EXECUTIVE SUMMARY

INTRODUCTION: As the project title suggests that the core project is regarding to In BEED district for ajeet Seed Company. This is an Agriculture based company which mainly dealing with seeds production that are having high demand in Agriculture market. Customers were supposed to analyzed on the basis of: How much they are aware about the companies newly launched Fusion BT cotton Vishwanath product? How many companies dealing with BT cotton? Market share of the company? And to know the few more things. REASON FOR CHOOSING THIS PROJECT: The reason behind choosing this project is that to have good knowledge of various marketing skills required in dealing with customers and an experience of how to deal with customers and convince them in choosing our product. This project gives a good idea about the role played by a sales executive and the functions, which he need perform. This information is very helpful and essential when it comes to making perceptive. Through this project we can get a good idea of agriculture sector, their competitors and new policies schemes emerging in present scenario. It is dynamic and helpful in providing effective measures in order to survive in competitive market and acts as a guide to have a competitive advantage. This project is simple and a person needs to have a good knowledge of local market, communication skills and convincing ability in order to deal with the customers.

LOCATION: The company from where I did my project is located at Beed district. And I have done my survey in Beed. These are the companies big market for cotton seed.

METHOD FOR CARRING OUT THE PROJECT: This project was carried out in the Beed, district by targeting general public. A sample size of 228 was selected on the basis of deliberate sampling to carry out the research. A questionnaire was designed to collect respondents feedback. Each respondent was interviewed against the questions in questionnaire. Their feedback was analyzed to get the findings. And on the basis these findings were used to formulate recommendation. This project was carried out for the period of two months. So the results are applied on the restricted scale.

OBJECTIVES & SCOPE OF THE PROJECT

TITLE OF THE PROJECT: Rejuvenation in Arya-177-2 & farmer perception OBJECTIVES: 1. 2. 3. 4. 5. To understand the cropping pattern of the farmers. To find out the awareness about Bt cotton. To understand the competitors position in the market. To find out the awareness among the farmers about Nath seeds in General and Fusion Bt in particular. To understand the effectivity of various promotional tools use for

Fusion Bt. 6. 7. 8. To collect the information about market share of this year of various Bt cotton brands. To obtained the feedback on factors influencing to buying decision. To obtain the feedback on packaging.

SCOPE: A) Area of operation: I have done survey in the marketing field for Ajeet seeds Ltd. in Beed district. B) Location: In Beed district C) Sample size: I have approached 60 people D) No. Of villages: Total 51 villages are covered in three districts.

COMPANY PROFILE
NAME OF THE COMPANY: Nath Biogene (I) Ltd. Aurangabad. MISSION: Continuously improving market share of the company and enhancing national agriculture productivity. VISION: NATH Seeds is committed to accelerate agricultural growth to feed the teeming millions and deploying agro-research & biotechnology to produce high yielding hybrid seeds SLOGAN: HAR BEEJ KHARA, SHAKTI BHARA LOGO:

QUALITY POLICY: At Nath Seeds Limited we are committed to developing, producing and supplying consistently superior quality hybrid seeds to our entire customer in a timely manner to help them realize high return. We believe that by implementing the above stated quality policy we shall realize our organizational goals of Continuously improving market share of the company & Enhancing National Agriculture Productivity QUALITY OBJECTIVE: We believe that quality policy will be realized by our achieving following objectives: Continually developing better hybrids than existing ones and also adding new crops to widen its products range by taking advantage of the technological advances worldwide. Helping the seed growers improve the quality of their produce and increase productivity in their fields by supplying tested seeds production practices. Developing and maintaining long term harmonious business relationship with our suppliers, seed growers, dealers & distributors. Developing & maintaining adequate skills and competencies and a spirit of teamwork among our employees. Ensuring that all the conversion and delivery processes are capable and are so carried out as to consistently yield the desired results. Incorporating modern management method and utilizing advanced performanceenhancing tools such as information technology. Implementing and maintaining a quality management system in accordance with the requirements of ISO-9001: 1994 International Standard and Complying with all statutory and regulatory requirements applicable to our business and to do more than the minimum required, whenever possible.

PROFILE: Ajeet Seeds is a pioneering hybrid seed and biotechnology company and is committed to provide the Indian farmers the very best of planting material. Ajeet Seeds produces a wide range of seeds of cotton, sunflower, mustard, pearl millet, sorghum, maize, rice and vegetables specially bred for different agro-climatic conditions to meet the exacting requirements of Indian farmers. ajeet Seeds has a wide network of fully equipped research farms, testing stations, processing and ware housing facilities in all major marketing areas. The seeds are marketed through a wide network of dealers & distributors throughout the country

PRODUCTION FACILITIES: Ajeet Seeds undertakes its seed production in over 30,000 acres of land with 25,000 farmers in the states of Andhra Pradesh, Gujarat, Karnataka, Maharashtra, Rajasthan and Tamilnadu. The production staff keeps a close eye on the quality at all stages of seeds produced to ensure that only those seeds, which meet the stringent quality control standards, reach the processing centers of the company. PROCESSING FACILITIES: The Company has processing facilities at Aurangabad, Coimbatore, Medchel (AP) and Munipally (AP) for ginning, delinting, processing, treating, packing, and storage of seeds. The seeds received from farmers are processed to achieve quality standards, which surpass those prescribed by the regulatory authorities. The company also has processing arrangements in Gujarat, Karnataka, M.P. and Rajasthan on custom basis RESEARCH & DEVELOPMENT:

A team of agricultural scientists, the very best in the country work relentlessly to develop hybrid seeds, helping millions of Indian farmers to achieve a quantum jump in productivity. The focus of R & D is customer oriented and the research team works in close contact with marketing department to get a pulse of farmer's ever-changing requirements. Over 72 hybrids in different crops with higher yield potential, disease tolerance and other quality parameters have been developed.

