Study on market perception, brand promotion, and marketing of insecticide in Sultanpur district of Uttar Pradesh

Abstract

The present study analyzes the market perception, brand promotion strategies, and marketing mechanisms related to the insecticide Vayego in Sultanpur district of Uttar Pradesh. The objectives include studying the socio-economic profile of the respondents, evaluating brand promotion and perception, identifying the marketing channels, and assessing constraints in marketing. A total of 100 farmers were randomly selected using structured interviews. Analytical tools like percentage analysis and Garrett’s Ranking Technique were used to interpret the data. The results reveal that promotional efforts like dealer interactions, field trials, and company support play a crucial role in shaping farmers' perceptions. Marketing of Vayego involves multiple channels, with dealers and sub-dealers being key players. Major constraints include high price, unavailability during critical crop stages, and limited awareness. The study concludes with recommendations for improving marketing efficiency and farmer satisfaction.