A study on perception of paddy, maize and turmeric farmers about organic fertilizers in nizamabad district of Telangana

Introduction

Agricultural sustainability has become a critical concern globally as the adverse effects of excessive chemical fertilizer use on soil health, environmental quality, and human health have become increasingly evident. The Green Revolution, while successful in boosting agricultural productivity, led to over-dependence on synthetic inputs, resulting in soil degradation, groundwater contamination, reduced microbial activity, and declining soil organic matter (Sharma and Chetani, 2017) [3] . In response, organic fertilizers have emerged as viable alternatives that not only provide essential plant nutrients but also improve soil structure, enhance water retention, increase microbial diversity, and promote long-term agricultural sustainability (Hazra, 2016) [2] . Organic fertilizers, derived from plant residues, animal waste, compost, and other biological sources, release nutrients gradually through natural decomposition processes. Unlike synthetic fertilizers that provide quick nutrient availability but often lead to nutrient imbalances and environmental pollution, organic inputs support balanced nutrient supply, improve soil health progressively, and reduce the ecological footprint of agriculture. The adoption of organic fertilizers aligns with global sustainability goals and addresses growing consumer demand for chemical-residue-free food products (Assefa and Tadesse, 2019) [1] . In India, the organic fertilizer market is expanding steadily, valued at USD 586 million in 2024 and projected to exceed USD 1.1 billion by 2033, with annual growth above eight percent. Government initiatives such as PKVY, PM-PRANAM, and MOVCD-NER provide financial incentives, technical support, and infrastructure development to encourage organic farming. Under PKVY, India produced 3,772,884 metric tons of organic fertilizers in 2022-23, led by Karnataka (2,278,241 MT), followed by Gujarat and Tamil Nadu. Telangana has also promoted organic input adoption, producing 27,695 MT and 28,788 MT in 2021-22 and 2022-23, respectively. Nizamabad district, a major producer of paddy, maize, and turmeric, presents a diverse agricultural setting suitable for studying farmer perceptions Despite their benefits, adoption of organic fertilizers varies across regions, crops, and farmer categories, influenced by product quality, price, availability, awareness, technical www.extensionjournal.com knowledge, and support services. Few studies have systematically examined farmer perceptions using comprehensive marketing frameworks. Analyzing these perceptions through the 7 P's of marketing-Product, Price, Place, Promotion, People, Process, and Physical Evidencecan guide effective promotion strategies and address adoption barriers. This study examines perceptions of paddy, maize, and turmeric farmers in Nizamabad, identifies underlying perception dimensions through factor analysis, explores crop-specific differences, and proposes strategies to enhance adoption, supporting policy and marketing interventions for sustainable agriculture in Telangana and similar regions.

Materials and Methods

Study Area

The study was conducted in Nizamabad district of Telangana state and was purposively selected due to its significant area under paddy, maize, and turmeric cultivation., active presence of organic fertilizer dealers, progressive farming community, favorable agro-climatic conditions, and accessibility for primary data collection.

Sampling Design

A multi-stage purposive sampling technique was employed to select respondents, with one mandal chosen for each of the three major crops based on the highest area under cultivation Balconda for paddy, Armoor for turmeric, and Kammarpalle for maize. From each mandal, five villages were selected based on crop area under organic fertilizer usage and accessibility, and eight farmers using organic fertilizers were chosen from each village. This resulted in a total sample of 120 respondents, comprising 40 farmers from each crop category, providing a balanced representation for crop-specific perception analysis. All 109 respondents (91.00%) were male, while 11 respondents (9.00%) were female. This indicates that farming in the study area is predominantly a maledominated occupation, with men playing the primary role in agricultural decision-making and input usage. The ANOVA results revealed statistically significant differences across crops for all three factors. For Factor 1, the F-value was 13.55 with significance level p<0.05, indicating that farmers' perceptions of product performance, pricing, availability, and promotional activities vary substantially across paddy, maize, and turmeric cultivation. Similarly, Factor 2 demonstrated significant differences (F=6.55, p=0.039), suggesting that the perceived importance and quality of post-purchase support differ across crop categories. For Factor 3, the F-value was 5.688 with significance level p=0.004, confirming that farmers' evaluation of field staff interactions and packaging reliability varies based on crop type.

Interpretation of Post Hoc Results

For Factor 1 (Product Performance and Accessibility), turmeric farmers showed significantly higher scores compared to both paddy (mean difference = 0.483, p=0.041) and maize farmers (mean difference = 1.182, p<0.001). In addition, paddy farmers reported higher perceptions than maize farmers (mean difference = 0.699, p=0.002). These findings indicate that turmeric farmers view product quality, pricing fairness, and promotional activities more positively, followed by paddy farmers, while maize farmers remain the least convinced. For Factor 2 (Post-Purchase Support and Guidance), a significant difference was observed between paddy and turmeric farmers (mean difference = 0.536, p=0.042), with turmeric farmers assigning higher ratings. Differences between maize and the other two groups were not statistically significant. For Factor 3 (Field Staff Support and Reliability), both turmeric and paddy farmers recorded significantly higher perceptions than maize farmers, with mean differences of 0.683 (p=0.005) and 0.556 (p=0.030), respectively. However, no significant difference was found between turmeric and paddy farmers (p=0.825).

Conclusion

This study provides comprehensive insights into farmer www.extensionjournal.com perceptions of organic fertilizers across paddy, maize, and turmeric crops in Nizamabad district, Telangana. The analysis reveals that farmer perceptions are structured around three principal dimensions-Product Performance and Accessibility, Post-Purchase Support and Guidance, and Field Staff Support and Reliability-collectively explaining 53.70% of variance. Significant differences exist in perceptions across crop categories, with turmeric farmers showing highest satisfaction, followed by paddy farmers, while maize farmers demonstrate lowest acceptance levels. The findings emphasize several key points. First, farmers evaluate organic fertilizers holistically across multiple marketing mix elements rather than focusing on individual attributes, necessitating integrated marketing strategies addressing Product, Price, Place, Promotion, People, Process, and Physical Evidence simultaneously. Second, Process-related factors (delivery reliability, technical guidance, updates, complaint resolution) constitute the largest share of perception variables, indicating that operational efficiency and post-purchase support are critical for adoption. Third, crop characteristics and cultivation practices substantially mediate farmer perceptions, requiring differentiated marketing approaches for different crops.

Based on these findings, the following recommendations are proposed: 1. Develop crop-specific organic fertilizer formulations addressing unique nutrient requirements and growth patterns of paddy, maize, and turmeric 2. Intensify field demonstrations particularly for maize, establishing comparative plots showing tangible yield benefits of organic inputs 3. Strengthen distribution networks ensuring timely availability during peak seasons through improved inventory planning and dealer coordination 4. Enhance field staff training focusing on technical knowledge, communication skills, and farmer relationship management 5. Formalize post-purchase support systems including regular technical guidance, dosage recommendations, and prompt complaint resolution 6. Improve packaging communication incorporating cropspecific visual cues, usage illustrations, and QR codes for digital guidance 7. Design differentiated promotional campaigns addressing specific concerns of paddy, maize, and turmeric farmers through vernacular materials and demonstrations Implementation of these strategies will enhance organic fertilizer adoption rates, contributing to sustainable agriculture development in Telangana and similar agroecological regions.

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