Beruflich Dokumente
Kultur Dokumente
CONSUMER BUYING
BEHAVIOR FOR
NURSERY
EQUIPMENTS
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TABLE OF CONTENTS
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EXECUTIVE SUMMARY
MISSION
Mogal Agro Technologies will develop and offer only the highest quality products and
services.
Our aim will be to develop low cost hi-tech machines to enable high precision work
which would minimize labor and time involved.
Our products will reduce customers' costs, and have a longer life than the competitors'
products. Our manufacturing process will also add value to our offering of services,
further allowing Mogal Agro Technologies to grow into a high-quality, long-term growth
corporation.
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COMPANY DESCRIPTION
Mogal Agro Technologies is an India based manufacturing company that provides high
quality agricultural and horticultural machinery to the clients. Our company is established in
Pune, Maharashtra and was started in the year 2014 by Mr. Ankush Mogal. Sole Proprietorship
is the legal form of ownership that is currently in effect at Mogal Agro Technologies.
Our company manufactures three types of products that aid the agricultural and
horticultural sector the Seedling machine, Materials handling machine, Loading and
Unloading machine.
Mogal Agro Technologies seeks to serve small to large sized seedling manufacturers,
famers and nursery owners within India. We will differentiate ourselves in the marketplace
through an endless pursuit of quality, low product prices and catchy, creative marketing
strategies. We plan to introduce extensive products through targeted market research.
We plan to introduce new products that would benefit farmers and horticulturalists. We
also plan to expand to the IT, defense and health care sectors. Within the next five years, we
plan to grow into a public limited company from a sole proprietorship. We will strive to deliver
quality technology at a low price and build an effective customer relationship.
DISTRIBUTION CHANNEL
Our company adopts direct distribution channel which always helps us to give better
control over market. Also most of the agro companies use similar type of distribution channel.
Distribution channel like:
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Keeping the high nutrient status of vegetable crops, high bio-availability of nutrients
compared to cereals, public awareness/ literacy mission focused on dietary knowledge
empowerment of rural poor during XI five year plan need to be initiated nationally to appraise
masses about balanced diet and advising making their diet vegetable based so as to shed load
from cereals by increasing vegetable consumption.
Global scenario
China is the leading producer of vegetables in the world. India is the second largest
vegetable producer with 11% production share in the world and Brazil is the third. India is also
the second largest producer of most of the important vegetable crops at global level, namely
brinjal, cabbage, cauliflower, pea, onion and tomato except for potato and okra where its
ranking is number 3 and 1, respectively However, it falls behind in productivity in most of the
crops except for tomato where India is ranking at number 1. In okra, it is at par with world
productivity and in cauliflower it is quite close to the world productivity.
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Indian scenario
Total vegetable production in India before independence was 15 million tonnes and
since independence for decades the growth rate was stabilized around 0.5%. The impetus on
vegetable research and policy intervention to promote vegetable crops witnessed a sudden
spurt in growth rate of 2.5%, a hike of five times during the last decade. The potential
technological interventions with improved gene pool and precise management can very well
take growth rate to nearby 6% per annum. This may lead to increased production of vegetable
crops close to 140 million tonnes by 2012, which may go in a long way to achieve the muchawaited target of making available 300 g vegetables per capita per day.
Fig. Area, production & productivity of vegetable crops in India during different plan
period
As there has been minor reduction in area during VIII plan the production and
productivity increased by 28 and 29.5%, respectively due to technological adoption. In the
following plans it has almost become static where from big leap forward suggested to be
launched is needed which is possible only with integrated vegetable development programmes
suggested to be launched during the XI plan. While West Bengal continues to be the leading
state in area and production, the productivity is higher in Tamil Nadu followed by Uttar Pradesh
and Bihar. It is clear that potato has the highest share in total vegetable production of the
country (28.8%) followed by brinjal (8.6%), tomato (8.5%), tapioca (7.8%), onion (7.4%) and
cabbage (6.1%).
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Fig. Crop Wise Area, Production and Productivity of Major Vegetable Crops in India (2015-16)
ECONOMICS:India is an agricultural country and one third population depends on the agricultural
sector directly or indirectly. Agriculture remains as the main stray of the Indian economy since
times immemorial. Indian agriculture contribution to the national gross domestic product (GDP)
is about 25 per cent. With food being the crowning need of mankind, much emphasis has been
on commercializing agricultural production. For this reason, adequate production and even
distribution of food has of late become a high priority global concern.
