Factors influencing farmers preferences for water-soluble and specialty fertilizers in Karnataka: Insights for sustainable agricultural practices

This study explores the market potential and factors influencing the buying behaviour of water-soluble and specialty fertilizers among farmers in the Eastern Dry Zone of Karnataka. Data was collected through personal interviews with 80 vegetable and flower growers and 20 input dealers in Kolar and Chikkaballapur districts during March and April 2022, using an ex-post-facto research design and random sampling. Garrett’s ranking method was employed to analyse the data. The findings reveal that quality, ease of application, and complete solubility are the top factors influencing farmers’ preferences. Specifically, Zuari – Jai Kisan, IFFCO, and ICL emerged as the most preferred brands for both water-soluble and specialty fertilizers. Quality was the most critical factor, cited by all farmers, followed by past experience (86.25%), advertisements (60%), availability (47.50%), sales promotions (42.50%), cost (18.75%), and ingredients (15.50%). Local private dealers are the most trusted source for purchasing fertilizers, with a mean score of 70.80, followed by local cooperatives (53.51) and direct purchases from companies (49.68). Factors such as crop response, ease of application, and complete solubility were ranked highest in influencing preferences, with mean scores of 78.00, 64.08, and 56.98, respectively. The study underscores the importance of maintaining high product quality, providing technical support, and building strong relationships with farmers to ensure market success. Addressing practical challenges like clogging in drip irrigation systems and the high cost of fertilizers by offering highly soluble products at subsidized rates can enhance accessibility for low-income farmers. These insights contribute to promoting sustainable agricultural practices and improving crop productivity in India.