Understanding Farmers’ Purchasing Behavior for Agrochemical Products in Chilli Cultivation: Insights from Umreth Taluka of Anand District

Background: Most Indian individuals reside in rural areas and rely directly or indirectly on agriculture. To grow crops on the farm, farmers require various inputs such as seeds, fertilizers, pesticides, etc. to apply on their land. Throughout the cropping season, various factors (diseases, pests, climate) impact crop production. 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.

Aim: This study is about understanding farmers’ purchasing behavior for agrochemical products.

Methods: The research adopts a non-probability convenient sampling method to gather data from 150 farmers in the target area. The target area was Umreth taluka of Anand district for the selection of the sample. The data were collected through pre-tested schedule. Collected data was analyzed using various analytical tools, including tabular analysis, Garrett's Ranking technique, Graphical presentation, and Weighted Arithmetic Mean.

Finding: The results of this study indicated that the factors affecting the acquisition of both products were identified as quality, optimal results, and crop development. Farmers viewed Galileo Sensa as a product that provided a price commensurate with its quality and safety for chilli, farmers, and soil. Likewise, farmers regarded Delegate as safe for chilli, with a price reflecting its quality and safety for farmers and soil.

Conclusion: Meetings among farmers emerged as the primary promotional strategy for both products. Nevertheless, the major issues encountered by farmers during the purchasing process included the lack of availability of preferred brands, insufficient credit access, and comparatively high prices. It was recommended that the company concentrate on product distribution, ensuring that their product is accessible to all areas as needed.