Market share analysis and factors determining farmers’ adoption of GROMOR fertilizers in Buldhana district

Abstract:

The present study entitled “Market Share Analysis and Factors Determining Adoption of GROMOR Fertilizers in Buldhana District,” was conducted during 2025-26 to assess the market share of GROMOR fertilizers and to analyse the factors influencing their adoption by farmers. The study was conducted in Sangrampur, Shegaon and Khamgaon tehsils of Buldhana district, Maharashtra, covering ninety selected farmers through a structured interview schedule. Secondary data on fertilizer sales were collected from Coromandel International Limited, fertilizer dealers and the Department of Agriculture, while primary data on adoption behaviour were collected directly from farmers. The market share was estimated using the percentage method, and the factors determining adoption were analysed using multiple linear regression. The results revealed that GROMOR fertilizers held an overall market share of 24.03 per cent in Buldhana district, with the highest share recorded in Sangrampur tehsil (28.47%) followed by Khamgaon (22.27%) and Shegaon (21.51%). Among fertilizer grades, GROMOR recorded its strongest position in phosphatic and complex fertilizers such as 14:35:14 (42.38%), 20:20:00:13 (42.24%) and SSP (39.95%), while its share in Urea (5.33%) and MOP (6.37%) remained comparatively low. The multiple regression analysis showed that age of farmer and cropping intensity had a significant positive influence on adoption, while education of farmer and price of fertilizer had a significant negative influence, with the model explaining 89.1 per cent of the variation in adoption i.e. R² = 0.891. The study suggests strengthening dealer networks and product availability in the Urea and MOP segments to further improve the market position of GROMOR fertilizers in the district.