Chandrashekhar Shelar PDF

A
PROJECT REPORT
ON
“A study on dealer and customer satisfaction for

Yashoda seeds in selected districts of
Maharashtra”
At / For
YASHODA SEEDS PVT LTD
Submitted By;
CHANDRASHEKHAR LAXMAN SHELAR
Under the guidance of
Asst. Prof. GANESH ANTRE
Submitted To;
"Savitribai Phule Pune University"

In partial fulfillment of the requirement for the award of the degree of
Master of Business Administration (MBA)
Through
Dr. Vithalrao Vikhe Patil Foundation's

Institute of Business Management & Rural Development,
Ahmednagar-414111.
(Year 2017-2019)
IBMRD Viladghat Ahmednagar. Page 1

Declaration by Student
I hereby declare that the project entitled “(A study on dealer and customer
satisfaction for Yashoda seeds in selected districts of Maharashtra)” submitted
for the M.B.A. Degree is my original work and the dissertation has not formed the
basis for the award of any degree, associate ship, fellowship or any other similar
titles.
Place: Ahmednagar Chandrashekhar Shelar

Date:
Signature of the Student

ACKNOWLEDGEMENT
Sometimes words fall short to show gratitude, the same happened with me during this
project. The immense help and support received from YASHODA SEEDS
LIMITED helped me during the project.
We wish to avail this opportunity to acknowledge profound indebtedness and extend
our deep sense of gratitude to Mr.S. D. Pawade (Managing Director, Yashoda seeds)
I am grateful to Mr.K.L.Bisen (Area Manager, Yashoda seeds) for his valuable
guidance profound advice and encouragement that has feel to the successful
competition of this project.
I am very thankful to Mr. Chetan Zade (R&D, Yashoda seeds), Mr. Govind Gadge
(Sales Officer, Yashoda seeds) and Mr. Bhuvan Bharti (MDO, Yashoda seeds) and
other person from organization for their invaluable guidance and cooperation during
the course of the project. They provided me with their assistance and support
whenever needed that has been instrumental in completion of this project.
I am deeply indebted to Asst. Prof. Ganesh Antre as a Project Guide whose
valuable guidance helped me a lot at all stages of my project.
Last but not the least I would also like to express my deep gratitude towards all
the faculty members, my parents, my beloved friends and all those for their generous
help during this study directly or indirectly.
Place: Ahmednagar
Date: Chandrashekhar Shelar

List of content
Sr.No. Topic Page No.
1. Executive Summary 7
2. Industry Profile 8
3. Company Profile 14
4 Product Profile
5. Research Methodology 17
6. Analysis of Data 25
7. Findings 69
8. Recommendation and suggestion 72
9. Conclusions 73
10. Bibliography 74
11. Appendices & Annexure 75

Sr.No. Name of table Page no.
1 Product List 17
2 District facts and figures 19
3 Education level of Distributer 26
4 Duration of Association with Yashoda Seed 27
5 Timely Availability of Seed 28
6 Maintenance of dealer data bank 29

7 Participate in Exhibition and Kisan Melas 30
8 Participation in Sales Promotion 31
9 Distributor opinion about Price of Product 32
10 Frequency of Visit of Sales officer 33
11 Distributor opinion about product Quality 34
12 Packaging of Product 35
13 Feedback Received from dealers 36
14 Satisfaction with the product margin provided by Yashoda seed 37
15 Material Returned 38
16 Factor influencing the sales of Yashoda Seed product 39
17 Education Profile of Dealer 41
18 Timely Delivery of product from Distributors 42
19 Opinion about price of Yashoda seed product 43
20 Visits by Sales Officer and Field Assistance 44
21 Opinion about Yashoda Seed Product Quality 45
22 Opinion about Packaging of Yashoda Seed Product 46
23 Feedback Received from the farmers 47
24 Product Margin Provided by Yashoda Seed 48
25 Technical advice/assistance/guidance to the farmers 49
26 Factor affecting Selection Decision of Seed. 50
27 Media of Promotion 51
28 Education level of Farmer 53
29 Landholding 54
30 Type of Farming 55
31 Irrigation System used 56
32 Method of Seed purchase 58
33 Factor considered while Purchase of Seed 59
34 Place of purchase 60
35 People Influencing the Purchase Decision 61
36 Field Programme attended 62
37 Promotional Activity 63
38 Rating of Products of Yashoda Seed Company on selected parameter in Jalgaon district 64
39 Rating of Products of Yashoda Seed Company on selected parameter in Buldana district 65
40 Rating of Products of Yashoda Seed Company on selected parameter in Akola district 66
41 Satisfaction with the brand of Yashoda seed 67
42 Media exposure 68

List of figures
Sr.No. Name of graph Page no.
1 Education level of Distributer 26
2 Duration of Association with Yashoda Seed 27
3 Timely Availability of Seed 28

4 Maintenance of dealer data bank 29
5 Participate in Exhibition and Kisan Melas 30
6 Participation in Sales Promotion 31
7 Distributor opinion about Price of Product 32
8 Frequency of Visit of Sales officer 33
9 Distributor opinion about product Quality 34
10 Packaging of Product 35
11 Feedback Received from dealers 36
12 Satisfaction with the product margin provided by Yashoda seed 37
13 Material Returned 38
14 Factor influencing the sales of Yashoda Seed product 39
15 Education Profile of Dealer 41
16 Timely Delivery of product from Distributors 42
17 Opinion about price of Yashoda seed product 43
18 Visits by Sales Officer and Field Assistance 44
19 Opinion about Yashoda Seed Product Quality 45
20 Opinion about Packaging of Yashoda Seed Product 46
21 Feedback Received from the farmers 47
22 Product Margin Provided by Yashoda Seed 48
23 Technical advice/assistance/guidance to the farmers 49
24 Factor affecting Selection Decision of Seed. 50
25 Media of Promotion 51
26 Education level of Farmer 53
27 Landholding 54
28 Type of Farming 55
29 Irrigation System used 56
30 Method of Seed purchase 58
31 Factor considered while Purchase of Seed 59
32 Place of purchase 60
33 People Influencing the Purchase Decision 61
34 Field programme attended 62
35 Promotional Activity 63
36 Rating of Products of Yashoda Seed Company on selected parameter in Jalgaon 64
district
37 Rating of Products of Yashoda Seed Company on selected parameter in Buldana 65
district
38 Rating of Products of Yashoda Seed Company on selected parameter in Akola 66
district
39 Satisfaction with the brand of Yashoda seed 67
40 Media exposure 68

EXECUTIVE SUMMARY
Yashoda Hybrid Seeds Pvt. Ltd. had commenced on 13 July 1995. The group of
companies is based on agriculture hybrid seeds production. The aim of the company
is to provide high quality and high yielding hybrid seeds to the farmers. The
Company specially concentrates on getting proper product in proper area.
The project work on “A study on dealer and customer satisfaction for Yashoda Seeds
in selected districts of Maharashtra” Was carried out under the guidance of Mr.K.L.
Bisen, Area manager, Yashoda Seeds Maharashtra and Faculty Guide Antre Sir,
Assistance Professor, IBMRD Ahmednagar.
The objectives of the project were to understand the farmer preference, buying
behavior and satisfaction from Yashoda seed and to find out the dealers satisfaction
and expectations. The Project also aimed to assess the effectiveness of marketing
strategies of Yashoda seed in Jalgaon, Buldana and Akola districts.
A survey of 250 farmers, 40 dealers and 12 distributors was carried out to study the
objectives stated above. For the collection of primary data pretested questionnaires
was used. Recent secondary data from internet, magazine, and internal record of
Yashoda Seeds was collected.
The major finding which came out of my study that in Jalgaon, Buldana and Akola
district Price, quality and packaging of Yashoda seed is considered good. Most of
dealers are satisfied with product margin and product delivery from distributor. Most
of farmers consider the retailer suggestion, past experience and then brand name of
the product. Based on the above analysis Company should provide facility to the
booking farmer, in this way farmers are attracted towards booking and can ensure
purchases.

