A STUDY ON BIO-FERTILIZERS USAGE IN

NURSERY/ORNAMENTAL PLANT TRADE

ACROSS CHENNAI
A STUDY AT
Madras fertilizers ltd, Manali

By

NIRMAL.S
IInd semester, MBA

06 MB 0646

Guide
Prof.J.A.B.MIRANDA, B.Sc, PGDBM (LIBA) MBA

MAGNUS SCHOOL OF BUSINESS

UNIVERSITY OF MYSORE
EGMORE, CHENNAI- 600 008

A project report submitted to the University of

Mysore in partial fulfillment of the requirements
of MBA Degree examination of 2007

1
 MAGNUS SCHOOL OF BUSINESS

BONAFIDE CERTIFICATE

This is to certify that Mr. S.Nirmal, II nd year MBA student of

MAGNUS SCHOOL OF BUSINESS, Egmore, Chennai-600008, has
completed his project on “ A STUDY ON BIO-FERTILIZERS
USAGE IN NURSERY/ORNAMENTAL PLANT
TRADE ACROSS CHENNAI”

Dr. E. DHARMARAJ

Academ ic Head

2
 GUIDANCE CERTIFICATE

This is to certify that S.NIRMAL is a bonafide student of

MAGNUS SCHOOL OF BUSINESS, doing full time MBA
program 2006-2008. As a part of his curriculum, he did a project
on “A STUDY ON BIO-FERTILIZERS USAGE IN
NURSERY/ORNAMENTAL PLANT TRADE
ACROSS CHENNAI”

Prof. J.A.B.MIRANDA

Faculty guide

3
4
 DECLARATION

I hereby declare that, this project report titled “A STUDY ON

BIO-FERTILIZERS USAGE IN NURSERY/ORNAMENTAL
PLANT TRADE ACROSS CHENNAI”, prepared by me under
the guidance of PROF. J.A.B. MIRANDA B.Sc, PGDBM
(LIBA), MBA, in partial fulfillment of the requirements of Master
in Business Administration Degree to be awarded by the
University of Mysore for academic year 2006-2008.

I further declare that the project report has not been submitted to
any Institute/university for any degree or diploma.

Date:
Place: (NIRMAL.S)
[Reg.No:06MB0646]

5
 ACKNOWLEDGEMENT

I sincerely thanks to few people without whose support,

guidance & encouragement, this project could not have been
completed.

I would like to express my gratitude to LATE PROF.

SOUNDARARAJAN academic head of Magnus Business School,
Chennai, for providing me an opportunity to undertake this project
work, thus making way for expanding my knowledge about the
subject.

I am extremely grateful to my project guide PROF. J.A.B.

MIRANDA B.Sc, PGDBM (LIBA), MBA for his kind and
valuable guidance in completing this project.
I sincerely thank Mr. CHRISTY, MFL Chennai, who spent his
valuable time in providing information and suggestions to me as
when I required.

I thank all the employees of Madras fertilizers ltd for extending

all the necessary help to me whenever I needed.

6
 INDEX

CHAPTER CONTENTS PAGE.NO

I INTRODUCTION
10
 COMPANY PROFILE 13
 PRODUCT PROFILE 16
 PROBLEM STATEMENT 23
 OBJECTIVE OF THE STUDY 25
 SCOPE OF THE STUDY 27
 RESEARCH METHODOLOGGY 29
 LIMITATIONS 32

II REVIEW OF LITERATURE 34

III FINDINGS & ANALYSIS

36
IV SUMMARY OF FINDINGS
58
V CONCLUSSIONS &
SUGGESTIONS 61
BIBLIOGRAPHY
65
APPENDIX
67

7
 LIST OF TABLES

TABLE CONTENTS PAGE

NO NO
1 Classification on the awareness of 37
bio fertilizers
2 Classifications based on the usage 39
of bio fertilizers
3 41
Various fertilizers used by the
respondents
4 Classification the awareness of bio 44
fertilizers through
5 Ranking the bio fertilizers 46
companies on the basis of
effectiveness
6 Classification of the different 48
fertilizers companies known to
respondents
7 Classification of the respondents 50
using Vijay bio fertilizers
8 Classification the benefits of bio 52
fertilizers in view of respondents
9 Classification based on the 54
satisfaction level of bio fertilizers
user

8
 10 Classification of respondents who 56
were not in favor of application of
bio fertilizers

