Consumer Buying Behaviour of Vikram Seeds

Presented By

Patil Kiran v

Roll no : 44

Consumer buying behaviour towards vikram cotton

seeds

Introduction Company profile Consumer buying behavior Research objective Data interpretation & analysis Finding Recommendations and conclusion

TOPICS TO BE COVERED

COT TON OVERVIEW

Spread from India to For East and Mediterranean countries.

Preferred over synthetic fabrics because of its

durability,washability,vapour transfer ,softnes chemical stability,

elasticity and strength on both wetting and drying.

By products of cotton are cotton seed oil and cotton cake.

INTRODUCTION

Establishment year : 1972 Firm type : Private ltd. Nature of the business : Certified Seeds Contact person : Designation : Phone(office) : (079) 26400089, 26400090 Fax : (079) 26402052 E-mail : [email protected],

Address : 209, Ashwamegh Avenue, Nr. Mithakhali Underbridge, Mayor Colony, Navaragpura, Ahmadabad – 380 009

Company profile

Managing Director Mr. Babubhai S. Patel

Director of production processing Mr. Nagarbhai S. Patel

Director of Research Mr. G.I. Patel

Technical Director Mr. T.S. ingarudia

Director of Marketing Mr. Nareshbhai Patel

Senior Plant Breeder Dr. Prakashbhai Patel

Processing plant At: bayad

Tal: cholia

Dist: Sabarkantha ,Gujarat.

MANAGEMENT COMMITTEE

Ahmadabad started functioning from 1972 with the trading of certified seeds

Activities have been expanded for the production of certified seeds from 1982 onwards.

The research activities were started from 1989 onward to find out better hybrid / varieties of cotton suitable for different agro-Climate regions within and outside Gujarat, at large scale.

Vikram seeds ltd

The company has its own modernized processing plant with seeds cleaner, seeds grader, gravity separator, seed treator and requisite packing machineries at village BAYAD

Tree godowns with modern facilities for storing seeds and laboratory for seeds testing with required equipments such as seeds germination, moisture meter, electronic balance, microscope, etc. is also establish. The separate delinting plant is also available.

1. Problem/Need Recognition

2. Information search

3. Evaluation of different purchase options

4. Purchase decision

5. Post Purchase Behavior

CONSUMER BUYING BEHAVIOR PROCESS:

Maslow’s Hierarchy of Needs

Types of Buying Behaviour

FACTORS INFLUENCING THE BEHAVIOUR OF BUYERS

RESEARCH OBJECTIVE

RESEARCH OBJECTIVE: To know Consumer Buying behaviour of Vikram cotton seeds.

RESEARCH DESIGN: Here both types of research techniques are used. Exploratory research Conclusive research

EXPLORATORY RESEARCH: Secondary data:

Internet Brochure

Qualitative research: In-depth interview

CONCLUSIVE RESEARCH: Descriptive single cross sectional design Descriptive research

Survey method Interviewing method

Personal interview

RESEARCH INSTRUMENT: Questionnaire

TARGET POPULATION DEFINITION: Target population : All consumers who have bought Cotton seeds.

Sampling element : A consumer who has bought the Cottonseeds.

Sampling unit : A consumer who has bought the a Cotton seeds.

Extent : Shahada(Maharastra)

Time : 2010

Sampling frame : Not available

SAMPLING TECHNIQUE: Non probability technique Convenience sampling

SAMPLE SIZE: 42 SAMPLE SIZE DETERMINATION:

(15-6)/6 =1.5 n = [(1.96*1.5)/0.45]2

= [6.53]2

= 42

SCALING TECHNIQUE: Liker scale

1) Land area holding under cotton crops?

Data Interpretation and analysis

33.33%

16.66%14.28%

35.71%

Cotton crops

1 to 5 acre

6 to 10 acre

11 to 15 acre

16 to 20 acre

Particular No of respondent No of attended % of attended

1 to 5 acre 42 14 33.33%

6 to 10 acre 42 7 16.66%

11 to 15 acre 42 6 14.28%

16 to 20 acre 42 15 35.71%

Total 42 100%

(2) Have you use vikram seeds product?

100%

Use of vikram seed

Yes

No


Yes 42 42 100%

No 42 - 0%

Total 100%

3) From above which one variety you use?

33.33%

30.95%

19.04%

16.66%

Variety

VICH-5VICH-15VICH-301VICH,-311


VICH-5 42 14 33.33%

VICH-15 42 13 30.95%

VICH-301 42 8 19.04%

VICH,-311 42 7 16.66%

Total 42 100%

4) Are you satisfied with existing product?

100%

Product

YESNO


YES 42 42 100%

NO 42 0 0%

Total 100%

5) How do get information about the vikram seed product?

11.90%4.76%

19.04%

11.90%16.66%

35.71%

Product information

By dealers By company employeesBy innovative farmerBy literatureBy field demonstrationAdvertisement


By dealers 42 5 11.90%

By company employees 42 2 4.76%

By innovative farmer 42 8 19.04%

By literature 42 5 11.90%

By field demonstration 42 7 16.66%

Advertisement 42 15 35.71%

Total 42 100%

6) From where you are purchasing product?

52.38

38.09

33.33

Purchase

RetailerDistributersCompany employerOther


Retailer 42 22 52.38%

Distributers 42 16 38.09%

Company employer 42 14 33.33%

Other 42 0 O%

Total 42 100%

7) Do you know about our new product?

69.04%

30.95%

New product

YesNo


Yes 42 29 69.04%

No 42 13 30.95%

Total 42 100%

8) We are launching new product are you willing to take trial on your field?

71.42%

28.57%

Trial on your fields

YesNo


Yes 42 30 71.42%

No 42 12 28.57%

Total 42 100%

9) What are the factors affecting your purchasing decision?

14.28

33.33

33.33

14.284.761

Purchasing

PriceCreditQualitiesPromotional activityOther


Price 42 6 14.28 %

Credit 42 14 33.33 %

Qualities 42 14 33.33 %

Promotional activity 42 6 14.28 %

Other 42 2 4.761 %

Total 42 100 %

10) Who contributes most in your decision making?

45.23%

35.71%

19.04%

Decision

Fellow farmerDistributorsCompany people


Fellow farmer 42 19 45.23%

Distributors 42 15 35.71%

Company people 42 8 19.04%

Total 42 100

11) What are the main sources of information?

59.52%

16.66%

11.90%

4.76%7.14%

Information

AdvertisementPromotional activityRetailersCompany peopleother


Advertisement 42 25 59.52%

Promotional activity 42 7 16.66%

Retailers 42 5 11.90%

Company people 42 2 4.761%

other 42 3 7.142%

Total 42 100%

Most of the consumers are less educated and so they don’t know about the proper use pattern of seeds growing.

There are many sellers of seeds in market and farmers have prejudice that ‘only this particular brand is perfect’.

Farmers are not ready to accept new things because they have fear to be fail in farming.

Finding

Recommendations and conclusion:

There is need for better planning, coordination and monitoring at each level in the retailing system.

The network of seeds distribution system should be further strengthened in rural area.

Making the entire agriculture products available less than one roof should be tried view of need of the farmers.

If possible, costly seeds should be supplied in small packing of 250 gm, so that marginal farmers are able to buy it when needed.

Thank You

Consumer Buying Behaviour of Vikram Seeds

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