A

REPORT

ON

MARKET SURVEY OF BRAND AWARENESS AND IMPACT OF PROMOTION STRATEGY FOR MICRONUTRIENT

PRODUCTS IN BIHAR

SUBMITTED BY-

VIJAY PRATAP SINGH

ROLL NO: - 15509V082056

CENTRE FOR AGRI-MANAGEMENT

UTKAL UNIVERSITY

BHUBANESWAR-751004

1

A

REPORT

ON

MARKET SURVEY OF BRAND AWARENESS AND IMPACT OF PROMOTION STRATEGY FOR MICRONUTRIENT

PRODUCTS IN BIHAR

SUBMITTED BY: -

VIJAY PRATAP SINGH

ROLL NO: - 15509V082056

CENTRE FOR AGRI-MANAGEMENT

UTKAL UNIVERSITY

A report submitted in partial fulfillment of the requirement of MBA (Agribusiness) Programme of Centre for Agri-

Management.

TO:-

CENTRE FOR AGRI- MANAGEMENT

DEPARTMENT OF BUSINESS MANAGEMENT

UTKAL UNIVERSITY

BHUBANESWAR-751004

. 2

DECLARATION

This is to declare that I am Vijay Pratap Singh the student of

post graduate programme in MBA (Agri –Business) Utkal University,

Vani vihar, Bhubaneswar has given original data & information to the

best of my knowledge project report entitled “” in three district of

Bihar & that no part of this information has been used for any

assignment but for the partial fulfillment of the requirements towards

the completion of the said course.

Date: VIJAY PRATAP SINGH

Place: ROLL NO: - 15509V082056

CENTRE FOR AGRI-MANAGEMENT

DEPT. OF BUSINESS ADMINISTRATION

VANIVIHAR, BHUBANESWAR

MBA (Agri-Business)

Center for Agri-Management

Department of business Administration

Utkal University, Vanivihar,

Bhubaneswar

.

3

CERTIFICATE

This is that the project entitled “Market Survey of Brand

Awareness and Impact of Promotion Strategy for Micronutrient

Products in BIHAR” is a bonafied work done by Vijay Pratap

Singh under our guidance and supervision and it embodies the result

of their original contribution. The project has been submitted for the

partial fulfillment of “Post Graduate degree in MBA (Agri-business)

2008-10, Utkal University, Vanivihar.” No part of this project has

been submitted elsewhere either in part or full for any other degree or

diploma.

I wish him all success in the future.

DR. B. BHUYAN EXTERNAL EXAMINER

ACADEMIC HEAD

CENTRE FOR AGRI- MANAGEMENT

4

ACKNOWLEDGEMENT

“No good work flows without the help from Faculty Members Industrial

Professionals, Colleagues, Organization and Friends”

I would like to extend my deepest gratitude to PARADEEP PHOSPHATE LTD.

for giving me the opportunity to work as a summer trainee in their organization. I got the

opportunity to understand their business and have an enriching experience and learning.

I would like to express our sincere gratitude to Honorable General Manager PPL

(Bhubaneswar), Sri Pitabas Routray, Honorable Marketing Manager, Mr. Jay

Jagannath Pattanaik and our respected guides Mr., Shailesh Singh (RM, Bihar), Mr.

Subhashish Biswas (Area Manager, Katihar), Mr. Rajeev Singh (Area Manager,

Muzaffarpur), Mr. Amit Jain (Area Manager, Supaul).

Next I would like to express our sincere thanks to “Dr. B. Bhuyan” Academic head

of MBA (Agri-Business) for his support, guidance and help. I would like to express our

sincere thankful to our project coordinator Mr. Manoj Bal. We also thankful to our faculty

members “Mr. Deepak Ram, Mr. Sukant Samal and Miss. Mamta Biswal” for their

valuable cooperation and guidance. I would also like to thank all the staffs of centre for Agri-

Management, Utkal University (Bhubaneswar).

I bow downs our heads with deep devotion to the supreme Load, our parents & our

family members & our friends who have given us this spiritual inspiration for completing this

project work successful. Last but not the least we owe our project to the farmers, without

whose co-operation and help, I would not have completed this project.

