Analysis of farmers perception on marketing strategies of major micro irrigation companies in Annamayya district of Andhra Pradesh

Abstract

The importance of water to plant growth is multifaceted. The technique of applying large volumes of water to plants, crops, or landscapes is called Irrigation. Applying irrigation through drippers, sprinklers and foggers at high pressure is called Micro irrigation. Although farmers are rapidly becoming advocates of micro irrigation techniques, market penetration remains very low. Hence effective marketing strategies for micro irrigation are essential. The study was taken to analyse the perception of farmers on marketing strategies of major micro irrigation techniques. A multi stage stratified purposive cum convenience sampling method was employed to select the sample. Total sample size was 80 farmers. Likert scale was used to record the opinion of the farmers. Mean technique was used to analyse the recorded data. Garrett ranking was employed to rank the benefits accrued from micro irrigation system.