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INTRODUCTION
CUSTOMER SATISFACTION:
Customer satisfaction is defined as Customer satisfaction, a business term, is a measure
of how products and services supplied by a company meet or surpass customer
expectation. But that seems off when you look at the separate definitions of the two words
that comprise the term.. It is seen as a key performance indicator within business and is part
of the four perspectives of a balanced scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.
Customer
1. A person who purchases goods or services from another, buyer, patron.
2. Informal a person one has to deal with a tough customer, a cool customer.
Satisfaction
1. An act of satisfying, fulfillment, gratification.
2. The state of being satisfied, contentment.
3. The cause or means of being satisfied.
4. Confident acceptance of something as satisfactory, dependable, true, etc.
5. Reparation or compensation, as for a wrong or injury.
6. The opportunity to redress or right a wrong, as by a duel.
7. Payment or discharge, as of a debt or obligation.
8. Ecclesiastical.


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Difference Between Customer And Consumer:
Consumer and customer are people who buy goods and merchandise. They are
people who are constantly looking for good deals and discounts in order to save money and
make the economy better. Despite their similarities, they also have their own differences.
Consumer:
This is a broad term for individuals that use products and services that are generated
in the economy. They are the ones who consume the products or services they have bought
or were bought for them. They use these products based on what they have heard or seen
and apply all the information where deciding whether they need the product or not.
Customer:
Came from the term, custom, meaning habit. These are people or organizations
who frequently visit your store, they purchase from you and no one else. The owner or store
keeper also makes sure that his/her customers are satisfied. In this way, owner and customer
maintain their relationship, which means expected buys in the future. With this term,
another slogan for customers was revealed the customer is always right.







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NEED FOR THE STUDY

Customer satisfaction is the key element for the success or failure of an organization
and it is the only element to measure the customer loyalty and satisfaction.

It helps to offer the Total Quality Product along with price, promotion and place that
satisfies the customer.

It helps to the marketers to collect the information required particularly on product
performance.

Study on customer satisfaction is done to know whether the end user is satisfied
completely or not.











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OBJECTIVES OF THE STUDY

To study the customer satisfaction towards Nagarjuna Fertilizers and Chemicals
pvt.ltd in Guntur.

To know the customer satisfaction on performance of dealers.

To know the motivating factors to buy the Nagarjuna Fertilizers and Chemicals.

To know the various factors which influence the customers to switch to Nagarjuna
Fertilizers and Chemicals.

To study the future growth prospective of Fertilizers and Chemicalss industry.

To offer suitable suggestions based on the study.












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METHODOLOGY
Research design:
It is a way to systematically solve the research problem by applying various research
techniques according with logic behind the problem.

Data collection:
The study is based on both primary and secondary data.
Primary data: To collect primary data two detailed questionnaires were posed to
respondents.
Secondary data: The secondary data available in leading business magazines were
also utilized to fortify the result.
For collecting the primary data cluster sampling technique was administered. The
sample consists of 100 customers in Guntur district.

Construction of tools and pre testing:
The questionnaire was used to make the study effective. The questions relate to rank
the Nagarjuna Fertilizers and Chemicalss, quality, price, service, credit facility, promotion,
opinion regarding the delivery system, comparison of various parameters, and growth
promotion of Nagarjuna Fertilizers and Chemicals in the market and problems face with
Nagarjuna Fertilizers and Chemicals distribution network were there.
And in the customers questionnaires, the questions related to factors influencing to
purchase and Fertilizers and Chemicals; aware of various varieties of Nagarjuna Fertilizers
and Chemicals; factors influencing to purchase Nagarjuna Fertilizers and Chemicals and
satisfaction level of customers with the output (yield) of Nagarjuna Fertilizers and
Chemicals were asked to solicit desired information. In the light of experience gained, the
views include answers in the questionnaire and final shape came out.

Sample design:
The consumption pattern of Nagarjuna brand is also quite high in Andhra. Thats
why the researcher has decided himself purposively to undertake the study in andhra area.
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Sample size:
It was decided to collect 100 sample respondents which consist of Fertilizers and
Chemicals customers.

Analysis of the data:
In view of the nature and objectives of the study, efforts were taken to analyze the
data that fell in questionnaire was checked to see that all questions were answered by the
re spondent. Researcher has taken substantial care while classifying and editing the data and
tabulated the data with the help of calculated two way table and followed by analysis of
data.

Tools of analysis:
The data were analyzed and interpreted with the help of statistical tools such
percentage analysis, Bar chart.












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SCOPE OF THE STUDY

By creating customer satisfaction we can know the intention of the customers that
it helps to increase the demand.

The study also gives the information about the satisfaction levels of the Customers.

Customers aim at innovation, so as to satisfy them with new features which are to be
introduced.

Overall scope of the study is to understand effectiveness on creating customer
satisfaction in Guntur.


















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LIMITATIONS OF THE STUDY

This study is confined to only Guntur district and not to entire Andhra Pradesh.

The 100 sample size does not present an actual scenario of the entire universe.

Most of the customers dont like to answer the questions posed at them why
because they are very busy with their work.

The study is limited to 45 days.

Time constraint is the main problem.










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PROFILE OF FERTILISER INDUSTRY

The primary sector agriculture plays a dominant role in our Indian economy. Nearly
70.6% of the population depends on the agriculture for their livelihood. The agriculture
contributes 30% of the national income. A mere 10% of the earth surface area is used to grow
agriculture crops. The population on the earth is increasing continuously and even greater
quantities of food are required. Obviously ,there is a need to increase the soil fertility as
cultivated area cannot be expand.
India is having agrarian economy, uses the method of agriculture still largely traditional.
It is dependent on the variation weather. Only th of net swan area is irrigated from potential
surface and water resources. Indias agriculture is on constant toil of the food production.
Continuous cropping removes plant nutrients and depletes soil fertility.
Available plant nutrients can be lost through grazing, leaching and run off of excess water
and by wind version. To maintain the soil fertility and obtain the higher yields year by year,
nutrients have to add in the soil. The materials generally used to add nutrients are known as
Fertilizers. Fertilizers contain one or more of these essential plant nutrients, 16 elements are
essential for growth and developing of all plants there are Carbon, Hydrogen and Oxygen,
Phosphorus, Potassium, Sulphur, Calcium, Iron, Zinc, Manganese, Chlorine, Molybdenum.
Each nutrient performs certain specific tasks in the plant and one cannot substitute for another
.The defiance of particular nutrient can be correct by supplying that nutrient and by correction
and other limiting factor that may be hindering its availability or absorption by the roots
Whenever any nutrient is in short supply in the plants, food, the plant protests. It does not
grow well, gives a sick appearance and several abnormal signs appear on its leaves, bud and
other parts. These are known as Sighs of Hunger or more technically Nutrient Defiance
Symptoms. Appearance of the symptoms of defiance reflects an already aggrieved situation
and not the begging of the problem. Nutrients loss in the plant lead to loss in yield and this loss
can be avoided only to get more yields from a given quality of fertilizer use.

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ADVANTAGES OF EFFICIENT (FERTILIZERS) USE:
It results in higher yield gain per unit nutrient
It pulls all investments and efforts to best possible use
It reduces per unit cost of crop production
It can be accomplished without major investment
India is the 4th largest producer and user of fertilizers in the world. Fertilizers are
being produced in a large number of factories .
TYPES OF FERTILIZERS:
1Straight Fertilizers
Straight Nitrogenous Fertilizers(Urea)
Straight Phosphate Fertilizers
Straight Potassium Fertilizers
2. Complex Fertilizers
3. Mixed Fertilizers
4. Micro Fertilizers
NEED FOR FERTILIZERS:
Fertilizers are one of the essential inputs for Agricultural production. A fertilizers
refers to a material added to the soil inorder to supply a chemical element needed for plant
nutrition and improving soil fertility . Fertilizer represent the most common currency used by
farmers to deposit plant nutrients into their soils to ensure that adequate nutrients are available
to feed the crop. Fertilizers play a crucial role in realizing the goal of self suffiency through the
green revolution.

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The major factors influencing the selection of the rate and placement of fertilizer are the
crop characteristics , soil characteristics and climate ,moisture supply, yield goal and the cost of
the fertilizer in relation to the sale price of the crop.
Fertilizers have played a key role in our countrys march towards achieving self
sufficiency in food grains production. While we have achieved a great deal towards self
reliance in fertilizer and food, the future is more challenging than that was in the past.
The fertilizers are essential nutrients, which directly help to boost the crop yield, but
application of micro nutrients like sulphur, zinc, magnesium etc. are also important for plant
growth and crop yield .Fertilizer efficiency is seldom high and depends on the method of
application.
Another fact in support of the use of fertilizer is that fertilizer use is increasing in many
countries and simulteaneously very high crop yields are being obtained. There several countries
in the world whose per hectare fertilizer consumption of N+P+K is more than 400 kgs while the
recent average fertilizer consumption in India about 90 kgs per hectare and there is a great scope
for improvement.
FERTILIZERS INDUSTRY IN INDIA:
The fertilizer Industry in India is energy deficient comparable to the rest of the world.
The Indian fertilizer Industry continuous to be adversely effected by consistent practices of the
retention pricing scheme.
Indias fertilizer Industry has made steady progress. Its energy consumption and
capacity utilization are comparable to the best in the world. The investment costs as well as
conversion cost are low. However plants in India are seriously handicapped by the substantially
higher cost of feed stock. The Rs.350 Billion Industries are not free from troubles. In fact there
has been no new investment in the fertilizer sector in the 10 years.