CHAPTER: 1
Profile of Seed Industry
Introduction:
Seed is the basic and most critical input for sustainable agriculture. The
response of all other inputs depends on quality of seeds to a large extent. It is
estimated that the direct contribution of quality seed alone to the total production is
about 15 – 20% depending upon the crop and it can be further raised up to 45% with
efficient management of other inputs. The developments in the seed industry in India,
particularly in the last 30 years, are very significant. A major re-structuring of the
seed industry by Government of India through the National Seed Project Phase-I
(1977-78), Phase-II (1978-79) and Phase-III (1990-1991), was carried out, which
strengthened the seed infrastructure that was most needed and relevant around those
times. This could be termed as a first turning point in shaping of an organized seed
industry. Introduction of New Seed Development Policy (1988 – 1989) was yet
another significant mile stone in the Indian Seed Industry, which transformed the
very character of the seed industry. The policy gave access to Indian farmers of the
best of seed and planting material available anywhere on the world. The policy
stimulated appreciable investments by private individuals, Indian Corporate and
MNCs in the Indian seed sector with strong R&D base for product development in
each of the seed companies with more emphasis on high value hybrids of cereals and
vegetables and hi-tech products such as Bt. Cotton. As a result, farmer has a wide
product choice and seed industry today is set to work with a ‘farmer centric’ approach
and is market driven. However, there is an urgent need for the State Seed
Corporations also to transform themselves in tune with the industry in terms of
infrastructure, technologies, approach and the management culture to be able to
survive in the competitive market and to enhance their contribution in the national
endeavour of increasing food production to attain food & nutritional security.
Seed is the most important input component for productive agriculture. In the
significant advances that India made in agriculture in the last four decades, the role of
the seed sector has been substantial. The expansion of seed industry has occurred in
parallel with growth in agricultural productivity.

Historical perspective
The National Seed Corporation was established in 1963. The Government of
India enacted the Seeds Act in 1966 to regulate the growing seed industry4. The
sixties were the most eventful times for Indian agriculture, not only because of
introduction of high-yielding cereals, particularly wheat and rice but also for many
other positive developments related to seed such as, constitution of Seed Review
Team, enactment of Seeds Act, 1966 and formation of National Commission on
Agriculture. This was the period, during which the private sector significantly
stepped into the seed business. The Seeds Act stipulated that seeds should conform to
a minimum stipulated level of physical and genetic purity and assured percentage
germination either by compulsory labeling or Voluntary certification. Further, the Act
provided a system for seed quality control through independent State Seed
Certification Agencies which were placed under the control of state departments of
agriculture. The eighties witnessed two more important policy developments for the
seed industry, viz. granting of permission to MRTP/FERA companies for investment
in the seed sector in 1987 and the introduction of ‘New Policy’ on seed development
in 1988 (ref. 5). The 1991 Industrial Policy made a radical departure from the earlier
policy on foreign investment. Under this policy seed production was identified as a
‘high priority industry’. The New Policy on Seed Development greatly liberalized
import of vegetable and flower seeds in general and seeds of other commodities in a
restricted manner and also encouraged multinational seed companies to enter the seed
business. More than 24 companies initiated research and development activities and
have made substantial commitments for investment on research and development in
response to this policy initiative. The investments are expected to increase with
increasing volumes of seeds of proprietary hybrids and preparedness of farmers to
pay higher price for quality seed.

Opportunities in Indian Seeds Industry
The Indian seed industry is the eighth largest in the world with an estimated
value of INR 49 billion (USD 1.06 Billion) and with an annual growth rate of 12% to
13 %. The industry has shown a buoyant growth over the last two years on well
supportive monsoons. The development of private seed industry is no more confined
to just production and marketing of seed. It has well acquired technological strength
to cater to the varietal needs of tomorrow. Along with industries Indian farmers have
in recent years adopted intensive cultivation practices in order to meet the growing
demand for agricultural produce.
If we look at the production capacity 70% of India’s seeds’ sales come from farmer
bred seeds, 26% from those bred in publicly financed institutions, and only 4% from
researched hybrids. The domestic hybrid seeds market is placed at INR 4.9 Billion
and is annually growing at 10% a year, against the 5% global growth rate. Here,
majors players like Monsanto India and Syngenta India dominate the hybrid seed
market. The home market works out to about 3.7% of the global market.
Structure of the Indian Seed Industry

Although the Indian seed market is one of the largest, it is almost exclusively
supplied by locally produced seeds. Farmers retain seed of major food crops (wheat,
rice, sorghum, millet, corn, and pulses) and commercial crops for many years, and the
largest volume of seed trade involves local exchanges of established self-pollinating
varieties. The seed replacement rate in most crops is very low, with the exception of
cotton and some vegetables. The use of hybrid seeds is mostly confined to cotton, and
to some extent to corn, millet, sunflower, and few vegetables. However, awareness
about the high yield and quality of produce from hybrid seeds, attracting farmers to
switch over to hybrids, is growing. The Indian seed industry used to be dominated by
public sector seed companies. However, following the easing of government
regulations and the implementation of a new seed policy in 1988, the private sector

seed companies have started playing a major role in seed development and marketing.
More recently, the government’s decision to embrace biotechnology as a means of
achieving food security has attracted several leading biotechnology-focused
multinational seed companies to India. The composition of the seed industry, by
volume of turnover, has reportedly reached a ratio of 60:40 between the private and
public sectors.
Role of Public & Private Seed Sector
The role of public sector seed companies is now mostly confined to certified
seeds of high volume, low value segment of high yielding varieties of cereals, pulses,
and cotton with a limited presence in the high value hybrid sectors of cotton, cereals,
and vegetables. Wheat and paddy seed constitutes a major share of the seeds handled
by them. The NSC and SSCs work closely together to coordinate procurement and
sales prices as well as variety demand and supply. Their presence is considered
necessary by the government to ensure the availability of reasonably priced seeds of
major crops throughout the country and to make sure that private sector seed
companies do not enjoy and exploit unreasonable market power.
The public sector seed companies, however, lag behind in research; they are mostly
dependent on public research institutions, under the aegis of Indian Council of
Agricultural Research (ICAR) and State Agricultural Universities (SAUs) for their
breeder seed requirements. Based on feedback from dealers and end-users, the public
sector seed companies/state governments forecast seed demand for various crops
three years in advance and a requirement for breeder seeds is placed with the GOI’s
Ministry of Agriculture. Using the breeder seeds supplied by government research
institutes, the public sector seed companies produce foundation seeds on government
farms or reliable, well-trained contract farms. These are further multiplied in contract
farmers’ fields next year as certified seeds for commercial distribution. If for some
reasons (drought or other weather calamities) the supply of certified seeds falls short

of requirements, the public sector seed companies source commercial grain from the
market, upgrade the quality, and after proper testing distribute it as quality seeds.
All seed grown by contract growers for seed corporations meeting the specified
standards attract a premium price over and above the commercial grain price for that
crop. The premium can vary between 25 percent for cereals to over 100 percent for
hybrids. In the public sector, NSC is usually the retail price setter with the SSCs
following NSC prices in determining their own for similar or substitute varieties. For
self pollinated field crops, an accepted basis is to add a margin of 15 to 25 percent on
production costs. For hybrid seeds of cereals and vegetables, prices to some degree
reflect market trends. However, there is government intervention in the pricing of
seeds produced by public sector corporations with the degree of intervention varying
from state to state. Some states are now thinking of giving greater autonomy to their
seed corporations to make them financially viable by allowing them to market private
branded seeds, domestically produced or imported. An advantage to the government
seed companies is that they have a vast distribution network and trusted brand image.
The reason why they are losing market share is because seeds by private companies
often outperform the publicly available varieties. Some SSCs have started their own
research to evolve superior propriety hybrids. State to state. Some states are now
thinking of giving greater autonomy to their seed corporations to make them
financially viable by allowing them to market private branded seeds, domestically
produced or imported. An advantage to the government seed companies is that they
have a vast distribution network and trusted brand image.
Seed Production System in India:
The Indian seed programme largely adheres to the limited generations’ system for
seed multiplication in a phased manner. The system recognizes three generations
namely breeder, foundation and certified seeds and provides adequate safeguards for

quality assurance in the seed multiplication chain to maintain the purity of the variety
as it flows from the breeder to the farmer.
Breeder Seed
Breeder seed is the progeny of nucleus seed of a variety and is produced by the
originating breeder or by a sponsored breeder. Breeder seed production is the
mandate of the Indian Council of Agricultural Research (ICAR) and is being
undertaken with the help of;
i) ICAR Research Institutions, National Research Centres and All India Coordinated
Research Project of different crops;
ii) State Agricultural Universities (SAUs) with 14 centres established in different

