PPROJECT REPORT ON

CUSTOMER SATISFACTION & MARKET RESEARCH OF RCF LTD PRODUCTS

IN PARTIAL FULFILLMENT OF MASTER OF MANAGEMENT STUDIES

SUBMITTED BY
Mr. PRATIK PRADEEP KOLI OF MMS MARKETING

UNDER THE GUIDANCE OF

RAJARAM SHINDE COLLEGE OF MBA MANDAR EDUCATION SOCIETY, PEDHAMBE TAL-CHIPLUN MUMBAI UNIVERSITY 2011-2013

DECLARATION
This is to declare that this summer project report entitled CUSTOMER SATISFACTION & MARKET RESEARCH OF RCF LTD PRODUCTS, as partial fulfillment of the

requirement of the course curriculum for the academic year 2012-2013. The data collected and the work done by me is truly authentic and is not borrowed or copied from any dissertation report. The project contains true and complete information.

Name: Date: Place:

CERTIFICATE FROM COLLEGE

This is to certify that Mr. Pratik Pradeep Koli, student of MMS second year ( III rd semester) at Rajaram Shinde College of MBA has completed the summer internship project titled CUSTOMER SATISFACTION & MARKET RESEARCH OF RCF LTD
PRODUCTS of Rashtriya Chemicals and Fertilizers ltd, Thal, under partial fulfillment of

requirement of the course curriculum for the academic year 2012-2013. The project contains true and complete information.

(INTERNAL PROJECT GUIDE) RAJARAM SHINDE COLLEGE OF MBA, PEDHAMBE, CHIPLUN.

ACKNOWLEDGEMENT
"Gratitude is not a thing of expression; it is more matter of feeling." To acknowledge, it would be a word too small for the help and guidance extended by all the people involved in my project as my mentors. There is always a sense of gratitude which one express towards others for their help and supervision in achieving the goals. This formal piece of acknowledgement is an attempt to express the feeling of gratitude towards people who helpful me in successfully completing of my training. My success at Rashtriya Chemicals and Fertilizers Ltd. was because of the contribution and guide provided to me by the Institute itself. My sincere acknowledgements are due to them. To begin with, I would first like to thank Mr. S. M. Kekan (H.R. Manager) for giving me the opportunity to work with RCF and get in depth knowledge about the Marketing research and customer satisfaction of RCF ltd products. I would also like to thank Mr. S.C.Wharadkar (Marketing Manager, Raigad) and Mr. Gursale sir for valuable support and help. I take this opportunity to thank Prof. (director) and Prof. at Rajaram Shinde College of MBA, who has been a guiding light of his encouragement and help in making my internship project a success. Last but not least I would like to thank all the respondents for giving their precious time and relevant information and experience, I required, without which the Project would have been incomplete.

RASHTRIYA CHEMICALS AND FERTILIZERS LIMITED

CUSTOMER SATISFACTION &MARKET RESEARCH OF RCF LTD PRODUCTS

TABLE OF CONTENTS

Sr. no. 1. 2. 3. 4. 5. 6. 6. 8. 9. 10.

Particulars

Page no.

1.INTRODUCTION

Customer satisfaction is a major outcome of marketing activity whereby it serves as a link with various stages of consumer buying behavior. For instance, if customers are satisfied with a particular service offering after its use, then they are likely to engage in repeat purchase and try line extensions. Customer satisfaction is widely recognized as a key influence in the formation of consumers' future purchase intentions. Satisfied customers are also likely to tell others of their favorable experiences and thus engage in positive word of mouth advertising. Customer satisfaction, a business term, is a measure of how products and services supplied by a company meets or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a balanced scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Customer Satisfaction surveys is often regarded as the most accurate barometers to predict the success of a company. Because they directly ask about the critical success factors of a business, if done effectively, Customer Satisfaction surveys can deliver powerful incisive information and provide ways to gain a competitive edge. Customer satisfaction is regarded as core building blocks in the relationship development process. Meanwhile, service quality and customer satisfaction were found to be indispensable for retaining and attracting consumers.

a) OBJECTIVE OF STUDY

The objective of the present studies is as follows: To study, collect and observe the common factors affecting the Consumer Satisfaction in Relation With Distribution Network of R.C.F Ltd, Thal. To find out the fertilizers that are used more and with which grades and which industries. To know the customer satisfaction and awareness about the RCF ltd products. To provide the detail information about the RCFL fertilizers to the farmers. Dealer and farmers survey and know their needs and wants.

b) SCOPE OF STUDY
Any organization marketing with large-scale parts like distribution system is the key resources and field sales personal and facilities. Main thing is the satisfaction of customer with good quality product at minimum cost. Every company should have sufficient marketing facilities to dealers and customers. Hence marketing concept must apply to the customers needs satisfying power i.e. availability of product at the right place and at right time at the lowest possible cost. Better physical distribution gives higher overall customer satisfaction. Good protective packing, transportation, facilities, a good warehousing facilities helps to maintain the quality of the product which automatically helps to increase in no. of customers.

c) LIMITATIONS OF STUDY
The study is confined to Raigad District only; hence the results cannot be generalized. The results hold validity only for specified group and cannot generalize. The findings in this study are purely dependent on the response of respondents taken for the study. Since the study was limited to a specific period, further qualitative research on the topic was not possible. The information recorded is based on the opinion and reactions of the respondents as on the date of research.

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2. RESEARCH METHODOLOGY
Sampling Unit: - 50farmers & 4 Dealers in Raigad Distirct.

1. TOOLS USED FOR DATA COLLECTION AND RESEARCH: In data collection includes types of data, source of data, system of presentation and analysis of data etc. Types of data: Maximum try is made obtain primary data, in case of secondary data; its degree of trueness is thoroughly studied. 1) Primary data: Primary data collecting particularly is surveys and descriptive research important ones is Discussion with experts and responsible persons / authority. Through questionnaire. Interview with different class of people.

