Topic Chapter1-2-3-4-5

A Study Of Consumer Perception Towards Drip Irrigation Subsidies With Special Reference To Amravati
CHAPTER 1
NATURE & SCOPE OF THE STUDY
1.1) Introduction:
As a consumer we are all unique in nature and this uniqueness is reflected in
our consumption pattern and process of purchase. A consumer is one who actually
purchases a product or service from a particular organization or shop. Costumer is
always defined in terms of a specific product of company.
Perception may be defined as “any observable action (or reaction) of an

organism.” in a very broad sense, perception can refer to any muscle movement, even
within the body, even an electrical potential in the central nervous system, such as
brain waves, can be loosely called perception.
Consumer perception, also called as Consumer Psychology, is a branch of
applied Psychology, marketing and Organizational Perception. It examines
consumers' decision making processes and ways in which they gather and analyze
information from the environment. See the consumer perception article for an
overview. Consumer perception is a multidisciplinary field which is integral to
Industrial Psychology and aspects of household economy studied in microeconomics.
Consumer perception also means the actions shown by consumers while making
decision to select household and consumer items.
Consumer perception provide us the various reasons why consumer are
different from one another while buying product and services it is consider that we
receive stimuli from the environment and the specifics of marketing strategies of
different product and services by which consumer responds to the product and
services or not to purchase.
Consumer perception is the study of when, why, how, and where people do or
do not buy products. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and perceptional variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
P. R. Pote (Patil) College of Engineering & Management, Amravati Page 1

Customer perception study is based on consumer buying perception, with the

customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer perception analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalization,
customization and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Each method for vote counting is assumed as a social function but if Arrow’s
possibility theorem is used for a social function, social welfare function is achieved.
Some specifications of the social functions are decisiveness, neutrality, anonymity,
monotonocity, unanimity, homogeneity and weak and strong Pareto optimality. No
social choice function meets these requirements in an ordinal scale simultaneously.
The most important characteristic of a social function is identification of the
interactive effect of alternatives and creating a logical relation with the ranks.
Marketing provides services in order to satisfy customers. With that in mind, the
productive system is considered from its beginning at the production level, to the end
of the cycle, the consumer (Kioumarsi et al., 2009).
Belch and Belch define consumer perception as 'the process and activities
people engage in when searching for, selecting, purchasing, using, evaluating, and
disposing of products and services so as to satisfy their needs and desires'.'
Now let us consider consumer perception.
Consumer perception is combination of towards,
Consumer: - Buyer + User
Perception: -Any observable action or reaction
There are number of definition of consumer perception given by number of

author some of them are as below: -
The perception that consumers display in searching for purchasing, using,

evaluating, & disposing of product, services, & ideas which they expect will satisfy
their needs.
 Leon G. Schtffmon & Leslis lazar Kanuk

Buying perception is all psychological, social, & physical perception of

potential customer as they become aware of evaluate, purchase, consume, and tell
other people about products and services.
 Webster
Consumer perception is the process where the individuals decide what, where,
how & from whom to purchase goods & services.
 Walters & Paul
The relevant internal psychological process that is associated with information

search is perception. Perception is defined as ‘The process by which an individual
receives, selects, organizes, and interprets information to create a meaningful picture
of the world.
At this time the consumer compares the brand and products that are in their
evoked set. How can the marketing organization increase the likelihood that their
brand is part of the consumer’s evoked (consideration) set? Consumer evaluates
alternatives in terms of the functional and psychological benefits that they offer. The
marketing organization needs to understand what benefits consumers are seeking and
therefore which attributes are most important in terms of making a decision.
Once the alternatives have been evaluated, the consumer is ready to make a
purchase decision. Sometimes purchase intention does not result in an actual
purchase. The marketing organization must facilitate the consumer to act on their
purchase intention. The provision of credit or payment terms may encourage
purchase, or a sales promotion such as the opportunity to receive a premium or enter a
competition may provide an incentive to buy now. The relevant internal psychological
process that is associated with purchase decision is integration.
It is common for customers to experience concerns after making a purchase

decision. This arises from a concept that is known as “cognitive dissonance”. The
customer, having bought a product, may feel that an alternative would have been
preferable. In these circumstances that customer will not repurchase immediately, but
is likely to switch brands next time.

To manage the post-purchasing stage, it is of the job of the marketing team to

persuade the potential customer that the product will satisfy his or her needs. Then
after having made a purchase, the customer should be encouraged that he or she has
made the right decision. It is not affected by advertisement.
Consumer perception is influenced by: demographics, psychographics

(lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.
Consumer perception concern with consumer need consumer actions in the direction
of satisfying needs leads to his perception of every individual depend on thinking
process.
Consumer perception is influenced by: culture, sub-culture, locality, royalty,

ethnicity, family, social class, reference groups, lifestyle, and market mix factors.
Research means detailed study of a problem. Here, the details of the marketing
problem are collected and studied, conclusions are drawn and suggestions are made to
solve the problem quickly, correctly and systematically. In MR, specific marketing
problem is studied in depth by collecting and analyzing all relevant information and
solution are suggested to solve the problem which may be related to
consumers, product, market competition, sales promotion and so on.MR is special
branch of marketing management. It is comparatively of recent in origin.MR acts as
an investigative arm of a marketing manager. It suggests solution on
marketing problem for the consideration and selection by a marketing manager. MR
also acts as an important tool to study buyer perception, changes in consumer life-
style and consumption patterns, brand loyalty and forecast market changes.
In brief, MR facilitates accurate marketing decisions for consumer satisfaction
on the one hand and sales promotion on the other hand. It is rightly treated as the soul
of modern marketing management. MR suggests possible solution on marketing
problem to marketing manager for his consideration and final selection. It is rightly
said that the beginning and end of marketing management is marketing research. It is
primarily used to provide information needed to guide marketing decision, market
mix. It acts as a support system to marketing management.

Individuals act and recent on the basis of their perceptions, not on the
basis of objective reality. in reality is a totally personal phenomenon, based on that
persons need , want s, values, and personal experiences. But for the marketer’s
consumer perception is more than the knowledge.
ELEMENTS OF PERCEPTION
Sensation
Sensation is the immediate and direct response of the sensory organs to

stimuli. A stimulus may be any unit of input to any of these senses. Examples of
stimuli include products, packages, brand names, advertisements and commercials.
Sensory receptors are the human organs that receive sensory inputs. Their sensory
functions are to see, hear, smell, taste and feel. All of these functions are called into
play, either singly or in combinations, in the evaluation and use of most consumer
products.
The absolute threshold
The lowest level at which an individual can experience a sensation is

called the absolute threshold. The point at which a person can detect a difference
between “something” and “nothing” is that person’s absolute threshold for that
stimulus.
The differential threshold
The minimal difference that can be detected between two similar stimuli
is called the differential threshold or the just noticeable difference.
Subliminal perception
People are motivated below their level of conscious awareness. People

are also stimulated below their level of conscious awareness; that is, they can perceive
stimuli without being consciously aware that they are doing so. Stimuli that are too
weak or too brief to be consciously seen or heard may nevertheless be strong enough
to be perceived by one or more receptor cells. This process is called subliminal
perception because the stimulus is beneath the threshold, or “limen” of conscious

awareness, though obviously not beneath the absolute threshold of the receptors
involved.
Dynamics of perception
Human beings are constantly bombarded with stimuli during every

minute and every hour of every day. The sensory world is made up of an almost
infinite number of discrete sensations that are constantly and subtly changing.
According to the principles of sensation, intensive stimulation “bounces off” most
individuals, who sub consciously block a heavy bombardment of stimuli.
One type of input is physical stimuli from the outside environment; the
other type of input is provided by individuals themselves in the form of certain
predispositions based on previous experience. The combination of these two very
different kinds of inputs produces for each of us a very private, very personal picture
of the world. Because each person is a unique individual, with unique experiences,
needs, wants and desires, and expectations, it follows that each individual’s
perceptions are also unique.
Perceptional Selection
Consumers subconsciously exercise a great deal of selectivity as to

which aspects of the environment they perceive. An individual may look at some
things, ignore others, and turn away from still others. In actually, people receive only
a small fraction of the stimuli to which they were exposed.
Which stimuli get selected depends on two major factors in addition to

the nature of the stimulus itself. (1) Consumers previous experience as it affects their
expectations. And (2) their motives at the time. Ease of these factors can serve to
increase or decrease the probability that a stimulus will be perceived.
Nature of the stimulus
Marketing stimuli include an enormous number of variables that affect

the consumers perception, such as nature of the product, its physical attributes, the
package design, the brand name, the advertisements and commercials including copy
claims, choice and sex of model, size of ad, topography, the position of print ad or a
commercial, and the editorial environment.

