Vol. 11, Special Issue 5 (2022)

The present “Study on Customer Satisfaction towards Zuari Agro Chemical Fertilizer in South Goa district” was mainly aimed to study the customer satisfaction of Zuari fertilizers in the state of Goa, analyse the farmer’s perception towards the fertilizers on the bases of performance, price and availability and identify the constraints and area of improvement for marketing. For the present study, a multistage purposive cum random sampling technique was adopted. South Goa having the majority of the cultivable land was selected for the study purpose. Out of 7 blocks in South Goa, Canacona block is the one which is selected as most of the people occupation in the study area was farming. 3 villages i.e., Agonda, Khotigao, Goadongri from Canacona block were selected randomly. From the selected villages, list of Zuari fertilizers users was prepared and 30, 40, 30 farmers were selected respectively from the above said villages. Thus, the total sample size of farmers was 100. The data for present study pertained to agricultural year 2021-2022. Secondary data was collected from different sources like web-site, relevant magazines, articles, dealer’s and Zuari regional office. The data on socio -economic profile, farming activities, satisfaction towards fertilizers based on price, availability, performance and constraints towards the fertilizer use were collected from farmers using pre- tested questionnaires of these purposes.