing belts in Karnataka are Kolar-Chikkaballapur, Ramanagara-Tumkur, Haveri-Dharwad, Belgum districts. The Kolar district has about 47 per cent of the acreage under mango in the state. Srinivasapura farmed for virtually total mango growing taluka with 22,325 ha under the fruit. Srinivasapura is one of the biggest mango markets in south India on an average the market absorbs nearly 6 lakhs quintals of mango every year and these arrivals influenced be various factors. Quantity arrivals in the APMC in the starting seasons are very less (April). The peak season is from May 15th to June 15th, less quantity arrivals observed in the end of the season (August). Total arrivals differ from year to year indicates mango is a biannual bearing tree, one year will be higher yield and subsequent yield will be less and this is reflected in the arrivals in APMC also. The actual arrivals and prices presiding in the market are not reflected in the official records of APMC. The maximum arrivals of mango to the APMC were observed during the month of June which accounted for 180667.60 quintals. The minimum arrivals of mango to the APMC were observed during the month of April which accounted for 60 quintals. The liner trend model shows that as the time increases by one year arrival of mango was increases by 3750 quintals and the 454582 was the constant over years the linear trend. Mango fruit from Srinivasapura taluka moves towards different parts of the country mostly towards north Indian states.

Keywords

Mango, Arrivals, APMC, Direction of Trade.

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H. S. Srikanth ¹, T. N. Venkata Reddy ², P. S. Prasanna Kumar ², G. Ranganath ²

Affiliations
1 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), BENGALURU, (KARNATAKA), IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), BENGALURU (KARNATAKA), IN

Abstract

Mango (Mangifera indica L.) is an important fruit crop in India and popularly called the 'king of fruits'. Approximately 50 per cent of all tropical fruits produced worldwide are mangoes. Mango is the most widely cultivated fruit in India. India is the major Mango growing country, contributing nearly 49.62 per cent of world's area and 42.06 per cent of world's production, respectively. Lack of suitable marketing avenues and channels decreases the margin for the mango growers. This study was undertaken to know the existing marketing channels and various reasons for farmers opting particular marketing channel for sale in the Srinivasapura taluk of Kolar district in Karnataka. A survey was conducted among 85 mango growers in Srinivasapura Taluk of Kolar district, Karnataka. The study revealed three marketing channels used by farmers, of which the pre-harvest contractor was the most prevalent, because it is more convenient and less risky. The mango growers were classified into small (<2.5 acres), MEDIUM (2.5 to 5 acres) and large (> 5 acres) based on total mango holding of the farmers and information was collected in different villages of the taluk and the total sample size is 85. Results show that 67.06 per cent of the farmers sold mango in APMC Srinivasapura, 30.97 per cent of farmers sold mango to pre-harvest contractors and only 2.35 per cent of the farmers sold mango in upcountry market. There are various reasons expressed by the farmers to opt particular channel of sale are convenient to sell in the village, better price for produce, less risky compared to other type of sales, marketing cost, immediate need for money, inadequate knowledge about marketing information, better price, orchard nearer to APMC yard, borrowed money from trader/commission agent, etc.

Keywords

Mango, Marketing Channels, APMC, Pre-Harvest Contact, Upcountry Market.

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Syed Rizwan Ahmed ¹, T. N. Venkata Reddy ¹, Murtuza Khan ², Shaikh Mohd Mouzam ³

Affiliations
1 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, GKVK, Bengaluru (Karnataka), IN
2 Department of Agricultural Economics, University of Agricultural Sciences, GKVK, Bengaluru (Karnataka), IN
3 Department of Agricultural Economics, University of Agricultural Sciences, GKVK, Bengaluru (Karnataka), IN

