Marketing strategies adopted by pesticide companies in Chhattisgarh

Abstract

This study investigates the effectiveness of marketing strategies adopted by pesticide companies in Chhattisgarh, with a focus on insights gathered from 100 input retailers, who serve as key intermediaries between companies and farmers. The research evaluates five core marketing dimensions: product, price, place, promotion, and people, based on retailers’ observations and experiences. The findings reveal that product strategies such as quality certification and trust marks (75%), attractive and informative packaging (66%), and brand positioning (60%) are highly effective in influencing farmer preferences. In the pricing strategies, like flexible credit terms (70%), competitive pricing (57%), penetration pricing (57%), and volume discounts (57%) are widely seen as effective in driving sales and maintaining farmer loyalty. Regarding place strategies, exclusive dealership agreements (61%) and multi-level distribution systems (57%) remain the most trusted by retailers for ensuring timely product availability. Promotional strategies such as field demonstrations (70%) and sales incentives like free samples and gifts (60%) are reported to have strong influence on farmers' buying decisions. People-based strategies, including support from dedicated agronomists (70%), regular farmer engagement, mobile apps, loyalty programs, and helpline services, are also gaining popularity for enhancing customer relationships. In conclusion, the study emphasizes that pesticide companies must adopt a balanced mix of traditional and modern marketing strategies, tailored to local conditions. Retailers, being on the frontlines of the agri-input market, play a crucial role in the success of these strategies and act as key drivers of farmer behavior and brand success.