A STUDY ON ANALYSIS OF MARKET POTENTIAL

FOR BIO FERTILIZERS – ON BEHALF OF ASIAN

CROP SCIENCE

PROJECT REPORT

Submitted by
SHRIJITH BALAKRISHNAN G
18TPMB135

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

IN

SRI KRISHNA COLLEGE OF TECHNOLOGY

SCHOOL OF MANAGEMENT
COIMBATORE – 641402
MAY 2020
 BONAFIDE CERTIFICATE

Certified that this project report titled A STUDY ON ANALYSIS OF MARKET

POTENTIAL FOR BIO FERTILIZERS – ON BEHALF OF ASIAN CROP SCIENCE is

the bonafide work of SHRIJITH BALAKRISHNAN G who carried out the research under

my supervision. Certified further, that to the best of my knowledge the work reported herein

does not form part of any other project report or dissertation on the basis of which a degree or

award was conferred on an earlier occasion on this or any other candidate.

--------------------- ----------------------------------
Project Guide Head of the Department
R Saravanan Dr. M Padmavathi

Submitted for the Project Viva-Voce examination held on ____________________

----------------------------- ----------------------------
Internal Examiner External Examiner
 DECLARATION

I affirm that the project work titled “A STUDY ON ANALYSIS OF MARKET

POTENTIAL FOR BIO FERTILIZERS – ON BEHALF OF ASIAN CROP SCIENCE”

being submitted in partial fulfillment for the award of Master of Business Administration is

the original work carried out by me. It has not formed the part of any other project work

submitted for award of any degree or diploma, either in this or any other University.

SHRIJITH BALAKRISHNAN G

18TPMB135

I certify that the declaration made above by the candidate is true.

Signature of the Guide

SARAVANAN R,
Assistant professor,
School of management,
Sri Krishna College of technology,
Coimbatore.
 ACKNOWLEDGEMENT

A project of such a comprehensive finish cannot be completed without the help of numerous sources
and people throughout the long rugged path of success. We realize this fact and so, we are greatly
indebted to all of them and take this opportunity to thank them.

First and foremost let me sincerely thank almighty for the great opportunity and blessings that he has
showered up on me for the successful and timely completion of my Project. I wish to pledge and
reward my deep sense of gratitude for all those who have made this project come alive.

I would like to express my heart-felt gratitude to thank to the management and staff of Sri Krishna
College of Technology, Coimbatore, the Principal Dr. SRINIVASAN ALAVANDAR, for permitting
me to take up this project.

Now I great fully thank Head of the Department Dr. M. PADMAVATHI, School of Management, Sri
Krishna College of Technology, for the active and patient support forwarded to me in respect of this
project.

I am gratefully indebted to my internal faculty guide R. SARAVANAN, Assistant Professor, School

of Management, Sri Krishna College of Technology, for encouraging me and for his constant support
throughout the course of the project and helping me to complete it successfully.

I thank my parents and all other family members for their valuable and inseparable support in
completion of this project. Once again I take this opportunity to convey my sincere thanks to each and
every person who helped me directly and indirectly in the successful completion of this project.

SHRIJITH BALAKRISHNAN G
 TABLE OF CONTENTS

CHAPTER NO. TITLE PAGE NO.

ABSTRACT

LIST OF TABLES

LIST OF EXIBHITS

I INTRODUCTION 1

1.1 ABOUT THE COMPANY 4

1.2 ABOUT THE STUDY 5

II REVIEW OF LITERATURE 6

III RESEARCH METHODOLOGY 10

IV DATA ANALYSIS AND INTERPRETATION 14

V CONCLUSION

5.1 SUMMARY OF FINDINGS 40

5.2 SUGGESTIONS & RECOMMENDATIONS 42

5.3 CONCLUSION 43

APPENDIX

BIBLIOGRAPHY
 ABSTRACT
A market analysis is a studies the attractiveness and the dynamics of a market within a special
industry. It is part of the industry analysis and thus in turn of the global environmental analysis.
Through all of these analyses the strengths, weaknesses, opportunities and threats of a company can be
identified. Finally, with the help of a SWOT analysis, adequate business strategies of a company will
be defined. The primary data is collected from the customers through questionnaire. For survey the
instrument used was Questionnaire, convenience sampling method was used to survey the customers
of online and Traditional Buyers with 100 total sample size taken for this study. The result of the
survey proves that the farmers are more price conscious. To be dominant players in the market, sales
promotion is very crucial weapon. According to the market research the farmers had given the positive
response towards the Asian crop science bio-fertilizer.
 LIST OF TABLES

PAGE
Table No LIST OF TABLES
NO.

4.1 TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS 15

4.2 TABLE SHOWING THE GENDER GROUP OF THE RESPONDENTS 16

4.3 TABLE SHOWING THE AREA OF RESIDENCE OF THE RESPONDENTS 17

4.4 TABLE SHOWING THE MARITAL STATUS OF THE RESPONDENTS 18

4.5 TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF THE 19

RESPONDENTS

4.6 TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS 20

TABLE SHOWING THE INCOME OF THE FAMILY OF THE

4.7 21
RESPONDENTS

4.8 TABLE SHOWING THE OWNERSHIP OF LAND BY THE RESPONDENTS 22

TABLE SHOWING THE KIND OF LAND OWNED BY THE

4.9 23
RESPONDENTS
TABLE SHOWING THE HECTARES OF LAND OWNED BY THE
4.10 24
RESPONDENTS
TABLE SHOWING THE USE OF BIO-FERTILIZER BY THE
4.11 25
RESPONDENTS
TABLE SHOWING THE AWARENESS OF ASIAN CROP SCIENCE
4.12 26
PRODUCTS BY THE RESPONDENTS
TABLE SHOWING THE FACTORS INFLUENCED RESPONDENTS TO
4.13 27
USE BIO-FERTILIZER

4.14 TABLE SHOWING THE SATISFICATION LEVEL OF THE RESPONDENTS 28

TABLE SHOWING THE FACTORS DISSATISFIED RESPONDENTS TO

4.15 29
USE BIO-FERTILIZER
TABLE SHOWING THE MAJOR COMPETITORS FOR ASIAN CROP
4.16 30
SCIENCE IN COIMBATORE
TABLE SHOWING THE CREDIT FACILITY AVALIABLE TO
4.17 31
RESPONDENTS FOR BIO-FERTILIZER
 TABLE SHOWING THE QUALITY OF BIO-FERTILIZERS IN
4.18 32
COIMBATORE
TABLE SHOWING THE FACTORS INFLUENCNG WHILE RE-PURCHASE
4.19 33
OF BIO-FERTILIZER BY THE RESPONDENTS
TABLE SHOWING THE EXPECTATION OF RESPONDENTS TOWARDS
4.20 34
ASIAN CROP SCIENCE BIO-FERTILIZER PRODUCTS
TABLE SHOWING RELATION BETWEEN FACTORS OF PURCHASE AND
4.21 35
QUALITY OF BIO FERTILIZERS IN COIMBATORE
TABLE SHOWING TO TEST THE SIGNIFICANT DEFFERNCE BETWEEN
4.22 36
MONTLY INCOME AND FACTORS OF PURCHASES
TABLE SHOWING THE TESTING OF SIGNIFICANT DIFFERENCE
4.23 37
BETWEEN GENDERS WITH FACTORS OF PURCHASE
TABLE SHOWING THE SIGNIFICANCE DIFFERENCE BETWEEN THE
4.24 FACTORS INFLUENCED TO USE BIO FERTILIZERS AND QUALITY OF 38
THE BIO FERTILIZERS
TABLE SHOWING THE TESTING OF SIGNIFICANCE BETWEEN
4.25 FACTORS OF PURCHASE AND COMPETIOTORS TO ASIAN CROP 39
SCIENCE
 LIST OF EXIBHITS

EXIBHIT PAGE
LIST OF EXIBHITS
No NO.

