Abstract: The study titled "Study on Consumer’s Perception and Buying Behaviour towards Biofertilizer (Bhumika) in Meerut District of Uttar Pradesh" aimed to explore the factors influencing consumer perceptions, buying behaviour, and purchase decisions regarding Agrostar biofertilizers. The research was confined to the Rohta block in Meerut district, where five percent of villages cultivating sugarcane, wheat, and paddy were purposively selected. A random sample of ten percent of respondents from these villages participated in the study. The findings revealed that consumers predominantly perceived biofertilizers as environmentally beneficial and effective in enhancing soil health and sustainability. However, opinions regarding their cost-effectiveness were mixed. In terms of buying behaviour, product effectiveness, price, and peer influence were identified as the most important factors, with brand reputation and product availability holding moderate significance. Farmer training was deemed less critical. The primary drivers of purchase decisions were the product's effectiveness, affordability, and market availability, with effectiveness being the most decisive factor. Social influences, such as peer recommendations and farmer testimonials, were found to play a role, but their impact was less significant compared to technical and commercial considerations. Overall, the study emphasized that practical utility was the dominant factor in shaping consumer perceptions and decisions regarding biofertilizers.
Keywords: Consumer Perception, Buying Behaviour, Biofertilizers, Agrostar and Sustainable Agriculture
Author: Aman Tyagi and Amit Kumar
doi: https://doie.org/10.10346/AE.2025613072
Reference: Dutta, S., Hazra, A., Paul, I., & Mitra, N. (2024). Exploring the current consumer market status of chemical fertilizer vs. biofertilizer industries in West Bengal, India: An on-site investigation. South Asian Journal of Agricultural Sciences, 4(1), 147–153. Mishra, R. K., Singh, B., & Prasad, V. (2024). A study on consumer buying behavior of respondents towards organic products in Varanasi district of Uttar Pradesh. International Journal of Research in Agronomy, 7(9S), 1080–1084. Reddy, S., & Kumar, V. (2022). Biofertilizers in agriculture: Understanding consumer perception and adoption challenges. Indian Journal of Crop Science, 18(1), 25-35. Sharma, A., & Gaur, R. (2022). Factors influencing the adoption of Indian Journal of Environmental Sciences, 24(3), 110-120. Biofertilizers in agriculture in India. Sharma, S., & Gupta, H. (2020). Challenges faced by farmers in adopting biofertilizers: A socio- economic analysis. Journal of Rural Development, 28(1), 50-60. Singh, D., & Raj, S. (2023). Market dynamics and consumer adoption of biofertilizers in India. International Journal of Agricultural Economics and Policy, 30(4), 85-95. Singh, J., & Sharma, A. (2022). Adoption and constraints of biofertilizers in Indian agriculture: A case study of Uttar Pradesh. Agricultural Research and Marketing, 22(3), 100-110. Singh, P., & Joshi, R. (2021). Assessing consumer perception and havior towards biofertilizers in India. Journal of Environmental Research and Development, 27(5), 115-125.
PDF