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THE FERTILIZER SCENARIO:
The growth of Indian economy is based on consumption of food grain by 200 A.D. During
the 1980-1990 food grain consumption increased by about 65% million tones tones. Over the
next five years period this has to about 65 million tones which as a challenge task. Due to the
population explosion in India the net per capital availability of cultivated land reduced from 0.3
to 0.14 heater by turn of the century. As the cultivating land cannot be expected, it is a must to
increase the fertility of soil. Hence , there is a great demand for fertilizers in countries like India.
OPPORTUNITIES:
Food consumption of the average Indian would jump up as he begins to look for
nutritious foods. This would call for increased use of fertilizers.
THREATS:
Consumption will flow from the gulf countries, which are planning to setup gas based
fertilizer plant in their own countries.
PRODUCTION AND CONSUPTION OF FERTILIZERS:
During the last 25 years so, the importance of fertilizers has grown phenomenally. With
the growing demand, efforts were made to develop the domestic fertilizer industry after the
beginning of the first plan period. Three decades of planning and development of the fertilizer is
a key input for agricultural development. The industry was therefore accorded a prestigious
place in our development strategy. The nitrogen production capacity has increased from 85,000
tons in 1951 to 53 lacks tones in 1983-1984. The phosphoric capacity has gone up from 66,000
tons in 1951 to 14, 90,000 tones in 1983-84.During 1989-90, fertilizer consumption was 11.6
metric tons. At present about 66% of the fertilizer demand is met by domestic production. The
balance 34% is met from imports. There are 36 large fertilizer units producing a wide range of
nitrogenous, complex and phosphoric fertilizers. Besides there are about 40 small units
producing single supple phosphate and 6 units producing ammonium sulphate. By 2000, the
fertilizer consumption is increase to about 20 mt to achieve the targets food grain production of
235 to 245 mt.

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GOVERNMENT POLICY:
The fertilizer industry is controlled by government policy in relation to production, sales
and return on investment. The recent announcement of introducing two new pricing methods
contrary to the expectations of anew policy as delivered the death knell to fertilizer units. The
implementation of a pricing policy to set off genuine admitted claims of companies so as to
sustain subside is a very harsh decision. The impact of new pricing policy on the matters of
retrospective effect would lead to huge recoveries from fertilizer companies.
The government of India further seems not to honor its commitment to November 1997
resolution based on which entrepreneurs and shareholders had made their investments. All these
actions of the government in changing parameters would lead to crewing sickness of the
Fertilizer Industry.
The need of the hour is more to decontrol fertilizer all together in line with other sectors
rather than merely tempering with pricing policies to contain subsidy at the risk of damaging
permanently in the domestic fertilizer industries which has played significant role in food
security of the Country.
DECONTROL OF FERTILIZER INDUSTRY:
With the economic crisis of 1991, more emphasis was laid on reducing the fiscal deflect.
One of the sectors with large subsidy payments, and was partly responsible for the fiscal deflect
was the fertilizer sector. The steady increase in fertilizer subsidies over the years has largely
been the cause for the increased the cost of importing the indigenous fertilizers from time to
time. The cost of carious inputs such as coal, gas, naphtha, rock phosphate, Sulphur, ammonia,
phosphoric acid, electricity, etc., and also the cost of Transportation went up significantly
during the eighties.
The gas based fertilizer units started during this period also involved higher capital
investment per tone of installed capacity. Thus to meet the financial deficit, government
effected an increase Of 30% in the prices of fertilizers from August 1991. However, this trice
hike did not alter the consumption of fertilizers, because of the steady growth in production to
meet the growing demand.
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SUBSIDY ON FERTILIZERS:
The sale price of the fertilizers is fixed by the government of India, Department of
agriculture & co-operation under the fertilizer order, and 1985 Issued under the essential
commodities Act, 1995. Act present only urea, which is the main nitrogenous fertilizer
constituting about 56% of the total Fertilizer consumption in the country, is under saturator
price control. Payment of subsidy in respect of controlled fertilizer is regulated earlier through
the mechanism of retention price-cum-subsidy scheme. But now the new pricing scheme and
norms for urea manufacturing units came into effect from April 1, 2003.

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FOOD FOR THE GROWING WORLD:
INDUSTRY AT A GLANCE:
Since1883 the industry has worked to promote the advance in the development and
application of fertilizers that have helped to feed hungry world. The revolutionary concept of
plant nutrition was born from the discovery of the biological role of chemical elements in plant
nutrition and the need to feed a growing population concentrated away from the farm in the
rising industrial centers of the world. Because of modern fertilizer, world food production since
1960 has more than doubled, keeping pace with population explosion. Today, the fertilizer
industry is poised to help produce the food that will be needed to feed the worlds projected
9billionpeople in 2005.
The fertilizer industry is essentially concerned with the provision of three major plant
nutrients-nitrogen(N),phosphorous(P) and potassium(K) in plant available form. Each nutrient
is responsible for different aspects of plant growth and health.
FERTILIZERS REGULATED FOR QUALITY AND SAFETY
Like other manufactured goods, fertilizers are regulated for quality and Safety at the
federal and state levels. Every state in the country plus Puerto Rico has its own fertilizer
regulatory program, usually administrated by the state department of agriculture.
STAE REGULATIONS:
State regulation is concerned with consumer protection, labeling, the protection of
human health and the environment and the proper handling and application of fertilizers.
Fertilizers are regulated at the state level because soil conditions vary dramatically from state to
state across the country.
For example, the rocky thin soils of new England are vastly different from the deep,
rich, black soils of the Midwest corn belt. A different level of fertilizer nutrients in the soil, the
different crops and different weather and cropping patterns require state specific regulations.


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WHERE SCIENCE AND SAFETY COME FIRST:
The modern commercial fertilizer industry was founded on the revolutionary scientific
discovery in the last part of the 18th century that chemical elements play a direct role in plant
nutrition. This initial concept was supported by direct scientific experiment and opened the way
for industrial-scale manufacturing of fertilizers of all types in the 19
th
century, beginning with
super phosphate in 1843. This was followed by ammonium sulphate, sodium nitrate and finally
in the first two decades of the 20
th
century, the manufacturing of synthetic nitrogen fertilizers
directly from atmospheric nitrogen.
ASSESSING FERTILIZERS SAFETY:
Fertilizer research and development historically have been focused on maximizing
economic crop yields from given rates of nutrient application. Since the advent of modern
environmental movement in the 1960, research has also been concerned with minimizing
fertilizer manufacture and application.
As part of its continuing commitment to safety in 1996. The fertilizer institute initiated
a compressive safety assessment project to determine the risks, if any of the metals in fertilizer.
Small amounts of metals are found in phosphate and potash fertilizers due to their presence in
the mind or bodies. In addition to phosphate and potash products, some micrometer fertilizers
which come from both mined ores and recycled wastes also contain metals.
FERTILIZERS ENRICH OUR WORLD:
Improvement in agricultural efficiency through research and technology increase food
output while protecting the environment and enriching our world in numerous ways.
Fertilizers fed the growing world. As the worlds population continuous to climb
towards an estimated 8.5 billion in 2040, experts estimated that food production must increase
more than 2% annually to even maintain current diets. Commercial fertilizers will be key in the
fight to feed the growing world. Because fertilizer is the most controllable source of plant
nutrients, farmers, through careful selection of nutrient rates, placement and timing of fertilizer
placement will be able to supply the food plants need at nearly optimum levels to achieve
economical and environmental efficiency.
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Fertilizers protect the environment. The efficient use of fertilizers also helps to conserve
the natural environment. With fertilizers and modern high-yield farming practices, more food
produced per acre each year, so land may be conserved. Fertilizers used properly help to prevent
the wide spread loss of habitat that results. Fertilizers also help to reduce global warning
because they improve plant nutrition. Through enhanced photosynthesis, healthily crops give
off more oxygen, helping to balance the earths atmosphere.
But nitrogen(N), phosphorous(P) and potassium(k) the major ingredients of fertilizers also
from the basis for many familiar everyday products.
FERTILIZERS AT WORK IN THE INDUSTRY:
A side from their benefits to agriculture, fertilizers components are central to such
industrial processes as semiconductor chip making, resigns manufacture; cattle feed production,
metal finishing, the manufacture of detergents, fiberglass insulation and more, even rocket fuel.
RETENTION PRICE SCHEME:
The RPS was introduced in Nov. 1977 fir Nitrogenous fertilizers and on February 1979
for complex fertilizers.
The main objectives of RPS were primarily twofold:
To induce rapid and sustained increase in consumption by keeping the price of fertilizers
at affordable levels.
To facilitate required growth of domestic industry by ensuring a reasonable return on
investment (ROI).
Under this scheme, the government of India controlled the product pricing and
movements. Every company has to submit its cost of production with the details of cost of raw
materials and cost of utilities. Packing materials conversion cost capital related cost etc.. based
on the data submitted by the company . FICC ( fertilizers industries co-ordination committee )
an autonomous body reviews the data and fix up the retention price for the product with
guarantee 12% post tax return.This price is subject to change on quarterly basis with the
escalation and de-escalation in the procurement of cost of raw material utilities and bags.
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PRE & POST CONTROL:
During the decades of 70s and 80s conductive policies are followed to promote rapid and
sustained increase in the use of fertilizers besides ensuring their balanced application . the
hallmark of these policies was the RPS.
During the period 1981-82 to 1990-1991, fertilizers policy was stable, the price of both
nitrogenous and phosphate fertilizers remained unuttered. But the subsidy burden to the
government of India went on increasing drastically. During 1982-82 it was 375 crores. Where as
in the year 1990-91, it increased to 9810 crores. The joint parliamentary committee report, 1992
suggested decontrolling phosphate and potassium fertilizers, in order to reduce the subsidy
burden to the government accordingly, the4 same with effect from 24
th
august 1992.
The consequences of decontrol are sudden increased in the selling price of the product,
which resulted in the reluctance from the farmer community to procure the produce to its high
price. The demand for the product has come down and whatever company could sell is at a UN
remunerative price, as company could not match its production to its setting price.
Under these circumstances the fertilizers industry represented to government and the
government of India have sanctioned certain concessions like abolition of customs duty in
import of raw materials, procurement of foreign exchange at official rate for discharging the raw
materials, creditors and finally an adhoc concession of 100/- for every tone DAP sold.
Pricing:
Following the JPC recommendations in august 1992 phosphate and potossic fertilizers were
decontrolled. To cushion the impact of sharp increase in price , concessions at 1000/- per ton of
DAP and MOP and proportionately on complex fertilizers was announced ignoring SSP.
The domestic producers of DAP and other complex phosphate fertilizers have been at an
disadvantage imported DAP. The disadvantage of domestic industry was further aggravated by
introduction of import duty on both DAP as well as raw material and intermediates at uniform
basic rate of 5%.

