Consumer behavior and satisfaction level towards herbicide in Gujarat state

Abstract

The study entitled “Consumer behavior and satisfaction level towards herbicide in Junagadh and Rajkot district of Gujarat” was undertaken to study the perception of farmers about herbicide, to study factors influencing the buying behavior of farmers for herbicide used and to find out satisfaction level of farmers towards herbicide. The 65 farmers from each district were selected and hence its way total of 130 farmers were selected for the study. The data analysis was done by using Lickert's scale and multiple regression analysis. The majority of farmers have a highly positive perception about herbicide. The coefficients of the cropping area, brand image, and experience were found positive and significant. The coefficient of advertisement was found negative and significant. The result revealed that the majority of the farmers were highly satisfied with the quality, followed by moderately satisfied and satisfied with the price, brand image, availability and effectiveness of herbicide in the study area.