A PROJECT REPORT

ON

STUDY OF CUSTOMER PREFERENCES OF INTER-16 KNAPSACK

SPRAYERS PUMP BRAND IN JUNNAR TAHASIL OF PUNE DISTRICT
AT

NAMDEO UMAJI AGRITECH IND.PVT .LTD.

BY
AMITESH RAMDAS SABALE

SUBMITTED TO
UNIVERSITY OF PUNE

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

THE DEGREE OF
MASTER OF BUSINESS ADMINISRATION (MBA)
2008-2010

THROUGH
DEPARTMENT OF MBA
PES MODERN COLLEGE OF ENGINEERING
PUNE-5

CHAPTE
R NO.

CONTENTS

PAGES

01

EXECUTIVE SUMMARY

01

02

COMPANY PROFILE

05

03

RESEARCH METHODOLOGY

23

04

LITERATURE REVIEW

28

05

DATA ANALYSIS AND INTERPRETATION

35

06

FINDINGS AND OBSERVATIONS

44

07

SUGGETIONS AND RECOMMENDATIONS

45

08

CONCLUSION

47

BIBLIOGRAPHY

48

ANNEXURE

49

Acknowledgement

I express my sincere gratitude to all the people who have played a part in the
successful completion of the Summer Internship Program.

I am highly grateful to Mr. Sandeep for his valuable time in helping and guiding me,
throughout this summer internship program. I am also thankful to the staff members of the
Namdeo Umaji Agritech Ind.pvt .Ltd. for giving me their valuable time and
information whenever needed.

I would like to take this opportunity to thank our HOD, Dr. Prof. Mrs. S. P. Walvekar
for giving me valuable inputs for completion of this project. I would also like to express
my deepest thanks to the internal project guide Prof. Mrs. Shraddha Khoje for giving me
the necessary insight into my study.

Amitesh R. Sabale
MBA II

Chapter 01
EXECUTIVE SUMMERY OF THE PROJECT

1.1 Namdeo Umaji Agritech (I) Pvt. Ltd.:- In Brief

Namdeo Umaji Agritech (I) Pvt. Ltd. has its significant share in Indian agriculture
and gardening market. The company is providing services to farmers and gardeners all
over India. They look at the company as a major player in agriculture evolution in India. It
is one of the most admired, fastest growing company with focus towards diverse business
like innovations, crop protection chemicals, seeds, growth medias, agricultural
instruments, international business.
1.2 Title of the project:
Study of customer preferences of INTER-16 Knapsack sprayers pump brand in Junnar
tahasil of Pune district
1.3 Objectives of study

To find out farmers awareness of INTER-16 sprayer brand in Junnar tahasil of

Pune district.

To find out demand for INTER-16 sprayer brand in Junnar tahasil of Pune district.

To identify competitive positioning of INTER-16 sprayer brand with respect to

i. Quality
ii. service

iii.

availability

To suggest a suitable promotional strategy for creating product awareness.

1.4 Hypothesis:

INTER sprayers has good market potential

Awareness being low market share of INTER 16 is less than other sprayers
1.5 Scope:

Area covered: Narayangaon, Manchar, Pargaon-Mangrul and Nimgaon Sava of

Junnar tahasil in Pune dist.

Focus: Focus was on Farmers.

To conduct trial demonstration for promotion.

1.6 Methodology:
The research approach used was survey method, in which 100 Farmers were
surveyed. The survey was conducted mainly in Narayangaon, Manchar, Pargaon-Mangrul
and Nimgaon Sava of Junnar tahasil in Pune district.
Questionnaire was used as research instruments to gather the information with an
intension to find the customer preference for INTER 16 sprayers.

Primary data The data collected was primary data through survey method in which
Questionnaire was used as a tool for collecting data, as well as direct observation made of
the farmers of Junnar tahasil of Pune district.
Secondary data
Secondary

data

was

collected

through

website

of

the

company

i.e.

www.namdeoumajiagritech.com, books (marketing Management).

1.7 Sample Size: 100 Farmers.
1.8 Research Technique: Survey Method
1.9 Contact Method: Personal Interview
1.10 Research Tool: Questionnaire.
1.11 Major findings:

It was found that Namdeo Umaji Agritech India. Pvt.Ltd has good market share in
Junnar Tahasil.

Nearly 56% of Farmers in the area are provided with credit facility by other
companies.

It was found that service provided by all companies was regular & satisfactory.

Logistics plays an important role in Agricultural market.

1.12 Suggestions and Recommendations:

The Company has to provide more credit facility to the farmers.

There is need to redistribute area to the distributors depending on the capacity and

efficiency of each distributor.

The outliers are very curious about the schemes that these company offers,

executives should see that there is proper and regular communication of

implementation of various schemes to all farmers.

The executive should also continuously interact with farmers to understand the

potential and their grievances and take timely action.

Demonstrations should be arranged in the village, guiding the use of product by the

company experts.

Farmers should be provided with durable servicing for sprayers.

Influence positive word of mouth from opinion leaders.

1.13 Conclusion:
Due to less awareness and unavailability of the INTER-16 spraying Brand in the
market it results into negligible demand.

