Factors Influencing the Buying Behavior of Hybrid Paddy Seed Growers

Pandey, Rashmi; Vinayagam, S. Senthil; Krishnan, M.; Akhila, K.

doi:10.9734/ajaees/2020/v38i830389

Cited by 4 publications

(4 citation statements)

References 5 publications

(9 reference statements)

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“…Top consideration of dealers/ retailers for marketing the product of the company : Dealers/retailers play an important role in rural marketing for creating demand for hybrid paddy seeds among growers (Pandey et al, 2020). So, it is necessary to understand driving force of distributors and retailers for recommending a particular brand of product to the farmers.…”

Section: Methodsmentioning

confidence: 99%

Market Potential and Promotional Strategies for VSPL Hybrid Paddy Seeds in Koraput District of Odisha

Shravanthi¹

2022

irjee

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Indian seed industry has contributed signifi cantly to ensure continued access to quality seed for the Indian farmers. VSPL is pioneer in the Indian seed industry which is working continuously for providing quality seed to farmers. VSPL wanted to increase their market share in Koraput district of Odisha. Therefore, a study was conducted in 2021 to assess the market potential of VSPL and to formulate promotional strategy for VSPL in the study area. Primary data was collected from 100 farmers and 20 dealers/distributers/retailers. Convenience sampling technique was used to select farmers and purposive sampling technique to interview retailers and distributors. The data collected was tabulated and analysed to get meaningful results. Hybrid paddy seed dominates the paddy seed market in the study area. The US Agriseeds, Mahyco, Dhaanya, Bayer, Syngenta, VNR seed and Rasi seed were the leading brands for hybrid paddy seeds in Koraput district. Majority of the farmers were small and medium farmers and they cultivated paddy primarily for self-consumption. Thus, the farmers preferred medium slender grain with duration of 120-125 days. Unawareness of the farmers about VSPL hybrid paddy seeds was the main reason behind poor market share of VSPL products. VSPL should give importance to promotional activities to improve its market share. Therefore, based on the key fi ndings of the study, 4P’s of marketing mix was suggested for VSPL hybrid paddy seeds. A promotional strategy and a promotional game were designed to promote the hybrid paddy seeds of VSPL in the study area.

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Section: Methodsmentioning

confidence: 99%

Market Potential and Promotional Strategies for VSPL Hybrid Paddy Seeds in Koraput District of Odisha

Shravanthi¹

2022

irjee

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“…Private sector is playing its part in engendering vigorous rivalry, which will ultimately benefit the farmers. Once the private sector is convinced that there is a demand for hybrid seed, the willingness to invest in commercial seed production as it is moderately profitable [1][2][3][4][5].…”

Section: Company Profilementioning

confidence: 99%

A Study on Brand Promotion of Hybrid Paddy in Koderma District of Jharkhand

Kumar¹,

Barker²

2023

AJAEES

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This study was on brand promotion of hybrid paddy in Koderma district of Jharkhand. It was mainly focussed on positioning of Arize 6444 with respect to other hybrid paddies and to formulate a proper promotional strategy for enhancing the acceptability of Arize 6444. It was found that lots of providers were present who supplied hybrid seeds. Bayer, Nath Bio Genes, Syngenta, and Pioneer Corteva were the providers whose sales were in demand with other like Dhanya seeds, Sri Ram seeds, JK seeds, Kaveri seeds, Advanta India limited. As this study is on brand promotion, so, positioning of this product would be needed to evaluate. majority of sales of hybrid paddy varieties is from Pioneer Corteva company and the varieties name are 27P31 and 27P22 i.e. 3000 kg followed by the Bayer arize 6444 of sales 2500 kg. So that, it would be giving the path to analysis proper strategy and planning to executive the brand promotion by proper promotional strategy in front of the respondents. Three Main parameters Bayer can look up to create demand generation among major agro based companies are trust worthiness, product value, affordability.

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“…Ahmad (2018) reported that the topmost factors to which farmers give preference while buying hybrid seeds were yield potential, wilt resistance, brand image, timely availability and germination percentage of seed. Pandey [12] reported that majority of the farmers were aware of hybrid paddy seed dealers/retailers play an important role in rural marketing for creating demand among hybrid paddy seeds. Mustafiz [13] concluded that lack of market information, poor institutions and arrangements, poor marketing infrastructures, transportation system, and high and unfair profit margin distribution among the value chain actors with little share to the farmers in the vegetable seed market.…”

Section: Review Of Literaturementioning

confidence: 99%

A Study on Farmers’ Buying Behaviour of Hybrid Vegetable Seeds in Coimbatore District

Sindhuja

Sivakumar

Chandrakumar

et al. 2022

AJAEES

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This study analyzes the farmers' buying behaviour with reference to hybrid vegetable seeds. The research was carried out in the major six vegetable growing blocks of Coimbatore District, Tamil Nadu. A total of 120 farmers were selected using the simple random sampling method. The major Hybrid vegetables grown in the study area were tomato, gourds, bhendi, chilli and brinjal. Yield, price, quality, pest and disease resistance were the major factors influencing the farmers’ buying behaviour of vegetable seeds. Pest and disease attacks and high seed prices were the significant problems that the sample farmers were facing when cultivating hybrid vegetables. Field demonstrations and free samples to vegetable growers were the two most common promotional activities used by hybrid vegetable seed companies.

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Factors Influencing the Buying Behavior of Hybrid Paddy Seed Growers

Cited by 4 publications

References 5 publications

Market Potential and Promotional Strategies for VSPL Hybrid Paddy Seeds in Koraput District of Odisha

Market Potential and Promotional Strategies for VSPL Hybrid Paddy Seeds in Koraput District of Odisha

A Study on Brand Promotion of Hybrid Paddy in Koderma District of Jharkhand

A Study on Farmers’ Buying Behaviour of Hybrid Vegetable Seeds in Coimbatore District

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