A Project Report On Consumer Behaviour of Hybrid Maize Seeds and Study of Hybrid Maize Market Potential of Solapur District

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In Partial Fulfillment of the Requirement for the award of Degree of MASTER OF BUSINESS ADMINISTRATION (MBA) Through

ADITYA INSTITUTE OF MANAGEMENT Narhe, Pune-411041 (A.Y. 20092011)


I, the undersigned, hereby declare that the Project Report entitled CONSUMERBEHAVIOUR OF HYBRID MAIZE SEEDS AND STUDY OF HYBRID MAIZE MARKET POTENTIAL OF SOLAPUR DISTRICT. Written and submitted by me to the University of Pune, in

partial fulfillment of the requirements for the award of degree of Master of Business Administration under the guidance of Prof. Ganesh Tannuis my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Pune Date:

Amol P. Jadhav (Research Student)


This is to certify that, Mr. Amol Prabhakar Jadhav is a bonafied student of Aditya Institute of Management, Pune for the M.B.A program affiliated to University of Pune for the academic year 2009-2011. The Project entitled Consumer Behaviour of Hybrid Maize Seeds and Study of Hybrid Maize Market Potential of Solapur District is the original work student has carried out on the basis of authentic information under my guidance.

Prof. Manoj. W. Megharajani Director

Prof. Ganesh Tannu Project Guide

ACKNOWLEDGEMNET Any accomplishment requires the effort of many people and this work is no different. It gives me an immense pleasure while submitting this dissertation. For partial fulfillment of award Master of Business Administration. Every trainee expects a lot thing from the eminent scholars and leading authorities of company and I am not an exception.

I would first and foremost thank the Pune University for designing such a precise and practical course.

I would like to express my sincere gratitude towards Mr. Sameer Jadhav (General Manager), for providing me with this opportunity to work with the esteemed organization, KRISHIDHAN SEED Ltd. and I would also like to thank Mr. Sachin Patil (Product promotion and extension manager) for guiding me throughout the course of this project.

I would like to express my deepest sense of gratitude to Dr. Manoj Meghrajni and Prof. Ganesh Tannu for playing the ideal mentor and being a constant source of inspiration throughout at AIM. It is like a boon for me that I have got such kind of knowledgeable guide. I am unable to find words to convey my gratitude towards him contribution. I thank him from the depth of my heart.

Last but not the least my sincere thanks to other staff members of Krishidhan seeds and all the Dealers and Farmers for their sincere co-operation in collection the necessary details required for the completion of this report. I would also like to thank all of my friends and all others who have directly or indirectly helped me in the successful completion of this project.

EXECUTIVE SUMMARYIn todays competitive world for retaining in the market it is very necessary to have good knowledge of the consumer buying behaviour and the information regarding the activities of competitors existing in the market so that we can plan our each activity according to that. Also it is necessary to know the retailer expectation from the company. The project is CONSUMER BEHAVIOUR OF HYBRID MAIZE SEEDS AND STUDY OF HYBRID MAIZE MARKET POTENTIAL OF SOLAPUR DISTRICT. This project is carried out for Krishidhan Seeds Limited, Pune, one of the leading seed companies in India, engaged in production of different crop seeds. The study deals with different objectives. The first objective of the project was to study the consumer buying behaviour of hybrid maize consumer for that we have to understand the customer needs, Income, constraints, response and emotions. The second objective of this study was to analyze buying behaviour of existing customer of Hybrid maize in Solapur. It was essential to know the feedback of retailers and farmers in order to formulate effective marketing and sales strategies in future and improve the quality to increase the market share with better consumer satisfaction.

The data has been collected by visiting to farmers and retailersto know the consumer buying behaviour and identifying the factors, which effect on consumer buying behaviour. For this purpose structured questionnaire has been used

The descriptive design had been used to collect and analyze the data. In data analysis tools like table, bar chart, pie chart had been used. After the due analysis, it has been found that the most of farmer are preferring high yielding variety and they are changing seeds at every time of growing.

With this in theresearcher can conclude that there is need to increase the awareness about Krishidhan maize seeds to increase market share.

INDEXSr. No. Content Page No.

