Chandrashekhar Shelar.pdf

A PROJECT REPORT ON

“A study on dealer and customer satisfaction for Yashoda seeds in selected districts of Maharashtra” At / For YASHODA SEEDS PVT LTD Submitted By;

CHANDRASHEKHAR LAXMAN SHELAR Under the guidance of

Asst. Prof. GANESH ANTRE Submitted To;

"Savitribai Phule Pune University"

In partial fulfillment of the requirement for the award of the degree of Master of Business Administration (MBA) Through

Dr. Vithalrao Vikhe Patil Foundation's Institute of Business Management & Rural Development, Ahmednagar-414111. (Year 2017-2019) IBMRD Viladghat Ahmednagar.

Page 1

Declaration by Student I hereby declare that the project entitled “(A study on dealer and customer satisfaction for Yashoda seeds in selected districts of Maharashtra)” submitted for the M.B.A. Degree is my original work and the dissertation has not formed the basis for the award of any degree, associate ship, fellowship or any other similar titles.

Place: Ahmednagar Date:

Chandrashekhar Shelar Signature of the Student

IBMRD Viladghat Ahmednagar.

Page 2

ACKNOWLEDGEMENT Sometimes words fall short to show gratitude, the same happened with me during this project. The immense help and support received from YASHODA SEEDS LIMITED helped me during the project. We wish to avail this opportunity to acknowledge profound indebtedness and extend our deep sense of gratitude to Mr.S. D. Pawade (Managing Director, Yashoda seeds) I am grateful to Mr.K.L.Bisen (Area Manager, Yashoda seeds) for his valuable guidance profound advice and encouragement that has feel to the successful competition of this project. I am very thankful to Mr. Chetan Zade (R&D, Yashoda seeds), Mr. Govind Gadge (Sales Officer, Yashoda seeds) and Mr. Bhuvan Bharti (MDO, Yashoda seeds) and other person from organization for their invaluable guidance and cooperation during the course of the project. They provided me with their assistance and support whenever needed that has been instrumental in completion of this project. I am deeply indebted to Asst. Prof. Ganesh Antre as a Project Guide whose valuable guidance helped me a lot at all stages of my project. Last but not the least I would also like to express my deep gratitude towards all the faculty members, my parents, my beloved friends and all those for their generous help during this study directly or indirectly.

Place: Ahmednagar Date:

IBMRD Viladghat Ahmednagar.

Chandrashekhar Shelar

Page 3

List of content Sr.No.

Topic

Page No.

1.

Executive Summary

7

2.

Industry Profile

8

3.

Company Profile

14

4

Product Profile

5.

Research Methodology

17

6.

Analysis of Data

25

7.

Findings

69

8.

Recommendation and suggestion

72

9.

Conclusions

73

10.

Bibliography

74

11.

Appendices & Annexure

75

IBMRD Viladghat Ahmednagar.

Page 4

Sr.No.

Name of table

Page no.

1

Product List

17

2

District facts and figures

19

3

Education level of Distributer

26

4

Duration of Association with Yashoda Seed

27

5

Timely Availability of Seed

28

6

Maintenance of dealer data bank

29

7

Participate in Exhibition and Kisan Melas

30

8

Participation in Sales Promotion

31

9

Distributor opinion about Price of Product

32

10

Frequency of Visit of Sales officer

33

11

Distributor opinion about product Quality

34

12 13

Packaging of Product Feedback Received from dealers

35 36

14

Satisfaction with the product margin provided by Yashoda seed

37

15 16 17 18 19 20 21 22

Material Returned Factor influencing the sales of Yashoda Seed product Education Profile of Dealer Timely Delivery of product from Distributors Opinion about price of Yashoda seed product Visits by Sales Officer and Field Assistance Opinion about Yashoda Seed Product Quality Opinion about Packaging of Yashoda Seed Product

38 39 41 42 43 44 45 46

23 24

Feedback Received from the farmers Product Margin Provided by Yashoda Seed

47 48

25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41

Technical advice/assistance/guidance to the farmers Factor affecting Selection Decision of Seed. Media of Promotion Education level of Farmer Landholding Type of Farming Irrigation System used Method of Seed purchase Factor considered while Purchase of Seed Place of purchase People Influencing the Purchase Decision Field Programme attended Promotional Activity Rating of Products of Yashoda Seed Company on selected parameter in Jalgaon district Rating of Products of Yashoda Seed Company on selected parameter in Buldana district Rating of Products of Yashoda Seed Company on selected parameter in Akola district Satisfaction with the brand of Yashoda seed

49 50 51 53 54 55 56 58 59 60 61 62 63 64 65 66 67

42

Media exposure

68

IBMRD Viladghat Ahmednagar.

Page 5

List of figures Sr.No.

Name of graph

Page no.

1

Education level of Distributer

26

2

Duration of Association with Yashoda Seed

27

3 4

28 29

7

Timely Availability of Seed Maintenance of dealer data bank Participate in Exhibition and Kisan Melas Participation in Sales Promotion Distributor opinion about Price of Product

8

Frequency of Visit of Sales officer

33

9 10

34 35

12 13 14 15 16 17 18 19

Distributor opinion about product Quality Packaging of Product Feedback Received from dealers Satisfaction with the product margin provided by Yashoda seed Material Returned Factor influencing the sales of Yashoda Seed product Education Profile of Dealer Timely Delivery of product from Distributors Opinion about price of Yashoda seed product Visits by Sales Officer and Field Assistance Opinion about Yashoda Seed Product Quality

20

Opinion about Packaging of Yashoda Seed Product

46

21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36

47 48 49 50 51 53 54 55 56 58 59 60 61 62 63 64

39

Feedback Received from the farmers Product Margin Provided by Yashoda Seed Technical advice/assistance/guidance to the farmers Factor affecting Selection Decision of Seed. Media of Promotion Education level of Farmer Landholding Type of Farming Irrigation System used Method of Seed purchase Factor considered while Purchase of Seed Place of purchase People Influencing the Purchase Decision Field programme attended Promotional Activity Rating of Products of Yashoda Seed Company on selected parameter in Jalgaon district Rating of Products of Yashoda Seed Company on selected parameter in Buldana district Rating of Products of Yashoda Seed Company on selected parameter in Akola district Satisfaction with the brand of Yashoda seed

40

Media exposure

68

5 6

11

37 38

IBMRD Viladghat Ahmednagar.

30 31 32

36 37 38 39 41 42 43 44 45

65 66 67

Page 6

EXECUTIVE SUMMARY Yashoda Hybrid Seeds Pvt. Ltd. had commenced on 13 July 1995. The group of companies is based on agriculture hybrid seeds production. The aim of the company is to provide high quality and high yielding hybrid seeds to the farmers. The Company specially concentrates on getting proper product in proper area. The project work on “A study on dealer and customer satisfaction for Yashoda Seeds in selected districts of Maharashtra” Was carried out under the guidance of Mr.K.L. Bisen, Area manager, Yashoda Seeds Maharashtra and Faculty Guide Antre Sir, Assistance Professor, IBMRD Ahmednagar. The objectives of the project were to understand the farmer preference, buying behavior and satisfaction from Yashoda seed and to find out the dealers satisfaction and expectations. The Project also aimed to assess the effectiveness of marketing strategies of Yashoda seed in Jalgaon, Buldana and Akola districts. A survey of 250 farmers, 40 dealers and 12 distributors was carried out to study the objectives stated above. For the collection of primary data pretested questionnaires was used. Recent secondary data from internet, magazine, and internal record of Yashoda Seeds was collected. The major finding which came out of my study that in Jalgaon, Buldana and Akola district Price, quality and packaging of Yashoda seed is considered good. Most of dealers are satisfied with product margin and product delivery from distributor. Most of farmers consider the retailer suggestion, past experience and then brand name of the product. Based on the above analysis Company should provide facility to the booking farmer, in this way farmers are attracted towards booking and can ensure purchases.

IBMRD Viladghat Ahmednagar.

Page 7

CHAPTER: 1

Profile of Seed Industry Introduction: Seed is the basic and most critical input for sustainable agriculture. The response of all other inputs depends on quality of seeds to a large extent. It is estimated that the direct contribution of quality seed alone to the total production is about 15 – 20% depending upon the crop and it can be further raised up to 45% with efficient management of other inputs. The developments in the seed industry in India, particularly in the last 30 years, are very significant. A major re-structuring of the seed industry by Government of India through the National Seed Project Phase-I (1977-78), Phase-II (1978-79) and Phase-III (1990-1991), was carried out, which strengthened the seed infrastructure that was most needed and relevant around those times. This could be termed as a first turning point in shaping of an organized seed industry. Introduction of New Seed Development Policy (1988 – 1989) was yet another significant mile stone in the Indian Seed Industry, which transformed the very character of the seed industry. The policy gave access to Indian farmers of the best of seed and planting material available anywhere on the world. The policy stimulated appreciable investments by private individuals, Indian Corporate and MNCs in the Indian seed sector with strong R&D base for product development in each of the seed companies with more emphasis on high value hybrids of cereals and vegetables and hi-tech products such as Bt. Cotton. As a result, farmer has a wide product choice and seed industry today is set to work with a ‘farmer centric’ approach and is market driven. However, there is an urgent need for the State Seed Corporations also to transform themselves in tune with the industry in terms of infrastructure, technologies, approach and the management culture to be able to survive in the competitive market and to enhance their contribution in the national endeavour of increasing food production to attain food & nutritional security. Seed is the most important input component for productive agriculture. In the significant advances that India made in agriculture in the last four decades, the role of the seed sector has been substantial. The expansion of seed industry has occurred in parallel with growth in agricultural productivity.

