A Study on Adoption and Marketing Behaviour of Mango Growers
D, Lokeshwaran
Synopsis "A Study on Adoption and Marketing Behaviour of Mango Growers"
Abrahamkalpan. 1964. The Conduct of Inquiry, Chandler Publications, New DThe research study entitled "A Study on Adoption and Marketing Behaviour of Mango Growers in Dharmapuri District of Tamil Nadu" was carried out by Mr. D. Lokeshwaran, as part of his academic fulfillment for the degree of Master of Science (Agriculture) in the discipline of Agricultural Extension. The research was submitted to the Department of Agricultural Extension, under the Faculty of Agriculture, at Annamalai University, Annamalai Nagar - 608002, Tamil Nadu, India, in the year 2023. The researcher was registered under Reg. No. 217030006. This comprehensive study focuses on the vital fruit crop mango (Mangifera indica), which plays a significant role in the Indian economy and especially in the livelihoods of farmers in the Dharmapuri district. The Dharmapuri district of Tamil Nadu, known for its vast mango cultivation, particularly in the Karimangalam and Palacode blocks, was selected as the study area due to its commercial importance in mango production and its contribution to the horticultural economy of the state. The district ranks among the top mango-producing areas in Tamil Nadu, and hence was deemed ideal for exploring both technological adoption and marketing practices. The study employed a proportionate random sampling technique to select 120 mango-growing farmers from twelve villages, with six villages chosen from each of the two blocks. A structured and pre-tested interview schedule was designed to gather comprehensive data from the respondents. The research methodology included the identification of fifteen independent variables (such as age, education, farm size, income, innovativeness, risk orientation, scientific orientation, etc.) and the use of appropriate statistical tools to analyze the relationship between these variables and the adoption and marketing behaviour of mango farmers. The major objectives of the study were to assess the socio-economic and psychological profile characteristics of mango growers, determine their extent of adoption of recommended mango cultivation technologies, study their marketing behaviour.
