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Indian Journal of Pure & Applied Biosciences (IJPAB)
Year : 2020, Volume : 8, Issue : 4
First page : (539) Last page : (549)
Article doi: : http://dx.doi.org/10.18782/2582-2845.8218

Farmers’ Brand Preference and Loyalty towards Chilli Seeds in Guntur Districtof Andhra Pradesh

Kandukuru Azmath Hussain^1* , Seedari Ujwala Rani², I. Bhavani Devi³ and M. Bala Krishna^4
1,4Institute of Agribusiness Management, S.V. Agricultural College, Tirupati, ANGRAU
^2,3Department of Agricultural Economics, S.V. Agricultural College, Tirupati, ANGRAU
*Corresponding Author E-mail: k.azmath.hussain@gmail.com
Received: 20.06.2020  |  Revised: 16.07.2020   |  Accepted: 22.07.2020 

 ABSTRACT

Brands are highly valuable chattels. Brand preference reflects customer allegiance, successful marketing campaign and Brand strength. Different seed brands are realised by public and private companies in the market which is becomes a challenge for the farmer to choose best  quality seed brand for cultivation purpose. The study was conducted to analyze the farmer brand Preference and loyalty of chilli farmers while purchasing chilli seeds in Guntur district of Andhra Pradesh. For the study, 120 chilli farmers were selected randomly from two mandals i.e Sattenapalli and Vatticherukuru of Guntur district. Top eight brands of chilli seed were taken for study and ranking was done through simple weighted average method. It was found that majority of the farmers prefer 355-byadgi and BSS-355 because of its biotic and abiotic resistance and high yield potential.  From the study it was also observed that, when a specific brand gives good crop yields the tendency of farmers increased to repetitive purchase of that brand and farmers will shift irrespective of considering the cost of seed.

Keywords: Brand preference, Brand loyalty and Brand switching.

Full Text : PDF; Journal doi : http://dx.doi.org/10.18782

Cite this article: Hussain, K.A., Rani, S.U., Bhavani Devi, I., & Bala Krishna, M. (2020). Farmers’ Brand Preference and Loyalty towards Chilli Seeds in Guntur Districtof Andhra Pradesh, Ind. J. Pure App. Biosci. 8(4), 539-549. doi: http://dx.doi.org/10.18782/2582-2845.8218