Sachin Dilip Nayakda

A
SUMMER INTERSHIP PROJECT

ON
“A STUDY CONSUMER BEHAVIOU FOR BT.COTTON SEEDS
AT NANDURBAR DISTRICT”
SUBMITTED BY
SACHIN DILIP NAYAKDA

MBA II MARKETING
UNDER GUIDANCE OF
PROF. VINOD S .KHAIR
SUBMITTED TO
“SAVITRIBAI PHULE UNIVERSITY OF PUNE”
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE

DEGREE OF MASTER IN BUSINESS ADMINISTRATION
DR. B.V. HIRAY COLLEGE OF MANAGEMENT & RESEARCH

CENTER, MALEGAON (NASHIK)
BATCH (2020-21)
ACKNOWLEDGEMENT
The satisfaction that the successful completion of the work would be incomplete unless we
mention the people, as an expression of gratitude, who made it possible and whose constant
guidance and served as light and crowed this efforts with success. This project would not have
been possible but for the support & guidance that I received from various people at different stages
of the project.
I would like to take the opportunity to thank and express my deep sense of gratitude to my Guide
Prof. Vinod S .Khair.I am greatly indebted to his for providing his valuable guidance at all stages
of the study, his advice, constructive suggestions, positive and supportive attitude and continuous
encouragement, without which it would have not been possible to complete the project I would like
to thanks (Director) Dr. S.J. Jadhav, I would also like to thanks our Academic Coordinator Dr.
Kamran Rahmani for their cooperation and assistance during the course of my project. .Lastly, I
would like to thank my parents for supporting me through my studies in College and providing me
with everything I could possibly want.
I once again express my heartfelt in debtness to all-aforesaid. Any omission or error in

acknowledgment is inadvertent. For such oversights and lapses, I tender unconditional apology.
PLACE : SACHIN DILIP NAYAKDA
DATE : / / MBA-II (MARKETING)

International Journal of Chemical Studies
STUDENT DECLARATION
I Sachin Dilip Nayakda hereby declare that the project entitled “A STUDY CONSUMER
BEHAVIOU FOR BT.COTTON SEEDS AT NANDURBAR DISTRICT” is a genuine
and original work for the partial fulfillment of Master in Business Administration to Savitribai
Phule Pune University. To the best of my knowledge, any part of this context has not been
submitted earlier for any degree, or Certificate examination. The collected data and certificate
are true. Further I undertake that I will be solely responsible for anything arise out of unfair
mean.
DATE: - //
PLACE: - NAME :-……………….....
SIGN: ………………………...
INDEX
Chapter No. Title of contents Page No.

6-17
1
Project Profile 18-20

2 2.1 2.1Objective of the study
2.2 2.2 Scope of the Study
2.3 2.3 Limitation of Study
Company/Organization 21-23
3
Profile
Research Methodology 24-26
4 4.1 Meaning of Research
4.2 Type of research
4.3 Data collection
4. 4 Secondary data:
4.6 Data analytical tools
data interpretation 27-40
5
6.1 Finding 41-43
6
6.2 Suggestions & Recommendations
Conclusion 44-45
7
8 References 46-49
Appendix
EXECUTIVE SUMMARY
Cotton is a major fibre crop of global significance. It is grown in tropical and sub-tropical regions
of more than 80 countries. The major cotton producing countries are China, India, USA, Pakistan,
Uzbekistan, Turkey, Brazil, Greece, Argentina, Australia and Egypt contributing about 85% of
global production. India has the largest area under cotton cultivation in the world (10.8 million
ha.) Indian seed industry is a combination of both the public sector and private sector. Seed
production and marketing are done by both state seed corporations and private seed firms. The
major cotton growing states are Punjab, Haryana, Rajasthan, Madhya Pradesh, Maharashtra,
Gujarat, A.P., Tamil Nadu and Karnataka. However, the productivity of cotton in India is low due
to its rain fed cultivation in major areas (65%) and inadequate use of quality inputs.
Prosperity for small cotton farmers in India with the expectation that the country will achieve a
national production if 40 millions bales by 2015 and a target iof 100million bales by 2030.In
addition, lifting of export restrictions for cotton in 2015 would allow seed producers and farmers
to plan ahead for cotton production. The marketing of seeds involves demand
assestment,structure.shares, farmers barnd acceptance ,etc,which is of considerable importance in
the light of changing agricultural scenario,
The project entitled A Study on Farmers Buying Behaviour of Bt.Cooton Seed in Nandurbar
District. In which cotton is one of the major crops.The study is to focus on the marketing activities
and marketing initiatives and implication for Ankur Seeds in the wake id development of this
cotton economy.This farmers stiudy analyses the varioys factors which are considered by farmers
while purchasing of Bt.Cotton Seeds.The main objective is to study farmers Buying
Behaviour,factor affecting purchase by farmers, and the major problems faced by Bt.cotton
farmers.
The major factors for buying behavior of farmers under study were as following: The main point
of purchase for the farmees in all the Taluka’s were observed to be Dealers with almost 3/4 th of
the population.The most preferred mode of the payment in the area of study was observed to be by
cash transactions with about 45% preferring it over other modes.It was also observed that
previous year the sowing of Bt Cotton was majorly done by the Nuziveedu seeds with about 55%
sowing them for the season.
The farmers are planning to buy Ankur and Nuziveedu seeds for recent season of sowing with
share of 39% and 29% respectively.The most preferred Ankur Bt cotton varity was 3028 which
preferred by 66% of population.The major source ofinformation were retailers with about
55%.The farmers played most important role in decision making for buying in the region with
45%..
It was observed during the study of farmers that while purchasing of sees Farmers considered
parameters like yield,price,past experinec,brand image and promotional activities as important
factors for purchase decision of Bt Cotton seeds.
Major problems faced by farmees were the Labour availability in the region,low market price of
cotton,high input cost,and credit availability.
The dealers study reveals that Ankur seed was market leader in the region with 31%,closely
followed by Nuziveedu with 22% , the others companies with considerable share were Mahyco
and Monsanto wih both together sharing 1/4th of market share.The major problems associated with
dealers are Margin and Price,also a considerable amount of dealers faced problems of availability
of seed from the company.
Suggestion from the study will be useful to analyse the various factors affecting buying behavior
of farmers and also dealer’s analysis in the area of study of Bt cotton.These factors can help the
organisation to formulate the strategies to improve existing position of the organisation as well as
formulate new strategies to boost the sales and brand image of Ankur seed Pvt,Ltd.In the market.
CHAPTER 1
INTRODUCTION
1.1 BACKGROUND OF THE STUDY

