Q.

Which crops seed do you buy most? Wheat Castor Other (specify) Cotton Seeds more than of 1crop

Purpose : Finding:Crops Finding % Wheat 6 12

40 30 20 12 10 0

The main purpose to know which crops seed is

preferred most by the farmers.

Cotton 12 24

Castor 18 36

Seeds more than of 1crop 12 24

36

Other 2 4

Total 50 100

Percentage

24

24

4
wheat cotton Castor Seeds more than of 1crop other

Types of Crop

Analysis:As we can see in above chart it can be analyzed that 12 % farmers prefer only wheat, 24% farmers prefer only cotton, 24 % farmers prefer the seeds more than of one crop, and while 36 % farmers prefer seed of castor and 2 % farmers prefer other seeds of the Co. In above it can be analyzed that castors crop seed of the Co. is preferred most compare to wheat, cotton and other crops seed and secondly seed of wheat and cotton preferred. 2% farmers purchases the other crops seed such as ground nut seed, bajri, jowar etc. this is small portion so it would be fair if company does not concentrate over other crops seeds. Q. For how many years have you been purchasing seed of Solar Agro tech. Pvt. Ltd.?

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For last 2 years For last 4 to 6 years

For last 2 to 4 years More than 6 years

Purpose:- The main purpose to know for how many years farmers
have been purchasing the seeds of this co.

Finding:Years Finding %
35 30 28 26

Last 2 8 16

Last 2 to 4 14 28

Last 4 to 6 13 26

More than 6 15 30
30

Total 50 100

Percentage

25 20 15 10 5 0
for last 2 yrs. for last 2 to 4 yrs. for last 4 to 6 yrs. more than 6 yrs

16

Analysis:In above it can be analyzed that there are the mass of farmers who are purchasing the crops seed of this company is 30 %. These means 30% farmers are loyal more than 6 years. It is also big group of farmers who purchase the seed of this company for last 2 to 4 years is 28% and 26% farmers purchases for last 4 to 6 years. This means that in local area or in Rajkot the company has very good reputation so that local farmers are so much loyal to the company. This can also be meant that the product (seed) of this company is very high qualitative and good featured.

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Q.

Which of the following factor attracts you most to buy seed of Solar Agro Tech. Pvt. Ltd.? Price & Quantity Quality Healthy crop Above all

Purpose:- The main purpose to know that which factor is

affected the most to buy to the consumers.

Finding:Factor Finding % Price & Quantity 4 8 50 40 Percentage 30 20 10 0 8 18 26 Quality 9 18 Healthy Crop 13 26 Above All 24 48 48 Total 50 100

Price & Quantity

Quality

Healthy Crop

Above all

Attractive Factor

Analysis:As per the opinion of the farmers 48% farmers are purchasing because of high quality, quantity, reasonable price, and mainly because seed of this company gives best result in term of crop. From the opinion of 26% farmers it can be known that the product (seed) of this company has very good quality that give healthy crop and seed has best quality. Price and quantity of the seeds is also reasonable that can be said because 8% farmers are agreeing on this. It can also be said that seed of this company has best quality because 18% farmers are agreeing on this. So the company needs not to change the quality, price of the product (seed).

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Q. Seed of Solar Agro Tech. Pvt. Ltd. gives you best result compare to others- Comment. Strongly agree Agree Neither agrees nor disagrees Disagree Strongly disagree

Purpose:- The main purpose to know the performance of the

seed (product) compare to other companies seed.

Finding:Comment Finding % 50 40 Percentage 30 20 10 2 0

Strongly Agree Agree Can't Say Disagree

Strongly agree 17 34

Agree 24 48 48

Cant say 6 12

Disagree 1 2

Strongly disagree 2 4

Total 50 100

34

12 4
Strongly Disagree

Analysis:As per the opinion of the farmers it can be known and analyzed from the chart that 34% farmers are strongly agree, 48% farmers are agree with seed of Solar Agro Tech gives best result, 12% farmers cant say that the seed of the company gives best result because they might have recently started to buy the seed of this company. 2% farmers are disagreeing because they are not satisfied with the performance of the seed. 4% farmers strongly disagree because they totally dissatisfied with the performance of the seed or might not get satisfied crop.

