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A STUDY ON PROMOTIONAL STRATEGIES OF PESTICIDES OF SYNGENTA IN PURANPUR

AREA OF PILIBHIT DISTRICT OF UTTAR PRADESH / SUBMITTED TO THE INTEGRAL
UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION In AGRIBUSINESS MANAGEMENT By RITIK
MISHRA Enrollment No. 2100103990 II SEMESTER/I YEAR 2021-2022 Integral Institute of
Agricultural Science and Technology (IIAST) Integral University Lucknow-226026
CERTIFICATE This is to certify that the dissertation entitled “A STUDY ON
PROMOTIONAL STRATEGIES OF PESTICIDES OF SYNGENTA IN PURANPUR AREA OF
PILIBHIT DISTRICT OF UTTAR PRADESH” submitted for the partial fulfillment of the
degree of MBA Agribusiness Management to the Integral University, Lucknow by a
bonafide student RITIK MISHRA (Enrollment No.

2100103990) had worked under our supervision and that no part of this thesis has been
submitted for any other degree. The assistance and help received during the course of
research work has been duly acknowledged. ADVISOR Dr. SRISHTI THAKUR (Assistant
Professor) Dept. of Agriculture Forwarded by : Dean/Head
 CERTIFICATE BY INDUSTRY / DECLARATION I hereby declare that the present
dissertation entitled “A STUDY ON PROMOTIONAL STRATEGIES OF PESTICIDES OF
SYNGENTA IN PURANPUR AREA OF PILIBHIT DISTRICT OF UTTAR PRADESH” embodies
the original research work carried out by the undersigned and has not been published
and/or submitted to elsewhere for the award of any degree.

Date RITIK MISHRA

 ACKNOWLEDGEMENT First of all I am thankful to god, who is always with me and bless
me beyond my imagination, who helps me in every difficult time, who loves me, who
gives me strength and perseverance, whatever I am today is just because of god. I would
like to express my profound gratitude to my guide and mentor Dr. Srishti Thakur
(Assistant Professor), Department of Agriculture, Integral Institute of Agricultural,
Science and Technology (IIAST), Integral University, Lucknow. For her price less
guidance, sincere exhortation, meticulous and encouragement during the different
phases of this research work. I am greatly indebted to Dr.

Saba Siddiqui, Professor and Head, Department of Agriculture, Integral Institute of

agricultural Science and Technology (IIAST), Integral University, Lucknow without her
help guidance this project would not been have completed. I am grateful to my parents
who morally supported friends who helped and colleagues who suggested the valuable
elements to make this research work more crucial. Date Ritik Mishra
 EXECUTIVE SUMMARY Agriculture occupies a dominant position in India’s economic
structure. The success of the Green Revolution enabled the country to achieve self–
sufficiency in food grains production.

Over the last five decades the industry has expanded with more than 500 players,
making India the second largest manufacturer of basic crop protection chemicals in Asia
in volume terms. In terms of turnover the industry is worth of $1.7 bn and given the low
rate of consumption there is huge potential for growth waiting to be tapped. The
demand for food grains vegetables and fruits is expected to increase significantly in
future. Record production of food grains has been possible primarily on account of
various inputs used in agriculture namely seeds, fertilizers and pesticides. Agrochemicals
form the largest and the most diverse group of chemical compounds.

Popularly referred to as pesticides they are mainly used for plant protection and
improving crop yields. Every year nearly 30 per cent of the potential of food production
valued Rs 150bn are lost due to insects, pests, plant pathogens, weeds, rodents, and
birds and in storage. Hence the use of pesticides has become extremely necessary.
Besides given the large growing population and scarcity of land available for cultivation,
pesticides industry has a vital role to play in the agricultural sector. India is the most
leading country in terms of agricultural production.

In order to encourage farmers to take an integrated approach to crop and pest

management, incorporating our range of products with good practice to increase yields
and promote sustainable agriculture to Syngenta Agrichemical. offers customized
products and services to help farmers meet these requirements and produce the quality
crop that Product s and the food industry demand, This involves training farmers to use
our products safely and effectively, and encouraging them to use sustainable agriculture
techniques as part of integrated approach to crop management.

Finally this study highlighted Awareness of Nagarjuna Agrichem Limited Products

amongst the farmers it helps to know the impact of promotional strategies of Nagarjuna
amongst the farmers and their effectiveness. It also helps to know the competitor’s
promotional activities and market share of company in the study area. The aims of this
research is to get deep awareness about industrial environment of Agro-chemical sector
in the terms of scanning likely opportunities & threats and to study the behavior of
consumers belong to different age groups, socio- economic profiles and psychology.
Different aspects were covered under this research viz.

factors indicating opportunities and likely threats, trends in life company brand in
market, profile of Syngenta company , in consumers & risqué; behaviour with respect to
consumers and analyse of consumers & risqué perception about Brand Awareness
Syngenta India Ltd. as objectives of the present study. Through this project, I got an
opportunity to be aware of practical aspects of Brand Awareness Company by doing
work under supervision of my faculty guide.
TABLE OF CONTENT Certificate(Department) ii Certificate (Company) iii Declaration iv
Acknowledgement v List of Tables vi Executive Summary vii CHAPTER-1 INTRODUCTION
1-11 CHAPTER-2 REVIEW OF LITERATURE 12-15 CHAPTER-3 RESEARCH METHODOLOGY
16-19 CHAPTER-4 DATA ANALYSIS AND INTERPRETATION 20-25 CHAPTER –5
FINDINGS, CONCLUSIONS & RECOMMENDATIONS 26-29 REFERENCES 30 APPENDIX
31-38
Introduction Indian agriculture is playing a vital role in Indian economy as it alone
contributes about 1718% to the GDP of the country. Agriculture is the mean of
livelihood for more than 58% of rural household in India.

