DEALERS PERSPECTIVES ON NANO FERTILIZERS AND THEIR ROLE IN PRODUCT POSITIONING
138 / 159
Authors
-
K.DURGA PRASAD
-
Y.PRABHAVATHI
-
S.HYMA JYOTHI
-
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.
References
Food and Agriculture Organization. 2021. Soil
pollution: A hidden reality, FAO, Rome
Iqbal, S., Sutharsan, S and Thenuja, M. 2024.
A study on the adaptability of farmers to
n-nano fertilizer usage in Oryza Sativa
L. cultivation in selected divisional
secretariat divisions of Ampara district of
Sri Lanka. International Journal of
Botany Studies, 9(1): 8-14.
Kumar, S., Roy, S., Atal, R., Panda, C. K and
Sohane, R. K. 2020. Knowledge gap of
agri-input dealers in farm
production. Current Journal of Applied
Science and Technology, 39(4): 92-101.
Kumar, Y. 2021. Sales promotion and
marketing strategy of Nano urea (liquid).
Indian Journal of Fertilisers, 17(9): 882
891.
Ganiger S. 2012. Knowledge perception and
role performance of input dealers in agro
advisory services in northern dry zone
of Karnataka. Ph. D. Thesis. Acharya
N.G. Ranga Agricultural University,
Guntur.
Mahapatra, D. M., Satapathy, K. C and Panda,
B.2022. Biofertilizers and nanofertilizers
for sustainable agriculture:
Phycoprospects and challenges. Science
of The Total Environment, 803: 149990
Pingali, P. 2012. Green revolution: Impacts,
limits and the path ahead. Proceedings
of the National Academy of Sciences,109
(31):12302–12308
Raliya, R., Saharan, V., Dimkpa, C and Biswas,
P. (2018). Nanofertilizer for precision and
sustainable agriculture: Current state
and future perspectives. Journal of
Agricultural and Food Chemistry, 66(26):
6487–6503.
Vishakha, K., Deepa, N., Rohini, A.,
Vidhyavathi, A and Ravikumar, R. 2023.
Awareness and Perception of Farmers
and Dealers on Nano Urea in Gondia
District of Maharashtra, India.
International Journal of Environment and
Climate Change, 13(10): 981-991.
Waghmode, Y., Borate, H.V and Gulkari, K.D.
2014. Training needs of agricultural input
dealers in transfer of technology.
Gujarat Journal of Extension Education,
25(1): 543-546
Downloads
Submitted
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The author owns the article's copyright until the article is accepted for publication. After acceptance, the author(s) assigns the article's copyright jointly to both the authors and the Publishers of the Journal of Research ANGRAU (ANGRAU) and licensed under a Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License.
