A

REPORT
ON
MARKET SURVEY OF BRAND AWARENESS AND IMPACT
OF PROMOTION STRATEGY FOR MICRONUTRIENT
PRODUCTS IN BIHAR

SUBMITTED BY-
VIJAY PRATAP SINGH
ROLL NO: - 15509V082056
CENTRE FOR AGRI-MANAGEMENT
UTKAL UNIVERSITY
BHUBANESWAR-751004

1
 A
REPORT
ON
MARKET SURVEY OF BRAND AWARENESS AND IMPACT
OF PROMOTION STRATEGY FOR MICRONUTRIENT
PRODUCTS IN BIHAR

SUBMITTED BY: -
VIJAY PRATAP SINGH
ROLL NO: - 15509V082056
CENTRE FOR AGRI-MANAGEMENT
UTKAL UNIVERSITY

A report submitted in
partial fulfillment of the requirement
of MBA (Agribusiness)
Programme of Centre for Agri-
Management.

TO:-

2
 CENTRE FOR AGRI- MANAGEMENT
DEPARTMENT OF BUSINESS MANAGEMENT
UTKAL UNIVERSITY
BHUBANESWAR-751004
.

DECLARATION

This is to declare that I am Vijay Pratap Singh the student of

post graduate programme in MBA (Agri –Business) Utkal University,
Vani vihar, Bhubaneswar has given original data & information to the
best of my knowledge project report entitled “” in three district of
Bihar & that no part of this information has been used for any
assignment but for the partial fulfillment of the requirements towards
the completion of the said course.

Date: VIJAY PRATAP SINGH

Place: ROLL NO: -
15509V082056
CENTRE FOR AGRI-MANAGEMENT

DEPT. OF BUSINESS ADMINISTRATION

VANIVIHAR, BHUBANESWAR

3
 MBA (Agri-Business)
Center for Agri-Management
Department of business Administration
Utkal University, Vanivihar,
Bhubaneswar
.

CERTIFICATE

This is that the project entitled “Market Survey of Brand

Awareness and Impact of Promotion Strategy for Micronutrient
Products in BIHAR” is a bonafied work done by Vijay Pratap
Singh under our guidance and supervision and it embodies the result
of their original contribution. The project has been submitted for the
partial fulfillment of “Post Graduate degree in MBA (Agri-business)
2008-10, Utkal University, Vanivihar.” No part of this project has
been submitted elsewhere either in part or full for any other degree or
diploma.

I wish him all success in the future.

4
DR. B. BHUYAN EXTERNAL EXAMINER
ACADEMIC HEAD
CENTRE FOR AGRI- MANAGEMENT

ACKNOWLEDGEMENT
“No good work flows without the help from Faculty Members Industrial
Professionals, Colleagues, Organization and Friends”

I would like to extend my deepest gratitude to PARADEEP PHOSPHATE LTD.

for giving me the opportunity to work as a summer trainee in their organization. I got the
opportunity to understand their business and have an enriching experience and learning.

I would like to express our sincere gratitude to Honorable General Manager PPL
(Bhubaneswar), Sri Pitabas Routray, Honorable Marketing Manager, Mr. Jay
Jagannath Pattanaik and our respected guides Mr., Shailesh Singh (RM, Bihar), Mr.
Subhashish Biswas (Area Manager, Katihar), Mr. Rajeev Singh (Area Manager,
Muzaffarpur), Mr. Amit Jain (Area Manager, Supaul).

Next I would like to express our sincere thanks to “Dr. B. Bhuyan” Academic head
of MBA (Agri-Business) for his support, guidance and help. I would like to express our
sincere thankful to our project coordinator Mr. Manoj Bal. We also thankful to our faculty
members “Mr. Deepak Ram, Mr. Sukant Samal and Miss. Mamta Biswal” for their

5
valuable cooperation and guidance. I would also like to thank all the staffs of centre for Agri-
Management, Utkal University (Bhubaneswar).

I bow downs our heads with deep devotion to the supreme Load, our parents & our
family members & our friends who have given us this spiritual inspiration for completing
this project work successful. Last but not the least we owe our project to the farmers,
without whose co-operation and help, I would not have completed this project.

