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INTRODUCTION

The uzhavar sandhai project was launched by our present Chief minster by the
year 1999 all over tamil nadu.

The uzhavar sandhai project deals with direct marketing of the vegetables
by the farmers to the customers.

In the previous days before this project was launched, the farmers will
sell their products produced to intermediators[brokers].

The brokers earn more by purchasing the product from the farmers for a low price
and they sell the product by doubling the price at market.

To avoid the sufferings of farmers the government of tamil nadu had planned for
the project uzhavar sandhai.

This uzhavar sandhai project promotes direct marketing of their


Products with free marketing facilities.
SCOPE OF THE STUDY

The farmers can have some new ideas on marketing.

There may be some chance for the change of the system.

To make use of the resource and benefits in a effective manner.

To minimize the income level and consumer satisfication.


OBJECTIVES

To know the marketing statergies used in uzhavar sandhai.

To know the standard of farmers through this plan.

To know the hazards they face in the market.

What are all the benefits given to farmers through uzhavar sandhai.

How they satisfied the customers.


JOB HIERRACHYS OF THE OFFICERS

BEFORE THE SEPERATION OF MARKETING DEPARTMENT FROM


DEPARTMENT OF AGRICULTURE

In the initial stage of uzhavar sandhai project the department of a agriculture was
controlling the marketing also.

Where the following is the job hierarchy of the officers during that time.

Joint director of agriculture



Deputy director of agriculture

Assistant director of agriculture

Agriculture officer

Assistant agriculture officer

Assistant officers

Security

sweeper
AFTER THE SEPERATION OF MARKETING DEPARTMENT

In the year of 2008 the marketing of products was separated from the department
of agriculture as department of agriculture and marketing.

Now the uzhavar sandhai was controlled by department of agriculture and


marketing.

The following are the job hierrachy of this this department.

Commissioner of agriculture and marketing



Deputy director of agriculture

Agri-officer

Assistant agri-officer

Officer

Assistant officer

Security

sweeper
PROVIDING ID-CARDS TO FARMERS

The farmers who want to sell his products in uzhavar sandhai were given id cards.

The farmers were given id cards after a clear analysis about them.

The farmers should provide their ration card, survey number of their field,
irrigation system in his fieid and other details to the agri-officer in their village
union office.

The agri- officer will proceed for an direct visit to the farms for Inspection.

Then the agri-officer refers the details and confirm wheather the field is in good
condition and the capacity of the farmers in production.

After the assurance of agri-officer the id cards are issued to the Farmers.

BLOCK SYSTEM

The id cards were issued to the farmers, according to their blocks.

The farmers of nearby block are given id card for a particular Uzhavar santhai
alone.

They cannot switch over to another place for marketing.

The distance from their field to uzhavar santhai is considered before they
Were given id card.

They also ask their convienence and mode of transportation of goods to the
Uzhavar sandhai.
A GENERAL PROCESS AT UZHAVAR SANDHAI

PROCESS AT MARKET

When the farmers reach the uzhavar santhai by 4.00am. They should submit their
id card in the office inside the market place.

The total kilogram of goods that they brought are weighted and recorded by the
officiers.

While the submission itself the weight laying machines were given to the farmers.

They should weight for their store number. Each one should sit in the store
number that was allotted to them.

The officiers shuffle the id cards and randomly pick one by one and allot the Store
number in a sequential manner.

The farmers along with their products were rushed up to their store number and
settle down.

PRICING STATERGIES

The agri-officer and assistant agri-officer are determinig the price of the Products
from the local market price statergies.

The officers visit the local voc market in salem at early morning 2.30am for
Knowing the price of the various varities.

The officiers are allotted shift to enquire the price.

After collecting the price there is some alterations over the price as follows.

For retail customers-15% price reduction for each and every product from the rate
of local market.
For whole sale customers-20% extra for the product for each and every Items.

The farmers are the direct market players.

There is no intermediate brokers, so they can have a 15% reduction for each Every
products to the customers.

After calculating the price, the officiers announce the price by 4.00am to the
farmers in a board and in mike before the farmers start to sell.

When the farmers are settled down in their respective stores they display the price
in small board as mentioned in main board.

They should not hype the price than the officer mentioned in the main Price board.

The officers will supervise the market and notices the price board in each and
Every store.

MARKET TIMINGS

The uzhavar sandhai functions from 4.00am to 11.00am.

The farmers are allowed to market their products within this time Only.

After 11.00am the farmers should submit the weight laying machine and can get
back their id cards.
FREE BENIFITS FOR FARMERS

There is no charges for the formers to the stores they use.

The weight laying machines are free, the farmers are not allowed to bring by their
own.

Free electricity was given all over the market.

Free drinking water and toilet facilities to the farmers.

In the main branches, air conditioned rooms were present for the Farmers to
preserve their products.

Free security facility for the vegetables preserved in open stores.

And the market was cleaned regularly by the sweepers.

SELLING PROCESS

The sales time is only from 4.00am to 11.00am only. So the farmers Want to
rushup within this time constraint.

They should sell each and every product only under weight measurements, except
coconut.

The coconut alone separated according to the size and the price was displayed.
WORKS OF OFFICERS

The agri-officer and assistant agri-officer in the shift basis visit the
Local market to know the pricing statergies.

They must record the total number of farmers came at an single day.

They must record the weightage of products brought by the farmers.

The officers should provide weight laying machines to the farmers by Collecting
their id cards.

They should allot the store number to the farmers in a lot system to Market their
products.

