m
 


 
  m  

„ With coming up of Bhakra dam and surplus power available from the
project , it was decided by the govt. of India to set up the fertilizer factory at
Naya Nangal which went up into production in 1961 . The plant was envisaged
to produce calcium ammonium nitrate (CAN) Ȃ nitrogenous fertilizer with 20.5
% nitrogen with 164 MW power consumption . This product was subsequently
upgraded to 25 % nitrogen . Initially production incentive was electrolysis
process for the generation of hydrogen followed by high pressure ammonia
synthesis . Subsequently in 1978 went on stream , another ammonia plant
based on fuel gasification , which added urea nitrogenous fertilizer with 46 %
nitrogen to its range of production . In 1984 , methanol plant with a capacity of
50 MTPD . In 1990 electrolysis plant was replaced with front - end hydrogen
plant (NMP Ȃ 1 ) based upon reforming of naptha for production of hydrogen
thus reducing the electrical power consumption .

„ The rate of the production of urea at present level at nangal unit is 1450 T/D
and the annual capacity is 478500 T . The main proportion of the industrial
bio - products produce by the NFl is produced by Nangal Unit . The main
work of the marketing department in Nangal Unit is dispatching and this
dispatching is done by two main means of the transportation .
ë 

   

„ d
 
u pansion group of plants : Rs 132 cr(1976-77)
Methanol plant : Rs 7.2 cr(1983-84)
Urea revamp : Rs 161 cr(1998-2001)
Pollution control measures : Rs 30 cr(1989-2004)
„ d 


Urea : 4,78500 mt
methanol : 22,110 mt
„ G 
  
urea : 12.12,1977
Methanol : 17.08.1984
Urea revamp(pilling tower) :02.12.2000
 d
 


The purpose of carrying out this project is to read the

mind set of the consumers regarding the product and to
check its popularity rate as well among the consumers
(farmers). The selection of the product was do not keeping
in mind that fertilizer are very important part of
agriculture in our country . In our country the consumer of
fertilizers i.e., farmers are not much literate .So it becomes
very important to conduct a research to what is going in the
fertilizers especially towards the Kisan Urea brand another
purpose of carrying out this project is to understand the
marketing and the distribution of the fertilizers , which is
supposed to be the most comple having lots of
interference by the Government and other parties .
 ›

 

„ This study focus on the consumer behavior . The aim of marketing is to meet
and satisfy target customerǯs needs and wants better than competitors .
Consumer behavior is the study of how individuals , groups ,and organizations
select , buy , use , and dispose of goods , services ideas , or e periences to
satisfy their needs and wants . Studying consumers provides clues for
improving or introducing products or services , setting , prices , devising
channels , crafting messages , and developing other marketing activities .
Marketers are always looking for emerging trends that suggest new marketing
opportunities .
„ 1 . To know the marketing and distribution of fertilizers .
„ 2 . To understand the mindset of the consumers regarding Kisan Urea .
„ 3 . To understand consumerǯs consumption , pattern , and perceptions .
„ 4 . To check the popularity of the products of the company.
„ 5 . The choice of the farmers for NFL product vis - a - vis another
companyǯs product .
 º 
 
„ This chapter represents the research methodology to be
adopted for the research topic , Dz To study the consumption
behaviors of farmers for Urea dz. It includes the selection of
samples ,collection of data and the choice of statistical tools
which were used for analyzing the data . The basis of this chapter
is to know about the research method and the logic behind using
the particular method .
„ Research Design
„ Research design states the conceptual structure within which
the research was conducted . The design for this topic is
descriptive design and is carried out by survey . The research
design comprise of mean of obtaining the ma imum
information by using the structured questionnaire filled by the
farmers who were consuming Urea .
 G


