The Role of Customer Relation Management in Building Farmer’s Loyalty to Agricultural Inputs in Amravati.
Prajeeta .S. Shrikhande1, Prof. Piyush Wasankar 2
Author 1 - PG student – Department of Business Administration, SIPNA C.O.E.T., Amravati, Maharashtra, India. 24mb0109@sipnaengg.ac.in
Author 2 – Assistant Professor – Department of Business Administration, SIPNA C.O.E.T., Amravati, Maharashtra, India. pmwasankar@sipnaengg.ac.in
ABSTRACT
Agriculture has been the cornerstone of the Indian economy, providing livelihood to a significant portion of the population. In districts like Amravati, Maharashtra, farming is both an economic activity and a way of life, with farmers relying heavily on agricultural inputs such as seeds, fertilizers, pesticides, and machinery. With increasing commercialization and competition in the agri-input market, retaining farmers as loyal customers has become a critical challenge for suppliers. This study explores the role of Customer Relationship Management (CRM) in enhancing farmer loyalty toward agri-input brands in Amravati. Using a mixed-method research design, data were collected from 50 farmers through structured questionnaires and interviews. Analysis reveals that effective CRM practices including regular communication, technical advice, timely supply, credit facilities, and relationship-oriented support significantly influence farmer satisfaction and loyalty. Chi-square testing confirms a positive association between CRM practices and repeat purchase behavior. The study highlights that beyond product quality, trust, personalized services, and advisory support drive long-term engagement. Findings underscore the need for agri-input firms to adopt structured CRM strategies, leverage digital tools, and provide value-added services to strengthen relationships with farmers. These practices not only improve farmer satisfaction and loyalty but also contribute to sustainable rural development and business growth in competitive agricultural markets.
Keywords: Customer Relationship Management, Farmer Loyalty, Agricultural Inputs, CRM Practices, Agri-Input Market, Amravati
