AN EVALUATION OF BRAND PROPENSITY AMONG FARMERS WITH REGARDS TO AGRO CHEMICAL PRODUCTS

Abstract

This study delves at the elements that shape farmers' brand choices and loyalty with regard to agrochemical goods. Farmers' decision-making processes while choosing agrochemicals (such as pesticides, herbicides, and fertilisers) and the influence of brand perception on these decisions are the foci of this research. The study used a mixed-methods strategy, integrating quantitative surveys with qualitative interviews, to gather data from a representative cross-section of farmers from various geographical areas. Brand awareness, product performance, affordability, accessibility, social impact, and marketing tactics are some of the important factors that are considered. While product effectiveness and affordability are key considerations when choosing a brand, the results show that familiarity with the brand and confidence in its reliability greatly increase customer loyalty. Peer endorsements and the influence of local dealers also have significant impacts on brand inclination. According to the results, agrochemical companies may increase brand loyalty via marketing campaigns that highlight product effectiveness and establish strong, trusting connections with farmers. The results of this research may help agrochemical firms better communicate with farmers and create more focused marketing campaigns.