Executive Summery





Profile of Organization



Literature Review



Research Methodology



Analysis And Interpretation of Data



Observations And Findings














List of TablesTable No. Name of the Table 1 Product of Krishidhan Seeds Ltd. 2 Notified high yielding maize composites/hybrids3 Area, Production & Yield of Maize in India 4 Factors Influencing Buying Behaviour 5 Seeds Available in Shop 6 Company's maize seed available in shop 7 Ranking of company according to sale of seed 8 Reason behind Selection of Brand by farmer 9 Dealer Suggest KSL maize seeds 10 Dealers Margin satisfaction 11 Effect of Margin on dealer sale 12 Commonly Observed Promotional Activity 13 Ranking of company according to sales promotion 14 Farmers Purpose of Growing Maize 15 Season Of growing maize 16 Awareness of KSL maize seed 17 Effect of Promotional Activity on Farmer 18 Promotion activity affecting purchase behaviour of farmer 19 Source of information to farmer 20 Factor considered by farmer while purchasing hybrid maize seed 21 Frequency of seed change by farmer 22 Yield satisfaction of farmer with currently using variety 23 Maize Seed demand and supply (in Qt.) 24 Hybrid maizeMarket potential of Solapur district

Page No. 1419 24 29 52 53 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 71

List of FigureFig. no. Name of Figure1 Karwa group of industries 2 Maize variety Maharaja 3 Maize variety Narendra 4 Maize variety Golden Gun 5 Maize variety Dhawal 6 Maize variety KDMH-017 7 Global Corn acerage and Production 8 Major corn Producing countries 9 Maize Area & Production in India 10 Yield of Maize in India 11 Black box model of consumer buying behaviour 12 Seeds Available in Shop 13 Company's maize seed available in shop 14 Ranking of company according to sale of seed 15 Reason behind Selection of Brand by farmer 16 Dealer Suggest KSL maize seeds 17 Dealers Margin satisfaction 18 Effect of Margin on dealer sale 19 Commonly Observed Promotional Activity 20 Ranking of company according to sales promotion 21 Farmers Purpose of Growing Maize 22 Season Of growing maize 23 Awareness of KSL maize seed 24 Effect of Promotional Activity on Farmer 25 Promotion activity affecting purchase behaviour of farmer 26 Source of information to farmer 27 Factor considered by farmer while purchasing hybrid maize seed 28 Frequency of seed change by farmer 29 Yield satisfaction of farmer with currently using variety 30 Hybrid maizeMarket potential of Solapur district

Page No.9 11 12 12 13 13 22 23 25 25 28 52 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71


1.1BACKGROUND Consumer behaviour may be defined as the acts of individuals in obtaining and using goods and services including both the ultimate consumer and the purchaser of the industrial goods. Our approach is to view consumer behaviour, we must examine the events that precede and follow from the purchase act. Consumer behaviour results from individual and environmental influences. Consumer often influences goods and services with they want to accept is therefore determined by the individuals psychological makeup and influences of others. The duel influence has been summarized in the following simplified equation of the S. B = F (P, E) Consumer Behaviour (B) is, therefore the results of the interaction of the consumers personnel influences (P) and the environment (E), understanding consumer behaviour requires that we understand the nature of these influences. The four basic determinants of consumer behaviour are the individual needs motives, perception and attitudes. The interaction of these factors with the influences of the environmental cause of the consumer act. The starting point in the purchases decision process is the recognition of felt need. A need is the simply lack of something useful. Everybody is motivated by needs and wants. The consumer is typically confronted with numerous unsatisfied needs. Some needs are physiological while others are his relationship with others. Wants are basic these are learned during the courses of the individuals life. When a need or want is not satisfied, it needs to drive, the drive state is one of the satisfaction his drive, motives are inner attention that direct us towards the goal of satisfying a fall need.


The purpose of this research was to have practical experience of working within the organization, in the field of marketing and to have exposure to the important management practices in field of marketing.

While writing this report the language has been keep simple and the entire discussion has been logical and has coherent outlines. The main motto of the project work wasCONSUMER BEHAVIOUR OF HYBRID MAIZE SEEDS AND STUDY OF HYBRID MAIZE

MARKETPOTENTIAL OF SOLAPUR DISTRICT. It includes through market Research in. It

includes consumer buying behaviour analysis, by surveying number of farmers and dealer. The project report is divided into two parts, first part consist market research for finding out the factor affect consumer buying behaviour, and second consist hybrid maize market potential of Solapur.

