Market Research About Bio Fertilizers At Mfl

A STUDY ON BIO-FERTILIZERS USAGE IN NURSERY/ORNAMENTAL PLANT TRADE ACROSS CHENNAI A STUDY AT Madras fertilizers ltd, Manali

By NIRMAL.S IInd semester, MBA 06 MB 0646 Guide Prof.J.A.B.MIRANDA, B.Sc, PGDBM (LIBA) MBA

MAGNUS SCHOOL OF BUSINESS UNIVERSITY OF MYSORE EGMORE, CHENNAI- 600 008

A project report submitted to the University of Mysore in partial fulfillment of the requirements of MBA Degree examination of 2007

1

MAGNUS SCHOOL OF BUSINESS BONAFIDE CERTIFICATE

This is to certify that Mr. S.Nirmal, II nd year MBA student of MAGNUS SCHOOL OF BUSINESS, Egmore, Chennai-600008, has completed his project on “ A STUDY ON BIO-FERTILIZERS

USAGE

IN

NURSERY/ORNAMENTAL

PLANT

TRADE ACROSS CHENNAI”

Dr. E. DHARMARAJ Academ ic Head

2

GUIDANCE CERTIFICATE This is to certify that S.NIRMAL is a bonafide student of MAGNUS SCHOOL OF BUSINESS, doing full time MBA program 2006-2008. As a part of his curriculum, he did a project on “A STUDY ON BIO-FERTILIZERS USAGE IN

NURSERY/ORNAMENTAL

PLANT

TRADE

ACROSS CHENNAI”

Prof. J.A.B.MIRANDA Faculty guide

3

4

DECLARATION I hereby declare that, this project report titled “A STUDY ON BIO-FERTILIZERS USAGE IN NURSERY/ORNAMENTAL PLANT TRADE ACROSS CHENNAI”, prepared by me under

the guidance of PROF. J.A.B. MIRANDA B.Sc, PGDBM (LIBA), MBA, in partial fulfillment of the requirements of Master in Business Administration Degree to be awarded by the University of Mysore for academic year 2006-2008.

I further declare that the project report has not been submitted to any Institute/university for any degree or diploma.

Date: Place:

(NIRMAL.S) [Reg.No:06MB0646]

5

ACKNOWLEDGEMENT I sincerely thanks to few people without whose support, guidance & encouragement, this project could not have been completed. I would like to express my gratitude to LATE PROF. SOUNDARARAJAN academic head of Magnus Business School, Chennai, for providing me an opportunity to undertake this project work, thus making way for expanding my knowledge about the subject. I am extremely grateful to my project guide PROF. J.A.B. MIRANDA B.Sc, PGDBM (LIBA), MBA for his kind and valuable guidance in completing this project. I sincerely thank Mr. CHRISTY, MFL Chennai, who spent his valuable time in providing information and suggestions to me as when I required. I thank all the employees of Madras fertilizers ltd for extending all the necessary help to me whenever I needed.

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INDEX

CHAPTER

I

CONTENTS INTRODUCTION

PAGE.NO

 PRODUCT PROFILE  PROBLEM STATEMENT

10 13 16 23

 OBJECTIVE OF THE STUDY  SCOPE OF THE STUDY

25 27

 RESEARCH METHODOLOGGY  LIMITATIONS

29 32

 COMPANY PROFILE

II

REVIEW OF LITERATURE

III

FINDINGS & ANALYSIS

IV

SUMMARY OF FINDINGS

V

CONCLUSSIONS & SUGGESTIONS BIBLIOGRAPHY APPENDIX

34 36 58 61 65 67

7

LIST OF TABLES

TABLE NO

CONTENTS

PAGE NO

1

Classification on the awareness of bio fertilizers

37

2

Classifications based on the usage of bio fertilizers

39

3 4 5 6 7 8 9

Various fertilizers used by the respondents Classification the awareness of bio fertilizers through

41 44

Ranking the bio fertilizers companies on the basis of effectiveness Classification of the different fertilizers companies known to respondents Classification of the respondents using Vijay bio fertilizers Classification the benefits of bio fertilizers in view of respondents

46

Classification based on the satisfaction level of bio fertilizers user

54

8

48 50 52

10

Classification of respondents who were not in favor of application of bio fertilizers

