3.

RESRACH METHODOLOGY

3.1 INTRODUCTION

This chapter deals with methodology that is used to achieve the objectives of
the present study. The main objective of the present study is to understand the buying
behaviour of farmers and to identify the factors that are influencing them while
purchasing cotton seeds. The factors are identified by conducting filed surveys and
comparing them with demographic factors of the farmers. In addition the study also
concentrated in identifying the problems that farmers are facing in the seeds market
while procuring seeds. In order to minimize the error’s in sampling and data
collection the methodology should be strong. To analyze the data various
methodologies are used. The chapter describes data collection procedure, sampling
design or sampling plan, formulation of hypothesis, instruments used to analyze the
data.

3.2 OBJECTIVES OF THE STUDY

1. To study the existing marketing practices of cotton seeds in India.

2. To study the buying behaviour of farmers and to identify the factors influencing the
buying behaviour of cotton farmers in Guntur District, Andhra Pradesh.

3. To identify whether there is significant difference between Groups with respect to

age, category, and tenant, landlord, and tenant & landlord.

4. To identify the problems faced by farmers in the cotton seed market in Guntur
District, Andhra Pradesh.

5. To suggest appropriate measures to overcome the problems faced by cotton

Farmers in Guntur District, Andhra Pradesh.

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3.3 FORMULATION OF HYPOTHESIS

Hypothesis formulated for the study are as below:

Hypothesis H1: Product factors has positive influence on buying behaviour of

farmers towards cotton seeds

H1.1: Brand image has positive influence on buying behaviour of farmers.

H1.2: Quality has positive influence on buying behaviour of farmers.

H1.3: Price has positive influence on buying behaviour of farmers.

H1.4: Service has positive influence on buying behaviour of farmers.

H1.5: Distinctiveness (Product features) has positive influence on buying

behaviour of farmers.

H1.6: Promotional activities have positive influence on buying behaviour of

farmers.

Hypothesis H2: Psychological factor, Learning, has positive influence on buying

behaviour of farmers towards cotton seeds.

Hypothesis H3: Individual factor, Financial status (Financial constraints), has positive
influence on buying behaviour of farmers.

Hypothesis H4: Social factors has positive influence on buying behaviour of farmers
towards cotton seeds

H4.1: Reference group has positive influence on buying behaviour of farmers.

H4.2: Family has positive influence on buying behaviour of farmers.

H4.3: Opinion leaders have positive influence on buying behaviour of farmers.

Hypothesis H5: There is a significant difference between Categories of farmers.

Hypothesis H6: There is a significant difference between Age groups of farmers.

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Hypothesis H7: There is a significant difference between Tenant, Owner and Both
(tenant and owner).

3.4 PILOT STUDY

Pilot study is a preliminary analysis that is conducted before going for a full-
blown study. It is the basic foundation for research. It was conducted on 50 cotton
producing farmers, 10 from each mandal. Total 5 mandals were taken for the pilot
study. They were asked about the factors that influence them while purchasing cotton
seeds and also the problems they face in seed market while procuring cotton seeds.
Based on the findings the researcher has confirmed that the questionnaire for schedule
is appropriate and the survey instruments are finalized.

3.5 RESEARCH DESIGN

Quantitative research is a formal, effective and orderly process used to

describe and test the relationship between testing variables and also to examine the
cause and effect relation among the testing variables189 [134]. A survey method is
used to collect primary data from sample farmers using a well structured
questionnaire (schedule). Mandal officers, village panchayats, village heads, big
farmers were approached to get the details of the cotton producing farmers. Cotton
producing farmers were purposively selected and then the cotton farmers were
randomly selected based on the number of the cotton producing farmers in the
village/mandal. Before starting interview, a formal conversation was developed with
the farmers to make farmers feel free and also for better understanding their
behaviour. The data was collected all the time mostly in morning and evening as the
farmers gather in these timings. A total 1000 cotton producing farmers were
approached of which only 751 were valid (completely answered). The successful
response rate is 75% of the total sample.

189
Burns, N., & Grove, S. (1997), “The Practice Off Nursing Research Conduct, Critique And
Utilisation. 3rd Edition”, Philadelphia: WB Saunders.

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3.5.1 RESEARCH SETTING

The research was conducted in the area of Guntur district, Andhra Pradesh,
India. The district was selected as it is one of the largest cotton producing districts in
not only in Andhra Pradesh but in India. Of the total 57 mandal, 41 mandals were
producing cotton.

3.5.2 SAMPLING DESIGN

Sample design is a basis for sample selection and also serves as a road map for
it. Sample design includes description of the sample frame, sample size, sample unit
and sampling procedure.

