“CONSUMER BEHAVIOR TOWARDS UPL FUNGICIDES OF JUNAGADH AND RAJKOT DISTRICTS OF GUJARAT” 2966
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Date
2019-08
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JAU, JUNAGADH
Abstract
The present study entitled “Consumer Behavior towards UPL Fungicides of
Junagadh And Rajkot Districts of Gujarat” was undertaken with the objectives of
studying the socio economic profile of farmers, evaluating the growth and consumption
pattern of the fungicides in the two districts, identifying the factors affecting the brand
loyalty of farmers with regard to the fungicide ‘Saaf’ and studying the factors which
affect the awareness of the farmers towards the brand ‘Saaf’. 120 farmers were selected
for the study purpose. The tabular method, Compound Annual Growth Rate (CAGR),
multiple regression and correlation were used for the analysis.
The result revealed that a majority of the farmers were large farmers with
medium income levels having more than 10 years of experience in agriculture. There
was an increasing trend in the consumption of fungicides in the two districts with a
positive growth rate. The consumption of the fungicide ‘Saaf’ was highest in case of
summer crops as compared to the rabi and kharif crops. The study revealed a variation
in the doses used by the farmers as compared to the recommended doses provided by
the company. Perception on product quality, availability of the preferred brand,
satisfaction towards the brand and performance of the product were significant as well
as positive and hence, were the eminent factors that affect the customer’s loyalty
towards the brand ‘Saaf’. Moreover, social participation, mass media exposure and
extension contact were found to be positive and significant and thus, these were the
major factors which accelerates the farmer’s awareness towards the brand ‘Saaf’