Determinants of brand preference in drip irrigation system in Tamil Nadu

Abstract

The growing challenge for agricultural development is how to grow more food for growing population with less water share for agriculture. The government of India implemented subsidy schemes to encourage the farmers to adopt improved irrigation technologies. Brand preference has become pivotal point of differentiation in the market. This study would focus on determinants of brand preference by analyzing the data collected from 100 randomly selected farmers of Coimbatore district in Tamil Nadu, India, using Factor analysis, Logit regression and Garrett ranking analysis. Water saving was the most influencing factor for adoption of drip system. Immediate response by sales executives and market promotion were the major determinants of brand preference. Awareness adoption ratio of subsurface drip and inline drip system was 1:0.50 and 1:0.72 respectively.