IBMRD Viladghat Ahmednagar.

Page 8

Historical perspective The National Seed Corporation was established in 1963. The Government of India enacted the Seeds Act in 1966 to regulate the growing seed industry4. The sixties were the most eventful times for Indian agriculture, not only because of introduction of high-yielding cereals, particularly wheat and rice but also for many other positive developments related to seed such as, constitution of Seed Review Team, enactment of Seeds Act, 1966 and formation of National Commission on Agriculture. This was the period, during which the private sector significantly stepped into the seed business. The Seeds Act stipulated that seeds should conform to a minimum stipulated level of physical and genetic purity and assured percentage germination either by compulsory labeling or Voluntary certification. Further, the Act provided a system for seed quality control through independent State Seed Certification Agencies which were placed under the control of state departments of agriculture. The eighties witnessed two more important policy developments for the seed industry, viz. granting of permission to MRTP/FERA companies for investment in the seed sector in 1987 and the introduction of ‘New Policy’ on seed development in 1988 (ref. 5). The 1991 Industrial Policy made a radical departure from the earlier policy on foreign investment. Under this policy seed production was identified as a ‘high priority industry’. The New Policy on Seed Development greatly liberalized import of vegetable and flower seeds in general and seeds of other commodities in a restricted manner and also encouraged multinational seed companies to enter the seed business. More than 24 companies initiated research and development activities and have made substantial commitments for investment on research and development in response to this policy initiative. The investments are expected to increase with increasing volumes of seeds of proprietary hybrids and preparedness of farmers to pay higher price for quality seed.

IBMRD Viladghat Ahmednagar.

Page 9

Opportunities in Indian Seeds Industry The Indian seed industry is the eighth largest in the world with an estimated value of INR 49 billion (USD 1.06 Billion) and with an annual growth rate of 12% to 13 %. The industry has shown a buoyant growth over the last two years on well supportive monsoons. The development of private seed industry is no more confined to just production and marketing of seed. It has well acquired technological strength to cater to the varietal needs of tomorrow. Along with industries Indian farmers have in recent years adopted intensive cultivation practices in order to meet the growing demand for agricultural produce. If we look at the production capacity 70% of India’s seeds’ sales come from farmer bred seeds, 26% from those bred in publicly financed institutions, and only 4% from researched hybrids. The domestic hybrid seeds market is placed at INR 4.9 Billion and is annually growing at 10% a year, against the 5% global growth rate. Here, majors players like Monsanto India and Syngenta India dominate the hybrid seed market. The home market works out to about 3.7% of the global market.

Structure of the Indian Seed Industry Although the Indian seed market is one of the largest, it is almost exclusively supplied by locally produced seeds. Farmers retain seed of major food crops (wheat, rice, sorghum, millet, corn, and pulses) and commercial crops for many years, and the largest volume of seed trade involves local exchanges of established self-pollinating varieties. The seed replacement rate in most crops is very low, with the exception of cotton and some vegetables. The use of hybrid seeds is mostly confined to cotton, and to some extent to corn, millet, sunflower, and few vegetables. However, awareness about the high yield and quality of produce from hybrid seeds, attracting farmers to switch over to hybrids, is growing. The Indian seed industry used to be dominated by public sector seed companies. However, following the easing of government regulations and the implementation of a new seed policy in 1988, the private sector IBMRD Viladghat Ahmednagar.

Page 10

seed companies have started playing a major role in seed development and marketing. More recently, the government’s decision to embrace biotechnology as a means of achieving food security has attracted several leading biotechnology-focused multinational seed companies to India. The composition of the seed industry, by volume of turnover, has reportedly reached a ratio of 60:40 between the private and public sectors.

Role of Public & Private Seed Sector The role of public sector seed companies is now mostly confined to certified seeds of high volume, low value segment of high yielding varieties of cereals, pulses, and cotton with a limited presence in the high value hybrid sectors of cotton, cereals, and vegetables. Wheat and paddy seed constitutes a major share of the seeds handled by them. The NSC and SSCs work closely together to coordinate procurement and sales prices as well as variety demand and supply. Their presence is considered necessary by the government to ensure the availability of reasonably priced seeds of major crops throughout the country and to make sure that private sector seed companies do not enjoy and exploit unreasonable market power. The public sector seed companies, however, lag behind in research; they are mostly dependent on public research institutions, under the aegis of Indian Council of Agricultural Research (ICAR) and State Agricultural Universities (SAUs) for their breeder seed requirements. Based on feedback from dealers and end-users, the public sector seed companies/state governments forecast seed demand for various crops three years in advance and a requirement for breeder seeds is placed with the GOI’s Ministry of Agriculture. Using the breeder seeds supplied by government research institutes, the public sector seed companies produce foundation seeds on government farms or reliable, well-trained contract farms. These are further multiplied in contract farmers’ fields next year as certified seeds for commercial distribution. If for some reasons (drought or other weather calamities) the supply of certified seeds falls short IBMRD Viladghat Ahmednagar.

Page 11

of requirements, the public sector seed companies source commercial grain from the market, upgrade the quality, and after proper testing distribute it as quality seeds. All seed grown by contract growers for seed corporations meeting the specified standards attract a premium price over and above the commercial grain price for that crop. The premium can vary between 25 percent for cereals to over 100 percent for hybrids. In the public sector, NSC is usually the retail price setter with the SSCs following NSC prices in determining their own for similar or substitute varieties. For self pollinated field crops, an accepted basis is to add a margin of 15 to 25 percent on production costs. For hybrid seeds of cereals and vegetables, prices to some degree reflect market trends. However, there is government intervention in the pricing of seeds produced by public sector corporations with the degree of intervention varying from state to state. Some states are now thinking of giving greater autonomy to their seed corporations to make them financially viable by allowing them to market private branded seeds, domestically produced or imported. An advantage to the government seed companies is that they have a vast distribution network and trusted brand image. The reason why they are losing market share is because seeds by private companies often outperform the publicly available varieties. Some SSCs have started their own research to evolve superior propriety hybrids. State to state. Some states are now thinking of giving greater autonomy to their seed corporations to make them financially viable by allowing them to market private branded seeds, domestically produced or imported. An advantage to the government seed companies is that they have a vast distribution network and trusted brand image. Seed Production System in India: The Indian seed programme largely adheres to the limited generations’ system for seed multiplication in a phased manner. The system recognizes three generations namely breeder, foundation and certified seeds and provides adequate safeguards for

IBMRD Viladghat Ahmednagar.

Page 12

quality assurance in the seed multiplication chain to maintain the purity of the variety as it flows from the breeder to the farmer. Breeder Seed Breeder seed is the progeny of nucleus seed of a variety and is produced by the originating breeder or by a sponsored breeder.

Breeder seed production is the

mandate of the Indian Council of Agricultural Research (ICAR) and is being undertaken with the help of; i) ICAR Research Institutions, National Research Centres and All India Coordinated Research Project of different crops; ii) State Agricultural Universities (SAUs) with 14 centres established in different States; iii) Sponsored breeders recognized by selected State Seed Corporations, and iv) Non-Governmental Organizations. Foundation Seed Foundation seed is the progeny of breeder seed and is required to be produced from breeder seed or from foundation seed which can be clearly traced to breeder seed. The responsibility for production of foundation seed has been entrusted to the NSC, SFCI, State Seeds Corporation, State Departments of Agriculture and private seed producers, who have the necessary infrastructure facilities. Foundation seed is required to meet the standards of seed certification prescribed in the Indian Minimum Seeds Certification Standards, both at the field and laboratory testing. Certified Seed Certified seed is the progeny of foundation seed and must meet the standards of seed certification prescribed in the Indian Minimum Seeds Certification Standards, 1988. In case of self pollinated crops, certified seeds can also be produced

IBMRD Viladghat Ahmednagar.

