Comparative analysis of promotional approaches adopted by pesticide companies

Introduction

Agriculture is the backbone of Chhattisgarh's economy, engaging nearly 80% of its rural population, with 37.46 lakh farm families cultivating a net sown area of about 4.828 million hectares (GoCG, 2023) [4] . Often referred to as the "Rice Bowl of Central India," rice dominates the cropping pattern, accounting for about 77% of the total cultivated area, alongside maize, pulses, oilseeds, and horticultural crops. Despite this, productivity remains lower than the national average due to reliance on rainfed farming only 20% of the cultivated land is irrigated (Kumar & Sharma, 2019) [6] . This underscores the increasing dependence on inputs like pesticides to stabilize yields and protect crops from pests and diseases. The state has witnessed a significant rise in pesticide use, from 1,672 MT in 2019-20 to 1,781 MT in 2023-24 (DAC&FW, 2024). Studies indicate that pesticide consumption in Chhattisgarh grew by nearly 247% between 2007 and 2023, making it one of the fastest-growing pesticide-using states in India. Researchers such as (Gupta et al. (2021) [4] emphasize that high pesticide usage in paddy-dominated states like Chhattisgarh correlates with farmers' low awareness of integrated pest management (IPM) practices, pushing them toward chemical-based solutions. At the same time, the adoption of biopesticides has shown steady growth, reaching around 740 MT in 2022-23. The pesticide market in Chhattisgarh is dominated by multinational and national firms. Bayer Crop Science, Syngenta, and Corteva Agriscience hold the largest market shares, accounting for nearly half of the ₹946 crore market. Research by Aiyeloja et al. (2012) [2] on pesticide marketing emphasizes that farmer decision-making is not only influenced by product performance but also by aggressive marketing strategies, such as demonstrations, credit availability, and retailer recommendations. Similarly, Rao & Raju (2018) highlight that in Indian states with low farmer literacy, dealer-driven promotions heavily impact brand preference.

To reduce farmers' vulnerability, the Government of Chhattisgarh has introduced schemes such as the Rajiv Gandhi Kisan Nyay Yojana (RGKNY), benefiting nearly 24 lakh farmers with direct income support. ICAR-NIBSM outreach programs under the Viksit Krishi Sankalp Abhiyan have also promoted IPM, direct-seeded rice, and bio-input adoption in 49 villages, reaching over 4,100 farmers (ICAR-NIBSM, 2025). Previous studies, such as Prasad & Singh (2017), show that government extension activities www.extensionjournal.com significantly increase the likelihood of bio-pesticide adoption, reducing over-reliance on chemical pesticides. Scholars agree that farmers' purchasing decisions are shaped by a combination of product quality, credit availability, peer influence, dealer recommendations, and promotional strategies (Ali & Kapoor, 2016) [1] . In Chhattisgarh, where subsistence-level farming prevails, companies often employ field demonstrations, attractive pricing schemes, free samples, and farmer meetings to penetrate rural markets. As Kaur & Sharma (2019) [6] argue, these strategies become more impactful when coupled with government initiatives and awareness programs.

Material and Method

The study focused on examining promotional strategies employed by pesticide companies in the Mungeli district, which was deliberately chosen for this purposefully. Chhattisgarh state 10th position (1775 MT) in pesticide consumption in India. In Chhattisgarh mungeli district is known for intensive pesticide usage for the cultivation of paddy. It is the third highest paddy productivity district in Chhattisgarh. In the district, two blocks, Mungeli and Pathariya, have larger crop areas under paddy cultivation. From these two blocks, 10 villages representing 2% of the total villages in both blocks were randomly selected, and from each selected village, 10% of the paddy-growing farmers were chosen at according to probability proportionate to size. In this way, a total of 174 sample respondent farmers were selected. To achieve the study's objectives, data were collected from primary and secondary sources.

Analytical tools and techniques

The fundamental characteristics of the study's data were described using descriptive statistics. To evaluate the data pertaining to the socioeconomic characteristics of the sample respondents, such as age, education, occupation, and family size, percentage analysis and averages were performed. The study also examined understanding the sources and awareness of pesticides, Comparison of promotional strategies among companies based on unaided and aided recall. Tabulation is the systematic and logical representation of numeric data in rows and columns to facilitate comparison and statistical analysis. It facilitates comparison by bringing related information close to each other and helps in statistical analysis and interpretation. The basic objectives of tabulation are to simplify complex data, bring out essential features of data, facilitate comparison, facilitate statistical analysis, and save space. In mathematics, a percentage is a number or ratio that can be expressed as a fraction of 100. If we have to calculate percent of a number, divide the number by the whole and multiply by 100. Hence, the percentage means, a part per hundred. The word percent means per 100. It is represented by the symbol "%". The percentage can be found by dividing the value by the total value and then multiplying the result by 100. The formula used to calculate the percentage is: Formula = (value/total value) ×100%.

Garrett's ranking technique

The sample respondents were asked to rank the constrains faced by them in purchasing pesticides. These ranks were converted into percent position by using formula, Percent position = 100 x (Rij -0.5) / Nj Were, Rij = Rank given to the ith factor by the jth individual Nj= Number of factors ranked by the jth individual

Result and Discussion

The product promotion tactics used by manufacturers and distributors, together with an effective supply chain, play a crucial role in the promotion of goods and services in a competitive market environment. The industry is home to a large number of pesticide businesses that compete with one another. In order to meet the new obstacles in the commercial environment, pesticide manufacturers have modified their marketing approaches. The Indian pesticide industry's marketing tactics have seen a tremendous shift during the past ten years. The businesses are extensively promoting their goods in order to gain market share.

Understanding the sources and awareness of pesticides

The most influential source is the Pesticide Retailer/Dealer shop (Score 77), indicating that farmers heavily rely on local dealers for pesticide information. Fellow farmers (Score: 66) and company sales representatives (Score: 60) also play key roles in influencing decisions, highlighting the importance of interpersonal trust and direct communication. Digital sources such as WhatsApp/Social Media (Score: 55) are emerging as notable tools, ranking 4th. Traditional media like radio, TV, newspapers, and magazines are less influential (Scores: 45 and 40), possibly due to limited targeting or engagement. Institutional sources like KVKs (Score: 32), government officers (29), agricultural universities (25), and mobile apps/websites (20) are the least effective, possibly due to limited reach or less direct interaction with farmers.(Table 4 ) were found to have the least unaided recall among all listed companies. This low recognition suggests a need for these companies to enhance visibility through more farmer-oriented promotional initiatives such as field demonstrations, personal contact programs, or local dealer involvement.

The results imply that recall of pesticide companies is strongly influenced by the visibility and relevance of their promotional strategies. Companies that invest more in onground, farmer-friendly promotion see better recall. Those with limited or less engaging strategies struggle to stay topof-mind among the farming community. (Table 4.2)

Comparison of promotional strategies among companies based on aided recall

The present study evaluates the effectiveness of promotional strategies adopted by pesticide companies in Mungeli district, as perceived by farmers under aided recall conditions where farmers were prompted with company names.

References

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