A PROJECT REPORT

ON
FARMERS PREFERANCE OF Bt-COTTON HYBRIDS IN
RELATION TO PRODUCT OF NUZIVEEDU SEEDS IN
BHAVNAGAR DISTRICT OF GUJARAT

Summer Project Report

Submitted,
In The Partial Fulfillment Of The Degree Of
Master Of Business Administration
Semester-II

By

PATEL JIGARKUMAR KIRTIKUMAR Roll No :- 64

Under The Guidance Of :

Prof. Hiren Sondarva
V.M.Patel Institute Of Management.

Submitted To :
V.M.Patel Institute Of Management,
Ganpat University,
Kherva.

July 2010

1
 Sr. No Particular Page No

 Certificate by the company -

 Certificate by the Guide -

 Certificate by Mentor -

 Candidate’s Statement -

 Preface I

 Acknowledgement II

 Executive Summary III

Part : 1 :- Company Overview 1

Introduction Of The Company 2

History Of The Company 3

Vision & Mission 4

Nuziveedu Seeds Bags Award 5

Location 7

2
 Infrastructure & Facilities 8

Production Department 10

Part : 2 :- Marketing Function Analysis 16

Chapter : 1 :- Basic Information 17

Chapter : 2 :- Marketing Mix 20

Chapter : 3 :- Marketing Research & Objective 44

Chapter : 4 :- Analysis And Interpretation 53

Chapter : 5 :- Limitation 67

Chapter : 6 :- Conclusions 69

Chapter : 7 :- Bibliography 71

Chapter : 8 :- Annexure 73

3
 CERTIFICATE BY THE GUIDE

This is to certify that the contents of this report entitled “PATEL

JIGARKUMAR KIRTIKUMAR. ROLL NO :- 64” by submitted to V. M. Patel
Institute of Management for the Award of Master of Business Administration
(MBA Sem-II) is original research work carried out by him/her/them under my
supervision.

This report has not been submitted either partly or fully to any other University
or Institute for award of any degree or diploma.

Prof. Hiren Sondarva,

Lecturer,
V. M. Patel Institute Of Management,
Ganpat University.
Kherva.

Date :
Place :

4
 CERTIFICATE BY THE MENTOR

This is to certify that the contents of this report entitled “PATEL

JIGARKUMAR KIRTIKUMAR ROLL NO-64 ” by submitted to V. M. Patel
Institute of Management for the Award of Master of Business Administration
(MBA Sem-II) is original research work carried out by him/her under my
mentoring. I, hereby certify the authenticity of the data and facts mentioned in
the report.

This report has not been submitted either partly or fully to any other University
or Institute for award of any degree or diploma.

Prof. Hiren Sondarva,

Lecturer,
V. M. Patel Institute Of Management,
Ganpat University.
Kherva.

Date :
Place :

5
 CANDIDATE’S STATEMENT

I hereby declare that the work incorporated in this report entitled “PATEL
JIGARKUMAR KIRTIKUMAR ROLL NO-64 ” in partial fulfillment of the
requirements for the award of Master of Business Administration (Sem.- II) is
the outcome of original study undertaken by me/us and it has not been submitted
earlier to any other University or Institution for the award of any Degree or
Diploma.

Patel Jigarkumar Kirtikumar,

Student’s Of

V. M. Patel Institute Of Management,

Ganpat University.
Kherva.

Date :
Place :

6
 One can deny for the importance of the practical exposure of the problem for its better
understanding and better grip of coming out with an industrially acceptable solution.

Being the Management student and performing small practical even is in itself an
experience of responsibility on our head. The project is certainly the best chance to work in
the research field and have practical understanding of research. And this exposure has really
added a supplement and nourishment to our growing tree of management knowledge- just like
the fertilizer does to the plants.

In view of above, this report has been completed as a part of syllabus prescribed for
the MASTER OF BUSINESS ADMINISTRATION. This had been made in order to know
the “FARMER’S PREFERENCE ON Bt-COTTON OF IN BHAVNAGAR AREA”. For this
a wide survey of targeted population has been made. This will help us to understand the
Market potential & People Awareness of Bt-cotton. Here, to know their Awareness and
Purchase a products of Nuziveedu seeds ltd, we have made Questionnaire which helped us to
collect Primary data from the Target Population by making the survey. We have collected
data as per guideline provided. This data has been verified and carefully analyzed in order to
predict this result of the targeted population in a given predefined value. Thus result oriented
by this project help us to understand the market potential and consumer awareness of “Bt-
Cotton Of Nuziveedu Seeds Ltd” whether they would like to know or not.

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 To make any project, essential requirement is able guidance and references without
which project is incomplete. We are very much thankful to Prof. Hiren Sondarva who has
gided and motiveted me And Prof. viral vaishnav who has provided us an opportunity and
motivation to gain knowledge through this type of project And also thankful to Dr. Mahendra
Sharma sir And also thankful to all faculty members. We will get practical knowledge from
this project and this will help me a lot in our career.