VIJAY PRATAP SINGH

ROLL NO: - 15509V082056

TABLE OF CONTENTS

6
S.No PARTICULARS PAGE No

1 DECLARATION 3

2 CERTIFICATE 4

3 ACKNOWLEDGEMENT 5

4 TABLE OF ILLUSTRATION 7

5 EXECUTIVE SUMMARY 8

6 COMPANY PROFILE 10

7 RESEARCH OBJECTIVE 12

8 RESEARCH METHODOLOGY 12

9 DEMOGRAPHIC PROFILE OF VILLAGE 14

10 VILLAGE LIST 17

11 FARMERS PROFILE 18

12 COMMUNICATION 22

13

14 BRAND BEHAVIOUR 24

15 BRAND DISPOSITION 26

16 BRAND IMAGERY 27

17 MICRONUTRIENTS 29

18 ATTITUDE 34

19 RECORD 34

20 SUGGESTION 35

21 CONCLUSION 36

22 BIBLIOGRAPHY 37

23 ANNEXURE-1 38

7
TABLE OF ILLUSTRATIONS

8
S.No PARTICULARS PAGE No

1 VILLAGE LIST 17

2 FAREMR’S AGE PROFILE 18

3 FARMER’S EDUCATION PROFILE 18

4 FARMER’S HOUSE TYPE 19

5 TYPE OF FARMERS 20

6 IRRIGATION 20

7 CROPS GROWN 21

8 COMMUNICATION AWARENESS OF PPL 22

9 BRAND AWARENESS 23

10 LAST TIME BOUGHT FOR DAP, MOP, NPK, 24

AND COMPLEX FERTILIZERS
11 LAST TIME BOUGHT FOR UREA 25

12 BRAND DISPOSITION 26

13 BRAND IMAGERY 27

14 CORPORATE IMAGE 28

15 MICRONUTRIENT AWARENESS IN 29
KATIHAR DISTRICT
16 MICRONUTRIENT AWARENESS IN SUPAUL 30
DISTRICT
17 MICRONUTRIENT AWARENESS IN 31
MUZAFFARPUR DISTRICT
18 LAST USERS OF MICRONUTRIENTS IN 32
THREE DISTRICTS
19 MICRONUTRIENT USED IN CROPS 33

20 ATTITUDE 34

21 RECORD 34
9
 EXECUTIVE SUMMARY
Our project namely, “A STUDY ON MARKET SURVEY OF BRAND
AWARENESS AND IMPACT OF PROMOTION STRATEGIES FOR MICRO
NUTRIENT PRODUCTS IN BIHAR” was carried out in the selected villages of
KATIHAR, SUPAUL, AND MUZAFFARPUR districts of BIHAR state. We had a very
ice experience while interacting with the farmers of this region. Our main objective was to
reach the target farmers and to investigate the depth of knowledge about fertilizers and
micronutrients.

At the initial stages we faced many difficulties while collecting desired data from the
farmers. Farmers interrogated us about various things regarding our purpose of visit, our
identity, which company we are from, and the benefit they will get from the survey. We
assured them that we are the student of M.B.A and doing this as a part of our course.

We interviewed 421 farmers, 184 from KATIHAR, 118 from SUPAUL, 119 from
MUZAFFARPUR. Our key findings are as following after analyzing data.

Hoardings, Poster and wall painting are most effective communication medium in
BIHAR state. 60% people saw hoardings, poster, and wall paintings in three districts. Very
low effective communication medium is audio visual. Some of the farmers saw the audio
visual only in farmers meeting. Farmers have so many complain like we are the small farmer
we did not get invitation for the meetings. People have also said they do not have that much
time to attend any meeting. So very few no of farmers only saw audio visual in three districts
where only 2.4% of people saw audio visual in KATIHAR district but in SUPAUL AND
MUZAFFARPUR DISTRICT not a single farmer had seen the audio visual of Navratna or
any other fertilizers brand. Villages are far away from the main road, and companies’ jeep
campaigns only went through the main road or in the markets, that’s why people can’t
remember those. In Katihar and Supaul district those farmers who had seen jeep campaigns
were unable to say about the campaign was of which brand, but in Muzaffarpur district the
second highest percentage of the communication medium is jeep campaign. About 30%
farmers had seen the jeep campaign of Navratna phospho-gypsum. Press also not a good and
effective communication medium due to low literacy rate.

In case of awareness about fertilizer brand highest number of farmers can remember
NAVRATNA, PARAS, and IFFCO spontaneously. In aided awareness farmers can
remember what ever fertilizer available in local market.

In three district farmers does not have any brand loyalty due to unavailability of
fertilizer in right time. And high price of leading fertilizer brand in pick season also a reason
behind it.

10
 Large numbers of the farmers are small and marginal farmer in three districts so they
can’t buy fertilizer whatever they preferred at high price.

