PROJECT REPORT

ON
BRAND AWARENESS OF MARKFED
AGROCHEMICAL MOHALI

Affiliated To
PUNJABI UNIVERSITY PATIALA

In the partial fulfillment of requirement for the award of

Degree of Masters of Business Administration (MBA)

Submitted To: Submitted By:

Pro Jatinder singh Lovepreet Singh
Roll No-196222
 APPENDIX – I

CERTIFICATE FROM THE GUIDE

This is to certify that the Project work titled BRAND AWARENESS OF MARKFED AGROCHEMICAL

MOHALI Is a bonafide work carried out by Lovepreet Singh 196222 is a candidate for the Post

Graduationexamination of the Mata Gujri College under my guidance and direction.

SIGNATURE OF GUIDE

Professor Jatinder Singh

DATE:
 ACKNOWLEDGEMENT

Concentration, dedication, hard-work & application are essential but not only the factors to achieve the

desired goal. All these are supplemented by guidance, assistance & co-operation of People to make it success.

Every complete successful assignment is the result of many hands Join together.

It is a matter of pride and privilege for me to adequately express my deep indebtedness, thanks and guidance

to my project guide Professor Jatinder Singh for her valuable guidance, co-operation and constant

inspiration.

I take the opportunity to express my gratitude to the HEAD of department account who took pains to see that

I get all facilities required for my project work and enlightened me about real working of organization.

I acknowledge my thanks to all the other staff members. who directly or indirectly helped me in completing

this project.

Lastly, how can I forget to owe my indebtedness to my parents who provided moral support as well as

adequate finances during the course of my studies.

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 DECLARATION

I, Lovepreet singh hereby declare that the project entitled Brand Awareness Of Markfed Agrochemical

assigned to me by Markfed Agrochemical , Mohali, during my major research project for M.B.A, Degree

from Mata Gujri College , Fatehgarh Sahib is the Original work done by me and the information

provided in the study is authentic to the best of my knowledge

This study has not been submitted to any other institution or university for the award of any other degree.

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 ABSTRACT

Agriculture is a very important sector in India. However development of this sector has been slow and

productivity and output as not been up to standard as India has shown immense potential in the past. This

research was carried out to find out whether Markfed can be used to develop India agriculture. Through this

report I have looked at some of the problems that are facing India agriculture today and whether Markfed can

solve those problems.I have also looked in to points that stand in the way between Markfed and agricultural

development . I have also focused on areas such as the benefits that farmers can gain by embracing Markfed.

However for my research to be meaningful I have taken into consideration that it is possible to provide

agricultural areas with good Marketing of Markfed And also farmers can gain necessary information about

proper farming.

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 TABLE OF CONTENTS

 Acknowledgement………………………………………..…………….……..…..…..1

 Declaration…………………………………………………………….…..…..………2

 Abstract……...…………………………………………………….……………..……3

 Table of Contents……...……………………………………….……………..…...…..4

 Chapter 1

Introduction about Brand Awareness…………………………..………….…….….…5

Introduction about Industry Profile…………………………..………….……….……9

Introduction about Company Profile……………………………………….....………19

 Chapter 2

Review of Literature…………………………………………….………….….….….34

 Chapter 3

Research Methodology………………………………………….……………………40

 Chapter 4

Analysis & Interpretation of Data ……………………………………….…………..45

SWOT analysis…………….…………………………………………………………68

 Chapter 5

Finding………………………………………………………………………..….…..69

Suggestion………………………………………………………………….…..…….70

 Bibliography………………...…………………………………………….……....….71

 Appendix……………………………..……………………………………..….….….72

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 CHAPTER 1

INTRODUCTION

1.1 INTRODUCTION ABOUT BRAND AWARENESS

In this chapter, I discuss brand and brand awareness as well as images and brand image. First I tell how brand

is defined and what is the meaning of it. Second I introduce the formation of the brand and the meanings of

image and brand image. The last part is about brand awareness and establishing it.

1.1.1 DEFINITION & MEANING

Brands has been used for centuries to distinguish the products or services of different companies from each

other. In principle, whenever a marketer creates a new name, symbol or logo for a new product, she or he

created a brand. (Keller 2008) Brand is a dimensional phenomenon which is traditionally defined as name,

symbol, concept, sign, or some other feature (Malmelin & Hakala 2008). The meaning of that is to

distinguish the product or a service from competitor (Keller 2008).Creating differences is what branding is

all about (Kotler & Keller 2016).

In the Finnish media guide (Brand 2016) it has been told that brand is a positive reputation, which is formed

around a trademark. The factors that influence on the formation of brand value are its name or logo’s

awareness, customer loyalty, the feeling of quality which comes with a brand and images attached to a brand.

Brand can also be seen as a summary of content or identity of the product or service. Brand makes the

product attractive in the eyes of the customer and promises quality.Successor and well-known brand creates

added value for the product.

Malmelin and Hakala (2008) believe that a future brand and road to success is radical brand. Radical brand

consists of everything that the organization does, how does it look like, how they communicate how does it

sound like and how it is talked about. It is a mindset that guides the organization, as well as unifying vision

of activities and communication.

1.1.2 THE FORMATION OF BRAND

Everybody has to work on the awareness, attractiveness and success of the brand. Although brand gets its

final form in peoples’ minds and it can be very different image when asking from different people. Behind

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the attitude and image there are always each values, interest, the information received and acquired, and

possible experiences of the brand. (Von Hertzen 2006) Kapferer (2012) defines a brand as a name with the

power to influence. A brand can have a name that is easily pronounceable and spontaneously evokes

desirable association but a name to become a brand it needs to command trust, respect, engagement and

passion. Brands must convey trust, certitude and emotion as well as be a risk reducer. The perceived risk

could be experiential, economic (linked to price), functional (linked to performance), psychological (linked

to our self- concept) or social (linked to our social image). This is why it takes so much time to build a brand

awareness, trust and emotional bonding. The product or service, together with the people at points of contact

with the market, the places, the price, the communication makes a name acquire the power of a brand. These

are the sources of cumulative brand experience.

1.1.3 BRAND AWARENESS

One of the fundamental dimensions of brand equity is brand awareness, prerequisite of peoples’ buying

decision (Kotler & Keller 2016). Generating and maintaining brand awareness has long been held one of the

main goals of marketing. The set of brands also defined as consumer’s consideration set, to which a

consumer gives a serious attention when making a purchase decision. The brands that enter consumer’s

consideration set, is strongly affected by the brand awareness. (Mc donald & Sharp 2000.)

Kotler and Keller (2016) define brand awareness as fostering people’s ability to recall or recognize the brand

in sufficient detail to make a purchase. Keller (2008) sees brand recognition in a way that, are the consumers,

who have prior exposure to the brand, able to recognize the brand when given it as a cue. Brand recall is

defined as consumers’ ability to seek the brand from memory when for example given a cue of a purchase

usage situation or product category. Brand recall is more important for online brands when the consumer

decisions are not made at the point of purchase but settings away from the point of purchase. Recall is not

that easy to achieve than recognition since consumers more likely recognize for example the color than the

name of the brand. Top of mind awareness (TOMA) is the brand that comes to mind when thinking of a

particular product class, without a cue. These levels of brand awareness are presented on the figure

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Brand awareness is not a mere cognitive measure in fact, it is correlated with many valuable image

dimensions. When a brand is known, every individual knows it is known and this leads to spontaneous

inferences.Awareness is mostly correlated with aspects such as trust, reliability, high quality, closeness to

people, a good quality/price ratio, accessibility and traditional styling. (Kapferer 2012)

The benefits of creating high level of brand awareness are consideration advantages, learning advantages and

choice advantages. Strength and the formation of the associations that make up the brand image is influenced

by brand awareness. Marketers must first establish a brand node in memory to create a brand image. The

nature of which affects how easily the consumer stores and learns additional brand associations.Registering

the brand in the minds of consumers is the first step in building brand equity. Whenever consumers are

making purchase decisions, they must consider the brand or as mentioned earlier, be a member of the

consideration set. Consumers more likely have a handful of brands that receive a consideration for purchase

instead of having only one brand they are loyal to. The third advantage of creating a high level of brand

awareness is that it can affect choices among brands in the consideration set. This in turn is affected by

consumers purchase motivation and purchase ability. For many consumers choosing a brand is not a life-or-

death decision. If among brand category, there is a lack of perceived differences it is likely to leave the

consumer unmotivated about the choice process. Many times consumers do not have the necessary

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knowledge or experience to judge product quality even if they so desired. These are for instance products

with a high degree of technical sophistication. (Keller 2008)

1.1.4 IMAGES & BRAND IMAGE

The preconditions of an organization are positive images and meanings. Nowadays, it is not only the material

markets that companies are competing in, but also intangible markets. The images of an organization in

consumers’ minds are the ones that control the consumption. For consumers, brands primarily occur as

images and perceptions and these are personal for every individual. (Malmelin & Hakala 2008)

Brand image is about consumers’ perceptions about a brand. Images are multidimensional and they

reflect characteristics of a product or service or aspects independent of those. (Keller 2008) Marketing

programs that link strong, favourable, and unique association to the brand in memory, is what it takes to

create a positive brand image. (Keller 2008)

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 1.2 INTRODUCTION ABOUT INDUSTRY PROFILE

THE PUNJAB STATE COOP.SUPPLY & MARKETING FEDRATION LTD.