CHAPTER: 02
COMPANY PROFILE
Namdeo umaji Agritech (I) Pvt.Ltd. was established in the year 1885 by
shri.Namdeo Umaji Bhalinge, Mumbai. The company has its significant share in Indian
agriculture and gardening market. The company is providing services to farmers and
gardener all over India. The farmers look at the company as a major player in agriculture
evolution in India. It is one of the most admired, fastest growing company with focus
towards diverse business like innovations, crop protection chemicals, seeds, growth
medias, international business.
Over the period the company has earned massive experience in producing and marketing
agriculture products. The seeds provided are the results of extensive study and much
admired know-how by the companys technical team. It has been selling imported
vegetables seeds, flower seeds, garden tools, dealing with peat substrates from European
market, and recently also started dealing with the chemical sprayers.
2.1 Company vision:
To be a leader in every market they serve. To be admired for innovative business
practices and high performance standards. The company focuses on delighted customers.

2.2 Companys commitment to India

After supplying top quality seeds of different crops to farmers for nearly 122 years,
today company deliberately concentrates on limited range of crops, which aim to offer
wide selection of varieties. Strategy is to offer customers high quality seeds and other
inputs to agriculture.

So today a company engaged in rendering services to the farmers and gardeners by

improving yields of their crops through the marketing of various Quality Seeds of
different crops and varieties.
This strategy enables us to offer our customers varieties with excellent yields and quality
characteristics
Our experts pay the greatest possible attention to research, marketing, logistics and
service.
2.3 Business Area:
2.3.1 Exotic varieties of high yield seeds
The companys continual quest for quality comes to the end users in a form of
Pyramid Seeds. A range of selective variety of exotic vegetables and flowers seeds,
many of this seeds are produced and imported from various countries like USA,
THAILAND, FRANCE, GERMANY, etc these are watchfully tested and experimented
before introducing to farmers.
2.3.2 Namdeo Umaji Industrial Company

Imports spray pumps from Goizper S. Spain under brand name INTER for spraying
pesticides.
2.3.3 R.S.Sales Corporation
Imports natural Organic Seaweed Foliar from Harveson, Philippines under the
brand name FREEGROW and distributes all over India. This is sprayed for plants healthy
and vigorous growth.

2.3.4 Horticon Flower and Food Traders (I) Pvt, Ltd

Has gained immense popularity in field of Hi-tech agriculture and contract farming.
The next step is to enter into a big seedling nursery of various vegetable and flowers in
green houses under controlled conditions with the aim As fast you grow, fast we achieve
the goal.

The company has recently launched the most comprehensive one stop
shop-GARDENIA. This will deliver entire gardening solutions in Pune Baner road. For
your home gardening with wide varieties of exotic flowers. Variety of farm tools and
equipments, manures, and fertilizers, ceramic pots and garden dcor etc. We continue to
be a leader in marketing of quality seeds by cultivating industry relation among retailers
2.3.5 Research and Development Lab

10

Research is an unending part of quest for quality. Only persistent experiments can
result in supreme quality end products. The company has set its own research,
development and demo farm at Uralikanchan, 30 km away from Pune. The seeds of
vegetables and flowers are tested for parameters before introducing to farmers. Companys
research experts are providing strong technical services to Indian farmers by giving tech
information on suggestions on different crops through field days, literatures and articles in
agricultural magazines, journals.
2.3.6 Namdeo Umaji Agritech(India) Pvt. Ltd. is very pleased to meet you on our
Website having many introduced vegetables and flowers seeds of new varieties in the new
times.
Namdeo Umaji Agritech (India) Pvt. Ltd. has been making great contribution to the eating
habits of cosmopolitans for about 115 years with the spirit of "Seeding with Trust,
Harvesting with Smile."

We continue to be a leader in marketing of quality seeds by cultivating industry relation

among retailers

We continue to be a leader in marketing of quality seeds by cultivating industry relation

among retailers, produce handlers and growers.

11

Not

without

reason

is

our

Moto:

We never forget what our Seed grows up to be. We continue to be a leader in marketing
of quality seeds by cultivating industry relation among retailers, produce handlers and
growers.

Organization Structure

Board of Directors

Finance Dept.

Marketing Dept.
National Sales Manager

sddsdmmmads
managermmana
ger

Regional Sales Manager

Sales Representative

Field Assistant

12

R&D Dept.

2.3.7 Market Channels:

Generally products (Exotic seeds, substrate, and equipments) are imported from countries
like USA, Thailand, France, and Germany and kept at Uralikanchan cold storage and
warehouse.
Company delivers this product to the distributor & retailers. Retailers sell this product to
the customers. To meet the immediate requirement of farmers the company is having a
particular retailer in Narayangaon area.
2.3.8 Distribution channel of company:
Distribution forms a bridge between company and retailer and even sometimes between
Company and Customers. Distribution is offered to the person who is having sound
economic background and wide network of area.
Company Network:

Company

Distributor

Retailer

Customer
13

Product Information
2.4 Sprayers:
Sprayers are the machine to apply fluids in the form of droplets. Sprayer is used
for the following purposes:

1.

Application of herbicides to remove weeds

2.

Application of fungicides to minimize fungus diseases

3.

Application of insecticides to control insect pests

4.

Application of micronutrients on the crop

2.5 The main functions of sprayers are:

1.

To break the liquid into droplets of effective size

2.

To distribute them uniformly over the plants

3.

To regulate the amount of liquid to avoid excessive application

2.6 Desirable Quality of sprayers:

14

1.

The sprayers should produce a steady stream of spray material in the

desired fineness of the particle so that the plants to be treated may be covered
uniformly

2.

It should deliver the liquid at sufficient pressure so that it reaches all the
foliage and spreads entirely over the sprayed surface

3.