LIST OF GRAPHS

GRAPH CONTENTS PAGE

NO NO
1 Classification on the awareness of 38
bio fertilizers
2 Classifications based on the usage 40
of bio
Fertilizers
3 Various fertilizers used by the 42
respondents
4 Classification the awareness of bio 44
fertilizers through
5 Ranking the bio fertilizers companies 47
on the basis of effectiveness
6 Classification of the different 49
fertilizers companies known to
respondents
7 Classification of the respondents 51
using Vijay bio fertilizers
8 Classification the benefits of bio 53
fertilizers in view of respondents
9 Classification based on the 55
satisfaction level of bio fertilizers
user

9
10 Classification of respondents who 57
were not in favor of application of
bio fertilizers

10
 INTRODUCTION

INTRODUCTION

Marketing is the continuous or ongoing process of defining

anticipating and creating consumer needs and wants or organizing
all the resources of the enterprise to satisfy consumer demand at
the desirable profits to the integrated business activities designed
to develop marketing plans and programs leading to the
satisfaction of consumer want.

The total potential demand is very high for bio fertilizers

taking into account the area cultivated. But in real situation,
demand is much less due to various factors. To increase the market
demand farmers have to be educated thoroughly.

To feed the growing population in India, intensive efforts are

to be needed to step-up food production from the present level of
200 million tones to 240 million tones by 2010 AD. Contribution
of chemical fertilizer in the growth of Indian agriculture has been
accepted as one of the major factors.

Fertilizer consumption has been increased from a very

insignificant level of 0.06 million tones of nutrients in 1951-52to
the present level of 19.14 million tones. Food production is also
achieved as 200 million tones compared to 50 million tones in
1951-52.

11
 Regarding nitrogenous fertilizers, India is self sufficient to an
extent of 86% of annual requirement. The requirement of
phosphate is met by imports as the reserve or availability of rock
phosphate is small in quantity.

During last few decades many technology developments in

fertilizers industry have taken place in our country. As a result,
new fertilizer materials are also available in Indian market and use
of which could help to improve the fertilizer use and save the loss
of valuable input.

BIO FERTILIZERS – WHY?

Agriculture largely depends on energy intensive inputs

like chemical fertilizers, improved seeds, and agrochemicals. Due
to decontrol of phosphatic and potassic fertilizers, cost of fertilizers
have gone up especially phosphatic and potassic fertilizers.

Since fertilizer feed stock is petroleum based, we are not

sure how long we will get the raw materials to the growing need
without interruption.

High cost of chemical fertilizers and widening gap

between supply and demand along with low purchasing power of
small and marginal farmers focus the importance and need for
supplementing the supply of plant nutrients with inexpensive and
less energy intensive and renewable source.
Among the renewable source, organic manure and bio
fertilizers are identified as major ones. The availability of organic
manures is limited to meet the needs of intensive cropping.
Therefore, bio fertilizers assume significance as they are cost
effective, environment friendly and renewable source of supply of
plant nutrients.

12
13
 COMPANY PROFILE
The Company

MFL was incorporated on December 8, 1966 as a joint

venture between GOI and AMOCO India incorporated of U.S.A
(AMOCO) in accordance with the Fertilizer Formation Agreement
executed on 14.5.1966 with equity contributions of 51% and 49%
respectively. In accordance with the participation agreement
between GOI, AMOCO and National Iranian Oil Company
(NIOC), an undertaking of Government of Iran, NIOC acquired
50% of the shareholding of AMOCO in MFL on 22.11.1972.
With this acquisition, shareholding of AMOCO and NIOC was at
24.5% each, with the balance 51% being held by GOI.
Subsequently, on 22.7.1985, the shareholding of AMOCO was
proportionately purchased by GOI and NIOC. As a result, GOI
and NIOC shareholding was revised to 67.55% and 32.45%
respectively. Subsequent to the issue of rights shares in 1994 for
part-financing the project, the holding of GOI and NIOC stood at
69.78% and 30.22% respectively. MFL had an initial public
offering of its shares in May 1997. After the allotment of shares to
the public the shareholding pattern is as follows:

Government of India 58.74

Naftiran Interred Co Ltd 25.44

14
(Affiliate of NIOC)

Public 15.82

100.00

MFL is engaged in the manufacture of Ammonia, Urea,

Complex Fertilizers and Biofertilizers. MFL's activities include
marketing of these fertilizers and trading in Agro Chemicals in
accordance with the corporate objective. MFL has been striving to
develop and maintain an Organizational environment, that
motivates the individual, encourages personal initiative, innovation
and creativity MFL has its plant facilities and head quarters located
on 329 acres of freehold land at Manali, about 20 km north of
Chennai city.