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TECHNOLOGICAL PROCESS:
The two major fertilizer products namely Urea and DAP are expected to remain to be
pivotal in providing N and P205 respectively in the foreseeable future.It is therefore , essential
that the fertilizer industry devotes more and more effort and resources to improve the
productivity and efficiency or the existing products and in particular Urea and DAP/NPK
fertilizers.Extensive research is going on world to develop alternative energy forms from
renewable natural sources, petroleum sources including natural and associated gases would be
occupying the dominant position as the major in N (ammonia production).
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COMPANY PROFILE
ABOUT THE PROMOTER OF THE NAGARJUNA GROUP
Late Sri Kanumuri Venkata Krishna Raja, popularly known as K.V.K was the first person to be
educated in family and was highly influenced by the national spirit in the family. K.V.K
realized that our country had the natural resources, which could be utilized to serve its people.
Those were the days when the country when was industrially in its infancy and had to depend
on imports for many things.
He was graduated from Banaras University in 1949, and further specialized in
Automobile Engineering from the Madras institute of technology. There after he proceeded to
U.S.A for his M.S. in industrial Engineering from the Michigan stets University and later in the
Mechanical Engineering from the University of Minnesota, Minneapolis.
K.V.K was a visionary and professional technocrat entrepreneur who realized the of core
industrial sector like agriculture, steel, Financial services to the Indian Economy. Hailing as he
was from an agriculture family, his dreams towards serving farmer through industry remained
alive. When there was an opportunity in the oflicense to produce fertilizers (Urea) with the
Govt. of lying idle and immaterialized, K.V.K boldly took the opportunity.
In recognition of his contribution to industry and Eminence in business the Jawaharlal
Nehru Technological University had conferred him the title Doctorate of Science K.V.k was
also awarded.
Manager of the year
Prof. V. Nayudamma Memorials Gold Medal
Uddyog Rattan Award
DR.K.L. award for Excellence
K.V.Ks interest extended beyond business and industry. he laid great importance on
attitudes of people. Attitudinal development and foresting positive thinking amongst people was
another priority of K.V.K, His goal was to pioneer the development of management system
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based on Indian spiritual value s. He was a strong believer in Naturopathy and Yoga, a secret of
his strength in shouldering large responsibilities.When K.V. suddenly passed away, it was a
great not only for the Nagajuna Group but to many in the country and abroad who knew K.V.K
as astrong personality, founder of Nagarjun a Group foll of dreams and plans for industrial
growth.
ABOUT THE COMPANY
The flagship company of the Nagarjuna Group, Nagarjuna Fertilizers and Chemicals
Limited is a leading manufacturer and supplier of plant nutrients in India. Commencing
operations in 1985, today our asset base is around Rs. 21 billion. We have the distinction of
being the single largest private sector investment in Southern India. An ISO 9001:2000 certified
company, our operational profits are one of the highest in the industry. We assume market
leadership in the markets we operate.
Our broad portfolio of products and services include:
* Nutrition solutions:
Macro and Micro fertilizers and Farm Management services
* Micro Irrigation solutions
We offer our expertise for the management of chemical process plants, which include
Specialist Services and Total Project Management.
Our operations and offerings have been aligned into three strategic business units:
* Straight Nutrition Business
* Nutrition Solutions Business
* Nagarjuna Management Services
To survive, grow and attain leadership position in our areas of operation it is essential
for us to identify and capitalise on emerging opportunities.
Preparing for the future, proactively, we are addressing the most important aspects of
our organisation:
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Strategy Having a long term vision for the company
Structure To facilitate achieve our strategy
People Aligning related policies with Strategy and Structure. In turn to build the right
capability, attitude and behaviour in employees.
Process To enable employees to work more efficiently and effectively, to have the best in
class internal business processes.Our endeavour is to unlock the full potential of our people by
transforming into a performance driven organisation that attracts the best talent, nurtures a more
productive and results-focused workforce and implements initiatives, which align people
strategies with organisational objectives.
THE GROUP
Founded in 1973 by Shri K V K Raju with a modest investment of US$ 23 million, the
Nagarjuna Group today is a prominent industrial house in India with an asset base of US$ 2.5
billion.
1974: Birth of a business group that pioneered several core sector enterprises in the
coming decades. Starting with manufacturing steel, Nagarjuna Steels Limited was
launched.
1985: With focus on agriculture input business started plant nutrition business with
Nagarjuna Fertilizers and Chemicals Limited.
1992: Forayed into the Crop Protection Business with investments in Pesticide
Formulations manufacturing followed by Technical Grade Manufacturing in the year
1994.
1994: Micro irrigation business started to address the irrigation problems of farmers
living in water and energy scarce regions.
1995: Ventured into Energy sector. Entered into power generation by setting up
Nagarjuna Power Corporation Limited.
1997: Entered into petroleum by setting up Nagarjuna Oil Corporation Limited.
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Consolidating its core activities, today the Groups major operations cover Agri and Energy
sectors.
FOUNDER
Shri K V K Raju - An eternal source of inspiration
Nagarjuna Group is a dream willed into reality by its visionary Founder Shri KVK Raju.
Shri KVK Raju a first generation technopreneur was born in a humble agricultural family in
Andhra Pradesh on November 28, 1928. On graduating from Banaras Hindu University and the
Madras Institute of Technology he went on to complete his Master's in Mechanical and
Industrial Engineering from Michigan State University and the University of Minnesota, USA.
After a short stint in the American Industry he returned to India and worked for short periods at
Caltex Oil Refinery, Orient General Industries and Associated Electrical Industries. Finally, he
joined Union Carbide of India and worked with them for 15 years. While working with Union
Carbide, KVK's deep-rooted urge to serve society through industry impelled him to start out on
his own. Thus was born Nagarjuna Group in 1973 with an investment of US$ 23 million. The
Group has since then come a long way to become a diversified conglomerate with an asset base
of US$ 2.5 billion.
A recipient of various awards for his outstanding contribution to the industry and
society, KVK, was a firm believer in the adage "practice what you preach". A self-made man
KVK practiced simple living and high thinking. He dreamt big and worked with an unstinted
focus of mind and body to make his dreams come true. KVK was a visionary with firm belief
in his mission to serve society through industry. It is this belief, which continues today to be
the guiding light of Nagarjuna Group
PRODUCTS SERVICES
Our aim is to help the farmer in maximizing qualitative and quantitative output. Our specific
goals in order to have a pleased customer are to offer an attractive cost-benefit ratio by
delivering superior products and services in terms of functionality, in terms of quality, offering
better prices, increasing choice of products, offering better conveniences like ease of use and
availability.
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Efficient fertilizers and fertilization methods have become the only answer to the ever-
growing demand for farm produce. Modern agriculture must supply crops with optimal rates of
nutrients throughout the growth cycle in the most efficient manner and without degrading soil
and water resources. This can be achieved through adoption of modern and precision practices
in terms of nutrient management with Specialty Fertilizers.
Specialty Fertilizers (SF) are fully water-soluble solid fertilizers having high content of
primary nutrients with low salt index. They may or may not have Secondary/micro-nutrients.
These water-soluble fertilizers can be advantageously utilized for foliar feeding and
Nutrigation/Fertigation, thus helping in precision agriculture. The simultaneous delivery of
water and fertilizers to the crop through the irrigation system ensures that plant nutrients are
directed to the active root zone. Nutrigation/Fertigation amplifies the nutritional and
environmental benefits of this technique by using pure plant nutrients exclusively. A well-
balanced Nutrigation program will satisfy the exact needs of the plant as they change along the
season.
Specialty fertilizers require distinct attention as it is relatively unknown to Indian farmers
and comes with a new concept of precision agriculture. The consumption of specialty fertilizers
is growing and indicating the improved acceptance of the concept and products. The
consumption of specialty fertilizer is expected to grow in coming years in view of greater
commercialization of agriculture, mandatory provision of fertilizer tank in government projects
of Micro Irrigation systems along with growing concern towards quality of output and need to
achieve higher productivity from every unit of land.
I. PRODUCTS
A. MANUFACTURED PRODUCTS
1. Urea (46% N) (White free flowing) Prilled
Specifications as per the Fertilizer Control Order 1985

(i) Moisture per cent by weight, maximum 1.0
(ii) Total nitrogen, per cent by weight, (on dry basis) minimum 46.00
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(iii) Biuret per cent by weight, maximum 1.5
(iv) Particle size--90 per cent of the material shall pass through 2.8 mm is sieve and not less
than 80 per cent by weight shall be retained on 1mm is sieve

