Abstract

                                This study was carried out in Coimbatore district with 120 sample farmers to analyse the factors responsible for brand and dealer loyalty towards pesticides. The results showed that price of the. preferred brand (x2) and efficiency of the preferred brand (x2) were significant at one per cent level for brand loyalty. The factor advertisement also influenced the brand loyalty at five per cent level. With regard to dealer loyalty, factors such as credit availability (x2) and quality of product (x2) were significant at one per cent level. The study showed that farmers are loyal to pesticide brands and also to pesticide dealers.

Key words : Brand, dealer, loyalty, regression