4.1 EXIBHIT SHOWING THE AGE GROUP OF THE RESPONDENTS 15

4.2 EXIBHIT SHOWING THE GENDER GROUP OF THE RESPONDENTS 16

EXIBHIT SHOWING THE AREA OF RESIDENCE OF THE

4.3 17
RESPONDENTS

4.4 EXIBHIT SHOWING THE MARITAL STATUS OF THE RESPONDENTS 18

4.5 EXIBHIT SHOWING THE EDUCATIONAL QUALIFICATION OF THE 19

RESPONDENTS

4.6 EXIBHIT SHOWING THE OCCUPATION OF THE RESPONDENTS 20

EXIBHIT SHOWING THE INCOME OF THE FAMILY OF THE

4.7 21
RESPONDENTS
EXIBHIT SHOWING THE OWNERSHIP OF LAND BY THE
4.8 22
RESPONDENTS
EXIBHIT SHOWING THE KIND OF LAND OWNED BY THE
4.9 23
RESPONDENTS
EXIBHIT SHOWING THE HECTARES OF LAND OWNED BY THE
4.10 24
RESPONDENTS
EXIBHIT SHOWING THE USE OF BIO-FERTILIZER BY THE
4.11 25
RESPONDENTS
EXIBHIT SHOWING THE AWARENESS OF ASIAN CROP SCIENCE
4.12 26
PRODUCTS BY THE RESPONDENTS
EXIBHIT SHOWING THE FACTORS INFLUENCED RESPONDENTS TO
4.13 27
USE BIO-FERTILIZER
EXIBHIT SHOWING THE SATISFICATION LEVEL OF THE
4.14 28
RESPONDENTS
EXIBHIT SHOWING THE FACTORS DISSATISFIED RESPONDENTS TO
4.15 29
USE BIO-FERTILIZER
EXIBHIT SHOWING THE MAJOR COMPETITORS FOR ASIAN CROP
4.16 30
SCIENCE IN COIMBATORE
 EXIBHIT SHOWING THE CREDIT FACILITY AVALIABLE TO 31
4.17
RESPONDENTS FOR BIO-FERTILIZER
EXIBHIT SHOWING THE QUALITY OF BIO-FERTILIZERS IN
4.18 32
COIMBATORE
EXIBHIT SHOWING THE FACTORS INFLUENCNG WHILE RE-
4.19 33
PURCHASE OF BIO-FERTILIZER BY THE RESPONDENTS
EXIBHIT SHOWING THE EXPECTATION OF RESPONDENTS
4.20 34
TOWARDS ASIAN CROP SCIENCE BIO-FERTILIZER PRODUCTS
 CHAPTER – I

INTODUCTION

Fertilizer is any organic or inorganic material of natural or synthetic origin (other than liming
materials) that is added to soil to supply one or more plant nutrients essential to the growth of
plants. Conservative estimates report 30 to 50% of crop yields are attributed to natural or synthetic
commercial fertilizer. Global market value is likely to rise to more than US$185 billion until 2019.
The European fertilizer market will grow to earn revenues of approx. €15.3 billion in 2018.

Brief on bio-fertilizer

Bio-fertilizers are the substances which make use of microorganisms to fertile the soil. These
fertilizers are not harmful to crops or other plants like the chemical fertilizers. They are actually
taken from the animal wastes along with the microbial mixtures. Microorganisms are used to
increase the level of nutrients in the plants. They let the plants grow in a healthy environment.
They are also environment friendly and do not cause the pollution of any sort. Use of bio-fertilizers
in the soil, makes the plants healthy as well as protect them from getting any diseases. A Bio
fertilizer is a substance which contains living microorganisms which, when applied to seed, plant
surfaces, or soil, colonizes the rhizosphere or the interior of the plant and promotes growth by
increasing the supply or availability of primary nutrients to the host plant. Bio-fertilizers add
nutrients through the natural processes of nitrogen fixation, solubilizing phosphorus, and
stimulating plant growth through the synthesis of growth promoting substances. Bio-fertilizers can
be expected to reduce the use of chemical fertilizers and pesticides.

1
Indian Fertilizer Industry

The Indian Fertilizer Industry is one of the allied sectors of the agricultural sphere. India has
emerged as the third largest producer of nitrogenous fertilizers. The adoption of back to back Five
Year plans has paved the way for self-sufficiency in the production of food grains. In fact
production has gone up to an extent that there is scope for the export of food grains. This surplus
has been facilitated by the use of chemical fertilizers.

Fertilizer sector is very crucial for Indian economy because it provides a very important input to
agriculture. Moreover the fertilizer industry, specially the ammonia urea plants, is highly energy
intensive in their operation. There are vide variation in the vintage of fertilizer plants in the country.
In terms of feedstock, major feedstock’s presently being used in the fertilizer plant are natural gas,
naphtha and fuel oil / LSHS. Over the years, the majority of industry has improved its performance
significantly in terms of specific energy consumption and capacity utilization. There are several
state-of-the-art fertilizer plants operating in India. There are around 27 fertilizer plants in the
country engaged in the manufacture of urea.

Types of Bio-fertilizers
 Nitrogen Bio-fertilizers:
This type of bio-fertilizers helps the agriculturists to determine the nitrogen level in the soil.
Nitrogen is a necessary component which is used for the growth of the plant. Plants need a limited
amount of nitrogen for their growth. The type of the crops also determines the level of nitrogen.
Some crops need more nitrogen for their growth while some crops need fewer amounts. The type
of the soil also determines that which type of bio-fertilizers is needed for this crop.

 Phosphorus bio-fertilizers:
Phosphorus bio-fertilizers are used to determine the phosphorus level in the soil. The need of
phosphorus for the plant growth is also limited. Phosphorus bio fertilizers make the soil get the
required amount of phosphorus. It is not necessary that a particular phosphorus bio-fertilizers is
used for a particular type of crop. They can be used for any types of the crops.

