Farmers’ Purchasing Behaviour of Corteva Agriscience’s Products (Galileo Sensa and Delegate) for Chilli in Umreth Taluka of Anand District, India
S. H. Khimani
International Agribusiness Management Institute, Anand Agricultural University, Anand, India.
Dilip R. Vahoniya *
Department of Agriculture Entrepreneurship and Project Management, International Agribusiness Management Institute, Anand Agricultural University, Anand, India.
Alvira Rajwadi
International Agribusiness Management Institute, Anand Agricultural University, Anand, India.
*Author to whom correspondence should be addressed.
Abstract
Background: Agriculture is the backbone of the Indian economy. Majority of Indian people live in rural areas and dependent on agriculture directly or indirectly. For cultivating crops on the farm, producers must need different inputs like seeds, fertilizers, pesticides, etc. to be used on their farm. During crop season different factors (diseases, pests, climate) are affecting crop yield. As a result, proper agrochemical application must begin at the grass root level. The agrochemicals industry is highly competitive due to the presence of several multinational companies [1].
Methods: The research adopts a non-probability convenient sampling method to gather data from 150 farmers in the target area. Collected datawas analyzed using various analytical tools, including tabular analysis, Garrett's Ranking technique, Graphical presentation, and Weighted Arithmetic Mean.
Finding: The findings of this research revealed that, factors influencing the purchase of both products were identified as quality, best result, and crop growth. Farmers’ perception about Galileo Sensa as a product that offered a price matching its quality and safety for chilli, farmers, and soil. Similarly, farmers perceived Delegate as safe for chilli, with a price matching its quality and safety for farmers and soil. Farmer meetings emerged as the most important promotional tool for both products. However, the main problems faced by farmers during the purchasing process includes the unavailability of preferred brands, lack of credit availability, and relatively high prices.
Keywords: Farmers, purchasing behavior, chilli, factors, perception, perceptual/positioning map, promotional tools, problem