The sector has been brought into a good momentum by the increased number of
investment in the agricultural infrastructure & some new initiatives by the government
like (PMFBY), (SHCs). The immense work done by the scientists to invent new varieties
and techniques is also boosting the agricultural productions. India is blessed with vast
agro climatic conditions and grow varied variety of agriculture crops. The country is
improving its production and productivity every day, and soon we are going to get self
sufficient in pulses.

The concepts like FPOs are engaging more farmers and they are strengthening them
with new technologies and ultimately increasing their incomes. If we see the local and
global demand, food grain production is expected to reach a record 286.49 MT. We see
a lot of scope for improvement into the agriculture technologies and the value addition.
Under the leadership of PM Narendra Modi India is expected to achieve the ambitious
goal of doubling the farmers income by 2022 which shows that how bright future
Agriculture in India. 1.1.2

Rice Production in India:- A Paddy is the seed of the grass species Oryza sativa (Asian
rice) or Oryzaglaberrima (African rice). As a cereal grain, it is the most widely consumed
staple food for a large part of the world's human population, especially in Asia. 1ndian
Agrochemical Industry India is an agrarian country, where more than 50% people are
dependent on agriculture for their livelihood and is the largest producer of spices,
pulses, milk, tea, cashew and jute & the 2nd largest producer of wheat, rice, fruits and
vegetables, sugarcane, cotton and oilseeds. producer of wheat, rice, fruits and
vegetables, sugarcane, cotton and oilseeds. Agrochemicals (Crop protection
products/pesticides) are designed to protect crops from insects, diseases and weeds.

They do so by controlling pests that infect, consume or damage the crops. Uncontrolled
pests significantly reduce the quantity and quality of food production. It is estimated
that annual crop losses could double without the use of crop protection products. Food
crops must compete with 30,000 species of weeds, 3,000 species of nematodes and
10,000 species of plant-eating insects. Agrochemicals are the last and one of the key
inputs in agriculture for crop protection and better yield. Currently, India is the world’s
4th largest producer of agrochemicals after United States, Japan and China and has
emerged as the 13th largest exporter of pesticides globally.

Agrochemicals are broadly classified as insecticides, herbicides, fungicides, rodenticides

etc. depending on the type of pest they control. Agrochemicals can be broadly classified
into four types- Insecticides: Insecticides provide protection to the crops from the
insects by either killing them or by preventing their attack. They help in controlling the
pest population below a desired threshold level.

They can be further classified based on their mode of action: Contact insecticides: These
kill insects on direct contact and leave no residual activity, hence causing minimal
environmental damage Systemic insecticides: These are absorbed by the plant tissues
and destroy insects when they feed on the plant. These are usually associated with long
term residual activity. Fungicides: Fungi are the most widespread cause of crop loss.
Fungicides are used to control disease on crops and are used to protect the crops from
the attack of fungi. There are of two types – protectants and eradicates. Protectants
prevent or inhibit fungal growth and eradicates kill the pests on application.

This in turn improves productivity, reduces blemishes on crop (thus enhancing market
value of the crop) and improves storage life and quality of harvested crop. Fungicides
find application in fruits, vegetables and rice. The key growth drivers for fungicides have
been a shift in agriculture from cash crops to fruits and vegetables and the government
support for exports of fruits and vegetables. Herbicides: Herbicides also called as
weedicides are used to kill undesirable plants. Their main competition is cheap labour
which is employed to manually pull out weeds.

Sales are seasonal, owing to the fact that weeds flourish in damp, warm weather and die
in cold spells. Herbicides can be of two types - selective and non- selective. Selective
herbicides kill specific plants, leaving the desired crop unharmed, while nonselective
herbicides are used for widespread clearance of ground and are used to control weeds
before crop planting. As the weeds grow in damp and warm weather and die in cold
seasons, the sale of herbicides is seasonal.

Rice and wheat crops are the major application areas for herbicides Bio-pesticides: Bio-
pesticides are the new age crop protection product manufactured from natural
substances like plants, animals, bacteria and certain minerals. They are eco-friendly, easy
to use; require lower dosage amounts for same performance as compared to chemical
based pesticides. Currently a small segment, the bio-pesticide market is expected to
grow in the future owing to government support and increasing awareness about use of
non-toxic, environment friendly pesticides.

Syngenta Head Quarters Syngenta AG is a global company that produces agrochemicals

and seeds and is based in Basel, Switzerland. As a biotechnology company, it conducts
genomic research. It was formed in 2000 by the merger of Novartis Agribusiness and
Zeneca Agrochemicals. As of 2014 Syngenta is the world"s largest crop chemical
producer As of 2009 it ranked third in seeds and biotechnology sales. Sales in 2015 were
approximately US$13.4 billion, over half of which were in emerging markets. It is owned
by ChemChina, a Chinese state-owned enterprise.
/ Figure no. 1.1 Syngenta Company headquarter
Company profile Syngenta revenue S.NO Type Subsidiary 01 Industry Agro
business,chemical 02 Founded 2000,21 year agro J.Erikfyrward (CEO) 03 Headquarters
Basel ,Switzerland 04 Area served Word wide 05 Key people J.ErikFyrwald (CEO) 05
Products Pesticides ,seeds flower 06 Revenue US $ 16.7 billion 07 Operating income
US$ 28.2 billion 08 Net income US$ 1.4 billion 09 Total assets US$ 25.914 billion 10
Total equity US$ 5.529 billion 11 Number of employees 30,000 12 Parent ChemChina
13 Website Syngenta.com Table no. 1.1 History Based in Basel, Switzerland, Syngenta
was formed in 2000 by the merger of Novartis Agribusiness and Zeneca
Agrochemicals .Its roots are considerably older .Novartis was formed of the 1996 merger
of the three Swiss companies Geigy, which has roots back to 1758; Sandoz Laboratories
which was founded in 1876;[citation needed] and Ciba, founded in 1884.Ciba and Geigy
had merged in 1971 and had concentrated mainly on crop protection in its agro
division,[citation needed] Sandoz more on seeds.[citation needed]Syngenta works in
Hudders field, West Yorkshire originally owned by ICI .Zeneca Agrochemicals was part of
AstraZeneca, and formerly of Imperial Chemical Industries. ICI was formed in the UK in
1926.