Expectations
People usually see what they expect to see, and what they expect to see
is usually based on familiarity, previous experience, or preconditioned set. In a
marketing context, people tend to perceive products and product attributes according
to their own expectations.
Motives
People tend to perceive the things they need or want; the stronger the
need the greater the tendency to ignore unrelated stimuli in the environment. In
general, there is heightened awareness of stimuli that are relevant to ones needs and
interests and a decreased awareness of stimuli that are irrelevant to those needs.
Selective perception
The consumers “selection” of stimuli from the environment is based on

the interactions of expectations and motives with the stimulus itself. These factors
give rise to four important concepts concerning perception.
Selective Exposure
Consumers actively seek out messages that they find pleasant or with
which they are sympathetic. And they actively avoid painful or threatening ones. They
also selectively expose themselves to advertisements that reassure them of the
wisdom of their purchase decisions.
Selective attention
Consumers exercise a great deal of selectivity in terms of the attention

they give to commercial stimuli. They have a heightened awareness of stimuli that
meet their needs or interests and minimal awareness of stimuli irrelevant to their
needs. Thus, consumers are likely to note ads for products that would satisfy their
needs and disregard those in which they have no interest.
Perceptual Defense
Consumers subconsciously screen out stimuli that they find

psychologically threatening, even though exposure has already taken place. Thus,

threatening or otherwise damaging stimuli are less likely to be consciously perceived

than are neutral stimuli at the same level of exposure.
Perceptual Blocking
Consumers protect themselves from being bombarded with stimuli by

simply “tuning out” – blocking such stimuli from conscious awareness. They do so
out of self – protecting because of the visually overwhelming nature of the world in
which we live. The popularity of such devices as TiVo and Replay TV, which enable
viewers to skip over TV commercials with great ease, is, in part, a result of perceptual
blocking.
Perceptual Organization
People do not experience a numerous stimuli they select from the

environment as separate and discrete sensations rather they tend to organize them into
groups and perceive them as unified wholes.
Figure and Grounds
People have tendency to organize their perceptions into figure and

ground relationship. How a figure- ground pattern is perceived can be influenced by
prior pleasant or painful associations with one or the other element in isolation.
Grouping
Individuals tend to group stimuli so that they form a unified picture or

impression. The perception of stimuli as groups or chunks of information, rather than
as discrete bits of information, facilitates their memory and recall. Grouping can be
used advantageously by marketers to simply certain desired meanings in connection
with their products.
Closure
Individuals have a need for closure. They express this need by

organizing their perceptions so that they form a complete picture. If the pattern of
stimuli to which they are exposed is incomplete, they tend to perceive it, nevertheless,
as complete; that is, they consciously or subconsciously fill in the missing pieces.

Perceptual interpretation
Stimuli are often highly ambiguous. Some stimuli are weak because of
such factors as poor visibility, brief exposure, high noise level or constant
fluctuations. Even the stimuli that are strong tend to fluctuate dramatically because of
such factors as different angles of viewing, varying distances, and changing levels if
illumination.
Perceptual distortion
Individuals are subject to a number of influences that tend to distort their

perceptions, such as physical appearances, stereotypes, first impressions, jumping to
conclusions and the halo effect.
Consumer imagery
Consumers have a number of enduring perceptions, or images, that are

particularly relevant to the study of consumer behavior. Products and brands have
symbolic value for individuals, who evaluate them on the basis of their consistency
with their personal pictures of themselves.
Product positioning
The essence of successful marketing is the image that a product has in

the mind of the consumer-that is positioning. Positioning is more important to the
ultimate success of a product than are its actual characteristics, although products are
poorly made will not succeed in the long run on the basis of image alone.
Product repositioning
Regardless of how well positioned a product appears to be, the

marketers may be forced to reposition it in response to market events, such as
competitor cutting into the brands market share or too many competitors stressing the
same attribute.
Perceptual mapping
It helps them to know how their product and service appear to the
customer when compared to the competitors’ product and services.

Positioning of services
Compared with manufacturing firms, service marketers face several

unique problems in positioning and promoting their offering. Because services are
intangible, image becomes a key factor in differentiating a service from its
competition. The marketing objective is to make the customer understand the how the
service factor is related to the product.
Perceived price
It is important to know how the consumer perceives the price, as high,

low or as fair. The consumer must be made to perceive the price which he is paying is
fair. No one will be happy to know that they have paid twice the price.
Reference price
A reference can be external or internal; it can be any price that a

consumer uses as a basis for comparison in judging another price.
Perceived quality
The consumer usually judges the quality of a product or services with

the other attributes relating with it. Such related factors become important to
understand in order to satisfy the customer.
Perceived quality of the product
Cues that relate to the physical characteristics of the product like color,
flavor, or aroma, size etc
Perceived quality of the service
The service is more difficult for the consumer to evaluate; it is

intangible, variable and perishable. They are produced and consumed at the same
time.
Price quality relationship
The studies have found out that consumers rely on price as an indicator
of product quality, that consumers attribute different quintiles to identical products

that carry different price tag, and that such consumer characteristics as age and
income affect the perception of values.
Retail store image
Retail store have image of their own. The customer perceives the retail
store according to their image and environment. The study proves that the customer
determines by the availability of the products available in the stores, advertising, time
availability and easy shopping.
Manufacturer’s Image
The customer’s imaginary extends beyond the perceived price and store
image. The manufacturer who enjoys the favorable image generally finds new
customer in his store where new products are accepted more readily than those
manufacturers who have a less favorable or neutral image.
Perceived Risk
The perceived risk varies depending on the person, the product, the
situation and the culture. Some of the customers may perceive high degree of risk
depending on the consumption situation.
Types of Perceived Risk:
 Functional Risk: Is the risk that product will not perform as expected.
 Physical Risk: Is the risk to self and others that the product may pose.
 Financial Risk: Is the risk that the product will not be worth its cost.
 Social Risk: Is the risk that a product choice will bruise the consumer’s ego
 Time Risk: Is the risk that the time spent on in the product such may be wasted
if the product does not perform as expected.
Characteristics of Consumer Perception:-
Consumer perception is very complex & dynamic in nature therefore it is

constantly changing so there should be some measurements which will adjust with the
changes.

