1.

INTRODUCTION
Today, there are two types of supplies for agriculture, specifically fertilizer and
pesticide. It can be said that fertilizer is food, and pesticide is medicine for plants in
conventional agriculture. On the other hand, biofertilizers or bio pesticides are referred to each
of them respectively in sustainable or environmentally friendly system.

Biofertilizers have emerged as a highly potent alternative to chemical fertilizers due to

their eco-friendly, easy to apply, non-toxic and cost effective nature. Also, they make nutrients
that are naturally abundant in soil or atmosphere, usable for plants and act as supplements to
agrochemicals. In addition, they are a product that is likely to be commercially promising in the
long run once information becomes available adequately to producers and farmers through
experience and communication. In India, government has been trying to increase the application
of bio fertilizers along with modern agrochemicals.

Biofertilizers are low cost, renewable sources of plant nutrients which supplement
chemical fertilizers. These are nothing but selected strains of beneficial soil
microorganisms cultured in the laboratory and packed in a suitable carrier. They can be used
either for seed treatment or soil application. Biofertilizers generate plant nutrients like nitrogen
and phosphorous through their activities in the soil or rhizosphere and make available to
plants in a gradual manner. Biofertilizers are gaining momentum recently due to the
increasing emphasis on maintenance of soil health, minimize environmental pollution and cut
down on the use of chemicals in agriculture. In rainfed agriculture, these inputs gain added
importance in view of their low cost, as most of the farmers are small and marginal and
cannot afford to buy expensive chemical fertilizers. Biofertilizers are also ideal input for
reducing the cost of cultivation and for practicing organic farming.

Bio fertilizer is still an unclear term. It can be easily found that biofertilizers are
identified as plant extract, composted urban wastes, and various microbial mixtures with
unidentified constituents, and chemical fertilizer formulations supplemented with organic
compounds. However biofertilizers is most commonly referred to the use of soil
microorganisms to increase the availability and uptake of mineral nutrients for plants. So it is
necessary to define the term Bio fertilizer.

T h e r e is a proposal that Bio fertilizer c a n be defined as a substance which

contains living micro- organisms which colonizes the rhizosphere or the interior of the
plant and promotes growth by increasing the supply or availability of primary nutrient and/or
growth stimulus to the target crop, when applied to seed, plant surfaces, or soil.

The commercial history of biofertilizers began with the launch of Nitragin by Nobbe
and Hiltner, a laboratory culture of Rhizobia in 1895, followed by the discovery of Azotobacter
and then the blue green algae and a host of other micro-organisms. Azospirillum and Vesicular
Arbuscular Micorrhizae (VAM) are fairly recent discoveries. In India the first study on legume
Rhizobium symbiosis was conducted by N. V. Joshi and the first commercial production started
as early as 1956. However the Ministry of Agriculture under the Ninth Plan initiated the real
effort to popularize and promote the input with the setting up of the National Project on
Development and Use of Biofertilizers (NPDB). Commonly explored biofertilizers in India are
mentioned below along with some salient features.

Rhyzobium (RHZ): These inoculants are known for their ability to fix atmospheric nitrogen in
symbiotic association with plants forming nodules in roots (stem nodules in
sesabaniamrostrata). RHZ are however limited by their specificity and only certain legumes are
benefited from this symbiosis.

Azotobacter (AZT): This has been found beneficial to a wide array of crops covering cereals,
millets, vegetables, cotton and sugarcane. It is free living and non-symbiotic nitrogen fixing
organism that also produces certain substances good for the growth of plants and antibodies that
suppress many root pathogens.

Azospirillum (AZS): This is also a nitrogen-fixing micro-organism beneficial for non-

leguminous plants. Like AZT, the benefits transcend nitrogen enrichment through production of
growth promoting substances.

Blue green Algae (BGA) and Azolla: BGA are photosynthetic nitrogen fixers and are free
living. They are found in abundance in India i e. They too add growth-promoting substances
including vitamin B12, improve the soils aeration and water holding capacity and add to bio
mass when decomposed after life cycle. Azolla is an aquatic fern found in small and shallow
water bodies and in rice fields. It has symbiotic relation with BGA and can help rice or other
crops through dual cropping or green manuring of soil.

Phosphate solubilizing (PSB)/ mobilizing biofertilizer: Phosphorus, both native in soil and
applied in inorganic fertilizers becomes mostly unavailable to crops because of its low levels of
mobility and solubility and its tendency to become fixed in soil. The PSB are life forms that can
help in improving phosphate uptake of plants in different ways. The PSB also has the potential
to make utilization of Indias abundant deposits of rock phosphates possible, much of which is
not enriched.

Biofertilizers have various benefits. Besides accessing nutrients, for current intake as well as
residual, different biofertilizers also provide growth-promoting hormones to plants and some
have been successfully facilitating composting. Plant growth regulators are organic
substances, which in low concentration promote or inhibit growth. Growth regulators are
defined as chemical substances which are produced naturally in plants and are capable of
translocation and regulating one or more physiological reactions when present in low
concentration.

The plant hormones are identified as promoters (auxins, gibberellin and cytokinin), inhibitors
(abscissic acid and ethylene) and other hypothetical growth substance (florigen, flowering
hormone, etc.)

The job of marketer is to meet and satisfy target customers needs and wants but knowing
customer" is not a simple task. Understanding the buying behavior of the target market for its
company products is the essential task for the marketing department. The job of the marketers is
to think customer and to guide the company into developing offers, which are meaningful and
attractive to target customers and creating solutions that deliver satisfaction to the customers,
profits to customer and benefits to the stakeholders.

Marketers must study the customer taste, preferences, wants, shopping and buying behaviour
because such study provides the clues for developing the new products, price, product changes,
messages and other marketing mix elements.

Consumer is the king and hence it is the consumer who determines what a business is, therefore
a sound marketing program was started with a careful analysis of the habits, attitudes, motives
and needs of consumers.

In todays world purchases made by a customer is to satisfy his or her needs. All the behavioural
activities carried out by a customer during and after the purchase of a product are termed so as
buyer behaviour. In this article we will come across the origin of buying ideas, what is buyer
behaviour, how consumer buy, why consumer buy, types, Decision process and what motives
them.

Definition:-

Consumer buying behaviour:-

The process and activities people engage in when searching for,

selecting, purchasing, using, evaluating ,and disposing as to satisfy their needs and wants.

1.1 Biofertilizer Industry: Global Scenario

Biofertilizers industry is growing rapidly owing to its beneficial characteristics. Hence, the
market for biofertilizers is foreseeing a speedy growth in terms of production and revenue. The
market is segmented into different geographical regions based on market revenue.

The report, "Global Biofertilizer Market 2016 - 2020", estimates that Global Biofertilizer
market will grow at a CAGR of 13.90% by 2020. In terms of geographies, the North American
Biofertilizer Market controls the largest market share in Global Bio Fertilizer market. The North
American Biofertilizer market is expected to grow at a CAGR of 16.65% till 2020.

The European Biofertilizer Market controls the second largest market share in Global
Biofertilizer market. The European Biofertilizer market is expected to grow at a CAGR of
14.90% till 2020.

The Asia Pacific Biofertilizer Market controls the third largest market share in Global
Biofertilizer market. The Asia Pacific Biofertilizer market is expected to register second largest
growth rate of 11.40% till 2020.

