Study of the Farmers Buying Behaviour of Hybrid Rice Seeds An Empirical Study of Jharkhand and Chhattisgarh India

Abstract

Hybrid rice technology is regarded as one of the most newlineessential technologies for meeting the worldand#39;s rice needs, newlineHowever the adoption has been very low and not upto the newlineTargets. An empirical study of farmer s buying behavior in newlinethe region of Jharkhand and Chhattisgarh has been newlineconducted with the help of a conceptual framework with newlinethe purpose of identification and validation of factors newlineinfluencing the buying behavior towards hybrid rice seeds, newlinealong with an examination of identified factors on buying newlinebehavior of hybrid rice seeds. The research work also newlineexamined the mediating effect of farmer s hybrid rice seed newlinebuying behavior on the relationship between factors newlineaffecting farmer s buying behavior and their post-purchase newlinesatisfaction with the hybrid rice seed. The motivation newlinebehind this work is to provide a clear picture of farmer s newlinebuying behavior of rice seeds so adoption can be increased newlineand farmer as well as the nation benefits. newline