Data obtained was entered in MS Excel and analysed. Descriptive statistics, including percentages, frequencies, pivot charts and various other graphics, were employed to create visual data. This approach facilitated easier identification and observation of the data, allowing for precise inferences.
The analysis of the Kavach and Cashback schemes examines their influence on the adoption of Tejaa (081) hybrid seeds by farmers. It aims to evaluate the effectiveness of these incentives in driving product uptake and fostering farmer loyalty. Findings reveal that 83.57% of farmers were aware of both the Advanta Kavach and Cashback schemes, while 8.57% were familiar only with the Kavach scheme. However, 7.86% of farmers reported having no awareness of these schemes, indicating potential gaps in communication or outreach efforts. In terms of impact, 69.29% of farmers stated that these schemes somewhat influenced their purchasing decisions, while 1.43% reported a strong influence. Conversely, 22.14% of farmers indicated that such schemes did not impact their choices. The analysis demonstrates that these schemes effectively encourage product adoption and brand loyalty but highlights the need for targeted efforts to enhance awareness among the remaining farmers.
The evaluation of farmers’ perspectives on the pricing strategies for Tejaa (081) hybrid seeds focuses on their willingness to adopt value-based pricing. A significant portion of farmers (65.94%) expressed dissatisfaction with the current pricing model, while 23.91% were somewhat satisfied, 5.07% expressed high satisfaction, 3.62% were neutral and 1.45% were very dissatisfied. High seed costs were identified as the primary factor driving dissatisfaction. The analysis also explored preferences for pricing models, revealing that 58.58% favoured value-based pricing due to its additional benefits, while 5.00% preferred traditional models. Meanwhile, 36.43% indicated their decision depended on the crop’s performance. These findings suggest that addressing high price barriers and emphasizing the benefits of value-based pricing could foster greater trust and adoption among farmers.
The evaluation of the Tejaa (081) hybrid campaign highlights its effectiveness in driving farmer engagement, adoption rates and overall reach. The study found that 49.29% of farmers planted Tejaa (081) during the season, 20.71% did not and 30% expressed interest in planting it in the future. Farmers’ willingness to recommend Tejaa (081) was largely influenced by personal experiences and crop performance, with 16.43% definitely willing, 58.57% probably willing and 19.29% uncertain. Key barriers to recommendation included insufficient awareness (24.24%), low yield (6.06%), difficult picking (9.09%) and suboptimal fruit quality (3.03%). Predictions for the next season indicate that 47.86% of farmers are ready to purchase Tejaa (081), 48.57% may consider it based on performance and 3.57% are unlikely to adopt it. These insights offer valuable guidance for refining promotional strategies and addressing barriers to maximize adoption and satisfaction.
This study evaluates how farmers receive and engage with Advanta Seeds’ communication strategies, particularly regarding the Tejaa (081) hybrid seeds. Analysis revealed that 97.87% of farmers were aware of the product, underscoring the success of Advanta’s communication efforts. Additionally, 88% of farmers reported encountering communication materials, while 12% indicated no exposure, highlighting the need for expanded outreach. Table 1 depicts that key communication mediums included field demo activities (52.6%), interactions through Marketing Development Officers (48.2%) and print materials (40.9%). These channels effectively delivered key messages and facilitated informed decision-making. Among the benefits influencing purchase decisions, high yield potential (65.94%) and more branches (31.16%) were the most compelling. In contrast, superior fruit quality and disease tolerance had less impact, each cited by 1.45% of respondents. These findings emphasize the importance of prioritizing high yield potential and more branches in communication strategies to maximize adoption and satisfaction among farmers.
Findings indicated that 88% of respondents recalled receiving campaign communication, with high yield potential and increased branching being the most attractive features. Referral schemes such as Advanta Kavach and Cashback positively influenced the purchasing decisions of 69.29% of farmers. However, satisfaction with the pricing strategy was mixed, as many farmers expressed concerns about Tejaa’s higher prices compared to competitor seeds. Farmer adoption was moderate, with nearly half of the respondents planting Tejaa (081) this season. Future purchases remained uncertain, primarily influenced by crop performance. Many farmers were hesitant to recommend the seeds due to uncertainties in yield and quality.