The key players in Global bio fertilizer market namely Agriculture Solutions Inc.,
AZOMURES, Bio Power Lanka, Cambi AS, EuroChem Agro GmbH, Gujarat State Fertilizers
and Chemicals Ltd., International Panaacea Limited, Lallemand Inc., Nachurs Alpine Solutions,
National Fertilizers Limited and Novozymes A/S.
1.2 Biofertilizer Industry: Indian Scenario

The Biofertilizer production is increased year by year. The production of biofertilizer reached
up to 84,751.02 tonnes in 2014-15.

Biofertilizer Production in India (In Tonnes)

100000
84751.02
80000
65527.87
60000
46836.82
Production 37997.6140324.21
40000
25065.04
20040.35
20000

0
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15

Year

The Biofertilizers industry has many players, (small, medium, and large); however the industry
is dominated by a few major companies such as National Fertilizers Limited, Madras Fertilizers
Limited, Gujarat State Fertilizers & Chemicals Ltd. Other players such as T. Stanes & Company
Limited, Camson Bio Technologies Limited, Rashtriya Chemicals & Fertilizers Ltd. also have a
strong presence in the market.

1.3 Biofertilizer Industry: Gujarat Scenario

The production of biofertilizer in Gujarat was 6,468.43 tonnes in 2014-15. The fluctuation is
seen in the production of biofertilizer from 2008-09 to 2014-15.

The major players of Gujarat for biofertilizers are Gujarat State Fertilizer Corporation, Cadila
Agro Division/Cadila Pharmaceutical Ltd, Darshan Bio Tech, Tata Chemicals Ltd, Agriland
Biotech Limited.
Biofertilizer Production in Gujarat (In Tonnes)
8000 6318 6411.43 6468.43
6000
4000 2037.35
Production 1149.69 1309.19 978.48
2000
0
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15
Year

2.
3.

COMPANY PROFILE

Our Cathedrals of achievements must have the foundations of excellence

Let our achievements always better our targets but our prayers are

Let excellence be an integral part of our organisation

Krishi Rasayan Group was established in 1966 by its founder Sri Parmanand Churiwal. A small
pesticide Formulation Unit was set up in Orissa, which being one of the oldest agrochemical
units, has not only stood the passage of time but has also been, as a result of continuous up
gradation, successfully and effectively executing the growing and exacting demands of the
quality products nationally and internationally. From this modest beginning, the Group has now
become a major player in Agro Chemical Industry having 8 composite technical manufacturing
units with dedicated formulation plant at following locations:

1. Balasore (Orissa)

2. Muzaffarpur (Bihar)

3. Baddi (Himachal Pradesh)

4. Jammu (Jammu & Kashmir)

5. Akola (Maharashtra)

6. Kolkata (West Bengal)

7. Kathua (Jammu & Kashmir)

8. Changodar (Gujarat)

The Jammu Plant also has a state of art formulation plant for SC, WDG and FS formulations.
The Group is now well diversified in Biotechnology & Solid Waste Management, Inland
Transportation, Poultry Feed, Chemical Trading and Real Estate. The Group turnover is now
around US$ 195 Million with net worth of US$ 50 MILLION. The Companys product like
Tarzan, Krilaxyl and Kritap has already gained a tremendous recognition from the farmers and
widely accepted across the country. In few products, it has gained a market share exceeding
25% which is rare in todays agrochemical industry. The Company has obtained ISO 90012000
certification for all the manufacturing units in reorganization of its quality control system.

Krishi Rasayan Exports Pvt. Ltd.

This is the flagship company of the Group with current turnover of aroundRs.8147
million (USD 134 million). The continuous processes of up gradation, development and
inherent changes according to market requirements have helped this company to become a
leader both in India and abroad. The company has a manufacturing plant at Baddi in Himachal
Pradesh and Jammu (J&K) of which are composite technical manufacturing Units with
formulation Plants and where it produces various Insecticides, Fungicides and Herbicides. Apart
from same in the same facility it has a formulation plant. It has another formulation plant in the
State of Bihar at Muzaffarpur. It has a well establish Distribution and Marketing Network
throughout all the major Agricultural States and Union Territories with 15 branch offices spread
all over the country backed up with competent, result oriented Managerial and frontline
Technical personnel.

The Company has acquired from Rallis India Ltd., a Pesticide and Pharmaceutical facility at
Akola namely Akola Chemicals Ltd., and raising it as an independent Profit Centre. The
Company's product like Tarzan, Krilaxyl and Kritap has already gained a tremendous
recognition from the growers and wide brand acceptance across the country. In few product, it
has governed a market share exceeding 25% which is one among the rarest in today's
agrochemical industry. The ISO 9001:2000 certified units in Baddi (Himachal Pradesh) and
Jammu (J&K) produces the full range of Insecticides, Fungicides and Weedicides. It has set up a
state of the art formulation for SC, WDG and FS unit in Jammu.
Krishi Rasayan

The production of technical herbicide is done under this company. It is also the export
and biotech arm of the group. It also operates a 2.4D Technical Plant in Orissa. The current
turnover is around Rs.750 million (USD 18 million). The Company is very upbeat about its
diversification in Solid Waste Management through Biotechnology. For the last 10 years it has
been running successfully with a 100MT production of Bio Fertilizers per day converting the
municipal waste, in Puri, Orissa. Now, the company is in talks with various Municipal
Corporations, to set up similar plants. Apart from the same, the Company is actively negotiating
for supply of Technology and setting up of turnkey plants in Phillipines, Brunei, Srilanka and
China. The Company has also applied for Clean Development Mechanism (CDM) under United
Nation for its Biofertilizer Unit. The company has also entered into an Agreement with
Burdwan Municipal Corporation in West Bengal for setting up of 200 MT Waste Management
Unit there.

Mission and Vision

Become a leading field oriented and knowledge intensive Agrochemical company.

Growing beyond just another Agro-Chemical company and providing products as well
as farm land and farm gate knowledge that would enable the growers to maximize their
farm produce qualitatively and quantitatively.
Undertaking in-house R & D initiatives in the context of upcoming challenges and
changes in agriculture nationally and internationally, sharing our knowledge for
development of national agriculture.
Building a vast pool of global resources for networking and information dissemination
to provide up to date inputs to our customers on wide variety of usage.
Ensuring effective Solid Waste Management
To develop and integrate an effective two way communication network for interaction
with all responsible associates and partners in global agricultural development.
To become a leader in Contract Research, undertaking Research Contracts for
Agrochemical and Pharmaceutical companies both for India as well as overseas from its
GLP Approved Laboratory.
To become a leader in Household Pest Control and have a national reach to cater to each
household of the country.

Group Activities

Involved in basic manufacturing formulation & export of Agrochemicals

 ISO 9001 certified company
Biotechnology
Running waste management project at Puri, Orissa with a garbage conversion capacity
of 100 TPD into organic manure
Inland Transportation
Tyre Retreading
Engaged in manufacturing of poultry feed with a capacity of 150 MT per day in pellet
form
GLP approved Laboratory
Real Estate activities including construction of IT parks, Malls and commercial and
residual properties

Export Activities

Krishi Rasayan pioneered the exports of Agro Chemicals in India.

