Comparative market Comparative market pattern of NSCpattern of NSC

with respect to other with respect to other private seed company of private seed company of vegetable crops in H.P.vegetable crops in H.P.

Shailendra Shailendra ChaturvediChaturvedi

(F-2006-MBA- (F-2006-MBA-26)26)

Introduction:Introduction: ABOUT THE TOPIC:-ABOUT THE TOPIC:-

““Comparative market pattern of NSC with respect to other private Comparative market pattern of NSC with respect to other private seed company of vegetable crops in H.P.”seed company of vegetable crops in H.P.”

Indian seed industry seems to be on a high growth track. Indian Indian seed industry seems to be on a high growth track. Indian hybrid seeds are in more than 65 countries including our neighbour hybrid seeds are in more than 65 countries including our neighbour Pakistan, where the exports are estimated at $ 12-15 million in 2005-06. Pakistan, where the exports are estimated at $ 12-15 million in 2005-06. The total export from India, officially are however recorded only at 11.5 The total export from India, officially are however recorded only at 11.5 million in 2004-05.million in 2004-05.

Company Profile:Company Profile: ¤¤ Established in 7Established in 7th th march 1963.march 1963. ¤ Organisation structure of the company.¤ Organisation structure of the company. ¤ Company objectives.¤ Company objectives. ¤ Service provide by the company.¤ Service provide by the company. ¤ Products of the company.¤ Products of the company. ¤ Status of nsc in Himachal Pradesh.¤ Status of nsc in Himachal Pradesh.

Need of the study:Need of the study: The seed industry in India going through rapid changes. Unlike in past The seed industry in India going through rapid changes. Unlike in past

now there are varieties of good products in the market. The study will help in now there are varieties of good products in the market. The study will help in knowing the consumer behavior towards the use of hybrid seed of vegetable crops. knowing the consumer behavior towards the use of hybrid seed of vegetable crops. NSC Possesses the unique selling proposition it becomes more important for the NSC Possesses the unique selling proposition it becomes more important for the company to study the satisfaction and awareness certified seed and know the market company to study the satisfaction and awareness certified seed and know the market position of the NSC Company.position of the NSC Company.

Objectives:Objectives: 1- 1- To determine the most prefer vegetable seed company in Himachal To determine the most prefer vegetable seed company in Himachal

Pradesh.Pradesh.

2- To find out the market share of the NSC in Himachal Pradesh.2- To find out the market share of the NSC in Himachal Pradesh.

3- To know about the dealer margin offered by different company.3- To know about the dealer margin offered by different company.

4- Company image in regarding the quality, packing and Availability of 4- Company image in regarding the quality, packing and Availability of

vegetable seeds vegetable seeds

Research MethodologyResearch MethodologyLOCATION OF THE STUDY: LOCATION OF THE STUDY:

The undertaken project covered Mandi, Hamirpur, Kangra, Shimla and The undertaken project covered Mandi, Hamirpur, Kangra, Shimla and Solan, only selected area of the mentioned distts were studied under the project.Solan, only selected area of the mentioned distts were studied under the project.

DATA COLLECTION:DATA COLLECTION: The information was collected from dealers as well as farmers. InterviewThe information was collected from dealers as well as farmers. Interview schedule was prepared to collect the information from dealers and farmers.schedule was prepared to collect the information from dealers and farmers.

SAMPLE SIZE:SAMPLE SIZE: 20 dealers & 50 progressive farmers were taken as sampling size for the study. 20 dealers & 50 progressive farmers were taken as sampling size for the study.

SAMPLING FRAME:SAMPLING FRAME:

Convenient sampling was used as a sampling method.Convenient sampling was used as a sampling method.

ANALYTICAL TOOL:ANALYTICAL TOOL: Percentage method was used.Percentage method was used.

XX

% = ------------------------------------------------ * 100% = ------------------------------------------------ * 100

YY

FARMERS RESPONSE ABOUT THE

NSC

70%

10%

8%4%

8%

NSC INDO-AMERICAN SEMINAS CENTURY OTHER

WHICH COMPANY FARMER PREFER IN VEGETABLE SEEDS?

12%

16%

46%

26%0%

NSC INDO-AMERICAN SEMINAS CENTURY OTHER

WHICH COMPANY GIVES THE MORE MARGIN IN VEGETABLE SEEDS?

6%

24%

50%

20%

0

0.1

0.2

0.3

0.4

0.5

0.6

HIGHLYSATISFIED

MODERATILYSATISFIED

SATISFIED UNSATISFIED

FARMER OPINION

PE

RC

EN

TAG

E IS FRAMER SATISFIED WITH THE NSC COMPANY?