It should be light in weight, sufficiently strong, easily workable and

repairable

2.7 Basic components of sprayers:

1. Nozzle body
2. Nozzle cap
3. Swirl plate
4. Spray gun
5. Spray boom filter
6. Filter
7. Over-flow pipe
8. Relief Valve
9. Pressure regulator

15

10. Cut-off Valve

11. Nozzle Disc
12. Nozzle Boss
13. Nozzle tip
14. Spray lance
2.8 Types of spray:

High volume spray (more than 400 liters spray/ha): -The dilute liquids are applied
by hydraulic machines. It consumes more time and labour.

Low volume sprays (5 to 400 liters spray/ha): -it uses air stream from a fan as a
pesticide carrier with small quantities of liquid. There is saving of material and
labour.

Ultra low volume (ULV) spray(less than 5 liters spray/ha.): -ULV spraying can be
defined as plant protection operation in which total volume of liquid applied
amount to a few milli liters/acre. It is mainly used in aircraft spraying.

2.9 Types of sprayers

Sprayer can be grouped into two categories viz. (a) Manually operated and (b)
Power operated depending on whether they are worked by human labour or powered by
fuel engines.
(A) Manually operated or hand operated are grouped into

16

a) Pneumatic (compressed air sprayers)

1. Domestic sprayers
2. Hand compression sprayer or compression knapsack sprayer
GARDEN COMPRESSION SPRAYER

Specially

designed

for

nursery and flower gardens

and ideal for Pest Control
operations.
b) Hydraulic sprayers
1. Pedal or foot sprayer
2. Rocking sprayer
3. Knapsack sprayer:-These sprayers are carried on the back of the operator by means
of two shoulders straps. The tank is shaped to fit the back comfortably being that
on side and slightly curved on the other, hence also known as Backpack. The pump
assembly, which may be enclosed within the tank or fixed outside, is worked
continuously by the operated while spraying. There is thus no advance pressurizing.
The pump handle may be fixed at either side permitting right or left hand pumping.
They are useful for small scale spraying or spot spraying gardens, vegetable plots,
vineyards etc. About 0.5 ha can be covered in a day. The essential parts of knapsack

17

sprayers are tank; pump assembly, lever rod with operating handle, 1 or 2 shoulder strap
and discharge line.
4. Stirrup pump
STIRRUP SPRAYER

These hand operated Stirrup

Sprayers are ideal for antimalarial

spraying

and

for

other public healt

(B) Power operated sprayers are grouped into

1. Mist blower or motorized knapsack sprayers
2. Portable power sprayers

2.10 SPRAYERS
Manual, retained pressure type knapsack sprayer made of top quality materials, corrosionproof and non-subject to attack by treatment products used in agriculture and gardening
Today, it is as critical as it was decades ago, to ensure crop protecting products are applied
in the safest, effective and efficient manner. Much progress has been made but there are

18

still apparent deficiencies; although an International Standard for Knapsack Sprayers is

now agreed and implemented there is no corresponding standard or code of practice that
identifies and describes how best to use these machines. These Industry Best Knapsack
Spraying Practices have been prepared by the partners to meet that increasing demand for
such an agreed information base. Clearly, requirements that define Best Knapsack
Spraying Practices will vary to meet local conditions. Thus it was critical that international
and national experts should collectively contribute to and assess what is required. The
considerable knowledge of the following independent experts who have supported and
validated these Industry Best Knapsack Spraying Practices is, therefore, greatly
appreciated.
Farmers worldwide with quite small areas under cultivation need to apply modern plant
protection products to control weeds and protect their crops from pests and diseases. This
has necessitated using a knapsack sprayer, but because it is manually operated the user is
in close proximity to the spray so is more exposed to it than those using larger mechanized
equipment. Improvements in the design of knapsack sprayers has made them more reliable
and safer to use, but users will find that these Best Knapsack Spraying Practices will be
invaluable and enable them to achieve the skills and proficiency in Good Application
Practice.
These Best Knapsack Spraying Practices have been proposed, collated and reviewed
during 2008 by experts from 10 countries in three continents. They are intended as a
reference source for all with interests in agricultural and horticultural Crop Protection
Products [pesticides] in our shared quest to ensure that every operator of knapsack sprayers
has the same, equal opportunity to use these products in the safest, most effective and
efficient manner. National and/or regional adaptation may be necessary to conform with

19

and/or support local legislation, Codes of Practice and other initiatives that share
comparable ideals to these BSPs. It is hoped that these BSPs support rather than conflict
with that approved and recognized

Retained Pressure Knapsack Sprayer

2.11 THREE OUTSTANDING WORLD FIRST:

a) The eccentricity means that the activation arm and the point of support of the
chamber are closer together. This makes it easier to work the lever, reduces wear
on friction parts and thus gives the sprayer and its components a longer lifetime.
Being a single unit, the chamber has fewer parts to maintain and the suction tube

20

cannot be deformed. The unit's large capacity means better retention of liquid under
pressure, and therefore fewer pistons -strokes to maintain ideal, highly regular
spraying.
b) A part from its normal job, the filter also seals off and lets through the liquid via
the

joint

action

of

its

viton

seals

and

the

spring.

The whole system can be manually dismantled, and is completed by a continuous

spray, which can be activated with operating hand.
c) A rib/partition joins the walls of the tank, making its stronger and more
deformation resistant. The advanced design of this simple, highly functional unit
makes it very light. It has fewer parts due to so many components being built in.
This makes it highly durable and guaranteed product, and at the same time ensures
maximum economy.

2.12 Main Features

Reversible: The leaver can be worked with either the right or left hand.

Wide range of accessories.

