📄 Abstract
This study investigates the consumer behaviour of farmers in purchasing agri-input products with specific reference to Kothari Agritech Pvt. Ltd. in the Rayachoti region of Andhra Pradesh, India. A structured questionnaire was administered to 217 farmers through convenience sampling, and the collected data were subjected to percentage analysis, Pearson correlation, and multiple linear regression using SPSS. Findings indicate that the surveyed farming community is predominantly young, has limited formal education, and operates on sub-acre landholdings. Product quality and brand reputation are the primary purchase-influencing factors, while company field representatives and peer farmers are the dominant channels for product awareness. The regression model (R² = 0.489, F = 28.597, p < .001) identifies quality preference (β = .282), product quality meeting expectations (β = .236), and promotional offers (β = .174) as statistically significant predictors of overall farmer satisfaction. The study concludes that quality assurance, expanded credit facilities, intensified field engagement, and well-structured promotional schemes are the most critical levers for improving customer satisfaction and market penetration for Kothari Agritech Pvt. Ltd.
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📚 How to Cite:
Sotta Purushotham , CONSUMER BEHAVIOUR ANALYSIS OF FARMERS IN PURCHASING AGRI-INPUT PRODUCTS: A STUDY OF KOTHARI AGRITECH PVT. LTD. , Volume 13 , Issue 6, June 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 135 - 140 , DOI: https://doi.org/10.36713/epra30561