Determinants of Customer Retention in Chickpea Seed Markets: Insights from Surendranagar District, Gujarat, India

Abstract

Chickpea cultivation plays a vital role in the agricultural economy. Understanding the factors that drive customer retention in chickpea seed markets is essential for shaping effective marketing strategies and policy interventions tailored to local farming practices. Therefore, the research was carried out in Surendranagar district to identify key determinants of customer retention in chickpea seed usage. Using a multi-stage sampling method, structured interviews were conducted with 124 farmers across four talukas. Factor analysis revealed ten significant components that together accounted for 66.53% (Eigen value > 1) of the variation in farmers' retention decisions. Influential elements included peer recommendations, soil compatibility, timely seed availability, technical support, and the role of brand image and advertising. These findings offer valuable insights into the drivers of grower loyalty and long-term engagement with chickpea seed suppliers. Stakeholders should focus on enhancing peer led outreach, ensuring region-specific seed suitability, streamlining supply chains, and investing in brand-building and farmer education initiatives. Such targeted strategies will help strengthen customer retention and improve overall productivity in the chickpea sector.