Abstract: The present study, entitled “Study on Brand Awareness, Brand Promotion and Consumer’s Buying Behaviour of Biofertilizer (Faster) in Saharanpur District of Uttar Pradesh,” was conducted in Nanuta block, where five percent of sugarcane, wheat, and paddy cultivating villages were purposively selected, and ten percent of respondents were chosen randomly. Biofertilizers, which contain living microorganisms, play a vital role in enhancing plant growth by improving nutrient availability and promoting sustainable agriculture. The study revealed that awareness of the bio-stimulant Faster is predominantly generated through retailers and input dealers (42%), followed by field demonstrations (20%) and the agricultural department (10%), while other sources like social media and traditional media have limited impact. Promotional activities were found to be irregular and insufficiently widespread, with a significant number of farmers lacking exposure to key promotional strategies. In terms of purchasing behaviour, effectiveness in increasing yield (74%) emerged as the most influential factor, followed by retailer recommendations (68%) and price (64%), whereas packaging and brand reputation were deemed less critical.
Keywords: Biofertilizer, Brand Awareness, Buying Behaviour, Promotional Strategies, Sustainable Agriculture.
Author: Abhishek Tomar and Nitin Barker
doi: https://doie.org/10.10346/AE.2025122690
Reference: J. P., Krishna, V. V., & Speelman, S. (2021). The use of organic and inorganic fertilizers in India: Evidence from the Indo-Gangetic Plains. International Journal of Agricultural Sustainability, 19(4–5), 345–362. Backer, R., Rokem, J. S., Ilangumaran, G., Lamont, J., Praslickova, D., Ricci, E., Bahadur, I., Singh, R., Singh, D. P., & Yadav, R. (2014). Biofertilizers in agriculture and their role in sustainable crop production. International Journal of Current Microbiology and Applied Sciences, 3(10), 610–615. Barman, D., Debnath, A., & Ghosh, A. (2017). Biofertilizer: As a prospective input for sustainable agriculture in India. International Journal of Current Microbiology and Applied Sciences, 6(11), 1170–1175. Basu, S., Sharma, A., & Roy, D. (2021). Constraints in production and utilization of bio-inoculants in Indian agriculture. Agricultural Reviews, 42(3), 207–213. Begum, M., Hossain, M. A., & Rahman, M. A. (2019). Effect of arbuscular mycorrhizal fungi on plant growth and yield of maize. Asian Journal of Medical and Biological Research, 5(4), 307–313. Chauhan, R. S., & Diptesh, K. (2016). Awareness and adoption of bio-fertilizers among farmers in Navsari district. Agricultural Research Journal, 53(4), 480–485. Dawar (2015) analyzed distribution of fertilizer in Andhra Pradesh. He found that, the distribution and the dealers in fertilizers in Andhra Pradesh enjoyed much freedom, Karnataka Journal of Agricultural Sciences; 25(4):431-436. 10. Dutta, A., Pal, S., & Ghosh, R. (2024). Comparative study on the usage of chemical fertilizers and biofertilizers among farmers in West Bengal. Asian Journal of Agricultural Extension, Economics & Sociology, 42(1), 15–22. Esitken, A., Yildiz, H. E., Ercisli, S., Donmez, M. F., Turan, M., & Gunes, A. (2011). Effects of plant growth promoting bacteria (PGPB) on yield, growth and nutrient contents of organically grown strawberry. Scientia Horticulturae, 124(1), 62– 66. Garg, S. (2023). The role of biofertilizers in enhancing sustainable agriculture in India. AgriBio Innovations Journal, 7(2), 22–29.
PDF