VIJAY PRATAP SINGH

ROLL NO: - 15509V082056

5

TABLE OF CONTENTS

TABLE OF ILLUSTRATIONS

6

S.No PARTICULARS PAGE No

1 DECLARATION 3

2 CERTIFICATE 4

3 ACKNOWLEDGEMENT 5

4 TABLE OF ILLUSTRATION 7

5 EXECUTIVE SUMMARY 8

6 COMPANY PROFILE 10

7 RESEARCH OBJECTIVE 12

8 RESEARCH METHODOLOGY 12

9 DEMOGRAPHIC PROFILE OF VILLAGE 14

10 VILLAGE LIST 17

11 FARMERS PROFILE 18

1213

COMMUNICATION 22

14 BRAND BEHAVIOUR 24

15 BRAND DISPOSITION 26

16 BRAND IMAGERY 27

17 MICRONUTRIENTS 29

18 ATTITUDE 34

19 RECORD 34

20 SUGGESTION 35

21 CONCLUSION 36

22 BIBLIOGRAPHY 37

23 ANNEXURE-1 38

EXECUTIVE SUMMARY

Our project namely, “A STUDY ON MARKET SURVEY OF BRAND AWARENESS AND IMPACT OF PROMOTION STRATEGIES FOR MICRO

7

S.No PARTICULARS PAGE No

1 VILLAGE LIST 17

2 FAREMR’S AGE PROFILE 18

3 FARMER’S EDUCATION PROFILE 18

4 FARMER’S HOUSE TYPE 19

5 TYPE OF FARMERS 20

6 IRRIGATION 20

7 CROPS GROWN 21

8 COMMUNICATION AWARENESS OF PPL 22

9 BRAND AWARENESS 23

10 LAST TIME BOUGHT FOR DAP, MOP, NPK, AND COMPLEX FERTILIZERS

24

11 LAST TIME BOUGHT FOR UREA 25

12 BRAND DISPOSITION 26

13 BRAND IMAGERY 27

14 CORPORATE IMAGE 28

15 MICRONUTRIENT AWARENESS IN KATIHAR DISTRICT

29

16 MICRONUTRIENT AWARENESS IN SUPAUL DISTRICT

30

17 MICRONUTRIENT AWARENESS IN MUZAFFARPUR DISTRICT

31

18 LAST USERS OF MICRONUTRIENTS IN THREE DISTRICTS

32

19 MICRONUTRIENT USED IN CROPS 33

20 ATTITUDE 34

21 RECORD 34

NUTRIENT PRODUCTS IN BIHAR” was carried out in the selected villages of KATIHAR, SUPAUL, AND MUZAFFARPUR districts of BIHAR state. We had a very ice experience while interacting with the farmers of this region. Our main objective was to reach the target farmers and to investigate the depth of knowledge about fertilizers and micronutrients.

At the initial stages we faced many difficulties while collecting desired data from the farmers. Farmers interrogated us about various things regarding our purpose of visit, our identity, which company we are from, and the benefit they will get from the survey. We assured them that we are the student of M.B.A and doing this as a part of our course.

We interviewed 421 farmers, 184 from KATIHAR, 118 from SUPAUL, 119 from MUZAFFARPUR. Our key findings are as following after analyzing data.

Hoardings, Poster and wall painting are most effective communication medium in BIHAR state. 60% people saw hoardings, poster, and wall paintings in three districts. Very low effective communication medium is audio visual. Some of the farmers saw the audio visual only in farmers meeting. Farmers have so many complain like we are the small farmer we did not get invitation for the meetings. People have also said they do not have that much time to attend any meeting. So very few no of farmers only saw audio visual in three districts where only 2.4% of people saw audio visual in KATIHAR district but in SUPAUL AND MUZAFFARPUR DISTRICT not a single farmer had seen the audio visual of Navratna or any other fertilizers brand. Villages are far away from the main road, and companies’ jeep campaigns only went through the main road or in the markets, that’s why people can’t remember those. In Katihar and Supaul district those farmers who had seen jeep campaigns were unable to say about the campaign was of which brand, but in Muzaffarpur district the second highest percentage of the communication medium is jeep campaign. About 30% farmers had seen the jeep campaign of Navratna phospho-gypsum. Press also not a good and effective communication medium due to low literacy rate.

In case of awareness about fertilizer brand highest number of farmers can remember NAVRATNA, PARAS, and IFFCO spontaneously. In aided awareness farmers can remember what ever fertilizer available in local market.

In three district farmers does not have any brand loyalty due to unavailability of fertilizer in right time. And high price of leading fertilizer brand in pick season also a reason behind it.

Large numbers of the farmers are small and marginal farmer in three districts so they can’t buy fertilizer whatever they preferred at high price.

8

Farmer’s perceptions about micronutrients are not so good. People think that micronutrient is not so much effective to increase yield. Large no of people only use zinc followed by sulphur and boron. In three districts main crops are paddy, wheat, maize, banana, vegetables, litchi, and potato. In those crops people only use zinc, sulphur and boron. About phospho gypsum most of the farmer are using. They have used it as a micro nutrient. In Katihar and Supaul district phospho gypsum users are less in comparison to Muzaffarpur, because of the field demonstration and jeep campaign

RESEARCH OBJECTIVES AND METHODOLOGY

9

Objective of the study

As desired by company, research study of Market survey of brand awareness and impact of promotion strategy for micronutrient products were conducted in Bihar. In this study as exhaustive interview of farmers & Retailers from different villages of Bihar was done by using well structured questionnaires.

The main objectives of market research are:-

1. To know about brand awareness of Navratna.2. Consumer behavior with reference to brand of fertilizer.3. Findings of corporate image.4. Awareness and knowledge about micronutrients and its uses.

REASERCH METHODOLOGY

Research methodology is a way to systematically solve the research problem, formulating a hypothesis, collecting the facts or data, analyzing the fact and reaching certain conclusion either in the form of solutions towards the concerned problems. Thus methodology not only talks about the research methods but also consider the logic behind the method we use behind the context of our research study.

Defining the research problem

Review about the concept of project

Sample designing

Collection of data through structured questionnaire

Analysis of data

Interpretation and report writing

DATA SOURCES

10

The analysis is an output of primary data which is collected from a structured questionnaire .That was being filled up from PPL considered villages with randomly selected responded through depth interview.

