Vol. 12, Issue 6 (2023)

Author(s):
HR Bavadiya, RS Pundir and Alvira Rajwadi

Abstract:
India holds a prominent position in the global agricultural sector, serving as a vital source of livelihood for a substantial portion of its population. Agriculture contributing around 17 per cent to the country's economy. This research aims to explore the customer value proposition for precision farming and identify problems faced by banana farmers in the Borsad and Petlad Talukas of Anand District. The research adopts a descriptive research design and employs a non-probability sampling method known as purposive sampling. The sample consists of farmers from different categories, including small, medium, and large-scale farmers. A total of 50 farmers from Petlad and Borsad Talukas were selected to conduct the study. The survey was conducted over a span of 90 days, utilizing a semi-structured research instrument. This study focuses on customer value perception (CVP) and key challenges in the agricultural sector. Quality and reliability emerged as crucial factors for customers, supported by attributes such as expertise, fast response, guarantees, and value for money. Weather, disease, nutrition, irrigation, and pests were identified as significant problems, highlighting specific issues like Yellow sigatoka, Nematode, Quantity, and Uneven rainfall. Product demonstration, quality product and reliability on product is influencing factor so focus in that area may result better results.