MARKETING: The Company has 10 marketing branches all over country to service all agro-climatic zones. The marketing network includes 50 stockiest, 250 distributors and 500 dealers, supported by 9000 retailers to serve the farming community. The company has strong linkages with the farming community and very close association with the progressive farmers. The company has a strong consumer feedback collection system, which helps it to meet the ever-changing requirement of Indian farmers by new product development. The company enjoys a strong brand loyalty and many of its seeds are sold by advance booking.

ORGANIZATIONAL CHART

CHAIRMAN (Mr. Padmakar Muley)

MANAGING DIRECTOR (Mr.Sameer Muley)

Tech. Dept.

R & D Dept.

Marketing Dept.

Accounts Dept.

HR Dept.

Processing & Production Dept. Packaging Dept.

RSM: Regional Sales Manager FA: Field Advisor

PRODUCT RANGE:

LIST OF COMPETITORS:
In todays scenario competition does play a very important role. In order to survive in this competitive market you need to have a good competitive advantage over those of other competitors. Nath seeds too have stiff competition from its various competitors. Nuziveedu seeds(malika)

Mahyco seeds (7351) Rashi seeds (rashi 2)

Ankur seeds Tulsi seeds

HEAD OFFICE OF COMPANY:

Seeds Limited. Nath House, Nath Road Aurangabad - 431 005, India Phone: 0240 2376314-17

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Fax: 0240 2376188 E-mail:info@nathseeds.com

BRANCH OFFICE OF COMPANY:

1, Chateau Windsor, 86 Veer Nariman Road, Churchgate, Mumbai - 400 020 Phone: 022 22871001

THEORETICAL BACKGROUND
MARKETING: Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is meeting needs profitably. The American Marketing Association offers the following definitions: Marketings an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefits the organization and its stake holders. Marketing Management is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value. MARKETING MIX: Marketing mix is the term coined by Nell Borden and is used describe the combination of the fair inputs, which constitute the core of the companys marketing system; the product, the distribution system, the price structure and promotional activities.

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In marketing planning we use marketing information to assess the situation. We have to select specific marketing targets in the form of market segments. For each segment or sub division of the market. We formulate a combination of a number of devices or types of marketing activities that are integrated into a single marketing programme to reach a particular target or market segment. The combination of these marketing methods or devices is known as the marketing mix. A successful marketing strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. The element or variable that make up a marketing mix are only four:

1. Decision on product or service, 2. Decision on price, 3. Decision on promotion and 4. Decision on distribution. These four ingredients are closely inter-related. Under the system approach, the decision in one area affects action in the others. Marketing mix decision constitutes a large part of marketing management. Marketing manager is the mixture of all marketing ingredients and he creates a mix (blending or combination) of all marketing elements and resources. Marketing mix offers an optimum (least cost) combination of all marketing ingredients so that we can have realization of company goals such as profit, return of investment, sales volume, market share and so on. It is profitable formula of our marketing operation. The marketing mix will naturally changing according to changing marketing conditions and also with changing environmental factor (technical, social, economical and political) affecting each market. It must be fully related to customer demand, competition as well as other aforesaid environmental forces. In the simplest manner, the basic marketing mix is the blending of four inputs or sub mixes which from the core of the marketing system: 1. Product mix,

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2. Price mix, 3. Distribution Mix, and 4. Promotion Mix.

MARKETING OF AGRICULTURAL SEEDS: Marketing of agricultural inputs is basically a process of delivering manufactured or processed inputs or services to rural producers, the demand for which is basically a derived outcome. Therefore, when we discuss marketing of agricultural inputs, we are concerned with a rural market in which an urban product has to be sold. The importance of agricultural input marketing can be understood from the fact that today modern inputs such as fertilizers, seeds, pesticides, diesel, oil and electricity accounts for as much as 70 percent of the total cash costs and 23 percent of total costs incurred by farmers in the Green Revolution areas. Further these percentages were higher at 81 percent and 38 percent for small farmers owning 2 hectares of land. With the advent of new technology in agriculture leading to commercialization and market orientation of farms, the farming system is exposed to extended economics in terms of procurement of inputs required for production and marketing the agriculture production and marketing the agriculture production. It is estimated that the agricultural inputs business is approximately about Rs 1,50,000 million per annum. Agricultural inputs can be classified into categories consumable inputs and capital inputs. Consumable inputs include seed, fertilizers, pesticides, diesel, oil, and electricity.