1) Consumer perception includes both observation physical activities, such as

walking through the market to examine merchandise & activates such as
forming attitudes perceiving material & learning to prefer particular brands.
2) Consumer perception consists of the mental & physical activities which
consumer undertakes to acquire goods services and obtain satisfaction from
them.
3) The individual specific perception in the market place is affected by internal
factor such as needs, perceptions & attitudes, as well as by external or
environmental influence such as family, social group, culture economics and
business influences.
Understanding Consumer perception can help the advertisers develop

advertisement campaigns effectively. Consumer will pass through a series of steps
before making a purchase decision. These steps include problem recognition,
information search, alternative evaluation, purchase decision and post purchase
evaluation. Problem recognition occurs when there is considerable difference between
the actual states of affairs an desired of the consumer.
The desired state of affairs refers to the way needs are actually met by the
consumer. Problem recognition occurs either due to change in desired state, change in
actual state or due to change in both the states. Change in desired state can due to
reference groups and novelty seeking perception of the consumers. Change in actual
state of affairs can occur due to stock out situation arousal of needs, and post purchase
evaluation.
Change un both state can be occurred due to change in financial position of the
customers, changes in family, changes in customer’s physical development. Thus the
focus of advertisers at this stage is to create an also to make the customers relate the
problem with the company’s products. The next stop in the consumer buying process
is information search.
A consumer will search for information regarding solutions for the problem
recognized in the previous step. There are two types of searches that are performed by
the consumer-internal and external search. In internal search a consumer will recall

the brands that he knows while external search involves gathering information about
solutions from various external sources.
These sources include personal sources, market controlled sources, public

sources and self experience sources. The intensity of external search depends on the
motivation of the consumer to search. Another important psychological element that
influences the consumer information search is process of perception.
Perception is defined as a three-step process that involves selection,

organization, and interpretation of the information of the information received in a
meaningful way by consumer. At the information search stage the communication
campaigns should be information in nature, so an advertiser provides information
about the product and its attributes to consumers. This help in creating brand
awareness and dispelling doubts regarding the product among consumers.
The next step in the consumer buying process is evaluation of alternative on

which the information is gathered. For evaluation, a consumer will not consider all
brands available in the market. He will shortlist a set of choices on which evaluation
is done. This is known as the evoked set. Evoked set can be defined as set of brands
that a consumer will remember while making the purchase decision.
It is more likely that consumer will choose a brand from the evoked set. Thus
the focus of advertisers at this stage is to place the brand in the consumer’s evoked
set, thereby increasing the probability of the consumer selecting the consumer towards
the product. A positive attitude towards a particular brand will make a consumer
consider that brand and a negative attitude towards it will result in rejection of brand.
Thus, advertisers try to create a favorable attitude among consumers towards

their brand. Multi-attribute models and decision rules will help the company in
understanding the consumer attitudes. Purchasing decision is the next step in the
consumer buying process. At this stage consumer will make a final decision regarding
the brand to be purchased. A consumer will also decide about issues like where to buy
and how much quantity to buy.
Final step in consumer buying process is the post purchase evaluation. At this
stage, the consumer will evaluate performance in terms of his expectations. If the
product does not meet his expectation then he will experience cognitive dissonance.

This can be reduced by running communication campaigns that reassure the consumer
that his decision is right and creating positive image about brand.
Apart from understanding the buying process, advertisers need to study the
consumer learning process which has an influence on consumer buying perception.
The consumer learning is defined as “the process by which individual acquire the
purchase and consumption knowledge and experience they apply to future related
perception.” Consumer learning can be explained using two theories- consumer
learning theory and the cognitive learning theory.
Thus understanding the consumer perception will help the advertiser in

understanding consumer needs, perception, and attitudes. Thereby, they can effective
advertising strategies that can influence consumer perception.
Increasing Need of Marketing Research
1. Growth and complexity of markets: - Markets are no more local in character.

They are now national and even global in character. The marketing activity is
becoming increasingly complex and broader in scope as more firms operate in
domestic and global markets. Manufactures find it difficult to establish close
contact with all markets and consumers directly. Similarly, they have no control
on the marketing system once the goods are sold out to middlemen.
This situation creates new problem before the manufacturers which can be faced
effectively through MR as it acts as a feed-back mechanism to ascertain first hand
information, reaction, etc. of consumers and middleman. Marketing activities can
be adjusted accordingly.
2. Wide gap between producers and consumers:- marketing research is needed as

there is a wide gap between producers and consumers in the present marketing
system. Due to mass scale production and distribution, direct contact between
producers and consumers. Producers do not get dependable information as
regards needs, expectation and reactions of consumers; they are unable to adjust
their products, packaging, prices, etc. as per the needs of consumers. The problem
created due to information gap can be solved only through MR as it possible to
establish contact with consumers and collect first hand information about their

needs, expectation, likes, dislikes, preferences and special features

of their perception. Thus, MR is needed for removing the wide communication
gap between producers and consumers.
3. Changes in the composition of population and pattern of consumption: - In India,

many changes are taking place in the composition of population. There is a shift
of population from rural to urban areas. There have been considerable changes
in the consumption and expenditure patterns of consumers in India. The incomes
of the people, in general, are rising. This brings corresponding increase in their
purchasing capacity and buying needs and habits. The demand for consumer
durables is fast increasing. The market are now flooded with consumer durables
like TV sets and so on. Manufacturers are expected to know such qualitative and
quantitative changes in the consumer preferences and their consumption pattern.
For achieving this objective, MR activities are necessary and useful. In brief, MR
is needed for the study of changes in the pattern of consumption and
corresponding adjustment in the marketing planning, policies strategies.
4. Growing importance of consumers in marketing: - Consumers occupy key

position in modern marketing system. They are now well informed about market
trends, goods available, consumer rights and protection available to them through
consumer protection acts, the growth of consumerism has created new challenges
before manufacturers and traders. Even growing customer expectations create
situation when manufacturers have to understand such expectations and adjust the
production policies accordingly. Indifference towards consumer expectations may
lead to loss of business. In the present marketing system, consumers cannot be
taken for granted. Marketing research particularly consumer research gives
valuable data relating to consumers. It is possible to use such data fruitfully while
framing marketing policies. Thus, marketing decisions can be made
pro consumer through marketing research activities.
5. Shift of competition from price to non-price factors: - Cut-throat
competitionisunavoidable in the present marketing field. Such competition may
be due to various factors such as price, quality, and packaging, advertising and
sales promotion techniques. Entry of new competitors creates new problems in
the marketing of goods and services. In addition, market competition is no more
restricted to price factor alone. There are other non-price factors such as
packaging, branding, after-sales and advertising which create severe market
competition. Every producer has to find out the extent of such non-price
competition and the manner in which he can face it with confidence. MR is
needed as it offers guidance in this regards. A manufacturer can face market
competition even by using certain non-price factors. The shifting of competition
from price to non-price factors has made marketing of consumer goods more
complicated and challenging. This challenge can be faced with confidence by
using certain measures through marketing research.
6. Need of prompt decision making: - In competitive marketing, marketing
executive have to take quick and correct decision. Companies have to
developandmarketnew products more quickly than ever before. However, such de
cision is always difficult.Moreover; wrong decisions may bring loss to the organi
sation. For correct decision making, marketing executive need reliable data and
up to date market information. Here, MR comes to the rescue of marketing
manager. Problems in marketing are located, defined, analyzed and solved
through MR techniques. This suggests its need as a tool for decision making. MR
is needed as a tool for reasonably accurate decision making in the present highly
competitive market system.
1.2) Review of Literature:
Brijesh Sivathanu
Organic products now a days are considered as healthy by most of the

buyers as these are made up of natural substances. Organic products are grown
without the use of fertilizers, artificial chemicals, and pesticides. The Indian organic
food market although in its nascent stage, has started growing rapidly. Consumers
prefer organic food due to safety, human health, and environmental concern and also
due to attributes like nutrition value, taste, freshness and appearance of organic food
matters a lot for consumers. Methods/Statistical Analysis: Multiple linear regression
technique was used to find the determinants which could explain the preference

among consumers to buy the organic food products. Descriptive statistics was used to
understand the demographic information. Findings: From this study, it is seen that the
consumers prefer to buy organic food products, there are various factors impacting the
preference including demographic characteristics of the consumers. It has been
observed that females have more preference for organic food products as compared to
male respondents. More number of educated respondents prefers to buy organic food
products. Age group of 29-39 prefers to buy organic food as compared to other age
groups. Also people of higher income group prefer to buy organic food. Consumers
prefer to buy organic food products because of their perception that the organic food
products are healthy and safe, nutritious and environment friendly. Application and
Improvement: This research reveals the determinants of consumer preference towards
organic food and it will be useful for the marketers to design a suitable marketing
mix. This research can be incorporated to implement the various marketing strategies
by the marketers and other factors impacting the preference of theconsumers in the
various strata of the society.
Ravi Nandi, Wolfgang Bokelmann, Nithya Vishwanath Gowdru, Gustavo Dias
The market for organic products in India is in its infancy, and

