There has been a significant transformation in social, physical and economic infrastructure. This has consequently changed the attitude and behavior of consumers/farmers. Farmers have shifted substantially toward consumerism, particularly over the past decade. This drastic and rapid change in the Indian agriculture sector has compelled agribusiness firms to continually adapt their marketing strategies to add & retain customers and increase the customer lifetime value. To maximize the efficiency and effectiveness of their market interventions, marketers have been segmenting their customers in numerous ways with its own set of advantages and disadvantages. Our study proposes and evaluates a new approach to agri-input market segmentation based on the farmer buying behavior - Brand loyalty, price sensitivity and response to market interventions. The study included farmers (marginal, small, medium and large) from different social, geographical and agro-climatic regions. The findings of the study would useful for the agri-input suppliers/marketers for developing better marketing mix strategies for different conditions of market and production orientations.