Socio-Economic and Buying Behavior of Groundnut Growers towards Micronutrient Fertilizer in Sabarkantha District of Gujarat, India

The study aims to analyze the impact of socio-economic, knowledge level and buying behavior of groundnut growers towards micronutrient in Sabarkantha district. This study employed a multistage sampling technique in the Sabarkantha district of north Gujarat, known for its high groundnut productivity. The focus was on three talukas-Himmatnagar, Idar and Talod-chosen for their extensive groundnut cultivation areas in 2024. From each taluka, five villages were randomly selected and eight growers from each village, totaling 120 growers, were selected. The study aimed to explore the socio-economic profiles of groundnut growers, assess their knowledge of micronutrient fertilizers, analyze their buying behavior. The majority of growers (55.83%) were between 36 and 50 years old, with more than 15 years of farming experience. Most belonged to nuclear families and had completed higher secondary education. Borewells and open wells were the main irrigation sources, with 57.50% also involved in animal husbandry. Annual incomes ranged between ₹1,44,901 and ₹6,72,800. Additionally, 73.33% between ₹3,38,501 and ₹8,26,500 from both farming and other sources. Groundnut growers demonstrated high awareness of the importance, access and benefits of micronutrients, though only 19.17% had soil health cards. Agro-input dealers (54.16%) were the primary information source and mixed micronutrients (49.16%) were most preferred. The study found a strong relationship between socio-economic variables and buying behavior, with 96.20% of the variation explained. Positive influences on purchasing included the price of micronutrients, growers’ income, farming experience and larger landholdings, while older growers and those with higher knowledge were less likely to purchase micronutrients. Most growers (75.00%) purchased from agro-service centers or dealers. This comprehensive analysis provides valuable insights into the socio-economic profiles, knowledge and buying behavior of groundnut growers in the Sabarkantha district.