ASSESSMENT OF DISTRIBUTION CHANNELS AND BUYING BEHAVIOUR OF FARMERS TOWARDS FERTILIZERS IN BANASKANTHA DISTRICT OF NORTH GUJARAT

JATIN PATEL¹*, HITESH RAJGOR², K.A. THAKKAR³, K.M. JOSHI^4
1College of Agribusiness Management, Sardarkrushinagar Dantiwada Agricultural University, Sardarkrushinagar, 385506, Gujarat
²College of Agribusiness Management, Sardarkrushinagar Dantiwada Agricultural University, Sardarkrushinagar, 385506, Gujarat
³College of Agribusiness Management, Sardarkrushinagar Dantiwada Agricultural University, Sardarkrushinagar, 385506, Gujarat
⁴College of Agribusiness Management, Sardarkrushinagar Dantiwada Agricultural University, Sardarkrushinagar, 385506, Gujarat
* Corresponding Author : jatinpatel1743@gmail.com

Received : 23-11-2016     Accepted : 22-12-2016     Published : 24-12-2016
Volume : 8     Issue : 62       Pages : 3542 - 3544
Int J Agr Sci 8.62 (2016):3542-3544

Keywords : Buying behaviour, Distribution Channels, Fertilizers
Conflict of Interest : None declared
Acknowledgements/Funding : Dr. K. A. THAKKAR, Director of Extension Education and Dr. K. M. JOSHI, Assistant Professor, Sardarkrushinagar Dantiwada Agricultural University, Sardarkrushinagar
Author Contribution : This article is based on my (Jatin Patel) final project for the award of degree of MBA (Agribusiness) but without contributions of my co-authors this is next to impossible because they helped me in finding of some information, editing and giving me a val

The present investigation was under taken with the basic objectives of assessing distribution channels of fertilizers and buying behaviour of the farmers towards fertilizers. The multistage random sampling technique was employed for the study. The study was conducted in Banaskantha district of Gujarat state. Three talukas namely Deesa, Dantiwada and Tharad were selected randomly from the district. In the next stage, four villages from each taluka were selected randomly. Thus, total 12 villages were selected through random sampling technique. In the last stage, 10 farmers were selected randomly from each village for making a sample size of 120 farmers. The primary data were collected from the respondents through a pre-structured interview schedule by personal interview technique. The statistical tools such as frequency and percentage were used. Majority of the farmers (65.00%) are purchasing fertilizers from co-operative societies because of easy availability and reliable product. It was found that GSFC, GNFC, IFFCO and KRIBHCO companies have their own outlets for distribution of fertilizers in the study area. However, they sell the fertilizers only to co-operative societies. Looking to the buying behaviour of farmers, all the farmers highly considered quality while purchasing the fertilizers followed by brand image (96.70%), own experience (90.80%) and easy availability (90.00%). Farmers were most focusing on quality and good brand image rather than other factors, therefore, to sustain in the market, companies should maintain the quality and thereby, establish goodwill for positive results.