2) Secondary data: Secondary data means data that are all ready available. Books & magazines. Company booklets & leaflets.

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2.ORGANIZATIONAL PROFILE

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Rashtriya chemicals and fertilizers ltd. is one of the Indias largest producers of fertilizers and chemicals. Its plant at Thal is the largest producer of fertilizers in Asia. Rashtriya chemicals and fertilizers have two plants. One is located at Chembur and second plant is located at Thal. Thal plant is situated around 100 Km away from Mumbai plant. The plants at Mumbai are based on Natural gas as raw material and the plant at Thal are operating on mixed feed of Natural gas and Naphtha. Trombay fertilizer complex a unit of the erstwhile Fertilizer Corporation of India went on stream on 15th October 1965. It was the significant day in the history of Indian Fertilizer Industry, since a new complex fertilizer was available to Indian farmers to improve their productivity. Ever since the Trombay Unit went into production, it has made outstanding contribution to the growth and development and has carried forward the task of national building vigorously with the spirit of dedication and determination. The Rashtriya Chemicals and Fertilizer Ltd. was incorporated on March 6, 1978 on reorganization of the erstwhile Fertilizer Corporation of India. RCF Ltd. was responsible for operation of Trombay unit. Implementation of new expansions Projects and marketing of various fertilizers and industrial chemicals. Since 1965, when The first phase of the plants was commissioned at Trombay, several diversification and Expansion projects has been successfully implemented at Trombay, several diversification and Expansion projects had been successfully implemented at Trombay site and now Rashtriya chemicals and Fertilizers Ltd. (RCF) is one of the giant fertilizers and chemical companied in Asia, having 20 operating plants at Trombay and 5 large plants at Thal Fertilizer unit.

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Today, it is the largest producer of fertilizers and chemicals in the public as well as the private sectors in India. With the setting up of the gas based mega fertilizer unit at Thal in Raigad district, RASHTRIYA CHEMICALS AND FERTILIZERS Ltd became the first company to import the latest generation fertilizer technology in India. Major breakthroughs in Research and Development, advanced systems of Environmental Management, Computerized Operations, excellence in Manpower Environmental Management, Computerized

O[operations, excellence in manpower Management and planned development strategy for expansion and diversification made RCF a successful, high-profile organization. RCF Ltd has been accorded Mini Ratna status by the government of India, which empowers it to take certain vital decisions of corporate governance without the approval of the government. RCF Ltd Thal unit has got ISO- 9002 for its chemical group of plants in year 1997 and ISI-14001 for both the units (Mumbai Thal) in year 2001.

Vision of the Company:To be the number one leader in the Fertilizer Industry by the year 2010 and a major player in global market.

Mission of the Company:The Companys mission is:To produce fertilizers and chemicals efficiently, economically and in environment friendly manner. To serve the farmers and other customers with quality products along with support services. To join hands in the growth of National economy.

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Objectives of company:RCF as a corporate body and Government of India undertaking is responsible to the people of India, the Government as owner, Government as Government, Consumers, Employees, the Society at large and posterity. The company is simultaneously accountable to all these agencies that have a stake in its successful operation, growth and welfare. Keeping these aspects in view, RCF has set for itself the following corporate goalsi. To help increase the national agricultural productivity by providing agricultural inputs and services. ii. To provide the above inputs and services with least consumption of real resources and at least cost. iii. To obtain for its employees as decent at standard of living and as good a quality of life as possible. Consistent with the general socio-economic conditions in the country. iv. To secure as high a return on the rate of investment as possible, keeping in view the requirements of the other competing objectives. v. To promote self-reliance in all activities relation to companys operations including process know-how, design and engineering, erection, commissioning operations, maintenance of plants and marketing of products. vi. To promote, organize and perform research and development in products, technology, engineering, soil science and agronomy in furtherance of various corporate objective. vii. To improve the environment and minimize to the maximum extent technologically possible, the harmful emissions, atmospheric discharges and effluents. viii. To continuously upgrade the quality of human resources and promote organizational and management development. ix. To co-operate nationally and internationally in exchange of information and services of personnel. x. To have corporate growth at a pace consistent with availability of resources and developmental; needs of the economy. xi. To promote specific social objectives such a development of industries, special assistance to SC/ST and other backward classes. entrepreneurs, ancillary

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Thal fertilizer plant at a glance Thal fertilizer unit:

The Thal Fertilizer unit have been designed for Zero level of emission and are one of the cleanest in the world. A centrally controlled computer system has been installed which monitors the quality of air at three different locations round the clock. A Marine Outfall, 4.4 kilometers long, has been provided to dispose the treated liquid effluents deep into the sea. This has been done for the first time in the country. LOCATION; 5 km away from Alibaug, DistRaigad, Maharashtra State. ANNUAL PRODUCTION CAPACITY: Ammonia Urea Nitrogen DMF DMAC MAP Co FA : : : : : : : : 9.9 lakh MT per year 18 lakh MT per year 6.83 lakh MT per year 500 MT per year 5000MT per year 5000 MT per year 1200 Nm3 per hr. 10,000MT per year

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MAIN PLANTS: Plant Ammonia Urea Steam Generation-boiler Power Generation-T.G. Set Heavy water D.M.F.1 D.M.A.C.1 M.A.1 Formic acid OFF-SITES: Product handling & bagging system of 6000 tpd. Two silos for urea storage of 90000 MT capacities. Two ammonia storage tanks of 25000 MT capacities. Water treatment plant. Effluent treatment & disposal system. Pollution monitoring &control facilities. Ammonia dispatch facility. Agricultural research centre. Industrial chemicals dispatch facilities. 1 Unit Capacity/Unit 2 3 3 2 2 1,500 tpd per stream 1,500 tpd per stream 275 tpd per boiler 15 MW per stream 55 mty per steam 2500tpy 5000tpy 5000tpy 10000tpy