States;
iii) Sponsored breeders recognized by selected State Seed Corporations, and
iv) Non-Governmental Organizations.
Foundation Seed
Foundation seed is the progeny of breeder seed and is required to be
produced from breeder seed or from foundation seed which can be clearly traced to
breeder seed. The responsibility for production of foundation seed has been entrusted
to the NSC, SFCI, State Seeds Corporation, State Departments of Agriculture and
private seed producers, who have the necessary infrastructure facilities. Foundation
seed is required to meet the standards of seed certification prescribed in the Indian
Minimum Seeds Certification Standards, both at the field and laboratory testing.
Certified Seed
Certified seed is the progeny of foundation seed and must meet the
standards of seed certification prescribed in the Indian Minimum Seeds Certification
Standards, 1988. In case of self pollinated crops, certified seeds can also be produced

from certified seeds provided it does not go beyond three generations from
foundation seed stage-I.
The production and distribution of quality/certified seeds is primarily the
responsibility of the State Governments. Certified seed production is organized
through State Seed Corporation, Departmental Agricultural Farms, Cooperatives etc.
The distribution of seeds is undertaken through a number of channels i.e.
departmental outlets at block and village level, cooperatives, outlets of seed
corporations, private dealers etc. The efforts of the State Governments are being
supplemented by NSC and SFCI which produce varieties of national importance.
NSC markets its seeds through its own marketing network and also through its dealer
network. SFCI markets its seeds mainly through the State Departments of
Agriculture and the State Seed Corporations. The production of certified seed by
NSC and State Seed Corporations is mainly organized through contract growing
arrangements with progressive farmers.
CHAPTER: 1.2
Company Profile
Yashoda seeds Pvt. Ltd:
The Managing Director of Yashoda Hybrid seeds company is Mr. Shankar D.
Pawade. Besides Managing Director other promoters and directors also contributed
their efforts and hard work for the success of this long journey. They are in seed
industry from the last more than 15 years and recognized as leading contributors to
the industry and agriculture as well. Technically qualified and experienced staff
basically formed Yashoda Hybrid Seeds. These staff members carry experience more
than 35 years research in different crops. The Yashoda hybrid Seeds Company
established in the year 1995 on the dated 13th July, The Company is being considered
and very well recognized as fastest growing seeds in India.

Successful achievements of goal and infrastructure developed the research activities
to complete as per the terms and condition of the Recognition of the In-House R&D
unit from Department of Scientific and Industrial Research, (DSIR) Govt. of India,
New Delhi. Research activities have expanded from main research center to multi-
locations covering many states. Business interest of the company, Financial strength
(Copies of last three year audit statements) i.e. Balance sheet are enclosed Yashoda
seeds has attempted magical growth rate of 175% in past 4-5 years. It is our
determination that we could continue and expand more to attempted targeted annual
turnover of R 200 crores by 2013-2014.
The group of companies is based on agriculture hybrid seeds production. The aim of
the company is to provide high quality and high yielding hybrid seeds to the farmers.
The Company specially concentrates on founding proper product in perticular area.
The Company is marketing more than 30 varieties of products by 2007.
History
Yashoda Hybrid Seeds Pvt. Ltd. had commenced on 13 July 1995. In the
beginning the Company was producing notified/certified cotton for a company
Sandoz India Limited Mumbai, Maharashtra and Maharashtra State seeds
Corporation Ltd Akola, Maharashtra. While producing the seeds of above companies,
the Research and Development department was conceived to research on the cotton,
tur, and paddy.
R&D Department
Research & Development department of the Yashoda Hybrid Seeds Company

have played significant role to achieving the targets. The strength of research
activities of R&D department are, due to knowledgeable staff and their dedication.
The main objective of scientists at yashoda seed as to tackle the problems related to

crops and find out the solution fastly. So that they can provide high quality and high
yielding hybrid seeds to the farmers.
Basic goal R & D
 Understand requirement of farmers and market to design a product.
 Release of desirable products strengthening product portfolio.
 In competitive market with confidence of market channel.
 Support product and quality control by best quality of breeder seed.
 Strategic products to adapt climates.
Systems
Yashoda Hybrid Seeds Company produced a product under the rules of international
Organization For standardization (ISO). Our company is ISO 9001-2008 certified
company. Every Department of the Yashoda seeds working under the rules and
regulations of the ISO. Each and every record is carefully maintained by the
responsible person of the Yashoda Seeds. Now Company developed software for
maintaining the records. Accounting system is also working by the standardization
rules and any other work and processes of the company follow particular system
decided by the authority persons.
Processing Facilities - Processing plants
Yashoda seeds having its own processing plant situated at Kumbhi, The employees
working in the processing plant are well experience and skilled. The processes of
cotton hybrids like ginning, delineating, testing and packing of seeds, all are
completed in own processing plant.
Sales Network (Marketing)
The Network of Marketing Department of Yashoda hybrid Seeds has been spread in
all the state of India. Marketing is the main and important aspects of any company
because financial viability and profilability of any company depends on the sales of

its products. Company has appointed well experienced dealers and distributors
throughout India.
Product Line/Profile
Sr. No CROP VARIETY PACKING SIZE DEALER RATE
1 MANSOON BT 450g+120g 650/-Per Pkt.
2 MARGO BT 450g+120g 650/-Per Pkt.
3 YASHODA-751 BT 450g+120g 650/-Per Pkt.
4 BT HYBRID COTTON RR-2 BT 450g+120g 650/-Per Pkt.
5 RR-4 BT 450g+120g 650/-Per Pkt.
6 CHECK BT 450g+120g 650/-Per Pkt.
7 KRUIZE 450g+120g 650/-Per Pkt.
1 NON BT HYBRID COTTON MONSOON 450g 378/-Per Pkt.
2 YASHODA-751 450g 378/-Per Pkt.
1 IMPROVED COTTON YASHODA-22 500g 135/-Per Pkt.
2 COTTON 7-13 500g 135/-Per Pkt.
1 HYBRID BAJARA 30 Y 93 1.5Kg 118/-Per Kg.
2 86 Y 32 1.5Kg 168/-Per Kg.
1 HYBRID MAIZE PM 303 5 Kg 63/-Per Kg.
2 33 Y 99 3 Kg 63/-Per Kg.
3 BHUTTA 1 Kg 63/-Per Kg.
4 YASHODA GOLD 5 Kg 81/-Per Kg.
1 HY. WHITE MAIZE CROSS-9 5 Kg 63/-Per Kg.
2 YASHODA SAFED 5 Kg 63/-Per Kg.
1 HYABRI JAWAR MOTI 3 Kg 81/-Per Kg.
2 HIRA 3 Kg 85/-Per Kg.
1 HY. PIGEON PEA VERGIN 1 Kg 486/-Per Kg.
1 RESEARCH PIGEON PEA YASHODA-45 1 Kg 99/-Per Kg.
2 YOGRAJ 1 Kg 99/-Per Kg.
3 AMERICAN 1 Kg 99/-Per Kg.
WHITE
1 RESEACH SOYBEAN YASHODA-362 25 Kg 40/-Per Kg.
2 M-TECH 25 Kg 40/-Per Kg.
1 HYBRID SUNFLOWER CM-99 2 Kg 350/-Per kG.
2 TURBO 2 Kg 350/-Per kG.
3 Y-3322 2 Kg 350/-Per kG.

1 RES. MOONG DHANWAN 2 Kg 90/-Per kG.
1 RES. UDID YASHODA-58 2 Kg 90/-Per kG.
1 FODDER KAMDHENU 2 Kg 30/-Per Kg.
1 SESAMUM SWETA 5 Kg 162/-Per Kg.
1 MUSTARD RATNA 500 g 63/-Per Kg.
1 CHINA RICE 1 Kg 155/-Per Kg.
2 GOMATI 3 Kg 155/-Per Kg.
3 M-909 3 Kg 155/-Per Kg.
4 HYBRID PADDY RH-10 3 Kg 155/-Per Kg.
5 YASHODA BHOG 3 Kg 160/-Per Kg.
6 CORAL 3 Kg 160/-Per Kg.
1 PUSA-1121 10Kg 55/-Per Kg.
2 PBN-1 10Kg 45/-Per Kg.
3 PUSA-44 10Kg 36/-Per Kg.
4 APSRA 10Kg 45/-Per Kg.
5 SARANG 12Kg 36/-Per Kg.
6 MANIK 12Kg 36/-Per Kg.
7 YASHODA BOLD 12Kg 39/-Per Kg.
8 SONATA 12Kg 40/-Per Kg.
9 JAISHRIRAM 12Kg 39/-Per Kg.
10 R.P.N. 12Kg 39/-Per Kg.
RESEARCH PADDY
11 KRANTI 12Kg 39/-Per Kg.
12 PARBHANI 12Kg 36/-Per Kg.
CHINOOR
13 OM-3 12Kg 39/-Per Kg.
14 HMT-DELUX 12Kg 39/-Per Kg.
15 SONALIKA 12Kg 36/-Per Kg.
16 OM SHANTI 12Kg 36/-Per Kg.
17 SUGANDH TARA 12Kg 36/-Per Kg.
18 KALIKA 12Kg 36/-Per Kg.
1 IR-36 30Kg 21/-Per Kg.
2 IR-64 30Kg 21/-Per Kg.
3 1010 30Kg 21/-Per Kg.
4 IMPROVED PADDY 1001 30Kg 21/-Per Kg.
5 JGL-1798 30Kg 21/-Per Kg.
6 BPT-5204 30Kg 21/-Per Kg.
7 JGL-384 30Kg 21/-Per Kg.

