Consumer buying behaviour

towards vikram cotton

seeds

Presented By

Patil Kiran v

Roll no : 44
TOPICS TO BE COVERED

 Introduction
 Company profile
 Consumer buying behavior
 Research objective
 Data interpretation & analysis
 Finding
 Recommendations and conclusion
INTRODUCTION

COT TON OVERVIEW

 Spread from India to For East and Mediterranean countries.
 Preferred over synthetic fabrics because of its
durability,washability,vapour transfer ,softnes chemical stability,
elasticity and strength on both wetting and drying.
 By products of cotton are cotton seed oil and cotton cake.
Company profile

 Establishment year : 1972

 Firm type : Private ltd.
 Nature of the business : Certified Seeds
 Contact person :
 Designation :
 Phone(office) : (079) 26400089, 26400090
 Fax : (079) 26402052
 E-mail : vikramseeds@rediffmail.com,
   Address : 209, Ashwamegh Avenue,
Nr. Mithakhali Underbridge,
Mayor Colony, Navaragpura,
Ahmadabad – 380 009
 
MANAGEMENT COMMITTEE
 Managing Director Mr. Babubhai S. Patel

 Director of production processing Mr. Nagarbhai S. Patel

 Director of Research Mr. G.I. Patel

 Technical Director Mr. T.S. ingarudia

 Director of Marketing Mr. Nareshbhai Patel

 Senior Plant Breeder Dr. Prakashbhai Patel

 Processing plant At: bayad

Tal: cholia

Dist: Sabarkantha ,Gujarat.

Vikram seeds ltd

 Ahmadabad started functioning from 1972 with the

trading of certified seeds
 Activities have been expanded for the production
of certified seeds from 1982 onwards.
 The research activities were started from 1989
onward to find out better hybrid / varieties of
cotton suitable for different agro-Climate regions
within and outside Gujarat, at large scale.
 The company has its own modernized processing
plant with seeds cleaner, seeds grader, gravity
separator, seed treator and requisite packing
machineries at village BAYAD
 Tree godowns with modern facilities for storing
seeds and laboratory for seeds testing with
required equipments such as seeds germination,
moisture meter, electronic balance, microscope,
etc. is also establish. The separate delinting plant is
also available.
CONSUMER BUYING BEHAVIOR PROCESS:

1. Problem/Need Recognition

2. Information search

3. Evaluation of different purchase options

4. Purchase decision

5. Post Purchase Behavior

FACTORS INFLUENCING THE BEHAVIOUR OF BUYERS

 Maslow’s Hierarchy of Needs

 Types of Buying Behaviour

 RESEARCH OBJECTIVE

RESEARCH OBJECTIVE:
To know Consumer Buying behaviour of Vikram cotton seeds.

RESEARCH DESIGN:
Here both types of research techniques are used.
 Exploratory research
 Conclusive research
 EXPLORATORY RESEARCH:
 Secondary data:
Internet
Brochure
 Qualitative research:
In-depth interview
CONCLUSIVE RESEARCH:
 Descriptive single cross sectional design

Descriptive research
 Survey method
 Interviewing method

 Personal interview
 RESEARCH INSTRUMENT:
 Questionnaire
TARGET POPULATION DEFINITION:
 Target population : All consumers who have bought Cotton seeds.

 Sampling element : A consumer who has bought the Cottonseeds.

 Sampling unit : A consumer who has bought the a Cotton seeds.

 Extent : Shahada(Maharastra)

 Time : 2010

 Sampling frame: Not available

 SAMPLING TECHNIQUE:
 Non probability technique
 Convenience sampling
SAMPLE SIZE:
42
SAMPLE SIZE DETERMINATION:

(15-6)/6
=1.5
 
n = [(1.96*1.5)/0.45]2
= [6.53]2
= 42

SCALING TECHNIQUE:
 Liker scale
Data Interpretation and analysis
 
1) Land area holding under cotton crops?
Particular No of respondent No of attended % of attended

1 to 5 acre 42 14 33.33%

6 to 10 acre 42 7 16.66%

11 to 15 acre 42 6 14.28%

16 to 20 acre 42 15 35.71%

Total 42 100%

Cotton crops

33%
36%

1 to 5 acre
6 to 10 acre
11 to 15 acre
16 to 20 acre

14% 17%
(2) Have you use vikram seeds product?