Farmer’s perceptions about micronutrients are not so good. People think that
micronutrient is not so much effective to increase yield. Large no of people only use zinc
followed by sulphur and boron. In three districts main crops are paddy, wheat, maize,
banana, vegetables, litchi, and potato. In those crops people only use zinc, sulphur and boron.
About phospho gypsum most of the farmer are using. They have used it as a micro nutrient.
In Katihar and Supaul district phospho gypsum users are less in comparison to Muzaffarpur,
because of the field demonstration and jeep campaign

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 RESEARCH OBJECTIVES AND METHODOLOGY
Objective of the study

As desired by company, research study of Market survey of brand awareness

and impact of promotion strategy for micronutrient products were conducted
in Bihar. In this study as exhaustive interview of farmers & Retailers from different villages
of Bihar was done by using well structured questionnaires.

The main objectives of market research are:-

1. To know about brand awareness of Navratna.

2. Consumer behavior with reference to brand of fertilizer.
3. Findings of corporate image.
4. Awareness and knowledge about micronutrients and its uses.

REASERCH METHODOLOGY

Research methodology is a way to systematically solve the research problem, formulating a

hypothesis, collecting the facts or data, analyzing the fact and reaching certain conclusion either in
the form of solutions towards the concerned problems. Thus methodology not only talks about the
research methods but also consider the logic behind the method we use behind the context of our
research study.

Defining the research problem

Review about the concept of project

Sample designing
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 Collection of data through structured questionnaire

Analysis of data

Interpretation and report writing

DATA SOURCES
The analysis is an output of primary data which is collected from a structured
questionnaire .That was being filled up from PPL considered villages with randomly selected
responded through depth interview.

SAMPLE DESIGNING
Sample design is definite plan for obtaining a sample from a given population.
Sample design is determine before data are collected .We has collected a data from a farmer
population and sampling units were selected under certain criteria. The criteria is

Eligible respondents
• SEC R1/ R2/ R3/ R4
• MALE
• 18-70 years
• The respondents should not be related to-
○ Advertising agency
○ Public relation
○ Agri in puts
○ Journalism
○ Market research agency
○ Company manufacturing or selling any agriculture Product And the
individuals who are not surveyed within six months

Sample size

13
 We have collected data from farmer population and the sampling units were selected
villages of different blocks. Our sample size was 420 respondents from which 140 were from
Katihar district, 140 were from Supaul and 140 were from Muzaffarpur district of Bihar.

The parameters of interest were well structured questionnaire. Quantitative survey

was carried out in a random manner by taking the interview of farmers. Approximately
30mnts was devoted to each farmer for the interview.

COMPANY PROFILE

Paradeep Phosphate Limited (PPL) incorporated in 1981 was initially a joint venture
between the Government of India and the Republic of Nauru and subsequently changed into
a wholly owned GOVT of India Enterprise. After disinvestment by the GOVT. OF INDIA
February, 2002, the management of the company is with the fertilizer majors Zuari -Chambal
Groups & OCP of Morocco. PPL is a prime player in the phosphoric fertilizers which have
application in a wide range of crops.
PPL, with a stellar turnaround, is a case study in favor of privatization. The
Company’s focus on performance and continuous efforts towards development are reflected
in the FAI Awards for improvement in overall performance of the Company and the best
Technical innovation in the year 2005-2006. PPL received the ISO 14001:2004 certification
in May 2006 for good environment management systems, thus implying that along with
technical advancement the Company also values maintaining and working towards a clean
and safe environment.
VISION
Our vision is to be a major fertilizer company of India capable of meeting the
challenges of free market economy.
MISSION
Our mission is to become more profitable, debt free in 5 years and be ready for the
free ‘market’ scenario, by optimizing or enhancing capabilities, reducing costs, focused

14
marketing, financial restructuring and improved productivity. We will be committed to our
core values, be good cooperated citizens & develop a workforce of committed employees
who would take initiative and contribute to our goals.
CORE VALUES
• Honesty and integrity
• Excellence
• Discipline and Hard work
• Caring for the people
FOCUS
PPL’s wide ranges of specially formulated fertilizers are marketed under the brand
name ‘NAVRATNA’ which cater to almost all types of crops .The products are well
established and are sold through private and institutional channels throughout the country.
Aggressive marking initiatives have been undertaken to increases market share of
these specially formulated fertilizers throughout the marketing territory.

The company is deeply committed to the development and welfare of the farming
community .It has undertaken rural upliftment programmes in selected districts where
fertilizers consumption is very low. Soil sample collection , analysis and recommendation of
balanced fertilizer to the farmers are the main agenda for education to the farmers on
packages on soil health and balanced fertilizers .Field demonstration on packages on
packages of practices for effective utilization on agro inputs like seeds fertilizers, pesticides
timely irrigation are carried out throughout its marketing territory. Crop seminar , farmers
meeting , distribution of crops and product literature, publicity van campaign, retailers, meet
and training to farmers are also carried out by qualified staff in marketing area.
PRODUCTS
PPL manufactures and markets various grades of fertilizers. These fertilizers are
marketed under the brand name – “NAVRATNA”.
Major products of PPL is DAP which contains 2% ‘extra sulphur’ while NPK
20:20:0:13 contains 13% “extra sulphur”. This sulphur is very beneficial to the crop in
various ways and is a valuable input to the crop, particularly in the context of chronic
deficiency of sulphur in Indian soil.
Apart from the major nutrients – Navratna DAP also contains specially
micronutrients viz. Zinc, iron, copper, and, Magnesium & Manganese which are essential for
crops in myriad ways.

