ASSESSMENT OF DISTRIBUTION CHANNELS AND BUYING BEHAVIOUR OF FARMERS TOWARDS FERTILIZERS IN BANASKANTHA DISTRICT OF NORTH GUJARAT
Journal Title: International Journal of Agriculture Sciences - Year 2016, Vol 8, Issue 62
Abstract
The present investigation was under taken with the basic objectives of assessing distribution channels of fertilizers and buying behaviour of the farmers towards fertilizers. The multistage random sampling technique was employed for the study. The study was conducted in Banaskantha district of Gujarat state. Three talukas namely Deesa, Dantiwada and Tharad were selected randomly from the district. In the next stage, four villages from each taluka were selected randomly. Thus, total 12 villages were selected through random sampling technique. In the last stage, 10 farmers were selected randomly from each village for making a sample size of 120 farmers. The primary data were collected from the respondents through a pre-structured interview schedule by personal interview technique. The statistical tools such as frequency and percentage were used. Majority of the farmers (65.00%) are purchasing fertilizers from co-operative societies because of easy availability and reliable product. It was found that GSFC, GNFC, IFFCO and KRIBHCO companies have their own outlets for distribution of fertilizers in the study area. However, they sell the fertilizers only to co-operative societies. Looking to the buying behaviour of farmers, all the farmers highly considered quality while purchasing the fertilizers followed by brand image (96.70%), own experience (90.80%) and easy availability (90.00%). Farmers were most focusing on quality and good brand image rather than other factors, therefore, to sustain in the market, companies should maintain the quality and thereby, establish goodwill for positive results.
Authors and Affiliations
JATIN PATEL
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