As stated earlier agriculture has 25% share in GDP from this we can say that there is high
demand in this sector and our product seedling machine would have a major market share in it
up to 60%. According to our target market or customer there is there is still need of
automization in nursery industry as there is loss of both time and money in seed sowing owing
to this we would firmly say that our product is potential and in coming days may gain monopoly
in this sector as we dont have any competitor as of now.
There are very low barriers in our company as our production cost is not that high and
capital required was nominal but this happened because there was instant market demand
from our customers. Marketing cost required is high as we are dealing pan India we are
investing lot in newspaper ads , magazines etc. which our target customer usually buy. Shipping
cost required is nominal and we mostly ship with LCVs so lots of money is saved.
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PRODUCT AND SERVICES:There are three types of product in which we MOGAL AGRO TECHNOLOGIES deal with:1. Nursery machine automatic seedling machine.
2. Material handling system.
3. Truck loading and unloading machine.
Now we will take a look at our products respectively:
Control panel.
Dribbler
Drum system.
Electronic system.
Oil free compressor
1HP motor.
Conveyor belt.
Sensor.
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KEY FEATURES:1.
2.
3.
4.
5.
WORKING:1. Keep the required tray to be feed filled with cocopeat on conveyor belt after that
conveyor belt carries cocopeat and a cavity is created by dribbler and then it is carried
toward the drum system.
2. Due to machines suction Technology, a single seed drops in each cavity of tray very
precisely by drum.
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KEY FEATURES:1.
2.
3.
4.
5.
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[12]
ADVANTAGES:1.
2.
3.
4.
5.
6.
7.
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Threat of new
entrant
(Low)
Competitive
Rivalry
Bargainig
Customers
Product
substitutes
(High)
(High)
(Low)
Bargaining
power of
suppliers
(Low)
Competitive Rivalry
Competitive rivalry is quite high in this sector as many foreign based companies are
trying to penetrate into Indian market
Companies like Urbinati from Italy, International seeds from China are giving tough
competition to the company.
The other companies are also reducing and negotiating their prices to sell their product.
Threat of New Entrants
Threat is low due to lack of knowledge of the technology that is used.
Market is kind of niche hence major players of India in agricultural industry are not
launching their products into this category.
Substitute Products
Threat is very low as there is no substitute in this sector
Same players are required even for maintenance and up-gradation of existing machines.
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Idea Generation:
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Idea Screening
Objective of idea screening is to drop poor ideas as early as possible
Executive Committee Review
o Does the product meet a need?
o Would it offer superior value?
o Can it be distinctively advertised?
o Do we have necessary know-how and capital?
o Would it deliver expected sales volume?
o Sales growth? Profit?
Concept Development & Testing
Concept testing means presenting the product concept symbolically or physically- to
target consumers and getting their reactions.
Marketing Strategy Development
First part Target market size, structure, behavior, planned product position, sales,
market share, profit goal in first few years
Business Analysis
Estimating Total Sales
Product Development:
Converting customer attributes into engineering attributes
Physical prototypes colours, sizes,weight, etc.
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Market TestingPilot market testing is done in a limited scope market to understand the possibility of
acceptance of product by customers
In market testing, it is tested that how many people try this new product, what is the
buying frequency of the people
Questions are asked to the people about packaging, taste, colour and pricing.
CommercializationAt, the end of the process, the product is brought in the actual market.
Here, the product is actually tested on real parameters
Future PlansBased on the success or failure of the product future plans for the product are envisaged.