56

LIST OF GRAPHS

GRAPH NO

CONTENTS

PAGE NO

1

Classification on the awareness of bio fertilizers Classifications based on the usage of bio Fertilizers Various fertilizers used by the respondents Classification the awareness of bio fertilizers through Ranking the bio fertilizers companies on the basis of effectiveness Classification of the different fertilizers companies known to respondents Classification of the respondents using Vijay bio fertilizers Classification the benefits of bio fertilizers in view of respondents Classification based on the satisfaction level of bio fertilizers user

38

2 3 4 5 6 7 8 9

9

40 42 44 47 49 51 53 55

10

Classification of respondents who were not in favor of application of bio fertilizers

10

57

INTRODUCTION INTRODUCTION Marketing is the continuous or ongoing process of defining anticipating and creating consumer needs and wants or organizing all the resources of the enterprise to satisfy consumer demand at the desirable profits to the integrated business activities designed to develop marketing plans and programs leading to the satisfaction of consumer want. The total potential demand is very high for bio fertilizers taking into account the area cultivated. But in real situation, demand is much less due to various factors. To increase the market demand farmers have to be educated thoroughly. To feed the growing population in India, intensive efforts are to be needed to step-up food production from the present level of 200 million tones to 240 million tones by 2010 AD. Contribution of chemical fertilizer in the growth of Indian agriculture has been accepted as one of the major factors. Fertilizer consumption has been increased from a very insignificant level of 0.06 million tones of nutrients in 1951-52to the present level of 19.14 million tones. Food production is also achieved as 200 million tones compared to 50 million tones in 1951-52. 11

Regarding nitrogenous fertilizers, India is self sufficient to an extent of 86% of annual requirement. The requirement of phosphate is met by imports as the reserve or availability of rock phosphate is small in quantity. During last few decades many technology developments in fertilizers industry have taken place in our country. As a result, new fertilizer materials are also available in Indian market and use of which could help to improve the fertilizer use and save the loss of valuable input. BIO FERTILIZERS – WHY? Agriculture largely depends on energy intensive inputs like chemical fertilizers, improved seeds, and agrochemicals. Due to decontrol of phosphatic and potassic fertilizers, cost of fertilizers have gone up especially phosphatic and potassic fertilizers. Since fertilizer feed stock is petroleum based, we are not sure how long we will get the raw materials to the growing need without interruption. High cost of chemical fertilizers and widening gap between supply and demand along with low purchasing power of small and marginal farmers focus the importance and need for supplementing the supply of plant nutrients with inexpensive and less energy intensive and renewable source. Among the renewable source, organic manure and bio fertilizers are identified as major ones. The availability of organic manures is limited to meet the needs of intensive cropping. Therefore, bio fertilizers assume significance as they are cost effective, environment friendly and renewable source of supply of plant nutrients.

12

13

COMPANY PROFILE The Company MFL was incorporated on December 8, 1966 as a joint venture between GOI and AMOCO India incorporated of U.S.A (AMOCO) in accordance with the Fertilizer Formation Agreement executed on 14.5.1966 with equity contributions of 51% and 49% respectively. In accordance with the participation agreement between GOI, AMOCO and National Iranian Oil Company (NIOC), an undertaking of Government of Iran, NIOC acquired 50% of the shareholding of AMOCO in MFL on 22.11.1972. With this acquisition, shareholding of AMOCO and NIOC was at 24.5% each, with the balance 51% being held by GOI. Subsequently, on 22.7.1985, the shareholding of AMOCO was proportionately purchased by GOI and NIOC. As a result, GOI and NIOC shareholding was revised to 67.55% and 32.45% respectively. Subsequent to the issue of rights shares in 1994 for part-financing the project, the holding of GOI and NIOC stood at 69.78% and 30.22% respectively. MFL had an initial public offering of its shares in May 1997. After the allotment of shares to the public the shareholding pattern is as follows:

% Government of India Naftiran Interred Co Ltd

58.74 25.44

14

(Affiliate of NIOC) Public

15.82 100.00

MFL is engaged in the manufacture of Ammonia, Urea, Complex Fertilizers and Biofertilizers. MFL's activities include marketing of these fertilizers and trading in Agro Chemicals in accordance with the corporate objective. MFL has been striving to develop and maintain an Organizational environment, that motivates the individual, encourages personal initiative, innovation and creativity MFL has its plant facilities and head quarters located on 329 acres of freehold land at Manali, about 20 km north of Chennai city.

