A PROJECT REPORT

ON

Customer Satisfaction Survey On Dhanuka

Agri-Tech.

SUBMITTED TO
SAVITRIBAIPHULEPUNEUNIVERSITY
BY

Mr. CHAVAN SAGAR DILIP

MBA (RABM)
UNDER THE GUIDANCE OF

MR.G.ABHALE

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF

MASTER
OF BUSINESS ADMINSTRATION
SGMSPMS
SHARADCHANDRA PAWAR INSTITUTE OF MANAGEMENT
DUMBARWADI [OTUR] 412409

pg. 1

YEAR 2015-2016

DECLARATION

I the Undersigned hereby declare that the project report entitled Customer
Satisfaction Survey On Dhanuka Agri-Tech with the special reference of
Dhanuka Agri-Tech Under the guidance of PROF.GANESH ABHALE.and submitted
to SavitribaiPhule Pune University, pune. For partial fulfillment of the requirement of the
award of degree of Master in Business Administration. Written and submitted by me. This is
my original work.
The empirical finding in the report is based on the data collected by me preparing
project report. I am not copied from any report; I understand that any copying is liable to be
punished in a way the university authorities may deem fit.

PLACE: OTUR (DUMBERWADI)

DATE:

YOURE SINCERELY,
MR.CHAVAN SAGAR DILIP

pg. 2

ACKNOWLEDGEMENT

My first thanks to all those people who helped me during the training and completion of this Project
Report. The list of such people is indeed exhaustive but a few need special mentioning.
I am thankful to MR. SANJAY PATIL (MANAGER), who helped me, in channeling my
thoughts for the keen interest shown during the preparation of this. And also thankful for giving me an
opportunity to work in their esteemed organization.
I am grateful to PROF.GANESH ABHALE. (Project Guide) for his valuable advice and
guidance during the preparation of this report.
I take this opportunity to extend my gratitude for co-operation; professional guidance and
useful help tips provided to me by my guide Prof. AMOL TAMBE SIR without whose help the
project would not have been completed.

PLACE:

DATE:

pg. 3

DHANUKA AGRI TECH

LTD
Head Office:Corporate Address:house, 861- Dhanuka 862,joshi road Karol
Bagh New Delhi 110005,
Date of establishment: 1985
Revenue: 122.457 (USD in million)
Market capture:

4846.88955 (rs.millions)

Branch office Addres

: 602-603 Pride Icon , Near HP Petrol pump Kharede Pune

Pin code :-411014

Email Pune @Dhanuka . com .

com

Web www. Dhanuka .

CERTIFICATE FROM THE COMPANY

pg. 4

1.1

EXECUTIVE SUMMARY

The project is undertaken to identify the Customer satisfaction is the

customers fulfillment of the product quality and product cost and its usage and
to identify the customer satisfaction level towards Dhanuka Agri-tech
product. Strategy adopted by Dhanuka Agri-tech Ltd. The Tahasil allotted to me
are Junnar and Akole. The study has done about feedback of farmers. Apart from
these the market potential for Pesticides and herbicides has been evaluated.
This study helps to know the level of customer satisfaction and company
also know the customers exception and to know how the customers come to
know about the product, product image, product awareness and product price.
This study also helps to analyze the preference of people about the
product and perception of people towards the Dhanuka Agritech products.
Further these farmers are very strong in their loyal customer

base

because of their personal report with farmers.

On financial aspects all the markets are highly credit-oriented. The
socioeconomic profile of the farmers is poor and because marginal land holdings,
their repaying capacity and risk bearing ability is less. This is the reason that
most of farmers take the inputs on credit basis.
Farmers have not too much knowledge about the weedicides; and these
people mostly refer the suggestion of the dealer, progressive farmer, company
person, campaigning or demonstration. Therefore, it is great chance to motivate
the sale through good reputation and better quality product.

The results indicate that Field demonstrations as best way of popularizing

the products as we can show the results and influence many farmers to use our
pg. 5

product after convincing them. In case of farmers, quality & price of the product
are the main reasons of influencing buying behavior of farmers. The study has
done about perception of farmers towards product of Dhanuka agritech Limited.
Descriptive study is undertaken, sample size chosen is 100, and the statistical
tool used is percentage analysis.

