Post on 26-Jan-2023
“Farmer Awareness and Reach of SATHI Product(Pyrazosulfuron Ethyl 10% WP) in Paddy Growing
Area’s of Dist. Ambala, (Haryana)”
“ककककक कककककककक कक कककक कककककक(ककक ककक कक कककक ककक
ककककक 10% ककककक. कक.) कक ककककक ककक कक कककककककककककक ककक कककक. कककककक, (ककककककक)”
Ashok Kumar Bairwa
Advisory in - Dr. P.P. Jani
SUMMER TRAINING REPORTMaster of Business Administration
(Agri Business)
(2013-2014)
Page | 1
DEPARTMENT OF AGRICULTURE ECONOMICS & MANAGEMENTRAJASTHAN COLLEGE OF AGRICULTURE
MAHARANA PRATAP UNIVERSITY OF AGRICULTURE &TECHNOLOGY, UDAIPUR-313 001
“Farmer Awareness and Reach of SATHI Product(Pyrazosulfuron Ethyl 10% WP) in Paddy Growing
Area’s of Dist. Ambala, (Haryana)”
“ककककक कककककककक कक कककक कककककक(ककक ककक कक कककक ककक
ककककक 10% ककककक. कक.) कक ककककक ककक कक कककककककककककक ककक कककक. कककककक, (ककककककक)”
SUMMER TRAINING REPORTSubmitted to the
MAHARANA PRATAP UNIVERSITY OF AGRICULTURE &TECHNOLOGY, UDAIPUR-313 001
Page | 2
in partial fulfillment of the requirement for
the degree of
Master of Business Administration
(Agri Business)
By
(Ashok Kumar Bairwa 2013-2014)
CONTENTS
Chapter No. Particulars Page No.
1. Introduction 8-12
2. Review of Literature 11-12
3. Research Methodology 13-14
4. Finding And Analysis 15-32
Page | 3
5. Conclusions and Recommendations 33
6. Appendices 34-35
DEPARTMENT OF AGRICULTURE ECONOMICS & MANAGEMENT RAJASTHAN COLLEGE OF AGRICULTURE MAHARANA PRATAPUNIVERSITY OF AGRICULTURE & TECHNOLOGY, UDAIPUR-313 001
Date: 23/11/2013
CERTIFICATE
This is to certify that the Summer training Report entitled
“Farmer Awareness and Reach of SATHI Product
(Pyrazosulfuron Ethyl 10% WP) in Paddy Growing Area’s
Page | 4
of Dist. Ambala, (Haryana)” submitted for the degree ofMaster of Business Administration (Agri Business) embodies
bonafide work carried out by Ashok Kumar Bairwa under my
guidance and supervision. The assistance and help received
during the summer training have been fully acknowledged.
(Dr.P. P. Jani) (Dr.S.S.Burark)
Major Advisor Head
Page | 5
1. INTRODUCTION
1.1 Introduction about Paddy:-
India is one of the world's largest producers of
white rice and brown rice, accounting for 20% of all world
rice production. Rice is India's preeminent crop, and is the
staple food of the people of the eastern and southern parts
of the country
Rice is one of the chief grains of India. Moreover, this
country has the biggest area under rice cultivation, as it is
one of the principal food crops. It is in fact the dominant
crop of the country. India is one of the leading producers of
this crop. Rice is the basic food crop and being a tropical
plant, it flourishes comfortably in hot and humid climate.
Rice is mainly grown in rain fed areas that receive heavy
annual rainfall. That is why it is fundamentally a kharif crop
in India. It demands temperature of around 25 degree Celsius
and above and rainfall of more than 100 cm. Rice is also grown
through irrigation in those areas that receives comparatively
less rainfall. Rice is the staple food of eastern and southern
parts of India. In 2009-10, total rice production in India
amounted to 89.13 million tonnes, which was much less than
production of previous year, 99.18 million tonnes.
The Scientific Name is Oryza sativa. It belong to the
family: Poaceae
Page | 6
Rice is grown in 18 districts of Haryana. Out of which seven
districts are in high productivity group, that is, yield more
than 2,500 kg/ha The Sowing time is 15th May to 15th June and
harvesting period is September to December.The average yield
in is about 2,819 Kg/ha.
