ACTIVITIES, MARKETING STRATEGIES AND BRAND PERFORMANCE OF FPOS’ IN ODISHA - THE EASTERN STATE OF INDIA

Ever studied the situation of FPOs in the present market scenario is taken into research consideration. Although the FPOs activities give benefits to the farmers, the performances of FPOs are not satisfactory. The cropping intensity of farmers is increased to a certain level but not matching with the expectation. Data collected from 30 FPOs to study the FPOs activity, FPOs Benefits, FPOs brand performance along with FPOs marketing activity. Correlation and regression analysis are used to test the hypothesis such as “FPOs activities and FPOs Benefits effect insignificantly on FPOs performance” and “FPOs Marketing activity, Strategy influence adversely to FPOs Branding Performance”. The main research identifies the problems of theFPOs and gives the predictive solution to overcome the branding and packaging issues as a suitable marketing strategy. As a result, the market link, networking, quality, safe packaging and branding, agency partnership may be used to develop the overall market scenario of FPOs in Odisha