21

Arm/leaver /lance clamp for easy transport and storage.

Shockproof and non-corrosive base.

Mechanical agitator.

Ergonomically shaped tank and back separator. Strong and light.

External level indicator in filters and US gallons.

Wide filling mouth. Cover with non-spill valve.

Hose with nuts, without clamps.

10 Handle for transport.

11 Directed, strong, easily adjustable straps.

22

Net weight

3.15 kg

Gross weight

3.80 kg

Packaging measurements

43 x 18 x 59 cm./ 17" x 7.3" x 23.5"

Units/m3

20 u

Tank capacity

16.8 Ltr.

High pressure insecticides

1.5-3 bar / 21.50-42 PSi.

Test pressure

15 bar / 210 PSi

Hose length

1.30 m - 51"

Strap length

1+1 m. - 39"+39"

Strap width

4cm - 1.60"

2.13 Spraying Equipments

A sprayer may be defined as a mechanism in which the liquid is broken into
droplets which are discharged with some force. Main function of sprayers is to atomize the
sprayer fluid into small droplets and to eject it with some force for distributing it properly.

23

2.14 Parts of typical sprayers:

A sprayers consists of definite parts, each with a definite function,

1.

Tank of typical sprayers: To hold the spray fluid which the fluid is drawn
in through a suction pipe.

2.

Pump: Required to build up pressure in the system. Depending on whether

the pressure is directly applied to the liquid or the air column above it, sprayers are
classified into hydraulic and pneumatic sprayer. In either case, the fluid (liquid or
air) is compressed i.e. pressed into a smaller space than the occupied under normal
pressure; thereby forcing out the liquid in front of some force.

3.

Agitator: In chemical spraying some arrangement to keep the liquid in the

tank in constant motion to prevent solid matter settling down at bottom is
necessary. This may be provided by a paddle shaped attachment moving up and
down the tank or a jet of liquid let into the tank.

4.

Filters: to prevent solid particles clogging the system. Strainers or filters

are provided at various points such as filter opening, suction liner opening, lance
and nozzle.

5.

Gasket and washers: At all joints to prevent leakages.

6.

Pressure gauge: To record pressure at various points such as tanks and all
discharge points.

24

7.

Valve: - When the pressure put in exceeds a set limit, it can be released
through a safety valve. The valves are also provided to govern the direction of the
flow of spray fluid.

8.

Hose: - For conduction of spray fluid from the sprayer to lance.

9.

Lance: -A metal or bamboo tube attached to the outer end of the hose.

10.

Nozzle: -Nozzle is an important component in a sprayer since it breaks up

the liquid from the machine into droplets and spread them as spray. Nozzles are of
different designs for different rates of discharge and for low pressure control. In
this type of nozzle the spray fluid is made to rotate by a swirl plate by means of
slanting holes in it or spiral screw threats on it. Nozzle producing solid cone sprays
are used where a more even coverage is desired as in weed control and for spot
treatment.
2.15 Types of Nozzles
1. Hollow cone nozzle

2.

Solid cone Nozzles

3. Flat fan Nozzles

4. Jet Nozzles

25

2.16 Major Competitors:

Pesticide Sprayers -Aspee 2007

Item Code: AspeeV2007, Aspee v2007 is a big competitor product for INTER 16 sprayer.

Pesticide Sprayers
Item Code: sha-1, Shankar is also a big competitor for INTER 16 sprayer.

Pesticide Sprayers

26

Item Code: SR-60 Hi-tech (SRP/60), Hi-tech is also one of the competitor for INTER 16
sprayer

Chapter 03
RESEARCH METHODOLOGY
3.1 Namdeo Umaji Agritech (I) Pvt. Ltd.:- In Brief
Namdeo Umaji Agritech (I) Pvt. Ltd. has its significant share in Indian agriculture
and gardening market. The company is providing services to farmers and gardeners all
over India. They look at the company as a major player in agriculture evolution in India. It
is one of the most admired, fastest growing company with focus towards diverse business
like innovations, crop protection chemicals, seeds, growth medias, agricultural
instruments, international business.
3.2 Title of the project:
Study of customer preferences of INTER-16 Knapsack sprayers pump brand in Junnar
tahasil of Pune district
3.3 Objectives of study

To find out farmers awareness of INTER-16 sprayer brand in Junnar tahasil of

Pune district.

To find out demand for INTER-16 sprayer brand in Junnar tahasil of Pune district.

To identify competitive positioning of INTER-16 sprayer brand with respect to

Quality

27

 Service
availability

To suggest a suitable promotional strategy for creating product awareness.

1.4 Hypothesis:

INTER sprayers has good market potential

Awareness being low market share of INTER 16 is less than other sprayers

3.5 Meaning of Research

Research in common parlance refers to search for knowledge. One can also define research
as a scientific and systematic search for pertinent information on a specific topic. In fact
research is an art of scientific investigation. Redman and Mory define research as a
Systematized effort to gain new knowledge. The advance learners dictionary of current
English lays down the meaning of research as A careful investigation or inquiry
especially through search for new facts in any branch of knowledge.
Research is an academic activity and as such the term should used in a technical scene.
According to Clifford Woody, research comprise defining and redefining problems,
formulating hypothesis or suggested solutions; collecting, organizing and evaluating data;
making deductions and researching conclusions; and at last carefully testing the conclusion
to determining whether they fit the formulating hypothesis. In short, the search for
knowledge through objective and systematic method of finding solution to a problem is
search.

