DEALERS PERSPECTIVES ON NANO FERTILIZERS AND THEIR ROLE IN PRODUCT POSITIONING
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Authors
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K.DURGA PRASAD
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Y.PRABHAVATHI
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S.HYMA JYOTHI
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P.LAVANYA
Keywords:
Cost effective, Nano Fertilizers, perception, promotionAbstract
This study explores dealers’ perceptions about nano fertilizers in Guntur district, Andhra
Pradesh. The study was conducted in 2024. The study employed a sample of 35 dealers and
percentage analysis, mean scores and chi square technique were employed to analyse the data.
The findings revealed that dealers perceived nano fertilizers as cost-effective and efficient. These
were viewed as having high ease of use owing to their effective storage, dissolution and application
characteristics. Dealers, as first point of contact, shape farmers input choices, thereby making
their perceptions as proxy for positioning and perceived effectiveness of nano fertilizer.
Recommendations from agricultural departments and fellow farmers identified as crucial for
adoption among farmers and promotions by company representatives and media influence were
found less impactful. The chi-square analysis highlighted that dealers prioritized affordability for
lower customer footfall (fewer than five customers), while ease of use was emphasized for higher
footfall (more than five customers). The demand for nano fertilizers is expected to grow, with
adoption likely to increase due to their ease of use and reduced perceived risks through farmer
education. Enhancing product benefits and implementing focused media promotions could further
accelerate adoption among farmers.
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