Abstract: The present study, entitled "Study on Marketing of Fungicide in Udham Singh Nagar District of Uttarakhand," was conducted in the Rudrapur block, where 110 farmers were randomly selected from three purposively chosen villages. The study aimed to examine the socio-economic status of respondents, assess the brand awareness and effectiveness of Dhanuka’s Lustre fungicide, evaluate market perception, and identify marketing constraints. The socio-economic analysis showed that 30.90% were marginal farmers, with the majority being male (81.82%), from nuclear families (89.09%), and literate (70%). Regarding brand effectiveness, 33.64% found Lustre highly effective and 30.91% moderately effective. Factors influencing awareness included availability (20.90%), performance (16.36%), and brand reputation (13.63%). Key constraints were high transportation cost, shortage of trading, price fluctuations, and storage issues. Findings suggest targeted marketing and educational initiatives can improve market penetration of fungicides like Lustre. The study also highlights the need for strengthening distribution channels, enhancing farmer training programs, and improving product visibility through digital and offline campaigns. These measures can help bridge knowledge gaps and promote the optimal use of fungicides in the region.
Keywords: Fungicide Marketing, Dhanuka’s Lustre, Brand Awareness and Effectiveness, Socio-economic Status of Farmers, Marketing Constraints
Author: Suransh Dhyani and Nitin Barker
doi: https://doie.org/10.10346/AE.2025317384
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