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Prospecting
Needs
Identification
Proposal
Generations
Closing
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1. Prospecting:
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Clients names
SR.NO
NAME OF NURSERY
NAME OF OWNER
REGION
TYPE OF
NURSERY
PLANT
SIZE
OM SAI NURSERY
SANDIP MAPARI
DINDORI
VEGETABLE
2-3 ACRES
JETENDRA THORAT
UGAON
VEGETABLE
1-2ACRES
OM SIDDHI
NURSERY
MANGESH WABALE
DINDORI
VEGETABLE
2-3 ACRES
AKSHADA
GANPAT GAVALI
DINDORI
VEGETABLE
4 ACRES
SHIRSAGAR
NURSERY
SHREERANG PATIL
UGAON
VEGETABLE
3.5 ACRES
YOGIRAJ
DIGAMBAR SABALE
DINDORI
ORNAMENTAL
2 ACRES
SHIVAM
SANDIP AVHAD
UGAON
VEGETABLE
3.5 ACRES
SHITAL
GNYANESH JADAHV
UGAON
ORNAMENTAL
2 ACRES
KAMDHENU
ROPVATIKA
UTTAM KHONDE
UGAON
VEGETABLE
3 ACRES
10
JAIN TRADERS
ANIL JAIN
TALEGAO
VEGETABLE
3-4 ACRES
11
SURBHI AGRO
NURSERY
GYNAESHVAR
GIRASE
KOLHAPUR
VEGETABLE
5 ACRES
12
OM SAI NURSERY
RAHUL MUKHEKAR
PUNE
ORNAMENTAL
2-3 ACRES
13
PRIYANKA NURSERY
JAYVANTH PADVAL
SINNAR
VEGETABLE
2 ACRES
14
ANKUR NURSERY
DANANJAY N.
RAWAT
SINNAR
VEGETABLE
3.5 ACRES
RAJENDRA SHELAR
PIMPALGAON
VEGETABLE
RAHUL PATNE
PIMPALGAON
VEGETABLE
JITENDRA YADAV
SINNAR
VEGETABLE
2-3 ACRES
SAMADHAN
SHRISAGAR
PIMPALGAON
ORNAMENTAL
3.5 ACRES
VENKATESH RAO
SINNAR
ORNAMENTAL
3 ACRES
SUSHANT MALA
ASHOK MALI
UGAON
VEGETABLE
4 ACRES
MADHUBAN
NURSERY
JAGTAP
HORTICULTURE
HINDUSTAN
NURSERY
NAVNATH
KASPATHE
SINNAR
VEGETABLE
7.5 ACRES
VIKRAM KORE
PIMPALGAON
VEGETABLE
10 ACRES
ARUN BHUJBAL
PIMPALGAON
VEGETABLE
5 ACRES
15
16
17
18
19
20
21
22
23
SHREE SAI
ROPVATIKA
GURUKRUPA
ROPVATIKA
SHREE SHREE
NURSERY
VAANRAI
ROPVATIKA
VARSHA
ENTERPRISES
4.25
ACRES
3.25
ACRES
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24
PRATIK NURSERY
SUNIL KATVATE
SINNAR
VEGETABLE
4 ACRES
25
SHREE SAI
ROPVATIKA
MAHESH THORAT
PIMPALGAON
ORNAMENTAL
3.5 ACRES
26
BODKE ROPVATIKA
KRISHNA BODHKE
UGAON
VEGETABLE
4 ACRES
27
VISHVAKAMAL
VISHNU JAGTAP
NIPHAD
VEGETABLE
8 ACRES
28
PARSHV ROPVATIKA
ATUL MAGDUM
NIPHAD
VEGETABLE
12 ACRES
29
VAISHNAVI NURSERY
B L METRI
NIPHAD
VEGETABLE
3 ACRES
30
SAMARTHA
NURSERY
TUKARAM KORKE
NIPHAD
ORNAMENTAL
5 ACRES
2. Needs Identification:
In this stage the salesperson takes a qualified prospect through a series of question
and answer sessions in order to identify the requirements of the prospect. During this
step, the salesperson will attempt to help the buyer identify and quantify a business
need or a "gap" between where the client is today and where they would like to be in
the future. Based on that gap, needs can be clarified to determine if the solution will fill
all, or part of the overall gap.
With every interaction with the prospects whether through meeting, calls or emails
initially the objective was to identify the needs of the customer. Many a times
customers fail to convey a clear message of their needs thus it is the smartness of the
sales person to understand the customers exact needs. Because perfect identification
only can led to a perfect product delivery.
3.
Proposal generations :
After brief interactions with the customers either the customer himself asks for a
quotation or the sales person has to suggest the same. Generally a customer always
demands for a either a minimum price or optimum price.
Though the proposals may have to be changed multiple times depending upon the urge
to crack the deal and other matters involved.
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4.
Negotiations:
Now if the customer is truly interested in your product he will try an negotiate on
price. Here the main of the customer is to get a minimum price and maximum value.
