Vol. 12, Issue 3 (2023)

Author(s):
Venkatesa Palanichamy N, Pavithra S, Kalpana M and Balakrishnan N

Abstract:
The predominance of tomato cultivation to know the Buying behavior of farmers, Brand Preference of farmers towards different tomato seeds, Factors influencing of purchasing of tomato seeds, Brand Switching behavior of farmers and constraints faced by farmers in Coimbatore district in hybrid seed marketing as well as cultivation of hybrid tomato. The primary data required for the study were collected through personal interview method with the help of a pre-tested interview schedule. Secondary data about the study area regarding agriculture and general information were collected from Government of Tamil Nadu. The primary and secondary data collected were tabulated, processed and subjected to statistical analysis. The multi-dimensional scaling technique was used to measure the preference level of the farmers. Farmers ranked top four attributes viz., brand, easy availability, stress tolerance and yield for Syngenta, Rasi, Mahyco, Namdhari and Indo American seed firms. Indo American and Namdhari preferred because of stress tolerance. Wide fluctuations in purchase of farmer’s unstable brands are due to inconsistency in undertaking the promotional programmes coupled with less performance of farmers preference attributes. Besides every brand has its own salient feature in terms of cob filling and yield, (Syngenta), stress tolerance (Rasi), higher germination and early emergence (Mahyco) etc., and dealer’s response to various promotional programmes of the seed firms. Besides the productivity differences among hybrid seeds are low hence farmers may switch over to other brands frequently.