SAMPLE DESIGNING

Sample design is definite plan for obtaining a sample from a given population. Sample design is determine before data are collected .We has collected a data from a farmer population and sampling units were selected under certain criteria. The criteria is

Eligible respondents SEC R1/ R2/ R3/ R4 MALE 18-70 years The respondents should not be related to-

o Advertising agencyo Public relation o Agri in puts o Journalismo Market research agencyo Company manufacturing or selling any agriculture Product And the

individuals who are not surveyed within six months

Sample size

We have collected data from farmer population and the sampling units were selected villages of different blocks. Our sample size was 420 respondents from which 140 were from Katihar district, 140 were from Supaul and 140 were from Muzaffarpur district of Bihar.

The parameters of interest were well structured questionnaire. Quantitative survey was carried out in a random manner by taking the interview of farmers. Approximately 30mnts was devoted to each farmer for the interview.

COMPANY PROFILE

11

Paradeep Phosphate Limited (PPL) incorporated in 1981 was initially a joint venture between the Government of India and the Republic of Nauru and subsequently changed into a wholly owned GOVT of India Enterprise. After disinvestment by the GOVT. OF INDIA February, 2002, the management of the company is with the fertilizer majors Zuari -Chambal Groups & OCP of Morocco. PPL is a prime player in the phosphoric fertilizers which have application in a wide range of crops.

PPL, with a stellar turnaround, is a case study in favor of privatization. The Company’s focus on performance and continuous efforts towards development are reflected in the FAI Awards for improvement in overall performance of the Company and the best Technical innovation in the year 2005-2006. PPL received the ISO 14001:2004 certification in May 2006 for good environment management systems, thus implying that along with technical advancement the Company also values maintaining and working towards a clean and safe environment.

VISION

Our vision is to be a major fertilizer company of India capable of meeting the challenges of free market economy.

MISSION

Our mission is to become more profitable, debt free in 5 years and be ready for the free ‘market’ scenario, by optimizing or enhancing capabilities, reducing costs, focused marketing, financial restructuring and improved productivity. We will be committed to our core values, be good cooperated citizens & develop a workforce of committed employees who would take initiative and contribute to our goals.

CORE VALUES

Honesty and integrity Excellence Discipline and Hard work Caring for the people

FOCUS

PPL’s wide ranges of specially formulated fertilizers are marketed under the brand name ‘NAVRATNA’ which cater to almost all types of crops .The products are well established and are sold through private and institutional channels throughout the country.

Aggressive marking initiatives have been undertaken to increases market share of these specially formulated fertilizers throughout the marketing territory.

The company is deeply committed to the development and welfare of the farming community .It has undertaken rural upliftment programmes in selected districts where

12

fertilizers consumption is very low. Soil sample collection , analysis and recommendation of balanced fertilizer to the farmers are the main agenda for education to the farmers on packages on soil health and balanced fertilizers .Field demonstration on packages on packages of practices for effective utilization on agro inputs like seeds fertilizers, pesticides timely irrigation are carried out throughout its marketing territory. Crop seminar , farmers meeting , distribution of crops and product literature, publicity van campaign, retailers, meet and training to farmers are also carried out by qualified staff in marketing area.

PRODUCTS

PPL manufactures and markets various grades of fertilizers. These fertilizers are marketed under the brand name – “NAVRATNA”.

Major products of PPL is DAP which contains 2% ‘extra sulphur’ while NPK 20:20:0:13 contains 13% “extra sulphur”. This sulphur is very beneficial to the crop in various ways and is a valuable input to the crop, particularly in the context of chronic deficiency of sulphur in Indian soil.

Apart from the major nutrients – Navratna DAP also contains specially micronutrients viz. Zinc, iron, copper, and, Magnesium & Manganese which are essential for crops in myriad ways.

While DAP, NPK (10:26:26 ) , NPK (12:32:16), NP(20:20:0:13) are suitable for all type of crop , NPK-(10:26:26) is particularly suitable for potato , cotton, and sugarcane in states like Westbengal , Maharashtra, Andhrapradesh and Orissa and NPK- (12:32:16) suitable for soybean and sugarcane in other states . NPK-(20:20:0:13) on the other hand is particularly suited for vegetable and oil seeds, due to its high sulphur content.

All the fertilizers produced by PPL strictly adhere to specification as per the fertilizers control order. All the products are packed in 50 kg.HDPE/PP laminated bags.

Product

Manufactured by PPL:

Di-Ammonium Phosphate, NPK- 10:26:26, NPK – 12:32:16, NP -20:20:0:13

13

DEMOGRAPHIC PROFILE

Demography of Katihar

Katihar is a well known town of India. This is the headquarters of the Katihar district

and a super market of Bihar state. Katihar is north-east corner of Bihar. This is border of

Bihar and West Bengal. Katihar is a part of Purnea division and has total area of 3057 square

km. Katihar district have number of villages having good productivity of crops. Katihar has a

modern railway station with facilities are available for tourists. Katihar has a major railway

station under the North-East Railway.  Katihar Junction is a fine line junction. The 1st line

goes to Barauni, the 2nd line to Kolkata, the 3rd line to Jogbani (Nepal border), the 4th line to

Guwahati, and the 5th line to Manihari.

According to 2001 census, Population of Katihar is 18, 25,380 in which rural

population is 16, 53,761 and urban population is 1, 71,619. Males constitute 53% of the

population and females 47%. Katihar has literacy rate of 63%, higher than the national

average of 59.5%. Male literacy is 70%, and female literacy is 55%. Katihar district has three

subdivision namely Katihar sadar, Barsoi and Manihari.

