MULTI-DIMENSIONAL CO-RELATIONAL ANALYSIS OF ATTITUDE OF FARMERS TOWARDS UTILIZATION OF E-CHOUPAL IN THEIR FARM COMMUNICATION

A.P. VERMA¹*, M.A. ANSARI², R. RANJAN³, RUPAN RAGHUVANSHI⁴, DIKSHA PATEL⁵, ARCHANA BHATT^6
1Dairy Extension Division, ICAR - National Dairy Research Institute, Karnal, 132001, India
²Department of Agricultural Communication, Govind Ballabh Pant University of Agriculture and Technology, Pantnagar, 263145, India
³Department of Agricultural Communication, Govind Ballabh Pant University of Agriculture and Technology, Pantnagar, 263145, India
⁴Department of Agricultural Communication, Govind Ballabh Pant University of Agriculture and Technology, Pantnagar, 263145, India
⁵Dairy Extension Division, ICAR - National Dairy Research Institute, Karnal, 132001, India
⁶Dairy Extension Division, ICAR - National Dairy Research Institute, Karnal, 132001, India
* Corresponding Author : arjunverma45753@gmail.com

Received : 01-07-2016     Accepted : 23-07-2016     Published : 21-10-2016
Volume : 8     Issue : 49       Pages : 2072 - 2075
Int J Agr Sci 8.49 (2016):2072-2075

Keywords : Attitude, e-Choupal, Farm Communication, Technology
Academic Editor : Sudhanand P Lal
Conflict of Interest : None declared
Acknowledgements/Funding : None declared
Author Contribution : None declared

This study was conducted in Gonda district of Uttar Pradesh state during the year 2014-15 to assess the attitude of farmers towards utilization of e-Choupal in their farm enterprise and to find out the association with socio-economic, communication and psychological characteristics of farmers in using these tools. Totally 120 respondents were selected as a sample for this study following proportionate sampling method. The findings revealed that majority of farmers were middle aged, small farmers, middle-income group, mass media exposure, extension agency contact, cosmopoliteness and innovativeness. More than two-third of the respondents had medium level of risk orientation, moderate scientific orientation and economic motivation. Regarding attitude of the farmers, more than two-third (80.00%) of the respondents has moderately favourable attitude towards e-Choupal, followed by 13.33 percent of respondents having highly favourable attitude and only 5.66 percent respondent with least favourable attitude. The findings revealed that out of sixteen variables studied, only eight variables namely annual income, education, cosmopoliteness, risk orientation, innovativeness, economic motivation, and scientific orientation were found to be highly significantly and positively related to attitude of farmers towards e-Choupal. Hence, there is a time to prepare, educate and train the farmers in using these tools in their farm enterprise for their wellbeing.