2
  Compost Bio-fertilizers:
Compost bio-fertilizers are those which make use of the animal dung to enrich the soil with useful
microorganisms and nutrients. To convert the animals waste into a bio fertilizers, the
microorganisms like bacteria’s undergo biological processes and help in breaking down the waste.
Cellulitis fungal culture and Azetobacter cultures can be used for the compost bio-fertilizers.

Objectives of study

1. To study the demographic profile of the respondents.

2. To know the factor influence the consumers to purchasing bio Fertilizer.
3. To analyze and identify the consumer’s opinion about quality and pricing strategies.
4. To study the market potential of Asian crop science’s products in Coimbatore.

3
I.1 ABOUT THE COMPANY

The Asian crop science this enterprise was started by Mr. V. Lakshminarayanan in 2013. This has
grown up to a reasonably well established manufacturing unit of agriculture bio products, agro
chemicals and bio fertilizers manufacturer and Asian crop science is located karur, Tamil Nadu,
India .

Asian crop Science, Karur, was established 7 years ago, to manufacture and distribute fertilizer
mixture. The fertilizers are chiefly produced for application in the plantation crops like tea, coffee,
potato, cabbage, beans. Cauliflower, etc. Our product portfolio contains a variety of mixtures for
basic and top dressing application. Besides these, we also manufacture granulated fertilizers.

Their Fertilizers are manufactured under stringent quality control and through repeated testing in
the laboratory. The company also manufactures micro nutrient fertilizers which will help the
farmers to get abundant yield at low cost.

Products of Asian crop science bio fertilizers are

1. Kingzyme & Root WIN

2. Micro zing
3. Root max & Altra Hume
4. Allwin plus & Nitro star
5. Micro CID
6. Altra star
7. Altra A-1
8. Domax
9. Exo plus
10. Altrawet
11. Micromin
12. Altra Neem

4
I.2 ABOUT THE STUDY
Determining the market potential of a product is part of a successful marketing process and
requires marketing research. You'll need to examine at least three factors that will determine
whether the market potential of your product is worth the investment. You need to analyze your
potential customer base, your competition, and the current environmental conditions that may
affect market potential. A market analysis studies the attractiveness and the dynamics of a special
market within a special industry. It is part of the industry analysis and thus in turn of the global
environmental analysis. Through all of these analyses the strengths, weaknesses, opportunities and
threats (SWOT) of a company can be identified. Finally, with the help of a SWOT analysis,
adequate business strategies of a company will be defined. The market analysis is also known as a
documented investigation of a market that is used to inform a firm's planning activities, particularly
around decisions of inventory, purchase, work force expansion contraction, facility expansion,
purchases of capital equipment, promotional activities, and many other aspects of a company.
Dimensions of market analysis
 Market size
 Market trends
 Market growth rate
 Market profitability

5
 CHAPTER – II
REVIEW OF LITERATURE

Dr.J. Mahalakshmi and R. Sudha (2012)1 Conducted a study on market potential in mangalam
newspaper with special reference to kottayam district, Kerala. Which determine current market
situation Mangalam can be increased only by introducing more and more attractive features and
improve the paper quality. The sample size used in this study is 100. The sampling technique used
in this study is convenient sampling. In case of data collection, the primary and secondary data
were used. Questionnaire is used for collecting primary data. Secondary data were collected from
past records and other library reference available with the area of study. The simple percentage
analysis is used for this study. The Mangalam newspaper has got very response from its readers.
Most of the readers prefer the newspaper for its cost.

Alok Sharma, C. Shanker, Lalit Kumar Tyagi, Mahendra Singh and Ch.V. Rao (2008)2 and
Conducted a study on Herbal Medicine for Market Potential in India, article deals with the
measures to be adopted for global promotion of Indian herbal products. The scenario and
perceptions of herbal medicine are discussed. And highlight the market potential of herbal products
and that would open floodgate for development of market potential in India.

Dwyer, K., Hosseinian, F., & Rod, M. (2014)3 conducted a research on The Market Potential of
Grape Waste Alternatives, to date, there has been no assessment as to the market potential for
value-added usage of grape pomace. This paper seeks to address this gap. The annual production
of grape pomace along with its multitude of applications, create an opportunity to discover an
unexploited market with great commercial potential. The purpose of this paper is to attempt to
determine the market potential of grape pomace alternatives. Since these alternative uses are in the
early stages of development, the market potential for grape pomace is determined using Bioflavia,
the supplement as a suitable reference.

6
R.J. Hillocks, C. Bennett and O.M. Mponda (2011)4 conducted a Bambara nut: a review of
utilisation, market potential and crop improvement. There is little documented evidence of trade
in Bambara but circumstantial evidence indicates considerable international demand. More
attention should be given, therefore, to market research and development, with crop improvement
programmes being more market-led, if Bambara is to make a greater contribution to household
income and rural development in SSA.

Akowuah, J. O., Kemausuor, F., & Mitchual, S. J. (2012)5 conducted a research on Physico-
chemical characteristics and market potential of sawdust charcoal briquette. A survey was
undertaken a week later using questionnaires to access the willingness of the potential users to use
the briquettes. Sixty respondents were purposively selected from households and the hospitality
industry for the survey. Responses from the survey indicated that the briquette is easy to ignite,
has a long burning time and has good heat output. Respondents also observed that the briquettes
did not give off sparks and had less smoke and ash content as compared to the regular charcoal
they often used. Finally, 93% of the respondents indicated their willingness to use the briquettes if
the price was comparable to charcoal.

Pallabi Mishra (2014)6 concluded that Bio fertilizers represent a new technology for Indian
agriculture that promises to balance many of the shortcomings of the conventional chemical-based
technology. Bio fertilizers are products that are likely to be commercially promising in the long
run once adequate information becomes available to producers and farmers. The use of Bio
fertilizers in India will not only have an impact on sustainable agriculture’s economic development
but it will also contribute to a sustainable ecosystem and the holistic well-being of the country.

DebojyotiRoychowdhur, Manibrata Paul and Sudip Kumar Banerjee (2014)7 concluded that
to increase the productivity of agricultural lands and also to bring about the increase in yield of
food crops the use of beneficial microorganisms as bio fertilizers has shown a huge improvement
in recent years. So now the use of chemical fertilizers and chemical pesticides must be lessened.
In this review also the proper use of bio fertilizers on both rice and tea showed an increase in yield
in both cases. Now the time has come for the farmers to accept this new technology. This helps in
the realization of environmental friendly and sustainable agriculture.

7
Moola Ram, M. R. Davari and S.N. Sharma(2014)8 concluded that the application of a
combination of green manuring farm yard manure bio fertilizers in a cumulative manner was found
to achieve the highest yields of wheat. However, with lower input costs, an appreciable yield of
wheat with enhanced net returns can be obtained by the application of green manuring and bio
fertilizers in a cumulative manner in organic farming of rice-wheat cropping system. This latter
result applies under the costs established for the present study and assumes a buy-in by the farm
of the inputs.

