Buying behavior and satisfaction level of cotton growers towards herbicides in Surendranagar District of Gujarat

Introduction

Agriculture is the foundation of India's rural economy, employing over 54% of the population and contributing 18.3% to the national Gross Value Added (GVA), with cotton standing as one of its most economically significant cash crops (Ministry of Agriculture and Farmers Welfare, 2024). Gujarat, being the largest cotton-producing state in India, approximately 35% of the country's total cotton output, with Surendranagar district historically recognized as the "Cotton Bowl of Gujarat" due to its highly suitable black cotton soils and semi-arid agro-climate (Cotton Corporation of India, 2023). Within Surendranagar, Lakhatar taluka represents a key cotton-cultivating microregion where the majority of smallholder and marginal farmers depend entirely on cotton as their principal Kharif crop and primary source of household income. Weed infestation poses the most severe and consistent agronomic threat to cotton productivity in this region, causing yield losses of 40-80% under unmanaged conditions during the critical first 45-60 days of crop growth (Indian Council of Agricultural Research, 2024). Gujarat, a leader in the chemical and agrochemical industry, significantly contributes to India's pesticide output and consumption/usage. Cotton (Gossypium hirsutum L.) is a major cash crop in Surendranagar district. However, cotton cultivation is increasingly threatened by weed infestation. In response, farmers rely on herbicides. Here, farmers' buying behavior and usage of herbicide is significantly influenced by their socio-economic condition, buying pattern and overall satisfaction with the product. This study insights aim to promoting field-level awareness programs, strengthen dealer networks and improve online buying accessibility of quality crop protection inputs for cotton growers in the region.