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INFRASTRUCTURE: Workshops Townships Water supply line Power supply line laboratories railway siding gas supply line

UTILITES: Gas requirement Power requirement Water : : : 3.15 Million Nm/day from GAIL 25 MW from MSEB 56000 m/day from MIDC

EMPLOYES :1800 LAND: For plants For townships For railway siding : : : 820 acres 300 acres 250 acres

INVESTMENT:

Rs. 1204 Crores

PROJECT COMPLETION / ZERO DATE 15-01-1981 FIRST PRODUCTION OF UREA - Oct 1984 COMMERCIAL PRODUCTION March 1985

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PRODUCT PROFILE Rashtriya Chemicals and Fertilizers Limited is quite well-known for producing basic chemicals like Methanol Sodium Nitrate Ammonium bicarbonate Methylamines Dimethyl Form amide Dimethylacetamide

The main fertilizer products manufactured by Rashtriya Chemicals and Fertilizers Limited include the following

Ujjwala Suphala Sujala Microla Biola

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UJJWALA:-

RCFLs Ujwala urea is a chemical fertilizer produced in white round pril form containing 46% Nitrogen. It is 100% water soluble and is suitable for any type of soil or crop. It can be applied through sowing, broadcasting or spraying. Ujwala urea should be applied to different crops in two to three split doses. Ujwala urea is packed in 50 kg white colored bag which is available with the authorized dealers of the RCF Throughout the country. Percentage of bi-urea in Ujwala urea is very less hence it can be sprayed on the crops.

Specifications:

Nitrogen Moisture Bi-urea Size

: 46% min by wt : 1% max by wt : 1% max by wt

: 1 mm to 2.8mm. 90% min

below 1 mm 5% max. Above 2.8 mm 5% max. ANALYSIS: Hygroscopic nature of urea forms lumps, due to plant location. Government subsidies should be flexible to compensate the raw material cost transportation costs.

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SUPHALA 15:15:15:RCFL produces two grades of complex fertilizers at its Trombay unit. They are

commonly known as Suphala, which has almost become a generic name for NP/NPK complexes in the farming households of the country.

Suphala 15:15:15(also called S15) is a unique complex, granular, natural color fertilizer The major plant nutrients, Nitrogen, Phosphorus & Potash are present in equal proportion(15% each). Homogeneous granules keep the nutrients in exact proportion and assure even availability to the individual plants. The absorption of each nutrient is enhanced by the presence of other nutrients. The granules are spherical, uniform (2 to 4 mm size) and free flowing, which facilitate their uniform application to the soil. S15 can be easily applied by seed drill. Due to their density, the granules are not blown away by wind or mechanically washed out by irrigation water On application of Suphala 15:15:15 the readily available forms of nutrients like nitrate nitrogen; water soluble phosphate and potash are immediately available to the crops. This helps in establishing strong roots and promotes desired growth of the crops in the early stages. The other forms of nutrients like ammonical nitrogen, citrate-soluble phosphate and temporarily held potash in Suphala keep the nutrients available to the soils for a longer period. These nutrients are released gradually which assures high nutrient status in the soil for a longer period and thereby ensures healthy and luxuriant growth of the crops. Suphala 15:15:15 also contains secondary plant nutrients like Calcium, Magnesium and Sulphur which are helpful for the improvement of the soil and also facilitate efficient uptake of other nutrients by the plants. This product has found wide acceptance in cultivation
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of cash crops like sugarcane, cotton, jute, as well as fruit crops. It is extremely effective in improving the yield of plantation crops like tea and coffee. Suphala 15:15:15 is packed in 50 kg golden yellow colored bag which is available with the authorized dealers of the RCFL throughout the country. Field trials on various crops in varied climatic conditions and different types of soil have proved the usefulness of this product in short and long duration crops. ANALYSIS: It is concentrated fertilizer containing the plant nutrients in chemical combinations which reduces the cost of application, transportation, handling and storage. Suphala leaves a residual effect in the soil which is beneficial to all crops. Technical Specifications:Color : Natural Form : Granular. Bulk density: 1100 gms/Litre. Solubility: 730 gms/Litre. Total Nitrogen by weight: 15%. A) Ammonical Nitrogen: 8% B) Nitrate Nitrogen: 7% Total Phosphorous (P2O5) by weight 15% a) Water soluble P2O5: 4.5 %. B) Citrate soluble P2O5: 10.5% Total Potash (K20) by weight. 15%. Moisture: 1% Micro-nutrients: a)Sulphate as SO4:2.5%. B) MgO: 150ppm. c) Iron as Fe: 0.20% by weight.

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Production Process of Suphala 15:15:15:The process technology is based on three reactor system designed by KEMIRA O.Y. Finland to produce Suphala 15:15:15 grade with four modified spherodizers (Granular cum drier). RCF has a capacity to produce 4 Laky MT of S-15 per Annum. Suphala 15:15:15 is manufactured by chemically treating rock phosphate with Nitric acid and also with Ammonia and Potassium Chloride. View of S-15:15:15 Plants

Rashtriya Chemicals & Fertilizers Ltd manufactures 100% water soluble fertilizers containing all the three major plant nutrients i.e. Nitrogen, Phosphorus and Potash for crops grown in green houses as well as other field crops. Sujala is available in two forms foliar grade and drip grade. 1) Foliar, suitable for spraying and 2) Drip grade which is suitable for application through drip irrigation system. Use of Sujala either through drip or foliar prevents deterioration of soil texture as soil complexion and mechanical damage to the crop is eliminated. The major features of Sujala foliar and drip grades are as follows.

