SeemaPRADEEP KUMAR MAHARA2016-08-122016-08-122006http://krishikosh.egranth.ac.in/handle/1/72271To meet the need of growing population in India the growth in agriculture production has to be accelerated for sustainable high crop yields. Balanced fertilization with all the nutrients, which are deficient in soils, must be adopted without further delay. This is essential in view of continuous mining of soil nutrients over decades without adequate replenishment through manures and fertilizers. The emphasis in the recent past has been laid on balanced fertilization with NPK. The aim of the project was to study market development of urea and analysis of dealer and customer satisfaction in Berhampur and JK. Road territory of Orissa. It deals with various channels of marketing for urea in different situation like in scarcity and excess supply of urea. The survey was conducted on the distribution and marketing channels present in fertilizer markets. The project studied the intervention of both the government and private sectors in the placement of fertilizer in market and the price fixed by government i.e., minimum support price prevailing at various levels right from dealer to farmer. The intervention of the cooperative sector in storing and marketing of urea was observed. Objective of the project I. To study the market potential of Urea in Berhampur & J.K Road Territory of Orissa. II. To identify the performance of Urea in Berhampur, JK Road, and Gajapati. III. To understand the allocation of Urea to the Dealer and Customer in different segment of Berhampur and JK Road. IV. To study the competitor strategy in these areas. V. To identify the attributes of relationship with client those are important from the dealers & farmer’s point of view. VI. To benchmark the performance of client with respect of key competing organization. VII. To study the preliminary brand awareness & perception towards NFCL brand Vs individual brands. VIII. To find out how farmer perceive NAGARJUNA MICRO-NUTRIENTS Urea, the only controlled fertilizer now, is likely to be decontrolled in a few years. As an immediate measure to reduce its subsidy burden, it is likely that the Government starts procuring urea, based on the recommendations of the group of ministers on fertilizer subsidies, only from the lowest cost units and do away with the present system of individual unit based retention price. The merit based procurement system, if implemented, will adversely affect the high cost urea manufacturers, making them non-competitive and non-viable, while giving undue advantage to the low cost group. The five major players in both groups are mentioned in the table presented below, based on urea retention price per tonne. Table: Urea Retention Price of Five Major Players. High cost group Low cost group MFL / Manali Rs. 16,454 HFC Namrup III Rs. 4,356 FACT / Cochin Rs 15,162 KRIBHCO / Hazira Rs 4,992 MCFL / Mangalore Rs 12,706 IFFCO / Aonla Rs 5,192 ZIL / Goa Rs 12,586 NFL / Vijapur Rs 5,338 SPIC / Tuticorin Rs 12,243 Indo gulf / Jagoisper Rs 5,536 NFCL / Kakinada Rs 4,790 Urea and anhydrous ammonia manufactured by NFCL has been doing well in rice, cotton, chili, brinjal cultivation. The present study is a field oriented project to identify the position of urea as per the farmer’s perception and practices in the existing crops such as paddy, cotton maize etc., and also to explore the possibility of introducing new specialty fertilizer like Multi-k, Polyfeed, Mahazinc, Zeta etc., in new crop segments of vegetables and cotton. The study also concentrates on working usage levels at different product of NFCL in paddy cotton and vegetable; awareness level of Nagrajuna brands and also the factor influencing it. The study focused on the purchase decision of farmer while selecting particular brand of urea and other zinc product & other specialty fertilizers. Dealers play a vital role in assessing the prefereness, attitude, perception and problems of the farmers as they is in continuous interaction with farmers. Fertilizer is a seasonal business and in the existing scenario of cutthroat competition to gain market share, the companies give more importance to the dealers who are dynamic, posse’s skills and persuasion attitudes and of convincing nature while dealing with the farmers. The method of study was field oriented. The primary data was collected from farmers and dealers by using open-end questionnaire and secondary data was collected from the offices of the Deputy Director of Agriculture, Berhampur and from Office of the Joint Quality Control Inspector, Jajpur. The study was conducted in Ganjam, Gajapati, Keonjhar, Jaipur and Angul districts of Orissa state. Paddy in Ganjam, Jaipur, Keonghar, Angul and maize in Gajapati & cotton in Keonjhar & Jajpur are major segments covered under this study. FINDINGS  Most of the farmers were not aware of the benefits of soil testing.  Very few farmers knew nitrogen deficiency symptoms.  Farmers felt difficult to recognize growth improvements.  Farmers rely on declares recommendations.  Most of the farmer taken urea on credit  Farmers awarness is very low about urea and other nitrogenous fertilizers  Nagarjuna urea is brand name in the most of the areas; they do not want any other brand except Nagarjuna urea.  IFFCO and Nagarjuna were two players in Orissa for supplying urea during the current year (2005-06).  IFFCO supplying both manufactured and imported urea. 75 % small size urea and 25% granular (big size urea)  Farmers and dealers are satisfied with the quality of NFCL urea,  Most of the farmers interviewed were found to be between 30 – 50 years age group (60%), followed by farmer of age group 25-30 year (40%). It can be noticed that middle age people forms the largest segment among the respondent farmers.  Majority of farmers had only primary education (i.e 38% of the total), 25% of the farmers are illiterate and 13% have secondary education it can be noted that the educational levels of the farmers are generally low.  80% farmers have purchased urea from retailers in the village and 20% farmers purchased from dealers in the towns.  Almost all dealers are having dealership of pesticides, seed and fertilizer in combination. Other than Agri inputs dealership they are also involved in dealership of cement, iron, lubricant, tyres, farm machineries etc. SUGGESTION FOR DEVELOPMENT OF NAGARJUNA UREA  Develop brand image through product development and product quality  Attractive packing  Proper positioning in identified crop segment  More demonstration programmes and campaigns, jeep campaign, sandy counter, exhibitions, group meeting & small farmer meeting can be conducted.  Village adoption programmes can be started.  Credit for easy penetration can be provided.  Awareness through T.V. advertisement, Audiovisual vain, and wall painting can be created.  In off-season more focus can be paid on development activities.  Marketing Officers may appoint more dealers.enStudy, Market, Development, Urea, Analysis, Dealer, Customer, Satisfaction, Berhampur, J.K.Road, Territory, OrissaThesis