knowledge about organic consumers in the country is definitely under-researched.
The objective of this paper is to gain knowledge about consumers' preferences
regarding the purchase places of organic products in Bangalore, the capital of
Karnataka state, India. The consumers' preferred places of purchase and their socio -
demographic characteristics were collected by means of face to face interviews with
201 consumers by using the stratified simple random sampling technique at different
locations in Bangalore. The data obtained from the survey were analyzed with
descriptive statistics, Friedmen's test, Kendall's W test, and seemingly unrelated
regression. The results revealed that the most preferred purchase places for organic
food products were specialized organic stores and supermarkets. The least preferred
purchase places were the local open markets and conventional retail shops.
Furthermore, the results from seemingly unrelated regression showed that the
preferences about places to purchase organic food products were mainly influenced
by gender, education, family size, and family income. Policy makers in agricultural
marketing, institutions who are involved in organic food marketing and producers
should consider the differences in consumer preferences and their socio-demographic

attributes for determining and supporting efficient marketing channels for organic
food products.
1.3) Definition of the Problem:

In today’s globalizing economy competition is getting more and fiercer. That
means it becomes more difficult for products and services to differentiate themselves
from other offerings than ever before.
Not only is the number of competitive offerings rising due to globalization of

production, sourcing, logistics and access to information. Many products and services
face new competition from substitutes and from completely new offerings or bundles
from industry outsiders. Since product differences are closed at an increasing speed
and many companies try to win the battle for customers by price reductions, products
and services tend to become commodities.
1.4) Objectives of the Study:
Some of the important objectives of the study:

1) To study Drip irrigation Products in Amravati city.
2) To study the consumer's perception toward Drip irrigation Products.
3) To study the consumer buying activities of Drip irrigation products.
1.5) Need of the Study:

Recurring drought is a major challenge in the Drought Prone Area of
Maharashtra State in India. Agriculture (e.g., rainfed cropping and livestock) is the
major income activity of over 64% of the state‫׳‬s population. The objective of this
study is to understand the rural farming community‫׳‬s perception of drought impacts
on their socio-economic activities and environment, their adaptation at the household
level and opinions on government drought mitigation measures. This study is based
on both secondary and primary data collected via a survey of 223 farming households.
The results show that decrease in yield of cereals, horticultural crops, livestock
production and loss of employment, all associated with decreased income of farmers,
were the most immediate economic impacts of drought. Social impacts such as

population migration, impacts on health and schooling of children, hopelessness and

sense of loss, conflicts in society for water, and malnutrition due to changed food
preferences were also reported. The environmental impacts such as increases in
average atmospheric temperature, pasture-forest degradation, deteriorated water
quality, damage to fish habitat-wild life, and groundwater depletion were perceived
by farmers to high extent. In spite of good perception of severity of drought impacts
by farmers and their familiarity with various adaptation options, the preference given
for their adoption in agriculture was not good enough. Also to mitigate drought, the
government provided various mitigation measures, but the level of satisfaction
amongst farmers was low. It is expected that this study will help policy makers to
develop more appropriate drought adaptation policies in India.
1.6) Scope of the Study:

1. It will help to study the consumer perception to make changes in the Drip
irrigation products.
2. It will help to find out role of advertisement in customer perception.
3. It will help to study the consumer perception to make advertising strategies for
new product.

CHAPTER 2
CONCEPT OF THE STUDY
2.1) Introduction of Consumer Perception:
Consumer perception applies the concept of sensory perception to marketing

and advertising. Just as sensory perception relates to how humans perceive and
process sensory stimuli through their five senses, consumer perception pertains to
how individuals form opinions about companies and the merchandise they offer
through the purchases they make. Merchants apply consumer perception theory to
determine how their customers perceive them. They also use consumer perception
theory to develop marketing and advertising strategies intended to retain current
customers -- and attract new ones.
Self Perception
Self perception theory attempts to explain how individuals develop an

understanding of the motivations behind their own behavior. Self perception by
customers relates to values and motivations that drive buying behavior -- which is
also an important aspect of consumer perception theory. For instance, a study by
researchers at the University of Massachusetts at Amherst addressed how self
perception shaped consumers' buying behavior. The study considered the question of
whether consumers believed their buying decisions had a real effect on issues such as
environmental impact. The researchers concluded that consumers' self perception was
a driving factor in whether or not they placed a priority on socially conscious
purchase and consumption practices. Consumers who viewed themselves as socially
conscious tended to place more weight on issues such as environmental impact when
making buying decisions than consumers who did not hold similar views of
themselves.
Price Perception
While mass merchandisers such as Wal-Mart emphasize low prices as an

inherent virtue, upscale merchants attempt to emphasize quality and value for money

to appeal to potential customers. Researchers at the School of Business

Administration at LaSalle University and LeBow College of Business at Drexel
University considered several factors, including price perception -- whether
consumers believed they were being charged fair prices -- in determining whether
online shoppers would make repeat purchases through the same website. The
researchers concluded that price perception strongly influenced whether customers
were satisfied with their purchases and whether they would make future purchases.
Two factors that shaped price perception were the perceived quality of the
merchandise or service in question and price comparisons with merchants offering
similar merchandise or services.
Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this
phrase frequently associated with food advertising. Researchers from Marquette
University, Louisiana State University and the University of Arkansas surveyed
customers to determine how nutrition claims associated with food affected their
perception of that food's nutritional value. The researchers found that consumers tend
to reject general, unsupported claims of enhanced nutrition, especially concerning
high nutritional value for foods that are traditionally viewed as unhealthy. The
researchers also theorized that consumers would demonstrate a trend toward applying
more scrutiny to nutrition claims and would demand more specific information about
the foods they purchase.
2.2) Drip Irrigation Subsidy:
The Department of Horticulture has proposed to bring 140 hectares of

cultivable area under drip irrigation during 2016-17 by offering a subsidy of Rs. 96.32
lakh to farmers, Collector S. Natarajan has said.
In a press release here on Wednesday, he said the district administration has

decided to offer drip irrigation facilities with 100 per cent subsidy for small and
marginal farmers and 75 per cent subsidy for other farmers. The Centre offered 35 to
45 per cent subsidy for drip irrigation under the Pradan Mantri Krishi Sinchayee
Yojana (PMKSY) and the rest subsidy would be borne by the State government.

A maximum subsidy of Rs. 1 lakh would be given per hectare of land. A total
of 300 farmers would be benefited under the scheme this year. Farmers who were
engaged in the cultivation of vegetables, chillies, cotton and coconut could be
benefited from the scheme. They would be able to save water by 40 to 60 per cent by
resorting to drip irrigation, he said.
2.3) Major Products/Services:
1 Suitable crop
Drip irrigation is most suitable for row crops (vegetables, soft fruit), tree and
vine crops where one or more emitters can be provided for each plant. Generally only
high value crops are considered because of the high capital costs of installing a drip
system.
2 Suitable slopes
Drip irrigation is adaptable to any farmable slope. Normally the crop would be
planted along contour lines and the water supply pipes (laterals) would be laid along
the contour also. This is done to minimize changes in emitter discharge as a result of
land elevation changes.
3 Suitable soils
Drip irrigation is suitable for most soils. On clay soils water must be applied
slowly to avoid surface water pounding and runoff. On sandy soils higher emitter
discharge rates will be needed to ensure adequate lateral wetting of the soil.
4 Suitable irrigation water
One of the main problems with drip irrigation is blockage of the emitters. All
emitters have very small waterways ranging from 0.2-2.0 mm in diameter and these
can become blocked if the water is not clean. Thus it is essential for irrigation water to
be free of sediments. If this is not so then filtration of the irrigation water will be
needed.
Blockage may also occur if the water contains algae, fertilizer deposits and
dissolved chemicals which precipitate such as calcium and iron. Filtration may