Chapter 2.1
District Profile
Jalgaon is one of the 35 administrative districts of Maharashtra located in the north-west
region of the state. It is bounded by Satpuda mountain ranges in the north, Ajanta
mountain ranges in the south, state of Madhya Pradesh in the east and Dhule district in
the west. Jalgaon is rich in volcanic soil which is well suited for cotton production. It is a
major business centre for tea, gold, pulses, cotton and bananas.
Buldhana is one of the 35 districts of Maharashtra located in the central portion of the
state. The district shares common boundaries with the districts of Akola, Jalgaon, Jalna,
and Parbhani to the east, west & south respectively.
Akola is one of the 35 administrative districts of Maharashtra situated in the western parts
of the Nagpur Division of Maharashtra State and is surrounded by Amravati district in the
north and north-east, Yeotmal in the south-east, Washim in the south and Buldhana in the
west.
Facts & Figures: Jalgaon Buldana Akola
Area 11,700 sq km. 9,680 sq km 5417 Sq. kms.
Average Rainfall 690 mm 500 to 900 mm. 730 mm
Population 3,679,936(2001 22, 32,480 (2001 16, 30,239
census) census) (2001 census)
Literacy Rate 76.06% 75.80% 81.41%
Sex Ratio 932 females per 946 females per 939 females per
1000 males 1000 males
1000 males
No. of 4 5 4
Subdivisions
No. of Tehsils 15 13 7
No. of Villages 1510 1433 1009

CHAPTER: 2.
Title of the study:
A study on dealer and customer satisfaction for Yashoda seeds in

selected districts of Maharashtra
OBJECTIVES
1. To understand the farmer preference, buying behavior and satisfaction
from Yashoda seed.
2. To find out the dealers satisfaction and expectations.
3. To assess the marketing strategies of Yashoda seed.

CHAPTER: 2.2
SIGNIFICANCE OF THE STUDY:
The main aim of this project is to know the level of satisfaction and preferance given
to yashoda seed.The study also to assess the effectiveness of marketing strategies,
opportunities and constraints in the marketing of seeds. to know the effectiveness of
its marketing and distribution function, its ability to satisfy customer needs and
whether any changes need to be made in the packaging, delivery or the product itself
particularly with respect to Jalgaon, Buldana and Akola district in Maharashtra. This
enables the company to formulate a viable marketing plan and measure the success of
its existing plan. This research work also provides management with in-depth
information regarding crucial factors that have an impact on the target market and
existing marketing mix. This market research allows management to make the
changes necessary for better results through adopting a proactive approach. The
research study serves to provide information through monitoring sales levels and
measuring effectiveness of existing business practices like service quality and tools
for communication being used by the company. It helps to know the satisfaction level
of customer towards company’s service level and effectiveness of company’s policies
towards dealer and distributors.

CHAPTER: 3(A)
Research and Methodology
LOCATION OF STUDY: - This study was carried out in 3 districts viz Jalgaon,
Buldana and Akola in Maharashtra.
 Methods of Data collection:-
 Primary Data: - Primary data was collected through survey method

conducting personal interviews with distributor, dealer and farmers structure
questionnaires were prepared to collect information.
 Secondary Data:- Secondary data was collected through internet, market

reports, magazines, and newspapers.Beside at information from government
publication and deparments was used.
Research Instruments:-
Three type of Questionnaire were prepared for primary data collection.
1. Questionnaire for Farmer
2. Questionnaire for dealer
3. Questionnaire for distributor.
The questionnaire included open and close ended questions. Questionnaires were
pretested before conducting the survey.
SAMPLE DESIGN:-
 Sample Size: The study involved 250 Farmers, 40 Dealers and 12
Distributors in 22 talukas in 3 districts of Maharashtra.
Sample distribution is as follows

Respondent District
Total
District Jalgaon Buldana Akola
Distributor 5 5 2 2
Dealer 15 18 7 7
Farmer 100 100 50 50
No ofTalukas 5 5 3 13
No of Village 18 16 8 22
 Sample Unit:
1. Distributor
2. Dealer
3. Farmer
 Sampling Method: convenience sampling method was used for selecting
dealers for the survey. Purposive sampling method was used for selection of
farmers as only those farmer were selected who have used Yashoda seed to
know their perception. Regarding distributors, 12 out of total 15 distributors
were selected purposively because of their long association with Yashoda
seeds.
TOOLS OF ANALYSIS:-
Data was analyzed quantitatively using simple statistical analysis tools such as
averages and percentages. Besides it ranking and scaling techniques were
employed. Data was analyzed qualitatively using SWOT technique of analysis.

Limitations of study:
1. The data was collected solely on the basis of information given by farmer,
dealer and Distributor.
2. Unwillingness of the farmer, dealer and Distributor to answers the entire set of
questions was also a limitation.
3. Since the farmer are not literate to marketing terms in most of the cases it is
difficult to get the answer to some important and core questions.
4. The research was conducted only on the basis of primary data collected, which
may give biased result.
5. The study was conducted only with selected farmer and dealer in the Jalgaon,
Buldana and Akola. Thus study may not give full picture of these three
districts.
6. Most of the answers are on their own view which may not be always true.
7. Limitation of coverage area.

CHAPTER: 4
Data analysis and Interpretation
4.1 Analyasis of distributors:
 From the survey conducted of in Jalgaon, Buldana and Akola districts in
these three districts out of 15 distributors 12 ware surved because 3
distributors are new in Jalgaon district.
 In this project distributors were surved to know the marketing strategies
their expectation and satisfaction level regarding Yashoda seed product.
Distribution of sample:
District Jalgaon Buldana Akola Total sample size
Distributor 5 5 2 12
selected

4.1.1 Education level of Distributers:-
Table: 4.1.1
Perticulars Primary Secondary Graduate Post Graduate

No of 0 3 9 0
respondant
Fig: 4.1.1
INTERPRETATION:
 Considering the qualification of the distributor, it was observed that 75%
distributors are Graduates.
 And 25% distributors are secondary pass.
 None of the respondents were either illiterate or post graduate.

4.1.2 Duration of Association with Yashoda Seed
Table: 4.1.2
Perticulars From 2 Yr From 4 Yr More than 4 yr
No of respondant 5(42%) 4(33%) 3(25%)
Fig: 4.1.2
INTERPRETATION:
 42% Distributor are associated with Yashoda Seed Company from 2 years and
only 25% distributors more than 4 years.
 So we can see that maximum distributors are new in Yashoda Seed Company.
 In Buldana 1 and in Jalgaon district 2 distributors are there for more than 4
years.

4.1.3 Timely Avalability of Seeds
Table: 4.1.3
Particulars Yes No
No of respondent 10 2
Fig: 4.1.3
INTERPRETATION:-
 Out of 12 distributors 10 said that they get product like seed of cotton, tur,
mung at right time.
 Its mean that 82% distributors are satisfied with the Yashoda seed product
delivery.
 However 2 distributors i.e.18% complained about delays in delivery some
time.

4.1.4 Maintenance of Dealer Data Bank
Table: 4.1.4 Distribution of Respondent based on Maintenance of Dealer
Data Bank.
Particulars Yes No
Fig: 4.1.4
INTERPRETATION:-
 100% distributors are maintaining their dealer data bank, so all distributors
maintain their information regarding dealers.
 They keep information about, sales, target given, dealer performance, credit
which is useful in strategy formulation and planning of next year production

and marketing.

4.1.5 Participate in Exhibitions & Kisan Melas
Table: 4.1.5
Particulars Yes No
Fig: 4.1.5
INTERPRETATION: -
 From the above bar graph it shows that 75% distributor participate in
Exhibition and kisan melas.
 They find it a good means to promote their products.
 Majority of distributors take active part in exhibition and kisan melas.

4.1.6 Participation in demonstrations of Yashoda seeds Company & other sales
promotional campaigns
Table: 4.1.6 Participation in Sales Promotion

Particulars Arranging road Van Campaign Wall Painting Advertisement Hand Bills
show in News paper
No of 7 (58%) 7 (58%) 5 (42%) 10 (83%) 12 (100%)
respondent
Fig: 4.1.6
INTERPRETATION:
 Thus from analysis it is observed that 100% distributors are most interested in
hand bill distributors followed by advertisement in news paper.
 However they were found to be less interested in wall painting demonstration.

