The objective of the study is to identify the brand preference of
farmers towards Drip Irrigation Systems in Erode district of Tamil
Nadu, India; to identify the factors influencing the preference for
the use of a particular brand and to identify the effectiveness of
promotional activities followed by Manufacturers /dealers of
different brand. The farmers those who are using drip irrigation
system were selected purposively. The total size of sample
respondents was fixed as 100 farmers and 25 dealers for the study.
Most of the farmers felt that by using drip irrigation they are
saving the labour cost occupies the first rank followed by easy
irrigation. Netafim was mostly used brand by farmers followed by
Jain irrigation system, flowtech etc. Most of the dealers' doing
direct approach promotional activities followed by through existing
customers. All the dealers of different companies were getting 5-10
Percent of margin for sale of their brand. Most of the dealers felt
that credit availability was the important one to influence the
brand preference of drip irrigation system followed by good brand
image and quality of the product.
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