remove some of the materials but the problem may be complex to solve and requires
an experienced engineer or consultation with the equipment dealer.
Drip irrigation is particularly suitable for water of poor quality (saline water).
Dripping water to individual plants also means that the method can be very efficient
in water use. For this reason it is most suitable when water is scarce.
5 Drip System Layout
A typical drip irrigation system is shown in Figure 61 and consists of the

following components:
 Pump unit
 Control head
 Main and sub main lines
 Laterals
 Emitters or drippers.
The control head consists of valves to control the discharge and pressure In the
entire system. It may also have filters to clear the water. Common types of filter
include screen filters and graded sand filters which remove fine material suspended in
the water. Some control head units contain a fertilizer or nutrient tank. These slowly
add a measured dose of fertilizer into the water during irrigation. This is one of the
major advantages of drip irrigation over other methods.
Mainlines, sub mains and laterals supply water from the control head into the
fields. They are usually made from PVC or polyethylene hose and should be buried
below ground because they easily degrade when exposed to direct solar radiation.
Lateral pipes are usually 13-32 mm diameter.
Emitters or drippers are devices used to control the discharge of water from the
lateral to the plants. They are usually spaced more than 1 metre apart with one or
more emitters used for a single plant such as a tree. For row crops more closely
spaced emitters may be used to wet a strip of soil. Many different emitter designs
have been produced in recent years. The basis of design is to produce an emitter
which will provide a specified constant discharge which does not vary much with
pressure changes, and does not block easily.

2.4) Evolution of Drip Irrigation:
This section describes how to determine the performance of basin/furrow irrigation. It

is assumed that the net irrigation water need of the crop is known (i.e. the net
irrigation depth). This is compared with what happens during the actual irrigation
practice. The field application efficiency thus obtained is a good measure for the
evaluation of the performance.
Equipment needed
- Measuring tape (30 m)

- Infiltrometer
- Wooden posts or lathes
- Stopwatch or clock
- Data sheet
Method
Step 1: Identify a typical basin or furrow, which can be considered representative of

the local situation in terms of size, soil type and crop. Measure the basin size or
furrow length with the tape. Record the site data on the data sheet:
Example:
Date of test: 4 December 1987 Basin size: 24 (m) x 15 (m) - 360
(m2)
Crop: Groundnuts Required net irrigation depth: 45
mm
Step 2: Place wooden posts at 5 to 10 m intervals as shown in Figure 81. Record
position of the posts on the data sheet (column 2).
Step 3: Carry out several infiltration tests (see Annex 3) and make an (average)
infiltration curve. In this example, the curve of Annex 3 (Figure 76) is used.
Step 4: Now the irrigation starts. Use the same stream size and the same irrigation time
as the irrigator normally uses. Record the time it takes for the water front to
reach each wooden post (1 to 6). This is called the advance time: column 3.
Step 5: Record the time it takes the water to infiltrate at each wooden post (1 to 6).

This is called recession time: column 4.

Step 6: Calculate the contact time at each of the wooden posts. The contact time is the
difference between the advance and recession time: column 5.
Step 7: Calculate at each of the wooden posts the amount of water applied, using the
infiltration curve: in this case Figure 76: column 6. All data are recorded on the
data sheet as indicated in the example below.
Step 8: Determine the field application efficiency.
The field application efficiency is the fraction of the applied water that is used
by the crop. Provided there are no runoff losses, the field application efficiency
(%) is the required irrigation depth (mm), divided by the average applied
irrigation depth (mm), and multiplied by 100%.
Or:
The average irrigation depth applied (column 6) is:

(65 + 63 + 61 + 60 + 56 + 46):6 =
59 mm
The required net irrigation depth is 45 mm.
Thus the field application efficiency (%) = 45/59 x 100% = 76%
It means that the (average) deep percolation losses are 59 - 45 = 14 mm. This is
shown in Figure 82.
1 2 3 4 5 6
Post Distance Advance time Recession time Contact Water
No. from field clock time clock time time applied
channel reading elapsed reading elapsed
since since
start start
m hr min min hr min min min mm
1 0 11 00 0 11 50 50 50 65
2 5 11 04 4 11 50 50 46 63
3 10 11 08 8 11 50 50 42 61
4 15 11 11 11 11 51 51 40 60
5 20 11 20 20 11 52 52 32 56

6 24 11 30 30 11 54 54 24 46
Average 59 mm

CHAPTER 3
RESEARCH METHODOLOGY
Research comprises "creative work undertaken on a systematic basis in order

to increase the stock of knowledge, including knowledge of humans, culture and
society, and the use of this stock of knowledge to devise new applications." It is used
to establish or confirm facts, reaffirm the results of previous work, solve new or
existing problems, support theorems, or develop new theories. A research project may
also be an expansion on past work in the field. To test the validity of instruments,
procedures, or experiments, research may replicate elements of prior projects, or the
project as a whole. The primary purposes of basic research (as opposed to applied
research) are documentation, discovery, interpretation, or the research and
development (R&D) of methods and systems for the advancement of human
knowledge. Approaches to research depend on epistemologies, which vary
considerably both within and between humanities and sciences. There are several
forms of research: scientific, humanities, artistic, economic, social, business,
marketing, practitioner research, etc.
3.1) Research Design:
Descriptive research design was used to do the research.
Descriptive research was used to describe something. It includes surveys and

facts finding enquiries of different kind. The research study is based on collection of
data and analysis to draw the conclusion.

3.2) Sampling Design:
 Sampling Technique: The sampling technique, which the researcher has

decided, is convenience sampling technique.
 Universe: Sampling universe includes Farmers in Amravati.
 Population: Total number of farmers in Amravati.
 Sample Unit: To collect it from Consumers of Drip irrigation products.
 Sample Frame: The list of Farmers in Amravati.
 Sampling Size: The sample size will be taken as 100 Customers.
3.3) Data Collection Methods:
Data means information required in the research. There are two types of data
Source, which have been helpful to carry out the research these, are as follows:
3.3.1 Primary data
Primary data are those, which are collected a fresh and for the first time. Primary
data was collected through questionnaires & Interview schedule research purpose.
3.3.2 Secondary data
The researcher has collected secondary data from various newspaper, books,
company website, magazines, journals etc.
3.4) Working Definition:
Customer perception refers to the process by which a customer selects,

organizes, and interprets information/stimuli inputs to create a meaningful picture of
the brand or the product. It is a three stage process that translates raw stimuli into
meaningful information.
Drip irrigation is a form of irrigation that saves water and fertilizer by

allowing water to drip slowly to the roots of many different plants, either onto the soil

surface or directly onto the root zone, through a network of valves, pipes, tubing, and
emitters.
3.5) Data Analysis Method:
The data was analyzed with the help of statistical table and graphical and
diagrammatic representation of data. (Bar Diagram, Pia diagram)
3.6) Limitations of the study:
The limitation of this study is that sometimes the retailers may not give the
proper and correct information regarding the perception.
1) The study was limited to Amravati city

2) Due to limited time & money, it was not peruse to come whole entire, hence
the sample size was 100 Customers.
3) The study was limited to Drip irrigation products

CHAPTER NO 4
ANALYSIS AND INTERPRETATION OF DATA
The data so collected is scrutinized, tabulated and analyzed by the help

of some statistical tools and techniques and finally used for the study purpose.
Following are the major conclusions are drawn by the researchers.
4. 1) Analysis of Age Group Wise Classification of the Respondents
Table No. 1 Age Group Wise Classification of the Respondents
Sr. No. Age Group Respondent Percentage

1 Up to 15 20 20
2 21-30 40 40
3 31-40 30 30
4 40 & above 10 10
Total 100 100
[Source – Primary Data]
Graph No. 1 Age Group Wise Classification of the Respondents
45 40
40
35 30
30
Percentage
25 20
20
15 10
10
5
0
Up to 15 21-30 31-40 40 & above
Age Group In Years
Interpretation : [Source – Primary Data]
From the above data analysis it shows that, 10% age group of 40 & above preferred a
Drip Irrigation product, 20% of age group up to 15, 30% of age group of 31-40 and
the rest of age group 21-30 years old.