They should display the price of the each and every vegetables in the Board and in
mike.

The officers should supervise the market whether the price Maintenance of
product are similar or not.

Then the price of each products are recorded in a manual ledger.

Each and every agri-officer is given with a separate user id and password in
TNSAMB.COM to update daily record.

They posted records are analysed by the depty director of agriculture in salem.

Then the depty director of agriculture will submit these records every week to
commissioner of agriculture and marketing department in Chennai all these were
done through internet.
POPULATION AND SAMPLING

For my convenience I took salem district uzhavar sandhai alone.

The suramagalam uzhavar sandhai was conceder as head Marketing place all over
the district.

There are totally 8 uzhavar sandhai all over the district.

The locations are as follows

1. Suramangalam
2. Ammapet
3. Attur
4. Attyampatti
5. Thadhagaptti
6. Vallapadi
7. Austhampatti
8. Ellampillai

Through convenience sampling I took four uzhavar sandhai in this Salem district
alone.

Those areas are

1. Suramangalam
2. Ellampillai
3. Attur
4. Attyampatti

DATA COLLECTION
The data collection involved here is the primary data. Where the direct interview
process was done with the farmers, officers and also with the consumers.

COMPARITION OF FARMERS ARRIVAL WITH THEIR


PRODUCTS TO UZHAVAR SANDHAI

Branch No.Of ID Cards Average attendance of


member

Suramangalam 773 235

Attur 648 225

Ellampillai 610 210

Attyampatti (Rural) 230 30


URBAN AREA UZHAVAR SANDHAI

The uzhavar sandhai in urban areas was always busy. Where it was located at the
hot places of the village town.

FARMERS OPINION IN URBAN UZHAVAR SANDHAI

The satisfication level was high.

The sales was high.

The income level is also high.

They have transport and other facilities in a better form.

The air conditioned room for preserving the vegetables.


And no bargaining for rate.

CUSTOMERS OPINION IN URBAN UZHAVAR SANDHAI

The satisfaction level was high.

Low cost for products when compared with the local market.

Fresh vegetables from the producer itself.

No bargaining.

They can get products with good qualities.

RURAL AREA UZHAVAR SANDHAI

Attayampatti uzhavar sandhai was located out of the village town. It was not busy
as the uzhavar sandhai in the urban area.

FARMERS OPINION IN RURAL UZHAVAR SANDHAI

Poor sale of goods.

The income level is too low.

They dont have any preservative methods.

They have poor transport and the uzhavar sandhai was far away from the bus stop.
No sales of the products even they reduce the price than the price fixed by the
officers.

And poor production due to drought.

Due to local markets and weekly markets the people prefer that only.

CUSTOMERS OPINION IN RURAL UZHAVAR SANDHAI

Lack of varities.

It was present outer to the village town.

The people find hard to walk even the price is lower than the local market.

It tooks long time for customers to come outer so for time constraint they buy in
local and weekly market itself.

FINDINGS

The urban uzhavar sandhai was too busy with the sales.

Inadequate store facilities in due over population in urban uzhavar sandhai.

More benefits to the farmers.

The rural uzhavar sandhai was not busy as the urban.

Lack of customers.

Poor level of income to the farmers.

The uzhavar sandhai was located outer to the village town.


And there is only less varity of vegetables.

SUGGESSIONS

SUGGESSIONS TO UZHAVAR SANDHAI IN URBAN AREA

Due to inadequate space for sales, they need more stores and sheds.

Polythin covers can be given to the farmers to cover the floor.

Electric weight layers can be provided for more accuracy.

SUGGESSIONS TO UZHAVAR SANDHAI IN RURAL AREA


They face poor customers and less income due to market location in outer area.

Shifting the market towards the village town will be the best method.

CONCLUSION
From the data collected from the samples considered, it was clear that the

marketing statergy of uzhavar sandhai was very good and satisfied to the farmers
of urban area. And the benefits have not reached fully to the rural. Which should

incorporate the suggession mentioned to increase the marketing of products and to

enlight the financial level of farmers of rural.

BIBLIOGRAPHY
Through primary data collection method, the details mentioned in this

project were collected by direct interview technique.

The data was collected from the following persons as reference

o Mr.A.sampathkumar - agri-officer (suramangalam)

o Mr.A.soundharajan - assistant agri-officer (attur)

o Mr.senthamarikannan assistant agri-officer(aatiyampatti)

o Mr.M.sureshmoorthy- assistant agri-officer(ellampillai)

o Mr.K.murugavel assistant agri-officer(veerapandi union office)

o Direct interview with the farmers.

o Direct interview with the consumers.

ANNEXTURE

1. Respondents Name :
2. Gender : Male/Female.
3. Age :
4. Place/Location :

5. Number of workers :
6. Working Timings and Holidays:
7. How long you are being a player in this market?

8.How many varieties of products you are offering to the customers?


9.Which type of orders is best for you? Whole sale/Retail sales? Why?

10.In what way, ulavar santhai is differ from local market?

11.What are the main strategies your following to satisfy your customers?

1) 2)
3)
4)
5)

12.What are the expectations from the customers when they are step into ularvar santhai?

13.What will be your expectation when you are the customers to ularvar santhai?
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CHAPTER 1

CHAPTER - 2
CHAPTER - 3
CHAPTER - 4
CHAPTER - 5
CHAPTER - 6
CHAPTER - 7
CHAPTER - 8

CHAPTER - 9
CHAPTER - 10
CHAPTER - 11
CHAPTER - 12
CHAPTER - 13
CHAPTER - 14