The objective of the study is to identify the brand preference of farmers towards Drip Irrigation Systems in Erode district of Tamil Nadu, India; to identify the factors influencing the preference for the use of a particular brand and to identify the effectiveness of promotional activities followed by Manufacturers /dealers of different brand. The farmers those who are using drip irrigation system were selected purposively. The total size of sample respondents was fixed as 100 farmers and 25 dealers for the study. Most of the farmers felt that by using drip irrigation they are saving the labour cost occupies the first rank followed by easy irrigation. Netafim was mostly used brand by farmers followed by Jain irrigation system, flowtech etc. Most of the dealers’ doing direct approach promotional activities followed by through existing customers. All the dealers of different companies were getting 5-10 Percent of margin for sale of their brand. Most of the dealers felt that credit availability was the important one to influence the brand preference of drip irrigation system followed by good brand image and quality of the product.