The agricultural sector is highly dependent on the availability and quality of seeds for a productive
harvest. Therefore, in order to increase the quantity and quality of produce, efforts are made to
introduce enhanced varieties of seeds with the help of advance technology and modern
agricultural methods. In India, agriculture is the dominant occupation, which secures abundant
opportunities for the seed market in the region. According to this latest report titled, “Seed
Industry in India: Market Trends, Structure, Growth, Key Players and Forecast 2018-2023”, the
Indian seeds market reached a value of US$ 3.6 Billion in 2017, exhibiting a CAGR of around
17% during 2010-2017.
The Indian seed market has witnessed a major restructuring as a result of the implementation of
some progressive policies by the government. Seed Development, 1988 and National Seed
Policy, 2002 have helped in strengthening the Indian seed industry in the areas of R&D, product
development, supply chain management and quality assurance. Owing to this, India has emerged
as the fifth largest seed market across the globe. Moreover, the active participation of both,
public and private sectors has also played a vital role in laying a strong foundation of the
industry. This includes launching initiatives to promote the use of hybrid seeds among the
farmers who had earlier used outmoded open pollinated varieties. Some other growth-inducing
forces, such as growth in income levels, commercialization of agriculture, patent protection
systems and intellectual rights over plant varieties, have given a great push to the market. Owing
to these factors, the Indian seeds market is further expected to grow at a CAGR of 14.3% during
2018-2023 reaching a value of more than US $ 8 Billion by 2023.
The report has segmented the market on the basis of type. Currently, grain seeds represent the
largest seed type, accounting for more than a half of the total seed production. Other major seed
types include oil, vegetable and fruit seeds. An analysis of the market is provided on the basis of
regions. The major regions covered in the report are Uttar Pradesh, Madhya Pradesh, West
Bengal, Rajasthan, Punjab, Maharashtra, Andhra Pradesh, Bihar and Karnataka. Amongst these,
Uttar Pradesh represents the largest producer, accounting for around 12% of the total market
share. The report has also analyzed the competitive landscape of the market and provides the
profiles of the key players operative in it.
This report provides a deep insight into the Indian seeds market covering all its essential aspects.
This ranges from macro overview of the market to micro details of the industry performance, key
market drivers and challenges, recent trends, market forecast, SWOT analysis, Porter’s five forces
analysis, value chain analysis, etc. This report is a must-read for entrepreneurs, researchers,
consultants, investors, business strategists, and all those who have any kind of stake or are planning
to foray into the Indian seeds industry in any manner.
1.1.1 KEY ASPECTS ANALYSED:

Trends and dynamics in the Indian seeds market.
Major seed types and their current and future market potential.
Key drivers/restraints and their impact on the current and future market scenario.
Examination of the competitive landscape.
1.1.2 TYPES OF SEEDS COVERED IN THIS REPORT:

Wheat
Paddy
Vegetables
Cotton
Maize
Groundnut
Soybean
Others
1.1.3 MAJOR REGIONS COVERED IN THIS REPORT:
Uttar Pradesh
Madhya Pradesh
West Bengal
Rajasthan
Punjab
Maharashtra
Andhra Pradesh
Bihar
Karnataka
1.1.4 FOCUS OF THE ANALYSIS:

Overview
Historical and current market scenario
Market trends
Market forecast
Competitive Landscape
Direct benefits from Bt-cotton in India: Bt cotton hybrids proved to be the most accepted
technology in cotton cultivation.The main purpose of Bt-cotton is to control bollworms.
Bollworm control: Bt cotton-effectively controlled bollworms, especially the American Bollworm,
Helicoverpa armigera, thus preventing yield losses from an estimated damage ranging from 30 to
60 % each year in India from 2002 to 2011.
Reduction in pesticides use for bollworm control: Biggest gain from the technology was in the
form of reduced insecticides usage from 46 % in 2001 to less than 26 % after 2006 and 21% during
the last two years 2009 and 2011. Prior to the introduction of Bt cotton, about 9400 M tonnes of
insecticides were used for bollworm control in India, whereas in 2011 only 222 M tonnes were
used.
Reduction in bollworm infestations: The intensity of bollworms reduced significantly on cotton
and also on other host crops.
Elimination of bollworm threats: Farmers are no longer scared of impending bollworm
infestations and the subsequent stress of using insecticides cocktails.
Enhanced seed-cotton quality: The quality of seed-cotton from Bt-cotton fields was found to be
better than non-Bt cotton because of negligible loculi and fiber damage.
Earliness and determinate habit: Introduction of Bt gene into the hybrids has added the
advantage of protection of early fruiting parts, thus resulting in earliness and determinate habit. The
earliness ranged from 15 to 20 days in many hybrids in many parts of the country. This has added
several benefits. In North India, farmers were able to take up wheat cultivation immediately after
early harvest of cotton. The number of picking reduced and the yield per picking increased. Farmers
were able to get remunerative returns because of higher prices generally prevalent early in the
market during the initial cotton arrivals.
Increased Area: The Bt cotton area, which was 0.29 lakh ha in 2002-03, increased to 128.19 lakh
ha in 2014-15 due to preference by cotton farmers.
Increased yields: The all India level yield of cotton, which was 191 kg lint per ha. in 2002- 03,
increased to 510 kg per ha. in 2013-14.
Increased income of farmers: The per hectare net income of farmers increased from Rs. 7058/- in
2001 to Rs. 16125/- in 2010 under rainfed conditions and Rs. 25000/- under irrigated conditions.
Record export: A record export of 129.57 lakh bales was in 2011-12 after meeting domestic
consumption.
Environmental benefits with Bt-cotton: The greatest environmental benefit with Bt cotton is the
reduction in usage of insecticides.
The average insecticide usage for bollworm control over 10 years from 1995 to 2004 was 6767 M
tonnes, which reduced to an average of 1089 M tonnes over seven years from 2005 to 2011.
However, during the average usage of insecticides for sucking pests control, was 3335 M tonnes
during 1995 to 2004, which increased to an average of 4600 M tonnes during 2005
to 2011. Though, this is not directly related to Bt cotton technology. The pesticides scenario could
have been very different, at low levels, if care had been taken to ensure that sucking pest resistant
hybrids were approved for commercial cultivation.
1.2 FUTURE PROSPECTS OF BT COTTON:
The ICAR’s Central Institute of Cotton Research (CICR) Vision 2030 document released in 2011
noted that the development of the first cotton hybrid was one of the most spectacular achievements
that had greatly influenced the cotton industry in India (CICR, 2011). Savings in insecticides between
2004 and 2010 coincided with the large scale adoption of Bt cotton. The sharpest decline in
insecticides use was from US$ 160 million in 2004 to US$ 25 million in 2010 – an 85% decrease
equivalent to a saving of US$ 135 million.
The quantity of insecticides used to control bollworm reduced by 96 % from 5748 metric tonnes of
active ingredients in 2001 to 222 metric tonnes of active ingredients in 2011, when approximately
91.43 % (11.24 million hectare) of the cotton area in 2011 was planted to Bt cotton. With the steep
increase in adoption of Bt cotton between 2002 and 2011, the average yield of cotton in India, which
used to have one of the lowest yields in the world, increased from 186 kg per hectare in 2001-02 to
510 kg per hectare in 2013-14, cotton production increased from 86.24 Lakh bales in 2002-03 to
359.02Lakh bales in 2013-14. Hence, the Country was transformed from a net importer of raw cotton
until 2002-03 to net exporter of cotton. India occupied top position in the World cotton production
since 2015-16, it was already holding first rank in cotton coverage in the world.
The requirement of certified/quality seeds is assessed by State Governments on the basis of the area
sown under different crop varieties, area covered by hybrid and self-pollinated varieties as well as the
seed replacement rate achieved. The availability of seed is ascertained by the State Departments of
Agriculture on the basis of the production of different public and private seed production agencies.
India’s seed industry has grown in size and level of performance over the past four decades. Both
private and public sector companies/corporations are involved with the production of seed. The
success achieved with the introduction of high yielding varieties of wheat and rice and the hybrids of
maize, millets and cotton could be sustained due to sound policy support provided through
establishment of public sector organizations, such as the National Seeds Corporation (NSC), Tarai
Development Corporation (TDC), State Farms Corporation of India (SFCI) and the State Seed
Corporations (SSCs) during the Green Revolution period. The seed sector grew steadily in the
subsequent period with the establishment of several private seed companies dealing with both field
crops and vegetables.
The most dramatic change in the seed scenario was experienced in the first decade of current
millennium. First, the introduction of PPV&FR Act, 2001 and the second release of Bt cotton in
India in 2002. The rapid expansion of Bt cotton production area (reaching to ~90% in 10 years) has
enhanced the demand for Bt cotton hybrid seed by 220% (Dravid, 2011) [4]. The adoption of Bt
cotton technology increased production by 139%. India could turn into a net exporter of cotton from
being an importer just a decade ago.
In this case, the private sector took the lead in accessing the technology from the MNCs. All these
factors led to higher growth of Indian seed industry (around US $ 2000 million), with a potential to
grow by 60% in the next 5 years.
At present, a decelerating productivity growth rate, increasing prices and demand for food grains,
shrinking natural resources, fragmented land holdings and the challenges of climate change have
emerged as the major concerns for the governmental policy makers and scientists alike. For raising
the agricultural productivity, seed is most appropriate and cheapest input. Only by the use of good
quality seeds we can increase the yield about 15-20 percent and it may be up to 45 % with proper
and efficient use of other inputs (Ali, 2016) Therefore, any attempt to turn around our agricultural
productivity will largely depend on higher replacement rate of quality seeds of high yielding
varieties / hybrids. Unfortunately, in spite of several efforts to ensure availability of good quality
seeds of high yielding varieties/hybrids, the replacement rates in most of the field crops are much
below the optimum level (Singh and Chand, 2011) . But, as per available data, the availability of
quality seed is sufficient to meet our requirement (Table 1) and it is encouraging that both private
and public sectors are contributing towards it (Table 2).
Table 1: Year-wise requirement and availability of quality/certified seeds (in lakh quintals)
Year Rice Wheat Nutri Cereals Pulses Food grains Oilseeds Sugarcane Cotton Others All Crops
(1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11)
2008-09 24.17 14.73 14.57 11.72 65.19 14.63 2.34 4.99 12.85 100.00
2009-10 22.59 15.33 14.91 12.54 65.38 13.99 2.25 5.46 12.93 100.00
2010-11 21.85 14.82 14.44 13.46 64.56 13.88 2.49 5.73 13.34 100.00
2011-12 22.48 15.25 13.50 12.49 63.72 13.44 2.57 6.22 14.05 100.00
2012-13 22.13 15.53 12.82 12.04 62.51 13.71 2.59 6.20 15.00 100.00
2013-14 22.07 15.24 12.61 12.61 62.54 14.03 2.50 5.98 14.95 100.00
2014-15 22.22 15.90 12.72 11.90 62.80 12.93 2.56 6.48 15.23 100.00
2015-16 22.90 15.45 12.39 12.65 62.60 13.25 2.50 6.24 15.40 100.00
2016-17 22.55 15.98 12.93 15.38 66.84 13.68 2.29 5.66 11.52 100.00
Area under Major Crops from 1950-51 onwards (in million hectares
Crops 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17*

