A STUDY ON AWARENESS AND ADOPTION OF TEKILA HYBRID CABBAGE SEEDS IN NILGIRI'S DISTRICT.

The input industries of the industrialized countries witnessed a consolidation through acquisitions and mergers resulting in a few global research based companies which has changed the industry with few and more competitive players. Hybrid seed is a business activity through which the everyday needs of Indian farmers are fulfilled. Though there were many seed companies, few of them face success and few faces difficulties in continuing the hybrid seed as a business. The reasons may be plenty. Any organization want to be successful, they will be having constant eye on the recent developments of hybrid seeds, competitors' strategies, attitude of farmers, and their preferences, seasonality aspects etc., If a company wants to increase the sales volume, it should give special attention on farmers' expectations and their preferences towards that particular hybrid seeds. This study is one such kind focused to address the hybrid cabbage seed, Tekila (produced and distributed by the Syngenta seed division Ltd). In this connection I had undertaken this study to analyze the brand awareness, adoption, and the factors influencing the brand preference among the farmers.