Information Seeking Behaviour for Adoption of Tnau Released Rice Varieties

Abstract

Aim: This study aims to study the information seeking behavior of the respondents from various information sources and credibility of the information regarding TNAU released rice varieties. Study Design: Ex-post facto research design. Place and Duration of the Study: The present study was conducted in two blocks namely Melur and Madurai East blocks of Madurai district in Tamil Nadu. The study was conducted during July and August 2021. Methodology: 120 paddy growers from Melur and Madurai east blocks were randomly selected and interviewed using a pre-tested interview schedule to study the information seeking behavior of the farmers for the adoption Tamil Nadu Agricultural University (TNAU) released rice varieties. Results: Outcomes showed that cent percent of the respondents are getting information from their friends regarding newer varieties. 96.67 percent of the respondents seeks information from Agricultural Officers (AOs) whereas only 5.83 percent seek information from Agricultural Scientists. In recent days, farmers have started using various mass media sources like TV, Portals, websites, mobile apps and Kisan Call centers. The highest credibility of 93.33 percent score were obtained from Friends in personal localite source and 84.21 percent credibility was noted for the information from AOs in cosmopolite source. Also, cent percent credibility noted for Kisan call center amongst the respondents and less credibility observed for internet sources like websites and portals.It could be interpreted that the majority farmers was technologically illiterate to use e-sources like mobile apps, portals etc. as they had very less years of formal education. Conclusion: It can be concluded that the information sources can be designed based on farmers needs and preferences. And information gap should be reduced.