MARKET POTENTIAL, BRAND PROMOTION EFFECTIVENESS, AND FARMERS’ ADOPTION BEHAVIOUR OF ORGANIC FERTILIZERS (OORJA) IN SHAHJAHANPUR DISTRICT OF UTTAR PRADESH

Abstract: The present study examined the market potential, effectiveness of brand promotion, and adoption behaviour of farmers regarding Oorja organic fertilizer in Shahjahanpur district of Uttar Pradesh. A combination of purposive and random sampling techniques was employed to select the study area and respondents. A total of 120 paddy farmers, along with selected wholesalers, retailers, and consumers, were included in the study. Primary data were collected through structured interviews, while secondary data were obtained from relevant published sources and official records. The findings indicated that 38.33 per cent of farmers were regular users of Oorja organic fertilizer, while 26.67 per cent used it occasionally, reflecting a moderate level of adoption. However, a considerable proportion of farmers were either aware but non-users or completely unaware, indicating gaps in awareness and acceptance. The study further revealed that farmer awareness and perceived soil health benefits were the major factors influencing market potential. Promotional strategies such as field demonstrations and training programmes were found to be more effective than conventional media, as they provided practical exposure to farmers. Additionally, long-term soil fertility and improvement in crop productivity emerged as key determinants influencing farmers’ perception and adoption behaviour. Factors such as availability of inputs, affordability, and extension support also played a significant role, whereas ease of application and compatibility with existing practices had relatively lesser influence. The study concluded that organic fertilizers have considerable potential in the study area; however, their wider adoption depends on strengthening awareness, improving extension services, and adopting more interactive promotional approaches.

Keywords: Organic Fertilizers, Market Potential, Brand Promotion, Farmers’ Adoption, Soil Health

Author: Yash Shrivastav and Nitin Barker

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