We are also thankful to V. M. Patel Institute of Management for providing facility of

library and computer laboratory, which are proved as valuable input resources for preparing
our project.

I am also thankful to Nuziveedu Seeds Ltd. Also thankful to Dr.S.P.S.Khuswa Sir,

also thankful to Yogesh Sir, also thankful to Sanju Chobe Sir, who are help me in training and
give clear direction of the training. In the training I learn lot of things of the marketing.

We are also obliged by our respondents, whose co-operation has contributed major
part in our project. These are the main sources of primary data for our project.

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1.COMPANY PROFILE
In company profile we can know when the company was started what’s its
progress, who are company’s auditors, bankers, owners. How many awards the company get.

2. MARKETING DEPARTMENT

In marketing department I can know the product distribution channel, sales

promotion activity, advertisement, product pricing , product development and transportation
channel.

3. PERSONNEL DEPARTMENT

In personnel department there no recruitment and selection process. I can know

this kind of facility the company provide to its employees and how they manage shift vise
work and employees.

4. PRODUCTION DEPARTMENT

In production department I am able to know about the whole production process,

mounding, fitting,

This project report I include the company’s general information, its image in the
present market and in the customers mind. Its organizational relation ship various department
and at the last concluding this summery these all information is given by this report. I was
able to relate practical with theory knowledge.

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10
 Nuziveedu Seeds Pvt.Ltd, today, is a leader in R & D, production and marketing of not
only cotton hybrid seed but also the hybrid seeds of other field crops like Corn, Rice,
Sunflower, Sorghum, Pearlmillet, and vegetable crops. NSL has also initiated work on
developing high yielding varieties and hybrids in Wheat and mustard.

With the successful performance of Bunny BT and Mallika BT, cotton hybrid
varieties, NSL has 35 – 40 % of Indian hybrid cotton seeed market share. NSL hybrids
contribute in producing 50% of the best quality of cotton in India. As a result, company
received National Award (2002) for best R & D efforts in Industry by department of Scientific
and Industrial Research, Ministry of Science and Technology, Govt of India.

Thirty five (35) years of successful operations contribute strong financials and high
brand equity to the company. Every Indian farmer is well familiarized with “Subeej”, a brand
name of NSL’s products We are enjoying a client base of 10 Million farmers who have reaped
a rich rewards by cultivating company’s “Subeej Seeds”.

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 Nuziveedu Seeds Pvt.Ltd was established in year 1973 by Sri M Venkatramaiah,
present chairman of the company, with a progressive vision and solemn objective of
developing and providing quality cotton seeds to the farmers at reasonable price. His son and
the present Managing director of the company, Sri M. Prabhakar Rao took over the reins of
NSL in year 1982, after the completion of his masters in Plant breeding. The profound
endeavors of Sri M Venkatramaiah backed by the excellent academic record, right instinct
and flawless management skills of Sri M Prabhakar Rao has brought the company to a top
rank position in Indian seed industry. At present, NSL is the first Indian seed company with a
turnover of about Rs 500 Crores.

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 To be the most preferred Seed Brand in India in all the crops we deal.

To ensure desired quality in all the seeds produced and have 100% satisfied customers

To develop the best hybrids to suit the farmers needs.

To maintain and extend the quality standards across all products.

To ensure consistent and timely supply to the market.

To maintain harmonious relationship with growers, dealers, distributors and suppliers.

To create a working atmosphere to enable the employees grow and prosper.

To imbibe the objective and philosophy of the company into the employees.

To attain sales revenue of USD 250 Million (approx INR 11250 Million) by 2012 and
maintain present leadership position

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 The prestigious annual biotech industry survey - Bio Spectrum - ABLE Biotech
Industry Survey - 2008 has adjudged Nuziveedu Seeds Pvt Ltd as the "No 1 bio-agri
company of india for the year 2008".

The survey was jointly conducted by ABLE (Association of Biotechnology - Led

Enterprises) and Bio Spectrum and the award was presented to Nuziveedu Seeds at the 6th
Bio Spectrum - ABLE Biotech Industry Survey Award ceremony which was held on
December 12th.

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 Corporate office of the company is situated at Hyderabad, India. It has got
presence in about 15 major agricultural states with offices at Hyderabad, Delhi, Guntur,
Ahmadabad, Akola, Indore, Davangere, Bangalore, Chennai, Lucknow, Jaipur, and Patna etc.

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 State of Art facilities throughout the supply chain is enabling NSL to market
quality product at competitive price. The Company possesses most modern infrastructure in
the form of R & D Farms, Processing plants, ISTA accredited in-house seed testing
laboratory, biotechnology laboratory, sophisticated gas-delinting plant and conditioned
godowns.

