JUNAGADH AGRICULTURAL JUNAGADH AGRICULTURAL UNIVERSITY UNIVERSITY A SUMMER TRAINING REPORT ON “A comprehensive study of consumer satisfaction for TATA TORAN in rural market of Gujarat” SUBMITTED BY: AMIT KUMAR REGISTRATION NO =J 4 -00560-2009 SESSION (2009-2011) UNDER THE GUIDANCE OF Mr. A. D. Kalola (MAJOR GUIDE) Post Graduate Institute of Agri. Business Management, JAU, Junagadh 1
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JUNAGADH AGRICULTURALJUNAGADH AGRICULTURAL UNIVERSITY UNIVERSITY
A SUMMER TRAINING REPORT
ON
“A comprehensive study of consumer satisfaction for TATA TORAN in rural market of Gujarat”
SUBMITTED BY: AMIT KUMAR
REGISTRATION NO =J4-00560-2009SESSION (2009-2011)
UNDER THE GUIDANCE OF
Mr. A. D. Kalola (MAJOR GUIDE)
(ASSISTANT PROFESSOR)
POST GRADUATE INSTITUTE OF AGRI-BUSINESS MANAGEMENT
JUNAGADH AGRICULTURAL UNIVERSITY
JUNAGADH – 362001
JULY-AUGUST – 2010
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 1
Prof. A.D.KalolaAssistant Professor, PG Institute of ABM,Junagadh Agricultural University,Junagadh.
This is to certify that the summer training work report entitled “A
comprehensive study of consumer satisfaction for TATA TORAN in rural
market of Gujarat” submitted by Amit Kumar in partial fulfillment of the
requirements for the award of the degree of MBA (AB) at Junagadh Agricultural
University, Junagadh is a record of bonafide research work carried out by him under
my guidance and supervision and the summer training work report has not previously
formed the basis for the award of any degree, diploma or other similar title.
Place: Junagadh (A.D. Kalola)
Date: /9/2010 Major Guide
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 2
PREFACE
The main aim of training was to get face-to-face with the practical world .I tried
my best this report simple and lucid. I undertook our project in Tata Rallis a Tata enterprise is
leading company in Agrochemical Industry. During the training, i had worked on the project
“comprehensive study of consumer satisfaction for TATA TORAN in rural
market of Gujarat”. This project report is the outcome of 45 days of hard work with a lot
of dedication and devotion. The project provided me practical experience of the corporate
world and it provided me with an opportunity to explore myself as well through this project,
I had a precious learning experience about the corporate world and about market. This shall
be of immense help in the future for me.
Marketing plays pivotal role in today’s business, when there is such a high competition in the
market. The emphasis in the project is providing the study and an insight into Indian
Agrochemical Business Scenario. The summer project is designed to provide participation of
MBA in AB program as on the job experience.
This has given a chance to try and apply the academic knowledge and gain insight into
corporate culture. This helps in developing decision-making abilities and emphasizes on
active participation by the student. We gained valuable experience and knowledge during the
survey.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 3
DECLARATION
This is to declare that, I Amit Kumar, a student of Post Graduate Programme in Agri
Business Management (2009-11 Batch), from Post Graduate Institute of Agribusiness
Management, JAU, Junagadh, have given original and authentic data, information and
maintained full confidentiality to the best of my knowledge in the project report titled “A
comprehensive study of consumer satisfaction for TATA TORAN in rural market of
Gujarat” and that, no part of this information has been used for any other assignment but for
the partial fulfillment of the requirements towards the completion of the said course.
It is further declared that I have worked for six week (45 days) on my Summer Training
required under the manual of policies of the institute.
(Amit Kumar)
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 4
ACKNOWLEDGEMENTS
Words can hardly express my feeling of indebtness to all those who
extended cooperation in completing this project work successfully. The satisfaction that
accompanies the successful completion of any task would be incomplete without the
mention of all those people who made it possible whose constant guidance and
encouragement crowns the efforts with success.