15

16

PRODUCT PROFILE Products

Chemical Fertilizers

•

Urea NPK - Complex (17:17:17) (14:28:14)

•

(19:19:19)

• •

•

(20:20:0:13) • •

NK Mixture Granulated

(20:0:10) (17:17:17)

MOP (Imported) • DAP (Imported) •

VIJAY Urea VIJAY Urea with 46% Nitrogen is an economical Nitrogenous fertilizer suitable for all crops and all soil types. It can be used separately as a top dressing fertilizer or in combination with other fertilizers also. It is suitable for foliar application also.

17

VIJAY Complexes VIJAY complexes are granulated fertilizers containing Nitrogen, Phosphorous and Potash. As the nutrients are present in balanced proportion, they are ideal for application as basal fertilizers to all the major crops. VIJAY 17:17:17, Which was introduced in 1970, is our flagship product, which enjoys high farmer preference, on account of its excellent performance leading to bumper yields. It was the first balanced complex fertilizer to be introduced in Indian market, with all the three nutrients available in equal proportion. The nitrogen in VIJAY 17:17:17 is in Amide and Ammonical forms, making it ideally suited for early growth and vegetative phases of all crops.

Bio fertilizers • • • • • • •

Azospirillum (Paddy) Azospirillum (Other crops) Azospirillum (Plantation Crops) Rhizobium (Groundnut) Rhizobium (Pulses) Phospho Bacteria (All Crops) NP Bio (All Crops)

A healthy soil alone can utilize the applied chemical fertilizers efficiently and lead to high yields. The health of the soil is maintained by various factors, the most important being the soil microbes. Continuous cultivation results in microbial population being depleted. MFL, with a view to maintain good health and fertility of the soil, introduced Biofertilizers under the brand name "VIJAY BIO". 18

VIJAY Bio-fertilizers come in two categories, viz., Nitrogen fixers and Phosphate Solublizers. The Biofertilizers range is wide and covers the requirements of all crops under all soil / climatic conditions.

Forestry VIJAY Bio-fertilizers play a crucial role in restoring the forest cover of India, as Forest Departments of State Governments regularly use VIJAY Bio-fertilizers during rising of nurseries of forest trees. These saplings are subsequently planted on large scale in degraded areas to restore forest cover.

Agro Chemicals - Neem based • •

VIJAY Neem - 300 ppm VIJAY Neem - 1500 ppm

MFL markets Neem based Pesticides, under the brand name VIJAY NEEM. Of late, biological and botanical pesticides have gained importance, as they are environment friendly and highly effective with negligible residual content in agricultural produce. Neem based products occupy an important place in botanical pesticides. VIJAY Neem is based on neem kernel extract and has a wide spectrum of activity against major pests, which infest both commercial and food crops. VIJAY NEEM is presented in 300 ppm and 1500 ppm, in packing of 100 ml to 20 liters, to suit the needs of all categories of farmers.

19

VIJAY NEEM can be used as a 'stand alone' pesticide. The unique feature of VIJAY NEEM is that pests do not develop resistance to it. This enables farmers to repeatedly use the product with the same effectiveness for a long period of time.

Life Insurance Products With our relentless quest for excellence in the marketing front, for the first time, we diversified into a new field of operations – Insurance Marketing – with tie up from ING-VYSYA for Life Insurance. Utilizing only the existing manpower and without incurring additional expenditure first premium worth Rs 1 crore was written during the year 2004-05, which has added to the revenue generation and job enhancement. Capitalizing our brand name VIJAY, the target customers are mainly our dealers and farmers, who have trade/business relationship with MFL. For Life Insurance, different products like Reassuring Life, Fulfilling Life, Creating Life, Powering Life and Safal Jeevan are being marketed.

20

The Plant MADRAS FERTILIZERS LIMITED is a Central Public Sector Undertaking situated at Manali near Chennai in Tamil Nadu, South India. MFL is an ISO-9001-2000 and ISO-140012004 certified company.

