UJWALA RANI, S.BALA KRISHNA, M.2021-10-042021-10-042021-10-04https://krishikosh.egranth.ac.in/handle/1/5810176582FARMERS BUYING BEHAVIOUR OF TOMATO SEED IN CHITTOOR DISTRICT OF ANDHRA PRADESHThe present study entitled “Farmers Buying Behaviour towards Tomato seed in Chittoor district of Andhra Pradesh” was intended to examine the farmer buying behaviour and factor influencing buying behaviour of farmers towards tomato seed and also to study about the different tomato seed brands available in the study area and reasons for farmers loyalty towards brands and also their brand switching behaviour. Chittoor district was purposively selected for present study, as it is leading district in production of Tomato. The top two mandals with maximum area under cultivation of tomato and three villages from each mandal based on criterion of highest area under tomato cultivation was purposively selected with a sample size of 120 farmers. The selected villages are Thavalm, Reddivaripalle, Nimmanapalle, Devarapalle, Peddapalem and Sompalle. The information related to the present study was collected using a well defined schedule through personal interview method. Detail information was collected and it pertained to the agricultural year 2019-2020. Weighted score method, percentage analysis, Chi-square test, factor analysis and Garrett ranking technique were employed to analyse the set objectives. There are eight seed brands of tomato crop, which are generally used by farmers in Chittoor district i.e., SAAHO, PHS Sweakar (448), Namdari NS2535, INDAMRUCHI, US-440, JKTH-100, SRI VIJAYA and ANSAL. Among all brands, majority of farmers prefers SAHOO variety even though its cost is high when compared to other brands. Through factor analysis, it xv was found that farmer prefer the specific seed brands when it have high yield potential and resistance to pest and disease attack. Before buying specific seed brand regarding its price, yield availability from various information sources like retail shops, dealers, progressive farmers and through study it revealed that majority of the farmers are influenced by dealers of company and they are also attracting the farmers by giving services like discounts, credit on the brand for increase their market share. Once after using of specific brands, farmers evaluate their satisfaction. If they are satisfied, they go for repeat purchase or in case dissatisfied they prefer to purchase another product. This repeat purchase develops loyalty towards the brand. There is always a proportional relationship between farmers loyalty and brand preference of a product. Farmers loyalty can be gained when he is provided with good reliable hybrid variety brand which further increase their rupee returns. Through Chi square analysis, it was observed that there is a strong association between seed characteristics and brand preference and also revealed that there is no association between age, literacy, income with brand preference. Majority of the farmers facing constraints like high price of seed because of their low purchasing capacity. While purchasing the seeds extension personnel should ensure the availability of farm credits to the small and marginal farmers and find out how the credits would be made available to them easily and readily for purchasing the required improved technology, farm inputs and also should organise trainings on management of pest and disease.EnglishThesis