1. Anhydrous Ammonia
2. Specifications as per the Fertilizer Control Order 1985
(i) Ammonia per cent by weight, minimum 99.0
(ii) Water per cent by weight, maximum 1.0
(iii) Oil content by weight, maximum 20 ppm
Application:
Used for production of Urea, DAP, Ammonium Sulphate and Ammonium Nitrate (for
fertilizer, explosives, herbicides and insecticides)
Used for water treatment, fermentation, tanning and food additives


26
B. Marketed Products
1. Diammonium Phosphate (18-46-0) - DAP
Specifications as per the Fertilizer Control Order 1985
(i) Moisture per cent by weight, maximum 1.5
(ii) Total nitrogen per cent by weight, minimum 18.0
(iii) Ammoniacal nitrogen form per cent by weight,
minimum 15.5
(iv) Total nitrogen in the form of urea per cent
by weight, maximum 2.5
(v) Neutral ammonium citrate soluble phosphates
(as P 205) per cent by weight, minimum 46.0
(vi) Water soluble phosphates (as P 206) per cent
by weight, minimum 41.0
(vii) Particle size -90 per cent of the material shall pass through 4 mm IS sieve and be retained
on 1 mm IS sieve. Not more than 5 per cent shall be below than 1 mm size.
2. Muriate of Potash MOP (Potassium Chloride)
Specifications as per the Fertilizer Control Order 1985
(i) Moisture per cent by weight, maximum 0.5.
(ii) Water soluble potash content (as K20) per cent.
by weight, minimum 60.0.
(iii) Sodium as NaCl per cent by weight.
(on dry basis) maximum 3.5.
(iv) Particle size- 95 cent of the material shall pass through 1.7 mm IS sieve and be retained on
0.25 mm IS sieve.
Application: Fertilizer
The largest industrial use for potash is in the manufacture of potassium hydroxide
(KOH). KOH is a feedstock for other potassium chemicals used in a wide variety of
industrial processes such as glass making, pharmaceuticals, food processing, and the
manufacture of textiles.
27
As Water softener: Potash is a dietary alternative to salt. The ability of potash to reduce
water hardness is virtually the same as salt
Potash is used in the preparation of hydraulic fracturing solutions for oil well drilling to
control swelling in certain clay formations
Food processors and pharmaceutical manufacturers use potash in various products.
Potash is also used as an animal feed supplement


3. Zinc Sulphate Heptahydrate (ZnSO4 7H2O)
Specifications as per the Fertilizer Control Order 1985
(i) Free flowing crystalline form
(ii) Matter insoluble in water per cent by weight, maximum 1.0
(iii) Zinc (as Zn) per cent by weight, minimum 21.0
(iv) Lead (as Pb) per cent by weight, maximum 0.003
(v) Copper (as Cu) per cent by weight, maximum 0.1
(vi) Magnesium (as Mg) per cent by weight, maximum 0.5
(vii) pH not less than 4.0
4. Zinc Sulphate Mono-hydrate (ZnSO4 H2O)
Specifications as per the Fertilizer Control Order 1985
(i) Free flowing powder form
(ii) Matter-insoluble in water, per cent by weight, maximum 1.0
(iii) Zinc (as Zn). per cent by weight. Minimum 33.0
(iv) Lead (as Pb), per cent by weight, maximum 0.003
(v) Copper (as Cu), per cent by weight, maximum 0.1
(vi) Magnesium (as Mg), per cent by weight, maximum 0.5
(vii) Iron (as Fe), per cent by weight, maximum 0.5
(viii) pH not less than 4.0
28

5. Chelated Zinc as Zn-EDTA
Specifications as per the Fertilizer Control Order 1985
(i) Free flowing crystalline / powder form
(ii) Zinc content (Expressed as Zn), per cent by weight, minimum 12.0
in the form of Zn-EDTA
(iii) Lead (as Pb), per cent by weight, maximum 0.003
(iv) pH 6.0 6.5

6. Formulation No. 4 (in Andhra Pradesh only)
Nutrient contents on percentage basis
(i) Iron (as Fe), per cent by weight, minimum 4.00
(ii) Manganese, per cent by weight, minimum 3.00
(iii) Zinc (as Zn). per cent by weight. minimum 6.00
29
(iv) Copper (as Cu), per cent by weight, minimum 1.00
(v) Molybdenum (as Mo), per cent by weight, minimum 0.05
(vi) Boron (as B), per cent by weight, minimum 2.00


7.Di-Sodium Octa Borate Tetra Hydrate (Na2 B8O13.4H2O)
Specifications as per the Fertilizer Control Order 198
(i) Boron (as B), per cent by weight, minimum 20.0
(ii) Matter insoluble in water, per cent by weight, maximum 1.0
(iii) Lead (as Pb), per cent by weight, maximum 0.003




30
8. Speciality Fertilizers
PRODUCT Available Nutrients % As
NO3 NH4 NH2 P2O5 K2O EC @ 1% pH @ 1%
MULTI -K (13-00-46) 13.2 - - 46 1.2 9.0-11.0
Poly feed: 19-19-19+MEN 5 4 10 19 19 0.88 5.3
MAP (12-61-00) - 12.5 - 61 - 0.69 4.0-5.0
MKP (00-52-34) - - - 52 34.5 NA 4.0-5.0

MULTI K Potassium Nitrate 13-00-46
MAP
Mono Ammonium
Phosphate
12-61-00
MKP
Mono Potassium
Phosphate
00-52-34
Polyfeed NPK Blend 19-19-19 + MEN*
Polyfeed NPK Blend 13-40-13+ 2MgO + MEN*
Polyfeed
(Non-nominated FCO Grade)
NPK Blend 15-15-30+ME
SOP Sulphate of Potash 00-00-50
Calcium Nitrate Calcium Nitrate 15.5-00-00-19

31
Fertigation Products







32
Foliar Application





33
MANUFACTURING FACILITY:
Urea manufacturing facility - Kakinada

One of the largest Urea complexes in India, the plant is spread over 1130 acres. It is
strategically located at Kakinada, a seaport on the east coast of India in the state of Andhra
Pradesh. The company enjoys close proximity to raw materials and a ready market at its
doorstep.The Natural gas based plants operate with one of the lowest energy consumption rates
in the world.
Charting out an ambitious future, the plant is planning to expand its operating capacity
from the current 1.2 Million Tonnes to about 1.7 Million Tonnes per annum. The expansion is
being planned keeping in mind the availability of additional Natural gas from the recently found
huge Natural gas reserves in the nearby Krishna- Godavari basin.
We strive to adopt the global best practices in all areas of operations. The world class
operations have resulted in long uninterrupted runs of plants for over 365 days with maximum
availability of plant on-stream days. Minimum possible human interference and best
maintenance practices keep equipment and facilities fit for intended use under safe working
conditions. Process simulation software like ASPEN PLUS and drafting software like
AUTOCADD is used for plant simulations / modifications and in turn to minimise energy
consumption, maximise production and maximise asset utilisation.
34
The plant also has an exhaustive documentation section and technical library with over
1300 Technical books and journals. The library also houses more than 1250 national and
international standards.
Maintenance
Best maintenance practices like predictive / proactive maintenance and reliability centred
maintenance are adopted in the plant to have zero equipment breakdown and zero accidents due
to equipment failure.
Quality Control
Strict adherence to quality in every aspect of production. Laying stress on technology,
the plant maintains strict quality control of products with online product sampling and product
quality monitoring. This has resulted in minimal fines and biuret in the product.

Certifications & Recognitions:
NFCL has been awarded with Rashtriya Chemicals and Fertilizers Award by
the FAI for the best article in Production and Technology.
2008
NFCL has won the Best Technical Innovation Award from Fertilizer
Association of India for performance excellence in the field of production
technology.
2006
Golden Peacock National Quality Award for 1995 by Institute of
Directors,New Delhi
1996
Technical Services
To consistently achieve Global Manufacturing Excellence and to meet world
benchmarks in product quality, energy efficiency, production maximisation, environment
control and plant safety, the plant has adopted the best practices like Total Productive
Maintenance (TPM), Process Safety Management (PSM) and has also undertaken several other
initiatives.
35
To achieve all these we have specialized and dedicated teams like Process Engineering,
General Engineering, Total Productive maintenance, Quality Control, Occupational Health &
Safety.
People:
We believe in creating a culture that encourages values, teamwork, innovation,
leadership and performance.
The plant site at Kakinada provides several employee friendly facilities like well managed
canteen, club house with most modern recreational facilities including indoor games, swimming
pool, theater etc. Several programs are regularly organised for employees and their families like
sports and cultural events. A school with most modern facilities is being run for the children of
employees.
Talent
The company has a pool of immensely talented people with wide experience in the
industry. Specialising in Operation and Maintenance, Project Management, Technical Services,
E H & S, the team has experience in large modern integrated process plants across the globe.
Training & Development
The company has recognised well in advance the need for training and development of its
human resources, to help them develop their skills to adapt to the changing world business and
technological scenario.
The plant has world class training infrastructure facilities. Spacious classrooms
congenial for learning sessions are well equipped with the latest and modern gadgets.
NAGARJUNA MANAGEMENT SERVICES
A strategic business unit of NFCL, Nagarjuna Management Services (NMS) offers its
expertise on a long-term basis for the management of chemical process plants, especially to
ammonia and urea complexes worldwide.
36
Our team of professionals managing the Kakinada plant have acquired wide and rich
experience in smooth operation, troubleshooting and emergency handling. Our engineers and
operators have visited fertilizer sites in Iran, Libya and Venezuela as requisitioned by Process
Licensors in the past. The NMS team has been rated excellent by all our clients. We offer our
services for taking over total responsibility of operation and maintenance and other specialist
services on long-term basis. Our services aim at fullest satisfaction of client in achieving pre-
agreed targets on performance parameters. A comprehensive package of services includepre-
commissioning, commissioning, guarantee run, normal operation, maintenance (routine as well
as turnaround), inspection and condition monitoring, environment and safety services,
laboratory and quality assurance, purchase and stores, process engineering and general
engineering. In addition to O&M, we can take-up total project management services too, during
project phase. We also provide class room as well as field training to clients personnel for
developing competencies and enhancing skills in plant services. This would enable the clients
team taking over the operations subsequently at an appropriate time.
Working on the principle of core competence, we are backed by our business partners who
are well known names in their respective fields.
Environment:
The underlying motto of the Group is We give back more to society than what we take from
it. Going much beyond the statutory requirements of law for environment protection, the
company has implemented a comprehensive environmental protection plan in the plant,
resulting in near zero pollution of air and water through treatment of chemical pollutants,
recycling and effluent control. A team was set up before commissioning of plant to look into
environmental issues. Based on the Environmental Impact Assessment made by the team,
utmost care was taken to incorporate the findings and create a man made forest. The green belt
was the outcome of the combined wisdom and experience of the countrys best experts in such
diverse disciplines as forestry, horticulture, soil chemistry, ornithology and landscaping.
Creating ecology in a barren saline infested marshy land, over two-thirds of the plant
complex (nearly 700 acres) was earmarked and has been completely developed into a green belt
which extends over a kilometre with more than 0.35 million trees of 170 species, eleven water
37
bodies with marine life, animals and birds. It is a favourite of nearly 70 species of migratory
birds.
In addition to the monitoring stations at Kakinada Plant, an ambient air monitoring mobile
van is also available to monitor the quality of air outside the factory premises.
The plant has the state of the art facilities for continuous monitoring of Ambient Air, Soil &
Ground water quality and analyses of gaseous emissions and liquid effluents. The data is
continuously analysed and recorded in the computer situated in the central laboratory.
COMPANY LOGO:

