A study on the promotion of biofertilizer: an application of the plackett-luce model

Ramesh Shivarayi Horatti; S Hemalatha; Moghana  Lavanya; M Shanthasheela; G Vanitha

doi:10.14719/pst.5899

A study on the promotion of biofertilizer: an application of the plackett-luce model

Authors

Ramesh Shivarayi Horatti Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 301, Tami Nadu, India https://orcid.org/0009-0009-2142-0681
S Hemalatha ProfessorDepartment of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 301, Tami Nadu, India https://orcid.org/0000-0002-5636-0502
Moghana Lavanya Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641 301, Tami Nadu, India https://orcid.org/0000-0003-1330-5965
M Shanthasheela Directorate of Agribusiness Management, Tamil Nadu Agricultural University, Coimbatore 641 003, Tami Nadu, India https://orcid.org/0000-0003-0155-522X
G Vanitha Department of Computer Science, Tamil Nadu Agricultural University, Coimbatore 641 003, Tami Nadu, India https://orcid.org/0000-0003-3959-7425

DOI:

https://doi.org/10.14719/pst.5899

Keywords:

biofertilizers, plackett-luce model, promotion, sustainable agriculture

Abstract

The research focuses on understanding the elements that drive Agro-input dealers to promote biofertilizers and highlights the challenges encountered in their adoption. With increasing environmental concerns over chemical fertilizers, biofertilizers are promoted as a sustainable alternative that improves soil fertility through beneficial microorganisms. The research was conducted in Hassan district, Karnataka, where 40 dealers were surveyed using structured questionnaires. The Plackett-Luce model was employed to analyze ranked data and understand the relative importance of variables. Results show that high promotional activities (worthiness=0.80, P=<0.001), profitability (worthiness=0.42, P=<0.001) and Service by Company Staff (worthiness=0.23, P=<0.001) significantly impact dealers' promotion efforts, whereas brand image (worthiness=-0.56, P=0.349) has minimal influence. Constraints such as farmers' negative attitudes (worthiness=2.65, P=<0.001), insufficient market facilities (worthiness=1.41, P=<0.005) and limited dealer knowledge (worthiness=-2.02, P=<0.001) were identified as significant barriers. Promotional strategies like field trials (worthiness=0.93, P=<0.001), farmers' meetings (worthiness=0.83, P=<0.001) and jeep campaigns (worthiness=0.61, P=<0.001) emerged as the most effective methods for engaging farmers. The study highlights the need for improved dealer training, better market infrastructure and supportive government policies to enhance biofertilizer promotion, fostering sustainable agricultural practices.

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References

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Published

09-12-2024

How to Cite

Horatti RS, Hemalatha S, Lavanya M, Shanthasheela M, Vanitha G. A study on the promotion of biofertilizer: an application of the plackett-luce model. Plant Sci. Today [Internet]. 2024 Dec. 9 [cited 2024 Dec. 22];11(sp4). Available from: https://horizonepublishing.com/journals/index.php/PST/article/view/5899

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Issue

Vol. 11 No. sp4 (2024): Recent Advances in Agriculture by Young Minds

Section

Research Articles

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