District Headquarters: Katihar

Blocks: Katihar have total fifteen blocks namely Katihar, Barsoi, Kadwa, Amdabad,

Manihari, Balrampur, Korha, Falka, Barari, Pranpur, Mansahi, Samaeli, Kursaila,

Hasanganj and Dandkhore.

Ganga, koshi and Mahananda River are crosses through Katihar district .The

topography of the Katihar district has been very much affected by the flood of river Ganges,

Mahananda, and Koshi. The district has alluvial soil and due to deposit of sand-slit by the

river and soil in southern and western part has become sandy. Main crops grown in this

region are paddy, Makhana, Wheat, Maize, Banana, Pulses, Jute and Vegetables.

14

Demography of Supaul

Supaul is the District of Bihar. Supaul is a city and a municipality in Supaul district

in the Indian state of Bihar. The Supaul district occupies an area of 2410 km² and has a

population of 1,745,069 (as of 2001). Not far from this place is the Indian border connecting

Nepal. The Supaul Town is the administrative headquarters of this district. The district is a

part of Koshi division. Agriculture is the major occupation in the region and the main crop

which is grown here is paddy.

District Headquarters: Supaul

Block: Total 11 blocks are Supaul, Pipra, Kisanpur, Tribeniganj, Chhatapur, Raghopur,

and Basantpur. Gamharia, Mahaddipur, Pratapganj, Dagmara

Supaul District was created from Saharsa district in 1991. Earlier, Supaul was a

subdivision. . It is famous for agriculture. This district is sometimes affected by flood by river

of koshi.

River Koshi flows through Supaul. After the construction of Koshi Dam the flood situation

has improved in Supaul. This year though (2008) the river Koshi changed its course and took the

route it used to take 200 years ago. As a result major parts of Supaul districts were flooded.

Demography of Muzaffarpur

Muzaffarpur district of Bihar is spread over an area of 3172 sq. kms. The district is

bounded on the north by East Champaran and Sitamarhi districts, on the south by the district

of Vaishali, on the east by the districts of Darbhanga and Samastipur (part) and on the west

by Saran and part of Gopalganj districts. The district headquarters is located at Muzaffarpur.

The district has well developed means of communication. It has a network of railways and

well-maintained roads.

15

The district has a population of 3.15 million (2001census). Overall, there were 906

females per 1000 males. Rural population in the district is 90.7% and urban population is

9.3%. The density of the population was 929 per sq. kms. Hindi is the main language spoken

in the district.

District Headquarters: Muzaffarpur

Muzaffarpur sub-divisions – East Muzaffarpur and West Muzaffarpur

Blocks : Total 14 community development blocks are Sahebganj, Motipur, Parod, Sariya,

Kurhani, kanti, Minapur, Musahari, Bochaha, Aurai, Katra, Gaighatti, Dholi, Sakra .

The Muzaffarpur district comprises of an extensive plain formed by the alluvium

brought by the Gandak, the Bagmati and other rivers, which flow through it. The ground is

not marked by any high contour and at many places there are chains of shallow marshes,

which serve the purpose of drainage for excessive water due to rainfall and overflow of the

stream. The alluvial plain is a tract of great fertility. The soil of the district is largely alluvial.

A special feature of the district is that due to continuous deposit of silt many of its riverbeds

are higher than the adjoining areas. This leads to frequent floods during the rainy season

particularly in northeast and southwest parts of the district

The Gandak, Bagmati, Burhi Gandak and Baya are the important rivers besides a few

streams. The Gandak and Bagmati have their origins in the mountains of Nepal. The Burhi

Gandak is navigable during the greater part of the year. River Baya emanates from the

Gandak is a little west of the Muzaffarpur district. It enters the district near Karnaul in

Sahebganj block and flows in the southeasterly direction almost parallel to the parent river

and ultimately joins the Ganga.

Rice is the main crop of the district. It accounts for the major portion of the gross area

sown. Maize is the next important crop for the district. Wheat is also grown in some parts of

the district. Sugar cane, potato and banana are some of the non-cereal crops grown. The

district is famous for mango and litchi, which are exported to other parts of the State.

16

VILLAGE LIST

DISTRICT KATIHAR MUZAFFARPUR SUPAUL

V Dighari Suriyahi Chauhatta

Garbheli Chaumukhi Rajpur

I Khariya Lohsari Belhi

Durgasthan Sushta Mahipatti

L Bheli Kanta Andauli

Vikashnagar Maithi Bhilahi

L Tilashnagar Krishna nagar Kharel

Nijhara Dhebaha Parsharma

A Marangi Jhapaha Nunupatti chauk

Mansahi kewala Dronpur Thumha

G Badibathna Belahiyan Sukhpur

Narayanpur Ratanpura Nirmali

E Chakri Narayanpur Khemaipatti Katiya chouk

Rampur Basaha

N Dumariya Beloghara

Madhubani

A Kheriya

Tinpenia

M Mahiyarpur

17

E Bisanpur

1. FARMERS PROFILE

1.1:-AGE:-Most of the farmers are belonging under the age group of 46-50.