1.2 INTRODUCTION
Satisfaction is a person feelings or pleasure or disappointment resulting
from comparing products perceived performance (or outcome) in relation to his
or her expectations.
Many companies are aiming for high satisfaction because customers
who are just satisfaction still find it easy suits when better offer comes along.
Those who are highly satisfied are much less ready to switch high satisfaction or
delight credits an emotional dignity with the brand, not just a relational
preference. The result is high customer loyalty. Their expectations are influences
by their past buying experience, friends and associated advice, marketers,
competitors information and promises. If marketers raise expectation too high,
the buyer is to be disappointed.
Definition:Satisfaction is a function of perceived performance and expectation. If
the performance falls short of the expectation the customer is satisfied. If the
performance exceeds expectations the customer is satisfied. If the performance
exceeds expectations the customer is highly satisfied or delighted.
Cautions in measuring customer satisfaction:
When customer rates their satisfaction with an element of the companys
performance, the delivery company needs to recognize that how the customer
defines the good delivery. This could mean an early delivery, on time delivery,
order completeness and so on. Yet the company had to spell out every element
in detail, customer would face a huge questionnaire. The company must also
realize that two customers can report being highly satisfied for different reason.
Companies should also know that managers and sales people can
manipulate their ratings on customer satisfaction. They can be especially nice to
pg. 6

customers just before the survey. Another danger is company will go out of the
way to please to customer; some customer may express high satisfaction
classification (even satisfied) in order to receive more connection.

Delivering customer value and satisfaction value chain:

The value chain as a tool for identifying ways to create more customer
value, every firm has a collection of activities that are performed to design,
produce market deliver and support it products. The value chain identifies nine
identifying ways to create more customer value, every firm has a collection of
activities that are performed to design, produce market deliver and support it
products. The value chain identifies nine strategically relevant activities. This
nine value creating activity consists of five primary activities and four support
activities.
Value delivering network:
To be successful the firms also need to look for competitive advantage
beyond its own operations into the value chain supplier, distributors and
customers. Many companies today have partnered with specific suppliers and
distributors to create superior value delivery network.
Attracting and retaining customers:
In addition to attracting the new customers and retaining the existing
customers many companies are intent on developing stronger bonds and loyalty
in the supply chain.

pg. 7

1.3THEORETICAL BACKGROUND
What is customer satisfaction?
Social Psychologist, marketing researchers, and students of consumer
behavior, have extensively studied the concepts of customer satisfaction and
dissatisfaction. The increasing importance of quality in both Products and
manufacturing industries has also created a proliferation of research, with more
than 15000 academic and trade articles

having been published on the topic of

customer satisfaction in the past two decades (Peterson and Wilson, 1992).
Several conferences have been devoted to the subject and extensive
literature reviews have been published. The result of all this research has been
the development of nine distinct theories of customer satisfaction. The majority
of these theories are based on cognitive psychology, some have received
moderate attention, while other are based on cognitive psychology some have
received moderate attention, while other theories have been introduced without
any empirical research.
Recently, numerous researchers have attempted to apply CS theories
developed by consumer behaviorists in the areas of lodging (Barsky, 1992;
Barsky and Labagh,1992; Saleh and Ryan,1991; Ekinci and Riley, 1998),
restaurant (Dube et al., 1994; Bojanic and Rosen, 1994;Lee and Hing, 1995; Oh
and Jeong, 1996),food Products (Almanza et al.,1994), and tourism (Pizam and
pg. 8

Milman, 1993; Danaher and Arweiler,1996; Ryan and Cliff, 1997;Hudson and
Shepard, 1998) in order to investigate CS applicability to the hospitality and
tourism industries.
For several decades the word or concept customer satisfaction was of
crucial importance for marketing, managers and

the organization and it is

regarded today central issue to many definitions (Parker and Mathews, 2001).
The oxford library of words and Phrases (1993) emphasize as a release from
uncertainty. Customer satisfaction can be defined in many ways. Kotler (2000)
defines customer satisfaction as one of which is a persons feeling of pleasure or
disappointment from comparing a products perceived performance (or outcome)
in relation to his or her expectation.

Another conceptualization given from Humburg et. al. (2005) is that

customer satisfaction is a cumulative, worldwide assessment based on different
experiences with a firm. Similarly, Kotler (1991) and Fornell (1992) characterized
satisfaction as an evaluation of quality of products after customers purchase
them and he argues that high customer satisfaction ratings are widely believed
to be the best indicator of a companys future profits.
Customer loyalty has been examined by many research hers in the past and
many of them have given various definitions around this concept. According to
Heskett (2002), customer loyalty has been regarded as the sina qua non of an
effective

business

strategy.

