Analysis of the Marketing Status of Insecticide Brands and Buying Behavior of Chilli Growers in Rajkot District, Gujarat, India

The present study was undertaken in Gondal, Jamkandorna, Upleta and Dhoraji talukas of Rajkot district, as all four talukas have higher areas under chilli cultivation. A total of 120 chilli growers and 20 insecticide dealers were selected with the help of a multistage sampling method. The study was mainly based on primary data, which were collected through personal interviews with the help of a well-structured survey schedule. The results showed that the highest percentage of chilli growers belonged to middle age group and had higher secondary education. The majority of the chilli growers belonged to small and semi-medium land-holding categories and had annual incomes between ₹2,59,036 to ₹5,91,582. Near about two-thirds (66.67 %) of chilli growers belonged to the nuclear family. The majority (37.50%) of the chilli growers were found engaged in farming with business as their occupation and the majority of chilli growers had farming experience of more than 15 years. Bore wells (56.87%) were reported as the main source of irrigation in the study area. The study also revealed that the highest market share was captured by Nagarjuna Agrichem Limited company followed by Bayer Crop Science and United Insecticides Pvt. Ltd. company. With regard to the mode of purchase of insecticides most of 40.00 per cent of the chilli growers used to purchase insecticides on a credit basis. So, companies should define and ease the conditions for credit availability, to make it convenient and affordable for both farmers and dealers. Most of the chilli growers were buying insecticides from retailer’s shops. The majority (45.83%) of chilli growers preferred to use the same brand with the same quantity when prices of selected insecticides changed (increased) and in the absence of the required insecticide brand; most (85.83%) chilli growers shifted to other insecticide brands. The insecticide companies should make the product available in the market as per the season and demand because if the grower will not get the desired product at the right time, they may switch to an alternative product.