15
16
 PRODUCT PROFILE
Products

Chemical Fertilizers
• Urea
• NPK - Complex (17:17:17)
• (14:28:14)

• (19:19:19)
•
(20:20:0:13)

• NK Mixture (20:0:10)
• Granulated (17:17:17)

• MOP (Imported)
• DAP (Imported)

VIJAY Urea

VIJAY Urea with 46% Nitrogen is an economical

Nitrogenous fertilizer suitable for all crops and all soil types.
It can be used separately as a top dressing fertilizer or in
combination with other fertilizers also. It is suitable for foliar
application also.

17
VIJAY Complexes
VIJAY complexes are granulated fertilizers containing
Nitrogen, Phosphorous and Potash. As the nutrients are present in
balanced proportion, they are ideal for application as basal
fertilizers to all the major crops.
VIJAY 17:17:17,
Which was introduced in 1970, is our flagship product, which
enjoys high farmer preference, on account of its excellent
performance leading to bumper yields. It was the first balanced
complex fertilizer to be introduced in Indian market, with all the
three nutrients available in equal proportion. The nitrogen in
VIJAY 17:17:17 is in Amide and Ammonical forms, making it
ideally suited for early growth and vegetative phases of all crops.

Bio fertilizers

• Azospirillum (Paddy)
• Azospirillum (Other crops)
• Azospirillum (Plantation Crops)
• Rhizobium (Groundnut)
• Rhizobium (Pulses)
• Phospho Bacteria (All Crops)
• NP Bio (All Crops)

A healthy soil alone can utilize the applied chemical

fertilizers efficiently and lead to high yields. The health of the soil
is maintained by various factors, the most important being the soil
microbes. Continuous cultivation results in microbial population
being depleted. MFL, with a view to maintain good health and
fertility of the soil, introduced Biofertilizers under the brand name
"VIJAY BIO".

18
 VIJAY Bio-fertilizers come in two categories, viz., Nitrogen
fixers and Phosphate Solublizers. The Biofertilizers range is wide
and covers the requirements of all crops under all soil / climatic
conditions.

Forestry
VIJAY Bio-fertilizers play a crucial role in restoring the
forest cover of India, as Forest Departments of State Governments
regularly use VIJAY Bio-fertilizers during rising of nurseries of
forest trees. These saplings are subsequently planted on large scale
in degraded areas to restore forest cover.

Agro Chemicals - Neem based

• VIJAY Neem - 300 ppm
• VIJAY Neem - 1500 ppm

MFL markets Neem based Pesticides, under the brand name

VIJAY NEEM. Of late, biological and botanical pesticides have
gained importance, as they are environment friendly and highly
effective with negligible residual content in agricultural produce.
Neem based products occupy an important place in botanical
pesticides. VIJAY Neem is based on neem kernel extract and has a
wide spectrum of activity against major pests, which infest both
commercial and food crops.

VIJAY NEEM is presented in 300 ppm and 1500 ppm, in

packing of 100 ml to 20 liters, to suit the needs of all categories of
farmers.

19
 VIJAY NEEM can be used as a 'stand alone' pesticide. The
unique feature of VIJAY NEEM is that pests do not develop
resistance to it. This enables farmers to repeatedly use the product
with the same effectiveness for a long period of time.

Life Insurance Products

With our relentless quest for excellence in the marketing

front, for the first time, we diversified into a new field of
operations – Insurance Marketing – with tie up from ING-VYSYA
for Life Insurance.
Utilizing only the existing manpower and without incurring
additional expenditure first premium worth Rs 1 crore was written
during the year 2004-05, which has added to the revenue
generation and job enhancement.
Capitalizing our brand name VIJAY, the target customers are
mainly our dealers and farmers, who have trade/business
relationship with MFL.
For Life Insurance, different products like Reassuring Life,
Fulfilling Life, Creating Life, Powering Life and Safal Jeevan are
being marketed.

20
 The Plant
MADRAS FERTILIZERS LIMITED is a Central Public
Sector Undertaking situated at Manali near Chennai in Tamil
Nadu, South India. MFL is an ISO-9001-2000 and ISO-14001-
2004 certified company.

The Plant
MFL consists of production plants, Ammonia, Urea in
single streams and NPK in three streams, viz. NPK A Train, B
Train and C Train. Utilities Plant is the service plant supplying
treated water, cooling water, off-site steam, instrument air, captive
power and emergency power. On November 1, 1971, MFL
commenced commercial production of Ammonia, Urea and NPK
complex. The feedstock for Ammonia is Naphtha and the
neighboring M/s Chennai Petroleum Corporation Limited (CPCL)
is supplying it.