3.5.2.1POPULATION OF THE STUDY

Population is nothing but the individuals that meet the sample criteria190 [134].
Population taken for the study is the cotton producing farmers in Andhra Pradesh,
India.

3.5.2.2 SAMPLE FRAME

It is the source from which a sample has been taken191 [135]. Cotton producing
farmers from 20 mandals in Guntur district, Andhra Pradesh, India is the sample
frame taken for this study. The reason for taking Guntur district is that it is the largest
cotton producing district in Andhra Pradesh.

3.5.2.3 SAMPLING UNIT

Sample unit is the minimum unit of respondents drawn from the selected
population192 [136]. The sample unit consists of cotton farmers.

190
Burns, N., & Grove, S. (1997), “The Practice Off Nursing Research Conduct, Critique And
Utilisation, 3rd Edition”, Philadelphia: WB Saunders.
191
Sarndal, C.-E., Swensson, B., & Wretman, J. (2003), “Model Assisted Survey Sampling”, Springer.
192
FAO Corporate Document Repository. (N.D.). Retrieved January 16, 2017, From Food And
Agricultural Organisation Of United Nations:
http://Www.Fao.Org/Docrep/005/Y3779E/Y3779e08.Htm

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3.5.2.4 METHOD OF SAMPLING

For selecting sample farmers a four stage stratified random sampling design
has been used. In Guntur, total 40 mandal were producing cotton. Of the total 40
mandals, 20 mandals and in each mandal, 5 villages were selected. In each village, 10
farmers were selected. For each selected village, cotton farmers are classified as
Marginal, Small and medium and large farmers were taken.

Stage I: Mandals

Stage II: Villages

Stage III: Farmers

Stage IV: Social Category

3.5.2.5 SAMPLE SIZE

Sample size makes inferences about the sample population in the study area
and it represents the population193 [137]. The percentage of accuracy depends on the
sample size (i.e.) large the sample size, high the accuracy in estimating the properties
of sample population194 [138]. Sample size should fulfill the requirements of
reliability, efficiency, flexibility, accuracy and representatives. According to author
Glenn D. Israel195the sample size for proportion can be calculated by using a formula
n0 = Z2pq / e2 [139].

Where: n0 = sample size.

Z2 = Cartesian coordinate of the normal curve that cuts off an area α at the tails (1- α
equals the desired confidential level, e.g., at 95% confidence interval)196 [140].

The value for Z is found in the statistical tables which contain the area under the
normal curve, (i.e. 1.96)

193
Robert,V. Krejcie And Daryle W. Morgan, (1970), “Determining Sample Size For Research
Activities, Educational And Psychological Measurements”, Volume30, Pg: 607-610
194
Https://Explorable.Com/Sample-Size
195
Glenn D. Israel (1992), “Determining Sample size”, IFAS Extension, University Of Florida,
Gainesville..
196
Cochran, W.G. (1963), “Sampling Techniques, 2 nd Edition”, New York: John Wiley And Sons,
Inc.

88
p = estimated proportion of an attribute that is present in the population
q = 1- p
e2 = desired level of precision.
As the population of farmers is large and where we do not know the variability
in proportion we assuming the values Z is 1.96, p = 0.5 (maximum variability), q
values as 0.5, and e2 as 0.05 (i.e. ± 5% precision). We get a sample size

n0 = Z2pq / e2 = (1.96)2 (.5) (.5) / (.05)2 = 385 farmers197 [140].

So the minimum sample size of the respondents taken for the study is 385 farmers.
The responses received from the survey are 759.

3.5.2.6 DESCRIPTION OF POPULATION AND SAMPLE

The total farmers in Guntur district is 1, 88,000 approximately. The received

sample size (n) is 1000 farmers.

Sample proportion =n/N = 1000/1, 88,300 = 0.5% where N1=1, 24,890. N2 = 41,915.
N3= 21550.
Therefore n/N = n1/ N1 = n2/ N2= n3/ N3 = 0.5%
n1 = 624 n2 = 210 n3= 166.
Total n = 624+210+166= 1000.
Table 3.1 Sample Size Taken For the Study:
FARMERS TOTAL FARMERS
GUNTUR
VILLAGES TAKEN BASED TAKEN IN EACH
DIVISION
ON FARM SIZE MANDAL
1 Atchampeta Cherukumpalem
31 Marginal
Thalla Cheruvu Farmers,
Ambatipudi 11 Small Farmers, 50
8 Medium And
Velpuru
Large Farmers
Peddapalem
2 Amaravathi Peddamadduru 31 Marginal
50
Dharanikota Farmers,
Malladhi 11 Small Farmers,
Jupudi 8 Medium And
Narukula Padu Large Farmers
3 Peddakurapadu Balusapadu 31 Marginal
Buchayapalem Farmers, 11 Small 50
Hussiannagaram Farmers,

