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Anand Agricultural University (2017)

Mapping and Segmentation of the Mustard Growing Areas for Introduction of Right Products

Pushpendra Kumar

Titre : Mapping and Segmentation of the Mustard Growing Areas for Introduction of Right Products

Auteur : Pushpendra Kumar

Université de soutenance : Anand Agricultural University, Anand

Grade : Master of Business Administration (MBA) 2017

Résumé partiel
Rapeseed-Mustard is an important group of edible oilseed in India and ranks second after soybean. India is one of the largest producer of oilseeds in the world and this sub-sector occupies an important position in the agricultural economy. Oilseeds are grown mostly under rainfed conditions and important for the livelihood of small and marginal farmers in arid and semi-arid areas of the country. The production of oilseeds was increased from 24.35 million tonnes in 2004-05 to 25.30 million tonnes in 2015-16. The yield of oilseeds, which was 885 kg per hectare in 2004-05 increased to 968 kg per hectare in 2015-16. The objectives of the study were ; (i) To study the mustard cultivation in important states of India, crop business opportunity and agro climatic zones segmentation, (ii) To map Must have traits and Good to have traits in mustard seeds based on agro climatic zones / state wise / cluster wise, (iii) To define segment-wise opportunity and ideal product requirement for future product development, (iv) To conduct competitors analysis with respect to 4Ps, (v) To study Rasi channel preparedness for mustard business, channel gap and strength. The primary data were collected from 250 mustard growers, 200 distributor of seeds, and 10 company personnel. The secondary data were collected from every district revenue office and agricultural office in the study area. Furthermore, some trader were also contacted for discussion regarding the auctioning of mustard oilseed. The data were recorded on pretested semi-structured schedule and questionnaire. The field observations ii of mustard crop were taken throughout the study to get more profound knowledge on biotic and abiotic stress associated with the crop.

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