SUMMER TRAINING PROJECT

ON

Market Research on Awareness level

of EW in general and Fast Mix in

Hardoi District (U.P.)

Under Guidance of -

Prof. H.P.Singh

Department of Agricultural Economics

Institute of agricultural Sciences

Banaras Hindu University, Varanasi.

Presented by-

Pankaj Kumar Dubey

Presented by-

Pankaj Kumar DubeyMaster of Agri-business

management

INTRODUCTION

COMPANY PROFILE:-

Company name: Sinochem India Company Pvt. Ltd.

Year of Establishment : China (1950) and India (2008).

Category: Multi National Corporation

Origin: China

Chairman: Mr. Deshu Liu

Regional (India ): Mr. Sanjay Chaudhary

Sectors: Global – Energy, Agriculture, Chemical, Real

state and Finance.

India - Agrochemicals.

Annual Turnover: Global – 48600 cr.

India – 115 cr.

MAJOR PRODUCT OF SINOCHEM INDIA

COMPANY PVT. LTD.

HERBICIDES � Lasso

� Fast-mix

� Machete

� Popular

INSECTICIDES � Choice

� Swift

� Choice super

FUNGICIDES� Reload

� Polir

� Sinogeb

SELECTED PRODUCT

Fast-Mix

Technical- Butachlor 50% EW.

Type- Selective herbicide, Pre-emergence

Crop- Rice.

OBJECTIVES

• To study the source of awareness of agrochemical among the farmers in

the markets.

• To determine the EW adoption level among farmers including the position

of fast Mix in the EW segment.

• To find out the adoption level of non EW products in the different market

region of Hardoi District.

• To study the willingness of farmers for adopting the Fast Mix.

• To examine the factor influencing the purchase decision of farmer

including the priority need during selection of paddy herbicide.

• To Identify the major players and their market share in the markets.

RESEARCH METHODOLOGY

� DistrictDistrict HARDOI was selected for study purpose.

� Selection of blocks & villageOut of 19 blocks only 5 markets has been given by company in which we selected 10villages from each markets.

� Selection of farmerA list of all farmers were prepared and 20 farmers per village were selected throughsimple random sampling.

� Selection of retailorA list of all retailers were prepared and 5 retailers per market were selected throughconvenient sampling.

� Source of dataPrimary data was selected through a detailed questionnaire schedule given by companyand secondary was obtain from books, internet and journals.

� Sample size

Farmer :- 1002, Retailer:- 50, Distributor:- 2

SAMPLING PROCEDURE

Hardoi

Jagdishpur

10-Village

20 Farmers per Village

Balamau

10-Village

20 Farmer per Village

Baghauli

10-Village

20 Farmer per Village

Pihani

10-Village

20 Farmer per Village

Karawa

10-Village

20 Farmer per Village

RESULTS AND DISCUSSION

OBJECTIVE-1

Farmer Market Farmer

(Yes/No)

Magazine

(Yes/NO)

Retailer

(Yes/NO)

R. &Tel

(Yes/No)

Company

Staff(Y/NO)

Other

(Y/NO)

300 Jagdishpur 28 0 246 4 7 15

274 Balamau 10 0 243 4 12 5

200 Baghauli 8 0 178 0 10 4

150 Pihani 14 0 121 2 10 3

78 Karawa 7 0 63 1 5 2

1002 Total 67 0 851 11 44 29

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

FARMER MAGZINE RETAILER R&TEL COMPANY

STAFF

OTHERS

6.68%0.00%

84.93%

1.09% 4.39% 2.89%

farmers in given market.

1.1)Source of awareness of agrochemicals among farmers in the

markets.

OBJECTIVE-22.1)Adoption level of EW in different Market segment

Farmer Market Total EW User Total EW Non User

300 Jagdishpur 40 260

274 Balamau 25 249

200 Baghauli 18 182

150 Pihani 15 135

78 Karawa 7 71

1002 Total 105 897

10%

90%TOTAL EW USER

TOTAL NON EW USER

2.2) Level of Fast-Mix (EW) adopted under the

category of EW Users.Farmer Market Fastmix (EW) User Other (EW) User

40 Jagdishpur 26 14

25 Balamau 17 8

18 Baghauli 12 6

15 Pihani 15 0

7 Karawa 7 0

105 Total 77 28

73%

27%FASTMIX(EW) USERS

OTHERS(EW) USERS

OBJECTIVE-3A 3.1)Adoption level of different non EW products under the category of

EW Non Users.

