The Impact of Pesticide Sales Promotion Strategies on Customer Purchase Intention

The purpose of this study was to examine the effect of different types of sales promotions on farmer attitudes and purchase intentions of pesticides. The aim was to find out the impact of pesticides sales promotion strategies on customer buying intention. The study was conducted, using a quantitative research method, with special reference to Ampara, Anuradhapura, Polonnaruwa and Kurunegala. Data was collected from a convenience sampling method from Sri Lankan paddy farmers by means of a self-administrative questionnaire. Data were analyzed by using the statistical analysis program SPSS mainly, by using Pearson Correlation analysis, and Regression analyses to examine the hypotheses. The analysis revealed that farmers’ attitudes and media exposure have a significant effect on farmers’ purchase intentions for purchasing pesticides as they were significant at the level p < 0.001. Therefore, the hypotheses H1 and H10 were accepted. The regression analysis showed that all of these considered factors with the exception of coupons, in fact, have a positive effect on consumers’ attitudes towards purchasing pesticides as they were significant at the level p < 0.000. Therefore, the hypotheses H3, H7, H9 and H11 were accepted. The hypothesis H5 which assumed that coupons regarding the sales promotion of pesticides had a positive effect on farmers’ attitudes towards purchasing pesticides was, however, being rejected. Further, product knowledge through training classes & coupons were not impacted to the purchase intention. Final results implicate that marketer should aim to enhance farmers’ experiences through demonstrations and media exposure in order to enhance their attitudes towards purchase intention of pesticides. This can be achieved by using free product trials as a marketing tool and by running advertising campaigns that educate farmers about the beneficial effects, right doze and correct application of using pesticides on the crops.