A

Project on

“A STUDY ON BUYING BEHAVIOR OF CONSUMER AND SATISAFACTION

TOWARDS PRODUCTS OF UPJAOO SERVICES PRIVATE LIMITED”
At
UPJAOO SERVICES PRIVATE LIMITED

Submitted to
SAVITRIBAI PHULE PUNE UNIVERSITY

In partial fulfilment of
MASTER OF BUSINESS ADMINISTRATION

Submitted by
DHAS SUJIT SUNIL
(BATCH YEAR 2023-2025)

Under the guidance of

DR. SWAPNIL SONKAMBLE

PCET’S
S. B. PATIL INSTITUTE OF MANAGEMENT
NIGDI, PUNE 411044
DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “A STUDY ON
BUYING BEHAVIOR OF CONSUMER AND SATISFACTION TOWARDS
PRODUCTS OF UPJAOO SERVICES PRIVATE LIMITED” written and
submitted by me to the Savitribai Phule Pune University, Pune in partial fulfillment of
the requirements for the award of degree of Master of Business Administration under
the guidance of DR. SWAPNIL SONKAMBLE. This is my original work and the
conclusions drawn there in are based on the material collected by me.

Place :
Date : SUJIT SUNIL DHAS
ACKNOWLWDGEMENT

I acknowledge the deep gratitude to all those who have made the organization study and
project successful and helped in preparing the report.
I would like to express my sincere thanks to Dr. Kirti Dharwadkar, Director of
S.B.Patil Institute of Management, Pune for her valuable support and guidance
throughout the organization study.
I thank my Internal Guide Dr. Swapnil Sonkamble S.B. Patil Institute of Management,
Pune for his constant guidance and support throughout the organization studies.
My gratitude towards everyone there at UPJAOO SERVICES PVT LTD. who have
granted me such a valuable internship and training programme. Especially Mr.
Gajanan Werulkar (CO-FOUNDER & DIRECTOR), My experience of the project
was an endeavor of many people. I am very thankful for all the suggestions, knowledge
and skills that were embodied in me by their valuable support.
TABLE OF CONTENT

 Declaration

 College Certificate

 Company Certificate

 Acknowledgement

 Chapter 1 :- Executive Summary

 Chapter 2 :- Introduction and Theoretical Background

 Chapter 3 :- Review of Literature

 Chapter 4 :- Profile of the Organization

 Chapter 5 :- Objectives of the Study

 Chapter 6 :- Research Methodology

 Chapter 7 :- Analysis and Interpretation of Data

 Chapter 8 :- Findings, Conclusion & Suggestions

 Chapter 9 :- Bibliography & Annexures

INDEX

Sr.NO PARTICULARS PAGE NO

CHAPTER – 1

1. EXECUTIVE SUMMARY 1-3

CHAPTER – 2

2. INTRODUCTION AND THEORETICAL 4-18

BACKGROUND

CHAPTER - 3

3. REVIEW OF LITERATURE 19-22

CHAPTER - 4

4. PROFILE OF THE ORGANIZATION 23-36

CHAPTER - 5

5. OBJECTIVES OF THE STUDY 37-38

CHAPTER - 6

6. RESEARCH METHODLOGY 39-44

CHAPTER - 7

7. DATA ANALYSIS AND INTERPETATION 45-62

CHAPTER - 8

8. FINDING, CONCLUSION & SUGGESTIONS 63-66

CHAPTER - 9

9. BIBLIOGRAPHY & ANNEXURES 67-73

CHAPTER – 1
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

The project work is pursued as a part of MBA Curriculum at “S.B. Patil Institute of
Management”. It is undertaken as an internship at Upjaoo Services Pvt Ltd Pune. The
project is done under Expert supervision and guidance of Dr. Swapnil Sonkamble.

 To study consumer buying behavior towards Upjaoo services private limited

 To study the consumer perception towards agricultural products
 To study customer satisfaction towards agricultural product.

Location : Kharadi, Pune

I was designated as Agri Advisor Intern. All the customers who were willing
to buy products for Agricultural purpose. I was the one who was handling and assisting
them. Under this section My target is to make different sales strategies and make
necessary changes in the layout so That whatever be the shortcomings inside the layout
can abolished easily and make feel Customer to buy product from particular layout.
Also, the visibility of product is also mattering A lot during the time of purchasing. So,
creation of visibility is also one of my major tasks. This project discusses about the
unique way of product merchandising to attract a greater Number of customers, the way
Upjaoo promotes their brand by using different Communication channels, by reaching
out to people through society events.
Also, during my internship, I was into sales and had to interact with the
customers and Assisting them to find the product they are looking for also explaining
the technical aspects.. In the organization I was studying about the buying behavior of
the consumers. Consumer buying behavior is the study of individuals and organizations
also, how they select and use products and services. It is mainly concerned with
psychology, motivations, and behavior. Consumer buying behavior is the study of
consumers and the procedures they use to pick, use (expend), and discard items and
administrations, including customers' enthusiastic, mental, and social reactions.
Consumer behavior fuses thoughts from several sciences including psychology.
Biology, chemistry, and economics.
I carry out this project by collecting all the data regarding upcoming
developments and companies’ strategies majorly through secondary research. I kept
noting all these in a diary. I have done company profiling and I learned about Marketing

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strategies and the consumer perception while purchasing Decathlon products. I have
discovered how to conduct primary and secondary research, gathering information
about customers, competitors, and the market and converting it into strategies, reports,
and presentations. To collect the necessary information and evaluate customer
awareness levels, I used a structured questionnaire. This comprehensive questionnaire
not only allowed for an evaluation of customer awareness, but it also allowed for the
investigation of various methods by which the company could meet customer
expectations and achieve optimal levels of satisfaction.
According to the research, customer satisfaction is built on a well-rounded strategy that
Includes promotional offers, discounts, coupons, competitive Pricing, financing
processes, product assortment, and product quality.
This study investigates the buying behavior of consumers and their satisfaction levels
regarding the products offered by Upjaoo Services Private Limited. As a company
focused on delivering innovative solutions, understanding consumer preferences and
satisfaction is crucial for enhancing product offerings and improving customer loyalty.
The research was conducted through a combination of surveys and interviews with a
diverse group of consumers who have engaged with Upjaoo’s products. Key findings
highlight several factors influencing purchasing decisions, including product quality,
price sensitivity, brand reputation, and customer service.
This comprehensive study delves into the buying behavior of consumers and their
satisfaction levels concerning the products offered by Upjaoo Services Private Limited.
As a dynamic company committed to delivering innovative and effective solutions in
its sector, understanding these aspects is pivotal for Upjaoo to enhance its product
offerings, improve customer loyalty, and maintain a competitive edge in the market.
This study highlights the critical importance of understanding consumer buying
behavior and satisfaction for Upjaoo Services Private Limited. By addressing the
identified areas for improvement and implementing the recommended strategies,
Upjaoo can strengthen its market position, enhance customer loyalty, and drive
sustained growth. Continuous engagement with consumers and adaptation to their
evolving needs will be key to long-term success in a competitive landscape.

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CHAPTER – 2

INTRODUCTION AND THEORETICAL

BACKGROUND

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INTRODUCTION AND THEORETICAL BACKGROUND

2.1. Introduction

Understanding customer behavior has become crucial to making smart company

decisions in the modern marketplace. Today's consumers are more knowledgeable
and discriminating than ever before due to the spread of new technology, easier
access to information, and an expanding range of products. The way companies,
regardless of size or industry, interact with their clients has changed as a result of
this increased knowledge. Understanding consumer purchasing patterns and
satisfaction is essential for businesses like Upjaoo Services Private Limited, which
mostly work in the agriculture industry, to maintain profitability as well as to
cultivate a devoted clientele and improve brand recognition.
People or organizations that purchase products or services are called as consumers.
Recruiting products and services are also included in the term. Additionally, they
don't sell the stuff they bought. In the chain of distribution for products and services,
they are the final consumers.
Upjaoo Services Private Limited is a forward-thinking business that serves a broad
range of clients, including farmers, distributors, and retailers, with agricultural
products and solutions. Since agriculture continues to be one of India's most
important industries and provides a living for millions of people, businesses like
Upjaoo are in a position to revolutionize the modernization of traditional farming
methods.
India's agriculture industry is not uniform, and there are significant differences in
consumer demands, adoption of new technologies, and purchasing power.
Additionally, there are wide variations in elements like price sensitivity, product
quality trust, and customer service accessibility, therefore it is crucial for businesses
to customize their goods and services appropriately.
In this context, analysing the buying behavior of consumers—whether they are
small-scale farmers or large agribusinesses—becomes a complex yet rewarding
endeavour. This study, therefore, aims to provide a comprehensive understanding
of how consumers perceive and interact with the products of Upjaoo Services,
thereby offering a roadmap for enhancing customer satisfaction and driving future
growth.

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2.2 Importance Of Consuming Buying Behavior :

The decision-making process people go through before making a purchase of a

good or service is referred to as consumer buying behavior. There are several steps
in this process, including identifying a need, gathering information, weighing
options, making a purchase, and following up to determine if the customer is
satisfied or not. Numerous elements, such as individual choices, social influences,
psychological states, and economic conditions, have an impact on each of these
stages. A thorough grasp of these elements can assist companies like Upjaoo in
creating goods and marketing plans that appeal to the target market.
Purchase decisions in the agriculture industry are impacted by a variety of subtle
elements, including product availability, brand reputation, customer service
experiences, and word-of-mouth recommendations, in addition to product
characteristics and price. For example, because agricultural inputs have a direct
influence on their livelihood, farmers are heavily dependent on their quality and
dependability. Furthermore, agricultural goods frequently have a long-term
investment outlook, and customer decisions are greatly influenced by the product's
perceived value (in terms of yield, performance, or durability).
Gaining insight into the reasons behind customer purchases can provide a
competitive edge in light of the heightened market rivalry. Businesses like Upjaoo
may better position their products and make sure they meet or surpass customer
expectations by detecting trends in consumer behavior, such as sensitivity to price,
reliance on specific information sources, or preferences for specific product
attributes.

