Assessment of Brand Preference and Farmers’ Satisfaction Regarding Homobrassinolide 0.04% W/W in Rajkot Taluka of Gujarat

Plant growth regulators (PGRs) are increasingly used in modern agriculture because they influence plant growth, crop performance and stress responses. Homobrassinolide 0.04% w/w, a synthetic brassinosteroid, is commercially used for its growth-promoting properties. In regions where soil constraints and nutrient deficiencies affect productivity, farmer satisfaction and brand preference are important considerations for market adoption. The present study assessed farmers’ satisfaction with, and brand preference for, Homobrassinolide 0.04% w/w in Rajkot Taluka of Gujarat. Primary data were collected from 200 farmers selected from ten villages through a structured schedule. Descriptive statistics, including frequency and percentage analysis, were used to describe the socio-economic profile of respondents. The Weighted Average Mean (WAM) method was applied to examine factors influencing brand preference and satisfaction, while Garrett ranking was used to identify major constraints faced by farmers and dealers. The findings showed that effectiveness (WAM = 5.00), quality (WAM = 4.94) and past experience (WAM = 4.81) were the most important factors influencing brand preference. Farmers reported comparatively higher satisfaction with product effectiveness (WAM = 4.13) and quality (WAM = 4.08), whereas lower satisfaction was observed for price (WAM = 2.84), accessibility (WAM = 2.67) and availability (WAM = 2.58). Dealer dependency (Garrett Mean Score = 94.55), lack of technical knowledge (93.10) and high price affordability (93.02) were the major farmer constraints. Dealers identified low margin (85.37) and higher market competition (81.90) as leading challenges. The study indicates that product performance and prior use experience shape farmer preference, while affordability, technical awareness and distribution-related issues limit wider adoption.