In recent years, we have found in dealing with some pesticide companies that the industry personnel, from the management level to the execution level and to the front-line marketing staff, mostly have a fragmented understanding of the market and its consumers, lacking systematic market research and consumer behavior analysis.
The decision-makers and actual users of pesticides are basically the same person, among whom males account for more than 87% of the total number of users. From this data, it can be seen that males are the absolute consumer group in the pesticide market. Therefore, enterprises should regard rural males as market targets for study, formulate promotional materials and various market promotion activities according to the psychological characteristics of male consumers, making the content of the publicity more rational and straightforward.
Studying the characteristics of male purchases!
In terms of education levels, nearly 80% of pesticide users have only primary or junior high school education, while those with high school education or above account for only 12%. It can be seen that the consumer group in the pesticide market has relatively low educational attainment, which significantly affects their consumption habits. Due to insufficient educational and cultural attainment, users often misuse pesticides that require specific operational instructions, which in turn greatly affects the effectiveness of pesticide use and ultimately leads consumers to doubt the efficacy of the products.
Considering the low cultural quality of the consumer group, enterprises should strive to make product usage instructions and advertisements as simple and straightforward as possible. If the application operation is relatively complex, on-site demonstrations by personnel are very necessary. Similarly, promotional activities should also suit such group characteristics; if giving away New Year paintings, content featuring sexy beauties would be more effective than landscapes or calligraphy.
Proper use determines results!
The effectiveness of pesticide use is directly related to the correct mixing ratio during preparation. If the preparation is not done properly, it will ultimately lead to consumer doubts about the product's efficacy. Data shows that nearly 90% of people cannot correctly prepare the mixture when using pesticides.
This issue is associated with the low educational attainment of the consumer group mentioned earlier. In response to this point, our enterprises must emphasize the operational method and mixing ratio in the pesticide usage instructions. For example, special fonts and colors can be used to highlight the mixing ratio, and phrases like "If you cannot correctly operate the mixing ratio, please consult local agricultural technicians" can be included. Providing a "dummy-proof" container for the mixing ratio could also be helpful.
Targeting pests accurately is even more critical!
The actual effectiveness of various pesticides is closely related to whether users can achieve "targeted pest control." In this respect, pesticide users are akin to crop doctors; in daily life, improper medication by doctors can lead to serious medical incidents.
Data shows that among pesticide users, less than 30% can identify more than ten types of pests such as cabbage worms, red spiders, aphid spots, leaf miners, root-knot nematodes, and blight, and apply targeted treatments. This means that a large portion of pesticide users are like "quacks."
If users cannot achieve "targeted pest control," the insecticidal results will naturally be unsatisfactory, leading most of them to doubt the quality of the company’s products and thus stop purchasing them. This situation makes us feel somewhat "wronged," but why don't we teach them how to identify pests?
Marketing expert Mr. Kong Changchun (official website: www.kongmingteam.com) reminds pesticide enterprises that they must educate users on identifying pests. Enterprises can print images of pests that the product can kill on the product instructions or give away pest comparison charts during promotions.
From the above, we can see that before reaching the hands of consumers, pesticide products are only semi-finished products. That is, users must process them further to use them normally. The accuracy of this secondary processing is crucial to the outcome. This means that pesticide consumers, to a certain extent, are external processors in the enterprise's supply chain.
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