Our export activities contribute 5% to our annual turnover of 7200 lakhs in 2002.
During the early 80's when the Indian Pesticides Industry was dependant on import, we
explored the possibilities of exporting formulations from India and have been exporting
since 1979.
We had a tie up with M/s Shell Netherland to formulate their Aldrin dust and export to
Burma (Myanmar).
In 1985, when the total Indian Export was Rs.5 crores, our contribution was 40%.We
were the first company to export Butachlor Technical, Chlorpyriphos Technical,
Gibberallic Acid and 24D out of India.
Currently we have agents in Thailand, Taiwan, UAE, Turkey, China, Saudi Arabia,
Oman, Greece, UK, Egypt, Mexico, Paraguay, Colombia, Ecuador, Australia and New
Zealand.

2.2 Product Update

The Company constantly endeavours and beefs up its product portfolio, keeping in line
with changing scenario of agriculture and felt needs of the farmers across the Country. It draws
its brainpower from various agriculture universities of India who impart the acquired knowledge
of changing dynamics of agriculture to the farmers. The Company always takes upon the
challenging task to keep abreast of the practices and problems with regard to crop protection,
soil nutrition coupled with the soil health management, which then are analyzed and addressed
appropriately in Company's in house field development studies to identify the exact causal agent
of the problem as well as to find out and evaluate effective solution of the problems for
imparting greater value and benefit to the farmers.
 The informations and methodology, so evaluated and developed, are always transmitted
fast in seamless manner among our Team Members and across the supply chain the focal
objective being to create value and the value so created, is shared by all the stakeholders
engaged in developing knowledge based Farming and Agri Business, which KRISHI
RASAYAN has been continually striving.

We have also signed an agreement with BMC for setting up a 200 MT Plant in West
Bengal. A lease agreement for running a 200 MT Plant at Kochi has been signed. Further
negotiations are in progress and advance steps are on to build an operative Plant for 100 Tons
per day. Each of our products is passed through stringent quality test for conforming to the
specific statutory quality standards and practices.

Some of the major products of the Krishi Rasayan Group are:

Insecticides - kritap sp, kritap 4g, anth 505, josh, loc 2.5, loc 5, Ekka, tarzan

Fungicides - krilazyl 72, krilaxyl 35, krileton 25, privintal bv, Tric, krosin ag

Weedicides - krizin, kay - D, Prince

Dharitri Products - kesana, nemaii (bio-fungicides), enrich, enrich Adhar (bio-organic manure)

Crop Nutrition Products - Zindan, Bardan, G2H.

 2.3 Kri-Gold Super product

Kri-Gold Super is bio-fertilizer which is extract from seaweed that is macrocytic pyrifera algae
which have capacity to grow faster than other and it is giant kelps: giant algae. When it is added
to the crops it increases the growth as well as yield. When they are in cold water they grow 2ft
per day, after getting Ppprox.. 2000 feet they create algae forest.

Kri-gold contains thousands of organic and less no. of in-organic elements. It is helps in growth
as well as enzyme activation. It helps in mytosis and leaf expansion. It also helps in the
stimulating of age. This algae also helps in flower and fruit formation.

Kri-gold super have power of absorption of nutrient which are available in the soil so it provide
more shelf life, increase re-production activity as well as provide strength to immune system. It
is also helps in the nitrogen fixation and increasing in microbial activity.

Usage: 8 to 10 kg per acre

It can be use separately as well as mixed with other fertilizer.

It can be use 100-150 gram in small plants and 200 gram in big plants.

Availability: 5 kg in Jar and 30 kg in Drum.

 4. REVIEW OF LITERATURE
Mishra et al. 2013 studied Promotional Strategy for Biofertilizers in Tarai Region of State
Uttarakhand, India. Agribusiness sector revolves around input supply, processing,
manufacturing and distribution. Input supply is most important sector among these, which
includes pesticides, seeds, fertilizers etc. Fertilizer use is essential practice in agriculture for
getting proper yield from the crop Excess use of chemical fertilizers has led to the pollution soil
and contamination of the water. Now farmers are looking for more eco-friendly options. Bio-
fertilizers, to some extent are alternatives for the ecological problems emerged by chemical
fertilizers Bio-fertilizers are eco-friendly fertilizers, which improve the quality and fertility of
the soil, they are beneficial to the soil without any damage to soil and environment. An
increasing number of farmers are using these fertilizers, and the numbers of manufacturing units
have also grown considerably. But still market for them not well developed, and the industry
has not had the growth that was anticipated. The use of bio-fertilizers has still not spread
uniformly although because lack of awareness and proper promotion. This paper explores the
farmers perspective about bio fertilizers, its usage status and existing promotional strategy in
the area. This study will also recommend a proper promotional strategy for adoption of bio
fertilizers in area studied. The research was carried out in Tarai region of state Uttarakhand
which is an organic state. Descriptive research was done to explore farmers perspective with
the help of structured questionnaire.

Mohd et al. 2014 studied Future of Bio-fertilizers in Indian Agriculture. In India the availability
and affordability of fossil fuel based chemical fertilizers at the farm level have been ensured
only through imports and subsidies. Today, biofertilizers have emerged as a highly potent
alternative to chemical fertilizers due to their eco-friendly, easy to apply, non-toxic and cost
effective nature. Also, they make nutrients that are naturally abundant in soil or atmosphere,
usable for plants and act as supplements to agrochemicals. In addition, they are a product that is
likely to be commercially promising in the long run once information becomes available
adequately to producers and farmers through experience and communication. In India,
government has been trying to increase the application of bio fertilizers along with modern
agrochemicals. This paper underlines the success/failure issues in Indian context and for its
future in India emphasizes the need for high degree of innovation and active participation in
scientific research and development, public awareness programmes to enhance the extra
potential of sustainable agriculture development as well as encouraging private organization and
policy makers to take interest in this field.
 5. RESEARCH CONTEXT
Brief Industrial Profile of Tapi District

Location & Geographical Area :

Tapi is a taluka district with headquarter Vyara it should on the Southern eastern
fringe of Gujarat. The district has been covered under Integrated Tribal Development
project in Gujarat. Tapi District is situated between the parallels of latitude 21.21 to
23.0 And longitude 72.38 to 74.23. Total Geographical are of the Tapi district is 3434.
64 Sq.Km.

Topography :

The district enjoys dry climate throughout the year except during Monsoon season.
The Temperature various between 11.2 c and 38.4 c. The South west monsoon brings
rains to the district and rainy season extends from Middle June to the end of October.
Average Annual rain fall from the district is 2000 mm.

Availability of Minerals:
The Tapi district is very poor in mineral based products. there are minor mineral like,
Black trap, ordinary sand, ordinary soil, Hard Muhrrum.