15
 While DAP, NPK (10:26:26 ) , NPK (12:32:16), NP(20:20:0:13) are suitable for all
type of crop , NPK-(10:26:26) is particularly suitable for potato , cotton, and sugarcane in
states like Westbengal , Maharashtra, Andhrapradesh and Orissa and NPK- (12:32:16)
suitable for soybean and sugarcane in other states . NPK-(20:20:0:13) on the other hand is
particularly suited for vegetable and oil seeds, due to its high sulphur content.
All the fertilizers produced by PPL strictly adhere to specification as per the
fertilizers control order. All the products are packed in 50 kg.HDPE/PP laminated bags.

Product Manufactured by PPL:

Di-Ammonium Phosphate, NPK- 10:26:26, NPK – 12:32:16, NP

-20:20:0:13

DEMOGRAPHIC PROFILE
Demography of Katihar
Katihar is a well known town of India. This is the headquarters of the Katihar district
and a super market of Bihar state. Katihar is north-east corner of Bihar. This is border of
Bihar and West Bengal. Katihar is a part of Purnea division and has total area of 3057 square
km. Katihar district have number of villages having good productivity of crops. Katihar has a
modern railway station with facilities are available for tourists. Katihar has a major railway
station under the North-East Railway. Katihar Junction is a fine line junction. The 1st line
goes to Barauni, the 2nd line to Kolkata, the 3rd line to Jogbani (Nepal border), the 4th line
to Guwahati, and the 5th line to Manihari.

16
 According to 2001 census, Population of Katihar is 18, 25,380 in which rural
population is 16, 53,761 and urban population is 1, 71,619. Males constitute 53% of the
population and females 47%. Katihar has literacy rate of 63%, higher than the national
average of 59.5%. Male literacy is 70%, and female literacy is 55%. Katihar district has three
subdivision namely Katihar sadar, Barsoi and Manihari.

District Headquarters: Katihar

Blocks: Katihar have total fifteen blocks namely Katihar, Barsoi, Kadwa, Amdabad,
Manihari, Balrampur, Korha, Falka, Barari, Pranpur, Mansahi, Samaeli, Kursaila,
Hasanganj and Dandkhore.

Ganga, koshi and Mahananda River are crosses through Katihar district .The
topography of the Katihar district has been very much affected by the flood of river Ganges,
Mahananda, and Koshi. The district has alluvial soil and due to deposit of sand-slit by the
river and soil in southern and western part has become sandy. Main crops grown in this
region are paddy, Makhana, Wheat, Maize, Banana, Pulses, Jute and Vegetables.

Demography of Supaul

Supaul is the District of Bihar. Supaul is a city and a municipality in Supaul district
in the Indian state of Bihar. The Supaul district occupies an area of 2410 km² and has a
population of 1,745,069 (as of 2001). Not far from this place is the Indian border connecting
Nepal. The Supaul Town is the administrative headquarters of this district. The district is a
part of Koshi division. Agriculture is the major occupation in the region and the main crop
which is grown here is paddy.

District Headquarters: Supaul

17
Block: Total 11 blocks are Supaul, Pipra, Kisanpur, Tribeniganj, Chhatapur, Raghopur,
and Basantpur. Gamharia, Mahaddipur, Pratapganj, Dagmara

Supaul District was created from Saharsa district in 1991. Earlier, Supaul was a
subdivision. . It is famous for agriculture. This district is sometimes affected by flood by
river of koshi.

River Koshi flows through Supaul. After the construction of Koshi Dam the flood situation
has improved in Supaul. This year though (2008) the river Koshi changed its course and took the
route it used to take 200 years ago. As a result major parts of Supaul districts were flooded.

Demography of Muzaffarpur
Muzaffarpur district of Bihar is spread over an area of 3172 sq. kms. The district is
bounded on the north by East Champaran and Sitamarhi districts, on the south by the district
of Vaishali, on the east by the districts of Darbhanga and Samastipur (part) and on the west
by Saran and part of Gopalganj districts. The district headquarters is located at Muzaffarpur.
The district has well developed means of communication. It has a network of railways and
well-maintained roads.

