Agrochemicals brands preferences and repurchasing decisions for sustainable input marketing to support cocoa production in Ghana

Abstract

The use of agrochemical products helps promote economic growth by sustaining agriculture. These agrochemicals are essential for controlling pests and improving soil fertility. However, cocoa farmers face distinct challenges, including persistent infestations of pests such as pod borer and midrib, which significantly reduce crop yields. Given this, several agrochemical brands have emerged in the Ghanaian market, with companies employing aggressive marketing tactics. Amid the influx of brands into the Ghanaian market, farmers' choices and preferences are crucial for agrochemical companies to develop effective market strategies and for agrochemical industrial players to improve the quality and value of locally and imported agrochemicals. While the application of agrochemicals is crucial to sustaining cocoa production in Ghana, there has been limited theoretical understanding of the drivers of behaviour shaping brand choices and repeat purchases among cocoa farmers. The study aimed to examine the factors influencing agrochemical brand preference and repurchase intention among cocoa farmers. A sample of 300 cocoa farmers was selected. The data were analysed using descriptive statistics, multivariate probit, and OLS regression. The findings indicate that most of the respondents are males (69%), aged above 50 years (44.3%), and have basic education (43.7%). Insecticides (67%) and fertilisers (30%) were the most highly demanded agrochemicals, with Chemico and Yara having the largest share of the fertiliser market and Adama dominating the market for pesticides. Demographic characteristics, including education and farming experience, significantly influence brand preference. Brand reputation, recommendations from farmers and extension officers, and product characteristics significantly influence farmers' preferences for agrochemical brands. The assortment size of the agrochemical shop, favourable vendor characteristics, and cognitive brand loyalty influence repurchase decisions among farmers. Furthermore, farmers are willing to continue repurchasing brands known for their reliability and high service quality.