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SUJALA 19:19:19 DRIP:-

Sajama reaches directly at the root zone along with required water through drip. As Sujala is salt free, the drip system does not get clogged thus enhancing life of the micro irrigation system

Sujala has a long shelf life and can be stored and used as and when required. *Proportion of air, moisture and nutrients through Sujala are effectively maintained at the root zone resulting into quality and bumper yield.

Features: i. ii. iii. iv. v. vi. vii. viii. Total Nitrogen 100% soluble in water. Amide Nitrogen 10.5%. Ammonical Nitrogen 4.5%. Nitrate Nitrogen 4.0%. Total Phosphorus 100% soluble in water. Total Potassium 100% soluble in water. Free from harmful Sodium and Chlorine. Nutrients are totally absorbed due to salt free features. Over a period of years, we have been cultivating different crops in the field which has resulted in the depletion of essential micro-nutrients in the soil. This has in turn affected the productivity of the soil. This fact has also been validated in the soil analysis reports drawn over a period of time indicating that the micronutrients in the soils are on the decline, resulting in lowering the quality and yields of the crops. CFs R&D (Agri-Division) has come out with a unique liquid micronutrient fertilizer suitable for variety of crops. This product helps to retain and achieve the quality of the produce and
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also ensures bumper yields. The composition of Microloan varies in different states due to the requirement of various micronutrients in the particular soil of the state. MICROLA:Healthy & disease free balanced growth, quality yield. Enhances the efficiency of major plant nutrients like Nitrogen, Phosphorous & Potash. Increases the disease resistance in the crops. Improves the quality, size, color and taste of the Seed grain, flowers, leaves and fruits. Increases the yield of cereals, oilseeds, pulses, fruit trees, vegetables flowers, cash crops like Tea, Coffee, Sugarcane and cotton etc. BIOLA:-

This multifaceted bio-fertilizer solubilises the fixed phosphorus in the soil and makes it available to the crops. Bacteria multiply very fast in the soil and this helps to improve the texture and structure of the soil. This also helps to enhance the growth of the crops and also induces resistance against various pests and diseases. Important features/characteristics of Biola:1. Biola facilitates easy and early seed germination. 2. The bacteria from Biola releases organic acids in the soil which helps to decrease the pH of the soil and also help to dissolve the fixed Phosphorous and make it available to the crops. 3. Biola initiates early and easy root development and also increases the efficiency of the roots. 4. Biola application improves the soil status and thus increases crop yield. 5. Biola application also helps to save money required for buying expensive Phosphate fertilizers. RCF shall be introducing Azatobacter and Rhizobium culture Bio Fertilizers in near future.

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RCF Products and Rates in Raigad District

Product Rate

Ujwala Urea (46% N)

Rs. 290/ kg

Sufala (15:15:15)

Rs. 375/50 kg

Sufala (20:20:0)

Rs. 410/50 kg

Sujala (19:19:19)

Rs. 450/kg

Microla

Rs. 225/litre

Biola

Rs. 40-45/kg

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ANALYSIS OF COMPANYS SOCIAL RESPONSIBILITY

FARMERS TRAINING CENTRE

The adoption of Agricultural technology for increasing crop yield and land productivity is greatly facilitated by training and adequate dissemination of knowledge. RCF sought to bridge the gap between Research Scientist and the farmer by by setting up dedicated training facilities at Nagpur and Thal. The programmes are designed to cover both general aspects as well as region specific aspects of farming technology. In addition, means of supplementing farm income through subsidiary occupation as well as the upcoming technologies of food processing are also discussed. These institutes are equipped with the

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latest audio-visual aids, classrooms and also hostels providing residential accommodation to the farmers. Special programmes for farm women have been designed to enable them to contribute equally towards Agricultural productivity. Special focus is given to farmers from SC/ST categories. Locations: Farmers Training Centre Thal: Was established in 1998 in the premises of RCFs agricultural research centre near Alibaug, Raigad district, Maharashtra. Its proximity to RCFs Thal factory enables farmers to visit the plant and interact with top officers of the Company. The participants can also see the various trials conducted in the research farm. The Farmers Training Centre is also very close to the private floriculture farms, state government and forest nurseries. Institutional Facilities Well furnished farmers hostel with all amenities which can accommodate up to 50 numbers of farmers at both Nagpur and Thal. Exhibition hall with a small library and group discussion hall. Modern auditorium. Well equipped soil testing laboratory at Nagpur institute.

Criteria for selection of participants: There is a laid down selection process which looks at enthusiastic individuals with progressive leadership qualities. They should be able to read and write the local languages. After training, they are expected to act as opinion leaders in their villages and share the knowledge to fellow farmers. Training courses: To provide effective training to the participating farmers, case studies based on geographical situations, cropping pattern, economical and social background of the participants are discussed in detail in consultation with regional agricultural universities.

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Visits: For effective class room training programmes, participants visit nearby agricultural research stations, agricultural institutes, and subsidiary occupation centres etc. Training faculty: The faculty members conducting training course are mainly drawn from agricultural universities, experts from other agro-based industries, rural banks, and state agricultural departments.

Soil Testing: Soil testing helps diagnose soil health and evolve soil specific and crop specific solutions. It helps to identify problematic soils, their nutritional status, texture and structure. Based on the analysis, farmers are advised on soil fertility management through rational use of manure, fertilizers and amendments to make agriculture more productive and sustainable. Soil testing becomes indispensable to assure national food security, nutritional security, maintenance of soil health, enhancement of soil fertility and to leave a good heritage for the future generations. Recognizing this paramount need, RCF has established six static soil testing laboratories since 1967 and three mobile testing vans. Soil testing reports (or Soil Health Cards) are mailed directly to farmers after analysis. This enables farmers to make informed decisions about soil health management and maintenance depending on the crop to be sown. This service is rendered free of cost to farmers. Soil testing reports (or Soil Health Cards) are mailed directly to farmers after analysis. This enables farmers to make informed decisions about soil health management and maintenance depending on the crop to be sown.

