Discriminant analysis of agricultural input dealer’s perceptions in fertilizer and secondary nutrient brands

Agri-input dealers play an intermediary role between fertilizer manufacturers and farmers, serving as a crucial link in the agricultural value chain. This study investigates the perceptions of agri-input dealers regarding various fertilizer and secondary nutrient brands and develops a perceptual map to visualize their market positioning. Discriminant analysis is used as a method for categorizing entities into distinct groups. This analytical approach differentiates two or more collections of objects or individuals based on their specific characteristics. Perceptual mapping, on the other hand, is an attribute-centric strategy employed by brand managers to understand customer perceptions of their brands compared to rival brands. This study aims to explore how dealers associate various agriculture input companies with key factors influencing brand preferences, such as product quality, pricing, brand reputation, credit availability, profit margin and marketing support. By understanding dealers' perspectives, fertilizer manufacturers can gain valuable insights into their brand positioning, identify areas for improvement and develop strategies to enhance their market share and customer satisfaction within the agri-input dealer channel. Notable distinctions were observed in this study, particularly in terms of product quality and pricing.