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2.3 Consumer Behavior

The study of how people and organizations choose and utilize goods and services
is known as consumer behavior. Its primary focus is on behavior, psychology, and
motives. The study of consumers and the processes they employ to choose, utilize
(spend), and discard goods and services, as well as their emotional, cognitive, and
social responses, is known as consumer behavior.
Many academics and researchers have provided the following general definitions
of consumer behavior, often known as buyer behavior:

1. It refers to how customers behave while purchasing, using, and discarding goods,
services, time, and concepts by decision-making units.
2. It is the body of knowledge that examines many facets of people's purchases and
consumption of goods and services while taking into account a range of social and
psychological factors.
3. The way that customers behave when they look for, buy, use, assess, and discard
goods and services that they believe will meet their requirements.
4. The actions and procedures individuals take to find, choose, buy, use, assess, and
discard goods and services in order to fulfill their wants and preferences.
5. The acts immediately related to acquiring, using, and discarding goods and
services, as well as the decision-making processes that go before and after these
activities.
6. The dynamic interplay of behavior, cognition, and environmental events that
humans use to conduct the trade part of their life is what the American Marketing
Association (AMA) describes as consumer behavior.
Understanding consumer behavior is useful in determining the preferences and
purchasing patterns of various customers. Age, sex, education, employment,
wealth, family structure, religion, nationality, and social standing are all factors that
affect us as consumers. Because of this, we all have distinct wants and backgrounds,
and we only purchase goods and services that we believe will meet those
requirements.
The buying process and utilization example both highlight how unique we are as
consumers. The study of consumer purchasing behavior provides us with
explanations for why customers differ from one another while making purchases of
goods and services. Nature and the marketing strategies of goods and services give
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us a boost, and we respond to these advancements by either buying or not buying
the thing. The shopper goes through the process of making his decision while
receiving the improvements and responding to them. Understanding its customers
is fundamental for every association, and doing so requires analyzing their behavior

2.4 Types of Consumer Behavior

There are four categories of consumer behavior

1. Complicated purchasing patterns

When consumers are buying an expensive, infrequently purchased item, they
exhibit this kind of behavior. They are particularly linked to the purchasing process
and the consumers' assessment before to deciding to participate. Imagine buying a
car or a house; these are examples of mind-blowing purchase behavior.
2. Purchase behavior that reduces dissonance
Although the client is very involved in the purchasing process, they have trouble
identifying the differences between brands. When the buyer stresses that they will
regret their choice, "disharmony" may result.
Imagine that you are buying a lawnmower. You will choose one based on price and
comfort, but once you've made the purchase, you'll want confirmation that you
made the right choice.

3. Routine purchasing habits

Constant purchases are characterized by the customer's near-complete lack of
association with the brand or item class. Imagine going grocery shopping: you visit
the supermarket and buy your favorite type of bread. Instead of strong brand
unwaveringness, you are setting an example that never stops.

4. The pursuit of variety

In this case, a customer purchases a different item because they want variety rather
than because they weren't satisfied with the previous one. similar to assessing the
scents of new shower gels.

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2.5 Advantages of Consumer Behavior
Analyzing customer behavior is crucial because it allows marketers to comprehend
the factors influencing consumers' purchasing decisions. Businesses may close the
gap in the market and identify outdated and necessary items by knowing how
customers make product selections. In order to display their products in a way that
has the most possible impact on customers, marketers also benefit from studying
consumer behavior. Gaining an understanding of consumer purchasing patterns is
essential to attracting and retaining customers and persuading them to buy from
you.

2.6 Factors Influencing Consumer Behavior :

Fig No. 2.1

Numerous factors frequently influence consumer behavior. Marketers ought to

research customer trends and buying habits. Most of the time, businesses simply
influence customer behavior through the things they can control. For example,
IKEA seems to force you to spend more money than you had intended each time
you enter the store.
What, therefore, are the elements that lead customers to answer "yes"?

1. Cultural elements (social class, culture, and subculture).

2. Social Aspects (social roles, families, and groups).
3. Individual characteristics, including age and stage of life, profession, financial
status, way of life, personality, and self-perception.

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Cultural Factors:
Cultural factors have the most influence on consumers. A person is bound by his
culture, and changing cultural norms is very difficult. Marketers need to
understand the role played by the buyer’s culture, subculture, and social class in
shaping consumer behavior.

 Culture: Culture is the most fundamental determinant of a persons wants and

behavior like set of values, perceptions, preferences and behaviors through his or
her family member.
 Subculture: These are smaller cultural groups within a larger culture, such as
ethnic groups, religions, or geographic regions.
 Social Class: A person’s social class (based on income, education, and
occupation) can impact their buying behavior.

Social Factors:
 Family: Family members significantly influence individual buying decisions,
especially for everyday products.
 Reference Groups: People look up to certain groups for guidance, like friends,
celebrities, or professionals, and may mimic their buying behavior.
 Roles and Status: A person’s role in society (e.g., student, professional) or the
status they aspire to achieve can shape their purchases.

Personal Factors:
 Age and Life Cycle: Needs and preferences change with age and different life
stages (e.g., young adults vs. retirees).
 Occupation: A person’s job can influence their buying habits (e.g., office workers
may prefer formal wear).
 Economic Situation: A consumer’s financial condition directly affects what they
can afford.
 Lifestyle: A person’s lifestyle, including activities, interests, and opinions, shapes
their buying choices.
 Personality and Self-Concept: Individuals tend to purchase products that reflect
their personality or the image they want to project.

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Psychological Factors
 Motivation: The internal drive to fulfill a need influences purchasing behavior
(e.g., buying food when hungry).
 Perception: How a consumer perceives a product (through advertising or personal
experience) influences their purchasing decisions.
 Learning: Previous experiences shape consumer behavior through learned habits.
 Beliefs and Attitudes: A person’s beliefs about a product (positive or negative) can
drive their purchasing decisions.

It is often acknowledged that one of the most important factors influencing a

company's long-term performance is customer pleasure. In addition to being more
inclined to make repeat purchases, happy consumers frequently act as brand
ambassadors, spreading good word-of-mouth recommendations that can draw in
new clients. In the agricultural industry, where confidence and trust are crucial, this
is especially crucial. By recommending items to their peers, a happy farmer or
merchant may increase the company's reach without spending a lot of money on
marketing.
Numerous elements, including the product's quality, after-sales support, usability,
and overall shopping experience, can be linked to customer happiness. In addition
to making recurring purchases, a happy consumer builds brand loyalty. On the other
hand, discontent whether as a result of subpar product performance, a delayed
delivery, or insufficient customer service can create unfavourable impressions that
are hard to change.
With a variety of goods to address the various demands of the agricultural
community, Upjaoo Services Private Limited has to make sure that its offerings not
only satisfy functional specifications but also provide an exceptional customer
experience. This covers everything, from how easy it is to access its items and how
easy it is to make purchases to how well customer service handles any problems
that may come up after a purchase. Upjaoo may make wise decisions to improve
the total customer experience and build more customer loyalty by methodically
monitoring customer satisfaction and comprehending the factors that influence it.
The goal of this study is to present a comprehensive knowledge of consumer
purchasing patterns and satisfaction levels with Upjaoo Services' offerings. In order
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to provide insights that help direct Upjaoo's future business initiatives, this study
analyses consumer preferences, purchase trends, and satisfaction levels. The study's
conclusions will be very helpful in pinpointing areas where product design,
marketing, distribution, and customer service need to be improved. Additionally,
by identifying the primary factors that influence customer happiness, the study will
help Upjaoo improve its customer engagement tactics, guaranteeing that the
business not only draws in new clients but also keeps and cultivates enduring
connections with current ones.

2.7 Industry Profile :

In 2023, the size of India's agriculture sector was INR 90,215.8 billion. According
to IMARC Group's forecast, the market would increase at a compound annual
growth rate (CAGR) of 10.5% from 2024 to 2032, reaching INR 227,059.9 billion.

Fig No. 2.2

Upjaoo Services Private Limited operates within the dynamic technology industry,
focusing on software development, digital services, and potentially consumer
electronics. This sector is characterized by rapid advancements and a strong
emphasis on digital transformation, driven by the increasing reliance on technology
across various business sectors. With an estimated annual growth rate of 10% to
20%, the market is set to expand significantly, fueled by trends such as the rise of
e-commerce, cloud computing, and the integration of artificial intelligence and
automation. However, the competitive landscape is intense, has many participants,
from start-ups to well-established businesses, need distinction via creativity and
first-rate client support. The regulatory environment presents additional
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difficulties, such as adhering to cybersecurity and data protection regulations.
Opportunities in emerging markets and the need for tailored solutions are abundant
notwithstanding these obstacles. Upjaoo can position itself for long-term
development and success in this dynamic sector by utilizing these insights and
concentrating on changing customer wants.

2.8 Overview of the Indian Agricultural Sector :

Indian agriculture has long been the foundation of the country's economy, making
a substantial contribution to employment and GDP. About half of India's workforce
is employed in agriculture, which contributes between 16 and 17 percent of the
GDP as of 2023. Crop cultivation, animal farming, fisheries, forestry, and, more
recently, agri-business and Agri-tech solutions are just a few of the many different
and expansive activities that fall under this broad category.
In addition to being a leading producer of horticulture crops like fruits and
vegetables, India is one of the world's top producers of main crops including rice,
wheat, sugarcane, and cotton. Additionally, the industry is essential to guaranteeing
food security for the nation's more than 1.4 billion inhabitants. The majority of
small and marginal farmers in India own less than two hectares of land, which
contributes to the sector's extreme fragmentation and diversity in terms of demands
and practices.
Because of its significance, the agricultural industry has experienced a number of
structural adjustments and legislative modifications meant to boost output, update
methods, and guarantee sustainable farming methods. Farmers have increased
production and decreased inefficiencies because to the adoption of cutting-edge
technology including digital platforms for market access, smart irrigation systems,
and precision farming. Businesses like Upjaoo Services Private Limited are
essential in this changing agricultural environment because they provide cutting-
edge goods and services that are suited to the requirements of contemporary Indian
farmers.