The new corporate logo of the Nagarjuna Group symbolizes a dynamic and value based
organization including the concept of Trusteeship.
The logo exemplifies the Groups inner strength through the circle which stands for the
core values of the organization. Viz., concern, commitment, quality and integrity towards it
shock holders viz., customers, employees, investors and community.
The triangle represents the plant Mars. Mars, from time immemorial has symbolized
prosperity, success and abundance of the energy. The triangle in the logo represents the upward
flow of perennial energy towards the mission of the group Serving Society through Industry.
1982 Nagarjuna Finance Ltd
1985 Nagarjuna Fertilizers & Chemical Ltd
1991 Vijaya Lakshmi Insecticides & Pesticides Ltd
1992 Nagarjuna Investors Services Ltd
1993 Nagarjuna Agro Chemical Ltd
38
1994 Nagarjuna Palm India Ltd
1995 Nagarjuna Agricultural Research & Development Institute
1995 K.V.K. Raju International Leadership Academy
1995 Nagarjuna Electric Generating Company
1996 Nagarjuna Power Corporation Ltd
1997 Pennar Refineries Ltd
The central circle symbolizes the sun, the source of prime energy for the solar system.
The five circles also symbolize the five elements of the universe and the spirit of continuity.
MAIN FEATURES:
FINANCING:
The total cost of existing complex is Rs.2156 crores (Rs.1186 corers for unit I and Rs.970
cores for unit - II). This consists of loan of Rs.1, 162 crores (Rs.515 cores for unit I and
Rs.647 cores for unit - II) sanctioned by IDBI, IFCI, ICICI, UTI, LIC, GIC and also banks. The
foreign exchange component of Rs.781.07 cores was met by the Indians Financial Institutions
like IDBI, IFCI & ICICI and also by Italian buyers credit. The equity portion of Rs.332.12
crores was subscribed by the public and promoters. The internal reserves of Rs.323 crores were
utilized for construction of unit II.
MARKETING:
NFCL is operating in Andhra Pradesh, Orissa, West Bengal, Maharashtra, Karnataka and
Pondicherry (Yanam territory). A professional team, with a wide range of products that include
Urea, traded fertilizers (DAP, MOP, Complex Fertilizers), Micro-Nutrients, pesticides, Organic-
Fertilizers and Bio-Pesticides, has taken NFCL very close to the farmer and made
NAGARJUNA a household name among the farming community. Keeping pace with the
change in agricultural practices NFCL has developed organic-fertilizers and bio-pesticides with
support from NARDI. A new concept in fertilizers i.e., customized Fertilizer Granules (CFGS)
has been developed and the product is in trials.
39
NFCLs Development activities focus on imparting training to farmers and dealers on
the latest package of practices in various crops and technology transfer. Training programs are
carried out both on campus at KVK, Kakinada and off-campus at villages and towns. A well-
equipped and trained development team organizes the programs using audio-visual vans, jeeps,
slide projectors and literature on products crops, etc. State Government, Agriculture
Universities and the farming community as a whole have acknowledged the effectiveness; of
development programs being carried out by NFCL.
DIVERSIFICATION:
Nagarjuna Group is on the threshold of major growth phase. Nagarjunas aim is not just to
meet the challenges of change, but to be the leader in all the businesses that we are in, namely,
Agro Inputs/outputs, Energy sector, refining and Financial services. Nagarjuna Group will thus
have significant presence in the core sectors of the economy, which will have a multiplier effect
on the industrial and socio-economic development of the country
SAFETY AND HEALTH MANAGEMENT:
The safety and health of all employees is of paramount concern in NFCL. The management
is fully committed to maintain the highest standards of safety and health in work place. The
employee participation is ensured by Departmental safety committees where the matters relating
to safety are dealt with promptly. NFCL is offering itself for audit to become eligible to receive
the 5-star safety award of British safety council, U.K.
HUMAN RESOURCES DEVELOPMENT:
It has been the constant endeavor of NFCL to attract, retain and nurture human resource
by developing a culture based on human values, in order to enable the organization to become
an extension of the family.
Hierarchies have been blurred and teamwork is encouraged. Various facilities like
Uniform, canteen and recreation are common to all employees. In order to develop all
employees, both personally and professionally, a PERFORMANCE MANAGEMENT
SYSTEM has been developed based on companys mission and values.

40
AWARDS AND HONOURS:
EPIC Award for anti-pollution measures taken by the industry by environment public
interest committee, Kakinada in 1993.Good housekeeping Award for 1994 by national safety
council, A.P. chapter.Best industrial canteen Award for 1944 by national safety council, A.P.
chapter.
YEAR AWARD/HONOR WON AWARDED BY
1994 Indian chemical Manufacturers
Association(ICWA) Award
Environmental Control
Strategies and Safety in
Chemical Plants.
Award of merit for 1994-95 National safety council;
U.S.A.
1995 ISO 9002 certificate Bureau verities quality
International(BVQI),
Netherlands.
1994-
2000
National Safety award National Safety Councils
1994-96 Rajiv Gandhi Party Bhoomi mitra
Award.
Waste land development board,
government of India.
1996 National safety award National safety Council,
U.S.A.
Award for Innovative and purposeful
Programmed for social progress.
India chemical Manufacturers
Association; Mumbai.
1997&1998 Merit Award Royal society for prevention of
accident
Merit Award Andhra Pradesh Chamber of
Commerce& Industry
1998 Golden peacock National Award Environmental Management by
41
world
1999 VANAMITRA Govt.ofA.P. for Developing
andMaintaining Greenbelt.
2000 ISO 14001 EMS Certification BVQI
Achieved 84% in OH&S-Audit British Safety Council,
U.K.
2000-2001 Best Environment Management Plan-in
Vizag.
A.P.pollution Control Board,
Visakhapatnam.
National Safety award British safety council;U.K.
Occupational health &safety assessment
series (OHSAS_18001)
Certificate.
BVAI
Bronze Award Royal Society for the prevention
of accident
(ROSPA),U.K.
2001-02 Environmental Protection Award Fertilizers Association of India,
New Delhi.
10.10.2001
To
13.11.2002
Perfect Record in Occupational
Safety/health Award
National Safety Council
(NSC) of USA.






42
COMPETITORS:
STATE COMPETITORS
ANDHRA PRADESH KRIBCHO,RCF,SPIC,MFL,NFL&ZACC
ORISSA IFFCO,TCL,NFL,OSWAL&DIL
MAHARASTA RCF,KRIBHCO,IFFCO&GSFC
KARNATAKA MFL, RCF, ZACL, KRIBHCO&SPIC.