The original Ammonia / Urea Plants were of Chemico

design with the daily rated capacity of 750 MT (247500 MTPA)
and 885 MT (292000 MTPA) respectively. Initially there were only
two trains to produce granulated complex fertilizers with a total
installed capacity of 360000 MTPA and in September 1976 on
more NPK stream, namely C Train, was added raising the installed
capacity to 540000 MTPA, all by Hindustan Dorr Oliver.

In 1991, the old Chemico converter of Ammonia Plant was

replaced with the latest S 200 Radial Converter.

21
Revamp
The company, to extend the economic life of the plants by
another 15 years and also envisaging improvement in energy
consumption, undertook a major Revamp-cum-Modernization and
Capacity Enhancement of its plants at a cost of Rs 600 Cr during
1993-1998. Production from the Revamped Plants commenced
from March 3, 1998.

Process License and Basic Engineering from M/s Haldor

Topsoe, Denmark for Ammonia Plant and from M/s Urea
Technologies Inc., U.S.A for Urea Plant was adopted with modern
Distributed Control System (DCS). The enhanced production
capacities are 1050 MTPD for Ammonia (346500 MTPA) and
1475 MTPD for Urea (486750 MTPD). With respect to NPK,
“Pipe-reactor” with Process License & Basic Engineering from
M/s Grande Parroise, France was incorporated in NPK B Train. By
this and along with higher on-stream efficiency, the installed
capacity was raised to 2550 MTPD (840000 MTPD).

Post-revamp
After overcoming initial teething troubles, the Ammonia &
Urea Plants reached 87% and 83% capacity utilization levels in
1999-2000. To improve product quality and bring down product
temperature before admitting into bagging streams, Prill Tower
modification was carried out by Monsanto Enviro-Chem (MECSI),
U.S.A. and a fluidized bed cooler (Prills Cooling System – PCS)
was put into service.

Urea Plant achieved a record production of 473363 MT

in 2006-07surpassing the previous best of 473032 MT in 2004-05.
Specific consumption of feedstock has also come down over the
years after process stabilization.

22
23
 STATEMENT OF
PROBLEM
STATEMENT OF PROBLEM

Nowadays research studies are numerous and whenever a

need for a study arises, majority of works attributed to consumer
products and linked with the areas of consumer perception,
satisfaction, decision making, competition, sales promotion,
etc., are being dealt with such products. Hence the studies have
become now a days and even if being taken up by some
engineer cum management researcher they go technically deep
into the study which results in the origin of a pure technical
report which is accessible persons in those areas.

 The product awareness about bio-fertilizer is very low.

 The consumers are not satisfied with the period of yield

given by bio-fertilizer.

24
 Compared to the chemical fertilizers bio-fertilizers are less
effective in their output.

25
 OBJECTIVE OF THE STUDY
OBJECTIVE OF THE STUDY

 To ascertain the awareness, usage, and scope of the bio

fertilizers in the Nursery/ornamental plant trade.

 To find out the satisfaction level, reach and effectiveness of

bio fertilizers in the Nursery/ ornamental plant trade.

26
SCOPE OF THE STUDY

27
 SCOPE OF THE STUDY

 This study helps to find factors influencing purchases.

 This study helps to find the source of awareness of the brand

 This study helps to find the satisfaction level of customers.

 This research helps to find out the quality aspects of VIJAY

fertilizers.

 This study helps to identify the promotional activities.

28
29
 RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

Methodology is a systematic way to solve the research problem. It

may be understand as a science of studying how research is done
logically. The various steps that are generally adopted by a
researcher problem are also the main function of the research
methodology.

DATA COLLECTION
The two types of data used for the purpose and study are
 Primary data
 Secondary data
PRIMARY DATA

It relating to the study was collected from the respondents.

It was collected through interview and questionnaire method. The
other methods such as observation, indirect oral interview and
detailed with the respondents have been conducted for the purpose
of data collection.
SECONDARY DATA

Secondary data are those, which have already been collected.

Secondary data for the study has been compiled from the report
and official publication of the organization, which have helped in

30
getting and insight of the present scenario existing in the operation
of the company.
QUESTIONNAIRE DESIGN
The questionnaire used for data collection, the data is a structured
one. It was a mixture of open ended, closed ended and multiple
industry choices. The words were simple and help in avoiding
confusing and misunderstanding among the respondents.

SAMPLE UNIT

The sample size of 100 samples was considered for the survey
study.

The survey was done through direct interview

PERIOD OF STUDY

The study has been carried out from the period June 18th 2007 to
August 4th 2007

31
32
 LIMITATION OF THE STUDY

LIMITATION OF THE STUDY

 The study is confined to Chennai district only; hence the

results cannot be generalized.

 The results hold validity for specified group (nursery people)

and cannot generalize.

