Dalal, R.S.Naresh Prasad2017-08-102017-08-102006http://krishikosh.egranth.ac.in/handle/1/5810028338The present study was conducted in Jind district of Haryana state as it has the highest concentration of cattle and buffaloes population. The objectives of the study were to ascertain the information input, information processing, information output behaviour and source credibility of dairy farmers, and to establish the relationship between dairy farmers’ background variables and communication behaviour, source credibility of dairy farmers. A multistage random sampling technique was followed for selection of two blocks, eight villages and 240 dairy farmers. The data were collected from 110 small, 90 medium and 40 large herd size diary farmers using probable proportionate to size technique. Majority of dairy farmers belonged to middle age group, having upto matric level of education, agriculture as main occupation, low participation with other social organization. However, they possessed medium, socio-economic status (SES), annual income, extension contact, mass media exposure, risk orientation and cosmopoliteness–localiteness. Most of the respondents were visiting the progressive farmers, superintendents of livestock, veterinary assistant surgeon (VAS) and field assistants as the source of information. Among the channels, milk producers’ cooperative, panchayat, and farmers’ association were mostly used. Significant proportion of dairy farmers were found to be evaluating the information by discussing with the progressive farmers, family members and friends/neighbours before adoption of new technology. As a whole, profitability was mostly considered by dairy farmers for appraisal of new information. They preserved information mostly by practising in daily life, by informing family members and by memorizing. Many of them conveyed the information to the farmers of their own village only whereas, they conveyed their problems to the VAS, university scientists and KVK. Most of them had medium level of communication behaviour and source credibility whereas, large dairy farmers had high level of communication behaviour and source credibility. Overall, they placed the highest credibility towards university scientist, VAS, family members, KVK, demonstration and progressive farmers. The background variables like SES, occupation, education, extension contact, mass media exposure, risk orientation and cosmopoliteness- localiteness had positive and significant correlation with the communication behaviour and source credibility except age. Occupation, education, mass media exposure and risk orientation had a significant influence on the communication behaviour and source credibility. The R2 value revealed that all the 13 background variables fitted in the regression equation had explained about 50% variation towards the communication behaviour and source credibility.enThesis