Page 13

from certified seeds provided it does not go beyond three generations from foundation seed stage-I. The production and distribution of quality/certified seeds is primarily the responsibility of the State Governments. Certified seed production is organized through State Seed Corporation, Departmental Agricultural Farms, Cooperatives etc. The distribution of seeds is undertaken through a number of channels i.e. departmental outlets at block and village level, cooperatives, outlets of seed corporations, private dealers etc. The efforts of the State Governments are being supplemented by NSC and SFCI which produce varieties of national importance. NSC markets its seeds through its own marketing network and also through its dealer network.

SFCI markets its seeds mainly through the State Departments of

Agriculture and the State Seed Corporations. The production of certified seed by NSC and State Seed Corporations is mainly organized through contract growing arrangements with progressive farmers.

CHAPTER: 1.2

Company Profile Yashoda seeds Pvt. Ltd: The Managing Director of Yashoda Hybrid seeds company is Mr. Shankar D. Pawade. Besides Managing Director other promoters and directors also contributed their efforts and hard work for the success of this long journey. They are in seed industry from the last more than 15 years and recognized as leading contributors to the industry and agriculture as well. Technically qualified and experienced staff basically formed Yashoda Hybrid Seeds. These staff members carry experience more than 35 years research in different crops. The Yashoda hybrid Seeds Company established in the year 1995 on the dated 13th July, The Company is being considered and very well recognized as fastest growing seeds in India. IBMRD Viladghat Ahmednagar.

Page 14

Successful achievements of goal and infrastructure developed the research activities to complete as per the terms and condition of the Recognition of the In-House R&D unit from Department of Scientific and Industrial Research, (DSIR) Govt. of India, New Delhi. Research activities have expanded from main research center to multilocations covering many states. Business interest of the company, Financial strength (Copies of last three year audit statements) i.e. Balance sheet are enclosed Yashoda seeds has attempted magical growth rate of 175% in past 4-5 years. It is our determination that we could continue and expand more to attempted targeted annual turnover of R 200 crores by 2013-2014. The group of companies is based on agriculture hybrid seeds production. The aim of the company is to provide high quality and high yielding hybrid seeds to the farmers. The Company specially concentrates on founding proper product in perticular area. The Company is marketing more than 30 varieties of products by 2007.

History Yashoda Hybrid Seeds Pvt. Ltd. had commenced on 13 July 1995. In the beginning the Company was producing notified/certified cotton for a company Sandoz India Limited Mumbai, Maharashtra and Maharashtra State seeds Corporation Ltd Akola, Maharashtra. While producing the seeds of above companies, the Research and Development department was conceived to research on the cotton, tur, and paddy. R&D Department Research & Development department of the Yashoda Hybrid Seeds Company have played significant role to achieving the targets. The strength of research activities of R&D department are, due to knowledgeable staff and their dedication. The main objective of scientists at yashoda seed as to tackle the problems related to

IBMRD Viladghat Ahmednagar.

Page 15

crops and find out the solution fastly. So that they can provide high quality and high yielding hybrid seeds to the farmers. Basic goal R & D  Understand requirement of farmers and market to design a product.  Release of desirable products strengthening product portfolio.  In competitive market with confidence of market channel.  Support product and quality control by best quality of breeder seed.  Strategic products to adapt climates.

Systems Yashoda Hybrid Seeds Company produced a product under the rules of international Organization For standardization (ISO). Our company is ISO 9001-2008 certified company. Every Department of the Yashoda seeds working under the rules and regulations of the ISO. Each and every record is carefully maintained by the responsible person of the Yashoda Seeds. Now Company developed software for maintaining the records. Accounting system is also working by the standardization rules and any other work and processes of the company follow particular system decided by the authority persons.

Processing Facilities - Processing plants Yashoda seeds having its own processing plant situated at Kumbhi, The employees working in the processing plant are well experience and skilled. The processes of cotton hybrids like ginning, delineating, testing and packing of seeds, all are completed in own processing plant.

Sales Network (Marketing) The Network of Marketing Department of Yashoda hybrid Seeds has been spread in all the state of India. Marketing is the main and important aspects of any company because financial viability and profilability of any company depends on the sales of

IBMRD Viladghat Ahmednagar.

Page 16

its products.

Company has appointed well experienced dealers and distributors

throughout India.

Product Line/Profile Sr. No

CROP

VARIETY

PACKING SIZE

DEALER RATE

1

MANSOON BT

450g+120g

650/-Per Pkt.

2

MARGO BT

450g+120g

650/-Per Pkt.

3

YASHODA-751 BT

450g+120g

650/-Per Pkt.

RR-2 BT

450g+120g

650/-Per Pkt.

5

RR-4 BT

450g+120g

650/-Per Pkt.

6

CHECK BT

450g+120g

650/-Per Pkt.

7

KRUIZE

450g+120g

650/-Per Pkt.

MONSOON

450g

378/-Per Pkt.

YASHODA-751

450g

378/-Per Pkt.

YASHODA-22

500g

135/-Per Pkt.

COTTON 7-13

500g

135/-Per Pkt.

30 Y 93

1.5Kg

118/-Per Kg.

86 Y 32

1.5Kg

168/-Per Kg.

PM 303

5 Kg

63/-Per Kg.

2

33 Y 99

3 Kg

63/-Per Kg.

3

BHUTTA

1 Kg

63/-Per Kg.

4

YASHODA GOLD

5 Kg

81/-Per Kg.

CROSS-9

5 Kg

63/-Per Kg.

YASHODA SAFED

5 Kg

63/-Per Kg.

MOTI

3 Kg

81/-Per Kg.

HIRA

3 Kg

85/-Per Kg.

VERGIN

1 Kg

486/-Per Kg.

YASHODA-45

1 Kg

99/-Per Kg.

2

YOGRAJ

1 Kg

99/-Per Kg.

3

AMERICAN

1 Kg

99/-Per Kg.

YASHODA-362

25 Kg

40/-Per Kg.

M-TECH

25 Kg

40/-Per Kg.

CM-99

2 Kg

350/-Per kG.

2

TURBO

2 Kg

350/-Per kG.

3

Y-3322

2 Kg

350/-Per kG.

4

1

BT HYBRID COTTON

NON BT HYBRID COTTON

2 1

IMPROVED COTTON

2 1

HYBRID BAJARA

2 1

1

HYBRID MAIZE

HY. WHITE MAIZE

2 1

HYABRI JAWAR

2 1

HY. PIGEON PEA

1

RESEARCH PIGEON PEA

WHITE 1

RESEACH SOYBEAN

2 1

HYBRID SUNFLOWER

IBMRD Viladghat Ahmednagar.

Page 17

1

RES. MOONG

DHANWAN

2 Kg

90/-Per kG.

1

RES. UDID

YASHODA-58

2 Kg

90/-Per kG.

1

FODDER

KAMDHENU

2 Kg

30/-Per Kg.

1

SESAMUM

SWETA

5 Kg

162/-Per Kg.

1

MUSTARD

RATNA

500 g

63/-Per Kg.

1

CHINA RICE

1 Kg

155/-Per Kg.

2

GOMATI

3 Kg

155/-Per Kg.

3

M-909

3 Kg

155/-Per Kg.

RH-10

3 Kg

155/-Per Kg.

5

YASHODA BHOG

3 Kg

160/-Per Kg.

6

CORAL

3 Kg

160/-Per Kg.

1

PUSA-1121

10Kg

55/-Per Kg.

2

PBN-1

10Kg

45/-Per Kg.

3

PUSA-44

10Kg

36/-Per Kg.

4

APSRA

10Kg

45/-Per Kg.

5

SARANG

12Kg

36/-Per Kg.

6

MANIK

12Kg

36/-Per Kg.

7

YASHODA BOLD

12Kg

39/-Per Kg.

8

SONATA

12Kg

40/-Per Kg.

9

JAISHRIRAM

12Kg

39/-Per Kg.

R.P.N.

12Kg

39/-Per Kg.

KRANTI

12Kg

39/-Per Kg.

PARBHANI

12Kg

36/-Per Kg.

4

HYBRID PADDY

10 11

RESEARCH PADDY

12

CHINOOR 13

OM-3

12Kg

39/-Per Kg.

14

HMT-DELUX

12Kg

39/-Per Kg.

15

SONALIKA

12Kg

36/-Per Kg.

16

OM SHANTI

12Kg

36/-Per Kg.

17

SUGANDH TARA

12Kg

36/-Per Kg.

18

KALIKA

12Kg

36/-Per Kg.

1

IR-36

30Kg

21/-Per Kg.

2

IR-64

30Kg

21/-Per Kg.

3

1010

30Kg

21/-Per Kg.

1001

30Kg

21/-Per Kg.

5

JGL-1798

30Kg

21/-Per Kg.

6

BPT-5204

30Kg

21/-Per Kg.

7

JGL-384

30Kg

21/-Per Kg.

4

IMPROVED PADDY

IBMRD Viladghat Ahmednagar.

