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A STUDY OF CONSUMER AWARENESS AND BUYING BEHAVIOR OF AGRICULTURAL EQUIPMENTS WITH SPECIAL REFERENCE TO KADAMBUR SATHYAMANGALAM THALUK

Dr. M. PRAKASH
Professor
Department Of Commerce with Computer Applications
Dr. N.G.P. ARTS AND SCIENCE COLLEGE
Coimbatore – 48

Mr. VISHNU R
Student
B.COM CA
Department Of Commerce with Computer Applications
Dr. N.G.P. ARTS AND SCIENCE COLLEGE
Coimbatore – 48

ABSTRACT
This study focuses on exploring the awareness and buying behavior of agricultural equipment in Kadambur, Sathyamangalam Taluk Erode, which is a rural area in Tamil Nadu, India with a predominantly agricultural economy. Despite the crucial role of agricultural equipment in increasing efficiency and productivity, the adoption of modern equipment in rural areas is still limited. The goal of the study is to identify the difficulties farmers encounter while buying agricultural equipment and to analyse the elements that affect their purchasing behaviour. The findings of this study can be useful for policymakers, manufacturers, and marketers in developing effective strategies to improve awareness and adoption of modern agricultural equipment in rural areas, leading to increased efficiency, productivity, and income for farmers.

KEY WORDS
Agriculture sector, rural population, livelihood, agricultural equipment, efficiency, productivity, awareness, adoption, modern equipment, buying behavior.