Abstract: This study aims to explore the socio-economic profile of respondents, evaluate the effectiveness of promotional activities, identify key factors influencing purchasing decisions, and examine the constraints associated with the marketing of insecticides. The research involved 100 respondents, categorized by gender, age, education, and landholding size. Findings indicate a significant male predominance (80%), with the majority being small and marginal landholders. Age distribution showed that half of the respondents were 51 years and above. Educational levels varied widely, with most respondents having up to 12th grade education, emphasizing the diverse educational background of the farming community. Promotional activities were found to be generally effective, with 35% of respondents rating them as effective and 25% as very effective. However, there remains room for improvement, as 20% found them moderately effective, and 20% rated them as slightly effective or not effective. Key factors influencing the purchase of insecticides included product quality (24%), brand reputation (18%), and price (17%). The study highlighted the importance of quality and trust in established brands, along with affordability and product performance. Marketing constraints were significant, with high cost identified as the primary barrier (30%), followed by lack of awareness (20%) and limited availability (15%). Other issues included poor product quality, lack of trust, insufficient promotion, regulatory hurdles, and environmental concerns. These findings suggest that targeted strategies focusing on affordability, quality enhancement, robust marketing, and educational initiatives are essential to address the multifaceted challenges in the marketing of insecticides. By addressing these constraints, there is potential for increased product adoption and improved outcomes for farmers and retailers in the agricultural sector.
Keywords: Producer share in market cap, market cap, consumer rupees and spreads
Author: Shivam Gupta and Nitin Barker
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