18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70

48

1216

40

52

24

18

6 436 7 6

30

36

1310

4 325 7

11

17

25

33

96 4

AGE PROFILEKatihar Supaul Muzaffarpur

Fig. 1.1:-Data source from the farmers

1.2:-EDUCATION PROFILE: - 28% of the farmers are formally literate.

18

12%

28%

21%

13%

16%

7%

3%

EDUCATION PROFILEILLITRATE LITTRATE NONMATRIC MATRICATTENDED COLLGE GRADUATE POST GRADUATE

Fig. 1.2:- Data source from farmers

1.3) HOUSE TYPE:-

In Muzaffarpur 34 % farmers are from R4. In Supaul 30% farmers are from R3 and R4.

19%

16%

31%

34%

Muzaffarpur

R1R2R3R4

20%

20%

30%

30%

SupaulR1 R2 R3 R4

In Katihar 32% farmers are from R4 category.

19

19%

20%

29%

32%

KatiharR1 R2 R3 R4

Fig. 1.3:-Data source from the farmers

1.4:- TYPE OF FARMERS: Most of the farmers are small farmers.

20

Marginal(less then 1 hac)

Small(1-4 hac) Medium(4-10 hac)

Large(more then 10 hac)

0

10

20

30

40

50

60

TYPE OF FARMER

Katihar(%)Supaul(%)Muzaffarpur(%)

land holding

(in h

ac.)

Fig. 1.4:-Data source from the farmers

1.5) IRRIGATION: Most of the farmers are using boring well for irrigation in all 3 districts.

canal well lift irrigation Boring well others0

20

40

60

80

100

120

140

160

08

36

144

80

618

102

6

22

414

110

4

Katihar Supaul Muzaffarpur

Fig. 1.5:-Data source from the farmers

1.6) CROPS GROWN:

21

In Katihar, Farmers are mainly growing the paddy, banana, maize, wheat, and vegetables.

In Supaul district, farmers are growing paddy, wheat, maize, and vegetables. In Muzaffarpur district, the main crops are paddy, wheat, maize, banana and litchi.

The district is famous for mango and litchi, which are exported to other parts of the

State.

paddy Banana wheat maize vegetable chilli other0

50

100

150

200

250

300

350

112

52 68112

44 2648

84

8

96

87

72

23

36

93

33

72

95

36

8

20

Katihar Supaul MuzaffarpurFig 1.6:-Data source from the farmers

2:- COMMUNICATION

22

2.1:- COMMUNICATION AWARENESS OF PPL-

Audio-visiual film

jeep campaign Press Radio Poster/painting Unknown0

20

40

60

80

100

120

4

1711

23

118

68

0 3 59

77

52

0

67

17 18

93

26

Katihar Supaul MuzaffarpurFig. 2.1:-Data source from the farmers

About the PPL, most of the farmers are aware from the poster and wall painting in all 3 districts. In Katihar 118 respondents are aware from the poster/painting, In Supaul, 77 respondents are aware from the poster or painting and In Muzaffarpur, 93 respondents are aware from poster/painting. But in Muzaffarpur, jeep campaign is the play the important role, because most of the farmers are aware about the PPL from the jeep campaign. Through radio and press they can’t know about the company or fertilizer because of that all farmers are not literate so they can’t read the news paper. In all three districts some farmers who don’t know about the name of PPL are less but they didn’t see of any promotional activities of PPL.

2.2:- BRAND AWARENESS

23

PPL

Navratn

a

PPL-phasp

ho-gypsum

TATA/Paras

IFFCO IPL

OTHER

31

148

21

165

6374 80

17

86

13

98

43

93

55

23

113

36

93107 112

43

BRAND AWARENESSKatihar Supaul Muzaffarpur

Fig. 2.2:-Data source from the farmers

Most popular brand is TATA / PARAS. After that Navratna comes. In Katihar 165 respondents know TATA / PARAS, 148 respondents know NAVRATNA, 63 know IFFCO, 74 are know the IPL, 31 respondents are know the PPL, 21 respondents are know the PPL-PHOSPHO-GYPSUM and 80 respondent are know the other brand.

In Supaul, 98 respondents know the TATA/PARAS, 93 respondents know the IPL, 86 respondents know NAVRATNA, and 43 know the IFFCO and 55 respondents are know the other brand.

In Muzaffarpur, 113 respondents know the NAVRATNA, 93 respondents know the TATA/PARAS, 107 respondents know IFFCO, and 112 know the IPL and 43 respondents are know the other brand.

24

3: - BRAND BEHAVIOR

3.1:- LAST TIME BOUGHT FOR DAP, MOP, NPK, AND COMPLEX FERTILIZERS

PPL/Navratna TATA/Paras GROMOR IPL OTHER

42

33

2

18

5

36

26

1

32

5

38

24

0

32

6

LAST TIME BOUGHT FOR DAP,MOP,NPK COMPLEX FERTILIZERSKatihar(%) Supaul(%) Muzaffarpur(%)

Fig. 3.1:-Data source from the farmers

In complex fertilizer, farmers prefer NAVRATNA, TATA / PARAS, IPL, and others in all three districts:-

In Katihar district, about 42% of the farmers had bought Navratna brand, about 33% of the farmers had bought TATA/PARAS, and about 18% farmers bought IPL, 5% farmers bought other brand.

