The agrochemical industry plays a crucial role in protecting crops and ensuring sustainable agricultural productivity. In India, groundnut cultivation is a major source of edible oil and insecticide are vital for pest control and yield enhancement. The buying of insecticides is influenced by varieties of factors such as price, promotion, product quality, availability, retailers’ suggestions, peer influence etc. These factors make brand switching common in insecticides. In this view, the present study investigates the brand switching behaviour of summer groundnut farmers towards insecticides in Rajkot district of Gujarat. For the study descriptive research design was employed. The primary data were collected from 200 farmers using multi-stage sampling method. The structured interview schedule was used as data collection instrument. The findings of the studyreveal that farmers prefer to purchase insecticide from local dealers, the agro-input retailers are their primary source of information. Further, the regression analysis suggest that quality, promotional efforts and perceived values are significant factors for brand swathing for insecticides in the study area. The study highlights the need to maintain product quality, enhance value and promotional strategies to reduce brand switching and build farmers loyalty. The study will helpful to the insecticides players in designing their marketing strategies for insecticides.

Agriculture Input, Agrochemical, Agri- Input Buying Behaviour, Brand switching, Summer groundnut farmers, Insecticide, Farmer behaviour

Insecticides are very important agricultural input. They are considered as yield saving farm input and the buying behaviour of insecticides affect by varieties of factors. The present study tries to examine the socio-economic profile and brand switching behaviour of summer groundnut famers towards insecticide in Rajkot district.The research found that farmers select agro input retailers as their primary source of information followed by progressive farmers, farmer’s meeting, advertisement and on-field demonstrations.The result show that switching decision are mainly driven by perceived value, Quality and promotional efforts for insecticides used in groundnut crop in study area. These insights suggest that companies should focus on maintaining high product quality, offering strong value, and implementing effective promotional activities to build loyalty and reduce switching among famers.

Maulik Togadiya, Gautam Parmar, Amit Lathiya and Bhavesh Chaudhari (2025). Brand Switching Behaviour of Summer Groundnut Farmers Towards Insecticides in Rajkot District of Gujarat. International Journal on Emerging Technologies, 16(2): 140–146.