A study on factors influencing farmers and dealers while selecting various brands of pesticides

Abstract

This paper presents the results of a study undertaken in the Kodad region of Nalgonda district of Telangana state, India, to determine the most important factors influencing farmers and dealers in selecting various brands of pesticides. A total of 5 mandals were selected. Approximately 2 villages from each mandal and 10 farmers from each village were selected randomly. Similarly, 20 dealers were also selected for the study. The data were collected with the help of a pretested questionnaire and then tabulated and analysed using simple statistical tools. Ten factors influencing the purchasing behaviour of the farmers towards various brands of pesticides were identified, i.e. effective control, credit terms, brand image, price, dealer's recommendation, ready availability, promotional campaign, progressive farmers advice, safety and packaging. Nine factors were identified influencing the dealers in stocking a particular brand of pesticides, i.e. past record of the company, price, performance of the product, sales team influence, dealer's margin, trade credit, brand image, promotional support by the company, and incentives and gift packages. It can be concluded that effective control, price and brand image were the most important factors that influence farmers in selecting various brands of pesticides. Similarly, past record of the company, dealer's margin and brand image were the key factors considered by dealers in selecting and stocking various pesticide brands.