In Supaul district, about 36% of the farmers bought the Navratna brand, about 26% farmers bought the TATA/PARAS, and about 32% of the bought the IPL, 5% farmers bought the others brand.

In Muzaffarpur district, about 38% of the farmers bought Navratna brand, about 26% farmers bought the TATA/PARAS, and about 32% farmers bought IPL, 6% farmers bought other brand.

In all three district farmers bought only 1-2% of the total fertilizer.

25

3.2:- LAST TIME BOUGHT FOR UREA

IFFCO SHAKTIMAN KISAN RAJA OTHER

20

45

25

6 4

17

62

15

2 4

47

19

12 139

LAST TIME BOUGHT FOR UREAKatiahr(%) Supaul(%) Muzaffarpur(%)

Fig. 3.2:-Data source from the farmers

In straight fertilizer (urea), farmers prefer mostly IFFCO, SHAKTIMAN, KISAN, RAJA, and others brand in all three districts.

In Katihar district, 20% farmers bought IFFCO, 45% SHAKTIMAN, 25% KISAN, and rest of 6% RAJA, 4% others brand.

In Supaul district, 17% farmers bought IFFCO, 62% farmers bought SHAKTIMAN, 15% farmers bought KISAN, 2% farmers bought RAJA, and 4% farmers bought others brand.

In Muzaffarpur district, 47% farmers bought IFFCO, 19% farmers bought SHAKTIMAN, 12% farmers bought KISAN, 13% farmers bought RAJA, and 9% farmers bought others brand.

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4: - BRAND DISPOSITION

PPLTATA

IFFCO

GROMOR IPL

HINDALCO

GODAWARIOTHER

0

50

100

150

200

250

300

350

400

BRAND DISPOSITION

Axis Title

Fig.4:-Data source from the farmers

Navratna brand is the first preference of the most of the farmers. After that farmers give the second priority to the TATA/ PARAS.

82 farmers insist to the Navratna brand, 122 farmers insist to buy the TATA/PARAS brand, 58 farmers insist to buy the IFFCO. 186 farmers prefer the Navratna brand, 109 farmers prefer the TATA, and 92 farmers prefer the IFFCO, 66 farmers prefer the IPL, 108 farmers prefer the other brand.

118 farmers unaware about Gromor brand, 130 farmers unaware about Hindalco and Godavari.

27

5: - BRAND IMAGERY

complete reli

able

pay extra

premium

quality of gr

anulesquality

bag

negative e

ffect on soil

green colour of cro

p

fellow far

mer

all mineral

requirem

ent

recommended by sh

opkeeper

shopkeepers

give the cr

edit facilit

y

01020304050

BRAND IMAGERY

PPL(%) TATA(%) IFFCO(%) IPL(%) OTHERS(%) DK/CS(%) NONE(%)Fig. 5.1:-Data source from the farmers

Most of the farmers are used the Navratna but when I asked that which one is complete reliable fertilizer then they can’t give the specific answer. Some farmers told that Navratna, some TATA, some others. In the ques. of pay extra premium they told Navratna, TATA, IPL, Others. In all ques. They all are told same answer but in comparison to others Navratna is the most popular in all the farmers and the give the preferences. Because in all sector like timely available, quality of granules, quality of bag, all mineral requirement are fulfill in the Navratna.

28

5.2:- CORPORATE IMAGE

PPL TCL IFFCO IPL SHAKTIMAAN OTHERS

73

1227

0 0

25

109

132

35

15

4655

123

3754

107

70

30

68

227

0 0

24

47

89

2 0 0

27

53

3

26

0 0

23

Corporate Image

MEETINGS ADVERTISINGS AVILABILITYTRAINING & DEMON NEW PRODUCT SOIL TESTING

Fig. 5.2:-Data source from the farmers

In all three districts, PPL arrange most of the activities like farmers meeting, training programs, demonstration, soil testing, and most important thing is timely availability. But in case of other companies they are lack in timely availability for that reason farmers are not getting the fertilizer at the time of sowing so they choose another brand of fertilizer. As you seen in the above chart in the meeting graph PPL is more than the others. In the advertising area TATA is more than PPL. But in availability area IPL is more than both fertilizer.

29

6.:- MICRONUTRIENTS:-

6.1:- MICRONUTRIENT AWARENESS IN KATIHAR DISTRICT

gypsum

phaspho-gypsum

zinc

sulphurmixture

PPL phaspho-gypsum

other

no anser

16 896

26 2 2 4 2828 6

2670

6 11 122818

12

121

26

8 24 122816

8

65

42

010 6

28

MICRONUTRIENT AWARENESS IN KATIHAR DISTRICT

tom spont ever use last use

Fig. 6.1:-Data source from the farmers

In Katihar district, when we ask about micronutrient then top of mind recall of the farmer was zinc. In this district farmers are mostly use the zinc. About 121 farmers ever use the zinc.

Farmers mostly use the sulphur, gypsum; some of the farmers use the phospho-gypsum. Only 24 farmers were ever using the ppl phospho-gypsum in the Katihar district.

