BRAND PREFERENCE OF AGRICULTURAL INPUT RETAILERS IN SELLING INSECTICIDES IN MIDNAPORE (EAST) DISTRICT OF WEST BENGAL

摘要

In agricultural development, agricultural input retailers also play an important role with all other stakeholders. The objective of the study was to ascertain the brand preference of agricultural input retailers in selling insecticides. The study wasconducted in the state of West Bengal. For the selection of area, multi-stage random sampling technique was adopted and the universe method was used for the selection of respondents. The preferred brands of various technical grades were ranked accordingto their sale. From the study, it is evident that the pesticides market is crowded with number of technical grades and associated brands. Number of pesticides manufacturers and formulators are increasing along with ever increasing pesticides distributionpoints. As the retailers act as a change agent of transferring technology to the farmers there is prerequisite of imparting training to them on different aspects of pesticides marketing through appropriate extension teaching methods. So that the retailers become effective change agent by becoming well aware about various brands of insecticides, proper diagnosing and prescribing, effective pest controlling, safe handling and use of pesticides, effective sale promotion and pesticide related policies.