(1) (9) (10) (11) (12) (13) (14)
Rice 44.01 42.75 44.14 44.11 43.50 43.19
Wheat 29.86 30.00 30.47 31.47 30.42 30.60
Nutri 26.42 24.76 25.22 25.17 24.39 24.77
Cereals
Pulses 24.46 23.26 25.21 23.55 24.91 29.46
Foodgrai 124.75 120.78 125.04 124.30 123.22 128.03
ns
Oilseeds 26.31 26.48 28.05 25.59 26.08 26.20
Sugarcan 5.04 5.00 4.99 5.06 4.92 4.38
e
Cotton 12.18 11.98 11.96 12.81 12.29 10.84
Jute & 0.90 0.86 0.83 0.81 0.78 0.76
Mesta
Year Requirement Availability Availability increased over last year (%)

2004-05 110.83 132.27 -
2005-06 107.08 140.51 6.23
2006-07 128.76 148.18 5.46
2007-08 180.74 194.31 31.13
2008-09 207.28 250.35 28.84
2009-10 249.12 279.72 11.73
2010-11 290.76 321.36 14.88
2011-12 330.41 353.62 10.04
2012-13 315.00 329.00 -6.96
2013-14 335.00 347.00 5.47
2014-15 344.00 352.00 1.44
Table 4.3: Changes in the Share of Area under Major Crops
Bt Cotton is the only transgenic crop in the country under commercial cultivation. Besides,an
Impressive improvement in the productivity of Bt.Cotton ,by 15% to 30% as compared to Non
Bt.Cotton there has been a significant reduction in the usages of insecticide from 46% in 2001 to 21
% during 2009-2010 due to the adoption of transgenic technology. Though India produces quality
seeds of a huge number of crops grown across the country during different seasons, its share if
global seed market is less than 2%.
1.3 STRUCTURE OF THE INDIAN SEED INDUSTRY
Although the Indian seed market is one of the largest, it is almost exclusively supplied by locally
produced seeds. Farmers retain seed of major food crops (wheat, rice, sorghum, millet, corn, and
pulses) and commercial crops for many years, and the largest volume of seed trade involves local
exchanges of established self-pollinating varieties. The seed replacement rate in most crops is very
low, with the exception of cotton and some vegetables. The use of hybrid seeds is mostly confined to
cotton, and to some extent to corn, millet, sunflower, and few vegetables. However, awareness about
the high yield and quality of produce from hybrid seeds, attracting farmers to switch over to hybrids,
is growing. The Indian seed industry used to be dominated by public sector seed companies.
However, following the easing of government regulations and the implementation of a new seed
policy in 1988, the private sector seed companies have started playing a major role in seed
development and marketing. More recently, the government’s decision to embrace biotechnology as
a means of achieving food security has attracted several leading biotechnology-focused multinational
seed companies to India. The composition of the seed industry, by volume of turnover, has
reportedly reached a ratio of 60:40 between the private and public sectors.
1.4 ROLE OF PUBLIC & PRIVATE SEED SECTOR

The role of public sector seed companies is now mostly confined to certified seeds of high volume, low
value segment of high yielding varieties of cereals, pulses, and cotton with a limited presence in the high
value hybrid sectors of cotton, cereals, and vegetables. Wheat and paddy seed constitutes a major share
of the seeds handled by them. The NSC and SSCs work closely together to coordinate procurement and
sales prices as well as variety demand and supply. Their presence is considered necessary by the
government to ensure the availability of reasonably priced seeds of major crops throughout the country
and to make sure that private sector seed companies do not enjoy and exploit unreasonable market
power.
The public sector seed companies, however, lag behind in research; they are mostly dependent on public
research institutions, under the aegis of Indian Council of Agricultural Research (ICAR) and State
Agricultural Universities (SAUs) for their breeder seed requirements. Based on feedback from dealers
and end-users, the public sector seed companies/state governments forecast seed demand for
various crops three years in advance and a requirement for breeder seeds is placed with the GOI’s
Ministry of Agriculture. Using the breeder seeds supplied by government research institutes, the
public sector seed companies produce foundation seeds on government farms or reliable, well-trained
contract farms. These are further multiplied in contract farmers’ fields next year as certified seeds for
commercial distribution. If for some reasons (drought or other weather calamities) the supply of
certified seeds falls short of requirements, the public sector seed companies source commercial grain
from the market, upgrade the quality, and after proper testing distribute it as quality seeds.
All seed grown by contract growers for seed corporations meeting the specified standards attract a
premium price over and above the commercial grain price for that crop. The premium can vary
between 25 percent for cereals to over 100 percent for hybrids. In the public sector, NSC is usually
the retail price setter with the SSCs following NSC prices in determining their own for similar or
substitute varieties. For self pollinated field crops, an accepted basis is to add a margin of 15 to 25
percent on production costs. For hybrid seeds of cereals and vegetables, prices to some degree reflect
market trends. However, there is government intervention in the pricing of seeds produced by public
sector corporations with the degree of intervention varying from state to state. Some states are now
thinking of giving greater autonomy to their seed corporations to make them financially viable by
allowing them to market private branded seeds, domestically produced or imported. An advantage to
the government seed companies is that they have a vast distribution network and trusted brand
image. The reason why they are losing market share is because seeds by private companies often
outperform the publicly available varieties. Some SSCs have started their own research to evolve
superior propriety hybrids. State to state. Some states are now thinking of giving greater autonomy to
their seed corporations to make them financially viable by allowing them to
market private branded seeds, domestically produced or imported. An advantage to the government
seed companies is that they have a vast distribution network and trusted brand image.
1.5 SEED PRODUCTION SYSTEM IN INDIA:

The Indian seed programme largely adheres to the limited generations’ system for seed
multiplication in a phased manner. The system recognizes three generations namely breeder,
foundation and certified seeds and provides adequate safeguards for quality assurance in the seed
multiplication chain to maintain the purity of the variety as it flows from the breeder to the farmer.
Breeder Seed
Breeder seed is the progeny of nucleus seed of a variety and is produced by the originating breeder
or by a sponsored breeder. Breeder seed production is the mandate of the Indian Council of
Agricultural Research (ICAR) and is being undertaken with the help of;
i) ICAR Research Institutions, National Research Centres and All India Coordinated Research
Project of different crops;
ii) State Agricultural Universities (SAUs) with 14 centres established in different States;
iii) Sponsored breeders recognized by selected State Seed Corporations, and
iv) Non-Governmental Organizations.
Foundation Seed
Foundation seed is the progeny of breeder seed and is required to be produced from breeder seed or
from foundation seed which can be clearly traced to breeder seed. The responsibility for production
of foundation seed has been entrusted to the NSC, SFCI, State Seeds Corporation, State Departments
of Agriculture and private seed producers, who have the necessary infrastructure facilities.
Foundation seed is required to meet the standards of seed certification prescribed in the Indian
Minimum Seeds Certification Standards, both at the field and laboratory testing.
Certified Seed
Certified seed is the progeny of foundation seed and must meet the standards of seed certification
prescribed in the Indian Minimum Seeds Certification Standards, 1988. In case of self pollinated
crops, certified seeds can also be produced from certified seeds provided it does not go beyond three
generations from foundation seed stage-I.
The production and distribution of quality/certified seeds is primarily the responsibility of the State
Governments. Certified seed production is organized through State Seed Corporation, Departmental
Agricultural Farms, Cooperatives etc. The distribution of seeds is undertaken through a number of
channels i.e. departmental outlets at block and village level, cooperatives, outlets of seed
corporations, private dealers etc. The efforts of the State Governments are being supplemented by
NSC and SFCI which produce varieties of national importance. NSC markets its seeds through its
own marketing network and also through its dealer network. SFCI markets its seeds mainly through
the State Departments of Agriculture and the State Seed Corporations. The production of certified
seed by NSC and State Seed Corporations is mainly organized through contract growing
arrangements with progressive farmers.
CHAPTER 2
PROJECT PROFILE
2.1 OBJECTIVE OF THE PROJECT
1. To understand the farmer preference, buying behavior and satisfaction of
cotton seed.
2. To find out the dealers satisfaction and expectations.
3. To study factors affecting while purchase of Bt. cotton by farmers.
4. To study buying behavior of farmers for cotton seed.
2.2 SCOPE OF THE STUDY
The Nandurbar District of Maharashtra was taken up for the study. In the district a
large area is under wheat crop and other cash crop like cotton. For the study ,3
major Taluka’s if District were selected purposively because of large area of these
selected area under cotton crop.
2.3 LIMITATION OF THE PROJECT.
1. The data was collected solely on the basis of information given by farmer, dealer
and Distributor.
2. Unwillingness of the farmer, dealer and Distributor to answers the entire set of
questions was also a limitation.
3. Since the farmer are not literate to marketing terms in most of the cases it is
difficult to get the answer to some important and core questions.
4. The research was conducted only on the basis of primary data collected, which
may give biased result.

CHAPTER 3
COMPANY PROFILE
ANKUR SEEDS PVT. LTD.
Pillars of Strength:
Ankur Seeds Pvt. Ltd. was founded in the year 1976 by three visionary Agriculturists Ravi
Kashikar, Madhav Shembhekar, Late Laxman Aurangabadkar ably supported by Makarand
Saoji, Late Vijay Kashikar, Late Balwant Umalkar.
Shri Ravi Kashikar, the Chairman rightly observes and says that “Ankur is not an organization, it
is virtually a movement”. Indeed so, the pioneering work initiated and continued by this Vidarbha
based company has brought prosperity to millions of farmers in many parts of country. While the
founder directors continue to act as guide, the next generation has ably taken over responsibilities
at technological, managerial, organizational, and institutional level to manage and control
departments like, production, marketing, to research. Ankur Seeds Private Limited is poised for
continued and accelerated growth and development towards sprouting and germination of seeds of
prosperity for millions of farmers in the years to come. A feather in the cap was added in the form
of Dilip Rodi.
Since Ankur Seeds’ inception, the focus was on R & D and exercising quality control to create a
company that will be recognized by farmers across India for delivering superior hybrid seeds. This
dedication has paid rich dividends as we have earned respect and trust of millions of farmers
across India and beyond.
QUALITY PARAMOUNT:
The objective behind the venture was to provide the highest quality of seeds, adaptable to local
climatic, cultivation conditions and as per specific requirements of farmers. The company today is
proud to have developed over 200 varieties in 16 crops, and is one of the leading seed producers in
India having an annual turnover of 5 billion.
By keeping in mind intense requirement of nutrition by high yielding seeds and better crop
health, Dharti Agro Chemicals Pvt. Ltd. was founded in the year 1998.
PRODUCTION AND PROCESSING:
With 11 State-of-the-art processing plants, our total production capacity is over 16000 tons;
dehumidified storage capacity of 5000 sq meter for medium terms storage & more than 10,000 sq.
meter warehousing facility. Our plants can perform drying, pre-cleaning, ginning, delinting,
gravity separation and fungicidal treatments. Our breeding support center (R&D Station) meets
the norms and infrastructure guidelines set by the DBT, Govt. of India.
Ankur has never failed to acknowledge the tremendous contribution made by the seed growing
farmers, who have given unstinted support to become better. While initially there were around
1000 farmers associated with Ankur, currently more than 100,000 farmers are producing seeds for
us.eeds Private Limited
In the last 44 years Ankur Seeds Pvt.Ltd has become a widely recognized and respected company
in the seed Industry. It is India’s one of the premier seed organization offering a wide range of
seeds in cotton, field crops and vegetables to the farmers. We are having a network in almost all
the states of the country.
VISION
We breed for fulfilling every farmers need for seed.
MISSION
Continue investing in the best & most advanced technologies to keep in pace with the changing needs
and demands of the farmers. To create awareness regarding benefits of high yielding hybrids over
local varieties. We strive to serve seeds for sustainable, economical and marketable produce and
reach newer horizons. Our ultimate aim is to satisfy our farmers to maximum and retain trust of
farmers
VALUES
To earn farmer’s trust by putting service above all; to always play the role of partner in farmer’s
growth by offering expertise, guidance, and innovative strategic solution.
PRODUCTS
Ankur - 3034 - BG II
Ankur Jai BG II
Ankur - Suwarna BG II
Ankur - 3244 BG II
Ankur - 3224 BG II
Ankur - 3228 BG II
Hy Cotton Ankur Pushkar BG-II
Ankur kirti BG II
Hy Cotton Non Bt Swadeshi-5
Ankur Ajay Plus (3224) BG II