4.1.7 Opinion about price of Yashoda seed products
Table: 4.1.7 Price of product

Particulars Excellent Good Average Poor Very Poor
No & % of respondent 2 8 2 0 0
Fig: 4.1.7
INTERPRETATION:
 According to above diagram it has been observed that nearly16% distributor
rate price of product is excellent. 67% distributor rate price of Yashoda seed
product as good and about 17% distributor rate price as average.
 Thus general opinion about Yashoda seed product regarding price is good.
 Product is considered fairly priced by distributors.

4.1.8 Frequency of Visit of Sales officer
Table: 4.1.8 Sales Officer Visit
Visits by SO Jalgaon Buldana Akola
Once in 7 day 4 4 0
Once in 15 day 1 1 2
Once in 30 day 0 0 0
Fig: 4.1.8
INTERPRETATION:
 From the bar chart it can be observed that in Jalgaon and Buldana district Sales
officer generally visits once in 7 days.
 While in Akola district Sales officer visits once in 15 days.

4.1.9 Opinion about Yashoda seed product quality
Table: 4.1.9 Quality of Product
Particulars Excellent Good Average Poor Very poor
No of 3 8 1 0 0
respondent
Fig: 4.1.9
INTERPRETATION:
 Above pie chart shows that 25% distributor rated product quality as Excellent
and 67% distributor rated Quality of Yashoda seed product as good.
 Only 8% distributors reported quality as moderate.

4.1.10 Opinion about packaging of Yashoda seed product
Table: 4.1.10 Packaging of Product
Particulars Excellent Good Average Poor Very poor
No of 5 5 0 2 0
respondent
Fig: 4.1.10
INTERPRETATION:
 In Jalgaon, Buldana and Akola districts distributors are satisfied with Yashoda
seed product packaging only 2 distributors rated product packaging inferior.
 Thus from total score it can be concluded that packaging of Yashoda seed
products are impressive.

4.1.11 Distributers Feedback Received from dealers
Table: 4.1.11 Feedback from the Dealer

Particulars Positive Negative Neutral
No of respondent 10 1 1
Fig: 4.1.11
INTERPRETATION:
 Above pie chart shows that 83% distributors got positive feedback from the
dealers of Yashoda seeds.
 Only 1 negative and 1 neutral feedback was received by Buldana and Akola
Districts because of distributors with club scheme and mixing variety of tur.
 Thus we can see that Majority of distributors get positive response from
dealers.

4.1.12 Satisfaction with the product margin provided by Yashoda seed
Table: 4.1.12 Satisfaction from Product Margin

Particulars Yes No
No of respondent 7 (58%) 5 (42%)
Fig: 4.1.12
INTERPRETATION:
 Out of 12 distributors, 7 are satisfied by the product margin but 5 are not
satisfied, because as compared to other company Yashoda seed product margin
is less.
 53% distributors are satisfied by the product margin provided by Yashoda
seed.
 It is a cause of concern as almost half of the distributors are not satisfied with
margin provided.

4.1.13 Material Returned of Yashoda Seed not sold
Table: 4.A.13 Material Returned
Particulars 0 to 5 5 to 15 15 to 25 More than 25
No of respondent 1 9 2 0
Fig: 4.A.13
INTERPRETATION:
 From the above bar graph shows that in previous year 9 distributors
returned the material of Yashoda Seed Company and the returned
material is 5 to 15 % of total procured.
 Thus from total score it is seen that maximum distributor return 5 to 15
% of material it means maximum distributors are able to make good
sales of Yashoda seed products in their markets.

4.1.14 Factor influencing the sales of Yashoda Seed product
Table: 4.1.14 Factor influencing Sales

Particulars Product Company Specific Price Product Dealer Effort
quality loyalty base product Availability
brand
No of 9 (75%) 0 2 (17%) 0 1(8%) 0
respondent
Fig: 4.1.14
INTERPRETATION:
 Above pie chart shows that product quality (75%) is most effective
factor influencing sale of Yashoda seed.
 As per distributor opinion product quality is the most important factor
for sale in market.
 Besides it brand popularity (17%) and availability (8%) are other
important factor.

CHAPTER: 4
4.2 analysis of Dealers
 For the survey of dealers in Jalgaon, Buldana and Akola districts 40
dealers were contacted under the 12 distributors.
 The objective of dealer survey is to find out expectation and satisfaction
of the dealers regarding Yashoda seed product.
 Dealers are important of distributor channel as they sale the company’s
product so their expectation and satisfaction is very important.
District Jalgaon Buldana Akola Total sample size

Dealer 15 18 7 40
Selected

4.2.1 Education Profile of the Dealer:
Table: 4.2.1 Education profile of Dealer
Particulars Primary Secondary Graduate Post Graduate

No of respondent 1 21 15 3
Fig: 4.2.1
INTERPRETATION:
 Considering the qualification of the dealers, it was observed that out of
40 members about 52% Dealers are secondary pass, 38% dealers are
graduate, 8% dealer are post graduate and. Only 2% of the dealers and
have received only primary education.
 It was observed that maximum number of dealers have received
secondary education.
 Dealers are well educated so they can easily convince the farmers
regarding Yashoda seed product quality and benefits.

4.2.2 Product purchase from Yashoda Seed
The following are the product purchase by dealer from Yashoda seed
Cotton Maize Jowar
Red gram Soybean Sunflower
Black gram Bajara Green gram
The main crops are cotton, Tur, Soybean and minor crops are Maize, Jowar, Mung,
Bajara and black gram in Jalgaon, Buldana and Akola districts.
4.2.3Timely Delivery of product from Distributors
Table: 4.2.3 Product Delivery

Particulars Yes No
Fig: 4.2.3
INTERPRETATION:
 Out of 40 dealers, 39 dealers get the Yashoda seed product from
distributor at right time.
 So 97% dealers are satisfied by delivery of product at the right season
and time.

4.2.4 Opinion about price of Yashoda seed product
Table: 4.2.4 Price Of Product

No of respondent 1 36 6 1 0
Fig: 4.2.4
INTERPRETATION:
 82% dealer told that Yashoda seed product price are good,
 2% dealers rated product price excellent.
 14% dealer rated moderate and 2% dealers rated it bad.
 Thus as per the dealer opinion Yashoda seed product price is good.

4.2.5 Visits by Sales Officer and Field Assistence
Table: 4.2.5 SO & FA Visit

Particular No. of Respondent
District A) Once in 5 day B) Once in 7 day C) Once in 15 day
Jalgaon 3 11 1
Buldana 4 10 4
Akola 2 1 4
Total 9 (23%) 22(55%) 9 (22%)
Fig: 4.2.5
INTERPRETATION:
 Above bar graph shows that in Jalgaon (73%) and Buldana (56%)
dealers reported that sales officer and field assistants visit them once in 7
day.
 And in Akola 57% dealer reported that sales officer and field assistants
visit once in 15 days.
 Thus Sales officer and field assistants visit weekly in Jalgaon and
Buldana districts, but in Akola district visit once in 15 days.

4.2.6 Opinion about Yashoda Seed Product Quality
Table: 4.2.6 Quality of Product

Fig: 4.2.6
INTERPRETATION:
 From the above pie chart it shows that 87% dealer’s rated Yashoda
quality is good and 6% dealers are fully satisfied with the Yashoda seed
product quality.
 Only 7% dealers are moderately satisfied with quality.
 Thus quality of Yashoda seed products is considered good by dealer.

4.2.7 Opinion about Packaging of Yashoda Seed Product?
Table: 4.2.7 Packaging of Product
Particulars Very Good Good Moderate Bad

No of respondent 18(45%) 16(40%) 6(15%) 0
Fig: 4.2.7
INTERPRETATION:
 From the above bar graph we can see that 45% dealer’s opined
packaging of Yashoda seed products as very good and 40% dealer as
good.
 Thus from above discussion it is clear that most of the dealers are
satisfied with packaging of product.

4.2.8 Dealers Feedback Received from the farmers
Table: 4.2.8 Feedback by the Dealer
Particulars Positive Negative Neutral

No of respondent 32 (80%) 1(18%) 7(2%)
Fig: 4.2.8
INTERPRETATION:
 Out of 40 dealer 32 dealers get positive feedback from farmers while 7
get neutral and only 1 dealer get negative feedback from farmers.
 So we can see that 80% dealer get positive response from the farmer.