I express my thoroughly thanks to Dr. D.B kuchhadiya, Principle, Post Graduate Institute
of Agri business management, Junagadh Agricultural University, Junagadh for providing
necessary facilities, rendering the help in all academic matters, valuable guidance and
for grooming in this manner that enabled me to do justice with this project. I would like
to thanks to Mr. Kalpesh Kumar, placement coordinator for providing me one of the best
opportunity for my summer training project.
I would heartily acknowledge my guide Mr. Pranab mishra, Senior Domestic Officer,
Rallis India Limted Mr. Prashant Gandhi, Area Sales Maanger, Ahmedabad and Kantilal
Aghara, Rajkot, who gave me the opportunity to have a closer look at the working of
Rallis India Ltd, and whole business of their product line.
I would like to thank the Almighty God and my parent Sh. Dhanraj Prasad and Smt.
Lalita Devi, whose blessings are my most valuable assets.
I would like to thank my Major Guide Prof. A.D. kalola and all facality members of
PGIABM for all time support during my training.
I would like to thank my all friends, juniors and seniors in PGIABM.
Finally, I extend my thanks to all the people who came in contact and co-operated me
during my project work.
Place:
Date:
(Amit Kumar )
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 5
Abbreviations
Hectare = ha Demonstration = Demo Number = No. Serial Number = S. No. Rupees = Rs Crores = Cr Technical field assistant = TFA1000 Liter = KL RIL = Rallis India Limited
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 6
CONTENTS
S. No. Title Page No.
1. Preface 3
2. Declaration 4
3. Acknowledgement 5
4. Abbreviation 6
5. List of Tables 8
6. List of Figures and Graphs 9
7. Introduction 10-18
8. Review of Literature 19
9. Project Methodology 20-22
10. Findings and Analysis 23-33
11. Conclusion and Recommendations 34
12. Suitable Marketing mix 35-36
13. References 37
LIST OF TABLES
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 7
S. No. Title Page No.
1. Table 4.1.1
District Wise area (in ha) under different district
(Ahmedabad ASO) 23
2. Table 4.1.2District Wise area (in ha) under different district
(Rajkot ASO)23
3. Table4.1.3Areas and Production of different crop in Rajkot
district24
4. Table4.1.4Areas and Production of different crop in Gondal
Talluka25
5.Table4.1.5
Area, Production and yield of COTTON in different
Talluka of Rajkot district (2009-10) 26-27
LIST OF FIGURES AND GRAPHS
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 8
S. No. Title Page No.
Fig 1.1Percentage share of insecticide, herbicide and pesticide in Indian market
10
Fig1.2 Map of Gujrat 13
Fig 4.1.1
Percentage of Cotton Acreage in Different District of
Gujarat 24
Fig.4.1.2Percentage of different crop Acreage in Gondal Talluka
26
Fig 4.1.3
Percentage of Cotton Acreage in Different Talluka of
Rajkot 27
Fig 4.1.4Population Fluctuation of Sucking Pest in Cotton
28
Fig 4.1.5Response of farmer regarding important Sucking Pest of Cotton 28
Fig 4.2.1No. of Villages regarding TORAN in Gondal Talluka
29
Fig 4.2.2
Opinion of Farmers Regarding Knowledge of TORAN in
Gondal Talluka 30
Fig 4.2.3 Farmer View Regarding Pesticide use 30
Fig 4.3.1Focus crops and Potential for TORAN pesticide
31
Chapter 1. Introduction
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 9
Introduction of Gujarat
Cotton, the white gold enjoys a predominant position amongst all cash crops in India. Cotton
is an important raw material for the Indian textile industry, constituting about 65% of its
requirements. The Indian textile industry occupies a significant place in the country’s
economy. In India, cotton occupies areas of nearly 9.6 million hectares.
