ADOPTION OF NEW SESAME VARIETY IN SMALL SCALE FARMING IN WEST BENGAL: BARRIERS AND STRATEGIES

A. DAS¹, A. ADHIKARI², B.L. DUDHAT³*
¹College of Horticulture, Anand Agricultural University, Anand, 388110, Gujarat, India
²Professor, Marketing Management, Indian Institute of Management, Kozhikode, 673570, Kerala, India
³College of Horticulture, Anand Agricultural University, Anand, 388110, Gujarat, India
* Corresponding Author : bharatdudhat@gmail.com

Received : 11-03-2020     Accepted : 08-06-2020     Published : 15-06-2020
Volume : 12     Issue : 11       Pages : 9922 - 9926
Int J Agr Sci 12.11 (2020):9922-9926

Keywords : Transfer of Technology, Small Scale Farming, Adoption behavior, Market segmentation, Marketing
Academic Editor : Aparna Jaiswal, Altino Choupina, R. M. Patel, Kalaivanan D., Nadia Haider
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Anand Agricultural University, Anand, 388110, Gujarat, India
Author Contribution : All authors equally contributed

In agro-economies predominated by small scale farming, many produces have descended to commodity status due to prolonged absence of new technology (product and process). Small scale farming offers challenges to rise above commoditization hence presents opportunities to assess adoption behavior, consequently a scope for adopter categorization and market segmentation in transfer of new technology. Much uniformity was observed in farmers’ profiles which did not offer much scope for adopter categorization, whereas, market segmentation according to adopters’ priority was possible and strategies were suggested. Production, market, profit and reliability on resource persons came out as the major contributing factors in adoption decision. The strategies suggested were, to continue intense campaigning for the crop in those areas where crop performance was better and in areas with poor performance of the crop, breeding programmes should had been initiated with the expertise of scientists.

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