28

Marketing managers often commission formal marketing studies of specific problems and
opportunities. They may request a market survey, a product-preference test, a sales forecast
by region, or an advertising evaluation. It is the job of the marketing researcher to produce
insight into the customer's attitudes and buying behavior. We define marketing research as
the systematic design, collection, analysis, and reporting of data and findings relevant to a
specific marketing situation facing the company. Marketing research is now about a $16.5
billion industry globally, according to ESOMAR, the World Association of Opinion and
Market Research Professionals. A company can obtain marketing research in a number of
ways. Most large companies have their own marketing research departments, which often
play crucial roles within the organization.
Marketing research is not limited to large companies with big budgets and marketing
research departments. At much smaller companies, marketing research is often carried out
by everyone in the company and by customers, too.
A marketing research project starts with an information need. It ends with an actionable
report or presentation or both. In between are various steps to ensure that the marketing
research project achieves what it set out to do.

29

A diagrammatic representation of the marketing research is shown in the following figure:

1. Information need felt

Plan and do
secondary
research

Define the research

2. objective

Plan and do
. research
primary

Design the research

3. methodology

Tabulation and
analysis

Report writing and

presentation

Marketing
action

3.6 Designing the research methodology:

Research methodology depends, to the target population, and how easy or difficult to
access it is. The second factor which influences research methodology is, of course, the
importance of decisions which will be taken based on the research. The accuracy level
required is based on the critically of the decision, which will follow:
The major parts of the research methodology are:
1. Research method- secondary and primary
2. Sampling plan

30

3. Questionnaire design
4. Field work plan
5. Analysis plan
3.7 Research in brief
The research was carried out to determine the customer preferences for INTER16 sprayers
Sample Deign:

Method of sampling: The sampling method used for project was non-random
sampling and judgmental/purposive sampling.

Sample size: As it was not possible to sample the entire target population, so in this
case 60 farmers where surveyed.

Research approach: The research approach used was survey.

Research Instrument: Questionnaire was used as a research instruments to gather

the information.

3.8 Sources of data:

Primary Data: The data collected was primary data through Questionnaire method
as well as direct observation made with farmers in Junnar tahasil of Pune district.

Secondary Data: Secondary data was collected through website of the company
i.e. www.namdeoumajiagritech.com, books (marketing Management).

31

The researcher can gather secondary data, primary data, or both. Secondary data are data
that were collected for another purpose and already exist somewhere. Primary data are
data freshly gathered for a specific purpose or for a specific research project.
Researchers usually start their investigation by examining some of the rich variety of
secondary data to see whether the problem can be partly or wholly solved without
collecting costly primary data. Secondary data provide a starting point and offer the
advantages of low cost and ready availability. When the needed data do not exist or are
dated, inaccurate, incomplete, or unreliable, the researcher will have to collect primary
data. Most marketing research projects involve some primary-data collection.
The normal procedure is to interview some people individually or in groups, to get a sense
of how people feel about the topic in question, and then develop a formal research
instrument, debug it, and carry it into the field.
3.9Research Approaches
Primary data can be collected in five main ways: through observation, focus
groups, surveys, behavioral data, and experiments.

3.10 Questionnaires
A questionnaire consists of a set of questions presented to respondents. Because of
its flexibility, the questionnaire is by far the most common instrument used to collect
primary data. Questionnaires need to be carefully developed, tested, and debugged before
they are administered on a large scale. In preparing a questionnaire, the researcher
carefully chooses the questions and their form, wording, and sequence. The form of the
question can influence the response. Marketing researchers distinguish between closed-end
and open-end questions. Closed-end questions specify all the possible answers and provide

32

answers that are easier to interpret and tabulate. Open-end questions allow respondents to
answer in their own words and often reveal more about how people think. They are
especially useful in exploratory research, where the researcher is looking for insight into
how people think rather than measuring how many people think a certain way and see
"Marketing Memo: Questionnaire Dos and Don'ts."

3.11 Analysis of data:

The collected data is categorized in as systematic way as per need of objective and
then simple statistical technique like pie chart and bar graph are used to analyze the data.
The next-to-last step in the process is to extract findings from the collected data. The
researcher tabulates the data and develops frequency distributions. Averages and measures
of dispersion are computed for the major variables. The researcher will also apply some
advanced statistical techniques and decision models in the hope of discovering additional
findings.
3.12 Field work: It involves direct visit to Farmers on their farm.

33

Chapter: 04
LITERATURE REVIEW
4.1 Market Potential:
Market Potential is total level of sales achievable in a market assuming that every
potential customer in that market is buying, that they are using the product on every
possible occasion, and they are using the full amount of product on each occasion.
Market potential signifies the anticipated sales of goods or services for the entire industry
in a market for a certain period of time. Market potential measures the likely demand for a
product or service in a country, or any other defined trade area.
With market potential data company can:
Make informed decisions about products and services based on latest trend and
consumers demand.

Develop successful advertising and marketing plans.

Understand predict and influence consumer behavior.
4.2 Promotion mix:
A companys total marketing communication mix also called its promotion mix consists
of the specific blend of Advertising, Sales promotion, personal selling and direct marketing
tools that the company uses to pursue its advertising and marketing objectives.