1.2 History of the company:-
United Phosphorus Limited (UPL) are a global generic crop
protection, chemicals and seeds company, headquartered in
India (Mumbai). UPL, Advanta and UEL, the three companies in
this group, are listed on the Indian stock exchange, with a
combined market capitalization of approx $2.5 billion. The
revenue of company has grown at a CAGR of 26% over the last 5
years.
It`s almost 40 years ago, when United Phosphorus had started
as a small scale unit to manufacture Red Phosphorus. Through
backward and forward integrations respectively, today the
company is a leading global producer of crop protection
products, intermediates, speciality chemicals and other
Page | 7
industrial chemicals. Being the largest manufacture of
agrochemicals in India, Company offer a wide range of
products that includes Insecticides, Fungicides, Herbicides,
Fumigants, PGR and Rodenticides.
At UPL, a team of experts in different parts of the world
which conducts a proper study of the market and the other
competitors, charts out growth plans through mergers,
acquisitions and strategic alliances. The company operate
in every continent and have a customer base in 123
countries with its own subsidiary offices in Argentina,
Australia, Bangladesh, Brazil, China, Canada, Denmark,
France, Germany, Hong Kong, Indonesia, Japan, Korea,
Mauritius, Mexico, New Zealand, Russia, Italy, Turkey,
Spain, South Africa, Taiwan, USA, UK, Vietnam, Zambia,
Shanghai, Columbia and Netherland. Company rank amongst the
top 5 post patent agrochemical industries in the world.
With 23 manufacturing sites (9 in India, 4 in France, 2 in
Spain, 3 in Argentina, 1 each in UK, Vietnam, Netherlands,
Italy, China) and each of them boast of strong support from
the on-site technical services and the quality control
teams. Each of our units operates under the strictest
international quality standards and has been certified
under ISO 9001 for Quality Assurance, 14001 for Environment
Pollution Control Norms and OHSAS 18001 for Health and the
Society.
Working in synergy with our customers in the marketplace,
we recognize the requirement for the highest level of
support in product research, development and registration.Page | 8
Capability in applied R & D is one of company’s major core
competences.
1.3 Vision & Mission1.3.1 Mission
UPL MISSION to give long term benefits & farm management
system to farmer.
1.3.2 Vision
1.4 Objective of company• To develop and successfully market Agri Input products for
floriculture, horticulture and agriculture.
• To provide total customer satisfaction and achieve
leadership in chosen markets and products, through a strong
and extensive dealer-distributor network.
• To be good corporate citizens driven by high ethical values
in our practices and responsible towards society.
1.5 Locations: Corporate office of the company is situated at
Mumbai (Maharashtra).
1.6 Competitors
United Phosphorus Limited Company is in competition with both
national & multinational companies like Monsant, Sygenta, Du-
pont & other are the major competitors for the company.
Page | 9
Fungicides available in the market which are having close
competition with SATHI product are as follows:
Table no.1.6.1 competition with both national &
multinational companies.
S.No. Company Brand1 Monsanto Machetee2 sygenta Axile3 Du-Pont Sunrise4 Other 2,4-D
1.7
Product Mix of company:
1.8Marketing channel of UPL:
Every company has to figure out a go-to-market strategy. In
simpler times, the company would hire salespeople to sell to
Page | 10
directly to final users. Today the number of go-to-market
alternatives has exploded to eliminate the middleman and make
the product readily and cheaply available to the consumers/
farmers. The marketing channel followed by United Phosphorus
Limited is as follows:
1.9 Introduction of Product SATHI under study
Technical Name : Pyrazosulfuron Ethyl 10% WP
Mode Of Action : Selective, Pre-emergence
Page | 11
Initial SupplierInbound LogisticManufacturerOutbound LogisticRetailerConsumer/Farmers
Crop: Paddy
Target Diseases: Grassy and Broad Leaf Weeds
Recommended dose 80 gm/acre
SATHI (product of UPL)is the latest weedicide .Phalaris minorand broad leaves weeds are controleed by SATHI by applying onceonly to the weeds.
1.10 Objectives of study• To study the profile of farmer.
• To assess the perception of farmer towards SATHI.
• To study of promotional activities of UPL.
