This study examines the buying behaviour and satisfaction level of farmers regarding hybrid pearl millet seeds in the Banaskantha district of North Gujarat region of Gujarat state. A structured survey involving 200 farmers across four talukas was conducted using a multistage random sampling approach. The key objectives were to assess farmers’ socio-economic backgrounds, investigate their seed-buying patterns and evaluate satisfaction with seed performance. Findings indicate that most farmers were middle-aged males with low formal education and operated on small to medium landholdings. Seed purchasing was primarily through local dealers, with decisions influenced by prior experience, price considerations, and retailer suggestions. Farmers expressed strong satisfaction with seed quality, availability, and service related interactions; whereas yield performance, pest resistance, and brand trust received moderately positive feedback. Price sensitivity emerged as the most dissatisfying factor. Appropriate recommendations have been made to take care of the influencing factors and improve the satisfaction of farmers; ultimately leading to better acceptance and adoption of hybrid pearl millet seeds among the farmers of the study region

Adoption, Buying Behaviour, CRM, Farmer Satisfaction, Hybrid Pearl Millet, Seed

Based on the empirical investigation of 200 pearl millet growers from Banaskantha district; carried out to understand their buying behaviour and level of satisfaction towards hybrid pearl millet seeds; it can be concluded that hybrid pearl millet cultivation in the surveyed region is predominantly managed by male farmers aged between 41-50 years, with most having below SSC education and belonging to nuclear families. Majority have 11-15 years of farming experience, practice irrigated farming on 1.01-2 ha landholdings, and supplement their income with animal husbandry. Farmers commonly purchase seeds from local agri-input dealers and rely heavily on farmers’ meetings and advertisements for information. Most make payments on credit, and seed brand usage varies widely. Purchasing decisions are mainly influenced by past experience, price and retailer recommendations. Farmers expressed high satisfaction with seed quality, availability, and representative behaviour but showed neutrality towards yield, resistance and brand image, with dissatisfaction regarding price. These findings highlight the need for seed companies to offer fair pricing, transparent quality assurance, and stronger educational outreach through dealer support, field demonstrations and farmer-focused programs to improve adoption and trust in hybrid pearl millet seeds

Jayesh I. Chaudhari and Mehul G. Thakkar (2025). Buying Behaviour and Satisfaction Level of Farmers for Hybrid Pearl Millet Seeds in Banaskantha District of Gujarat. Biological Forum, 17(7): 209-214