A Study on Consumer Buying Behavior Towards Prabhu Agri Gold Fertilizer in Bagalkot District

Author(s)	Mr. Basavaraj Mallappa Palled, Dr. Rajeshwari Basavraj Tapashetti
Country	India
Abstract	This study examines the factors influencing farmers’ purchase decisions for Prabhu Agri Gold fertilizer in Bagalkot District. Based on a survey of 100 respondents, the findings show that price, brand image, product quality, and word-of-mouth recommendations significantly affect buying behavior. Farmers consider the fertilizer affordable, effective, and trustworthy, leading to strong satisfaction and repeat purchases. Age influences purchase decisions, while other demographic factors show minimal impact. The study suggests enhancing awareness programs, dealer reach, and promotional activities to strengthen market presence.
Keywords	Prabhu Agri Gold, consumer buying behaviour, fertilizer market, price perception, brand image, product quality, promotional activities, farmer preferences, Bagalkot District, purchase decision.
Field	Business Administration
Published In	Volume 6, Issue 6, November-December 2025
Published On	2025-11-21
DOI	https://doi.org/10.63363/aijfr.2025.v06i06.2098
Short DOI	https://doi.org/hbdswn

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