The Plant MFL consists of production plants, Ammonia, Urea in single streams and NPK in three streams, viz. NPK A Train, B Train and C Train. Utilities Plant is the service plant supplying treated water, cooling water, off-site steam, instrument air, captive power and emergency power. On November 1, 1971, MFL commenced commercial production of Ammonia, Urea and NPK complex. The feedstock for Ammonia is Naphtha and the neighboring M/s Chennai Petroleum Corporation Limited (CPCL) is supplying it. The original Ammonia / Urea Plants were of Chemico design with the daily rated capacity of 750 MT (247500 MTPA) and 885 MT (292000 MTPA) respectively. Initially there were only two trains to produce granulated complex fertilizers with a total installed capacity of 360000 MTPA and in September 1976 on more NPK stream, namely C Train, was added raising the installed capacity to 540000 MTPA, all by Hindustan Dorr Oliver. In 1991, the old Chemico converter of Ammonia Plant was replaced with the latest S 200 Radial Converter. 21

Revamp The company, to extend the economic life of the plants by another 15 years and also envisaging improvement in energy consumption, undertook a major Revamp-cum-Modernization and Capacity Enhancement of its plants at a cost of Rs 600 Cr during 1993-1998. Production from the Revamped Plants commenced from March 3, 1998. Process License and Basic Engineering from M/s Haldor Topsoe, Denmark for Ammonia Plant and from M/s Urea Technologies Inc., U.S.A for Urea Plant was adopted with modern Distributed Control System (DCS). The enhanced production capacities are 1050 MTPD for Ammonia (346500 MTPA) and 1475 MTPD for Urea (486750 MTPD). With respect to NPK, “Pipe-reactor” with Process License & Basic Engineering from M/s Grande Parroise, France was incorporated in NPK B Train. By this and along with higher on-stream efficiency, the installed capacity was raised to 2550 MTPD (840000 MTPD).

Post-revamp After overcoming initial teething troubles, the Ammonia & Urea Plants reached 87% and 83% capacity utilization levels in 1999-2000. To improve product quality and bring down product temperature before admitting into bagging streams, Prill Tower modification was carried out by Monsanto Enviro-Chem (MECSI), U.S.A. and a fluidized bed cooler (Prills Cooling System – PCS) was put into service. Urea Plant achieved a record production of 473363 MT in 2006-07surpassing the previous best of 473032 MT in 2004-05. Specific consumption of feedstock has also come down over the years after process stabilization.

22

23

STATEMENT OF PROBLEM STATEMENT OF PROBLEM

Nowadays research studies are numerous and whenever a need for a study arises, majority of works attributed to consumer products and linked with the areas of consumer perception, satisfaction, decision making, competition, sales promotion, etc., are being dealt with such products. Hence the studies have become now a days and even if being taken up by some engineer cum management researcher they go technically deep into the study which results in the origin of a pure technical report which is accessible persons in those areas.

 The product awareness about bio-fertilizer is very low.

 The consumers are not satisfied with the period of yield given by bio-fertilizer.

24

 Compared to the chemical fertilizers bio-fertilizers are less effective in their output.

25

OBJECTIVE OF THE STUDY OBJECTIVE OF THE STUDY

 To ascertain the awareness, usage, and scope of the bio fertilizers in the Nursery/ornamental plant trade.



To find out the satisfaction level, reach and effectiveness of bio fertilizers in the Nursery/ ornamental plant trade.

26

SCOPE OF THE STUDY 27

SCOPE OF THE STUDY

 This study helps to find factors influencing purchases.

 This study helps to find the source of awareness of the brand

 This study helps to find the satisfaction level of customers.

 This research helps to find out the quality aspects of VIJAY fertilizers.



This study helps to identify the promotional activities.

28

29

RESEARCH METHODOLOGY RESEARCH METHODOLOGY Methodology is a systematic way to solve the research problem. It may be understand as a science of studying how research is done logically. The various steps that are generally adopted by a researcher problem are also the main function of the research methodology.

DATA COLLECTION The two types of data used for the purpose and study are  Primary data  Secondary data

PRIMARY

DATA

It relating to the study was collected from the respondents. It was collected through interview and questionnaire method. The other methods such as observation, indirect oral interview and detailed with the respondents have been conducted for the purpose of data collection.

SECONDARY

DATA

Secondary data are those, which have already been collected. Secondary data for the study has been compiled from the report and official publication of the organization, which have helped in

30

getting and insight of the present scenario existing in the operation of the company.

QUESTIONNAIRE DESIGN The questionnaire used for data collection, the data is a structured one. It was a mixture of open ended, closed ended and multiple industry choices. The words were simple and help in avoiding confusing and misunderstanding among the respondents.

SAMPLE UNIT The sample size of 100 samples was considered for the survey study. The survey was done through direct interview

PERIOD

OF STUDY

The study has been carried out from the period June 18th 2007 to August 4th 2007

31

32

LIMITATION OF THE STUDY LIMITATION OF THE STUDY

 The study is confined to Chennai district only; hence the results cannot be generalized.