Company’s world class research facilities facilitating breed crops for all regions
are spread across the country. The main centre is located near Hyderabad, Andhra Pradesh in
a total area of about 125 acres with seven satellite center and sub centres located in the states
of Uttar Pradesh, Gujarat, Haryana, Orissa, Karnataka, Tamilnadu and Maharashtra etc. with
an area of about 400 acres.

NSL takes up hybrid seed production programme on contract arrangements with

the loyal and experienced growers. The production arears are located across the country
giving dependability in production. The quality seed is marketed after processing and
ensuring prescribed quality standards by testing for germination, genetic purity and other
parameters. The Company has strong marketing network throughout the country with
emphasis on After-sales services as one of the strong feature of the company.

Being a top player in Cotton, NSL strives to achieve the same position in other
products like paddy, maize, sunflower, jowar, bajra, and vegetables etc.

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At present NSL is using the GM traits for imparting “insect resistance in cotton” and selling
the largest quantity of BT cotton seeds in India. NSL also is developing GM traits on its own
and through contract research with reputed national and international research institutes for
cotton and other crops.

We with our professional management team are dedicated to develop “Agriculture

rich India”

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 Our unique and well defined seed production process helps us to produce vigorous,
healthy and pure seed. Company takes up hybrid seed production programme or contract
arrangements with loyal and experienced growers. Today, about 42,000 farmers across India
are engaged with NSL in quality seed production.

Company has a skilful and experienced production staff which maintains excellence in
their following functions:

Proactive seed production planning to properly serve the market demand.

Isolation of new areas having favorable soil and climatic conditions for quality seed
production.

Selection of farmers, organizers and sub organizers.

Maintaining a symbiotic relation with farmers by guiding them in scientific seed

production.

Supervision at critical stages in order to maintain genetic and physical purity of seed.

Transfer of new and effective technology to the farmer.

Adequate financial support through advances, timely payments and fair prices.

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 Nuziveedu seed limited has made significant investment in establishing
state-of–the-art infrastructure for R & D, Processing, testing, packing and distribution of its
products.

The seeds are produced by about 42,000 experienced contract growers

and are then processed at the modern processing plants in Kompally, Kottur, Nandigam,
Yellampet (all near Hyderabad), Medak, Mahaboobnagar, Krishna, Guntur, and West

21
Godawari districts of Andhra Pradesh and Gacchuroli and Akola districts of Maharashtra. To
keep itself abreast with the latest technology NSL has acquired and imported machines like:

Delta Flat Screen Machines from Cimbria, Denmark.

Gravity Separators from Heid, Austria.

Needle separator from Cimbria, Denmark

Seed Treatment and polymer coating machine from Germany.

To ensure better germination percentage among cotton crop seeds, NSL

has established a state-of-the-art Gas delinting and cotton seed processing facility with a
capacity of about 300 quintals per day NSL designed and developed several machinery for
processing Cotton seeds which are used now by others also.

Use of advance machinery in seed processing results in an efficient,

economic and worthwhile value addition in NSL’s products.

Packing
NSL posses 8 packing lines which are completely automatic with an
output capacity of 30 packets / minute/per line. There are such automatic lines for corn, rice
and other crops also. It enables the company to manufacture and supply the seeds of various
crops @ 2 lakh packets per day.

Conditioned Storage
The Company has the largest air conditioned storage facility in the
country, with a capacity of 18000 MT with automatic loading and unloading systems. This
facility enables the company to store seeds without any deterioration of quality and also
maintain buffer stocks to tide over any shortages on account of production failures.

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 NSL believes that quality is never an accident and is a result of
innovation and proper management.

Keeping total quality management in view, NSL products are passed

through two major quality assessment tests i.e. STL and GOT.

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 In Nuziveedu seed testing laboratory (NSTL), seed samples are tested
for the quality parameter such as moisture content, physical purity, germination, vigour, luster
and size of the seed etc., so as to ensure better performance in farmer's field.

NSTL is the 6th ISTA accredited laboratory in India accredited in the

year 2006.The Laboratory has been equipped with the infrastructure as per the specifications
of International seed testing Association (ISTA). Before releasing to market, each and every
seed sample is tested as per ISTA standards.

GOT is Grow out test. The genetic purity of the sample is assured
through Grow out test (GOT). About 36,000 lots or samples are tested over 450 acres of
company’s GOT farms. These farms are located at Nuziveedu, Nizamabad, Guntur, Attur and
Kallakal and the tests are conducted under technical supervision of the company's qualified
production staff. The Genetic purity of the crop (sample) is confirmed by comparing its
morphological character with the check sample. Sample should meet the standards specified
in the minimum seed certificate standards.

The Quality seed after passing all the tests is considered as marketable
material and sent for further processing & packing.

GOT INSPECTION

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 Marketing concept states that achieving organization goal depend on
determining the needs and wants of target markets and delivering the desired satisfaction
more effectively and efficiency than competitors do.