Review of Literature

The review of literature provided a comprehensive understanding of prior research relevant to cotton grower' socio-economic conditions, herbicide buying behavior, satisfaction level, and perceived constraints. This foundation helped in defining the existing knowledge gaps and guided the present investigation. Kaur and Sharma (2025) [6] examined the socio-economic status of 120 cotton farmers in Bathinda and Mansa districts www.extensionjournal.com of Punjab and reported that most farmers were aged between 30-40 years, educated up to matric or senior secondary level, and belonged to medium landholding categories with considerable farming experience. Agriculture was the primary occupation for the majority, with little involvement in secondary activities. The study highlighted that cotton remains an important cash crop, but farmers face challenges such as limited diversification, dependence on traditional practices, and lack of adequate technologica (Jaipal, 2023) [5] l and policy support. Dongarwar et al. (2025) [4] examined constraints faced by 140 cotton growers in pesticide use and pest management in Warora and Bhadravati talukas of Chandrapur district, Maharashtra. They found that most farmers were middleaged, educated up to higher secondary level, and had medium farming experience with marginal landholdings. The major challenges included high costs of labor, pesticides, and equipment, lack of training on practices, and difficulty in identifying harmful and beneficial insects. Limited access to bio-pesticides and poor awareness of pesticide safety were also significant issues. The study emphasized the need for affordable inputs, better training, and increased awareness to promote safe and sustainable cotton cultivation. Murthati, Thakkar and Sharma (2025) [7] in their landmark study conducted in Kurnool district of Andhra Pradesh with a sample of 200 farmers, reported that the major five constraints faced by farmers include high prices of insecticides, poor product quality, lack of discounts, fear of adulteration, and limited product availability. These challenges indicate ongoing concerns regarding affordability, authenticity, and access to reliable agricultural inputs. Actionable recommendations of enhancing dealer networks, promoting peer learning, building trust of farmers and ensuring consistent product performance can positively impact farmer decision-making. Simultaneously, addressing key barriers such as pricing, quality assurance, and timely availability is essential to encourage wider adoption and effective usage of insecticides. The insights from this research can inform agrochemical companies, policymakers, and extension services in developing farmer-centric strategies that support sustainable and efficient agricultural practices. Bhalodiya and Thakkar (2024) [2] assessed brand preferences and satisfaction levels of 150 cotton farmers and 30 pesticide dealers using a multistage sampling method in Rajkot district of Gujarat. The findings showed that farmers' preferences were mainly influenced by dealer recommendations, followed by pricing and past experience, while advertisements had minimal impact. Dealers preferred brands offering better margins, timely availability, and credit facilities. Farmers were generally satisfied with product availability and yield benefits but expressed concerns about high costs, adulteration, and limited technical knowledge. Higher prices and fear of adulteration were found to be the main constraints perceived by farmers in the purchase of cotton pesticides. The study highlighted the strong influence of dealers and emphasized the need for better dealer engagement and farmer training to improve adoption and trust. Dabhi and Thakkar (2024) [3] in their pioneering study on "Awareness, Buying Behaviour and Constraints of Farmers for Fungicides in Botad District of Gujarat"; found that dealer recommendation followed by past experience and price were the most influencing factors for purchase of fungicides in the study region. They also suggested that the companies should therefore emphasize on dealer relationships and strongly recommended the companies to focus on having dealer oriented sales promotion schemes, as they have been the prime influencers for the farmers. Using past positive experiences and keeping competitive pricing of the products were also emphasized. Jaipal et al. (2023) [5] examined hygiene practices among 120 cotton growers in Padampur and Suratgarh blocks of Sriganganagar district, Rajasthan; and found that most respondents were middle-aged, literate, and belonged to nuclear families, with a majority being marginal farmers having low annual income. The study also found low levels of social participation and economic motivation among farmers. These findings highlight the need for better extension services, financial support, and awareness programs to improve cotton cultivation practices. Padaliya et al. (2023) [8] conducted a study in the Saurashtra region of Gujarat to assess cotton growers' perception of pesticide usage, surveying 144 farmers across Rajkot, Amreli, and Jamnagar districts. The results showed that only a small proportion of farmers had a high or very high level of perception, while many had moderate understanding. Factors such as education, farming experience, income, and access to information positively influenced perception, whereas age had a negative effect. The study emphasized the need for targeted training and extension programs to promote safe and sustainable pesticide use among farmers. Ambhure et al. (2023) [1] conducted a study in the Marathwada region of Maharashtra to assess the socioeconomic status of 120 Bt cotton growers in Parbhani district. The findings showed that most farmers were middle-aged, educated up to high school, and had medium landholdings with moderate area under Bt cotton cultivation. A majority also reported medium levels of annual income, social participation, and economic motivation. The study highlighted the importance of understanding farmers' socio-economic conditions for effective policy planning and improvement of cotton farming practices. Priyadarshini et al. (2022) [10] conducted a study of 120 cotton farmers in Bhadradri Kothagudem district of Telangana. The findings revealed that most farmers were middle-aged, had education up to middle school, and possessed small landholdings with moderate farming experience. Many farmers depended on supplementary occupations due to low-income level and limited economic strength. The study highlighted issues such as pesticide dependence and low profitability, emphasizing the need for better extension services, input systems, and supportive marketing policies. Radadiya (2021) [11] conducted a study in Gir-Somnath district to assess the awareness and satisfaction of Glyzeel herbicide users among 120 farmers. The findings indicated that most farmers had a medium level of awareness and preferred the product due to its effectiveness and availability. Purchase decisions were influenced by factors such as landholding, product quality, and promotional activities, while satisfaction depended largely on product www.extensionjournal.com performance and dealer service. However, issues like high cost, limited availability, and inconsistent performance were major concerns affecting overall satisfaction. Parmar et al. (2020) [9] conducted a study in Junagadh and Rajkot districts of Gujarat to analyze consumer behavior and satisfaction towards herbicides among 130 farmers. The findings showed that farmers had a highly positive perception, especially regarding product quality, packaging, and effectiveness. Purchase decisions were mainly influenced by cropping area, brand image, and prior experience, while advertisements had a negative impact. The study concluded that product performance and trust play a key role in satisfaction, emphasizing the need for performance-based promotion and farmer-focused strategies.

Methodology

The present research was conducted in Lakhatar taluka of Surendrangar District of Gujarat, selected due to its significant Cotton cultivation area. A descriptive crosssectional research design was employed to analyze various factors influencing cotton growers' buying behavior, satisfaction level, and perceived constraints regarding herbicides. Both primary and secondary data collection methods were used. Primary data was collected through a structured interview schedule administered to 100 Cotton farmers, while secondary data was obtained from company records, reports, research articles, and relevant websites. A multi-stage sampling technique was adopted for sample selection. Lakhatar taluka was chosen purposively from the district. From Lakhatar taluka, ten villages were selected randomly, and ten cotton farmers from each village were chosen purposively; leading to a total sample size of 100 respondents. Analytical methods included tabular presentation, along with simple statistical tools such as percentages, frequency distribution, mean scores, and Likert scale ratings. This methodology aimed to provide a clear, data-driven understanding of cotton growers' buying behavior and satisfaction level related to herbicide, combining both qualitative and quantitative techniques for robust and reliable results.

