Consumer Awareness and Perception towards the New Concepts and Technology in Agriculture Industry

Abstract

Consumer behavior in the Agriculture Industry is the basic instinct to be studied, when appropriately linked with the Consumer Perception. Because the behavior of purchase is directly linked with the Perception of the consumers. Consumer perception plays a very vital role. Farmers do the purchase of Agricultural products under the influence. The Influence may be again subdivided into many factors again like the influence of own experience whilst using the products, influence of the retails channel in the purchase model, influence from opinion leaders, influence from the key market share holding organizations. The Purchase influence defines the consumer behavior in the sector. This affects the usage of new technology in the fields. The pesticides which have a major market share are the Red triangle and Yellow triangle molecules. Green and Blue Triangle molecules are gaining space in the purchase bucket but only in the crops which are produced for exports, where the pesticide residual obligation exists for the fruits in order to be exported. The research intends to identify the consumer behavior linked to the above all mentioned factors. On a prima facie the research tries to interpret the link between Consumer Awareness and Consumer Perception and behavior in the Agriculture sector.