A Study of Farmers’ Purchasing Behaviour towards Hybrid Cotton Seed in Gujarat
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This study was conducted between February to April 2019 and covered six talukas and 42 villages selected purposely from Rajkot district. Both, primary and secondary data were used. The primary data were collected on structured schedules through personal interview method. The secondary data were collected from available resources like Government reports, websites, etc. Tabular analysis, Exploratory Factor analysis, and Garrett's Ranking Technique were used to analyze data. The study revealed that 66 per cent of the total variance in the data set was explained by five factor solution. These factors were production, promotion, retailers ’suggestion, quality, and price. The demonstration was found as the best promotional tool followed by after sales service, farmers ’meeting, campaigning, retailers ’suggestion, leaflets, videos, posters, exhibition, and wall painting (murals). It was suggested that the private and public sector institutes should invest more in research to produce high quality seeds with better ball size, and yield. There should be more focus on demonstration method and after sales service.
Cotton, exploratory factor analysis, purchasing behavior, seed industry.