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Q.

If Solar Agro Tech Pvt. Ltd. launches Modified product, as you are currently buying, will you buy modified product? Definitely buy Never buy May buy or May not

Purpose:- The main purpose to know whether the company should

launch modified seed and to know the customers opinion whether they buy the modified seeds or not.

Finding:Willingness Finding %
60 50 Percentage 40 30 20 10 0
Definitely buy May buy or May not Never buy

Definitely buy 26 52
52

May buy or May not 17 34

Never buy 7 14

Total 50 100

34

14

Analysis:As per the opinion of the farmers it can be known and analyzed from the chart that 52% farmers will definitely buy the seeds if the company launch new or modified seeds, this does not mean that they are now dissatisfied with current product but if the company launch new type or modified one the farmers are ready to buy, 34% farmers may buy if the company launch modified or new kind of seed because they may have fear if the modified may not give proper result so they may not buy if company launch the modified seed and 14% farmers will never buy if the company launch the modified seed because they are satisfied with the performance or result of the seed as they are purchasing currently. Q. Does the Co. guide you how to grow?

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Yes

No

Purpose:- The main purpose is to know whether the company

guide the farmers how to grow or not.

Finding:Guidance Finding % Yes 50 100 No 0 0 Total 50 100

YES 100%

NO 0%

Analysis:As per the opinion of the farmers it can be known and analyzed from the chart that the company provides guidance with the seeds that suggest the steps how to grow the seed. 100% farmers agree with that the company guide us how to grow so that they can get maximum result from the seeds.

41

Q. If yes, do you follow the instruction as being loyal to the Co. for these many years? Yes No

Purpose:- The main purpose is to know whether the company

guide the farmers how to grow or not.

Finding:Opinion Finding % Yes 46 92 No 4 8

YES 92%

Total 50 100

NO 8%

Analysis:As per the opinion of the farmers it can be known and analyzed from the chart as we have seen in previous chart 100% farmers agree with that the company guide us how to grow but it is on the farmers whether to follow the instruction provided by the company or not. As we can see in chart that 92% farmers follows the instruction and 8% farmers do not follow the instruction provided by the company. 8% farmers who do not follow the instruction they may have their own way to grow the seeds and they want to stick to their own way or system. 92% farmers who follow the instruction may think that by following the instruction provided by the company we can get maximum result. Q. Purchasing for these many years if you get defective seed what would you do?

42

Replace the seed Not to do anything

Stop to buy The main purpose is to know whether the company

Purpose:-

replaces the seeds or not if the farmers get defective seeds and also know the farmers opinion that what they would do if they get defective product.

Finding:Opinion Finding %
70 60 Percentage 50 40 30 20 10 0
Replce the seed Stop to buy Not to do anything

Replace the seed 33 66

66

Stop to buy 6 12

Nothing to do 11 22

Total 50 100

22 12

Analysis:Consumer is king of the market this is the recent concept or belief of the marketing. It obvious that is customers get defective product, company has to replace the defective one with the new and same product. Here, as per the data shows that customer gets new and same product if they get. 66% farmers agree with this. There are 12% farmers will stop to buy the seed of this company if they get defective. There may be reason that they may have started to buy for last 1 or 2 years so they may not have enough trust on the company. 22% farmers will not take action if they get defective seeds because they may think that next year they may get seed with proper quality.

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Q.

Do you get seed on time through Middleman or Co.? Yes No

Purpose:- The main purpose is to know whether the company

provide its product to its customers on time through middleman or dealers or not.

Finding:Opinion Finding % Yes 44 88 YES 88% No 6 12 Total 50 100

NO 12%

Analysis:As per the opinion of the farmers or it can be seen from the chart that the most of the farmers can get the seed on time through the middleman or dealers, 88% farmers agree on this but 12% farmers can not get seed on time through dealers the reason might that the farmer may far from the contact.

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Q.

Being loyal to the co., do you get the seed on time at sowing period if there is scarcity of seed? Before sowing time Delayed On time of sowing

Purpose:- The main purpose is to know whether the company

provide its product (seed) to its customers on sowing time or not.