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Mobile Soil Testing Van: RCF also has three mobile soil testing labs which visit different places during both the seasons i.e. Kharif and Rabi for collection of soil samples and analyze them on the spot. The technical staffs prepares the complete report stating the details of fertilizer application based on the soil analysis report and make farmers understand the soil analysis report so that they apply fertilizers as per requirement. Collection of soil samples is a critical activity and thus farmers, extension and development workers and others are trained in this activity through RCFs Training Institutes and during farmers meeting. Since last 40 years, RCF has analyzed more than 50 Lakhs soil samples.

Farmer training institutes: At Nagpur and Thal regularly conduct residential programmes on soil sample collection. This includes field visits and laboratory visits to see how the analysis takes place. Farmers' meetings: Are also used to trained farmers in soil sample collection and interpretation of results. Similar training is also imparted to NSS students from various colleges of Maharashtra. Educating farmers in the appropriate manner of sample collection and interpreting the analysis reports goes a long way in empowering them and also enables dissemination of accurate technical information. Field days/Fertilizer days/Soil testing days: Are normally organized on the fields of the farmers where demonstrations are conducted on fertilizer applications. Subjects includes soil testing, balanced use of fertilizers, importance of RCF products and its benefits and methods of application, crop protection etc. Normally 5070 farmers attend this kind of agricultural programs. Agricultural officers, scientists, government officers from village panchayat, panchayat samiti, Zilla parishad, Agriculture department, Agricultural universities participate and guide the farmers gathered in the programme. Crop and product literature is distributed to the farmers for reference while carrying out different operations in the field. During last five years more than 1500 such programmes have been conducted in various states. Farmers' meetings: Soil sample collection and interpretation of results is the subject of many farmer meetings held in different villages of the country. Educating farmers in the appropriate manner of sample collection and interpreting the analysis reports goes a long way in
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empowering them and also enables dissemination of accurate technical information up to the grass root level. Wide publicity to this kind of programmes is given through radio, newspapers and television. Field days/Fertilizer days/Soil testing days: These are normally organized on the fields of the farmers where demonstrations are conducted and during soil sample collection or fertilizer application. Subjects related to agriculture such as soil testing, balanced use of fertilizers, importance of RCF products and its benefits and methods of application, crop protection etc are discussed followed by question-answer session. Normally 50-70 farmers attend this kind of agricultural programs. Agricultural officers, scientists, government officers from village panchayat, panchayat samiti, Zillah parishad, Agriculture department, and Agricultural universities participate and guide the farmers gathered in the programme. Printing of invitation card prior to the programme is done and distributed in the village and surrounding villages. Arrangement of refreshment is made for participating farmers, banners, exhibition stalls are displayed at the venue. Crop and product literature is distributed to the farmers for reference while carrying out different operations in the field. Micro Nutrient Analysis In addition to the basic soil testing, micronutrient analysis is also becoming increasingly important, especially since many soils in India are found to be deficient in one or more of the micronutrients. Availability of micronutrients in the right proportion in the soil ensures higher productivity of farming. RCFs Trombay laboratory is engaged in the analysis of micronutrients. This analysis is charged a nominal and concessional rate of Rs. 80/- per sample. Dealers training programmes: In addition to sharing knowledge with the farmers, the actual consumers of fertilizers, RCF also seeks to impart training to its dealer network. RCF recognizes that the dealer is a very important part of the knowledge chain and it is the dealer to whom the farmer looks at for any advice on agriculture related problems.

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RCFs dealer network is widespread and local level training programmes about the various products of the Company, their appropriate use in conjunction with the other agro-inputs are regularly organized. The programmes also cover government policies, requirements for dealers under various legislations etc. These training programmes act as forums to inform the dealer about future products and marketing alliances of the Company.
Earn while you learn As a part of our social commitment RCF has designed a unique scheme called Earn while you learn. This allows the students to get an insight into working in organizations and a feel of corporate culture.

Under this scheme, students from B.Sc. (Agri) courses are selected to undertake various promotional activities as part of their vocational training. Appropriate stipend is paid to them which help them in supplement the family income to some extent. The crop and fertilizer product demonstrations were organized on various crops like onion, wheat, vegetable crops and some flowering crops in the Nasik district. Eight blocks of Nasik district were covered while implementing this scheme with the help of agricultural students. Complete know-how about the advanced practices recommended by the agricultural universities was provided to the farmers growing different crops in their fields. Farm Field Schools: The department of Agriculture has started implementing Farm Field Schools in Maharashtra by involving groups of 30 farmers with a group leader called Sanchalak who monitor the agricultural activities being carried out in the farm field schools. RCF has participated in 15 Farm Field Schools in Jalna district. Cotton is main cash crop of the farmers in Vidarbha and Marathwada region and American ball worm is a major pest which damages the Cotton crop extensively and hence, the Integrated Pests Management in Cotton was a subject matter chosen for implementing the captioned concept. The demonstration of Sujala was organized in all the 15 farm field schools. Around 450 farmers were benefited from this scheme. Rural Sports: Rural sports are organized at village/block level jointly with the educational institutes and different sport organizations. This intends to encourage children from rural backgrounds to
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participate in sports which will ultimately lead to a healthy and prosperous society. More than 200 such events have been held during last five years. Medical Camps: The Company also organizes medical camps in backward/tribal area of the state where adequate medical facilities are not available. These camps are organized with the help of state governments health department, Voluntary organizations, NGOs, Lions and Rotary clubs etc. Medicines are distributed free of cost. During last five years more than 75 such camps have been held.
Rain Water Harvesting:

Small and marginal farmers depending on rain water are the worst hit. RCF promoted the concept of Vanrai Bandhara and well recharging and launched a huge drive to disseminate this information to farmers. In addition, used empty bags of fertilizer required to construct the Vanrai Bandhara are supplied free of cost to villages through different government agencies.
Distribution of Mini kits:

During the Krishi melas in backward and very low fertilizer consuming areas in primary markets, RCFs products in small packing are distributed to the participating farmers for encouraging them to use right types of fertilizers. During last five years 70 numbers of such programmes have been organized.