 The results hold validity for specified group (nursery people) and cannot generalize.

 The findings in this study are purely dependent on the answers of the respondents.

 Since the study was limited to a specific period (June - July 07), further qualitative research on the topic was not possible.



The information recorded is based on the opinion and reactions of the respondents as on the date of research

33

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REVIEW OF LITERATURE REVIEW OF LITERATURE It is the documentation of a comprehensive review of the published and unpublished work from secondary and also primary data in the areas of specific interest of the researcher. The purpose of the literature review is to ensure that no important variable that has in the past been found heatedly to have an impact on the problem is ignored.

 The data pertaining to the project were gathered by referring to books and journals.

 The medium of interest was also extensively used to gather pertinent in formations.

35

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DATA ANALYSIS AND INTERPRETATION CLASSIFICATION ON THE AWARENESS OF BIO FERTILIZERS Table1: Classification on the awareness of bio fertilizers Aware of bio fertilizers Yes No

Respondents 30 0

Percentage 100 0

Interpretation 

Based on our survey all the respondents are aware of bio fertilizers.

37

Graph1: Classification on the awareness of bio fertilizers

0

100 90 80 70 60

100

50 40 30 20

0 30

10 0 Respondents

Percentage

38

No Yes

CLASSIFICATION BASED ON THE USAGE OF BIO-FERTILIZERS Table2: Classifications based on the usage of bio fertilizers

Usage of Bio- Fertilizers Yes No

RespondentsIn Percentage 12 40 18 60

Interpretation

 Among the 30 samples 12 respondents are using the bio fertilizers in their nursery/ornamental plants.  18 respondents are not using the bio fertilizers.

39

Graph2: Classification based on the usage of bio fertilizers

40

Usage of Bio-Fertilizers

Yes 40%

No 60%

Yes No

VARIOUS FERTILIZERS USED BY THE RESPONDENTS

Table3: Various fertilizers used by the respondents

41

Fertilizers Chemical Fertilizers Bio- Fertilizer Manure Others

RespondentsIn Percentage 23 77 12 40 28 92 4 12

Interpretation

 Chemical fertilizers used by 77% of the respondents.  Bio fertilizers used by 40% of the respondents.  Largely 92% of respondents using manure in their crops.  12% of the respondents using other fertilizers for their Nursery / ornamental plants.

Graph3: Various fertilizers used by the respondents

42

100 90 80 70 60 50 40 30 20 10 0

92 77 Chemical Fertilizers Bio- Fertilizer Manure Others

40 28

23 12

12

4

Respondents

In Percentage

Classification the awareness of bio fertilizers through

43

Table4: Classification the awareness of bio fertilizers through Various Sources Marketing officer Agri Officer Agri Department Friends & Relative Others

RespondentsIn Percentage 9 30 8 27 6 20 3 10 4 12

Interpretation

 Out of 30 respondents, 9 respondents got aware of bio fertilizers from marketing officers (30%).  Through agricultural officer 8 respondents got idea about bio fertilizers (27%). 

6 respondents got knowledge from agricultural department about bio fertilizers (20%).

 3 respondents were got information from friends/relatives about bio fertilizers (10%)  4 respondents got aware of bio fertilizers from other sources (12%). Graph4: Classification the awareness of bio fertilizers through

44

Aware or Bio-Fertilizers Through 35 30 25 20 15 10 5 0

30

27 20

9

8

Respondents

12

10

6

3

4

In Percentage

RANKING THE BIO FERTILIZERS COMPANIES ON THE BASIS OF EFFECTIVENESS

45

Table5: Ranking the bio fertilizers companies on the basis of effectiveness

Companies RCF SPIC MFL T-STANES OTHERS

Rank-1 1 3 2 2 4

Rank-2 3 6 2 1

Rank-3 2 5 2 1 2

Rank-4 1 1 2 6 2

Rank-5 8 1 3

Interpretation

 Based on our survey respondents following ranks are given to the bio fertilizers company.  SPIC and MFL got the first rank from the respondent’s point of view.  Other fertilizers company’s ranked as the second rank.  T-STANES Fertilizer Company ranked as third rank.

