STUDY ON THE PROMOTIONAL STRATEGIES

OF NABARD SCHEMES IN LAKHISARAI

DISTRICT OF BIHAR

PROJECT REPORT
SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

Master of
Agri-Business Management

Submitted by

Sumana Chakraborty

Supervisor
Dr. Anoop M.

DEPARTMENT OF AGRICULTURAL ECONOMICS

INSTITUTE OF AGRICULTURAL SCIENCES
BANARAS HINDU UNIVERSITY
VARANASI-221005
INDIA

I.D. No. 19412ABM023 2021 Enrolment No. 419097

 Dr. Anoop M.
Assistant Professor
 :7233913535
DEPARTMENT OF AGRICULTURAL ECONOMICS e-mail : anoopmangalasseri@gmail.com
INSTITUTE OF AGRICULTURAL SCIENCES
VARANASI – 221005

Ref. No. ……………. Date: ………….

CERTIFICATE
To,
The Registrar (Academic)
Banaras Hindu University,
Varanasi – 221005(INDIA)
Through: The Head, Department of Agricultural Economics, Institute of Agricultural
Sciences, BHU, and Varanasi – 221005. INDIA.
Dear Sir,
This is to certify that the project report entitled “Study on the promotional strategies of
NABARD schemes in Lakhisarai district of Bihar” submitted for partial fulfillment of the
requirements for the degree of MASTER OF AGRI-BUSINESS MANAGEMENT, in the
Department of Agricultural Economics, Institute of Agricultural Sciences, Banaras Hindu
University, is a record of bona fide research carried out by MISS SUMANA CHAKRABORTY,
ID. NO. 19412ABM023, under my supervision and no part of the Project report has been
submitted for any other degree or diploma.

The assistance and help received during the course of this investigation and sources of
literature have been duly acknowledged.

Thanking You.

Forwarded by: Yours faithfully,

(Anoop M.)
(Coordinator) (Head) Chairman of Advisory Committee
STUDY ON THE PROMOTIONAL STRATEGIES OF NABARD
SCHEMES IN LAKHISARAI DISTRICT OF BIHAR

By

Sumana Chakraborty
ID. No. 19412ABM023 2021
Enrolment No.419097
PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

Master of Agri-Business Management

Department of Agricultural Economics
Institute of Agricultural Sciences
Banaras Hindu University, Varanasi – 221005

PROJECT REPORT APPROVED BY ADVISORY COMMITTEE

Chairperson : Dr. Anoop M.

Assistant Professor
Department of Agricultural Economics

Member : Dr. O.P.Singh

Associate Professor
Department of Agricultural Economics

Member : Dr. Saikat Maji

Assistant Professor
Department of Extension Education

External Examiner :
 ACKNOWLEDGEMENT

At the very outset, the author wishes to acknowledge the sincere guidance she had
received from the following people who helped her with their valuable insight and
suggestions in shaping the content of this report. Without their help, none of this would
have been possible.

First of all, the author would like to offer her sincere thanks and gratitude to Dr. Anoop
M, Assistant Professor and Chairman of Advisory committee, Department of Agricultural
Economics, Institute of Agricultural Sciences, BHU for his constant guidance,
encouragement and fatherly affection throughout the period under his guidance and
helping in shaping the contents of this report. The author is immensely thankful to the
members of the advisory committee, Dr. O.P.Singh, Associate Professor and Course
Coordinator, Department of Agricultural Economics and Dr. Saikat Maji, Assistant
Professor, Department of Extension Education, for their constant guidance and advice in
carrying out the study and completion of this report.

The author will always remain grateful to Dr. Rakesh Singh, Professor and Head,
Department of Agricultural Economics, Institute of Agricultural Sciences for supporting
and guiding us throughout the entire course curriculum and the stay at the campus.

The author would also like to acknowledge the sincere guidance she had received from
Dr. V. Kamalvanshi, Professor, Dr. P.S.Badal, Professor, Dr. P.K.Singh, Associate
Professor, Dr. H. P. Singh, Professor, Dr. M.K.Yadav, Assistant Professor and Mr. Neeraj
Singh, Assistant Professor. Their initiation, constant persuasion and invaluable advice
have gone a long way in successful completion of this report.

The author’s gratitude is towards other teaching and non teaching staff of Department of
Agricultural Economics, Institute of Agricultural Sciences, B.H.U, who in one or other
way helped in clearing her doubts and queries.

The author’s thankfulness also goes to her parents and family for their constant support
and blessings, moral advice and affection. The author would like to give special mention
to Ms. Hemangee Das, for her unconditional support towards completion of this project.
The author would remain forever indebted to them.
Finally the author would like to thank her fellow mates for making the entire course
period and the stay in Banaras Hindu University memorable and enjoyable. Lastly, the
author remains apologetic to any one, if by mistake remains unmentioned in her
acknowledgement.

Sumana Chakraborty
ID. No.: 19412ABM023
Enrolment No.: 419097
Date:
Master of Agri-Business Management,
Place: B.H.U, Varanasi Institute of Agricultural Sciences,
Banaras Hindu University,
Varanasi-221005, U.P.
 CONTENTS

Chapter Particulars Page No.

1. INTRODUCTION 1-7

2. REVIEW OF LITERATURE 8-11

3. MATERIALS AND METHODS 12-17

4. RESULTS AND DISCUSSION 18-33

5. SUMMARY AND CONCLUSION 34-39

BIBLIOGRAPHY 40-45

ANNEXURE 46-50
 LIST OF FIGURE

Sl.No. Particulars Page

No.

Fig3.1. Area of Study 13

Fig4.1.1. Age 19
Fig.4.1.2. Education 20
Fig.4.1.3. Annual income 21
Fig.4.2.1. Awareness of schemes 22
Fig.4.2.2. Frequency of awareness 23
Fig.4.2.3. Reasons of Non-acceptance 24
Fig4.2.4. Factors influencing acceptance of schemes 25
Fig.4.2.5. Factors influencing rejection of schemes 26
Fig.4.3. Positioning Map 27
Fig.4.5.1. Factors responsible for acceptance 30
Fig.4.5.2. Expectations from organization 31
Fig4.5.3. Suggestions to increase awareness of schemes 32
Fig.4.5.4. Problems faced by farmers regarding implementation of schemes 33

LIST OF TABLE

Sl.No. Particulars Page No.

Table 4.4 Relationship between promotional strategies and overall 28

awareness
 Chapter - 1

INTRODUCTION

1.1. NABARD

NABARD (National Bank for Agricultural and Rural Development) came into existence on
12th July 1982 by recommendations of B.Sivaramman committee. It was transferred the
agricultural credit functions of RBI and refinance functions of then ARDC (Agricultural
refinance and development corporation).

According to www.topper.com, NABARD is responsible for development of small industries,

cottage industries and any other such village or rural projects. It is instrumental in the
development and efficiency of current rural credit system. It is responsible for regulatory and
supervisory functions of Rural Regional Banks and co-operatives.

1.2. Functions of NABARD:

There are basically three kinds of functions of NABARD:

1- Credit functions

2- Development functions

3- Supervisory functions

It is responsible for financing and refinancing facilities to RRBs and cooperatives. It has
supervisory roles in their functions. It helps them in policy making and planning activities.

