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Study the Buying Behavior of Farmers for Kribhco Urea Viz-A-Viz Other Brands in the Market

Rs. 1,000.00

Kirshak Bharati Cooperative Limited (KRIBHCO), a Multi State Cooperative Society was incorporated on April 17, 1980. KRIBHCO was incorporated to manufacture and distribute fertilizers and allied farm inputs through cooperative and institutional channels. KRIBHCO has fully imbibed the cooperative philosophy and has made sustained efforts towards promoting the cause of modern agriculture and cooperatives in the country.

KRIBHCO continues to provide useful services to the farmers by carrying out a number of promotional, educational, cooperative and rural development activities to uplift socio-economic status of the farmers. The major activities include technology transfer, cooperative and rural development programmes and input services to small farmers at one place.

Products offered by KRIBHCO are:
- Urea
- Seeds
- Bio-fertilizers
- Services

The project undertaken at KRIBHCO was to Study the buying behavior of farmers for KRIBHCO Urea viz-a-viz other brands in the market. The project basically deals with which is the preferred brand of urea among farmers and what features do they look into while purchasing urea. The project required extensive field survey and the area covered were District Jhajjar and District Sirsa in Haryana, District Nawasehar and District Ropar, and Najafgarh in Delhi.

The survey revealed that availability of Urea Brand is the most important factor in the purchase of Urea followed by Quality, Packaging and information Lead. Kissan is the most readily available urea in Haryana & Punjab. Brand recall of Kissan and Uttamvir urea is the maximum whereas KRIBHCO has less brand recall.

The project required extensive field survey and it took me to various places as the target segment was not in Delhi but in the agriculture rich states like Haryana and Punjab. Language was one of the problems with the farmers as there was difficulty in understanding things. It was a pleasure to work KRIBHCO and was great learning experience.

Number of Pages of Project Report: 87
Package Includes: Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
1. Executive Summary
2. Mission/Vision/Objectives
3. Introduction
4. Organization Chart
5. Urea Manufactures
6. Market Share
7. Other Kribhco Products
8. Investments
9. Marketing Activities
10. Marketing Network
11. Promotional Activities
12. Expansion/Diversification Programmes
13. ISO Certification
14. Environment Policy
15. HRD Activities
16. Research Objective
17. Research Methodology
18. Questionnaire
19. Analysis
20. Findings
21. Limitations
22. Recommendations
23. Learnings
24. Bibliography
25. Annexures

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