AGRI INPUTS & CROP PROTECTION

Agricultural Input Brand Share of Consideration & Seasonal Switch Rate Survey

Measure how farmers evaluate, compare, and choose crop protection and input brands across pre-sowing, sowing, and post-harvest stages, so you can sharpen acquisition targeting, fix seasonal retention gaps, and benchmark brand positioning against key competitors.

Pan-India sample
Farmers (Active Input Purchasers)
15-20 min
Talk to a Survey Consultant
Consideration & switch triggersIdentify which seasonal moments drive farmers to drop or shortlist rival brands.
Brand rank & share gapsBenchmark your consideration share against competitors across three crop cycles.
TRUSTED BY LEADING BRANDS
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CONTEXT & RELEVANCE

Why run this survey now

Most agrochemical and seed brands don't lose farmer consideration purely on product efficacy. They lose it due to retailer push dynamics, seasonal trial habits, dealer loyalty schemes, crop-specific fit gaps, and untracked brand switching between kharif and rabi cycles, none of which fully show up in secondary sales data or distributor offtake reports.

If you are...

  • Agrochemical brand vs generic competition

  • Seed company defending share

  • Product planning or portfolio head

  • Channel or territory sales lead

  • Crop nutrition or fertiliser marketer

You're likely facing...

  • Brand switch: kharif to rabi cycle

  • Retailer push overriding farmer preference

  • Generic vs branded fit confusion

  • Trial conversion stalling at repeat purchase

  • Consideration drop: awareness vs shortlist gap

This will help answer...

  • Consideration drivers beyond price

  • Seasonal switch triggers by crop

  • Segment preference: branded vs generic

  • Retailer influence on final brand choice

  • Repeat purchase vs trial conversion rate

RESEARCH THEMES

What This Survey Investigates

Eight interconnected research themes that map the complete agrochemical input journey from crop-season planning to post-harvest brand re-evaluation.

TENETS 01

Consideration & Awareness

  • Brand recall at input planning
  • First-contact channel, season-wise
TENETS 02

Preference Drivers

  • Efficacy proof vs. brand reputation
  • Retailer push vs. farmer pull
TENETS 03

Seasonal Switch Rate

  • Brand switches across Kharif and Rabi
  • Switch triggers by input category
TENETS 04

Retailer & Channel Influence

  • Retailer brand push intensity
  • Last-mile channel trust levels
TENETS 05

Pricing & WTP

  • Price sensitivity by input category
  • Premium tolerance vs. generic substitution
TENETS 06

Agronomist & Advisory Touch

  • Company agronomist visit frequency
  • Advisory influence on brand loyalty
TENETS 07

Trust & Efficacy Proof

  • Efficacy validation sources, crop-wise
  • Counterfeit product exposure risk
TENETS 08

Competitive Positioning

  • Share of wallet by brand and category
  • Vulnerability to competitor trial offers
Request a scope validation call

SAMPLING STRATEGY

Tell us about your ideal sample

Help us understand your target respondent profile. Select what applies, we'll design the optimal sample plan based on your inputs.

Sample size
How many respondents do you need?
Not Selected
Target audience
Who should we survey?
Not Selected
Region
Which regions should we cover?
Not Selected
Segments
How should we slice the data?
Not Selected
Discuss sample plan

METHODOLOGY

Survey approach

For the Agricultural Input Brand Share of Consideration and Seasonal Switch Rate Survey, we recommend a quant-first design with flexible data-collection modes to balance reach, depth, and seasonal verification across farmer segments.

PRIMARY
Online web surveySelf-administered survey shared via email / panels to capture structured responses at scale.
Best for
1
Measuring brand consideration across seed, fertiliser, and crop protection.
2
Ranking switch triggers by crop cycle and input category.
3
Comparing segments by farm size, crop type, and region.
Deliverables
Consideration share rankings
Switch rate matrix
Segment-level scorecards
OPTIONAL
CATI (phone survey)Interviewer-led telephone interviews to reach owners who are harder to get online.
Best for
1
Smallholder farmers with low smartphone or panel access.
2
Quick pulse across multiple agri-input dealer clusters.
Deliverables
Rural farmer coverage
Call-log diagnostics
SELECTIVE
Face-to-faceOn-ground surveys or interviews in key industrial clusters or high-value cohorts.
Best for
1
Progressive farmers and agri-input retailers in key mandis.
2
Verifying seasonal switch behaviour in high-acreage districts.
Deliverables
Mandi-level insights
Switch journey maps
OPTIONAL
FGDs
Deliverables
Themes and quotes
Concept feedback
OPTIONAL
Mixed surveysAny 4-mode combo Online + CATI + F2F + FGDs to maximise reach and representation. Mode-specific quotas and weighting for clean comparisons.
Deliverables
Unified dataset
Mode-adjusted analytics
Our Recommendation
Start with: Online web survey as the core quant layer, supported by CATI to capture smallholder and low-digital farmer segments across key crop-growing states.
Consider adding: Face-to-face interviews in high-acreage mandi clusters and a focused FGD layer to isolate seasonal switch triggers and pressure-test brand positioning with progressive farmer cohorts.
Confirm approach
Request timeline

EXECUTION PROCESS

How we execute

A proven 9-step process from scoping to delivery, designed to ensure quality, speed, and actionable insights.

