Customers’ Satisfaction on Agro-Chemical Products: An Evaluation with Reference to Auto Crop Care Limited

1. i
Research Project Report
on
Customers’ Satisfaction on Agro-Chemical Products: An Evaluation
with Reference to Auto Crop Care Limited
Submitted for the Partial Fulfillment of CEMBA Degree
Submitted by:
Md. Al-Amin
ID # 142-71-812-022
Commonwealth Executive MBA Programme
School of Business
Bangladesh Open University
Contact Number: 01717601335
Project Guide:
Dr. Md. Serazul Islam
Professor (Accounting)
School of Business
Bangladesh Open University
Gazipur-1705
Contact Number: 01712 937189
Submitted through:
Dr. Md. Serazul Islam
Coordinator, CEMBA/CEMPA Programme
Dhaka Study Centre, BOU
31 January 2019

2. ii
LETTER OF TRANSMITTAL
January 31, 2019
The Coordinator
School of Business
Bangladesh Open University
Gazipur.
Subject: Submission of Research Project Report.
Dear Sir
With due respect, it is my great pleasure to inform you that I have completed my research project
report on ― ‘Customers’ Satisfaction on Agro-Chemical Products: An Evaluation with
Reference to Auto Crop Care Limited’ with the guidance and supervision of my honorable
teacher Dr. Md. Serazul Islam, Professor, Bangladesh Open University.
It was certainly a great opportunity for me to work on this area to actualize my theoretical
knowledge in the practical arena. Although the research project report is fully professional, but I
believe that it is a comparative one.
I would like to thank you for giving me the authorization to do such a study. To collect necessary
information, I had to faced different authorities, different situations which have enriched my
knowledge.
I will be very much pleased and grateful to you, if you consider my report with my limitations.
Any kinds of suggestion will be cordially accepted.
Sincerely yours
Md. Al-Amin
ID # 142-71-812-022
Contact Number: +8801717601335
CEMBA Program

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RESEARCHER’S DECLARATION
I do hereby solely declare that the Research Project Report titled ‘Customers’ Satisfaction on
Agro-Chemical Products: An Evaluation with Reference to Auto Crop Care Limited’ is an
original research work completed by me under the guidance and supervision of Dr. Md. Serazul
Islam, Professor (Accounting), School of Business, Bangladesh Open University, Gazipur.
It contains no materials previously published fully or partly in any journal in Bangladesh or
outside Bangladesh, except the quotations and reference which have been duly acknowledged.
Data have been taken from primary and secondary sources like field survey and internal
publications of ACCL & others
I would like to ensure that this work has not been submitted to any department or institute for
any degree or diploma in any form in Bangladesh or in abroad.
Md. Al-Amin
SID #142-71-812-022
Commonwealth Executive MBA Programme
School of Business
Bangladesh Open University
Cell-01717601335

4. iv
SUPERVISOR’S CERTIFICATE
I have the pleasure to certify that the Research Project Report entitled ‘Customers’ Satisfaction
on Agro-Chemical Products: An Evaluation with Reference to Auto Crop Care Limited’ by
Md. Al-Amin is the candidate’s own achievement and is not a conjoint work.
I also certify that I have gone through the draft of the report thoroughly and found it satisfactory
for submission to the School of Business, Bangladesh Open University in partial fulfillment of
the requirements for the degree of Commonwealth Executive MBA.
I wish him every success in his life.
Dr. Md. Serazul Islam
Professor (Accounting)
School of Business
Bangladesh Open University
&
Supervisor of the Project Paper

5. v
ACKNOWLEDGEMENTS
At the very beginning I want to express my gratitude to almighty Allah for enabling me to
complete this Research Project Report in scheduled time successfully.
I am very much grateful to my supervisor Dr. Md. Serazul Islam, Professor (Accounting), School
of Business, Bangladesh Open University for his stimulating inspiration, kind guidance, valuable
suggestions and important advices during my study period. His suggestion and guidance have
inspired me to prepare the Research Project Report in a good manner.
I express my sincere gratitude to Mr. Fakhrul Islam, Head of Plant, Auto Crop Care Ltd. who
have guided me by giving his valuable suggestions. I also express my sincere gratitude to Mr.
Quazi Eshanul Abedin, Director, Group-QA who helped me by providing valuable suggestions
and advices to complete my research study. Special thanks to ACCL Head office and Plant level
who helped by providing necessary data.
I specially would like to thank all of my family members for extending their helping hands in the
time when I need it most. I remember all the care and love my friends who made my every
existence more meaningful and worthy.
Md. Al-Amin
SID #142-71-812-022
Commonwealth Executive MBA Programme
School of Business
Bangladesh Open University
Cell-01717601335