197
Cochran, W.G. (1963), “Sampling Techniques, 2 nd Edition”, New York: John Wiley And Sons,
Inc.

89
 Lagadapadu 8 Medium And
Large Farmers
Mussapuram
4 Sattenapalli Rentapaalla
31 Marginal
Komarampudi Farmers, 11 Small
Pedamakkena Farmers, 50
Kankanalapalli 8 Medium And
Large Farmers
Nandigama
5 Phirangipuram Ganeshpadu
31 Marginal
Nudurupadu Farmers, 11 Small
Punugupadu Farmers, 50
Bethapudi 8 Medium And
Large Farmers
115 Thalluru
6 Pattipadu Thikkireddy Palem
31 Marginal
Pattipadu Farmers, 11 Small
Mallayapalem Farmers, 50
Gottipadu 8 Medium And
Large Farmers
Gavikapadu
7 Vatticherukuru Chintamilli Padu
31 Marginal
Gorrapdu Farmers, 11 Small
Yamarru Farmers, 50
Soupadu 8 Medium And
Large Farmers
Pallapadu
8 Thadikonda Mothadhaka
31 Marginal
Nidumukkala Farmers, 11 Small
Thadikonda Farmers, 50
Ponnekallu 8 Medium And
Large Farmers
Dhamarapalle
TENALI
DIVISION
9 Kakumanu Komarru
31 Marginal
Kakumanu Farmers, 11 Small
Peddivaripalem Farmers, 50
Garlapadu 8 Medium And
Large Farmers
Garikapadu
NARASAROPETA DIVISION
10 Chilakaluripeta Kavuru 31 Marginal
Boppudi Farmers, 11 Small 50
Murikipadu Farmers,
Veluru 8 Medium And
Manukondavaripalem Large Farmers
11 Yedlapadu Solasa
31 Marginal
Vunnava Farmers,
Yedlapadu 11 Small Farmers, 50
Karusola 8 Medium And
Large Farmers
Thurlapadu
12 Nekarikallu Gundlaplle 31 Marginal 50

90
 Chezerla Farmers,
11 Small Farmers,
Challagundla
8 Medium And
Kunkalaguntla Large Farmers
Chagallu
13 Narasaraopeta Uppalapadu
31 Marginal
Narasaraopeta Farmers,
Kakani 11 Small Farmers, 50
Kesanapalli 8 Medium And
Large Farmers
Jonnalagadda
14 Vinukonda Dondapadu
31 Marginal
Naragayapalem Farmers,
Brahmanapalle 11 Small Farmers, 50
Jangalapalle 8 Medium And
Large Farmers
Perumallapalle
15 Rompichrala Gogulapadu
31 Marginal
Kanaganchivaripalem Farmers,
Santhagudipadu 11 Small Farmers, 50
Reddypalem 8 Medium And
Large Farmers
Annavaram
GURAZALA DIVISION
16 Gurazala Madugula
31 Marginal
Anjanapuram Farmers,
Ambapuram 11 Small Farmers, 50
Pulipadu 8 Medium And
Large Farmers
Daida
17 Karampudi Chinthapalli
31 Marginal
Pedakodamagundla Farmers,
Miryala 11 Small Farmers, 50
Oppicherla 8 Medium And
Large Farmers
Naramalapadu
18 Machavaram Pennelli
31 Marginal
Srirukminipuram Farmers,
Vemavaram 11 Small Farmers, 50
Chennaipalem 8 Medium And
Large Farmers
Pillutla
19 Marcharla Koppunuru 31 Marginal 50
Kotthapalli
Farmers,
Amarijammalmadaka 11 Small Farmers,
Kambampadu 8 Medium And
Large Farmers
Rayavaram
20 Veldurthy Mandadi
31 Marginal
Uppalapadu Farmers,
Kandlagunta 11 Small Farmers, 50
Veldurthy 8 Medium And
Large Farmers
Singirapalem

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 Total Sample
1000
Farmers
Source: Department of Agriculture, Collect orate office, Guntur district

SAMPLE BY SOCIAL CATEGORY:

From the census 2011 it is identified that the percentage of population of OC

comprise about 64%, BC comprise about 16% and SC&ST comprise about 20%. So
based on the above observation the sample taken is as follows.

