Abstract

                                A study was conducted in Coimbatore district with 120 farmers to analyse the dealer loyalty of farmers towards pesticides purchase through a linear multiple regression. The results revealed that the credit availability and quality products were significant at one per cent level, malpractices significant at one per cent but negatively, price and availability of preferred brand were significant at five per cent level. The study also showed thai farmers are loyal to the dealers.

Key words : Dealer, regression, significarice, loyalty