 The findings in this study are purely dependent on the

answers of the respondents.

 Since the study was limited to a specific period (June - July

07), further qualitative research on the topic was not possible.

 The information recorded is based on the opinion and

reactions of the respondents as on the date of research

33
34
 REVIEW OF LITERATURE
REVIEW OF LITERATURE

It is the documentation of a comprehensive review of the

published and unpublished work from secondary and also primary
data in the areas of specific interest of the researcher. The purpose
of the literature review is to ensure that no important variable that
has in the past been found heatedly to have an impact on the
problem is ignored.

 The data pertaining to the project were gathered by referring

to books and journals.

 The medium of interest was also extensively used to gather

pertinent in formations.

35
36
 DATA ANALYSIS AND
INTERPRETATION
CLASSIFICATION ON THE AWARENESS OF
BIO FERTILIZERS

Table1: Classification on the awareness of bio

fertilizers

Aware of bio fertilizers Respondents Percentage

Yes 30 100
No 0 0

Interpretation

 Based on our survey all the respondents are aware of bio

fertilizers.

37
Graph1: Classification on the awareness of bio
fertilizers

0
100

90

80

70

60
100 No
50 Yes
40
0
30

20 30

10

0
Respondents Percentage

38
 CLASSIFICATION BASED ON THE
USAGE OF BIO-FERTILIZERS

Table2: Classifications based on the usage of

bio fertilizers

Usage of Bio- Fertilizers RespondentsIn Percentage

Yes 12 40
No 18 60

Interpretation

 Among the 30 samples 12 respondents are using the bio

fertilizers in their nursery/ornamental plants.

 18 respondents are not using the bio fertilizers.

39
Graph2: Classification based on the usage of
bio fertilizers

40
 Usage of Bio-Fertilizers

Yes
40%
No Yes
60%
No

VARIOUS FERTILIZERS USED BY THE

RESPONDENTS

Table3: Various fertilizers used by the

respondents

41
 Fertilizers RespondentsIn Percentage
Chemical Fertilizers 23 77
Bio- Fertilizer 12 40
Manure 28 92
Others 4 12

Interpretation

 Chemical fertilizers used by 77% of the respondents.

 Bio fertilizers used by 40% of the respondents.

 Largely 92% of respondents using manure in their crops.

 12% of the respondents using other fertilizers for their

Nursery / ornamental plants.

Graph3: Various fertilizers used by the

respondents

42
 100
92
90
80 77
70
60 Chemical Fertilizers
50 Bio- Fertilizer
40
40 Manure
30 28 Others
23
20
12 12
10 4
0
Respondents In Percentage

Classification the awareness of bio

fertilizers through

43
Table4: Classification the awareness of bio
fertilizers through

Various Sources RespondentsIn Percentage

Marketing officer 9 30
Agri Officer 8 27
Agri Department 6 20
Friends & Relative 3 10
Others 4 12

Interpretation

 Out of 30 respondents, 9 respondents got aware of bio

fertilizers from marketing officers (30%).

 Through agricultural officer 8 respondents got idea about bio

fertilizers (27%).

 6 respondents got knowledge from agricultural department

about bio fertilizers (20%).

 3 respondents were got information from friends/relatives

about bio fertilizers (10%)

 4 respondents got aware of bio fertilizers from other sources

(12%).

Graph4: Classification the awareness of bio fertilizers through

44
 Aware or Bio-Fertilizers Through

35 30
30 27
25 20 Respondents
20
15 12
9 8 10
10 6 In Percentage
3 4
5
0

RANKING THE BIO FERTILIZERS

COMPANIES ON THE BASIS
OF EFFECTIVENESS

45
Table5: Ranking the bio fertilizers companies
on the basis of effectiveness

Companies Rank-1 Rank-2 Rank-3 Rank-4 Rank-5

RCF 1 - 2 1 8
SPIC 3 3 5 1 -
MFL 2 6 2 2 -
T-STANES 2 2 1 6 1
OTHERS 4 1 2 2 3

Interpretation

 Based on our survey respondents following ranks are given to

the bio fertilizers company.
 SPIC and MFL got the first rank from the respondent’s point
of view.

 Other fertilizers company’s ranked as the second rank.

 T-STANES Fertilizer Company ranked as third rank.