The selling concept takes an inside-out perspective. It starts with the factory,
focuses on company’s existing products and calls for heavy promotion and selling to obtain
profitable sale. It focuses on getting short –terms sales with little concern about who buys and
why. The marketing concept starts with well-defined market, focuses on customer needs, and
integrates all marketing activities, that affect consumers. Thus it yields profits by creating
long term customer relationship based on customer value and satisfaction.

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1) Satisfy the customer.

2) Retaining present customer and attracting new once.

3) Earning profit.

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The set of controllable tactical marketing tools- product, price, place and promotion that
blends to produce response it wants in the target market.

The controllable factors of marketing mix.

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 Variety  Price
 Size  Discount
 Feature  Allowance
 Quality  Payment period
 Design  Credit term

 Channels
 Advertising
 Coverage
 Personal selling
 Assortment
1) Sales promotion
 Location
2) Public relation
 transport

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 It means and services combination the company offers
to target customer.

 Variety
 Size
 Feature
 Quality
 Design

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 Bunny Bt is a high yielding variety as it performs well with close
spacing and at higher plant density.

NCS 145 (Bunny Bt): is released in year 2005 suitable to grow in

central and south zone of India.

NCS 145 II (Bunny Bt II): is a new version of BunnyBt cotton hybrid,

developed by Nuziveedu seeds limited. It is released in year 2008 especially for North and
South zone of India.

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 Morphological Characters: Vigorous, medium tall, bushy and open
growth with normal, slightly lobed, dark green leaves.

Special features:

The NCS 145 Bunny Bt is high yielding, medium maturity duration variety of cotton.

Suitable for both irrigated and rainfed conditions and on soils having high moisture retention.

Kapas quality is superior with high ginning percentage. Fetches higher prices if Kapas are not
mixed with other varities.

Tolerant to Black arm disease and moderately tolerant to sucking pests like Jassid, Whiteflies
etc.

Quality cotton features:

Big Boll (5 to 6g), oval shaped.

Recommended spacing :

Soil Type Spacing

Black Heavy soils 90 x 60 cm

Light soils 90 x 45 cm.

Maturity duration: 145 – 155 days.

Yield Potential: 40 – 42q/ha.

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34
 Bunny Bt is a high yielding variety as it performs well with close spacing and at
higher plant density.

NCS 145 (Bunny Bt): is released in year 2005 suitable to grow in central and south zone of
India.

NCS 145 II (Bunny Bt II): is a new version of BunnyBt cotton hybrid, developed by
Nuziveedu seeds limited. It is released in year 2008 especially for North and South zone of
India.

35
Morphological Characters: Vigorous, medium tall, bushy and open growth with normal,
slightly lobed, dark green leaves.

Special features:
The NCS 145 Bunny Bt is high yielding, medium maturity duration variety of cotton.

Suitable for both irrigated and rainfed conditions and on soils having high moisture retention.

Kapas quality is superior with high ginning percentage. Fetches higher prices if Kapas are not
mixed with other varities.

Tolerant to Black arm disease and moderately tolerant to sucking pests like Jassid, Whiteflies
etc.

Quality cotton features:

Big Boll (5 to 6g), oval shaped.

Recommended spacing :
Soil Type Spacing

Black Heavy soils 90 x 60 cm

Light soils 90 x 45 cm.

Maturity duration: 145 – 155 days.

Yield Potential: 40 – 42q/ha.

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37
This hybrid has the distinction of highest selling brand in India.

NCS 207 Bt (Mallika Bt): is released in year 2005 for central and south zone of India.

NCS 207 Bt II (Mallika Bt II): is a new version of Mallika Bt cotton hybrid, developed by
Nuziveedu seeds limited. It is released in year 2008 especially for Central and South zone of
India.

38
Morphological Characters: Vigorous, Tall with open canopy and strong sturdy stem. Leaves
are normal, slightly lobed having 3 -5 lobes, with attractive green colour.

Special features:
The NCS 207 Mallika Bt is high yielding, late maturing, and uniform boll bursting variety of
cotton.

Suitable for deep black soils having high moisture retention. Under irrigated conditions, it can
be cultivated on all type of soil.

Kapas quality is superior with high ginning percentage. Fetches higher prices if Kapas are not
mixed with other varities.

Tolerant to Black arm disease and moderately tolerant to sucking pests like Jassid, Whiteflies
etc.

Quality cotton features:

Big Boll weighs 5.5-7.0gm, oval shaped.

Highly suitable for high density planting to obtain very high yields.

Recommended spacing :

Soil Type Spacing

Black Heavy soils 120 x 60 cm

Light soils 120 x 45 cm.

Maturity duration: 150 – 160 days.

Yield potential: 40 – 45q/ha.

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40
This hybrid has the distinction of highest selling brand in India.

NCS 207 Bt (Mallika Bt): is released in year 2005 for central and south zone of India.