.Formula:

Weighted Average= ∑fiWi / ∑fi Where, Wi = Weighted give to the ith cell Fi = Number of respondents in the ith cell 46

Total no of respondents = 12

Rank Weight

1 5

2 4

3 3

4 2

5 1

Total weight ∑Wi= 15

∑fiWi

Companies RCF SPIC MFL T-STANES OTHERS

21 44 44 34 37

∑fiWi / ∑fi

1.75 3.67 3.67 2.82 3.07

Rank 4 1 1 3 2

Graph5: Ranking the bio fertilizers companies on the basis of effectiveness

47

45 40 35 30 25 20 15 10 5 0

RCF SPIC MFL T-STANES OTHERS

∑ fiWi

∑fiWi/∑fi

Rank

CLASSIFICATION OF THE DIFFERENT FERTILIZERS COMPANIES KNOWN TO RESPONDENTS

48

Table6: Classification of the different fertilizers companies known to respondents

Fertilizers company RCF SPIC MFL FACT OTHERS

Respondents 04 29 28 10 06

In percentage 12 97 92 32 20

Interpretation

 12% respondents know the RCF fertilizers company.  97% respondents know about the SPIC fertilizer company.  MFL Fertilizer Company known by 92% respondents.  32% of respondents aware of FACT Fertilizer Company. 

20% of people known and used OTHER fertilizer company.

Graph6: Classification of the different fertilizers companies known to respondents

49

Different Fertilizer Companies 35 29

30

28

25 RCF

20

SPIC MFL

15 10

10 5

FACT

6

4

Others

0 RCF

SPIC

MFL

FACT

Others

CLASSIFICATION OF THE RESPONDENTS USING VIJAY BIO FERTILIZERS

50

Table7: Classification of the respondents using Vijay bio fertilizers

Using Vijay bio fertilizers Yes No

Respondents Percentage 1 8 11 92

Interpretation

 Based on survey, 8% of people using VIJAY bio fertilizers. 

92% of people are not using VIJAY bio fertilizers.

Graph7: Classification of the respondents using Vijay bio fertilizers

51

100

92 Yes

80

No

60 40 20 0

11

8

1 Respondents

Percentage

CLASSIFICATION THE BENEFITS OF BIO FERTILIZERS IN IN VIEW OF RESPONDENTS

52

Table8: Classification the benefits of bio fertilizers in view of respondents

Benefits of bio fertilizers

Strongly agree

Agree

Plant growth Maintain soil fertility Increase on foliage Maintain greenness Eco-friendly in nature Good root formation

2 2 6 1 6 11

9 7 5 6 3 1

Profit

2

5

Neither/nor Respondents agree View (ranking) 1 Agree 3 Agree 1 agree 5 Agree 3 agree 0 Strongly agree 5 Agree

Interpretation

 Based on survey, highly 92 % of people strongly agree good root formation. comparatively Every respondents agree the various benefits of the bio fertilizers

Graph8: Classification the benefits of bio fertilizers in view of respondents

53

5

0

3

ag re e

1

er /n or

5

5

1

N

3

6 7

A

gr ee

5

9

2

re e

11

6

1

6

2 2

St ro n

gl y

ag

Good root formation Eco-friendly in nature Maintain greenness Increase on foliage Maintain soil fertility Plant growth

3

1

ei th

Profit

0

5

10

15

CLASSIFICATION BASED ON THE SATISFACTION LEVEL OF BIOFERTILIZERS USER

54

Table9: Classification based on the satisfaction level of bio fertilizers user

Characteristics

Satisfied

Price

Highly satisfied 0

6

Neither/no r satisfied 6

Level of respondents Satisfied

Effectiveness

4

8

0

Satisfied

Quality

4

7

1

Satisfied

Brand name

8

3

1

H. Satisfied

Officer’s advice(MO/AO)

1

9

2

Satisfied

Eco-friendly

6

4

2

Satisfied

Convenient packing

4

5

3

Satisfied

Interpretation

 Based on survey, 67% of respondents highly satisfied by the brand name. Then price, effectiveness, quality of the bio fertilizer, officer’s advice, eco friendly, and convenient packing are also the main factors which make the satisfaction among the respondents. Graph9: Classification based on the satisfaction level of bio fertilizers user

55

Neither/nor satisfied

0

1 1

2 2

Convenient packing Eco-friendly

3

6 5

4

9

3

7 6

Highly satisfied

4

0

8

Quality

6

1 0

Officer’s advice(MO/AO) Brand name

8

4 4

Effectiveness 5

10

Price

.

