Abstract: The present study, entitled “Study on Brand Awareness, Effectiveness, and Market Perception of Herbicide (Axial) in Fatehabad District of Haryana,” was conducted in the Fatehabad block, selected purposively, with five percent of wheat-cultivating potential villages identified and ten percent of respondents chosen randomly. The study found that two major marketing channels were involved in the distribution of Axial herbicide: Channel-I (Producer → Wholesaler → Consumer) and Channel-II (Producer → Wholesaler → Retailer → Consumer). Brand awareness of Axial was primarily influenced by brand reputation (28.33%), followed by factors such as performance and quality, availability, distribution, packaging, social media presence, marketing, and price. In terms of effectiveness, farmers recognized Axial for its good formulation type (21.67%), appropriate application timing, resistance management, effective application rate, and preventive and curative properties. Regarding market perception, farmers preferred Axial mainly based on product quality (21.67%), along with considerations of price, brand image, distributor relationships, packaging attractiveness, promotional strategies, and peer recommendations. The findings highlight the key factors affecting the adoption and market success of Axial herbicide among wheat farmers in the study area
Keywords: Brand Awareness, Effectiveness, Market Perception and Marketing Channels
Author: Sunny Kumar and Nitin Barker
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