MANGO GROWERS PREFERENCE FOR PESTICIDE BRANDS IN SRINIVASAPURA TALUK OF KOLAR DISTRICT
Loading...
Date
05-12-16
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, BENGALURU
Abstract
Branding of agri-inputs in India dates back to green revolution era and brand
name influences purchase decisions. The objectives of the study were to analyze
pesticide brand preference and retail shop preference of mango growers in
Srinivasapura taluk, Kolar district. Data was collected from ninety mango growers and
ten retailers of pesticides for 2015-16 crop season. Descriptive statistics and Garret’s
ranking techniques were used for analysis. About 72 per cent of the mango growers
were aware of the top ten brands of the pesticides applied in mango orchard. Confidor,
Coragen, Actara, Saaf, Ridomil gold and Antracol brands of pesticides were preferred
by majority of the mango growers. Syngenta Pvt. Ltd was the market leader with a
market share of 12.31 per cent which was closely followed by Bayer crop science with
11.22 per cent market share. Strong pesticide brand loyalty among farmers was
observed. Fellow farmers recommendations, not selling spurious brands in the retail
shop and availability of other agricultural inputs in the same retail shop were the major
factors influencing farmers choice of a particular pesticide retail shop. Long term
association between farmers and retailers has resulted in 55 per cent of the mango
growers buying pesticides from the same dealer for the last 5- 10 years and 34 per cent
from the same retailer for the last 20 years. The pesticides manufacturing companies
need to integrate the efforts of retailers in brand promotion to influence farmers brand
loyalty