Determinants Impacting Farmers' Selection of Various Agrochemical Brands of Uttar Pradesh

Agriculture drives India's economy with 59% population dependence and 23% GDP contribution. Amidst diminishing cultivable land, employing modern techniques, quality pesticides, and high-yield seeds ensure food security and export stability. Agrochemicals crucially protect crops, doubling yields in the last five decades. To explain various dimensions of agrochemical usages in between farmers, this study was undertaken and a total sample of 100 farmers were investigated. In the study area of Uttar Pradesh, factors influencing farmers' pesticide brand preferences include retailer recommendation, competitive price, and quality as primary factors, while co-farmer opinion, sales promotion, and advertisement have minimal influence etc. were studied. As for the study of the majority of sampled farmers (87.00%) favored Saafbrand as their top choice, followed by Tebusulph (79%) and Indofil M-45 (63%) as their second and third preferences, respectively. Sofiya (51.00%), Sprint (39.00%), Miradore (24.00%), Haru (12.00%), Roko (9.00%), and Cocide (4.00%) were moderately preferred brands among Uttar Pradesh farmers. This research paper includes various marketing shares of various pesticide,


Introduction
In the realm of agriculture, the consumption of pesticides spans a vast global landscape, reaching approximately two million tons each year.Among these figures, Europe alone accounts for 45 percent, while the USA and the remaining regions claim 25 percent each.Within this intricate tapestry, a spectrum of disparities emerges, such as the strikingly diverse pesticide usage rates across nations.In Korea and Japan, the quantities stand at 6.6 and 12.0 kg/ha, while in India, a mere 0.5 kg/ha are utilized.Remarkably, this sprawling consumption only blankets a quarter of the world's cultivated land.Among the myriad choices available, three stalwart pesticides, namely HCH (with gamma-HCH the sole permissible variant), DDT, and Malathion, seize center stage, collectively commanding 70 percent of global usage.Their enduring popularity among small farmers rests on their cost-effectiveness, accessibility, and broad bioactivity spectrum, (De et al., 2014).

Indian scenario in pesticide usage:
Delving into India's own pesticide narrative, its contribution constitutes a mere 3 percent of the worldwide total.Distinct pesticide categories paint a nuanced portrait: insecticides dominate at 60 percent, followed by fungicides at 19 percent, herbicides at 16 percent, Bio-Pesticides at 3 percent, and a residual 3 percent encompassing other classes.Notably, 18 to 20 percent of these compounds find their way onto vegetable crops, with brinjal commanding the foremost position, trailed by okra, chilli, and Cole crops.Vegetables, heralded as vital and nutritious, stand as reservoirs of minerals, vitamins, carbohydrates, and proteins.Paradoxically, their per capita consumption in India falls significantly short of WHO's benchmark (180g/day/capita against FAO's recommended 300g/day/capita), fostering widespread anemia resulting from iron deficiency.
In the panorama of global sustenance pursuits, the expanse of vegetable diversity and their nutritional potency emerges as an agricultural cornerstone.This resurgence has catalyzed India's economic and nutritional landscapes, propelling it to second place in global vegetable production-14 percent of the pie.With an expansive canvas of 9.20 million hectares, annual output of 162.19 million tones, and a productivity quotient of 17.6 MT/ha, the sector charts an ambitious trajectory to meet escalating demand projections: 225 MT by 2020 and 350 MT by 2030.The underbelly of this agricultural narrative reveals Available online at: https://jazindia.com-2204 -significant crop losses due to pests, diseases, and weeds, collectively eroding 10 to 30 percent of production-a loss that could translate into substantial economic gains if addressed.Although pesticides often serve more as loss minimizes than yield enhancers, their role looms pivotal.(Kaur, H., & Garg, H. (2014).Pesticides: Environmental Impacts and Management Strategies.InTech.doi: 10.5772/5739 Uttar Pradesh scenario in pesticide usage: Zooming into Uttar Pradesh-a titan in Indian agriculture-pesticides assume paramount importance in crop safeguarding and yield amplification. Yet, echoes of concern reverberate due to potential health and environmental repercussions.A robust regulatory framework, exemplified by the Insecticides Act, 1968, steers pesticide production, import, sale, and usage in India.Central bodies, including the Central Insecticides Board and the Registration Committee, shoulder the mantle of regulation and monitoring, with state agencies contributing at the regional level.
Within Uttar Pradesh's agricultural landscape, challenges loom large, from the misuse of pesticides, embodying overuse and improper application, to health and environmental perils arising from inadequate usage awareness.These pesticides pose an array of risks to diverse stakeholders, from farmers to nearby communities.The lack of a comprehensive monitoring and enforcement mechanism compounds these concerns.As a counterbalance, initiatives surface-crafted collaboratively by the Uttar Pradesh government and central agencies-to navigate these challenges.Efforts include awareness drives, training initiatives, integrated pest management advocacy, and rigorous testing protocols.Regulatory synergy enforces compliance, striving to curb unauthorized pesticide sales.