Dick

and

Basu

(1994,)

given

stronger

conceptualization for customer loyalty. They view it as the strength of the

relationship between an individuals relative attitude towards an entity (brand,
Products, store, or vendor)and repeat patronage.

Customer Perception of Value

Theoretical concept framework and definitions
The creation of consumer value has been taken into consideration from
many managers during the 1990s and it was the result of companies needs to be
more competitive and to fulfill the increasing customer demands (Cravens and
Piercy, 2003). Consumer perceived value depends on how the customer
perceives the benefits of an offering and the sacrifice that is associated with its
purchase. Thats why, Monroe (1991) and Sweeney (1994) define customer
pg. 9

perceived value as the ratio between perceived benefits and perceived sacrifice.
Also, Monroe and Chapman (1987) suggest that perceived value is a weighted
sum of acquisition and transaction value.
Customer perceived value can be broadly the customers overall assessment of
the utility of a product based on perceptions of what is received and what is
given.

Importance of customer perception of value

Many companies, retailer and sales persons now focus to the offering of
value- added Products and highlight the importance of them to become more
competitive. Examining the effects and impact of consumers perception of
value, generally value is very important and crucial to marketers for the success
of companies.
The relationship between customer perception of value and customer
satisfaction McDougall and Levesque argued that customers who perceive they
value for money

2. COMPANY PROFILE

2.1 INTRODUCTION OF COMPANY

Date of establishment: 1985
Revenue: 122.457 (USD in million)
Market capture: 4846.88955 (rs.millions)
Corporate Address:

pg. 10

Dhanuka house, 861-862,joshi road Karol Bagh New Delhi 110005, Delhi
www.dhanuka.com

Introduction:
Dhanuka

pesticides

was

incorporated

in

Feb

1985,

commenced

commercial production in 1986. It is promoted by the Dhanuka group of

industries. The company is engaged in the manufacture of various technicalgrade Pesticides which includes pesticides & weedicides also. The companys
production facilities are located in Gurgaon District of Hariyana. The company
has a technical tie-up with Du-Pont US for the formulation of pesticides using the
raw material-methomyl which is imported from Du-Pont. The plant was in June
1992. In 1993, the company implemented capacities for the manufacture of
200tpa of technical grade atrazin & 80tpa of the intermediate product parachloro
benzyl cyanide various pesticide & formulations.
In

1995-96

metaphenoxy

the

company

benzaledhyde,

an

commissioned
intermediate

&

plants

to

formulation

manufacture
plants

for

cypermethrin 10% EC & 25% EC during 1998-99, the company successfully

launched Nukil 10% EC in technical association which m/s mitsui chemical
industry in Japan. The company also launched a systemic antibiotic, validamycin
3L in technical tie-up with m/s Takeda chemical industries ltd. Japan. The
company started marketing of Dunet 40 SP in techanical tie-up with m/s EI DuPont.
It has also launched a Soybean weedicide Targa Super in technical tie-up
with m/s Nissan chemical industries ltd in May 2001.The Company has 500
techano field force & 3000 field assistance. The companys strong position &
portfolio is in vegetable, cotton, soybean etc.

Management Detail:
Table No.6: Management Body of Organization:
SR.
NO

NAME

DESIGNATION

pg. 11

Ram Gopal Agrawal

Chairman

Mahender Kumar Dhanuka

Managing Director

Arun Kumar Dhanuka

Executive Director

Rahul Dhanuka

Executive Director

Mridul Dhanuka

Executive Director

Priya Brat

Non

Executive

Independent

Director
7

Vinod Jain

Non

Executive

Independent

Director
8

Shrikrishna Khetan

Non

Executive

Independent

Director
9

Indresh Narain

Non

Executive

Independent

Director
10

Subhash Lakhotia

Non

Executive

Independent

Director
11

Sachin Bhartiya

Non

Executive

Independent

Director
12

Subhash Chander Gupta

Non

Executive

Independent

Director
13

Shubha Singh

Company Secretary

Business Operation: Pesticides & agrochemicals

Background:

pg. 12

Dhanuka Agri-tech Limited is Umbrella company for the business of agro

chemicals, fertilizers & seeds of the Dhanuka group. The company reaches out to
more than 10 million farmers with its eco-friendly high quality crop care
products.
The agri-division has a pan-India presence through its marketing offices in
all major states in India. With a dealer network of 15000 across India, these have
been able to make Dhanuka the prepared choice of farmers.
Financials:

