Marketing strategies and methods adopted by companies to promote micro irrigation among farmers in Ranga Reddy district of Telangana

Abstract

A study on adoption pattern and farmers’ behavior towards micro irrigation was conducted in Ranga Reddy district of Telangana state in the year 20119-20. In the study, 120 farmers and 10 dealers from the study area were interviewed to know their awareness, adoption pattern, knowledge level and preferences, marketing strategies, customer relationship management, promotional strategies of micro irrigation companies towards micro irrigation systems in Ranga Reddy district of Telangana state. Ranga Reddy district was selected purposively for the present study as more area under micro irrigation mainly for cultivation of horticultural crops is observed. It is also noticed that during the last 10 years, micro irrigation adopting farmers have been increasing in a large number. The study revealed that majority of the farmers opined that companies were maintaining customer relations as a part of their marketing strategies like organizing farmers’ meetings, post sales service, regular field visits, demonstration and field days, van campaigns, wall paintings and sales promotional methods. Majority of the companies have focused strategy (50 per cent) as competitive advantage across its chosen market, while 27.5 per cent companies pursues cost leadership and 22.5 per cent pursues differentiation strategy.