NCS 207 Bt II (Mallika Bt II): is a new version of Mallika Bt cotton hybrid, developed by
Nuziveedu seeds limited. It is released in year 2008 especially for Central and South zone of
India.

Morphological Characters: Vigorous, Tall with open canopy and strong sturdy stem. Leaves
are normal, slightly lobed having 3 -5 lobes, with attractive green colour.

41
Special features:
The NCS 207 Mallika Bt is high yielding, late maturing, and uniform boll bursting variety of
cotton.

Suitable for deep black soils having high moisture retention. Under irrigated conditions, it can
be cultivated on all type of soil.

Kapas quality is superior with high ginning percentage. Fetches higher prices if Kapas are not
mixed with other varities.

Tolerant to Black arm disease and moderately tolerant to sucking pests like Jassid, Whiteflies
etc.

Quality cotton features:

Big Boll weighs 5.5-7.0gm, oval shaped.

Highly suitable for high density planting to obtain very high yields.

Recommended spacing :
Soil Type Spacing

Black Heavy soils 120 x 60 cm

Light soils 120 x 45 cm.

Maturity duration: 150 – 160 days.

Yield potential: 40 – 45q/ha.

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43
2007, suitable for Central and South Zone.

Morphological characters: Vigorous, medium tall, bushy in habit, medium size leaves, and
stem is hairy with medium length internodes.

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Special features:
The NCS 929 Bt is high yielding, medium maturing, and uniform boll bursting variety of
cotton.

Tolerant to Black arm disease, Jassid and White flies coupled with bollworm resistance due to
the incorporation of Bt gene (Cry 1Ac, Mon. event 531).

The NCS 929 Bt matures early due to higher boll retention in early stages, as a result of
bollworm resistance.

NCS 929 Bt performs well with closer spacing and at higher plant densities.

Quality cotton features:

Boll size is Big with Round shape (4.75 – 5.0 g)

Maturity duration: 145 – 150 days in Central and South zone.

Yield Potential: 40 – 42q/ha.

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46
This hybrid is also developed in year 2007 especially for central zone of the country.

Morphological Characters: Vigorous, Bushy, Medium tall, Hairy stem with medium
internodes, big green hairy leaves.

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Special features:
The NCS 955 Bt is a high yielding variety with special features like medium maturity
duration and uniform boll bursting,

Moderately resistant to Black arm disease and tolerant to Jassid.

Early maturity due high boll retention in early stages

Specially Suitable for central zone of India.

Quality cotton features:

Boll shape and size: Round, Very big (5.5 – 6.0 g).

Maturity duration: 140 – 150 days.

Yield Potential: 40 – 45q/ha.

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49
Price is the amount of money that the customer has to pay to obtain the product. It is the only
marketing tool that generates income for marketer.

Price includes :--

 Price
 Discount
 Allowance
 Payment period
 Credit term

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Place includes company’s activity that makes the product available to target consumer. It’s all
about method and procedures through which product reach in the hands of consumer.

Place includes :-

 Channels
 Coverage
 Assortment
 Location
 transport

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 Promotion means activities that communicates the merit of the product and
persuade the target customer to buy it. Success of marketing depend upon how well the
marketer communicates the merits of the product to the customer and persuades them to
purchase the product out of so many competiting products available in the market.

That is why, so many competitors spend huge sum for promotion and try to
develop new tools for promotion with variety of ideas and effective marketing programme
combine all of the marketing mix elements into a co-ordinate programme designed to achive
the company’s marketing objective by delivering value to the customer.

Promotion & communication includes :-

 Advertising
 Personal selling
1) Sales promotion
2) Public relation

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53
Step 1: Problem Definition
The first step in any marketing research project is to define the problem. In defining the
problem, the researcher should take into account the purpose of the study, the relevant
background information, what information is needed, and how it will be used in decision
making. Problem definition involves discussion with the decision makers, interviews with
industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as
focus groups. Once the problem has been precisely defined, the research can be designed and
conducted properly.

Step 2: Development of an Approach to the Problem

Development of an approach to the problem includes formulating an objective or
theoretical framework, analytical models, research questions, hypotheses, and identifying
characteristics or factors that can influence the research design. This process is guided by
discussions with management and industry experts, case studies and simulations, analysis of
secondary data, qualitative research and pragmatic considerations.

Step 3: Research Design Formulation

A research design is a framework or blueprint for conducting the marketing research
project. It details the procedures necessary for obtaining the required information, and its
purpose is to design a study that will test the hypotheses of interest, determine possible
answers to the research questions, and provide the information needed for decision making.
Conducting exploratory research, precisely defining the variables, and designing appropriate
scales to measure them are also a part of the research design. The issue of how the data should
be obtained from the respondents (for example, by conducting a survey or an experiment)
must be addressed. It is also necessary to design a questionnaire and a sampling plan to select
respondents for the study.

