CHAPTER: RESEARCH

METHODOLOGY

MARKET CHAIN ANALYSIS OF HONEY PRODUCTION: IN KASHMIR

Submitted By:

KHURSHID MIR (smir.khurshid@gmail.com)

NOWSHEEN MEHRAJ(nowsheen.dua@gmail.com)

INTERNS FROM:-

ISLAMIC UNIVERSITY OF SCIENCE &TECHNOLOGY

Submitted To:

MERCY CORP
FEBRUARY 2011
 TABLE OF CONTENTS

I. RESEARCH METHODOLOGY

1.1 Research Methodology

1.2 Sampling Procedure

1.3 Survey and Field Work

1.4 Data Collection

RESEARCH METHODOLOGY:

Statement of the Problem: The main objective of the research is to check the market
potential of local honey through the analysis of the whole market chain of honey .

This chain includes:

a) Bee keepers
b) Processors
c) Retailers
d) Consumers

Objectives of the Research:

1) Bee keepers: The bee keepers are the people who extract honey from bee hives.
The purpose of research served by the bee keepers is as follows:
1. To know Quantity of honey extracted from each hive and hence the total
production of honey.
2. Bottlenecks faced in the extraction of honey.
3. Demand for honey from processors.

2) Processors: The Processors process the extracted honey to make it available in

the market. Research purpose behind surveying processors are:
1. To have the proper understanding of the manufacturing process.
2. To know the availability & quantity of honey required at each processor.
3. To know the demand for honey from retailers.

3) Retailers: People who sell packaged honey to the consumers

1. To know the market demand for local honey.
2. To know about the brand mostly sold.
3. To check the Brand awareness among the peole.
4) Consumers: Consumers are the people who consume honey in their households.

1. To know the consumption of honey in the local households.

2. To know about the constraints people look before buying honey.
3. To check the local brand awareness among the consumers.

Sampling Size & Field Work Survey:

Area of Extraction & Processing Market Analysis

Operation
Target Group Bee Keepers Processors Retailers Consumers
Sampling Stratified Sampling Random Sampling
Technique
Sample Size 30 respondents 5 processors 50 retailers 100 consumers
Target Mostly in Urban Specialised All 10 districts 10 districts of
Locations Areas Processors of Kashmir Kashmir Valley

Research Tools Used for Data Collection:

Secondary Data: Source of secondary data to be surveyed will be from internet and
concerned departments like SKUAST, Agricultural department.

Primary Data: Source of Primary Data will be collected mainly through Questionnaires and
unstructured interviews. In the interviews the focus will be primarily on personal experience
of the respondents.

The survey team went to all the 10 districts of Kashmir and collected primary data from the
respondents.