OBJECTIVES OF NFCL:
1. To provide quality products to the customers i.e. quality service.
2. To be the leaders in all the business that they do.
3. To create a sense of belongingness that their employees.
4. To have the most satisfied employees.
5. T o serve the society through zero pollution.
NFCL CORE VALUES:
Concern
Commitment
Integrity
Quality


43
QUALITY POLICY:
The aim of NFCL is to consistently produce and market urea of required. We are committed
to continually improve the quality management system and enhance customer satisfaction by:
Continuous focus on the requirements of the customers.
Establishing and reviewing quality objective periodically.
Enhancing competency of employees through training and development.
Providing and maintaining the required facilities and congenial work environment
Inculcating quality consciousness, creating awareness on
Customer requirements and communicating the effective of quality. Management system
through the organization. This policy will be reviewed for continuing suitability will be
Communicated to all employees.
STRENGTHS:
A broad and modern product range.
Good corporate image especially in Andhra Pradesh.
Excellent dealer network in most of other states.
Open work culture/good working environment.
Qualified trained and motivated team.
WEAKNESS:
Broad product range is not synergies yet.
Some complacency about market attention


44
OPPORTUNITIES:
Huge gap between usage outside and inside India.
Expansion project (starting product in 1989) offering double the quality.
New irrigation projects increases the market demands.
THREATS:
Decontrol.
Joint venture.
International cartels.
Non- availability of raw materials in future.
45
THEORITICAL FRAMEWORK
CUSTOMER SATISFACTION
Customer satisfaction, a term frequently used in marketing, is a measure of how
products and services supplied by a company meet or surpass customer expectation.
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is often part of a
balanced scorecard. In a competitive marketplace where businesses compete for customers,
customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They
focus employees on the importance of fulfilling customers expectations. Furthermore,
when these ratings dip, they warn of problems that can affect sales and profitability. These
metrics quantify an important dynamic. When a brand has loyal customers, it gains positive
word-of-mouth marketing, which is both free and highly effective.Therefore, it is essential
for businesses to effectively manage customer satisfaction. To be able do this, firms need
reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a
luxury resort, for example, might receive a lower satisfaction rating than a budget motel
even though its facilities and service would be deemed superior in absolute terms.
The importance of customer satisfaction diminishes when a firm has increased
bargaining power. For example, cell phone plan providers, such as AT&T and Verizon,
46
participate in an industry that is an oligopoly, where only a few suppliers of a certain
product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that
they would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have the option of
leaving for a better contract offer.
Customer satisfaction:
Customer satisfaction is defined as "the number of customers, or percentage of total
customers, whose reported experience with a firm, its products, or its services (ratings)
exceeds specified satisfaction goals."
Consumer satisfaction:
Satisfaction of a consumer want is an essential part of the marketing operation.
Fundamentally, a person buys (acquires) a product for the satisfaction it will provide.
Purpose:



A business ideally is continually seeking feedback to improve customer
satisfaction.Customer satisfaction provides a leading indicator of consumer purchase
47
intentions and loyalty. Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:
Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services.
Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firms customers will make
further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications
of satisfaction are most strongly realized at the extremes. Willingness to recommend
is a key metric relating to customer satisfaction.
Measuring customer satisfaction:
Organizations need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the organization
is at providing products and/or services to the marketplace.
Customer satisfaction is measured at the individual level, but it is almost always
reported at an aggregate level. It can be, and often is, measured along various dimensions.
As research on consumption experiences grows, evidence suggests that consumers purchase
goods and services for a combination of two types of benefits: hedonic and utilitarian.
Hedonic benefits are associated with the sensory and experiential attributes of the product.
Utilitarian benefits of a product are associated with the more instrumental and functional
attributes of the product.
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person and product/service
to product/service.
48
The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviors such as return and recommend rate.
The level of satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the organization's products.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement and in
term of their perception and expectation of performance of the organization being measured.
Their satisfaction is generally measured on a five-point scale.

Regardless of the scale used, the objective is to measure customers perceived
satisfaction with their experience of a firms offerings. It is essential for firms to effectively
manage customer satisfaction. To be able do this, we need accurate measurement of
satisfaction.
Good quality measures need to have high satisfaction loadings, good reliability, and
low error variances. In an empirical study comparing commonly used satisfaction measures
it was found that two multi-item semantic differential scales performed best across both
hedonic and utilitarian service consumption contexts.
It seems that dependent on a trade-off between length of the questionnaire and
quality of satisfaction measure, these scales seem to be good options for measuring
customer satisfaction in academic and applied studies research alike. All other measures
tested consistently performed worse than the top three measures, and/or their performance
varied significantly across the two service contexts in their study. These results suggest that
more careful pretesting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors.Affective measures capture a consumers attitude towards
49
a product, which can result from any product information or experience. On the other hand,
cognitive element is defined as an appraisal or conclusion on how the products
performance compared against expectations, was useful, fit the situation, and exceeded the
requirements of the situation.
Tools For Tracking And Measuring Customer Satisfaction:
There are various ways of measuring customer satisfaction. Each has its own
importance; one cannot just stick to a particular concept and say this is the accurate way of
measuring customer satisfaction.
Complaint and suggestion system:
A customer concerned organization makes it easy to the customers to register
suggestions and complaints. Some customer-centered companies, which are in FMCG line
like-P&G, whirlpool, establish hot lines with toll free members. Certain companies are
using websites and emails for quick, prompt response from the consumer and in return there
is a two way communication.
Customer satisfaction surveys:
Studies show that although customers are dissatisfied with one out of every purchase,
less than 5% will complain. Most customers will buy less or switch suppliers. Responsive
companies measure customer satisfaction directly by conducting periodic surveys, While
collecting data, it is also useful to ask additional questions the likelihood or willingness to
recommend the product or service to others.
Ghost shopping:
Companies can hire people to pose as potential buyers to report the strong and weak
points experienced in buying the companys and competitors products. The mystery
50
shoppers can even test how the companys sales personnel handle various situations and
complaints to see how the calls are handled.
Delivering Customer Value And Satisfaction:
In a hyper competitive economy, with increasingly rational buyers, a company can win by
creating & delivering superiors value.
This involves the following five capabilities.
Understanding customer value
Creating customer value
Delivering customer value
Capturing customer value
Sustaining customer value
Companies succeed in attaining these value chain and value delivery network.
Value Chain:
Michael porter of Harvard proposed the value chain is a tool for identifying ways to
create more customer value. Every firm is a synthesis of activities that are performed to
design, produce and market, deliver and support its product. The value chain identifies 9
strategically relevant activities that create value and cost in a specific business. These 9
values creating activities consists of 5 primary activities and 4 support activities. The
primary activities represent the sequence of bringing materials into the business, converting
them into final products, shipping out final products, marketing them and serving them.
The support activities are the procurement, technology, development, human
resource management and firms infrastructure. These are handled by certain specialized
51
departments. The firms infrastructure covers the costs of general management, planning,
finance, accounting, legal and government affairs that are borne by all the primary and
support activities.
The firms task is to examine its costs and performance in each value. Creating
activity and to look for ways to improve it. The firm should estimate its competition costs
and performance as bench marks against which to compare its own costs and performance.
It should go further and study the best of class practices of the worlds best companies.
The firms success depends not only on how well each department performs its
work, but also on how well the various departmental activities are coordinated. Too often
company departments act to maximize their interests. A credit department may take a long
time to check prospective customers credit worthiness so as not to incur bad debts.
Meanwhile, the customer waits and the sales person is frustrated. A traffic department
chooses to ship the goods by the rail to save money and again the customer waits. Each
department has created walls that slow down the delivery of quality customer service. The
solution to these problems is to place more emphasis on the smooth management of core
business process.
The core business process includes the following concepts:
The marketing sensing process:
All the activities involved in gathering market intelligence disseminating it with the
organization and acting of information.
The new offering Realization process:
All the activities in research, developing and launching new high quality offerings
quickly and within the budget.

52
The customer relationship management:
All the activities involved in building deeper understanding relationships and
offerings to individual customers.
The fulfillment management process:
All activities involved in receiving and approving orders, shipping the goods on time and
collecting payment.
The value delivery network:
To be successful a firm or an organization also needs to look for competitive
advantage beyond its own operations into the value chains of its supplier distributing and
customers. Many companies today partnered with specific suppliers and distribution to
create a superior value delivery network.
Customer Relationship Management:
The aim for customer relationship management is to produce high customer equity.
Customer equity is the total of the discounted lifetime values of all firms customers.
Clearly, the more loyal the customers the higher the customer equity, value equity, brand
equity and relationship equity.
Value Equity:
Value equity is the customers objective assessment of the utility of an offering
based on perception of its benefits relative to its costs the sub drivers of the value equity and
quality, price and convenience. Each industry has to define the specific factors underlying
each sub driver in order to find programs to improve value equity. An air line passenger
might define equity as seat width; a hotel guest might define equity as room size. Value
equity makes the biggest contribution to consumer equity. When products are differentiated
and when they are more complex and need to be evaluated. Value equity especially drives
customer equity in business market.

