Exploring the factors influencing farmers' purchase behavior towards submersible pumps: A PLS-structural equation modeling study in Coimbatore district

Submersible pumps are increasingly being utilised to facilitate irrigation, providing farmers with a dependable mean to access groundwater. Efficient water management is crucial for enhancing agricultural productivity, with irrigation playing an important role in crop development. The purpose of this research is to examine the factors influencing farmers’ purchasing behaviour for submersible pumps in the Coimbatore region. Data were collected from 380 farmers using a convenience sampling method, employing a well-prepared interview schedule. The study aims to gain a better understanding of how various attributes such as price (P), durability (D), brand loyalty (BL), dealer recommendation (DR), warranty (W), product quality (PQ), spare parts availability (SPA), and after-sales service (AS) influence farmers' purchasing decisions for submersible pumps. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyse the data. The results revealed that factors such as AS, BL, DR, P, and PQ significantly influenced farmers’ purchasing decisions for submersible pumps. The findings underscore the need for regulations that enhance the availability and accessibility of high-quality submersible pumps, along with the development of efficient marketing methods that address the specific needs of farmers.