Page 18

Chapter 2.1

District Profile Jalgaon is one of the 35 administrative districts of Maharashtra located in the north-west region of the state. It is bounded by Satpuda mountain ranges in the north, Ajanta mountain ranges in the south, state of Madhya Pradesh in the east and Dhule district in the west. Jalgaon is rich in volcanic soil which is well suited for cotton production. It is a major business centre for tea, gold, pulses, cotton and bananas. Buldhana is one of the 35 districts of Maharashtra located in the central portion of the state. The district shares common boundaries with the districts of Akola, Jalgaon, Jalna, and Parbhani to the east, west & south respectively. Akola is one of the 35 administrative districts of Maharashtra situated in the western parts of the Nagpur Division of Maharashtra State and is surrounded by Amravati district in the north and north-east, Yeotmal in the south-east, Washim in the south and Buldhana in the west. Facts & Figures:

Jalgaon

Buldana

Akola

Area

11,700 sq km.

9,680 sq km

5417 Sq. kms.

Average Rainfall

690 mm

500 to 900 mm.

730 mm

Population

22, 32,480 (2001 census)

16, 30,239 (2001 census)

Literacy Rate

3,679,936(2001 census) 76.06%

75.80%

81.41%

Sex Ratio

932

females

1000 males

per 946 females per 1000 males

939 females per 1000 males

No. of Subdivisions No. of Tehsils

4

5

4

15

13

7

No. of Villages

1510

1433

1009

IBMRD Viladghat Ahmednagar.

Page 19

CHAPTER: 2.

Title of the study: A study on dealer and customer satisfaction for Yashoda seeds in selected districts of Maharashtra

OBJECTIVES 1. To understand the farmer preference, buying behavior and satisfaction from Yashoda seed. 2. To find out the dealers satisfaction and expectations. 3. To assess the marketing strategies of Yashoda seed.

IBMRD Viladghat Ahmednagar.

Page 20

CHAPTER: 2.2

SIGNIFICANCE OF THE STUDY: The main aim of this project is to know the level of satisfaction and preferance given to yashoda seed.The study also to assess the effectiveness of marketing strategies, opportunities and constraints in the marketing of seeds. to know the effectiveness of its marketing and distribution function, its ability to satisfy customer needs and whether any changes need to be made in the packaging, delivery or the product itself particularly with respect to Jalgaon, Buldana and Akola district in Maharashtra. This enables the company to formulate a viable marketing plan and measure the success of its existing plan. This research work also provides management with in-depth information regarding crucial factors that have an impact on the target market and existing marketing mix. This market research allows management to make the changes necessary for better results through adopting a proactive approach. The research study serves to provide information through monitoring sales levels and measuring effectiveness of existing business practices like service quality and tools for communication being used by the company. It helps to know the satisfaction level of customer towards company’s service level and effectiveness of company’s policies towards dealer and distributors.

IBMRD Viladghat Ahmednagar.

Page 21

CHAPTER: 3(A)

Research and Methodology LOCATION OF STUDY: - This study was carried out in 3 districts viz Jalgaon, Buldana and Akola in Maharashtra.

 Methods of Data collection: Primary Data: - Primary data was collected through survey method conducting personal interviews with distributor, dealer and farmers structure questionnaires were prepared to collect information.  Secondary Data:- Secondary data was collected through internet, market reports, magazines, and newspapers.Beside at information from government publication and deparments was used.

Research Instruments:Three type of Questionnaire were prepared for primary data collection. 1. Questionnaire for Farmer 2. Questionnaire for dealer 3. Questionnaire for distributor. The questionnaire included open and close ended questions. Questionnaires were pretested before conducting the survey. SAMPLE DESIGN: Sample Size: The study involved 250 Farmers, 40 Dealers and 12 Distributors in 22 talukas in 3 districts of Maharashtra. Sample distribution is as follows

IBMRD Viladghat Ahmednagar.

Page 22

Respondent

District Total

District

Jalgaon

Buldana

Akola

Distributor

5

5

2

2

Dealer

15

18

7

7

Farmer

100

100

50

50

No ofTalukas

5

5

3

13

No of Village

18

16

8

22

 Sample Unit: 1. Distributor 2. Dealer 3. Farmer  Sampling Method: convenience sampling method was used for selecting dealers for the survey. Purposive sampling method was used for selection of farmers as only those farmer were selected who have used Yashoda seed to know their perception. Regarding distributors, 12 out of total 15 distributors were selected purposively because of their long association with Yashoda seeds. TOOLS OF ANALYSIS:Data was analyzed quantitatively using simple statistical analysis tools such as averages and percentages. Besides it ranking and scaling techniques were employed. Data was analyzed qualitatively using SWOT technique of analysis.

IBMRD Viladghat Ahmednagar.

Page 23

Limitations of study: 1. The data was collected solely on the basis of information given by farmer, dealer and Distributor. 2. Unwillingness of the farmer, dealer and Distributor to answers the entire set of questions was also a limitation. 3. Since the farmer are not literate to marketing terms in most of the cases it is difficult to get the answer to some important and core questions. 4. The research was conducted only on the basis of primary data collected, which may give biased result. 5. The study was conducted only with selected farmer and dealer in the Jalgaon, Buldana and Akola. Thus study may not give full picture of these three districts. 6. Most of the answers are on their own view which may not be always true. 7. Limitation of coverage area.

IBMRD Viladghat Ahmednagar.

Page 24

CHAPTER: 4

Data analysis and Interpretation 4.1 Analyasis of distributors:  From the survey conducted of in Jalgaon, Buldana and Akola districts in these three districts out of 15 distributors 12 ware surved because 3 distributors are new in Jalgaon district.  In this project distributors were surved to know the marketing strategies their expectation and satisfaction level regarding Yashoda seed product.

Distribution of sample: District Distributor selected

Jalgaon 5

IBMRD Viladghat Ahmednagar.

Buldana 5

Akola 2

Total sample size 12

Page 25

4.1.1 Education level of Distributers:Table: 4.1.1

Perticulars No of respondant

Primary 0

Secondary 3

Graduate 9

Post Graduate 0

Fig: 4.1.1

INTERPRETATION:



Considering the qualification of the distributor, it was observed that 75% distributors are Graduates.



And 25% distributors are secondary pass.



None of the respondents were either illiterate or post graduate.

IBMRD Viladghat Ahmednagar.

Page 26

4.1.2 Duration of Association with Yashoda Seed Table: 4.1.2 Perticulars No of respondant

From 2 Yr

From 4 Yr

More than 4 yr

5(42%)

4(33%)

3(25%)

Fig: 4.1.2

INTERPRETATION:  42% Distributor are associated with Yashoda Seed Company from 2 years and only 25% distributors more than 4 years.  So we can see that maximum distributors are new in Yashoda Seed Company.  In Buldana 1 and in Jalgaon district 2 distributors are there for more than 4 years.

IBMRD Viladghat Ahmednagar.

Page 27

4.1.3 Timely Avalability of Seeds Table: 4.1.3 Particulars No of respondent

Yes

No

10

2

Fig: 4.1.3

INTERPRETATION: Out of 12 distributors 10 said that they get product like seed of cotton, tur, mung at right time.  Its mean that 82% distributors are satisfied with the Yashoda seed product delivery.  However 2 distributors i.e.18% complained about delays in delivery some time.

IBMRD Viladghat Ahmednagar.

Page 28

4.1.4 Maintenance of Dealer Data Bank Table: 4.1.4 Distribution of Respondent based on Maintenance of Dealer

Data Bank. Particulars

Yes

No

No of respondent

12

0

Fig: 4.1.4

INTERPRETATION: 100% distributors are maintaining their dealer data bank, so all distributors maintain their information regarding dealers.  They keep information about, sales, target given, dealer performance, credit

which is useful in strategy formulation and planning of next year production and marketing.

IBMRD Viladghat Ahmednagar.

Page 29

4.1.5 Participate in Exhibitions & Kisan Melas Table: 4.1.5

Particulars No of respondent

Yes

No

9

3

Fig: 4.1.5

INTERPRETATION:  From the above bar graph it shows that 75% distributor participate in Exhibition and kisan melas.  They find it a good means to promote their products.  Majority of distributors take active part in exhibition and kisan melas.

IBMRD Viladghat Ahmednagar.

Page 30

4.1.6 Participation in demonstrations of Yashoda seeds Company & other sales promotional campaigns

Participation in Sales Promotion

Table: 4.1.6

Particulars Arranging road Van Campaign

Wall Painting

show 7 (58%)

No of

Advertisement

Hand Bills

in News paper 7 (58%)

5 (42%)

10 (83%)

12 (100%)

respondent Fig: 4.1.6

INTERPRETATION:

 Thus from analysis it is observed that 100% distributors are most interested in hand bill distributors followed by advertisement in news paper.

 However they were found to be less interested in wall painting demonstration.

