Abstract: The present study titled “Study on Brand Promotion, Brand Awareness, and Consumer’s Buying Behaviour towards Selective Herbicide (Council Active) in Etah District of Uttar Pradesh” was conducted in Aliganj block, where five percent of paddy-growing villages were purposively selected, and ten percent of farmers were randomly chosen as respondents. Selective herbicides, which target specific weed species without harming crops, play a crucial role in modern agriculture. The study explored the promotional strategies, awareness levels, and buying behavior associated with Council Active. Findings revealed that van campaigning (30.83%) and farm meetings (24.17%) were the most influential promotional tools, while methods like wall paintings, phone calls, and display items had limited impact. Company representatives and demonstrations were found effective in knowledge dissemination and trust-building. Among the factors influencing brand awareness, product availability (21.67%) was the most significant, followed by performance, reputation, price, and packaging. Availability at retailer shops (57.50%) greatly affected purchasing behavior. Farmers prioritized curative efficacy, medium pricing, and small pack availability, indicating a preference for practical and result-oriented product features.
Keywords: Selective herbicide, Brand awareness, Buying behavior, Council Active, Promotional strategies
Author: Vivek Ranjan and Nitin Barker
Reference: Adamu Bako, & Kwame Osei (2021) “Marketing Strategies for Herbicides in Sub-Saharan Africa.” International Journal of Agribusiness Marketing, 13(2), 75–88. Amit Patel, & Rajeev Yadav (2020) “Adoption of Herbicides in the Indian Agricultural Sector.” Asian Journal of Agricultural Economics, 31(4), 275–287. Carlos Martínez, & Javier Silva (2022) “Trends in Herbicide Consumption and Marketing in Latin America.” Latin American Journal of Agricultural Economics, 11(2), 144–156. Farhan Mohammed, and Rahman Ahmed (2019) “Barriers to Herbicide Adoption in Developing Regions.” African Journal of Agricultural Economics, 9(4), 201–215. Harvinder Singh, & Gurpreet Kaur (2021) “Perception of Farmers on Herbicide Marketing and Usage in Punjab.” Journal of Rural Marketing, 15(3), 103–118. Joseph Mensah, & Richard Abeku (2020) “Market Dynamics and Challenges in Herbicide Distribution in Africa.” African Journal of Rural Development, 25(1), 67–81. Krishan Sharma, and Lokendra Choudhary (2022) “Role of Advertising in Herbicide Market Expansion.” Journal of Marketing Strategies, 14(1), 34–46. Prabir Dutta, and Sudipta Banerjee (2021) “Consumer Preferences for Organic Herbicides.” Sustainable Agriculture Reviews, 15(2), 112–123. Ramasamy Parasuraman, Sivasankaran Annamalai, and Pradeep Kumar (2022). “Farmers’ Buying Behaviour of Herbicides and Preference Towards Weeding Operations in Tamil Nadu.” Indian Journal of Agricultural Sciences, 92(6), 748–756. Ravi Thakur, and Harvinder Singh (2021) “Farmers’ Willingness to Pay for Herbicides.” Journal of Economic Studies, 10(2), 145–156. Srinivas Reddy, & Rajesh Sharma (2022) “Role of social media in Promoting Herbicides in India.” Indian Journal of Marketing, 52(3), 32–43. Syed Ahmed, and Rizwan Khan (2022) “Market Potential of Bio-Herbicides.” Environmental Agriculture Journal, 18(2), 77–90. Tariq Ahmad, Shahid Khan, and Jamil Malik (2021). “Impact of Branding on Herbicide Marketing.” International Journal of Agribusiness, 10(2), 98–110.