4.2) Analysis of Gender Wise Classifications Of Respondents
Table No. 2 Gender Wise Classifications of Respondents
Sr. No. Gender Respondent Percentage

1 Male 100 100
2 Female 0 0
Total 100 100
Graph No. 2 Gender Wise Classifications Of Respondents
120
100
100
80
Percentage
60
40
20
0
0
Male Female
Gender
Interpretations:
From the above data it analysis it shows that 100% male has been involved
and rest of female prefer than.

4.3) Analysis of Qualification Wise Classifications of the Respondents
Table No. 3 Qualification Wise Classifications of the Respondents
Sr. No. Qualification Respondents Percentage

1 Illiterate 13 13
2 SSC/HSC 15 15
3 Graduate 22 22
4 Post graduate 30 30
Professional 20 20
Total 100 100
Graph No. 3 Qualification Wise Classifications of the Respondents
35
30
30
25
22
20
Percentage
20
15
15 13
10
0
Illiterate SSC/HSC Graduate
Qualification Post graduate Professional
Interpretation:
From the above data analysis it shows that, qualification wise the 30% Respondents
are from the post graduates group, 35% are graduates, 20% professionals and 15% SSC/HSC.

4.4) Analysis of Respondent’s place of residence
Table No. 4 Respondent’s place of residence
Sr. No Opinion Number of Percentage

Respondents
1 Urban 0 0
2 Rural 100 100
TOTAL 100 100
Graph No. 4 Respondent’s awareness about Drip Irrigation Products
120
100
100
80
Percentage
60
40
20
0 0
Urban Rural
Awareness
Interpretation:
From the above data analysis it shows that, 100% of the respondents were from
the rural area.

4.5) Analysis of Income Wise Classification of the Respondents
Table No. 5 Income Wise Classification of the Respondents
Sr. No. Income Respondents Percentage

1 Below 60000 5 5
2 60001-100000 15 15
3 100001-200000 40 40
4 Above 200000 35 35
Total 100 100
Graph No. 5 Income Wise Classification Of The Respondents
Respondents
45
40
40
35
35
30
25
20
15
15
10
5
5
0
Below 60000 60001-100000 100001-200000 Above 200000
Interpretation:
From the above data analysis it shows that, In the base of economically, it is used in
the base of income i.e. 5% of income group below 60000, 40% of 10,0001 - 20,0000, 15% of
income group of above 60001-100000 and rest of used in the rarely above income of 200000.

4.6) Analysis of Respondent’s Family Member Wise Classification
Table No. 6 Respondent’s Family Member Wise Classification
Sr. No. Family Members Respondents Percentage

1 1-3 55 55
2 4-6 25 25
3 7-10 10 10
4 11 & more 10 10
Total 100 100
Graph No. 6 Respondent’s Family Member Wise Classification
60
55
50
40
Percentage
30
25
20
10 10
10
0
1-3 4-6 7-10 11 & more
Family Member
Interpretation:
From the above data analysis it shows that, i.e. 55% preferred by 1-3 member family,
25% by 4-6 member family and the rest of used in 7-10 and 11 & more.

4.7) Analysis of Respondent’s Awareness about Drip Irrigation Products
Table No. 7 Respondent’s Awareness about Drip Irrigation Products
Sr. No Opinion Number of Percentage

Respondents
1 Yes 100 100
2 No 0 0
TOTAL 100 100
Graph No. 7 Respondent’s awareness about Drip Irrigation Products
120
100 100
80
Percentage
60
40
20
0
0
Yes No
Awareness
Interpretation:
From the above data analysis it shows that, when consumers were asked about
their awareness 100% of the Respondents aware to Drip Irrigation Products and 0%
respondent did not aware about it.

4.8) Analysis of by whom respondents get subsidy on Drip Irrigation product
Table No. 8 by whom respondents get subsidy on Drip Irrigation product
Sr. No Subsidy Provider Number of Respondents Percentage
1 State Government 63 63
2 Central Government 10 10
3 Manufacturer 12 12
4 Dealer 15 15
TOTAL 100 100
Graph No. 8 by whom respondents get subsidy on Drip Irrigation product
15%
12% State Government

Central Government
Manufacturer
Dealer
10% 63%
Interpretation:
From the above data analysis it shows that, 63% of the respondents get subsidy by the
state government, 10% of the respondents get subsidy by central government and 12% of the
respondents get it by manufacturer and 15% of the respondents get subsidy by dealer.

4.9) Analysis of Yearly Consumption Pattern of Drip Irrigation Product
Table No. 9 Yearly Consumption Pattern of Drip Irrigation Product
Sr. No Quantity Number of Percentage

Respondents
1 1-2 52 52
2 3-4 20 20
3 4-6 3 3
4 More than 6 25 25
TOTAL 100 100
Graph No.9 Yearly Consumption Pattern of Drip Irrigation Product
25%
1-2
3% 52%
3-4
20% 6
More than 6
Interpretation :
From the above data analysis it shows that, 20% of the respondent consumes the
3-4 Drip Irrigation products per month. 3% respondent consumes 6 per month. 25%
respondent consumes more than 6 per month. 52% respondent consumes 1-2 per
month.

4.10) Analysis of getting subsidy on Drip Irrigation product
Table No. 10 getting subsidy on Drip Irrigation product
Sr. No Subsidy Number of Percentage

Respondents
1 Yes 93 93
2 No 07 07
TOTAL 100 100
Graph No. 10 getting subsidy on Drip Irrigation product
7%
93%
Yes No
Interpretation:
From the above data analysis it shows that, 93% of the respondents get subsidy on
the drip irrigation products and 7% of the respondents did not get any type of subsidy
on drip irrigation products.

4.11) Analysis of by whom respondents get subsidy on Drip Irrigation product
Table No. 11 by whom respondents get subsidy on Drip Irrigation product
Sr. No Subsidy Provider Number of Respondents Percentage
1 State Government 56 56
2 Central Government 17 17
3 Manufacturer 12 12
4 Dealer 15 15
TOTAL 100 100
Graph No. 11 by whom respondents get subsidy on Drip Irrigation product
15%
12% State Government

Central Government
Manufacturer
56% Dealer
17%
Interpretation:
From the above data analysis it shows that, 56% of the respondents get subsidy by the
state government, 17% of the respondents get subsidy by central government and 12% of the
respondents get it by manufacturer and 15% of the respondents get subsidy by dealer.

4.12) Analysis of getting type of subsidy on Drip Irrigation product
Table No. 12 getting type of subsidy on Drip Irrigation product
Sr. No Subsidy Type Number of Respondents Percentage
1 Cash 56 56
2 Credit 12 12
3 Other 32 32
TOTAL 100 100
Graph No. 12 getting type of subsidy on Drip Irrigation product
32%
56%
12%
Cash Credit Other
Interpretation:
From the above data analysis it shows that, 56% of the respondents get cash subsidy
when they purchase on cash, 12% of the respondents get subsidy on credit and 32% of the
respondents get other type of subsidy.