1.11 Limitations
1. Limited time was available and a large area was to be covered.
2.The questions related to the expectations and suggestions asked in the schedule were not answered by most of the respondents.
3. Language problem in Haryana.4. Some of the farmers were not ready to disclose anything.
1.12 Chapter Plan
The entire study presented in five chapters. The first chapterdeals with the introduction of Herbicides, Productintroduction, company profile, importance and limitations ofthe study. A chapter second enlists the review of literatureunder which all the review are laid out from which concernstudy was depicted for knowledge purpose. The chapter thirddeals with research methodology. The chapter fourth is meantfor finding, analysis of the data drawn through survey. Thechapter fifth is meant for conclusion & recommendations.References are given at the end.
Page | 12
2. Review Of LiteratureThe comprehensive review of literature is an essential
component of any scientific investigation, and as such, an
attempt has been made to present the available literature in
relation to the present study, in brief
Bara (2002) analyzed the agrochemicals market
strategy of Dhanuka vis-à-vis its competitors in Sri
Ganganagar area of Rajasthan and reported that out of total,
67.78 percent farmers used fungicides, 28.29 percent used
growth regulators and 26.67 percent used herbicides. Out of
the 18 major players in the market DPL ranked seventh in 2000-
2001 and sixth in 2001-2002.
Mishra (2002) examined farmers’ perception and
preference for different brands and their positioning for PI
brand in untapped area of Agra, Mathura and Aligarh and
suggested the ways to change the perception of the farmers so
as to fill the gap between preference and perception. The
researcher also found different attributes required for brand
positioning and observed that there existed a big gap between
perception and preference of farmers. The important attributes
responsible were high price and non availability of the
product.
Singh (2002) studied the role of pesticides
with regard to vegetable production, environmental hazard and
farmer’s perception about different brands in Jaipur district
Page | 13
and reported that most of farmers use insecticides more out of
total pesticides used in Jaipur district. He also found that
most of farmers in Jaipur district use more pesticides in
kharifseason for vegetable production after infestation.
Sinha (2002) in his work entitled “Brand positioning of
pesticides and farmers perception and preference for different
brands of pesticides in untapped areas of Udhamsinghnagar and
Nanital” stated that good quality product and regular field
work is necessary for the brand positioning. Traders’ interest
is one of the important attributes for proper brand
positioning and other attributes like credit facility along
with good relationships are also important observation about
PI Industries Ltd. was that the incomplete product range, lack
of work force and low efficiency and effectiveness of the work
force has usually hampered the sales.
Kumar (2003) in his study on “Estimation of
market potential of agrochemicals for paddy and vegetables in
Uttaranchal state with special reference to PI Industry
Ltd”stated that among herbicides Butachlore was the main
chemical while among plant growth regulators, Biozyme was the
brand leader among Herbozyme, Biovita, Multiplex etc.
Bansal (2003) studied the pesticide consumption in chilli
with special reference to miticides in Jaipur district of
Rajasthan and reported that total market size of pesticide was
8.28 crores and pesticides consumption in vegetable is 60 per
cent of total pesticide market and Syngenta was the market
Page | 14
leader followed by Dhanuka. Besides chilli large portion of
pesticide is being used in crops like okra, brinjal and
tomato.
Sharma (2003) studied the effect of Biovita on yield
and quality of vegetables and paddy in Patiala and Amritsar
districts of Punjab and found that 99 per cent farmers were
not aware about PI products by company name and foratox and
fosmite were the popular brands in the study area. He further
stated that only 8 per cent dealers were selling PI product
and 49 per cent dealers had the opinion that price of PI
product was good but margin was poor. Dealers were not
satisfied with the credit system of PIIL because PIIL were not
providing credit facility and PIIL’s post sale service was
poor.
All the above literatures are related to the different
analyses which are earlier done by different researchers on
the brand promotional activities of different fungicides,
insecticides, growth promoters etc. Therefore these are used
here for reference purpose in order to get help in the study
and to avoid doubling of the study.
Page | 15
3. Research Methodology3.1 Type of research:-
Exploratory research was conducted to fulfill the objective of
the study. The basic emphasis of the study was to know farmers
perception towards the Herbicides (SATHI) product. It also
described the satisfaction level of the product.
