Agricultural Research Management Information System

Home
Research Summary
Search
About Us
- ARMIS
- Brochure
Contact Us
Report
User Request
Data Input
Help
- Operation Manual
  - PDF
  - Video
- Program Area & Commodity
We have reached 37600 number of research entries at this moment.

- Logout

Research Detail

Home
Research
Detail

Application of Marketing Approaches to the Seed Marketing in Bangladesh: a Study on Dinajpur District

A. Kalam
Department of Marketing, Hajee Mohammad Danesh Science and Technology University, Dinajpur, Bangladesh

Abstract/ Executive Summary:

This paper is based on both primary and secondary data following the qualitative research technique. It analyzed the marketing approaches applied to the seed marketing in Dinajpur District of Bangladesh, especially the four p’s of marketing like product, price, place and promotion as well as the important individual decisions such as product’s attributes, branding, packaging and support service for the seed. The study was undertaken to investigate the marketing techniques of seed used in private sector as well as public sector in 13 Upozilas of Dinajpur District in Bangladesh. It was conducted on four crops like rice, maize, jute and vegetables growing villages in 13 Upozilas of Dinajpur district in Bangladesh. It was found that more than 80% seed supplied by the farmers themselves, 12% supplied by the private enterprise and rest supplied by government organizations like BADC. The price of farmer’s seed is fixed up by the market forces through the condition of supply and demand and the very infrequent as well as unattractive advertising applied to inform the users of seed are observed in this study. People in the study area are less conscious to apply the modern cultivate system to plant as well as preserving the seed.

Keywords: Application, Individual decision, Marketing approaches, Seed

Location: Dinajpur District of Bangladesh

Start Date: 00-04-2016

End Date:

Program Area: Seed Technology

Commodity: Market/Marketing

Objectives:

The objectives of the study are as follows:

1. To asses the marketing approaches for seeds in Dinajpur region of Bangladesh.

2. To know the dealer’s conditions to become a dealer of BADC in Bangladesh.

3. To provide the suggestions for improving the seed marketing practices in the context of real marketing approaches.

Methodology:

The nature of the study is qualitative. Most of the data collected from the BADC in Dinajpur Region. The study was conducted in four crops like rice, maize, jute and vegetables growing villages in 13 Upazila of Dinajpur district in Bangladesh. There are 255 authorized dealers are available in this district. Among them 26 dealers (13X2) dealing all the selected seeds and 65 (13X5) farmers are interviewed to know about their marketing process and involvement. 5 farmers in each Upazila recommended by the dealer are taken as a sample of the study. Besides, 5 private enterprises regularly supplied the various seeds such as ACI Limited, LalTeer, Synginta, Gatco Seed Limited, and Advanta are taken as a sample to collect the relevant data in the stated region. Data were collected in April 2016. The following model was applied to justify the main marketing approach used by the seed marketers in Bangladesh.

The model contains five important decisions undertaken by the marketers of seed. Seed attributes indicate the specifications of a particular seed that inspire the farmers to purchase the seed. Branding means the particular name, term, symbol or any graphic design, sign etc. that identifies the seed of a particular company. Packing means the rapping of seeds that holds the seed for its safety and protection. Labeling means some relevant important information mentioned in the package about the seed or particular company and support service is valuable suggestions and recommendations or guidelines to cultivate and preserve the seed.

Source of Information: Journal of Science and Technology 14(June 2016):36-41

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Generally, traders are involved to the supply of seed to the farmers believed that marketing is nothing but distributing the seed to the users in right time. They believe success of business depends on the proper allocation of seed from the producers to the users of seed. They perceived in this way due to the lack of right knowledge in marketing. Most of the seed supplied in the country by the farmers them self without applying any marketing approaches and only 15% to 20% seed supplied by the private enterprise following the proper marketing strategy. As a result, farmers are not showing interest to use the right quality of seed for the growth of crops. Therefore, if it is possible to apply the proper marketing techniques and make the more involvement of the farmers then they will be awarded to use the quality seed and ultimately opportunity to produce the quality crops. Some important marketing decisions are mentioned for the seed marketers such as selecting the main attributes of seed, branding the particular seed, packaging the seed, labeling for important information and the support service. Basically, marketing strategy consists of product, price, place and promotion applied to achieve the main goal of marketing. Improved marketing decisions related to the perfect decisions of selection and focus on relevant attributes of seed so that the users can easily differentiate than others. Pricing is the vital factor for marketing. Because all the items of marketing required investment and cost but all the costs covered by the price. As a result, pricing decision is the most urgent and important decision for the seed marketers. Again, price is the most controllable driver in business. Because, the people of Bangladesh is very much price sensitive and they switched over due to the changing price. As a result, pricing decision should be satisfied to the marketer as well as to the user of seed. In addition, distribution system should be designed as like as the aspired location and time of the seed user. It needs more concentration on the preservation and maintenance of the seed to distribute it to the users. Attractive electronic and print advertising are required to make awareness of the farmers to use the perfect seed for the production of crops. Farmers should be more informed about the amenities of using scientific seed to produce the crops.

Knowledge Management: Journal