4.13) Analysis of Factors Affecting On Brand Decision Making
Table No. 13 Factors Affecting On Brand Decision Making
Sr. No Particulars No. of Respondents Percentage

1 Price 29 29
2 Quality 33 33
3 Size of Pack 02 02
4 Advertisement 01 01
5 Package Design 02 02
6 Health 33 33
Total 100 100
Graph No. 13 Factors Affecting On Brand Decision Making
29% Price
33%
Quality
Size of Pack
Advertisement
Package Design
Health Consciousness
2%
1% 33%
2%
Interpretation:
From the above data analysis it shows that, health is the main reason where 33%
peoples choose on the basis of health, 33% choose because of its quail and 29%
because of price, size of pack chooses 02% respondent, advertisement chooses 01%
people & package design chooses by 2% respondent.

4.14) Analysis of Source of Information for Drip Irrigation product
Table No. 14 Source of Information for Drip Irrigation Product
Sr. No Source Number of Percentage

Respondents
1 TV Advertisement 44 44
2 Internet 36 36
3 Newspaper 10 10
4 Bill Bonds 10 10
Total 100 100
Graph No. 14 Source of Information for Drip Irrigation Product
50
44
45
40
36
35
30
Percentage
25
20
15
10 10
10
5
0
TV Advertisement Internet Newspaper Bill Bonds
Source of Information
Interpretation:
From the above data analysis it shows that, 44% of the Respondents get
information from TV Advertisements, 36% from Internet, 10% from newspapers,
10% percent from Bill Bonds.

4.15) Analysis of Respondents getting the advice of agriculture officers at the taluka
level before undertaking drip irrigation subsidy to avoid being cheated
Table No. 15 Respondents Opinion about advice
Sr. No. Opinion No. of respondent Percentage
1 Yes 40 40
2 No 60 60
Total 100 100
Table No. 15 Respondents Opinion about advice
70
60
60
50
40
Percentage
40
30
20
10
0
Yes No
Nature of Purchase
Interpretation:
From the above data analysis it shows that, 60% Respondents did not get advice
by the agriculture officer, 40% of the respondents get the advice by the agriculture
office of taluka.

4.16) Analysis of Satisfaction of the Respondents
Table No. 16 Satisfaction of the Respondents
Sr. No. Feedback No. of Percentage

Respondent
1 Highly Satisfied 15 15
2 Satisfied 20 20
3 Neutral 55 55
3 Dissatisfied 7 7
4 Highly Dissatisfied 3 3
Total 100 100
Table No. 16 Satisfaction of the Respondents
60
55
50
40
Percentage
30
20
20
15
10 7
3
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied
Opinion
Interpretation:
From the above data analysis it shows that, 15% of the respondents are highly
satisfied with the drip irrigation subsidy, 20% of the respondents are satisfied with the
drip irrigation subsidy, 55% of the respondents are neutral, 7% and 3% of the
respondents are Dissatisfied and Highly Dissatisfied with subsidy product.

4.17) Analysis of Respondents’ opinion about who get benefited of subsidy a drip
irrigation project
Table No. 17 Respondents’ opinion about who get benefited of subsidy a drip irrigation
project
Sr. No Who Get Benefited Number of Respondents Percentage
1 Big Farmers 12 12
2 Up to 5 Hectors 07 07
3 Marginal Farms 16 16
4 Up to 2.5 Hectors 65 65
TOTAL 100 100
Graph No. 17 Respondents’ opinion about who get benefited of subsidy a drip irrigation
project
12%
7%
Big
Farmers
Up to 5
16% Hectors
Marginal
Farms
65%
Interpretation:
From the above data analysis it shows that 12% of the of the respondents are
think that, subsidy to big farmers, 7% of the respondents are think it allotted to the up
to 5 hectors farm farmers, 16% of the respondents think to marginal farmers, and 65%
of the respondents think it should allotted to 2.5 up to 2.5 hectors.

4.18) Analysis of Respondent’s opinion about Caste wise subsidy varies to farmers
Table No. 18 Respondent’s opinion about Caste wise subsidy varies to farmers
Sr. No Opinion Number of Respondents Percentage

1 Yes 75 75
2 No 25 25
TOTAL 100 100
Graph No. 18 Respondent’s opinion about Caste wise subsidy varies to farmers
80 75
70
60
50
Percentage
40
30 25
20
10
0
Yes No
Opinion
Interpretation:
From the above data analysis it shows that 75% of the respondents are thinks
that subsidy allotted as per caste and 25% of the respondents are think not happen like
that.

4.19) Analysis of Respondents getting the advantage to farmers on drip irrigation
Table No. 19 Respondents getting the advantage to farmers on drip irrigation
Sr. No Subsidy Number of Percentage

Respondents
1 So Much 9 9
2 Not Much 91 91
Total 100 100
Graph No. 19 Respondents Considering Factor While Purchasing a Product
91
100
90
80
Percentage
70
60
9
50
40
30
20
10
0
So Much Opinion Not Much
Interpretation:
From the above data analysis it shows that, 91% of the respondents are think
subsidy which was not much, and 9% of the respondents are getting so much subsidy.

4.20) Analysis of Respondents Opinion about satisfaction
Table No. 20 Respondents Opinion about satisfaction
Sr. No Opinion No. of Respondents Percentage

1 Excellent 39 39
2 Satisfactory 43 43
3 Good 12 12
4 Poor 04 04
5 Very Poor 02 02
Total 100 100
Graph No. 20 Respondents Opinion about satisfaction
50
45 43
39
40
35
30
Percentage
25
20
15 12
10
4
5 2
0
Excellent Satisfactory Good Poor Very Poor
Opinion
Interpretation:
From the above data analysis it shows that, 39% of the respondents think
excellent to satisfaction about drip irrigation subsidy, 43% of the respondents think it
was satisfactory, 12% of the respondents think it was good, 4% of the respondents
think poor and 2% respondents think very poor.

4.21) Analysis of Respondents Opinion about support getting process to complete the
drip irrigation subsidy
Table No. 21 Respondents Opinion about support getting process to complete the drip
irrigation subsidy

1 Agri. Dept. 20 20
2 Dealer 24 24
3 Friends 29 29
4 Agri. Dept. & Dealer 27 27
Total 100 100
Graph No. 21 Respondents Opinion about support getting process to complete the drip
irrigation subsidy
35
29
30 27
24
25
20
Percentage
20
15
10
0
Agri. Dept. Dealer Friends Agri. Dept. & Dealer
Opinion
Interpretation:
From the above data analysis it shows that, 20% of the respondents are get
support from Agri. Dept., 24% of the respondents are get support from dealer, 29% of
the respondents are getting support from friends and 27% of the respondents think
they get support from Both Agri. Dept. & Dealer.

4.22) Analysis of Respondents Opinion about effective Drip Irrigation subsidy to

farmers to getting high yield
Table No. 22 Respondents Opinion about effective Drip Irrigation subsidy to farmers to
getting high yield

1 More than Regular 39 39
2 More than 25% to regular 43 43
3 More than 50% to Regular 12 12
4 To help the off season 06 06
crop growing
Total 100 100
Graph No. 22 Respondents Opinion about effective Drip Irrigation subsidy to farmers
to getting high yield
50
45 43
39
40
35
Percentage
30
25
20
15 12
10 6
5
0
More than Regular More than 25% to More than 50% to To help the off
regular Regular season crop growing
Opinion
Interpretation:
From the above data analysis it shows that, 39% of the respondents are think
more than regular, 43% of the respondents are think more than 25% regular, 12% of
the respondents are think more than 50% regular, 6% of the respondents are think to
help the off season crop growing.

CHAPTER NO 5
FINDINGS, CONCLUSIONS AND SUGGESTIONS
5.1) FINDINGS:
1) After conducting the research the researcher found that, most of the
Respondents are from the age group of 21-30 years in this research process.
2) Male are mainly involve in purchasing of Drip Irrigation product.
3) In this research process, mostly graduates are involved.
4) In this research process, mostly respondents having other occupation with the
farming.
5) In this research process, 40% Respondents having 100001-200000 annual

income.
6) In this research process, 55% Respondents are 1-3 members in their family.
7) It is found that, 93% of the Respondents are aware about the Drip Irrigation
Drip Irrigation products.
8) In that case, mostly respondents get the subsidy.
9) From them who were received subsidy, they got subsidy mostly by the
government.
10) In this research process, researcher found that, mostly respondents got subsidy
by cash.
11) It is found that, 52% of the Respondents are consumer 1-2 Drip Irrigations in a
month.
12) Researcher found that, price and quality affects more in the brand decision
making.
13) Advertisement is the major source for the information.
14) In this research process, planned purchase is done by the Respondents mostly.

