Evaluating grape growers' brand awareness and market share dynamics of pesticide and fungicide brands

This research examines the awareness, preferences, and market dynamics of pesticide and fungicide brands among grape growers in Chikkaballapura, Karnataka. Data were collected from 60 grape growers and 20 agri-input retailers, focusing on factors influencing buying behavior, market share, and brand awareness. Syngenta India Ltd. and Bayer Crop Science emerged as market leaders, with RidomilGold and Confider being the most preferred brands due to their efficacy. Market share analysis shows Syngenta India Ltd. leading with 24.74%, followed by Bayer Crop Science at 21.08%. For insecticides, Confider and Tracer dominate preferences, reflecting their strong market presence. The study highlights that retailer recommendations (mean score: 78.46), product effectiveness (74.43), and brand popularity (65.63) are critical factors in purchasing decisions. Significant challenges include the prevalence of Downy Mildew and Thrips among grape crops. Findings reveal a 100% awareness of Ridomil Gold, Syscon, and Sectin fungicides, and 95% awareness of Confider insecticide. Adoption levels of pest and disease management practices were low for 46.66% of growers. Policy recommendations emphasize enhancing retailer training, promoting effective and safe agrochemicals, strengthening supply chains, increasing farmer awareness programs, and supporting smaller agrochemical companies. These strategies aim to ensure sustainable and productive grape cultivation in the region, providing valuable insights for policymakers and agrochemical companies.