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Capital inputs include tractors; pump sets, sprinklers, harvesters, threshers and other farm implements. SEED: Seed is critical and basic inputs for attaining agricultural production and productivity in different agro-climatic regions. The returns on investment depend significantly on the quality of seed that is used in the production of crops. Although seed accounts for only a small part of the total cultivations on expenses, yet without good quality seed, the investment on fertilizers, water, pesticides and other inputs doesnt pay expected returns. The role of quality seed programme came into prominence about three decades ago. The country made a small beginning with a few thousand quintals of improved seeds in the early sixties. Indian seed programme largely adhere to the limited generation system for seed multiplication. The system recognize three generation, namely breeder, foundation and certified seeds and provides adequate safeguards for quality assurance in the seed multiplication chain to maintain the purity of variety as it flows from the breeder to the farmers. STRUCTURE OF SEED INDUSTRY: Indian seed programmed includes the participation of central and state governments, Indian Council of Agricultural Research (ICAR), SAU system, public sector, co-operative sector and private sector institutions. Seed sector in India consists of two national level corporations, i.e., National Seeds Corporations (SSCs) and about 100 major private seed companies. MARKETING OF SEEDS: Seed marketing is more complicated and specialized process as compared to marketing of other agricultural inputs. Seed being a living organism, its quality deteriorates faster. Production of good quality seed is of no value if it does not reach the farmer in time. Hence it requires proper storing (As marketing of seed involves procurement, distribution, promotion and credit facilities, effective coordination of all the related agencies is essential to achieve the objective of availability of good quality seeds to the farmer in time)

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Seed production and its marketing involves a high level of technology and a high standard of proficiency. The seed business is a business of trust. It is one of the most difficult areas of management in agricultural development. The non-availability of improved seeds of high quality deprives the farmers of the advantage of modern technology. With the introduction of high yielding varieties and hybrids in mid-sixties, production and distribution of improved seed gained importance in the national programme of agricultural development.

PRODUCT: Seed is a biological entity and is a perishable product by nature. In most cases, seeds are produced far away from the consumption center. Further, seed produced in one season is supplied to the farmer in the following season. Hence, it requires proper storing. There are also wide fluctuations in its demand, as its demand, is a function of various factor like climate, price of the crop under consideration, prices of other crops, replacement rate, and the information about market. PRICING: The uncertainties in the demand for seed makes its price estimate, a complicated exercises. The prices of ordinary qualities of seed transacted between farmers-usually from large farmers to small farmers or from traders to farmers are derived from the prevailing grain prices. Prices of such seed tend to be only marginally higher than the grain prices. However, the prices of improved varieties of seed and seeds of high yielding varieties tend to rule much higher than the grain prices. In the public sector, the National Seed Corporation usually is the retail price setter. There is government intervention varying from state to state. The government of a cost-plus basis determines the prices of seeds marketed by National Seed Corporation. Apart from the procurement, price of the seed, cost of processing, certification cost, interest on capital, profit margin, transportation cost, and dealers commission are also considered in arriving at the prices of seeds after taking market forces into account in addition to covering their cost to prevent diversion of seed into consumption.

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DISTRIBUTION SYSTEM: The public companies as well as private sector firms, distribute seeds through a network of distributors and dealers. The different channels used for the distribution of seeds are shown in the figure below:

Public Sector/Private Sector

Distributor

Co.op.Mktg.fed

Agro Ind. Corpn.

Research Institutes

Dealer

Affiliate Primary society

Block Level Offices

Agri. Universities

Retailer

Member Farmer Farmer

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The above-mentioned distribution channels are used for selling all kinds of seeds including food grains, oilseeds, spices and vegetables. The companies appoint a distributor or stockiest for a region that may consist of one or more states. In some cases, depending upon the potential, the company may appoint more than one distributor; these distributors appoint dealers at district level. These distributor and dealers apart from seeds also handle other agricultural inputs like fertilizers, pesticides, agrochemicals etc. The National Seed Corporation and the state seeds corporation have their own sale points for seed marketing. In some state, department of agriculture also sell seeds through their field staff. The agro-industries corporation of the states encourage private entrepreneurs to establish agro-service center in rural areas by providing them with training and arranging supplies of farm inputs for subsequent sales to the farmers. The distributor and dealer and retailers are paid commission by the companies on sale. Normally 15 to 25 percent commission is given to distributors who pass 12 to 22 percent to the dealer while the retailers get 9 to 19 percent discount on sale. Due to high competition, maintaining uniform prices is the biggest problem in the seed industry. As they operate on very small profit margins, the channel undertakes very limited responsibility for unused and expired seeds. PROMOTION: As mentioned earlier, the seed business is a business of trust. Hence building trust with the farmers by means of advertisement/promotion alone helps the company. It is more about involving the farmers, providing quality seeds in samples and encouraging them by showing the results of the product, that leads to build loyalty for the product. Wall paintings, hoardings, krishi melas, exhibition and video shows are the most commonly used promotional tools by the seed-marketing firms. Giving free samples of the seeds to the farmers is the most effective promotional tool practiced by MNCs and local seed companies. The advertisement in the various media is used to inform, remind and persuade the consumers.