The socialistic system as enshrined in the constitution of India is based on the ideals of democracy and

socialism. Only a movement of co-operatives can fulfill the needs of such an economic and social fabric. The

co-operative movement in India was started my govt. of India in 1904 with a purpose of freeing the farmers

from the grip of money lenders. Subsequently this movement proved to be a born for the social and economic

development of the entire country.

The co-operative movement in Punjab contributed heavily in the agriculture development as the first step

which resulted in green revolutions and Punjab came to be known as the grain bowl of the country in

providing primary services in agriculture and processing agro-products. The co-operative movement has

touched the very core of all aspects of human beings and is dedicated towards welfare of mankind. During

the last five year of popular rule, Punjab has made rapid strides towards the strengthening of co-operative

movement in the state with the mass involvement at various levels. Today, 97% co-operative societies in the

state have elected Managing Committees/ Board of Directors with elected chairman. Efforts have been made

to strengthen the share capital base of society with a view to ensure that the members of the society develop a

sense of belonging and have a greater say in the decision making. Amendments have been made in the

Punjab co-operative societies act, according to which the term of the office bearers has been increased from 3

to 5 years the maximum period for which an administrator can be appointed in a society has been reduced

from 4 to 1 year for ensuring that the affairs of the society remain in the hands of elected people for most of

the time. Punjab today leads the entire country in the recovery of co-operative banking loans. After years of

turmoil and restlessness all the Central co-operative Banks including those in the boarder districts, have

become eligible to avail themselves of the refinance facility from the National Bank of Agricultural and

Rural Development (NABARD).All the Central co-operative bank and Primary Co-operative Agricultural

Development Bank have floated a new scheme for the advancement of loan to the unemployed youth,

particularly in the rural areas of the state under the non farm sector scheme of the NABARD. This has given

a boost in proceeding employment in the rural area and helps the people in raising their standard of living.

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NON-Farm loaning is to be enhanced from rs.62,500/-per head to rs.100,000/-per head in near future. Apart

from this state co-operative band is to start housing loans to individuals up to rs.2 lakh, loans to students for

professional courses up to rs50,000/-etc.The primary agriculture co-operative societies have made a

tremendous contribution in facilitating and boosting the green revolution in Punjab. The societies which are

3495 in number extend agriculture loan to the farmers and 80% of their needs of agricultural inputs including

fertilizer, seeds, pesticides, insecticides etc. these societies are given short term loans through 686 branches

of the central co-operative Banks. The loan of the central co-operative Banks is routed through the

Apex-Bank i.e. Punjab state co-operative Bank Ltd. Chandigarh. The Punjab state co-operative Bank gives

long term loans for all round development of agricultural and allied activities including the improvement of

lands and the methods of cultivation. This bank has at present 70 primary cp-operative agricultural

development banks. It is envisaged that the bank shall have one branch each in all the community

development blocks in the state by the end of the current five year plan.

With the economic liberalization and markets economy all over the world, it has become imperative for the

co-operative. Movement to face the new challenges in a bold and determined manner and to find new

avenues of growth and development. The on slaughter from private sector and multinationals has already

begun. This can be checked by adopting a new work culture, better management and up gradation and

modernization of both products and production technology.The programme of Business development plans

(BDPs), primarily aiming at revitalization of PACS inas been launched in the state of Punjab. The main

objective of the BDPs is resource mobilization business increase and diversification, organizing inactive

members in self-help groups.

1.2.1 INTRODUCTION ABOUT PUNJAB MARKFED

The Punjab State Co-op Supply & Marketing Federation Ltd. known as “Markfed” was registered in 1954.

At the time of registration, it began with one bicycle, three employees, thirteen members and a capital of

Rs.54,000/-, it has now achieved meteoric volumes and has grown to become the largest marketing

co-operative in Asia with an annual turnover of over Rs.11600 Crore during 2013-2014 with 1932

employees.

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Markfed operates through 17 District offices over 100 Branch offices in Mandi Towns and 9 processing and

trading units. Markfed’s net worth as on 31.03.19 is Rs.70 Crore and the number of members has expanded

to 3051. Markfed has emerged as a very solid and stable organization committed to the service of the farmer

community of the State of Punjab.

Markfed has been awarded National Productivity Awards in various fields like co-operative marketing

activities, food processing, cattle feed production etc., to name a few.

Several innovative incentive schemes have been introduced for the benefit of the farmers and the member

co-operative societies. Markfed has also introduced an insurance scheme which provides compensation in

case of accidental death or permanent disablement of its farmer members.

Markfed contributes to research & development through the Punjab Agricultural University, Ludhiana

(Punjab).

Markfed has been regularly distributing its profits as dividend to its members, contributing to co-operative

development and the Common Good Fund. A fair amount is also re-invested in the setting up of new projects,

modernization and diversify on of existing plants.

1.2.2 AIMS AND OBJECTIVE:-

 To promote sustainable development of Punjab Agriculture community through supply of reliable

high quality inputs and services as well as efficient procurement and marketing of agricultural

produce.

 To be a globally renowned cooperative federation

 To optimize the return to ensure the overall development of agricultural community through operation

across the agriculture value chain.

 The main aim of Markfed is to safeguard the interest of the farmer.

 Markfed played an important role in the green revolution by helping in realization of market rates of

farm products thereby generating employment.

 Adopting and promoting the latest techniques in the agricultural sector.

 Uplift of the rural population which is solely dependent on agriculture.

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1.2.3 ACTIVITY OF MARKFED:-

1) Procurement of Agri produce is one of the main activities of Markfed. It procures wheat, paddy and

cotton.

2) Distributes Agri-inputs, including quality seed, fertilizers, Agro-chemicals.

3) Supplies cattle feed to farmers through the co-operative societies & Dealer.

4) Process vanaspati/Refined oils, Ready-to-eat canned foods and bottled products and Basmati Rice at
its own units.

A. Export Activity:-

Export ‘SOHNA’ range of edible products including cooking medium, ethnic Ready-to-eat canned foods and

bottled products in domestic as well as overseas markets mainly to the Middle East, North America, Europe

and Australia.

B. Manufacturing Units:-

 Markfed Vanaspati & Allied Industries (Khanna), produces ‘SOHNA’ brand vanaspati Ghee and

Refined oils, like cottonseed oil, sunflower oil, soya-bean oil Rice Bran oil and mustard oil i.e. kachi

Ghani and Pakki Ghani.

 Cattlefeed plants (Gidderbaha & Kapurthala) 100MT capacity each, supply quality Cattlefeed,

Chillated Mineral Mixture and Liquid Calcium to the dairy farmers of Punjab and adjoining states.

 Markfed Agro Chemical plant, Mohali, formulates wide range of insecticides, weedicides and

fungicides.

 Markfed Canneries Jalandhar Manufacturing a wide range of processed ‘SOHNA’ brand

Ready-to-eat food products like Sarson ka saag and other ethnic foood for Domestic and International

market.

 Markfed has 10 Modern Rice Mill. Paddy stock for central pool is procured, stored, processed and

resultant rice is delivered to food Corporation of India as per Govt. policy.

C. SOHNA’ Range of Products:-

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Made inroads into every household through it’s significant assortment of product line which includes

Basmati Rice, Sarson ka saag , sunflower oil, cottonseed oil, Rice bran oil, Mustard oil, Vanaspati, a wide

range of canned ready-to-eat curried vegetable, pickles, salt and many more.

1.2.4 MARKFED – a success Story:-

The Punjab State Supply & Marketing federation Ltd, (Markfed) was established in 1954.

Punjab, with its fertile land, was a natural choice for setting up Markfed. Its began with assisting the farmer

of Punjab by distributing agricultural inputs and marketing there produce in raw and processed form

Markfed began its operation with their employees, thirteen members and a share capital of only Rs.54, 000.

Today, its has emerged as Asia’s Largest Marketing Co-operative. It is a federation of around 3000 member

co-operative societies, representing directly the interests of one million farmers. With an annual turnover of

around US $1097 million (Rs 4850crore), the areas of operation have diversified and products are marketed

both in India and abroad.

1.2.5 MARKFED MISSION:-

 We continuously strive to be significant contributor towards the socio- economic development of the

farmers of Punjab.

 Markfed aim at expanding globally, exploring new avenues and reaching out for the best agricultural

input to produce the best food items…

1.2.6 MARKFED VISSION:- Markfed vision is to continuously motivate the farmer and provide a

substantial base for production and marketing of value added agro food products both for domestic and

foreign market while retaining safety, purity and quality.

1.2.7 MARKFED ACTIVITY:-

 Domestic Operation:-
A. Procuring & Distribution Operations:

Markfed, being a State Government procuring agency is engaged in Procurement of agricultural produce. It

procures wheat, paddy, Cotton, oil-seeds like mustard, sunflower on behalf of Govt. of India through FCI /

NAFED as part of Minimum Support Price (MSP) policy / Price Support Scheme. The food-grains business

comprises more than 85% of the business turn-over of the Markfed.

