This study was on factors influencing buying behavior of the hybrid paddy seed growers among selected districts of Bihar with following objectives source and level of awareness, buying behavior of farmers and promotion of sales at retail level. The 155 farmers were selected from 27 blocks of six sample districts of Bihar state which includes Banka, Bhagalpur, Katihar, Munger, Purnea and Samastipur. Structured interview schedule was used for collection of data. The Ex-post facto research design was used in this study. By using frequencies, percentages, garrets ranking and factor analysis, the results was carried. Majority of the farmers were aware of hybrid paddy seeds due to promotion of dealers/retailers. Promotional events and trainings were conducted by the company personnel to spread awareness among farmers about hybrid seeds. Plant height, grain size, water logging tolerance are the important factors to influence the farmers for purchase of hybrid paddy seeds. Due to loyalty of dealers they purchase from same outlet and the farmers expect provision of credit facility from the companies. ‘6444’ brand was chosen by the farmers due to better grain quality among all the brands from same outlet.