UJWALA RANI, S.AZMATH HUSSAIN, KANDUKURU2022-05-122022-05-122022-12-22D6125https://krishikosh.egranth.ac.in/handle/1/5810184660AN ANALYSIS OF FARMERS BUYING BEHAVIOR TOWARDS CHILLI SEED IN GUNTUR DISTRICT OF ANDHRA PRADESHThe present study entitled “An analysis of farmers buying behavior towards chilli seed in Guntur district of Andhra Pradesh” was undertaken mainly to study about the aspects of farmer buying behavior and brand preference towards chilli seed and the results was analysed with the concept of brand loyalty and switching behavior of farmer. Guntur district was purposively selected for the study and the top two mandals were choosen which has maximum area under cultivation of chilli crop and three villages from each was selected with a sample size of 120 farmers. The selected villages were Gudipudi, Nandigama, Peddamakkena, Anantavarappadu, Vatticherukuru and Lemallepadu. The data related to the present study was collected using a well defined schedule through personal interview method and it pertained to the agricultural year 2019-20. The statistical tools like weighted average score method, percentage analysis, Chi-square test, factor analysis and Garatte’s ranking technique were used. There are eight seed brands which were popularly used by farmers in the study area i.e. 355 Byadgi , BSS – 355 VNR – 577, ROMY 21, GAYATRI – 155, JINI- 2626, US -341 and VIKRANTH. Among these, most of the farmers purchased 355 Byadgi even though its cost is high when compared to other varieties. Through factor analysis it is observed that high yield potential of seed which influence the sample farmers to purchase the brand. Majority of the farmers gather information from dealers about price, availability and quality of seed before taking decision to purchase specific xvi seed and they are also influencing farmers by giving services like discounts, credit on the brand to increase their market share. There is always a positive relationship between brand loyalty and brand preference of a product. Farmers loyalty can be gained when he is provided with good quality seed type. Through Chi square analysis, it was observed that there is a strong association between seed characteristics with farmers brand preference and also revealed that there is no association between age, literacy, income with brand preference. Purchase pattern of various seed brands by sample farmers was collected and data were analysed in four cluster namely loyals, habitual, variety seekers, switchers by using brand loyalty matrix between product involvement and brand support . It was found that, sample farmers repeatedly purchase the same brand with high product involvement, if they were satisfied about price, yield of brand and the farmers shifts to other brands if they have low product involvement with the various reason like trying of new brand and unavailability of credit on brand and lost trust. Some of constraints like unavailability of quality seed, high price of seed were major constraints perceived by farmers. The area under cultivation is not likely to increase significantly, the thrust will have to be on rising productivity per unit of cultivated land. So the government institutions like KVKs, RARS, extension officers should ensure the availability of quality certified seed to farmers at sowing time. Supply of seed on subsidies and attractive MSP will enable small and marginal farmers to purchase seed at affordable price which will help in achieving desirable increase in production and productivity.EnglishThesis