4.2.9 Product Margin Provided by Yashoda Seed
Table: 4.2.9 Satisfaction of Product Margin
Particulars Yes No
No of respondent 34 (85%) 6 (15%)
Fig: 4.2.9
INTERPRETATION:
 85% dealers are satisfied by the product margin provided by Yashoda
seed.
 But 15% dealers are not satisfied by the product margin as some other
company’s product margin is high.

4.2.10Technical advice/assistance/guidance to the farmers
Table: 4.2.10
Particulars Yes No
Fig: 4.2.10
INTERPRETATION:
 100% dealers provide technical advice and guidance to the farmer
 From the above graph we can say that all dealers provide after sales
service to the farmer regarding Yashoda seed.

4.2.11 Factor affecting Selection Decision of Seed.
(Note: I=6, II=5, III=4, IV=3, V=2, VI=1 ranks.)
Table: 4.2.11
Score Obtained
Factor Jalgaon Buldana Akola Total
Quality 89 92 41 222
Price 57 72 24 153
Availability 34 54 18 106
After Sales Service 15 26 8 49
Packaging 48 70 26 144
Recommendation from other
farmer 68 63 30 161
Fig: 4.2.11
INTERPRETATION:
 When the survey of 40 dealer members was conducted in the areas of
Jalgaon, Buldana and Akola Districts, it was observed that product

quality is given highest importance.
 It is followed by recommendation from other farmers, price and
packaging.
 In Buldana district after recommendation from other farmers packaging
and availability of product is important.

 After sales service is not given much importance in seed marketing.

4.2.12 Suitable Media for Promotion of Yashoda seed product
Table: 4.2.12 Media for Promotion

Media TV Radio News Paper Poster Personal demo
Dealer
opinion 4 2 4 6 24
Fig: 4.2.12
INTERPRETATION:
 60% of dealers preferred promotion through Personal demo. 15%
preferred Poster, 10% preferred News paper and TV each and 5%
preferred Wall painting
 Thus from total score it is seen that Personal demonstration is best media
for promotion followed by the posters.

CHAPTER: 3(C)
Data analysis of farmers
 In this project survey of 250 farmers was conducted in Jalgaon, Buldana
and Akola districts.
 The objective of farmer survey is to find out expectation of the farmer
and then opinion about Yashoda seed product regarding quality, price,
availability, packaging, yield etc.
 Farmers are end users of the company so their expectation from seed
compainies is very important.
Particulars Jalgaon Buldana Akola
No of Talukas 5 5 3
No of Village 18 16 8
No of farmer 100 100 50

selected

4.3.1 Education level of Farmer:
Table: 4.3.1
Particulars Primary Secondary Graduate Post Graduate Illiterate
No of 59 109 39 16 27
respondent
Fig: 4.3.1
INTERPRETATION:
 It was observed that out of 250 members about 23% farmer are Primary
educated, 44% farmer are 12th pass, 16% farmer are graduate, and only 6% of
the farmers are post graduate.
 And 11% farmers are illiterate in Jalgaon, Buldana and Akola districts.

4.3.2 Landholding:( acres)
Table: 4.3.2 Landholding
Landholding Up to 1 ha 1 to 4 ha 4 to 7 ha Above 7ha Total
No of Farmer 44 (17%) 109(44%) 64(26%) 33(13%) 250
Fig: 4.3.2
INTERPRETATION:
 Above doughnut shows that 44% farmers are marginal, 26% farmers are
medium, 17% are small and 13% farmers are the large farmers.
 Majority of farmers are marginal i.e. having land holding at 1-4 ha in Buldana,
Jalgaon and Akola Districts.

4.3.3 Type of farming
Table: 4.3.3 Type of farming
Type of farming A) Irrigated B) Non irrigated
Jalgaon (%) 74 26
Buldana (%) 43 57
Akola (%) 38 62
Fig: 4.3.3
INTERPRETATION:
 From the graph shows that in Jalgaon district 74% farmers have irrigated
farming, in Buldana district 57% farmer and in Akola 62 % farmer have non
irrigated farming
 Thus its shows that Jalgaon district have more irrigated land as compare to
Akola and Buldana districts.

4.3.4 Irrigation system used
Table: 4.3.4 Irrigation system
Particular Drip Irrigation Sprinkler Furrow Irrigation Other
Jalgaon (%) 59 18 19 4
Buldana (%) 27 21 44 8
Akola (%) 18 19 60 3
Fig: 4.3.4
INTERPRETATION:
 Due to availability of water and money most of farmers use drip irrigation in
Jalgaon district.
 21% farmers are use sprinkler system for irrigation in Buldana district and
follow by Akola19% and Jalgaon18%.
 In Akola and Buldana district maximum farmers are use furrow irrigation
systems.

4.3.5 Newspaper, TV and Radio Channel Preferred
Farmers are now educated so they read daily news paper like Deshonatti,
Lokmat and Agro one are mostly popular in rural area.
 Some farmers read agriculture related magazine like Baliraja and Shetakari.
 Farmers like many TV channels but popular once are ate IBN Lokmat, E TV
Marathi and DD-one.
 Generally farmers are not using Radio. Very few farmers use radio for
entertainment.
4.3.6 Major Crop of the Area

 The main crops are Cotton, Tur, Soybean and Banana in Jalgaon, Buldana
and Akola districts.
 The minor crops are Maize, Jowar, Mung, Bajara and Black gram.
 Yashoda -45 is popular brand of Tur in Jalgaon, Buldana and Akola districts.

4.3.7 Method of Seed purchase
Table: 4.3.7 Method of Seed purchase
Purchase of seed A) Booking B) Cash C)Credit Total
Purchase
Jalgaon (%) 8 87 5 100
Buldana (%) 4 87 9 100
Akola (%) 3 89 8 50
Fig: 4.3.7 Method of Seed purchase
INTERPRETATION:
 87 to 89% farmers purchase seed by paying cash.
 In Jalgaon second most preferred mode was booking while in Buldana
and Akola second preferred option was credit.
 But the majority of population made purchase by cash.

4.3.8 Factor considered while Purchase of Seed
Table: 4.3. Factor considered while Purchase of Seed

Factors No of Farmer Percent
Past experience 137 29
Brand Name 97 20
Pest Resistance 8 2
Retailer suggestion 154 32
Yield 43 9
Availability 36 8
Total 475 100
Fig: 4.3.8
INTERPRETATION:
 Out of 250 farmers, 32% farmers consider retailers suggestion, 29%
farmers consider past experience, 20% farmers consider brand name, 9%

farmers consider yield, 8% farmers consider availability and only 2%
farmers consider pest resistance factor at the time of purchase of seed.
 It was observed that majority of farmers consider the retailer suggestion
followed by past experience and brand name of the product.

4.3.9 Place of Purchase
Table: 4.3.9 Place of Purchase

Particulars Retailer Distributor Progressive Krishi cooprative
Farmer Vidnyan
Kendra
No of 83 10 7 0 0
respondent
Fig: 4.3.9
INTERPRETATION:
 Above graph shows clearly that 83% farmers purchase seed from the retailer,
10% from distributor and 7% from Progressive Farmer.
 No one was found to purchase seed from the Krishi Vidnyan Kendra and
Cooperatives.
 Thus maximum farmers purchase seed from dealers.

4.3.10 People Influencing the Purchase Decision
Table: 4.3.10 People Influencing Purchase of Seed

Particulars Dealer Distributor Govt Product Progressive Convince Follow
Officer Performance Farmer By SO Other
farmer
No of 115 0 0 18 76 3 38
respondent
Fig: 4.3.10
INTERPRETATION:
 From above the pie chart shows that 46% farmer purchase company’s
product on dealer suggestion, 31% farmer on progressive farmer

suggestion and only 1 % convinced by sales officer.
 Thus we can see that most of farmer purchase company’s products by
dealer suggestion followed by progressive farmer.

4.3.11 Field programme attended
Table: 4.3.11 Field Programme
Particulars Field Visit Field day Mega Field day
Fig: 4.3.11
INTERPRETATION:
 67% farmer attended mega field day, 27% farmer attented field and only
6 % farmer attend field day visit.
 It was observed that majority of farmers attended Mega field programme
in Jalgaon, Buldana and Akola districts.

4.3.12 Promotional Activities Participated
Table: 4.3.12 Promotional Activity

Promotional Activity Jalgaon (%) Buldana (%) Akola (%)
Agriculture Exhibition 24 15 48
Farm meeting Arrange by com 71 80 26
Melas 4 3 18
Farmer Seminar 1 2 8
Total 100 100 100
Fig: 4.3.12
INTERPRETATION:
 In Jalgaon and Buldana Districts farmer participated mostly farm
meeting arrange by the company.
 But in Akola district farmers participated more in agriculture exhibition.