The district has a population of 3.15 million (2001census). Overall, there were 906
females per 1000 males. Rural population in the district is 90.7% and urban population is
9.3%. The density of the population was 929 per sq. kms. Hindi is the main language spoken
in the district.

District Headquarters: Muzaffarpur

Muzaffarpur sub-divisions – East Muzaffarpur and West Muzaffarpur

Blocks : Total 14 community development blocks are Sahebganj, Motipur, Parod, Sariya,
Kurhani, kanti, Minapur, Musahari, Bochaha, Aurai, Katra, Gaighatti, Dholi, Sakra .

The Muzaffarpur district comprises of an extensive plain formed by the alluvium

brought by the Gandak, the Bagmati and other rivers, which flow through it. The ground is
not marked by any high contour and at many places there are chains of shallow marshes,
which serve the purpose of drainage for excessive water due to rainfall and overflow of the

18
 stream. The alluvial plain is a tract of great fertility. The soil of the district is largely alluvial.
A special feature of the district is that due to continuous deposit of silt many of its riverbeds
are higher than the adjoining areas. This leads to frequent floods during the rainy season
particularly in northeast and southwest parts of the district

The Gandak, Bagmati, Burhi Gandak and Baya are the important rivers besides a few
streams. The Gandak and Bagmati have their origins in the mountains of Nepal. The Burhi
Gandak is navigable during the greater part of the year. River Baya emanates from the

Gandak is a little west of the Muzaffarpur district. It enters the district near Karnaul
in Sahebganj block and flows in the southeasterly direction almost parallel to the parent river
and ultimately joins the Ganga.

Rice is the main crop of the district. It accounts for the major portion of the gross area
sown. Maize is the next important crop for the district. Wheat is also grown in some parts of
the district. Sugar cane, potato and banana are some of the non-cereal crops grown. The
district is famous for mango and litchi, which are exported to other parts of the State.

VILLAGE LIST
DISTRICT KATIHAR MUZAFFARPUR SUPAUL

Dighari Suriyahi Chauhatta

V

Garbheli Chaumukhi Rajpur

I Khariya Lohsari Belhi

Durgasthan Sushta Mahipatti

19
 Bheli Kanta Andauli
L
Vikashnagar Maithi Bhilahi

Tilashnagar Krishna nagar Kharel

L
Nijhara Dhebaha Parsharma

Marangi Jhapaha Nunupatti chauk

A
Mansahi kewala Dronpur Thumha

Badibathna Belahiyan Sukhpur

G
Narayanpur Ratanpura Nirmali

Chakri Narayanpur Khemaipatti Katiya chouk

E
Rampur Basaha

Dumariya Beloghara
N
Madhubani

Kheriya
A
Tinpenia

Mahiyarpur
M
E Bisanpur

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 1. FARMERS PROFILE

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

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

Fig. 1.2:- Data source from farmers

1.3) HOUSE TYPE:-

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

In Katihar 32% farmers are from R4 category.

Fig. 1.3:-Data source from the farmers

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

Fig. 1.4:-Data source from the farmers

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

Fig. 1.5:-Data source from the farmers

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 1.6) CROPS GROWN:
 In Katihar, Farmers are mainly growing the paddy, banana, maize, wheat, and
vegetables.
 In Supaul district, farmers are growing paddy, wheat, maize, and vegetables.
 In Muzaffarpur district, the main crops are paddy, wheat, maize, banana and litchi.
The district is famous for mango and litchi, which are exported to other parts of the
State.

Fig 1.6:-Data source from the farmers

2:- COMMUNICATION

2.1:- COMMUNICATION AWARENESS OF PPL-

Fig. 2.1:-Data source from the farmers

About the PPL, most of the farmers are aware from the poster and wall painting in all
3 districts. In Katihar 118 respondents are aware from the poster/painting, In Supaul, 77
respondents are aware from the poster or painting and In Muzaffarpur, 93 respondents are
aware from poster/painting. But in Muzaffarpur, jeep campaign is the play the important
role, because most of the farmers are aware about the PPL from the jeep campaign. Through
radio and press they can’t know about the company or fertilizer because of that all farmers

22
 are not literate so they can’t read the news paper. In all three districts some farmers who
don’t know about the name of PPL are less but they didn’t see of any promotional activities
of PPL.