Kumar et al. (1987)
conducted an empirical investigation into the determinants of consumer purchasing decisions for a variety of food products.They meticulously analyzed the interplay between the country of origin and the brand of these products against demographic variables such as age, gender, and income.Intriguingly, their findings demonstrated that these factors exhibited independence from demographic traits.Notably, the study revealed a strong proclivity among consumers toward prioritizing the brand image over the product's country of origin.

Shaw et al. (1993)
embarked on a comprehensive study of the consumption patterns of processed food within the urban setting of Delhi.Their research uncovered that consumer choices were significantly influenced by factors such as the ease of product availability, taste preferences, and the persuasive impact of product advertisements.Central to the buying decisions were determinants including the brand name, government certification, and the pricing structure of the products.Furthermore, Shaw and colleagues observed that processed food items held particular appeal for busy homemakers due to their convenience, although these products faced challenges in terms of market penetration, primarily driven by their elevated cost, especially among semi-urban and rural consumers.
Ragavan (1994) delved into the factors governing consumers' decisions to purchase vegetables from modern retail outlets.His research identified a hierarchy of determinants, with quality, consistent availability, price, accuracy in weighing and billing, range of vegetable choices, and ease of accessibility ranking in order of significance.

Dhillon et al. (1995)
undertook a meticulous exploration of consumer purchasing behavior in the context of Ludhiana, discerning between rural and urban respondents.Their study illuminated that both groups favored nearby markets as their primary shopping destinations.Rural consumers, notably, placed paramount importance on the appearance of products, followed by price, quality, and the convenience of purchase location.In contrast, urban consumers diverged slightly, prioritizing quality, product appearance, the convenience of the purchase location, and product expiry date.
Wandel (1995) employed advanced multivariate analysis to unravel the intricacies of factors influencing the consumption of vegetables and fruits among Norwegian consumers.The findings underscored the role of demographic variables, including gender, age, income, and household structure, as instrumental determinants.Health-conscious individuals exhibited higher consumption of fruits and vegetables, whereas those inclined toward quick meal preparation displayed a diminished appetite for vegetables.2002) conducted a discerning study centered on the preferences of regular consumers of organic products.Their investigation revealed substantial variations in consumer preferences concerning the origin of production and pricing.Remarkably, price emerged as a discernible proxy for product quality.Surprisingly, the visual appearance of products played a relatively https://jazindia.comAvailable online at: -2205 -minor role in shaping consumer preferences, while the type of certification program wielded a consistent influence.

Nandagopal and Chinnaiyan (2003) delved into the realm of soft drink brand preferences within rural
Tamil Nadu, employing the rigorous Garret's ranking technique.Their findings unequivocally ranked product quality as the paramount determinant, closely trailed by considerations of retail pricing.Quality and the dependable availability of products emerged as pivotal factors guiding the preferences of rural consumers towards specific brands.2005) scrutinized consumer behavior in Madurai concerning instant food products.Their study unveiled the critical role of product quality and pricing as key influencers.Notably, a significant proportion of respondents (78%) accentuated the importance of quality, while 76% emphasized pricing considerations.Furthermore, the reputation of the manufacturer and product packaging garnered notable attention, along with the attractiveness of a longer shelf life.

Ramasamy et al. (
Narang (2006) offered valuable insights into the dynamics of consumer brand loyalty within the realm of food purchasing.Narang posited that consumers in this domain tend not to adhere to a single brand, necessitating a concerted effort in brand recall strategies.Repetitive advertising campaigns, coupled with an alignment of the product with prevailing styles and trends, emerged as effective approaches to capture the attention of youthful consumers.Additionally, promotional tactics such as discounts and free offers were recommended as strategies to bolster sales.2006) underscored the pivotal role of product quality in eliciting consumer attraction towards branded products.Branded items, the study found, enjoyed a robust reputation for offering superior quality, which justified consumers' willingness to pay a premium.Vincent also emphasized the influential power of media in shaping and reinforcing brand perceptions, with particular attention to the significant impact of children in family purchasing decisions.2011) conducted a nuanced examination of brand preferences among selective household brands in Dindigul, Tamil Nadu.Their research emphasized the crucial role played by market variables such as advertising, product quality, brand recognition, and brand image in molding consumer preferences and guiding purchase decisions.The study underscored the need for businesses to comprehend these factors comprehensively in order to effectively steer consumer choices towards their brands.

