This study examines farmers’ awareness and purchasing behaviour regarding insecticides for sesamum crop growers in Jamnagar district in the vibrant state of Gujarat. A survey was conducted over three months with 200 farmers from four Talukas of Jamnagar district with the research objectives of analyzing socio-economic characteristics, brand awareness, purchasing behaviour and suggesting effective promotional tools for insecticides. Findings revealed that the farmer demographic was predominantly male, aged 31-50, with higher secondary or secondary education. Most were small and marginal farmers with extensive farming experience, owning less than 2 hectares of land and annual family incomes between Rs 1,00,000 and Rs 3,00,000. All farmers were aware of insect-caused diseases and used insecticides based on dealer recommendations, with high awareness of brands, products, and product quality. UPL insecticides were most preferred due to superior performance and quality, followed by brands like Dhanuka, Gharda, Bayer, and Sumitomo. Key purchasing factors included competitive pricing, past experience, and progressive farmers' opinions. Most insecticides were purchased from local dealers. Based on the analyzed data, it was suggested that companies should enhance dealer-oriented promotional schemes, provide better credit terms, and emphasize field demonstrations and farmer meetings to increase product familiarity and influence farmers’ purchasing decisions. It was also emphasized that pesticide manufacturers ought to simplify their marketing materials and incorporate regional languages for promoting product awareness among the less educated farmers

Awareness, Field Demonstrations, Insecticides, Progressive Farmers, Purchasing Behaviour, Sesamum

The present study, conducted in the Jamnagar district of Gujarat, aimed to assess sesamum farmers' awareness of insecticides. It also examined farmers' purchasing behaviour and the promotion tools of insecticides. Using a multi-stage sampling method, 200 farmers were selected for the study. The findings revealed that most farmers learn about insecticides from dealers and use them based on their recommendations. Farmers are familiar with various insecticide brands and predominantly prefer UPL’s products, followed by other local brands, Dhanuka, Gharda, Bayer, etc. Their preference for specific insecticides is influenced by competitive pricing, past experiences, and the opinions of progressive farmers. Most farmers purchase insecticides from local dealers, often on credit. Price sensitivity is significant, leading farmers to switch brands when prices are high, products are unavailable, or credit facilities are lacking. To retain customers, companies should offer discounts and competitive pricing. Farmers' choices are also strongly influenced by farmer meetings and field demonstrations

Divyesh Zapda and Mehul G. Thakkar (2024). Awareness and Purchasing Behaviour of Farmers towards Insecticides for Sesamum Crop in Jamnagar District of Gujarat. Biological Forum – An International Journal, 16(9): 70-74