Particular No of respondent No of attended % of attended

Yes 42 42 100%

No 42 - 0%

Total 100%

Use of vikram seed

Yes

No

100%
3) From above which one variety you use?

Particular No of respondent No of attended % of attended

VICH-5 42 14 33.33%

VICH-15 42 13 30.95%

VICH-301 42 8 19.04%

VICH,-311 42 7 16.66%

Total 42 100%

Variety
17%
33%

VICH-5
VICH-15
19%
VICH-301
VICH,-311

31%
4) Are you satisfied with existing product?

Particular No of respondent No of attended % of attended

YES 42 42 100%

NO 42 0 0%

Total 100%

Product

YES
NO

100%
5) How do get information about the vikram seed product?
 
Particular No of respondent No of attended % of attended
By dealers 42 5 11.90%
By company employees 42 2 4.76%
By innovative farmer 42 8 19.04%
By literature 42 5 11.90%
By field demonstration 42 7 16.66%
Advertisement 42 15 35.71%
Total 42 100%

Product information
12% 5%
36%

By dealers
By company employees
By innovative farmer
19% By literature
By field demonstration
Advertisement

17% 12%
6) From where you are purchasing product?
 

Particular No of respondent No of attended % of attended

Retailer 42 22 52.38%

Distributers 42 16 38.09%

Company employer 42 14 33.33%

Other 42 0 O%

Total 42 100%

Purchase
33.33

52.38
Retailer
Distributers
Company employer
Other

38.09
7) Do you know about our new product?

Particular No of respondent No of attended % of attended

Yes 42 29 69.04%

No 42 13 30.95%

Total 42 100%

New product
31%

Yes
No

69%
8) We are launching new product are you willing to take trial on your field?

Particular No of respondent No of attended % of attended

Yes 42 30 71.42%

No 42 12 28.57%

Total 42 100%

Trial on your fields

29%

Yes
No

71%
9) What are the factors affecting your purchasing decision?

Particular No of respondent No of attended % of attended

Price 42 6 14.28 %

Credit 42 14 33.33 %

Qualities 42 14 33.33 %

Promotional activity 42 6 14.28 %

Other 42 2 4.761 %

Total 42 100 %

Purchasing
14.28 4.76 14.28

Price
Credit
Qualities
Promotional activity
Other
33.33

33.33
10) Who contributes most in your decision making?

Particular No of respondent No of attended % of attended

Fellow farmer 42 19 45.23%

Distributors 42 15 35.71%

Company people 42 8 19.04%

Total 42 100

Decision
19%

45% Fellow farmer

Distributors
Company people

36%
11) What are the main sources of information?

Particular No of respondent No of attended % of attended

Advertisement 42 25 59.52%

Promotional activity 42 7 16.66%

Retailers 42 5 11.90%

Company people 42 2 4.761%

other 42 3 7.142%

Total 42 100%

Information
5%
7%
12%

Advertisement
Promotional activity
Retailers
Company people
other
60%

17%
Finding
 Most of the consumers are less educated and so
they don’t know about the proper use pattern of
seeds growing.
 There are many sellers of seeds in market and
farmers have prejudice that ‘only this particular
brand is perfect’.
 Farmers are not ready to accept new things
because they have fear to be fail in farming.
Recommendations and conclusion:
 There is need for better planning, coordination and
monitoring at each level in the retailing system.
 The network of seeds distribution system should
be further strengthened in rural area.
 Making the entire agriculture products available
less than one roof should be tried view of need of
the farmers.
 If possible, costly seeds should be supplied in
small packing of 250 gm, so that marginal farmers
are able to buy it when needed.
Thank You