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Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati – 517 502.
Agriculture plays a crucial role in India’s economy, providing sustainability for over 54.6% of rural households and contributing 18.3% to the GDP during the year 2022-23. In the pursuit of ensuring food security and maximizing agricultural productivity, the use of pesticides has emerged as a critical aspect of modern farming practices. The aim of the current study, “Identifying the factors influencing brand preference for pesticides in Guntur district of Andhra Pradesh” embraces sources that influence brand preference and various factors that influence the brand preference. This study was conducted in the Guntur district of Andhra Pradesh and for the study ex-post facto research design was followed. It explored sources of information on pesticide brands such as price, availability, dealers influence, peer recommendations, brand image, and past experiences were examined to understand the driving forces behind the brand selection. The farmers preference for pesticides is influenced by mostly dealers influence (mean score of 2.76), price (mean score of 2.69), past experience (mean score of 2.55), availability (mean score of 2.48) and brand image (mean score of 2.30). The results reveal that major problems encountered by the farmers during the purchase of pesticides were price, lack of credit facility, non availability of preferred pesticides at their need and lack of technical knowledge of what to buy and how much to use. the frequency and reach of these information sources, as they play a crucial role in influencing farmers decision-making processes.
KEYWORDS: Brand preference, Pesticides, Ex-post facto research design, Farmers.