Farmers buying behaviour towards secondary nutrients fertilizers in southern Tamil Nadu

Secondary nutrient fertilizers (SNFs) play a crucial role in enhancing agricultural productivity in India. These nutrients are important for improving soil health and crop yields; however, their usage is constrained by several challenges. This study aims to identify the factors influencing the purchasing behaviour of farmers towards SNFs in Tamil Nadu. A sample of 120 farmers from four district in southern Tamil Nadu was selected to assess their purchasing behaviour regarding SNFs. The data was analysed using, factor analysis and the Relative Importance Index (RII). The results indicated that interpersonal influence, product satisfaction and experience, branding and marketing efforts, and financial accessibility were the primary factors driving the purchase of SNFs. Conversely, high costs, limited access to credit, and poor soil solubility were identified as major barriers to their usage. Although farmers were generally aware of SNFs, their understanding of the full range of benefits these fertilizers provide for plant growth and soil health was incomplete. The study emphasized the need for increased awareness programs, affordable pricing strategies, and improved access to credit facilities to encourage the broader adoption of SNFs. Such measures could lead to improved leading to farming practices and higher crop yields in Tamil Nadu.