GOLD TREATMENT PROJECT ANALYSIS WITH INNOVATION RESISTANCE MODEL
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Analysis of the Gold Treatment Scheme of Agro Star Company by using Innovation Resistance Model to find out the level of resistance or acceptance of the product by the farmers
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GOLD TREATMENT PROJECT ANALYSIS WITH INNOVATION RESISTANCE MODEL
- 1. GOLD TREATMENT PROJECT ANALYSIS WITH INNOVATION RESISTANCE MODEL PRESENTED BY: Group 9 Alive Jenny Valet (45) Sharath Kumar (34) Shekhar Jyoti Das (35) Sirajuddin (37) Babbure Sachith (35)
- 2. • AgroStar is Indian AgTech start-up provides a complete range of agri solutions at the fingertips of farmers. • AgroStar’s tech platform provides service and agri input products to significantly improve their productivity and income. • Currently operates in the states of Gujarat, Maharashtra, and Rajasthan and has over 5 Lakh farmers on its digital platform. • Can avail agri solutions for their entire crop life-cycle with a simple “missed call” or through its Android app, • Aims to provide wide range of inputs delivered at doorsteps, world-class agronomy guidance and also access to market linkages and credit.
- 3. GOLD TREATMENT • Farmer is given continuous support is through calls and free farm assistance is given • Provided gold treatment kit which is required for the whole life cycle of the crop. • The kit is available in two forms the farmer can take in cash or credit where they need to submit various documents. • The main objective is to provide the farmers credit facilities on an unsecured and easy process saving time.
- 4. ACCORDING TO MODEL OF INNOVATION RESISTANCE: Perceived Innovation Characteristics Consumer characteristics Propagation Mechanism
- 5. Perceived Innovation Characteristics Consumer Dependent Relative Advantage Compatibility Perceived Risk Complexity Adoption of other innovation Consumer Independent Triability Divisibility Reversibility i) Relative Advantage • free assistance • quick response • Fast credit approval • High advantage Result - Low resistance. ii) Compatibility • Highly Compatible Result – Low resistance iii) Perceived Risk • Harvest based repayment • Unpredictable climate • High perceived risk Result – High resistance iv) Complexity • Easy to access & understand • Low complexity Result – Low resistance iv) Effects • More profitable • Low complexity Result – Low resistance Consumer Dependent Consumer Independent i) Triability • Easily triable • Old system Result – Low resistance ii) Divisibility • Can start with small land holding • Credit for Agri elements • High divisibility Result – Low resistance iii) Reversibility • Crop fails or farmer not satisfied • No Reversibility Result – High resistance
- 6. Consumer Characteristics Psychological Variables Perception Motivation Personality Belief Previous Experience Demographics Age Education Income i) Perception • Need for Credit Operations • Need for Assistance • Perceives need for this Result - Low resistance. ii) Motivation • Word of mouth in rural • Totally New Product • Disrupts normal usage patterns Result – High resistance iii) Personality • Farmers self confident • Eager for new experience Result – Low resistance iv) Belief • Positive belief for the innovation • The innovation solves problems Result – Low resistance v) Previous Experience • Sharing of True Success Stories • Positive previous experience Result – Low resistance Psychological Variables Demographics i) Age • Promoting service by various modes • Young & middle aged farmers easily adapt product Result – High Resistance for old aged while young & middle aged accepting the product iii) Income • High income farmers accept innovation Result – Low income farmers resistant to innovation since no income support ii) Education • Educated farmers try new Products • Result – Educated farmers accept new
- 7. Propagation Mechanism Types Marketer Controlled vs Non Marketer Controlled Personal vs Impersonal Characteristics Credibility Clarity Source Similarity Informativeness i) Marketer Controlled vs Non Marketer Controlled • Marketer controlled propagation such as advertising & testimonials reduce consumer resistance • High effectiveness of mechanisms means reducing innovation resistance ii) Personal vs Impersonal • Direct Contact with customer • Disrupts normal usage patterns Types Characteristics
- 8. Q & A THANK YOU