Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 1

1. Abstract.
The use of organic manures (farmyard manure, compost, green manure, etc.) is the oldest
and most widely practiced means of nutrient replenishment in India. Prior to the 1950s,
organic manures were almost the only sources of soil and plant nutrition. Owing to a high
animal population, farmyard manure is the most common of the organic manures. Cattle
account for 90 percent of total manure production. The proportion of cattle manure
available for fertilizing purposes decreased from 70 percent in the early 1970s to 30
percent in the early 1990s. The use of farmyard manure is about 2 tones/ha, which is much
below the desired rate of 10 tones/ha. Owing to the need gap Coromandel took the
initiative to introduce Godavari Gold to meet the organic manure needs of the farming
community.
The Success of the product is purely depends on customer behavior, if the customer
reaction is good towards the product than the product clicks otherwise it fails in the
market. Coromandel introduced the Godavari Gold in the 2011, but till now there is a less
demand for the Godavari Gold. The main objective of this project is to know the customer
behavior towards the organic manure .Through this project we can know the awareness of
customer towards the organic manure and we can find the reasons for the poor demand of
the product.
The project through research methodology, research design & source of data (Primary data
& secondary data) is planning to make an effort to understand the customer behavior
towards the organic manure and to know the reasons for the less demand of the Godavari
Gold, the outcome can give alternative solution with findings which plays a remarkable
role in understanding the behavior of customer.







Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 2

1.1Brief Introduction
Agriculture depends heavily on the natural environment. Farmers are the most direct
victims in the economic losses and ecological damage caused by the pollution of any
resource of the nature. However, farmers use lots of fertilizer to improve production
outputs driven by the market economy, resulting in a vicious circle. At this point, the
analysis of the farmers decision-making and willingness of fertilizer application is of
great significance.
Agricultural production was highly dependent on fertilizer sourced from nature with
organic contents. To enhance the production of crops, inorganic fertilizer was developed
and introduced. Though immediate productivity is being enhanced through appropriate
application dosage of inorganic fertilizer, organic fertilizer is highly needed for the
maintenance and enhancement of soil productivity. It is said that the organic fertilizer is
the food for the soil.
The use of organic manures (farmyard manure, compost, green manure, etc.) is the oldest
and most widely practiced means of nutrient replenishment in India. Prior to the 1950s,
organic manures were almost the only sources of soil and plant nutrition. Owing to a high
animal population, farmyard manure is the most common of the organic manures. Cattle
account for 90 percent of total manure production. The proportion of cattle manure
available for fertilizing purposes decreased from 70 percent in the early 1970s to 30
percent in the early 1990s. The use of farmyard manure is about 2 tones/ha, which is much
below the desired rate of 10 tones/ha.
At the present production level, the estimated annual production of crop residues is about
300 million tones. As two-thirds of all crop residues are used as animal feed, only one-
third is available for direct recycling (compost making), which can add 2.5 million
tones/year. The production of urban compost has been fluctuating around 67 million
tones and the area under green manuring is about 7 million/ha. Unlike fertilizers, the use
of organic material has not increased much in the last two to three decades. The estimated
annual available nutrient (NPK) contribution through organic sources is about 5 million
tones, which could increase to 7.75 million tones by 2025. Thus, organic manures have a
significant role to play in nutrient supply. In addition to improving soil physico-chemical
properties, the supplementary and complementary use of organic manure also improves
the efficiency of mineral fertilizer use.
Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 3

1.2. Review of Literature
1. A.K Yadav Director National Centre of Organic Farming,Ghaziabad, National
Project on Organic farming, Dept. of Agriculture and Cooperation, Government
of India National Centre of Organic 1 Farming, Ghaziabad Organic Agriculture
(Concept, Scenario, Principals and Practices)
Author says that, This project report emphasis on in-depth about organic farming
and organic manure.

2. Dr. Mercola, How Organic Farming Could Release Us From the Curse of
Fertilizer, Mercola.com, July 02, 2013,
Author suggested that, Environmental pollution is a significant problem. But while
most of the focus is placed on polluting industries, toxins like mercury and small
particle traffic pollution, a major source of environmental devastation is caused by
modern food production. Far from being life sustaining, our modern chemical-
dependent farming methods.

3. Steve Solomon, A Better Way to Fertilize Your Garden: Homemade Organic
Fertilizer, Mother earth news, April/May 2008
Author suggested that, Organic fertilizer ingredients are less expensive when
bought in bulk. The basic organic fertilizer ingredients are seed meal, agricultural
lime, gypsum, dolomitic lime (or dolomite), kelp meal and bone meal, rock
phosphate or high-phosphate guano.

