Market Survey of Brand Awareness

7/27/2019 Market Survey of Brand Awareness

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TABLE OF CONTENTS


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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

12

13

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


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TABLE OF ILLUSTRATIONS


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S.No PARTICULARS PAGE No

1 VILLAGE LIST 17

2 FAREMRS AGE PROFILE 18

3 FARMERS EDUCATION PROFILE 18

4 FARMERS 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


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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

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.


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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 relationo Agri in putso 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.


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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

PPLs 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.


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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

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 nameNAVRATNA.

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.


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Apart from the major nutrientsNavratna 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, NPK12:32:16, NP -20:20:0:13


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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.

Demography of Supaul

Supaul is the District of Bihar. Supaul is a city and amunicipalityinSupaul district

in the Indian state ofBihar. The Supaul district occupies an area of 2410 km 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.
http://en.wikipedia.org/wiki/Municipalityhttp://en.wikipedia.org/wiki/Municipalityhttp://en.wikipedia.org/wiki/Municipalityhttp://en.wikipedia.org/wiki/Supaul_districthttp://en.wikipedia.org/wiki/Supaul_districthttp://en.wikipedia.org/wiki/Supaul_districthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/States_and_territories_of_Indiahttp://en.wikipedia.org/wiki/States_and_territories_of_Indiahttp://en.wikipedia.org/wiki/Biharhttp://en.wikipedia.org/wiki/Biharhttp://en.wikipedia.org/wiki/Areahttp://en.wikipedia.org/wiki/Square_kilometrehttp://en.wikipedia.org/wiki/Populationhttp://en.wikipedia.org/wiki/Populationhttp://en.wikipedia.org/wiki/Square_kilometrehttp://en.wikipedia.org/wiki/Areahttp://en.wikipedia.org/wiki/Biharhttp://en.wikipedia.org/wiki/States_and_territories_of_Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Supaul_districthttp://en.wikipedia.org/wiki/Municipality


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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.

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-divisionsEast 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


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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.


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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


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Rampur Basaha

N Dumariya Beloghara

Madhubani

A Kheriya

Tinpenia

M Mahiyarpur

E Bisanpur

1.FARMERS PROFILE

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


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Fig. 1.1:-Data source from the farmers

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

Fig. 1.2:- Data source from farmers

4

8

12

16

40

52

24

18

6 43 67

6

30

36

1310

4 325

7

11

17

25

33

9

6 4

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

AGE PROFILE

Katihar Supaul Muzaffarpur

12%

28%

21%

13%

16%

7%3%

EDUCATION PROFILE

ILLITRATE LITTRATE NONMATRIC MATRIC

ATTENDED COLLGE GRADUATE POST GRADUATE


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1.3) HOUSE TYPE:-

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

In Katihar 32% farmers are from R4 category.


19%

16%

31%

34%

Muzaffarpur

R1

R2

R3

R4

20%

20%

30%

30%

Supaul

R1 R2 R3 R4

19%

20%

29%

32%

KatiharR1 R2 R3 R4


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


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

districts.

0

10

20

30

40

50

60

Marginal(less then

1 hac)

Small(1-4 hac) Medium(4-10 hac) Large(more then

10 hac)

(in

hac.)

land holding

TYPE OF FARMER

Katihar(%)

Supaul(%)

Muzaffarpur(%)


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1.6) CROPS GROWN:

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

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.

08

36

144

80

6

18

102

6

22

4

14

110

4

0

20

40

60

80

100

120

140

160

canal well lift irrigation Boring well others



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Fig 1.6:-Data source from the farmers

2:- COMMUNICATION

112

52 68

112

4426

48

84

8

96

87

72

23

36

93

33

72

95

36

8

20

0

50

100

150

200

250

300

350

paddy Banana wheat maize vegetable chilli other



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2.1:- COMMUNICATION AWARENESS OF PPL-


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 cant know about the company or fertilizer because of that all farmers are not

literate so they cant read the news paper. In all three districts some farmers who dont know

about the name of PPL are less but they didnt see of any promotional activities of PPL.

0

20

40

60

80

100

120

Audio-visiual

film

jeep campaign Press Radio Poster/painting Unknown

4

1711

23

118

68

03 5

9

77

52

0

67

17 18

93

26



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2.2:- BRAND AWARENESS


Most popular brand is TATA / PARAS. After that Navratna comes. In Katihar 165respondents know TATA / PARAS, 148 respondents know NAVRATNA, 63 know

31

148

21

165

63

7480

17

86

13

98

43

93

55

23

113

36

93

107112

43

BRAND AWARENESS



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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, 86respondents 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 theTATA/PARAS, 107 respondents know IFFCO, and 112 know the IPL and 43

respondents are know the other brand.

3: - BRAND BEHAVIOR

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

FERTILIZERS


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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.

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

FERTILIZERS

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


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

3.2:- LAST TIME BOUGHT FOR UREA


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.

IFFCO SHAKTIMAN KISAN RAJA OTHER

20

45

25

64

17

62

15

24

47

19

12 13

9

LAST TIME BOUGHT FOR UREA

Katiahr(%) Supaul(%) Muzaffarpur(%)


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In Muzaffarpur district, 47% farmers bought IFFCO, 19% farmers boughtSHAKTIMAN, 12% farmers bought KISAN, 13% farmers bought RAJA, and 9%

farmers bought others brand.