3.2Area of Study:Ambala district (Haryana
Village
Page | 16
Haryana Ambala
3.3 Sample Design
Sample Size: - 100 Farmers from 3 villages.
In 100 farmers 74 were users & 26 were non users of SATHI
Herbicides.
Sampling Technique: -Purposive Sampling
Sampling Procedure: Multistage sampling
3.4 Duration of Research
The research work was carried for 2 months and days from 6th
may 2013 to 6th July 2013.
3.5Collection of data
3.5.1 Source for data collection
Page | 17
1.Bulana
2.Amipur
3.Khera
Both primary and secondary data were collected for the
accomplishment of the study.
Primary Data - The primary data sources were the farmers
in Ambala district. The methodology for the collection of
primary data involved interview and closed ended
discussions by the farmers.
Secondary Data - The secondary data was obtained from KVK
& Company’s previous year’s data.
3.5.2Tools of Data collection
Schedule containing closed ended questions was used as main
tools for data collection from the farmers.
Closed-ended questions:
Dichotomous -Question with two possible answers-YES or NO.
Multiple choices - Questions with three or more answers.
3.6 Interviewing-Farmers were interviewed to get best possible
information to full fill the objectives for which the research
was conducted.
4. Findings and Analysis
To study Herbicides in Ambala district a preliminary survey was
done to gain understanding about the area. The objective wise
analysis is presented in the following section.
4.1 profile of sample farmers.
4.1.1 Age group of farmers:
Page | 18
Table4.1.1 Age group of farmers
14%
26%
38%
22%
Age group of farmers
20-3030-4040-50more than
Fig. 4.1.1 Age groupof farmers
Interpretation
The selected farmers were grouped is four size groups in the
batch of age in years. Table 4.1.1 indicates that majority of
the respondent fall under age group of 40-50 years (38%),Page | 19
Sr.No. Age Group (years) No. ofFarmers
Percent
1 20-30 14 14
2 30-40 26 26
3 40-50 38 38
4 More then 50 22 22
Total 100 100
followed by age group of 30-40 years (26%), more than 50 years
(22 %) and 20-30 years (14%).
4.1.2Education level of farmers
Table4.1.2Education level of farmers
Sr.
No. Education Level No. of
Farmers Per
cent
1 Illiterate 25 25
2 Up to Secondary 48 48
4 Above Secondary 27 27
Total 100 100
25%
48%
27%
Education level of farmers
IlliterateUp to SecondaryAbove to Secondary
Fig. 4.1.2Education level of farmers
Interpretation
Page | 20
Education is an important indicator in decision making and
awareness. Table 4.1.2 reveals that 48% of the farmers were
educated up to secondary and 27 % studied Above to secondary,
least were Illiterate 25%.
4.1.3 Size of land holding area: The farmers land holding in the
study area has been shown in table 4.1.3 and fig.4.1.3
Table4.1.3Size of land holding
Sr.
no.
Farmers area No. of
farmers
Per cent
1 Small farmers (up to 5 acre) 24 24
2 Medium farmers (5 to 15
acre)
43 43
3 Large farmers (more than 15
acre)
33 33
Total 100 100
Page | 21
24%
43%
33%
Size of land holding
Small FarmersMedium FarmersLarge Farmers
Fig. 4.1.3Size of land holding
Interpretation
Among 100 farmers under study , result (table 4.1.3 and fig
4.1.3) showed 43 farmers (43%) were medium farmers , 33(33%)
were large and rest were small holding land up to 5 acre.
4.1.4 Major source of income:
It is evident from table (4.1.4) and fig (4.1.4) that all
farmers were engaged in agriculture.
Table4.1.4Major Source of income
Sr.
No.
Income source No. of
Farmers
Per cent
1 Agriculture 44 44
Page | 22
2 Agriculture + service 37 37
3 Agriculture + Other
(occupations)
19 19
4 Total 100 100
44%
37%
19%
Major Source of income
AgricultureAgriculture+ServiceAgriculture+other
Fig. 4.1.4Major Source of
income
Interpretation
Information from table 4.1.4 depicts that farmer (19%) practiced
agriculture along with other occupation (input shop, kirana
shop, dairy farm etc.) followed by (37%) farmers who along with
agriculture were in job and 44% farmers were dependent on
agriculture alone.