India is one of the major producers of cotton in the world. India rank first in areas and
third in total production in world. In India, cotton is grown in the state of Gujarat,
Maharashtra, Andhra Pradesh, Rajasthan, Madhya Pradesh, Tamilnadu and Karnataka.
Cotton is cultivated in Gujarat in the district of Rajkot, Junagadh, Amerli, Bhavnagar,
Jamanagar and Surendnagar etc. In all these production Rajkot plays a very important role. In
Gujarat, Rajkot district is the largest producer of cotton in the State. Junagadh Agricultural
University divided into two Zones is known as North and South Saurashtra Agro Climatic
Zone. The production groundnut is relatively higher in South Saurashtra Agro Climatic Zone
as compared to other zone. In order to sustain production and to increase productivity it is
necessary to adopt appropriate package of practices i.e. pest, disease, weed and nutrient
management. Therefore, there is need of awareness about good quality of pesticide and
pesticide. In this Rallis a Tata Enterprises play an important role.
1.1Introduction to the Industry
In the stupendous task of pushing up agricultural production to address the need
for burgeoning population of the country, there is an unmistakable role for the pesticide
industry. In fact, it is the backbone of Indian agriculture. Ever since independence, the
industry has taken upon itself the challenge of providing Indian farmers the latest technology
to combat ever-increasing pest populations. The industry has contended with the challenges
posed not only by the nature, but also with the fast changing competitive market, which has
lately been witnessing a slowdown... India's agriculture contributes significantly to the GDP
and employs 65 per cent of our population. Despite ever-increasing population and
diminishing land area under crops, agricultural production continues to increase every year,
thanks to better chemicals, fertilizers and hybrid seeds. India is one of the largest producers
of pesticides in South-East Asia and is a leader amongst producer of generic molecules. The
industry is increasing its market share in domestic as well as international market. India is
one of the most dynamic generic pesticide industries in the world, having total installed
capacity of technical grade pesticides consisting of large and medium scale (including
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 10
approximately 10 multinationals) and 400 pesticide formulators (large. medium and small
scale) spread all over the country with a total market size of US $ 870 million per annum for
use in agriculture, public health, household and plant protection. The global market for plant
protection is estimated to be around $27 billion by the year 2005. Indian companies have
developed process technologies for more than 30 pesticides. These include Hexaconazole,
The population of the Gujarat State was 50,671,017 as per the 2001 census data. The
density of population is 258 persons per km², a lower density compared to other states of the
country. Its official and primary language is Gujarati. About 89.1% of the population of
Gujarat are Hindu. Muslims account for 9.1%, Jain 1.0% and Sikh 0.1% of the population.[12] . Amongst Hindus, the deity of Krishna is famously worshiped in His form of Shrinathji
throughout Gujarat
Gujarat, as a heavily industrialized state of India, attracts lots of outsiders from
various parts of India Gujarat, a major industrial state, also has great potential to develop a
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 15
Area 456000 2581000 39000 63000 8240000 2154000 5000 50000 25000
Fig 4.1.1 Percentage of Cotton Acreage in Different District of Gujarat
Graph 4.1.1 illustrate the major Cotton growing districts of Gujarat with their
respective percentage share in total Cotton acreage in state.
It has shown that total area of under Cotton in Gujarat is 25.8 Lakh ha out of which
highest area under Cotton is in Rajkot(23%),followed by Bhavnagar(18%) and Amreli.
Table4.1.3 Areas and Production of different crop in Rajkot district(2009-10)
s.no CROP Growing Area(00 ha)
Production in hectare
1 Groundnut 3013.42 1839.99
2 Til 254.01 460.834
3 Castor 127.42 3156.7
4 Bajra 141.56 1502.51
5 Cotton 3016.93 2057.14
6 Mag 41.38 457.48
7 Udad 38.64 508.58
8 Chodi 4.45 889.18
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 24
9 Tuver 5.02 1588.35
10 Wheat 1085.39 3963.39
11 Chana 132.19 1433.96
12 Geera 252.38 776.99
13 Garlic 160.57 5942.82
14 Onion 123.08 24764.80
15 Summer groundnut
66.10 2405.00
Table 4.1.3 Show that the area of sowing of cotton in the rajkot district is maximun as
compared to other crops(310693 ha). The second most sowing crop is groundnut that
cover around 301342 ha areas. These two crops covers around 70 percent of total areas
of rajkot district.