2.2:- BRAND AWARENESS

Fig. 2.2:-Data source from the farmers

 Most popular brand is TATA / PARAS. After that Navratna comes. In Katihar 165
respondents know TATA / PARAS, 148 respondents know NAVRATNA, 63 know
IFFCO, 74 are know the IPL, 31 respondents are know the PPL, 21 respondents are
know the PPL-PHOSPHO-GYPSUM and 80 respondent are know the other brand.
 In Supaul, 98 respondents know the TATA/PARAS, 93 respondents know the IPL,
86 respondents know NAVRATNA, and 43 know the IFFCO and 55 respondents are
know the other brand.
 In Muzaffarpur, 113 respondents know the NAVRATNA, 93 respondents know the
TATA/PARAS, 107 respondents know IFFCO, and 112 know the IPL and 43
respondents are know the other brand.

3: - BRAND BEHAVIOR

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 3.1:- LAST TIME BOUGHT FOR DAP, MOP, NPK, AND COMPLEX
FERTILIZERS
Fig. 3.1:-Data source from the farmers

In complex fertilizer, farmers prefer NAVRATNA, TATA / PARAS, IPL, and others in all
three districts:-

 In Katihar district, about 42% of the farmers had bought Navratna brand, about 33%
of the farmers had bought TATA/PARAS, and about 18% farmers bought IPL, 5% farmers
bought other brand.

 In Supaul district, about 36% of the farmers bought the Navratna brand, about 26%
farmers bought the TATA/PARAS, and about 32% of the bought the IPL, 5% farmers
bought the others brand.

 In Muzaffarpur district, about 38% of the farmers bought Navratna brand, about 26%
farmers bought the TATA/PARAS, and about 32% farmers bought IPL, 6% farmers bought
other brand.

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

3.2:- LAST TIME BOUGHT FOR UREA

Fig. 3.2:-Data source from the farmers

In straight fertilizer (urea), farmers prefer mostly IFFCO, SHAKTIMAN, KISAN, RAJA,
and others brand in all three districts.

 In Katihar district, 20% farmers bought IFFCO, 45% SHAKTIMAN, 25% KISAN,
and rest of 6% RAJA, 4% others brand.
 In Supaul district, 17% farmers bought IFFCO, 62% farmers bought SHAKTIMAN,
15% farmers bought KISAN, 2% farmers bought RAJA, and 4% farmers bought
others brand.
 In Muzaffarpur district, 47% farmers bought IFFCO, 19% farmers bought
SHAKTIMAN, 12% farmers bought KISAN, 13% farmers bought RAJA, and 9%
farmers bought others brand.

24
 4: - BRAND DISPOSITION

Fig.4:-Data source from the farmers

Navratna brand is the first preference of the most of the farmers. After that farmers give the
second priority to the TATA/ PARAS.

82 farmers insist to the Navratna brand, 122 farmers insist to buy the TATA/PARAS
brand, 58 farmers insist to buy the IFFCO. 186 farmers prefer the Navratna brand, 109
farmers prefer the TATA, and 92 farmers prefer the IFFCO, 66 farmers prefer the IPL, 108
farmers prefer the other brand.

118 farmers unaware about Gromor brand, 130 farmers unaware about Hindalco and
Godavari.

5: - BRAND IMAGERY

Fig. 5.1:-Data source from the farmers

Most of the farmers are used the Navratna but when I asked that which one is complete
reliable fertilizer then they can’t give the specific answer. Some farmers told that Navratna,
some TATA, some others. In the ques. of pay extra premium they told Navratna, TATA,
IPL, Others. In all ques. They all are told same answer but in comparison to others Navratna
is the most popular in all the farmers and the give the preferences. Because in all sector like
timely available, quality of granules, quality of bag, all mineral requirement are fulfill in the
Navratna.

25
 5.2:- CORPORATE IMAGE
Fig. 5.2:-Data source from the farmers

In all three districts, PPL arrange most of the activities like farmers meeting, training
programs, demonstration, soil testing, and most important thing is timely availability. But in
case of other companies they are lack in timely availability for that reason farmers are not
getting the fertilizer at the time of sowing so they choose another brand of fertilizer. As you
seen in the above chart in the meeting graph PPL is more than the others. In the advertising
area TATA is more than PPL. But in availability area IPL is more than both fertilizer.

6.:- MICRONUTRIENTS:-

6.1:- MICRONUTRIENT AWARENESS IN KATIHAR DISTRICT

Fig. 6.1:-Data source from the farmers

In Katihar district, when we ask about micronutrient then top of mind recall of the farmer
was zinc. In this district farmers are mostly use the zinc. About 121 farmers ever use the
zinc.

Farmers mostly use the sulphur, gypsum; some of the farmers use the phospho-gypsum.
Only 24 farmers were ever using the ppl phospho-gypsum in the Katihar district.

