Indian Journal of Agricultural Research

  • Chief EditorT. Mohapatra

  • Print ISSN 0367-8245

  • Online ISSN 0976-058X

  • NAAS Rating 5.60

  • SJR 0.293

Frequency :
Bi-monthly (February, April, June, August, October and December)
Indexing Services :
BIOSIS Preview, ISI Citation Index, Biological Abstracts, Elsevier (Scopus and Embase), AGRICOLA, Google Scholar, CrossRef, CAB Abstracting Journals, Chemical Abstracts, Indian Science Abstracts, EBSCO Indexing Services, Index Copernicus
Indian Journal of Agricultural Research, volume 55 issue 2 (april 2021) : 207-211

Do Agro-Inputs’ Brands Affect the Buying Decision Process of Farmers: A Comprehensive Study

Shradha Suman
1Department of Journalism and Mass Communication, BHU, Varanasi-221 005, Uttar Pradesh, India.
Cite article:- Suman Shradha (2020). Do Agro-Inputs’ Brands Affect the Buying Decision Process of Farmers: A Comprehensive Study. Indian Journal of Agricultural Research. 55(2): 207-211. doi: 10.18805/IJARe.A-5576.
Background: Influencing buying behaviour of consumers has been a prime goal of companies and different brands for decades. However, creating a brand image of agro-inputs and stimulating buying decisions of farmers is a complex process. Presently, a lot of money is being spent on advertising to create a positive brand value of a product. But whether key players in agro-input market get an edge over the other brands or farmers are just price-conscious. This study was aimed to explore the role of a brand name in the buying decision process of farmers for the purchase of agro-inputs including pesticides, seeds and fertilizers.
Methods: A descriptive research design was used for the study. The basic research question was why farmers prefer one brand over the other while buying agro-inputs. This study was conducted with 80 farmers who were especially vegetable growers of Bhagalpur district of Bihar.
Result: During the study, it was found that farmers consider product brands in the purchase of agro-inputs. Most of the farmers reported that the brand is extremely important in the purchase of seeds followed by fertilizers, whereas fewer farmers reported abut brand importance in the purchase of pesticides. 
  1. Aaker, D.A. (1991). Management brand equity. Conversations with marketing masters. 26-44.
  2. Chisnall, P.M. (1995). Consumer behaviour. 3rd ed. London: McGraw-Hill. 
  3. Dodds, W.B., Monroe, K.B. and Grewal, D. (1991). Effect of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research. 28(3): 307-319.
  4. Du Plessis, F., Rousseau, D., Boshof, C., Ehlers, L., Engelbrecht, M., Joubert, R. and Sanders, S. (2007). Buyer behaviour: Understanding consumer psychology and marketing. 4th ed. Cape Town: Oxford.
  5. Funk, T. (1980). The farmer decision process In Purchasing herbicides. Canadian Journal of Agricultural Economics/ Revue canadienne d’agroeconomie. 28(2): 26-40.
  6. Gitman, L.J and McDaniel, C. (2009). The future of business: The essentials. 4th ed. New York, NY: South Western, Cengage learning.
  7. Green, C.L. (2008). Entrepreneurship: Ideas in action. New York, NY: South Western, Cengage learning. 
  8. Harbor, A.L., Martin, M.A. and Akridge, J.T. (2008). Assessing input brand loyalty among US agricultural producers. International Food and Agribusiness Management Review. 11(1030-2016-82702): 17-34.
  9. Hawkins, D.I, Mothersbaugh, D.L. and Mookerjee, A. (2010). Consumer behaviour: Building marketing strategy. 11th ed. New Delhi: Tata McGraw Hill.
  10. Homburg, C., Kuester, S. and Krohmer, H. (2009). Marketing management: A contemporary perspective. New York, NY: McGraw Hill.
  11. Kole, A. (2014). Analysing fertiliser buying behaviour of emerging farmers in the Free State Province (Doctoral dissertation). (retrieved from /handle/10394/11179/Kole_A.pdf?sequence=1andisAllowed=y).
  12. Kool, M. (1994). Buying Behavior of Farmers, Wageningen Pers, Wageningen (retrieved from /wurpubs/fulltext/132857).
  13. Kotler, P. and Armstrong, G. (2012). Principles of marketing. 14th ed. London: Prentice Hall.
  14. Lamb, C.W, Hair (Jr), J.F. and McDaniel, D.C. (2012). Essentials of marketing. 7th ed. New York, NY: Cengage Learning.
  15. Lantos, G.P. (2011). Consumer behaviour in action: Real-life applications for marketing managers. New York, NY: M.E. Sharpe.
  16. McEwen, W.J. (2005). Married to the brand: Why consumers bond with some brands for life. New York, NY: Gallup.
  17. Peter, J.P. and Donnelly (Jr), J.H. (2011). A preface to marketing management. 12th ed. New York, NY: McGraw-Hill.
  18. Sekhar, S.C. and Rao, V.K. (2013). Consumer awareness towards cottonseed oil brands and relevant facts. Indian Journal of Agricultural Research. 47(4): 323-328. 
  19. Sharma, D.D., Chand, M. and Singh, U.C. (2009). Dealers’ brand preference of spray oil in Himachal Pradesh. Agricultural Science Digest. 29(3): 169-173.
  20. Shukla, R., Chaudhari, B. and Joshi, G. (2014). An analysis of consumer behavior and preference for mango pulp in South Gujarat, India. Asian Journal of Dairy and Food Research. 33(2): 98-103.

Editorial Board

View all (0)