34

Following are the major promotional tools:

4.3Advertising:
Any paid form of non personal presentation and promotion of ideas, goods or services, by
an identified sponsor. Beyond its reach advertising is also very expressive, it allows
company to dramatize its product through the artful use of visual, print, sound. Advertising
can trigger quick sales.
4.4 Sales Promotion:
Short term incentives to encourage the purchase or sale of product or service. Sales
promotion tools attract consumer attention, offer strong incentives to purchase and to boost
sales. Major sales promotion tools are as follows:
1. Sample- A sample amount of the product offered to consumer for trial.
2. Point of Purchase Promotion: Display and demonstration that takes place at
point of purchase or sale.
3. Discount: A straight reduction in price on purchases during a stated period of
time.
4. Price pack: Reduce price that is marked by producer directly in the label or
package.
4.5 Personal Selling:
Personal presentation by the firms sale force for the purpose of making sales and adding
customer relationship. It involves personal interaction between two or more people, each

35

person can observe the others needs and characteristics and make quick adjustments.
Includes sales presentation and trade show.
4.6 Direct marketing:
Direct connections with carefully targeted individual consumers to both obtain and mediate
response and cumulative lasting customer relationship. Direct marketing is done to
following reason-

Customization: Customization is done to build to order. Customer gets exactly, and

only what they want.

Service and support Company uses knowledge gained from direct contact before
and after sales, to provide customer service.

Latest technology- The latest relevant technology is introduced in its product much
more quickly.

To make a chemical pest control method more biologically effective, economically

attractive and environmentally safe, the application must be accurate (Graham-Bryce,
1978). That is, it must deriver the required lethal amount without affecting unintended
recipients. Accurate application implies efficient target oriented spraying (Joyce, 1968)
which means maximizing the proportion of droplets reaching the target,
The application of pesticides is still very poor in Pakistan and many other
countries too. Ahmed (1992) noted that most sprayers in use are defective, so the govt.
should concentrate efforts to improve the quality of plant protection machinery and arrange
training of farmers to improve the application of pesticides.

36

Thomhill et al. (1995) showed that the converse of maximizing pesticide contact on to the
target is the minimization of contamination both of the operator and the environment. One
of the top priorities in herbicide spraying is the accurate placement of larger (150 )
droplets, with minimal drift to non target plants. If weed leaves are the target, there is a
need to balance low drift requirement with a droplet size that is small enough to retained
by the leaf surface. Control of droplet size also reduces the risk operator contamination.
Herbicide application with governed spinning disc sprayer (the Herbi and Harbaflex)
could reduce operator exposure by 2.7-4.4 times in comparison with lever-operated
knapsack sprayers, fitted with hollow cone or deflector nozzles. However, exposure can
also be reduced by training operators to improve application techniques and make minor
modification to conventional knapsack sprayers (by incorporation of devices such as
constant-pressure valves).
ULV spraying
When the last major desert locust plague ended 25 years ago the techniques
of ultra-low volume (ULV) spraying had just been developed, mainly for applying
dieldrin, both from air (courshee, 1959) and through exhaust nozzle sprayers, which were
developed specifically for this purpose (sayer and Rainey,1958).
MacCuaig (1983) found that alternative pesticide for locust control has been
tested by topical application in the laboratory but there have been relatively few rigorous
fields trials. Fenitrothion has become the standard pesticides and has been used
extensively at the area dosage recommended in the locust hand book (Steedman, 1988)
although the only adequate field trials have been against Australia plague locust (Nguyen,
1983). Very large quantities of pesticides in ULV formulations have been applied over vast

37

areas during the more resent desert locust plague. But often without adequate field trials to
determine the areas dosage required for effective control.
Rainey and Sayer (1953) studies that the first effective swarm control using
an aerial ULV spraying technique was carried out in eastern Africa and this is considered
by many to be the most practical application method of desert locusts. In their review of
control techniques for this species, Bennett and Symmons (1972) indicated that area
dosages for effective control are greater for settled locust than for settling or flying swarms
(although assessing the accuracy of estimates of effectiveness is difficult). An aerial spray
treatment of a flying locust swarm is often quoted being the most efficient example of
pesticides dose transfer to any insect pest; MacCuaig and watts (1963) estimated 6%
efficiency in terms of a ratio of kill to a toxicity coefficient. MacCuaig and Yeats (1972)
estimates that higher efficiencies of up to 20% could be achieved with these toxic spray
curtains prompting Courshee (1991) and other to propose volume application rates as low
as 0.2 L/ha. Air to air spraying of swarms is hazardous, and the special skills of redeployed
wartime pilots appear to have been lost in many control areas. Thus in spite of the
technical arguments, most aerial application is block spraying, several square kilometers at
a time, against hopper bands are settled (FAO,1992).
4.7 Effect of sprayer design on spraying
Dobson et al. (1995) studied that in contrast to the relative stasis in vehiclemounted locust sprayer design until the late 1980s, portable ULV sprayers benefited from
developments in ULV technology for cotton and cereal spraying in the 1970s. companies
such as Turbair and Berthoud were producing hand held battery operated spinning disc
sprayers and these were gradually being refined to be more reliable and more economical

38

with battery power. They were adopted as very useful locust control tool for use in
impassable zone and for mopping up small pockets remaining after larger, scale
operations. When manpower is available teams of operators with these spinning disc
sprayers can treat medium sized targets and even applying barriers over large infested
blocks
Symmons (1991) noted that sprayers should be selected primarily on their ability to
produce droplets of the desired size range this can be verified by droplet analysis using
laser based sizing instruments. Thereafter field testing is required of available sprayers to
ensure that they are effective, robust and easy to use in actual control operations with FAO
having

already

conducted

testing

of

some

sprayers

and

developed

specific

recommendations.
Data on the droplet size spectra produced by the AU3000, AU4000 and AU8000 by
Micronair rotary atomizers have been reported [Van Vliet and Picot (1987), Parkin and
Siddique (1990), Hewitt (1993)].
The spectra from the Electrodyn and the Ulva+ spinning disc atomizer
have the high proportions (>80%)of spray volume in the size band above. All other droplet
size was measured with a Malvern 2600 particle size analyzer, using techniques described
by Bateman and Alves (2000).
Clayton (1992) showed that an important development was the modification of spinning
disc sprayers for very low volume (VLV) application, where conventional pesticide
formulations are mixed with small quantities (5-50 l/ha) of water and thus do away with
the need of special, expensive ULV formulations Spraying with larger volumes of water,
instead of 0.5-3 L/ha of oil-based formulation, necessitated the development of more