Anita Khanafari, Maryam Beladi and FaribaSharifnia (2012)9 concluded that the results
showed that rhizobacteria strains such as Bacillus genera can be candidate as nativebio fertilizers.
These fertilizers are eco-friendly and can be used for certain proposes with increase or decrease
compounds such as aroma, antimicrobial, enzymes cofactors or plant morphological changes.

Soh-Fong Lim Sylvester UsanMatu (2014)10 concluded that the present work showed that SSF
method is suitable to produce effective and economical bio fertilizer, which could increase the
yield of crop. Efficient utilization of the bio fertilizers is reflected by crop growth rate, which is in
fact the gain in weight of the plants. Results also revealed that high acidity content in the bio
fertilizer will affect the plant growth. Thus, this study has shown that agro-wastes from water
melon, papaya, and banana are suitable to be used to producebiofertilizers using SSF method.

8
REFERENCES:

1. Dr.J. Mahalakshmi and R. Sudha (2012) A Study on Market Potential for Mangalam
Newspaper Private Limited, Kottayam., International Journal of Scientific and Research
Publications, Volume 2, Issue 10, October 2012, ISSN 2250-3153
2. Alok Sharma, C. Shanker, Lalit Kumar Tyagi, Mahendra Singh and Ch.V. Rao (2008) A
study on Herbal Medicine for Market Potential in India, Academic Journal of Plant
Sciences 1 (2): 26-36, 2008 ISSN 1995-8986 © IDOSI Publications, 2008
3. Dwyer, K., Hosseinian, F., & Rod, M. (2014). The Market Potential of Grape Waste,
Journal of Food Research; Vol. 3, No. 2; 2014 ISSN 1927-0887 E-ISSN 1927-0895
Published by Canadian Center of Science and Education.
4. R.J. Hillocks, C. Bennett and O.M. Mponda (2011) Bambara nut: a review of utilisation,
market potential and crop improvement, African Crop Science Journal, Vol. 20, No. 1, pp.
1 – 16, ISSN 1021-9730/2012
5. Akowuah, J. O., Kemausuor, F., & Mitchual, S. J. (2012). Physico-chemical characteristics
and market potential of sawdust charcoal briquette, International Journal of Energy and
Environmental Engineering, 3(1), 20. doi:10.1186/2251-6832-3-20
6. Pallabi Mishra(2014), Rejuvenation Of Bio fertilizer For Sustainable Agriculture And
Economic Development, The Journal Of Sustainable Development,Vol. 11,Pp. 41–61.
7. Debojyoti Roychowdhur, Manibrata Paul and Sudip Kumar Banerjee (2014), A Review on
the Effects of Bio fertilizers And Bio pesticides On Rice and Tea Cultivation and
Productivity, Vol 2, Pp.96-106.
8. Moola Ram, M. R. Davari& S.N. Sharma(2014),Direct, residual and cumulative effects of
organic manures and bio fertilizers on yields,NPK uptake, grain quality and economics of
wheat (TriticumaestivumL.) under organic farming of rice-wheat cropping system, Journal
of organic system,vol 9,Pp.16-30.
9. Anita Khanafari, Maryam Beladi and FaribaSharifnia(2012),An investigation of
rhizobacteria as bio fertilizer on MenthaL, Compounds change, Annals of Biological
Research, Vol. 3 (9),Pp-4293-4302
10. Soh-Fong Lim SylvesterUsanMatu (2014), Utilization of agro-wastes to produce Bio
fertilizer, Springer, Int J Energy Environ Eng, Pp-31–35.

9
 CHAPTER - III
RESEARCH METHODOLOGY
Bio-fertilizers are the substances which make use of microorganisms to fertile the soil. These
fertilizers are not harmful to crops or other plants like the chemical fertilizers. They are actually
taken from the animal wastes along with the microbial mixtures. Microorganisms are used to
increase the level of nutrients in the plants. They let the plants grow in a healthy environment.
They are also environment friendly and do not cause the pollution of any sort. Use of bio-fertilizers
in the soil, makes the plants healthy as well as protect them from getting any diseases. A market
analysis is a studies the attractiveness and the dynamics of a market within a special industry. It is
part of the industry analysis and thus in turn of the global environmental analysis. Through all of
these analyses the strengths, weaknesses, opportunities and threats of a company can be identified.
Finally, with the help of a SWOT analysis, adequate business strategies of a company will be
defined. The project through research methodology, research design & source of data (Primary
data & secondary data) and by analyzing, interpreting those data, we understand the company
potentiality of Asian Crop Science and the outcome can give alternative solution with findings
which plays a remarkable role in understanding the behavior of customer.

Area of the study

Consumers in Coimbatore is selected as the study area for this research. Coimbatore is also
known as Kovai, is a major city in the Indian state of Tamil Nadu. Coimbatore is the second
largest city (by area and population) in the state after Chennai and the 16th largest urban
agglomeration in India.

Sample size
It refers to the number of items to be selected from the universe to constitute a sample. An
optimum sample is one, which fulfils the requirement of efficiency, representative, reliability
and flexibility. So 100 respondents as taken for sample from the population.

10
Sources of data
The primary and secondary data were used for the study. The primary data means
Data which is collected from the original source first hand. Under primary data collection the
method of questionnaire has been adopted together information from the 100 respondents.
Questionnaire is a standardized form for collecting information to elicit data from the respondents.
A questionnaire consists of a set of questions presented to a responded for his or her answers. The
questionnaire prepared in this study was mainly aimed at personal interview, multi-choice
questions and also checklists.
Secondary data is research data that has previously been gathered and can be accessed by
researchers. Various journals, magazines and articles were referred for secondary sources of
information.

TOOLS FOR ANALYSIS

For the purpose of the analysis following tool is been used
1. Percentage analysis
Percentage Analysis is applied to create a contingency table from the frequency. Distribution
and represent the collected data for better understanding. To calculate, divide the frequency by
the total number of results and multiply by 100.

2. One-Way Analysis

The one-way analysis of variance (ANOVA) is used to determine whether there are any
statistically significant differences between the means of three or more independent groups.
This guide will provide a brief introduction to the one-way ANOVA, including the
assumptions of the test and when you should use this test. If you are familiar with the one-way
ANOVA. The one-way ANOVA compares the means between the groups you are interested
in and determines whether any of those means are statistically significantly different from each
other.

11
3. Correlation

Correlation is a statistical technique that shows how strongly two variables are related to each
other or the degree of association between the two.

4. Independent T-sample test

The Independent Samples t Test compares the means of two independent groups in order to
determine whether there is statistical evidence that the associated population means are
significantly different. The Independent Samples t Test is a parametric test. The variables used
in this test are known as dependent variable, or test variable and independent variable, or
grouping variable.

