Performance metrics for agri-input customer contact channels in Bangalore zone

The study was conducted among 700 farmers in the Bangalore zone to assess their preference for various communication tools used by agro-input companies for product promotion. Using the Garrett Ranking Method, the research identified that personal selling is the most preferred communication tool, with a score of 635, highlighting the importance of direct interaction, field demonstrations, farmers' meetings, and advisory services in influencing purchase decisions. Advertisements, ranking second with a score of 475, were recognized for their role in reinforcing product visibility through pamphlets, brochures, posters, and banners placed in strategic locations. Direct marketing, including SMS, voice messages, and telephonic calls, ranked third with 315, showing moderate impact due to its limited personal engagement. Other promotional tools like mandi stalls, van campaigns, and company magazines received the lowest preference of 175, serving primarily as supplementary methods. The study concludes that agro-input companies should prioritize personal selling while complementing it with advertisements and selective direct marketing.