Enquiry into the buyer behaviour towards selected types and brands of fertilisers

Abstract

The study of enquiry into buyer behaviour towards types and brands of fertilisers analysed attitudes, awareness, consciousness loyalty and promotional effectiveness. The primary data collected from Palghat District covered three segments viz. marginal, small and medium and large. Likert technique, awareness and consciousness index, Kendall's coefficient, percentages were used. Farmers’ opinions were converged for statements relating to brands of fertilisers. It was found less for types of fertilisers. Opinions were significant for mixed complex and straight fertilisers. Prominent levels of awareness were aware, very much aware and just aware levels. Awareness was maximum for three and two number of brands. Brand A and B were most aware brands for all segments. The brand A of mixed complex and straight fertilisers was placed in very much conscious and most conscious levels. The consciousness was poor for other brands. The attributes like manufacturer, ingredient and price have led table with respect to all segments and all brands. Consciousness was more for brand A and less in other cases and brand A was the one most of farmers bought. Farmers of all brands, on an average, showed constant nature of purchase. The trend of brand A and B showed that B often increased its share in consumer purchase. The important reasons for partial switching over to chemical fertilisers are yield increasing agents, non availability of organic manures and input in scientific cultivation. Along with radio, neighbours, farmers, printed media, were the first source of information about fertilisers. Besides continuous availability and nearness, credit availability, timely availability and accessibility to the dealer were important reasons for selection of purchase for cooperatives. For private traders, reasons were availability of product, relationship with vendor and accessibility to dealer which were found same for all segments in above given cases.