Determinants of farmers purchase and expenditure share of Mahadhan water soluble fertilizer in Yavatmal district

Abstract:

The present study entitled “Factors Influencing Purchase Decisions and Percentage Share of Mahadhan Water Soluble Fertilizer Products among Farmers in Yavatmal District” was conducted during 2025-26 to identify the factors influencing farmers’ purchase of Mahadhan water soluble fertilizer products and to work out the percentage share of Mahadhan products in the total expenditure incurred by farmers on water soluble fertilizers. The study was conducted in Umarkhed, Arni and Kalam talukas of Yavatmal district, Maharashtra, covering ninety selected farmers through a structured interview schedule. The factors influencing farmers’ purchasing power were analysed using multiple linear regression, purchase-decision factors were assessed on a five-point Likert scale, and the percentage share of Mahadhan in total WSF expenditure was estimated using the percentage method. The regression results revealed that income and price of fertilizer had a significant positive influence on purchasing power, while land holding had a significant negative influence, with the model explaining 98 percent of the variation (R² = 0.98); age and education were statistically non-significant. Among the purchase-decision factors, dealer influence (mean score 3.78) and brand reputation and trust (3.77) ranked highest, while marketing and promotional activity (3.24) ranked lowest. Farmers spent ₹1,78,370 on Mahadhan grades against ₹69,340 on other brands, out of a total expenditure of ₹2,47,710, giving Mahadhan a dominant 72.01 percent share of total water-soluble-fertilizer expenditure, with Grade 12:61:00 as the single largest contributor, accounting for 41.23 percent of Mahadhan’s own sales. The study suggests strengthening dealer networks, maintaining competitive pricing and undertaking targeted promotional efforts to further consolidate Mahadhan’s market position in the district.