Materials And Methods
A methodology is usually a guideline system for solving a problem, with specific components such as phases, tasks, methods, techniques, and tools.The main goal of this study is to analyse the market share of pesticide companies and promotional approach for that.The present investigation entitled "AN ANALYSIS OF MARKET SHARE AND PROMOTIONAL APPROACHES OF PESTICIDE COMPANIES IN UTTAR PRADESH" was carried out in 2023.The sampling structure and techniques adopted during the course of investigation have been described in this chapter.

Locale of study
The research is conducted with the help of schedule based on the information collected from the farmers and pesticide Distributors &retailers in different district and Blocks of Uttar Pradesh.

Sample size
Multi stage sampling design was used for the selection of samples from the Different Blocks of different districts.Randomly blocks were selected to avoid any bias on the basis.Thereafter two villages from each randomly selected block and five to fifteen farmers from each village were selected randomly to constitute a sample of one hundred thirty farmers.one hundred thirty pesticide retailers from districts of Uttar Pradesh were selected randomly to study the market share and promotional approaches used by pesticide companies.

Data collection
To achieve the study's objectives, a combination of primary and secondary data was gathered.Primary data acquisition employed a survey method, where farmers and retailers/distributors were interviewed using carefully prepared and pre-tested questionnaires.In contrast, secondary data was sourced from a variety of published outlets and agencies, including the Department of Agriculture, Horticulture, Agrochemical Companies surveys, one-on-one discussions, Economic Surveys (across different issues), Digest of Statistics, Annual Reports, and other pertinent government publications.

Primary Data:
Determinants Impacting Farmers' Selection of Various Agrochemical Brands of Uttar Pradesh Available online at: https://jazindia.com-2206 -This category encompassed firsthand information obtained through scheduled interviews and questionnaires conducted directly with farmers and retailers/distributors.

Secondary Data:
Secondary data, on the other hand, consisted of information that had already been collected, organized, and presented by various agencies.It was procured from a range of sources such as websites, agrochemical industry-related journals, research papers, brand and advertisement-related journals, newspapers, magazines, and other similar references.3.5 Methods of analyzing data Analytical Methodology: To evaluate the outcomes related to the study's objectives, two distinct analytical approaches were employed: 1. Tabular Analysis: Tabular analysis was utilized to examine and determine the market share of various pesticide companies operating within the district.This involved the compilation, computation, and examination of data on these companies using various statistical tools.

Garrett Ranking Technique:
The Garrett ranking technique was applied to assess factors influencing farmers' brand preferences for different pesticide brands, as well as the promotional strategies impacting farmers' choices in pesticide marketing.Respondents' merit-based rankings were converted into numerical ranks using the following formula, and these ranks were subsequently translated into scores with reference to Garrett's table.
Garrett's Formula for Converting Ranks into Percentages: (Insert Garrett's formula here) Analysis technique: -Tabular and functional analysis was done to find out the result of proposed objectives: 1. Tabular analysis: This approach is used for the analysis of the market share of different pesticide companies.The companies present in the business in the district were tabulated, computed, and analyzed using different statistical tools.

Garret ranking technique:
Garrett's ranking technique is used to rank factors influencing farmers' brand preference for various brands of pesticides &promotional approaches that influence on farmers in pesticide marketing.The order of the merit given by the respondents was converted into ranks by using the following formula.Accordingly, these ranks were converted to scores by referring to Garrets table.

Results and Discussion Factors Influencing Farmers' Preference for Various Brands of Pesticides in the Study Area of Uttar Pradesh:
The factors that impact farmers' preferences for different pesticide brands in the study area of Uttar Pradesh are outlined in Table 4.1.Key influencing factors include retailer recommendations, competitive pricing, and quality.These factors are ranked as the top three, with mean scores of 25.5, 24.5, and 23.5, respectively.Other factors such as previous experience, brand popularity, and timely availability also moderately influence farmers' preferences for different pesticide brands.However, the data from the table also indicates that factors like co-farmer opinions, sales promotional activities, and advertisements have the least influence on farmers when making pesticide purchases.Table 4.2 offers valuable insights into the choices made by farmers when it comes to 12 prominent insecticide brands.Among these widely accepted options, it is evident that Philtre brands hold the top position, with a substantial 90.00 percent of surveyed farmers selecting them as their primary preference.Following closely behind are Imfi and JNFI, both enjoying an 85 percent favorability rating, while Hamla 505 brand secured the second and third spots with 76 percent of farmers endorsing it.
Similarly, other brands like Profex Super (65%), Tadka 71 (57%), and Noorani 505 (25%) also exhibit significant popularity within the study area.Interestingly, Slayer Pro received the least preference, with only 5.00 percent of farmers showing a preference for it.Slayer Pro 5 5.00 XII

