Vol. 12, Issue 3 (2023)

Author(s):
Laxmi Rani Dubey, Raginaben S Rathava, Lalita H Saini and AK Saini

Abstract:
Green Gram (Vigna radiata) is one of the most important pulse crops. It is growing almost all parts of the country. It is the most dominant pulse having a share of around 40 per cent in the total production. The present study aimed to examine the analysis of marketing status and buying behaviour of Kharif Green Gram Seed growers. Total 120 green gram seed growers and 10 dealers were selected as sample respondents for the study. The present study has been undertaken in Tharad and Vav talukas of Banaskantha district, as both the talukas have higher area under kharif green gram cultivation. Multistage random sampling technique was adopted to select the districts, talukas and villages. The study was mainly based on primary data, which were collected through personal interview with the help of structured schedule. The results showed that highest market share was captured by Western Agri Seeds Company followed by Utsav Seeds Company and Avani Seeds Company. Majority of green gram seed growers purchased green gram seeds on cash payment. Most of green gram seed growers were purchasing seed from retailer’s shopat the time of sowing. The overall finding of the study indicated that brand awareness is mainly spread out through dealers and which is a matter of concern as dealers can influence growers to purchase a specific brand with the higher margin and lower quality seeds. It is also observed that maximum growers are buying green gram seeds from retailers at the time of sowing only, which is causing them to pay high prices and hence it is suggested that growers should plan advance purchases to get required variety seeds well in time. The study also pointed out that large number of green gram seed growers were unsatisfied from the quality of previous year seed purchased. Hence there is a need to take initiative by government research institutes and green gram seed companies to reorient research work related with green gram seed.