Market Potential and Farmers' Buying Behaviour towards Cumin Seeds in Rajkot District, Gujarat, India

The Indian agriculture sector heavily relies on quality seeds for optimal crop productivity. The Indian seed industry plays a crucial role in providing high-quality seeds to farmers. Hybrid seeds are preferred over open-pollinated varieties, and quality seeds not only increase yield but also reduce production costs. The majority of farmers in Rajkot District are middle-aged, with varied education levels and predominantly low incomes. Experienced middle-aged farmers dominate the region, with small and semi-medium landholdings. Different crops are grown across the Kharif, Rabi, and summer seasons, highlighting diverse cropping patterns. The survey in Rajkot District reveals diverse irrigation sources, with various preferences for cumin seed brands among farmers. Factors influencing cumin seed purchases include performance, branding, quality, growth, and price. Retailers' suggestions, demonstrations, and farmers' meetings are the most effective marketing tools. Overall, 61.84% of respondents rated their experience as good, suggesting satisfaction with products and services, but there is room for improvement.