IBMRD Viladghat Ahmednagar.

Page 31

4.1.7 Opinion about price of Yashoda seed products Table: 4.1.7 Particulars No & % of respondent

Price of product Excellent

Good

Average

Poor

Very Poor

2

8

2

0

0

Fig: 4.1.7

INTERPRETATION:  According to above diagram it has been observed that nearly16% distributor rate price of product is excellent. 67% distributor rate price of Yashoda seed product as good and about 17% distributor rate price as average.  Thus general opinion about Yashoda seed product regarding price is good.  Product is considered fairly priced by distributors.

IBMRD Viladghat Ahmednagar.

Page 32

4.1.8 Frequency of Visit of Sales officer Table: 4.1.8 Visits by SO

Sales Officer Visit Jalgaon

Buldana

Akola

Once in 7 day

4

4

0

Once in 15 day

1

1

2

Once in 30 day

0

0

0

Fig: 4.1.8

INTERPRETATION:  From the bar chart it can be observed that in Jalgaon and Buldana district Sales officer generally visits once in 7 days.  While in Akola district Sales officer visits once in 15 days.

IBMRD Viladghat Ahmednagar.

Page 33

4.1.9 Opinion about Yashoda seed product quality Table: 4.1.9 Particulars No of respondent

Quality of Product Excellent 3

Good 8

Average 1

Poor 0

Very poor 0

Fig: 4.1.9

INTERPRETATION:  Above pie chart shows that 25% distributor rated product quality as Excellent and 67% distributor rated Quality of Yashoda seed product as good.  Only 8% distributors reported quality as moderate.

IBMRD Viladghat Ahmednagar.

Page 34

4.1.10 Opinion about packaging of Yashoda seed product

Packaging of Product

Table: 4.1.10

Particulars

Excellent

Good

Average

Poor

Very poor

No of respondent

5

5

0

2

0

Fig: 4.1.10

INTERPRETATION:  In Jalgaon, Buldana and Akola districts distributors are satisfied with Yashoda seed product packaging only 2 distributors rated product packaging inferior.  Thus from total score it can be concluded that packaging of Yashoda seed products are impressive.

IBMRD Viladghat Ahmednagar.

Page 35

4.1.11 Distributers Feedback Received from dealers Table: 4.1.11

Feedback from the Dealer

Particulars No of respondent

Positive

Negative

Neutral

10

1

1

Fig: 4.1.11

INTERPRETATION:  Above pie chart shows that 83% distributors got positive feedback from the dealers of Yashoda seeds.  Only 1 negative and 1 neutral feedback was received by Buldana and Akola Districts because of distributors with club scheme and mixing variety of tur.  Thus we can see that Majority of distributors get positive response from dealers.

IBMRD Viladghat Ahmednagar.

Page 36

4.1.12 Satisfaction with the product margin provided by Yashoda seed Table: 4.1.12

Satisfaction from Product Margin

Particulars No of respondent

Yes

No

7 (58%)

5 (42%)

Fig: 4.1.12

INTERPRETATION:  Out of 12 distributors, 7 are satisfied by the product margin but 5 are not satisfied, because as compared to other company Yashoda seed product margin is less.  53% distributors are satisfied by the product margin provided by Yashoda seed.  It is a cause of concern as almost half of the distributors are not satisfied with margin provided.

IBMRD Viladghat Ahmednagar.

Page 37

4.1.13 Material Returned of Yashoda Seed not sold Table: 4.A.13

Particulars No of respondent

Material Returned 0 to 5

5 to 15

15 to 25

More than 25

1

9

2

0

Fig: 4.A.13

INTERPRETATION:  From the above bar graph shows that in previous year 9 distributors returned the material of Yashoda Seed Company and the returned material is 5 to 15 % of total procured.  Thus from total score it is seen that maximum distributor return 5 to 15 % of material it means maximum distributors are able to make good sales of Yashoda seed products in their markets.

IBMRD Viladghat Ahmednagar.

Page 38

4.1.14 Factor influencing the sales of Yashoda Seed product

Factor influencing Sales

Table: 4.1.14 Particulars

Product quality

No of respondent

9 (75%)

Company Specific loyalty base product brand 0 2 (17%)

Price

0

Product Dealer Effort Availability 1(8%)

0

Fig: 4.1.14

INTERPRETATION:  Above pie chart shows that product quality (75%) is most effective factor influencing sale of Yashoda seed.  As per distributor opinion product quality is the most important factor for sale in market.  Besides it brand popularity (17%) and availability (8%) are other important factor.

IBMRD Viladghat Ahmednagar.

Page 39

CHAPTER: 4

4.2 analysis of Dealers  For the survey of dealers in Jalgaon, Buldana and Akola districts 40 dealers were contacted under the 12 distributors.  The objective of dealer survey is to find out expectation and satisfaction of the dealers regarding Yashoda seed product.  Dealers are important of distributor channel as they sale the company’s product so their expectation and satisfaction is very important. District

Jalgaon

Buldana

Akola

Total sample size

Dealer Selected

15

18

7

40

IBMRD Viladghat Ahmednagar.

Page 40

4.2.1 Education Profile of the Dealer: Table: 4.2.1 Particulars

Education profile of Dealer Primary

No of respondent

1

Secondary

Graduate

Post Graduate

15

3

21

Fig: 4.2.1

INTERPRETATION:  Considering the qualification of the dealers, it was observed that out of 40 members about 52% Dealers are secondary pass, 38% dealers are graduate, 8% dealer are post graduate and. Only 2% of the dealers and have received only primary education.  It was observed that maximum number of dealers have received secondary education.  Dealers are well educated so they can easily convince the farmers regarding Yashoda seed product quality and benefits.

IBMRD Viladghat Ahmednagar.

Page 41

4.2.2 Product purchase from Yashoda Seed The following are the product purchase by dealer from Yashoda seed Cotton

Maize

Jowar

Red gram

Soybean

Sunflower

Black gram

Bajara

Green gram

The main crops are cotton, Tur, Soybean and minor crops are Maize, Jowar, Mung, Bajara and black gram in Jalgaon, Buldana and Akola districts. 4.2.3Timely Delivery of product from Distributors Table: 4.2.3

Product Delivery

Particulars

Yes

No

No of respondent

39

1

Fig: 4.2.3

INTERPRETATION:  Out of 40 dealers, 39 dealers get the Yashoda seed product from distributor at right time.  So 97% dealers are satisfied by delivery of product at the right season and time. IBMRD Viladghat Ahmednagar.

Page 42

4.2.4 Opinion about price of Yashoda seed product

Price Of Product

Table: 4.2.4 Particulars

Excellent

Good

Average

Poor

Very Poor

1

36

6

1

0

No of respondent Fig: 4.2.4

INTERPRETATION:  82% dealer told that Yashoda seed product price are good,  2% dealers rated product price excellent.  14% dealer rated moderate and 2% dealers rated it bad.  Thus as per the dealer opinion Yashoda seed product price is good.

IBMRD Viladghat Ahmednagar.

Page 43

4.2.5 Visits by Sales Officer and Field Assistence

SO & FA Visit

Table: 4.2.5 Particular

No. of Respondent

District

A) Once in 5 day

B) Once in 7 day

C) Once in 15 day

Jalgaon

3

11

1

Buldana

4

10

4

Akola

2

1

4

Total

9 (23%)

22(55%)

9 (22%)

Fig: 4.2.5

INTERPRETATION:  Above bar graph shows that in Jalgaon (73%) and Buldana (56%) dealers reported that sales officer and field assistants visit them once in 7 day.  And in Akola 57% dealer reported that sales officer and field assistants visit once in 15 days.  Thus Sales officer and field assistants visit weekly in Jalgaon and Buldana districts, but in Akola district visit once in 15 days.

IBMRD Viladghat Ahmednagar.

Page 44

4.2.6 Opinion about Yashoda Seed Product Quality

Quality of Product

Table: 4.2.6 Particulars No of respondent

Excellent

Good

Average

Poor

Very Poor

3

39

3

0

0

Fig: 4.2.6

INTERPRETATION:  From the above pie chart it shows that 87% dealer’s rated Yashoda quality is good and 6% dealers are fully satisfied with the Yashoda seed product quality.  Only 7% dealers are moderately satisfied with quality.  Thus quality of Yashoda seed products is considered good by dealer.

IBMRD Viladghat Ahmednagar.

Page 45

4.2.7 Opinion about Packaging of Yashoda Seed Product? Table: 4.2.7

Particulars No of respondent

Packaging of Product Very Good

Good

Moderate

Bad

18(45%)

16(40%)

6(15%)

0

Fig: 4.2.7

INTERPRETATION:  From the above bar graph we can see that 45% dealer’s opined packaging of Yashoda seed products as very good and 40% dealer as good.  Thus from above discussion it is clear that most of the dealers are satisfied with packaging of product.