Define the decision frame

Confirm objectives, target cohorts, geographies, and reporting cuts

Step 01

Define the decision frame

Design the instrument

Build workstream modules mapped to outputs (drivers, friction, pricing, retention, trust)

Step 02

Design the instrument

Lock the questionnaire

Review wording, sequencing, LOI, and competitive context; approve final version

Step 03

Lock the questionnaire

Pilot and calibrate

Test comprehension and ease quality; refine quotas and remove friction where needed

Step 04

Pilot and calibrate

Run fieldwork

Execute collection with active quota management and feasibility controls

Step 05

Run fieldwork

Assure quality

Dedupe, attention checks, speed/consistency rules, removals with audit trail

Step 06

Assure quality

Prepare the dataset

Clean data and deliver codebook/variable definitions

Step 07

Prepare the dataset

Analyse and synthesise

Driver ranking, leakage diagnostics, pricing bands, segment insights

Step 08

Analyse and synthesise

Deliver and align

Executive deck (optional dashboard) and leadership readout with recommendations

Step 09

Deliver and align

COMMERCIAL TERMS

Request a Commercial Proposal

Pricing depends on cohort, geography, sample size, approach, LOI, and deliverables. Configure below for an indicative estimate.

Select Sample Size

100

Geography

  • India
  • APAC (Singapore, Vietnam, Philippines, Indonesia, Australia, NZ, Japan, Thailand)
  • Middle East (UAE, KSA, Qatar, Bahrain, Oman, Kuwait)
  • North America (US, Canada)
  • Europe
  • Africa (South Africa, Kenya, Nigeria, Egypt, Algeria)
  • LATAM (Brazil, Mexico)

Select Mode of Survey

  • Online
  • CATI
  • Online FGD (5 people per FGD)
  • F2F

Length of the Interview

  • Select
  • 0-15
  • 16-20
  • 21-30
  • 31-45
  • 46-60
  • Custom
Indicative Estimate
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$0.00

+ applicable taxes

Proposal turnaround typically 24–48 hours

Note: Estimate is indicative only. Final pricing is subject to scope finalization after discovery call.

REFERENCE CASELETS

Reference

Real-world examples of survey work in the agricultural inputs space.

CASELET 1

Crop protection brand switching triggers & loyalty drivers (India)

CASELET 2

Fertiliser brand consideration set & retailer recommendation bias (West India)

Crop protection brand switching triggers & loyalty drivers (India)

OBJECTIVE

A crop protection company needed to isolate why smallholder farmers and progressive large-acreage cultivators switched between branded generics and patented molecules across the kharif-to-rabi transition, and which channel touchpoints reinforced or eroded brand loyalty.

WHAT WE DID

Ran a structured quant survey across 480 farmers in 6 agro-climatic zones, capturing retailer influence scores, last-season switch triggers, price sensitivity thresholds, and agronomist recommendation weight for each product category at the point of seasonal purchase decision.

DELIVERED

A switch-trigger hierarchy by farmer segment, a channel influence map ranking retailer versus agronomist versus peer referral, a loyalty friction list by crop type, and a pricing corridor for branded generics across three farm-size cohorts.
Talk to Survey Consultant
CASELET 1

Crop protection brand switching triggers & loyalty drivers (India)

CASELET 2

Fertiliser brand consideration set & retailer recommendation bias (West India)

Crop protection brand switching triggers & loyalty drivers (India)

OBJECTIVE

A crop protection company needed to isolate why smallholder farmers and progressive large-acreage cultivators switched between branded generics and patented molecules across the kharif-to-rabi transition, and which channel touchpoints reinforced or eroded brand loyalty.

WHAT WE DID

Ran a structured quant survey across 480 farmers in 6 agro-climatic zones, capturing retailer influence scores, last-season switch triggers, price sensitivity thresholds, and agronomist recommendation weight for each product category at the point of seasonal purchase decision.

DELIVERED

A switch-trigger hierarchy by farmer segment, a channel influence map ranking retailer versus agronomist versus peer referral, a loyalty friction list by crop type, and a pricing corridor for branded generics across three farm-size cohorts.

FREQUENTLY ASKED QUESTIONS

Common Questions

Answers to frequently asked questions about this survey mandate.

What decisions will this survey enable?

Who is the buyer vs who are the respondents?

Can we see differences between smallholder farmers, progressive farmers and input retailers?

How will you measure brand consideration beyond simple ratings?

Will the survey map the full input purchase journey and drop-offs?

Can this survey inform product and pricing strategy?

How will findings improve our seasonal go-to-market execution?

Still have questions?

Schedule a discovery call to discuss your specific needs and get a custom quote.

Book a Discovery Call