30

6.2:- MICRONUTRIENTS AWARENESS IN SUPAUL DISTRICT

gypsum

phaspho-gypsum

zinc

sulphurmixtu

re

PPL phaspho-gypsum

other

no anser

0

50

100

150

200

250

MICRONUTRIENTS AWARENESS IN SUPAUL DISTRICT

Axis Title

Fig. 6.2:-Data source from the farmers

In Supaul district, when we ask about micronutrients then top of mind recall of the 63 farmers was zinc. About 64 farmers have ever used the zinc. 34 farmers use the gypsum, 36 farmers ever use the sulphur, and 22 farmers have not given any answer. Only 22 farmers ever use PPL phospho-gypsum in this district.

31

6.3:- MICRONUTRIENT AWARENESS IN MUZAFFARPUR DISTRICT

gypsum

phaspho-gyp

sumzinc

sulphurmixtu

re

PPL phaspho-gyp

sum other

no anser

2 2

72

110

18

0138 6

41

74

314

41314 11

9483

11

32

11 134 6

61

43

0

178 13

MICRONUTRIENT AWARENESS IN MUZAFFARPUR DISTRICT

TOM spont ever use last use

Fig. 6.3:-Data source from the farmers

In Muzaffarpur district, farmers are mostly aware from the zinc and sulfur micronutrients. About 94 farmers ever use zinc and 83 farmers ever use sulphur. And rests of the farmers are using gypsum, phospho-gypsum, mixture and other. In these micronutrients, 32 farmers are aware from the PPL phospho-gypsum and they are using this.

The conclusion is that in all of three district farmers aware mostly about the zinc, sulphur, PPL phospho-gypsum.but in all of these micronutrients zinc comes first in the top of mind.

In all three districts, total 78 farmers are aware from the PPL phospho-gypsum.

32

6.4:- LAST USERS OF MICRONUTRIENTS IN ALL THREE DISTRICTS

gypsum

phaspho-gyp

sum zinc

sulphurmixtu

re

PPL phaspho-gyp

sum other

no anser

16

8

65

42

0

106

2824

16

57

26

129 11

22

4 6

61

43

0

17

813

Katihar Supaul Muzaffarpur

Fig. 6.4:-Data source from the farmers

Last time most of the farmers use the zinc, sulphur, PPL phospho-gypsum, phospho-gypsum and others micronutrient. But all of these zinc and sulphur micronutrients are using by large no. of the farmers. About 180 farmers are using zinc in all three districts and about 110 farmers are using sulphur in all three districts, rests of the farmers are using other micronutrient. In all of these about 35 farmers are using PPL phospho- gypsum in last time.

33

6.5:- MICRONUTRIENT USED IN CROPS

paddy Banana wheat maize vegetable chilli other

11252 68

112

44 26 48

84

8

96

87

72

2336

93

33

72

95

36

8

20

MICRONUTRIENTS USED IN CROPS Katihar Supaul Muzaffarpur

Fig. 7:-Data source from the farmers

In Katihar district, 112 farmers use micronutrient in the paddy crop, 52 in banana, 68 in wheat, 112 in maize, 44 in vegetables, 26 in chilli, and 48 in other.

In Supaul district, 84 farmers use micronutrient in the paddy crop, 96 farmers use in wheat, 87 in maize, 72 in vegetables, 23 in chilli, and 36 in other crops.

In Muzaffarpur district, 93 farmers are using micronutrient in the paddy crop, 33 farmers are using micronutrients in banana, 72 farmers use in wheat, 95 farmers use in maize, 36 in vegetables, 20 in others crop.

In conclusion, most of the farmers are applying micronutrients in paddy, maize and wheat.

34

7: - ATTITUDE

very

dissati

sfied

dissati

sfied

neither

satisfi

ed nor d

issati

sfied

satisfi

ed

very

satisfi

ed

can't s

ay05

1015202530354045

ATTITUDE(%)

%age

Fig. 7:-Data source from the farmers

At the last we know that what is the attitude of the farmers about the company PPL? They are satisfied with the product and their response. Most of the farmers are satisfied but some are not satisfied with the company and their products.

8: - RECORD

KATIHAR SUPAUL MUZAFFARPUR0

10

20

30

40

50

60

70

80

90

RECORD

PPL Last occasionPPL Phospho-Gypsum Ever UserPPL Phaspho-Gypsum Last User

Fig. 8:-Data source from the farmers

35

In both districts, the farmers used the PPL in the last time but they are using less in ppl phospho- gypsum.

KEY FINDINGS

1. Hoardings, Poster and wall painting are most effective communication medium in

BIHAR state. 60% people saw hoardings, poster, and wall paintings in three districts.

2. Very low effective communication medium is audio visual. Some of the farmers saw the

audio visual only in farmers meeting.

3. Farmers do not read newspaper or magazine, due to illiteracy and low economy status.

4. Stimulus like “Pariwala Khad”, “Zada Dam Keemat Kam (PPL Phospho-gypsum)” and

“Navratna Samachar” is not so much effective.

5. Farmers have so many complain like we are the small farmer we did not get invitation for

the meetings. People have also said they do not have that much time to attend any

meeting.

6. Villages are far away from the main road. Jeep campaign only goes through the main

road, so most of the farmers can’t recall it.

7. In Katihar and Supaul district those farmers who had seen jeep campaigns were unable to

say about the campaign was of which brand, but in Muzaffarpur district the second

highest percentage of the communication medium is jeep campaign. About 30% farmers

had seen the jeep campaign of Navratna phospho-gypsum.