Total income- Rs 4936.465041 million (yr ending march 2011)

Net Profit :- Rs 511.120633 million (yr ending Mar 2011)

Company Secretary: Shubha Singh

Bankers:
1. 1. State Bank of India
2. Hongkong & Shanghai Banking Corporation Limited.
3. State Bank of Patiala.
4. HDFC Bank Limited.
5.
Auditors: Dinesh Mehta & Company

Sales Offices/ Godawoons:

Pune, Ahmedabad, Akola, Bangalore, Bellary, Cuttack, Ghaziabad, Guwahati,
Guntur, Hissar, Hyderabad, Indore, Jaipur, Jabalpur, Kichha, Kolkata, Kurnool,
Lucknow, Ludhiana, Manesar, Nellore, Patna, , Ranchi, Raipur, Ravulapalem,
Salem, Siliguri, Sriganganagar, Thrissur, Vijaywada and Warangal etc.

International Collaborations
Name of The Company

Products
pg. 13

Sumitomo Chemicals Takeda Agro

Cartap

hydrochloride,

Co. Ltd., Japan

Caldan 4G,Caldan 50SP

Mitsui chemicals Inc.,Japan

Etofenprox with brand Nukil 10 EC

Nissan Chemical Ind., Japan

Quizalofop

Ethyl

with

with

brand

brands Targa

super , Phenthoate and Dhanusan

FMC corporation, USA

Aatank with brand MARKER ,Danfuron

Hokko Chemical Ind. Co. Ltd., Japan

Kasugamycin , with brand Kasu-B

Uniroyal Chemical Company Inc.,US

Carboxin,

brand

Oxycaboxin,Plantvax
Difflubenzuron
E.I.DuPont Nemours &co. inc.,U.S

Methomyl, brand Dunet 12.5 L

Yara International, Norway

Samadhan

(Source: www.dhanuka.com)

H. R. M. of Marketing Department:

Head of HR:-Arun Kumar

General Manager - Sanjay Nagore

pg. 14

Vitavax,
and

Regional manager - Umesh Chandra Asthan

Assistant Manager- personnel - Harish Kumar

R&D Executive - Abhishek Gupta

Marketing Officer - Sachin Purandare

Marketing Officer - Rajendra Phulre

Marketing Officer - Shrinivas Rao Talluri

Marketing Officer - Ramchandra Reddy

Marketing Officer - Shish Ram Dhayal

Assistant Marketing Officer - Dheeraj Mishra

Store Officer - Suresh Chabra

Receptnist - Sapna Bhojwani

IT Assistant - Chandan Singh

Area Marketing Manager - Nishikant Mahatme

SR Marketing Manager - Tara Singh

C. O. - Samrat Saxena

Branch Incharge - Pramod Pareek

Distributors:
1. Anil Beej Bahndar- Sabji Mandi, Gaziabad Phone : (0120)479137
2. Lalit Traders- Sabji Mandi,Gaziabad- Phone : 4798609
3. Gautam Beej Bhandar- Near Chokla,Hapur,Gaziabad Phone : (0122)310365
4. Ch.Khad & Beej Bhandar- Hapur Mandi,Gaziabad Phone : (0122)310365
5. Bharat Keetnashak Bhandar- Purani Mandi,Bulandshar Phone : (05732)50243
pg. 15

6. Sonu Beej Bhandar- Bugsasi Road,byana,Bulandshar Phone : (05736) 721091

7. Lodhi Beej Bhandar- Daulatpur Kalan,Bulandshar Phone : (05734)79149
Awards:
1.
2.
3.
4.

National Safety award 3 times Quality Excellence Award in 1992

Swatantra Swarn Jyanti Udyog Vibhushan Award in 1999 & 2002
Rajat Jayanti Award in 2000
National Productivity Award in 2004

Statement of the Problem

Customer Satisfaction is a general problem which every organization face
may be at high extent or may be at medium extent or may at low extent.
Survey has been conducted to know the customer satisfaction. The research
conducted was descriptive research the objectives were found out from the
market by asking the customers about their views.
3.3 Scope and Rationale of Study
The scope of the project report is to study the level of satisfaction of the
customers with Targa Super. Every company wants the feed back of their
customer about the product, price, Quality, service and promotional activities in
order to know the customer attitude towards its product. This study investigates
that the idea has satisfied its customers with Insectcides i.e. Markar, Caldan SP
10

3.2 Objectives of Study

1) To know the satisfaction level of the consumer regarding the product.
2) To know the product awareness between the consumers.
3) To find out the probability of product.
pg. 16

4) Try to know that necessary changes are demanded by consumer in the

product.
5) To identify prominent area of dis-satisfaction among the customer.