53
Brand Equity:
Brand equity is the customers subjective and intangible assessment of the brand
above and beyond its objectivity perceived value. The sub drivers of brand equity and
customer brand awareness, customer attitude towards the brand and customer perception of
brand ethics. Companies use advertising, public relations and other communication tools to
affect these sub drivers. Brand equity is more important than the other drivers of customer
equity where products are less differentiated and have more emotional impact.
Relationship Equity:
Relationship equity is the customers tendency to stick with brand above and beyond
objective and subjective assessment of its worth. Sub drivers of relationship equity include
loyalty programs, special recognition and treatment program, community building
programs. Relationship equity is especially important where personal relationship count for
a lot and where customers tend to continue with supplier out of habit.
Some customers inevitably become inactive or dropout. The challenge is to reactive
dissatisfied customers through win-back strategies. It is often easy to attract ex-customers
than to find new ones. The key is to analyze the causes of customer detection through exit
interviews and lost customer surveys. The aim is to win back only those customers who
have strong profit potential.
Forming Strong Customer Brands:
The basic companies that want to form strong relationship need to attend the
following basics:-
Get cross departmental participation in planning and managing customer satisfaction
and retention process.
Integrate the voice of the customer in all business decisions.
Create superior product, services and experience for the target market.
54
Organize and make accessible a database of information on individual customer
needs preferences, contacts, purchase frequency and satisfaction.
Make it easy for customers to reach appropriate company personnel and express their
needs, perception and complaints.
Run award programs recognizing outstanding employers.
There are 3 relation building approaches. They are as follows:
Adding Financial Benefits
Adding Social Benefits
Adding Structural Benefits
Adding Financial Benefits:
The two financial benefits that companies can offer are frequency programs and club
marketing programs. Frequency programs are designed to provide rewards to customer who
buy frequently and in substantial amounts. Frequency is an acknowledgment of the fact that
20% of a customers customer might account for 80% of the business.
Adding Social Benefits:
Company personnel work on increasingly social bonds with customers by
individually and personalizing customer relationships. Customers may be nameless to the
institution, but eliminated cannot be nameless. Customers are served as a part of larger
segments. Clients are served by individual basis. Customers are served by anyone who
happen to be available, who know to explain the details of the product or service.
Adding Structural Benefits:
Company can supply customers with special equipments or computer linkages that
help customer manage orders, payroll and inventory.
55
People can be loyal to their country, family and beliefs bur less to their toothpaste,
soap or even better. The marketer should aim at increasing the consumers productivity to
repurchase the companys brands.
Rationale Of The Study:
Customer satisfaction is one of the most important functions of marketing. In the
present globalization era, it is very important for any organization. So, effective
maintenance of customer satisfaction is needed for every organization. Thus Nagarjuna
Fertilizers and Chemicals Limited., should follow the best methods of customer satisfaction
to increase their sales as well as brand image in the market.
For every organization maintaining best customer satisfaction is the first step. If this
foundation is strong then there is a lot of chance for the organization to increase
theireffectiveness at key points. So, finally customer satisfaction becomes heart of particular
organization.
So, studying is made to understand the customer satisfaction activities in the
organization and to know what extent their activities have been successful in organization
development.








56
DATA ANALYSIS & INTERPRETATION
1. Duration of Cultivation

Table 4.1:
S.No Parameters No. Of Respondents % Of Respondents
1 <2 years 7 7
2 >2<4 years 17 17
3 >4<6 years 25 25
4 More than 6 years 51 51
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 7 members i.e. 7%
of the respondents were cultivating for less than two years, 17 members i.e. 17% of the
respondents were cultivating for more than two years and less than 4 years, 25 members i.e.
25% of the respondents were cultivating for more than 4 years and less than 6 years and 51
members i.e. 51% of the respondents were cultivating for more than 6 years.






57
Graph 4.1:


Duration Of Cultivation











0
10
20
30
40
50
60
<2 years >2<4 years >4<6 years More than 6
years
NO.OF RESPONDENTS
58
2. Time Duration Of Using Nagarjuna Fertilizers and Chemicals Limited

Table 4.2:
S.No
Parameters No. Of Respondents % Of Respondents
1
<1year 5 5
2
>1<3 years 22 22
3
>3<5 years 56 56
4
More than 5 years 17 17

Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 5 members i.e. 5%
of the respondents were using Nagarjuna Fertilizers and Chemicals Limited products for
less than 1 year, 22 members i.e. 22% of the respondents were using Nagarjuna Fertilizers
and Chemicals Limited products for more than 1 year and less than 3 years, 56 members i.e.
56% of the respondents were using Nagarjuna Fertilizers and Chemicals Limited products
for more 3 years and less than 5 years and 17 members i.e. 17% of the respondents were
using Nagarjuna Fertilizers and Chemicals Limited products for more than 5 years.





59
Graph 4.2:


Time Duration Of Using Nagarjuna Fertilizers and Chemicals Limited











0
10
20
30
40
50
60
<1year >1<3 years >3<5 years More than 5
years
NO.OF RESPONDENTS
60
3. Awareness Of About The Company Fertilizers and Chemicals


Table 4.3:


Interpretation:
From the above table it is interpreted that out of 100 respondents 34 members i.e.
34% of the respondents came to know Nagarjuna Fertilizers and Chemicals Limited through
advertising, 50 members i.e. 50% of the respondents came to know about Nagarjuna
Fertilizers and Chemicals Limited through distributors, 10 members i.e. 10% of the
respondents came to know about Nagarjuna Fertilizers and Chemicals Limited through
friends and relatives and 6 members i.e. 06% of the respondents came to know about
Nagarjuna Fertilizers and Chemicals Limited through others.



S.No Parameters No. Of Respondents % Of Respondents
1 Advertising 34 34
2 Distributors 50 55
3 Friends & relatives 10 10
4 Others 6 6
Total 100 100
61
Graph 4.3:


Awareness Of About The Company Fertilizers and Chemicals










0
10
20
30
40
50
60
Advertising Distributors Friends &
relatives
Others
NO.OF RESPONDENTS
62
4. Satisfaction About Company Prices

Table 4.4:
S.No Parameters No. Of Respondents % Of Respondents
1 Highly satisfied 76 76
2 Satisfied 14 14
3 Neutral 10 10
4 Dissatisfied 0 0
5 Highly Dissatisfied 0 0
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 76 members i.e.
96% of the respondents were highly satisfied with the Nagarjuna Fertilizers and Chemicals
companys price and 14 members i.e. 14% of the respondents were satisfied with the
Nagarjuna Fertilizers and Chemicals companys price,10 members i.e 10% of the
respondents were neutral with the Nagarjuna Fertilizers and Chemicals companys
prices,o% members i.e 0% of the respondents were dissatisfied with the Nagarjuna
Fertilizers and Chemicals companys prices,0 members i.e 0% of the respondents were
highly dissatisfied with the Nagarjuna Fertilizers and Chemicals companys prices.




63

Graph 4.4:


Satisfaction About Company Prices









0
10
20
30
40
50
60
70
80
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
NO.OF RESPONDENTS
64

5. Satisfaction With The Quality Of The Fertilizers and Chemicals

Table 4.5:
S.No Parameters No. Of Respondents % Of Respondents
1 Highly satisfied 85 85
2 Satisfied 10 10
3 Neutral 5 5
4 Dissatisfied 0 0
5 Highly Dissatisfied 0 0
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 85 members i.e.
85% of the respondents were highly satisfied with the quality of Nagarjuna Fertilizers and
Chemicals and 10 members i.e. 10% of the respondents were satisfied with the quality of
Nagarjuna Fertilizers and Chemicals,5 members i.e. 5% of the respondents were neutral
with the quality of Nagarjuna Fertilizers and Chemicals, 0 members i.e. 0% of the
respondents were dissatisfied with the quality of Nagarjuna Fertilizers and Chemicals,
0members i.e. 0% of the respondents were highly dissatisfied with the quality of Nagarjuna
Fertilizers and Chemicals.



65

Graph 4.5:


Satisfaction With The Quality Of The Fertilizers and Chemicals









0
10
20
30
40
50
60
70
80
90
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
NO.OF RESPONDENTS
66

6. Information Provided By Company About Using Of Fertilizers and
Chemicals


Table 4.6:
S.No Parameters No. Of Respondents % Of Respondents
1 Yes 95 95
2 No 5 5
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 95 members i.e.
95% of the respondents felt that the company is providing information regarding the use of
Fertilizers and Chemicals and 5 members i.e. 5% of the respondents felt that the company is
not providing any information regarding the use of Fertilizers and Chemicals.






67


Graph 4.6:


Information Provided By Company About Using Of Fertilizers and Chemicals









68


7. Relationship With The Dealer

Table 4.7:
S.No Parameters No. Of Respondents % Of Respondents
1 Very good 23 23
2 Good 45 45
3 Average 22 22
4 Poor 10 10
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 23 members i.e.
23% of the respondents rated the availability of the Nagarjuna Fertilizers and Chemicals
verygood, 45members i.e. 45% of the respondents rated the availability of the Nagarjuna
Fertilizers and Chemicals good, 22 members i.e. 22% of the respondents rated the
availability of the Nagarjuna Fertilizers and Chemicals average and 10 members i.e. 10% of
the respondents rated the availability of the Nagarjuna Fertilizers and Chemicals poor.




69



Graph 4.7:


Relationship With The Dealer







0
5
10
15
20
25
30
35
40
45
50
Very good Good Average Poor
NO.OF RESPONDENTS
70



8. Availability Of Fertilizers and Chemicalss Of The Company

Table 4.8:
S.No Parameters No. Of Respondents % Of Respondents
1 Highly satisfied 10 10
2 Satisfied 38 38
3 Neutral 35 35
4 Dissatisfied 8 8
5 Highly Dissatisfied 9 9
Total 100 100



Interpretation:
From the above table it is interpreted that out of 100 respondents 10 members i.e.
10% of the respondents were highly satisfied with the availability of Nagarjuna Fertilizers
and Chemicals and 38 members i.e. 38% of the respondents were satisfied with the
availability of Nagarjuna Fertilizers and Chemicals,35 members i.e. 35% of the respondents
were neutral with the availability of Nagarjuna Fertilizers and Chemicals, 8 members i.e.
8% of the respondents were dissatisfied with the availability of Nagarjuna Fertilizers and
Chemicals, 9members i.e. 9% of the respondents were highly dissatisfied with the
availability of Nagarjuna Fertilizers and Chemicals.
71




Graph 4.8:


Availability Of Fertilizers and Chemicalss Of The Company





0
5
10
15
20
25
30
35
40
Highly
satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
NO.OF RESPONDENTS
72




9. Reaction Related To The Complaint

Table 4.9
S.No Parameters No. Of Respondents % Of Respondents
1 Quickly respond 45 45
2 Respond 30 30
3 Neutral 20 20
4 Does no respond 5 5
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 45 members i.e.
45% of the respondents rated the company reaction related to the complaint is quickly
respond, 30 members i.e. 30% of the respondents rated the company reaction related to the
complaint is respond, 20 members i.e. 20% of the respondents rated the company reaction
related to the complaint is neutral, 5 members i.e. 5% of the respondents rated the company
reaction related to the complaint is does no respond.