68%

16%2%

14%

00.2

0.40.6

0.8

MARGIN QUANTITY DEMAND BRAND IMAGE

NAME OF ATTRIBUTE

PERC

ENTA

GE RATE OF ATTRIBUTE THAT COMPELS THE FARMER SELECT THE PARTICULAR SEED COMPANY.

56%26%

6%

12%

DEALERS GOVT.DEPTT. NEWSPAPER T.V.PROGRAMMES

WHOM DO YOU CONSULT BEFORE PURCHASE THE VEGETABLE SEED?

DEALERS RESPONSE ABOUT THE

NSC

15%

30% 30%25%

0%0

0.050.1

0.150.2

0.250.3

0.35

NSC

IND

O-

AMER

ICAN

SEM

INAS

CEN

TUR

Y

OTH

ER

COMPANY NAME

PE

RC

EN

TA

GE

WHICH COMPANY GIVES THE MORE MARGINS IN VEGETABLE SEEDS?

50%

20%

15%

15%0%

NSC INDO-AMERICAN SEMINAS CENTURY OTHER

THE MOST PREFER VEGETABLE SEED COMPANY.

40.31%

23.23%

26.38%

10.07%

NSC INDO-AMERICAN SEMINAS CENTURY

ESTIMATE THE MARKET SAHRE OF DIFFERENT COMPANY IN VEGETABLE SEED?

60%

40%

0% 0%0

0.2

0.4

0.6

0.8

10 gm. 50 gm. 100 gm. above 100 gm

DEALERS OPINION

PERC

ENTA

GE MOST PREFERED PACKING SIZE OF THE VEGEGABLE SEEDS SOLD BY THE DEALERS.

50%

20%

15%

15%0%

NSC INDO-AMERICAN SEMINAS CENTURY OTHER

DEALERS ARE ASSOCIATED WITH THE NSC.

Conclusion:Conclusion:

1- According to dealers response NSC and indo-American are most Preferred company by 1- According to dealers response NSC and indo-American are most Preferred company by the customer it means they are highly aware About these Company and highly satisfied with the customer it means they are highly aware About these Company and highly satisfied with

the NSC. the NSC. 2- The all result show that NSC Seed Company has higher market share With 40.31% which 2- The all result show that NSC Seed Company has higher market share With 40.31% which is followed by Seminas with 26.37% and century Seed Company has low market share is followed by Seminas with 26.37% and century Seed Company has low market share with 10.07%.with 10.07%. 3- Most of the farmers were found to prefer 10 gm. Packing size of the Vegetable seeds from 3- Most of the farmers were found to prefer 10 gm. Packing size of the Vegetable seeds from the dealers.the dealers. 4- Most of the farmers were satisfied with the reasonable price of Nsc seed Company.4- Most of the farmers were satisfied with the reasonable price of Nsc seed Company.

Suggestions:Suggestions:

1- NSC should give attention on advertisement because 30 % of the farmers are not aware 1- NSC should give attention on advertisement because 30 % of the farmers are not aware of the vegetable seeds which are supplied by National Seed Corporation.of the vegetable seeds which are supplied by National Seed Corporation. 2- The company should conduct field trails of seeds indifferent locations of the state as many 2- The company should conduct field trails of seeds indifferent locations of the state as many framers complained that germination percentage is not up to the mark.framers complained that germination percentage is not up to the mark. 3- The company should provide the dealers/retailers with a wide range of vegetable seeds so 3- The company should provide the dealers/retailers with a wide range of vegetable seeds so that they can be made to stock the product of the company. that they can be made to stock the product of the company. 4- The company should improve its distribution network as many dealers told that company 4- The company should improve its distribution network as many dealers told that company person visit their shops a long period of time. person visit their shops a long period of time.

My Contribution:My Contribution:

In the summer training, I want different distt. in H.P. So where the In the summer training, I want different distt. in H.P. So where the farmers & dealers are not aware about the NSC so give the proper information about farmers & dealers are not aware about the NSC so give the proper information about the company and give the company guide which is provided to me from the area the company and give the company guide which is provided to me from the area manager and feedback information to the manager about the view of NSC by the manager and feedback information to the manager about the view of NSC by the farmers & dealers.farmers & dealers.

Whom I Learn:Whom I Learn:

In the training I learn convince of the farmers & dealers so difficult. In the training I learn convince of the farmers & dealers so difficult. This is my first experience in between the dealers. They say come tomorrow so keep This is my first experience in between the dealers. They say come tomorrow so keep patience. patience.

THANKSTHANKS