Author(s): Kayalvizhi S, Midhun Kumar R, Ragul S, Rajaravi C and Sridhar N

Abstract: This study aimed to assess the awareness, constraints, and marketing strategies related to the adoption of bio-control products among farmers. Based on a survey of 300 respondents, the awareness levels were categorized into high, medium, and low. The majority of farmers (47.5%) demonstrated a high level of awareness, while 29% exhibited low awareness, and only 24% showed moderate awareness, indicating a general lack of in-depth knowledge about bio-control products. Multiple linear regression analysis revealed that demographic characteristics, particularly age and gender, significantly influenced awareness levels. Despite the awareness gap, 91.67% of farmers reported satisfaction with bio-control products. The primary constraints identified through the Likert’s scale method included non-availability at the local level, lack of knowledge and skill, and farmers’ impatience due to delayed results. To address these gaps, marketing strategies based on the four Ps—product, price, place, and promotion—were formulated. Expanding local and digital distribution, improving product quality and packaging, and promoting through digital platforms emerged as the most effective approaches. The findings highlight the need for strengthened extension efforts, improved accessibility, and targeted marketing to enhance the adoption of bio-control products in sustainable agriculture.

DOI: 10.22271/27889289.2025.v5.i2a.188

Pages: 39-42 | Views: 455 | Downloads: 147

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