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2.9 Key Segments within the Agricultural Industry
The agricultural sector in India can be broadly divided into several key segments,
each with its own set of challenges and growth prospects:
1. Crop Cultivation: This is the most dominant activity within agriculture,
focusing on the cultivation of cereals, pulses, oilseeds, fruits, and vegetables.
Crops such as rice, wheat, maize, and cotton are critical for the country’s food
supply and export economy.
2. Agro-inputs: This includes essential agricultural products like seeds,
fertilizers, pesticides, and agricultural tools. Companies in this sector provide
high-quality inputs that are essential for improving crop productivity and
ensuring sustainability.
3. Agri-Tech and Digital Platforms: With the digital revolution in full swing,
technology has become a key enabler of growth in the agricultural sector.
Companies offering services like e-commerce platforms for agricultural goods,
precision farming tools, IoT-based irrigation systems, and satellite-based crop
monitoring are transforming traditional farming methods.
4. Farm Mechanization: Farm machinery, ranging from tractors and tillers to
advanced harvesters and drones, has become an essential part of improving
agricultural productivity. Mechanization helps in reducing labour costs and
increasing efficiency, especially for medium and large-scale farms.
5. Supply Chain and Logistics: Agriculture is also closely linked with the supply
chain industry, which includes storage, transportation, and distribution of
agricultural products. Cold chain logistics, warehousing, and transportation are
critical components that ensure that products reach the market in a timely and
cost-effective manner.

2.10 Trends and Drivers of Growth in the Agricultural Industry

The agricultural sector is currently undergoing significant transformation, driven
by various factors:
1. Technological Advancement: The adoption of precision farming, AI, and big data
in agriculture has allowed farmers to make more informed decisions. Technologies
such as remote sensing, weather forecasting, and soil health monitoring are
becoming integral in improving productivity and mitigating risks.

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2. Government Policies and Initiatives: To enhance the agriculture sector, the
Indian government has started a number of programs. Raising farmer incomes,
ensuring better use of water resources, and improving soil quality are the goals of
programs like the Pradhan Mantri Krishi Sinchai Yojana, Soil Health Card Scheme,
and Pradhan Mantri Kisan Samman Nidhi (PM-KISAN). Farmers may also obtain
high-quality inputs at reduced prices with the aid of subsidies on equipment, seeds,
and fertilizers.
3. Digital Agriculture: The rise of digital platforms for farming communities has
allowed for better market access, price transparency, and financial inclusion.
Companies are now offering mobile apps and online platforms for farmers to access
crop advisory, weather updates, market prices, and even purchase agricultural
products directly online.
4. Sustainability and Organic Farming: There is growing awareness of the need for
sustainable farming practices, with a focus on organic farming, reducing chemical
inputs, and preserving soil health. Companies offering organic inputs and eco-
friendly pest control solutions are gaining traction.
5. Increasing Mechanization: The penetration of farm mechanization in India is
growing, driven by the need to increase productivity and reduce labour dependency.
Tractors, irrigation systems, harvesters, and other machinery are becoming more
affordable and accessible to a wider range of farmers.

2.11 Challenges Faced by the Agricultural Sector

Despite its importance and growth potential, the Indian agricultural sector faces
several key challenges:
1. Fragmentation of Landholdings: A majority of Indian farmers operate on small
and fragmented landholdings. This makes it difficult to adopt large-scale
mechanization or advanced farming techniques.
2. Climate Change and Environmental Risks: Farmers are increasingly vulnerable
to erratic weather patterns, including droughts, floods, and unseasonal rainfall,
which negatively impact crop yields. Climate change poses a serious threat to long-
term sustainability in agriculture.
3. Low Penetration of Advanced Technology: While there has been an increase in
the adoption of technology, penetration remains low among small and marginal
farmers. High costs, lack of awareness, and limited access to credit are barriers.

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4. Inefficient Supply Chain: The agricultural supply chain in India is often inefficient,
with high levels of wastage due to poor storage facilities, inadequate transportation
infrastructure, and limited cold chain systems. These inefficiencies lead to
increased costs for farmers and reduced profitability.
5. Price Volatility and Market Access: Farmers frequently face the issue of price
volatility due to fluctuations in demand and supply, inadequate market
infrastructure, and the influence of middlemen. This affects their incomes and can
create uncertainty in planning future production.

2.12 Role of Upjaoo Services Private Limited in the Industry

Upjaoo Services Private Limited operates at the intersection of technology and
agriculture, providing innovative products and solutions that address some of the
sector’s most pressing
challenges. The company focuses on delivering high-quality agricultural inputs,
mechanization solutions, and digital tools that help farmers enhance productivity,
reduce costs, and increase profitability. Some of the key contributions of Upjaoo
Services to the agricultural industry include:

1. Advanced Agro-Inputs: Upjaoo offers a range of products, including high-quality

seeds, fertilizers, and eco-friendly pesticides, which are critical for improving crop
yields. By providing farmers with reliable inputs, Upjaoo plays a pivotal role in
ensuring that farming practices are both productive and sustainable.
2. Farm Mechanization: Recognizing the need for efficiency in agriculture, Upjaoo
Services supplies a variety of farm equipment, including tractors, tillers, and other
machinery that reduce labour dependency and speed up agricultural processes. This
is particularly important as Indian agriculture shifts towards higher levels of
mechanization to address labour shortages and improve output.
3. Technology and Digital Platforms: As part of the ongoing digital revolution in
agriculture, Upjaoo has invested in providing farmers with digital platforms that
offer crop advisory services, weather forecasting, and market price updates. These
platforms empower farmers to make data-driven decisions and improve
productivity.
4. Sustainability and Innovation: Upjaoo's emphasis on providing environmentally
friendly goods is in line with the expanding movement toward sustainable

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agricultural methods.

2.13 Future Outlook of the Agricultural Industry

The Indian agricultural sector is poised for continued growth, with several factors
contributing to its positive outlook:

1. Increased Investment in Agri-Tech: The adoption of new technologies such as

drones, AI, and blockchain is expected to revolutionize farming practices in India.
Companies that invest in technology will lead the way in modernizing Indian
agriculture.
2. Government Support: The government’s continued focus on doubling farmer
incomes, promoting sustainable farming, and improving rural infrastructure will
provide a conducive environment for growth.
3. Growing Demand for Organic Products: With a rising demand for organic and
sustainable products, companies that can innovate and meet this demand will see
substantial growth.

For companies like Upjaoo Services, there is immense potential to capitalize on

these trends by continually innovating and enhancing their product offerings to
meet the evolving needs of the Indian agricultural market. Through a focus on
customer satisfaction, modern agricultural practices, and the use of technology,
Upjaoo is well-positioned to be a leader in the industry’s transformation.

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2.14 Market Size :
The agricultural sector in India is one of the largest and most significant industries,
forming the backbone of the country’s economy. Agriculture contributes
approximately 18% to India’s GDP and employs about 58% of the population.
Given its vast scale, the market for agricultural products and services—including
Agro-inputs, machinery, and digital agricultural solutions—represents a significant
opportunity for companies like Upjaoo Services Private Limited.

Fig No. 2.3

The market size for Upjaoo Services Private Limited can be assessed by examining
its specific industry, likely within the technology sector. The total addressable
market (TAM) represents the overall revenue opportunity if the company were to
achieve 100% market share, which could be substantial, especially in fast-growing
areas like software as a service (SaaS). The serviceable available market (SAM)
narrows this down to the segment targeted by Upjaoo's offerings, focusing on
specific customer types such as small to medium enterprises (SMEs). Realistically,
the serviceable obtainable market (SOM) reflects the portion of the SAM that
Upjaoo expects to capture, potentially informed by current market penetration
rates. Trends such as digital transformation, the rise of remote work, and changing
consumer behavior all contribute to the evolving market landscape, highlighting
the need for Upjaoo to adapt its strategies. By continually analyzing these factors,
Upjaoo can position itself effectively within a competitive market and pursue
sustainable growth.

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CHAPTER – 3

REVIEW OF LITERATURE

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1. Kumar & Gupta (2016) explored how price sensitivity is a critical factor
influencing purchasing decisions in agricultural products, especially in rural areas
where farmers have limited financial resources. Farmers tend to prefer products
that offer better cost-benefit ratios, such as high-yield seeds or affordable fertilizers,
over premium-priced items.

2. Sharma & Singh (2018) examined the role of trust and relationships in the
agricultural supply chain, emphasizing that rural consumers are highly influenced
by interpersonal trust and long-term relationships with suppliers. Companies that
provide reliable products and maintain personal connections with farmers tend to
experience greater customer loyalty.

3. Chandrashekar et al. (2020) highlighted that farmers often rely on word-of-

mouth recommendations from fellow farmers and village leaders when
purchasing agricultural inputs. This behavior underscores the importance of local
networks in shaping purchasing decisions.

4. Mittal & Mehra (2017) found that satisfaction levels in the agriculture sector are
directly correlated with product reliability. Farmers expect Agro-inputs such as
seeds and fertilizers to consistently deliver high productivity, and any variability in
performance can lead to dissatisfaction.

5. Pawar & Patil (2019) emphasized the importance of after-sales services and
technical advisory in shaping consumer satisfaction. Farmers who receive post-
purchase guidance on how to use products correctly, especially when using
machinery or digital tools, report higher satisfaction levels.

6. Goyal & Aggarwal (2021) studied consumer satisfaction in rural markets, noting
that accessibility and timely availability of agricultural products significantly
impact satisfaction. Delays in delivery, especially during crucial planting seasons,
lead to dissatisfaction even if the product quality is high.

7. Sundar & Rao (2021) examined the role of precision farming technologies, such
as drones and IoT sensors, in improving farm management. Their research showed
that digital solutions help farmers optimize resource use, reduce input costs, and
20
improve yields, thereby leading to higher satisfaction and better returns on
investment.

8. Das et al. (2022) found that digital platforms like e-commerce websites for Agro-
inputs are gaining popularity among tech-savvy farmers, who appreciate the ease
of comparison between different products, transparent pricing, and convenience of
home delivery.

9. Rajesh & Verma (2019) studied the impact of brand trust on purchasing
behavior in rural markets, showing that farmers tend to remain loyal to brands that
have a history of delivering consistent quality. In particular, agrochemical brands
that maintain a strong reputation for product efficacy enjoy high levels of brand
loyalty.

10. Pandey & Mishra (2020) found that brand reputation plays a significant role in
influencing farmers’ buying behaviour, especially for high-involvement products
like farm machinery and fertilizers. Farmers are willing to pay a premium for
brands they perceive as trustworthy and reliable, especially when making long-term
investments.