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3.THEROTICAL BACKGROUND

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Customer satisfaction
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective." Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. "In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in 'absolute' terms."

Construction
Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. "Customer satisfaction is measured at the individual level, but it is almost always reported at an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for example, might ask customers to rate their experience with its front desk and check35

in service, with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel might ask about overall satisfaction 'with your stay. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Their satisfaction is generally measured on a five-point scale.

"Regardless of the scale used, the objective is to measure customers perceived satisfaction with their experience of a firms offerings." It is essential for firms to effectively manage customer satisfaction. To be able do this, we need accurate measurement of satisfaction. Good quality measures need to have high satisfaction loadings, good reliability, and low error variances. In an empirical study comparing commonly used satisfaction measures it was found that two multi-item semantic differential scales performed best across both hedonic and utilitarian service consumption contexts. According to studies by Wirtz & Lee (2003) , they identified a six-item 7-point semantic differential scale (e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that consistently performed best across both hedonic and utilitarian services. It loaded most highly on satisfaction, had the highest item reliability, and had by far the lowest error variance across both studies. In the study, the six items asked respondents evaluation of their most recent experience with ATM services and ice cream restaurant, along seven points within these six items: please me to displeased me, contented with to disgusted with, very satisfied with to very dissatisfied with, did a
36

good job for me to did a poor job for me, wise choice to poor choice and happy with to unhappy with. It seems that dependent on a trade-off between length of the questionnaire and quality of satisfaction measure, these scales seem to be good options for measuring customer satisfaction in academic and applied studies research alike. All other measures tested consistently performed worse than the top three measures, and/or their performance varied significantly across the two service contexts in their study. These results suggest that more careful pretesting would be prudent should these measures be used. Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of their scale anchors. Affective measures capture a consumers attitude (liking/disliking) towards a product, which can result from any product information or experience. On the other hand, cognitive element is defined as an appraisal or conclusion on how the products performance compared against expectations (or exceeded or fell short of expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the requirements of the situation (or did not exceed).

Market research Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with marketing research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. Market research, includes social and opinion research, [and] is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.

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Market research for business/planning

Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. Peter Drucker believed market research to be the quintessence of marketing. There are two major types of market research. Primary Research sub-divided into Quantitative and Qualitative research and Secondary research. For starting up a business, there are some important things:

Market information

Through Market information one can know the prices of the different commodities in the market, as well as the supply and demand situation. Information about the markets can be obtained from different sources, varieties and formats, as well as the sources and varieties that have to be obtained to make the business work.

Market segmentation

Market segmentation is the division of the market or population into subgroups with similar motivations. It is widely used for segmenting on geographic differences, personality differences, demographic differences, technographic differences, use of product differences, psychographic differences and gender differences. For B2B segmentation firmographics is commonly used.

Market trends

Market trends are the upward or downward movement of a market, during a period of time. The market size is more difficult to estimate if one is starting with something completely new. In this case, you will have to derive the figures from the number of potential customers, or customer segments. [Ilar 1998] Besides information about the target market, one also needs information about one's competitors, customers, products, etc. Lastly, you need to measure marketing effectiveness. A few techniques are:

Customer analysis Choice modelling Competitor analysis Risk analysis Product research Advertising the research Marketing mix modeling Simulated Test Marketing
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5. DATA ANALYSIS AND INTERPRETATION

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Customer Questioners
1) Age of the farmer? Table no. 1.1 showing age of the farmers. Particular Below 30 years 30-40 40-50 50-60 Above 60 years Total (Table no 1.1) Frequency 5 8 25 10 2 50 Percentage 10% 16% 50% 20% 4% 100%

30 25

20
15 10 Frequency

5
0 Below 30-40 30 years
Interpretation:The above Table shows that the 50% of the farmers belongs to age limit between 40-50, 16% farmers belongs to age group 30-40, 10%farmers belongs to age group below 30 & only 4% farmer above 60 years.

40-50

50-60 Above 60 years

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2) Farm size of the farmers? Table no.1.2 showing farm size of the farmer. Particular Below 10 gunta 10-20 20-30 30-40 Above 1 Acre Total (Table no.1.2) Frequency 10 8 20 7 5 50 Percentage 20% 16% 40% 14% 10% 100%

Frequency
25 20 15

10
5 0 Below Oct-20 20-30 10 gunta
Interpretation:-

Frequency

30-40 Above 1 Acre

The above table represents farmers in the Raigad district having different size of land 40% farmers having 20-30gunta lands, 20%farmers having less than 10 gunta land, 16% farmers having 10-20 gunta land,14% farmers having 30-40 gunta lands & 10% farmers having more than 1 acre land.

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3) Farmers use the fertilizers in various forms like? (Table no. 1.3 showing by which method farmers using fertilizers) Particular Foliar Drip Foliar & Drip Total (Table no. 1.3) Frequency 38 4 8 50 Percentage 76% 8% 16% 100%

Method of using fertillizers

40 35 30 25 20 15 10 5 0 Foliar Drip Foilar&Drip Method of using fertillizers

Interpretation:The above table showing 76% farmers used fertilizers in foliar form 8% by drip form and remaining 16% farmers used in both form like foliar & drip.

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4) Have you done soil testing of your land? i) Yes ii) No Table no 1.4 showing the soil testing of farmers. Particular Yes No Total (Table no 1.4) Frequency 14 36 50 Percentage 28% 72% 100%

soil testing
40 35 30 25 20 15 10 5 0 Yes No soil testing

Interpretation:The above table indicates that most of the farmers (72%) dont know the promotional activity of rcf ltd.