Two years later, work began at the Agricultural Research History Based in Basel,
Switzerland, Syngenta was formed in 2000 by the merger of Novartis Agribusiness and
Zeneca Agrochemicals Its roots are considerably older .Novartis was formed of the 1996
merger of the three Swiss companies: Geigy, which has roots back to 1758; Sandoz
Laboratories which was founded in 1876;[citation needed] and Ciba, founded in 1884.
Ciba and Geigy had merged in 1971 and had concentrated mainly on crop protection in
its agro division,[citation needed] Sandoz more on seeds.[citation needed]Syngenta
works in Huddersfield, West Yorkshire originally owned by ICI .Zeneca Agrochemicals
was part of AstraZeneca, and formerly of Imperial Chemical Industries. ICI was formed in
the UK in 1926. Two years later, work began at the Agricultural Research Station at
Jealotts Hill near Bracknell.

In 2004, Syngenta Seeds purchased Garst, the North American corn and soybean
business of Advanta, as well as Golden Harvest Seeds. On 5 December 2004, the
European Union ended a six-year moratorium when it approved imports of two varieties
of genetically modified corn sold by Monsanto and its Swiss rival, Syngenta. In 2005,
Syngenta opposed a Swiss ban on genetically engineered organisms. On 28 November
2005, Switzerland enacted a five-year ban on the farming of genetically modified crops,
underscoring the problems facing the European Commission and biotech companies
like Syngenta, Bayer and Monsanto as they try to overcome consumer doubts about
safety. As of 2014 Syngenta's main competitors were Monsanto Company, BASF, Dow
Agro Sciences, Bayer Crop Science and DuPont Pioneer. In 2014, Monsanto sought to
acquire Syngenta for a reported $40 billion, but Syngenta rejected the offer.
Since April 2015 Monsanto and Syngenta had been working with their investment banks
Morgan Stanley and Goldman Sachs respectively on a deal. The U.S. Treasury tried to
stop the deal for tax inversion. Syngenta's Board of Directors rejected an even better
offer by Monsanto during August 2015, and Monsanto withdrew from the negotiations
on 26 August. According to the Swiss business weekly, Finanz und Wirtschaft, many
Syngenta shareholders were enraged, both by the company's refusal to enter into
takeover negotiations with Monsanto, and with the subsequent offer withdrawal.

This resulted in a group of investors responding by creating the Alliance of Critical

Syngenta Shareholders, which urged the Board to "evaluate all options for value
creation without prejudice" .In a 2015 interview, Chairman Michel Demaré was asked
whether Syngenta could remain independent. He responded, "If you have the patience
to wait for cycles to materialize, then it would be possible. But in these circumstances,
where our shareholders have a kind of a benchmark share price, what they think this
company is worth, it is very difficult to say that we can deliver this in the next twelve
months."

He thereby acknowledged that the company needs to be sold, especially given industry
consolidation, which is creating larger competitors The failed Monsanto buyout caused
Syngenta shares to increase by nearly 40%. In February 2016, Chem China, a Chinese
state-owned enterprise, offered to purchase Syngenta for $43 billion (480 Swiss francs
per share), a deal which the company "unanimously recommended to shareholders”. In
April 2017, the Federal Trade Commission, the Committee on Foreign Investment in the
United States, and the European Commissioner for Competition approved of the
acquisition, allowing the largest foreign takeover in Chinese history to proceed.

To secure approval, Chem China agreed to divest from pesticide production of paraquat,
abamectin, and chlorothalonil. As an additional condition for the acquisition, 67 percent
of the shareholders of Syngenta had to offer their shares to Chem China. According to a
press release, over 80 percent of shareholders agreed to the takeover by May 4, 2017.
The transaction was planned to close on June 7, 2017 and the transaction closed on
June 26, 2017.Acquisition history The following is an illustration of the company's
mergers, acquisitions, spin-offs and historical predecessKey Syngenta brands include
Actara (Thiamethoxam), Agrisure (corn with Viptera trait), Alto (Cyproconazole), Amistar
(azoxystrobin), Avicta, Axial, Bicep II, Bravo, Callisto, Celest, Cruiser (TMX,
Thiamethoxam), Dividend, Dual, Durivo, Elatus, Fusilade, Force, Golden Harvest,
Gramoxone, Hilleshoeg, Karate, Northrup-King (NK), Proclaim, Revus, Ridomil, Rogers,
Score, Seguris, S&G, Tilt, Topik, Touchdown, Vertimec and Vibranc.
Former products Syngenta's predecessor, Ciba-Geigy, introduced the insecticide
Galecronchlordimeform in 1966, and it was removed from the market in 1988.

