A study on consumer behavior of farmers reguarding selected brands of urea with special reference to kisan urea

presented by:Anirudh duvediMBA III sem

Introduction of NFL

• NFL Plant estb. in 1956 as Nangal fertilizers & chemicals ltd(NFCL).

Main consideration regarding its location:I. Upgrading the areaII. Employment opportunitiesIII. Availability of electricity & water

NFL

• Second largest producer of fertilizer in India• Based on electrolysis of water• Production of 35.49 MTPD of urea

• Produce heavy water used in atomic reactors as moderators

• Well equipped R&D,searching the alternatives of petrol using H2 and methanol

Products

• Liquid oxygen• Liquid nitrogen• Nitric acid• Ammonium nitrate • Methanol• Industrial sulphur• Sodium nitrate• Carbon dioxide• Urea( prills)

NFL operating plants

Naya Nangal(Punjab)Bathinda(punjab)Panipat(Haryana)Vijaypur(Madhya pradesh)

Corporate Objectives

• Productivity• Marketing & consumer service• Organizational growth• Research & development• Obligations to society• Maintaining sphere of influence

Competitive Structure

Objectives of study

• A Study On Consumer Behavior Of farmers Regarding Selected Brands Of Urea with special Reference To Kisan Urea

1. consumption behavior of farmers2. satisfaction level of consumer3. perception of consumer

Research Methodology

• Research design• Data collection• universe• Population• Sampling Unit• Sample Size

Showing the factor affects more to purchase NFL product

05

10152025303540

Response

Percentage

Data analysis

Influential factor

Factors influencing farmers

0

10

20

30

40

50

60

70

Number of Response

Percentage

Showing credit facility given by different brands

020406080

100120

Nu

mb

er

of

Resp

on

den

ts

Yes

No

Term of credit facility

Term of credit facility

0

5

10

15

20

Resp

on

se

For six months

For one year

For more thanone year

Credit facility satisfaction

Satisfaction with credit facility

0

5

10

15

20

25

Nu

mb

er

of

Re

sp

on

de

nts

Yes

No

satisfaction level regarding performance of company’s

Product

02468

1012141618

Resp

on

se Highly

Satisfied

Satisfied

Indifferent

Dissatisfied

HighlyDissatisfied

Expectation of farmers towards their company

0

2

4

6

8

10

12

14

16

18

By reducing price By improving quality By making availableat suitable places

By giving discount

IFFCO)

NFL

RCF

KRIBHCO

Source: Field work

Preference of NFL with IIFCO

05

1015202530

Re

sp

[o

nd

en

ts

NFL

Your brand

Comparision of NFL with KRIBHCO

0

5

10

15

20

25

Price Quality Quantity Salespromotion

NFL

Your brand

Comparision of NFL with RCF

0

5

10

15

20

25

30

Price Quality Quantity Salespromotion

NFL

Your brand

Orientation towards other brands

0

10

20

30

40

50

60

70

80

90

IFFCO RCF KRIBHCO

Re

sp

on

se

s

Yes

No

sales promotion activity carried out by company

05

101520253035404550

Discount Creditfacility

Educationalprogramme

Free soiltestingfacility

Any others

Res

pons

e

Percentage

Sales promotion activities by RCF

05

1015202530354045

Number of Respondent

Percentage

Sales promotion activities by KRIBHCO

010203040506070

Number of Respondent

Percentage

Sales promotion activities by IFFCO

0

10

20

30

40

50

60

Number of Respondent

Percentage

Swot Analysis

• Strengths1. Excellent track record in terms of profit & productivity2. Competent & qualified personnel3. Educated trade union.4. Experience of 35 years in production & trading• Weaknesses1. Seasonal requirement2. Utilization of resources3. Promotional backwardness of product

Opportunities1. Increasing national & international demand for Urea2. Increasing awareness among people for use of

fertilizersThreats1. Import of fertilizers from china2. Cost of product quite higher than others3. Well established competitors like KRIBHKO, RCF,

IFFCO etc

Conclusion

• With respect to other companies• Satisfied with NFL’s quality product• Availability of kisan urea• relevant Credit facility • Prices are quite higher• Poor commercial advertising of product• Transportation needs help