IBMRD Viladghat Ahmednagar.

Page 46

4.2.8 Dealers Feedback Received from the farmers Table: 4.2.8

Particulars No of respondent

Feedback by the Dealer Positive

Negative

Neutral

32 (80%)

1(18%)

7(2%)

Fig: 4.2.8

INTERPRETATION:

 Out of 40 dealer 32 dealers get positive feedback from farmers while 7 get neutral and only 1 dealer get negative feedback from farmers.  So we can see that 80% dealer get positive response from the farmer.

IBMRD Viladghat Ahmednagar.

Page 47

4.2.9 Product Margin Provided by Yashoda Seed

Table: 4.2.9

Satisfaction of Product Margin

Particulars No of respondent

Yes 34 (85%)

No 6 (15%)

Fig: 4.2.9

INTERPRETATION:

 85% dealers are satisfied by the product margin provided by Yashoda seed.  But 15% dealers are not satisfied by the product margin as some other company’s product margin is high.

IBMRD Viladghat Ahmednagar.

Page 48

4.2.10Technical advice/assistance/guidance to the farmers Table: 4.2.10 Particulars No of respondent

Yes

No

40

0

Fig: 4.2.10

INTERPRETATION:

 100% dealers provide technical advice and guidance to the farmer  From the above graph we can say that all dealers provide after sales service to the farmer regarding Yashoda seed.

IBMRD Viladghat Ahmednagar.

Page 49

4.2.11 Factor affecting Selection Decision of Seed. (Note: I=6, II=5, III=4, IV=3, V=2, VI=1 ranks.) Table: 4.2.11

Score Obtained

Factor Quality Price Availability After Sales Service Packaging Recommendation from other farmer

Jalgaon 89 57 34 15 48

Buldana 92 72 54 26 70

Akola 41 24 18 8 26

Total 222 153 106 49 144

68

63

30

161

Fig: 4.2.11

INTERPRETATION:  When the survey of 40 dealer members was conducted in the areas of

Jalgaon, Buldana and Akola Districts, it was observed that product quality is given highest importance.  It is followed by recommendation from other farmers, price and

packaging.  In Buldana district after recommendation from other farmers packaging

and availability of product is important.  After sales service is not given much importance in seed marketing.

IBMRD Viladghat Ahmednagar.

Page 50

4.2.12 Suitable Media for Promotion of Yashoda seed product

Media for Promotion

Table: 4.2.12 Media Dealer opinion

TV

Radio

News Paper

Poster

Personal demo

2

4

6

24

4

Fig: 4.2.12

INTERPRETATION:

 60% of dealers preferred promotion through Personal demo. 15% preferred Poster, 10% preferred News paper and TV each and

5%

preferred Wall painting  Thus from total score it is seen that Personal demonstration is best media for promotion followed by the posters.

IBMRD Viladghat Ahmednagar.

Page 51

CHAPTER: 3(C)

Data analysis of farmers  In this project survey of 250 farmers was conducted in Jalgaon, Buldana and Akola districts.  The objective of farmer survey is to find out expectation of the farmer and then opinion about Yashoda seed product regarding quality, price, availability, packaging, yield etc.  Farmers are end users of the company so their expectation from seed compainies is very important. Buldana

Akola

No of Talukas 5

5

3

No of Village

16

8

100

50

Particulars

Jalgaon

18

No of farmer 100 selected

‘

IBMRD Viladghat Ahmednagar.

Page 52

4.3.1 Education level of Farmer: Table: 4.3.1 Particulars Primary Secondary Graduate 59 109 39 No of respondent

Post Graduate 16

Illiterate 27

Fig: 4.3.1

INTERPRETATION:

 It was observed that out of 250 members about 23% farmer are Primary

educated, 44% farmer are 12th pass, 16% farmer are graduate, and only 6% of the farmers are post graduate.  And 11% farmers are illiterate in Jalgaon, Buldana and Akola districts.

IBMRD Viladghat Ahmednagar.

Page 53

4.3.2 Landholding:( acres)

Landholding

Table: 4.3.2

Landholding

Up to 1 ha

1 to 4 ha

4 to 7 ha

Above 7ha

Total

No of Farmer

44 (17%)

109(44%)

64(26%)

33(13%)

250

Fig: 4.3.2

INTERPRETATION:

 Above doughnut shows that 44% farmers are marginal, 26% farmers are medium, 17% are small and 13% farmers are the large farmers.  Majority of farmers are marginal i.e. having land holding at 1-4 ha in Buldana, Jalgaon and Akola Districts.

IBMRD Viladghat Ahmednagar.

Page 54

4.3.3

Type of farming

Type of farming

Table: 4.3.3 Type of farming Jalgaon (%) Buldana (%) Akola (%)

A) Irrigated 74 43 38

B) Non irrigated 26 57 62

Fig: 4.3.3

INTERPRETATION:

 From the graph shows that in Jalgaon district 74% farmers have irrigated farming, in Buldana district 57% farmer and in Akola 62 % farmer have non irrigated farming  Thus its shows that Jalgaon district have more irrigated land as compare to Akola and Buldana districts.

IBMRD Viladghat Ahmednagar.

Page 55

4.3.4

Irrigation system used

Irrigation system

Table: 4.3.4 Particular Jalgaon (%) Buldana (%) Akola (%)

Drip Irrigation 59 27 18

Sprinkler 18 21 19

Furrow Irrigation 19 44 60

Other 4 8 3

Fig: 4.3.4

INTERPRETATION:

 Due to availability of water and money most of farmers use drip irrigation in Jalgaon district.  21% farmers are use sprinkler system for irrigation in Buldana district and follow by Akola19% and Jalgaon18%.  In Akola and Buldana district maximum farmers are use furrow irrigation systems.

IBMRD Viladghat Ahmednagar.

Page 56

4.3.5 Newspaper, TV and Radio Channel Preferred Farmers are now educated so they read daily news paper like Deshonatti, Lokmat and Agro one are mostly popular in rural area.  Some farmers read agriculture related magazine like Baliraja and Shetakari.  Farmers like many TV channels but popular once are ate IBN Lokmat, E TV Marathi and DD-one.  Generally farmers are not using Radio. Very few farmers use radio for entertainment.

4.3.6 Major Crop of the Area  The main crops are Cotton, Tur, Soybean and Banana in Jalgaon, Buldana and Akola districts.  The minor crops are Maize, Jowar, Mung, Bajara and Black gram.  Yashoda -45 is popular brand of Tur in Jalgaon, Buldana and Akola districts.

IBMRD Viladghat Ahmednagar.

Page 57

4.3.7

Method of Seed purchase

Method of Seed purchase

Table: 4.3.7 Purchase of seed

A) Booking

Jalgaon (%) Buldana (%) Akola (%)

8 4 3

Fig: 4.3.7

B) Cash Purchase 87 87 89

C)Credit

Total

5 9 8

100 100 50

Method of Seed purchase

INTERPRETATION:

 87 to 89% farmers purchase seed by paying cash.  In Jalgaon second most preferred mode was booking while in Buldana and Akola second preferred option was credit.  But the majority of population made purchase by cash.

IBMRD Viladghat Ahmednagar.

Page 58

4.3.8

Factor considered while Purchase of Seed Table: 4.3.

Factor considered while Purchase of Seed

Factors Past experience Brand Name Pest Resistance Retailer suggestion Yield Availability Total Fig: 4.3.8

No of Farmer 137 97 8 154 43 36 475

Percent 29 20 2 32 9 8 100

INTERPRETATION:  Out of 250 farmers, 32% farmers consider retailers suggestion, 29%

farmers consider past experience, 20% farmers consider brand name, 9% farmers consider yield, 8% farmers consider availability and only 2% farmers consider pest resistance factor at the time of purchase of seed.  It was observed that majority of farmers consider the retailer suggestion

followed by past experience and brand name of the product.

IBMRD Viladghat Ahmednagar.

Page 59

4.3.9

Place of Purchase

Place of Purchase

Table: 4.3.9

Particulars

Retailer

Distributor

Progressive Farmer

No of respondent

83

10

7

Krishi Vidnyan Kendra 0

cooprative

0

Fig: 4.3.9

INTERPRETATION:  Above graph shows clearly that 83% farmers purchase seed from the retailer, 10% from distributor and 7% from Progressive Farmer.  No one was found to purchase seed from the Krishi Vidnyan Kendra and Cooperatives.  Thus maximum farmers purchase seed from dealers.

IBMRD Viladghat Ahmednagar.

Page 60

4.3.10 People Influencing the Purchase Decision

People Influencing Purchase of Seed

Table: 4.3.10

Particulars Dealer Distributor No of respondent

115

0

Govt Product Progressive Convince Follow Officer Performance Farmer By SO Other farmer 0 18 76 3 38

Fig: 4.3.10

INTERPRETATION:  From above the pie chart shows that 46% farmer purchase company’s

product on dealer suggestion, 31% farmer on progressive farmer suggestion and only 1 % convinced by sales officer.  Thus we can see that most of farmer purchase company’s products by dealer suggestion followed by progressive farmer.