11. Rao & Krishna (2018) analysed the increasing demand for organic fertilizers and
bio-pesticides among Indian farmers, driven by rising awareness of environmental
issues and soil health. Their study showed that farmers are willing to adopt
sustainable practices if these products are affordable and easy to use.

12. Verma & Singh (2021) found that government incentives for organic farming are
leading to increased interest among farmers in eco-friendly Agro-inputs. The
research showed that farmers who adopt organic farming practices report higher
satisfaction with their products, not only because of crop yields but also due to the
long-term benefits to soil fertility

13. Jadhav & Patel (2019) studied the barriers to digital adoption in rural areas,
identifying key challenges such as lack of digital literacy, limited internet access,
and high costs of smart devices. They found that older farmers are less likely to
adopt digital solutions due to these barriers.
21
14. Natarajan & Gupta (2020) explored how inadequate infrastructure in rural
areas impacts the effectiveness of digital agriculture platforms. Poor mobile
connectivity and unreliable power supplies prevent farmers from fully utilizing
digital tools, leading to frustration and lower satisfaction.

15. Chakraborty & Das (2020) studied the effectiveness of promotional activities
like farm demonstrations and workshops. They found that hands-on experience
with products significantly increases the likelihood of purchase, as farmers feel
more confident about the product's utility

16. Sinha & Dutta (2019) examined how local-level marketing strategies, including
participation in agricultural fairs and exhibitions, improve brand visibility and
encourage trial purchases among farmers. They suggested that companies that
engage directly with rural communities tend to experience higher product adoption
rates.

Research Paper :
4. Consumer Behavior : The Psychology of Marketing
Author : Michael Solomon
5. The Role of Customer Satisfaction in the Relationship Between Customer Loyalty
and Customer Retention
Author : Anderson, E. W., & Sullivan, M. W.
6. The Influence of Social Media on Consumer Buying Behavior
Author : Mangold, W. G., & Faulds, D. J.
7. Consumer Satisfaction: A Key Determinant of Customer Loyalty
Author : Oliver, R. L.

22
CHAPTER – 4

PROFILE OF THE ORGANIZATION

23
4.1 Company Profile :
We at DigiGrower want to be part of a solution to improve farm productivity
by helping farmers with new technology and innovations. DigiGrower Services
Pvt. Ltd. is recognized as a startup by the Ministry of Commerce & Industry,
Department for Promotion of Industry & Internal Trade (DPIIT), and the
Government of India. Looking at the increasing population and the growing need
to feed them, farm productivity has to improve. To achieve that, farmers need to
improve soil health by using new innovations and technology. We at DigiGrower
understand the current need for farmer Soil Health, Agronomy for Better-Cropping
practices. As our long-term vision, we intend to empower our farmer fraternity
through the omnichannel platform.

Upjaoo Services Private Limited is a leading agricultural solutions company,

focused on empowering farmers and agribusinesses through innovative products
and technology-driven services. Founded with the mission to enhance agricultural
productivity and profitability, Upjaoo Services has quickly established itself as a
trusted partner for farmers across India. The company specializes in providing high-
quality Agro-inputs, advanced farm machinery, and cutting-edge digital solutions
tailored to meet the diverse needs of the agricultural sector.
Headquartered in Kharadi, Pune. Upjaoo Services operates with a strong
commitment to sustainability, aiming to introduce modern farming practices while
maintaining ecological balance. The company's core philosophy revolves around
creating value for farmers by improving efficiency, reducing costs, and ensuring
higher crop yields. With a customer-centric approach, Upjaoo has been
instrumental in improving the livelihoods of farmers, particularly small and
marginal farmers, who are the backbone of Indian agriculture.

Name: Upjaoo Services Private Limited

Address: Head Office @ 712, Global Business
Hub, Near Eon IT Park, Kharadi, Pune, 411014
E-mail Id : [email protected]
Company Website : https://upjaoo.in/
https://corporate.upjaoo.in/ Fig. No. 4.1
24
4.2 Founder And Director :

CO-FOUNDER & DIRECTOR CO-FOUNDER & DIRECTOR

Gajanan Werulkar Ashutosh Nanoti

4.3 Core Values

 Customer Focus: Upjaoo Services is deeply committed to understanding and

meeting the needs of farmers by providing solutions that are reliable,
affordable, and efficient.
 Innovation: The company continuously invests in research and development
to bring cutting-edge technologies and advanced agricultural products to the
market.
 Sustainability: Upjaoo promotes environmentally friendly farming practices
that aim to conserve resources, minimize waste, and ensure long-term soil
health.
 Integrity: Building trust through ethical practices, transparency, and honest
communication with all stakeholders is a cornerstone of the company’s
operations.
 Excellence: Upjaoo strives for operational excellence in every aspect of its
business, from product development and delivery to customer support and after-
sales service.

25
4.4 Vision & Mission :

 Provide Agri-input of Right Quality at Right Price and Time.

 To counter the traditional mindset of Indian farmers
 We have built a strong Agronomy tech stack, which enables us to give scientific
information on demand by taking into account their specific data inputs like their
soil quality, water availability, stage of the crop.
 We provide weather based dynamic advisory and excellent crop information.

"Uplifting Farmers by Promoting Sustainable, Efficient Farming with the Help of

Technology"

26
4.5 Our Solutions :

1. Agri Input
Delivery of input at farmer's doorstep and post-sales support with advisory on usage
and monitoring Health & Growth of the crop as the cropping season wears on.
2. Farm Advisory Solutions
Agri Advisory Services is focused on call-based servicing for farmer queries,
giving direct access to have a personal one-on-one interaction with our in-house
Agri experts and enable positively influence our farmers in rapidly adopting
progressive farming practices and introducing the much-needed progressive
approach to farming to better yields.
3. Soil Testing
We help our farmers get the soil test done at our testing labs or bring in their existing
soil health cards. Soil composition data points provide foundations for selecting
the right kind of Agri Input (seed/fertilizer) and to generate advanced analytics e.g.
yield predictions and Personalized Advisory.

4.6 Our Products :

Upjaoo Services offers a comprehensive range of products and
services aimed at improving the efficiency and profitability of the agricultural
sector:
1. Agro-Inputs:
 High-Quality Seeds: Upjaoo provides a variety of seeds that are scientifically
tested and proven to improve crop yields. These seeds are adapted to local soil
conditions and climates, ensuring optimal performance.
 Fertilizers: The company offers a range of organic and chemical fertilizers that
support soil health and enhance crop growth.

2. Digital Solutions:
 Mobile Platforms for Farmers: Upjaoo has developed mobile apps that provide
farmers with real-time updates on weather conditions, market prices, crop advisory,
and other critical information. These platforms also offer e-commerce services
where farmers can purchase inputs directly.
 Smart Irrigation Systems: Through the use of IoT-based solutions, Upjaoo helps
farmers optimize water usage, ensuring crops receive the right amount of water.
27
3. Consulting and Advisory:
 Upjaoo offers consulting services to farmers, providing them with expert guidance
on crop selection, soil health management, and modern farming techniques. The
company's advisory services aim to educate farmers on sustainable practices,
improving yields while minimizing environmental impact.

We at DigiGrower would like to be part of solution to improve farm productivity

by helping farmers with new technology and innovation. Looking at increasing
population at farm productivity has to improve to feed the growing population with
that farmer need to improve soil health and use new innovation and technology to
improve their childhood. We at DigiGrower understand the need of farmer their
farm soil health, Agronomy, better-cropping Practices to be plant at solution. As
our long term vision we intend to empower our farmer fraternity through the
omnichannel platform to uplifting farmers.

28
BIOREGULATORS :

RAXIT PSB :
MRP | Weight
selling price – 950 Rs, MRP- 1100, Weight -500 ml.
Advantages
 Improves soil fertility and physical structure
 Enhance Root growth and nutrient uptake
 Improves stress tolerance
 Increase marketable yield, quality And Shelf life
Fig No. 4.2

RAXIT AMF :
MRP | Weight
Selling Price -1000 RS, MRP – 1200 Rs, Weight -4kg.
Advantages
 Enhance Root Growth
 Improves Soil Health
 Provide Resistance Against Stress Conditions.
 Ensures Profitability

Fig No. 4.3

RAXIT AZO
MRP | Weight
selling price – 950 RS, MRP -1100, Weight -500ml.
Advantages
 Enhance Plant growth And Development.
 Increase stress Tolerance
 Increase yield, Enhance Product Quality and Shelf Life

Fig No. 4.4

29
SEEDS :

MAX EARLY RED

Weight | Size of Packet

1 kg and 500 g | 200x112x60 mm

Advantages

 Dark red colour onion

 High yielding capacity

 Medium size bulb with 80 to 100 gm weight

 Maturity time 105 to 115 Days

Fig No. 4.5

MAX RAJA

Weight | Size of Packet

500 g | 200x112x60 mm

Advantages

 Attractive light red colour

 Best storage capacity

 Medium to Big circular bulb

 Maturity ranges from 95 to 115 days.

Fig No. 4.6

MAX SUPER DIAMOND

Weight | Size of Packet

3kg | 320×470 mm

Advantages

 Suitable for Rabi with Irrigated and Rainfed condition

 Big cob with grain filled till top

 Small shank with more grain percentage

 Attractive and bold grains

 High yielding capacity Fig No. 4.7

30
MAXRAJE CORN

Weight | Size of Packet

4 kg | 320×470 mm

Advantages

 Best suitable for Kharif season and Rainfed condition

 Suitable for all erratic climatic conditions

 Excellent tip filling with good grain average

 Attractive and bold grains

Fig No. 4.8

HYBRID OKRA – MOH – 88

Weight

250gram/100gram.

Advantages

 Best suitable for kharif / rabi and summer season

 Internodal distance is low

 More numbers of tillers lead to more fruit bearing capacity

 Early fruiting starts from of 45 Days

 Attractive and bright green fruits

Fig No. 4.9

MAXIM BAJRA NO. 1

Weight | Size of Packet

500 g | 200×240 mm

Advantages

 Best multicut fodder seed

 Period of 5 to 6 months – 5 to 6 cuttings

 Grass hight ranges from 8 to 10 feet

 Best quality with smooth and lushy grass

Fig No. 4.10

31
4.7 SWOT Analysis :
A SWOT analysis is a strategic planning tool used to identify
a company’s internal Strengths and Weaknesses, as well as external Opportunities
and Threats. Below is a detailed SWOT analysis for Upjaoo Services Private
Limited, focusing on its role as an agricultural solutions provider.