Ankur 3028 BG II
CHAPTER 4
RESEARCH METHODOLOGY
4.1 MEANING OF RESEARCH:-
Research methodology is a way to systematically solve the research problem. It may be understood
as a science how research is done scientifically. Research methodology refers to the tools and the
methods used for obtaining information for the purpose of the research study. Research not only
need to know how to develop certain indices or tests, how to calculate the mean, the mode, median,
how to apply particular research techniques but also need to know which of these methods or
techniques are relevant and which are not and what would they mean and indicate and why. All
this means that it is necessary for the researcher to design his methodology for his problem as the
same way differ from problem to problem.
4.2 TYPE OF RESEARCH

DESCRIPTIVE RESEARCH:
This is kind of research structure which is concerned with describing the characteristics of the
problem. In this way the main purpose of such a research design is to present a descriptive picture
about the marketing problem on the basis of actual facts. For this it is important to obtain the
complete and actual information about the subjects.
4.3 DATA COLLECTION:-

A secondary data source is an original data source that is one in which the data are collected
firsthand research purpose or project. Secondary data can be collected in a number of ways.in the
conduct of research, researchers rely on two kind’s data sources secondary and secondary.
4. 4 SECONDARY DATA:
Secondary data will support the primary data for analysis and interpretation data which is collected
and processed from company manual, records. And Company website.
 Magazines
 New papers
 Several books, Internet
 Websites , Journals
4.5 DATA ANALYTICAL TOOLS: I have collected and analyzed the data analysis review
from the past research articles,research papers, journals etc.
4.6 SAMPLING METHODOLOGY
4.7 SAMPLE SIZE:- For the purpose of completing this report it .took 100 people as sample
size.
4.8 SAMPLING METHOD:- A questionnaire with 10 questions which is based on company

is use full to collect all samples from 100 peoples
4.9 SAMPLING AREA:- Nashik region
Respondent District Total

Taluka Shahada Navapur Akkalkuwa
Distributor 5 5 2 12
Dealer 20 18 12 50
Farmer 100 100 50 250
No of Village 18 14 8 40
CHAPTER 5
DATA ANALYSE & DATA

INTERPRETATION
A) FARMER STUDY
CLASSIFICATION OF FARMERS
The respondent farmers are selected from 3 talukas’s of Nandurbar District all the farmers
were BT.Cotton growers to achieve stipuled objectives.
DISTRICT NANDURBAR
TALUKA’S SHAHADA NAVAPUR AKKALKUWAA TOTAL
FARMERS 100 (40%) 100(40%) 50(20%) 250 (100%)
1.Age group of the respondent .
Age Shahada Navapur Akkalkuwa Percentage

36- 45 49 38 20 107 (42.8%)
46-55 26 34 12 72 (28.8 %)
Above 55 25 28 18 71 (28%)
Total 100 100 50 100 %
Age
60
50
40
Shahada
30
Navapur
20 Akkalkuwa
10
0
36- 45 46-55 Above 55
INTERPRETATION : From the above table it is revealed that out of 250 farmers 46 % farmers
are between 36-45 years old,26% farmers are between 46-55 years old,28 % farmers are between
above 55 years old,In Shahada Taluka 49,26 and 25 $ farmers are between 36-45,46-55 and above
55 years respectively.In Navapur taluka 38,34,and 28% farmers between 36-45,46-55 and above 55
years respectively.In Akkalkuwa taluka 20,12 and 18% farmers between 36-45.46-55 and above 55
years respectively.
2. Educational level
Education Shahada Navapur Akkalkuwa Percentage
Illiterate 26 28 14 68 (27.2 %)
th
10 Std 44 40 22 106 (42.4 %)
HSC 30 36 14 80 (32 %)
Total 100 100 50 100 %
Chart Title
45
40
35
30
Shahada
25
Navapur
20
Akkalkuwa
15
10
5
0
Illiterate 10th Std HSC
Interpretation: From the above table it is revealed that out of 250 farmers 44 % farmers having
10th pass or below 10th education level as well as 28% farmers having 12 th pass,but unfortunately
28 % farmers having illiterate. The above table data indicate that about literacy level were 72%
and 28% iliiteracy, the education level play an important role in buying behavior of farmers.
3. Size of land holding
Land holding Shahada Navapur Akkalkuwa Percentage

Size
Small 26 34 11 71 (28.4 %)
Medium 74 66 39 179 (71.6 %)
Total 100 100 50 100 %
80
70
60
50
Shahada
40 Navapur
Akkalkuwa
30
20
10
0
Small Medium
Interpretation : From the above table it is revealed that out of 250 farmers 27% farmers having
small size of land holding and 73% famers having medium size of land holding ,small size land
holding consist 1-2 hectares land while medium size consist 2-4 hectare land in Shahada it can be
seen that 26 % having small land holing,74% farmers having medium size of land holding in
Navapura taluka farmers having 34% and 66% land holding were small size and medium size
respectively.In Akkalkuwa taluka farmers having 11 and 39% land small and medium size of land
holding respectively.
4.Type of farming
Type of farming Shahada Navapur Akkalkuwa Percentage
Irrigated 47 38 26 111 (44.4 %)

Non Irrigated 53 62 24 139 (55.6 %)
Total 100 100 50 100 %
If Irrigated
Drip Irrigation 6 23 3 32 (30.7%)
Furrow 41 15 16 72 (69.2 %)
Total 47 38 19 104 %
70
60
50
Shahada
40
Navapur
30
Akkalkuwa
20
10
0
Irrigated Non Irrigated
Interpretation : From the above table it seems that out of 250 farmers 44 % farmers having
irrigated farming,56% farmers having non irrigated farming.In irrigated farming the 13% farmers
having drip irrigation and 87% having furrow irrigation.In Shahada Taluka 47% farmers having
irrigated 53% non-irrigated. And out of 47% farmers 13% having drip irrigation,87% having furrow
irrigation.In Taluka 38 and 62% farmers having irrigated and non-irrigated farming respectively,out
of 19 irrigated farmers 16 an d84 % farmers having drip and furrow irrigation respectively .In
Navapura 52% farmers having irrigated 48% non –irrigated. Out of 26 irrigated garmers 8%
having drip irrigation ,92% having furrow irrigation.In Akkalkuwa 38 and 62% farmers having
irrigated and non-irrigated farming respectively. In this area land of holding were small and
medium size so the non –irrigated area were large. And in available irrigated area the furrow
irrigation area were larger than drip irrigation area,but unfortunately in all respondent no one
farmers having sprinkler irrigation.
5. Are you satisfied with Bt cotton seed
Opinion Shahada Navapur Akkalkuwa Percentage
Yield 28 33 13 74 (29.6 %)
Past experience 24 20 10 54 (21.6 %)
Price 23 34 4 61 (24.4%)
Promotional Activity 10 7 11 28(0.112%)
Brand Image 15 6 12 33(0.132%)
Total 100 100 50 250 %
35
30
25
20
15
10 Shahada
5 Akkalkuwa
0 Navapur
Navapur
Shahada Akkalkuwa
Interpretation : From the above table it seems that out of 250 farmers 25 % farmers are satisfied
with Bt cotton seed due to its Yeilding,22% are satisfied because of past years experience,24% are
satisfied due to its price, few of the farmers are satisfied due to its promotional activity and brand
image respectively. In Shahada Taluka 28 % farmers are satisfied with Bt cotton seed due to its
Yeilding,24 % are satisfied because of past years experience,23 % are satisfied due to its price,few of
the farmers are satisfied due to its promotional activity and brand image respectively.In Navapur
Taluka 33 % farmers are satisfied with Bt cotton seed due to its Yeilding,20% are satisfied because
of past years experience,34% are satisfied due to its price,few of the farmers are satisfied due to its
promotional activity and brand image respectively. In Akkalkuwa Taluka 13 % farmers are satisfied
with Bt cotton seed due to its Yeilding,10 % are satisfied because of past years experience,4% are
satisfied due to its price,few of the farmers are satisfied due to its promotional activity and brand
image respectively.
6.Since how long using Bt.cotton seed
Period using Shahada Navapura Akkalkuwa Percentage

cotton seeds
1-2 years 25 34 11 70 (28 %)