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B. Procurement of Food Grains:

1. Wheat- During the year 2013-14, Markfed procures wheat on behalf of Govt. of India and is also

responsible for supply of wheat under Atta and Daal Scheme of Punjab Govt.

2. Paddy- Markfed plays a vital role in paddy procurement in the state. The milling of paddy is done under

the Custom milling Policy of Food Civil Supplies & Consumer Affairs, Govt. of Punjab.The food-grains

business comprises more than 85% of the business turn-over of the Markfed.

C. Distribution & Trading Operations:

i. Fertilizer

Markfed has been appointed as a nodal agency for procurement & distribution of DAP fertilizers through

cooperatives since last three years. It holds a market share of 45% in the state of Punjab. The state always

relies on Markfed for the rescue of Punjab Farmer. Markfed distributes about 8.00 Lac MT urea and 3.50 Lac

MT DAP annually.

ii. Agro-Chemical

To facilitate efficient crop management, Markfed has an Agro-Chemicals unit at Mohali, to formulate about

29 pesticides mostly ISI marked. This unit is ISO: 9001-2015 certified. It has tied up with leading MNC

Syngenta and D.I. Dupont for providing quality agrochemical products. Apart from this the department is

providing and distributing quality BT seed and Wheat seed to farmers in Punjab.

iii. Cotton
Markfed is doing the business of purchasing Cotton Pressed Bales on commission basis for Spinning Mills

and has purchased 8687 Cotton Bales up to may 2018 .

 Manufacturing Operations:
Markfed takes pride in having its own Agro based processing units for manufacturing SOHNA brand

Vanaspati, Refined Oils, Processed & Canned foods and Rice besides Cattle feed. Markfed’s SOHNA brand

has become a household name for these products. Through these state-of-art manufacturing facilities

Markfed produces world-class products. Markfed Canneries which has obtained certification for ISO 9001

and Global HACCP This certification by world recognized body ensures trust, confidence among overseas

buyers who are very conscious about inspections, safety and hygiene standards followed by the

14
manufacturing unit. Global HACCP would ensure complete documentation of the processes followed by the

plant to eliminate all risk factors. Markfed produces world-class products which have carved a niche for

themselves in several markets.

A. Markfed Canneries
The cannery unit was set up in the year 1972 and is producing Ready To Eat canned food products like

Sarson ka Saag, Daal Makhni, Chatpata Chana, Karhi- Pakora Palak Paneer, Black Chana, Mushroom Matar,

Alu Methi, Alu Palak, Lobia, Karahi Paneer etc. Besides this, the bottled food products i.e. Tomato Ketchup,

Tomato Puree, Mixed Fruit Jam, Vinegar, Honey and Fruit Drinks are also produced. This is mainly an

export-oriented unit and about 80% of ethnic food is exported to countries like America, Europe, Middle East,

Australia etc. Based on requirements, the unit also supplies these materials to Indian Army through Army

Purchase Organization (APO). Unit has recently started packaging and marketing of spices & Spinach puree

in 2013 on pilot basis.

B. Markfed Vansapati & Allied Industries, Khanna

This Plant was started in the year 1971 to promote Oil Seed Farming and to provide cooking medium to rural

& urban markets. MVAI Khanna produces range of Edible refined oils & Vanaspati including Cotton Seed,

Sun Flower, Mustard and Soybean Oils. The unit also manufactures KachiGhani & Paki Ghani Mustard Oils.

For better logistics/marketing, the plant also outsources Vanaspati , Atta & Salt.

C. Cattle feed Plant

To promote sale of quality cattle feed, Markfed has two units which manufacture cattle feed for Dairy

Farmers and these are located at Kapurthala and Gidderbaha.

In the year 2009-10 the capacity of both the plants was been enhanced from 100 TPD to 150 TPD

The animal feed manufactured here is popular in Punjab, Haryana, HP, J&K, Rajasthan and Delhi and sold

through dealers & cooperative societies.

D. Markfed Modern Rice Mills

Markfed has 3 rice mills with 4-ton paddy milling capacity per hour each. Three units at Nawanshahr,

Machhiwara and Bagha Purana are operational. Besides custom milling of paddy, Markfed Modern Rice Mill

at Nawanshahr is also producing Basmati rice which is known for its quality throughout the world and this

unit has been given ISO-9001:2000

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1.2.8 LIST OF MARKFED OFFICE:-

 Markfed head office Chandigarh:-

 Markfed District Offices:

 Amritsar

 Bathinda

 Faridkot

 Fatehgarh sahib

 Ferozepur

 Gurdaspur

 Hosiarpur

 Jalandhar

 Kapurthala

 Ludhiana

 Mansa

 Moga

 Mukatsar Nawanshahr

 Patiala

 Ropar

 Sangrur

 Markfed oils complexes

 Kapurthala

 Khanna

 Gidderbaha

Markfed canneries:

 Jalandhar

 Markfed Agro-Chemicals:

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  Mohali

 Markfed Mechanized Agro -Services center:

 Ludhiana

 Markfed Modern Rice Mill:

 Nawanshar

 Bagahapurana

 Rajpura

 Macchiwara

 Markfed Cotton Ginning & Processing Factories:

 Abohar

 Sardulgarh

 Rampuraphul

 Rama Mandi

 Markfed Sugar Mill:

 Malout

 Markfed Korian Rice Mills:

 Batala

 Naushehra Pannuan

 Patti Chaushewal

 Jaitu

 Goniana

 Gidderbaha

 Markfed Cotton Cell:

 Bathinda

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 Marrkfed HDPE Plant:

 Anandpur Sahib

 Soil Testing Laboratories:

 Sangrur

 Malout

 Ropar

 Kapurthala

 Amritsar

 Hoshiarpur

 Plant Of Markfed

1. Khanna Plant

2. Kapurthala Plant

3. Gidderbaha Plant

4. Mohali Plant

5. Canneries Jallandhar

6. HDPE Anandpur Sahib

7. MRM Rajpura

8. MRm Machiwara

9. MRM Nawanshahar

10. MRM Baghapurana

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 1.3 INTRODUCTION ABOUT COMPANY PROFILE

1.3.1 MARKFED AGROCHEMICALS, MOHALI

To facilitate efficient crop management, Markfed has an Agro-Chemicals unit at Mohali, to formulate about

25 pesticides mostly ISI marked. This unit is ISO: 9001-2015 certified. It has tied up with leading MNC

Syngenta and D.I.D upon for providing quality agrochemical products. The plant is solely responsible for

pesticide formulation within Markfed and supplies it through cooperative societies spread throughout Punjab.

The plant consists of two units – liquid plant and dust plant. The liquid plant manufactures the pesticides in

liquid form whereas the dust plant formulates pesticides in the form of powder. Various kinds of

formulations take place which shall be mentioned later on in this report. It also has a testing laboratory for

quality testing which is done in accordance with the standards set by the BIS (Bureau of Indian Standards).

1.3.2 CONCEPT& MEANING

A pesticide is any substance or mixture of substance used for preventing, destroying, repelling or mitigating

any pest, A pesticide may be a chemical substance, biological agent (such as virus or bacteria),

antimicrobial, disinfectant, or device used against any pest .Pest include insects, plant pathogens, weeds,

moll-uses, birds, mammals, fish, nematodes, (roundworms), microbes and people that destroy property,

spread or are a vector for disease or cause nuisance. Although there are benefits to the use of pesticides,

there are also drawbacks, such as potential toxicity to human and other animals.

1.3.3 HISTORY

Since before 2500BC, human has utilized pesticides to protect their crops. First known pesticide was

elemental sulfur dusting used in summer about 4,500 years ago. By the 15th century, toxic chemical such as

arsenic, mercury, and lead were being applied to crops to kill pests. In the 17th century, nicotine

sulfate was extracted from tobacco leaves for use as an insecticide.

In 1939, Paul Muller discovered that DDT was a very effective insecticide. It quickly became the most

widely used pesticide in the world .In the 1940s manufactures began to produce large amounts of synthetic

pesticides and their use became widespread. Some source considers the 1940s and 1950s to have been the

start of the “pesticide era.” Pesticide use has increased 50- fold since 1950 and 2.3 millions tones (2.5 million

19
short tons) of industrial pesticides are now used each year .75 percent of all pesticides in the world are

used in developed countries, but their use in developing countries is increasing in the 1960s, it was

discovered that DDT was preventing many, fish eating birds from reproducing. This was a serious

threat biodiversity. The agricultural use of DDT is now banned under the Stockholm convention on persistent

Organic pollutants, but it is still in some developing nations used to prevent malaria and other tropical

diseases by spraying on interior walls to kill or repel mosquitoes.

1.3.4 INDIAN SCENARIO

Indian Agrochemical Industry is the fourth largest producer of agrochemicals globally, after United States,

Japan and China. The agrochemicals industry is a significant industry for the Indian economy. The Indian

agrochemicals market grew at a rate of 11per cent from USD 1.22 billion in FY08 to an estimated USD 1.36

billion in FY09. India’s agrochemicals consumption is one of the lowest in the world with per hectare

consumption of just 0.48 Kg compared to US (4.5 Kg/ha) and Japan (11 Kg/ha). In India, Cotton

accounts for the maximum share of pesticide consumption, around 27 per cent after paddy (20per cent).