4. Cheryl Long and Barbara Pleasant, Build Better Soil With Free Organic
Fertilizer, Mother earth news, April/May 2008
Authors suggested that, You can build better garden soil by applying the right
types and amounts of organic fertilizers.

1.3 An overview of the topic
The report gives brief information about Organic Manure market, about the Company and
industry profile, Marketing strategies, key players, SWOT analysis, financial performance
and human resource policy. The project is indented to collect information from 100
customers (farmers) from Davanagere and Shivamogga. The data will be collected through
Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 4

questionnaire that would be shown through tables and graphs. The outcome may be
summarized as finding through which I would be able to give suggestions and conclusion.
1.4 Area of study
Studying about Customer Behavior towards Organic Manure (Godavari Gold) in
Davanagere and Shivamogga districts. Collecting the primary data from the customers to
understand their behavior towards the Organic Manure (Godavari Gold).
1.5 Statement of the problem
There is a less awareness towards the organic manure. Farmers are addicted to chemical
fertilizers and there are not aware of the benefit of organic manure. And there is a less
demand for the Organic Manure in the Market due to many reasons. Thus the study will be
focus on the issues which causes for such problems and will be emphasis on the customer
behavior towards organic maneuver specially focus on Godavari Gold of Coromandel
International Ltd. Bangalore.

1.6 Need & Importance of the study
Need:
This study emphasis on the customer behavior towards organic manure. It is helpful to
know the needs and wants of the customer.
Importance
It provides information to the organization to change tactics after in-depth research about
the customer behavior. The findings & suggestion assist the firm to change if its required
to gain competitive advantage over its competitors. This study is important to know the
awareness of the customer towards the product and it help to overcome the organization
problems.


Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 5

2. RESEARCH METHODOLOGY:
2.1 Objectives:
1) To Understanding the level of awareness of the farmers regarding organic manure.
2) To collect customer opinion about organic manure.
3) To study how the farmers will take Decisions with regards to the organic manure
4) To identify the factors for non adoption of organic manure
2.2 Scope of the study
This study may be useful to the organic manufacturing industries to know the behavior of
customers. This study will help to understand customers, preference and their needs.
1. Helpful for R&D to concentrate on their present and prospective customers.
2. It enables to retain customers.

2.3 Research Design
Davangere and Shivamogga districts will be purposively selected for the study.
Descriptive research design will be used for this study.

Sampling Plan:
Sampling unit: Davanagere and Shivamogga districts customers will be selected as target
area to carry out the survey.
Sampling Size: 100
2.4 Sources of Data
Primary Data
Primary data will be collected using structured questionnaire. It is 100 respondents
around the Davanagere and Shivamogga districts. A personal interview method will be
adopted with the help of a questionnaire.
Secondary Data
Secondary information will be gathered from different sources. The secondary data
will be collecting from many sources such as news paper articles, journals, magazines,
reference books & Internet.
Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 6

Data Collection Technique
Structured questionnaires will be used for primary data collection.
Data Analysis Plan
The primary data will be processed based on basic statistical techniques such as
classification, tabulation, analyses and interpretation and percentile analyses. If required
analysis with the help of inferential statistics will be done.
2.5 Limitations of the study:
Despite all possible efforts to make the analysis more comprehensive and scientific, a
research of the present kind will be bound to have certain limitation; researcher humbly
submits them at this stage. The present study will be an empirical work presented in
descriptive manner. Some of other limitations of the study are as follows:
1. The investigator is well aware of the limitations of interview method, observation
techniques and questionnaire method.
2. Due to time consists and other supporting factors the study has been limited only to
Davangere and shivamogga districts.









Customer Behavior towards Organic Manure

P G Department of Management Studies and Research Centre , PESITM , Shivamogga Page 7

3.Time activity chart
Activity Time-Line Remark
Reporting to the
organization
April 16,2014 Permitted by Coromandel
International ltd.
Bangalore
Understanding structure,
culture and functioning of
the organization.
First two weeks of
internship
Understanding of the
products/ service and
problems of the
organization.
Preparation of research
instrument for data
collection
3
rd
to 4
th
week of internship Discussion with the guide
for finalization of research
instrument in my domain
and present the same to the
guide.(first presentation)
Data collection 5
th
to 8
th
week of internship Data collection to be edited,
coded, tabulated and
presented to the guide for
suggestions for analysis.
(second presentation)
Analysis and finalization of
report
9
th
to 11
th
week of
internship
Use of appropriate and latest
statistical tools and
techniques for analyzing the
data. (it is must to use latest
statistical packages whose
results should be shown in
the report)(third
presentation)
Submission of report 12
th
week of internship Final report will be
submitted to the university
before one week of the
commencement of theory
examination.