.Formula:
Weighted Average= ∑fiWi / ∑fi
Where, Wi = Weighted give to the ith cell
Fi = Number of respondents in the ith cell

46
 Total no of respondents = 12

Rank 1 2 3 4 5
Weight 5 4 3 2 1

Total weight ∑Wi= 15

Companies ∑fiWi ∑fiWi / ∑fi Rank

RCF 21 1.75 4
SPIC 44 3.67 1
MFL 44 3.67 1
T-STANES 34 2.82 3
OTHERS 37 3.07 2

Graph5: Ranking the bio fertilizers companies

on the basis of effectiveness

47
45
40 RCF
35 SPIC
30 MFL
25 T-STANES
OTHERS
20
15
10
5
0
∑ fiWi ∑fiWi/∑fi Rank

CLASSIFICATION OF THE DIFFERENT

FERTILIZERS COMPANIES
KNOWN TO RESPONDENTS

48
Table6: Classification of the different fertilizers
companies known to respondents

Fertilizers company Respondents In percentage

RCF 04 12
SPIC 29 97
MFL 28 92
FACT 10 32
OTHERS 06 20

Interpretation

 12% respondents know the RCF fertilizers company.

 97% respondents know about the SPIC fertilizer company.

 MFL Fertilizer Company known by 92% respondents.

 32% of respondents aware of FACT Fertilizer Company.

 20% of people known and used OTHER fertilizer company.

Graph6: Classification of the different

fertilizers companies known to respondents

49
 Different Fertilizer Companies

35
29
30 28

25
RCF
20 SPIC

15 MFL
10 FACT
10
6 Others
4
5

0
RCF SPIC MFL FACT Others

CLASSIFICATION OF THE RESPONDENTS

USING
VIJAY BIO FERTILIZERS

50
Table7: Classification of the respondents using
Vijay bio fertilizers

Using Vijay bio fertilizers Respondents Percentage

Yes 1 8
No 11 92

Interpretation

 Based on survey, 8% of people using VIJAY bio fertilizers.

 92% of people are not using VIJAY bio fertilizers.

Graph7: Classification of the respondents using

Vijay bio fertilizers

51
 100 92
Yes
80

60 No

40

20 11 8
1
0
Respondents Percentage

CLASSIFICATION THE BENEFITS OF BIO

FERTILIZERS IN
IN VIEW OF RESPONDENTS

52
Table8: Classification the benefits of bio
fertilizers in view of respondents

Benefits of bio Strongly Agree Neither/nor Respondents

fertilizers agree agree View
(ranking)
Plant growth 2 9 1 Agree
Maintain soil fertility 2 7 3 Agree
Increase on foliage 6 5 1 agree
Maintain greenness 1 6 5 Agree
Eco-friendly in nature 6 3 3 agree
Good root formation 11 1 0 Strongly
agree
Profit 2 5 5 Agree

Interpretation
 Based on survey, highly 92 % of people strongly agree good
root formation. comparatively Every respondents agree the
various benefits of the bio fertilizers

Graph8: Classification the benefits of bio

fertilizers in view of respondents

53
 5 Profit
0
3
5
1 Good root

e
3 formation

re
1

ag
Eco-friendly in
or
/n 5 nature
1
er
th

3 Maintain
ei

6
N

ee 5 greenness
7
Increase on
gr

9
A

foliage
2
11 Maintain soil
6 fertility
1
6 Plant growth
e

2
re

2
ag
y
n gl

0 5 10 15
ro
St

CLASSIFICATION BASED ON THE

SATISFACTION LEVEL OF
BIOFERTILIZERS USER

54
Table9: Classification based on the satisfaction
level of bio fertilizers user

Characteristics Highly Satisfied Neither/no Level of

satisfied r satisfied respondents
Price 0 6 6 Satisfied
Effectiveness 4 8 0 Satisfied
Quality 4 7 1 Satisfied
Brand name 8 3 1 H. Satisfied
Officer’s advice(MO/AO) 1 9 2 Satisfied
Eco-friendly 6 4 2 Satisfied
Convenient packing 4 5 3 Satisfied

Interpretation

 Based on survey, 67% of respondents highly satisfied by the

brand name. Then price, effectiveness, quality of the bio
fertilizer, officer’s advice, eco friendly, and convenient
packing are also the main factors which make the satisfaction
among the respondents.

Graph9: Classification based on the

satisfaction level of bio fertilizers user

55
 Convenient

Neither/nor
3

satisfied
2 packing
2
1 Eco-friendly
1
0
6
5 Officer’s
4
9 advice(MO/AO)
3
7 Brand name
8
6
4
satisfied

6 Quality
Highly

1
8
4
4 Effectiveness
0

0 5 10 Price
.

