factors affecting chemical fertilizers use on small and medium size farms in Riyadh area

All the seven Saudi Arabia development plans emphasized the importance of Agricultural sector to secure more food for the increasing population as an effective approach to diversify the national economy base and reduce The overdependce on oil as main source of national income. Agricultural also contributes to the simulation of employment opportunities in other supporting sector ,providing raw materials for food industries and improving the rular people level of living and thereby decreasing rular- ubran migration. in addition to that , Agricultural contributes to maintaining ecological balance through reduction of desertification. Emphasis on Agricultural development programs started since the first development Plan(1390 hij) through different approaches among which was the introduction of the technology of chemical fertilizers. The manufacturing of chemical fertilizers Has become one of the pioneering industries in the kingdom. The Saudi basic industries company (sabic)is currently considered as one of the largest producers of chemical fertilizers all over the world. Wise use of of chemical fertilizers contributes significantly to increasing ,and improving the quality of Agricultural production .consumer behavior decision to buy And utilize a specific type of chemical fertilizers rely mainly on consumers knowledge, attitudes, and practices (kap).therefore ,kap assessment is essential for understanding and influencing consumer behavior and decision in the area of buying and utilizing chemical fertilizers. The objectives of this study are as follows: 1-to identify the factors affecting consumer behavior when buying and applying chemical fertilizers through kap assessment. 2-to explore the source of consumers information concerning chemical fertilizers. 3-to investigate consumer preferences concerning different aspects and conditions related to buying And utilizing different type of chemical fertilizers. The importance of this study stems from the need understanding the factor affecting wider application and quick diffusion of chemical fertilizers Among potential consumer to maximize their benefits related increasing and improving the quality of Agricultural production. This study is expected also to suggest some marketing recommendations to enhance the sales of chemical fertilizers . The methodology of the study rely on survey technique through which primary data were collected from a sample of chemical fertilizers consumer, threw personal interview , questionnaires were designed , pretested and used for data collection. The sample size was 500 consumer in Riyadh area . Percentage , mathematical mean , standard deviation , spearman correlation , And stepwise multiple regression analysis were used to analyze the data