54
Step 4: Field Work or Data Collection
Data collection involves a field force or staff that operates either in the field, as in the
case of personal interviewing (in-home, mall intercept, or computer-assisted personal
interviewing), from an office by telephone (telephone or computer-assisted telephone
interviewing), or through mail (traditional mail and mail panel surveys with prerecruited
households). Proper selection, training, supervision, and evaluation of the field force helps
minimize data-collection errors.

Step 5: Data Preparation and Analysis

Data preparation includes the editing, coding, transcription, and verification of data.
Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected.
Number or letter codes are assigned to represent each response to each question in the
questionnaire. The data from the questionnaires are transcribed or key-punched on to
magnetic tape, or disks or input directly into the computer. Verification ensures that the data
from the original questionnaires have been accurately transcribed, while data analysis, guided
by the plan of data analysis, gives meaning to the data that have been collected. Univariate
techniques are used for analyzing data when there is a single measurement of each element or
unit in the sample, or, if there are several measurements of each element, each RCH variable
is analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data
when there are two or more measurements on each element and the variables are analyzed
simultaneously.

Step 6: Report Preparation and Presentation

The entire project should be documented in a written report which addresses the specific
research questions identified, describes the approach, the research design, data collection, and
data analysis procedures adopted, and presents the results and the major findings. The
findings should be presented in a comprehensible format so that they can be readily used in
the decision making process. In addition, an oral presentation should be made to management
using tables, figures, and graphs to enhance clarity and impact.

55
56
 “A Research Design is the heart and soul of Marketing Research Project. It outlines
how the marketing research project will be conducted and guides data collection, analysis, and
report preparation.”

A Research Design is a master plan or model for the conduct of formal investigation. A
research design is the specification of methods and procedures for acquiring the information
needed for solving the problem. The formal investigation plan will concentrate on the
selection of sources of information and the selection of methods and procedures for gathering
data. Data gathering forms are prepared. Questionnaire and other forms are tested. Samples
for investigation are planned.

Research Design

Exploratory Research Design Conclusive Research Design

Descriptive Research Causal Research

Cross-Sectional Design Longitudnal Research

Single Cross- Sectional Multiple Cross-Sectional

Design Design

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 The very first step in marketing research process is to define carefully the objectives
of the study. It is important for the researcher to agree at the outset on the purpose and
objectives of the study to ensure that the research design is appropriate. A carefully thought
out statement of objectives helps to define the types and the level of information.

1.) The main objective of research is to find out answer or solution for management problem
or question through application of scientific method.

2.) To identify Problem and to solve that problem through research and opportunity for
business.

3.) Research provides information to top level Management in an organization to make

Decision and it becomes helpful to them for making choice of an appropriate strategy.

4.) For determining frequency with which something occurs and why it occurs.

5.) To get accurate information that reflects true state of affairs. That’s why research has been
done.

6.) Research provide information for making decision about product designing, producing
product or not and to market a product or services.

7.) To determine the causal relationship between two different variables.

58
The study is based on the primary data and the necessary data required for the study was
collected through the structured questionnaires.

1. Sampling Method: Convenience Sampling

2. Sample Size: 100

3. Contact Method: Face To Face

4. Contact Tool: Questionnaire

5. Area: Bhavnagar

6. No. Of Observers: One

59
Hypothesis testing begins with an assumption, called a hypothesis that we make about a
population parameter. Then we collect sample data, produce statistics, and use this
information to decide how likely it is that our hypothesized population parameter is correct.
Let us assume a certain value for a population mean. To test the validity of our assumption,
we gather the sample data and determine the difference between the hypothesized value and
actual value of the sample mean. Then we judge whether the difference is significant. The
smaller the difference, the greater the likelihood that our hypothesized value for the mean is
correct. The larger the difference, the smaller the likelihood.

Five-Step Process:

1) Decide whether this is a two-tailed or a one-tailed test. State your hypothesis. Select a
level of significance appropriate for this decision.
2) Decide which distribution (t or z) is appropriate and find the critical value for the
chosen level of significance from the appropriate table.
3) Calculate the standard error of the sample statistic. Use the standard error to convert
the observed value of the sample statistics to a standardized value.
4) Sketch the distribution and mark the position of the standardized sample value and
critical value for the test.
5) Compare the value of the standardized sample statistics with the critical value for this
test and interpret the result.

60
Sample and Sampling: -Sample means the unit or segment of the population selected for
investigation or search. Sampling is the Procedure by which using a small number parts of the
whole population we reach up to conclusion regarding the whole population. There are mainly
two types of sampling techniques are given below.

Techniques of Sampling

Non Probability Sampling Probability Sampling

Judgmental Convenience Quota Sample Snowball

Simple Random Systematic Stratified Random Cluster

Sampling Sampling Sampling Sampling

In this study, to get Information from respondents, I had considered non probability
sampling technique and select sample from total population through convenience
sampling method. In non probability sampling technique the chances of selection of all
elements of population are not equal and convenience sampling method means sample
drawn at the convenience of the interviewer people tend to makes the selection at
familiar location and choose respondents who are like themselves.

