Perception of dealers and retailers towards agrochemical products in Gujarat and Madhya Pradesh

Introduction

Agriculture serves as India's fundamental economic foundation because it provides essential employment to 58% of Indian citizens while building the country's social and economic structure. The sector currently generates between 17.9% and 18.2% of India's Gross Value Added (GVA) during 2024-25. To meet the food security demands of a projected 1.5 billion people by 2030, the sector has transitioned from traditional subsistence farming to a more intensive, input-driven model. Historically, India's foodgrain production has seen a six-fold rise, jumping from roughly 50 million tonnes in the 1950s to over 330 million tonnes in recent years. A critical driver of this productivity surge is the systematic use of agrochemicals; it is estimated that nearly 50% of the increase in foodgrain production in India can be attributed to the judicious use of fertilizers and crop protection chemicals [15]. India has built a solid domestic production capacity over the years which has turned the country into one of Asia's major pesticide manufacturing nations. India produced about 258,130 metric tonnes of pesticides during 2022-23 and produces more than 100 technicalgrade pesticides out of its total inventory of several hundred registered chemical compounds [10] . In India, agricultural input dealers connect manufacturers with farmers to deliver agrochemicals. The country has about 2.82 lakh dealers who sell seeds, fertilizers, pesticides and farm equipment while offering credit and advisory services to farmers. National studies show that 13 percent of farmers receive agricultural advice from input dealers, underscoring the critical role of this distribution channel in shaping agrochemical adoption [9] . Despite this importance, systematic research on how dealers and retailers perceive agrochemical products and their packaging remains limited, particularly in the context of Gujarat and Madhya Pradesh two agriculturally significant states with diverse cropping patterns and market structures.

Objectives

The objectives of the study were: (1) To study the demographic and business profile of agrochemical dealers and retailers. (2) To study the perception of dealers and retailers towards agrochemical products. (3) To study the perception of dealers and retailers regarding packaging of agrochemical products.

Methodology

The study was carried out in selected districts of Gujarat and Madhya Pradesh. In Gujarat, the districts of Rajkot, Jamnagar, Junagadh, Gir Somnath, Surat and Navsari were covered. In Madhya Pradesh, the districts of Ujjain, Ratlam, Dhar, Indore and Dewas were selected. A descriptive research design was adopted for the study. Primary data were collected from respondents through personal interviews using a semi-structured schedule. Purposive sampling technique under a non-probability sampling method was employed. Dealers and retailers constituted the sampling unit, and a total sample of 200 respondents was selected 100 from each state. Secondary data were compiled from journals, review papers, research articles, as well as government and private agency reports and websites. Descriptive statistical analysis was used to study the demographic and business profile of respondents. The Weighted Average Mean (WAM) technique was applied to analyze perception data collected on a five-point Likert scale (1 = Strongly Dissatisfy to 5 = Strongly Satisfy). The WAM was computed using the formula: WAM (X) = (F1X1 + F2X2 + F3X3 + F4X4 + F5X5)/Xt, where F = weight given to each response, X = number of responses, and Xt = total number of responses.

Results and Discussion

Demographic and Business Profile of Agrochemical Dealers and Retailers Type of Dealership

Age of Respondents

Perception towards Agrochemical Product Quality

The perception of dealers and retailers towards agrochemical products was analyzed using a Likert scale method on a five-point scale (1 = Strongly Dissatisfy to 5 = Strongly Satisfy). The collected data were analyzed using the Weighted Average Mean (WAM) method. Ease of identifying product on shelf 4.01 4.02 6

Professional and premium look 3.96 3.87

Table 7 indicates that Visual design and graphics were the highest rated packaging parameter in both Gujarat (WAM = 4.44) and Madhya Pradesh (WAM = 4.60), confirming that strong visual appeal is the primary driver of packaging perception among dealers. Brand name visibility and recognition ranked second in both states. Professional and premium look received the lowest scores (Gujarat: 3.96; MP: 3.87), indicating scope for improvement in enhancing the premium appearance of packaging.

Label Design and Information

Conclusion

The agrochemical dealer and retailer community in Gujarat and Madhya Pradesh is predominantly composed of middleaged, moderately experienced retailers with graduate or HSC-level education, engaged in mid-to-large scale businesses. Purchase recommendation behaviour among dealers is strongly driven by product formulation consistency, field effectiveness, and repeat farmer demand. Shelf-life stability and defect-free products represent areas for quality enhancement. On the packaging front, visual identity through design, colour, and brand visibility emerges as the single most powerful driver of dealer perception. Label clarity-particularly for crop usage and safety information-plays a critical functional role. Dosage instruction visibility is consistently identified as the weakest label attribute in both states, and quality of sealing/closure is the most underperforming primary packaging parameter, warranting urgent corrective action. Secondary packaging is