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With high penetration of television particularly Doordarshan, which telecast Aamchi Mati Aamachi Manas programme especially for farmers in the evening time, and on E TV Marathi Annadata at morning time are the best medium for promotion as it has both audio and visual effects. Radio is still a major force for farm advertisement in the rural areas. The regional news in the evening and programmers on farm cultivation has a strong base among rural areas. It is still a cost effective medium to reach farmers. Most of the companies use television and radio to reach farmers effectively. Newspaper advertisement can also be advantageous for companies, distributors and dealers, by highlighting quality, price and place of availability. Hoardings and wall paintings are also effective for round-the-year publicity. Krishi melas or Kisan melas organized by various agricultural universities are also effective media where the companies can meet the target population and can demonstrate as well as encourage the farmers to adopt modern scientific methods and good quality of seeds. SPECIAL PROMOTION MEASURES: Due to high competition, most of the private companies and MNCs are using creative promotional tools to reach the cultivators or farmers. For example Nath chooses a few farmers before the growing season and gives the company seeds to plant along side local varieties. At the time of harvest, hundreds of farmers from the nearby areas are invited to a field day, where the grower narrates his experience of growing the particular seed and the results of it to other farmers. Nath Seeds also organize a series of field days and demonstration plots. The company has a team of field assistants who visit farmers and do cold selling. ABOUT COTTON SEEDS: Cotton is being cultivated in 33 m ha in eighty countries and average and average annual production is 19 m tones of bales. The share of cotton in world textile production is 45 per cent and its production, processing and marketing sustains more than 250 million people. In India, it is being cultivated in 9.0 m ha in varied agro climatic conditions across 9

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major states. It employees directly and indirectly more than 60 million in its production, processing and marketing. The country has made tremendous strides in cotton production after independence. India has the largest area under cotton but its production is amongst the lowest in the world. Biotechnology includes a wide variety of experimental techniques used to evaluate and manipulate genetic material of organisms. These include molecular analysis of the genetic material, hybridization among least related parents, organ and cell culture, plant regeneration, and microbial biochemistry. Cotton is one of the lead crops that has been genetically engineered and since its commercial introduction in 1996, production of GE cotton has been out of the most rapidly adopted technologies ever. Now six countries have already started commercial cultivation of Bt cotton. The transgenic cotton is of two types one conferring resistance to bollworm (bollgard cotton) and other offering resistant to herbicides (B x N or Round up ready cotton) However Bt cotton have spread to all countries. Bacillus thuringiensis (Bt) is a gram ubiquitous soil bacterium, which synthesizes crystalline proteins called as endotoxines that are highly toxic to certain insects. They kill the insect by acting on the epithelium tissues of midgut of caterpillars, these proteins are characterized by their insectisidal activity and are therefore grouped into four classes that is Lepidoptera specific (Cry I), and Lepidoptera and Diptera-specific (Cry II), Coleoptera specific (Cry III), Diptera-specific (Cry IV). Cotton bollworms belong to the order Lepidoptpra and therefore are sensitive to BT Cry I and Cry II proteins, which are specific to them. Other beneficial insects are unaffected by these proteins. The work on BT cotton in India was first initiated in 1994 at CICR, Nagpur with World Bank aided Biotechnology Project. The programme was undertaken with an objective to standardize the regenaration protocol protocol in Indian cultivates. Besides BT the other most important and potential genes for the future use is gene for chelesterol oxidize from streptomycetes fungus and found to be active in the boll weevil, Anthonomus grandis and H. Virescens(Purcell et.al. 1993). Lactin genes have been under active consideration since these produce protein that act on the digestive system by binding

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to a sugar moiety causing code for a variety of insecticidal peptide; Use of Helicoverpa armigera stunt virus.

RESEARCH METHODOLOGY
MEANING OF RESEARCH: Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an act of scientific investigation. The Advanced Learners Dictionary of Current English lays down the meaning of research as A careful investigation of inquiry especially through search for new facts in any branch of knowledge. Redman and More define research as a systematized effort to gain new knowledge. Research is an academic activity and as such the term should be used is a technical sense. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solution; collecting, organizing, and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusion to determine whether they for the formulating hypothesis. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method finding solution to problem is research.

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MEANING OF RESEARCH METHODOLOGY: Research Methodology is a way to systematically solve the research problem. It may be understand as science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher is studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/ techniques but also the methodology. Research methodology has many dimensions and research methods do constitute a part of the research methodology. The scope of research methodology wider than research methods. Thus, when we talk of research methodology we not only talk of research methods but also consider the logic behind the methods we use in context of our research study and explain why we are using a particular method of technique and why we are not using others so that research results are capable of being evaluated either by the researcher himself of by others. OBJECTIVES OF RESEARCH: The purpose of the research is to discover answers to questions through the application of scientific procedures. The main aim of research is to find out the truth which is hidden & which has not been discovered yet. However, each research study has its own specific purpose. There are several common objectives of research as follows: 1) To get familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are called as exploratory or formulate research studies) 2) To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are called as descriptive or research studies)

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3) To determine the frequency with which something occurs or with which it is associated with something. (Studies with this object in view are called as diagnostic research studies) 4) To test a hypothesis of a casual relationship between variables (such studies are called as hypothesis testing)

SIGNIFICANCE OF RESEARCH: All progress is born of inquiry. Doubt is often better than the over confidence, for it leads to inquiry & inquiry leads to invention. This is a famous Hudson maxim in context of which the significance of research can well be understood. 1) Research includes scientific & inductive thinking & it promotes the development of logical basis of thinking & organization. 2) The role of research in several fields of applied economics, whether related to business or to the economy as a whole, has greatly increased in modern times. 3) Research provides the basis for nearly all the government policies in our country. 4) Research has its special significance in solving various operations & planning problems of business & industry. MARKET RESEARCH PROCESS: Marketing research is a systematic and objective search and analysis of information relevant to the identification and solution of any problem in the field of marketing. The marketing research process begins with the recognition of a marketing related problems

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followed the information of objective of the study and methodology to be used this can be clearly understood from the flowchart of marketing research process.