CLASSIFICATION OF RESPONDENTS WHO WERE NOT IN FAVOUR OF APPLICATION OF BIOFERTILIZERS

56

Table10: Classification of respondents who were not in favor of application of bio fertilizers

Reasons to ignore the application of bio fertilizers Effectiveness is less Better responses for other fertilizers than bio High price Less knowledge about bio fertilizers Other reason

Respondents 5 6 10 5 4

Percentage 17 20 33 17 13

Interpretation 

It can be inferred that 33% of the respondents are ignored the application of bio fertilizers due to high price, 20 % respondents ignored by the better response of other fertilizer than bio fertilizers, 17 % of respondents prohibit the bio fertilizers because of less effectiveness and less beware of bio fertilizers. Finally 12 % of respondents ignored by other valuable reason.

Graph10: Classification of respondents who were not in favor of application of bio fertilizers

57

35

Effectiveness is less

33

30 25 20 17

20

17

15 10 5 0

13

10 5 6

5 4

Respondents

Better responses for other fertilizers thanbio Highprice

Less knowledge about bio fertilizers percentage

58

Other reason

FINDINGS

59

FINDINGS  Chemical fertilizers used by 77% of the respondents. Bio fertilizers used by 40% of the respondents. Largely 92% of respondents using manure in their crops.12% of the respondents using other fertilizers for their Nursery/ Ornamental plants.

 Based on our survey all the respondents are being aware of bio fertilizers.

 Out of 30 respondents, 9 respondents got aware of bio fertilizers from marketing officers (30%). Through agricultural officer 8 respondents got idea about bio fertilizers (27%). Six respondents got knowledge from agricultural department about bio fertilizers (20%). Three respondents were got information from friends/relatives about bio fertilizers (10%)

 97% respondents know about the SPIC fertilizer company, MFL Fertilizer Company known by 92% respondents. 12% respondents know the RCF fertilizers company, 32% of respondents aware of FACT Fertilizer Company. 20% of people known and used OTHER fertilizer company.

 Among the 30 samples 12 respondents are using the bio fertilizers in their nursery/ornamental plants.18 respondents are not using the bio fertilizers. 40% of people using bio fertilizers in crops in their nursery.

 Based on survey, among the 12 respondents, 92% people strongly agree good root formation. 75% respondents agree the plant growth, 57% respondents agree maintain soil fertility and 50% respondents agree maintain greenness. Profit and maintain greenness neither agree nor disagree by 42% respondents.

 SPIC and MFL got the first rank from the respondent’s point of view.

60

 Based on survey, 8% of people using VIJAY bio fertilizers. 92% of people are using other competitive bio fertilizers product.

 Based on survey, 67% respondents highly satisfied the brand name and 50% respondents highly satisfied the eco friendly nature. 75% respondents satisfied the officers advice and 67% respondents satisfied in the effectiveness. Price and convenient packing neither satisfied nor dissatisfied by 50%, 25% respondents respectively.  It can be identified that the nursery traders follow the barter method with the fertilizer company while purchase the fertilizers. Most of the nursery traders buy fertilizers with low amount in turn they give some plants to the fertilizer company to maintain the better environmental policy.

 Most of the traders and proprietors of the nurseries maintain the mutual relationship with Fertilizers Company.

 8% of the nursery traders are the dealer of certain fertilizers company.

 The consumption level of the bio fertilizer is low because the plants are grown for a certain period in nursery as it is being pushed against sales.

 Across Chennai, the nursery traders are also involved in the buying and selling process of fertilizers.

 It can be inferred that 33% of the respondents ignored the application of bio fertilizers due to high price, 20 % respondents ignored by the better response of other fertilizer than bio fertilizers, 17 % of respondents prohibit the bio fertilizers because of less effectiveness and less beware of bio fertilizers. Finally 12 % of respondents ignored by other valuable reasons.

61

SUGGESTIONS AND RECOMMENDATIONS 62

SUGGESTIONS

 The company should concentrate more on advertisement of bio fertilizer through farmer contact programs; it must be conducted before seasonal group.(BIODEMO)



As per the nursery growers, bio fertilizer’s productivity is low compare with chemical fertilizer. So usage & usefulness should be highlighted through trial demonstrations.

 Effective training should be given to the nursery traders for avoiding cumbersome procedure for application of bio fertilizers.

 The shelf life of the bio fertilizers are only 6 to7 months. The company may explore possibility of increasing the shelf life of bio fertilizer up to 1 for avoiding wastage of money.

 The nursery plant traders expect growth increase factor in the bio fertilizers. The management should take initiative steps for improving the growth promoters in the bio fertilizers.

