Archives

S.No	Variables	Mean score
1	resistance to pest and diseases,	6.83
2	seed quality	6.50
3	Profitability	6.34
4	High yield potential	6.33
5	Availability of land	6.18
6	Availability of farm labour	6.12
7	Availability of other farm inputs	6.11
8	Germination of seed	5.79
9	Soil suitability and climate conditions	5.52
10	Anticipated future yield	5.51
11	Uncertainty and fear about adulterants in the seed material	5.50
12	Uncertainty in yield potential	5.50
13	High cost of certified seed	5.50
14	Availability of seed in the village market	5.47
15	Dealer recommendation	5.43
16	Financial options in available with the dealer	5.36
17	Uncertainty of price in the  market	5.33
18	Availability of cash to purchase seed	5.18
19	Peer group influence	5.17
20	Distance of shop	5.03
21	Brand image of seed	4.82
22	Popularity of image	4.65
23	Promotional strategies applied by private companies	4.50
24	Package available in quantities	2.82

       

The mean scores of brand image of seed, popularity of image, promotional strategies applied by private companies and package available in quantities with mean scores of 4.82, 4.65, 4.50 and 2.82 respectively.

Rotated component matrix

       

Table 2: Rotated Component Matrix

       

 

The rotated component matrix shows the factor loadings for each variable that were extracted. Grouping was done with the variables having factor loadings greater than 0.5 across the row. The result of the analysis presented in table 2.  From the table 2 it could be observed that variables are loaded into seven factors. Among the variables, Fear about adulterants in the seed material of factor 7 has highest factor loadings with 0.988 and popularity of image of factor 1 and packaging of factor has second highest factor loadings with 0.916 whereas the variables like distance of the shop belonged to factor 3 and financial options belonged to factor 4 has factor loadings of 0.914.Variables such as availability of seed in the village market of factor 3, germination of seed of factor 6, uncertainty of price in the market of factor 7, resistance to pest and diseases of factor 6, seed quality (variety) offered by the dealer and retailers of factor 6, high cost of seed belonged to the factor 4, soil suitability and climate conditions of factor 7 and anticipated future yield of factor 7 were with factor loadings of 0.909, 0.862, 0.853, 0.832, 0.826, 0.832, 0.817 and 0.812 respectively.
Grouping of extracted factors

       

In order to evaluate the factors influencing the farmers while purchasing chilli seed brands the 24 factors were grouped into seven main which presented in the table 3 and table 4. Although it was possible to have as many as factors as the number of variables, but those variables with Eigen values greater than one was considered for determining the number of factors. Therefore, with the help of cattell’s scree plot, factors were determined (fig 1). There are seven factors with Eigen value greater than one and collectively accounted for 97.14 per cent of variation in the farmers responses as shown in the table 2.

       

Table 3: Grouping of extracted factors

       

 

Factor 1 (product image) consisted of two variables, brand image and popularity of the image which collectively explained the brand value of the product in the market.
Factor 2 (Social influences and experiences) loaded with three variables, peer group influence, promotional strategies and dealer recommendation which explained the services offered and promotional activities taken by the private companies to reach the farmers and to retain brand loyalty of the farmers.
Factor 3 (Location and accessibility) captured 2 variables they are, distance of shop and availability of seed in the village market.
Factor 4 (Product attributes) consisted of packaging, high cost of seed and financial options available with the dealer. Therefore, this group of variables was labelled as product attributes.
Factor 5 (Farm production factors) comprised of availability of land, availability of farm labour, availability of other farm inputs and availability of cash to purchase seed. Therefore, this factor was labelled as farm production factors.
Factor 6   (Offered quality) labelled as offered quality which consisted of variables like seed quality (variety) offered by the dealer and retailers, resistance to pest and diseases, Germination of seed and High yield potential. These factor helps the companies to retain the brand loyalty of the farmers and helps to attract other famers.
Factor 7(Risk factors) included 6 variables they are, Uncertainty of price in the market, fear about adulterants in the seed material, Uncertainty in yield potential, Soil suitability and climate conditions, Profitability and Anticipated future yield. Therefore, this group of variables was labelled as risk factor which explained all the associated risks faced by the farmers with seed, climate, yield and adulterants.
Ranking of Grouped Factors

The mean scores of each factor were calculated and ranking was given according to the scores obtained and presented in the table 4. It was found that the factor offered quality ranked first with the mean score of 6.36 followed by farm production factors with 5.89 mean score. Risk factor, location and accessibility and social influences and experiences factors ranked 3, 4 and 5 with close mean scores of 5.61, 5.25 and 5.03 respectively. Factors like product image and product attributes were considered least by the sample famers ranked 6 and 7 with low mean score of 4.73 and 4.56 respectively compared to the other factor.

