The agrochemicals industry is crucial to the modern agricultural sector because it provides a wide range of vital inputs, including fertilizers, pesticides, and crop protection products and services, which are vital to farmers all over the world. Agrochemicals are a crucial component of modern agriculture and a crop-saving input for agricultural produce. The Indian agrochemical industry consists of about 125 industrial grade companies, 800 registered manufacturers, more than 145,000 distributors and 60 classes of pesticides. In this context, the present empirical research paper utilized a descriptive cross-sectional research design for examining the Brand Preferences and Satisfaction Level of Farmers and Dealers’ Preferences for Cotton Pesticides in Rajkot District of Gujarat State. Socio-economic profile of cotton growing farmers, brand preferences and satisfaction level of farmers towards cotton pesticides, dealers’ preferences for cotton pesticides and the constraints faced by farmers related to cotton pesticides were the main objectives covered under the study. By utilizing multistage sampling, 150 cotton growing farmers and 30 dealers selling cotton pesticides were selected and surveyed through a structured interview schedule. The results indicate that the farmers' brand preference is mainly influenced by dealers’ influence. Dealers’ brand preference is mainly influenced by margin percentage. Farmers are to be well satisfied with factors like pesticide availability and price. Higher prices and fear of adulteration are the main constraints perceived by farmers in the purchase of cotton pesticides

Agrochemical, Brands Preferences, Cotton, Dealers’ Preferences, Pesticides, Satisfaction Level

The study determines the brand preferences and satisfaction level of farmers and dealers’ preferences for cotton pesticides in Rajkot District of Gujarat. For the fulfillment of the study, 150 farmers and 30 dealers were chosen through multistage sampling method. The findings suggest that most of the farmers belong to 41-55 years age group and have low education, which is below SSC or SSC; most farmers were small farmers with an annual family income of 3 to 5 lakh. Dealer influence was found to be the main factor in farmers’ brand preference and margin percentage was the most important factor affecting dealers’ preference for cotton pesticides. Availability of Insecticides is the main factors that led to farmers’ high levels of satisfaction and the high cost of pesticides was main constraint perceived by most of the farmers. Strategies based on given recommendations can certainly help the companies to strengthen their existing relationships with the farmers and dealers and help to improve the profit picture by boosting the sales also

Jony Bhalodiya and Mehul G. Thakkar (2024). Brand Preferences and Satisfaction Level of Farmers and Dealers’ Preferences for Cotton Pesticides in Rajkot District of Gujarat. Biological Forum – An International Journal, 16(9): 85-91