IBMRD Viladghat Ahmednagar.

Page 61

4.3.11 Field programme attended

Field Programme

Table: 4.3.11

Particulars

Field Visit

Field day

Mega Field day

16

68

168

No of respondent Fig: 4.3.11

INTERPRETATION:  67% farmer attended mega field day, 27% farmer attented field and only 6 % farmer attend field day visit.  It was observed that majority of farmers attended Mega field programme in Jalgaon, Buldana and Akola districts.

IBMRD Viladghat Ahmednagar.

Page 62

4.3.12 Promotional Activities Participated Table: 4.3.12

Promotional Activity

Promotional Activity Agriculture Exhibition Farm meeting Arrange by com Melas Farmer Seminar Total

Jalgaon (%) 24 71 4 1 100

Buldana (%) 15 80 3 2 100

Akola (%) 48 26 18 8 100

Fig: 4.3.12

INTERPRETATION:  In Jalgaon and Buldana Districts farmer participated mostly farm meeting arrange by the company.  But in Akola district farmers participated more in agriculture exhibition.

IBMRD Viladghat Ahmednagar.

Page 63

4.3.13.1 Rating of Products of Yashoda Seed Company on selected parameter Table: 4.3.13.1 Jalgaon District

Excellent

Good

Average

Poor

Very Poor

Total

8(40)

60(240)

12(36)

13(26)

7(7)

349

Quality

27(135)

48(192)

12(36)

9(18)

4(4)

385

Packaging

44(220)

35(140)

12(36)

5(10)

4(4)

410

5(25)

18(72)

55(165)

15(30)

7(7)

299

Availability

75(375)

14(56)

9(27)

2(4)

0(0)

462

Yield

18(90)

38(152)

23(69)

14(28)

7(7)

346

Pest resistance

11(55)

36(144)

38(114)

11(22)

4(4)

339

Price

After Sales Service

(Note: Excellent =5, Good =4, Average =3, Poor =2, Very Poor =1 ranks.)

Fig: 4.3.13.1

Farmer Opinion about Yashoda Seed Product in Jalgaon District

INTERPRETATION IN JALGAON:

 Yashoda seed products were rated highest on avallability followed by Price, Packaging, Quality, Yield, Pest rasistance and after sales service in Jalgaon district.

IBMRD Viladghat Ahmednagar.

Page 64

Table: 4.3.13.2 Excellent

Good

Average

Poor

Very Poor

Total

Price

10(50)

58(232)

18(54)

9(18)

5(5)

359

Quality

26(130)

60(240)

8(24)

4(8)

2(2)

404

Packaging

57(285)

23(92)

15(45)

3(6)

2(2)

430

3(15)

31(124)

48(144)

13(26)

5(5)

314

Availability

62(310)

22(88)

12(36)

4(8)

0(0)

442

Yield

25(125)

50(200)

19(57)

3(6)

5(5)

393

7(35)

27(232)

58(174)

7(14)

1(1)

456

Buldana District

After Sales Service

Pest resistance

(Note: Excellent =5, Good =4, Average =3, Poor =2, Very Poor =1 ranks.) Fig: 4.3.13.2

Farmer Opinion about Yashoda Seed Product in Buldana District

INTERPRETATION IN BULDANA:

 Yashoda seed products were rated highest on avallability followed by Packaging, Quality, Price, Pest rasistance, Yield and after sales service in Buldana district.

IBMRD Viladghat Ahmednagar.

Page 65

Table: 4.3.13.3 Akola District

Excellent

Good

Average

Poor

Very Poor

Total

Price

4(20)

23(92)

10(30)

5(10)

8(8)

160

Quality

12(60)

31(124)

4(12)

2(4)

1(1)

201

Packaging

29(145)

19(76)

5(15)

1(2)

0(0)

238

1(5)

15(60)

34(102)

6(12)

1(1)

180

Availability

35(175)

11(44)

4(12)

0(0)

0(0)

231

Yield

11(55)

28(112)

8(24)

1(2)

2(2)

195

Pest resistance

3(15)

18(72)

26(78)

3(6)

0(0)

171

After Sales Service

(Note: Excellent =5, Good =4, Average =3, Poor =2, Very Poor =1 ranks.)

Farmer Opinion about Yashoda Seed Product in Buldana District Fig: 4.3.13.3

INTERPRETATION IN BULDANA:

 Yashoda seed products were rated highest on avallability followed by Packaging, Quality, Yield, Price, Pest rasistance and after sales service in Akola district.

IBMRD Viladghat Ahmednagar.

Page 66

4.3.11Satisfaction with the brand of Yashoda seed Table: 4.3.14

Particulars

Fully Satisfied

Moderately satisfied

Dissatisfied

193

39

18

No of respondent Fig: 4.3.14

INTERPRETATION:

 Out of 250 farmers, 193 farmers are satisfied with the market brand of Yashoda seed product.  So we can conclude that maximum numbers of farmer are satisfied with the market brand of Yashoda seed product.

IBMRD Viladghat Ahmednagar.

Page 67

4.3.15 Media Exposure Table: 4.3.15

Particulars No of respondent

News paper

Posters

39

70

Exhibitions Mouth publicity 117

3

Wall painting 21

Media Exposure

Fig: 4.3.15

INTERPRETATION:  Above graph shows that 47% farmer prefer exhibition as best media for advertising.  When studying farmer preferences regarding different media we come to know that farmers most frequently visit exhibition and find it best media followed by poster, News paper and wall painting.

IBMRD Viladghat Ahmednagar.

Page 68

CHAPTER: 5(A)

FINDINGS: On the Basis of Distributor:  Most of the distributors are new in Yashoda Seed Company i.e. appointed in last two year.  Most of distributors are satisfied with the Yashoda seed product delivery.  100% distributors are maintaining their dealer data bank.  Most of distributors participate in exhibition and kisan melas.  Distributors are interested in participating in hand bill demonstration.  Price, quality and packaging of Yashoda seed is considered good.  Sales officer in Buldana and Jalgaon district make weekly visits to distributor firm but in Akola district Sales officer visit once in 15 days.  Most of distributors get positive response from dealers.  75% distributors of Yashoda Seed Company return 5 to 15 % material if not sold.  Product quality is most effective factor influencing sale of Yashoda seed.

On the Basis of dealer:  Majority of dealers are well educated so they can easily convince farmer for the purchase of Yashoda seed product.  Most of dealers are satisfied with product margin and product delivery from distributor.  Price, quality and packaging of Yashoda seed is considered good.  Sales officer and Field Assistants make weekly visits in Jalgaon and Buldana districts, but in Akola district visit once in 15 days.  80% dealers get positive response from the farmer for Yashoda seed.

IBMRD Viladghat Ahmednagar.

Page 69

 Regarding factor influencing purchase of Yashoda seed Quality is ranked 1st follow by farmer recommendation, price and packaging.  Exhibition is considered best media for advertisement.

On the Basis of Farmer:  Maximum farmers are secondary pass.  Most of farmers are marginal in Buldana, Jalgaon and Akola Districts having land holding between 1 to 4 acres.  Jalgaon district have more irrigated land as compare to Akola and Buldana districts.  Due to availability of water and money most of farmers use drip irrigation in Jalgaon district.  Deshonatti, Lokmat and Agro one are mostly popular daily News Paper among farmers in rural area and most popular TV channel IBN Lokmat, E TV Marathi and DD-one.  The main crops are cotton, Tur, Soybean and Banana and minor crops are Maize, Jowar, Mung, Bajara and black gram in Jalgaon, Buldana and Akola districts.  People are interested in cash purchase of seed and majorityof them purchase from dealer.  Most of farmers consider the retailer suggestion, past experience and then brand name of the product. Thus we can see that most of farmer purchase company’s product by dealer and progressive farmer’s suggestion.  Maximum farmer attended Mega field programmes in Jalgaon, Buldana and Akola districts.

IBMRD Viladghat Ahmednagar.

Page 70

 Farmer in Jalgaon and Buldana Districts participated in mostly farm meeting arranged by the company but in Akola district participated in agriculture exhibition.  Maximum farmer in Jalgaon and Buldana district agreed that price, quality and yield of Yashoda seed products are good.  Most of farmer responded that packaging and availability of Yashoda seed product is very good.  Farmers are moderately satisfied with the pest resistance and after sales service of Yashoda seed product.  77% farmers are satisfied with market brand of product. 

Farmer preferred exhibition as best media for advertising.

IBMRD Viladghat Ahmednagar.