Farmer's preference for various brands of fungicides in Uttar Pradesh
Table 4.3 reveals that a significant majority of the sampled farmers (87.00%) indicated Saaf as their top choice, followed by Tebusulph (79%) and Indofil M-45 (63%) as their second and third preferences, respectively.Additionally, Sofiya (51.00%),Sprint (39.00%),Miradore (24.00%),Haru (12.00%),Roko (9.00%), and Cocide (4.00%) were also moderately favored brands among farmers in Uttar Pradesh.4.4 presents the discerned preferences of farmers concerning various weedicide brands.An overwhelming majority, constituting 91 percent of the sampled farmers, expressed their primary inclination towards the Zura brand.Following this, the Sencor brand (83.00%) and Vesnit (62%) emerged as the second and third choices, respectively.Furthermore, other brands such as Weednil 80 and Aura 58 (40.00%),Vesta (37.00%), and Sampra (24%) also registered notable levels of popularity among the agricultural community within the study area.Conversely, Roundup received the lowest level of preference, with a mere 7.00 percent of farmers indicating it as their choice.

Conclusion
In the context of the study conducted in Uttar Pradesh, various factors have been identified that significantly influence farmers' preferences for different pesticide brands.Among these factors, retailer recommendations, competitive pricing, and product quality stand out as the top three, with mean scores of 25.5, 24.5, and 23.5, respectively.Additionally, factors like previous experience, brand popularity, and timely availability exert a moderate influence on farmers' choices regarding pesticide brands.
https://jazindia.comAvailable online at: -2209 -Conversely, factors such as co-farmer opinions, sales promotional activities, and advertisements appear to have the least impact on farmers' decisions when purchasing pesticides.Similarly, the analysis of farmers' inclinations towards 12 preferred insecticide brands reveals interesting patterns.Notably, the Philtre brand emerges as the preferred choice for a significant majority (90.00%) of surveyed farmers.Close behind, Imfi and JNFI each garnered an 85 percent preference, while Hamla 505 secured the second and third preferences of 76 percent.Furthermore, insights from the study extend to farmers' preferences for weedicides.Zura brand gained a remarkable 91 percent preference as the first choice, with Sencor (83.00%) and Vesnit (62%) following as the second and third preferences, respectively.Other brands like Weednil 80 and Aura 58 (40.00%),Vesta (37.00%), and Sampra (24%) also gained popularity among farmers.Analyzing the influence of promotional activities on farmers' pesticide purchases, certain key activities come to the fore.Retail trader influence, company representative influence, and on-farm demonstrations are the foremost factors with notable mean scores.Activities like farmers' meetings, literature and sample distribution, participation in fairs, and wall paintings also show moderate influence.On the other hand, activities such as banners, posters, radio advertisements, local newspaper coverage, and theater promotions exhibit relatively less impact on farmers' purchasing decisions.In sum, the study sheds light on the multifaceted aspects that shape farmers' preferences for pesticide and insecticide brands, as well as the varying degrees of influence exerted by different promotional activities.
Garrett's formula for converting ranks into per cent was given by Per cent position = 100*(Rij-0.50)/NjWhere, Rij = Rank given for i th factor by j th individual Nj = Number of factors ranked by j th individual Descriptive statistics, Pie Chart, Bar Chart and other Statistical tools were adopted for analysis purpose.

Table 4
.1: Factors influencing farmer's preference for various brands of pesticides in study area S.no.Attributes Total Score Mean Score Rank https://jazindia.comAvailable online at:

Table 4 . 2 :
Farmer's preference for various brands of insecticides in Uttar Pradesh

Table 4 .
Table4.5 illustrates the impact of promotional activities on farmers' pesticide purchasing decisions.Among the various factors considered, the primary influencers were identified as retail trader influence, company representative influence, and on-farm demonstrations, which ranked first, second, and third, respectively, with mean scores of 80.78, 74.68, and 66.16.Moderately influential factors included farmers' meetings, the distribution of literature and samples, participation in fairs, and wall painting, which secured rankings of fourth, sixth, seventh, and fifth, with mean scores of60.61,56.29,51.29,and  49.11, respectively.On the other hand, promotional activities such as banners, posters, radio, local newspapers, and theaters were found to be the least influential factors, occupying the eighth, ninth, tenth, eleventh, and twelfth positions, with mean scores of41.92,38.66, 33.20, 28.04, and 19.27,  respectively.