Finding:Opinion Finding % Before sowing time 19 38

60 50 Percentage 40 30 20 8 10 0
Before Sow ing time On time of Sow ing Delayed

On sowing time 27 54
54

Delayed 4 8

Total 50 100

38

Analysis:As per the opinion of the farmers that most of the farmers can get seed on sowing time. This is the time when farmers are in hurry to buy the seed for their crop, which they want to grow, and if the company does not provide seeds on that time the company may have to suffer the loss. It may heart the trust of farmers who buy the product (seed) for long time. 38% farmers agree on that they can get seeds before sowing time. 54% farmers agree on that they can get the seeds on sowing time and 8% farmers can get seeds late. The reason to be late is there may be scarcity of seed or farmers are late to buy seed but Most of the farmers can get on time because they may contact with the dealers or middleman.

45

Q.

If Co. increases the price of seed, will you buy the seed? Definitely buy Never buy May buy or may not buy

Purpose:- The main purpose is to know whether the farmers will

purchase the seeds (product) or not if the company increases the price.

Finding:Willing to buy Finding % 50 40 Percentage 30 20 10 0 16 Definitely 23 46 46 38 May buy or May not 19 38 Never 8 16 Total 50 100

Definitely buy

May buy or May not

Never buy

Analysis:The research data shows that the farmers are affected with the price of the product also. 46% farmers will definitely buy the seeds of the company if the company increases the price of the seeds this is because they are totally satisfied with the product or they purchase the seeds of this for long time. 38% farmers may buy or may not buy the seeds of this company if the company increase the price of the seeds this is because they may not have enough trust on the company or they may have started for last 2 to 3 years and 16% farmers are not ready to buy the seeds of this company because they are dissatisfied or may have recently started to buy. Q.
Do you buy the seed if other co. offers you seed at lower price and more quantity than Solar Agro Tech Pvt. Ltd.?

46

Never buy Definitely buy

May buy or May not buy

Purpose:- To know what the farmers will react if other company

offers them the seeds at lower price and more quantity.

Finding:Willing to buy Finding %

60 50

Never Buy 26 52
52

May buy or May not 18 36

Definitely Buy 6 12

Total 50 100

Percentage

40 30 20 10 0
Never buy

36

12

May buy or May not

Definitely buy

Analysis:The research data shows that 52% farmers will never buy the seeds of other company if it offers them the seeds at lower price and more quantity because they will never trust on it because other company may cheat them by providing poor qualitative seeds than the Solar provides them. 36% farmers may buy or may not buy the seeds of other company at low price and more quantity because some of them may have fear of to be cheated or other may think that they will get more crops with more quantity of the seed so they may buy the seeds and 12% farmers are totally ready to buy the seeds of other company because they are dissatisfied or they may have started to buy recently and other company offer them they will definitely buy the seed of that company.

47

Q.

Purchasing for these many years which extra benefits are provided to you? Yes No

Purpose:- The main purpose is to know whether the company

provides any kind of benefits or not to farmers who are loyal to company for long time.

Finding:Opinion Finding % Yes 30 60 No 20 40 Total 50 100

NO 40%

YES 60%

Analysis:As per the collection of the data it can be clearly seen that company does not provide any kind of benefits to 40% farmers who purchases the seeds for last 2 to 3 years. 60% farmers said that the company provides us benefit such as calendar, bags, equipments at subsidy etc. If company does not provide benefit, have to suffer loss of loyal farmers because they may switch over to other companys seed that is close competitor of this company.

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Q.

If you come across any wrong rumor about the co. or product, what would you do? Confirm from Farmers Confirm from Dealers directly confirm from Co.

Purpose:- The main purpose is to know whether the farmers

come across any wrong rumor about the company what will they do as being loyal to the company for these many years.

Finding:Farmers action Finding % Confirm from farmers 7 14

60 50 Percentage 40
28

Confirm from dealers 29 58

58

Confirm from company 14 28

Total 50 100

30 20 10 0
Confirm from farmers Confirm from dealers Directly confirm from Co.

14

Analysis:As per the opinion of the farmers and collection of the data it can be said that if they come across any rumor about the company they will ensure about the rumor and act accordingly. 14% farmers said that they confirm from other farmers, 58% farmers said that they will confirm about rumor from dealers so that they can have strong idea about rumor and 28% farmers said that they will confirm about rumor directly from the company because they may have direct contact with the company and have very strong confirmation. As per the final confirmation they will take action accordingly because the last decision on their hand.