4.2 Research Methodology

Research methodology is a systematic way, which consists of action steps,
necessary to effectively carry out research and the desired sequencing of these
steps. A research is a process which involves a number of inter-related activities
which overlap and do rigidly follow a particular sequence.
It consists of the following steps:
Designing the methods of data collection
Selecting the sample plan
Collecting the data
Processing and analyzing the data
Reporting the findings

Methodology
The data was collected through survey. The information was collected directly
from respondents. The survey was done by personal interview, where the
information was collected directly from respondent in face-to-face situation.
The measurement technique used was a questionnaire.
Questionnaire was used as a formalized instrument would give the
respondents and the researchers a fixed pattern to conduct a survey. The
questionnaire was structured, as it would provide better means of recording the
information
Research design: Descriptive
Descriptive research studies are those studies which are concerned with
describing the characteristics of particular individual. The main characteristics of
pg. 17

this method is that the researcher has no control over the variables and he can
only report what has happened or what is happening .
Sample Size
The sample chosen contained 100 respondents. This number was chosen
taking into consideration on the time and inadequacy of manpower for survey.
This population is from Junnar and Akole area.
Sampling Method
The type of sampling adopted here is convenience-sampling method. This
method of sampling involves selecting elements using convenient method
without going through rigor of sampling method. The respondents were
interviewed in the work areas such as home level, Bazar days, field visit, and
meeting at village.

Collection of Data:

pg. 18

Primary Data:
Primary data are those which collected for the first time. The researcher
collected the data from the respondent by contacting them using questionnaire
prepared for study.
Primary data was collected by taking actual survey in or region. For
agricultural inputs marketing data were collected from various dealers, or also
farmers in the Junnar area (Ahmednagar District).

Secondary data:
Secondary data are those which have already been collected by someone
else. For the study secondary data were selected from document provided by the
firm.
The secondary data was collected from various sources like,
1.

2.

3.

Various agricultural journals

Indian Journal of Agricultural Marketing.
News papersAgro-1(Marathi)
Daily Sakal
Internet Website
Dhanuka Agritech Limited
Mahagri.com

5. Data Analysis

pg. 19

The analysis of the questionnaire was done taking into consideration the
objectives.
The popular company is descriptive form and the reasons are stated giving
the number of respondents favoring the company in percentage form.
The popular Dhanuka Agri-Tech Ltd. is given in percentage form which the
opinion of people is given in descriptive form.
Q1.How do you come to know about Dhanuka Agri-tech Ltd.?
a) Progressive Farmer

C) Company

b) Dealer

d) Media

Responds

Media; 13%

Company

Progressive Farmer
; 20%

Dealer; 29%

pg. 20

; 38%

Q2.Since how many month do you purchasing Dhanuka Agri-tech products?

a) One Year

b) Two year

c)Six months

d) Two months

No.of Responds

two months ; 9%
Six months

; 11%
One Year

; 32%

Two year; 48%

Q.3 Which parameter in the Dhanuka Agritech product is attracting you more?
pg. 21

a) Price

b)Product quality

c)Brand name

d) Promotional scheme

Parameter Responds

Promotional scheme; 11%

Price; 33%
Brand name

; 22%

Product quality ; 33%

. 4 Which product of Dhanuka Agri-tech do you most prefer to purchase?

pg. 22

a) Targa super

b) Dhanpreet10% SP

c)Marker

d) casu bea

Prefered products

casu bea; 28%

Targa super

; 32%

Marker; 15%
Dhanpreet10% SP ; 25%

.5) How will you rate following factor concerned with Dhanuka Agritech product?
pg. 23

Excellent

Very good

Good

Average

Poor

[5]

[4]

[3]

[2]

[1]

