Abstract: The present study entitled “Study on Marketing and Brand Awareness of Fungicide in Hathras District of Uttar Pradesh” was conducted in the Mursan block of Hathras district, where 220 farmers were randomly selected from seven purposively selected villages. The study aimed to examine the socio-economic status of respondents, assess the brand awareness and effectiveness of Conika fungicide (by Dhanuka Agritech Ltd.), evaluate marketing efficiency, and identify marketing constraints faced by farmers in the study area. The socio-economic profile revealed that the majority of the respondents were marginal farmers (32.73%), followed by small, semi-medium, medium, and large farmers. Most farmers belonged to the young age group, with 70% being literate, and the population was predominantly male. The majority lived in nuclear families and had annual incomes below ₹1 lakh. Regarding brand effectiveness, 33.64% of farmers found Conika highly effective, 30.91% rated it moderately effective, while others considered it less or not effective. The study identified several factors that influenced brand awareness, including availability (20.90%), performance and quality (16.36%), brand reputation (13.63%), price and value (12.72%), marketing efforts (11.81%), distribution reach (10%), packaging design (9.09%), and social media presence (5.45%).The study also highlighted major marketing constraints, with high transportation cost ranked first, followed by shortage of traders, price fluctuation, high product prices, storage issues, and delayed sales. The findings of this study offer critical insights for agrochemical companies, marketers, and policymakers to improve the brand reach and marketing efficiency of fungicides like Conika, ultimately contributing to increased crop protection and farmer profitability.
Keywords: Fungicide, Agrochemicals, Marketing Constraints, Hathras, Price Fluctuations, Brand Awareness
Author: Ritwik Bandyopadhyay and Jayant Zechariah
doi: https://doie.org/10.10346/AE.2025428760
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