Farmers’ Purchasing Behaviour and Promotional Strategies towards Insecticides in Jamnagar District of Gujarat

Description

Page: 332-334

Hinsu Pritesh Kumar J., Choudhary Kuldeep, Swati Sharma, and Thorat Vishal (ASPEE Agribusiness Management Institute, Navsari Agricultural University, Navsari, Gujarat)

The study was undertaken to understand the farmers’ purchasing behaviour towards insecticides with focus a on studying effective promotional strategies for the market development of the company’s product. It was also emphasized on to find out the satisfaction level of farmers and identify the constraints faced by them towards insecticides. For fulfillment of the study, 200 farmers were selected through Multi-stage sampling methods. The study was undertaken during the month of February to April, 2023. The data will be analysed with the help of percentages, tables, and graphical methods were used and other analytical measurements like tabular method, Likert scale method and Garret’s ranking technique were also used to achieve the objectives of the study. From the study, it was found that the majority of farmers were small farmers and they had more than 10 years of farming experience. The majority of farmers were in the age group between 46-55 years. Most farmers purchase the insecticides from agro service centers. Most of them make their payment by credit mode. The majority of farmers took a decision to spray insecticides based on the attack of insects. Most farmers preferred a 1-litre package size to purchase the insecticides. Farmers were facing the issues of high prices, lack of credit availability, and no discount in purchasing the insecticides. Most of farmers purchased the insecticides on the basis of the dealer’s recommendation followed by past experience and the price of the products. Farmers were strongly influenced by retailer recommendations, farmer opinions, farmer meetings and demonstrations to the buy company’s product.