Table4.1.4 Areas and Production of different crop in Gondal Talluka(2009-10)
s.no CROP Growing Area(ha) Production in hectare(Kg)
1 Groundnut 41000 2350
2 Til 16 525
5 Cotton 44000 2200
6 Mag 4.8 1050
7 Udad 8 800
8 Chodi 3.20 525
9 Tuver 6.40 1875
10 Other 4581.6
Total 89620
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 25
Fig.4.1.2 Percentage of different crop Acreage in Gondal Talluka
Fig.4.1.2 shows that different crop production in gondal talluka, there are two major
crops – cotton and groundnut are cultivated in gondal talluka. Cotton account 49% of
total areas and groundnut account 46% of total areas. Only 5% areas are cover with
other crops like til, mug udad,chodi, tuver etc.
Table4.1.5 Area, Production and yield of COTTON in different Talluka of Rajkot
district (2009-10)
S.No. Name of Talluka Sowing
area(ha)
Production(MT) Yield(Kg/ha)
1 Rajkot 24343 51141 2100
2 Paddhari 12100 24200 2000
3 Jasdan 31500 50400 1600
4 Morbi 20360 26468 1300
5 Maniya 12180 23398 1100
6 Vankaner 34500 86250 2500
7 Tankara 24840 54648 2200
8 Upleta 13500 33750 2500
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 26
9 Doraji 19850 59550 3000
10 Jetpur 25000 62500 2500
11 Jamkandoran 18000 34200 1900
12 Gondal 44000 96800 2200
13 Kotda sangani 14500 28000 2000
14 Lodika 7010 13319 1900
Total 301693 645624 2057.14
Fig 4.1.3 Percentage of Cotton Acreage in Different Talluka of Rajkot
Fig 4.1.3 shows that percentage of cotton sowing in different talluka of rajkot district.
There are 14 talluka in rajkot district , out of these gondal talluka have first rank
with15% share , after that vankaner have second rank with 11% share and jadson have
third rank with 10% share. Other than this major cotton growing areas are rajkot,
jetpur,tankara with 8% share , doraji , paddhari and morbi with 7% share in cotton
production.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 27
Fig 4.1.4 Population Fluctuation of Sucking Pest in Cotton
Fig 4.1.2 shows that comparative attack of sucking insect pest in cotton during different month of their growth. Population of sucking pest is maximum in 2nd week of August. Sucking pest attack is maximum in this period due to higher vegitive growth of crop and favourable temprature for the growth of sucking pest. White fly and Thrips , both the most damaging insect of cotton. After that jassid also affect the cotton crops. The population of sucking pest is decreasing after the 1st and 2nd week of September. Aphid is another damaging sucking pest which attack on cotton after october.
Fig 4.1.5 Response of farmer regarding important Sucking Pest of Cotton
From the Fig 4.1.3 it is observed that out of 750 farmers, growing Cotton interviewed
in different villages of Gondal talluka, Rajkot(Gujarat), 55%,50%and 35% farmers in
Gondal talluka has given first rank respectively for Whitefly, Thrips and Jassid.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 28
While 30%, 32% and 30% farmers in Gondal talluka have given Second rank
respectively for Whitefly, Thrips and Jassid.
Similarly, 15%, 18% and 35% in Gondal talluka has given Third rank respectively for
Whitefly, Thrips and Jassid.