Generally sales person has been given the maximum and minimum price for the
product. It is his duty to ensure that no deal should end up making losses.
5. Closing a sale:
The final part of the customer acquisition process wherein the customer agrees
upon to pay a proposed amount by the company (sales person) in return he expects
value for money.
Being a small scale company here the job of the sales person doesnt end with the
closing of the sale but is extended way far.
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1) NEED RECOGNITION:The need recognition is the first and most important step in the buying process.
If there is no need, there is no purchase. This recognition happens when there is a lag
between the consumers actual situation and the ideal and desired one.
However, not all the needs end up as a buying behavior. It requires that the lag
between the two situations is quite important. But the way (product price, ease of
acquisition, etc.) to obtain this ideal situation has to be perceived as acceptable by the
consumer based on the level of importance he attributes to the need.
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2) INFORMATION SEARCH :Once the need is identified, its time for the consumer to seek information about
possible solutions to the problem. He will search more or less information depending on
the complexity of the choices to be made but also his level of involvement.
Then the consumer will seek to make his opinion to guide his choice and his decision
making process:
3) EVALUATION OF ALTERNATIVES :Once the information is collected, the consumer will be able to evaluate the
different alternatives that offer to him, evaluate the most suitable to his needs and
choose the one he think its best for him.
In order to do so, he always evaluates their attributes on two aspects. The
objective characteristics (such as the features and functionality of the product) but also
subjective (perception and perceived value of the brand by the consumer or its
reputation).
The consumer will then use the information previously collected and his
perception or image of a brand to establish a set of evaluation criteria, desirable or
wanted features, classify the different products available and evaluate which alternative
has the most chance to satisfy him.
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The process will then lead to what is called evoked set. The evoked set (aka
consideration set) is the set of brands or products with a probability of being
purchased by the consumer (because he has a good image of it or the information
collected is positive).
On the other hand, inept set is the set of brands or products that have no
chance of being purchased by the shopper (because he has a negative perception or has
had a negative buying experience with the product in the past). While inert set is the
set of brands or products for which the consumer has no specific opinion.
The higher the level of involvement of the consumer and the importance of the
purchase are stronger, the higher the number of solutions the consumer will consider
will be important. On the opposite, the number of considered solutions will be much
smaller for an everyday product or a regular purchase.
4) PURCHASE DECISION
After consumer has evaluated the different solutions and products available for
respond to his need, he will be able to choose the product or brand that seems most
appropriate to his needs. Then proceed to the actual purchase itself.
The Consumer Buying Decision Process may also depend or be affected by such
things as the quality of his shopping experience or of the store, the availability of a
promotion, a return policy or good terms and conditions for the sale.
5) POST PURCHASE BEHAVIOR
Once the product is purchased and used, the consumer will evaluate the
adequacy with his original needs (those who caused the buying behavior). And whether
he has made the right choice in buying this product or not. He will feel either a sense of
satisfaction for the product (and the choice). Or, on the contrary, a disappointment if
the product has fallen far short of expectations.
If the product has brought satisfaction to the consumer, he will then minimize
stages of information search and alternative evaluation for his next purchases in order
to buy the same brand. Which will produce customer loyalty.
On the other hand, if the experience with the product was average or
disappointing, the consumer is going to repeat the 5 stages of the Consumer Buying
Decision Process during his next purchase.
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1.
PROBLEM RECOGNITION
The need for purchasing the seed sowing machine was the consumer used put seeds in
the tray of 70,102,101 cavities by hand and it was time consuming and labor work force
was also the problem. So the need was to develop a machine which is cost effective and
will solve these problems.
2.
INFORMATION SEARCH
In India MOGAL AGRO TECHNOLOGY is the only company which provides seed sowing
machines. They only have URBANATI which is Italy based company as their competitor
in short they had monopoly.
3.
ALTERNATIVE EVALUATION
As urbanati was only competitor and also they dont have any service centers in
India and compared to cost price and technology perspective mogal agro technology
outperformed them and also mogal has free service for life time which was added
advantage for them.
4.
PURCHASE DECISION
If cost was taken into consideration then mogal agro technology was sure choice
also technology was superior to them and service was free of charge but one factor the
lagged was brand name they didnt have while urbanati is a huge brand in this sector.
5.
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