Attitude and adoption of agri-retailing by farmers in Punjab

The present study was conducted to study the attitude of farmers towards agri-retailing and the extent of adoption and the problem faced in the adoption of agri-retailing. Punjab is divided into 3 regions, namely Majha, Malwa, Doaba. A sample of 60 farmers was selected from each region on the basis of judgmental and convenience sampling. Thus a total of 180 farmers were surveyed. The results showed that the farmers purchased seeds, pesticides, fertilizers and agri-implements from the agri-retail outlets. The factors considered most important while purchasing agri inputs were quality, price, brand and safety to use. The respondents were highly satisfied with the convenience of purchase, after sale service, availability and performance. According to the respondents the factors considered while selling produce to the agri-retail outlets were quick payment, price and convenience of selling.