Assessment of market potential, market share and dealer's perception for vimax crop science in the Banaskantha district

Abstract

The present study was conducted to assess the market potential and market share of crop care products of Vimax crop science in major crops to suggest suitable strategy for accelerating the growth of its business could be framed. The study was conducted in Banaskanta district of Gujarat during the year 2019-20.A multistage sampling method was employed for the study. The required data was collected from a random sample of twenty company dealers spread over twelve blocks of district. Simple tools and techniques like weighted mean, frequency, and percentage analysis were used for analysis of data. Market potential for pesticide products in groundnut crop was worked out to be Rs. 29,704,000 whereas market potential for PGP and micro fertilizer in potato crop was estimated to be Rs. 32,160,000 and Rs. 53,600,000 respectively. The market share of the company in Banskantha district was 10.10 per cent, 4.96 per cent and 0.37 per cent in pesticides, PGP and micro fertilizer product categories respectively. The findings also revealed that extensive promotional campaigns and flexible credit terms were the major driving factors for sale enhancement. Dealers were found be less satisfied with the credit terms of the company, price and timely availability. A sagacious approach on the part of the company for taking awareness to the last farmer in remote areas, running crop advisory campaigns, and providing more flexible credit terms with timely availability of the products can help propel the growth of the company.