1Assistant Professor, Dr. C.V. Raman University, Bilaspur, Chhattisgarh, 495001, India
2Assistant Professor, Management, Padmashree Krutartha Acharya College of Engineering (PKACE), Bargarh, Odisha, 768028, India
3Professor and Head, Department of Management, Chouksey Engineering College, Bilaspur, Chhattisgarh-495001, India
Agriculture forms a predominant position in the Indian economy. It is a prominent factor for the growth of any country. Fertilizer is an essential and vital input for increasing agricultural output. Fertilizer Industry is an important impetus for agricultural development. Thus successful marketing strategies are vital for the marketers to combat competition and to gain competitive advantage over the rivals. The present paper aims to design successful marketing mix for the public, private and cooperative sector fertilizer companies in the state of Chhattisgarh. With the help of 300 respondents each of 100 respondents from all the three sectors, data on 41 items of a self structured questionnaire was collected. Factor analysis was applied to the data set of these 100 responses of public, private and cooperative sector respectively. Resultant of factor analysis was termed as the important factor, needful for the designing of suitable and effective marketing mix policies.
