This study involves the application of SWOT and Spearman’s analysis models to identify the farmer-retailer responses with reference to factors affecting the adoption and intensity of herbicide use in rice production in Udham Singh Nagar district of Uttarakhand being Tarai region of India. Results broadly indicate significant correlation in the degree to which important explanatory variables of herbicide’s technical formulations and promotional avenues being adopted by retailers affect the intensity and adoption of herbicide use in paddy cropping. The foremost three preferred features for farmers is effectiveness followed by ease of application and quick result (response time). Farmers showed a reluctant behavior towards the economic aspects of the herbicide. As per Spearman’s analysis, a statistically significant correlation has been found between response of farmers and opinion of retailers on over all formulation characteristics of herbicides to be used for weed control in paddy cropping system under Tarai conditions of the area under study. Farmer’s demand-driving-based-ranking of critical factors for success of a new herbicide were the promotional activities (1st), profit margin (2nd), farmers meeting (3rd), advertising (4th), schemes for farmers (5th), field activities by competent staffs (6th), buy back scheme (7th), scheme for dealers (8th), timely availability (9th) and flooding of product in the market (10th), respectively. These observations would be helpful to agribusiness managers in addressing the important issues related to launching a new product in the market.

Keywords: Paddy crop, herbicide use, farmers and retailers response