Author(s): Tarun Dhandhukiya, Swati Sharma, Kuldeep Choudhary and Vishal Thorat

Abstract: India's agrochemical market forms 15 percent of the global market. The Indian agrochemical market is highly fragmented, with fierce competition from a large number of organized players. The study aims to take a closer look on buying behavior and usage pattern of farmers towards insecticide in Amreli district of Gujarat. In this regard a total of 200 farmers were surveyed from two Talukas of Amreli district, Gujarat. Primary data were collected with the help of a structured interview schedule. Secondary data was collected from various sources like relevant research papers, company’s website, various published reports, Journals and articles. The study revealed that all farmers were aware of the damage caused by insects. Dealers were the primary source of information about insecticide, followed by neighbors and friends. Dealer recommendations were the most influential factor in the selection of insecticide. Farmers predominantly used three to four doses of insecticide per crop per season, and the preference for local insecticide brands was evident. Farmers showed a preference for larger packaging sizes for both solid and liquid insecticide. Mostly farmers preferred early morning for spraying insecticide and not used any protection while using insecticide. This study will help to Agrochemical Company to develop effective strategies for ensuring its position in the competitive market and effectively capturing farmers' attention.

Pages: 101-105 | Views: 173 | Downloads: 9

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