An Empirical Study on Marketing Strategies for the Marketing of Seeds and the Role of Information Delivery Systems in the Seeds Market

Abstract

This study reported the supply gaps and challenges that affected the availability of quality vegetable seeds in selected Indian seed markets from the perspectives of dealers and farmers. While many participants expressed general satisfaction with seed quality and availability, a portion still faced challenges related to supply shortages. The primary causes were identified as high transportation costs, limited transport facilities, and logistical inefficiencies, all of which impacted the timely delivery of seeds. A strong preference emerged for hybrid seeds, reflecting the market s inclination toward varieties that promised higher productivity. However, improvements in logistics and stock management were needed to enhance satisfaction with availability. newlineThe research also examined marketing strategies, with yield and quality identified as key factors influencing purchasing decisions for both dealers and farmers. Traditional promotional approaches, such as public meetings and exhibitions, remained prevalent, while the use of digital marketing was limited. Dealers and farmers continued to rely on established purchasing channels, with room for improvement in complaint response and customer service to meet evolving needs. The findings underscored the significance of crop choice and seasonal factors in shaping seed demand, with certain crops, like tomatoes and beans, standing out in importance. A gap in best practices, such as soil testing, highlighted an area for awareness programs to help optimise crop yields. Dealers faced challenges in seed storage and pest management, while farmers encountered issues with plant diseases, pointing to opportunities for support in adopting modern farming methods. newlineThe study also analysed information delivery systems, revealing mixed adoption of digital tools, with traditional methods like field visits and public meetings playing a primary role. Limited awareness and infrastructure gaps posed barriers to technology adoption for both groups. Satisfaction with dealer response and seed ava