Quality

53

28

19

Price

15

22

37

21

Availability

49

22

10

13

18

24

30

12

16

of product
Behavior
of retailer

140
120
100

5
21

16

19

80
60

28

13
6

12
10

37

22

22

49

30

40
20

53

24
18

15

Excellent

Very Good

Good

Average

poor

Q.6) Do you think Dhanuka Agri-tech proved better quality than previous
provider?

pg. 24

a) Yes
b) No

Better Quality proved

No; 13%

Yes; 87%

Q.7) In future will you purchase Dhanuka Agri-tech products?

pg. 25

a) Yes
b) No

Future preference
93

Yes

No

Q.8) What kind of payment do you prefer at the time of purchase of products?

pg. 26

a) Cash payment

b) Credit base
c) Installments

Payment type
Cash payments

25%

Credit

Installments

14%

61%

Q.9) Have you ever tried other pesticide brand?

pg. 27

a) Yes
b) No

Yes

No

3%

97%

Q.10) In your opinion which of the following factors are preferred by consumer
while purchasing product?
pg. 28

Past experience

40%

Price

5%

Promotional strategy

3%

Brand image

13%

Good relation with dealer

9%

Recommended by progressive farmer

30%

Factor affect while purchase

Recommended by progressive farmer ; 30%

Past experience; 40%

Good relation with dealer; 9%

Brand image; 13% Promotional strategy; 3% Price; 5%

Q) 11 In your opinion which promotional media is highly effective on farmer?

pg. 29

TV

14%

Radio

5%

Farmer meeting

22%

Dealer

34%

Friend \ relative

19%

poster

6%

Media factor affects

Poster; 6% TV; 14%

Friend/Relative; 19%

Radio; 5%

Farmer meeting; 22%

Dealer; 34%

Vision:

pg. 30

Agriculture plays a pivotal role in indian economy which contributes about 30 percent
GDP and employs 67 percent of the country's manpower. It is gratifying that present food
grain production has crossed the level of 200 million tons, and our granaries are overflowing.
But, India has to feed burgeoning population which has already crossed one billion during the
year 2000 and is expected to rise up to 130 crore by the year 2020 and for this population,
food production has to scale up to 280 million tons by that
time, that too, from plummeting arable land of 0.15 ho. in
year 2000 to 0.09ha./capita by year 2050.
Mission:
The

challenge was

to meet

this

food

grain

requirement without disturbing our ecological balance. IPM

is one of the important components in maintaining the
ecological balance. The NATP MM sub- project on Validation and Promotion of IPM
Technology in selected crops/ in different agro ecological regions was started by National
Centre for Integrated Pest Management in the year 2000, under the aegis of Dr. America
Singh, Director, NCIPM.The objective of this programme is to create visible impact of the
eco-friendly IPM technology on crop productivity and environment through large scale
validation, promotion and disse- monition of the IPM practices with the help of ICAR,
SAU's, DAC, KVK's, NGO's, Industries and Farmers. As Industry partner, Dhanuka Group is
proud to be associated with this National IPM Project being run under the aegis of NCIPM,
New Delhi and thank them for giving this opportunity to us.

pg. 31

PRODUCT INFORMATION.

Trade Name
Type

: Weedmar Super

: Systemic weedicide

Weedmar Super is the selective, systemic weedicides of Phenoxyacetic group.

Apart from effectively controlling broad leaf weeds, these also control the
Cyperus sp.
It is absorbed by the leaves and roots and translocated in to the weed
plants.
There is no adverse effect on crops with recommended dose of Weedmar
Super.

pg. 32

Recommendation for use:

Weedmar Super is the selective, systemic weedicides of Phenoxyacetic
group.

(Hiran khuri)Convolvulus

(Jangali chauli) Amaranthus sp.

(Krishna Neel)Anagallis
Table. Kill the weeds in crop like
Crop

Sorghum

Weeds

Cyperus, Tribulus (Gokhru), Trianthema celosia, (Carpet

weed), Convolvulus, Euphorbia (Badi Doodhi),
Phyllanthus (Hazar dana)

Maize

Wild Amaranthus, Xanthium, Euphorbia, Portulaca,

Cyperus

Wheat

Chenopodium, Wild onion, Melilotus, Anagallis, Wild

Coriander

Sugarcane

Cyperus, Celosia, Portulaca, Wild Amaranthus,

Convolvulus, Euphorbia, Parthenium, Anagallis, Wild
Jute, Tribulus, Argemone

Tea

pg. 33

Prostrate knot weed (Polygonum aviculare)

Stage of Application: 4-6 leaf stage of weeds.