49

Q.

If you dont get satisfactory result (crop), what do you do from following? Stop to buy Complain to dealer Directly complain to the Co.

Purpose:- The main purpose is to know whether the farmers do

not get satisfactory result in terms of crop how will they react.

Finding:Farmers action Finding % Stop to buy 9 18 50 40 Percentage 30 20 10 0

Stop to buy Complain to Dealer Directly complain to Co.

Complain to dealers 24 48

Complain to company 17 34 48 34

Total 50 100

18

Analysis:From above chart it can be said that if farmers do not get satisfactory result in terms of crop 18% farmers will stop to buy. Reason for that is they are fresh customers for the company. 48% farmers will complain to the dealer that this time they have not got satisfactory result. 34% farmers will complain directly to the company so that they may have solution for dissatisfactory result. Farmers will decide that they have got poor result by estimating the value of the crop or by comparing current crop to the previous one.

50

Q.

Purchasing Definitely Never

for

these

many

years

do

you

ever

recommend others to buy the seed of this co.? May recommend or May not

Purpose:- The main purpose is to know whether the farmers

recommend to others to buy the seeds of this company or not.

Finding:Willing to recommend Finding % 70 60

Percentage

Definitely 34 68
68

May recommend or may not 13 26

Never 3 6

Total 50 100

50 40 30 20 10 0
Definitely May recommend or not

26

Nerver

Analysis:If the customers recommend to others it will be beneficial to the company because customers who are recommending to others are doing marketing on behalf of the company. Here in this research 68% farmers will recommend to other farmers because they may satisfy with the growing seeds or by getting healthy crop. 26% farmers may recommend to other farmers because they are least satisfied with the seed of this company. 6% farmers will never recommend to other farmers to buy the seeds of this company because they may have not got satisfactory return by growing at first trial.

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Q. Suggestion from Respondents. I have interviewed the farmers and as per that they suggest some points or needs to be fulfilled, which are as under:

Some farmers said that they can not get seed on time of

sowing so the company should provide them on time of sowing or company should make arrangement so that they can get seeds on time.

Company should launch more qualitative seeds, which need

less fertilizer.

Company should provide benefits to the loyal farmers to

motivate to buy or to be loyal for more time.

In Rajkot district farmers are less aware about the crop of

castor so company should make the farmers aware or encourage taking crop of the castor.

52

As I have carried out the research on topic Customer Loyalty of the company Solar Agrotech Pvt. Ltd., I found that the company have very good brand image in near region of factory and in Rajkot district as well. Solar Agrotech has products with high quality which gives more effective result than other company. Farmers who are purchasing the seeds (product) more than 2 years are loyal also and who purchases for more than 6 years are quietly loyal to the company and also buy the seeds of this company in any circumstances if they don't get satisfied crop they will definitely buy the seeds next year and who purchases for more than 2 to 4 years are some what less loyal than those who are buying more than 6 years and they may switch over to other company if they dont get satisfactory result. As I have taken face to face interview of farmers I came to know that the product of this company is very high qualitative and have very good featured. Company replaces the seeds to farmers particularly to those who have been purchasing for more than 6 years if they get defective seeds. If farmers dont know the method of some crops how to grow, company provides them guidance. Basically company provides booklet to farmers for the reference.

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LIMITATIONS OF THE STUDY

The respondents may have prejudice for the company may lead to the distortion of the facts. This study was conducted under time constraint, which restricted to a small sample. The result cannot be generalized, as this study was limited to Rajkot district only. It is a one-man study and therefore doesnt cover a large number of respondents and even greater area. Wrong selection of sample or sampling technique can be result in wrong decision to take on the basis of research.

54

55

.. STRENGTH
This company is very reputed in Rajkot district. Company has large numbers of farmers who are loyal. Company has good marketing network in Rajkot district. Company has good qualitative product.

..WEAKNESS
Solar company have good experience employee but they have not good
professional person.

Not reputed at national level and very large network. Lack of marketing expertise.

..OPPORTUNITIES
Company can introduce new product by nearly in future that may be
innovative.

