Study on marketing and buying behaviour of farmers towards sweet corn seed in Guntur district, Andhra Pradesh

Abstract

The present study investigates the marketing and buying behaviour of farmers towards sweet corn seed, focusing on factors that influence their purchasing decisions. Understanding farmers’ preferences is vital for improving seed marketing strategies and enhancing adoption rates of improved seed varieties. The study synthesizes literature from Guntur district of Andhra Pradesh, highlighting key determinants such as brand image, seed quality, pest resistance, yield potential, price, and promotional activities. Peer influence, dealer recommendations, and community networks also emerged as significant factors shaping buying behaviour. Additionally, the role of organized versus conventional retailing, seed packaging, and perceived economic returns was examined. The findings suggest that farmers exhibit brand loyalty when their expectations regarding performance and support are met. Challenges such as fluctuating prices, lack of awareness, and limited access to quality seeds were noted. The study underscores the need for targeted marketing strategies, consistent promotional efforts, and enhanced access to reliable information sources to support informed decision-making among farmers. The insights can assist Agri-input marketers, policymakers, and extension agents in designing farmer-centric interventions.