RESEARCH PROCESS

Define research problem

Developing the Research Design Collecting Data

Analyzing the data Research Report Design

1) Defining the problem and research objective

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The first step calls for the marketing manager and researcher to define the problem carefully and agree on the research objective an old adage says: a problem well defined is half solved. Problem formation and definition is the heart of the researcher point of view represent translating the management problem into researchers probe. The researcher must be able to formulate the problem into meaningful terms from an analytical point of view. The companys aim was to find out the market potential of BT cotton seed and take suggestion from farmers and try to implement that by which they can meet customer in the better way than competitor. 2) Develop research design The second stage of marketing research calls for the development the most efficient plan for gathering the needed information. Designing a research plan calls for decision on data source research instruments, contact method and sampling plan. Data source a) Secondary data: - It refers to information that has been collected earlier by someone else, such as internal database, Internet, websites, research magazines, etc. b) Primary data: - It refers to information collects directly from the market place like

customers, traders, suppliers, distributors etc. From the above option surveyed method was used to collect primary data using two research instruments namely. Questionnaire and Mechanical instrument. Questionnaire The Questionnaire is far the most common instrument in collecting primary data. A Questionnaire consists of set of questions presented to respondent for their answers. The questionnaire can be of four types

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1) Structured/disguised 2) Structured/undisguised 3) Unstructured/ disguised 4) Unstructured/undisguised. Structure questionnaire is one where the format of the question asked is fixed. Disguised questionnaire is one where the purpose of survey is not conveyed to the respondent. Structured/ Undisguised questionnaire method was used as instrument to collect the primary data for this project. Contact Method: Under survey method of data collection three type of method of communication are there namely 1) Personal Survey 2) Mail Method 3) Telephone Method For this method I used the personal survey method and collect the primary data through well-defined questionnaire and took personal interview to collect primary data. The sample size was 228 farmers. Sample Design Sampling plan An integral component of a research design is the sampling plan specifically it address these questions. Whom to survey? (Sampling unit) How many to survey? (Sample size) How to select them? (Sampling procedure) Sampling is a systematic approach of selecting a few elements (a sample) from entire collection unit (a population) in order to make some reference about the total population. It is

Sampling Technique

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a small specimen or a segment of the whole population, representing its general qualities as for as possible. Non-probability sampling In non-probability sampling, the chance of any particular unit in the population being selected is unknown, since the randomness is not involved in the selection process. The three most frequently used non-probability design is judgment, convinced and quota sampling.

Convenient sampling As its name implies, convenient sampling refers to collection of information from the members of the population who are conveniently available to the research. The convenient sampling method was used for the purpose of data collection. A sampling was chosen keeping in the mind of objective of the research and time constraints, convenience sampling method was used for choosing this sample size. 3) Collecting the data The must now collect the data. The researcher is required to actually go in to field and meet the respondents to collect the information. This phases generally the most expensive and the most liable to error. In the case of survey four major problems arise some respondents will refuse to co-operate still other give bias or dishonest answers. Therefore the researcher will have to careful enough and guard against these errors. 4) Analyzing the data The data collected in the fieldwork was raw data and cannot convey significance massages unless and until it is processed to produce relevant information. 5) Report design

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The conclusion of entire research study is the research report. It is the final out come of the efforts of the research, and it should reflect the same. The research report is in itself a product, which needs to be carefully marketed form the research to the decision markets. The point view of the researcher should focus on the whether the findings of the report address the decision areas of the company. The analyzed data thus was tabulated and presented with findings and recommendation.

TOTAL AREA OF SURVEY

Total 51 Villages covered in following districts 1. 2. 3. 1. BEED 1. Gewrai Talwad, Daithan, Lukha Masla. 2. Dharur Tandalwadi, Awargaon, Anjandoh, Undri, Dharur. 3. Majalgaon Sawargaon, Kitte Adgaon, Rajegaon, Sadola. 2. PARBHANI 1. Jintur Zari, Kausadi, Nagapur, Chandaj, kok. 2. Pathri - Devnandra, Khedula, Rampuri, Dhalegaon. 3. Manwat - Ratnpur, Kharba, Karanji, Rudhi. BEED PARBHANI BULDANA

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4. Selu Chikalthan, Ghodke Pimpri, Wagh Pimpri, Moregaon, Digras (Paul). 3. BULDANA 1. Chikhali - Sawana, Walti, Palaskhed, Sakegaon, Antri koli. 2. Dhad Kumbe phal, Bodhegaon, Satgaon, Varud, Pangarkhed. 3. Malakapur - Datala, Shelapur, Talani, Talkhed, Takarkhed. 4. Buldana Rajur, Veersingpur, Dahid (BK), Dahid (KH), Kolwad.