1. Strengths
 Diverse Product Portfolio: Upjaoo Services offers a comprehensive range of
products, including Agro-inputs (seeds, fertilizers, pesticides), farm machinery, and
digital agricultural solutions. This diversity allows the company to cater to a broad
spectrum of farmers’ needs, enhancing its market appeal.
 Technology-Driven Solutions: The company has embraced digital platforms and
technology, such as mobile apps and smart farming tools, which enhance farmer
engagement and offer real-time information on crop management, market prices,
and weather conditions. This sets Upjaoo apart as a forward-thinking, modern
agricultural company.
 Customer-Centric Approach: Upjaoo is committed to providing high-quality after-
sales services, advisory support, and customized solutions to farmers. This
customer focus builds strong relationships and loyalty, which is crucial in a market
driven by trust and long-term relationships.
 Sustainability Focus: The business advocates for environmentally friendly
agricultural goods such as bio-pesticides and organic fertilizers. Upjaoo's emphasis
on ecologically friendly solutions puts it in a strong position for future expansion
given the growing demand for sustainable agricultural methods.
 •Strong Market Presence: With a well-developed distribution network that
guarantees its goods reach even the most isolated farming villages, Upjaoo has
established a strong presence in India, especially in rural regions.

2. Weaknesses
 Dependency on Local Markets: Upjaoo’s primary focus is on the Indian agricultural
market. This lack of significant international expansion could be seen as a limiting
factor, especially given the potential in global agricultural markets.
 Limited Digital Literacy Among Farmers: Although Upjaoo has invested in digital
platforms, many farmers in rural India still face challenges related to digital literacy
32
and internet access. This limits the adoption of its advanced technological offerings
in certain regions, reducing the effectiveness of its digital strategy.
 High Competition: The Agro-inputs and machinery market is highly competitive,
with well-established players and multinational corporations operating in the same
space. Upjaoo faces significant competition in terms of price, quality, and service,
which may affect its ability to capture market share.
 Supply Chain Challenges: Given the seasonal nature of agriculture, Upjaoo may
face challenges in managing inventory and logistics, particularly during peak
demand periods or when supply chain disruptions occur due to external factors like
weather or transportation issues.

3. Opportunities
 Growing Demand for Sustainable agricultural: Organic and sustainable agricultural
methods are becoming more and more popular. Governments are encouraging eco-
friendly alternatives as farmers grow more conscious of the effects that
conventional farming practices have on the environment. Upjaoo is well-positioned
to benefit from this expanding industry because to its emphasis on eco-friendly
goods like organic seeds and biofertilizers.
 International Market Expansion: Upjaoo may access a sizable worldwide market
by extending its product line to nearby nations and other developing areas facing
comparable agricultural difficulties. The agricultural conditions in many emerging
nations are comparable, and the company's goods and services might be
advantageous. Government Support for Agriculture: The Indian government’s
ongoing initiatives to promote farm mechanization, sustainable farming, and rural
digitization present significant opportunities for Upjaoo to collaborate with
government bodies, obtain subsidies, and expand its product reach through public-
private partnerships.
 Adoption of Precision Farming Technologies: As more farmers embrace precision
farming technologies, there is significant potential for Upjaoo to further develop
and integrate advanced solutions like drones, AI, and IoT-based smart farming
tools, catering to the increasing demand for data-driven farming.
 Rising Income and Awareness Among Farmers: With improving rural incomes and
increasing access to information, farmers are becoming more sophisticated buyers.
They are demanding high-quality products and value-added services.
33
4. Threats
 Fluctuating Commodity Prices: Variations in commodity prices and agricultural
output can have a direct impact on farmers’ purchasing power. In times of low
agricultural output or price crashes, demand for Agro-inputs and machinery may
decrease, affecting Upjaoo’s revenue.
 Unpredictable Weather and Climate Change: Agriculture is highly sensitive to
weather conditions, and climate change poses significant risks to agricultural
productivity. Erratic weather patterns, droughts, and floods can reduce crop yields,
negatively impacting demand for agricultural inputs.
 Regulatory Challenges: The agricultural sector in India is heavily regulated, with
frequent changes in government policies related to subsidies, pricing, and
environmental regulations. Shifts in policy could negatively impact the sales of
Agro-inputs or the adoption of new technologies, especially if government
incentives are reduced or removed.
 Competition from Multinational Corporations: Global giants in the Agro-inputs and
farm machinery sectors, such as Bayer, Syngenta, and John Deere, are well-
established in the Indian market. These companies have significant resources for
research, marketing, and distribution, posing a threat to smaller players like Upjaoo.
 Rural Connectivity and Infrastructure Issues: The success of Upjaoo’s digital
solutions relies on rural infrastructure, such as internet connectivity and mobile
access. In many parts of rural India, poor connectivity could hinder the adoption of
its digital platforms, limiting growth in certain areas.

4.8 Future Growth Prospects for Upjaoo Services Private Limited :

Upjaoo Services Private Limited operates within the agricultural industry,
a sector that is expected to witness transformative changes due to technological
innovations, sustainability drives, and evolving consumer preferences. Upjaoo’s
focus on Agro-inputs, machinery, and digital agricultural solutions places the
company in a strong position to capitalize on future growth opportunities. Below
are key areas where Upjaoo can expect future growth.

1. Expansion in Sustainable and Organic Agriculture

 Increasing Demand for Sustainable Practices: The global and Indian agricultural
sectors are experiencing a shift toward sustainable farming practices. Consumers
34
are becoming more conscious of the environmental impacts of conventional
farming, and there is rising demand for organic and eco-friendly products.
Governments are also encouraging the adoption of sustainable practices, offering
subsidies and incentives for organic farming and the use of bio-fertilizers and bio-
pesticides. Upjaoo’s existing product portfolio, which includes sustainable and
organic farming inputs, positions the company to capitalize on this trend.
 Organic Farming Market: India’s organic farming market is projected to grow at a
CAGR of 20-25%, reaching INR 75 billion (USD 1 billion) by 2025. Upjaoo can
expand its range of organic inputs and market itself as a leader in promoting
sustainable agricultural solutions.
2. Technological Integration and Digital Agriculture
 Digital Platforms and Precision Farming: The adoption of digital technology in
agriculture is accelerating rapidly. Digital platforms that provide real-time weather
forecasts, market prices, and crop advisory services are gaining traction among
farmers. Precision farming technologies, which leverage drones, AI, and IoT, offer
opportunities to improve crop yields, optimize resource use, and reduce costs.
 Growth of Digital Agriculture Market: The digital agriculture market in India is
expected to grow at a CAGR of 15-20%, reaching USD 1 billion by 2030. Upjaoo’s
investment in digital platforms and mobile apps can help the company expand its
reach, particularly to tech-savvy and younger farmers who prefer digital solutions.
 Customized Solutions for Small and Marginal Farmers: By developing technology-
driven solutions that cater specifically to smallholder farmers, Upjaoo can unlock
a large market. Offering affordable subscription-based digital advisory, soil testing
services, and precision farming tools could enhance farmer productivity and loyalty
to the brand.
3. Expansion into New Markets
 Geographical Expansion: Upjaoo can explore new domestic and international
markets. In India, expanding into regions with low agricultural productivity but
high potential, such as northeastern states, can offer significant growth
opportunities. Internationally, Upjaoo can explore expanding its products into
neighboring countries like Bangladesh, Nepal, and Sri Lanka, where agricultural
challenges and demands are similar to India’s.
 Partnerships and Collaborations: Collaborating with international agricultural
bodies or expanding through joint ventures with global agricultural companies can
35
help Upjaoo access new markets and technology. It can also explore exports of
organic fertilizers, bio-pesticides, and machinery.
4. Farm Mechanization and Automation
 Mechanization of Small Farms: The Indian government is pushing for increased
mechanization in agriculture through initiatives and subsidies aimed at small and
marginal farmers. This trend provides Upjaoo with an opportunity to expand its
farm machinery segment, offering affordable and customized mechanization
solutions like small tractors, tillers, and harvesters to small-scale farmers.
 Automation and Smart Machinery: As agriculture shifts toward more automated
processes, there is a growing market for advanced, smart farming equipment. This
includes GPS-enabled tractors, automated irrigation systems, and AI-driven
machinery that can perform specific tasks autonomously. Upjaoo can invest in
R&D to develop smart farming equipment to cater to this growing segment.
5. Government Policies and Incentives
 Policy Support for Agri-Tech and Farm Mechanization: The Indian government’s
focus on modernizing agriculture through schemes like Pradhan Mantri Fasal Bima
Yojana, PM Kisan, and Agri-Infrastructure Fund provides Upjaoo with
opportunities to align its offerings with these initiatives. Government support for
Agri-tech, mechanization, and digital transformation can fuel demand for Upjaoo’s
products and services.
 Public-Private Partnerships (PPPs): Upjaoo can explore collaborations with
government agencies to promote farm mechanization and digitalization initiatives.
By leveraging these partnerships, the company can expand its reach and impact,
especially in remote and underdeveloped farming areas.
6. Research & Development in Crop Productivity and Climate Resilience
 Climate-Resilient Products: Given the increasing impact of climate change on
agriculture, Upjaoo has the opportunity to invest in the development of climate-
resilient seeds, fertilizers, and pesticides. Offering products that enhance crop
productivity in adverse weather conditions (such as drought-resistant seeds or
water-efficient fertilizers) can differentiate the company and cater to the urgent
needs of farmers.
 Smart Irrigation Systems: With water scarcity becoming a significant issue in many
agricultural areas, there is growing demand for smart irrigation systems that can
help farmers conserve water while optimizing crop yields.
36
CHAPTER - 5

OBJECTIVES OF THE STUDY

37
5.1 Objectives Of The Study :
 To study consumer buying behavior towards products of Upjaoo services
private limited.
 To study the consumer perception towards agricultural products.
 To study customer satisfaction towards agricultural products.

