A Study on the Challenges Faced by Agro-Input Dealers in the Cotton Growing Areas of Middle Gujarat

This study investigates the challenges faced by agro-input dealers in the cotton-growing regions of Middle Gujarat and examines factors influencing their business performance. Primary data were collected from 90 dealers across Vadodara, Panchmahal, and Chhotaudepur using structured questionnaires, supplemented by secondary sources such as CCI reports, ICAR studies, and relevant literature. Findings indicate that most dealers maintain product quality through direct sourcing from manufacturers and customer feedback, while supplier guidance remains key for addressing quality issues. Customer retention is primarily driven by excellent service and quality products, supported by regular follow-ups. Business growth strategies and responsiveness to customer demands significantly influence competitive advantage and sales performance, as shown by chi-square analysis. In contrast, customer relationship management and product quality management do not significantly affect retention or satisfaction, potentially due to farmers’ focus on price, limited purchasing power, and low awareness or improper product usage. The study highlights the need for strengthened supplier networks, market responsiveness, and customer engagement to enhance dealer performance and ensure quality input access for cotton farmers.