39

robust machines such as the ULVA+. CDA sprayers are the products of medium-scale
industrial enterprises, which have been responsible for commercial sustainability over 30
years; they are now well established in certain markets including; small holder cotton,
migrant pest control and herbicides application in amenity areas.
The effective time available was restricted was restricted to an approximately 3 hr period
in the morning when the wind-speed was >2m/s and the ground temp was <30 degree
Celsius. Under these circumstances, ULV drift spraying is the only feasible method of
application, and there is considerable pressure to reduce volume application rates well
below 1 l/ha in aerial operations. Other techniques for improving work rate, including the
use of global positioning systems, are discussed by Dobson (1999).

40

CHAPTER: 05
DATA ANALYSIS
1. Usage of sprayer
Table 1: Usage of sprayer
Sr.No.

Option

No. of Respondents

% of Respondents

Yes

82

82

No

18

18

Fig 1: Usage of sprayer

Inference: Out of all farmers, surveyed 82% use sprayer for spraying purpose and 18%
dont use sprayers.

41

IF, YES to Q. 1
2. Awareness about sprayer brands in the market.
Table2: Awareness about sprayer brands in the market
Sr.No.

Option

No.

of % of Respondents

Respondents
1

Hi Tech

47

57

Aspe

64

78

INTER-16

45

54

Shankar

12

15

Fig2: Awareness about sprayer brands in the market

Inference:

42

Out of all farmers surveyed 54% farmers where aware about INTER 16
sprayer brand in market, 57% farmers where about Hi-Tech, 78% where aware
about Aspe and 15% where aware about Shankar

3. Preference to use of brand

Table3: Preference to use of brand
Sr.No.

Option

No.

of % of Respondents

Respondents
1

Hi Tech

14

16

Apse

34

42

INTER-16

30

37

Shankar

04

05

Fig3: Preference to use of brand

43

Inference:
Out of all farmers surveyed 37% farmers prefer to use INTER 16 sprayer
brand, 16% farmers prefer Hi-Tech, 5% prefer Shankar, 42% farmers prefer Aspe.

4. Reason for not using INTER-16 brand

Table4: Reason for not using INTER-16 brand

Sr.No.

Option

No.

of % of Respondents

Respondents
1

Un availability

14

26

High cost

25

48

High maintenance

06

12

Any other

07

14

44

Fig 4: Reason for not using INTER-16 brand

Inference: Out of all farmers surveyed it was found that 12% farmers due to High
maintenance, 26% farmers due to un availability, 48% farmers due to High cost and
14% farmers due to other reason do not use INTER16 brand sprayers for spraying.

5.

Reason that you use INTER

Table5: Reason for using INTER-16 brand

Sr.No.

Option

No.

of % of Respondents

Respondents
1

Easy availability

07

23

Low maintenance

14

48

Long Life

07

23

Any other

02

06

45

Fig 5: Reason for using INTER-16 brand

Inference:
Out of all farmers surveyed it was found that 23% farmers due to Long life, 23%
farmers due to easy availability, 48% farmers due to Low maintenance and 06%
farmers due to other reason to use INTER16 brand sprayers for spraying.

6. Aspects which differentiate INTER16 from other brands

Table6. Aspects which differentiate INTER16 from other brands

Sr.No.

Option

No.

of % of Respondents

Respondents
1

Quality

17

46

56

Service

08

32

Delivery

03

07

Any other

02

05

Fig6. Aspects which differentiate INTER16 from other brands

Inference:
Aspects which differentiate INTER16 from other brands in which 56% of
respondents differentiate it because of Quality, 32% due to Service, 7% due to Delivery
and 5% due to other reaso

7. Rating of INTER brand with compared to other brand

Table 7: Rating of INTER brand with compared to other brand

47

Sr.No.

Option

No.

of %

of

Respondents

Respondents

Poor

02

06

Good

18

61

Very Good

08

27

Excellent

02

06

Fig 7: Rating of INTER brand with compared to other brand

Inference:
Rating of INTER brand with compared to other brand gives that INTER16
brands in which 61% farmers says that it is Good, 27% farmers says that it is Very
good, 6% farmers says that it is poor and 6% farmers says that it is excellent.

8. Reason for not using sprayers

Table8.Reason for not using sprayers
Sr.No.

Option

No. of Respondents

48

of

Respondents
1

High cost

01

06

Bad experience

00

00

No regular supply of spares

03

16

Using Hired sprayers

14

78

Fig 8.Reason for not using sprayers

Inference:
Out of all farmers surveyed it was found that 16% farmers due to no regular
supply of sprayers, 78% farmers due to use of hired sprayers, 06% farmers due to
High cost do not use INTER16 brand sprayers for spraying.

9. Other sources use for applying chemicals

49

Table9. Other sources use for applying chemicals

Sr.No.