PRODUDCTION OF MINERAL 2010-11

S.NO. NAME OF MINERAL PRODUCTION in tones

2010-2011

MAJOR
MINERAL

1 - -

MINOR

1. Black Trap 3291964

2. Ordinary Sand 817454

3. Ordinary Soil 118070

4. Hard Muhrrum 32000

SOURCE : DEPT OF MINES & GEOLOGY, TAPI

District at a Glance
 S.No. Particulars Year Unit Statistics
1 Geographical features
(A) Geographical Data
21.1 23.0
i) Latitude 0 to 0 N -
72.3 74.2
ii) Longtude 8 to 3 E -
iii) Geographical Area Sq.Km 3434.64
(B) Administrative Units
i) Sub Divisions 01
ii) Tehsils 05
iii
) Sub-Tehsil -
iv) Patwar Circle 05
v) Panchayat Simitis -
vi) Nagar Nigam -
vii) Nagar Palika 02
viii) Gram Panchayats 283
xi) Revenue Villages 521
x) Assembly Area -
2. Population
(A) Sex-wise
i) Male 2011 No. 360467
ii) Female 2011 No. 358167
(B) Rural Population 2011 No. 650169
3. Agriculture
A. Land utilization
i) Total Area 2010-11 Sq.KM 3434.74
ii) Forest cover 2010-11 740.25
iii) Non Agriculture Land 2010-11 485.23
v) Cultivable Barren
Land 2010-11 456.59
4. Forest
(i) Forest 2010-11 Sq,Km 740.25

Existing Status of Industrial Areas in the District TAPI.

S.No. Name of Land Land Prevailing No. of No. of No. of No. of
Ind. Area acquired developed Rate Per Plots allotted Vacant Units in
(In (In Sqm Plots Plots Production
hectare) hectare)
(In Rs.)

1 Doswada 165.60 165.60 45 1 1 - -

2 Nizer 5.60 5.60 100 1 1 - -

3 Valod 1.16 0.3008 120 2 2 - -

Vyara is a town and the district
headquarters of the Tapi district in the
Indian state of Gujarat. Vyara is located at
21.12N 73.4E. 65 km away from Surat on
nh6. It has an average elevation of
69 metres (226 feet).

As of 2011 India census, Vyara had a

population of 36,213. Males constitute
50% of the population and females 50%.
Vyara has an average literacy rate of 74%,
higher than the national average of 59.5%:
male literacy is 78%, and female literacy is
69%. In Vyara, 11% of the population is
under 6 years of age.
Tapi district of Gujarat

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 6. RESEARCH METHODOLOGY
5.1 Title of Study

A study on farmers buying behaviour towards bio fertilizer and new product
promotion of krigold super of krishi rasayan export pvt.ltd. In vyara taluka of tapi
district

5.2 Research Objectives

1. To study the socio-economic profile of farmers.

2. To study the buying behaviour of farmers for different Bio-fertilizers and Kri-Gold
Super product of Krishi Rasayan Export Pvt. Ltd.

3. To study different bio fertilizer brands market share in study area.

4. To perform promotional activities for creating awareness for Kri-Gold Super.

5.3 Research Design

Research design compasses the methodology and procedures employed to conduct scientific
research. The design of a study defines the study type like descriptive, semi-experimental,
experimental, review, meta-analytic and sub-type like descriptive-longitudinal, research
question, hypotheses, experimental design, and, if applicable, data collection methods and a
statistical analysis plan.

The term descriptive research refers to the type of research question, design, and data analysis
that will be applied to a given topic. Descriptive statistics tell what is, while inferential
statistics try to determine cause and effect.

Descriptive research can be either quantitative or qualitative. It can involve collections of

quantitative information that can be tabulated along a continuum in numerical form, such as
scores on a test or the number of times a person chooses to use a-certain feature of a
multimedia program, or it can describe categories of information such as gender or patterns
of interaction when using technology in a group situation. Descriptive research involves
gathering data that describe events and then organizes, tabulates, depicts, and describes the
data collection. It often uses visual aids such as graphs and charts to aid the reader in
understanding the data distribution.

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Source of Data Collection

The data were collected from primary as well as secondary sources to meet the objectives
of the study.

Primary Source: Data were collected from farmers with the help of a structured
questionnaire.

Secondary Source: Data were collected from company website, journals and company
reports.

Method of Data Collection

During the study, face-to-face conversation of farmers was conducted with help of interview.

Sample Design

Sampling Method:

Purposive sampling method was used.

Purposive sampling, also known as judgmental, selective or subjective sampling, is a
type of non-probability sampling technique. Non-probability sampling focuses on
sampling techniques where the units that are investigated are based on the judgement
of the researcher, there are a number of different types of purposive sampling, each
with different goals.
In the study area chosen those farmers used bio fertilizer.

Sampling Size:

Total 150 farmers were surveyed from the study area.

Research Instrument

Considering the nature of the study as well as for obtaining information from the farmers, it
was decided to collect information through questionnaire prepared with help of available
literature and research reports.

5.4 Area of Research

In this study, the Vyara Taluka of Tapi district was selected for the survey as suggested by the
company officials at Krishi Rasayan Export Pvt Ltd.

Name of the 30 Villages of Vyara Taluka as follows:

Kapura Dhangam Gadkuwa Degam Jetwadi

Bhanawadi Meghpur Dhajamba Saraiya Dhamodi

Dhanturi Khutadiya Ukhalada Bhatpur Arkund

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 Bamanamal Chikhalda Vagnera Pimalkuwa Sisor

Karanjwel Khusalpura Chhindiya Gatadi Katiskuwa

Vaskui Chikhalva Dhamodala Dhamadala Shahpur

5.5 Analytical Tools

Mainly Averages, Percentages, frequency analysis and graphical method representation

were used to achieve the objectives of the study. Beside it Microsoft Excel 2010 software was
also used.

5.6 Limitations of the Study

1. Adequate efforts have been taken to accomplish the research according to the
objectives, but it was not possible to cover more additional areas and farmers which
would have obviously given better results.

2. The project area covered was Vyara Taluka of Tapi district, so the outcome of the
project cannot be applied to other places due to demographic and geographic
differentiation.

3. The project work was required to be completed in one month. So there was limited
time available and therefore only limited farmers were included in study.

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 6. DATA ANALYSIS
Objective 1: To study the socio-economic profile of farmers in the study region.

In this survey data related to Gender, Age, Qualification, Land Holding, Annual Income,
source of Income and farming Experiences were collected in the study region.

6.1.1 Gender wise Classification:

Gender Respondent Percentage

Male 146 97.33
Female 4 2.67

Total 150 100

Table No. 6.1.1: Gender wise classification

Gender wise classification

Female; 3%

n=150

Male; 97%

Figure No. 6.1.1: Gender wise classification

This graph shows that, out of total farmers 97% farmers were male while the remaining 3%
was female.

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6.1.2 Age wise classification

Year Respondent Percentage

<15 0 0.0

15-30 9 6.00

30-45 65 43.33

45-60 56 37.33

More than 60 20 13.33

Total 150 100

Table No. 6.1.2: Age wise classification

Age wise classification

50.00
45.00 43.33 n=150
40.00 37.33
35.00
30.00
No. of Re sponde nt(%) 25.00
20.00
15.00 13.33
10.00 6.00
5.00
0.00
15-30 30-45 45-60 >60

Age Group

Figure No. 6.1.2: Age wise classification

In this graph it can concluded that, 43% farmers were belong to the age group of 30-45 year,
followed by 37% farmers were belong in the age group of 45-60 year and 13% farmers were
belong in the age group of more than 60.

