This study examines the socio-economic profile, purchasing behavior, production economics, and marketing efficiency of summer sesame (Sesamum indicum L.) cultivation in the Tapi district of South Gujarat. A total of 150 farmers from the Vyara, Songadh, and Valod talukas were surveyed, along with 20 marketing functionaries. The socio-economic analysis revealed that most farmers are middle-aged (35–50 years), moderately educated, and operate small landholdings. Most respondents had less than five years of experience in sesame cultivation, indicating a relatively recent adoption of the crop. The purchasing behavior analysis, using the Garrett Ranking method, showed that farmers are primarily influenced by the opinions of progressive farmers, past seed performance, and crop yield, while brand name, advertisements, and packaging had minimal impact. The cost-return analysis, conducted using the CACP approach, confirmed the profitability of summer sesame cultivation, with an average net return of ₹64,264/ha and a benefit-cost ratio of 1.39. The marketing analysis revealed that the village trader channel (Channel-II) was more efficient (1.45) than the APMC channel (1.25), providing better producer prices and lower price spreads. The study concludes that summer sesame is a viable and profitable crop for small and medium farmers in South Gujarat, and its potential can be further enhanced through targeted interventions in seed supply, farmer awareness, and efficient market linkages.

Economic analysis of summer sesame, marketing cost, purchasing behaviour

The study of summer sesame cultivation in Tapi district, Gujarat, reveals that the crop is a viable and profitable option for farmers across all landholding categories. The majority of the farmers involved are middle-aged and moderately educated, with many operating on small farms and relatively new to sesame cultivation. Despite resource limitations, farmers show a strong commitment to the crop, dedicating a significant portion of their land to it. Key factors driving seed purchasing decisions include trust in progressive farmers and the historical performance of seeds, emphasizing the importance of peer guidance and performance-based choices. Input usage patterns show that larger farms adopt a more commercial approach, using more hired labor, fertilizers, and mechanization, while smaller farms remain more dependent on family labor and traditional inputs. The average yield achieved was 9.03 quintals per hectare, with large farmers attaining the highest yield of 9.60 q/ha. The average market price received was ₹12,219.13 per quintal, resulting in a gross return of ₹1,10,376.80 per hectare and a net return of ₹64,263.72 per hectare across all farm sizes. The benefit-cost ratio stood at 2.39 based on gross return and 1.39 based on net return, confirming substantial profitability. Marketing analysis further supported this profitability; although 93.33% of farmers preferred selling through APMC traders, the village trader channel proved more efficient, offering a higher producer share (59.13%) and marketing efficiency (1.45). These findings strongly validate the hypothesis that summer sesame cultivation is profitable and demonstrate that better input management and marketing choices can significantly enhance farmer income. Overall, summer sesame not only supports farmers economically but also has potential for further development through improved marketing channels and input management strategies. The future scope of this study includes expanding the research on minor crops during the summer season to different districts and seasons, assessing the impact of government interventions, and integrating digital marketing platforms to enhance farmer awareness, and marketing linkages.

Yogeshkumar A. Lad and Ankit M. Chotaliya (2025). Economic Analysis, Marketing and Purchasing Behaviour of Summer Sesame Seeds in Tapi District, Gujarat. Biological Forum, 17(10): 78-86.