3-5 years 45 34 25 104 (41.6 %)
More than 5 30 32 14 76(30.4%)
years
45
40
35
30
25 Shahada
20 Navapur
Akkalkuwa
15
10
0
1-2 years 3-5 years More than 5
years
Interpretation : From the above table it is clear that out of 250 farmers 27 % farmers using Bt
cotton seed for cultivation since from 1-2 years ,45% farmers using Bt cotton seed from 3-5
years,28 % farmers sing Bt Cotton seed from more tha 5 years period. In Shahada 25,45 abd 30%
farmers used Bt cotton since 1-2 years,3-5 years and more than 5 years respectively. In Navapura
Taluka 34 % farmers used Bt cotton seed from 1-2 years ,as well as 34% USED FROM 3-5years
and more tha 5 years respectively. In Akkalkuwa Taluka 11,% from 1-2 years 25 % used from 3-5
years and 14 $ % used since more than 5 years.
7.Area under cultivation last year.
Area of Shahada Navapur Akkalkuwa Percentage

cultivation
1-5 acres 70 68 40 178 (71 %)

6-10 acres 30 32 10 72 (28.8 %)
Total 100 100 50 250 %
Area of cultivation
80
70
60
50
Shahada
40
Navapur
30 Akkalkuwa
20
10
0
1-5 acres 6-10 acres
Interpretation: From the above it indicates that last year out of 250 farmers 72% farmers
cultivated Bt cotton in 1-5 acre area,28% farmers cultivated Bt cotton in 6-10 acres ares.In
Shahada Taluka 70 and 30% farmers cultivated Bt cotton under 1-5 acre and 6-10 acre area
respectively.In Nava pura Taluka 68 % farmers cultivated Bt cotton in 1-5 acre area,32 %
farmers cultivated in 6-10 acre area.In Akkalkuwa Taluka 80 and 20% farmers cultivated Bt
cotton under 1-5 acre and 6-10 acrearea respectively.
8.Point of purchase of Bt Cotton seeds
Point of Shahada Navapura Akkalkuwa Percentage

purchase
Retailer 26 34 14 74 (29.6 %)
Dealer 74 66 36 179 (70.4 %)
Total 100 100 50 250 %
100
90
80
70
60 Column1
50 Dealer
40 Retailer
30
20
10
0
Shahada Navapur Akkalkuwa
Interpretation: From the above table it is revealed that out of 250 farmers 27% of farmers purchase seed
from the retailer and 73% farmer purchase seed from dealers.In Shahada Taluka 26 and 74 % farmer purchase
seed from retailer and dealer respectively.In Nava pura Taluka 34 % purchase from retailer,66 % purchase
from dealer in Akkalkuwa Taluka 14 and 36 % farmer purchase seed from retailer and dealer
respectively.
9 .Mode of Payment
Point of purchase Shahada Navapura Akkalkuwa Percentage
Cash 44 34 26 104 (41.6 %)

Credit 26 34 14 74 (29.6 %)
Both 40 32 10 82(32.8%)
Total 100 100 50 250 %
120
100
80
60 Both
Credit
40
Cash
20
0
Shahada
Navapur
Akkalkuwa
Interpretation: From the above table it seems that out of 250 farmers 45 % farmers purchase
seed by cash mode of payment,27 % purchase through credit mode,while 28 % framer purchase
through both it means cash as well as credit mode.The above table indicate that In Shahada
Taluka 44,26 and 30 re% of farmers purchase seed from cash,credit and both mode payment of
payment respectively.In Navapura Taluka 34,34 and 32 % of farmers purchase seed from
cash,credit and both respectively.In Akkalkuwa Taluka 26,14 and 10 % of farmers purchase seed
from cash,credit and both mode of payment respectively.
10 .Previous year sowing Bt Cotton seed.
Name of Shahada Navapura Akkalkuwa Percentage

Company
Nuziveedu 51 62 32 145 (58 %)

Ankur 31 32 9 72 (28.8 %)
Kaveri 18 6 9 33 (13 %)
Total 100 100 50 250 %
70
60
50
40 Shahada
Navapur
30
Akkalkuwa
20
10
0
Nuziveedu Ankur Kaveri
Interpretation: From the above table it seems that year out of 250 farmers 55 % farmer sowing
Nuziveedu companies Bt cotton seed,28 % farmers sown Ankur companies seed,17 % sow previous
year Kaveri seed. In Shahada previous year 51,31 and 18 % farmers ‘s sowing Nuziveedu,Ankur
and Kaveri seed respectively. In Navapura Taluka revious year 62,32 and 6 % farmer’s sowings
Nuziveedu, Ankur and Kaveri seed respectively.In Akkalkuwa Taluka 32,9 and 9 % farmer’s
sowigs Nuziveedu,Ankur and Kaveri seed respectively.
11.Planning to buy Bt variety in recent season
Name of Company Shahada Navapur Akkalkuwa Percentage
Nuziveedu 31 28 15 74 (29.6 %)
Monsanto 11 18 7 36 (14.4%)
Ankur 12 28 9 49 (19.6 %)
Kaveri 46 13 19 78 (31.2 %)
Total 100 100 50 250 %
50
45
40
35
30 Shahada
25 Navapur
20 Akkalkuwa
15
10
5
0
Nuziveedu Monsanto Ankur Kaveri
Interpretation: From the above table it seems that in recent year out of 250 farmers 29% farmers
were planning to sow Nuziveedu companies BT cotton seed,15 % farmers plan to sow Monsanto
companies seed,17% plan to sow Kaveri companies seed ,39% farmer plan to sow the Ankur seed
in recent season.In Shahasa Taluka recent season 31,11,12 and 4 0 % farmers ‘s planned to sowings
Nuziveedu, Monsanto, Kaveri and Ankur seed respectively.In Navapura Taluka 26 % farmers’s plan
to sowings Nuziveedu seed,20% farmer plan to sowing Monsanto seed,14% sow Kaveri seed and
40% farmer plan to sowing Ankur seed.In Akkalkuwa Taluka farmers’s plan to sowings Nuziveedu
seed,20% farmer plan to sow Monsanto seed .14% sow Kaveri seed while 38% farmers plan to sow
Ankur seeds.
12 .Source of Information
Name of Variety Shahada Navapur Akkalkuwa Percentage
Retailer 52 62 31 145 (58 %)

Friends 48 38 19 105 (42 %)
Total 100 100 50 250 %
Chart Title
160
140
120
100
Akkalkuwa
80
Navapur
60 Shahada
40
20
0
Retailer Friends
Interpretation: From the above table it seems that out of 250 farmers 58% got the information
from the retailers and 42% farmers got information from their friends about Bt cotton seed.In
Shahada Taluka 52% farmers got information from Retailer while 48% farmers got information
from their friends.In Navapur Taluka 62% farmers got information from retailers and 38 %
farmers got information from their friends.In Akkalkuwa Taluka 31 % farmers got information
from retailers and 19 % farmers got information from their friends.
13.Decision maker for buying Bt cotton seed
Decision Shahada Navapur Akkalkuwa Percentage

maker
Farmer 47 38 19 104 (41.6 %)