Recommendation
To effectively promote the Tejaa (081) hybrid and address the various challenges identified during the campaign, a multifaceted approach is necessary. This approach should focus on enhancing communication strategies, leveraging trader influence, addressing price concerns, managing farmer complaints and organizing impactful events like a Mega Farmers Day. Each of these elements plays a critical role in not only promoting the product but also in ensuring that the farmers see the value in choosing Tejaa (081) over competing varieties.
Firstly, it’s crucial to acknowledge the potential of social media platforms in enhancing the reach and effectiveness of our communication efforts. The data revealed that not a single farmer had encountered the WhatsApp testimonials shared about Tejaa (081). This suggests a significant gap in our communication strategy, particularly in utilizing social media platforms like WhatsApp and Facebook. Given the widespread use of these platforms among the farming community, they offer a powerful channel to disseminate information, share success stories and build a community around the product. By creating engaging content such as videos, testimonials and informative posts, we can capture the attention of farmers who are increasingly relying on these platforms for information. Moreover, these platforms allow for interactive communication, enabling farmers to ask questions, share feedback and connect directly with experts. This two-way communication can significantly enhance the trust and credibility of our product, making farmers more likely to consider Tejaa (081) for their cultivation needs.
In addition to bolstering our social media presence, it is essential to recognize the influence of traders in key markets like Edappadi and Konganapuram. Traders in these regions have a significant impact on the purchasing decisions of farmers, often serving as trusted advisors who guide them on the best products to buy. Therefore, organizing a mega Traders Meet in these areas could be a game-changer in boosting the sales of Tejaa (081). Such an event would provide an opportunity to directly engage with traders, showcase the benefits of Tejaa (081) and discuss strategies to promote the product effectively. By equipping traders with the right information and incentives, we can leverage their influence to drive greater adoption of Tejaa (081) among farmers. This could include offering special discounts, providing promotional materials and highlighting the superior features of Tejaa (081) that make it a better choice compared to its competitors.
Speaking of competitors, the pricing of Tejaa (081) has emerged as a concern among farmers. With mixed responses regarding satisfaction with the current pricing and competitors like Senani and Selvum (BASF-Nunhems) offering their products at lower prices, it is imperative to address these concerns head-on. One way to do this is by emphasizing the value for money that Tejaa (081) offers. We need to clearly communicate how the product’s superior yield, greater number of branches and other unique features justify its price point. By showcasing case studies, testimonials and data that highlight the long-term benefits and higher returns that Tejaa (081) provides, we can help farmers see that the initial investment is well worth it. Additionally, offering flexible pricing options or loyalty programs could also help alle
viate concerns and make the product more accessible to a broader range of farmers.
Another critical aspect that needs attention is addressing the complaints from farmers, particularly regarding the yellow ring that appeared this season. It’s important to convey to the farmers that this issue was not a flaw in the variety but rather a result of the sudden high temperatures experienced during the season. More importantly, it is crucial to reassure them that this issue is being compensated by the high yield Tejaa (081) is providing. Alongside this, educating farmers on good cultivation practices, such as proper spacing and spraying techniques, can help mitigate such issues in the future. By providing them with the knowledge and tools they need to optimize their cultivation practices, we can help them achieve better results and enhance their overall satisfaction with the product.
Finally, while field day activities have been effective in promoting Tejaa (081) on a weekly basis in different areas, organizing a Mega Farmers Day could take this a step further. A Mega Farmers Day would serve as a grand event to bring together a large number of farmers, traders and other stakeholders. This event would provide a platform to showcase the success of Tejaa (081), share best practices and offer live demonstrations of the product in action. By creating an immersive and informative experience, we can leave a lasting impression on the attendees and further solidify the reputation of Tejaa (081) as a top choice for farmers. Additionally, this event could also serve as an opportunity to launch new initiatives, offer exclusive discounts and gather valuable feedback that can inform future campaigns.