Farmer Market Butachlor EC

(Yes/No)

Pretilachlor

(Yes/No)

Other User

(Nominee)

260 Jagdishpur 240 10 10

249 Balamau 144 27 78

182 Baghauli 105 20 57

135 Pihani 130 0 5

71 Karawa 70 0 1

897 Total 689 57 151

77%

6%17%

BUTACHLOR(EC)

PRETILACHLOR(EC)

OTHERS(NOMINEE)

OBJECTIVE-4

4.1 Level of Farmers’ Willingness to Purchase Fast Mix.

Farmer Market Willing to purchase Fast

Mix (Yes/No)

Non Willing to Purchase

Fast Mix (Yes/No)

300 Jagdishpur 280 20

274 Balamau 246 28

200 Baghauli 180 20

150 Pihani 105 45

78 Karawa 54 24

1002 Total 865 137

86%

14%Willing to Purchase

Fastmix

Non Willing to

Purchase Fastmix

OBJECTIVE-55.1)Factors affecting the Purchase decision making

Farmer Market Quality of

Control

(Yes/No)

Credit Purchase

(Yes/No)

Retailer

Suggestion

(Yes/No)

Awareness

Campaign

(Yes/No)

300 Jagdishpur 255 15 30 0

274 Balamau 213 8 41 12

200 Baghauli 160 4 34 2

150 Pihani 90 15 35 10

78 Karawa 46 4 20 8

1002 Total 764 46 160 32

76%

5%

16%3%

Quality of control

Credit purchase

Retailer suggestion

Awareness campaign

5.2)Priority need For Paddy herbicides

Farmer Market Quality of

control

Price per

acre

New

Chemistry

Post

emergent

control

Other

300 Jagdishpur 277 10 12 0 1

274 Balamau 200 44 20 4 6

200 Baghauli 150 25 15 3 7

150 Pihani 95 30 15 6 4

78 Karawa 50 10 8 7 3

1002 Total 772 119 70 20 21

79%

12%

7% 2%

Quality of control

Price per acre

New chemistry

Post emergent control

OBJECTIVE-6

6.1)Total volume of different herbicides products

sold in the market region.

Retailer Market Machete

(vol/litre)

Fast Mix

(vol/litre)

Other EW

(vol/litre)

Rifit (vol/litre) Pretilachlor

(vol/litre)

10 Jagdishpur 4960 600 380 70 90

10 Balamau 1160 360 150 20 250

10 Baghauli 950 350 110 10 70

10 Pihani 700 175 900 10 750

10 Karawa 340 125 990 5 350

50 Total 8110 1610 2530 115 1510

58%12%

18%1%11%

MACHETE

FASTMIX

OTHER EW

RIFIT

PRETILACHLOR

PROMOTIONAL TOOLSPrinted Literatures

Farmers’ Meeting

Van Campaign

• Maximum farmers obtain information about agrochemicals' from

retailers.

• Awareness level of EW users was less in compare to non EW users in

the given market regions.

• Maximum farmers adopted Fast Mix (EW) in total EW user’s category.

• Maximum EW non users adopted Butachlor (EC) and Pretilachlor in

the market region.

• Maximum farmers have a will power to purchase Fast-Mix in the

market.

• Machete herbicide covers more than 50% of market where Fast-Mix

placed on fourth position.

• Farmers during purchase decision of Herbicide give more priority to

quality of control followed by retailers suggestion’s.

CONCLUSIONS

SUGGESTION

• Number of employee in area of study should be increased.

• Company should advertise the product through more communication

methods like Radio, T.V., etc.

• Company should also think about their competitors and also new

entrant to sustain in the market for a long time.

• Company should have a toll-free no. which has to be mentioned in

pamphlets and on products too.

• The van campaigns which are considered to be an effective tool at the

time of peak season should be done in aggressive manner to draw the

farmers’ attention.

CONT.…

• The farmers’ knew the name of fast mix and machete but not the

company’s name; this is not a healthy sign for company’s growth and

prospects. Therefore it is taking time for the company to establish a strong

place in the market.

• Sinochem Company should also enhance the cash discount, liberal credit

policy and profit margin to their distributors.

.

REFRENCES

• www.sinochemindia.com

• www.hardoi.nic.in

• www.wikipedia.org

• www.mapsofindia.com

• www.agriculture.up.nic.

THANKTHANKTHANKTHANK YOUYOUYOUYOU