20 | P a g e
6.1.3 Qualification Level wise classification

Qualification Respondent Percentage

Illiterate 27 18.00

Below SSC 57 38.00

SSC 41 27.33
HSC 21 14.00
Diploma/Degree 3 2.00
Post Graduate 1 0.67

Total 150 100

Table No. 6.1.3: Qualification wise classification

Education Le ve l Group

40.00
35.00
30.00
25.00
20.00
Percentage
15.00
10.00
5.00
0.00
ion
C

SC

e
te

re
SS

SS
tra

at
H

eg
Ili

du
low

a
a/

gr
Be

om

st
ipl

Po
D

Figure No. 6.1.3: Qualification wise classification

This Graph shows that 18% farmers were illiterate, while 38% Below SSC, 27% SSC, 14%
HSC, merely 2% Diploma/ Degree and 1% farmers were Post Graduate.

21 | P a g e
6.1.4 Land holding wise classification

Land Holding (In Hectare) No. of Respondent Percentage

Less than 1 51 34.00

1 to 2 69 46.00

2 to 4 29 19.33

4 to 10 1 0.67

More than 10 0 0.00

Total 150 100

Table No. 6.1.4: Land holding wise classification

Land holding of farme rs (in He ctare )

50.00 46.00
45.00
40.00 34.00
35.00
30.00
No. of Re sponde nt(%) 25.00 19.33
20.00
15.00
10.00
5.00 0.67
0.00
<1 1 to 2 2 to 4 4 to 10 >10
0.00

Figure No. 6.1.4: Land Holding wise classification

This graph represents, 46% farmers had 1 to 2 hectare land holding, 34% farmers had less
than 1hectare land holding, 19% farmers had 2 to 4 hectare land holding, 1% farmers had 4 to
10 hectare.

22 | P a g e
6.1.5 Annual income of farmers

Annual Income (In Lakh Rs) Respondent Percentage

<2 13 8.67

2 to 4 41 27.33

4 to 6 58 38.67

>6 38 25.33

Total 150 100.00

Table No. 6.1.5: Annual income of farmers

Annual Income in Lakh Rupe e s

45.00
40.00 38.67

35.00
30.00 27.33
25.33
25.00
No. of Re sponde nt (%) 20.00 Percentage
15.00
10.00 8.67

5.00
0.00
<2 2 to 4 4 to 6 >6
Annual Income

Figure No. 6.1.5: Annual Income of farmers

This graph shows that annual income of farmers in which 39% farmer had 4 to 6 lakh annual
income, followed by 27% farmers had 2 to 4 lakh, 25% farmers had more than 6 lakh and 9%
farmers had less than 2 lakh annual income.

23 | P a g e
6.1.6 Source of Income of farmers

Source of Income Respondent Percentage

Agriculture 24 16.00
Agri+ Livestock 79 52.67

Agri+Business 28 18.67

Agri+Service 19 12.67

Total 150 100

Table No. 6.1.6: Source of Income of farmers

Source of Income

52.67
60.00
50.00
40.00
30.00 18.67
16.00
12.67
No. of Re sponde nt (%) 20.00
10.00
0.00
ck

s
e

e
es
ur

vic
to

sin
ult

r
s

Se
ve
ic

Bu
gr

i+
Li

i+

gr
A

i+

gr

A
gr

A
A

Source

Figure No. 6.1.6: Source of Income of farmers

This Graph shows that out of 150 farmers, 53% farmers had associated with Agriculture and
Livestock, 19% farmers had associated with Agriculture and Business, 16% farmers had
associated with only Agriculture and 13% had associated with Agriculture and service.

24 | P a g e
6.1.7 Farming Experience of farmers

Experience Respondent Percentage

1 to 5 22 14.67

5 to 10 73 48.67

10 to 15 33 22.00
>15 22 14.67

Total 150 100.00

Table No. 6.1.7: Farming Experience of farmers

Farming Expe rie nce

48.67
50.00
45.00
40.00
35.00
30.00
22.00
No. of Re sponde nt(%) 25.00
20.00 14.67 14.67
15.00
10.00
5.00
0.00
0 to 5 5 to 10 10 to 15 >15

Figure No. 6.1.7: Farming Experience of farmers

According to survey, 48% farmers had experience of farming from 5 to 10 years, 22%
farmers had experience of farming from 10 to 15 years, 14% farmers had experience of
farming from more than 15 years and 14% farmers had experience of farming from 1 to 5
years.

25 | P a g e
Objective 2: To study the buying behaviour of farmers for different Bio-fertilizers and Kri-
Gold Super product of Krishi Rasayan Export Pvt. Ltd.

6.2.1.1 Since how long do you know about Bio-fertilizer?

Year Respondent Percentage

1 to 5 72 48.00

5 to 10 66 44.00

10 to 15 10 6.67

>15 2 1.33

Total 150.00 100.00

Table No. 6.2.1.1: Since how long do you know about Bio-fertilizer?

Know about bio-fe rtilize r

48.00
50.00 44.00

40.00

30.00
No. of Respondent(%)
20.00
6.67
10.00 1.33
0.00
1 to 5 5 to 10 10 to 15 >15
Year

Figure No. 6.2.1.1: Since how long do you know about Bio-fertilizer?

In this graph shows that 37% farmers know about Bio-fertilizer from 5 to 10 years, 33%
farmers know about bio-fertilizer from 1 to 5 years, 27% farmers know about bio-fertilizer
from 10 to 15 years and only 3% farmers know about bio-fertilizer from more than 15 years.

26 | P a g e
6.2.1.2 Source of Bio-Fertilizer Information

Source of Bio- fertilizer Respondent Percentage

Information

Advise of the Dealer 72 48.00

Neighbour's Experience 19 12.67

Demonstration 20 13.33

Company Officers 17 11.33

Pamphlets 10 6.67

Other 12 8.00

Total 150 100

Table No. 6.2.1.2: Source of Bio-fertilizer Information

50.00
45.00
40.00
35.00
30.00
No. of Re sponde nt(%) 25.00 48.00
20.00
15.00
10.00 13.33
12.67 11.33
5.00 6.67 8.00
0.00
Advise of the Dealer Demostration Pamphletes

Figure No. 6.2.1.2: Source of Bio-fertilizer Information

This graph represents that 39% farmers had information about bio-fertilizer from Dealer, 34%
farmers had information about bio-fertilizer from friends/relatives, 14% farmers had
information about bio-fertilizer from Neighbours, 10% farmers had information about bio-
fertilizer from company Officers and 2% farmers had information about bio-fertilizer from
others.

27 | P a g e
 6.2.1.3 Since how long Purchasing Bio-Fertilizer

Time Respondent Percentage

1-5 year 26 17.33
5-10 year 84 56.00
10-15 year 27 18.00
More than 15 year 13 8.67
Total 150 100.00
Table No. 6.2.1.3: Since how long Purchasing Bio-Fertilizer

Since how long Purchasing Bio-Fertilizer

60.00 56.00

50.00

40.00

30.00

17.33 18.00
20.00

8.67
10.00

0.00
1-5 year 5-10 year 10-15 year More than 15 year

Figure No. 6.2.1.3 How long purchasing bio fertilizer

This graph shows that according to the primary data, found that mostly farmers were
purchasing bio fertilizer from last 5 to 10 years, 17 percent farmers were 1 to 5 years, 18
percent farmers were 10 to 15 years while 9 percent farmers were buying fertilizer since more
than 15 years.

