Abstract: The study on brand promotion and consumer perception toward the pre-emergence herbicide Taghit in Muzaffarpur district of Bihar focused on understanding the factors influencing brand awareness and farmers’ purchasing decisions. The study was conducted in the Mushahari block, where five percent of paddy-cultivating villages were selected, and respondents were randomly chosen from these villages. The findings revealed that the most significant factor affecting brand awareness was the performance and quality of Taghit, cited by 26% of respondents, followed by availability at 20%. Marketing efforts and advertising contributed to 12%, while product packaging and design influenced 11% of respondents. Other factors included brand reputation (10%) and price/value proposition (9%). Distribution and social media presence had smaller impacts, accounting for 7% and 5%, respectively. In terms of purchasing decisions, 25% of farmers were influenced by their relationship with the distributor, 21% prioritized quality, and 20% focused on price. Brand image (15%) and promotional strategies (9%) were also significant, while 6% relied on peer recommendations and 4% on packaging. These results underline the importance of distributor relationships, product quality, and price sensitivity in shaping farmers' decisions in the agrochemical market.
Keywords: Taghit herbicide, brand awareness, consumer perception, agrochemical market, farmers’ purchasing decisions
Author: Ayush Kumar and Nitin Barker
doi: https://doie.org/10.10346/AE.2025867862
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