Vol. 12, Special Issue 6 (2023)

Author(s):
Prashant R Gohel, Shakti Ranjan Panigrahy and Satyajeet Zala

Abstract:
The agriculture sector is vital to the Indian economy, employing over 70 percent of the population directly and indirectly. Despite being a leading global pesticide producer, India has low pesticide consumption due to limited knowledge, resources, and arable land. This results in significant food grain wastage, with 35-45 percent of agricultural production lost to pests, diseases, and inadequate storage. However, India has become the 13th-largest pesticide exporter and the fourth-largest producer of agrochemicals, with a market value of ₹232 billion in 2020. To understand farmers' purchasing behavior and satisfaction towards Insecticide in Mangrol Taluka, Gujarat, a study was conducted, revealing that most farmers were aged 35-45 and had attained a Higher Secondary Certificate education level. There was a gender imbalance, with males comprising 96 percent of the population. Agro-service centers were the preferred purchase destination, with product quality and recommendations influencing farmers' decisions. Customers expressed high satisfaction with Insecticide's performance, yield, cost, quality, and availability. Retailers' suggestions were the most influential promotional activity, followed by demonstrations and wall paintings.