The present study ascertained farmers and seed dealers’ impressions about the public and private sector seed companies in Karnataka.  Conjoint analysis was employed to examine farmers’ seed preferences, using seed price, brand name, timing of seed availability and mode of payment as the seed attributes.  A large number of farmers felt that the public sector seeds were reasonably priced and possessed good quality.  However, they complained in general of poor services of the public sector.  The farmers assigned maximum importance to price, followed by the timing of seed availability and the brand name in their seed buying decisions.