Vol. 11, Special Issue 6 (2022)

Author(s):
Bikash Nayak, Dr. Nitin Barker, Dr. Sanjay Kumar, Mr. Jayant Zechariah and Dr. (Mrs.) Pratyasha Tripathi

Abstract:
The present study is concerned with promotional strategies of BAYER CROP SCIENCE and consumer’s preferences to purchase insecticide product Confidor in Prayagraj district of Uttar Pradesh. The socioeconomic profile of the Chilli growers and major constraints in buying insecticides and the research-based solution comes under the purview of this study. The main focus is on the promotional strategies used by the Bayer company in the area of promotion and distribution of Confidor. In a layman language the term strategy is a term related to 'warfare or a plan to win a war". But in the business world it refers to plans relating to marketing. It deals with the adjustment of controllable factors, viz, production, physical distribution, promotion and pricing within the environment of uncontrollable factors, viz. competition, legal barriers. Failure or survival of a product depends upon the effectiveness of strategic planning. For e.g., to increase the prices of a product to a significant extent the management will have to explore and evaluate the competitors towards the change in price. Also, the change in price can lead to a positive and negative impact towards the demand and buying behavior of the consumers according to the positive or negative change in the price. Factors like quality, efficiency, effectiveness and also value for money are the criteria seen in the buying of insecticide by Chilli growers during the study. While purchasing the insecticide product most of the farmers gave their preference to effectiveness of the product, followed by the price. Crop science should try to popularize their products through promotions and advertisements and should manufacture better products for their customers with reasonable price.