38
CHAPTER - 6

RESEARCH METHODOLOGY

39
6.1 Research Methodology :
Research is a systematic process of investigation and inquiry aimed at discovering,
interpreting, and expanding knowledge. It involves formulating questions,
gathering data through observation or experimentation, analyzing findings, and
drawing conclusions. I have prepared this report based on my experience during
my internship and my own learning and understanding. I collected primary data by
talking to employees in the office and getting people responded through enquiry or
questionnaire form. Secondary data was also collected from various sources such
as company brochures, internet data, websites, books, journal articles, and internal
records to support the report. I designed the methodology or data collection method
in the following way: -

6.2 Research Design :

The research is based on a descriptive research design aimed at understanding and
analyzing the buying behavior of consumers and their satisfaction with agricultural
products offered by Upjaoo Services Private Limited. Descriptive research helps in
providing a clear picture of consumer behavior, perception, and satisfaction by
observing and documenting the current trends.

6.3 Type of Research : Quantitative (Primary data collection through surveys)

6.4 Research Objectives :

To study consumer buying behavior towards Upjaoo Services Private Limited.
Understand the factors influencing consumer purchasing decisions regarding
Upjaoo's products.
Examine purchase frequency, product preferences, and the role of marketing or
promotions in consumer choices.
To study consumer perception towards agricultural products.
Analyze how consumers perceive the quality, pricing, and benefits of agricultural
products offered by Upjaoo.
Understand the awareness and trust in Upjaoo's brand within the agricultural
product sector.
To study customer satisfaction towards agricultural products.
Assess the overall satisfaction levels of consumers using Upjaoo’s agricultural
products.
40
Identify key factors contributing to customer satisfaction or dissatisfaction, such as
product quality, customer service, pricing, and delivery.

6.5 Data Collection Method

The research will employ primary data collection through structured questionnaires
distributed among the target consumers of Upjaoo Services Private Limited.
Additionally, secondary data will be collected from journals, reports, websites, and
prior studies related to agricultural products and consumer behavior.

6.6 Primary Data:

Survey : A structured questionnaire will be developed to gather insights on
consumer buying behavior, perception, and satisfaction towards Upjaoo's
agricultural products.

6.7 Sampling Method:

Convenience Sampling will be used to select respondents from the existing
customer base of Upjaoo Services Private Limited. This method is chosen due to
ease of access to respondents who are willing and available to participate.

6.8 Sampling Size:

A sample size of around 70 respondents will be targeted. The sample will be large
enough to represent diverse customer segments and ensure reliability of the data.

41
6.9 Tabular Representation of Data Collection :

Research Method Quantitative Survey, In-

Depth Interview
Research type Descriptive Research

Sample frame / 100 - 120

Population
Sample Size 70

Sample Location Kharadi, Pune

Sample Technique Convenience Sampling

Data representation MS-Excel, Pie Charts &

techniques & tools Bar Diagrams
Sampling Units Customers (Farmers)

Table No. 1

6.10 Research Instrument:

Questionnaire
A structured questionnaire will be used to collect data. It will consist of closed-
ended questions, Likert scale-based questions, and some demographic questions to
gather information about the respondents’ age, gender, occupation, and income.

6.11 Sections of the Questionnaire:

Demographic Information: Age, gender, occupation, income level, education, etc.
Buying Behavior: Questions related to purchase frequency, product preferences,
purchase channels (online/offline), and factors influencing the purchase decision.
Consumer Perception: Rating questions on product quality, pricing, packaging, and
the perception of Upjaoo's products compared to competitors.
Customer Satisfaction: Likert-scale questions to measure satisfaction with product
quality, service, pricing, availability, and overall experience with Upjaoo’s
agricultural products.

42
6.12 Data Analysis Techniques
The data collected through the survey will be analyzed using statistical methods to
derive insights and patterns related to consumer behavior, perception, and
satisfaction.

6.13 Tools for Data Analysis:

Descriptive Statistics: Used to summarize and describe the basic features of the
data, such as frequency distributions, percentages, and averages.
Cross-tabulation: To analyze the relationship between demographic factors and
consumer behavior/perception.
Chi-Square Test: To determine if there is any significant association between
demographic characteristics (such as age, income) and buying behavior or
satisfaction levels.
Correlation Analysis: To identify the strength and direction of the relationship
between variables such as consumer perception and satisfaction.
Regression Analysis: To study how different factors (price, quality, service)
influence customer satisfaction.
The analysis will be performed using software tools like SPSS or Excel.

6.14 Scope of the Study

The study will focus on customers who have purchased products from Upjaoo
Services Private Limited, primarily in Nashik city or other operational areas of the
company. The focus will be on consumers purchasing agricultural products such as
seeds, fertilizers, and other farming-related goods.

6.15 Target Audience:

Farmers
Agricultural product distributors
Retail buyers of agricultural products (small-scale businesses or individual
consumers)

6.16 Limitations of the Study :

Geographic Limitation: The research will be limited to customers in certain regions
(such as Satara city), which may not reflect consumer behavior in other parts of
India.
43
Sample Bias: The use of convenience sampling may introduce bias, as the
respondents are selected based on their availability and willingness to participate.
Time Constraints: Due to time limitations, the study might not cover all potential
factors affecting consumer behavior and satisfaction comprehensively.

6.17 Ethical Considerations :

The research will follow ethical guidelines to ensure the privacy and confidentiality
of the respondents. Participants will be informed about the purpose of the study and
their rights to withdraw from the survey at any point.
Informed Consent: Respondents will be asked for their consent before participating
in the survey.

44
CHAPTER - 7

ANALYSIS AND INTERPRETATION OF

DATA

45
7.1 Analysis And Interpretation Of Data

Que. 1) Age

Response No. Of %
Respondents (No. Of Respondents)
18 -25 31 44.3 %
26 - 35 25 35.7 %
36 - 45 09 12.9 %
45 - 55 05 7.1 %
56 & Above 00 0%
Total 70 100%
Table No. 7.1

0%
7%
13% 18 -25
44%
26 - 35
36% 36 - 45
45 - 55
56 & Above

Graph No. 01
Data Analysis :
 The largest group is aged 18-25, with 31 respondents (44.3%), The second-
largest group is 26-35 years old, with 25 respondents (35.7%),
 A smaller group, 9 respondents (12.9%), fall in the 36-45 age range, The
smallest group is aged 46+, with only 5 respondents (7.1%), indicating
lower consumption in this age category.

Interpretation :
The sample is largely skewed toward younger age groups, with 80% of respondents
aged 18-35. Older age groups (36-55 and 56+) are underrepresented, and there are
no respondents aged 56 and above. This could be due to the survey's target audience
or the sample's characteristics, limiting the representativeness of older populations.

46
Que.2) Gender

Response No. Of %
Respondents (No. Of Respondents)
Male 56 80 %
Female 14 20 %
Other 00 0%
Total 70 100 %
Table No. 7.2

Chart Title

20%0%
Male
Female
80%
Other

Graph No. 02
Data Analysis :
 The majority of respondents were male, with 56 individuals (80%).
 Females made up 14 respondents (20%)

Data Interpretation :
The sample is predominantly male, with fewer female respondents, suggesting
opportunities to engage more with women. Additionally, there is no representation
of other genders, indicating limited diversity in the survey.

47
Que. 3) Occupation

Response No. Of %
Respondents (No.Of Respondents)
Farmer 30 42.9 %
Retailer 12 17.1 %
Agricultural Business Owner 17 24.3 %
Agronomist 03 7.1 %
Other 08 4.3 %
Total 70 100 %
Table No. 7.3

Farmer

12%
4% Retailer
43%
24% Agricultural Business
Owner
17%
Agronomist

Other

Graph No. 03

Data Analysis :
 Farmers : The largest group with 43 %
 Agricultural business owners: 24 %
 Retailers are 17.1%
 Agronomists are 4 %
 Other category has 4.3 %

Interpretation :
This distribution shows that Upjaoo Services Private Limited's products are mainly
used by farmers, followed by agricultural business owners and retailers.
Agronomists, though a smaller group, also engage with the company’s products.

48
Que. 4) Income Level

Response No. Of %
Respondents (No.Of Respondents)
Below Rs. 25000 22 31.4 %
Rs. 25000 - 50000 26 37.1 %
Rs. 50000 – 75000 19 27.1 %
Above Rs. 75000 03 4.3 %
Total 70 100 %
Table No. 7.4

4%
27% 32% Below Rs. 25000
Rs. 25000 - 50000
Rs. 50000 – 75000
37%
Above Rs. 75000

Graph No. 04

Data Analysis :
 A significant portion from the lower-income bracket, highlighting that
affordability is likely a key factor in their purchasing decisions.
 A sizable segment of higher-income individuals, contributing significantly
to the customer demographic.

Data Interpretation :
The data shows Upjaoo Services’ products are mainly bought by low to middle-
income consumers, with the largest group earning ₹25,000-₹50,000. There’s
potential for targeting wealthier individuals with premium offering

49
Que. 5) How frequently do you purchase agricultural products from Upjaoo
Services?

Response No. Of %
Respondents (No.Of Respondents)
Weekly 14 20 %
Monthly 33 47.1 %
Once in 3 Months 15 21.4 %
Rarely 08 11.4 %
Total 70 100 %
Table No. 7.5

12% 20%
Weekly
21%
Monthly
Once in 3 Months
47%
Rarely

Graph No. 05

Data Analysis :
 47.1% purchase monthly: The largest group
 21.4% buy every three months: A moderate frequency
 20% purchase weekly: A smaller but consistent group with high demand
 11.4% make rare purchases: This group likely has specific product needs

Data Interpretation :
Nearly half of respondents (47.1%) make monthly purchases, with significant
groups buying weekly (20%) or quarterly (21.4%). The 11.4% making rare
purchases indicate occasional or specific needs.

50
Que. 6) What type of agricultural products do you usually buy from Upjaoo
Services?

Response No. Of %
Respondents (No.Of Respondents)
Seeds 26 37.1 %
Fertilizers 31 44.3 %
Pesticides 09 12.9 %
Advisory 02 2.9 %
Other 02 2.9 %
Total 70 100 %
Table No. 7.6

3%
3% Seeds
13%
37% Fertilizers
Pesticides
44%
Advisory
Other

Graph No. 06

Data Analysis :
 44.3% purchase fertilizers: The most popular product category
 37.1% buy seeds: A significant portion of the customer base relies on seed
products
 12.9% purchase pesticides: A smaller group
 2.9% use advisory services: A small number seek expert advice

Data Interpretation :
This data shows that fertilizers and seeds are the primary products purchased by
Upjaoo Services Private Limited’s customers, with pesticides also playing a role,
albeit to a lesser extent.