NABARD is also responsible for development of rural areas by implementation of Govt.

sponsored schemes and Area development schemes. These schemes have been developed
according to specific areas and their demands. NABARD is responsible for implementation
of the schemes and to ensure that these are availed by maximum number of stakeholders for
their benefit.

1
 1.3. NABARD Schemes:

Some of the NABARD Schemes are:

1- Dairy Entrepreneurship Development Scheme

2- Capital Investment subsidy scheme for commercial production units for

organic/biological inputs

3- Agriclinic and Agribusiness centres schemes

4- National Livestock Mission

5- GSS- Ensuring end use of subsidy released

6- Interest subvention Schemes

7- New agricultural Marketing infrastructure

8- Formulation of special Long term refinance schemes

9- Loans to warehouses, cold storage and cold chain infrastructure

10- Long term irrigation fund

11- Micro irrigation fund

According to the official website of NABARD i.e. www.nabard.org, following is the

description of various schemes,

1.3.1. Dairy Entrepreneurship Development Scheme:

This scheme was launched by Department of Animal Husbandry, Dairying and Fisheries. This
was implemented by NABARD. The government is providing subsidy in this scheme through
NABARD on dairy installation and dairy products equipment.

As per DEDS, a person will get 25% capital subsidy on the total cost of dairy installation.
This is up to 33% for SC/ST candidates. The subsidy is extendable for only up to 10 animals.

The central government provides Rs.17750 as subsidy for one animal. This subsidy becomes
Rs.23300 per animal for SC/ST candidates.

2
 This scheme also provides subsidy for purchasing of equipments related to manufacturing of
dairy products. A person can avail up to 25% of capital subsidy on the purchase of Rs.13.20
lac machine.

For installation of cold storage units in order to preserve milk and milk products, subsidy is
provided in this scheme.

This scheme is generating self-employment and opportunities in the dairy sector along with
providing infrastructure for it. It is also increasing milk production, transportation, processing,
and marketing of milk.

1.3.2. Loans to Warehouses, cold storage, and cold chain infrastructure:

Warehouse loans are provided to build storage infrastructure in the rural areas to assist farmers
in storing their farm produce. Storage infrastructure refers to:

 Warehouses

 Silos

 Cold storage or Controlled atmosphere stores

 Cold chain infrastructure activities

 Modernization or improvement of existing cold stores.

The primary aim is to assist farmers in realizing full benefit of their farm produce and
avoid distress sale due to fear of spoilage.

According to www.creditmantri.com Loans will be provided for building of storage

infrastructure with minimum capacity of 5000 MT of agricultural and allied products. It offers
repayment tenure of 7 years or more. State governments and state- owned corporations can
avail loans at concessional rate of 1.5 % less than the prevailing rates. They are also given a
loan of up to 95% of the project cost.

3
1.4. Area development Schemes:

Lakhisarai district has substantial concentration of livestock activities. Mixed farming that is
rearing of milch cattle along with cropping is practised by majority of population of district.
As maximum number of farmers is small and marginal, thus animal husbandry specifically
dairy sector provides addition in their income. Dairy is a potential activity in this district
because of the readily available huge market. Apart from Bhagalpur’s unit of COMFED, ITC
also has its own dairy plant in Munger for which one of the area of procurement is Lakhisarai
district. There are two Area development schemes for Lakhisarai district of Bihar.

1. Dairy development scheme

2. Goat Rearing

1.4.1.1.1. Dairy development scheme

NABARD is playing crucial role in promoting bank finances in dairy sector for purchase of
cattle and replacement of low productive breeds with good quality milch cattles.

This scheme proposes to give boost to dairy sector by:

 Providing source of subsidiary income to small/marginal farmers and agricultural

labourers

 Generating self-employment in rural areas

 Creating milk clusters in rural areas for collection and marketing of milk.

 Fulfilling ever increasing demand of milk in coming years.

The availability of subsidy is as per norms of Dairy entrepreneurship development schemes.

This area development scheme will increase financing of dairy animals and increase the
income of farmers. It is expected that additional dairy units, producer’s organizations, and
small chilling plants may come up in state with increase in milk. This will boost dairy sector
of state.

4
1.4.2. Goat Rearing

It is observed that goatry has good potential for emerging as alternative source of income for
livelihoods of rural areas. The main reason for adopting this trade is the low requirement of
shed, low working capital and availability of traditional knowledge.

The intensive, semi-intensive and free-range system of goat rearing activity is covered under
refinance from NABARD. Looking at the suitability, and potential of high-income generating
capability of this activity, it was chosen under area development scheme.

It foresees to give boost to the sector by:

 Providing source of subsidiary income to small/marginal farmers and agricultural

labourers

 Generating self-employment in rural areas

 Creating goat rearing clusters in rural areas for production and marketing of meat

 Fulfilling ever increasing demand of meat in coming years.

Availability of subsidy is as per norms of National livelihood Mission. Private

investment could be attracted and boosted through public investment policies for particular
sector and state. This scheme will increase financing of goats in the district which would
increase family income.

1.5. Promotion:

As per www.byjus.com, promotion is the fundamental component of marketing mix, 4Ps,

Product, Price, Place, Promotion. It includes advertising, self and sales promotion, direct
marketing publicity, trade shows, events etc. Promotion is a marketing tool that enlightens the
consumers towards the products offered by an organization and their features. Promotion
helps the organization in improving sales and analysing that which promotional activities have
more impact.

5
 In this study, the researcher focuses on the promotional strategies that should be used or that
is used by NABARD to make the farmers aware about the schemes and to understand that
which promotional strategies have more effect on awareness towards schemes.

1.5.1 Promotion Mix

The combination of traditional product advertising, personal selling, sales promotion, public
relations, social media etc. which are used to promote a product is called promotion mix, as
mentioned in www.opentextbc.ca. The effective mix and match of these promotional mix will
lead to the strategy which would increase awareness among consumers, get the consumers in
accepting the product, and keep them loyal to the organization. An informative promotion
would increase interest in the product. Making the consumers understand the benefits of that
product and explaining to them that, why it is important, would keep them attracted towards
the organization.

Using the right permutation and combination of promotion mix to develop the strategies, that
would reach the target audience, would increase the awareness and acceptance of products of
an organization.

1.6. Positioning Map:

www.economictimes.indiatimes.com, projects that positioning helps in understanding that

where your product stands in the mind of consumers with reference to other similar products
available in the market. A good positioning makes a product unique and makes the user feel
distinct as compared to others.

To understand the concept of positioning, the researcher uses positioning map as a tool.

In marketing positioning maps are used to develop market positioning strategies for products
or services. To draw a positioning map, two attributes are identified. These attributes are
plotted on both X and Y axis and then the products or services are ranked and placed,
according to the extent it relates to the attributes. This helps in understanding that how
different products are positioned in the mind of consumers with reference to these attributes.

6
 For, example, if the researcher wants to understand the positioning of different schemes in the
mind of consumers, then she can choose two attributes to analyse that how that service or
scheme is perceived by the consumer.

Positioning maps clarifies the mindset a consumer might have towards product or services.

