Vol. 12, Special Issue 10 (2023)

Author(s):
Deepak Kumar Thakur, Anjali Singh and Tripti Verma

Abstract:
One of the main staple foods on the earth is wheat. Rusts, blotches, and head blight/scab are prominent wheat diseases that now contribute to these losses. Better treatment of fungus-incited illnesses, which can result in annual output losses of 15% to 20%, is essential to overcoming this challenge. The study is confined to 14 villages of Surguja district. Surguja Region of Chhattisgarh State is basically a rural oriented region and about 70 percent of population living in villages. Due to financial constraints 14 villages of Allahabad district namely Jamuatau, Ghismodoar, Bhanota, Bhawarmal, Kerta, Mahavirganj, Rampur, Obirganj, Kanakpur, Lurgi, Kanchannagar, Khesasila, Nagra, Lurangi are chosen for survey by adopting simple random sampling technique. This study offers important details on the consumer durable and non-durable industries' use of rural marketing to promote their goods. It also evaluates the factors contributing to the paradigm shift from the urban to rural markets. This study even pinpoints the real reasons why durable and non-durable industries failed to successfully market their goods. As a research Findings, Age-wise analysis illustrates the pattern of consumer behavior in rural marketplaces, which is dominated by male consumers between the ages of 21 and 50. Electronic media advertisements are preferable to other forms of communication. The use of regional languages is crucial in rural marketing. Farmers are unsure of the proper insecticides and pesticides to use in the fight against insects and disease in wheat consequently, spreading knowledge about pesticide, etc. According to the current survey, many farmers are unaware of "PAN SEED," so the company has started a farmers' meeting program for hybrid seeds. Because seeds are not readily available on the market, the company expands its distributor network within the neighbourhood.