Analysis of marketing behaviour of agro-input retailers using COM-B model

Introduction

Agriculture occupies a central position in the socio-economic development of India and continues to be closely associated with food security, rural livelihoods and the overall development of the rural economy. The agriculture and allied sector contribute significantly to national income and supports a large proportion of the population, making improvements in agricultural productivity and sustainability important for inclusive development. The agriculture and allied sector have been recorded compound annual growth of 8.83 % for the period 2014-15 to 2023-24 at current prices (PIB, 2026) [1] . The sector is also undergoing continuous transformation due to changing climatic conditions, emerging technologies, changing consumer and farmer requirements and the increasing need for efficient use of natural resources (Narayan et al., 2021) [2] . The performance of agriculture depends not only on farmers' knowledge and management practices but also on timely access to quality agricultural inputs. Seeds, fertilizers, plant protection chemicals, bio-inputs and other farm inputs constitute important components of modern agricultural production. Their availability at the right time, in appropriate quantity and with suitable technical guidance can influence farmers' ability to adopt improved production technologies. Therefore, an efficient input delivery system is an essential component of agricultural development (Muduli et al., 2024) [3] . Within this input delivery system, agro-input retailers occupy an important position at the interface between input suppliers and farmers. They facilitate the availability of agricultural inputs at the local level and maintain regular contact with farming communities. The National Institute of Agricultural Extension Management (MANAGE) recognizes input dealers as an important source of farm information and identifies them as a potential link in strengthening agricultural extension services and the Diploma in Agricultural Extension Services for Input Dealers (DAESI) programme was developed to strengthen their technical competence and enable them to function as para-extension professionals (Gattupalli et al., 2025) [4] . The role of agro-input retailers is therefore gradually extending beyond the conventional function of selling agricultural inputs. Farmers frequently approach retailers for information regarding the selection, quantity and use of inputs (Purnima et al., 2018) [5] . This places retailers in a position where their technical knowledge, communication skills and understanding of farmers' requirements can influence the quality of services provided at the point of input purchase (Meti, 2017) [6] . Recent initiatives by ICAR and other agricultural institutions have also emphasized the importance of strengthening the technical capacity of input dealers so that they can contribute to the scientific and sustainable use of agricultural technologies (Prasad et al., 2019; Meena and Badhala, 2024) [8,7] . In this context, marketing assumes considerable importance in the functioning of agro-input retail businesses. Marketing behaviour is not limited to selling products but also it encompasses understanding market trends, assessing customer requirements, maintaining product availability, managing inventory, developing customer relationships, accessing market information and responding to competition. For agro-input retailers, these activities are particularly relevant because agricultural demand is influenced by cropping seasons, local production conditions, farmer preferences, input prices and emerging production technologies. Effective marketing can therefore help retailers respond to farmers' requirements while maintaining the sustainability and efficiency of their businesses. At the same time, marketing behaviour is influenced by several interconnected personal and environmental factors. A retailer may possess adequate knowledge and skills but may not be able to perform effectively when access to information, customer networks or other market opportunities is limited (Prasad et al., 2019) [8] . Similarly, motivation to increase sales or improve business performance may not translate into effective action without appropriate capabilities and opportunities. Hence, understanding marketing behaviour requires consideration of both the individual and the environment in which the retailer operates.

