Segmented Organic Fertilizer Market in Kutch District, Gujarat, India

Abstract

The present study was an attempt to develop the probable market segments for the organic fertiliser based on its sale by different companies to their respective farming communities. For that sake, Kutch district of Gujarat was purposively selected looking into the growing importance of the area in the organic fertiliser market and 200 respondents were selected from five different talukas due to the large number of target respondents in that region. Correspondence analysis was used for creating perceptual map and developing probable market segments whereas descriptive statistic was used to understand other critical areas of the study. It was found that organic fertiliser is always preferred in bulk, with other inputs as the complementary products. As it was high in price, farmers expected some discounts on the product purchase. Companies may come with package of solutions in product distribution by giving discounts, intime supports, easy availability, adequate storage and transportation facility, technical knowhow and many more for luring customers towards their market segments. The market is lucrative for companies that sell organic fertiliser to farmers engaged in dairy farming and agriculture. However, other areas of market segments like agriculture, business and potential combinations thereof.