Determinants of Adoption and Marketing Behaviour among Minor Millets Growers in the Central Dry Zone of Karnataka, India

Abstract

The research investigated the factors influencing the adoption of production technologies and marketing practices among minor millet cultivators in the Central Dry Zone of Karnataka. Using an ex-post facto design, data were gathered from 120 farmers in the Tumakuru and Chitradurga districts. Data were collected using a pre-tested structured interview schedule and analysed using frequency, percentage, mean, chi-square, correlation, and regression. The results indicated that variables including age, education, farming experience, income, social participation, economic motivation, knowledge, mass media exposure, and extension contact significantly affected both adoption and marketing behavior. In some cases, though, cosmopolitanism, innovation, and participation in extension programs had little or no effect. A majority of farmers exhibited medium levels of adoption and marketing behaviour, indicating scope for improvement. The findings emphasize the importance of targeted extension interventions, capacity building, and strengthening market linkages. Overall, improving these factors can enhance productivity, profitability, and livelihoods of minor millet growers.