• Insecticides (India) Private Limited was incorporated by Mr. Rajesh Aggarwal and his family in December 1996.

• Later in October 2001, it was converted into public limited company.

• Insecticides (India) Limited (IIL) did not carry any business from December 1996 till October 2001 and started commercial production in the March 2002

• Listed company in both BSE &NSE

Global & Indian Consumption

Source: http://www.business-standard.com/pdf/rallis%20india-initiating%20coverage%20-%2020.07.09.pdf

Source: http://www.business-standard.com/pdf/rallis%20india-initiating%20coverage%20-%2020.07.09.pdf

Cost comparison

Manual weeding/ha

Cost Herbicide Usage +Hand weeding

Cost

First weeding 25 DAP

15x 80 = 1200 Any one of pre-emergence herbicide

2x325=650

Second weeding 40 DAP

10 x 80 = 800 Hand weeding 10x80=800

Total= 2000 1450

Gaining more Importance …

• Nearly 35% Average yield loss due to weeds.

• Labor shortage (6.8 %)

• Use of Herbicide saves cost

• Demand increases year by year

Objectives

• To study the awareness of farmers about the product HIJACK

• To study the farmers perception on product HIJACK

• To find the Expectations of farmers

• Sampling design : Purposive sampling

• Size : 30 respondents

• Area : Gobisettipalayam

• Data collection tool: Questionnaire

Tools of analysis

Percentage analysis

• In mathematics, a percentage is a way of expressing a number

as a fraction of 100 (per cent meaning "per hundred")

Classification based on Age

Sl. NoAge(in years)

No of farmers

Percentage

1. <30 4 13.33

2. 31 – 40 11 36.67

3. 41 - 50 13 43.33

4. > 50 2 6.67

Total = 30 100

Classification based on Education

SI. No Educational level

No of farmers

Percentage

1. School 26 86.67

2. Graduate 2 6.67

3. Post graduate

- 0

4. Illiterate 2 6.67

Total = 30 100

Classification based on Occupation

SI. No Occupation No of farmers

Percentage

1. Agriculture only

28 93.3

2. Agriculture + business

2 6.7

Total = 30 100

Classification based on Farming Experience

SI. No Farming experience

No of farmers

percentage

1. <10 3 10

2. 11-20 11 36.67

3. 21-30 14 46.67

4. >30 2 6.67

Total = 30 100

Classification based on Land holding

Sl. No Size of Land

Holding (in ac)

Number of

Farmers

Percentage

1. < 2.5 21 70.00

2. 2.51 – 5.0

7 23.33

3. 5.01 – 10

2 6.67

Total = 30 100

Mode of purchase

Sl. No Mode of

Purchase

Number of

Farmers

Percentage

1. Cash 22 73.33

2. credit

2 6.67

3. Cash +Credit

6 20.00

Total= 30 100

Awareness about the product HIJACK among Farmers

Awareness about HIJACK

SI.NO Awareness No of Farmers Percentage

1. Aware 11 36.67

2. Not Aware 19 63.33

Total= 30 100

Source of Information

SI. No Source of Information Number of Farmers

Percentage

1. Dealers 8 72.72

2. Peer group --- 0

3. Company Rep/Field Demo 2 18.18

4. Media/Advertisements 1 9.09

Total = 11 100

Users of product HIJACK

SI. No Usage Number of Farmers

Percentage

1. Users 7 23.33

2. Non-Users 23 76.67

Total = 30 100

Product identification By Farmers

SI. No Mode of identification Number of Farmers Percentage

1. Packaging material 2 28.57

2. Company Name -- 0

3. Trade Name 5 71.43

Total = 7 100

RANK BASED QUOTIENT

• Formula

RBQ =

• Fi = Frequency of the farmers for the ith rank of the attribute

• N = Number of farmers contacted for factor identification

• n = The maximum number of ranks given for various factors.

• i = Rank of the attributes

• The factors with highest RBQ score will be ranked first and

hence considered the most important factor by the farmers.

(Fi) ×(n+1-i)

N × n×100∑

Factors 1 2 3 4 5 6 7 8 9 Total

Dealers 0.71 0.25 - - - - - - - 96.00

Comp.Rep.guidance

- 0.25 0.55 - - - - - - 80.00

Good quality

- - - 0.095

- - - - - 0.90

Advertisement

0.28 0.38 0.13 - - - - - - 79.00

Friends guidance

- - - - 0.079 - - - - 0.79

Brand loyalty

- - - - - - - - - -

Ease availability

- - - - 0.16 - - - - 16.00

Low price - - - 0.19 - - - - - 19.00

Credit facility

- - - - - - - - - -

Rank

Purchase influenced factors ranking

Factors Rank

Dealers 1

Company .Rep.guidance 2

Advertisement 3

Low price 4

Ease availability 5

Good quality 6

Friends guidance 7

Factors 1 2 3 4 5 6 7 8 9 Total

Not aware 0.82 - - - - - - - - 82

High price - - - - - - - - - 0

Satisfied with presently using product

0.13 0.35 0.17 - - - - - 65

Not available locally

- 0.12 0.07 - 0.10 - - - - 29

Not available in time

- - 0.07 0.09 - - - - - 16

Ineffective - - - - - - - - - 0

Dealers rec . other product

- 0.43 0.4 - - - - - - 83

No credit facility 0.04 - - - - - - - - 4

Lack of guidance in Use

- - - - - - - - - 0

Rank

Factors influencing ranked for non-purchase

Factors Rank

Dealer recommended other product

1

Not aware 2

Satisfied with presently using product

3

Not available locally 4

Not available in time 5

No credit facility 6

Farmers Perception about the product

PERCEPTIONPerception is the process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world. - Kotler (2005)

Perception about the product

SI.NO Perception Number of farmers Percentage

1. Fair 2 28.6

2. Some what better 4 57.1

3. Same like others 1 14.3

4. Poor - -

Total = 7 100

Perceptual Mapping Analysis

pric

e

low

Highlow

High

Credit facility

HIJACK

ATTRATAP

ROUNDUP

Expectation of Farmers

EXPECTATIONCustomer

expectations are based on customers’ knowledge and experience.

- Levy and Weitz (2004)

Expectation of Farmers

SI. No Expectation Number of farmers

Percentage

1 Making available in time 3 42.9

2 Reducing price comparatively 1 14.3

3 Educating the Dealers - 0.0

4 Reducing the toxicity 2 28.6

Total =

7 100

FINDINGS& SUGGESTIONS

Findings

• Dealers plays major role in Sales of particular brand

• Awareness about the product is considerably less

• Product performance from farmers opinion is fair

• Mostly large farmers only getting product on credit

• Product accessibility also plays major role

Suggestions

• Product promotion by Credit facility to dealers and fixing

incentives to dealers

• Creating awareness about the product among farmers

through Field trails & demonstrations

• Increasing product accessibility by making available of

product timely in local dealers also

• Reduce toxic level to crops

Reference

• Kotler Philip(2005),“Marketing Management”, Prentice –

Hall of India Pvt Ltd, New Delhi, p.13,19.

• http://www3.interscience.wiley.com/journal

• http://www.learnmarketing.net/perceptualmaps.htm

• http://www1.sapdesignguild.org/resources/optical_illusions/

intro_definition.htm