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

Abstract

The study of enquiry into buyer behavior towards types and brands of fertilizers 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, kendalls coefficient, percentages were used.

Farmers opinions were converged for statements relating to brands of fertilizers. It was found less for types of fertilizers. Opinions were significant for mixed complex and straight fertilizers.

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 fertilizers 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 fertilizers are yield increasing agents, non availability of organic manures and input in scientific cultivation. Along with radio, neighbors, farmers, printed media, wer the first source of information about fertilizers. 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.