International Journal of Agriculture Extension and Social Development

author(s)
A Sujitha, P Radhika, Ch Srilatha and A Meena

abstract
Excessive use of chemical fertilizers has raised concerns about soil health and environmental sustainability, increasing interest in organic fertilizers as sustainable alternatives. This study examined the perception of paddy, maize, and turmeric farmers towards organic fertilizers in Nizamabad district of Telangana using the 7 P’s of marketing framework. Primary data were collected from 120 farmers (40 from each crop) through structured interviews employing a five-point Likert scale. Three major perception dimensions—Product Performance and Accessibility, Post-Purchase Support and Guidance, and Field Staff Support and Reliability—were identified. Perceptions varied significantly across crops, with turmeric farmers showing the most favourable views, followed by paddy farmers, while maize farmers exhibited comparatively lower acceptance. The findings indicate that farmer perceptions are influenced by both product- and service-related factors, highlighting the need for crop-specific marketing strategies, strengthened technical support, and efficient distribution mechanisms to enhance organic fertilizer adoption and promote sustainable agriculture.