Children 27 28 17 72 (28.8 %)
Opinion 26 34 14 74 (29.6%)
Leader
Total 100 100 50 250 %
50
45
40
35
30 Shahada
25
Navapur
20
Akkalkuwa
15
10
5
0
Farmer Children Opinion
Leader
Interpretation: From the above table it seems that out of 250 farmers 45% farmers were decision
maker regarding Bt cotton seed purchase and 28% farmers were depended on Children for decision
making of Bt cotton seed,27% farmers were depends on opinion leader for decision making of Bt
cotton seed,In sShahda Taluka 47,27 and 26% farmers make their decision through self decision
,Children and Leaders respectively.In Navapura Taluka 38,28 and 34 % farmers make decision
through self decision ,Children and Leaders respectively.In kkalkuwa Taluka 31 and 19 % farmers
make decision through self decision ,Children and Leaders.These decision making process indicate
their dependency on children is due to old age farmers or their Illiteracy.And on Opinion leaders
due to their broad experience in agricultural filed.
14. Promotional Activities Participated
Promotional Shahada Navapur Akkalkuwa Percentage

Activity
Agricultural 47 38 19 104 (41.6 %)

Exhibition
Farm meeting 27 28 17 72 (28.8 %)
arrange by comp
Melas 26 34 14 74 (29.6%)
Farmer Seminar 1 2 4 7 (0.028%)
Total 100 100 50 250 %
180
160
140
120
100
Akkalkuwa
80
Navapur
60
Shahada
40
20
0
Agriculture Farm Melas Farmer
Exhibition meeting Seminar
Arrange by
com
interpretation: From the above table it seems that out of 250 farmers 25% farmers participated in
Agricultural Exhibition ,67% farmers participated in Farm meeting Arrange by companies ,couple of
farmers has participated in Melas, and rest of them has participated in Farmers Seminar.In Shahada
Taluka 24% farmers participated in Agricultural Exhibition,74 % farmers participated in Farm meeting
Arrange by companies ,4% of farmers has participated in Melas, and rest of them has participated in
Farmers Seminar. In Navapur Taluka 15% farmers participated in Agricultural Exhinbition ,80 %
farmers participated in Farm meeting Arrange by companies ,3 % of farmers has participated in Melas,
and rest of them has participated in Farmers Seminar.In Akkalkuwa Taluka 24% farmers participated in
Agricultural Exhibition,13 % farmers participated in Farm meeting Arrange by companies ,4 % of
farmers has participated in Melas, and rest of them has participated in Farmers Seminar.
Dealer study
Basic information about dealer
1. Education
Education Dealers
HSC 27
Graduation 23
Total 50
Education
HSC Graduation
46%
54%
Interpretation : From the above figure indicates that 54 % respondent were having education
upto HSC and 46% were graduate.
2. Seed Business Experience
Period Dealers
6-10 years 20
11-15 years 15
Above 15 years 15
Total 50
Period
6-10 years 11-15 years Above 15 years
30%
40%
30%
Interpretation: From the table it can seen that 40% respondent had working experience of
6-10years,30% respondent had 11-15 years of experience while 30% has above 15 years of
experience.
3. Factors are considered by farmers while purchasing Bt cotton seed.
Period Dealers
Price 8
Quality 15
Yield 27
Total 50
Factors
Price Quality Yield
16%
54%
30%
Interpretation: From the table it can seen that 54 % respondent told Yield was the major factor
consider by farmers while purchasing Bt cotton seed followed by quality with 30% and price with
16 % were the factors are considered by the farmers as per dealers observations.
4.Opinion about price of Bt Cotton seed product
Particulars Dealers
Excellent 4
Good 40
Average 5
Poor 1
Total 50
Opinion about price

Excellent
Average Poor
8%
10% 2%
Good
80%
Interpretation:
From the table it can seen that 80% dealer told that Bt Cotton seed product price are good,8%
dealers rated product price excellent.10 % dealer rated moderate and 2% dealers rated it bad. Thus
as per the dealer opinion Ankur seed product price is good.
5.Period of association with Ankur seeds
Years Dealer
Below 2 years 0
3-5 years 0
6-10 years 27
Above 10years 23
Total 50
Years
0% 0%
46% Below 2 years

54% 3-5 years
6-10 years
Above 10years
Interpretation:
From the figure it seems that out of 50 dealers 27 dealers were associated with Ankaur seeds
from 6-10 years and 23 dealers are associated with ankur seed from above 10 years.This showed
that the trust of dealers in Ankur seed Pvt,Ltd.
6.Preference of Farmers
Preference Ankur 3028 Ankur Ankur 3244 Ankur 216 Ankur -Jai
3034
Mostly Preferred 15 - - -
Least Preferred - 2 - - --
Preferred - - 8 - -
Less Preferred - - - 10 -
Strongly Preferred - - - - 15
Total 15 2 8 10 50
15
10
Series 1
5 Column1
Column1
Series 1
0
Mostly Least Preferred Less Strongly
Preferred Preferred Ankur Preferred Preferred
Ankur Ankur 3244 Ankur 216 Ankur -Jai
3028 3034
Interpretation: From above figure it revealed that out of 50 dealers,15 dealers told framers
strongly preferred to Ankur Jai,15 dealers mostly preferred to 3028,8 siad only preferred to Ankur
3244,10 dealers told less preferred to Ankur 216, and 2 dealers said least preferred to Ankur 3034.
7. Sales of Bt Cotton seed
Years Sales
2018 Rs 740 per packet

2019 Rs,730 per packet
Sales
2018 2019
50%
50%
Interpretation:
From the figure it seems that in 2018 sale Rs.740 per packet and in 2019 it will be Rs.730 per packet as
per the dealers the sales of Bt cotton will decrease by Rs 10 per packet in current years, the main reason
behind decrease in sales were competitions among the dealers ,it not reap the benefits to dealers due to
pressure of increasing of sales, hence reduced their margin, to stop such situation most of the dealers
decided to retained on same numbers of packets as last year’s stock of pocket or small amount of
reduction in their booking of seed packets ,it may leads to decrease in sales from previous year.
8. Problems faced by dealer in sales of Bt cotton seed.
Dealers Problems
Time Promotional Margin Demonstration Price Total

availability activities
No.of 7 2 25 1 15 50
dealers
(%)
Price
Demonstration
Margin Column1
Series 1
Promotional activities
Time availability
0 5 10 15 20 25 30
Interpretation:
From the table it seems that out of 50 dealers 50% dealers faced problem of margin,30% dealers
faced problem of price,14,4 and 2 % dealer faced problem of timely availability, promotional
activity and demonstration respectively.
9. Margin based performance of the companies
Companies Dealers
Nuziveedu 19
Ajeet 17
Kaveri 14
Total 50
20
18
16
14
12
Series 1
10
Column1
8
Column2
6
4
2
0
Nuziveedu Ajeet Kaveri
Interpretation: From the figure it seems that as per 19 dealers Nuziveedu is best company in
providing margin after that Ajeet seed is best and the Kaveri seeds.
10. After sales service and promotional effectiveness based performance of the companies.
Companies After Sales service
Kaveri 19
Nuziveedu 17
Ajeet 14
Ankur 19
Monsanto 14
Chart Title
20
18
16
14
12 After Sales Services
10
Column1
8
Column2
6
4
2
0
Kaveri Nuziveedu Ajeet Ankur Monsanto
Interpretation :
From the above figure it seems that Based on performance in after sales services 19 said Kaveri
seed is besr,17 said Nuziveedu is best and 14 dealers said Ajeer seed is besr.It indicate that in
Promotional effectiveness 19 dealers said Ankur seed us best, while 17 dealers said Nuziveedu is
best.14 dealers said Monsanto is the best.
CHAPTER 8
CONTRIBUTION TO THE COMPANY

