DEVELOPMENT OF ONE STOP SOLUTION FOR DISSEMINATION OF AGRICULTURAL INFORMATION TO IDENTIFIED STAKEHOLDERS IN AGRICULTURE
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Date
2019
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ACHARYA N G RANGA AGRICULTURAL UNIVERSITY, GUNTUR
Abstract
The present study “Development of One Stop Solution for Dissemination of Agricultural Information to Identified Stakeholders in Agriculture” was mainly aimed to study information needs of different stakeholders, to develop an information flow model and to formulate market penetration strategies. Purposive cum random sampling design was adopted for selection of sample farmers and agri-startups for the present study. Study area for sample farmers was Krishna and Guntur districts of Andhra Pradesh and for agri-startups was Andhra Pradesh and Telangana. Stakeholders identified for study was farmers and agri-startups. For sample famers list of progressive farmers was obtained from KVKs of both districts and for sample of agri-startups sample was selected randomly from MANAGE and NAARM incubators. The study on farmers with sample size 100 revealed that, majority of sample farmers belong to old age group more than 45 years age and with literacy status of majority of farmers was intermediate and graduation. Further, land holding details revealed that majority of farmers were medium land holding farmers. On an average farmer were obtaining information from nine sources and frequency of usage of sources was once per month. Search behaviour of sample farmers was divided into low, medium and high search behaviours based on usage pattern of available information
sources. Chi square test revealed that socio economic characters like literacy status, land holding and farmers usage of mobile phones were shown significance with information search behaviour of farmers (p values 0.048,0.002,.001 respectively). Kruskal wallis test revealed information types like Seed varieties, pest and fertilizer management has shown significance with low search behaviours ( p value- 0.043, 0.004,0.001) and open market price and minimum support price information has shown significance with high search behaviour (p value- 0.007 and .001).
Logit model revealed variables like secondary education, basic featured mobile and cultivation practices information were shown significance at 5% level of significance with negative effect on shifting from low to high search behaviour. For grouping of information needs factor analysis was used and cumulative variance accounted by all the eight factors after rotation with varimax rotation method was 71.59 per cent. Mean scores of these identified eight factors revealed that factor named price for produce followed by weather and input price related information factor were the major factors preferred by farmers. For agri-startups farmers, extension wokers, kisan melas and mass media were major information sources. Further, agri start-ups preferred media technology related information was videos while for other information’s videos and text messages were preferred equally. Whereas farmers’ preference for media was videos for technology, text messages for real time information, videos and text messages for post-harvest messages, voice messages for static information. But majority of farmers were not willing to pay for service it was suggested to go with advertising models for viable market presence. Information flow model was proposed for the digital agricultural information dissemination platform based on results from above study. It was suggested that firm has to provide service for customer based on type of user registration i.e., subscription type and premium subscription. Premium subscribers should be provided with real time data, uberisation features along with static Information and features to be incorporated for different stakeholders was suggested in report. Market penetration strategies like segmented awareness creation through village shows, demonstrations and content creation were the major strategies suggested for better success of ICT platforms at farmer level.
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D5808
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