Abstract

The present study has analysed the market linkages of rice arrivals and Prices in APMC Bangarpet with processing units: a value chain analysis. Rice as a global staple food-rice, wheat and maize are the three leading food crops in the world; together they directly supply more than 50 per cent of all calories consumed by the entire human population. A value chain is a sequence of related business activities (functions) from provision of specific inputs for a particular product to primary production, transformation and marketing, up to the final sale of a particular product to the consumer. This process can raise the income of farmers and will provide incentive for improving their management practices towards higher farm productivity. The income of the farmers can be enhanced by increasing production, value addition and better marketing options. The marketing factors are marketable surplus, marketing channels, numbers of players at each level, profit margin of respective players and value addition by different channel players. Therefore, development of agriculture and agro-based industries should go hand in hand. This is because the most critical factor that our planners and policy makers have ignored in the past and the major reason why over the last six consecutive decennial censuses, the burden of workforce down the ladder in primary sector has not diminished despite continuously declining share of this sector, which presently stands as low as 16 per cent in the gross domestic products (GDP) of the country.

Keywords

Profit Margin, Marketing Channels.

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Pooja S. Bhat ¹, T. N. Venkata Reddy ², P. K. Mandanna ²

Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore (T. N.), IN
2 Department of Agricultural Marketing, Co-Operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), IN

Abstract

There is an increase in the number of consumers dining from posh restaurants catering various cuisines and dishes to people across the world. The study targets to check if there is any impact of income level, family type, family size and food habiton the frequency of consumption of American foods in American Food Restaurants (AFR). Being an exploratory study, 90 consumers of American style foods in Bengaluru city were interviewed for which seven AFR’s were carefully chosen and the data was analysed using Chi-square technique. From the findings, it is evident that there is impact of income level, family type and family size and no impact of food habit on the frequency of consumption of American foods in AFR’s. The study concludes that profiling customers by their choice of preferences provides more meaningful ways to identify and understand various customer segments and marketing strategies.

Keywords

American Foods, Frequency, Impact, Lifestyle, Psychological Factors.

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Pooja S. Bhat ¹, T. N. Venkata Reddy ², P. K. Mandanna ²

Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore (T. N.), IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), IN

Abstract

Foods that are a fusion of the western influence with Indian tastes have become the USP of American Food Restaurants (AFR). American food/fast food was perceived expensive besides being out-of-way meals in Indian culture earlier. Though many reports highlight the unhealthy nature of American foods, yet Indians have developed a taste for American fast foods. Accordingly the present study was taken up with the following objectives namely the factors influencing the consumers perceptions about American foods, perceptions about AFR’s and factors influencing consumers perceptions about AFR’s in Bengaluru City. A total sample size of 90 respondent consumers and seven AFR’s were chosen for the study. Health and affordability, classy sensory attribute, nutrition, psychological dimension, menu aspects, prices and westernization were the perceptions about American foods by the consumers. Sensory attributes of foods is the major factor influencing consumers perceptions about American foods followed by nutrition and health and psychological factors. Psychological experience, social values, authentic culture, marketing orientation/ dimension, service and location orientation were the perceptions about American Food Restaurants by the consumers. Enjoyment is the major factor influencing consumers perceptions about AFR’s followed by restaurant attributes and services and experience.

Keywords

Perception, American Style Foods, Fast Foods, Nutrition, Authenticity.

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Pooja S. Bhat ¹, T. N. Venkata Reddy ², P. K. Mandanna ²

Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore (T. N.), IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), IN

Abstract

The value of the Indian restaurant market is expected to escalate to Rs. 51,000 crore by 2021.The study lays emphasis on the factors prompting and inducing the consumption of American food from American Food Restaurants (AFR) by the consumers in Bengaluru city apart from providing the necessary recommendations and suggestions to the AFR’s. Primary data was collected from 90 consumers of American foods in Bengaluru city using a schedule and the data obtained was analysed byfactor analysis. The findings revealed that six factors; namely service quality, affordability and psychological factors, convenience and experience orientation, health and ambience, food quality and enjoyment and psychological dimension influenced the consumption of American food from AFR’s by the consumers.The study recommends the restaurant managers to perform a detail demand survey at regular intervals to know about the unique needs and requirements of their customers.

