Farmer's Purchasing Behavior Towards Coriander Seeds in Junagadh District, Gujarat, India

The study investigates the key factors influencing seed selection among farmers, based on a survey of 200 coriander growers across four talukas using a multistage sampling method. Employing multiple linear regression analysis, the study identified seed quality (including germination, purity, and performance, brand reputation), price, annual income and cultivated area as statistically significant determinants of purchasing behavior, with an R² value of 0.706. Despite the availability of major seed brands, a considerable number of farmers continue to opt for unbranded seeds, revealing gaps in regulatory oversight and ineffective market communication. The findings underscore the need to enhance seed marketing strategies, improve distribution systems, and invest in farmer education to promote more informed and reliable purchasing decisions.