Abstract: This study focused on the market perception, brand awareness and consumer's buying behaviour of Emek herbicide in Agra District of Uttar Pradesh. A sample of 120 respondents from 2 randomly selected villages were selected for the study. The study revealed several factors influencing Emek's brand awareness 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 21% of farmers prefer buying a product based on quality, 15% on price, and 05% on packaging attractiveness. 26% of agrochemicals are bought only because of the relationship with their distributor, 17% of agro-products are bought based on brand, 7% are bought through promotion, and 05% are bought through friends and neighbors. Availability factors affecting buying behavior of Emek include availability at wholesaler shops (27.33%), retailer shops (60.00%), and online platforms (11.67%). Quality factors affecting buying behavior include preventive (34.17%), curative (43.33%), and safe to applicator (22.50%). Price factors affecting buying behavior include low (47.50%), medium (41.67%), and high (10.83%). Packaging factors affecting buying behavior include availability in small, large, and small packs (30.00%), packet quality (27.50%), and packaging quality (22.50%). Performance factors affecting buying behavior include poor performance (10.00%), average performance (33.17%), and excellent quality (50.83%).
Keywords: Market Perception, Brand Awareness and Consumer Buying Behaviour.
Author: Prashant Singh, Nitin Barker and Abhiranjan Kumar
doi: https://doie.org/10.0505/AE.2024206343
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