1.7. Purpose of the study:

The main purpose of the study is to analyse the promotional strategies which are used by
NABARD for implementation of schemes. To understand whether, these schemes are
recognized, and their benefits are taken by the stakeholders or not. The study focuses on
whether, the farmers are aware about the schemes present in their area. If they are not aware,
then what could be the probable causes for the same. This study also highlights that which
promotional strategies could be better for acceptance of the schemes. This would also make
the researcher understand the loopholes and suggest alternative actions for increasing the
awareness. Furthermore, this would also highlight the problems faced by farmers regarding
implementation of scheme.

1.8. Objectives of the study:

1- To explore concept of positioning with reference to agricultural schemes.

2- To find out relationship between promotional strategies and awareness towards schemes

3- To recommend alternative actions to increase awareness among farmers.

7
 Chapter - 2

REVIEW OF LITERATURE

A Literature review is the overview of the previous works relevant to the specific or related topic.
It gives the researcher an idea about what are the works that has been done before her in that
particular field. It highlights that what has been said, who said these, what has been the research
problem and hypothesis, which methodologies has been used and what conclusions has been drawn
before her (Sharma, 2020). There is limited literature available on this topic which is, the study of
promotional strategies on the awareness of NABARD Schemes. Prior to this, there have been
studies on promotional strategies on brand awareness, thus, this review of literature is mostly about
the related works and their results.

Literature review is an account of what has been published on a topic by accredited scholars and
researchers (Crocker, 2015). A literature review brings out the existing works related to the field
of study, supporting with the identification of a research problem, and identifying the resource
base, to which the work carried out would make a contribution to (Rowley and Slack, 2004).

Carrying out a literature review is a way of demonstrating an author’s knowledge about an area or
field of study (Randolph, 2009). A literature review surveys books, scholarly articles and any other
sources relevant to a particular issue, area of research, or theory, and by so doing, provides a
description, summary and critical evaluation of these works in relation to the research problem
being investigated. Literature review are designed to provide an overview of sources you have
explored while researching a particular topic and to demonstrate to your readers how your research
fits within a larger field of study (Fink, Arlene, 2014).

The analytical features of literature review might:

 Give new interpretation of old material or combine new with old interpretations,

 Trace the intellectual progression of the field, including major debates,

 Depending on the situation, evaluate the sources and advise the reader on the most
pertinent or relevant research, or

8
  Usually in the conclusion of a literature review, identify where gaps exist in how a
problem has been researched to date.

(Fink, Arlene, 2005; Hart, Chris, 1998; Jesson, Jill, 2011; Knoph, Jeffrey W, 2006;
Ridley, Diana, 2012)

An effort has been made by researcher to familiarise with the available and related literature having
direct or indirect impact on the current study.

Maulikkumar (2015) in his thesis paper tried to find out the impact of promotional strategies on
brand awareness of coromandel pesticides in Junagadh district with the help of correlation
analysis. In his study, he chose promotional strategies as one of the variables and brand awareness
as another. His study reflected that peer group influence, land holding, and advertisement were
main factors which drove farmer’s purchase decision. It was noticed that among all the factors
field demonstration had more influence on farmers. Thus, they suggested that more emphasis
should be given on field demonstration as it has more influence on farmers.

Piratheepan and Pushpanathan (2013), in their study on impact of promotional strategies on

brand awareness of milk powder, stated to what extent promotional strategy mostly impact the
brand awareness of milk powder in Nuwaraeliya district. Promotional Strategies such as
advertising, sales promotion and personal selling were considered as independent variable and
brand awareness was considered as dependent variable for this study. SPSS 17 package was used
to analyse the data. It concluded that promotional strategies vary from person to person and place
to place, and that they are strongly related to brand awareness. The study suggested that marketers
should identify the segment and develop most effective brand accordingly. It also suggested that
promotion is most efficient strategy in attracting brand switchers.

Kumar and Srivastava (2013) in his paper of Exploratory study of product and brand positioning
typologies with respect to pharmaceutical company described relationship between positioning
typology and trust/loyalty. Each construct of positioning is explained with reference to
pharmaceutical company. It focuses on overall positioning concept.

Pranulis (1998) suggested that survey techniques such as scales of graphic evaluation, Likert’s
scale etc. can be used to identify the current position of product and other competitive products.

9
Positioning map provides valuable means to position products graphically and helps to understand
how the relative strength and weaknesses of products are perceived by buyers.

Toroitich, Kibet and Bogonko (2016) in their research paper on “Effect of promotional strategies
on brand preference of branded products of Kenya Co-operative creameries limited” mentioned
that the purpose of this study was to study the effect of promotional strategies on branded
preference. The objectives were to explore the effect of sale force, impersonal communication,
direct promotion, sales promotion on brand preference of dairy products. The study findings
indicated that there is a significant relationship between these and brand preference. It concluded
that sale force, impersonal communication, direct promotion and sales promotion are important in
brand preference of product.

Adarkwah (2016) in his paper on Impact of promotional strategies on customer attraction

identified the usage of the promotional strategies and how they affect customer attraction. The
study revealed that the bank adopted advertising, personal selling, and sales promotion strategy to
attract customers. The Regression Analysis was done to assess the impact and it was concluded
that promotional strategies have positive impact on customer attraction thus they should maintain
good relationship with their customer to create awareness about new strategies and products.

Kumar et al (2011) in their paper on An Analysis of farmers’ perception and awareness towards
crop insurance as a tool, has reported the results of survey of farmers, conducted to assess their
perception about various facets of crop insurance schemes. The Probit and Tobit Models have been
employed to analyse the factors affecting awareness of farmers. The survey has revealed that most
of the farmers are aware of the crop mitigation measures by government but only half of them
were aware of crop insurance schemes. This implies that there is need to disseminate information
about insurance schemes across target groups.

Karam and Saydam (2015) stated that brand awareness has turned into an important variable that
impacts consumer perception. In their study on the analysis of improving brand awareness and its
impact on consumer behaviour via media, they concentrated on the importance of brand awareness,
brand loyalty, brand image and consumer behaviour of customer-built brand equity in light of
consumer’s perception of a brand. The research studied four dimensions and among them brand
loyalty seems to have the minimum brand equity rating by consumers. This paper concludes that

10
these dimensions have impact on consumer’s perception of a brand and also provides a solution
which may help the sellers to promote their brand in the light of consumer behaviour.

Bradburn (2020) on his you tube channel top tip bio has explained the process of calculation of
Spearman’s Rank Correlation test using excel. He has explained about the test and also how to
calculate it in excel, step wise. He used the example of Age and BMI to show correlation between
these two variables.

www.perceptualmaps.com shows various steps of making an easy perceptual map. Perceptual

maps are an excellent tool for analysing positioning. There are several perceptual mapping
templates available on website which can be used to make the maps easily. An you tube channel
Mktgstudyguide discusses the process of making a perceptual map in excel by using example of
soft drinks and comparing them on their sweetness and caffeine.

Rahmani et al (2012) examined the impact of advertising and sales promotion on brand equity.
Researcher deals with the effective factors such as advertising and sale promotion in order to
understand the effect of these marketing tools on brand equity. It was found that advertising is a
successful factor to provide brand equity. Advertising is positively concerned with the awareness
of the brand.

Sawant (2012) examined the impact of advertising on brand awareness and consumer preference.
It highlighted that advertising is the link between buyer and seller and it not only gives information
about products and services but also is an active attempt to influence people to action by involving
emotional appeal.

