Vol. 12, Special Issue 6 (2023)

Author(s):
Deepkumar Rameshbhai Vachhani and Shakti Ranjan Panigrahy

Abstract:
Agriculture is a key sector in India, employing the majority of the population and contributing significantly to the economy. Agrochemicals, including pesticides and fertilizers, play a vital role in enhancing crop productivity. However, their overuse poses environmental and health risks. The global agrochemicals market is projected to reach USD 282.2 billion by 2030, with Asia-Pacific leading the market share. In India, the industry is valued at around USD 6 billion, with insecticides being the dominant segment. To understand farmers' purchasing behaviour towards Fungicide for Groundnut Crops in Maliya Hatina Taluka of Junagadh District, Gujarat, a study was conducted, revealing that most farmers were in the age group of 41-50 and the majority of them are male, having 21-30 years of farming experience and education level was below SSC. Farmers engaged in both agriculture and livestock farming were higher, with annual incomes between 1-4 lakhs and semi-medium type of farmers. The study reveals that factors like results were better than competitors. Credibility and distributor recommendations significantly influenced farmers' purchasing decisions. Farmers showed concerns regarding high prices, lack of credit availability, and lack of discounts for product purchasing decisions. Dealers also encountered challenges including low margins and payment issues. Demonstrations, farmer meetings, and recommendations hold the highest importance in promotional activities. Understanding farmers' behaviour and addressing their concerns can enhance the adoption and distribution of fungicides. This study provided valuable insights into farmers' practices and the significance of effective promotions measures in the agri-input sector.