51
Que. 7) How do you prefer to purchase agricultural products from Upjaoo Services?

Response No. Of %
Respondents (No.Of Respondents)
In Store 33 47.1 %
Online 33 47.1 %
Through Sales Agent 03 4.3 %
Other 01 1.4%
Total 70 100 %
Table No. 7.7

2%
4%
In Store
47%
47% Online
Through Sales Agent
Other

Graph No. 07

Data Analysis :
 47.1% purchase in-store: Nearly half prefer physical shopping
 47.1% purchase online: Equal preference for the convenience of digital
shopping
 4.3% buy through sales agents: A smaller group, possibly seeking
personalized service
 1.4% use other channels: A very small group using unspecified methods

Data Interpretation :
This data reveals an equal split between in-store and online purchases, emphasizing
the need for both physical and digital sales channels to cater to consumer
preferences. The small use of sales agents or other methods suggests these channels
are less popular compared to in-store and online options

52
Que. 8) What factors influence your decision to buy from Upjaoo Services
(Select all that apply)
Response No. Of %
Respondents (No.Of Respondents)
Product Quality 37 52.9 %
Price 44 62.9 %
Availability of Products 14 20 %
Customer Service 17 24.3 %
Brand Reputation 02 2.9 %
Other 01 1.4 %
Table No. 7.8

Product Quality

39% 12% Price

17% 15% Availability of Products
2%
Customer Service
32%
Brand Reputation

Graph No. 08

Data Analysis :

 62.9% prioritize price: Cost is the most important factor

 52.9% prioritize product quality: More than half value quality
 24.3% value customer service: A quarter of respondents
 20% consider product availability: Some consumers prioritize access
 2.9% consider brand reputation: Brand loyalty is less important
 1.4% mention other factors: A small number cite unspecified personal
preferences

53
Que. 9) How important is the price of agricultural products in your buying
decision?

Response No. Of %
Respondents (No.Of Respondents)
Very Important 38 54.3 %
Important 30 42.9 %
Neutral 02 2.9 %
Not Important 00 0%
Total 70 100 %
Table No. 7.9

3%
0%
Very Important
43% 54% Important
Neutral
Not Important

Graph No. 09

Data Analysis :
 54.3% rated factors as "very important": The majority of consumers
highlighting their significance in driving decisions.
 42.9% rated them as "important": Nearly all respondents (97.2% combined)
recognize the relevance of these factors in their buying choices.
 2.9% rated them as "neutral": A small group expressed indifference

Data Interpretation :
This analysis shows that most respondents view the factors influencing their
purchasing decisions as either very important or important, emphasizing the need
for Upjaoo Services Private Limited to focus on these areas to improve customer
satisfaction and loyalty. Specifically, 54.3% consider price "Very Important" and
42.9% consider it "Important," while only 2.9% rate it as "Neutral."

54
Que. 10) How do you perceive the quality of agricultural products offered by
Upjaoo Services?
Response No. Of %
Respondents (No.Of Respondents)
Excellent 25 35.7 %
Good 40 57.1 %
Average 04 5.7 %
Poor 01 1.4 %
Total 70 100 %
Table No. 7.10

1%
6%
36% Excellent
Good
57% Average
Poor

Graph No. 10

Data Analysis :
 57.1% rated satisfaction as "good": Over half of consumers are satisfied
 35.7% rated satisfaction as "excellent": A significant portion appreciates
 5.7% rated satisfaction as "average": A small group has a neutral experience
 1.4% rated satisfaction as "poor": Very few respondents are dissatisfied

Data Interpretation :
This data shows that over 92% of respondents are satisfied with Upjaoo Services'
products, with the majority offering positive feedback (excellent and good). The
low percentage of average and poor ratings suggests an opportunity for the
company to address areas for improvement for the few customers who were not
fully satisfied.

55
Que. 11) Do you think the products from Upjaoo Services meet your expectations
in terms of performance?
Response No. Of %
Respondents (No.Of Respondents)
Yes, always 39 55.7 %
Yes, Sometimes 29 41.4 %
No 02 2.9 %
Total 70 100 %
Table No. 7.11

3%

41% Yes, always

56%
Yes, Sometimes
No

Graph No. 11

Data Analysis :
 55.7% would "always" recommend the products: A strong majority
 41.4% would "sometimes" recommend the products: customers are satisfied
 2.9% would not recommend the products: A small number dissatisfied

Data Interpretation :
The data illustrates that a significant majority of respondents (97.1%) are willing
to recommend Upjaoo Services, with more than half expressing strong loyalty by
saying they would recommend "always." This reflects positively on the company’s
reputation and suggests that customer satisfaction is high.

56
Que. 12) How does Upjaoo Services compare with other suppliers in terms of
product innovation and variety?

Response No. Of %
Respondents (No.Of Respondents)
Better 29 41.4 %
Same 39 55.7 %
Worse 02 2.9 %
Total 70 100 %
Table No. 7.12

3%
41% Better
56% Same
Worse

Graph No. 12

Data Analysis :
 55.7% "the same": A majority perceives consistent quality
 41.4% "better": Nearly half recognize improvements in quality
 2.9% "worse": A small number, suggesting that few customers have
experienced a decline in quality

Data Interpretation :
The data reveals a strong perception of stability and improvement among
respondents regarding Upjaoo Services’ products. A combined total of 97.1% of
respondents feel that the products are either the same or better, indicating a
generally positive trend in consumer sentiment.

57
Que.13) Do you think agricultural products from Upjaoo Services contribute to
better farming outcomes (e.g., higher yield, improved crop health)?

Response No. Of %
Respondents (No.Of Respondents)
Yes, Significantly 23 32.9 %
Yes, To some extent 44 62.9 %
Not Really 03 4.3 %
Not Sure 00 0%
Total 70 100 %
Table No. 7.13

4%
0%
33% Yes, Significantly
Yes, To some extent
63% Not Really
Not Sure

Graph No. 13

Data Analysis :

 62.9% feel the products meet expectations "to some extent"

 32.9% feel the products meet expectations "significantly"
 4.3% feel the products do "not really" meet expectations

Data Interpretation :
This data shows that a total of 95.8% of respondents believe that Upjaoo Services’
products either significantly or somewhat meet their expectations.

58
Que. 14) How satisfied are you with the overall product range offered by Upjaoo
Services?

Response No. Of %
Respondents (No.Of Respondents)
Very Satisfied 30 42.9 %
Satisfied 38 54.3 %
Neutral 02 2.9 %
Not Satisfied 00 0%
Total 70 100 %
Table No. 7.14

3%
0%
Very Satisfied
43%
Satisfied
54%
Neutral
Not Satisfied

Graph No. 14

Data Analysis :
 54.3% are "satisfied": Over half have a positive view of their experience
 42.9% are "very satisfied": A large portion is pleased with the quality
 2.9% are "neutral": A small group expresses indifference, with minimal
ambivalence.

Data Interpretation :
The data reveals that a total of 97.2% of respondents are satisfied or very satisfied
with Upjaoo Services' products. This highlights a strong customer base that
appreciates the offerings and reflects positively on the company’s reputation.

59
Que.15) How satisfied are you with the pricing of agricultural products from
Upjaoo Services?

Response No. Of %
Respondents (No.Of Respondents)
Very Satisfied 24 34.3 %
Satisfied 44 62.9 %
Neutral 02 2.9 %
Not Satisfied 00 0%
Total 70 100 %
Table No. 7.15

3%
0%
34% Very Satisfied
Satisfied
63%
Neutral
Not Satisfied

Graph No. 15

Data Analysis :
 62.9% are "satisfied": A significant majority have a positive perception
 34.3% are "very satisfied": A substantial number of customers are pleased
 2.9% are "neutral": A small group is indifferent, suggesting minimal
ambiguity

Data Interpretation :
This data indicates that 97.2% of respondents are satisfied or very satisfied with
Upjaoo Services’ products. The strong majority indicates that the company is
performing well in meeting customer needs and expectations.

60
Que. 16) How would you rate your satisfaction with the customer support
provided by Upjaoo Services?

Response No. Of %
Respondents (No.Of Respondents)
Excellent 18 25.7 %
Good 47 67.1%
Average 05 7.1 %
Poor 00 0%
Total 70 100 %
Table No. 7.16

0%
7%
26% Excellent
Good

67% Average
Poor

Graph No. 16

Data Analysis :
 67.1% rated quality as "good": A strong majority perceive the products
positively
 25.7% rated quality as "excellent": A significant portion is highly satisfied
 7.1% rated quality as "average": A small group feels the quality meets basic
expectations but doesn't stand out.

Data Interpretation :
In summary, 92.8% of respondents rate the quality of Upjaoo Services' products as
either good or excellent. This strong feedback reflects well on the company’s
ability.

61
Que. 17) How likely are you to recommend Upjaoo Services products to other
farmers or agricultural businesses?

Response No. Of %
Respondents (No.Of Respondents)
Very Likely 27 38.6 %
Likely 40 27.1 %
Not Very Likely 03 4.3 %
Total 70 100 %
Table No. 7.17

4%
39% Very Likely
57% Likely
Not Very Likely

Graph No. 17

Data Analysis :
 57.1% are "likely" to continue purchasing: A strong inclination is loyal
 38.6% are "very likely" to continue purchasing: A high level of commitment
 4.3% are "not very likely" to continue purchasing: A small group expressing
limited dissatisfaction

Data Interpretation :
In summary, 96.4% of respondents are likely to continue purchasing from Upjaoo
Services, either being likely or very likely to do so. This reflects positively on the
company’s reputation and suggests strong customer loyalty.