11
 Chapter - 3

RESEARCH METHODOLOGY

Research Methodology is a specific technique used to design a study, which was used for the
purpose of evaluation of objectives of the present study. It critically evaluates the validity and
reliability of the study.

This section explores:

1. Area of the Study

2. Sampling Technique

3. Type of Data

4. Statistical Analysis

3.1. AREA OF THE STUDY

Lakhisarai district is one of the thirty-eighth districts of Bihar and Lakhisarai town is the
administrative headquarters of the district. It occupies an area of 1228km2. It is one of the 36
districts in Bihar currently receiving funds from the Backward Regions Grant Fund Programme.
This district consists of one sub-division and seven blocks. It has a population density of 815
habitants per square kilometre. It has sex ratio of 900 females for 1000 males and literacy rate of
64.5%.

Lakhisarai district has substantial concentration of livestock activities. Mixed farming, that is
rearing of milch cattle along with cropping is practised by majority of population of district. As
maximum number of farmers is small and marginal, thus animal husbandry specifically dairy
sector provides addition in their income. Dairy is a potential activity in this district because of the
readily available huge market. Apart from Bhagalpur’s unit of COMFED, ITC also has its own
dairy plant in Munger for which one of the area of procurement is Lakhisarai district.

12
 Fig3.1.Area of Study

Lakhisarai district was selected purposively. The purpose being that NABARD has launched Area
Development Schemes for Dairy development for 2,4 and 10 animals in 4 blocks i.e. Lakhisarai,
Suryagarha, Ramgarh and Halsi and of Goatery in two blocks i.e., Suryagarha and Barhiya. It will
be expanded to the rest of the blocks eventually. The specific focus has been given on Suryagarha
block because it is the only block where both the Area Development Schemes have been
implemented.

3.2. SAMPLING TECHNIQUE

Area cluster sampling was used to carry out the study. It is a type of probability-based sampling.
In area cluster sampling the interviewers are sent to the location and then they sample a number of
units that are in close geographical proximity. It is often done in those face-to-face surveys in
which no sampling frame exists. Due to various constraints because of the global pandemic, the
sample size is limited in number. A total of 100 samples were collected through the self-prepared
schedule by area cluster sampling mostly from Suryagarha block of Lakhisarai District. The
schedule was also aimed at collecting information about variables such as Education, Income etc.

13
3.3. TYPE OF DATA

The data was collected from both Primary and Secondary Sources.

3.3.1 Primary Data:

Area Cluster sampling was used to carry out the collection of primary data because of the
constraints faced due to pandemic situation. A well-structured schedule was prepared by researcher
and used to gather the primary data by personal interviews of respondents. The researcher also
tried to gather the data by few telephonic interviews from the respondents. She tried to gather
information about the knowledge of the NABARD Schemes in mind of people and the rate of
awareness and acceptability among them about the schemes.

3.3.2. Secondary Data:

The Secondary data and other relevant information which were required for study were collected
from official website of NABARD where there was information about the recent schemes and the
area where they have been launched. Various other research papers and journals, articles from
newspapers and various other websites of internet were used to gather the information needed to
fulfil the study.

3.4. STATISTICAL ANALYSIS

Simple statistical tools such as tabular analysis, percentage and correlation analysis were adopted
as analytical technique.

For the presentation of the data, graphical method was adopted for completion of study. It was
presented through Pie graphs, bar graphs, line graphs by using MS Excel. According to
ncbi.nlm.nih.gov, Graphs are common method to visually illustrate relationships in the data. The
purpose of the graph is to present data that are too numerous or complicated to be described
adequately in the text or in less space. In simpler words, graph is a diagram that represents the
variation of a variable in comparison with that of one or more other variables.

14
For analysis of collected data following methods were used:

3.4.1. Positioning Map:

According to Wikipedia, Positioning refers to a place that a brand occupies in the mind of the
customers and how it is different from the products of the competitors. In this study, as the
researcher is focusing on the agricultural schemes and projecting them as products, she wants to
find the concept of positioning regarding these schemes in the mind of respondents. She explained
this with the help of a Positioning or perceptual map.

According to enotes.com, a positioning map is the objective or technical positioning of a brand in

comparison to other brands. To create a positioning map two target attributes are needed. The
researcher selects these attributes based upon what is considered most important for the consumers.
To create a position map, one needs to define the consumer needs that they would like to
understand and develop a market scope for the analysis.

In this context, where the researcher has to make positioning map for schemes, she is considering
attributes such as Accessibility and affordability for mapping. Whenever we are focusing on the
schemes, the very first thing which comes to consumers’ mind is if availing that scheme would be
beneficial to them or not. Would they be able to afford that? If it is beneficial to them? How easy
would it be for them to access? How much time they have to spent to understand and properly
accept that scheme? Many times, the farmers are reluctant to accept a scheme because of the
lengthy and time taking procedures. They become uninterested if they have to spend more time on
these. For creating a positioning map for this paper, the researcher used a Positioning Map template
from perceptualmaps.com. After downloading the template, the researcher got an excel template.
In that template the researcher edited and filled the required fields according to her need and then
created the map.

Step wise procedure is as follows:

1. Entering the title of Map. In this case NABARD Schemes

2. Entering the labels in horizontal axis i.e., Affordable and Not affordable

3. Entering the labels in vertical axis i.e., Accessible and Not accessible
15
 4. Entering schemes to be mapped. In this case the researcher selects the schemes which were
adopted by farmers in the region of research. They are: DEDS (Dairy Entrepreneurship
Development Schemes) DDS (Dairy Development Schemes), Warehouse, Goat Rearing.

5. Scoring each scheme on the two attributes. On the basis of the survey conducted it was
scored between 1 and 9, where one is not affordable and not accessible for the schemes and
vice versa.

After filling up the data, the map was created, and the researcher used the map to show
the concept the positioning among the mind of farmers of this region regarding the schemes.

3.4.2. Correlation Analysis:

According to Wikipedia, correlation or dependence is any statistical relationship whether casual

or not, between two random variable. In broadest sense, correlation is any statistical association
though it commonly refers to the degree to which a pair of variables are linearly related.

Correlation analysis has been used by Piratheepan and Pushpanathan (2013) to study the impact
of promotional strategies on brand awareness. They surveyed 100 customers randomly for the
study and the result showed positive relationship between promotional strategies and brand
awareness.

Kasundra Maulikkumar V.(2015) used correlation analysis to study the impact pf promotional
strategies on brand awareness of Coromandel pesticides. It provided basis of research for
correlation analysis for this paper.

According to Wikipedia, Spearman’s Rank correlation coefficient, is a non-parametric measure of

rank correlation (statistical dependence between the ranking of two variables). It assesses that how
well a relationship between two variables can be described using monotonic function. The
Spearman correlation between two variables is equal to the Pearson correlation between the rank
values of those two variables. The Spearman correlation between the two variables will be high
when observations have similar rank between the two variables and low when observations have
dissimilar rank between the two variables.

16
Spearman’s Rank Correlation analysis was used to find the relationship between promotional
strategies and awareness towards schemes.

