The agricultural sector plays a crucial role in the country’s economy, with a significant portion of the population dependent on farming for their livelihood. Among various crops, tomatoes hold substantial economic importance due to their high demand and profitability. However, adoption of hybrid tomato seeds remains a challenge for many farmers, particularly in regions like Latehar district of Jharkhand, where traditional farming practices dominate. The present empirical research study seeks to explore the awareness and brand preference of farmers in Latehar district towards hybrid tomato seeds. The study aims to address several critical issues, including awareness, brand preference, and the overall buying behaviour of tomato growing farmers by using a descriptive cross sectional research design. The study also unearths the key constraints perceived by farmers in adopting hybrid seeds, providing insights into the barriers that need to be overcome. Employing a multi-stage sampling technique, respondents were carefully selected to ensure a representative sample of the tomato-growing farmer population in the district. The result indicates that the farmers are aware about the hybrid tomato seeds as well as few of the brands. Factors like ‘High yield compared to another brand’ and ‘Quality of fruit compared to other brands’ came out to be the most influencing factors; followed by “Resistant to seed borer” and “Dealers’ influence on brand” with third and fourth rank respectively. The least influencing two factors were found to be ‘Attractive package and unit size’ and ‘Availability on credit’. Major constraints were found to be ‘Market accesses’ to sell the produce, ‘Infrastructure’ like irrigation facility and value addition facility for the produce after harvest and the ‘Perceived risk’ of climate (untimely rain and hail stones) as well as the diseases

Awareness, Brand preference, Buying behaviour, Constraints, High yield, Hybrid seeds, Market access, Perceived risk, Tomato

The study on "Awareness and Brand Preference of Farmers for Hybrid Tomato Seeds in Latehar District of Jharkhand" provides critical insights into the factors influencing hybrid tomato seed adoption by the farmers. The research highlights the importance of socio-economic characteristics, awareness levels, brand preferences, and various determinants of purchasing decisions among farmers in the region. The findings indicate that farmers are well-informed about hybrid tomato seeds, showing strong brand loyalty to well-known seed brands such as Syngenta, Nunhems, Seminis, and Namdhari. Key factors influencing their purchasing decisions include high yield, quality of fruit, resistance to pests and diseases, and dealer influence. Addressing the constraints related to market access and infrastructure can further enhance the adoption and satisfaction levels of farmers. By implementing targeted marketing campaigns, conducting field demonstrations, forming collaborations, emphasizing high yield and quality, and providing robust customer support and loyalty programs, seed companies can significantly improve their market presence and farmer satisfaction. This study serves as a valuable foundation for understanding the hybrid tomato seed market dynamics in Latehar district and provides actionable recommendations for seed companies and policymakers to foster sustainable agricultural growth and productivity

Ranju Nagesia and Mehul G. Thakkar (2024). Awareness and Brand Preferences of Farmers for Hybrid Tomato Seeds in Latehar District of Jharkhand. Biological Forum – An International Journal, 16(9): 75-79