CLASSIFICATION OF RESPONDENTS WHO

WERE NOT IN FAVOUR OF APPLICATION OF
BIOFERTILIZERS

56
Table10: Classification of respondents who
were not in favor of application of bio
fertilizers

Reasons to ignore the application of bio fertilizers Respondents Percentage

Effectiveness is less 5 17
Better responses for other fertilizers than bio 6 20
High price 10 33
Less knowledge about bio fertilizers 5 17
Other reason 4 13

Interpretation

 It can be inferred that 33% of the respondents are ignored the

application of bio fertilizers due to high price, 20 %
respondents ignored by the better response of other fertilizer
than bio fertilizers, 17 % of respondents prohibit the bio
fertilizers because of less effectiveness and less beware of bio
fertilizers. Finally 12 % of respondents ignored by other
valuable reason.

Graph10: Classification of respondents who

were not in favor of application of bio
fertilizers

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 Effectiveness is less
35 33
30
Better responses
25
for other fertilizers
20
20 thanbio
17 17
15 Highprice
13
10
10
5 6 5 4 Less knowledge
5
about bio fertilizers
0
Respondents percentage
Other reason

58
 FINDINGS

59
 FINDINGS

 Chemical fertilizers used by 77% of the respondents. Bio fertilizers used by 40%
of the respondents. Largely 92% of respondents using manure in their crops.12%
of the respondents using other fertilizers for their
Nursery/ Ornamental plants.

 Based on our survey all the respondents are being aware of bio fertilizers.

 Out of 30 respondents, 9 respondents got aware of bio fertilizers from marketing

officers (30%). Through agricultural officer 8 respondents got idea about bio
fertilizers (27%). Six respondents got knowledge from agricultural department
about bio fertilizers (20%). Three respondents were got information from
friends/relatives about bio fertilizers (10%)

 97% respondents know about the SPIC fertilizer company, MFL Fertilizer
Company known by 92% respondents. 12% respondents know the RCF fertilizers
company, 32% of respondents aware of FACT Fertilizer Company. 20% of people
known and used OTHER fertilizer company.

 Among the 30 samples 12 respondents are using the bio fertilizers in their
nursery/ornamental plants.18 respondents are not using the bio fertilizers. 40% of
people using bio fertilizers in crops in their nursery.

 Based on survey, among the 12 respondents, 92% people strongly agree good root
formation. 75% respondents agree the plant growth, 57% respondents agree
maintain soil fertility and 50% respondents agree maintain greenness. Profit and
maintain greenness neither agree nor disagree by 42% respondents.

 SPIC and MFL got the first rank from the respondent’s point of view.

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 Based on survey, 8% of people using VIJAY bio fertilizers. 92% of people are
using other competitive bio fertilizers product.

 Based on survey, 67% respondents highly satisfied the brand name and 50%
respondents highly satisfied the eco friendly nature. 75% respondents satisfied the
officers advice and 67% respondents satisfied in the effectiveness. Price and
convenient packing neither satisfied nor dissatisfied by 50%, 25% respondents
respectively.

 It can be identified that the nursery traders follow the barter method with the
fertilizer company while purchase the fertilizers. Most of the nursery traders buy
fertilizers with low amount in turn they give some plants to the fertilizer company
to maintain the better environmental policy.

 Most of the traders and proprietors of the nurseries maintain the mutual
relationship with Fertilizers Company.

 8% of the nursery traders are the dealer of certain fertilizers company.

 The consumption level of the bio fertilizer is low because the plants are grown for
a certain period in nursery as it is being pushed against sales.

 Across Chennai, the nursery traders are also involved in the buying and selling
process of fertilizers.

 It can be inferred that 33% of the respondents ignored the application of bio
fertilizers due to high price, 20 % respondents ignored by the better response of
other fertilizer than bio fertilizers, 17 % of respondents prohibit the bio fertilizers
because of less effectiveness and less beware of bio fertilizers. Finally 12 % of
respondents ignored by other valuable reasons.

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 SUGGESTIONS AND
RECOMMENDATIONS
62
 SUGGESTIONS

 The company should concentrate more on advertisement of

bio fertilizer through farmer contact programs; it must be
conducted before seasonal group.(BIODEMO)

 As per the nursery growers, bio fertilizer’s productivity is

low compare with chemical fertilizer. So usage & usefulness
should be highlighted through trial demonstrations.

 Effective training should be given to the nursery traders for

avoiding cumbersome procedure for application of bio
fertilizers.

 The shelf life of the bio fertilizers are only 6 to7 months. The
company may explore possibility of increasing the shelf life
of bio fertilizer up to 1 for avoiding wastage of money.

 The nursery plant traders expect growth increase factor in the

bio fertilizers. The management should take initiative steps
for improving the growth promoters in the bio fertilizers.

63
64
 CONCLUSION
CONCLUSION

 The awareness of bio fertilizer is in better position only; but

the usage of bio fertilizers is not that much in nursery trade.

