Journal of Experimental Agriculture International

The study examined farmers’ awareness and purchasing behaviour regarding azoxystrobin 18.2% + difenoconazole 11.4% SC fungicide used in cumin cultivation in Jasdan Taluka, Rajkot District, Gujarat. A descriptive research design was adopted using primary data collected from 200 cumin-growing farmers purposively selected from 20 villages between December 2025 and March 2026, together with relevant secondary data. Percentage analysis was used to describe the respondents’ socio-economic characteristics, whereas the weighted average mean (WAM) method was applied to assess purchasing factors, awareness, and satisfaction. Most respondents were middle-aged, had primary or secondary education, and operated small or semi-medium landholdings. Groundnut was the major kharif crop, while all respondents cultivated cumin during the rabi season; some also cultivated gram and wheat. Tube wells and wells were the principal irrigation sources, and Alternaria blight was the most frequently reported disease affecting cumin. Brand image and product quality were the strongest purchasing influences, followed by recommendations from fellow farmers and agro-service centres. Past experience and demonstrations were also influential, whereas advertisements, credit facilities, and packaging size had comparatively less influence. Awareness of the anonymised company and product was incomplete, although users reported moderate to high satisfaction, particularly with yield, quality, and performance. Farmer meetings and field demonstrations were the most influential promotional activities. The findings indicate the importance of product quality, credible advisory support, practical demonstrations, and clear communication regarding safe fungicide use.