1.3 OBJECTIVE OF STUDY:1. To know Consumer behaviour of hybrid Maize consumer at the time of seed purchase. To know the consumer behaviour of seed dealer towards Hybrid Maize seeds sales. 2. To know the sales potential of Hybrid maize seeds in different Talukas of Solapur District. 3. To find out opportunities in for increasing the KSL Hybrid Maize share. 1.4 RESEARCH QUESTIONS 1. What are the factors which affect the consumer behaviour? 2. What is the purpose of growing maize? 3. What is the hybrid maize market potential of Solapur district? 1.5 SCOPE OF THE STUDY: The study carried out in Solapur so its scope is mainly limited to Pune. This project is helpful for company in following aspects:1. Consumer preference: by the market survey of dealer and consumer of Hybrid maize company can know preference of the consumer towards brand of milk products. Also can know the reasons for giving preference by them. 2. Market potential: through the Solapur hybrid maize market survey company can know the untapped market potential of hybrid maize It provides suggestions to the company to improve their products sales.


2.1 COMPANY PROFILE: Krishidhan was established in 1996 and has grown into a group of companies committed for excellence in an integrated seed business based on quality R&D, Production, Quality Control, Processing, Marketing, Sales and Extension with sole goal of ushering prosperity to farmers both at national and global level. Krishidhan has its registered office at Indore and corporate office at Pune and major infrastructure base is at "Jalna", the seed capital of Indian agriculture industry. Krishidhan Seeds is a pioneer and dynamic agricultural biotech company delivering high quality seeds for the Indian commercial seeds market. Krishidhan is a research-based organization. Its R&D activities and research stations are recognized by the Department of Scientific and Industrial Research (DSIR), Govt. of India. The company is actively involved in research, production, processing, packing, and marketing of high quality seeds of Cotton, Cereals, Pulses, Oil seeds and Vegetables. Recently, it has incorporated a separate legal entity as Krishidhan Vegetable Seeds India Pvt. Ltd (KVSIPL), a company dedicated exclusively for vegetable seeds business. Krishidhan is one amongst the first three sub-licensees of M.M.B. India Ltd., which has commercialized Bollgard (BG-I) &Bollgard-II (BG-II) cotton hybrids in India. Introduction of other GMOs are on anvil. Krishidhan seeds are engaged in seed production of different crops seed. Production of genetically pure and good quality pedigree seed is an exacting task. It requires high technical skills and comparatively heavy financial investment. At Krishidhan, during seed production strict attention is given to the maintenance of genetic purity and other qualities of seeds in order to pass on maximum benefits to farmers by introduction of new superior crop plant varieties. Seed production activities at Krishidhan are carried out under standardized and well-organized conditions assisted by SAP.

In India, seed production program of Krishidhan is spread over 1,00,000 acres of land in the states of Andhra Pradesh, Tamil Nadu, Maharashtra, Madhya Pradesh, Gujarat, Uttarakhand, Karnataka, and Haryana. Apart from India, Krishidhans production program is also spread in parts of Europe. KSL has taken up the exigent task of providing superior quality seeds of wide range of crops to the farmers within the set

time frame. The company recognizes that this is possible only through Quality Seed Production. Krishidhan group of company is also have a biotechnology & research centre in which they can apply various techniques to improve the productivity. Biotechnology is committed not only to care human being but to care total ecology. The Krishidhan Group has a great belief that application of biotechnology can give quantum jump to productivity and quality of various field and vegetable crops. The Group has a team of highly skilled scientist involved in innovative research work using cutting edge technologies with focus on high value field and vegetable crops like cotton, paddy, sunflower, tomato, chilies, brinjal etc. By combining classical conventional breeding approaches with the state-of-the-art technologies scientists strive to deliver value added quality products that would ensure higher yields at lower cost to farmers. Krishidhan also encourages various not-for-profit organizations for promoting activities that would lead to additional wealth to Farmers. A team of high caliber and internatio...


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