The variables taken were Promotional strategies and Complete awareness. If we consider
X=Promotional strategies:

X1=Print Media,

X2=Audio/visual Aid

X3=Village level Workers

X4=Panchayat Office

X5=Word of Mouth

X6=Directly through Officials.

These were measured by asking about their impact on awareness and ranking them in Likert scale
like: 5=Strongly Agree; 4=Agree;3=Neither agree nor disagree;2=Disagree;1=Strongly Disagree

For assessing overall awareness, it was measures by ranking the awareness as:

5=Completely aware;4=Slightly aware;3=neutral;2=slightly unaware;1=unaware

The researcher used Microsoft Excel 16 to calculate the Rank Correlation between each
promotional strategies and overall awareness. It was calculated using Data analysis tool pack
present in the excel. After that p- value was also calculated to find out the significance.

3.4.3. Percentage Method:

This method was used to compare the responses that were collected.

P = X/N * 100

Where,

P = percentage

X = Frequency

N = total number of respondents.

17
 Chapter - 4

RESULTS AND DISCUSSION

The purpose of this chapter is to represent the result obtained after data collection. The data which
was collected using the questionnaire were analysed and inferences were drawn from it. The results
are given under the following subheadings:

4.1 Socio-economic background of Respondents

4.2 Awareness and Impact
4.3 The concept of positioning with reference to agricultural schemes
4.4 Relationship between promotional strategies and awareness towards schemes
4.5 Alternative actions to increase awareness among farmers.

The data gathered from respondents was presented graphically and in tabular form.

Random sampling of 100 respondents was carried out in the Suryagarha Block of Lakhisarsai. This
block was chosen because two major Area development schemes were implemented here. The
respondent population was cent percent male.

4.1. Socio-economic background of Respondents:

4.1.1 Age: From Fig:4.1.1. Maximum percentage (43%) of respondents were between 41-50 years
of age. Whereas there was equal distribution of respondents in the age groups between 31-40 and
51-60. This might be because most of the younger generations are not indulged in agriculture and
allied activities nowadays. The age group, between 41-50 are the ones who have the interest and
the zeal to sustain farming activities.

18
 AGE
<30 31-40 41-50 51-60 >60

4%
11%

21%

21%

43%

Fig4.1.1. Age

4.1.2 Education: It is clear from Fig 4.1.2. that most of the respondents, almost 58 percentage
were graduate or above and rest of them were at least passed out from high school. The area which
the researcher selected belongs to the community, which is considered high caste. Maximum of
the respondents have good background, and they understand the importance of education, thus
most of the population is graduated and at least rest of them have attended and completed school
education.

19
 EDUCATION
Illiterate Primary Seconday High School Graduation and above

1%

41%

58%

Fig.4.1.2. Education

4.1.3. Annual Income: It is evident from Fig.4.1.3. that majority of the respondents’ (54%) annual
income was between 250001 – 350000 and 41 percentage of them had annual income between
150001-250000. Maximum number of respondents have their own farming practices along with
subsidiary activities like dairy, thus their annual income is enough to sustain their livelihood. Some
of the families have members are working in government jobs in schools or in government offices,
while elder members of the family are still engaged in agricultural and allied activities.

20
 ANNUAL INCOME
<50000 50001-150000 150001-250000 250001-350000 >350000

5% 0%

41%

54%

Fig.4.1.3. Annual income

4.2. Awareness and Impact:

4.2.1. Awareness of NABARD Schemes and Area Development Schemes:

Among the respondents 53 percentage were aware about the presence of NABARD schemes and
Area Development schemes in their area and rest (47%) were not. The main reason behind this
would be that they must have heard about these schemes from their counterparts of other villages.
They might have heard the names of the schemes but were not aware about the actual objectives
or benefits of scheme. Kumar et al (2011) in similar study of farmers’ perception and awareness
towards crop insurance as a tool, concluded that the majority of farmers were aware about the crop
mitigation measures but only half of them were aware about crop insurance scheme.
21
 AWARENESS OF SCHEMES
Yes No

47%

53%

Fig.4.2.1. Awareness of schemes

4.2.2. Frequency of awareness of NABARD Schemes:

Among the 53 respondents who were aware about the schemes, some of them were only aware
about 2-3 schemes. Majority of them were not aware about the name or type of schemes, they just
have an idea that some schemes are present in their area. As farmers have not seen the schemes
being implemented in their area, thus only a handful of them, who are interested to know about
new schemes and policies were aware of these. Those who were aware also, does not know that
these are schemes implemented by NABARD and the benefits that they can avail from these. The
smaller number of schemes known to the respondents reflects that there is huge gap in
dissemination of information from the organization.

22
 Fig.4.2.2. Frequency of awareness

4.2.3. Reasons of Non-acceptance of scheme:

It reflects in Fig4.2.3. that the factors which is influencing non-acceptance of schemes are lack of
information (48%), Not accessible (22%), Lack of interest (22%). This is because most of the time
they don’t have any information about the schemes which are present in their area. There is no one
to give them this information. Parallelly, there is also a factor that availing these schemes are not
easy. These are not easily accessible. Even if they have information, the procedure to reach the
officials and know about the schemes and understand the process of implementation is a tough
task. Thus, non-accessibility becomes a major factor. This only, gives rise to the factor that they
were not able to understand the schemes and its importance. Thus, there is a need to develop a
system where there is easy accessibility of schemes.

23
 REASON OF NON-ACCEPTANCE
Not accessible Not able to understand Not profitable Not interested Lack of information

22%

48%
7%

1%

22%

Fig.4.2.3. Reasons of Non-acceptance

4.2.4 Factors influencing acceptance of schemes:

Fig4.2.4 explains that if proper promotional strategies are used then 41 percentage would be
influenced to accept these schemes. This shows that accessibility, affordability, and group
influence also have major contribution in influencing. Proper promotional strategies make the
consumer understand the importance of the scheme. If a consumer has to avail a scheme, then
he/she should be properly aware that how this scheme is going to help him/her in the course of
time. Promotional strategies should highlight the importance and benefits of the schemes. They
should promote it by using means which are easily understandable and available in the area.
Another important factor is accessibility, because if the scheme can be easily approached and
implemented by a farmer then the frequency of acceptance will increase.

24
 FACTORS INFLUENCNG ACCEPTANCE OF SCHEMES
Affordability Accessibility Group influence
Area specific Proper promotional strategy Easily understandable

1% 4%

29%

41%

25%

Fig4.2.4. Factors influencing acceptance of schemes

4.2.5. Factors influencing rejection of schemes:

Fig 4.2.5. shows that respondents reject the schemes because of presence of middlemen (46%) and
not enough support from officials (40%) which leads to accessibility issues. Some of them don’t
understand these and for some it is not affordable. In rural area, the presence of middlemen affects
the acceptance and rejection of schemes. Many a times farmers could not trust the person if they
are not directly government officials. There is presence of middlemen, who claim to know about
the schemes, and they do not circulate the information to the whole population. They sometimes
only inform those people who are known to them, thus refraining even dissemination of
information.