Methodology

The study was conducted among 120 licensed agro-input retailers selected from all seven taluks of Shivamogga district of Karnataka using a proportionate random sampling technique. Primary data were collected through a structured interview schedule developed in accordance with the objectives of the study. The study adopted an ex-postfacto research design, as the variables under investigation had already occurred and were not manipulated by the researcher. The marketing behaviour of agro-input retailers was assessed using the COM-B model developed by Michie et al. (2015) [9] . The model conceptualizes behaviour (B) as being influenced by three major components, namely Capability (C), Opportunity (O) and Motivation (M). Capability represents the physical and psychological capacity of retailers to undertake marketing activities, opportunity refers to the external physical and social conditions that facilitate marketing behaviour, and motivation includes the reflective and automatic processes that influence behaviour (Michie et al., 2015; Willmott et al., 2021) [9,10] . Multiple linear regression analysis was employed to assess the contribution of the components of the COM-B model (Padma et al., 2024) [11] . The overall marketing behaviour is assessed with the help of four statements. The responses were obtained five-point continuum viz., strongly agree, agree, undecided, disagree and strongly disagree. A weightage of 5, 4, 3, 2, and 1, respectively assigned to the response categories. The total score ranged from 4 to 20. Based on the total score obtained the respondents are grouped into three categories by using mean and standard deviation. In addition to that the relationship between selected independent variables and marketing behaviour were analysed using chi-square test.

Results and discussion

Contribution of COM-B model components on marketing behaviour

The results of multiple regression analysis that was carried out to determine the contribution of capability, opportunity and motivation components of the COM-B model towards the marketing behaviour of agro-input retailers presented in Table 1 shows that the model recorded an R (Gattupalli et al., 2025) [4] value of 0.514, indicating that the variables included in the model jointly explained 51.40 per cent of the variation in marketing behaviour. The adjusted R (Gattupalli et al., 2025) [4] value was 0.433, suggesting that the model retained 43.30 per cent of the variation after adjusting for the number of predictors included. The F-value of 6.355 was significant at one per cent level, indicating that the regression model as a whole was statistically significant. The results presented in table 2 shows that among the capability components, the physical capability related to skills and provisions for inventory and stock management had a positive and significant contribution to marketing behaviour (b = 0.225, t = 3.590, p < 0.01), indicating that effective stock management supports product availability and timely response to seasonal demand. Under psychological capability, understanding market trends, customer needs and seasonal demand showed a positive and highly significant contribution (b = 0.311, t = 4.804, p < 0.01), while the ability to use customer insights for valuable brand positioning also contributed positively and significantly (b = 0.212, t = 3.098, p < 0.01). These findings highlight the importance of inventory management, market sensing and customeroriented capabilities in strengthening the marketing behaviour of agro-input retailers. These results are in line with the observations reported in earlier studies by Morgan et al., 2019 [12] . From the table it can be inferred that, adequate access to information required for market analysis under physical opportunity showed a positive and significant contribution to marketing behaviour (b = 0.201, t = 2.971, p < 0.05). The positive coefficient indicates that greater access to relevant market information was associated with higher marketing behaviour, while the magnitude of the coefficient suggests a meaningful contribution to the overall behaviour of retailers. Similarly, the ability to get target customers to try products/services and strengthen customer relationships under social opportunity had a positive and significant contribution (b = 0.150, t = 2.341, p < 0.05). This indicates that stronger customer-oriented interactions were associated with improved marketing behaviour. Regarding motivation, maximising business profitability through increased sales and efficient business management under reflective motivation showed a positive and highly significant contribution to marketing behaviour (b = 0.313, t = 4.440, p < 0.01). The relatively high coefficient indicates that profitability-oriented motivation was one of the stronger contributors to marketing behaviour, suggesting that retailers with greater focus on sales growth and efficient management tended to exhibit stronger marketing practices. Similarly, strong motivation to outperform competing retailers under automatic motivation had a positive and highly significant contribution (b = 0.268, t = 4.168, p < 0.01). This indicates that competitive motivation was also an important driver of marketing behaviour, encouraging retailers to respond actively to customer needs, improve product availability and strengthen their market position. These findings are relevant with earlier studies of Gattupalli et al., 2025 [4] .

Overall marketing behaviour

The results presented in Table 3 revealed that more than half of the agro-input retailers (52.50%) had a medium level of overall marketing behaviour, followed by 25.83 per cent with a low level and 21.67 per cent with a high level of marketing behaviour. The predominance of the medium category indicates that most retailers demonstrated a moderate level of marketing practices, with scope for further im provement in adopting more proactive and market-oriented strategies.

