Vol. 12, Special Issue 7 (2023)

Author(s):
YA Lad, JH Patel and YB Unjia

Abstract:
The study was carried out in Surat and Bharuch district of Gujarat. Non- Probability convenience sampling was used to select the samples for the study. The sample elements were dealers and distributors of fertilizers and Agro-chemicals. The sample size for the study is 75. The data were collected by personal interview method, using the schedule. Factor analysis was used to analyse the data. For applying factor analysis, 14 variables were identified. After the reduction of the data, five major factors were identified that affect purchasing behaviour. The study revealed that the most important factors which affect the purchasing behaviour of dealers and distributors towards ABC Agro Chemical company’s products in Surat and Bharuch districts were (i) Size of the market (ii) Purchasing behaviour (iii) Brand image (iv) Company relationship and (v) Supply chain of the company. With the help of these five factors, this analysis could explain about 69.224 percent variance in the study.