„ Data collection
„ Both the primary and secondary data has been used for the purpose of data
collection .Primary data was to be collected through the questionnaires, and by
conducting personal interview . Primary source of information had been utilized for the
collection of data through questionnaire that were structured , keeping in mind the
objectives of the study , a structured questionnaire comprising of all relevant question
from all aspects of the study was chosen.Secondary data was collected from secondary
sources of information that included magazines , websites studies conducted in the past .
Sample Design
„ The sample design take into three decisions of sampling unit , sample size and
sample techniques.
„ Sampling Unit
„ The sampling unit refer to, Dz Who is to be surveyed ? dz.In this research the farmer
who were using the NFL product .
„ Sample Size
„ Sample size is the Dz no. of peoples , to be surveyed dz.As it was not feasible to carry
out a census survey for the study , the representation of population was to be quantified .
Hence , the sample size used in survey was taken as 70 farmers .
„ Sampling Techniques
„ Ne t question is that how the respondents should be
chosen ? To obtain a representative sample ,a probability
sample of the population was drawn .The random sampling
technique was used where the population was randomly
selected .
„ Limitations of the project
„ uvery research e pected to help in formulating some of
the theories in the field on the basis of findings . However
like the other researches this research also suffered from
some limitations .As such ,while generalizing the results ,
the following limitations of the study might be taken under
consideration.
 G  

From the data I collected from the farmers I saw that
the farmers about 20 acres of land are more inclined to
NFLǯs products especially kisan urea the other IFFCO
company ǯs products very close to the company of
NFL.The other main factor is the price and availabilty
of the NFL products in ropar district. About 27% of
the people who purchase the nfl products are
purchasing the products due to the name of the
company and only 17% purchases due to influenced by
magazines banners newspapers etc.
The other thing the farmers thinks the quality of the NFLǯs
urea carry bags is quite good. These are the features of NFL
products. But some farmers thinks that the sales
promotions of NFLǯ is not so good as compared to IFFCO
whose sales promotion is best as compared to NFL
company.
  
 

  The farmer most like the NFL main product Urea .It is due to
increase in the quality of the products manufactured by NFl. As
NFL is paying too much attention towards the quality of the
products that are being used by the farmers .
  According to a survey conducted among the farmers of Ropar
distt.The farmers liking and trusting on the product produced by
NFL . Their behavior towards the use of product in future is also
optimistic.
  The stitching and the transportation have been improved from
some years , which has also reduced the wastage of goods,
consecutively increased the quality of the products .
  The consumer behavior has been studied properly and the
promotion and advertising activities for educating farmers for
the product of NFL has been improved . Subsequently , the
improvement has been seen in the sales of the products .
 
„ On the basis of my project the consumption behaviors of farmers for the NFL main
product Urea is very good . NFL product i.e., Urea , is satisfying the farmers .Farmerǯs
future planning for the purchase of NFL product is 82.55% . NFL company should give
stress on the publicity , sales promotion and advertisement so that farmers could get
more familiar with the product i.e., Urea.
Î Kisan Urea is the most preferred brand of fertilizers in the Indian market ; about 37.5% of
the respondents go for the Kisan Urea.
Î Kisan Urea is most popular among Bathinda District.
Î Kisan Urea is usually preferred because of its availability rather than its price.
Î IFFCO is the closest competitor of NFL .
Î As , it is revealed from the study that most of the respondents came to know about Kisan
Urea through Kisan Melas .
Î About 73 % of the respondents are fully satisfied with Kisan Urea and they did not want
any change in it .
Î About 82 % of respondents preferred poly bags instead of jute bags .
Î The concept of Neem coated Kisan Urea is known to most of the respondents but only
65 % of the respondents ever used this product .
 ¬ 
„ Books
„ Marketing Management , Philip Kotler , 12th udition
„ Research Methodology , C.R. Kothari ,3rd udition
„ Consumer Behavior , K.K. Srivastava ,2006 udition

„ Websites
„ www.nationalfertilizers.com
„ www.faidelhi.org
„ www.ifdc.org
„ www.wikipedia.com
„ www.cadburyindia.com
„ www.google.com

„ Magazines
„ Vani
„ Kisan Patrika
„ Fertilizers Marketing News