Option

No.

of % of Respondents

Respondents
1

Hired services

14

78

Any other

04

22

Fig 9: Other sources use for applying chemicals

Inference:
From the above graph it says that 22% of respondents use Hired services and 78%
of respondents use other resources.

10. Would you like to buy or replace pump in near future?

50

Sr.No.

Option

No. of Respondents

% of Respondents

Yes

28

28

No

72

72

Inference: Out of all farmers, surveyed 72% dont want to replace and 28% want to replace
sprayers.

51

11. How do you decide to buy a particular brand of pump?

Table11.Decide to buy a particular brand of pump
Sr.No. Option
No.
of %
of
Respondents
Respondents
1
2
3
4

Quality
Price
Delivery
After sales service

14
11
9
6

Inference:

52

35
28
23
14

Out of all farmers surveyed it was found that 35% farmers decide to buy a particular
brand of pump on the basis of quality,28% on the price basis,23% on delivery basis and
14% on after sales service.

12. Is any facility given to you by company like replacement or exchange offer?

Sr.No.

Option

No.
Respondents

of %
Respondents

Yes

78

78

No

22

22

of

Inference: Out of all farmers, surveyed 78% says that replacement facility is given by
dealers and 22% says that there is no such facility provided.

53

CHAPTER: 06
FINDINGS AND OBSERVATIONS
6.1 Lack of awareness about the products:
Barring a few products consumer does not have much awareness about INTER 16 sprayer
brand.
6.2 Competitors:
There are several big players in the market some are looking to grab the sizable amount of
market share. Competitors such as Hi-tech and Apse have good amount of market Share. This
is mainly because of the promotional activities undertaken by them.
6.3 Promotional Strategies:
Used by company:

Promotion through internet.

Occasionally offer scheme.

Not used by company:

No brand ambassador.
Regular advertisement on TV channels.
Price off on bulk purchase.

There can be great chance in increase in sales if company uses some innovative and
suggested means of marketing.
6.4 Consumer behavior before purchasing:

54

Customers consider prior experience about the product, general opinion about Product in
the locality, etc. They also have perception of quality difference in of different brand.

CHAPTER: 07
SUGGESTIONS AND RECOMMENDATIONS
7.1 From Farmers point of view:

For Field trials farmers should be contacted before purchasing a product.

Field assistant of company should frequently visit the farmers in village and
provide the technical guidance.

7.2 Regarding Product:

Farmers should be provided with durable servicing for sprayers.
Company should provide an information booklet along with every piece which will
provide detail information regarding use, maintenance of the product in the
regional language.
Demonstrations should be arranged in the village, guiding the use of product by the
company experts.
7.3 Regarding distribution:

Focus more on marketing channels for effective distribution through India.

Synchronization of demand and supply.

7.4 Regarding Promotional and Advertising:

55

Demonstration on plots should be arranged in progressive farmers farm and

government as well as non government institutions.

Interaction of big farmers with sales person and technical persons will be beneficial
for increasing awareness about the product.

The demonstrations can be shown in the agricultural exhibitions (i.e. Kisan, Agro
won) for promoting the product.

Advertisement should be given in mostly read news paper and magazines regarding
results and viability of product.

7.5 Regarding target market:

Company should target the farmers who are majorly engaged in the cultivation of
vegetables which requires frequent sprayings.

Big farmers should be the major target so that automatically small farmers get
influenced.

Also focus on the farmers having green house or poly house.

56

CHAPTER: 08
CONCLUSION

The conclusion is that due to less awareness about the INTER16 sprayer brand. Company
has low market share in the Junnar tahasil Pune district. If company concentrates on the
four Ps of marketing mainly emphasizing on the Promotional activity it will increase its
demand and the market share. Due to availability of different option to the farmers at low
price it creates less demand for brand. Existing customer who use the INTER16 sprayer
brand they are satisfied with the quality of brand.

57

Bibliography
Books Referred:

1.

Philip Kotler-Marketing Management (12th edition)

2. C. R. Kothari- Research Methodology

Website visited:

1.

www.namdeoumajiagritech.com

2.

www.HymaticAgro.com

3.

www.nf-sprayers.com

4.

www.agriculturalproductsindia.com

58

Annexure
Questionnaire
Name of Farmer:
Address:
1. Do you use sprayer for spraying purpose?
a. Yes

b.

No

If YES,
2. Which all brands are you aware of in market for spraying?
a. Hi Tech

b.

Aspee

c. Shankar

d.

Inter

a. Hi Tech

b.

Aspee

c. Shankar

d.

Inter

3. Which brand do you prefer to use?

4. What is the reason that you did not use INTER-16?

a) Unavailability

b) High cost

c) High maintenance

e) after sales service

5. What is the reason for using INTER-16?

a) Easy availability

b) Low maintenance

c) Long life

d) any other

59

6. How do you find INTER-16 different from other brands?

a) Quality

b) price

c) Delivery

d) after sales service

7. How do you rate INTER-16 in comparison to other Brands?

a) Poor

b) Good

c) Very Good

d) Excellent

If No to Q.1
8. Why you dont prefer to use sprayer?
a) High Cost

b) Bad experience from other brands

c) Lack of regular supply of spares

d) Using hired service

9. What are the other sources you use for applying chemicals?
a) Hired services

b) Any other

10. Would you like to buy or replace pump in near future?

a) Yes

b) no

11. How do you decide to buy a particular brand of pump?

a) Quality

b) price

c) Delivery

d) after sales service

60

12. Is any facility given to you by company like replacement or exchange offer?
a) Yes

b) no

61

62