This empirical research study examines the brand preferences, purchase behaviour, and satisfaction levels of summer groundnut farmers towards insecticides in Jamnagar district, Gujarat. A structured survey was conducted covering 200 farmers across four Talukas to analyse their socio-economic characteristics, preferred insecticide brands, buying behaviour, and satisfaction levels. The findings revealed that the respondents were predominantly male, aged between 31 and 50 years, possessing secondary or higher secondary education, and mainly small to medium landholders with extensive farming experience. Groundnut farmers were highly aware of insect pests affecting their crops and relied significantly on insecticides to manage yield losses. Among the various brands, UPL insecticides were the most preferred due to their superior quality, effectiveness, and dealer recommendations, followed by brands like Bayer, Dhanuka, and Sumitomo. Purchase decisions were primarily influenced by factors such as product quality, performance, competitive pricing, and timely availability, while dealers remained the most trusted source of information. Most farmers purchased insecticides from local agro-input dealers using credit payments. The satisfaction assessment indicated high levels of satisfaction with UPL insecticides in terms of quality, availability, packaging, and effectiveness, while price was perceived as moderately satisfactory. Based on these insights, it is suggested that companies should focus on enhancing dealer networks, conducting frequent field demonstrations, and offering farmer-oriented training programmes to strengthen product knowledge and brand loyalty. Additionally, simplified marketing communication in regional languages can further enhance reach and adoption among groundnut farmers in Jamnagar district

Brand Preference, Insecticides, Jamnagar District, Purchase Behaviour, Satisfaction, Summer Groundnut

The study explored farmers' brand preferences, purchasing behavior, and satisfaction regarding insecticides used in summer groundnut cultivation in Jamnagar district, Gujarat. Most respondents were small landholders practicing irrigated farming, with a preference for UPL–Ulala insecticides, followed by Swal–Panama and FMG–Beleaf. Key factors influencing brand choice included price, quality, prior experience, and peer recommendations. Credit availability, smaller pack sizes, and dealer influence played significant roles in purchasing decisions. Despite concerns over pricing, farmers reported high satisfaction with UPL products and showed willingness to recommend them. The findings suggest that affordability, product performance, and trusted information sources are crucial in shaping farmer decisions. Companies should focus on competitive pricing, flexible credit, and farmer-focused promotion to strengthen market engagement

Bodar Jagdishkumar B., Mehul G. Thakkar and Swati S. Sharma (2025). Brand Preferences, Purchase Behaviour and Satisfaction of Farmers towards Insecticides for Summer Groundnut in Jamnagar District of Gujarat. Biological Forum, 17(8): 99-105