Paper Details

The agrochemical sector plays a crucial role in enhancing agricultural productivity in Maharashtra, a state characterized by diverse agro-climatic conditions and heterogeneous farm structures. Understanding the market potential and buying behavior of farmers is essential for agrochemical firms, policymakers, and extension agencies to design effective marketing strategies and ensure sustainable input use. This study examines the extent of agrochemical usage, assesses the market potential, and analyzes the key factors influencing farmers’ buying behavior across different regions of Maharashtra. The study is based on primary data collected from 200 farmers, equally distributed across five major agricultural regions of Maharashtra, namely Vidarbha, Marathwada, Konkan, Western Maharashtra, and North Maharashtra. A stratified multi-stage sampling technique was adopted to ensure regional representation. Data were collected through a structured questionnaire administered via face-to-face interviews during one cropping season. Descriptive statistics, proportion analysis, analysis of variance (ANOVA), correlation analysis, and ranking techniques were employed to analyze the data. The findings reveal a high level of agrochemical adoption, with 87.5 per cent of farmers reporting regular use, indicating strong market potential within the sampled population. The average seasonal expenditure on agrochemicals among users was ₹13,768, with noticeable variation across regions and farm sizes. Western Maharashtra recorded the highest mean expenditure, reflecting the influence of relatively larger farm holdings and intensive cropping practices. However, regional differences in expenditure were not statistically significant at the 5 per cent level. Analysis of buying behavior indicates that price and product availability are the most influential factors affecting purchase decisions, followed by brand reputation. Extension support and peer recommendations, though relevant, were ranked relatively lower. Farm size emerged as the most significant determinant of agrochemical expenditure, showing a strong positive relationship with spending levels, while education and regional location exhibited comparatively weaker influence. The study concludes that the agrochemical market in Maharashtra is characterized by high penetration but heterogeneous demand intensity. The findings suggest that agrochemical companies should adopt region- and farm-size-specific marketing strategies, emphasizing affordable pricing and strong distribution networks for smallholders, and value-added technical services for larger farms. The study contributes empirical insights into farmer behavior and provides practical implications for agribusiness managers and policymakers seeking to strengthen input delivery systems and promote responsible agrochemical use.

Agrochemicals; Market Potential; Buying Behavior; Farmer Decision-Making; Agricultural Inputs; Maharashtra