28 | P a g e
 6.2.1.4 From where purchasing Bio-Fertilizer

Source of purchase of Respondent Percentage

Bio fertilizer
Agro Center 112 74.67
Sahkari Mandli 23 15.33

Bio-fertilizer Agent 7 4.67

Other 8 5.33

Total 150 100.00

Table No. 6.2.1.4: Source of purchase of Bio-Fertilizer

Source of purchase of Bio-Fertilizer

74.67
80.00
70.00
60.00
50.00
40.00
30.00
No. of Re sponde nt(%) 15.33
20.00
4.67 5.33
10.00
0.00
dli

nt
er

er
ge

th
nt

an

O
Ce

A
iM

er
o

ar
gr

liz
hk

rti
A

Sa

fe
o-
Bi

Figure No. 6.2.1.4: Source of purchase of Bio-Fertilizer

This graph shows that mostly farmers were purchased bio fertilizer from the agro center, 15
percent farmers were purchased from the sahkari mandli, 5 percent from the bio fertilizer
agent while 5 percent from the others sources purchased bio fertilizer.

29 | P a g e
 6.2.1.5 Who Influencing to the purchase of bio-fertilizer

Factor Influencing the Respondent Percentage

purchase of bio-fertilizer
Self-decision 65 43.33
Friends & Relatives 23 15.33

Advertisement 19 12.67

Other 43 28.67

Total 150 100.00

Table No. 6.2.1.5: Who influencing to the purchase of Bio-fertilizer

Who influencing to the purchase of bio-fertilizer

50.00
45.00 43.33
40.00
35.00
30.00 28.67
25.00
20.00
15.33
15.00 12.67
10.00
5.00
0.00
Self-Decision Friends & Relatives Advertisement Other

Figure No. 6.2.1.5: Who influencing to the purchase of Bio-fertilizer

This graph shows that 43 percent farmers influenced to purchase bio fertilizer by the self-
decision, 15 percent by the friends and relatives, 13 percent by the advertising while 29
percent farmers influenced to purchase by other sources.

30 | P a g e
 6.2.1.6 Time of Purchasing Bio-Fertilizer

Time of Purchase Respondent Percentage

Pre-season 79 52.67

Requirement 59 39.33

Availability 12 8.00
Total 150 100.00
Table No. 6.2.1.6: Time of Purchasing Bio-Fertilizer

Time of Purchasing Bio-Fertilizer

60.00
52.67
50.00
39.33
40.00

30.00

20.00

10.00 8.00

0.00
Pre-season Requirement Availability

Figure No. 6.2.1.6: Time of Purchasing Bio-Fertilizer

According to the primary data this graph shows that mostly farmers were pirched bio
fertilizer before the starting cultivation season, 39 percent were purchased bio fertilizer
according to the field requirement while merely 8 percent farmers were purchasing bio
fertilizer as per the availability.

31 | P a g e
 6.2.1.7 Advise for Quantity used per Area

Advice for Quantity used Respondent Percentage

per Area
Dealer 107 71.33
Company Officers 19 12.67
Based on past 22 14.67
Experience
Other 2 1.33

Total 150 100.00

Table No. 6.2.1.7: Advise for Quantity used per Area

Advise for quantity used per area

80.00
70.00
60.00
50.00
40.00
30.00
20.00
10.00
0.00
No.of Respondent(%) Percentage
r

e
ale

nc
rie
De

pe
Ex
st
pa
on
d
se
Ba

Advisor

Figure No. 6.2.1.7: Advise for Quantity used per Area

This graph shows that advice for quantity to be used per area, mostly farmers were aware for
the doses by the dealer convenience, 12 percent by the company officer, 15 percent by the
based on past experiences they were apply doses in field.

32 | P a g e
 6.2.1.8 Factor considered during purchasing Bio-Fertilizer

Factor Mean Rank

Packet Size 4.44 1

Availability 4.23 2

Quality 4.21 3

Credit 4.19 4

After Sales Services 4.18 5

Price 3.99 6

Past Experience 3.98 7

Promotional Activity 3.92 8

Recommendation 3.84 9

Brand Image 3.79 10

Table No. 6.2.1.8: Factor Consider during purchasing Bio-fertilizer

Factor Consider during purchasing bio fertilizer

4.44
4.6 4.23 4.21 4.19 4.18
4.4 3.99 3.98 3.92
4.2 3.84 3.79
4
3.8
3.6
3.4
lity

n
es

e
ize

nc

tio
vic
S

ua

rie

da
et

er
Q

pe

en
ck

sS

mm
Ex
Pa

ale

st

co
S

Pa

Re
ter
Af

Figure No. 6.2.1.8: Factor Consider during purchasing Bio-fertilizer

The figure shows that factor considered during the purchasing bio fertilizer that packet size
on 1st , availability on 2nd , quality on 3rd after that follow by credit, after sales services, price,
past experience, promotion activity, recommendation, brand image.

33 | P a g e
 6.2.1.9 Since how long you Know about KREPL

Time (Year) Respondent Percentage

1-5 year 65 43.33

5-10 year 71 47.33

10-15 year 9 6.00

More than 15 year 5 3.33

Total 150 100.00

How long know about KREPL(year)

47.33
50.00
43.33
45.00

40.00

35.00

30.00

25.00

20.00

15.00

10.00 6.00
3.33
5.00

0.00
1-5 year 5-10 year 10-15 year More than 15 year
Tabl
e No. 6.2.1.9: How long Know about KREPL

Figure No. 6.2.1.9: How long Know about KREPL

This graph shows that out of 150 farmers, 44% farmers know about Krishi Rasayan Exports
Pvt Ltd from 1 to 5 years, 48% farmers know from 5 to 10 years and 6% farmers know about
Krishi Rasayan Exports Pvt Ltd from 10 to 15 years.

34 | P a g e
 6.2.2.2 Awareness about Kri Gold Super Product

Know about Kri Respondent Percentage

Gold Super
Yes 27 18.00
No 123 82.00
Total 150 100
Table No. 6.2.2.1: Awareness about Kri-Gold Super Product

Awareness about kri Gold Super Product

Yes; 18%

No; 82%

Yes No

Figure No. 6.2.2.1: Awareness about Kri-Gold Super Product

This graph shows that out of 150 farmers, only 18% farmers aware about Kri-Gold super
product.

35 | P a g e
 6.2.2.3 Purchasing Kri Gold Super Product

Purchasing Kri Gold Respondent Percentage

Super
Yes 23 15.33
No 127 84.67
Total 150 100

Table No. 6.2.2.2: Purchasing Kri-Gold Super

Purchasing Kri Gold Super

15.33

84.67

Yes No

Figure No. 6.2.2.2: Purchasing Kri-Gold Super

This graph shows that out of 150 farmers merely 15 percent were purchased kri gold super
bio fertilizer.

