Vol. 12, Special Issue 8 (2023)

Author(s):
Priyanka Markam and Sanjay Kumar Joshi

Abstract:
The study titled “A study on varietal penetration and buying behavior of key purchase determinants and Purchase intentions of rice seed in Kanker District of Chhattisgarh” for two critical aspects: rice seed adoption (varietal penetration) and farmers' purchasing behavior in the Kanker district of Chhattisgarh, India. The research aims to gain comprehensive insights into the prevalent rice seed dynamics and agricultural practices in this specific region. The geographic focus on the Kanker district, located within the Bastar plateau, was based on its reputation for maximum rice production compared to other zones in Chhattisgarh. The district consists of seven blocks, with Charama and Kanker blocks selected for sampling due to their significant rice seed area and production. The study included 100 farmers, categorized by their total landholding into marginal, small, medium, and large farmers. Data revealed that medium farmers constituted the largest group, covering nearly half of the total land area surveyed. One of the essential aspects of the study was to identify the distribution of rice seed varieties by different companies and institutes operating in the Kanker district. ANGRAU emerged as the largest distributor, with two varieties, MARUTERU MTU-1010 and MTU-1001, being prominent. IRRI held the second-largest market share, offering IR-64 and IR-36 rice seed varieties. Regarding farmers' purchasing decisions, the study highlighted that quality was the most critical factor, influencing a majority of farmers surveyed, followed by price. Insights into these determinants can aid policymakers and seed companies in developing targeted strategies to meet farmers' preferences and needs. Furthermore, the study examined farmers' intentions when purchasing rice seeds. Higher yield, good germination, and resistance to pests and diseases emerged as the most significant factors influencing farmers' decisions. the study analyzed the current market share of rice seed companies in the study area. ANGRAU and IRRI dominated the market, while other companies and institutes held smaller shares.