Company can expand or open its branches in various cities of India. Company is suffering from lack of marketing expertise but company
can hire skilled person to remove this weakness and company can perform marketing activities.

..THREATS

56

 Changes in government policies and in rules and regulation regarding

company can be disturbed in routine work.

Uncertainty of rain fall may be the reason of poor performance of

seeds.

57

.. S U G G E S T I O N
In Rajkot district farmers are less aware about the crop of castor so company should make the farmers aware or encourage taking crop of the castor. Some farmers said that they can not get seed on time of sowing so the company should provide them on time of sowing or company should make arrangement so that they can get seeds on time. There is big demand generally of cotton and castor and company more concentrate over that seeds so the company should concentrate on other seeds such as Bajri, Jowar and Groundnut etc to increase the sales of those other seeds. Company should launch more qualitative seeds, which need less fertilizer. Company should provide benefits to the loyal farmers to motivate to buy or to be loyal for more time. In Rajkot district farmers are less aware about the crop of castor so company should make the farmers aware or encourage taking crop of the castor.

58

.. C O N C L U S I O N

By this Research & visit this unit I concluded that this unit has very large number of farmers who are loyal to this company. This unit is progressing very fastly and has very strong network in Gujarat especially in Rajkot District. This unit has very strong relation with the farmers especially with who purchases the seeds for long time. Company has a new biotechnology by which they can satisfy the need of farmers. I concluded that farmers who purchase the seeds of this company for more than 4 years are more loyal than who purchases the seed of this company more than 1 year so the alternative research hypothesis H1 customers loyalty is the main focus of my has been proved.

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(Information received here will be treated as confidential and use only for a study)

Note: - Please tick () in suitable box except where asked to indicate your answer.

Q. 1 Name::Q.2 Name of Village ::Ph. No ::- (R) Taluka ::(M)

Q.3 Which crops seed do you buy most? Wheat Castor Other (specify) Cotton Seeds more than of 1crop

Q.4 For how many years have you been purchasing seed of Solar Agro tech. Pvt. Ltd.? For last 2 years For last 4 to 6 years For last 2 to 4 years More than 6 years

Q.5 Which of the following factor attracts you most to buy seed of Solar Agro Tech. Pvt. Ltd.? Price & Quantity Quality Healthy crop Above all Q.6 Seed of Solar Agro Tech. Pvt. Ltd. gives you best result compare to others- Comment. Strongly agree Agree Neither agrees nor disagrees Disagree Strongly disagree

60

Q.7 If Solar Agro Tech Pvt. Ltd. launches Modified product, as you are currently buying, will you buy modified product? Definitely buy Never buy May buy or May not

Q.8 Does the Co. guide you how to grow? Yes No

Q.9 If yes, do you follow the instruction as being loyal to the Co. for these many years? Yes No

Q.10 Purchasing for these many years if you get defective seed what would you do? Replace the seed Not to do anything Stop to buy

Q.11 Do you get seed on time through Middleman or Co.? Yes No

Q.12 Being loyal to the co., do you get the seed on time at sowing period if there is scarcity of seed? Before sowing time Delayed On time of sowing

Q.13 If Co. increases the price of seed, will you buy the seed? Definitely buy Never buy May buy or may not buy

Q.14 Do you buy the seed if other co. offers you seed at lower price and more quantity then Solar Agro Tech Pvt. Ltd.? Never buy Definitely buy May buy or May not buy

61

Q.15 Purchasing for these many years which extra benefits is provided to you? Yes No

Q.16 If you come across any wrong rumor about the co. or product, what would you do? Confirm from Farmers Confirm from Dealers Directly confirm from Co.

Q.17 If you dont get satisfactory result (crop), what do you do from following? Stop to buy Complain to dealer Directly complain to the Co. Q.18 Purchasing Definitely Never for these many years do you ever

recommend others to buy the seed of this co.? May recommend or May not

Q.19 Give your valuable suggestion. If any

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BOOKS: Marketing Management - PHILIP KOTLER Marketing Management - S.A. SHERLEKAR Marketing Management- KINGS

WEB SITES: Agriculture.Link-4-you.com Article of association of Solar Agro Tech Pvt. Ltd.

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