5. Paired sample T test

The Paired Samples t Test compares two means that are from the same individual, object,
or related units. The two means typically represent two different times or two different but
related conditions or units. The purpose of the test is to determine whether there is statistical
evidence that the mean difference between paired observations on a particular outcome is
significantly different from zero. The Paired Samples t Test is a parametric test. This test
is also known as dependent t Test ,paired t Test or repeated measures t Test.The variable
used in this test is known as dependent variable, or test variable (continuous), measured at
two different times or for two related conditions or units.

6. Regression

Multiple regression is an extension of simple linear regression. It is used when we want to

predict the value of a variable based on the value of two or more other variables. The
variable we want to predict is called the dependent variable.

12
Limitation of the study:

 The duration of this project was three months, which was very short to study the topic
which is so wide in scope.
 The survey was limited to Coimbatore district.
 The sample size of the consumers taken for survey was only 100
 Results are purely based on primary information.
 The analysis and interpretation is made under the data resources.

13
 CHAPTER – IV

ANALYSIS AND INTERPRETATION

In this chapter the analysis and interpretation of the study on "A Study on analysis of market
potential for bio-fertilizers- on behalf of Asian crop science" is presented based on of a sample of
100 consumers selected from Coimbatore city through a questionnaire units of sample of
consumers comprising 21 questions.

Analysis and interpretation is the process of assigning meaning to the collected information and
determining the conclusion, significance and implications of the findings. The steps involved in
data analysis are a function of the type of information collected. The collected information was
processed and analyzed in tune with the objective of the study.

14
 TABLE 4.1

TABLE SHOWING THE AGE GROUP OF THE RESPONDENTS

AGE RESPONSES PERCENTAGE

Below 20 years 20 20%
20 - 25 years 15 15%
26 - 30 years 9 9%
31-35 years 15 15%
Above 35 years 41 41%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 41% of the
respondents belong to the age group above 35 years and 9% of the respondents belong below to
the age group between 26-30 years.

The study concluded that majority (41%) of the respondents belong to the age group above 35
years.

EXIBHIT NO 4.1

EXHIBIT SHOWING THE AGE GROUP OF THE RESPONDENTS

Age

20%

41%

15%

9%
15%

Below 20 years 20-25 26-30 31-35 Above 35 years

15
 TABLE 4.2

TABLE SHOWING THE GENDER GROUP OF THE RESPONDENTS

GENDER RESPONSES PERCENTAGE

Male 72 72%
Female 28 28%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 72% of the
respondents belong to Male gender and 28% of the respondents belong Female gender.

The study concluded that majority (72%) of the respondents belong to the Male.

EXIBHIT NO 4.2

EXHIBIT SHOWING THE GENDER GROUP OF THE RESPONDENTS

Gender

28%

72%

Male Female

16
 TABLE 4.3

TABLE SHOWING THE AREA OF RESIDENCE OF THE RESPONDENTS

AREA OF RESIDENCE RESPONSES PERCENTAGE

Rural 90 90%
Urban 10 10%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 90% of the
respondents belong to rural area and 10% of the respondents belong urban area.

The study concluded that majority (90%) of the respondents belong to the Rural area.

EXIBHIT NO 4.3

EXHIBIT SHOWING THE AREA OF RESIDENCE OF THE RESPONDENTS

Area of Residence

10%

90%

Rural Urban

17
 TABLE 4.4

TABLE SHOWING THE MARITAL STATUS OF THE RESPONDENTS

MARITAL STATUS RESPONSES PERCENTAGE

Married 60 60%
Unmarried 40 40%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 60% of the
respondents belong to Married and 40% of the respondents belong Unmarried.

The study concluded that majority (60%) of the respondents belong to the Married.

EXIBHIT NO 4.4

EXHIBIT SHOWING THE MARITAL STATUS OF THE RESPONDENTS

Martial status

40%

60%

Married Unmarried

18
 TABLE NO-4.5

TABLE SHOWING THE EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

Educational Qualification RESPONSES PERCENTAGE

No formal education 21 21%
School Level 38 38%
College Level 21 21%
Professional 17 17%
others 3 3%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 38% of the
respondents belong to School level and 3% of the respondents belong others.

The study concluded that majority (38%) of the respondents belong to the school level.

EXIBHIT NO 4.5

EXHIBIT SHOWING THE EDUCATIONAL QUALIFICATION OF THE

RESPONDENTS

Educational qualification

3%

17% 21%

21%

38%

No Formal Education School Level College Level Professional others

19
 TABLE 4.6

TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

Occupation RESPONSES PERCENTAGE

Self-employed 11 11%
Agriculture 45 45%
Private Employee 13 13%
Student 16 16%
Government Employee 4 4%
Others 11 11%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 45% of the
respondents belong to Agriculture and 4% of the respondents belong Government Employee.

The study concluded that majority (45%) of the respondents belong to the Agriculture.

EXIBHIT NO 4.6

EXHIBIT SHOWING THE OCCUPATION OF THE RESPONDENTS

Occupation

11% 11%
4%

16%

45%
13%

Self-employed Agriculture Private Employee Student Government Employee Others

20
 TABLE 4.7

TABLE SHOWING THE INCOME OF THE FAMILY OF THE RESPONDENTS

Income of the family RESPONSE PERCENTAGE

Less than Rs.25000 36 36%
Rs.25001 - Rs.50000 19 19%
Rs.50001 - Rs.75000 24 24%
More than Rs.75000 21 21%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 36% of the
respondents belong to less than Rs.25000 and 19% of the respondents between Rs.25001 –
Rs.50000.

The study concluded that majority (36%) of the respondents belong to less than Rs.25000.

EXIBHIT 4.7

EXHIBIT SHOWING THE INCOME OF THE FAMILY OF THE RESPONDENTS

Monthly Income

21%

36%

24%

19%

Less than Rs.25000 Rs.25001 - Rs.50000 Rs.50001 - Rs.75000 More than Rs.75000

21
 TABLE 4.8

TABLE SHOWING THE OWNERSHIP OF LAND BY THE RESPONDENTS

OWNING THEIR OWN LAND RESPONSES PERCENTAGE

Yes 83 83%
No 17 17%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 83% of the
respondents own their own agricultural land and 17% of the respondents not own their own
agricultural land.

The study concluded that majority (71%) of the respondents own their own agricultural land

EXIBHIT NO 4.8
EXHIBIT SHOWING THE OWNERSHIP OF LAND BY THE RESPONDENTS

Ownership of land

17%

83%

Yes No

22
 TABLE 4.9

TABLE SHOWING THE KIND OF LAND OWNED BY THE RESPONDENTS

KIND OF LAND RESPONSES PERCENTAGE

Cultivable 90 90%
Non-Cultivable 10 10%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 90% of the
respondents owned cultivable land and 10% of the respondents owned non-cultivable land.

The study concluded that majority (90%) of the respondents owned Cultivable land.

