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

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.