Page | 23
4.2To study market share of SATHI and its competitors.
4.2.1Awareness about Herbicides:
Table 4.2.1Awareness about Herbicides:
Awareness No. offarmers
Per cent
Good Knowledge 45 45Moderate Knowledge 31 31Little Knowledge 24 24
100 100
45%
31%
24%
Awareness about Herbicides
Good KnowledgeModerate KnowledgeLittle Knowledge
Fig.4.2.1Awareness about
Herbicides
Interpretation
Results Table 4.2.1 remarks that, 45% of the farmers are awareand have good knowledge about herbicide whereas 31% havemoderate knowledge and 24% farmers have little knowledge aboutuse of herbicides.
Page | 24
4.2.3Use of Herbicides: It was observed that all farmers have used herbicides.
Table4.2.3 Use of Herbicides
Use of
Herbicides
No. of
farmers
Per cent
Yes 85 85
No 15 15
Total 100 100
Page | 25
85%
15%
Use of Herbicides
YesNo
Fig.4.2.3 Use of
Herbicides
Interpretation
Data from table 4.2.3 Shows that Mostly all the farmer of
study area uses Herbicides .They get information by any of
the sources like by Dealer peer etc. So from the above table
it is clear that 85% of the farmers are using herbicides and
15% is not using it.
4.2.4Use of UPL Product SATHI
Table.4.2.4 Use of SATHI
Use of SATHI
Yes No
74 11
87% 13%
Page | 26
87%
13%
Use of Sathi
YesNo
Fig.Use
of SATHI
Interpretation
Information from Table 4.2.4 depicts that Number of farmers
using the product SATHI are 74 (87%) and those who are not
using are 11 (13%).
4.2.5Source of information about SATHI/ New Product:
Table4.2.2Source of information about TOTAL/ New Product
Page | 27
Dealer Peer Company
Official(FA
)
Others Total
Farmers 41 11 37 11 100
Percent 41 11 37 11 100
41%
11%
37%
11%
Source of information about SATHI/ New Product
DealerPeerF.A.Other
Fig.4.2.5Source of information about SATHI/ New Product
Interpretation
The information about the New product/SATHI is very essential
for farmers with respect to method of using product, time of
application etc. The above table reveals that the source of
information about SATHI/New product to the farmers are 41% by
Page | 28
Dealer, 37% by Company official (FA) , 11% by peers and 11%
others.
4.2.6Level of Satisfaction of Farmer from SATHI:
Table4.2.6 Reason for not using UPL Product(SATHI)
Level No. of Farmer Per cent
Satisfied 65 88
Unsatisfied 9 12
Total 74 100
88%
12%
Level of Satisfaction of Farmer from SATHI
SatisfiedUnsatisfied
Fig.4.2.6 Reason for not using UPL Product
(SATHI)Page | 29
Interpretation
Under the present investigation it was found that Out of 74
farmers who all are using SATHI 65 Farmers (88%) are
satisfied and (12%) are unsatisfied.
4.2.7 Reasons for Satisfaction from SATHI:
Table4.2.7 Reasons for Satisfaction from SATHI:
Sr.No. Reasons (Rank-1) No.Of farmer Per cent
1 Quick Result 29 47
2 Long impact in field
1726
3 Easy to use 9 12
4 Easy availability
10 15
Total 65 100
Interpretation
Page | 30
88% farmers are satisfied from SATHI .The main reasons for
satisfaction are:
47% farmers use it because it has quick result in field
followed by 26% farmers use because of long impact in field,
12 % farmers use as it is easy to use and 15% farmers use
because of Easy availability.
Reasons for Satisfaction from SATHI
Table 4.2.8 Reasons for Satisfaction from SATHI
Reasons No. of farmers
Fear of notreceiving result 2
Page | 31
Retailers pushapproach 4
Loyal to otherproduct 3
Total 9
Interpretation
2 farmers are Fear of not receiving result from SATHI. 4
farmers are impact Retailers push approach and 3 farmers areloyal to other product.
