Abstract: This study evaluates the marketing potential and adoption factors of herbicide agrochemicals in Chandauli district, Uttar Pradesh—a significant agricultural region known for paddy and wheat production. Increasing weed pressure and labor shortages have enhanced the importance of herbicides. Using multistage random sampling, primary data were collected from 100 farmers across six villages and categorized based on landholding size. Tools such as chi-square, Garrett ranking, and descriptive statistics were employed. The study identifies key factors influencing herbicide adoption, including socio-economic conditions, price sensitivity, brand preference, and marketing channels. It reveals that while herbicide usage is increasing, barriers such as limited awareness, high costs, and insufficient extension services persist. Market analysis shows UPL, Syngenta, and Bayer dominate the local herbicide market, with wheat and sugarcane being the primary consumers. Channel II (Producer–Retailer–Consumer) was the most commonly used distribution path. Recommendations include improving extension services, price rationalization, and customized promotional strategies. These insights help agrochemical companies, policymakers, and extension agencies promote sustainable weed management in the region.
Keywords: Herbicides, Agrochemicals, Marketing Potential, Chandauli, Weed Control, Price Sensitivity
Author: Rajan Kumar Shandilya and Jayant Zechariah
Reference: Kumar, A. & Mishra, D. (2019). Farmer Perception Towards Herbicides in Eastern UP. Journal of Rural Development. Mittal, S. (2017). Estimating Demand for Herbicides in Uttar Pradesh. Agricultural Marketing Journal. Patel, S. K. (2020). Impact of Herbicides on Labor Costs in Wheat Cultivation. Indian Journal of Agricultural Sciences. Powles, S. B., & Yu, Q. (2019). Herbicide Resistance and Global Impact. Annual Review of Plant Biology. Sharma, D., & Verma, P. (2022). Role of Knowledge in Herbicide Adoption. Indian Journal of Extension Education. Singh, R. et al. (2018). Factors Influencing Herbicide Adoption in North India. Agricultural Economics Research Review.
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