Table: 3.2 Sample Farmers Based On Category

Marginal Medium And Large

Category Small Farmers
Farmers Farmers
OC (64%) 399 134 106
BC (16%) 100 34 27
SC & ST (20%) 125 42 33
Source: The population of farmers according to category is calculated based on 2011 census data

3.5.3 DATA COLLECTION

After the finalization of the sample population and the sample size, the
researcher has started the data collection in Guntur district. The researcher has
approached agricultural officers, village punchayat offices, seed retail outlets and big
farmers in the village to get the details of farmers. Before collecting data the
researcher has explained the purpose of the study to the farmers. To get proper
responses from the farmers, they were informed that their responses will not be
revealed to seed companies, any other agricultural officers etc and also in detail
explanation was given for each and every question. Farmers were given enough time
and also a casual conversation was made to prevent them from getting bored. As most
of the farmers are illiterate a survey method was used to collect primary data from the
farmers. For this a well structured questionnaire was prepared which is validated by
the experts in marketing. Researcher has collected the data from the farmers from
morning to evening, mostly in the morning and in the evening. 1000 farmers were
approached but only 943 farmers showed interest to participate in the survey, of
which only 759 farmers gave complete information. This results to 75% of the total
sample size.

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3.5.3.1 SURVEY INSTRUMENTS

A structured questionnaire is used as instruments for the survey. While

framing the questionnaire various scales are used to make questionnaire (schedule)
easy.

Scales used are

 Multiple choice questions

 Dichotomous scale
 Five point scale (five point scale).
 Open ended questions

The schedule starts with the demographic profile of the farmers which include
name, village, mandal, educational status, land holding etc. Total 35 questions were
included in the questionnaire of which 1 to 8 question are related to the general
information such as their cultivating land, company used and years of usage,
measured in nominal scale. 9 to 16 questions relate to their buying behaviour,
measured in nominal and ordinal scales, 17 to 28 questions are related to factors that
influence the buying behaviour of the farmers, measured in ordinal scale. The factors
are product factors, psychological factors, individual factors and sociological factors.
The product factors include variables such as brand image, quality, price, service,
product features and promotional activities. The psychological factor includes
learning and the individual factors include farm size and financial status. The
sociological factors include reference group, family and opinion leaders. 29 and 30
question deals with the quantity and time of purchase made by farmers. 31 question
deals with the problems of farmers while purchasing seeds, measured in ordinal scale.
The problems are credit facility, high price and interest on borrowing, unavailability
and poor quality, poor after sales service, black market, fake seeds, and unethical
practices. 32 and 33 are their wish to supply seed by government and are willing to
buy if seed supplied by government. 34 and 35 questions are open ended questions
and relate to their opinions related to performance of the seeds, seed companies etc.

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3.6 DIAGNOSTIC TOOLS

Various diagnostics tools were used to test the reliability, normality, validity
of the questionnaire. Regressions analysis is used to identify the factors that influence
farmers buying behaviour. Post hoc test is used to know the difference between
groups. Frequency tables are used to known problems faced by farmers while
purchasing seeds.

3.7 LIMITATIONS OF THE STUDY

The researcher has taken maximum care to avoid divergence while collecting both
primary and secondary data. However the present study has following limitations:

 The study is confined to the buying behaviour of farmers, factors influencing

their behaviour and the problems faced by them. The objective, marketing of
cotton seeds is just to know the marketing practices that are active now-a-days
and no variables were identified and tested.
 Though different crops were being cultivated in Guntur District, Andhra Pradesh,
and various crop seeds are available in market, the present study mainly
concentrates on cotton producing farmers, their buying behaviour while
purchasing cotton seeds and the problems they face in cotton seed market.
 As the population of farmers is large in number, stratified random sampling
method was used to select the sample size and also possible measures were taken
to reduce sampling errors in data.
 The research was carried out on farmers in Guntur district, Andhra Pradesh,
India, so the results and interpretations are confined to the datasets for which
methodology was employed and may not be applicable to cotton producing
farmers in other districts of Andhra Pradesh/ other states in India.
 The study limits to only Learning variable in Psychological factors and the
variable Financial constraints in Individual factors.
 The difference between groups was identified only for age, category and tenant/
land lord, and tenant & land lord.

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3.8 SUMMARY

Chapter 3 provided details of research procedures. The data was obtained

using a self-administered questionnaire consisting of multiple choice, dichotomous
scale, five-point scale and open ended questions. An attempt was made to study the
buying behaviour of farmers and the influence of different factors such as Product
factors, Psychological factors, Individual factors and Social factors on farmers buying
behaviour. The respondents i.e. farmers were chosen randomly in Guntur District,
Andhra Pradesh, India. The data was gathered using schedule from 1000 respondents.
Finally, a total of 769 fully filled-in schedules were received successfully with a
success rate of 76.9 percent. Regression and post hoc tests are used to analyze the
data.

95