 Nowadays nursery traders have more interest on bio

fertilizers; it has good scope in the nursery trade. To explore
the trader’s interest, we can organize intensive promotional
campaign exclusively for the nursery.

 The user level of bio fertilizers is low; but their satisfaction

level in better condition only.

 30% of respondents haven’t much more knowledge about

some fertilizers company.

65
66
 BIBLIOGRAPHY

BIBLIOGRAPHY

• WWW.MADRASFERT.IN

• WWW.12MANAGE.COM

• RESEARCH METHODOLOGY

BY RANJIT KUMAR

• PRINCIPLES OF MARKETING

BY PHILIP KOTLER & CARY

ARMSTRONG

• FERTILIZER MARKETING NEWS (VOLUME – 26)

BY DHANDAPANI, MFL

67
68
QUESTIONNAIRE SAMPLE

69
 A STUDY ON BIO-FERTILIZERS USAGE IN
NURSERY/ORNAMENTAL PLANT ACROSS CHENNAI
QUESTIONNAIRE

1. Name:

2. Age:
a) 18-25 yrs
b) 26-40 yrs
c) 41-50 yrs
d) 50 & above

3. Dealer shop (Name & address):

4. Educational qualification:
a) Primary b) secondary c) higher secondary
d) Graduation

5. The major nursery/ornamental plants grown

a)
b)
c)

6. Land holding pattern (in acres)

a) Below 3 acre
b) Between 3-5 acre
c) Above 5 acre

7. What are the various fertilizers you used in your

nursery/ornamental plant

a) Chemical fertilizers
b) Bio fertilizers
c) Manure
d) Others ………..

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8. Ranking the level of satisfaction in the important factors
that abstract you to purchase of fertilizer for your
nursery/ornamental plant (ranking 1,2,3,4 & 5)

(1-very good, 2- good, 3- moderate, 4- fair, 5- other)

FERTILIZERS QUALITY PACKING PRICE ECO-

FRIENDLY

9. Do you aware of bio-fertilizers?

a) Yes b) No

If yes, source of your information through,

a) Marketing officer b) agricultural officer

c) Agricultural department Advice
d) Friends & relatives e) others …….

10.What are the entire bio fertilizer companies do you know?

a) RCF
b) SPIC
c) MFL
d) T- Stanes
e) OTHERS

11.Do you use bio fertilizer for your nursery/ornamental

plants?

a) Yes b) No

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 If yes,
SI.NO Nursery/ornamental Total Bio or Qty Usage/month
plants plants chemical Used/plan
Fertilizers t

a) Total usage of chemical fertilizers per year

b) Total usage of bio fertilizers per year

12.Ranking the bio fertilizer company on the basis of their

effectiveness, (ranks1,2,3,4 & 5)

a) RCF …… b) SPIC …… c) MFL ……

d) T- STANES …. E) Others …….

13.Have you applied VIJAY bio fertilizers for your

nursery/ornamental plants?

a) Yes b) No

If yes, level of your satisfaction with respect to

effectiveness of VILAY bio fertilizers.

a) Highly satisfied b) satisfied c) Neither nor satisfied

d) Dissatisfied e) highly dissatisfy

14.How long you have been using VIJAY bio fertilizers for your
nursery/ornamental?

………… (Month/year)

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 15.Have you repeated the purchase of VIJAY bio fertilizer for
your nursery/ornamental?

a) Yes b) No
If yes, how many times you have repeated the purchase for
the last one year,

a) Only once b) Twice c) Thrice d) ………

16.Benefits of bio fertilizers; in your point of view

Strongly Agree Neither Disagree Strongly

agree nor agree disagree
a. Plant growth
b. Maintain soil
fertility
c. Increase yield
d. Saves cost
e. Eco-friendly nature
f. Good root
formation
g. profitability

17.Factors responsible for the usage of bio fertilizers, mark

your satisfaction level,
Highly Satisfied Neither dissatisfied Strongly
satisfied nor dissatisfied
satisfie
d
a. Price
b. Effectiveness
c. Quality
d. Brand name
e. MO/AO’s Advice
f. eco-friendly nature
g. convenient packing

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18.In your opinion, what are the resources that ignore the
application of bio fertilizers?
a) Effectiveness is less
b) Better response of nursery plants to other than
Bio-fertilizers
c) Price
d) Less knowledge about bio fertilizers
e) Others ……..

19.Your suggestion & expectations about bio fertilizers usage?

a) …………………….
b) …………………….

I express my sincere thanks to all for your kind cooperation and

Valuable Suggestions in filling up the questionnaire.

**************

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