In 1976, Ciba-Geigy told regulatory authorities that it was temporarily withdrawing

chlordimeform because ongoing long-term toxicology studies - particularly studies to
determine if long-term exposure could cause cancer - showed that it was causing
cancer, and that it has already started to monitor its workers' exposure and had found
chlordimeform and its metabolites in the urine of its workers.:8–9 Ciba-Geigy then
applied for, and was granted, permission to market Galecronat lower doses for use only
on cotton. However, as further long term monitoring data was obtained, regulators
banned chlordimeform in 1988.

In a 1995 class action in the US, Ciba Geigy agreed to cover costs for employee health
monitoring Bio fuels Like many agriculture companies, Syngenta also works in the
biofuel space. In 2011, it announced the corn trait ENOGEN to reduce substantially the
consumption of water and energy versus conventional corn. Several ethanol producers
plan to process such improved corn. For example, Syngenta has signed a commercial
agreement with Three Rivers Energy, LLC of Coshocton, Ohio, US to use grain featuring
Enogen trait technology following the 2014 corn harvest. Corporate structure Syngenta
is led by CEO J. Erik Fyrwald.

The other Directors are Vinita Bali, Stefan Borgas, Gunnar Brock, David Lawrence,
EleniGabre-Madhin, EvelineSaupper, Jacques Vincent, and JürgWitmer. Syngenta
employs over 28,000 people in over 90 countries. In 2007, Queensland University in
Australia contracted with Syngenta to research different inputs for biofuels as a
renewable energy source.
Product Portfolio: PRODUCT NAME: AMPLIGO MODE OF ACTION: About Ampligo ®150
ZC Ampligo is a broad spectrum insecticide that can be used to control Tuta Absoluta,
Diamond Back Moth, Whiteflies, Leaf-hoppers and Fall Army Worm.

RECOMMENDATION AMPLIGO 150 ZC is combining 2 different insecticide mode of

actions, the bisamide and the pyrethroid mode of action.Chlorantraniliprole is a
ryanodine receptor modulator. It is a novelsubstituted anthranilamide insecticide. The
mode of action of chlorantraniliproleis activation of insect ryanodine receptors. This
activation stimulates the release of calcium from the internal stores of smooth and
striated muscle, causing impaired muscle regulation, paralysis and ultimately insect
death.

Chlorantraniliprole shows excellent differential selectivity toward insect ryanodine

receptors over mammalian receptors. RECOMMENDED DOSE- Apply at the
recommended rate of 10 ml/20 litreor 250 ml/ha Target Pests Diamondback moth
(Plutellaxylostella) in leafy vegetables Spider mites (Tetranychusurticae)
TutaAbsolutainTomatoes and Lepidoptera(Fall Army Worm) in Maize Leaf miners
(Liriomyzaspp), Thrips and Leaf-hoppers Aphids, whiteflies, leafminers, leafhoppers /
Figure no. 1.2

AMPLIGO
PRODUCT NAME: CHESS Formulation: 500g/ltr Pymetrozine Ingredient: Wettable
granules (WG) MODE OF ACTION Immediate crop protection through permanent
inhibition of the feeding system. Pests die later from starvation. Upward and downward
translocation in the plant. Recommended dose- Apply :400 g/Ha -aphids, 600 g/Ha –
Whitefly Target- Control of aphids, whiteflies and rice plant hoppers. Main crops
Vegetables, potatoes, ornamentals, hops, citrus, tobacco and cotton. / Figure no. 1.3
CHESS
Objectives of study To analyse the buying behaviour of consumer towards Syngenta
products. To evaluate the brand awareness level of Syngenta products among farmers.

Scope of the study The state of Uttar Pradesh substantially having a major share of
Syngenta plant protection chemicals are mostly used in paddy, gram and vegetables.
Pilibhit district of Uttar Pradesh lies in the paddy zone of the state. The products of
Syngenta such as herbicides, insecticides, fungicides are popular among paddy growers
in Pilibhit. Mostly farmers growers early varieties so insect and pest attack. Syngenta
organisation assigned the project for its market in pilibhit. Limitations of the study
Collection of data was very difficult because people have a tendency of giving under
estimated figures for income and high figures for cost.

Even if the respondent was co-operative he was not be able to given correct figure
because of lack of records. Farmers do not maintain records and accounts due to which
greater reliance was placed on their memory and verbal reports
Review of Literature Literature gives several definitions of the term brand. The com m on
themes are that a brand is more than just a combination o f a name, a design, a symbol
or other features that differentiate a good or a service from others. (Dibb 1997).

It is a unique set of tangible and intangible added values that are perceived and valued
by the customer. In addition o f a brand is said to have personalith, an emotional bond
to the customer that grows out of the perceived characteristics (Court 1997, de
Chematony 1996, King 1991, Murphy1990, Mc Dow ell Mudambi 1997, B iel 1990). There
are diverse interpretations of brand in both the literature (Davies and Miles, 1998;
Strizhakova et al., 2008) and amongst managers (de Chematony and Dall'Olm o Riley,
1998, 1999).

Indeed, Kapferer (2004) outlines how one of the largest areas of disagreement between
experts. Paradoxically, relates to defining brand; However, given the central importance
of brand to this Thesis, it is important develop a clear understanding of what a brand is.
This section considers brand from input, output and evolutionary perspectives (de
Chematony andDall’OhnoRiley,1997).

Farquhar (1989) defines a brand as “a name, term, design or mark that enhances the
value o f a product beyond its functional purpose” (p.25). Similarly, Kotler (1991)
considers a brand as: “a name, term, sign, symbol, or design, or combination of them
which is intended to identify the goods and services of one seller or groups of sellers
and to differentiate them from those of competitors.” (p.442) Hankinson and Cow king
(1993 p .l) defined the term as making a product or service distinctive by its ‘personality’
and ‘positioning relative to the competition.