Results and Discussion

Socio-Economic Profile of Cotton Growers

The socio-economic profile analysis revealed that the highest proportion of cotton growers (38.5%) were in the age group of 41-50 years, followed by (33%) in the above 50 year category, indicating that middle-aged individuals are most actively involved in cotton cultivation. Most of the respondents (45%) had more than 20 years of farming experience, suggesting a strong base of agricultural knowledge among the farming community. Regarding occupation, (56%) of the farmers were involved only in farming, highlighting the source of income. Landholding data showed that (42%) were small farmers (1.01-2.00 ha), followed by (21%) semi-medium farmers (2.01-4.00 ha), and (20%) marginal farmers (Up to 1ha). A significant majority (84%) practiced irrigated farming, relying primarily depends on Bore well (40%). Canal as source of irrigation was used by only a few farmers, and river was not reported at all. In terms of annual income, (35%) of the farmers earned between ₹1,00,001 to ₹2,00,000, followed by (25%) in the ₹2,00,001 to ₹4,00,000 range. Cotton cultivation area was generally limited, with (43%) cultivating less than 1 ha and (37%) cultivating 1-2 ha.

Buying Behavior of Cotton Growers towards Herbicides

The study found that the most influential sources for buying herbicides were Retailers' Suggestion (94.73%), followed by Farmer and friends' suggestion (85%), and Farmer meeting (69.73%). When determining herbicide application, (62.06%) of farmer were using once in a season followed by (25.86%) twice in a season and only (12.06%) thrice in a season. All farmers purchased herbicides from local dealers or retailers, while no one was found using online/digital platform. Payment modes varied, with (41.37%) using credit facility, (31.03%) using both cash and credit, and (18.96%) using only cash. The preferred pack sizes were 1000 ml (55.17%) and 500 ml (32.75%), reflecting a preference for medium-sized packaging. Among the factors considered for buying, Past Experience with the product received the highest average score (mean = 3.78), followed by Product Price (3.47), Dealer Recommendation (3.33), Progressive farmer opinion (3.19) and brand image (3.00).

These major suggestions are

The companies need to increase awareness about various products being available online, as survey shows that no farmer buys products from online/digital platforms. Most farmers buy herbicides from dealers. Therefore, the companies should focus on dealer-based promotional schemes, as dealers are the main source of information for farmers. The survey found that fewer farmers got aware about herbicides through field demonstrations, farmers' meetings and exhibitions. Therefore, the companies should prioritize organizing more farmers' meetings in rural areas, conducting more field demonstrations by field staff and setting up more stalls in exhibitions. High price and lack of technical knowledge of herbicides were reported as major constraints. Companies should focus on field demonstrations and other promotional activities in order to create more awareness and to increase technical skill among the farmers. As such the constraint of high price can't be dealt directly, but efforts should be made to rationalize the pricing strategy.

Conclusion

This study on the buying behavior and satisfaction level of cotton growers towards herbicide in Surendranagar District of Gujarat reveals that cotton farming in the region is predominantly carried out by experienced male farmers above 40 years of age, belonging mostly to small and marginal landholding categories with limited formal education and modest incomes, yet with considerable access to irrigation facilities. All purchasing occurring exclusively through agro-service centers, indicating that online and digital channels have not yet penetrated this market. Among the key factors influencing herbicide purchase decisions, past experience ranked the highest, followed by price and dealer recommendation; reflecting farmers' strong reliance on firsthand knowledge and trusted local networks rather than advertising or brand image. At the same time, creditbased purchasing highlighted the financial dependency prevalent among the farming community. Satisfaction levels were generally positive, with product performance and availability receiving the highest ratings, though price satisfaction remained comparatively low, consistent with the major constraints namely high product cost, lack of technical knowledge, and inappropriate packaging size along with concerns over adulteration and timely availability. In light of these findings, it is recommended to strengthen rapport and relationships with farmers through field demonstrations, farmer meetings, and dealer-incentive schemes; while also exploring flexible packaging options, competitive pricing strategies, and gradual development of online sales channels to improve accessibility, build farmer trust, and drive sustainable growth in herbicide adoption across the region.

References

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