Indian population is increasing and the per capital size of land decreasing, the use of pesticides in India has to

improve further. Besides increasing in domestic.consumption, the exports by the Indian Agrochemicals

Industry can be doubled in the next four years if proper strategies and sophisticated technologies are adopted

by the industry.

In India, there are about 125 technical grade manufacturers (10 multinationals), 800 formulators, over

145,000 distributors. 60 technical grade pesticides are being manufactured ingenuously. Technical grade

manufacturers sell high purity chemicals in bulk (generally in drums of 200-250 Kg) to formulators.

Formulators, in turn, prepare formulations by adding inert carriers, solvents, surface active agents,

deodorants etc. These formulations are packed for retail sale and bought by the farmers.

1.3.5 IMPORTANCE OF STUDY

Agriculture occupies a dominant position in India’s economic structure. The success of the Green

Revolution enabled the country to achieve self–sufficiency in food grains production. Over the last five

decades the industry has expanded with more than 500 players, making India the second largest manufacturer

20
of basic crop protection chemicals in Asia in volume terms. In terms of turnover the industry is worth of

$1.7bn and given the low rate of consumption there is huge potential for growth waiting to be tapped.

The demand for food grains vegetables and fruits is expected to increase significantly in future. Record

production of food grains has been possible primarily on account of various inputs used in agriculture

namely seeds, fertilizers and pesticides.

Agrochemicals form the largest and the most diverse group of chemical compounds. Popularly referred to as

pesticides they are mainly used for plant protection and improving crop yields. Every year nearly 30, % of the

potential of food production valued Rs 150bn are lost due to insects, pests,plant pathogens, weeds, rodents,

and birds and in storage.

India is most leading country in terms of agricultural production. In order to encourage farmers to take an

integrated approach to crop and pest management, incorporating our range of products with good practice

to increase yields and promote sustainable agriculture .Markfed Agrochemical Care offers customized

products and services to help farmers meet these requirements and produce the quality crop that

consumers and the food industry demand. This involves training farmers to use our products safely and

effectively, and encouraging them to use sustainable agriculture techniques as part of integrated

approach to crop management

Finally this study highlighted awareness Markfed Agrochemical’s products among st the farmer. It helps to

know the impact of promotional strategies of Markfed Agrochemical among st the farmer and their

effectiveness. It also helps to know the competitors promotion activities and point out consumer behavior

while purchasing agrochemicals.

1.3.6 OBJECTIVE OF STUDY

1. To Study the Awareness of the Farmer’s About Markfed Agrochemical .

2. To Study the Different Product Promotion Strategies of Markfed Agrochemical

3. To Find out Competitors and Their Market Strategies.

4. To Estimate Market Share of Sirhind Block distt Fatehgarh sahib.

21
1.3.7 ADVANTAGE OF AGROCHEMICLS IN INDIA

a) Strong growing domestic market.

b) Cost leadership in generic production.

c) Well developed basic chemical industries.

d) Growing awareness about Environment, safety & health.

e) Well established R& D set up.

f) Relatively easier registration for exports.

1.3.8 TYPES OF PESTICIDES FORMULATION

Pesticides are manufactured in concentrated forms with purity above 90% and hence cannot be used directly

by the farmer. So this technical grade material is converted into usable concentration which is safe for crops

and has a prescribed dosage. To achieve this formulation is done.

A. Wettable Powders (WP) – Powder formulations that on dilution with water yield stable suspensions are

called wettable powder suspensions. These are usually more effective than dust as dust is poorly retained on

the surfaces. Emulsions are easily adsorbed and as a result a considerable amount on fruits is retained. The

particles of suspension adhere well to the surfaces and they do not penetrate and can be washed off easily.

Requirements-
i) Stability in storage and absence of caking.

ii) Rapid formulation of suspension and slow settling of solid particles.

iii) Good wettability and spreading power.

iv) Retention on sprayed surfaces for prolonged time.

Effectiveness of the suspension depends on the degree of dispersion of the actual ingredient.

To increase the retention on plant surfaces, special stickers are added. The raw materials are
dispersing/suspending agents, wetting agents and inert fillers like silica and hydrophilic diluents i.e. hydrated
aluminium oxide, synthetic calcium silicate.
Examples are Copper oxychloride 50%WP, Mancozeb 75% WP
B. Dusting Powder (DP) – The technical grade material is mixed with inert i.e. soap stone, clay, etc and

pulverized to particle size of 200 mesh. In grinding process pesticide particles are coated by diluents. The

powder is dusted over the required surface.

22
 Example - Melathion 5% DP

C. Soluble Powder (SP) – The technical grade material is itself soluble in water. It is diluted with fillers

which are also water soluble. In this formulation, suspending wetting agents are not required or are required

in very small quantity. The technical along with fillers are grinded to the required mesh size.

Example – Acephate 75% SP

D. Soluble Liquid (SL) – Technical material that is soluble in water can be used as such after mixing them

with water soluble organic solvents or water. Such chemicals are salts of organic acids with different bases

and some organophosphorus insecticides and fungicides.

Example- Monocrotophos 36% SL, Imidacloprid 17.8% SL

E. Granules (GR) – Granulated formulations are widely used for the control of soil inhabiting and above

ground level pests. The most important method in preparation of granulated formulation is impregnating of

prepared granules with liquid pesticides and subsequent screening. Kaoline and Betonites are used as diluents.

For granulation in addition to diluents and pesticides various binding agents based on synthetic raisin are

used.

The most widely used formulations have grain size from 0.2mm. Their application is less affected by winds

and converts them in dusts and liquids.

Example – Cartap Hydrochloride 4% GR

F. Emulsifiable Concentrate (EC) – One of the most commonly used type of formulation of pesticides is

Emulsifiable concentrates. They upon dilution with water give stable emulsion suitable for spraying on plants

and surfaces.

The technical grade material is in the form of liquid or solid which is diluted with inert filler solvents which

are mainly petroleum solvents i.e. Kerosene, Heavy Aromatics, etc. The combination so formed is insoluble

in water to make in the form of emulsion. Apart from emulsifier, suitable stabilizers are added.

Examples – Butachlor 50% EC, Pendimethalin 30% EC

G. Water Dispersible Granules (WDG) – It is a pesticide formulation consisting of granules to be applied

after disintegration and dispersion in water. The granular product has distinct particles within the range 0.2 to

4 mm.

23
1.3.9 PRODUCTS OF MARKFED AGRO CHEMICALS

1. MARK PENDI (Pendimethalin 30% EC) -

It is an herbicide of dinitroaniline class used in pre-emergent and post emergent stages used to control annual

grasses and broad leaf weeds. The crops for which it is used are tomatoes, onions, cauliflower, garlic,

ladyfinger, pulses, wheat, maize, etc.

2. Marksulfo (Sulfosulfuron 75% WG)-

It is a post emergent herbicide for control of phalaris minor as well as certain broad leaf weeds of wheat.

24
 3. Markclodina (Clodinafop Propargyl 15% WP) –

It is a pesticide for wheat and mainly used against phalaris minor.

4. Markgrip (Metsulfuron-methyl 20% WP) –

It is a pesticide used to control broad leafed weeds as well as some annual grasses for the crops of wheat and
paddy.

25
 5. Markpower (Sulfosulfuron 75%+ Metsulfuron 5% WG) –

It is a selective weedicide used for control of different weeds on crops such as wheat and sugarcane.

6. Markazine (Atrazine 50% WP)

It is an herbicide of pre-emergent and as well as post emergent broad leafed weeds in crops such as maize

and sugarcane and on turf such as golf courses and residential lawns. It was banned in the European Union in

2004.

26
 7. Markchlor(Butachlor 50% EC) –

It is used as a selective pre emergent herbicide. It is widely used in India for the protection of paddy.

8. Markpretila(Pretilachlor 50% EC) –

Pretilachlor is used to control annual grasses, broad-leaved weeds and sedges in rice and works by inhibiting
cell division.

27
 9. Markglypho(Glyphosate 41% SL) –

It is a non selective weedicide for paddy.

10. Markdor(Imidacloprid 17.8% SL) –

It is an effective insecticide for cotton, wheat, paddy, sugarcane, etc

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 11. Marktap(Cartap Hydrochloride 4% GR)

It is a granular formulation in which the active agent is cartap hydrochloride. It is used in paddy and

sugarcane.

12. Markphate(Acephate 75% SP) –

It is an insecticide with moderate persistence and it is mainly used against leaf miners, caterpillars, thrips,

aphids, etc.

29
 13.Markpyriphos(Chlorpyriphos 20% EC) –

Chlorpyriphos (CPS) is a pesticide used on crops, animals, and buildings, and in other settings, to kill a

number of pests, including insects and worms. Chlorpyriphos was patented in 1966 by Dow Chemical

Company.

14. SOHNA MELATHION(Melathion 50% EC) –

Melathion is an organo phosphorus insecticide which is used against sucking pests of various crops.

30
 15.Markdelta(Deltamethrin 2.5% WP) –

This insecticide is used as protection of wheat and paddy stored in godowns against various insects.

16.DDVP(Dichlorvos 76% EC) –

Dichlorvos is an organophosphate widely used as an insecticide to control household pests, in public health,

and protecting stored products from insects.

