Purchase Behaviour of Farmer towards Fertilizer in District U.S. Nagar of Uttarakhand

Page: 95-97

Jayant Gautam and Reetika Bhatt (College of Agribusiness Management, GB Pant University of Agriculture & Technology, Pantnagar, Uttarakhand)

The study was conducted in the three districts of Uttrakhand to identify the impact of various identified factors on purchase behaviour. Two hundred twenty-five small, medium and large farmers of the study area were selected using snowball sampling. The data collected was analyzed with the help of factor analysis and regression analysis. The analysis shows that product attributes, dealer’s influence, and field demonstration affect the purchase behaviour of farmers. Out of the three factors identified, the dealer’s influence plays a significant role in purchase decisions towards fertiliser.