A Study on Consumer Buying Behaviour Towards Inorganic Fertilizers in Jaunpur District, Uttar Pradesh

Abstract: The present study titled 'Study on Consumer Buying Behaviour Towards Inorganic Fertilizers in Jaunpur District, Uttar Pradesh' was conducted to analyze farmers' awareness and preferences towards different inorganic fertilizer brands and to evaluate the distribution channels, price spread, marketing efficiency, and major constraints in fertilizer marketing. Primary data were collected from 120 randomly selected respondents across five villages in Badlapur and MachhliShahr blocks of Jaunpur district during the agricultural year 2025-26. Three major distribution channels for urea fertilizer were identified: Channel I (Manufacturer→Farmer), Channel II (Manufacturer→Dealer→Farmer), and Channel III (Manufacturer→Wholesaler→Retailer→Farmer). Channel III was preferred by the majority of respondents (43.34%) due to wider availability, despite having the lowest marketing efficiency (14.5%) and highest price spread (₹840/quintal). Channel I registered the highest efficiency (21.5%) and lowest price spread (₹200/quintal) but was adopted by only 23.33% of respondents. Brand awareness analysis revealed moderate familiarity among farmers, with Urea and DAP being the most recognized products. Constraints analysis using Garrett's Ranking Technique identified irregular supply and shortage as the most critical constraint (Garrett score 72.5), followed by hoarding and price fluctuation (68.3), and delayed delivery (64.1). The study recommends strengthening direct supply channels, improving storage and transportation infrastructure, enhancing farmer awareness, and regulating dealer practices to improve fertilizer marketing efficiency in Jaunpur district.

Keywords: Inorganic Fertilizers, Consumer Buying Behaviour, Brand Awareness, Marketing Channels, Price Spread, Marketing Efficiency, Garrett's Ranking, Jaunpur

Author: Vaibhav Singh and Imtirenla L Imsong

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