Abstract: The study titled “Study on Market Perception and Consumer’s Buying Behaviour towards Selective Herbicide (Council Activ) in Farrukhabad District of Uttar Pradesh” aimed to examine the factors influencing farmers' purchasing decisions regarding selective herbicides, specifically Council Activ, in the Mohamdabad block of Farrukhabad district. The research was conducted in five percent of potential paddy cultivating villages, and data were collected from ten percent of respondents through random sampling. The study revealed that multiple factors affected the buying behavior of farmers. The most significant factor was the quality of the product, with 26.36% of farmers prioritizing it, followed by price (20.91%) and packaging attractiveness (17.27%). Other important influences included distributor relationships (12.73%), brand image (10.00%), promotional strategies (8.18%), and advice from friends, neighbors, or other individuals (4.55%). Availability was another critical factor, with 56.67% of farmers preferring retail availability, 35.00% opting for wholesalers, and 8.33% utilizing online platforms. Regarding product quality, 57.27% of respondents favored the curative effectiveness of Council Activ, 30.91% valued its preventive properties, and 11.82% considered its safety to the applicator. When it came to pricing, 48.18% preferred medium-priced products, while 40.00% chose low-priced options, and 11.82% opted for high-priced ones. Packaging preferences showed that 50.91% favored small packs, and the performance of the product was rated as excellent by 55.45% of respondents. This study highlights the key factors influencing the decision-making process of farmers in purchasing selective herbicides.
Keywords: Selective Herbicide, Council Activ, Buying Behavior, Farmers, Market Perception.
Author: Mayank Raj and Nitin Barker
doi: https://doie.org/10.10346/AE.2025440747
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