Paper Details

The introduction of nano urea represents a significant advancement in fertilizer technology aimed at improving nutrient-use efficiency and promoting sustainable agriculture. However, farmers’ adoption and buying behavior toward such innovations depend largely on effective branding and promotional strategies. The present study examines the impact of branding and promotional efforts on farmers’ adoption and buying behavior of nano urea in the Vidarbha region of Maharashtra. The study is based on primary data collected from 120 farmers using a structured questionnaire and employs a descriptive and analytical research design. Statistical tools such as percentages, mean scores, ranking techniques, correlation analysis, and chi-square tests were used for data analysis. The findings reveal that government endorsement and brand credibility play a decisive role in building trust and encouraging adoption, while field demonstrations and dealer recommendations are the most effective promotional tools in creating awareness and influencing repeat purchase behavior. The study concludes that integrated branding and experiential promotional strategies are essential for accelerating the adoption of nano urea among farmers in the Vidarbha region and for ensuring sustained usage of innovative fertilizer technologies.

Nano Urea; Branding; Promotional Strategies; Farmer Adoption; Vidarbha Region