FINANCIAL POSITION

Particulars

31.03.2014

31.03.2013

Gross Turnover

82,905.42

64,640.05

Profit before Depreciation & Taxation (PB)

12117.48 8

8,531.84

Depreciation

483.86
454.17

454.17

Provision for Taxation 2

320.09 1

632.83

Profit after Tax (PAT) 9

313.53 6

444.84

Balance of Statement of Profit & Loss of Previous Year

19

083.02 14

910.93

Amount available for Appropriations

28,396.55

21,355.77

Transfer to General Reserve

932.00

645.00

Final dividend

1,000.39

650.25

Interium dividend paid

1000.39

750.24

Dividend tax (both interim and final)

340.04

227.26

Surplus carried to balance sheet

25123.73

19083.02

Appropriation

pg. 34

Business Operations
The Financial Year 2013-14 was exemplary for Indian agri-inputs industry
because of abundant rainfall in the country. Both the Kharif and Rabi season
were robust and there was good demand for your Companys products.

Your Company achieved a Gross Turnover of Rs. 82,905.42 lakhs, an

increase of 28.26% over last years Gross Turnover of Rs. 64,640.05 lakhs.

The Net Sales of the Company grew by 26.81% from Rs. 58,230.56 lakhs in FY
2012-13 to Rs. 73,841.01 lakhs in FY 2013-14.

EBITDA grew by 41.08% from Rs. 8,884.56 lakhs in FY 2012-13 to Rs.

12,534.28 lakhs in FY 2013-14.

Further, PAT grew by 44.51% from Rs. 6,444.84 lakhs in FY 2012-13 to Rs.
9,313.53 lakhs in FY 2013-14.

pg. 35

SWOT Analysis
Strength:

Better quality of product.

Company have good image in the minds of the dealer and farmer.
Company person have Good relation with dealers.
Highly cropped area so the use of weedicide is more.

Weakness:

Farmers are dependent on dealers & many times dealers sell low grade product.

Fewer margins given to the Dealers as compare to competitors.

Competition: With so many newcomers entering this industry, competition is becoming tougher
day by day.

Opportunity:

Value addition: There is a phenomenal scope for innovations in product development, packaging

and presentation.
There is a scope of business as there is a demand for weedicide increasing day by days.
Introduction of new molecules.
Ensuring loyal dealer network through schemes.

Getting closer to the farmers through farmer level activities.

Threats:

Vagaries of Monsoons.

Foreign exchange fluctuation Risk.

Regulation risks.

Regular entry of new local brands.

Increasing competition from the other brands.

Agrochemical consumption is depending on pest infestation.

pg. 36

6 Findings & Suggestions

6.1 A Findings
1) By the survey it is found that the main reason of brand loyalty of Dhanuka product is because
of its strong network marketing,Quality,Price,availability.
2) Customers feel that Dhanuka Agritech have a genuine products hence worth buying. The
second reason is good results in crops and which have very good availability . Then thirdly,
Dhanuka Agritech providing attractive price and excellent quality products .
3) Day to day customers having newly got connected to Dhanuka Agritech.
4) Out of total customers using Dhanuka Agritech 87% farmer of them says dhanuka is proved
as very good product thn previous other products.
5) In response to the perception towards Dhanuka Agritech 97% farmers will purchase Dhanuka
Agri-tech products in Future.

6) To create the good image in mind of the farmer also required and strong
Marketing strategy.

pg. 37

LEARNING FROM THE PROJECT WORK

I learn that if the worker or representative of industry does not work

properly then the image of industry and sales also fallen down.

If the image of industry also set in the mind of farmers then that farmer
also gives first preference to that industry.

I got the knowledge about which method to change the mind of farmer
about the specific industrial products.

To create the good image in mind of the farmer also required and strong
Marketing strategy.

Through that summer internship programme , also increase my internal

abilities like How to react with customer, How to express with farmer, risk
management, communication, solving their problem.

It also gives us a suspended judgment about people and there action.

Majority of the people are using the Targa super in Junnar and Akole area in Pune District.

Shows that there is tough competition for pesticides and Herbicide.