Table 4: Ranking of grouped factors

 

CONCLUSION

There are as many as 24 variables identified that influence farmer while purchasing chilli seed. Not all the variables listed have same impact on all the farmers. So, to know the important factors that are highly influencing the farmers factor analysis was used. Factor analysis revealed that among the 24 variables only 7 of them had eigen value greater than 1. It determines that 24 variables should be grouped into seven factors such as, product image, social influences and experiences, location and accessibility, product attributes, farm production factors, offered quality, risk factor. These seven factors collectively accounted for 97.14 per cent of variation in the farmers responses. Among the seven factor the most influencing factor was offered quality with meanscore of 6.36 followed by farm production factors with mean score of 5.89.

REFERENCES

Aji, J. M. M., Rola-Rubzen, M. F., & Batt, P. J. (2001). Factors influencing a farmer’s decision to purchase seed potatoes in East Java. Paper Submitted to Australian Agricultural and Resource Economics Society, Adelaide, South Australia. 1-14.
Benakatti, T. R., Yeledhalli, R. A., Mokashi, P., Patil, S., & Krishna, S. (2014). A study on farmers buying behaviour of cotton seeds in northern Karnataka. International Journal of Commerce and Business Management. 7(1), 110-116.
Bishnoi, Manmeet, Sisodia, Kumar, S. S., kumar, V., & Kumar, V. (2017). Constraints faced by the farmers in adoption of Bt cotton production technology in Bhilwara district of Rajasthan. International Journal of Agriculture Sciences, 9(9), 3933-3936.
Joshi, G. R. (2006). Farmers' preference for rice varieties in Nepal. Therole of attributes. SAARC Journal of Agriculture, 4, 179-189.
Kaliba, A. R. M., Hugo, V., & Mwangi, W. (2000). Factors affecting adoption of improved maize seeds and use of inorganic fertilizer for maize production in the intermediate and lowland zones of Tanzania. Journal of Agricultural and Applied Economics. 32(1), 35-47.
Kang, G., Cai, F., & Zhang, S. (2015). Empirical research on factors that influence the behavior decision of repeated seed purchase for farmers- field investigation based on 519 vegetable farmers in Wuhan city. SHS Web of Conferences 17, 1-9.
Khanal, N. P., & Maharjan, K. L. (2013). Factors influencing farmer’s behaviour in rice seed selling in the market: a case study in the Tarai region of Nepal. Agricultural and Food Economics. 1(14), 1-11.
Kulkarni, K. P., & Sharief, Z. (2018). An analysis of purchasing behaviour and the problems faced by Bt cotton farmers. Journal of Cotton Research and development, 32(2), 311-315.
Patel, B., & Chavda, K. (2017). Factors influencing seed purchase decisions in rural areas of Gujarat. Journal of Modern Developments in General Management & amp; Administration. 1(1), 1-8.
Patel, P., Thakar, K. P., Patel, D., & Joshi, A. R. (2018). Brand preference and buying behaviour of cumin growers towards cumin seed in Banaskantha district. International Journal of Agriculture Sciences. 10(21), 7483-7484.
Ramaswamy, C., & Chandrashekaran, N. (1990). Buying behaviour of farmers - The case of cotton seed. Indian Journal ofAgricuture Marketing, 4(2), 166-172.
Singh, S., Srivastava, D. N., & Kapoor, C. M. (1995). Factors influencing preference for milk supply in Hissar city. Indian journal of animal production andmanagement, 11(4), 226-228.
Thangasamy, E., & Patikar, G. (2014). Factors influencing consumer buying behaviour: A case study. Global Journal of Management and Business Research. 14(5), 37-42.
Timsina, K. P., Jourdain, D., & Shivakoti, G. P. (2016). Farmer preference for seed quality: a discrete choice experiment with tomato growers in Nepal. International Journal of Value Chain Management. 7(4), 368-390.