Keywords

Ambience, Bartletts Test, Casual Dining, Fine Dining, KMO Measure.

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Pooja S. Bhat ¹, T. N. Venkata Reddy ², P. K. Mandanna ²

Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore (T. N.), IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences (G.K.V.K.), Bengaluru (Karnataka), IN

Abstract

Consumers desire eating outto at restaurants especially American Food Restaurants (AFR) in order to spend time with their family and friends, for socializing as they are family oriented with a spacious layout, providing live entertainment, parking space and rooms for special functions/occasions, celebration, seminars, banquets and are located at convenient locations, as well as they are easily accessible and flexible. These restaurants providean international ambience that is perceptibly chic and contemporary providing different modes of payment, having a comfortable and welcoming feeling, enjoying a high degree of popularity among children aiming to provide a memorable experience to customers at low budgets. The Indian market for chain restaurants is expected to show significant growth, mainly due to the rise of the Quick Service Restaurants (http://www.technopak.com/reports.html., 2013).

Keywords

Behaviour Towards, American Foods.

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Pooja S. Bhat ¹, T. N. Venkata Reddy ², P. K. Mandanna ²

Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, GKVK, Bengaluru, Karnataka, IN

Abstract

India's market is expected to grow, given the changing consumer preferences and the largest youth population. American foods have emerged as the latest preferred choice for people in today's fast-paced, mobile societies who no longer have time to cook and prepare food in the traditional manner, yet who want meals that are nutritious and that tastes good. This study intents to analyze if the consumption of important American food dishes in American Food Restaurants (AFR) is influenced by monthly income, family type, family size and food habit of the consumers. Primary data was collected from McDonald's, Pizza Hut, Domino's, KFC, Papa Johns, Subway and Taco Bell from 90 consumers in Bengaluru city using a structured and pre-tested survey schedule in the year 2015 which was analysed using the Chi-square test. Results pointed out that there is impact of income level and family type while there is no impact of family size and food habit on the important American dishes consumed in AFR's. This study will benefit AFR's and they can therefore evolve technology to maintain the database of consumers and use this for consumer analysis.

Keywords

American Food Restaurants, Chi-Square Test, Fast Foods, Mobile, Standardization.

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Pooja S. Bhat ¹, T. N. Venkata Reddy ², P. K. Mandanna ²

Affiliations
1 Department of Agrieultnral and Rural Management Tamil Nadu Agrieultural University Coimbatore, Tamil Nadu, IN
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences GKVK, Bengaluru, Karnataka, IN

Abstract

Among the many factors accountable for the rapid rise in the restaurant sector, urbanization, increasing nuclear families, changing routines, escalation in the number of dual income households play a far more domineering role. Global cuisines have now become a household phenomenon, given that many consumers now resort to fine dining wherein the consumers not just want to go and eat out. Taste, flavor, texture, safety, warmth, health, freshness, delicacy, fast, convenient, liking, locational attribute, enjoyment, international dining experience, nutritional value, easy accessibility, service promptness, affordable price, portion sizes, speed, ingredients, packaging, attitude of the staff, additional information, satisfaction levels, opening hours, accuracy in billing, design of the restaurant, salty, quality of the food, healthfulness, brand, outstanding reputation, patronization, menu variety, hunger satisfying, dietary diversity are some of the reasons cited by the consumers for the consumption of outside foods. The paper highlights reviews dealing with the consumption pattern of outside foods of consumers from the year 1996 to the year 2014.The study highlights the various aspects of the consumption pattern of outside foods, frequency of consumption, commonly consumed foods, time spent, expenditure per visit along with the reasons and choices for the preferences towards outside foods.

Keywords

Affordability, Brand, Consumption Pattern, Economical, Preferences, Value for Food.

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