International Journal of Agriculture Extension and Social Development

author(s)
Bhooshan Kumar, Dr. SK Joshi and Hulas Pathak

abstract
The study concludes that pesticide promotional strategies play a decisive role in shaping farmer’s purchasing behavior in Mungeli district of Chhattisgarh. The analysis reveals that local dealers (score 77), peer farmers (66), and company sales representatives (60) remain the most trusted and influential information sources, while digital platforms (55) are gaining prominence but institutional sources such as KVKs (32), agricultural universities (25), and mobile apps (20) lag behind in effectiveness. Brand recall analysis further demonstrates that UPL (29.66), Bayer Crop Science (24.16), and Syngenta (23.66) dominate unaided recall, whereas FMC Corporation (30.00) leads under aided recall, reflecting the critical role of farmer-centric engagement tools such as field demonstrations, van campaigns, and direct personal contact. Companies with sustained investment in on-ground, interactive, and trust-based promotional activities achieve significantly higher brand equity and visibility, while those with limited outreach remain less recognized. Overall, the findings emphasize that pesticide companies must strategically prioritize dealer networks, peer influence, and experiential promotions to strengthen market competitiveness. Aligning promotional efforts with farmers’ preferred communication ecosystems not only enhances brand equity but also contributes to more informed decision-making in Chhattisgarh’s agricultural sector.