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5) Are you aware about products of RCF fertilizers? If yes specify, 1) Urea (Ujjwala) 3) Suphala(20:20:20) 5) Sujala (19:19:19) 7)Microla Table no.1.5 showing awareness of products to farmers. Products Urea (Ujjwala) Suphala (15:15:15) Suphala (20:20:20) Biola Sujala (19:19:19) Neam Coated Urea Microla (Table no. 1.5) Yes 50 50 50 35 46 32 30 No 0 0 0 15 4 18 20

Yes/No

2) Suphala (15:15:15) 4)Biola 6) Neam Coated Urea

Percentage (Yes) 100% 100% 100% 70% 92% 64% 60%

Awareness of products
60 50 40 30 20 10 0 Urea Sujala Suphala Suphala (19:19:19) (20:20:20) (15:15:15) Biola Neam Coated Urea Microla Awareness of products

Interpretation:The above table represent that most of the farmer (avg.84%) aware about rcf ltd products.

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6) What is your opinion after using sufala? i) Highly satisfied iii) Moderately satisfied v) Highly Unsatisfied Table no. 1.6 shows opinion of farmers about sufala. Particular Highly satisfied Satisfied Moderately satisfied Unsatisfied Highly Unsatisfied Total (Table no. 1.6) Opinion 5 31 11 3 0 50 Percentage 10% 62% 22% 6% 0% 100% ii) Satisfied iv) Unsatisfied

Opinion of Farmers
35 30 25 20 15 10 5 0 Highly satisfied Satisfied Moderatly satisfied Unsatisfied Highly Unsatisfied Opinion of Farmers

Interpretation:The above table Indicating that 62% farmers are satisfied and only 6% of farmers are unsatisfied.

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7) Do you find Sufala affordable? i) Yes - 43 ii) No 7 Table no. 1.7 shows product affordable to customer. Particular Yes No Total (Table no. 1.7) Affordable 43 7 50 Percentage 86% 14% 100%

Interpretation:As compare to price sufala is affordable to 86% farmers comparing with other products.

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8) Are you using Neam Coated Urea? i) Yes ii) No Table no.8 shows customer using the products. Particular Yes No Total (Table no. 8) Using the product 12 20 32 Percentage 37.5% 62.5% 100%

Users of Neam Coated Urea

25

20

15 Users of Neam Coated Urea 10

0 Yes No

Interpretation:The above tabale shows that only 37%farmers used neam coated urea in their farm & 62% farmers are not using neam coated urea.

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9) Are you satisfied with Neam Coated Urea? Table no.1.9 showing satisfaction of consumer after using neam coated urea. Particular Highly satisfied Satisfied Moderately satisfied Unsatisfied Highly Unsatisfied Total Opinion 8 3 1 0 0 12 Percentage 66.67% 25.% 8.33% 0% 0% 100%

Opinion of farmers
9 8 7 6 5 4 3 2 1 0 Highly Satisfied Satisfied moderatly satisfied unsatisfied highly Unsatisfied Opinion of farmers

Interpretation:The above table indicating that near about 67% farmers are highly satisfied with Neam Coated Urea.

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10) Do you use RCF fertilizers Biola & Microla in your farm? i) Yes - 23 ii) No 9 Table no 1.10 shows users of biola & microla. Particular Yes No Total (Table no.1.10) Using the product 23 9 32 Percentage 71.88% 28.12% 100%

Users of Biola & Microla

25

20

15 Users of Biola & Microla 10

0 Yes No

Interpretation:The above table shows that 72% farmers use Biola & Microla in their farm & near about 28% farmers not using Biola & Microla.

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11) Are you satisfied after using Biola & Microla? Table no.1.11 showing satisfaction of consumer after using Biola & Microla. Particular Highly satisfied Satisfied Moderately satisfied Unsatisfied Highly Unsatisfied Total (Table no.1.11) Opinion of farmers 10 6 5 2 0 23 Percentage 44% 26% 21% 9% 0% 100%

Users of Biola & Microla

12 10 8 6 4 2 0 Highly Satisfied Satisfied moderatly satisfied unsatisfied highly Unsatisfied Users of Biola & Microla

Interpretation:The above table represents that 44% farmers are highly satisfied with Biola & Microla products and 9% farmers are unsatisfied with biola & microla.

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12) What is your opinion about RCF fertilizers as compared to other fertilizer company? 1) Highly Satisfied 3) Moderately satisfied 5) Highly Unsatisfied Table no.1.12 showing satisfaction of farmers after using rcf ltd products with other products. Particular Highly satisfied Satisfied Moderately satisfied Unsatisfied Highly Unsatisfied Total (Table no.1.12) Opinion of farmers 36 8 4 2 0 50 Percentage 72% 16% 8% 4% 0% 100% 2) Satisfied 4) Unsatisfied

Satisfation of Farmers
40 35 30 25 20 15 10 5 0 Highly Satisfied Satisfied moderatly satisfied unsatisfied highly Unsatisfied Satisfation of Farmers

Interpretation:The above table indicating that 72% farmers are highly satisfied with rcf ltd products compare to other company products.

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13) According to you which is the factor more influencing on the purchase of fertilizers? Table 1.13 showing factor influencing on purchasing of products.

Particulars Price Quality Packaging Brand name (Table no.1.13)

Opinion of farmers 40 50 28 33

Percentage (Yes) 80% 100% 56% 66%

Factor influencing on purchasing

60 50 40 30 20 10 0 Price Quality Packaging Brand Name Factor influencing on purchasing

Interpretation:The above table represent that 100% farmers purchasing product on quality basis, 80% on price basis, 56% depends upon packaging & 66% farmers purchase product on basis of brand of company.

