Abstract
Agriculture had been a primary source of livelihood for majority of the people in Vietnam. The growth of agriculture products gives the greatest hope for improving the living standard of people. The development of agriculture plays a major role in Vietnam economy. The growth of this sector totally depends on the quality of inputs and the subsidy offered by the government. Since the land available is limited, the only way out to improve, is by quality inputs. Pesticide is the major input of the agriculture related outputs. The green revolution has boosted the increased use of pesticide many times more than what it was. This has brought a considerable increase in the growth of fertilizer industries and also competition in the market. Thus, marketing of fertilizer needed research studies for the promotion of their product. In this, the fertilizer and allied industries have several agencies in conducting research on the marketing of their brands. Since, marketing depends on the behaviour of the consumers; this study was initiated to know the causes which make the respondents to always prefer a particular brand for their use. The respondents of Red River Delta show loyalty through experience in the usage of a particular brand, it is the reverse in Mekong Delta and that they take the advertisement also as a cause for their loyalty towards a particular brand. This is due to the fact that people in the south in general, are more advertisement based even for small items. As in the case of both regions, the peer group has no impact on brand loyalty.
Highlights
The consumption of fertilizers in Vietnam has been growing at a CAGR of 3.4% during 2006-2012 as the government struggles to fulfill the goal of food security for the growing population of the country
The fertilizer industry of the country is concentrated with majority of the supply being done by two giants namely Petro Vietnam Group and Vietnam National Chemical Group with most of the companies being affiliated to these two groups
With the government focusing on the concept of balanced fertilization, the consumption of potash fertilizers is expected to grow in the coming years 2013-2017
Summary
The consumption of fertilizers in Vietnam has been growing at a CAGR of 3.4% during 2006-2012 as the government struggles to fulfill the goal of food security for the growing population of the country. Majority of the fertilizer firms in the country have focused on production of nitrogen and phosphate fertilizers. With the government focusing on the concept of balanced fertilization, the consumption of potash fertilizers is expected to grow in the coming years 2013-2017. The consumption of potash fertilizers in expected to grow at a CAGR of 5.3% during 2012-2017 which would be the fastest growing as compared to the other macronutrients such as nitrogen and phosphate fertilizers thereby driving the growth of fertilizer industry in the country. The two major potash fertilizers used in the country are potassium chloride and NPK fertilizer both of which are exhibited to witness a favourable growth of 5.5% and 5.1% during 2012-1017
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