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ABSTRACT
This study sought to determine customer satisfaction in the pesticide industry in Bangladesh with
a focus on agro dealers in Kushtia, Jashore & Natore territory. It was guided by the following
research objectives: to determine the level of customer satisfaction in the pesticide of Auto Crop
Care Ltd (ACCL); and, to identify factors that contribute to customer satisfaction in the pesticide
products of ACCL, The study used the descriptive survey design. The target of study consisted
of all 50 registered agro dealers in Kushtia, Jashore & Natore areas. The respondents constituted
the owners/ or managers for these outlets that have knowledge about the business and have been
with them for at least a year to participate in the study. A questionnaire was the main data
collection instrument. (Japheth, 2009)
The study found that the factors that contributed to customer satisfaction included;
Communicating using national language of either English language when communicating with
the company staff; offering product packs that suit market demand; Customer being informed of
what to do to when they get the services; Company staff being knowledgeable and competent;
Company staff being flexible, good listeners and courteous. The study found that satisfaction is
enhanced when the company is responsive to customer’s needs and treats customers fairly.
The study found out that although companies in Bangladesh deliver products to dealers it is
recommended that the companies should practice promptness in delivery of goods to dealers.
Secondly, to promote factors that contribute to customer satisfaction the study recommends that
Agro Dealers should offer better credit facilities to dealers and introduce newer molecules to
avoid resistance to pesticides/diseases. Thirdly, the study found that there was a challenge of
counterfeit and it therefore recommended that companies change packaging to deal with the
challenge of counterfeit products which mislead customers and also provide easier means of
disposal of obsolete/expired products to promote use of pesticides in Bangladesh.

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Table of Contents
Title Page i
Letter of Transmittal ii
Researcher’s Certificate iii
Supervisor’s Certificate iv
Acknowledgements
Abstract
V
vi
Table of Contents vii
List of Tables ix
List of Figures x
Acronyms xi
Chapter One : Introduction 1-7
1.1 Background of the Study 1
1.2 Rationale of the Study 4
1.3 Objectives of the Study 4
1.4 Scope of the Study 5
1.5 Limitations of the Study 5
1.6
1.7
Structure of the Report
Value of the Study
5
7
Chapter Two: Review of Related Literature 8-19
2.1 Pesticide Management Practices in Bangladesh 8
2.1.1 Regulatory Framework for Pesticide use and
Trade 8
2.1.2
2.1.3
2.1.4
2.2
2.3
2.4
2.4.1
2.4.2
2.4.3
2.4.3.1
2.4.3.2
2.4.3.3
2.4.3.4
2.4.3.5
2.5
2.6
2.7
2.8
Banned Pesticides
Concerns Regarding Pesticide use
Integrated Pest Management in Bangladesh
Customer Satisfaction
Customer Loyalty
Factors Affecting of Customer Satisfaction
Perceived Value
Price
Brand Image
Perceived Quality
Tangibles
Reliability
Responsiveness
Assurance
Empathy
Value Added Services offered and promotional
activities
Influencing Customer Switching Brands
Factors of Customers Retention
Factors That Affect Customer Loyalty
8
9
10
11
13
13
13
14
15
15
15
16
16
16
16
17
18

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2.9 Research Hypotheses 19
Chapter Three: An Overview of Auto Crop Care Limited 20-31
3.1 ACCL at a Glance 20
3.2 Mission of ACCL 21
3.3 Vision of ACCL 21
3.4 Values of ACCL 21
3.5 Strategic Objectives of ACCL 22
3.6 Short Background of ACCL 23
3.6.1 Organizational Structure of ACCL 23
3.6.2 Field Level manpower 24
3.6.3 ACCL Branches location & Branch wise
Manpower
25
3.6.4 Marketing System of ACCL 26
3.6.5 Products Transportation System 29
3.6.6 ACCL Represent 29
3.6.7 CSR Activities of Group QA 30
3.6.7.1 Other CSR Activities
30
3.6.8 Companies of Group QA 30
3.6.8.1 Quazi Enterprise Limited (QEL) 31
3.6.8.2
3.6.8.3
Abedin Equipment Ltd (ABEL
Abedin Garments Ltd. (AGL)
31
Chapter Four: Methodology of the Study 32-35
4.1 Types and Sources of Data 32
4.1.1 Sources of Primary Data 33
4.1.2 Sources of Secondary Data 33
4.2 Sample Design 33
4.3 Variables Investigated 33
4.3.1 Independent Variables 34
4.3.2 Dependent Variables 34
4.4 Data Collection Procedures 34
4.4.1 Collection of Data and Information 35
4.4.2 Development of Primary Data Collection
Instrument
35
4.4.3 Pilot Survey 35
4.4.4 Primary Data Collection Methods 35
4.5 Duration of the Field Study 35
4.6 Data Processing and Analysis 35