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14) From whom you purchase fertilizers? i) RCF authorized dealer ii) Private dealer Table no. 1.14 shows by whom farmers get the products. Particular RCF authorized dealer Private dealer Total (Table no. 1.14) Place of purchase 39 11 50 Percentage 78% 22% 100%

Place of purchase
45 40 35 30 25 20 15 10 5 0 RCF authorized dealer Private dealer Place of purchase

Interpretation:The above table shows that 78% of farmers got rcf ltd products from authorized dealer & 22% farmers got products from private dealers.

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15) Are you attend any of promotional programmes of RCF before that? i) Yes ii) No Table no. 1.15 shows attendance of farmers at promotional programmes conducted by RCf. Particular Yes No Total (Table no. 1.15) 13 37 50 Percentage 26% 74% 100%

Promotional programmes
40 35 30 25 20 15 10 5 0 Yes No Promotional programmes

Interpretation:The above table inducting that only 26% farmers attend promotional programmes of rcf and 74% are not attending the promotional programmes of rcf.

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FINDINGS AND OBSERVATION

1. Most of the farmers in raigad district are age between 40-50 2. The farm size of the farmers are very small like 20-30 gunta. 3. Farmers use foliar system rather than drip because drip system is very costly. 4. Many farmers doesnt know the promotional activity like soil testing of rcf ltd so they doesnt testing their farms soil. 5. Near about 84% farmers are aware about main products of rcf. 6. The ratio of satisfied farmers using sufala is more than unsatisfied farmers. 7. The opinion of many farmers is sufala is affordable compare with other companies products. 8. Neam coated urea is newly in market so some farmers are not aware about the product and some farmers cannot get the products because availability is less in the market. 9. Users of neam coated urea are highly satisfied because they get best result from it. 10. Most of the farmers are using biola and microla in their farm because they using this product for fruit trees. 11. Users of biola and microla fertilizers are more satisfied because it increase production of farm. 12. Customers are highly satisfied with rcf ltd products rather than other companies products. 13. Major factor for influencing the purchase are price, quality and brand of the product.t 14. Farmers got the products from authorized dealer of company and some had got from private dealers because authorised dealer sell it to private dealers. 15. Most of the farmers in raigad district are not attending the promotional programme of rcf because company cannot conduct any promotional programme in local places.

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CONCLUSION
1) From the above data analysis and findings, I came to the conclusion that company should target the farmers having age between 40-50 years. 2) The main drawback of Raigad Districts farmers that they having small farm size so company also have to concentrate on this point. 3) Most of the farmers dont know the promotional activity of soil testing of the company, so company focus on advertisement of their promotional activities. 4) Most of the farmers in Raigad Districts are aware about their major product like urea.suphala, sujala but they are also aware about their value added products. (VAP) 5) The main strength of the RCF is the price of their product. The most influencing factor is price so company will take this advantage to overcome their weakness. 6) The 50 % of farmers are dont know their new product i.e. neam coated urea so company also advertise their new product.

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RECOMMANDATIONS

1. The company should mainly concentrate on regular supply of fertilizers in the market. 2. The supply of demanding products like Suphala should be regular and plentiful to the farmers. 3. There should a stable government policy for productions of fertilizers according to the demand as per state wise consumption. 4. Arrangement of regular Farmer-Dealers meeting, Farmer melas, field demonstrations and practical utility of the fertilizers. 5. Creation of need through advertisement, awareness and information in local newspapers and magazines. 6. RCFL should avoid forcefully selling of water soluble fertilizers along with regular fertilizers, as it leads to non-purchase of regular fertilizers. 7. Arrangement of farmers training at the district place once or twice in the year to guide them about farming practices and seasonal effect of weather conditions and also to guide for market situation of their produce.

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9. BIBLIOGRAPHY

Bhattacharya, Srinibas, Psychometrics & Behavioural Research, New Delhi: Sterling Publishers Pvt.Ltd. 1972. Ramchandran, P., Training in Research Methodology in Social Sciences in India, New Delhi: ICSSR, 1971. Sadhu, A.N., and Singh, Amarjit, Research Methodology in Social Sciences, Bombay: Himalaya Publishing House, 1980. Khoshe D D (Nov.o3, 2011) Fertilizer and Agriculture Statistics Western Region, 5(14-19).

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10. ANNEXURE
FARMERS QUESTIONNAIRE

District: __________________________________________________________________________ Questionnaire: Name of farmer: _________________________________________________________________ Education: _______________________________________________________________________ Address: _________________________________________________________________________ Contact no: ______________________________________________________________________ Tal: dist: _______________________ Q.1) information of land? Irrigated Non-irrigated Not usable Total

Q.2) Farmers use the fertilizers in various forms like? 1. Foliar 2.drip 3.Foliar & drip.

Q.4) the farmers the information about the fertilizers through various form? 1. Newspaper 2. T.V & Radio 3.pamplet, walpaint&others

Q.7) Are you satisfied with the quality of RCF product? 1. Satisfied 2.Unsatisfied

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Q.8) are you satisfied the rang of price provided by the RCFL? 1. Yes 2.no

Q.9) Age of the farmer?

1. Below 30 years 3.40-50 yrs 5. above 60 yrs.

2. 30-40 yrs. 4. 50-60 yrs.

10) Have you done soil testing of your land?

i) Yes ii) No

11) What is your opinion about RCF fertilizers as compared to other fertilizer company?

1) Highly Satisfied 2) Satisfied 3) Moderately satisfied 4) Unsatisfied 5) Highly Unsatisfied

12) Are you satisfied after using Biola & Microla? 1. Yes 2. No

13) From whom you purchase fertilizers?

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i) RCF authorized dealer ii) Private dealer

14) Do you use RCF fertilizers Biola & Microla in your farm? i) Yes ii) No

15) Are you aware about Urea & Neam Coated Urea? 1. Yes. 2. No.

16) Are you use Neam Coated Urea & Satisfied with Neam Coated Urea? 1. Yes. 2. No.

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