25
 FACTORS INFLUENCING REJECTION OF SCHEMES
Not affordable Presence of middlemen Not enough support from officials Not understandable

9% 5%

46%
40%

Fig.4.2.5. Factors influencing rejection of schemes

4.3. The concept of positioning with reference to agricultural schemes:

The data collected shows that Affordability and Accessibility plays major role in minds of
respondents with reference to agricultural schemes and their positioning. Thus, to explore the
concept of positioning, the researcher used positioning map taking Affordability and Accessibility
as major attributes. Whereas, Dairy Entrepreneurship Development scheme (DEDS), Dairy
Development Scheme (DDS), Loans to warehouses, cold storage and cold chain infrastructure and
Goat Rearing are the schemes known to majority of respondents in the study area, so these are
different schemes whose positioning we saw with respect to two major attributes.

According to the responses, the frequency of schemes known, and factors influencing acceptance,
positioning map is formulated.

26
According to the map (Fig.4.3.), Dairy Entrepreneurship development scheme is comparatively
more accessible and affordable to respondents as maximum of them were aware about this. Dairy
development scheme is less accessible and affordable than DEDS but more than Warehouse and
Goat rearing.

Loans to warehouse, cold storage and cold chain infrastructure are less accessible and affordable
as less people are aware of it as compared to goat rearing. As the two Area development schemes
are, Dairy development scheme and Goat rearing for this district, but the awareness is relatively
low among the farmers. The Accessibility again emerges as the major factor for goat rearing
because even though the working capital is less and there is availability oof traditional knowledge,
the awareness is very less. This highlights that schemes is not as accessible as it should be to
farmers. Whereas, because dairy sector is evident in the study area, as compared to goat rearing
the accessibility and affordability of dairy development scheme is more.

NABARD Schemes
Accessible

DEDS

DDS
affordable

Affordable
Not

Goat rearing
Warehouse

Not accessible Template by: www.perceptualmaps.com

27
 Fig.4.3. Positioning Map

4.4. Relationship between promotional strategies and overall awareness towards schemes:

Table 4.4 depicts relationship between promotional strategies and overall awareness towards
schemes. Correlation between different promotional strategies and overall awareness was
calculated using Spearman’s Rank correlation.

Spearman’s rank correlation was computed to assess the relationship between Print Media and
Overall awareness. There was a positive correlation between the two variables, r (98) = 0.71, p =
3.543.

Similarly, there was a positive correlation between audio/visual media and overall awareness, r
(98) = 0.01, p = 0.902. There was a positive correlation between VLWs and overall awareness, r
(98) =0.22, p = 0.021. There was also positive correlation between Panchayat office and overall
awareness, r (98) = 0.40, p = 2.741. There was positive correlation between word of mouth and
overall awareness, r (98) = 0.00, p = 0.954 and between directly through officials and overall
awareness, r (98) = .17, p = 0.076. This shows that there is positive correlation between
promotional strategies and overall awareness.

Kasundra Maulikkumar V. (2015) in similar study on his paper to find out the impact of
promotional strategies on brand awareness of coromandel pesticides showed that the all the
promotional strategies have positive correlation with the brand awareness. It showed that among
all the other strategies, field demonstration had more influence on farmers.

Table.4.4. Relationship between promotional strategies and overall awareness

N Correlation

Overall awareness & Print Media 100 .71

Overall awareness & Audio/visual media 100 .01

Overall awareness & VLWs 100 .22

Overall awareness & Panchayat office 100 .40

Overall awareness & word of mouth 100 .00

28
 Overall awareness & directly through officials 100 .17

Piratheepan and Pushpanathan(2013) in their study on impact of promotional strategies on brand

awareness of milk powder used promotional strategies as independent variable and brand
awareness as dependent variable. It concluded that promotional strategies vary from person to
person and place to place and they are strongly related to brand awareness.

This study showed that there is positive correlation among all promotional strategies and overall
awareness of schemes. Print media, Panchayat office and word of mouth have more influence on
overall awareness as compared to others.

4.5. Alternative actions to increase awareness among farmers:

4.5.1. Factors which will influence their acceptance

From fig.4.5.1, it is evident maximum of respondents believes that Word of mouth (43%),
Panchayat Office (31%) and Print Media (26%) influences their decision of acceptance of any
scheme. This is generally because in rural areas people believe each other more than they believe
an outsider. If the information is circulated to them by someone from their own group or area, they
will be more interested in listening and understanding about it. The general way is to identify that
one person who can influence the others about the benefits of the scheme. In this manner, word of
mouth plays a major role. There are few people who trust the government officials more. For,
influencing them, if a person from Panchayat office visits and explains to them about the benefits
and dos and don’ts of scheme then they would be more willing to listen to them. These types of
people are more aware about the policies and targeting them would increase the acceptance of
schemes. As the study area has maximum respondents who have completed their graduation, thus
print media is an effective means of promotion that would increase the acceptance by them

4.5.2. Expectations from organization:

Fig. 4.5.2. explains that 54 percent of respondents expects organization to provide timely
information, 25 percent expects regular visits by officials and 19 percent expects equal
opportunities for all. Many of the organizations lack the empathy factor of reaching out to their
beneficiaries and making them aware of the schemes. The farmers expect the organization to

29
provide them with timely information of schemes. They would only be able to utilize the benefits
those schemes that were being provided to them and if they have information about the schemes
present in their area. If officials, visit the areas periodically to check whether the scheme is
implemented or not? , To understand if there are any issues faced by the farmers? , then only the
trust will be built among the farmers that this organization is working for our own benefit. These
practices can increase the acceptance to a very high level. In the present scenario, people are not
even aware about the village level worker in their area. Sometimes, the information is just
circulated among few people who are regular visitors or relatives of the officials. Maximum of the
population is left unknown about the presence of schemes, thus equal opportunities to all is major
missing. For an area to be developed in all aspects, everyone should be aware about the available
schemes and their benefits.

FACTORS RESPONSIBLE FOR ACCEPTANCE

Print Media Audio/visual media VLWs Panchayat Office Word of Mouth Through officials

1%

26%

42%

0%

31%

Fig.4.5.1. Factors responsible for acceptance

30
 EXPECTATIONS FROM ORGANIZATION
Regular visit by officials Keeping track of alloted funds
Providing timely information Solving queries
Insuring equal opportunities for all

19%
25%

2%

0%

54%

Fig.4.5.2. Expectations from organization

4.5.3. Suggestions to increase awareness of schemes:

Fig.4.5.3. shows various suggestion to increase awareness of schemes among the farmers. Majority
of the suggestions inclined towards even dissemination of information, Periodic visit by officials,
use of mass/print media on large scale and using Loudspeaker van or advertising vehicle. As lack
of information is one of the major factors responsible for acceptance of schemes, thus even
dissemination of information is the most given suggestion by farmers. Other suggestions included
periodic visits by officials and use of mass and print media. Few of the unique suggestions included
use of loud-speaker van or advertising vehicle, which is very common for advertisement of
different products. It attracts attention immediately and has been proven an effective means of
promotion. Another different suggestion was establishing of information booths on specific
occasions. The occasions could be as simple as district foundation day and in that function where
almost majority of village would participate, the availability of information booth would catch

31
attention of few villagers. Using, these suggestions can increase the awareness and acceptance of
schemes, which would ultimately lead to overall development of village and surrounding areas.

