What is it about?

This research paper deals with the importance attributed to different media, their usage and contribution as the information sources in the purchase of agri-inputs by Indian farmers.

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Why is it important?

Information is a productive resource, and this is more applicable in the case of agricultural production and marketing. An understanding of the extent of farmers’ search activity, the types of information sources and components they utilize, and the relative importance they place on different sources and information components can go a long way in developing effective marketing strategy. This study helps in doing so.


Although there are many studies on media preferences of farmers carried out in the context of extension in which the focus is on improving agricultural practices, there are very few which focus on media usage by farmers for the purchase of agri-inputs and this study tries to fill the gap.

Professor Niraj Kumar
Development Management Institute Society

Read the Original

This page is a summary of: Use and Contribution of Information Sources in Buying Process of Agri-inputs by Farmers in India, Journal of Agricultural & Food Information, April 2015, Taylor & Francis,
DOI: 10.1080/10496505.2015.1004070.
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