Doyle (2602) considers brand as a specific name, symbol or design which is used to
distinguish a particular product in terms of functional needs but also psychological
needs e.g. status. Whilst Doyle’s (2002) view highlights the psychological dimension of
brand, considering the contact merely as a name, logo or other outward symbols (as
does Kotler, 1991) can be regarded as 61 something of an overtime plication (Aaker and
Joachim sthaler, 2000; de Chematony, 2006; Keller et al., 2008).

From an ‘output’ perspective a brand is considered as existing in the consumers’ minds

where brands can be considered as; the image in the consumers’ minds (cf; Martineau,
1958); as a way of adding value to the purchase; a personality where the brand is
perceived as having quasi human qualities; and; a relationship between the consumer
and the brand. Finally, more evolutionary perspectives on brand “perceive brands as
evolving g from an input to an output perspective” (de Chematony and Dall' Olmo R
iley, 1997:90).
Here, brands are a more fluid and dynamic entity which ‘ev o lv e’ or ‘develop’ from a
brand owner to consumer focus. Sales Promotion is one of the techniques to attract
consumers to purchase more or try a product or service. The outcomes of promotion
include sales increased, amount of materials used and attract new consumers. For
example, price promotion refers to temporary price reduction which offers to consumers
or increase in materials. The characteristic is the retailer would label a specific
percentage or cash saving for the products or services. Previous studies indicated that a
sudden increase of sales would experience by retailers because of priceconscious
ofconsumers.

(Banks &Moorthy, 1999; Kopalle&Mela, 1999; Smith & Sinha, 2000; Gilbert &Jackaria,
2002). According to Blackwell, Miniard and Engel (2001), price discounts played
significant roles in influencing consumer product trial behavior by which indirectly
attract new consumer. According to Shimp (2003), sales promotion incentives are
provided by the manufacturer to increase sales. Incentives can be used by the wholesale,
retail, and member of the chain and consumers to increase sales force.

Sometimes, retailers have their own brand so they also use incentives for future
consumption and buying their store competitors store and buy their competitors not
trademark. Here is some outcomes form the research made previously on the same
topics; 2.1.1 Coupons has positive relationship towards consumer buying behaviour
Previous research has shown that a rebate offer that was received and accepted as
worthy as viable when the promoter (McDougall and Fry, 1974; Biswas and Blair, 1991)
should receive.

Few researchers have deliberately "discount the effect of price controls on the price of
consumer price discount" (Janiszewski and Cunha 2004; Yadav 1994). Retailers often
promote different types of price reductions in an attempt to move the favorable
assessment 9 linked to prices and buying behaviour of consumers. Discount suggests
great potential for clarifying the customer response to sales promotion (e.g. Dickson
and Sawyer,1984; Blattberg and Neslin, 1990) 1.

Price Discounts has positive relationship towards consumer buying behaviour According
Kardes (1999), is a free sample of sales promotion techniques to increase our sales.
When a company creates a new product and performs in the market. People are not
aware of a new product. The marketing manager of the company tries to increase sales
or introduce the new product by using different tools. Free Sample is one of the tools of
sales promotion. In free sample of marketing managers goes on the market to suit
different traders or clients and give them the free sample. People get easily free sample
and try to use it. Free sample had influence on consumer buying behavior (Shimp, 2003).

Free sample show a positive change in our sales. (Lammers, 1991). Fill (2002) discount is
a very simple technique to offer consumers a price reduction on a product that is clearly
given in the product packaging. Sampling is a something that is given to consumers to
try your product as the actual product. According to Pramataris et al. (2001), the sample
is somewhat small amount of a product consumers or test. 2. Free Sample has positive
relationship towards consumer buying behaviour Technology promotion "buy one get
one free" is one of the types of bonus packages in which consumers are offered the
additional product at the normal price, but it was found in an improved package.
Consumer would be easily convinced to buy products that do not require additional fees
and higher perceived by consumers (Sinha and Smith, 2000) value.

In addition, this technique would be beneficial for promoting retailers SALE speed
relative to price promotions (Li, Sun and Wang, 2007). 3. Buy-one-get-one-free has
positive relationship towards consumer buying behaviour In terms of buying behaviour,
consumers often endless search to meet your needs and satisfaction of finding
something new or better, as each own behaviour, attitude and thinking, while the
selection of products, services and make purchase decisions.

As a result, there is a wealth of literature that has examined the behaviour of consumers
to buy and studies have reported that many factors that may affect the conduct or to
buy or not to buy a consumer product. According to Smelser and Baltes (2001), most of
the activities of daily life are 10 dominated by the conduct of the purchase and the
knowledge acquired from such malls, downtown, shopping, recreation, amusement, cars
and some other institution where sexual stimulation can be. William (2002) found that
social class has a significant commitment on the evaluation criteria of purchase.

The formation of attitudes and motivations of position value, income, and the public at
the time of childhood and education levels contribute to the social class itself. According
to Yip (2003), the social class of the person indirectly shows that low- income behind the
choice limited when making purchasing decisions. Purchase High, the sales person and
the sales force was in the middle of the three main factors contributing to the habit of
impulsive buying cloth. Researchers studying the brand choice decision (Guadagni
&John D. C.

Little, 1983) and (Gupta, 1988) have found promotions to be associated with brand
switching. Montgomery, 1971), (Schneider & 7Currim, 1991), and Webster (Webster,
1965) found that promotion prone households were associated with lower levels of
brand loyalty. (Blattberg, Peacock, & Sen, 1976) describes 16purchasing strategy
segments based on three purchase dimensions: brand loyalty (single brand, single brand
shifting, many brands), type of brand preferred (national, both national and private
label), and price sensitivity (purchase at regular price, purchase at deal price).

