Abstract: This study focused on the brand awareness and consumer's buying behaviour of Fisto Fipronil insecticide in Muzaffarnagar District of Uttar Pradesh. A sample of 110 respondents from 3 randomly selected villages were selected for the study. The study revealed several factors influencing in consumer buying behaviour and brand awareness of Fisto Fipronil in the study area such as marketing and advertising, product packaging and design, performance and quality, brand reputation, distribution of insecticides, availability of insecticides, price and value proposition, and social media presence. The study found that around 13.63% of farmers prefer buying a product based on brand reputation, 16.36% on performance and quality, and 09.09% on product packaging and design, 10.00% on distribution and followed by farmer prefer Fisto Fipronil over factor like availability, social media presence etc. Based on the availability factor, 57.25% of respondents indicated availability at wholesaler shops. Under the quality factor, 50.90% of respondents indicated that Fisto Fipronil is curative in nature. Underprice factor, 60% of respondents indicated that the price of the Fisto Fipronil is medium as compared to the other insecticide available in the area. Under packaging category, most respondents (44.55%) indicated small pack. Under performance category, 33.63% respondents indicated that the performance of the insecticide was excellent.
Keywords: Brand Awareness and Consumer’s Buying Behaviour
Author: Himanshu Bharadwaj and Nitin Barker
doi: https://doie.org/10.0526/AE.2024311444
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