Study on Consumer Behaviour of the Farmers and Market Potential of Hybrid Castor Seeds in Banaskantha District of Gujarat State

The study was conducted in the Banaskantha district of Gujarat. It was observed that while purchasing seeds, the farmers consider various factors like yield, price, promotion, water requirement, etc. and 50 per cent of the farmers preferred high yielding variety seeds. It was found that most (95%) of the farmers were growing the castor crop for selling purpose. In present year, Pioneer, Syngenta, Kaveri are having more popular variety so it is very important to redevelop their marketing strategies and try to cover maximum market in Banaskantha. PHI Company is at top regarding sales promotion activity. Castor crop can be grown in all the seasons but 75% of farmers were growing castor in Kharif season. As 67 per cent of farmers were satisfied with varieties using currently, it was observed that they were glued to one variety i.e., Western 66. Increase in promotion activity would be helpful to the Western Agriseeds Company to expand its market share.