EXIBHIT NO 4.9

EXHIBIT SHOWING THE KIND OF LAND OWNED BY THE RESPONDENTS

Kind of land

10%

90%

Cultivable Non-Cultivable

23
 TABLE 4.10

TABLE SHOWING THE HECTARES OF LAND OWNED BY THE RESPONDENTS

LAND RESPONSE PERCENTAGE

Below 1 33 33%
1-2 26 26%
2-5 22 22%
More than 5 19 19%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 33% of the
respondents fall under Below 1 hectares category and 19% of the respondents fall under more
than 5 hectares category.

The study concluded that majority (33%) of the respondents having land below 1 acre.

EXIBHIT NO 4.10

EXHIBIT SHOWING THE HECTARES OF LAND OWNED BY THE RESPONDENTS

Land

19%

33%

22%

26%

Below 1 1-2 acre 2-5 acre More than 5

24
 TABLE 4.11

TABLE SHOWING THE USE OF BIO-FERTILIZER BY THE RESPONDENTS

USAGE OF BIO-FERTILIZER RESPONSES PERCENTAGE

Yes 79 79%
No 21 21%
Sometimes 0 0
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 79% of the
respondents use Bio-fertilizer and 21% of the respondents are not using bio-fertilizer.

The study concluded that majority (79%) of the respondents use Bio-Fertilizer.

EXIBHIT NO 4.11

EXHIBIT SHOWING THE USE OF BIO-FERTILIZER BY THE RESPONDENTS

Usage of bio-fertilizer
0

21%

79%

Yes No Some times

25
 TABLE 4.12

TABLE SHOWING THE AWARENESS OF ASIAN CROP SCIENCE PRODUCTS BY

THE RESPONDENTS

AWARENESS RESPONSES PERCENTAGE

Yes 85 85%
No 15 15%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 85% of the
respondents know about Asian crop science products and 15% of the respondents are not aware
of Asian crop science products.

The study concluded that majority (85%) of the respondents aware about Asian crop science
products.

EXIBHIT NO 4.12

EXHIBIT SHOWING THE AWARENESS OF ASIAN CROP SCIENCE PRODUCTS BY

THE RESPONDENTS

Awareness

15%

85%

Yes No

26
 TABLE 4.13

TABLE SHOWING THE FACTORS INFLUENCED RESPONDENTS TO USE BIO-

FERTILIZER

FACTORS RESPONSE PERCENTAGE

Farmer Friend 48 48%
Media 28 28%
Newspaper 14 14%
Family 10 10%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 48% of the
respondents influenced by Farmer friends and 10% of the respondents influenced by Family.

The study concluded that majority (48%) of the respondents use bio-fertilizer influenced by
Farmer Friend.

EXIBHIT 4.13

EXHIBIT SHOWING THE FACTORS INFLUENCED RESPONDENTS TO USE BIO-

FERTILIZER

Factors

10%

14%

48%

28%

Farmer Friend Media Newspaper Family

27
 TABLE 4.14

TABLE SHOWING THE SATISFICATION LEVEL OF THE RESPONDENTS

SATISFICATION LEVEL RESPONSE PERCENTAGE

Highly Satisfied 41 41%
Satisfied 35 35%
Moderate 19 19%
Dissatisfied 5 5%
Highly Dissatisfied 0 0%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 41% of the
respondents are highly satisfied by the usage of bio-fertilizer, and 5% of the respondents are
dissatisfied by the usage of bio-fertilizer.

The study concluded that majority (41%) of the respondents are highly satisfied by the usage of
bio-fertilizer.

EXIBHIT NO 4.14

TABLE SHOWING THE SATISFICATION LEVEL OF THE RESPONDENTS

Satisfaction Level
0

5%

19%
41%

35%

Highly Satisfied Satisfied Moderate Dissatisfied Highly Dissatisfied

28
 TABLE 4.15

TABLE SHOWING THE FACTORS DISSATISFIED RESPONDENTS TO USE BIO-

FERTILIZER

FACTORS RESPONSE PERCENTAGE

High Price 32 32%
Low Productivity 35 35%
Falls in service delivery 15 15%
Others 18 18%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 35% of the
respondents are unsatisfied with the usage of bio-fertilizer because of low Productivity and 15%
of the respondents are unsatisfied with the usage of bio-fertilizer because of falls in service
delivery.

The study concluded that majority (35%) of the respondents are unsatisfied with the usage of
bio-fertilizer because of low Productivity

EXIBHIT 4.15

EXHIBIT SHOWING THE FACTORS DISSATISFIED RESPONDENTS TO USE BIO-

FERTILIZER

Factors

18%

32%

15%

35%

High Price Low Productivity Falls in service delivery Others

29
 TABLE 4.16

TABLE SHOWING THE MAJOR COMPETITORS FOR ASIAN CROP SCIENCE IN

COIMBATORE

COMPETITORS RESPONSE PERCENTAGE

India mart 31 31%
Sakthi fertilizers 29 29%
Pioneer agro 16 16%
Others 24 24%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 31% of the
respondents are thinking India mart is competitor for Asian crop science here and 16% of the
respondents are thinking pioneer agro is competitor for Asian crop science.

The study concluded that majority (35%) of the respondents are thinking India mart is competitor
for Asian crop science in Coimbatore.

EXIBHIT 4.16

EXHIBIT SHOWING THE MAJOR COMPETITORS FOR ASIAN CROP SCIENCE IN

COIMBATORE

Competitiors

24%
31%

16%

29%

India mart Sakthi fertilizers Pioneer agro Others

30
 TABLE 4.17

TABLE SHOWING THE CREDIT FACILITY AVALIABLE TO RESPONDENTS FOR

BIO-FERTILIZER

PARTICULARS RESPONSES PERCENTAGE

Yes 75 75%
No 25 25%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 75% of the
respondents says that credit facility is available for bio-fertilizer in Coimbatore and 25% of the
respondents says that there is no credit facility is available for bio-fertilizer in Coimbatore

The study concluded that majority (75%) of the respondents says that credit facility is available
for bio-fertilizer in Coimbatore

EXIBHIT NO 4.17

EXHIBIT SHOWING THE CREDIT FACILITY AVALIABLE TO RESPONDENTS

FOR BIO-FERTILIZER

Credit Facility

25%

75%

Yes No

31
 TABLE 4.18

TABLE SHOWING THE QUALITY OF BIO-FERTILIZERS IN COIMBATORE

COMPETITORS RESPONSE PERCENTAGE

Excellent 33 33%
Good 27 27%
Average 26 26%
Below Average 14 14%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 33% of the
respondents says bio-fertilizers in Coimbatore are excellent and 14% of the respondents says bio-
fertilizers in Coimbatore are below average.

