Purchasing Behaviour of Farmers ’Towards Non-Durable Inputs: A Case Study

Agricultural production is directly affected by use of various inputs applied by farmers. During green revolution, the major factor which attributed production enhancement was inputs. Farmers ’purchase decisions rely on the individual's own personality traits, purchasing capacity and technical knowledge. The personality traits do not remain constant for whole life span but it may change with the life cycle. Income level and the choice of occupation play a vital role in purchasing decision that means it is indirectly related to the demographic factors of the specific environment. The study examined the pre-purchase, purchase and post-purchase behavior of non-durable inputs. The primary and secondary data for agricultural year 2013–15 had been taken for the study. Eastern region of Uttar Pradesh was selected purposively on the basis of highest number of households in the area. Ten percent of total 27 districts having maximum population of farming households (Jaunpur, Paratpgarh, and Gorakhpur) of Eastern Uttar Pradesh were selected purposively. Descriptive statistics a tool was used to purchasing behavior of farmers for non-durable inputs. The results revealed that most of the decision for pre-purchase of inputs was taken by male/father of family. Purchase decision is mainly affected by purchasing power/availability of capital with the farmers. It was found that farmer is risk averse and do not want to take credit/loan for purchase of inputs. They prefer cash as a mode of payment. For the post-purchase decision the reasons for shifting the brands of non-durables inputs, it was found that high price, non-availability and low quality of Inputs are the main factor affect the post-purchase decision. Improving purchasing power of farmers, ensuring quality inputs at right time may increase the application of non-durable inputs and ultimately agricultural production.