PRABHAVATHI, YVINEEL KUMAR, S2017-02-212017-02-212015http://krishikosh.egranth.ac.in/handle/1/5810001957D5118The pesticide market in India is becoming highly competitive. Farmer’s decision making on pesticides therefore becomes a topic of considerable interest. Research on the purchase attitude of pesticides (agriinputs) has been very limited and confined to the developed country context. This study attempts to develop an understanding of the purchase attitude of the farmers regarding pesticides in Guntur district of Andhra Pradesh. Multistage purposive cum random sampling design was employed in the present study. The data collected were subjected to conventional (simple tabulation) as well as functional analysis to arrive at valid conclusions. Data was statistically analyzed using SPSS program version 13.0 and percentage analysis was used. Per hectare cost of cultivation was highest in chilli with (Rs 2,60,078) followed by cotton (Rs 1,14,639) and paddy (Rs 76,359). The yield of main produce was 77, 69 and 39 quintals per hectare in case of chilli, paddy and cotton. The gross returns from crops was found to be highest in chilli (Rs 5,77,500) followed by cotton (Rs 1,52,000) and paddy (Rs 1,02,200) and net returns recorded chilli crop (Rs 3,17,422) followed by cotton (Rs 37,361) and paddy (Rs 25,841). Returns per rupee of investment was highest for chilli (Rs 2.22) followed by cotton (Rs 1.35) and paddy (Rs 1.33). Thus, it is inferred that chilli was most remunerative crop compared to other crops in the study areas. Out of 100 sample respondents 85 percent of the farmers were aware that token has to be sprayed in the field at less BPH infestation and remaining 15 percent of the farmers were un aware of token application. Out of sample respondents of 100, 84 percent of the farmers knew that token is compatible with avtar, baan and merger and remaining 16 percent of the respondents were un aware token is compatible with avtar, baan and merger. Farmer’s meet plays a major promotional campaign in creating new product awareness irrespective of age group. The total sales of the company increased by 10.76 percent from 2010-11 to 2011-12 and then decreased by 7.96 percent in 2012-13. In 2013-14, there was an increase of 29.61 percent in sales compared to 2012-13 and sales increased by 2.28 percent in 2014-15. Indofil M-45 sales increased by 0.62 percent in 2011-12 compared to 2010-11. The sales decreased by 8.04 and 8.44 percent in 2012-13 and 2013-14 and then sales increased by 10 percent in 2014-15. Main promotion should be done through demonstration for users because farmers always believe what they see followed by distribution of pamphlets in farmer’s meeting.en-USnullThesis