The study concluded that majority (33%) of the respondents says bio-fertilizers in Coimbatore
are excellent
EXIBHIT 4.18

EXHIBIT SHOWING THE QUALITY OF BIO-FERTILIZERS IN COIMBATORE

Quality

14%

33%

26%

27%

Excellent Good Average Below Average

32
 TABLE 4.19

TABLE SHOWING THE FACTORS INFLUENCNG WHILE RE-PURCHASE OF BIO-

FERTILIZER BY THE RESPONDENTS

FACTORS RESPONSE PERCENTAGE

Company reputation 29 29%
Customer service 30 30%
Reasonable price 26 26%
After sales service 15 15%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 30% of the
respondents are influenced by customer service while re-purchase of bio-fertilizer and 15% of
the respondents are influenced by after sales service while re-purchase of bio-fertilizer.

The study concluded that majority (30%) of the respondents are influenced by customer service
while re-purchase of bio-fertilizer.

EXIBHIT 4.19

EXHIBIT SHOWING THE FACTORS INFLUENCNG WHILE RE-PURCHASE OF

BIO-FERTILIZER BY THE RESPONDENTS

Factors

15%

29%

26%

30%

Company reputation Customer service Reasonable price After sales service

33
 TABLE 4.20

TABLE SHOWING THE EXPECTATION OF RESPONDENTS TOWARDS ASIAN

CROP SCIENCE BIO-FERTILIZER PRODUCTS

FACTORS RESPONSE PERCENTAGE

Price 24 24%
Quality 47 47%
Service 23 23%
Response from sales executive 6 6%
Total 100 100%

The above table clearly shows that out of the 100 respondents taken for the survey, 47% of the
respondents expect good quality products from Asian crop science and 6% of the respondents
expect response from sales executive.

The study concluded that majority (47%) of the respondents expect good quality products from
Asian crop science
EXIBHIT 4.20

EXHIBIT SHOWING THE EXPECTATION OF RESPONDENTS TOWARDS ASIAN

CROP SCIENCE BIO-FERTILIZER PRODUCTS

Expectation

6%

24%

23%

47%

Price Quality Service Response from sales executive

34
 TABLE 4.21

TABLE SHOWING RELATION BETWEEN FACTORS OF PURCHASE AND

QUALITY OF BIO FERTILIZERS IN COIMBATORE

Correlations

The quality of the bio-

Factors_of_purchase fertilizers in Coimbatore?
Factors_of_purchase Pearson
1 .293**
Correlation
Sig. (2-tailed) .003
N 100 100
The quality of the bio-fertilizers Pearson
.293** 1
in Coimbatore? Correlation
Sig. (2-tailed) .003
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).

Interpretation
From the above table it was found that it is positively correlated and there is a relationship between
factors of purchase and quality of bio fertilizers in Coimbatore. (r=.003, p=000).

35
 TABLE 4.22

TABLE SHOWING TO TEST THE SIGNIFICANT DEFFERNCE BETWEEN MONTLY

INCOME AND FACTORS OF PURCHASES

ONE WAY ANOVA

ANOVA

Sum of
Squares Df Mean Square F Sig.

Between Groups .118 1 1.499 .131 .941

Within Groups 352.632 98 11.443

Total 352.750 99

Null Hypothesis:

There is no relationship between monthly income and factors of purchase.

Level of significance: 5%

Interpretation:

Since the P value is less than 0.05, the null hypothesis is rejected. Hence it is concluded that
there is significant association between the monthly income and factors of purchases.

36
 TABLE 4.23

TABLE SHOWING THE TESTING OF SIGNIFICANT DIFFERENCE BETWEEN

GENDERS WITH FACTORS OF PURCHASE

INDEPENDENT SAMPLE T TEST

Std.
Gender N Mean Deviation p Value
factors of purchase Male 72 1.85 .683 .002
Female 28 2.27 .647 .001

Source: Primary data

Null Hypothesis

There is no relationship between gender and Factor of purchase.

Level of significance- 5%

Interpretation:

Since the p value is less than 0.005, the null hypothesis is rejected at 5% level of significance.
Hence it is concluded that there is a significant association between factors of purchase and gender.

37
 TABLE 4.24

TABLE SHOWING THE SIGNIFICANCE DIFFERENCE BETWEEN THE FACTORS

INFLUENCED TO USE BIO FERTILIZERS AND QUALITY OF THE BIO
FERTILIZERS

Paired Samples Statistics

Std.
N Mean Deviation p Value
Pair 1 factors influenced to 100 1.84 .677
use bio fertilizers
products 0.001
quality of the bio 100 1.84 .667
fertilizer

Source: primary data

Null Hypothesis:

There is no association between the factors influenced to use bio fertilizers and quality of
the bio fertilizers

Level of Significance: 5%

Interpretation

Since the p value is less than 0.05, the null hypothesis is rejected at 5% level of significance.
Hence it is concluded that there is a significant association between the factors influenced to use
bio fertilizers and quality of the bio fertilizers

38
 TABLE 4.25

TABLE SHOWING THE TESTING OF SIGNIFICANCE BETWEEN FACTORS OF

PURCHASE AND COMPETIOTORS TO ASIAN CROP SCIENCE

ANOVAa
Sum of
Model Squares df Mean Square F Sig.
1 Regression 163.842 1 163.842 17.097 .000b
Residual 939.148 98 9.583
Total 1102.990 99
a. Dependent Variable: Factors_of_purchase
b. Predictors: (Constant), The major competitors for Asian crop science bio-fertilizers in
Coimbatore?

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 8.391 .705 11.902 .000
The major competitors for
Asian crop science bio- 1.110 .268 .385 4.135 .000
fertilizers in Coimbatore?
a. Dependent Variable: Factors_of_purchase

Null Hypothesis:

There is no significance relationship between factors of purchase and major competitors for
Asian crop science bio fertilizers.

Level of significance: 5%

Interpretation:

The P value is less than 0.05. So, the null hypothesis is rejected and there is significance
relationship between factors of purchase and major competitors for Asian crop science bio
fertilizers.

39
 CHAPTER – V

FINDINGS, SUGGESTIONS AND CONCLUSIONS

In this chapter, the findings, suggestions and conclusions of “A Study on analysis of market
potential for bio-fertilizers – on behalf of Asian crop science” based on a sample of 100
respondents selected from Coimbatore.

5.1 FINDINGS

The following are the important findings of the study.

 Majority (41%) of the respondents belong to the age group above 35 years.
 Majority (72%) of the respondents belong to the Male.
 Majority (90%) of the respondents belong to the rural area.
 Majority (60%) of the respondents belong to the Married.
 Majority (38%) of the respondents belong to the school level.
 Majority (45%) of the respondents belong to the Agriculture.
 Majority (36%) of the respondents belong to less than Rs.25000.
 Majority (71%) of the respondents own their own agricultural land.
 Majority (90%) of the respondents owned Cultivable land.
 Majority (33%) of the respondents having land below 1 acre.
 Majority (79%) of the respondents use Bio-Fertilizer.
 Majority (85%) of the respondents aware about Asian crop science products.
 Majority (48%) of the respondents use bio-fertilizer influenced by Farmer Friend.
 Majority (41%) of the respondents are highly satisfied by the usage of bio-fertilizer.
 Majority (35%) of the respondents are unsatisfied with the usage of bio-fertilizer because
of low Productivity.
 Majority (35%) of the respondents are thinking India mart is competitor for Asian crop
science in Coimbatore.
 That majority (75%) of the respondents says that credit facility is available for bio-
fertilizer in Coimbatore.
 Majority (33%) of the respondents says bio-fertilizers in Coimbatore are excellent.