26
 6.2:- MICRONUTRIENTS AWARENESS IN SUPAUL DISTRICT
Fig. 6.2:-Data source from the farmers

In Supaul district, when we ask about micronutrients then top of mind recall of the 63
farmers was zinc. About 64 farmers have ever used the zinc. 34 farmers use the gypsum, 36
farmers ever use the sulphur, and 22 farmers have not given any answer. Only 22 farmers
ever use PPL phospho-gypsum in this district.

6.3:- MICRONUTRIENT AWARENESS IN MUZAFFARPUR DISTRICT

Fig. 6.3:-Data source from the farmers

In Muzaffarpur district, farmers are mostly aware from the zinc and sulfur micronutrients. About 94
farmers ever use zinc and 83 farmers ever use sulphur. And rests of the farmers are using gypsum,
phospho-gypsum, mixture and other. In these micronutrients, 32 farmers are aware from the PPL
phospho-gypsum and they are using this.

The conclusion is that in all of three district farmers aware mostly about the zinc, sulphur, PPL
phospho-gypsum.but in all of these micronutrients zinc comes first in the top of mind.

In all three districts, total 78 farmers are aware from the PPL phospho-gypsum.

6.4:- LAST USERS OF MICRONUTRIENTS IN ALL THREE DISTRICTS

Fig. 6.4:-Data source from the farmers

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 Last time most of the farmers use the zinc, sulphur, PPL phospho-gypsum, phospho-gypsum and
others micronutrient. But all of these zinc and sulphur micronutrients are using by large no. of the
farmers. About 180 farmers are using zinc in all three districts and about 110 farmers are using
sulphur in all three districts, rests of the farmers are using other micronutrient. In all of these about 35
farmers are using PPL phospho- gypsum in last time.

6.5:- MICRONUTRIENT USED IN CROPS

Fig. 7:-Data source from the farmers

In Katihar district, 112 farmers use micronutrient in the paddy crop, 52 in banana, 68 in
wheat, 112 in maize, 44 in vegetables, 26 in chilli, and 48 in other.

In Supaul district, 84 farmers use micronutrient in the paddy crop, 96 farmers use in wheat,
87 in maize, 72 in vegetables, 23 in chilli, and 36 in other crops.

In Muzaffarpur district, 93 farmers are using micronutrient in the paddy crop, 33 farmers are
using micronutrients in banana, 72 farmers use in wheat, 95 farmers use in maize, 36 in
vegetables, 20 in others crop.

In conclusion, most of the farmers are applying micronutrients in paddy, maize and wheat.

7: - ATTITUDE
Fig. 7:-Data source from the farmers

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 At the last we know that what is the attitude of the farmers about the company PPL? They are
satisfied with the product and their response. Most of the farmers are satisfied but some are not
satisfied with the company and their products.

8: - RECORD
Fig. 8:-Data source from the farmers

In both districts, the farmers used the PPL in the last time but they are using less in ppl phospho-
gypsum.

KEY FINDINGS
1. Hoardings, Poster and wall painting are most effective communication medium in
BIHAR state. 60% people saw hoardings, poster, and wall paintings in three districts.
2. Very low effective communication medium is audio visual. Some of the farmers saw the
audio visual only in farmers meeting.
3. Farmers do not read newspaper or magazine, due to illiteracy and low economy status.
4. Stimulus like “Pariwala Khad”, “Zada Dam Keemat Kam (PPL Phospho-gypsum)” and
“Navratna Samachar” is not so much effective.
5. Farmers have so many complain like we are the small farmer we did not get invitation for
the meetings. People have also said they do not have that much time to attend any
meeting.
6. Villages are far away from the main road. Jeep campaign only goes through the main
road, so most of the farmers can’t recall it.
7. In Katihar and Supaul district those farmers who had seen jeep campaigns were unable to
say about the campaign was of which brand, but in Muzaffarpur district the second
highest percentage of the communication medium is jeep campaign. About 30% farmers
had seen the jeep campaign of Navratna phospho-gypsum.
8. Product availability is the first priority given by farmers while purchasing fertilizer.
9. Awareness of Paras is the highest followed by NAVRATNA, IFFCO and SHAKTIMAN.
10. In case of awareness about fertilizer brand highest number of farmers can remember
NAVRATNA, PARAS, and IFFCO spontaneously. In aided awareness farmers can
remember what ever fertilizer available in local market.

