Measuring farmer’s satisfaction and brand loyalty toward Indian fertilizer brands using DEA

The present study has attempted to identify Indian farmers’ level of satisfaction and loyalty pertaining to the purchase and use of different fertilizer brands. Fertilizer brands have to operate under certain prevailing constraints, such as uncertainty in weather conditions, the nature of the product and its usages. Added to this, there has been a reduction in the subsidy offered by the government of India, resulting in the escalation of complex fertilizer prices from INR 500 per bag to more than INR 1200 per bag. In order to gain competitive advantage through larger market share and increased profitability under the aforementioned constraints, retention of existing customers and strengthening brand loyalty have become significant preferences for fertilizer-selling firms. The study has employed data envelopment analysis as a tool to measure farmers’ satisfaction and brand loyalty efficiency toward existing fertilizer brands. The European Customer Satisfaction Index model has been used as a reference for the paper. The data analysis reveals that Paradeep Phosphates Limited featured as the most preferred brand. The study has several implications. Managers can use these findings for their self-assessment of the fertilizer brands and then improve upon or manage the farmers’ satisfaction and loyalty patterns.