4.3.13.1 Rating of Products of Yashoda Seed Company on selected parameter
Table: 4.3.13.1
Jalgaon District Excellent Good Average Poor Very Poor Total
Price 8(40) 60(240) 12(36) 13(26) 7(7) 349
Quality 27(135) 48(192) 12(36) 9(18) 4(4) 385
Packaging 44(220) 35(140) 12(36) 5(10) 4(4) 410
After Sales Service 5(25) 18(72) 55(165) 15(30) 7(7) 299
Availability 75(375) 14(56) 9(27) 2(4) 0(0) 462
Yield 18(90) 38(152) 23(69) 14(28) 7(7) 346
Pest resistance 11(55) 36(144) 38(114) 11(22) 4(4) 339
(Note: Excellent =5, Good =4, Average =3, Poor =2, Very Poor =1 ranks.)
Fig: 4.3.13.1 Farmer Opinion about Yashoda Seed Product in

Jalgaon District
INTERPRETATION IN JALGAON:
 Yashoda seed products were rated highest on avallability followed by
Price, Packaging, Quality, Yield, Pest rasistance and after sales service
in Jalgaon district.

Table: 4.3.13.2
Buldana District Excellent Good Average Poor Very Poor Total
Price 10(50) 58(232) 18(54) 9(18) 5(5) 359
Quality 26(130) 60(240) 8(24) 4(8) 2(2) 404
Packaging 57(285) 23(92) 15(45) 3(6) 2(2) 430
Availability 62(310) 22(88) 12(36) 4(8) 0(0) 442
Yield 25(125) 50(200) 19(57) 3(6) 5(5) 393
Pest resistance 7(35) 27(232) 58(174) 7(14) 1(1) 456
Fig: 4.3.13.2 Farmer Opinion about Yashoda Seed Product in

Buldana District
INTERPRETATION IN BULDANA:
Packaging, Quality, Price, Pest rasistance, Yield and after sales service
in Buldana district.

Table: 4.3.13.3
Akola District Excellent Good Average Poor Very Poor Total
Price 4(20) 23(92) 10(30) 5(10) 8(8) 160
Quality 12(60) 31(124) 4(12) 2(4) 1(1) 201
Packaging 29(145) 19(76) 5(15) 1(2) 0(0) 238
Availability 35(175) 11(44) 4(12) 0(0) 0(0) 231
Yield 11(55) 28(112) 8(24) 1(2) 2(2) 195
Pest resistance 3(15) 18(72) 26(78) 3(6) 0(0) 171
Farmer Opinion about Yashoda Seed Product in Buldana

District
Fig: 4.3.13.3
INTERPRETATION IN BULDANA:
Packaging, Quality, Yield, Price, Pest rasistance and after sales service
in Akola district.

4.3.11Satisfaction with the brand of Yashoda seed
Table: 4.3.14
Particulars Fully Satisfied Moderately satisfied Dissatisfied
Fig: 4.3.14
INTERPRETATION:
 Out of 250 farmers, 193 farmers are satisfied with the market brand of
Yashoda seed product.
 So we can conclude that maximum numbers of farmer are satisfied with
the market brand of Yashoda seed product.

4.3.15 Media Exposure
Table: 4.3.15
Particulars News paper Posters Exhibitions Mouth publicity Wall painting
Fig: 4.3.15 Media Exposure
INTERPRETATION:
 Above graph shows that 47% farmer prefer exhibition as best media for
advertising.
 When studying farmer preferences regarding different media we come
to know that farmers most frequently visit exhibition and find it best
media followed by poster, News paper and wall painting.

CHAPTER: 5(A)
FINDINGS:
On the Basis of Distributor:
 Most of the distributors are new in Yashoda Seed Company i.e. appointed
in last two year.
 Most of distributors are satisfied with the Yashoda seed product delivery.
 100% distributors are maintaining their dealer data bank.
 Most of distributors participate in exhibition and kisan melas.
 Distributors are interested in participating in hand bill demonstration.
 Price, quality and packaging of Yashoda seed is considered good.
 Sales officer in Buldana and Jalgaon district make weekly visits to
distributor firm but in Akola district Sales officer visit once in 15 days.
 Most of distributors get positive response from dealers.
 75% distributors of Yashoda Seed Company return 5 to 15 % material if not
sold.
 Product quality is most effective factor influencing sale of Yashoda seed.
On the Basis of dealer:

 Majority of dealers are well educated so they can easily convince farmer for
the purchase of Yashoda seed product.
 Most of dealers are satisfied with product margin and product delivery from
distributor.
 Price, quality and packaging of Yashoda seed is considered good.
 Sales officer and Field Assistants make weekly visits in Jalgaon and
Buldana districts, but in Akola district visit once in 15 days.
 80% dealers get positive response from the farmer for Yashoda seed.

 Regarding factor influencing purchase of Yashoda seed Quality is ranked 1st
follow by farmer recommendation, price and packaging.
 Exhibition is considered best media for advertisement.
On the Basis of Farmer:

 Maximum farmers are secondary pass.
 Most of farmers are marginal in Buldana, Jalgaon and Akola Districts
having land holding between 1 to 4 acres.
 Jalgaon district have more irrigated land as compare to Akola and Buldana
districts.
 Due to availability of water and money most of farmers use drip irrigation
in Jalgaon district.
 Deshonatti, Lokmat and Agro one are mostly popular daily News Paper
among farmers in rural area and most popular TV channel IBN Lokmat, E
TV Marathi and DD-one.
 The main crops are cotton, Tur, Soybean and Banana and minor crops are
Maize, Jowar, Mung, Bajara and black gram in Jalgaon, Buldana and Akola
districts.
 People are interested in cash purchase of seed and majorityof them purchase
from dealer.
 Most of farmers consider the retailer suggestion, past experience and then
brand name of the product. Thus we can see that most of farmer purchase
company’s product by dealer and progressive farmer’s suggestion.
 Maximum farmer attended Mega field programmes in Jalgaon, Buldana and
Akola districts.

 Farmer in Jalgaon and Buldana Districts participated in mostly farm
meeting arranged by the company but in Akola district participated in
agriculture exhibition.
 Maximum farmer in Jalgaon and Buldana district agreed that price, quality
and yield of Yashoda seed products are good.
 Most of farmer responded that packaging and availability of Yashoda seed
product is very good.
 Farmers are moderately satisfied with the pest resistance and after sales
service of Yashoda seed product.
 77% farmers are satisfied with market brand of product.
 Farmer preferred exhibition as best media for advertising.

CHAPTER: 5
RECOMMENDATIONS AND SUGGESTION
1. Company should provide facility to the booking farmer, in this way farmers
are attracted towards booking and can ensure purchases.
2. Attractive packaging (Active) and labeling (In Marathi) will certainly help
increase the sales.
3. Improve jowar packaging as this year problem was faced by the dealer.
4. Company should try to reduce the price of VERGIN tur because more price
difference as compare to competitor.
5. Company should concentrate on red colour VERGIN tur because farmer are
preferred red colour tur and concentrate on height also because more height
as compare to other tur variety.
6. Company should concentrate on marketing because of in some areas
marketing is weak in Jalgaon, Buldana and Akola districts it has bad effect
onYashoda seed product.
7. YS-45 is famous brand of Yashoda seed but in this year mixing of variety
problem faced by many farmers so improve quality of this variety.
8. Some distributor faced product transportation problem so company should
product transfer make proper arrangement.
9. Company should carry out consistent quality supervision.
10.Scheme should not be changed after booking.
11. Improve RR-2, 4 varieties of cotton because in some area boll size, height,
late variety, less yields problem faced by the farmer.
12.Improve new chilli variety because in Buldana district Dhad is main area of
chilli and there is demand of some dealers for chilli.
13.In Buldana district Jalgaon jamod tahasil demand for new distributor because
of long distance to near most distributor problem is faced by the dealer.

CHAPTER: 5
CONCLUSIONS
YASHODA-45 is the most popular pigeon pea variety in the region. Distributors
and dealers are satisfied with the Yashoda seed product delivery.
Price, quality and yield of Yashoda seed products are good in Jalgaon and
Buldana district.
Product quality is most effective factor affecting sale of Yashoda seed. Pigeon
pea and Cotton contribute most of the sale of YASHODA SEEDS with a
negligible amount of Soyabean, Mung and maize.
In selection of Yashoda seed, Product quality is first preferred and after that
recommendation from other farmer, packaging and price are prefer by the dealer.
Farmer preferences regarding different media, exhibition is best media for
advertising. 77% farmers are satisfied with market brand of product.