31
 17. Markseed(Tebuconazole 2% DS) –

Tebuconazole is a triazole fungicide used agriculturally to treat plant pathogenic fungi

18. Markvax(Carbendazim 50% WP) –

Markvax is broad spectrum systemic fungicide, very effective in the control of fungal diseases of various

crops.

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1.2.12 TOXITY LABLES
Toxicity labels are mandatory labels employed on pesticide containers in India identifying the level of

toxicity (that is, the toxicity class) of the contained pesticide. The scheme follows from the Insecticides Act

of 1968 and the Insecticides Rules of 1971.

Extremely Toxic (1-50mg/kg)

Highly Toxic (51-500mg/kg)

Moderately Toxic (501-500mg/kg)

Slightly Toxic (>5000mg/kg)

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 CHAPTER 2

REVIEW OF LITERATURE

Review of literature shows the previous studies carried out by the researcher in this field. Previous studies are

reviewed in order to gain insight into extent of research. The research problem can be more understood and

made specific referring to theories, reports, records and other information made in similar studies. This will

provide the researcher with the knowledge on what lines the study should proceed and serves to narrow the

problem. The main objective of the study is to measure Brand Awareness of Markfed products among the

people and the reviews are as follows:

2.1 BRAND

A traditional definition of a brand was: “the name associated with one or more items in the product line, that

is used to identify the source of character of the item(s)” (Kotler, 2000).The American Marketing Association

(AMA) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to

identify the goods and services of one seller or group of sellers and to differentiate them from those of

competitors”

2.2 BRAND EQUITY

(Rooney, 1995) defines brand equity as a set of assets and liabilities linked to a brand’s name and symbol

that adds to or subtracts from the value provided by a product or service to a customer. However, many

factors can be attributed to the value of the brand for example awareness, recall and recognition. Brand

equity as a differentiating factor that can influence consumers’ response to brand’s marketing activities. In an

attempt to define the relationship between customers and brands, the term brand equity in the marketing

literature emerged.There have been different perspectives or considering brand equity; the customer-based

perspectives, the financial perspectives and combined perspectives

2.3 FRAMEWORK OF MEASURING BRAND EQUITY

Aaker (1991) defines Brand equity as the value that consumers associate with a brand. It is the consumers’

perception of the overall superiority of a product carrying that brand name when compared to other brands.

Brand equity refers to consumers’ perception rather than any objective indicators. A conceptual framework

34
for measuring customer-based brand equity is developed by using the conceptualization of Aaker’s five

dimensions of brand equity

2.4 BRAND AWARENESS

Aaker (1991) defines brand or name awareness as “the ability of a potential buyer to recognize or recall that a

brand is a member of a certain product category.” Therefore it is important that a link between product class

and brand is implicated because the scope of brand awareness is very wide, ranging from an unsure sensation

that the brand name is recognized, to a conviction that it is the only one in the product class. Brand awareness

refers to the strength of a brand’s presence in the consumer’s mind.

It is a measure of the percentage of the target market that is aware of a brand name. Marketers can create

awareness among their target audience through repetitive advertising and publicity. Brand awareness can

provide a host of competitive advantages for the marketer. These include the following:

 Brand awareness renders the brand with a sense of familiarity.

 Name awareness can be a sign of presence, commitment and substance.

 The salience of a brand will decide if it is recalled at a key time in the purchasing process.

35
  Brand awareness is an asset that can be inordinately durable and thus sustainable. It may be

extremely difficult to dislodge a brand that had achieved a dominant awareness level.

Brand awareness is vitally important for all brands but high brand awareness without an

understanding of what sets one apart from the competition does one virtually no good.

Brand awareness is measured according to the different ways in which consumers remember a brand, which

may include brand recognition, brand recall, top of the mind brand and dominant brand.

[1] Brand recognition: It related to consumers’ ability to confirm prior exposure to that brand

when given the brand a cue. It requires that consumers can correctly discriminate the brand as

having been previously seen or heard.

[2] Brand recall: Brand recall relates to consumers’ aptitude to retrieve the brand from memory

given the product category, the needs fulfilled by the category or a purchase or usage

situation as a cue. It requires consumers to correctly generate the brand from memory when

given a relevant cue.

[3] Top-of-mind brand: This is the brand name that first comes to mind when a consumer is
presented with the name of a product classification.
[4] Dominant Brand: The ultimate awareness level is brand name dominance, where in a recall
task; most consumers can only provide the name of a single brand.
According to Aaker (1996), for new or niche brands, recognition can be important. For well- known brands

recall and top-of-mind are more sensitive and meaningful. Brand knowledge and brand opinion can be used

in part to enhance the measurement of brand recall.

2.5 BRAND ASSOCIATION

A Brand association is the most accepted aspect of brand equity (Aaker 1992). Associations represent the

basis for purchase decision and for brand loyalty. Brand associations consist of all brand-related thoughts,

feelings, perceptions, images, experiences, beliefs, attitudes (Kotler and Keller 2006) and is anything linked

in memory to a brand. Chen A.C.H (2001) categorized two types of brand associations - product associations

and organizational associations.

2.5.4 Trustworthiness

36
Brand equity models (Lassar 1995) regard trustworthiness of a product as an important attribute in assessing

the strengths of a brand. Also define trustworthiness as the confidence a consumer places in the firm and the

firm’s communications and as to whether the firm’s actions would be in the consumer’s interest. Consumers

place high value in the brands that they trust.

2.5.5 Differentiation/Distinctiveness

The Marketing Science Institute (Leuthesser 1988) states that the underlying determinants of

consumer-based brand equity are that brands provide benefits to consumers by differentiating products, as

they facilitate the processing and retrieval of information.

Other marketing literature (Ries and Trout 1985) also stress the importance of the distinctive character of

brand positioning in contributing to the success of a brand. Distinctiveness is defined as the degree to which

the consumer perceives that a brand is distinct from its competitors. A brand can have a price premium if it is

perceived as being different from its competitors.

2.5.6 Country of origin

Thakor and Kohli (1996) argue that brand country of origin must also be considered. He defines brand

origin as “the place, region or country to which the brand is perceived to belong by its customers”. Country

of origin is known to lead to associations in the minds of consumers. The country of origin of a product is an

extrinsic cue, which, similar to brand name, is known to influence consumers’ perceptions.

Country of origin refers to the country of origin of a firm or a product (Johansson et al. 1985), or the country

where the product is manufactured or assembled. Also states that less concern should be given to the place

where brands manufacture their products, and more to the place where people perceive the brand’s country of

origin to be. Therefore, country of origin in the proposed framework referred to the brand’s country of origin

2.6 ORGANIZATIONAL ASSOCIATIONS

Organizational associations include corporate ability associations, which are those associations related to the

company’s expertise in producing and delivering its outputs and corporate social responsibility associations,

which include organization’s activities with respect to its perceived societal obligations

According to Aaker (1996), consumers consider the organization that is the people, values, and programs

that lies behind the brand. Brand-as-organization can be particularly helpful when brands are similar with

37
respect to attributes, when the organization is visible (as in a durable goods or service business), or when a

corporate brand is involved.

Corporate social responsibility (CSR) must be mentioned as another concept that is influencing the

development of brands nowadays, especially corporate brands as the public wants to know what, where, and

how much brands are giving back to society. Both branding and CSR have become crucially important now

that the organizations have recognized how these strategies can add or detract from their value (Blumenthal

and Bergstrom 2003). CSR can be defined in terms of legitimate ethics or from an instrumentalist

perspective where corporate image is the prime concern.

2.7 PERCEIVED VALUE

Perceived quality is the customer’s judgment about a product’s overall excellence or superiority that is

different from objective quality (Zeithaml 1988).Objective quality refers to the technical, measurable and

verifiable nature of products/services, processes and quality controls. He classified the concept of perceived

quality in two groups of factors that are intrinsic attributes and extrinsic attributes. The intrinsic attributes are

related to the physical aspects of a product (e.g. colour, flavour, form and appearance); on the other hand,

extrinsic attributes are related to the product, but not in the physical part of this one (e.g. brand name, stamp

of quality, price, store, packaging and production information It’s difficult to generalize attributes as they are

specific to product categories.

Zeithaml (1988) classify the concept of perceived quality in two groups of factors that are intrinsic attributes

and extrinsic attributes. The intrinsic attributes are related to the physical aspects of a product (e.g. colour,

flavour, form and appearance); on the other hand, extrinsic attributes are related to the product, but not in the

physical part of this one (e.g. brand name, stamp of quality, price, store, packaging and production

information. It’s difficult to generalize attributes as they are specific to product categories (Olson and

Jacoby 1972)

2.8 BRAND LOYALITY

Loyalty is a core dimension of brand equity. Grembler and Brown (1996) define brand loyalty as the

attachment that a customer has to a brand and describe different levels of loyalty. Behaviour loyalty is linked

to consumer behaviour in the marketplace that can be indicated by number of repeated purchases or

38
commitment to re-buy the brand as a primary choice. Cognitive loyalty which means that a brand comes up

first in a consumers’ mind, when the need to make a purchase decision arises, that is the consumers’ first

choice.The cognitive loyalty is closely linked to the highest level of awareness (top-of-mind), where the

matter of interest also is the brand, in a given category, which the consumers recall first. Thus, a brand should

be able to become the respondents’ first choices (cognitive loyalty) and is therefore purchased repeatedly

2.9 CUSTUMER SATISIFICATION

Peter and Olson (1993) mention that interaction between the people’s emotions, moods, affection and special

feelings is called consumer behaviour, in other words in environmental events which they exchange ideas

and benefits each is called consumer behavior. Buying behavior reflects who purchase product for personal

use and not for business purposes.