Data Interpretation of Survey

Age of Farmers Age Group 20-35 35 & above Education Level Education 4th 12th 12th & above Illiterate Land Holding of farmers Land

Total No. Of Farmers: 228 No of Respondents 118 110 No of Respondents 181 37 10 No of Respondents Percentage 52% 48% Percentage 79% 16% 5% Percentage 52% 28% 20% Percentage 74%

Up to 10 acre 119 10 20 acre 63 20 & above 46 Prior experience in growing BT cotton Yes No of Respondents 169

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No Awareness about Nath seeds Yes No

59 Percentage

26%

No of Respondents 114 114

50% 50%

Use of any Nath seeds products No of Respondents Yes 37 No 191 Knowledge about Fusion BT cotton No of Respondents Yes 105 No 123 About Fusion BT plot No of Respondents Yes 9 No 219 Awareness about NFA/Nath representative No of Respondents Yes 39 No 189 Participation in any farmer meeting No of Respondents Yes 15 No 213 Awareness about fusion BT Vishwanath Van Percentage 16% 84% Percentage 46% 54% Percentage 4% 96% Percentage 17% 83% Percentage 7% 93%

No of Respondents Percentage Yes 9 4% No 219 96% Quality of Fusion BT Vishwanath packaging, Farmers like it No of Respondents Percentage

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Yes 121 No 107 Purchasing of Fusion BT Vishwanath No of Respondents Yes 121 No 107 Planting of refuge around BT plot No of Respondents Yes 141 No 87 Knowledge about the packaging inserts Yes No No of Respondents 7 221

53% 47% Percentage 53% 47% Percentage 62% 38% Percentage 3% 97%

If yes
Follow of instruction given in packaging inserts No of Respondents Percentage Yes 4 57% No 3 43% Follow of fertigation doses, irrigation schedules given in the package inserts No of Respondents Yes 5 No 223 Expected yield from fusion BT Yield Unto 10 Qtl 10 & above Not grown No of Respondents 78 43 107 Percentage 2% 98% Percentage 34% 19% 47%

DATA ANALYSIS

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PERSONAL DEATAILS OF FARMERS Age of Farmers Age Group 20-35 35 & above No of Respondents 118 110 Percentage 52% 48%

35 & ABOVE 48%

20 TO 35 52%

20 TO 35 35 & ABOVE

Interpretation: Out of 228 sampled farmers 52% are from age group of 20 35 and 48% are from age group of 35 above. Hence this percentage shows more youngsters from rural area are engaged in agriculture sector.

Education Level

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Education 4th 12th in 12th & above Illiterate

No of Respondents 181 37 10

Percentage 79% 16% 5%

12th & above 16%

Illiterate 5% 4th 12th in 12th & above Illiterate 4th 12th in 79%

Interpretation: Out of 228 sampled farmers 79% farmers are from 4th-12thstd.group, 16% are from 12th above group, and 5% are illiterate. This percentage shows more no of farmers are well educated.

Land Holding of farmers

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Land Up to 10 acre 10 20 acre 20 & above

No of Respondents 119 63 46

Percentage 52% 28% 20%

20 & ABOVE 20% UPTO 10 AC 52%

10 TO 20 AC 28%

UPTO 10 AC 10 TO 20 AC 20 & ABOVE

Interpretation: Out of 228 sampled farmers 52 % farmers having up to 10 acre of Land and 28% farmers having 10 to 20 acre. Land & only 20% farmers having 20 and above acre land.

ABOUT BT COTTON Prior Experience in growing BT cotton No of Respondents 169 59 Percentage 74% 26%

Yes No

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NO 26%

YES NO YES 74%

Interpretation: Out of 228 sampled farmers 74% farmers have previously grown BT cotton seeds from last 4 to 5 years and Only 26% farmers have not grown BT cotton previously.

ABOUT NATH SEEDS AND FUSION BT COTTON Awareness about Nath Seeds No of Respondents Yes 114 Percentage 50%

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No

114

50%

AWARENESS ABOUT NATH

Yes No 50% Yes 50% No

Interpretation: Out of 228 sampled farmers 50% farmers are fully aware about Nath Seeds And rests 50% are unaware about Nath seeds.

Previously Use of any Nath product: No of Respondents 37 191 Percentage 16% 84%

Yes No

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USE OF PRODUCT

Yes 16% Yes No No 84%

Interpretation: Out of 228 sampled farmers Only 37 farmers previously used the product of Nath Company and remaining has not. In percentage 16% farmers have grown nath products previously And rest 84% farmers have not grown.

Knowledge about Fusion BT cotton: No of Respondents 105 123 Percentage 46% 54%

Yes No

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YES 46% NO 54%

YES NO

Interpretation: Out of 228 sampled farmers 46 % farmers are aware about fusion BT cotton of Nath seeds And rest 54% farmers are unaware about fusion BT but they know about the BT cotton.

Awareness About Fusion BT Plot:

Yes No

No of Respondents 9 219

Percentage 4% 96%

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YES 4%

YES NO

NO 96%

Interpretation: Out of 228 sampled farmers Only 4% farmers have seen the fusion BT plot in there respected areas. And rest 96% farmers have not seen even a single plot

ABOUT EXTENSION & PROMOTION TOOLS Awareness about NFA/Nath Representative:

Yes No

No of Respondents 39 189

Percentage 17% 83%

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YES 17%

YES NO

NO 83%

Interpretation: Out of 228 sampled farmers Only 17% farmers know/meet to Nath field adviser And rest 83% farmers have not meet Nath field adviser or any Nath representative .