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Chapter Five: Analyses and Interpretations 43-56
5.1 Demographic Profiles of the Selected
Entrepreneurs
43
5.1.1 Customers’ Age 43
5.1.2 Customers’ Sex 45
5.1.3 Entrepreneurs’ Family Background 46
5.1.4 Customers’ Educational Qualifications 47
5.1.5 Customers’ Marital Status 49
5.1.6 Customers’ Pesticides usages Qty 50
5.2 Impact of Customers’ Demographic Variables
on ACCL Business Growth
52
5.3 Reasons for Choosing of ACCL Products 53
5.4 Assess the factors on Customers Satisfaction 54
5.5 Identify Major Problems of Customers’
Satisfaction
55
Chapter Six: Summary, Conclusions and Recommendations 57-62
6.1 Summary 57
6.2 Conclusions 59
6.3 Recommendations 60
References 63
Appendix-1
Interview Schedule
Appendix-2
ACCL Products Lists
71

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List of Tables
Table No. Descriptions Page
Table 3.6.4 Table 3.6.4: Percentage of total product bought from and sold to different sources by
different traders
28
Table 5.1.1 Customers’ Age 36
Table 5.1.2 Customers’ Sex 37
Table 5.1.3 Customers’ Family Background 38
Table 5.1.4 Educational Qualifications of the Customers 40
Table 5.1.5 Marital Status of the Customers 41
Table 5.1.6 Pesticides consumption qty of the Customers’ 42
Table 5.2 Demographic Variables of Customers’ Satisfaction level 43
Table 5.3 Reasons for Choosing of ACCL Products 44
Table 5.4.1 Analysis of reliability factors 47
Table 5.4.2 Analysis of responsiveness factors 48
Table 5.4.3 Analysis of assurance factors 49
Table 5.4.5 Analysis of empathy factors 51
Table 5.5 Factors within the set up that can aid the ACCL 53
Table 5.6 Major Problems Encountered by the Selected Customers 53

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List of Figures
Figure No. Descriptions Page
Figure 1 Customers’ Age 37
Figure 2 Customers’ Sex 38
Figure 3 Customers’ Family Background 39
Figure 4 Educational Qualifications of the Customers 40
Figure 5 Marital Status of the Customers 41
Figure 6 Pesticides consumption qty of the Customers’ 50

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Acronyms
ACCL = Auto Crop Care Limited
AI = Active ingredients
BAEC = Bangladesh Atomic Energy Commission
BARC = Bangladesh Agricultural Research Council
BBS = Bangladesh Bureau of Statistics
BCPA = Bangladesh Crop Protection Association
BCSIR = Bangladesh Council of Scientific and Industrial Research
BECA = Bangladesh Environmental Conservation Act
BECR = Bangladesh Environmental Conservation Rules
BFSA = Bangladesh Food Safety Authority
BSTI = Bangladesh Standards and Testing Institution
CLA = Crop Life Asia
DAE = Department of Agriculture Extension
DoE = Department of Environment
ECA = Environmental Court Act
EU = European Union
FAO = Food and Agriculture Organization
UN = United Nations
FBCCI = Federation of Bangladesh Chambers of Commerce and Industry
GDP = Gross domestic product
GOB = Government of Bangladesh
GAP = Good agricultural Practice
HYV = High-yielding variety
IPM = Integrated pest management
MoA = Ministry of Agriculture
MoHFW = Ministry of Health and Family Welfare
MoI = Ministry of Industries
NAP = National Agricultural Policy
POPs = Persistent organic pollutants
PTAC = Pesticide Technical Advisory Committee
WHO = World Health Organization

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