Abstract: Wheat production is vital for food security in India, but weeds pose a significant challenge to yields. There is a targeted solution for weed control through selective herbicides. In Tohana block, Fatehabad District, Haryana, this study examines consumer buying behaviour towards Axial – a selective herbicide from Syngenta India Pvt Ltd., among wheat farmers. For data collected from primary and other secondary sources, the research employed mixed method approach. The primary data was gathered through structured questionnaires that were given to randomly selected sample of wheat farmers while secondary data was sourced from government publications, agricultural research institutions as well as market sources. Some of the data analyses methods used include chi-square tests, Likert scale analysis and Garrett ranking. The findings show that 53% of respondents identified price as the main influence on their purchasing decisions followed by brand image (76%) and relationship with distributors (66%). Product quality ranks lower in importance although 45% of respondents considered it valuable. Purchase behaviours are also influenced by promotion strategies (40%) and word-of-mouth (53%). In conclusion, the marketing strategy for Axial in Tohana can be refined by emphasizing its cost-effectiveness; enhancing brand awareness; and creating strong partnerships with agricultural input retailers thus ensuring that it reaches the target customers better for increased sales volume. Leveraging satisfied farmers as brand advocates through word-of-mouth promotion can be a powerful strategy. By addressing these insights, Syngenta can effectively target the specific buying behaviour patterns of Tohana's wheat farmers and ensure Axial remains a top choice for their selective herbicide needs.
Keywords: Selective herbicide, Axial, Consumer buying behaviour; Indian economy
Author: Dipali Singh, Nitin Barker, Pranil Sunil Kale and Kriti Thakur
doi: https://doie.org/10.0414/AE.2024782749
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