4.2.9 Perception about UPL’s Product Quality
Table4.2.9 Perception about UPL’s Product Quality
Page | 32
Perception about UPL’s product quality
Highly
reliable
Reliabl
e
Neutral Unreliab
le
Highly
unreliable
Total
No. of
farmer
47 11 5 2 0 65
Per cent 72 17 8 3 0 100
72%
17%
8%
3%
Perception about UPL’s Product Quality
Highly reliableReliableNeutralUnreliableHighly reliable
Interpretation
Different farmers have different perceptions about the product
they use it. If we talk about farmers perception about UPL’S
product quality ,72% farmers are highly reliable followed by
Page | 33
17% are reliable, 8% are Neutral whereas 3% are unreliable and
0% are highly unreliable.
List of SATHI Users Farmers
Page | 34
4.3.1 Promotional activities for SATHI
Table 4.3.1Promotional Activities conducted by UPL for SATHI
Activities No. of
farmers
Per cent
farmer meeting 68 68
van campaign 8 8
poster 10 10
individual contacts 8 8
field demonstration 6 6
100 100
68%
8%
10%
8%6%
Promotional activities for SATHI
Farmer meetingvan campaignposterindividual contactsfield demonstration
Fig.Promotional activities for
SATHI
Page | 37
Interpretation
There are different Promotional activities conducted by UPL
for SATHI. Majority of farmers (68%) participated in meeting
organized by UPL followed by Poster (10%) and van campaign
(10%).
Page | 38
COUNCLUSION AND
RECOMMENDATIONS.
4.1 Conclusions:
45 per cent farmers are have good knowledge of
Herbicides
The main source of information for farmers is
dealers (41%) and company's official (37%)
like field assistant.
(85%) farmers are use Herbicides.
(88%) farmers are use SATHI
(88%) farmers are full satisfied due to quick
Result & long impact in field.
(12%) farmers are unsatisfied because
inappropriate method of use .
Page | 39
4.2 Recommendations:
• Company should be maintaining a good relationship with
distributor.
• UPL Company has to increase the availability of the
product according to the crop in a time.
• Sell the product with good marketing strategy like
promotion activity , feedback from farmers and
distributors, dealers.
• Company always focus on the competitor’s strategy, and will
have keep a good plan for a better market position.
Farmer Interview Schedule
(1) Basic information
Name: - _______________________________________________________
Village: - _____________________________________________________
Contact no: - _______________________
Page | 40
(1) Age (a) 21-30 (b) 31-40 (c) 41-50 (d) 51and above
(2) Education (a) Illiterate (b) up to primary (c) up to secondary . (d) up toSr.sec(e) Above Sr. Secondary
(3) Land holding ( In acre )(a) up to 2 acre (b) 3-6 acre (c) More than 6 acre
(4)Source of income(a) Agriculture (b) Ag and Service (c) Ag and Other
(5) Possession of agricultural implements & machinery (a)Owned (b) rented (c) both
(6) Awareness about Herbicides (a)Good Knowledge (b) Moderate Knowledge(c) Little Knowledge
(7) Use of herbicides in the field (a) Yes (b) no
(8) Use of UPL Products (SATHI) in field (a) Yes (b) no
(10)Sources of information about New Product(a) Dealer (b) Peer (c) Company Official(FA) (e) Others
(11) Reasons for not using UPL Products SATHI (a) Retailers push approach (b) Loyal to other product (c)Would like to see result
Page | 41
(d) Fear of not receiving result
(12)Level of Satisfaction of Farmers from SATHI(a) Satisfied (b) Unsatisfied
(13)Reasons for Satisfaction from SATHIa) Long impact in fieldb) Quick Resultc) Easy to used) Easy availability
(14)Farmer’s Perception about SATHI Qualitya) Highly reliableb) Reliablec) Neutrald) Unreliablee) Highly unreliable
(15) What is the Market share of SATHI and its competitors(According to the farmers perception)
a) UPL(SATHI)b) Dhanuka(fuzzy)c) Syngenta (Axial)d) Sumitomo(Matechi)e) Bayer(Sunrise)f) Other
(16) What all Promotional Activities are conducted by UPL for SATHI
a) farmer meetingb) van campaignc) posterd) individual contactse) field demonstration
FarmerSuggestion__________________________________________________________________________________________________________________________________________________________________________
Page | 42