8. Product availability is the first priority given by farmers while purchasing fertilizer.

9. Awareness of Paras is the highest followed by NAVRATNA, IFFCO and SHAKTIMAN.

10.In case of awareness about fertilizer brand highest number of farmers can remember

NAVRATNA, PARAS, and IFFCO spontaneously. In aided awareness farmers can

remember what ever fertilizer available in local market.

11.In three district farmers does not have any brand loyalty due to unavailability of fertilizer

in right time. And high price of leading fertilizer brand in pick season also a reason

behind it.

12.Large numbers of the farmers are small and marginal farmer in three districts so they

can’t buy fertilizer whatever they preferred at high price.

13. In the case of micronutrients used farmer mostly used zinc.

14. Very less farmers are aware about PPL Phospho-gypsum.

36

15. Micronutrient namely Zinc, Boron, Sulphur are mostly use in Potato, Maize, Banana and

Paddy.

16. Farmer’s perceptions about micronutrients are not so good. People think that

micronutrient is not so much effective to increase yield. Large no of people only use zinc

followed by sulphur and boron..

17. Field demonstrations most of the farmers are prefer.

18.Satisfaction level – about 40% farmers satisfied after the use of micronutrients in terms of

growth, green color of plant and yield increase with 5-10%.

19.In three districts main crops are paddy, wheat, maize, banana, vegetables, litchi, and

potato. In those crops people only use zinc, sulphur and boron.

20.About phospho gypsum most of the farmer are using. They have used it as a micro

nutrient. In Katihar and Supaul district phospho gypsum users are less in comparison to

Muzaffarpur, because of the field demonstration and jeep campaign.

37

SUGGESTIONS

Promotional Activities-

Field Demonstration. Advertisement. Jeep Campaign. Hoarding/Posters/Painting.

The most effective promotional activities are field demonstration, jeep campaign. Because of that most of the farmers are illiterates so they can only understand by field demonstration and jeep campaign. When I talk to the farmers they told that every company told that their product is good but when we see the effect of product in the fieldis good or bad then we decide that this product is good or not.

Another promotional activity is jeep campaign which is most effective because by the jeep company directly aware to the farmers.

Timely Availability-Fertilizer should be timely available, because most of the farmer objection they not

get fertilizer when they cultivation crop. Due to unavailability retailer demanding high price to the farmers, that should be effective to farmer’s perception.

Awareness of Micronutrient-

Awareness of micronutrient is not good in comparison to complex fertilizer, farmers don’t know “why used the micronutrients” and “what the advantage of micronutrients” they are habituated to used the traditional farming. Some farmers are known about zinc and sulphur and they used it. About PPL Phospho-gypsum farmers they don’t know. Company should give preference of advertisement and arrange farmer meeting in village and gave some knowledge about micronutrient.

38

CONCLUSION

At the last, we concluded that in the company point of view, the overall performance is well in all three districts, KATIHAR, SUPAUL and MUZAFFARPUR. But in Katihar There is less promotional activities in comparison to Muzaffarpur. Farmers are using the Navratna due to unavailability of TATA Paras. In the Muzaffarpur district the name of Paras is go down due to the lack of availability and lack of quality. So the farmers are using the Navratna brand. But In the lack of availability of Navratna brand in the market they choose another brand. In all three districts farmers are aware from the Navratna brand. But they don’t know so much about micronutrient and whether it will be use. They only know about the some micronutrient like as zinc, sulphur, boron and gypsum.

The impacts of promotional activities are very effective but in case of news paper ad is not so much effective. The effective promotional activities are jeep campaign, demonstration, field visit, meetings. But in case of Katihar, there is no promotional activities are effective. In SUPAUL district there are less promotional activities going on. In that area promotional activities are in only market or shops. Farmers, who illiterate they don’t about their product and services, some farmers, who using the Navratna brand but they don’t about them, they only told to the dealer or retailer for fertilizer, so the awareness of micronutrient and Navratna brand is not so much good.

The literacy level of farmers is good. They grown mostly Paddy, Wheat, Maize, Banana, Some vegetables and in Muzaffarpur the most growing crop is litchi.

The result of our project shows that customer based-brand equity has a great

importance on consumer’s perception of brand and the lack of brand equity will weaken

consumer’s perception. Therefore there should be a continuous effort by fertilizer marketers

to enhance customers based- brand equity. Fertilizer operators should bear in mind that old

familiar brand dies, as a result of poor management of brand, overextension and lack of

investment in developing brand equity and values.

Others include:

• The company should ensure the timely availability of their products at a particular

place based on demand.

• There should be appropriate provisions of information flow among the farmers about

the new products launched.

• The company should ensure the regular visit of their representatives to solve the

problems of farmers at their best related to the products.

39

BIBLIOGRAPHY

1. www.paradeepphosphates.com

2. Kotler P. (2000) “Marketing Management,” Upper Saddle River, NJ: Prentice Hall International.

3. Kotler P. and Armstrong G. (2004) “principle of marketing” (10th edition) New Jersey: prentice hall

4. http://www.davedolak.com/articles/dolak4.htm

5. http://www.ipsos-ideas.com/article.cfm?id=2159

6. FAI (Fertilizer association of India ) MARKETING NEWS-2009

7. Department of fertilizer ,India

8. Malhotra Naresh K., “Marketing Research”, An Applied Orientation, 5th edition.

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ANNEXURE-1

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