36 | P a g e
 6.2.2.4 From where came to know about Kri-Gold Super product

Parameters Mean Rank

Advertisement 4.09 5

Word of mouth 4.74 2

Brand Image 4.22 4

Dealers Convenience 4.78 1

Demonstration 4.70 3
Schemes 3.96 6

Friends/Relatives 3.48 7
Table No. 6.2.2.3: Came to know about Kri-Gold Super Product

Came to Know about Kri-Gold Super product

4.74 4.78 4.70
5.00 4.22
4.09 3.96
4.50
4.00 3.48
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
th

n
t

es
es
e

e
en

ag

tio
nc
ou

tiv
m
em

Im

tra
nie
m

he

ela
tis

s
ve

Sc
of

on

s/R
an
er

on
d

em
dv

Br
or

nd
sC
W
A

ie
ler

Fr
ea
D

Figure No. 6.2.2.3: Came to know about Kri-Gold Super Product

This graph shows that how came to know about krigold super, according to the primary data
here given rank based on mean method found that on 1st by the dealers convenience, word of
mouth on 2nd and demonstration on 3rd and other parameter follow by brand image,
advertisement, schemes, and friends/ relatives.

37 | P a g e
 6.2.2.5 Reason for purchasing Kri Gold Super

Reason for Respondent Percentage

purchasing
Price 2 8.70
Quality 17 73.91
Size 3 13.04

Availability 1 4.35
Total 23 100.00

Table No. 6.2.2.4: Reason for purchasing Kri-Gold Super

Reason for purchasing Kri Gold Super

73.91
80.00

70.00

60.00 n = 23
50.00

40.00

30.00

20.00 13.04
8.70
4.35
10.00

0.00
Price Quality Size Availability

Figure No. 6.2.2.4: Reason for purchasing Kri-Gold Super

This graph shows that out of 23 farmers, 73.91% (17) farmers were purchased Kri-Gold
Super because of Quality, 13.04% (3) farmers were purchased for Size, and 8.70% (2)
farmers were purchased because of Price.

38 | P a g e
 6.2.2.6 Know About Scheme provided by KREPL for Kri Gold Super

Know About Scheme Respondent Percentage

provided by KREPL
Yes 2 8.70
No 21 91.30
23 100.00
Table No. 6.2.2.5: Know about scheme provided byy KREPL for Kri-Gold Super

Know about scheme provided by KREPL

8.70; 9%

Yes
No

91.30; 91%

Figure No. 6.2.2.5: Know about scheme provided by KREPL for Kri-Gold Super

In this chart shows that Out of 23 farmers, 8.70% farmers Know about the Scheme provided
by Krishi Rasayan Exports Pvt Ltd.

39 | P a g e
 6.2.2.7 Acceptance of Kri Gold Super in Future

Accept Respondent Percentage

Product
Yes 69 46.00
I might 66 44.00
No 15 10.00

Total 150 100.00

Table No. 6.2.2.6: Acceptance of Kri-Gold Super product

Fig. 23: Acceptance of Kri Gold Super

10%

Yes
46%
I might
No
44%

Figure No. 6.2.2.6: Acceptance of Kri-Gold Super product

In this chart shows that Out of 150 farmers, 46% farmers accept the Kri-Gold Super in future
and 44% farmers uncertain to accept the product.

40 | P a g e
 Objective 3: To study the market share of different brands in survey area.

Company Name Respondent Percentage

Krishi Rasayan 23 15.33

Biostadt 89 59.33

Genista Cropscience 13 8.67

Others 25 16.67

Total 150 100.00

Table No. 6.3

Market share
Krishi Rasayan
Biostadt
Genista Cropscience
Others
17%
15%
9%
59%

Figure No. 6.3

In this graph shows that Out of 150 farmers, 59% farmers were purchased bio-fertilizer of
Biostadt Company, 9% farmers were purchased bio-fertilizer of Genistra Cropscience and
15% farmers were purchased bio-fertilizer of Krishi Rasayan while 15% farmers were
purchased bio fertilizer from the others companies.

41 | P a g e
Objective 4: To perform promotional activities for creating awareness for
Kri-Gold Super.
6.4.1 To perform promotional activities

To increase the awareness about Kri-Gold Super product, free Demonstrations was
given to 32 farmers in study area.

To spread awareness about Kri-Gold Super product, pamphlets were distributed in

study area.

In study area, 2 Farmers Meeting were arranged to educate farmers about the product
features and its use.

To spread the awareness about scheme of Kri-Gold Super product, posters were
displayed at the Dealers shop in Agro-market of Vyara and public places in villages.

42 | P a g e
6.4.2 To find out the competitors of Plant Growth Regulator.

Company Brand name Dose Net Price Remark

Name Weight
Biostadt Biozyme 20-40 8 kg Rs. For max. yield
India Vegetables kg/Hectare 465/- and better
Limited Granules quality

Biostadt Biozyme 15 kg/Hectare 6 kg Rs. For max. yield

India Power+Granules 450/- and better
Limited quality

Biostadt Rejoice 500gm/Hectare 200 gm Rs. Helps at

India 490/- Reproductive
Limited Growth

Sumitomo ProGibb (Powder) - 5 gm Rs. Growth

Chemical 370/- Enhancer
India Pvt
Ltd
Bayer Crop Planofix (Liquid) 7 ml/15 litre 100 ml Rs. Growth
Science water 95.50/- Enhancer
Limited
Dow Humicil 1 litre/Acre 1 Litre Rs. Improves Yield
Agroscience (Liquid) 850/-
India Pvt
Ltd

43 | P a g e
 Arise Agro Agronaa (Liquid) 100 ml/200 litre 1 litre Rs. Multiple Plant
Limited 483/- Hormone &
Better Growth

For Plant Growth Regulator, Biostadt Company had more no. of products as compared to
other company in the study area.

44 | P a g e
 7. FINDINGS

Objective 1:
According to primary data found that out of total 150 respondent 146 (97.33%) were
male and 4 (2.67%) were female.
Out of 150 respondent 43.33% of respondent were belongs to age group 30-45 years
while merely 6% of respondent were belongs to age group 15-30.
According to survey 14.00% respondent had completed H.S.C and 38.00% of
respondent were belong from below S.S.C while 18.00% respondent were belong
from illiterate.
According to the primary data found that 46.00% had land holding level under the 1
to 2 hectare, while more than 4 hectare land holders were very less merely 1% of
them.
According to the survey found that majorly farmers were associated with the
agriculture and livestock, while only 16.00% associated in agriculture.
Out of 150 farmers, 38.67% farmers had annual income between 4-6 lakhs.
As per the collected data found that the 48.67% farmers had experience of 5 to 10
years, while 22% had experience around 10 to 15 years.

Objective 2:

According to survey from 150 farmers 72 (48%) farmer knows about bio-fertilizer
from 1-5 years.
Out of 150 farmers 72 (48%) respondent got information about bio fertilizer from
advice of dealer and 19 (12.67%) respondent got information from neighbour
experience.
Out of 150 farmer 84 (56%) farmer purchase bio fertilizer from 5-10 years.
According to survey out of 150 respondent 112 (74.67%) respondent purchasing bio-
fertilizer from agro-centre.
According to survey found that out of 150 respondent 65 (43.33%) respondent were
influenced to purchase Bio-fertilizer by self-decision.
According to survey found that 52.67% farmers were purchased bio-fertilizer on Pre-
season of cultivation.
Out of 150 respondent most of respondent take advice of dealer for quantity use per
area.
According to survey packet size, availability and quality were most affecting factor
during purchasing of bio-fertilizer.
According to survey 71 (47.33%) respondent were known about KREPL Company
from 5-10 year.
Out of 150 respondent only 27 (18%) respondent were known about kri-gold super.
According to survey 23 (15.33%) respondent were purchased Kri-Gold Super product.
Dealers convenience, word of mouth and demonstration is the most affecting factor
for came to know about the kri-gold super.
According to survey quality is most affecting reason for purchasing the kri-gold super.
Out of 23 respondent only 2 (8.70%) respondent were known about scheme which is
provided by KREPL.