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CONCLUSION CONCLUSION  The awareness of bio fertilizer is in better position only; but the usage of bio fertilizers is not that much in nursery trade.

 Nowadays nursery traders have more interest on bio fertilizers; it has good scope in the nursery trade. To explore the trader’s interest, we can organize intensive promotional campaign exclusively for the nursery.

 The user level of bio fertilizers is low; but their satisfaction level in better condition only.

 30% of respondents haven’t much more knowledge about some fertilizers company.

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BIBLIOGRAPHY BIBLIOGRAPHY

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WWW.MADRASFERT.IN

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WWW.12MANAGE.COM

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RESEARCH METHODOLOGY

BY RANJIT KUMAR • PRINCIPLES OF MARKETING BY PHILIP KOTLER & CARY ARMSTRONG • FERTILIZER MARKETING NEWS (VOLUME – 26) BY DHANDAPANI, MFL

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QUESTIONNAIRE SAMPLE 69

A STUDY ON BIO-FERTILIZERS USAGE IN NURSERY/ORNAMENTAL PLANT ACROSS CHENNAI QUESTIONNAIRE

1. Name: 2. Age: a) 18-25 yrs b) 26-40 yrs c) 41-50 yrs d) 50 & above 3. Dealer shop (Name & address): 4. Educational qualification: a) Primary b) secondary c) higher secondary d) Graduation 5. The major nursery/ornamental plants grown a) b) c) 6. Land holding pattern (in acres) a) Below 3 acre b) Between 3-5 acre c) Above 5 acre 7. What are the various fertilizers you used in your nursery/ornamental plant a) Chemical fertilizers b) Bio fertilizers c) Manure d) Others ……….. 70

8. Ranking the level of satisfaction in the important factors that abstract you to purchase of fertilizer for your nursery/ornamental plant (ranking 1,2,3,4 & 5) (1-very good, 2- good, 3- moderate, 4- fair, 5- other) FERTILIZERS QUALITY

PACKING

PRICE

ECOFRIENDLY

9. Do you aware of bio-fertilizers? a) Yes

b) No

If yes, source of your information through, a) Marketing officer b) agricultural officer c) Agricultural department Advice d) Friends & relatives e) others ……. 10.What are the entire bio fertilizer companies do you know? a) RCF b) SPIC c) MFL d) T- Stanes e) OTHERS 11.Do you use bio fertilizer for your nursery/ornamental plants? a) Yes b) No

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If yes, SI.NO Nursery/ornamental Total plants plants

Bio or chemical Fertilizers

Qty Used/plan t

Usage/month

a) Total usage of chemical fertilizers per year b) Total usage of bio fertilizers per year 12.Ranking the bio fertilizer company on the basis of their effectiveness, (ranks1,2,3,4 & 5) a) RCF …… b) SPIC …… c) MFL …… d) T- STANES …. E) Others ……. 13.Have you applied VIJAY bio fertilizers for your nursery/ornamental plants? a) Yes b) No If yes, level of your satisfaction with respect to effectiveness of VILAY bio fertilizers. a) Highly satisfied b) satisfied c) Neither nor satisfied d) Dissatisfied e) highly dissatisfy 14.How long you have been using VIJAY bio fertilizers for your nursery/ornamental? ………… (Month/year)

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15.Have you repeated the purchase of VIJAY bio fertilizer for your nursery/ornamental? a) Yes b) No If yes, how many times you have repeated the purchase for the last one year, a) Only once b) Twice c) Thrice d) ……… 16.Benefits of bio fertilizers; in your point of view Strongly agree

Agree

Neither nor agree

Disagree Strongly disagree

a. Plant growth b. Maintain soil fertility c. Increase yield d. Saves cost e. Eco-friendly nature f. Good root formation g. profitability

17.Factors responsible for the usage of bio fertilizers, mark your satisfaction level, Highly satisfied

Satisfied Neither nor satisfie d

a. Price b. Effectiveness c. Quality d. Brand name e. MO/AO’s Advice f. eco-friendly nature g. convenient packing

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dissatisfied Strongly dissatisfied

18.In your opinion, what are the resources that ignore the application of bio fertilizers? a) Effectiveness is less b) Better response of nursery plants to other than Bio-fertilizers c) Price d) Less knowledge about bio fertilizers e) Others …….. 19.Your suggestion & expectations about bio fertilizers usage? a) ……………………. b) ……………………. I express my sincere thanks to all for your kind cooperation and Valuable Suggestions in filling up the questionnaire.

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