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11. In three district farmers does not have any brand loyalty due to unavailability of fertilizer
in right time. And high price of leading fertilizer brand in pick season also a reason
behind it.
12. Large numbers of the farmers are small and marginal farmer in three districts so they
can’t buy fertilizer whatever they preferred at high price.
13. In the case of micronutrients used farmer mostly used zinc.
14. Very less farmers are aware about PPL Phospho-gypsum.
15. Micronutrient namely Zinc, Boron, Sulphur are mostly use in Potato, Maize, Banana and
Paddy.
16. Farmer’s perceptions about micronutrients are not so good. People think that
micronutrient is not so much effective to increase yield. Large no of people only use zinc
followed by sulphur and boron..
17. Field demonstrations most of the farmers are prefer.
18. Satisfaction level – about 40% farmers satisfied after the use of micronutrients in terms
of growth, green color of plant and yield increase with 5-10%.
19. In three districts main crops are paddy, wheat, maize, banana, vegetables, litchi, and
potato. In those crops people only use zinc, sulphur and boron.
20. About phospho gypsum most of the farmer are using. They have used it as a micro
nutrient. In Katihar and Supaul district phospho gypsum users are less in comparison to
Muzaffarpur, because of the field demonstration and jeep campaign.

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 SUGGESTIONS

Promotional Activities-
➢ Field Demonstration.
➢ Advertisement.
➢ Jeep Campaign.
➢ Hoarding/Posters/Painting.

The most effective promotional activities are field demonstration, jeep campaign.
Because of that most of the farmers are illiterates so they can only understand by field
demonstration and jeep campaign. When I talk to the farmers they told that every company
told that their product is good but when we see the effect of product in the fieldis good or bad
then we decide that this product is good or not.
Another promotional activity is jeep campaign which is most effective because by the
jeep company directly aware to the farmers.

Timely Availability-
Fertilizer should be timely available, because most of the farmer objection they not
get fertilizer when they cultivation crop. Due to unavailability retailer demanding high price
to the farmers, that should be effective to farmer’s perception.

Awareness of Micronutrient-

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 Awareness of micronutrient is not good in comparison to complex fertilizer, farmers
don’t know “why used the micronutrients” and “what the advantage of micronutrients” they
are habituated to used the traditional farming. Some farmers are known about zinc and
sulphur and they used it. About PPL Phospho-gypsum farmers they don’t know. Company
should give preference of advertisement and arrange farmer meeting in village and gave
some knowledge about micronutrient.

CONCLUSION

At the last, we concluded that in the company point of view, the overall performance
is well in all three districts, KATIHAR, SUPAUL and MUZAFFARPUR. But in Katihar
There is less promotional activities in comparison to Muzaffarpur. Farmers are using the
Navratna due to unavailability of TATA Paras. In the Muzaffarpur district the name of Paras
is go down due to the lack of availability and lack of quality. So the farmers are using the
Navratna brand. But In the lack of availability of Navratna brand in the market they choose
another brand. In all three districts farmers are aware from the Navratna brand. But they
don’t know so much about micronutrient and whether it will be use. They only know about
the some micronutrient like as zinc, sulphur, boron and gypsum.

The impacts of promotional activities are very effective but in case of news paper ad
is not so much effective. The effective promotional activities are jeep campaign,
demonstration, field visit, meetings. But in case of Katihar, there is no promotional activities
are effective. In SUPAUL district there are less promotional activities going on. In that area
promotional activities are in only market or shops. Farmers, who illiterate they don’t about
their product and services, some farmers, who using the Navratna brand but they don’t about
them, they only told to the dealer or retailer for fertilizer, so the awareness of micronutrient
and Navratna brand is not so much good.

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 The literacy level of farmers is good. They grown mostly Paddy, Wheat, Maize,
Banana, Some vegetables and in Muzaffarpur the most growing crop is litchi.

The result of our project shows that customer based-brand equity has a great
importance on consumer’s perception of brand and the lack of brand equity will weaken
consumer’s perception. Therefore there should be a continuous effort by fertilizer marketers
to enhance customers based- brand equity. Fertilizer operators should bear in mind that old
familiar brand dies, as a result of poor management of brand, overextension and lack of
investment in developing brand equity and values.

Others include:

• The company should ensure the timely availability of their products at a particular
place based on demand.
• There should be appropriate provisions of information flow among the farmers about
the new products launched.
• The company should ensure the regular visit of their representatives to solve the
problems of farmers at their best related to the products.

BIBLIOGRAPHY

1. www.paradeepphosphates.com

2. Kotler P. (2000) “Marketing Management,” Upper Saddle

River, NJ: Prentice Hall International.

3. Kotler P. and Armstrong G. (2004) “principle of marketing”

(10th edition) New Jersey: prentice hall

4. http://www.davedolak.com/articles/dolak4.htm

5. http://www.ipsos-ideas.com/article.cfm?id=2159

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6. FAI (Fertilizer association of India ) MARKETING NEWS-2009

7. Department of fertilizer ,India

8. Malhotra Naresh K., “Marketing Research”, An Applied

Orientation, 5th edition.

ANNEXURE-1
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