Participation of farmers in Farmer Meeting:

Yes No

No of Respondents 15 213

Percentage 7% 93%

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YES 7%

YES NO

NO 93%

Interpretation: Out of 228 sampled farmers Only 7% farmers had attended meetings or field visit in there respected area And rest 93% has not attended any meeting, which is conducted by Nath seeds.

Awareness of Fusion BT Vishwanath Van

Yes No

No of Respondents 9 219

Percentage 4% 96%

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YES 4%

YES NO

NO 96%

Interpretation: Out of 228 sampled farmers Only 4% farmers have seen Vishwanath van in their areas And rest 96% has not seen Vishwanath van.

Quality of Fusion BT Vishwanath Packaging: No of Respondents 121 107 Percentage 53% 47%

Yes No

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NO 47% YES 53%

YES NO

Interpretation: Out of 228 sampled farmers 53% farmers have liked packaging of fusion BT cotton. And rest 47% farmers dont.

ABOUT FUSION BT AGRONOMY Purchasing of Fusion BT: Yes No No of Respondents 121 107 Percentage 53% 47%

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NO 47% YES 53%

YES NO

Interpretation: Out of 228 sampled farmers 53% farmers have purchased the fusion BT cotton of Nath seeds And rest of 47% farmers purchase another companies BT cotton.

Planting of refuge around BT Plot:

Yes No

No of Respondents 141 87

Percentage 62% 38%

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NO 38% YES NO YES 62%

Interpretation: Out of 228 sampled farmers 62% farmers grown the refuse around the fusion BT plot And rest 38% farmers had not grown any refuse around the plot.

Knowledge about Packaging Inserts: No of Respondents 7 221 Percentage 3% 97%

Yes No

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YES 3%

YES NO

NO 97%

Interpretation: Out of 228 sampled farmers Only 3% farmers read the packaging inserts of the fusion BT cotton And rest 97% farmers dont.

Follow of Instruction given in Packaging Inserts: No of Respondents 4 3 Percentage 57% 43%

Yes No

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NO 43% YES YES 57% NO

Interpretation: Out of 7 farmers who read the packaging inserts 57% farmers follow instructions given in it And rest 43% farmers dont.

Follow the fertigation doses, irrigation schedules: No of Respondents 5 223 Percentage 2% 98%

Yes No

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YES 2%

YES NO

2
NO 98%

Interpretation: Out of 228 sampled farmers Only 2% farmers follow the irrigation & fertigation schedules And rest 98% farmers dont.

Expected Yield from Fusion BT:

Yield Up to 10 Qtl 10 & above Not grown

No of Respondents 78 43 107

Percentage 34% 19% 47%

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NOT GROWN 47%

UPTO 10 QTL 34%

UPTO 10 QTL 10 & ABOVE NOT GROWN

10 & ABOVE 19%

Interpretation: Out of 228 sampled farmers 34% farmers expect the yield up to 10 Qtl, 19% farmers expect the yield in the range of 10 & above Qtl And rest 47% farmers have not grown the fusion BT.

AWARENESS ABOUT NATH SEEDS PRODUCTS Awareness about Nath Seeds Products: S.No 1 2 3 4 5 6 Nath Products Nath baba Vishwanath Somnath Mohan Wonder Jagannath Amarnath Number of Farmers 78 43 08 07 05 04

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7 8

Shaktinath Bhavnath, Nath-70

02 01

About Nath products

Number of Farmers 100 80 60 40 20 0 1 2 3 4 5 6 7 8 Nath Products
Interpretation: Out of 228 sampled farmers, 78 farmers know the Nath baba variety of cotton and 43 farmers know about Vishwanath variety of hybrid cotton while other products are hardly known to farmers. SOURCES OF INFORMATION ABOUT FUSION BT: Sr No 1 2 3 4 5 6 Sources of Information Dealer News paper write-ups Friends and relatives NFA OD tools / posters, banners, etc Krushi Melava/ Kisan Pune Number of farmers 55 37 25 10 04 01

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Sources of Information
60 Number of Farmers 40 20 0 1 2 3 4 5 6 Sources of Information
Interpretation: Out of 228 sampled farmers, 55 come to know about Fusion BT from dealers, 37 come to know about Fusion BT from newspaper write-ups, 25 come to know about Fusion BT from friends while other are hardly contribute to propagate it. Note: Nobody mentioned Radio or T.V. FACTORS INFLUENCING FOR PURCHASING FUSION BT COTTON: Sr No 1 2 3 4 5 6 7 8 Factor influence Dealer push Friends and relatives News paper write-ups NFA Own decisions OD tools Past experience Krushi Melava Number of Farmers 84 23 21 14 11 08 02 01

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Factor Influence

100
Number of Farmers

80 60 40 20 0 1 2 3 4 5 6 7 8
Factor Influence

Interpretation: Out of 228 sampled farmers, 84 purchased Fusion BT due to dealers, 23 purchased Fusion BT due to friends and relatives, 21 purchased Fusion BT due to newspaper write-ups while other factors contribution is marginal. INFORMATION OF BT COTTON BRANDS: Sr. No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 BT Brands Nuziveedu Rashi Nath Ankur Tulsi Proagro Mahyco Local BT/Guj BT Ajeet Maruti Varun Mahabeej Gangakaweri Harita Number of Farmers 152 120 117 77 56 52 40 26 17 08 07 05 04 01

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BT Brands` 160 140 120 100 80 60 40 20 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 BT Brands Interpretation: Out of 228 sampled farmers, 152 farmers purchased Nuziveedu BT cotton, 120 farmers purchased Rashi BT Cotton, 117 farmers purchased Fusion BT of Nath seeds while other Brands Contribution is marginal.

