AN ANALYTICAL STUDY OF BRAND AWARENESS, CONSUMER PERCEPTION AND PROMOTIONAL STRATEGIES OF ORGANIC FERTILIZER (OORJA) IN SHAHJAHANPUR DISTRICT OF UTTAR PRADESH

Abstract: The present study was conducted to examine the level of brand awareness, consumer perception, and effectiveness of promotional strategies associated with Oorja organic fertilizer in Shahjahanpur district of Uttar Pradesh. Organic fertilizers were increasingly recognized as sustainable inputs due to their positive impact on soil health, crop productivity, and environmental safety. A combination of purposive and random sampling techniques was adopted for the selection of respondents. A total of 100 paddy farmers, along with 10 wholesalers, 5 retailers, and 10 consumers, were included in the study. Primary data were collected through a structured interview schedule, while secondary data were obtained from relevant published sources. The analysis was carried out using appropriate statistical tools and Likert scaling techniques. The findings revealed that a majority of farmers possessed a satisfactory level of awareness, with 38 percent being fully aware and 32 percent moderately aware of Oorja organic fertilizer. Farmers’ perception was largely influenced by improvement in soil fertility (20 percent), eco-friendly nature (18 percent), and increase in crop yield (16 percent). Promotional strategies such as field demonstrations (21 percent) and word-of-mouth communication (17 percent) were found to be the most effective methods in influencing farmers’ decisions, whereas mass media and digital promotion had comparatively limited impact. The study concluded that experiential and interpersonal communication played a significant role in enhancing product awareness and adoption. It was suggested that strengthening extension activities and improving accessibility could further enhance the acceptance of organic fertilizers among farmers.

Keywords: Organic fertilizer, Brand awareness, Consumer perception, Promotional strategies, Sustainable agriculture

Author: Anjali and Nitin Barker

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