62
CHAPTER - 8

FINDINGS, CONCLUSION AND

SUGGESTION

63
8.1 Findings :

1) Demographic Profile :
The majority of respondents (44.3%) are aged between 18-25 years, with a
significant proportion (80%) being male.
2) Occupation :
The primary respondents are farmers (42.9%) and agricultural business owners
(24.3%), indicating a strong connection with the agricultural sector.
3) Income Levels:
The income distribution shows that 37.1% of respondents earn between Rs. 25,000
- 50,000, which may influence their purchasing decisions.
4) Purchase Frequency:
Most respondents (47.1%) purchase products monthly, suggesting a regular buying
pattern.
5) Product Preferences:
Fertilizers (44.3%) and seeds (37.1%) are the most commonly purchased products,
indicating a focus on core agricultural needs.
6) Buying Channels:
Equal preference for purchasing through stores and online (47.1% each) indicates
a balanced approach to shopping.
7) Factors Influencing Purchases:
Price (62.9%) and product quality (52.9%) are the most significant factors
influencing purchasing decisions, highlighting the importance of these elements for
consumer satisfaction.
8) Customer Satisfaction:
A substantial majority of respondents are satisfied (54.3%) or very satisfied
(42.9%) with the products. Only 2.9% reported a neutral opinion, and none
expressed dissatisfaction.
9) Recommendation Likelihood:
A vast majority (97.1%) are likely to recommend the products, indicating strong
customer loyalty and satisfaction.
10) Perceived Improvements:
Most respondents (62.9%) feel that their overall experience has remained the same,
while 32.9% believe it has improved, suggesting a stable customer experience

64
8.2 Conclusions :

 Upjaoo Services Private Limited has a strong customer base primarily composed
of young, male agricultural stakeholders. The high levels of satisfaction and
willingness to recommend products indicate that the company effectively meets
customer needs, particularly in quality and pricing.
 The focus on core products like seeds and fertilizers is validated by the purchasing
behavior observed, and the balanced approach to sales channels (online and in-
store) suggests that the company effectively reaches its customers.
 Customer satisfaction metrics reflect positively on the company’s performance,
with minimal reports of dissatisfaction and a strong inclination towards repeat
purchases.
 The majority of customers are farmers, followed by agricultural business owners
and retailers. They are predominantly male and fall within the 18-35 age group.
 Product Preference of Fertilizers and seeds are the most popular product categories.
 Purchasing Behavior of Customers prefer both online and in-store purchasing
channels.
 Key Factors are Price and product quality are the primary factors influencing
purchasing decisions.
 Customer Satisfaction is Overall customer satisfaction with product quality,
pricing, and customer support is high.
 Brand Loyalty is a significant portion of customers are likely to recommend Upjaoo
Services to others.

65
8.3 Suggestions :

1) Enhance Product Quality and Pricing:

Continue to prioritize product quality and competitive pricing as these are crucial
factors influencing consumer decisions. Regularly review and optimize pricing
strategies to remain attractive to consumers.

2) Improve Communication and Customer Engagement:

Since a significant number of respondents feel that their experience has remained
the same, consider engaging more actively with customers to gather feedback on
areas for improvement. Implementing a customer relationship management system
could enhance communication.

3) Expand Online Presence:

Given the equal preference for online and in-store purchases, consider investing in
digital marketing strategies to attract more online customers. Enhancing the online
shopping experience could lead to increased sales.

4) Diversify Product Offerings:

Based on customer feedback, explore the possibility of expanding product lines to
include additional agricultural products or services that may meet customer needs,
such as organic products or advanced farming technologies.

5) Targeted Marketing Campaigns:

Develop marketing campaigns that specifically target the demographics of your
primary consumers (e.g., young farmers). This could include educational content
on product usage and benefits, as well as promotional offers.

6) Monitor Customer Satisfaction Continuously:

Conduct regular surveys to monitor customer satisfaction and gather insights on
evolving consumer preferences. Use this data to inform product development and
service enhancements.

66
CHAPTER – 9

BIBLIOGRAPHY

&
ANNEXURES

67
REFERENCES

1.Abdul A. and Velayutham. 2013. Consumer buying behavior – a literature

review. IOSR Journal of Business and Management (IOSR-JBM):08-16 e-ISSN:
2278-487X, p-ISSN: 2319-7668.
2. Dhanna, Mukesh (1984), “An Analysis of Consumer Behavior: A case Study
of soft drinks in India”,
3. Journal of Marketing, 16(7) March, pp 26-28.
Farkhade, A.H. 2014. Consumer’s Buying Motives towards Agricultural
Equipment: a Study in Vidarbha Region. International Journal For Research In
Emerging Science And Technology, 1 (5):82-86.
4. Geetha, D. and Jenifer, A. 2014.A Study on Consumer Behavior towards
Purchase of Eco Friendly Products in Coimbatore. Abhinav International Monthly
Refereed Journal of Research in Management and Technology, 3(3): 1-8.
5. Howard J and Sheth J (1969), The Theory of Buying Behaviour, pp. 16-20,
John Wiley & Sons.
6. Ingen C A and Levy M (1982), “Cash Discounts to Retail Customers: An
Alternative to Credit Sales”,
7. Journal of Marketing, Vol. 46, No. 2, pp. 92-103.
8. Pachauri, M. 2002. Consumer Behavior: a Literature Review. The Marketing
Review. 2: 319-355
9. Prasad N and Rawal N (2004), “Changing Agri Input Consumer Behavior”,
Fertilizer News, Vol. 49, pp.
10. 65-68. 18. Pilley L R and Saxena A (2005), “Agri-Retailing: Revolutionizing
Indian Agriculture”, available at
http://www.manage.gov.in/pgpabm/spice/%20spiceaugust2005.pdf
11. Rani, P. 2014. Factors influencing consumer behavior. International Journal
for Research Academic Review.
12. Senapati, P. 2014. A Study of Agricultural Inputs Marketing in India. Indian
Streams Research Journal,
13. Shiv Kumar V. and Kaliyamoorthy S. 2014. Factors Influencing the Purchase
of Agricultural Tractors: An Empirical Study. IOSR Journal of Business and
Management (IOSRJBM).16(01):42-46.
14. Shrivastava S.P. and M. Kumar. 2011. Consumer behavior in rural
marketing-a new paradigm.
68
15. Asian Journal of Technology & Management Research.1(1).
16. Sivakumar V. 2014.Farmer‟s Opinion on Performance of Agricultural
Tractors. International Research
17. Journal of Business and Management (IRJBM) Global Wisdom Research
Publications, 3:78-86.
18. Solanki, M. D., Panchal, N. V. and Desai, P. 2013. Consumer Buying
Behavior towards Agriculture Inputs: An Empirical Study in Rural Area of Bardoli.
Global Research Analysis, 2(6): 117-118.

BOOKS REFFERED

 Kothari, CR., Research Methodology, New Delhi, Wishwa Prakashan, 1985.

 Chand.S Research Methodology Rajendra Ravindra Printers Pvt Ltd..
 Marketing Management – S.A. Sherlekar Himalaya Publishing House, 2005.

WEBSITES OF REFERENCE

https://events.rdias.ac.in/wp-content/uploads/2021/04/1.-Consumers-Buying-
Behaviour-towards-Organic-Food-Products-A-Review-of-the-literature.doc

https://docs.google.com/forms/d/e/1FAIpQLScdPcUy4vd7zk-
O3wLjJXq872rA6DHX9JugYePx9XGTdKajAg/viewform

69
ANNEXURE
Questionnaire
 Personal Information:
1. Age:
☐ 18-25
☐ 26-35

☐ 36-45
☐ 46-55

☐ 56 and above
2. Gender:
☐ Male
☐ Female

☐ Other
3. Occupation:
☐ Farmer
☐ Agricultural Business Owner

☐ Agronomist
☐ Professional

☐ Other: ___________
4. Income Level (Monthly):
☐ Below ₹25,000
☐ ₹25,000-₹50,000

☐ ₹50,000-₹75,000
☐ Above ₹75,000

 Section 1: Consumer Buying Behavior towards Upjaoo Services Private

Limited
5. How frequently do you purchase agricultural products from Upjaoo Services?
☐ Weekly
☐ Monthly
☐ Once in 3 months

70
☐ Rarely
6. What type of agricultural products do you usually buy from Upjaoo Services?
☐ Seeds
☐ Fertilizers

☐ Pesticides
☐ Advisory

☐ Other: ___________
7. How do you prefer to purchase agricultural products from Upjaoo Services?
☐ In-store
☐ Online

☐ Through sales agents

☐ Other: ___________
8. What factors influence your decision to buy from Upjaoo Services? (Select all
that apply)
☐ Product quality
☐ Price

☐ Availability of products
☐ Customer service

☐ Brand reputation
☐ Other: ___________
9. How important is the price of agricultural products in your buying decision?
☐ Very Important

☐ Important
☐ Neutral

☐ Not Important

 Section 2: Consumer Perception Towards Agricultural Products

10. How do you perceive the quality of agricultural products offered by Upjaoo
Services?
☐ Excellent

☐ Good

71
☐ Average
☐ Poor
11. Do you think the products from Upjaoo Services meet your expectations in
terms of performance?
☐ Yes, always
☐ Yes, sometimes

☐ No
12. How does Upjaoo Services compare with other suppliers in terms of product
innovation and variety?
☐ Better

☐ Same
☐ Worse
13. Do you think agricultural products from Upjaoo Services contribute to
better farming outcomes (e.g., higher yield, improved crop health)?
☐ Yes, significantly
☐ Yes, to some extent

☐ Not really
☐ Not sure

 Section 3: Customer Satisfaction Towards Agricultural Products

14. How satisfied are you with the overall product range offered by Upjaoo
Services?
☐ Very Satisfied
☐ Satisfied

☐ Neutral
☐ Dissatisfied
15. How satisfied are you with the pricing of agricultural products from Upjaoo
Services?
☐ Very Satisfied
☐ Satisfied

☐ Neutral
☐ Dissatisfied
72
16. How would you rate your satisfaction with the customer support provided by
Upjaoo Services?
☐ Excellent
☐ Good

☐ Average
☐ Poor
17. How likely are you to recommend Upjaoo Services products to other farmers
or agricultural businesses?
☐ Very Likely
☐ Likely

☐ Not very likely

 Section 4: Additional Insights

18. What improvements would you like to see in Upjaoo Services' products or
services?
19. Any additional comments or suggestions regarding your experience with
Upjaoo Services?

73