61
Ho: The production level in irrigated land is higher than non-irrigated land

H1: The productionlevel in irrigated level and non-irrigated is same level.

N1 and N2 90 and 10

Mean 14.26 and 11.2

Standard Error 2.146

Significance level 0.95

̅̅̅1 − 𝑥2/
/x ̅̅̅̅̅
Zcal =
𝑆. 𝐸

Z calculated = 1.425

Z tabulated = 1.96

Here Ho accepted so that null hypothesis is accepted. It means that production level of
irrigated level is higher than the non-irrigated land

62
Ho: Production level of Nuzevedu seeds is higher than other company’s
seeds

H1: Production level of all seeds variety are same level

Here there are 4 varieties of seeds taken as option

1. Nuzevedu
2. Rasi
3. Ajit
4. other

(𝑓𝑜−𝑓𝑒 )2
Formula of chi-square ∑
𝑓𝑒

Here chi square Tabulated is 0.258

And chi square calculated is 0.352

Here H0may be accepted at0.95significance level. From samples we can say that the
production level of nuzevedu seeds is higher than the other seeds

63
64
 1) Do you know what is seed?

Yes 100
no 0

100
90
80
70
60
Series1
50
40
30
20
10
0
Yes no

Interpretation:-
In this survey we found that the most of the farmers are know the
seeds almost 100% of total population know the seeds.

65
 2) Do you grow seeds?

Yes 100
no 0

100
90
80
70
60
Series1
50
40
30
20
10
0
Yes no

Interpretation:-
In this survey we found that the most of the farmers are grow the
seed almost 100% of total population grow the seeds

66
 A] If yes what type of seeds you grow?
Cotton 100
Bajra 20
Soyabin 32
Other 18

100
90
80
70
60
50 Series1
40
30
20
10
0
Cotton Bajra Soyabin Other

Interpretation:-
In this survey we found that the most of the farmers are grow the
cotton seed almost 100% of total population grow the cotton seeds, then 20%
farmers are grow bajra, then 32% farmers are grow soyabin, and 18% farmers
are grow other seeds.

67
 3) How many percentage land you have irrigated or non irrigated?

Irrigated 96
nonirrigated 4

100
90
80
70
60
Series1
50
40
30
20
10
0
Irrigated nonirrigated

Interpretation:-
In this survey we found that the most of the farmers have irrigated
land. 96% farmers have irrigatrd land and 4% farmers have nonirrigated land.

68
 4) Do you have farmhouse or not?

Yes 0
no 100

100
90
80
70
60
Series1
50
40
30
20
10
0
Yes no

Interpretation:-
In this survey we found that the most of the farmers have not
farmhouse.

69
 5) Do you grow Bt-cotton?

Yes 100
no 0

120

100

80

60
Series1

40

20

0
Yes no

Interpretation:-
In this survey we found that the most of the farmers are grow Bt-
cotton.

70
 A] If yes which companies seed you grow?

Nuziveedu 86
Rasi 24
Ajit 54
Other 38

90
80
70
60
50
Series1
40
30
20
10
0
Nuziveedu Rasi Ajit Other

Interpretation:-
In this survey we found that the most of the farmers are grow
nuziveedu’s Bt-cotton. 86% farmers are grow the Nuziveedu Bt-cotton,then
14% farmers are grow the Rasi Bt-cotton,then54% farmers are grow the Ajit Bt-
cotton, then 38% farmers are grow the other companies Bt-cotton.

71
 6) Do you grow nuziveedu’s Bt-cotton?

Yes 86
no 14

90
80
70
60
50 Series1
40
30
20
10
0
Yes no

Interpretation:-
In this survey we found that the most of the farmers are grow
nuziveedu’s Bt-cotton. 86% farmers are grow the Nuziveedu Bt-cotton.

72
 A] If yes which type of variety you grow?

Mallika 62
Dhavan 44
Bunny 16
Other 10

70

60

50

40
Series1
30

20

10

0
Mallika Dhavan Bunny Other

Interpretation:-
In this survey we found that the most of the farmers are grow
Mallika Bt-cotton. 62% farmers are grow the Mallika Bt-cotton,then 44%
farmers are grow the Dhavan Bt-cotton, then16% farmers are grow the Bunny
Bt-cotton, then 10% farmers are grow the other variety Bt-cotton.

73
 7) What type of benefit you like in Nuziveedu seed?
Production 82
Sucking Pest 18
Height 58
Look 18
Other 4

90
80
70
60
50
40
Series1
30
20
10
0

Interpretation:-
In this survey we found that the most of the farmers are like
production of the cotton.82% farmers are like production of the cotton. Sucking
Pest not ther so, 18% farmers are select the second option.58% farmers like
Hight of the cotton,18% farmers are like look of the cotton, then 4% farmers are
like other benefits in the nuziveedu Bt-cotton.

