Study on brand promotion, consumer perception, and buying behaviour toward pesticide (Incipio) in Sirsa district of Haryana

Abstract

This study investigates the impact of brand promotion, consumer perception, and buying behavior toward the pesticide brand Incipio in the Sirsa district of Haryana. The objective was to assess socio-economic characteristics of farmers, analyze their perception of Incipio, identify key factors influencing purchase decisions, and evaluate marketing constraints. Data were collected from 100 farmers using structured questionnaires. Analytical tools such as percentage analysis and Garrett's Ranking Technique were used. Results indicate that promotional activities such as field demonstrations, dealer influence, and advertisements significantly influenced perception and purchasing decisions. Farmers preferred Incipio due to its perceived effectiveness, affordability, and brand trust. Constraints identified include high price, limited availability during peak seasons, and lack of technical guidance. Recommendations include improved promotional outreach, timely supply, and strengthening dealer training to support farmers effectively.