This document discusses farmers' buying behavior towards maize hybrids. It outlines several factors that influence farmers' decisions, including land holding size, education level, soil type, irrigation type, desired seed parameters, and price. It also describes different types of decision making processes farmers may use, including complex, dissonance reducing, habitual, and variety seeking behaviors. Finally, it provides a consumer behavior model and outlines the seed purchase decision making process, concluding with suggestions like improving packaging, maintaining quality, promoting awareness programs, and developing new seed varieties.

1. Farmers Buying Behavior towards Maize
hybrids
By
Group-5

2. • Introduction
• Factors influencing
• Types of decision making
• Consumer behavior model
• Process of decision making
• Suggestions
Agenda

3. • Buying Behavior is the decision processes and acts
of people involved in buying and using products.
• Buying Behavior is differ according to product and
consumer.
• Buying Behavior depends on factors influencing,
types of decisions, decision making process.
Introduction

4. 1. Farmers land holding: Large farmers go for low
cost hybrid seeds as the land holding is more. They
can’t use high price hybrids because of high
maintenance cost.
2. Farmers education: Less educated farmers go for
retailer’s choice. High educated farmers go for
choices given by KVK, RSK etc.
3. Type of soil:
e.g: Black soil requires water logging resistance
hybrids.
Factors influencing farmer buying behavior

5. 4. Irrigation type:
e.g: Rainfed growers go for draught tolerance
hybrids.
5. Parameters for purchasing the seeds:
e.g: If farmer want shootfly resistance then he go for
shootfly resistance hybrids.
6. The price of the seeds:
e.g: Farmer who ready to maintain all requirements
of the hybrid he go for high cost hybrids.
7. Promotional activity of the company:
e.g: CP seeds by vigorous promotion it conquered
the market.

6. Complex Buying Behaviour
Dissonance Reducing Buying Behaviour
Habitual Buying Behaviour
Variety Seeking Farmer Behaviour
Types of Decision making

7. STIMULUS
• Yield
• Grain colour
• Grain weight
• Packaging
• Germination %
TRANSFORMER RESPONSES
Purchase of
Rasi Brand
Internal Influences
• Previous experience
• Perception of hybrid
seeds
• Attitude towards seeds
• Personality
• Motivation
• Need
Product- Maize hybrid
Place- Haveri dist
Price- 850/5kg
Promotional activity
• RKM campaign
• Postering
• Leaflets
• Demo seed
DEMOGRAPHIC-
Age, education
ECONOMIC- Land
holding
SOCIAL- Success
story
DECISION
MAKING
PROCESS
NO
PURCHASE
ConsumerBehavior Model

8. Post purchase evaluation
Product purchase
Evaluation of alternatives
Search for information
Need Recognition
Decision making Process

9. • Attractive and good Packaging
• Maintaining the constant seed performance quality to
retain the farmers
• Proper promotion has to be made to create proper
awareness
• To retain consumers programs such has field day,
distributing demo seeds etc., has to be conducted
• Company should develop high yielding & short
duration variety of seed with low water requirement
Suggestions