Nigel F.Piercy (1996) in his study “The effects of customer satisfaction measurement: the internal market

versus the external market” Reports some of the findings of a recent study of the internal market effects of

customer satisfaction measurement, and identifies a number of ways in which use of customer satisfaction

information have negative effects within the organization, which may stand in the way of implementation of

market strategies of service and quality. This suggests a management agenda which extends far beyond the

acquisition of customer satisfaction data and reporting systems, to consider the full impact of such

measurement systems.

39
 CHAPTER 3

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem. It may be understood as a science of

studying how research is done scenically. In it we study the various steps that all generally adopted by a

researcher in studying his research problem with the logic behind them. The scope of research methodology

is wider than that of research method.

3.1 RESEARCH OBJECTIVE

1. To Study the Awareness of the Farmer’s About Markfed Agrochemical .

2.To Study the Different Product Promotion Strategies of Markfed Agrochemical

3.To Find out Competitors and Their Market Strategies.

4.To Estimate Market Share of Sirhind Block Distt Fathegarh sahib.

3.2 METHODOLOGY

3.2.1 Survey method:

A Survey is a complete operation, which requires some technical knowledge Survey methods are mostly

personal in character. Surveys are best suited for getting primary data. the research obtains information from

the respondents by interviewing them.

3.2.1.1 Primary Research

For my primary research, I will conduct a survey of Markfed office & the co-operative society shamsher

nagar ,Fatehgarh sahib . To do this I will develop a questionnaire with a range of questions to get a useful set

of data that will help me answer my research questions.

3.2.1.2 Secondary Research

For my secondary research I will use the website of www.markfedpunjab.com/ (Google, Yahoo, Mozilla),

magazines, newspapers, journals, government publications and similar research reports.

40
3.3 SELECTION OF RESPONSDENT

Methodology used for the research indicates the type and size of sample used in the research. The methods

and procedure used for analyzing the data. Therefore, it helps the researcher not only in specifying method of

analysis and also explains the concepts to be studied.

3.3.1 Location of the Study and Research Design

The study was conducted in Sirhind, Distt Fatehgarh Sahib .Sampling design used for the study was both the

purposive and random sampling design.

3.3.2 Research design:

Research design is important primarily because of the increased complexity in the market as well as

marketing approaches available to the researchers. In fact, it is the key to the evolution of successful

marketing strategies and programmers. It is an important tool to study buyer’s behaviour, consumption

pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for

conducting a particular study.

3.3.2.1 Types of research is:

 Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies are undertaken in many

circumstances when the researches is interested to know the characteristic of certain group such as age, sex,

education level, occupation or income. A descriptive study may be necessary in cases when a researcher is

interested in knowing the proportion of people in a given population who have in particular manner, making

projections of a certain thing, or determining the relationship between two or more variables. The objective

of such study is to answer the “who, what, when, where and how” of the subject under investigation. There is

a general feeling that descriptive studies are factual and very simple. This is not necessarily true. Descriptive

study can be complex, demanding a high degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible in its approach, but a

descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. It is

therefore necessary, the researcher give sufficient thought to framing research.

Questions and deciding the types of data to be collected and the procedure to be used in this purpose.

41
Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. A

cross sectional study is concerned with a sample of elements from a given population. Thus, it may deal with

household, dealers, retail stores, or other entities. Data on a number of characteristics from sample elements

are collected and analyzed. Cross sectional studies are of two types: Field study and Survey. Although the

distinction between them is not clear- cut, there are some practical differences, which need different

techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and

interrelations among variables in a real setting. Such studies are done in live situations like communities,

schools, factories, and organizations.

Another type of cross sectional study is survey result, which has been taken by me. A major strength of

survey research is its wide scope. Detail information can be obtained from a sample of large

population .Besides; it is economical as more information can be collected per unit of cost. In addition, it is

obvious that a sample survey needs less time than a census inquiry. Descriptive research includes survey and

fact finding inquiries of different kinds of the major purpose. Descriptive research is description of the state

of affairs, as it exists at present. The main characteristic of this method is that the researcher has no control

over the Variables; he can only report what has happened or what is happening. The methods of research

utilized in descriptive research are survey methods of all kinds including comparative and co relational

methods. The reason for using such needs to be flexible in its approach, but a descriptive study in contrast

tends to be rigid and its approach cannot be changed ever now and then.

3.3.3Method of sampling

The sampling method used for project study was purposive. The sample was selected in such a way that

maximum possible study area should be covered.

3.3.4 Sample Size

As it is not possible to survey the entire target population, 65 respondents which consisted of 45 farmers and

20 dealers of company were selected for the study. The farmers were selected randomly, whereas, dealers

were selected purposely due to their limited number and authorized dealership.

42
Sampling design – Both Purposive and Random sampling.

Farmers - 45= From Different Village of Sirhind Block.

Dealers-20 = From different co-operative society of Fatehgarh sahib

3.4 RESEARCH INSTRUMENT

The intention of survey was to find the awareness, effectiveness of promotional strategies of Markfed and its

competitors in study area. The research instrument used for project was designed structured schedules

references which are given in appendix i-ii

3.5 SOURCE OF DATA3.5.1

Primary Data

primary data was collected by survey method with the help of specially designed schedules by conducting

interview and personal observation from the sample respondent.

3.5.2 Secondary Data

Secondary data is collected from the books, periodical, journals, office records, papers, company records,

internet etc.

3.6 DATA ANALYSIS & INTERPRETATION

1. Questionnaires

2. Pie chart and Bar chart

3.6.1. Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains question that the researcher

wishes to ask his respondents which is always guided by the objective of the survey.

3.6.2. Pie chart:

This is very useful diagram to represent data, which are divided into a number of categories. This diagram

consists of a circle of divided into a number of sectors, which are proportional to the values

they represent. The total value is represented by the full create. The diagram bar chart can make comparison

among the various components or between a part and a whole of data.

43
3.6.3. Bar chart:

This is another way of representing data graphically. As the name implies, it consist of a number of

whispered bar, which originate from a common base line and are equal widths. The lengths of the bards are

proportional to the value they represent.

44
 CHAPTER 4

ANALYSIS AND INTERPRETATION OF DATA

4.1 ANALYTICAL TOOL USED

The collected data was analyse according to the objectives of study by using the tools such as percentages,

averages, tabular, graphical methods.I specially thanks to Mr.Taranjit singh Who is the sectary of

co-operative society of shamsher nagar,distt Fatehgarh sahib & help me to conduct the survey and provide

the knowledge about the process of marketing of Markfed.

4.2 PROFILE OF FARMER

4.2.1 Demographic feature of sample farmers

Profile of sample includes demographic and geographic factors which indicate there level of understanding

and awareness of farmers about various agrochemical products.profile of sample are also include

demographic and geographic factors which indicate there level of understanding and awareness of Dealer

about various agrochemical products various question which are generally asked to the farmers and dealer are

underfollwing:-

45
Q.1 what is the Age Group of the Farmer ?

 Less than 30 years

 30-40years

 More than 40 years

Intention:Age is a very important factor which affects the behaviour and influence people choice, thinking

and risk taking ability differ with age group person.

Result: The above chart clearly shows that the age of more than 40 years age group of sample farmer have

majority in percentage and the age group of less than 30 is Minor in percentage

46
Q.2 What is The Qualification of the Farmer ?

 Primary

 Graduate

 Secondary

 Post Graduate

 High secondary

Intention: In the decision making process education plays a key role, preference for the different attributes

of the product is change with the education of the people. Education affect on the behaviour of the farmer. So

it is very important to analyse the educational factor in the study.

Result: From Table it will notice that about 7 per cent people are highly educated 13 per cent farmer are

graduate, about 22 per cent farmer educated up to SSC,major number i.e. 33 per cent farmer are just

completed their primary education and remaining 25 per cent farmer completed their higher secondary

education.

47
Q.3 How much Land Holding of farmer?

 Marginal

 Medium

 Small land holding

 Large

Intention: To know the economic status of a farmer, it is essential to study the land holding of selected

sample farmers. Pattern of land holding affects the cropping pattern of the farmer. Usually marginal, small

farmers are more involved in vegetable production and large farmers are more interested in growing cash

crops. The average land holding of sample farmers is depicted in Table

Result: From the chart it can be observed that out of 45 sample farmers 7 were having marginal

land holding i.e. up to 1 ha. 14 farmers were having small land holding i.e. 1 to 2.0 ha. While 42 per

cent farmers were from medium size group having 2.01 to 4.0 ha land holding. From the table it can

be revealed that majority of sample farmers were having medium size land holding.

48
Q.4 What Type of Farming done by the farmer ?

 Irrigated

 Partially Irrigated

Intention : This question was asked to find out what type of Farming done by the farmer?