40
 Majority (30%) of the respondents are influenced by customer service while re-purchase
of bio-fertilizer.
 Majority (47%) of the respondents expect good quality products from Asian crop science.
 There is a relationship between factors of purchase and quality of bio fertilizers in
Coimbatore.
 It is concluded that there is significant association between the monthly income and
factors of purchases.
 It is concluded that there is a significant association between factors of purchase and
gender.
 It is concluded that there is a significant association between the factors influenced to use
bio fertilizers and quality of the bio fertilizers.
 It is concluded that there is significance relationship between factors of purchase and
major competitors for Asian crop science bio fertilizers.

41
5.2 SUGGESTION:

The following suggestions were made based on the objectives set by the study as well as personal
opinion by the information received during the contact with respondent.
 The farmers are unsatisfied with the bio-fertilizer products because of its poor quality and
high price. So the company can improve the quality of the product.
 By arranging awareness program regarding the usage and benefit of bio-fertilizer products.
Especially the opinion leader is playing vital role in influencing potential customer.
 Many of the farmers are giving first preference verity of the products available for different
crop. If the company can cut off the price of the products through economies of scale it
will be more demand for Asian crop science products.
 The company should design long lasting package with a unique color of the package as a
symbol for environment protection.
 Company can capitalize the referral power of the Agricultural officials to motivate the
farmers for choosing bio- fertilizers.
 Farmers are expecting that, the fertilizer price should be economical and it should available
in bulk quantity, so company can try to full fill the expectation of the farmer.
 It is suggested that Outdoor advertising, Personal selling, Television and Print Media are
the most effective sources in increasing the awareness level of the farmers towards the
organic fertilizers.

42
5.3 CONCLUSION:
Bio-fertilizers, as the nutrient supplier for the soil, cannot be substituted with any other kind of
fertilizer. Bio-fertilizer provides food for the soil which is required to maintain the productivity of
the soil. Chemical fertilizers work as the food for the plants. It is also realistic that only bio-
fertilizer can hardly attain the desired level of output. There should be balanced fertilization
comprising both bio-fertilizer and chemical fertilizers. Bio- fertilizer is applied by the farmers in
different forms though not always in the form of compost. The farmers are to be accustomed of
using bio- fertilizer for every possible crop. In many situations and places it was found that bio-
fertilizer is at the top of their awareness list but due to some problems they become reluctant to
procure and apply. After the analysis of the bottlenecks it is evident that to overcome the current
situation and to increase the adoption of bio- fertilizer among the farmers few measures should be
chalked up and prioritized.
The farmers are not adopting the bio-fertilizers because of many reasons like poor quality low
yield and addiction to chemical fertilizer etc. Most of the farmers are using the bio-fertilizer but
they are not using on regular basis, so it takes lot of time to farmers to switch from non-chemical
fertilizers to s bio fertilizer. The result of the survey proves that the farmers are more price
conscious. To be dominant players in the market, sales promotion is very crucial weapon.
According to the market research the farmers had given the positive response towards the Asian
crop science bio-fertilizer. In order to maintain higher competitive efficiency, regular market
research will help an organization to ascertain the customer’s preference and act according to them
for creating and maintaining brand image in the minds of people.

43
 APPENDIX - QUESTIONNAIRE

A STUDY ON ANALYSIS OF MARKET POTENTIAL FOR BIO

FERTILIZERS – ON BEHALF OF ASIAN CROP SCIENCE

1. Age:

(a) below 20 years (b) 20-25 (b) 26-30 (c) 31-35 (d) above 50 years

2. Gender:

(a) Male (b) Female

3. Area of residence

(a) Rural (b) urban

4. Educational Qualification:

(a) No Formal Education (b) School level (c) College level (d) Professional

(e) Others

5. Occupation:

(a) Self-employed (b) Private employee (e) student

(c) Agriculture (d) Government employee (f) others

6. Marital Status:

(a) Married (b) Unmarried

7. Monthly Income:

(a) Less than 25,000 (b) 25,001-50,000 (c) 50,001-75,000

(d) More than 75,000

8. Own agricultural land

(a) Yes (b) no

9. Kind of land owning

(a) Cultivable (b) non cultivable

10. The acre of land owned

(a) Below 1 (b) 1-2

(c) 2-5 (d) More than 5

11. Do you use bio- fertilizer products?

(a) Yes (b) No (c) sometimes

12. Do you know about Asian crop science bio- fertilizer products?

(a) Yes (b) no

13. State the factors influencing you to use bio-fertilizer products?

(a)Farmer friend (b) Media (c) Newspaper (d) family

14. Do you satisfied with the usage of bio-fertilizer products?

(a) Highly satisfied

(b) Satisfied

(c) Moderate

(d) Dissatisfied

(e) Highly dissatisfied

15. The factors that dissatfied the customers towards bio fertilizer products?

(a) High price (b) Low productivity (c) Falls in service delivery (d) other
16. The factors effecting while purchasing of bio-fertilizer?

Preferences Excellent Very good Good Average

Cost
Quality
Brand
Yield
Variety

17. The major competitors for Asian crop science bio-fertilizers in Coimbatore?

(a) India mart (b) Sakthi fertilizers (c) Pioneer Agro (d) others

18. Is there is any credit facility available for the bio fertilizers in Coimbatore?

(a) Yes (b) no

19. The quality of the bio-fertilizers in Coimbatore?

(a) Excellent (b) Good

(c) Average (d) Below Average

20. The factors influencing while re-purchase of bio-fertilizer products?

(a) Company reputation (b) Customer service (c) Reasonable price (d) After sales service

21. The expectation of the customers towards in Asian crop science bio fertilizers?

(a) Price (b) quality (c) service (d) Response from sales executive
 BIBLIOGRAPHY
JOURNALS
 “AZ Olla-Anabaena as a Bio-fertilizer for Rice Paddy” published by: Hindi Publishing
Corporation.
 Development of Bio-Fertilizers and its Future Perspective” Published by: Academic and
Scientific Publisher (An International Publisher for Academic and Scientific Resources).
 SP Gupta “Statistical method” 42 Revised Edition, 2012 Published by Sultan Chand and
Sons New Delhi, Ref page no 25 to 180.

WEBSITES
 www.google.com
 http//enwikipedia.org/wiki/bio-fertilizer
 www.iosrjournals.org
 www.googlescholar.com