Out of total number responds 9% of customers from 2 months,11% customer from six
months,32% customer from one year and 48% customer from two years are kept connected
with Dhanuka Agritech These factors are responsible to gain the market share over the

competitor.
People are using Dhanukas product because their had recommended. Whereas people are
using idea because of advertisement attraction. After that awareness of the service provider is
the factor which influenced customer to render the service.

pg. 38

Competition Study survey.

In Junnar region, there are many Competitors available to destroy the unwanted weed through farm. Many big industries products

also available in

market at various prices. Industries like indofile Chemicals, Coromandal

chemicals, Maktesium chemicals, Dow Agro chemicals , Bayer chemicals sales
there Products at high prices. Those prices also high due to the technological tieup with other industry and also the products of other country.
Dhanukas Weedmar super also available in low price due to the reason ,
they also use the homes raw material for production purpose.

CONCLUSION

pg. 39

It is concluded that, Weedicide Weedmar Super has great potential in

Junnar and akole tahsil because of there is large effect of Weed on Cash crop.
There is no competitor product particularly for the control of weed. The Dhanuka
brand is creating a good image in market, its acceptance in the market is
comparatively less than the competitor brand like Syngenta, Bayer, Nagarjuna
because of minimum range of product in market but the product like Weedmar
Super achieve great market because of its quality and result. The sale of
Pesticide every year increases continuously, so the company has great
opportunity to increase the sale by creating good brand image in the minds of
the farmer.
From the above survey we can finally reach to the conclusion that:

The sale of Weedmar Super is highest in the Junnar, Akole area.

In Sugarcane, Wheat, and Tea largely use Weedmar super used.

Dhanuka agritech limited having great scope to improve their Sales

Promotional activities, which will generate huge sales.

Farmers are satisfied with DHANUKA product for all Cash Crops,

Limitation of Study
pg. 40

The time given was not sufficient as only one person had to conduct the survey.
The exact thinking of the respondents cannot be found out.
Surrogate error could be one of the limitations.
Findings are made the limited Information & views of the respondent. So a chance of bias
information is not totally eliminated.

QUESTIONNAIRE

Customer Name-..
Address-
pg. 41

Income-

Q1.How do you come to know about Dhanuka Agritech Ltd.?

b) Progressive Farmer

D) Company

b) Dealer

d) Media

Q2.Since how many month are you purchasing Dhanuka Agritech products?
b) One Year
c) Two months

Q.3 Which parameter in the Dhanuka Agritech product is attracting you more?
a) Price

b)Product quality

c)Brand name

d) Promotional scheme

Q. 4 Which product of Dhanuka Agritech do you prefer to purchase?

a) Targa super

b) Dhanpreet10% SP

c)Marker

d) casu bea

e) Caldan 50 SP

Q.5) How will you rate following factor concerned with Dhanuka Agritech
product?

pg. 42

Excellent

Very good

Good

Average

Poor

[5]

[4]

[3]

[2]

[1]

Quality

53

28

19

Price

15

22

37

21

Availability

49

22

10

13

18

24

30

12

16

of product
Behavior
of retailer

Q.6) Do you think Dhanuka Agritech proved better quality than previous
provider?
a) Yes
b) No

Q.7) In future will you purchase Dhanuka Agritech products?

a) Yes
b) No

Q.8) What kind of payment do you prefer at the time of purchase of products?
a) Cash payment

b) Credit base

c) Some installments

Q.9) Have you ever tried other pesticide brand?

a) Yes
pg. 43

b) No

Q.10) In your opinion which of the following factors are preferred by consumer
while purchasing product?

Past experience
Price
Promotional strategy
Brand image
Good relation with dealer
Recommended by progressive farmer

Q) 11 In your opinion which promotional media is highly effective on farmer?

TV
Radio
Farmer meeting
Dealer
Friend \ relative
Poster

pg. 44

Q) 12. Give any suggestion if You want

Thank you !...

REFERENCES

6.1 BOOKS:
1) Marketing Management by Philip Kotler
2) Agriculture marketing management by Aacharya and Aagarawal
3) All about weed control- Dr. SUBRAMNIAM

pg. 45

6.2 Dhanuka Agritech LTDs Annual report

1) Annual report 2013-1
2) Dhanuka Agritechs corporate presentation Feb-2013

6.3 WEBSITES:

www.dhanuka.com
www.indiastat.com
www.wikipedia.org
www.mapsofindia.com
www.agricultureinformation.com
www.agricoop.com

6.4 News Paper:

1) Agro one
2) Pragati (Sakal)

pg. 46