Research Methodology This chapter consists of description of methods and

methodology employed for deciding research design, sampling design and tools and
techniques used for analyzing and interpreting the data collected during survey time.
Mainly secondary data and some extent of primary data was considered in this chapter
Research Design- the fusion of exploratory and Descriptive research was used to
discover the problem and then describe each and every factor concerned with
customers so that close picture of their behavior might be clicked out.

Information Required -Information regarding environmental opportunities and threats

of concerned Syngenta companies, market size of major players, different insurance
products, annual investment on company products, hurdles in decision making,
customer profiles from different age group etc was gathered from concerned officials
and respondents. Research Area- Customers from Puranpur city and nearby areas were
considered in this study. Selection of Tehsil puranpur are mainly in Pilibhit district
among which selected Sahabad farmers higher demand for pesticides and good
production of paddy. Sampling Design- Non Probability sampling designs viz.

convenience sampling and snow ball sampling design were used. Only those were
considered who were contacted through survey in village whose list were provided by
company. Apart from this, few were contacted by internet and questionnaire. Area of
study:- Puranpur Pilibhit Data collection; Secondary data collection Secondary data was
collected from sources like magazines, newspapers and internet. Primary data collection
The survey was conducted at various villages Block Puranpur Pilibhit District. Method of
sampling used was stratified sampling. Data was collected by observations personal
interviews, farmers interactions, group interactions.

The questionnaires were carefully filled with the details given by distributers/dealers and
farmers of different regions and their views about the market were also considered for
the betterment of questionnaires every time. 4.8 Research Instrument; A well-structured
questionnaire having multiple choice questions was designed to fetch the answers from
respondents. Time Duration; Near about one and a half month i.e. 10 August 2022 to 25
September 2022 time duration was taken in collecting, searching and compiling the data
and writing the research report.

First stage Selection of District Second stage Selection of Block Third stage Selection of
Village Fourth stage Selection of Respondent Selection of District This article is about
Pilibhit, a city situated near to Indo-Nepal border in Rohilkhand region of the Indian
state of Uttar Pradesh. For others, see Pilibhit (disambiguation).Pilibhit is a city and a
municipal board in the Pilibhit district in the Indianstateof Uttar Pradesh. Pilibhit is the
northeasternmost district of Bareilly division, situated in the Rohilkhandregion of the
subHimalayanPlateau belt next to foothills of Sivalik Range on the boundary of Nepal,
known for the origin of river Gomati and one of the most forestrich areas in North India.
Pilibhit was also known as BansuriNagari - the land of flutes, for making and exporting
roughly 95 per cent of India'sflutes.According to a report issued by the Government of
India, Pilibhit is one of the MinorityConcentrated Areas in India on the basis of the 2001
census data on population, socioeconomicindicators and basic amenities indicators.

Though separated only by a short distance from the outer ranges of the Himalayas,
Pilibhit consists entirely of a level plain, containing depressions but no hills and is
intersected by several streams. Pilibhit is one of the forest rich areas of Uttar Pradesh,
which has very high tourism potential. The almost 54 kmlong IndoNepal international
border makes Pilibhit a highly sensitive for security purposes. According to an estimate
by the Government of India, Pilibhit has 45.23% of its population living under the
poverty line.

Increasing population and unemployment is a cause of worry in the area, and many
non-governmental organisations (NGOs) and government-run organizations have
initiated projects to provide employment, but human resources are yet to be exploited
in full. The city came third-bottom in terms of hygiene and sanitation in a Government
ranking list of 423 towns and cities in India. Demographics As of the 2011 India census,
District Pilibhit had a population of 2,037,225. Pilibhit district is the 46th most populous
Districts of Uttar Pradesh. Pilibhit City has 1,97,455 people. Males constitute 52.94% of
the population and females 47.06%. Pilibhit has an average literacy rate of 63.58%, lower
than the national average of 74.04%. Male literacy is 73.46%, and female literacy is
52.43%. In Pilibhit, 14.58% of the population is under 6 years of age. / Figure 3.1

: Map of Pilibhit District SELECTION OF BLOCK : PURANPUR SELECTION OF VILLAGE :

Sabalpur Madhotanda Sirsa Kesarpur Dunda Dunda calony Muzaffarnagar Dharmapur
Dudhwa Bhopatpur Dhakiya Mohanpur Ghunchai Kurraiya Bilhari Sherpur Jatpura
Mahadev mati
DATA ANALYSIS AND INTERPRETATION The data thus collected from the brand
distribution and production efficiency survey has been analysed as per the research plan
stated above. 4.1 BRAND AWARENESS OF SYNGENTA AMONG FARMERS / Figure no.
4.1 Interpretation: As per the above figure observation we can say that 86% of the
farmers are known to Syngenta and remaining 14% of farmers are not aware about
Syngenta.
MAIN CROP (KHARIF SEASON) GROWING / Figure no. 4.2

Interpretation: Paddy is the Largest Crop grown in Kharif Season, Summer Paddy also
taken as primary crop in Summer Season.
4.3 TIME FOR BUYING THE PESTICIDES /. Figure no. 4.3 Interpretation: It shows the
percentage user who buy the pesticides as per disease & pest observed in the field and
before crop sowing or both.
RECOMMENDED DOSE BY COMPANY EXECUTIVE / Figure 4.4 Interpretation: It shows
the percentage user who use the pesticides as per recommended dose of the
dealer/company executive.
4.5 CONSUMER BUYING BEHAVIOUR TOWARDS SYNGENTA PRODUCTS Figure no. 4.5