Result: In the below chart it clearly show that all land under water not depend on rain about 71 percent land

is fully irrigated and remaining 29 percent land are partially irrigated that’s reason in that are vegetables are

most and also sugarcane we see in above

49
Q.5 What is the Awareness of farmer about Markfed Agrochemical?

 Yes

 No

Intention: Awareness is the first step towards course of action i.e. trial. For knowing the consumer

behaviour about Markfed Agrochemical we should know the awareness about the product among the farmer

community. Total farmer were selected as 45 for knowing the awareness about the product, among that 39

farmer were aware about the Markfed Agrochemical and remaining 06 farmers unaware about the Markfed

product.

Result: In above pie chart it mentioned that about 87 percent farmer aware about Markfed Agrochemical and

6 people from sample that is 13 per cent who not known about the Markfed Agrochemical majority group is

aware about the company product

50
Q.6 How many Farmers Used Markfed Agrochemical?

 Yes

 No

Intention: Farmer’s perception about the Markfed Agrochemical.

Result: The Chart reveals that out of 39 aware sample farmers from all size groups, 35 farmers were using

the Markfed product, while 04 farmers were not using Markfed product 91.00 per cent farmers were users

and 09 per cent farmers were aware but non users respectively.

51
Q.7 How Much the Awareness of Markfed Agrochemicals products among farmers ?

 Aware

 Unaware

 Aware user

 Aware but

Intention:This question was asked to find out How Much the Awareness of Markfed Agrochemical.

Result :in above chart there is awareness of Markfed Agrochemicals product we say that about 39 farmers

are aware about Product from aware there are 35 farmers actual user of Markfed Agrochemicals product,

there are 4 farmers are unaware and non user of Markfed Agrochemicals product Satisfaction level.

52
Q.8 what is the satisfaction level of user of Markfed Agrochemicals?

 Highly satisfied

 Moderately satisfied

Intention:In any business the customer’s satisfaction is the primary aim for increasing sell and achieves a

good position in the market in pesticides market it is difficult to increase the satisfactory level of farmers

because large no of competitors in the market and this competitors have same products in the market.

Result :In Chart show that out of 35 sample farmer their satisfaction level is good as concern with using the

product of Markfed Agrochemicals About 80 per cent farmer are highly and 20 per cent are moderately

satisfied.

53
Q.9 What is the Product promotional strategies of Markfed Agrochemical?

 Exhibition,

 krishimela

 Field demonstration

 Hand bills

 Field visits By Company person

Intention: Promotional activity is major factor to capture high market share.

Result: Marketing activity Markfed Agrochemicals follows in study area about 16 per cent farmers opinion

that Markfed took Exhibition and krishimelas,18 per cent Farmer said that field demonstration, no any

wall painting activity is there for the promotion of the Markfed product , 40 per cent promotion through hand

bills which are major one that is 25 per cent and last one is field visit by company person which give direct

impact on farmer’s perception is 23 per cent.

54
Q.10 What is Product purchase behaviour on recommendation?

 Progressive farmer

 Agricultural university

 Dealer/Distributor

 Companies Field

 Field assistant

Intention : Following discussion of farmer’s intention of purchasing Markfed product s hows impact of

Promotional strategies of Markfed. Following table shows on whose recommendation farmer purchase

agrochemicals.

Result: For using the Markfed product farmer prefer more dealer recoomendation than other’s 36 per cent

farmer say that they purchase Markfed Product through dealer’s re- commendation 22 per cent farmer buy

product because of progressive farmer’s recommendation, 11 per cent farmer buy product through university

recommendation, 20 per cent farmer say that they buy company’s people’s recommendation and lastly

remaining 11 per cent farmer purchase through Companies promotional activity.

55
Q.11 What Type of Advertising of media done by Markfed Agrochemicals?

 Poster

 Wall painting

 Newspaper

 Krishimela

 Mouth publicity

 Field visits

 Demonstrations

Intention: For advertising purpose there are various medium are available in which some are highly effective

for increasing companies market share and some are less effective to increasing companies market share.

Results:Through sample study analysis it revealed that field visit is the best media for advertising the

product which has 33 per cent after that farmer give preference to krishimela , then news paper of 15 per

cent , then demonstration 13 per cent that is 6 out of 45 , wall painting ,mouth publicity, exhibition, having

equal share of each 7 per cent i.e. 3 of each out of 45 farmer. In favor of poster there are only 2 per cent.

56
Q.12 what is Factors considered while purchasing the product?

 Price

 Other factor

 Quality

 Recommend by dealer

 Brand name

Intention:The aim of marketing is to meet and satisfy target consumers needs and wants better than

competitors.

Result :in above Chart it clearly show that while purchasing the any product quality is the matter, price is not

consider is major factor price is minor factor and quality is the major factor and other are supporting factor

for price only 15 per cent farmer give priority from out of 45 only 7 farmer for the quality 40 per cent farmer

from out of 45 there are 18 farmer, and also other factor include brand name i.e. 9 per cent, past experience

and dealer recommendation is about 15 per cent each.

57
 Q.13 what is the Awareness of agrochemical companies (competitors)?

 Syngenta

 Bayer

 Excel

 Tata rallies

 Markfed agrochemicals

Intention: the awareness is the first step towards course of action i.e. trial for knowing the consumer

behavior towards agrochemical companies, one should know the awareness about the product to

decide the future marketing strategy to promote companies products.

No of farmer =
45
120
100 Syngent
10 10
80 a Bayer
0 0 8
60 7 7
8 6 BASF
6
40 7
0 Tata
20
Rallies
0
Syngenta Bayer BASF Tata Markfed
Markfed
Excel
Rallies

Result: In above chart in revealed that Syngenta and Bayer having 100 per cent awareness after that Markfed

then Basf, Syngenta and Bayer are the major competitor of Markfed Agrochemicals

58
 4.3 PROFILE OF DEALERS

Q.1 What is the Experience in dealership of Dealer?

 Less Than 2 year

 2-5 Year

 More than 5 Year

Intention: This question was asked to find out the Experience in dealership of dealer.

Results: in pie chart it shows that experience in dealing of Agrochemicals is high of more than 5 year’s

category is 60 per cent and low who entered new in the market is 15 per cent and 25 per cent is who has

experience between 2- 5 years in dealing of agrochemicals

59
Q.2 what is the Awareness of Dealer about Markfed Agrochemicals ?

 Yes

 No

Intention: This question was asked to find out the Awareness of Dealer about Markfed Agrochemicals.

No of dealer
=20

100
%
Yes

Results: In above Chart it clearly shows that dealer’s awareness about Markfed agrochemicals product is

cent per cent because of they were authorized dealer of Markfed product, there awareness about the all

products of in the study area.

60
Q.3 What is the Promotional Activities of markfed through dealer?

 Exhibition

 Field visits

 Field demo ‘

 Wall Painting

 Advertisement

 Other

Intention: This question was asked to find out what is the Promotional Activities of markfed through dealer.

20
No of dealer =20
18
16
14 Exhibition
12
10 Field demo
8
Wall paintings
6
4 Advertisemen
2
0 t Field visits
other

Results:As concern of promotional activity Markfed not give more attention on it. It focused more on

dealers margin in chart it indicate that majority about 38 per cent dealer say that Markfed did not took

more attention promotional activity through them, for dealer’s margin Markfed give them various scheme

likewise, discount, various gift hampers, foreign tours etc.

61
Q.4 What is the Famous Agrochemical Company According to Area (competitors) ?

 Markfed

 Excel

 Syngenta

 Bayer

 Basf

 Other

Intention: This question was asked to find out what the Famous Agrochemical Company according to

competition.

Results :The chart denote that Syngenta company having famous product range that is about 35 per cent

dealer realized , after that bayer and Markfed’s products are famous each having equal 20 per cent dealer’s

opinion, then Basf 15 per cent then Excel 5 per cent and lastly remaining other companies include mostly

domestic companies.

62
Q.5 What is the Promotional activities of other Agrichemical companies ?

 Exhibition

 Demonstration

 Field demo

 Advertisement

 Other

Intention:Promotion is the generate term which encompasses all such tools in marketing mix that aims at

persuasive communication. All activities involving in the persuasive communications are called

“promotional activities”. These activities make potential buyers of a product aware of the existence of a

product and its merits converting the potential buyers into actual consumers. In the modern competitive

environment, promotion is considered to be a key weapon in marketing for the company’s growth and its

success. Any company wish to stay in business has to develop and execute sale promotional

programmes.

The Marketing of Agrochemicals is done through “rural marketing”. Here the consumer targeted is the

‘farmer’. The attitudes, lifestyle and consumer behaviour of the farmers differ from those of the urban

consumers. Hence, a slightly different approach has to be adopted while marketing agrochemicals.

Result: To get success in to the marketing it is important to know the competitors promotional strategies

which they use to promote their product in the market. Sales of the product are depended on the effective

promotional strategies adopted by the company.