Page 71

CHAPTER: 5

RECOMMENDATIONS AND SUGGESTION 1. Company should provide facility to the booking farmer, in this way farmers are attracted towards booking and can ensure purchases. 2. Attractive packaging (Active) and labeling (In Marathi) will certainly help increase the sales. 3. Improve jowar packaging as this year problem was faced by the dealer. 4. Company should try to reduce the price of VERGIN tur because more price difference as compare to competitor. 5. Company should concentrate on red colour VERGIN tur because farmer are preferred red colour tur and concentrate on height also because more height as compare to other tur variety. 6. Company should concentrate on marketing because of in some areas marketing is weak in Jalgaon, Buldana and Akola districts it has bad effect onYashoda seed product. 7. YS-45 is famous brand of Yashoda seed but in this year mixing of variety problem faced by many farmers so improve quality of this variety. 8. Some distributor faced product transportation problem so company should product transfer make proper arrangement. 9. Company should carry out consistent quality supervision. 10.Scheme should not be changed after booking. 11. Improve RR-2, 4 varieties of cotton because in some area boll size, height, late variety, less yields problem faced by the farmer. 12.Improve new chilli variety because in Buldana district Dhad is main area of chilli and there is demand of some dealers for chilli. 13.In Buldana district Jalgaon jamod tahasil demand for new distributor because of long distance to near most distributor problem is faced by the dealer. IBMRD Viladghat Ahmednagar.

Page 72

CHAPTER: 5

CONCLUSIONS YASHODA-45 is the most popular pigeon pea variety in the region. Distributors and dealers are satisfied with the Yashoda seed product delivery. Price, quality and yield of Yashoda seed products are good in Jalgaon and Buldana district. Product quality is most effective factor affecting sale of Yashoda seed. Pigeon pea and Cotton contribute most of the sale of YASHODA SEEDS with a negligible amount of Soyabean, Mung and maize. In selection of Yashoda seed, Product quality is first preferred and after that recommendation from other farmer, packaging and price are prefer by the dealer. Farmer preferences regarding different media, exhibition is best media for advertising. 77% farmers are satisfied with market brand of product.

IBMRD Viladghat Ahmednagar.

Page 73

BIBLIOGRAPHY:  http://www.evd.nl/zoeken/showbouwsteen.asp.  Fundamentals of Marketing; By Philip Kottler.  Management magazines.  Website of Yashoda Seeds Company.

IBMRD Viladghat Ahmednagar.

Page 74

Appendices & Annexure DISTRIBUTER QUATIONNAIRE 1. Name of the Distributer:

Address: At/po: State: E- Mail address: Mobile 2. Education: a) Primary c) Graduate

Taluka

Dist:

Landline

b) Secondary d) Post Graduate

3. Since how long you are associated with Yashoda seed? a) From 2 Yr b) From 4Yr

c) More than 4 Yr

4. Do you get the Yashoda seed products on a time? a) Yes b) No 5. Do you maintain dealer Data Bank a) Yes

b) No

6. Which are the most like of company’s product purchase by you? Please give preference wise 1 2) 3) 7. Do you participate in Exhibitions & Kissan Melas a) Yes b) No If yes how many times in a year. 8. Do you Participate demonstrations of Yashoda seeds Company & other sales promotional campaigns? If Yes, by a) Arranging Road Shows a) Yes b) No b) Van Campaign a) Yes b) No c) Wall Paintings a) Yes b) No d) Advertisements in local newspaper a) Yes b) No IBMRD Viladghat Ahmednagar.

Page 75

e) Hand Bills a) Yes 9. What is your opinion about the price of Yashoda seed products? a) Very Good b) Good c) Moderate d) Bad 10. How many times of Yashoda seed Sales officer visited to your firm? 11.

Once in 7 day

Once in 15 day

b) No

Once in 30 day

12. What is your opinion about Yashoda seed product quality? a) Very Good b) Good c) Moderate d) Bad 13. What is your opinion about packaging of Yashoda seed product? a) Very Good b) Good c) Moderate d) Bad 14. Which type of feedback gets by you by the dealer’s? Positive Negative Neutral 15. Are you satisfied by the product margin provided by Yashoda seed? a) Yes b) No Why? 16. Which type of payment terms offered by companies 17. Do you return the material of Yashoda Seed Company if not sale? If yes How much (Percent)? a) 0 to 5 b) 5 to 15 c) 15 to 25 d) More than 25 18. Given below factor, which are the most effective to sale of Yashoda seed product in your market? a)Product Quality

b) Company loyalty base

c) Sp. Product brand

d) Price

e) Product Availability

f) Dealer efforts

19. What is problem of Yashoda seed product?

20. What is suggestion of Yashoda seed product?

IBMRD Viladghat Ahmednagar.

Page 76

DEALER QUESTIONNAIRE 1. Name of the dealer:

2. Address: At/po: State: E- Mail address: Mobile

Taluka

Dist:

Landline

3. Education: a) Primary c) Graduate

b) Secondary d) Post Graduate

4. What are the different types of products purchase by you from Yashoda seed? Cotton Maize Jowar Red gram Soybean Sunflower Mung Bajara Udid 5. Which are the major crops grown in your area? a)

b)

c)

6. Do you have Salesman? a) Yes

d)

b) No

If Yes How many? /If No. How do you provide services? 7. Do you maintain Farmers Data Bank? a) Yes

b) No

8. Do you get the Yashoda seed product from distributer on a time? a) Yes b) No 9. What is your opinion about the price of Yashoda seed product? a) Very Good b) Good c) Moderate IBMRD Viladghat Ahmednagar.

d) Bad Page 77

5

How many times SO & FA of Yashoda seed visited to your counter? Once in 5 day Once in 7 day Once in 15day

6

What is your opinion about Yashoda seed product quality? a) Very Good b) Good

7

8 9 10 11

12

c) Moderate d) Bad What is your opinion about packaging of Yashoda seed product? a) Very Good b) Good c) Moderate d) Bad What kind of feedback gets by you by the farmer’s? Positive Negative Neutral Are you satisfied by the product margin provided by Yashoda seed? a) Yes b) No Do you provide the after sales services to the farmer’s? a) Yes b) No Which are criteria behind the selection of Yashoda seed product? Please rank 1 to 6 accordingly. a) Quality b) Price c) Availability d) after sales service e) Packaging f) Recommend from other farmers According to you which are the most suitable media of advertisement of Yashoda seed product? a) TV b) Radio c) News paper d) Poster e) Personal demo f) any other 18. What is problem of Yashoda seed product?

19. What is suggestion of Yashoda seed product?

IBMRD Viladghat Ahmednagar.

Page 78

FARMER QUESTIONNAIRE GENERAL INFORMATION 1. Name of the Farmer :

Age: At/po: State Mobile 2. Education

No of members in family Taluka Pin Code Landline

a) Primary c) Graduate e) Illiterate 3. Any business (other than farming) 1) 4.

b) Secondary d) Post Graduate

2)

3)

Landholding:( acres) 0-5

5.

Dist:

5-10

10-15

Above 15

Type of farming:( acres) Irrigated

Non-irrigated

If Irrigated, a) Drip irrigation

b) Sprinkler irrigation

c) Furrow irrigation

d) Other

7. Which Newspaper, TV Show and Radio channel you like? Newspaper

IBMRD Viladghat Ahmednagar.

TV channel

Radio

Page 79

8. Please specify, which crop you are cultivated in your farm? Crop

Brand Name

Name of Company

Quantity of seed

Price

Using times (In times)

Tur Cotton Jowar Maize Bajara 9.

How you are purchase the seed?

Booking Cash purchase 10. What factor you are consider to the purchased of seed? Past experience Brand name Retailer suggestion Yield

Credit Pest resistance Availability

11. From whome you purchase seeds? Retailer Distributor Progressive farmer Krishi Vidnyana Kendra. 12. According to whose suggestion do you purchase company’s product? Dealer Distributor Govt. officer Product Performance Progressive farmer Convince by SO Follow others 13. Are you attend any field programmed, if yes then which are? Field visit

Field day

Mega field day

14. In which type of promotional activities do you participate mostly? Agriculture exhibition Melas 15. Are you using Yashoda seed product? a) Yes

IBMRD Viladghat Ahmednagar.

Farmer meeting arrange by company Farmer seminar b) No

Page 80

16. If you are using the products of Yashoda Seed Company, than please give rate of following parameter. Very good

Good

Moderate

Bad

Very bad

Price Quality Packaging After sales service Availability Yield Pest resistance 17. Are you satisfied with the market brand of Yashoda seed product? Satisfied

Moderately satisfied

No satisfied.

18. Which MEDIA do you prefer best for advertising? News paper Exhibitions Wall painting 19. What is problem of Yashoda seed product?

Posters Mouth publicity

20. What is suggestion of Yashoda seed product?

IBMRD Viladghat Ahmednagar.

Page 81