SUGGESTIONS TO THE FARMERS
After sales services to the farmers need to be improved and should be made spontaneous;as
past tear experience is a major factor s are considered by the farmers during purchase.
SUGGESTION BASED ON DEALERS STUDY.
 Distribution of seed should be made profilcient and demanded quantity shoulde be made
available to dealers.
 Margin for dealers should be increased by company.comparing with the others competitive
brands.
 Perception regarding price of Ankur seed need to be changed by proper marketing and
awareness program.
 Appropriate field demonstration for farmers should be enabled by the company as per the
demand of dealers.
CONCLUSION
The project entitled A study on farmers buying behavior analysis of Bt.Cotton seed in Nandurbar
District Maharashtra State was carried out with specific objectives.The findings are concluded here.
CONCLUSION BASED ON FARMERS STUDY
From the study it was revealed that retailer acted as major source of information regarding Bt cotton
seeds for framers (55%) followed by friend and peers (45%).For buying of seed mostly farmers (45%)
themselves were decision makers,interestingly some of the farmers (28%) were dependent on their
children for decision making regarding purchase also few farmers (27%) were following opinion
leaders.
During the study it was revealed that low market price for the cotton was major problem faced by the
farmers followed by high labour wages and less availablilty of laour and low productivity were the
major problems found in the study area.
CONCLUSION FOR DEALERS
Study revealed that Ankur was found to be the market leader if number of packet sales by dealers aee
considered as Ankur had maximum numbers of sold packets 62340 (31%) followed by Nuziveedu
seeds(22%) ,Mahyco (13%),Monsanto(12%),Kaveri(3%).Ajeet (1%) and others were contributing
considerable amount (18%).The others category mainly constitutes small local brands e.g
Tulsi,Parshwanath,Renuka and Branha etc.
Less profit margin to dealers (50) followed by high marker prices of known brands (30%) and timely
availability of desired brand and quantity of seeds (14%) were three major problems faced by the
dealers in the study area.
BIBILOGRAPHY
1. Marketing Management, Philip kotler and 12th edition.
2. Research Methodology, C.R. Kothari, and 2nd edition.
3. Marketing Management, Gary Armstrong, and 3rd edition.
4. Websites- www.ankurseed.com
ANNEXURE
A) FARMER STUDY
1.Age group of the respondent.
a) 36- 45 b) 46-55 c)Above 55
2.Educational level
a) Illiterate b) 10th Std c)HSC
3.Size of land holding
a) Small b) Medium
4.Type of farming
a) Irrigated b) Non Irrigated
5.Are you satisfied with Bt cotton seed
a) Yield b) Past experience c) Price
d) Promotional Activity e)Brand Image
6.Since how long using Bt.cotton seed
a) 1-2 years b) 3-5 years c)More than 5 years
7.Area under cultivation last year.
a) 1-5 acres b) 6-10 acres
8. Point of purchase of Bt Cotton seeds.
a) Retailer b) Dealer
9.Mode of Payment
a) Cash b) Credit c) Both
10 .Previous year sowing Bt Cotton seed.
a) Nuziveedu b) Ankur c) Kaveri

11.Planning to buy Bt variety in recent season
a) Nuziveedu b)Monsanto c) Ankur d) Kaveri
12.Source of Information
a) Retailer b)Friends
13.Decision maker for buying Bt cotton seed.
a) Farmer b) Children c) Opinion Leader
14.Promotional Activities Participated
a) Agricultural Exhibition b) Farm meeting arrange by comp
c) Melas d) Farmer Seminar
Dealer study
Basic information about dealer
1. Education
a) HSC b) Graduation
2. Seed Business Experience
a) 6-10 years b) 11-15 years c) Above 15 years
3. Factors are considered by farmers while purchasing Bt cotton seed.
a) Price b) Quality c)Yield
4.Opinion about price of Bt Cotton seed product.
a) Excellent b) Good c) Average d)Poor
5.Period of association with Ankur seeds.
a) Below 2 years b) 3-5 years c) 6-10 years d) Above 10years
6.Preference of Farmers
a) Mostly Preferred b) Least Preferred c) Preferred d ) Less Preferred e) Strongly Preferred

7. Sales of Bt Cotton seed
a) 2018 b)2019
8.Problems faced by dealer in sales of Bt cotton seed.
a) Time availability b) Promotional activities c) Margin d) Demonstration e) Price
9.Margin based performance of the companies.
a) Nuziveedu b) Ajeet c) Kaveri
10.After sales service and promotional effectiveness based performance of the companies.
a) Kaveri b)Nuziveedu b) Ajeet d ) Ankur e)Monsanto

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A

SUMMER INTERSHIP PROJECT

PROF. VINOD S .KHAIR

IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE

DR. B.V. HIRAY COLLEGE OF MANAGEMENT & RESEARCH

I once again express my heartfelt in debtness to all-aforesaid. Any omission or error in

PLACE : SACHIN DILIP NAYAKDA

DATE : / / MBA-II (MARKETING)

PLACE: - NAME :-……………….....

Chapter No. Title of contents Page No.

Project Profile 18-20

1.1 BACKGROUND OF THE STUDY

1.1.1 KEY ASPECTS ANALYSED:

1.1.2 TYPES OF SEEDS COVERED IN THIS REPORT:

1.1.4 FOCUS OF THE ANALYSIS:

1.2 FUTURE PROSPECTS OF BT COTTON:

Crops 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17*

Year Requirement Availability Availability increased over last year (%)

Table 4.3: Changes in the Share of Area under Major Crops

1.3 STRUCTURE OF THE INDIAN SEED INDUSTRY

1.4 ROLE OF PUBLIC & PRIVATE SEED SECTOR

1.5 SEED PRODUCTION SYSTEM IN INDIA:

iii) Sponsored breeders recognized by selected State Seed Corporations, and

iv) Non-Governmental Organizations.

2.1 OBJECTIVE OF THE PROJECT

1. To understand the farmer preference, buying behavior and satisfaction of

2. To find out the dealers satisfaction and expectations.

3. To study factors affecting while purchase of Bt. cotton by farmers.

4. To study buying behavior of farmers for cotton seed.

2.2 SCOPE OF THE STUDY

2.3 LIMITATION OF THE PROJECT.

questions was also a limitation.

difficult to get the answer to some important and core questions.

may give biased result.

ANKUR SEEDS PVT. LTD.

PRODUCTION AND PROCESSING:

We breed for fulfilling every farmers need for seed.

Hy Cotton Ankur Pushkar BG-II

Hy Cotton Non Bt Swadeshi-5

Ankur Ajay Plus (3224) BG II

4.1 MEANING OF RESEARCH:-

4.2 TYPE OF RESEARCH

4.3 DATA COLLECTION:-

4.6 SAMPLING METHODOLOGY

4.8 SAMPLING METHOD:- A questionnaire with 10 questions which is based on company

4.9 SAMPLING AREA:- Nashik region

Respondent District Total

DATA ANALYSE & DATA

1.Age group of the respondent .

Age Shahada Navapur Akkalkuwa Percentage

Education Shahada Navapur Akkalkuwa Percentage

3. Size of land holding

Land holding Shahada Navapur Akkalkuwa Percentage

Type of farming Shahada Navapur Akkalkuwa Percentage

Irrigated 47 38 26 111 (44.4 %)

Drip Irrigation 6 23 3 32 (30.7%)

5. Are you satisfied with Bt cotton seed

Opinion Shahada Navapur Akkalkuwa Percentage

6.Since how long using Bt.cotton seed

Period using Shahada Navapura Akkalkuwa Percentage

1-2 years 25 34 11 70 (28 %)

7.Area under cultivation last year.