This study was taken up to analyse the association of socio demographic variables like Age, Education, Income of farmers towards preferring different varieties or brands of Chilli seed in Guntur District. Through Chi square analysis it was found that ,there is no significant association of socio demographic factors and brand preference while significant association has found with seed characteristics like yield, quality, resistance to pest and disease, timely availability of seed .It is noticed that , majority of the farmers i.e. 42.50 per cent preferred seed variety which has high resistance to pest and disease resistance followed by availability of seed and Price . There are 8 seed brands which are popularly used by farmers in Guntur i.e VNR – 577, US 341 ,VIKRANTH BSS – 355, GAYATRI – 155, JINI 2626, ROMY 21355, BYADAGI . It was found that , 24 percent of farmers prefer BYADAGI variety though its cost is high as it has good quality and high resistance to pest an diseases coupled with credit facility that brand.
