International Journal of Agriculture Extension and Social Development

author(s)
Bhavik Joshi and Mehul G Thakkar

abstract
Agrochemicals play a crucial role in modern agriculture by protecting crops and enhancing productivity, with insecticides being the most widely used category. India ranks fourth globally in the agrochemical industry, following the United States, Japan, and China, with more than 125 technical grade manufacturers and over 145,000 distributors. Despite this scale, India has the lowest per capita pesticide consumption at just 0.6 kg/ha. This empirical research study was focused on the insecticide brand preferences and buying behaviour among tobacco farmers in Anand District of Gujarat. Utilizing a descriptive cross-sectional research design and multi-stage sampling method, data were collected from 200 tobacco farmers across four talukas through a structured interview schedule. The findings revealed that Bayer was the most preferred insecticide brand among the farmers, followed by Syngenta and UPL. Key factors influencing buying behavior included past experience, product quality, and recommendations from progressive farmers. The major constraints faced by farmers while purchasing insecticides were high product prices, fear of adulteration, and lack of technical knowledge. This study provides insights into the decision-making patterns of tobacco farmers and highlights critical challenges and brand preferences in the agrochemical market.