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ThesisItem Open Access Communication behaviour of dairy farmers in Punjab(Punjab Agricultural University, Ludhiana, 2022) Vaishali; Gupta, Ritu MittalThe present investigation was conducted to analyze the communication behaviour of dairy farmers in Punjab. The aim of the study was to analyze the communication behaviour along its different parameters i.e. information seeking, processing and dissemination behaviour besides the constraints faced by dairy farmers to access the various information sources. A total of 160 dairy farmer (male and female) from three socio-cultural zones of Punjab who had at least four milch animalsconstituted the sample for the study. Data were collected through a well-structured and pre tested interview schedule. Gender desegregated role performance in dairy shows that males were more responsible for the dairy activities like feeding, breeding, animal health care, marketing while in the activities like finance, shed house cleaning, milk sale and produce records femaleās involvement was more. Information seeking was found to be associated with gender while information processing was associated with family type and information dissemination was associated with marital status. Overall communication behaviour of majority male dairy farmers lies in the medium level while female dairy farmers had low communication behaviour. Information seeking, information processing, information dissemination and communication behaviour all were found to be significantly related to each other. Communication behaviour was found to be significantly related with age and qualification. Female respondents faced personal, technical/ organizational as well as psychological constraints significantly more than their male counterparts. Therefore, innovative strategies using IT and social networking sites should be chalked out to provide information to females as well so that information is effectively transferred and readily accepted by dairy farming families.
