Dr.

Rajendra Prasad Central Agricultural University

School of Agribusiness & Rural Management
SUMMER INTERNSHIP WORK
PRESENTATION

“ADOPTION RATE AND SATISFACTION OF FARMERS TOWARDS

USE OF CORAGEN AGAINST FALL ARMYWORM IN MAIZE”
Submitted by: Submitted to:
Ishita Chandra Dr. Ram Datt
2208201007 Associate Professor
MBA ABM SABRM, RPCAU
SABRM, RPCAU
Maize is a versatile, widely cultivated, highly adaptable crop growing
in diverse agro-climatic conditions.

Most productive cereal, 39% of annual production of grain.

Maize is predominantly used for feed and human food, with 60%
used for feed, 24% for human consumption, and 14% for industrial
(starch) products.

Bihar is known for its significant maize cultivation, although the

production and quality of maize are hindered by various factors,
including serious insect and pest attacks, necessitating focused
attention for control and improvement.

One of the most devastating pests of maize crop is Fall Armyworm

which causes significant economic losses to farmers.
 Maize production in India

- India's Position in Maize Production: India ranks 4th

globally in maize-growing area and 7th in production,
representing approximately 4% of the world's maize
area and 012% of total production.

- Growth in Maize Area and Production: From 1950-51

02 maize area in India increased from 1.73
to 2018-19,
million hectares to 9.2 million hectares, with
production rising from 1.73 million MT to 27.8 million
MT, marking close to a 16-fold increase.

- Productivity Increase: Over the same period, average

maize productivity in India increased by 5.42 times,
from 547 kg/ha to 2965 kg/ha, while the area expanded
nearly threefold.

- State-wise Production: In the financial year 2023,

Bihar accounted for the highest share of maize
Fig.- Share of maize production, 2023 (Source – Statista)
production in India, contributing over 28%, followed
by Maharashtra and Telangana.
 Company Profile
-FMC is an agricultural sciences company
dedicated to advancing farming through
innovative and sustainable crop protection
technologies.

Its focus on discovering new active

ingredients and developing formulations, CUSTOMER CENTRICITY AGILITY
biologicals, and precision agriculture
technologies supports sustainable agriculture SUSTAINABILITY SAFETY

globally.
RESPECT INTEGRITY
 Agrochemicals

1. Crop protection chemicals are essential for maintaining food production quality and quantity by controlling
pests and diseases that damage crops.

2. Their application can increase crop productivity by 20-25%, reducing losses from pest attacks and
ensuring food security.

3. India ranks as the fourth largest producer of agrochemicals globally, highlighting its significant role in the
industry.

4. The global crop protection market is highly consolidated, with Syngenta, Bayer, BASF, and FMC collectively
accounting for over 80% of market share.

5. In addition to insecticides, fungicides, and herbicides, crop protection chemicals also include bio-
pesticides and other specialized products like fumigants and rodenticides.

6. The effectiveness of crop protection chemicals underscores their importance in modern agriculture, where
they serve as a cornerstone for sustainable food production.
Major Global Players in the Agrochemical Industry:

• Adama
• Syngenta
• Bayer Crop Science
• BASF
• FMC
• Corteva Agriscience
• UPL
• Yara International ASA
Fall Army worm

•Fall Armyworm (FAW) poses

a significant threat to maize
crops, leading to substantial
economic losses for farmers.
Its invasive and polyphagous
nature contributes to its rapid
spread, with the ability to
destroy up to 40% of maize
crops in affected regions.

.
 CORAGEN

•
•
 OBJECTIVES :

TO UNDERSTAND BRAND

1 AWARENESS OF CORAGEN AMONG

MAIZE FARMERS

2 TO EVALUATE THE
SATISFACTION OF CORAGEN
CUSTOMER
Area of study :

Source – Maps of India

 RELEVANCE OF STUDY
Marketers must understand customer needs and purchasing behavior to develop
offers and solutions that satisfy customers and benefit stakeholders.

Insight into farmers' preferences, habits, and buying processes is essential for
innovating products, setting prices, adjusting products, and crafting effective marketing
messages.

Comprehending customer wants allows marketers to influence purchasing factors,

ensuring their products stand out and resonate with target customers.

SCOPE OF STUDY
The study aims to determine the market potential for Coragen and analyze its
competitiveness, aiding in the development of a comprehensive marketing strategy
for the product.

Additionally, the project seeks to assess farmers' problems, awareness levels, and
satisfaction regarding Coragen, providing insights into their purchasing habits and
brand awareness for pesticides targeting maize crops.

