A STUDY ON BRAND PROMOTION OF HYBRID PEARL MILLET (PROAGRO-9001) IN SAIYAN BLOCK, AGRA DISTRICT OF UTTAR PRADESH

Abstract: The present study entitled “A Study on Brand Promotion of Hybrid Pearl Millet (Proagro-9001) in Saiyan Block, Agra District of Uttar Pradesh” was undertaken to evaluate brand promotion strategies and assess farmers’ awareness and purchasing behaviour regarding hybrid pearl millet (Proagro-9001). A multistage sampling design was adopted, and primary data were collected from 150 respondents through structured interviews, while secondary data were obtained from relevant literature and reports. The data were analysed using the Likert Scale, Multiple Regression Analysis, Standard Deviation, and Garrett’s Ranking Technique. The findings revealed that yield potential and higher productivity (weighted mean = 4.32) were the most influential factors affecting farmers’ purchase decisions, followed by past experience (4.20) and brand reputation (4.10). Multiple regression analysis showed that quality, price, and availability significantly influenced buying behaviour, explaining 67% of the variation (R² = 0.67; p < 0.001). Garrett’s Ranking identified the dealer/input retailer network as the most effective brand promotion channel, whereas lack of farmer awareness about new brands was the major constraint. The study concludes that effective promotional strategies, improved product quality, and stronger dealer networks can enhance the adoption and market performance of hybrid pearl millet.

Keywords: Pearl Millet, Brand Promotion, Hybrid Seeds, Proagro-9001, Farmers’ Awareness, Buying Behaviour, Garrett’s Ranking, Agra District, Uttar Pradesh

Author: Rahul Kumar Kushawaha and Nitin Barker

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