73





Graph 4.9:


Reaction Related To The Complain





0
5
10
15
20
25
30
35
40
45
50
Quickly respond Respond Neutral Does no
respond
NO.OF RESPONDENTS
74





10. Continue With The Nagarjuna Fertilizers and Chemicalss

Table 4.10:
S.No Parameters No. Of Respondents % Of Respondents
1 Yes 86 86
2 No 14 14
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 86 members i.e.
86% of the respondents felt that Nagarjuna Fertilizers and Chemicals Limited is maintaining
good standards in production and 14 members i.e. 14% of the respondents felt that
Nagarjuna Fertilizers and Chemicals Limited doesnt maintain good standards in
production.



75





Graph 4.10:


Continue With The Nagarjuna Fertilizers and Chemicalss







76





11. Opinion About Distributor Make You Force To Buy Only The Nagarjuna
Fertilizers and Chemicalss

Table 4.11:
S.No Parameters No. Of Respondents % Of Respondents
1 Yes 16 16
2 No 84 84
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 16 members i.e.
16% of the respondents felt that the distributer make you force to buy only the Nagarjuna
Fertilizers and Chemicals and 84 members i.e. 84% of the respondents felt that the
distributer make you not force to buy only the Nagarjuna Fertilizers and Chemicals


77





Graph 4.11:


Opinion About Distributor Make You Force To Buy Only The
Nagarjuna Fertilizers and Chemicals





78



\
12. Factors Which Motivate The Using Of Nagarjuna Fertilizers and
Chemicals

Table 4.12:
S.No Parameters No. Of Respondents % Of Respondents
1 Quality 83 83
2 Price 7 7
3 Brand 8 8
4 Others 2 2
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 83% of the
respondents using Nagarjuna Fertilizers and Chemicals on the basis of quality, 8% of the
respondents using Nagarjuna Fertilizers and Chemicals for brand image, 7% for price and
remaining 2% of the respondents using Nagarjuna Fertilizers and Chemicals on the others
basis.

79






Graph 4.12:


Factors Which Motivate The Using Of Nagarjuna Fertilizers and
Chemicals



0
10
20
30
40
50
60
70
80
90
Quality Price Brand Others
NO. OF RESPONDENTS
80






13. No Of Persons Used Other Company Fertilizers and Chemicalss Before
Using Nagarjuna Fertilizers and Chemicals

Table 4.13:
S.No Parameters No. Of Respondents % Of Respondents
1 Yes 45 45
2 No 55 55
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 55% of the
respondents are using only Nagarjuna Fertilizers and Chemicals products and the remaining
45% of the respondents using other company Fertilizers and Chemicalss before using
Nagarjuna Fertilizers and Chemicals.

81







Graph 4.13:


No Of Persons Used Other Company Fertilizers and Chemicalss Before
Using Nagarjuna Fertilizers and Chemicalss




82








14. Difference Identify By The Respondents After Using Nagarjuna
Fertilizers and Chemicals

Table 4.14:


Interpretation:
From the above table it is interpreted that out of 100 respondents most of the
respondents identify the difference that Nagarjuna Fertilizers and Chemicals are giving
S.No Parameters No. Of Respondents % Of Respondents
1 More yield 75 75
2 Quality of output 18 18
3 Nothing identified 4 4
4 Other 3 3
Total 100 100
83
more yield compare with the company Fertilizers and Chemicalss i.e 75%, 18% of the
respondents identify Nagarjuna Fertilizers and Chemicals giving quality of output and
someone does not identify any difference after using Nagarjuna Fertilizers and Chemicals
products.







Graph 4.14:


Difference Identify By The Respondents After Using Nagarjuna Fertilizers
and Chemicals

84








15. Time Duration For Yield

Table 4.15:
S.No Parameters No. Of Respondents % Of Respondents
1 3 months 33 33
2 3 months 10 days 26 26
0
10
20
30
40
50
60
70
80
More yield Quality of output Nothing
identified
Other
NO. OF RESPONDENTS
85
3 3 months 20 days 27 27
4 4 months 14 14
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 33% of the
respondents get yield within 3 months, 27% of the respondents get yield within 3 months 20
days,26% of the respondents get yield within 3 months 10 days and remaining got yield
after 4 months from Nagarjuna Fertilizers and Chemicals.








Graph 4.15:


Time Duration For Yield
86










16.Suggessions To The Company

a) Table 4.16a:
S.No Parameters No. Of Respondents % Of Respondents
0
5
10
15
20
25
30
35
3 months 3 months 10
days
3 months 20
days
4 months
NO. OF RESPONDENTS
87
1 Yes 3 3
2 No 97 97
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 3 members i.e. 3%
of the respondents offered suggestions and 97 members i.e. 97% of the respondents didnt
offer any suggestions.











Graph 4.16a:


Suggestions To The Company
88












b)If Yes What Suggestion

Table 4.16b:
89
S.No Parameters No. Of Respondents % Of Respondents
1
R&D 33 33
2
Quality 0 0
3
Price 0 0
4
All the above 67 67
Total 100 100


Interpretation:
From the above table it is interpreted that out of 100 respondents 33 respondents i.e.
33% felt that the Research and Development has to be improved and 67 respondents i.e.
67% felt that all the above i.e. Research and Development, Quality and Price has to be
improved.








Graph 4.16b:


90
If Yes What Suggestion










FINDINGS
The majority of the dealers deal with Nagarjuna Fertilizers and Chemicals.
It was found that Nagarjuna is the fastest moving brand as given by dealers.
0
10
20
30
40
50
60
70
80
R&D Quality Price All the above
NO. OF RESPONDENTS
91
The large majority of dealers are getting the 10 15 % of profit.
The majority of dealers preferred print media is the best media for advertising.
The majority of dealers getting more discounts from Nagarjuna Fertilizers and
Chemicals company.
It was found that farmers are major customers.
It was found that dealers feel that excellent towards quality of Nagarjuna Fertilizers
and Chemicals.
It was found that most of the customers are giving first preference to buy Nagarjuna
Fertilizers and Chemicals.
Majority of the customers of Nagarjuna Fertilizers and Chemicals states that the
future Fertilizers and Chemicals industry would be good.










SUGGESTIONS
The company has to give priority to satisfy the customers requirements
continuously.
92
The company has to provide information about the changes and other information to
the customers.
Company has to distribute according to the demand of the product in the market.
Company has to put some attractive offers to attract dealers and customers.
Credit period must be expanded and give consideration to the customers.
It is necessary to avoid high stock to remove under sale pricing.
To asses the improvement and services by external parameters of customer
satisfaction level and services by external agencies on regular period.
Marketing officials are paying more attention on big distributors/dealers only. They
should realize that cost of acquiring new customer is four times more than retaining
the existing customers.









CONCLUSION
It is very essential and important activity for the company to maintain Quality
according to the standards. Company has to satisfy as well as consumers by offering Quality
93
products to the users. Company has to participate in social activities by taking the support of
the government to save the society in better way.

















QUESTIONNAIRE
Name:
Address:
94
Mobileno:
Cultivation Land:

1. From how many years you have been cultivating?
a) <2 years b) >2<4 years
b) c) >4 <6 years d) More than 6 years

2. From how many years you have been using Nagarjuna Fertilizers and Chemicals Pvt. Ltd
products?
a) <1year b) >1<3 years
c) >3<5 years d) More than 5 years

3. How do you know about the company Fertilizers and Chemicalss?
a) Through advertising b) Through others
c) Through distributors d) through any other way

4. Are you satisfied with the companys prices?
a) Highly satisfied b) Satisfied
c) Neutral d) Dissatisfied
e) Highly dissatisfied


5. Are you satisfied with the quality of the Fertilizers and Chemicalss?
a) Highly satisfied b) Satisfied
c) Neutral d) Dissatisfied
95
e) Highly dissatisfied

6. Is the company giving any information related to the using of Fertilizers and Chemicalss?
a) Yes b) No

7. How was the relationship with dealer?
a) Very good b) Good
c) Average d) Poor

8. Are you satisfied with the availability of Fertilizers and Chemicalss of the company?
a) Highly satisfied b) Satisfied
c) Neutral d) Dissatisfied
e) Highly dissatisfied

9. What was companys reaction elated to the complaint?
a) Quickly respond b) Respond
c) Does not respond d) through any other

10. Do you continue which the company Fertilizers and Chemicalss?
a) Yes b) No


11. Is the distributor make you force to buy only the Nagarjuna Fertilizers and Chemicalss?
a) Yes b) No

96
12. On what basis you are using the Nagarjuna Fertilizers and Chemicalss?
a) Quality b) Price
c) Brand d) Other

13. Have you been tried any other company Fertilizers and Chemicalss before using
Nagarjuna Fertilizers and Chemicals?
a) Yes b) No

14. After using the Nagarjuna Fertilizers and Chemicals what was the difference you
identified?
a) More yield b) Quality of output
c) Nothing identified d) other

15. How many months will you wait to get yield from the Fertilizers and Chemicalss?
a) 3 months b) 3 months 10 days
c) 3 months 20 days d) 4 months

16. a) Do you offer any suggestions to the company?
a) Yes b) No

b) If yes, what you suggest?
A) R&D b) Quality
c) Price d) All the above

BIBILOGRAPHY
97

Marketing Management: Philip Kotler
Marketing Management: Ramaswamy & Ramakumary
Marketing Management: G.S.Beri
Research Methodology: C.R.Kothari


Websites:
www.google.com
www.Fertilizers and Chemicalsindustry.com
www.nagarjuanfertilizers and Chemicalss.com