Study on Measuring Farmers Satisfaction and Loyalty Toward Indian Fertilizer Brands

Abstract

Agriculture plays a crucial role in the economic structure of India.With over 65 percent of rural Indians depending on farming and alliedactivities as a source of livelihood and contributing to nearly one third ofIndia s GDP, agriculture is a key sector. The importance of fertilizer wasrealized soon after the success of green revolution, with fertilizerscontributing more than 50 percent as per reports of scientists who studied the newlinegreen revolution. Chemical fertilizer played a deciding role in accomplishingthe nation s food security mission. Hence it is of utmost important to carry outresearch on changing nature of fertilizer markets, policymaking and betterunderstand the different influencing factors.A detailed review of literature revealed that few scientific studies havebeen carried out using the European Customer Satisfaction Index Model(ECSI) to measure farmers satisfaction and loyalty within the Indian fertilizermarket. It follows a uniform estimation procedure towards comparingdifferent brands, organizations or industries based on consumers perspectives. The intention behind this study is to build up an appropriatecustomer satisfaction index model which will be able to capture significant newlinedifferences in farmers opinions about a brand or services related to factorssuch as Company Image, Perceived Quality, Perceived Value, Satisfaction andLoyalty. newline newline