Fig4.5.3. Suggestions to increase awareness of schemes

4.5.4. Problems faced by farmers regarding implementation of schemes:

Fig.4.5.4. highlights problems faced by farmers in implementation of schemes. Majority of

problems points towards lack of awareness, Trust issues, Lack of resources and Time consuming.
As discussed in previous sections of the study, the major lacuna from the organization is the lack
of information among the people about the schemes. No one will be able to accept or even utilize
a scheme if they are not aware of its existence. To develop an area, it is very much imperative that
focus is given on the availability of information and resources. Those who are aware, they do not
have proper channel to approach the organization. Some of them do not have resources which are
necessary for the implementation of the scheme. Furthermore, trust issues emerge as the major
factor and problems faced by the farmers. The lack of visibility and transparency is responsible for
this issue. When farmers are not even aware of the organization, the officials of their area and
schemes, they won’t be able to trust enough to avail them. There must be a pathway which would
be easily approachable and trustworthy so that there is a scope to build a strong foundation. The
benefits and all the capitals invested by government would only be helpful if the stakeholders cab
32
get benefited from it otherwise the mere announcements of schemes on television is never going
to develop our rural India.

Fig.4.5.4. Problems faced by farmers regarding implementation of schemes

33
 Chapter - 5

SUMMARY AND CONCLUSION

NABARD is the apex body for regulation of RRBs and cooperative banks in India. It is concerned
with making policies, planning, and operations in the field of credit in agriculture. It has numerous
Govt. sponsored schemes and area development schemes for rural areas to increase their standard
of living. It is also concerned with developing and implementing Financial inclusion.

It has been observed that even after presence of lots of schemes, the growth and development in
rural areas is not as per plan. These schemes are not availed or even known to majority of rural
population. There might be lots of factors responsible for that, ranging from lack of information to
lack of interest and trust issues.

NABARD, being an organization, which is directly governed by Ministry of Finance, have

launched various schemes related to rural development. There are also Area development schemes
that are specific to few areas. Do they use right promotional strategies to position these schemes
correctly in minds of people? Are people aware about these schemes? The purpose of this study is
to find out the same.

5.1. Objectives of the study

1. To explore the concept of positioning with reference to agricultural schemes.

2. To find out relationship between promotional strategies and awareness towards schemes

3. To recommend alternative actions to increase awareness among farmers.

5.2 Major findings of the study

 The study showed that maximum number of respondents are aware of NABARD schemes in
their area, but only a few of them know about the schemes. They just know that NABARD
schemes exists but what are these schemes, and their benefits are only known to handful of
people.

 Very few of the respondents know about 2-3 schemes that are present in their area. The main
reason behind this would be that they must have heard about these schemes from their
counterparts of other villages. They might have heard the names of the schemes but were not
aware about the actual objectives or benefits of scheme.

34
 The source of information for them is mostly word of mouth followed by Panchayat Office
and Print Media. This is because most of the time they don’t have any information about the
schemes which are present in their area. There is no one to give them this information.
Parallelly, there is also a factor that availing these schemes are not easy. These are not easily
accessible. Even if they have information, the procedure to reach the officials and know about
the schemes and understand the process of implementation is a tough task. Thus, non-
accessibility becomes a major factor. This only, gives rise to the factor that they are not able
to understand the schemes and its importance. Thus, there is a need to develop a system where
there is easy accessibility of schemes.

 Proper promotional strategies make the consumer understand the importance of the scheme. If
a consumer has to avail a scheme, then he/she should be properly aware that how this scheme
is going to help him/her in the course of time. Promotional strategies should highlight the
importance and benefits of the schemes. They should promote it by using means which are
easily understandable and available in the area. Another important factor is accessibility,
because if the scheme can be easily approached and implemented by a farmer then the
frequency of acceptance will increase.

 Only 6 percentage of the respondents avail these schemes. The major reason behind this being
lack of information, lack of interest and accessibility. The respondents reject the schemes
because of presence of middlemen (46%) and not enough support from officials (40%) which
leads to accessibility issues. Some of them don’t understand these and for some it is not
affordable. In rural area, the presence of middlemen affects the acceptance and rejection of
schemes. Many a times farmers could not trust the person if they are not directly government
officials. There is presence of middlemen, who claim to know about the schemes, and they do
not circulate the information to the whole population. They sometimes only inform those
people who are known to them, thus refraining even dissemination of information.

 The study shows that according to respondents, proper promotional strategies influence the
acceptance of schemes, along with accessibility and group influence.

 Not enough support from officials and presence of middlemen are major factors influencing
rejection of schemes.

35
 It is observed that Print media, word of mouth, Panchayat office, these promotional strategies
have more impact on the awareness towards schemes. These factors influence the decision of
acceptance of schemes. As majority of the population is graduate and above, thus the use of
print media will have major impact on the awareness of the schemes. In rural area, people
believe the information that they receive from their friends and relatives more than a
government official. So, word of mouth plays a major role in increasing the awareness o the
schemes.

 It is very evident that proper promotional strategies and even dissemination of information will
lead to increase in awareness and acceptance by the farmers. It has been observed that only a
fewer section of people was aware about the schemes and its benefits, whereas majority are
even unaware of its existence. This disparity among the population is because of the uneven
circulation of information. Sometimes for just the sake of formality, many officials give
information to only few people who visits them daily or even their relatives. Such approaches
lead to lack of awareness among majority of population and the scheme remains unknown to
them.

 This study also highlights the expectations of farmers from the organization. Farmers expect
the organization to provide timely information, regular visits of officials to make them
understand the schemes, insuring equal opportunities to all. These will increase their trust in
the organization, and they would be more willing to accept and avail the schemes. To build a
strong foundation among the farmers, any organization must be transparent and diligent in their
actions. Their participation in rural areas would increase the trust among people. Their visits
to understand if the schemes have been implemented or not, whether there are any issues faced
by farmers or not. If farmers are aware about their schemes, then panning visits to solve their
queries. The building of a mutually beneficial relationship will only lead to a better developed
society.

 When asked for suggestions to increase the awareness of schemes, they shared that even
dissemination of information would increase their reach to schemes and organization. Periodic
visits by officials, use of mass media on large scale and use of loud-speaker vans to advertise
about the schemes would have high impact on the awareness. As lack of information is one of
the major factors responsible for acceptance of schemes, thus even dissemination of

36
 information is the most given suggestion by farmers. Other suggestions included periodic visits
by officials and use of mass and print media. Few of the unique suggestions included use of
loud-speaker van or advertising vehicle, which is very common for advertisement of different
products. It attracts attention immediately and has been proven an effective means of
promotion. Another different suggestion was establishing of information booths on specific
occasions. The occasions could be as simple as district foundation day and in that function
where almost majority of village would participate, the availability of information booth would
definitely catch attention of few villagers. Using, these suggestions can increase the awareness
and acceptance of schemes, which would ultimately lead to overall development of village and
surrounding areas.

 Lack of awareness, Trust issues with the organization and lack of resources are major
constraints faced by farmers regarding implementation of schemes. To develop an area, it is
very much imperative that focus is given on the availability of information and resources.
Those who are aware, do not have proper channel to approach the organization. Some of them
do not have resources which are necessary for the implementation of the scheme. Furthermore,
trust issues emerge as the major factor and problems faced by the farmers. The lack of visibility
and transparency is responsible for this issue. When farmers are not even aware of the
organization, the officials of their area and schemes, they won’t be able to trust enough to avail
them. There must be a pathway which would be easily approachable and trustworthy so that
there is a scope to build a strong foundation. The benefits and all the capitals invested by
government would only be helpful if the stakeholders can get benefited from it otherwise the
mere announcements of schemes on television is never going to develop our rural India.