15) In this research process, mostly Respondents are highly satisfied by the
purchasing Drip Irrigation product.
16) Mostly Respondents are recommended Drip Irrigation product to others.
17) In this research process, 75% Respondents are aware about Drip Irrigation
product logo.
18) In this research process, mostly Respondents are satisfied with promotional
activities of Drip Irrigation product.
19) Mostly Respondents considered price and quality.
20) Respondents said about price worth are strong.

5.2) Conclusions:
1) It is concluded that, Drip Irrigation product was generally aware to the all the
customers in the Amravati city.
2) It is concluded that, consumer does not enough aware about drip irrigation
subsidies.
3) It is concluded that, mostly of the customers are the continuous buyer of the
Drip Irrigation product, and not switch to other companies.

5.3) Suggestions:
1) If Company starts effective awareness in Amravati city about Drip Irrigation

awareness program. Then again existing customers will attract more and they
will suggest to new customer to prefer the company’s product.
2) If Company organizes some extra promotional activities, and then there will
be chances to increase the sales percentage.
3) Government should try to publish the subsidy broacher for the farmers to
aware about it.
4) Government should try to get increase the subsidy products for farmers.

REFERENCE SECTION
BIBLIOGRAPHY
 Suja Nair, R. “Consumer Behavior”, Himalaya Publishing House, New Delhi,
2006.
 Ramesh Kumar, S. “Consumer Behavior and Branding – Concepts, Readings
and Cases”, Dorling Kindersley (India) Pvt. Ltd., New Delhi, 2009.
 Jain, P.C. Monika Bhatt, “Consumer Behaviour in Indian Context”, Chand &
Company Ltd., New Delhi, 2008.
 Chunawalla, S.A. “Advertising, Sales and Promotion Management”, Himalaya
Publishing House, New Delhi, 4th Revised Edition, 2010.
 Kothari, C.R. “Research Methodology – Methods and Techniques”, New Age
International (P) Ltd Publishers, New Delhi, 2010.
 Rajan Nair, N. and Sanjith R. Nair, “Marketing”, Sultan Chand & Sons, New
Delhi, 2010.
WEBLIOGRAPHY
1. http://www.dripirri.com
2. http://www.researchjournals.com

ANNEXURE-I
Questionnaire:
Dear Respondents,
My name is Akshay P. Deshmukh, student of MBA II year and I am

conducting a survey, on “A Study of Consumer Perception towards Drip
Irrigation Subsidies with Special Reference to Amravati”. It is a kind request to
fill up the following questionnaire. I will be grateful to you for your co-operation.
Thank you,
Yours Sincerely
Akshay P. Deshmukh
(MBA-II 2016-17)
1) Name-----------------------------------------------------------------------------------------
2) Age group: Up to 15 21-30 31-40 40 & above
3) Gender: Male Female
4) Educational qualification: Illiterate SSC/HSC
Graduate Post Graduate Professional
5) Place of residence: Urban Rural
6) Annual Income - Below 60000 60001-100000

100001-200000 Above 200000
7) How many members are there in your family?

1-3 4-6
7-10 11 & More

) Are you aware about the Drip Irrigation subsidies?

Yes No
9) Which Department provides the drip irrigation subsidy to farmers?
State Government Central Government
Manufacturer Dealer
10) How many Drip Irrigation products do you Purchase yearly with subsidy?
1-2 3-4 4-6 more than6
11) Do you get advantage of subsidy on drip irrigation?

Yes No
12) Are you benefited of such subsidies every year?

Yes No
13) From whom you get the subsidy?

State Government Central Government
Manufacturer Dealer
14) Which type of subsidy you get on drip Irrigation?

Cash Credit Other
15) What factors affects the decision making of purchasing Drip Irrigation products
with subsidy or without subsidy?
Price Quality Size of Pack
Advertisement Package Design
16) From which source you get information about subsidies?

TV Advertisement Internet
Newspaper Bill Boards/Hoardings
Other
17) Do you get the advice of agriculture officers at the taluka level before undertaking
drip irrigation subsidy to avoid being cheated?
Yes No
18) Are you aware about % of involved in different irrigation products?

Yes No
19) Are you satisfied with the products provided by prefer Drip Irrigation with
subsidy?
Highly Satisfied Satisfied Neutral
Dissatisfied Highly Dissatisfied
20) Who get benefited of subsidy a drip irrigation project?
Big Farmers Up to 5 Hectors
Marginal Farms Up to 2.5 Hectors
21) Caste wise subsidy varies to farmers, do you agree with this scheme?
Yes No
22) How much amount of % get the advantage to farmer on drip irrigation?
50% 75% None of These
23) What is the overall satisfaction regarding subsidies provided?
Excellent Satisfactory Good
Poor Very Poor
24) Who is the support getting process to complete the drip irrigation subsidy?
Agri. Dept. Dealer
Friends Agri. Dept & Dealer
25) How much effective Drip Irrigation subsidy to farmers for high yielding?
More than Regular More than 25% to regular
More than 50% to regular to help the off season crop growing

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A Study Of Consumer Perception Towards Drip Irrigation Subsidies With Special Reference To Amravati

NATURE & SCOPE OF THE STUDY

Perception may be defined as “any observable action (or reaction) of an

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 1

Customer perception study is based on consumer buying perception, with the

Consumer: - Buyer + User

Perception: -Any observable action or reaction

There are number of definition of consumer perception given by number of

The perception that consumers display in searching for purchasing, using,

 Leon G. Schtffmon & Leslis lazar Kanuk

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 2

Buying perception is all psychological, social, & physical perception of

 Walters & Paul

The relevant internal psychological process that is associated with information

It is common for customers to experience concerns after making a purchase

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 3

To manage the post-purchasing stage, it is of the job of the marketing team to

Consumer perception is influenced by: demographics, psychographics

Consumer perception is influenced by: culture, sub-culture, locality, royalty,

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 4

Sensation is the immediate and direct response of the sensory organs to

The absolute threshold

The lowest level at which an individual can experience a sensation is

The differential threshold

People are motivated below their level of conscious awareness. People

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 5

Human beings are constantly bombarded with stimuli during every

Consumers subconsciously exercise a great deal of selectivity as to

Which stimuli get selected depends on two major factors in addition to

Nature of the stimulus

Marketing stimuli include an enormous number of variables that affect

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 6

The consumers “selection” of stimuli from the environment is based on

Consumers exercise a great deal of selectivity in terms of the attention

Consumers subconsciously screen out stimuli that they find

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 7

threatening or otherwise damaging stimuli are less likely to be consciously perceived

Consumers protect themselves from being bombarded with stimuli by

People do not experience a numerous stimuli they select from the

Figure and Grounds

People have tendency to organize their perceptions into figure and

Individuals tend to group stimuli so that they form a unified picture or

Individuals have a need for closure. They express this need by

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 8

Individuals are subject to a number of influences that tend to distort their

Consumers have a number of enduring perceptions, or images, that are

The essence of successful marketing is the image that a product has in

Regardless of how well positioned a product appears to be, the

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 9

Compared with manufacturing firms, service marketers face several

It is important to know how the consumer perceives the price, as high,

A reference can be external or internal; it can be any price that a

The consumer usually judges the quality of a product or services with

Perceived quality of the product

Perceived quality of the service

The service is more difficult for the consumer to evaluate; it is

Price quality relationship

P. R. Pote (Patil) College of Engineering & Management, Amravati Page 10