The findings will focus on identifying marketing constraints specific to Coragen,

offering valuable insights to enhance its market positioning and address any
challenges in promoting the product effectively.
 Research design
• The research is both descriptive and Sample size – 140 farmers
exploratory in nature. Under this
proposed investigation the aim was to Sources of data collection :
understand all the characteristics and In the research, both primary data and secondary
factors that affect farmers' decisions to data were used.
buy particular brands and consider doing
so in the future. Primary Data - Primary data was collected from
the maize farmers of the villages using structured
• In order to achieve the objective, it was
questionnaire. This data is collected through in-
necessary to interact with the maize
depth interviews with the maize farmers.
farmers, to derive the conclusions
regarding the objectives. For visiting the
farmers to collect the relevant Secondary data - Secondary data will be
information, a questionnaire was collected by Journals, Horticulture Department
designed. Research papers, books, and authentic data
• The questionnaire was designed in such sources will serve as the secondary data sources.
a manner to achieve the objective of the
research.
 WORK HIGHLIGHTS
Activities performed

• Crop show 11

2.Group meetings 11

. 3.Retailer visit 12

4.Testimonial video 8

5.One to one interaction with farmers 27

 CROP SHOW

• Showed farmers the problems caused by

Fall Armyworm in maize fields. Used hands-
on displays to explain why it's important to
control these pests.

• Taught farmers about the life of Fall

Armyworm and why it's harmful to maize.

• Demonstrated the difference between

Coragen treated and untreated fields.

• Told farmers about Coragen and how it

helps against Fall Armyworm.

• Talked about its benefits in simple terms

during interactive discussions.
 GROUP MEETINGS
• Held group meetings with farmers to share
insights on Fall Armyworm issues in maize fields
and the importance of controlling them, using
practical demonstrations to make the
information clear.

• Conducted sessions to educate farmers about

the life and impact of Fall Armyworm on maize
crops. Used suitable nozzle to demonstrate and
explained about Return on Investment after
uing Coragen.

• Introduced Coragen during the meetings,

explaining how it can help in dealing with Fall
Armyworm.
 RETAILER SHOP VISIT
• ·Gathered insights on Coragen sales and demand
from retailers. Discussed challenges faced by
them in promoting and selling the product.

• ·Visited retailers to understand the market

conditions for Coragen. Explored how the
product is performing and its demand in the
market.

• ·Explored the impact of Coragen on the retailer's

business. Talked about customer feedback and
satisfaction levels related to the product.

• ·Took suggestions from the retailer for area

specific needs like why Coragen is not preferred
by farmer in certain areas.
 TESTIMONIALS
• As part of my internship, I created testimonial
videos featuring farmers sharing their
experiences with Coragen.

• These videos captured firsthand accounts of how

Coragen effectively controlled Fall Armyworm and
led to notable improvements in crop yields.

• The testimonials expressed high levels of

satisfaction with Coragen's performance and its
positive impact on farmers' livelihoods.

• Farmers emphasized Coragen's reliability in

addressing pest challenges faced by maize
growers, highlighting its effectiveness as a crop
protection solution.
 RESULT
&
DISCUSSION
1. Understanding Brand Awareness of Coragen among Maize Farmers

(Source- Survey data,

2024)
2. To evaluate the customer satisfaction of Coragen

(Source- Survey data, 2024)

CORAGEN USAGE

(Source- Survey data, 2024)

FMC PRODUCTS CONSUMPTION IN PURNIA,
BIHAR

(Source- Survey data, 2024)

 RECOMMENDATIONS
• Explore targeted awareness campaigns to bridge the awareness gap
among the remaining 27% of farmers.
• Offer combo packs of Coragen doses so that farmers apply both
doses as 64% of the farmer in the study area applied only one dose.
• Increase the ground level activity because farmers will be influenced
only when they will see the results themselves.
• Deploy one MDO in each block so that more villages could be
covered and more farmers can be educated.
• Regular visit of MDO to progessive farmer during cropping season
before sowing. For eg. Farmer can’t remember all products that can
be used in maize at once. The MDO should visit farmers at regular
intervals like during land preparation, sowing, during spraying stage
and at the time of second spraying so that farmers remember the
products and develop a good relation with the MDO.
• Strengthen partnerships with retailers and provide them additional
resources to boost Coragen sales.
 LEARNINGS
• Recognized the strategic importance of targeted awareness campaigns as part of an
integrated marketing strategy.

• Understood the financial implications of yield losses despite product awareness,

emphasizing the need for efficient risk management.

• Live demonstration of crops fosters better understanding among farmers.

• Continuous improvement in product application is very important to stay aligned with the
market needs.

• Acknowledge the role of comprehensive promotional activities to penetrate the market

and increase market reach.

• Understand the significance of building and maintaining strong relationships with

retailers for effective distribution channel management.