The promotional strategies adopted by close competitor’s data was collected from dealers of NACL and their

competitors as well as from the company personal as secondary data. From the observation of the data

it is found that promotional strategies adopted by the company are more or less same as the other companies

which followed for promotion. From this it is found that some brands are well established in the market

and they don’t require more efforts to promote their product they use intensive promotional strategies

while launch of new product molecule and this can be more or less applicable in the case of NACL. Other

than the promotional activities for farmers companies provides some incentive scheme to their dealers

like sole stockiest margin, matching discount, payment incentive, rebate agreement, year end performance

63
incentive, differential discounts with the help of which company is able to increase their sale. But in case of

NACL more importance is given to the farmer. So, company concentrates more on quality and results of

products which induce or pull the farmers to purchase their products.

e.g. Worrier ,Dunet ,Canon, Profex……etFor the Effective marketing there are various activity some same

marketing activity are used by various company which are show in chart most of company through

analysis it clear that they do more concentration on demonstration and field visit about 31per cent each

companies priority, and after that advertisement and Exhibition in advertisement there are various activity

such as distributing pamphlets, leaflet’s, poster’s etc.and also painting,bannering, exhibition like kharif

melava, rabi melava’s etc.about 13 per cent priority to exhibition, and other categories 11 per cent.

64
Q.6 What is the Competitive marketing strategies of various companies?

Intention: This question was asked to find out what is the Competitive marketing .

Particular Markfed Syngenta Bayer Excel Tata

Agrochemi rallies

cals

Pricing Skimming Skimming Skimming Skimming Skimming

strategy Strategy Strategy Strategy Strategy Strategy

Brand Moderate High High Moderate Moderate

Awareness

Product Moderately Very high Very high Low or Low or

available. available for all for all Moderatel Moderate

product product y

Credit 3 month 3month 3 month 3 month 3 month

note

Margin Up to 10 % 5-6% 5-6% 5-6% 7-8%

Field staff Very low Trained High No No

field staff at field staff Trained

bottom level at field field staff

65
Q.7 What is the Strategies of competitors for increasing their sale and brand image ?

• Continuous addition of new molecules in every year.

• Mega Farmers Meeting Monthly 3 with S.O. & D.O. in peak season.

• Arrange Rally for prime products.

• Agriculture Scientist along with studied local farmer debates for pesticide schedule.

Q.8 What is the Marketing activities different companies?

1) Bayar

a) Annual dealers meeting at district level

b) New product Launching program

c) Project officer at Taluka level

2) BASF

a) Launching program at Taluka level

3) Other Companies

a) Provide gift to dealers

66
Q.9 What is the Market Share of Markfed in Sirhind block?

 Total Turnover

 Markfed turnover

Intention: This question was asked to find out what is the Market Share of markfed in sirhind block.

Results: In chart it showed that total turnover of all dealers about 44 crore and 55 lakh in which Markfed

Agrochemicals turnover is 1 crore and 70 lakh in financial year 2017-18 above pie chart it shown

that Markfed Agrochemicals had 4 per cent share in total Agrichemicals sales in financial year 2018-19,

there was 96 per cent of potential for Markfed Agrochemicals to capture market share in study area, Markfed

agrochemicals had positive growth rate.

67
4.4 SWOT ANALYSIS

4.4.1. Strengths

o Brand image of Markfed Agrochemical helps to selling the products.

o One of the company’s strength is its power brands are Canon, Profex, and Profex

super.

o Well established marketing channels.

o High product range.

4.4.2 Weaknesses

o Less promotion.

o Low campaigning and less number of field demonstrations by the company.

o Companies sale in study area is depend on very few products.

4.4.3. Opportunities

o Successes of company in boosting the product on global competition.

o Greater market access.

o Tremendous Scope for Gaining high market share through promotion of quality

products.

4.4.4 Threats

o Poor field development work led to attract the market competitors.

o Focus On a particular product other than all Products.

o Change in government policies.

o Residue of agrochemicals seen in various fruit. Vegetables and soil sample there for threat of

ban on some agrochemnicals

68
 CHAPTER 5

FINDING & SUGGESTION

5.1 FINDING

1. In all 87 per cent of farmers were aware about Markfed Agrochemicals products.

2 Among-st the aware farmers 91 per cent farmers were users Markfed Agrochemicals products.

3. Markfed Agrochemicals promoted its products through field visits up to 23 per cent , Hand bills 25 per

cent, Advertisement and field demonstration 18 per cent, respectively, remaining 16 per cent t

exhibition and krishimelas.

4 .Markfed Agrochemicals major competitors were Syngenta ,Bayer, who had cent per cent awareness then

BASF having 78 per cent, Tata Rallies 67 per cent, Excel 60 per cent awareness.

5. The marketing strategies of other companies (competitors) were to give more field demonstration and

Field visit then advertisement, exhibition.

6. There were cent per cent awareness of Markfed Agrochemicals products among-st the Dealers.

7. In the study area Syngenta products were more famous and had more market share than other

agrochemical company.

8. Markfed Agrochemicals some particular products were famous in study area.

9. Markfed Agrochemicals total market sale was about 1.70 crore with having 4 per cent share in total

Agrochemicals in the study area.

5.2 CONCLUSION

1.On the basis of awareness and market share it is concluded that Markfed has good market potential in the

study area.

2.The farmers are satisfied with the use of Markfed product of its quality.

3.The company has provided the less attention on the Field demonstration.

4.Markfed Agrochemicals is focusing only on Some products i.e. Markphate,Markdelta and markzola

69
5.3 SUGGESTION

1.Company should concentrate on marketing of all the other product’s rather than concentrating only

products such as Canon, Profex, and Profex super.

2.Design plan to make such community to the famer which would bound them for purchase of company

products. Like other companies such as.” Syngenta Krishi shakti” which provides consultancy service to

farmer for guiding them and make companies promotion.

3.Suggestion for Brand Awareness

a) Involve slogan on pocket.

b) Sponsor major events.

70
 BIBLIOGRAPHY

1. Philip Kotler, Gary Armstrong, John Saunders VeronicaWong, 1999. ‘Principles of Marketing’, Book

published by Prentice Hall Europe, London. ISBN 0-13-262254-8,

2. Acharya S. S. and N. L. Agrwal. 2004. ‘Agricultural Marketing in India’, Book published by

Oxford and IBH publishing company, Private Limited, New Delhi-110001. ISBN-81-204- 1636

3. Paul E. Green, Donald S. Tull, Gralald Albaum 2008. ‘Research for Marketing Decisions’, Book

Published by PHI Learning Private Limited, New delhi-110001.ISBN-978-81-203- 07557-5

4. Richard Rudman, 2003, Performance Planning and Review.

5. Marketing Researching - D.D Sharma

Website

 www.markfedpunjab.com

 www.Markfedagrochemical.org

 www.agrowpages.com

 www.adbio.com/science/agri-history

 www.agronews.com

 www.pauludhiana.com

71
 APPENDIX
APPENDIX -1

Q.1 what is the Age Group of the Farmer ?

 Less than 30 years

 30-40years

 More than 40 years

Q.2 What is The Qualification of the Farmer ?

 Primary

 Graduate

 Secondary

 Post graduate

 High secondary

Q.4 What Type of Farming done by the farmer ?

 Irrigated

 Partially Irrigated

Q.5 What is the Awareness of farmer about Markfed Agrochemical?

 Yes

 No

Q.6 How many Farmers Used Markfed Agrochemical?

 Yes

 No

Q.7 What is the Awareness of Markfed Agrochemicals products among farmers ?

 Aware

 Aware user

 Unaware

 Aware but

72
 Q.8 what is the satisfactions level of user of Markfed Agrochemicals?

 Highly satisfied

 Moderately satisfied

Q.9 What is the Product promotional strategies of Markfed Agrochemical?

 Exhibition, krishimela

 Field demonstration

 Hand bills

 Field visits By Company person

Q.10 What is Product purchase behaviour on recommendation?

 Progressive farmer

 Agricultural university

 Dealer/Distributor

 Companies Field

 Field assistant

Q.11 What Type of Advertising of media done by Markfed Agrochemicals?

 Poster

 Exhibitions

 Mouth publicity

 Wall painting

 Krishimela

 Demonstration

 Field Visits

Q.12 what is Factors considered while purchasing the product?

 Price

 Quality

 Band name

73
 Other factor

 Recommended on by Dealer

Q.13 what is the Awareness of agrochemical companies (competitors)?

 Syngenta

 Bayer

 Excel

 Tata rallies

 Markfed agrochemicals

______________________________________________________

Signature of Farmer

74
 Appendix 2
Q.1 What is the Experience in dealership of Dealer?

 Less Than 2 year

 2-5 Year

 More than 5 Year

Q.2 what is the Awareness of Dealer about Markfed Agrochemicals ?

 Yes

 No

Q3.What is the Promotional Activities of Markfed through dealer?

 Exhibition

 Field demo

 Wall Painting

 Advertisement

 Field visits

 other

Q5. What is the Promotional activities of other Agrochemical companies ?

 Exhibition

 Demonstration

 Field demo

 Advertisement

 Other

Q6. What is the Competitive marketing strategies of various companies?

Q7. What is the Strategies of competitors for increasing their sale and brand image ?

Q8. What is the Marketing activities different companies?

75
Q9. What is the Market Share of Markfed in Fatehgarh sahib ?

 Total Turnover

 Markfed turnover

_____________________________

Signature of Dealer

76