Interpretation: By the help of this graph we can understand the most of the part of the
market is covered by the other companies followed by the Syngenta. Because the other
local and national companies gives the maximum marginal profit so retailer take interest
in sale of local company’s products that’s why MNC are facing the sales problems as
compared to the local company. Also companies like Du-pont and Bayer are a little
lacking behind Syngenta when we are talking about the dealing. This is because of good
number of person at field level.
4.6 PERCEPTION OF RETAILERS FOR SYNGENTA PRODUCT Figure no. 4.6

Retailers view for Syngenta product Interpretation: 60% retailer is mention that most
attractive thing in Syngenta is the quality of products than schemes of the company
offering to the retailers is 27% and 9% price of the product and 4% profit margin.
5.1 Findings With the certain observations, statistics and views of different farmers and
distributors we arrived at some findings. With the help of analysis and their results the
major findings for this study are: Dealers’ recommendation plays very crucial role for the
purchasing of the herbicide and insecticide and all the related goods.

They trust dealers as compare to other sources which influence their buying behavior
because most of these farmers purchase the pesticide at credit. Farmers from these
regions are found to be very loyal to the product which they are using. Most of the
farmers were found to be using the same product which they have been using since
long back. That is the reason they are using Rifit Plus and Virtako and it’s a bit tedious
job to make them understand that Rifit Plus and Virtako is having more advantages over
the Pretilachlor 37% and chloraniliprol0.5%w/w.

One of the most fundamental reasons why farmers prefer local herbicide over the in
Paddy crop is due price sensitive. If the farmer used Rifit Plus in Paddy crop he would be
spend 600 ml @ 370 Rs. whereas the farmer goes for only the local herbicide he just
spends less than 220-300 Rs per acre. So the total price difference between the
herbicide is 100- 140 Rs per acre. So, the price sensitivity forces the farmers to buy the
local herbicides. In puranpur region farmers are reluctant to change their pesticide
consumption. Farmers are not easily ready to change their usages and practices pattern.

Some old farmers are hesitating to give their contact number because they have been
cheated by some companies by giving their contact number to them. Out of total
sample size, 40 percent farmers responded that farmer meeting is the best source of
information to them. By interviewing and observation it was seen that out of one
hundred twenty farmer 18% per cent of surveyed population is using whereas other 20
per cent of farmers have not heard about it or have not seen its results in their peer
group.

Yes apart from these, there are still 55per cent of population have heard about the
product, and 7 % of farmers have seen results in peer field. 15% farmers says that it kills
beneficial weeds 13% farmer have fear of using the product followed by 35% farmer
says that price of the product is high ,25% farmers are loyal to other brands and 12%
farmers have some inclination towards using the product but they would like to first see
the results from their own eyes. 5.2 Suggestions Field staff should be well educated and
having good sense of humor and sharp mind. Number of stuff should be enough for
each level of work.

Strategy should be made to fulfill all the recommendation of farmers. Field staff should
keep in mind that our consumers are the giver. Company should give the appraisal to
the staff for their good work. Field work is the most necessary part and it should be
done with great potential. Company should also focus on medium and small land
holding farmers to make its grip strong in the market. Quality of products, its packaging
should be good & supply should be regular. The major criteria for acceptance of a
product in this region is “Quality Assurance” and for that a paddy growing Farmer can
pay a little more.

And the assurance they want can be given by the Retailers or the various company
representative visiting the field. Syngenta is known for its good quality products but still
farmers are not aware of its products so the first thing that is highly recommended for
the company is to increase the field activity. Field activity include the Farmer meetings,
Promotion Vans, Field Trials etc. to make awareness towards the company and its
products.

Farmer don’t show interest in meeting unless they have been given refreshments and
something from the company as a gift, other competitors use to give things like pens,
key rings with the company logo and name printed on it, so our company can also do
the same so that more of the farmers know about the company. But it is very important
to give farmers a leaflet in the regional language because whatever they have heard
they will forget but a leaflet will make them remember the products for a longtime. A
good field activity with innovative ideas can spread the awareness about the products
like “Rifit Plus , Virtako &” among the farmers and it will generate demand into the
market.

And if company can generate demand dealers will not take a second thought about the
company and its products, they will get attracted toward the company and the market
appearance of the company will increase. Syngenta offers a wide range of products but
with a higher price range, they have their own standards settled for the products, the
target customer will be only those farmers who belong to a good economic status and
you can find many in paddy growing areas. Rifit Plus, Virtako despite of its higher price
range can be sold to the farmers which are more concerned about the results.

Now farmers are buying Syngenta Products with higher price range because they have
been given Assurance for quality and explained about benefits ofthe products by the
Dealers or the Field officers working in the particular area. But in a competitive market
of plant protection products, it takes an art to sell your products with similar technical
properties as of competitors but with a higher price.
5.3 Conclusion In current scenario and future Herbicide & Insecticide have bright future
because every year. Farmers totally depends on the herbicide & insecticide that show
the increasing demand of the herbicide & insecticide.

Farmers not waste time on the field they wants easy solutions for any problem of field
therefore they uses herbicide & insecticide efficiently. Due to the use of the herbicide &
insecticide farmers yield more crops so they not stop to use the herbicide & insecticide.
Herbicide & insecticide are less time taken, quick action on the target organisms & safe
to use. Maximum farmers use the excess quantity of the herbicide & insecticide but
some farmers say that excess use of herbicide & insecticide is harmful for the field and
they use the herbicide & insecticide only when it was very essential for the crop.