 When the relationship between promotional strategies and overall awareness was computed, it
was found out that all the promotional strategies have positive correlation with the overall
awareness. It showed that Print media, word of mouth and information from panchayat office
might have more impact on the overall awareness of the schemes. This could be driven by the
factor that majority of the population are educated, and they understand the importance of
education. They have access to print media easily and thus it might be impactful. Word of
mouth is another factor which has major impact because people sometimes believe other
people’s experiences more than officials.

37
5.3. Suggestions by Researcher to increase acceptance and awareness of schemes

 There is a need to position the govt. schemes as products in the minds of farmers. The
advertising strategies which are used to launch a product should also be used to launch a
scheme. The focus should be given on scheme promotions as these are the basis of rural
development.

 Putting up advertisement in Mass medias will definitely help, but to capture the actual
stakeholders i.e., the farmers, innovation is required. There is need to visit the area and build a
stable relationship with the people. Government officials on local level can organise interactive
campaigns to provide information about schemes. Nearby, agricultural universities can be
targeted as the place to arrange a session of interaction. The students could be involved in
explaining the importance and benefits to local people. These kinds of sessions would increase
the trust of people on organization.

 The local govt. bodies such as Block offices, Panchayat offices, Village level workers, those
are in close contact with the farmers should reach out to them to make them aware of the
schemes. The disparity should be avoided by making the procedure more transparent. It should
be monitored that each and every one is aware of the schemes and there is no inclination
towards favouritism.

 Setting up of information booths on specific occasions such foundation day of village or district
would increase their curiosity to know about the schemes. These occasions have presence of
almost all the villagers. Promotion or launching of schemes in these occasions will have more
participation of the people. They will be more interested in knowing about the schemes and
this session can also be extended to some demonstrations. The booths can have those people
who are already availing the schemes and they can share their experiences. This will influence
the decision of the villagers positively as they will relate more with the person.

 Majority of the people are not aware that, these schemes are available in their area and how
much they can get benefited from these. There could be failure from both sides for this lack of
awareness. The organization should definitely focus more on building relationship with the
people and promotion of schemes. But at the same time, villagers should also be vigilant about

38
 the availability of schemes. They should themselves approach block offices and panchayat
samitis to get information about schemes. They should also make themselves aware about the
new schemes that are announced in their areas. For, uniform development of an area, equal
contribution oof both the parties are required.

 There is also a need for the organization to build trust among the farmers. It can be done by
avoiding presence of middlemen, supporting them to understand about the schemes in simpler
way, solving their queries. These kinds of approaches will decrease their apprehension and
make them willing to accept the schemes.

 As we are focusing on the promotional strategies that should be used by the organization for
generating awareness among farmers. We should also focus on the fact that; farmers also need
to be made self-aware about the development of their areas. They should also show interest in
the developmental activities which are announced for their areas. Keeping the focus on only
one aspect would never lead to overall development.

 For making sure that all the relevant schemes which are launched by the government for
development of rural area and for helping the farmers grow financially, all the concerned
stakeholders should work together. The organization, government officials, local government
bodies, Sarpanch of the village, influential people of village, Large farmers and educated
people of the village, all of them have to combine their forces to achieve what we actually
desire upon implementation of these schemes.

5.4 Future course of study

 Future study could be done in those study areas where acceptance of schemes is high to
understand what approaches that are followed there for promotion

 Future study can be done on how to improve the positioning of schemes.

39
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 ANNEXURE

Study on Promotional Strategies of NABARD Schemes in Lakhisarai district of Bihar

FARMER’S QUESTIONNAIRE

Socio-economic background:

1) Name .............................................

Address ..............................................................................................................

Village: ..................................., Block: ........................., District: ................................

Contact Number: ........................................

2) Age: .............

3) Education: Illiterate/ Primary / Secondary / High school / Graduation and above

4) Annual Income: <50000 / 51000-150000 / 150001-250000 / 250001- 350000/ > 350001

5) Caste: ......................

Awareness and Impact about Schemes:

6) Are you aware about NABARD Schemes in your area? Yes/ No

7) Which of the following schemes you heard of:

a) Dairy Entrepreneurship Development Scheme

b) Capital Investment subsidy scheme for Commercial Production Units for

organic/biological inputs

c) Agriclinic & Agribusiness centres Schemes

d) National Livestock Mission

e) GSS- Ensuring end use of subsidy released

46
 f) Interest Subvention Scheme

g) New Agricultural marketing Infrastructure

h) Formulation of special Long term Refinance Schemes

i) Loans to warehouses, cold storage and cold chain infrastructure

j) Long term irrigation Fund

k) Micro Irrigation Fund

l) None

8) Are you aware of Area Development Schemes? Yes/No

9) Which of the following Area Development Schemes have you heard of:

a) Dairy Development Schemes

b) Cut Flower

c) Mushroom

d) Goat Rearing

e) Poultry Rearing

f) Tissue culture of Banana

10) How did you get to know about them?

a) Print Media

b) Audio/Visual Aid

c) VLWs

d) Panchayat Office

e) Word of mouth

f) Through officials

11) Do you avail any of these schemes? Yes/No

12) If not, then what is the reason?

47
 a) Not accessible

b) Not able to understand

c) Not profitable

d) Not interested

e) Lack of information

13) In your opinion which factors influence the acceptance of a scheme?

a) Affordability

b) Accessibility

c) Group influence

d) Area specific

e) Proper promotional strategies

f) Easily understandable

14) In your opinion which of the factors influence rejection of the scheme?

a) Not affordable

b) Presence of middlemen

c) Not enough support from officials

d) Not understandable

15) Which of the following promotional tools have more impact on awareness of schemes?

A) Give weight according to your opinion.

Variable Strongly Agree (4) Neither Disagree (2) Strongly

Agree (5) disagree nor Disagree (1)
agree (3)
Print Media

Audio/Visual
aid

48
 VLWs

Panchayat
Office

Word of
Mouth

Directly
through
officials

B) Rate your overall awareness on this scale

Variable Completely Slightly Neutral Slightly Completely

aware (5) aware (4) (3) unaware unaware
(2) (1)

Awareness

16) Which promotional factors influence your decision of acceptance of scheme?

a) Print Media

b) Audio/Visual Aid

c) VLWs

d) Panchayat Office

e) Word of mouth

f) Through officials

17) What are your expectations from the organization?

a) Regular visit by officials

b) Keeping track of allotted funds

49
 c) Providing timely information

d) Solving queries

e) Insuring equal opportunity for all

18) Any suggestions to increase awareness of schemes among farmers?

a) Even dissemination of information

b) Information booth on specific occasions

c) Periodic visit by officials

d) Rapport building

e) Use of Mass/Print media on large scale

f) Using Loud speaker van or advertising vehicle

19) Problems faced by farmers regarding implementation of schemes.

a) Lack of awareness

b) Illiteracy

c) Time consuming

d) Trust issues

e) Lack of resources.

50