Vol. 12, Special Issue 7 (2023)

Author(s):
Pramod Sahu and Dr. Hulas Pathak

Abstract:
A study was conducted in the Bemetara district of Chhattisgarh, taking into consideration the context of India being the largest democracy with a population exceeding 1.42 billion. The country heavily relies on agriculture, with approximately 60% of the rural population dependent on it. In the year 2022-23, agriculture contributed 18.3% to India's GDP. Protecting crops from pests and diseases is of utmost importance due to the significant role of quality agricultural production. The total vegetable production in the country is estimated to be around 204.61 million tons. In order to tackle these challenges, a wide range of pesticide products are available in the market, promoted by pesticide companies through diverse promotional strategies. The study revealed that the product's effectiveness was the primary motivator for the maximum number of respondents to purchase pesticides, with product quality ranking second. Additionally, the study found that 100 percent of respondent farmers followed chemical application methods, along with other management techniques like physical control, soil testing, and IPM. Furthermore, the study highlighted that most farmers obtained information about pesticides from retailers. Subsequently, they would meet with company representatives and co-farmers before making their purchase decision. Regarding the factors influencing a company's promotional strategy for pesticides, the study identified dealers as the primary factor, followed by retailers, and then field demonstrations. Furthermore, the research ranked pesticide companies based on their promotional strategies, with UPL obtaining the first rank, BSF ranking second, and the IT industry ranking third.