According to farmer without herbicide & insecticide in this time crop growing in
effective manner is not possible because in every stage of the plant different type’s
weeds & insect are attacked so herbicide & insecticide are important for farming
purpose. Agriculture occupies a dominant position in Indias economic structure. The
success of the Green Revolution enabled the country to achieve self–sufficiency in food
grains production. Over the last five decades the industry has expanded with more than
500 players, making India the second largest manufacturer of basic crop protection
chemicals in Asia in volume terms. In terms of turnover the industry is worth of $1.7bn
and given the low rate of consumption there is huge potential for growth waiting to be
tapped. The demand for food grains vegetables and fruits is expected to increase
significantly in future.

Record production of food grains has been possible primarily on account of various
inputs used in agriculture namely seeds, fertilizers and pesticides. Agrochemicals form
the largest and the most diverse group of chemical compounds. Popularly referred to as
pesticides they are mainly used for plant protection and improving crop yields. Every
year nearly 30% of the potential of food production valued Rs 150bn are lost due to
insects, pests, plant pathogens, weeds, rodents, and birds and in storage. Hence the use
of pesticides has become extremely necessary.

Besides given the large growing population and scarcity of land available for cultivation,
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(2012).Future growth drivers for the Indian Pesticide industry. Journals of International
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in India.”Springer Science and Business Media Dordrecht and International Society for
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and Kumar, P., (2014). “Indian vegetable Pesticides industry: status and challenges”.
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Bihar. Journal of Applied Economic Research, 5: 183-220. Yeager, Elizabeth A., W. Scott
Downey, and David A. Widmar. "Syngenta: Changing a Global Company." International
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189. YEAGER, Elizabeth A.; DOWNEY, W. Scott; WIDMAR, David A. Syngenta: Changing a
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18.1030-2016-83066: 173-189.
SYNGENTA INDIA LIMITED PURANPUR PILIBHIT Questionnaire Hello sir/ma’am, I am a
trainee from SYNGENTA INDIA LTD. I am conducting a market research for “ Evaluating
the marketing strategy of the Syngenta products with special reference to Ampligo and
Chess with other products available in the market. The information shared by you will be
kept confidential.

Thank you. Name: Mobile No…………………… Age Gender: Male Female Occupation:
Business/self employed Student Housewife Retired Farmer Address:
APPENDIX (QUESTIONNAIRE FOR FARMERS) Which type of crops do you grow in your
field? Crop Area ( Acres) Rice Others Which Varity of Sugarcane do you cultivate :-
Co-85 Do You Know about Syngenta? Yes No If yes, then how do you know Syngenta?
Fellow farmer Company Representative Dealer Are you using Syngenta Products? Yes
No If Yes, then why you are using Syngenta products? Quality Products Effective Control
Easy Availability Price Which brand of insecticides do you prefer in your Rice field for
Control of Stem Borer? Brand Company Name Reasons for choosing the particular
brand? a.

Economical Price b. Product Efficiency c. Easy Availability d. Packaging e. Brand Schemes

f. Desirable Result g. Superior Quality h. Dealers Influence i. Company Personnel
Influence j. Performance k. Multi-Purpose Use Who has influence you to choose the
particular brand? a. Dealers b. Advertisements c. Fellow Farmers d. Company People e.
Own Decision What do you prefer towards herbicides & insecticide on the basis of
purpose? a. Long Lasting Effect b. Easy to use c. More Efficient d. Desirable Result e.
Safety Measures g. Econom ical Price h. Less harmful to crops i.

Should work even in less amount of water According to you, which mode of promotion
is better in creating impact on farmers? a. Print Media b. Farmers Meeting c. Field
Demonstration d. Individual Approach to farmers e. Banners f. In store Displays Which
one of the following factors helps in convincing farmers to buy any pesticide? a. Free
Gifts b. Field demo work c. Quality Result d. Dealers Influence e. Free Sample Have you
switched any brand In past? a. Yes b. .No If yes, reasons for switching the brand :- a.
Price rise of current brand b. Unable to produce desire result c. Less efficient d.
Unavailability e. Impact of packaging f. Schemes of Brand e. Advertisement f.

Influence by others
 APPENDIX (QUESTIONNAIRE FOR DEALERS) In which brand you deal more? (a)
Syngenta (b) Bayer (c) Sinochem (d) Other Which brand has maximum sale at your
shop? (a )MNC (b) Local (c)Other s Which brand provides maximum promotional
schemes to shop-keeper or the customer? (a)Du-pont (b) Bayer (c) Syngenta (d) Others
Which type of schemes are provided by company to the dealer or costumer? (a)Extra
Commission (b) Good Profit Margin (c) Other (d) All On your counter which brand is
demanded mostly by the consumer? (a) Syngenta (b) Bayer (c) Dhanuka (d) Other Is
there any price differentiation in products? (a) Constant (b) Varied If varied (a)More (b)
less Which of the products have the maximum pre emergence weedicide sale on your
counter? (a) Rifit plus (b) Top star (c) Rifit (d) Others Which of the products have the
maximum insecticide (stem borer) sale on your counter? (a)Fertera (b) Regent (c)
Virtako (d) other According to you, which mode of promotion is better in creating
impact on farmers? (a)Print Media (b)Farmers Meeting (c)Field Demonstration (d)
Individual farmers Approach to (e) Banner
 Which one of the following factors helps in convincing farmers to buy pesticides
product? (a)Free Gifts (b) Field demo work (c) Advertisement (d) Distributer Influence
What is the most attractive thing in the Syngenta? (a)Quality of product (b)Price of
product (c) schemes (d) profit margin Tell me how many time company employees
visit to your counter in a week? (a)One time (b)Two time (c) Three time (d) Never come
Tell me about how company treat you about their services? (a) Excellent (b) Good (c)
Fair (d) Poor Tell me about your overall experience of using product? (a) Excellent (b)
Good (c) Fair (d) Poor

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