BIBLIOGRAPHY:
 http://www.evd.nl/zoeken/showbouwsteen.asp.
 Fundamentals of Marketing; By Philip Kottler.
 Management magazines.
 Website of Yashoda Seeds Company.

Appendices & Annexure
DISTRIBUTER QUATIONNAIRE
1. Name of the Distributer:
Address:
At/po: Taluka Dist:
State:
E- Mail address:
Mobile Landline
2. Education:
a) Primary b) Secondary
c) Graduate d) Post Graduate
3. Since how long you are associated with Yashoda seed?

a) From 2 Yr b) From 4Yr c) More than 4 Yr
4. Do you get the Yashoda seed products on a time?

a) Yes b) No
5. Do you maintain dealer Data Bank

a) Yes b) No
6. Which are the most like of company’s product purchase by you? Please give
preference wise
1 2) 3)
7. Do you participate in Exhibitions & Kissan Melas
a) Yes b) No
If yes how many times in a year.
8. Do you Participate demonstrations of Yashoda seeds Company & other sales
promotional campaigns? If Yes, by
a) Arranging Road Shows a) Yes b) No
b) Van Campaign a) Yes b) No
c) Wall Paintings a) Yes b) No
d) Advertisements in local newspaper a) Yes b) No

e) Hand Bills a) Yes b) No
9. What is your opinion about the price of Yashoda seed products?
a) Very Good b) Good
c) Moderate d) Bad
10. How many times of Yashoda seed Sales officer visited to your firm?
11. Once in 7 day Once in 15 day Once in 30 day
12. What is your opinion about Yashoda seed product quality?
c) Moderate d) Bad
13. What is your opinion about packaging of Yashoda seed product?
c) Moderate d) Bad
14. Which type of feedback gets by you by the dealer’s?
Positive Negative Neutral
15. Are you satisfied by the product margin provided by Yashoda seed?
a) Yes b) No
Why?
16. Which type of payment terms offered by companies
17. Do you return the material of Yashoda Seed Company if not sale? If yes How much
(Percent)?
a) 0 to 5 b) 5 to 15
c) 15 to 25 d) More than 25
18. Given below factor, which are the most effective to sale of Yashoda seed product
in your market?
a)Product Quality b) Company loyalty base
c) Sp. Product brand d) Price
e) Product Availability f) Dealer efforts
19. What is problem of Yashoda seed product?
20. What is suggestion of Yashoda seed product?

DEALER QUESTIONNAIRE
1. Name of the dealer:
2. Address:
At/po: Taluka Dist:
State:
E- Mail address:
Mobile Landline
3. Education:
4. What are the different types of products purchase by you from Yashoda seed?
Cotton Maize Jowar
Red gram Soybean Sunflower
Mung Bajara Udid
5. Which are the major crops grown in your area?
a) b) c) d)
6. Do you have Salesman?

a) Yes b) No
If Yes How many? /If No. How do you provide services?
7. Do you maintain Farmers Data Bank?

a) Yes b) No
8. Do you get the Yashoda seed product from distributer on a time?

a) Yes b) No
9. What is your opinion about the price of Yashoda seed product?
c) Moderate d) Bad

5 How many times SO & FA of Yashoda seed visited to your counter?
Once in 5 day Once in 7 day Once in 15day
6 What is your opinion about Yashoda seed product quality?

c) Moderate d) Bad
7 What is your opinion about packaging of Yashoda seed product?
c) Moderate d) Bad
8 What kind of feedback gets by you by the farmer’s?
Positive Negative Neutral
9 Are you satisfied by the product margin provided by Yashoda seed?
a) Yes b) No
10 Do you provide the after sales services to the farmer’s?
a) Yes b) No
11 Which are criteria behind the selection of Yashoda seed product? Please rank 1 to
6 accordingly.
a) Quality b) Price
c) Availability d) after sales service
e) Packaging f) Recommend from other farmers
12 According to you which are the most suitable media of advertisement of Yashoda
seed product?
a) TV b) Radio
c) News paper d) Poster
e) Personal demo f) any other

FARMER QUESTIONNAIRE
GENERAL INFORMATION
1. Name of the Farmer :
Age: No of members in family

At/po: Taluka Dist:
State Pin Code
Mobile Landline
2. Education
e) Illiterate
3. Any business (other than farming)
1) 2) 3)
4. Landholding:( acres)
0-5 5-10 10-15 Above 15
5. Type of farming:( acres)
Irrigated Non-irrigated
If Irrigated,
a) Drip irrigation b) Sprinkler irrigation
c) Furrow irrigation d) Other
7. Which Newspaper, TV Show and Radio channel you like?

Newspaper TV channel Radio

8. Please specify, which crop you are cultivated in your farm?
Crop Brand Name Name of Quantity of Price Using times

Company seed (In times)
Tur
Cotton
Jowar
Maize
Bajara
9. How you are purchase the seed?

Booking Cash purchase Credit
10. What factor you are consider to the purchased of seed?
Past experience Brand name Pest resistance
Retailer suggestion Yield Availability
11. From whome you purchase seeds?

Retailer Distributor
Progressive farmer Krishi Vidnyana Kendra.
12. According to whose suggestion do you purchase company’s product?
Dealer Distributor
Govt. officer Product Performance
Progressive farmer Convince by SO
Follow others
13. Are you attend any field programmed, if yes then which are?
Field visit Field day Mega field day
14. In which type of promotional activities do you participate mostly?
Agriculture exhibition Farmer meeting arrange by company

Melas Farmer seminar
15. Are you using Yashoda seed product?
a) Yes b) No

16. If you are using the products of Yashoda Seed Company, than please give rate of
following parameter.
Very good Good Moderate Bad Very bad

Price
Quality
Packaging
After sales service
Availability
Yield
Pest resistance
17. Are you satisfied with the market brand of Yashoda seed product?
Satisfied Moderately satisfied No satisfied.

18. Which MEDIA do you prefer best for advertising?
News paper Posters

Exhibitions Mouth publicity
Wall painting

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A

“A study on dealer and customer satisfaction for

YASHODA SEEDS PVT LTD

CHANDRASHEKHAR LAXMAN SHELAR

Under the guidance of

Asst. Prof. GANESH ANTRE

"Savitribai Phule Pune University"

Dr. Vithalrao Vikhe Patil Foundation's

IBMRD Viladghat Ahmednagar. Page 1

satisfaction for Yashoda seeds in selected districts of Maharashtra)” submitted

Place: Ahmednagar Chandrashekhar Shelar

IBMRD Viladghat Ahmednagar. Page 2

IBMRD Viladghat Ahmednagar. Page 3

8. Recommendation and suggestion 72

11. Appendices & Annexure 75

IBMRD Viladghat Ahmednagar. Page 4

2 District facts and figures 19

3 Education level of Distributer 26

4 Duration of Association with Yashoda Seed 27

5 Timely Availability of Seed 28

6 Maintenance of dealer data bank 29

IBMRD Viladghat Ahmednagar. Page 5

2 Duration of Association with Yashoda Seed 27

3 Timely Availability of Seed 28

IBMRD Viladghat Ahmednagar. Page 6

IBMRD Viladghat Ahmednagar. Page 7

IBMRD Viladghat Ahmednagar. Page 8

IBMRD Viladghat Ahmednagar. Page 9

Structure of the Indian Seed Industry

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ii) State Agricultural Universities (SAUs) with 14 centres established in different

iii) Sponsored breeders recognized by selected State Seed Corporations, and

iv) Non-Governmental Organizations.

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IBMRD Viladghat Ahmednagar. Page 14

Research & Development department of the Yashoda Hybrid Seeds Company

IBMRD Viladghat Ahmednagar. Page 15

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IBMRD Viladghat Ahmednagar. Page 19

A study on dealer and customer satisfaction for Yashoda seeds in

from Yashoda seed.

2. To find out the dealers satisfaction and expectations.

3. To assess the marketing strategies of Yashoda seed.

IBMRD Viladghat Ahmednagar. Page 20

IBMRD Viladghat Ahmednagar. Page 21

 Primary Data: - Primary data was collected through survey method

 Secondary Data:- Secondary data was collected through internet, market

2. Questionnaire for dealer

3. Questionnaire for distributor.

Sample distribution is as follows

IBMRD Viladghat Ahmednagar. Page 22

Farmer 100 100 50 50

IBMRD Viladghat Ahmednagar. Page 23

dealer and Distributor.

questions was also a limitation.

difficult to get the answer to some important and core questions.

may give biased result.

7. Limitation of coverage area.

IBMRD Viladghat Ahmednagar. Page 24