45 | P a g e
 Out of 150 respondent 69 (46%) respondent were decided to be purchase while 66
(44%) might be going to purchase the kri gold super product.
Objective 3:
As per the collected data, most of farmers (59%) were purchased bio fertilizer from
the BioStadt, while only 15% of respondent purchased bio fertilizer from the Krishi
Rasayan Company.

46 | P a g e
 8. SUGGESTIONS
It was found that most of the farmers in the study area get influenced by Dealers
suggestions. So the company should build a trustworthy relations with dealer.

From the survey, it was found that the scheme given by the company was not much
effective for the farmers so company should focus on the other promotional activities
like field demonstration etc.

According to primary data it was found that farmers mostly considered parameters
like Quality, availability and package size while purchasing bio fertilizer. So, the
company should concentrate on package size as per the farmers requirement for
getting major benefits from the market.

From the study it was found that mostly farmers stock bio-fertilizer before the starting
of cultivation season, so company should need to start the promotional activities
before pre-season.

As per the farmers suggestion company should need to improve their labelling giving
complete description about the Kri gold super product.

As per the farmers suggestion company need to improve their after sale services.

47 | P a g e
 9. CONCLUSION
From the study, it could be concluded that mostly farmers in the
study area consider Quality, availability and package size as major factors while
purchasing bio fertilizer. So the company should focus on these factors while selling
their product. Also most of the farmers were not aware about the product Kri-Gold
Super of Krishi Rasayan Exports Pvt Ltd. So in this regard company need to focus on
creating awareness about its product by conducting more field demonstrations. So
finally it could be said there is a huge scope for company to increase its market share
in future by overcoming the constraints.

48 | P a g e
 10. BIBLIOGRAPHY

Bhattacharjee R. and Dey U. (2014), Biofertilizer, a way towards organic

agriculture: A review. African Journal of Microbiology Research, Volume 8(24),
2332-2342.

Kothari C. R. Garg G. (Third Edition, 2014). Research Methodology Methods and

Techniques

Majumdar K. (2015), Bio-fertilizer use in Indian Agriculture. Indian Journal of

Research, Volume 4(6), 377-381.

Mishra N., Hussain M., Khan S. and Masmali F. (2013), Promotional strategy for
Biofertilizers in Tarai region of state Uttarakhand, India. International Journal of
emerging Research in Management & Technology, Volume 1, 38-45.

Mohd Mazid and Taqi Ahmed Khan (2014), Future of Bio-fertilizers in Indian
Agriculture: An Overview. International Journal of Agricultural and Food Research,
Volume 3(3), 10-23.

Nanthini s. and kanagaraj D. J. (2016), A study on Awareness and Acceptance of

Biofertilisers in Southern Districts of Tamilnadu. Journal of Management,
Information Technology and Engineering, Volume 2(1), 37-46.

Websites:

http://agritech.tnau.ac.in/agriculture/agri_pgr_introduction.html

http://www.businesswire.com/news/home/20160426005882/en/Global-Biofertilizer-
Market-2016-2020---Main-Growth

http://www.indiastat.com/table/industries/18/biofertiliser19922015/452395/748529/da
ta.aspx

http://www.krishirasayan.com/files/company.htm

49 | P a g e
 11. ANNEXURE
Name of respondent:
Contact number: .. Village:
1 Gender:
(1) Male _____ (2) Female _____

2 Age:
(1) 15-30 _____(2) 30-45_____ (3) 45-60 _____ (4) More than 60 _____

3 Educational level:
(1) Below SSC _____ (2) SSC _____ (3) HSC _____(4) Diploma/Degree _____
(5)Other____

4 Total number of family member:

(1) 2-3 Person (2) 3-5 Person (3) 5-7 Person (4) >7 Person

5 Land owned (Hactor):

(1) <1 ha (2) 1-2 ha (3) 2-4 ha (4) 4-10 ha

6 What is your annual Income (In Rs.):

(1) 1-2 Lakh_____ (2) 2-3 lakh_____
(3) 3-4 lakh _____ (4) >4 lakh _____
7 Source of income?
(1) agriculture_______ (2) Other______ (3) Both______

8 How many year of farming experience do you have?

(1) 0-5 year___ (2) 5-10 year____ (3) 10-15 year___ (4) >15 year___

9 Which Crop taken Season wise?

Season Kharif Rabi
1
2
3
4
5

10 Since how long do you know about bio-fertilizer Product?

(1) 1-5 year _____ (2) 5-10 year _____ (3) 10-15year _____ (4) More than 15
Year ______

11 Source of information about Bio-fertilizers?

(1) Advise of the Dealer___(2)Neighbours Experience___ (3) Demonstration___
(4) Company Officers___ (5) Pamphlets___ (6) Other___
12 From where are you purchasing bio fertilizer?

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 (1) Agro-center____ (2) Sahkari Mandli____(3) Bio-Fertilizer Agent___(4)
Other___

13 Who influencing to the purchase of bio fertilizer?

(1) Self-Decision____(2) Friends/ Relatives___(3) Advertisement___(4)Other___

14 Time of purchasing bio fertilizer?

(1) Pre-Season____(2) Requirement___(3) Availability____

15 By whom advice fertilizers and quantity you used per area?

(1) Dealers___ (2) company officer___ (3) Based on past experience___ (4) Other
______

16 Are you purchasing bio-fertilizer Products?

(1) Yes _____ (2) No _____

17 Which Factors do you Consider While Purchasing Bio fertilizer?

(1-Always, 2-Mostly, 3-Average, 4-Rarely, 5-Never)

Factor Always Mostly Average Rarely Never

Packaging Size
Past experience
Price
Promotional Activity
Brand Image
Recommendation
Quality
After Sales service
Credit
Timely Availability

18 Which Companies bio-fertilizer are you purchasing?

(1) GSFC _____ (2) BioStadt _____(3) Genista cropscience _____ (4) krishi rasayan
_____ If (4) other specify ___________

19 Since how long do you know about Kishi Rasayan company?

(1) 1-5 year _____ (2) 5-10 year _____ (3) 10-15 year _____ (4) More than 15
year _____

20 Are you aware about the Kri-Gold Super product?

(1) Yes _____ (2) No _____

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 21 How do you came out about Kri-Gold Super product. {Tick mark to
appropriate}
[1-Extremely Effective, 2-Effective, 3-Neutral, 4-Not Effective, 5-Not at all
Effective]

Parameters Extremely Effective Neutral Not Not at all

Effective Effective Effective
Advertisement
Word of mouth
Brand Image
Dealers
Convenience
Demonstration
Schemes
Friends/Relatives
Others

22 Do you know about the schemes provided by KREPL?

(1) Yes _____ (2) No ______

23 What is reason for purchasing kri-gold super product?

(1) Price___ (2) Quality___ (3) Size___ (4)Avaibility___ (5) Ohers___

24 Will you accept this product for purchasing in future?

(1) Yes___ (2) I might___ (3) No___

Thank you..

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