4: - BRAND DISPOSITION


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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.

0

50

100

150

200

250

300

350

400

PPL TATA IFFCO GROMO

R

IPL HINDALC

O

GODAW

ARI

OTHER

reject 0 8 0 0 0 0 0 0

unaware 0 0 18 118 12 130 130 0

no opinion 3 3 15 16 28 11 11 0

accept 36 6 13 7 28 0 0 26

Intend 72 9 3 0 7 0 0 7

prefer 186 109 92 0 66 0 0 108

insist 82 122 58 0 0 0 0 0

AxisTitle

BRAND DISPOSITION


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5: - BRAND IMAGERY


Most of the farmers are used the Navratna but when I asked that which one is complete

reliable fertilizer then they cant 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

0

5

10

15

20

25

30

35

40

45

50

BRAND IMAGERY

PPL(%) TATA(%) IFFCO(%) IPL(%) OTHERS(%) DK/CS(%) NONE(%)


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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.

5.2:- CORPORATE IMAGE


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

73

12

27

0 0

25

109

132

35

15

4655

123

37

54

107

70

30

68

22

70 0

24

47

89

2 0 0

27

53

3

26

0 0

23

Corporate Image

MEETINGS ADVERTISINGS AVILABILITY

TRAINING & DEMON NEW PRODUCT SOIL TESTING


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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.

6.:- MICRONUTRIENTS:-

6.1:- MICRONUTRIENT AWARENESS IN KATIHAR DISTRICT


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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.

16 8

96

26

2 2 4

28

28

6

26

70

6 1112

2818

12

121

26

8

2412

2816

8

65

42

0

106

28

MICRONUTRIENT AWARENESS IN KATIHAR DISTRICT

tom spont ever use last use


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6.2:- MICRONUTRIENTS AWARENESS IN SUPAUL DISTRICT


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.

gypsumphaspho-

gypsumzinc sulphur mixture

PPL

phaspho-

gypsum

other no anser

LAST 24 16 57 26 12 9 11 22

EVER 34 10 64 36 4 22 8 22

SPONT 38 6 32 46 6 14 12 22

TOM 11 8 63 6 0 6 0 22

0

50

100

150

200

250

AxisTitle

MICRONUTRIENTS AWARENESS IN SUPAUL DISTRICT


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6.3:- MICRONUTRIENT AWARENESS IN MUZAFFARPUR DISTRICT


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.

2 2

72

11

0

18

0

138

6

41

74

3

14

4

131411

94

83

11

32

1113

46

61

43

0

17

813

MICRONUTRIENT AWARENESS IN MUZAFFARPUR

DISTRICT

TOM spont ever use last use


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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.

6.4:- LAST USERS OF MICRONUTRIENTS IN ALL THREE DISTRICTS


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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.

16

8

65

42

0

10

6

28

24

16

57

26

129

11

22

46

61

43

0

17

8

13



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6.5:- MICRONUTRIENT USED IN CROPS

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.

112

5268

112

4426

48

84

8

96

87

72

23

36

93

33

72

95

36

8

20

paddy Banana wheat maize vegetable chilli other

MICRONUTRIENTS USED IN CROPS



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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.

7: - ATTITUDE


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.

0

5

10

15

20

25

30

35

40

45

very dissatisfied dissatisfied neither satisfied

nor dissatisfied

satisfied very satisfied can't say

ATTITUDE(%)

%age


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8: - RECORD


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 inBIHAR 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.

0

10

20

30

40

50

60

70

80

90

KATIHAR SUPAUL MUZAFFARPUR

RECORD

PPL Last occasion

PPL Phospho-Gypsum Ever User

PPL Phaspho-Gypsum Last User


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5. Farmers have so many complain like we are the small farmer we did not get invitation forthe 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 mainroad, so most of the farmers cant recall it.

7. In Katihar and Supaul district those farmers who had seen jeep campaigns were unable tosay 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 fertilizerin 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 theycant 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.15.Micronutrient namely Zinc, Boron, Sulphur are mostly use in Potato, Maize, Banana and

Paddy.


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16.Farmers perceptions about micronutrients are not so good. People think thatmicronutrient 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 levelabout 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, andpotato. 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 micronutrient. In Katihar and Supaul district phospho gypsum users are less in comparison to

Muzaffarpur, because of the field demonstration and jeep campaign.


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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.


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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 farmers perception.

Awareness of Micronutrient-

Awareness of micronutrient is not good in comparison to complex fertilizer, farmers

dont 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 dont know. Company

should give preference of advertisement and arrange farmer meeting in village and gave some

knowledge about micronutrient.

CONCLUSION


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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 dont

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 dont about

their product and services, some farmers, who using the Navratna brand but they dont 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 consumers perception of brand and the lack of brand equity will weaken

consumers 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


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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 particularplace based on demand.

There should be appropriate provisions of information flow among the farmers aboutthe 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.

Documents

Market Survey of Brand Awareness