Abstract: This study focused on the brand awareness and consumer's buying behaviour of Cosayr insecticide in Meerut District of Uttar Pradesh. A sample of 120 respondents from 15 randomly selected villages were selected for the study. The study revealed several factors influencing in consumer buying behaviour and brand awareness of Cosayr in the study area such as marketing and advertising, product packaging and design, performance and quality, brand reputation, distribution of herbicides, availability of insecticides, price and value proposition, and social media presence. The study found that around 24.17% of farmers prefer buying a product based on brand reputation, 15.83% on performance and quality, and 12.50% on product packaging and design, 11.16% on distribution and followed by farmer prefer Cosayr over factor like availability , social media presence etc. Based on the availability factor, 47.50% of respondents indicated availability at wholesaler shops. Under the quality factor, 51.67% of respondents indicated that cosayr is Preventive in nature. Under-price factor, 55% of respondents indicated that the price of the Cosayr is high as compared to the other insecticide available in the area. Under packaging category, most respondents (35%) indicated small pack. Under performance category, 60% respondents indicated that the performance of the insecticide was excellent.
Keywords: Consumer’s, Advertising, Distribution, Insecticide
Author: Deepak Patel and Nitin Barker
doi: https://doie.org/10.0505/AE.2024360916
Reference: Aggarwal (2022) suggested that Consumer behaviour research is the scientific study of the process’s consumers use to select, secure, use and dispose of products and services that satisfy their needs. Res., 39: 161-166. Ajay (2019) studied farmer's buying behavior for pesticides revealed that farmers still depended on the written media for information.journal of economic and social development, vol. v, no. 1. Anwar (2018) studied farmers buying behavior on pesticide products and reported that, past experience was an important reason for using a pesticide. Lumle Regional Agricultural Research Centre Review Paper, 95 (18): 23 Appunu and Gagan. (2020) have reported that Vigna mungo, V. radiata and V. unguiculata plants sampled in different agronomical-ecological climatic regions of India are modulated by Bradyrhizobium yuanmingense , Indian Journal of Agricultural Economics, 52(3): 463-464. Ashish (2018) observed that private dealers, extension officials and advertisements in mass media were the major sources of information for farmers, which guided them in selection of brands. IJPR Vol. 3 July 2018 No. lpp97-98. Bharttacharya, (2018), I alto causes wilting of seedlings and kaf necrosis in several pants. These symptoms were similar to those produced by the fungus itself, thus the toxin plays a key role in athogenesis Agricultural Situation in India, 46 (4):279-284. Chandan and Prajapati (2021) studied that the farmers were not having a very strong brand loyalty as far as pesticides are concerned, though their loyalty did increase as their association with the brand grew old. Sustainable agriculture and food security, 327-398. Dhar and Aprajita (2021) first isolated and elucidated the structure of a phytotoxic metabolite, phaseolinone 1, from the culture filtrate of M. phaseolina. Phaseolinone is a nonspecific exotoxin which inhibits seed germination of a large number of plants.” Karnataka Journal of Agricultural Sciences; 25(4):431-436. 10.
PDF