No. of Farmers

FINDINGS
From the above data analysis a number of facts can be found out:

From above analysis I have find here most of farmers are from youngsters group & all farmers are well educated, only 5% farmers are illiterate. Most of the farmers are well known about the BT cotton & have cultivated the BT cotton from last three years.

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 The companies newly launched product i.e. Fusion BT Vishwanath is an innovative in market & not all the farmers are aware about this product. NATHBABA, VISHWANATH these two products of company are very famous among the farmers. Dealer is the main source of information to the farmers in village & taluka level. And another sources are newspaper write-ups, friends & relatives, etc. Most of the farmers had not gone through the packaging inserts. From the above analysis it was found that most of the farmers are well educated, only 5 % farmers are illiterate It was also found that only 20 % farmers having above the 20-acre land & remaining 80 % having below 20 ac. land. The company is so old the market but only 50% farmers are aware about the company. The product range of the company is too much but only 37 % farmers had grown the Nath product previously. And Nath baba & Vishwanath these two varieties of hybrid cotton are very famous among the farmers. Company appointed a Nath field advisor in every taluka for the queries of farmers but only 17% farmers are aware about it. It was also found that only 7 % farmers from the total respondent had attended the farmers meeting, which the company in their village takes

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 From the above analysis 53% farmers have purchased the fusion BT product of the company & remaining farmers purchased the BT cotton from other company. Only 3 % farmers had read the packaging inserts & remaining farmers ignored it. It was also found that 34% farmers expect the yield up to 10 Qtl, 19 % farmers expect yield above 10 Qtl, & 47% farmers have not grown the fusion BT cotton of Nath seeds.

LIMITATION
No project is ideal, In reality the researcher always come across difficulties or different problems which act as limitation of the project such as Biased response of the respondent Non availability of data/other relevant information Respondent who was supposed to take decision was busy. for Due to the seasonal fluctuation especially the rainy season it is very difficult me to go to each and every farmer and interact with him.

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 project

Time constraints were definitely there, because of allotted time to do the

CONCLUSION

The Company has good image in market but not up to the mark. Awareness about Nath Company is less. Only Few Farmers have cultivated the Nath Products Previously. Most of the Farmers well known about the BT Cotton & have Cultivated BT Cotton from last two years.

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 Fusion BT Vishwanath, this product of company is so good & innovative in the market but not all the farmers aware about Fusion BT.demand of this Product in the market is more. This is true that Dealer is the main Source of information to the Famrer.another Sources is Newspaper write-ups, Friends & Relatives. Farmers are totally depends on Dealers Decision. Most of the Farmers purchased Fusion BT because of Dealer, friends & Relatives, Newspaper Write Ups. If Company took more Field Visits, Farmers meetings; On Field Demonstrations then the sales of Fusion BT was obviously more than present sale.

RECOMMENDATION
Based on my findings I would like to suggest 1) Company can improve its image by adopting the after Sale Services Strategy. 2) Give more Concentration on field visits, Farmers Meeting & on field

Demonstration. 3) Company can adopt the

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 EK GOAN EK BEE YOJNA With the help of

Dealer Businessman Sarpanch Etc. Nath Seeds also take intensive customer contact programme where the

4)

Company sales staff will sit with a group of farmers and talk to them. 5) Company can also publish a farmers handbook fortnightly in local Newspapers during the growing season. 6) Company can also organizes inter-village competition for the best crop Where in the victory of one village is attributed to the company seed.

BIBLIOGRAPHY
BOOKS:

1. Marketing Management
2 Marketing Management 3. Basics of Marketing 4. Research Methodology

-Philip Kotler - Ramaswamy & Namakumari -Dr. P.C. Pardeshi -C.R. Kothari

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5. Rural Marketing In India

- K.S. Habeeb

JOURENALS: 1. BALIRAJA 2. KRUSHIDHAN 3. KRUSHILAXMI 4. KRUSHI DAINANDINI

WEBSITES: www.nathseeds.com www.google.com www.edugreen.com www.indianngos.com

ANNEXURE
QUESTIONNAIRE FOR FARMERS Part-A) Personal data: 1. Name of the farmer_________________________________________________ Address:__________________________________________________________ Ph. No.___________________________________________________________

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Age:______________________Education:______________________________ _ Family size:_______________________members 2. Land holding: Dry:_________________acre, Irrigayed:_______________acre Total:_________________acre. 3.How many crops do you take ? Sr. i) ii) iii) iv) v) 4. Information on village covered: Name:_____________________________Population:_________________ Total area under cultivation:______________________________________ Part- B) BT Cotton: 5. 6. Have you grown Bt Cotton? Yes/No. If Yes, since when? ________________ Which Bt? ________________ Which are the benefits of Bt cotton over Non Bt cotton? ______________________________________________________ ____________________________________________ __________ ____________________________________________ __________ ____________________________________________ __________ Kharif Crops Brands Acres Rabi Crops Brands Acres Summer Crops Brands Acres

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