Objective-2: To study the perception of distributors, dealers and farmers about
'TORAN' in comparison to its major competitors
Fig 4.2.1 No. of Villages regarding TORAN in Gondal Talluka
From the fig 4.2.1 it is observed that out of the 50(sample) villages in gondal talluka,
12% village fully satisfied with product i.e. Charkhadi, Patidar, Devchadi, Shrinathgadh,
Gundala, Gomta. 10% village where product is used but not get good result, 12%
villages know about product but they not used product in their field, only 6% village
where farmer heard about product from someone and 60% of village unaware about
product.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 29
Fig 4.2.2 Opinion of Farmers Regarding Knowledge of TORAN in Gondal Talluka
Fig 4.2.2 illustrate the opinion of farmers regarding effect of TORAN in Gondal Talluka , out of 750 farmers, 8% farmer are fully satisfied ,6% farmer are not fully satisfied, 15% farmer are know about product but not used the product, 12% farmer are Heared by some one about product and 58% farmer are not aware about product.
Now we can analyse that in most of the villages percentage of farmer who has not aware about the TORAN product, their effect and advantage, because there are no any TFA in Gondal talluka, who provide such type of information to the farmer.
Fig 4.2.3 Farmer View Regarding Pesticide use
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 30
Fig4.2.3 illustrate that 42 % of interviewed farmer used any insecticide after occurrence of insect in field, 27% farmer used insecticide in their own field when see in neighbor field, 18% farmers are sprayed insecticide irrespective of disease occurrence and only 13% farmers used insecticide before occurrence of insect in their field.
We can analyse that more that 85% farmers use any Insecticide only after they observe any disease occurance either in their field or in neighbor field.
Objective-3: To assess the market potential of 'TORAN' in Gondal talluka
Crop Net
Acreage(ac)
Average
No of
Pesticide
Use
Gross
Acreage
Target(%
acreage
cover)
Dose(ml/acre) Volume(K
L)
Cotton 110000 3 330000 0.10 350 11.5
Total 11.5
Fig 4.3.1 Focus crops and Potential for TORAN pesticide
Fig4.3.1 represents that area in Gondal under cotton is 44000 ha (110000 ac). Only
cotton have been taken as main crops because in this crops TORAN has been used and
has accepted by farmer in different parts of Gujarat. Though it also has been used in
other crop like Rice, sugarcane, where either product need to be make a clear difference
in farmers mind.
The average no of pesticide use for Cotton is 3. Considering the no of pesticide use
gross acreage has been calculated by multiplying net area into no of pesticide use.
Considering the response of farmer, for cotton 10% of gross acreage has set up as target
.
Market potential = Projected area under the specific crop under study (acre)
X The recommended dose of TORAN per acre
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 31
If we consider 350 ml as recommended dose for all these crops, a total of 11.5 kL
TORAN can be market and liquidate in Gondal in this season.
In other part of Gujrat and out of Gujrat TORAN has been used in different crops and
deliver very good result. In Andhrapradesh and West Bengal TORAN has been used in
Rice and deliver very good result with respect to sucking pest.
If Company can develop TORAN in Gujarat for crop like Rice, Groundnut and sugarcane
and vegetable crops, a big volume can be generated.
Objective-4: To formulate promotional strategy for Rallis India Ltd.
4.1 Field Activity
4.1.1 Farmer meeting
Progressive farmers, have used TORAN in a certain quantity (500 ml or more)
can be identified and recognized in meeting.
Big farmer meeting with a motive to multiply the positive feedback
In each new village where TORAN has not introduced, initially 7-10 progressive
farmer will be selected to tell about the product, followed by demo.
4.1.2Prerna Programme
Farmer from the part of different district where TORAN has not used, should visited
to the district/market pocket where TORAN has used and deliver very good result
under the Prerna programme
4.1.3Jeep Campaigning: 4 S campaigning in beginning of Season
The company also has a unique marketing programme called 4S (Sampark-
Sambandh-Samruddhi-Santushti) which means building relationships through
information and service. Before starting the season for each focus crop 4S
campaigning should be formulate and implement strategically.
Post Graduate Institute of Agri. Business Management, JAU, Junagadh 32