74
 8) You like nuziveedu’s Bt-cotton?

Yes 86
no 14

100
90
80
70
60
50
Series1
40
30
20
10
0
Yes no

Interpretation:-
In this survey we found that the most of the farmers are like
Nuziveedu’s Bt-cotton.86% farmers are like Nuziveedu Bt-cotton.

75
 A] If yes how much Quintal you get production?

12-14 6
14-16 26
16-18 36
18-20 16
More than 20 2

40
35
30
25
20
Series1
15
10
5
0
14-Dec 14-16 16-18 18-20 More than
20

Interpretation:-
In this survey we found that the most of the farmers are get the very
big production 6% farmers are get 12-14 quintal production. 26% farmers are
get 14-16 quintal production. 36% farmers are get 16-18 quintal production.
16% farmers are get 18-20 quintal production. 2% farmers are get More than 20
quintal production.

76
 9) You satisfied with nuziveedu’seeds?

Yes 86
no 14

90
80
70
60
50 Series1
40
30
20
10
0
Yes no

Interpretation:-
In this survey we found that the most of the farmers are satisfied
with nuziveedu seeds. 86% farmers are satisfied with nuziveedu seeds.

77
78
 There were few respondents who were showing unwillingness towards
filling up the questionnaire, which was a hurdle to us for receiving
accurate data.

 The questions related to the expectations and suggestions asked in the

questionnaire were not answered by most of the respondents.

79
80
 At last I conclude that the most of the farmers are grow the nuziveedu’s cotton seeds
in Bhavnagar area. The nuziveedu seeds give the best quality of the cotton seeds to the
farmers.

Nuziveedu Seeds Pvt.Ltd, today, is a leader in R & D, production and marketing of not
only cotton hybrid seed but also the hybrid seeds of other field crops like Corn, Rice,
Sunflower, Sorghum, Pearlmillet, and vegetable crops. NSL has also initiated work on
developing high yielding varieties and hybrids in Wheat and mustard.

With the successful performance of Bunny BT and Mallika BT, cotton hybrid
varieties, NSL has 35 – 40 % of Indian hybrid cotton seeed market share. NSL hybrids
contribute in producing 50% of the best quality of cotton in India. As a result, company
received National Award (2002) for best R & D efforts in Industry by department of Scientific
and Industrial Research, Ministry of Science and Technology, Govt of India.

81
82
 Reference Books:

1. Naresh K. Malhotra, “Marketing Research”

2. Philip Kotler, “Marketing Management”

Websites:

1. www.google.com
2. www.nuziveeduseeds.com

News Papers:

1. Business Standard

2. Economic Times

Magazines:

1. Krushi ajtak
2. Krushi vidya

83
84
 Questionnaire

I am students of V.M.Patel institute of management, Ganpat University, studying in

MBA.We are doing survey for measuring FARMER’S PRAFERENCE OF BT-COTTON IN
BHAVNAGAR AREA. For this survey we have framed this questionnaire which will help
us for our survey. We assure that information given by you will be kept confidential and
will be used for our academic purpose only.

(1) Basic information

NAME :- _____________________________________________________________________.

ADDRESS :- ____________________________________________________________.

CONTACT NO :- ____________________________________.

EDUCATION :- ____________________________________.

LAND :- ___________________________________________.

(2) Detailed information

(1) Do you know what is seed?

o Yes
o No
(2) Do you grow seeds?
o Yes
o No

[A] if yes what type of seeds you grow?

o Cotton
o Bajra
o Soyabin
o Other

[B] if other than specify ____________________________________.

85
 (3) How many percentage land you have irrigated or non irrigated?
Irrigated__________________. Non irrigated_____________________.
(4) do you have farmhouse or not?
o Yes
o No
(5) Do you Bt-cotton?
o Yes
o No

[A] if yes which companies seed you grow?

o Nuziveedu
o Rasi
o Ajit
o Other
[B] If other than specify _______________________________.

(6) You grow nuziveedu’s Bt-cotton?

o Yes
o No

[A] if yes which type of variety you grow?

o Mallika
o Dhavan
o Bunny
o Other

[B] If other then specify __________________________________.

(7) What type of benefit you like in Nuziveedu seed?

o Production
o Sucking Pest
o Height
o Look
o Other

86
(8) You like Nuziveedu’s Bt-cotton?

o Yes
o No

[A] If yes how much quintal you get production?

o 12-14
o 14-16
o 16-18
o 18-20
o More than 20

[B] if no please give the reason. _____________________________.

(9) You satisfied with nuziveedu’s seeds?

o Yes
o No

Suggestion :- ___________________________________________________
___________________________________________________

___________________________________________________.

THANK YOU

87