Most retailers may have possessed adequate experience and familiarity with routine marketing activities such as maintaining customer relationships, arranging input supplies, providing basic product infor-mation and responding to farmers' regular input requirements. However, their marketing practices may have remained largely conventional and focused on day-to-day business operations rather than systematic market development. The relatively lower proportion of retailers in the high category (21.67%) suggests that only a smaller group had adopted comparatively proactive and diversified marketing practices. These retailers may have had better access to information, stronger business networks, greater experience, better financial capacity and higher expo-sure to modern marketing techniques. In contrast, the 25.83 per cent of retailers in the low category may have relied more heavily on traditional selling practices, with limited emphasis on market assessment, promotion, customer follow-up and business planning. These findings are in agreement with the findings reported by Muduli et al., 2024 [3] .

Relationship between independent variables and marketing behaviour

The selected independent variables were analysed for their relationship with marketing behaviour through chi-square test. From Table 4, it can be observed that the some of the variables such as achievement motivation and decision-making ability had highly significant association with marketing behaviour of agro-input retailers at 1 per cent significance level. Further, education, experience in agro-input dealing, annual income from input dealing and self-confidence had signif-icant association with marketing behaviour of agro-input retailers at 5 per cent significance level. Whereas, variables such as age, types of input dealing, risk orientation, scientific orientation and extension participation were found to be having no association on marketing behaviour of agro-input retailers. The significant association of education and experience in input dealing with marketing behaviour may be attributed to the knowledge and practical skills acquired by agro-input retailers over time. Higher educational attainment may enable retailers to better understand technical information, analyse market situations, communicate effectively with farmers and make informed business decisions. Similarly, greater experience in input dealing provides continuous exposure to farmers, suppliers and market conditions, helping retailers develop practical knowledge of customer preferences, seasonal demand, product movement and changing market requirements. These factors may contribute to the adoption of more systematic and market-oriented marketing practices. These findings are supporting the results of Amitava et al., 2021 [13] . The significant relationship of annual income and achievement motivation with marketing behaviour may be explained by the financial capacity and goal-oriented nature of the retailers. Retailers with higher annual income may have greater flexibility to maintain adequate stocks, respond to customer requirements and undertake business-related activities. Likewise, retailers with higher achievement motivation are likely to set goals, seek improved performance and make greater efforts to achieve better business outcomes. Thus, financial resources and motivational orientation may together encourage retailers to adopt more proactive and effective marketing practices. These results are in line with findings of Panja et al., 2024 [14] .

Conclusion

The study concludes that the marketing behaviour of agro-input retailers is influenced by the combined effect of their capabilities, market opportunities and business motivation. Effective marketing extends beyond the routine sale of agricultural inputs and involves understanding market trends, anticipating farmers' needs, managing inventory efficiently and developing meaningful customer relationships. Strengthening these areas can enable retailers to respond more effectively to changing market demands. The findings indicate that access to relevant market information and opportunities for interaction with customers are important for translating business motivation into effective marketing practices. Profit orientation and competitive motivation can encourage retailers to improve their market responsiveness; however, sustained improvement requires adequate knowledge, practical skills and a supportive market environment. Thus, capability, opportunity and motivation need to be strengthened together rather than addressing them in isolation. Agro-input retailers also have considerable potential to contribute to agricultural advisory and service delivery because of their regular interaction with farmers. Enhancing their technical, managerial and communication abilities can help them function more effectively as a link between agricultural technologies, input services and farmers.

Acknowledgement

AcknowledgementI express my sincere thanks to the agro-input retailers who took valuable time from their busy schedules to provide the necessary information and share their experiences in this study. I also express my sincere gratitude to the Chairperson and all the members of my advisory committee for their valuable suggestions, critical observations and continuous support at various stages of the study. Their constructive feedback helped me to refine the research methodology, analysis and interpretation of the findings.

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