Dr. Sanjeev Kumar SinghRawat, Umashankar2024-05-072024-05-072024-01-18Self, Advisor,book, report pratical etc.U.P. Pandit Deen Dayal Upadhyaya pashu Chikitsa Vigyan Vishwavidyalaya Evam Go Anusandhan Sansthan (DUVASU) Mathura Uttar Pradesh India-281001https://krishikosh.egranth.ac.in/handle/1/5810208786India is generally referred as a country with “Agriculture Economy i.e. Krishi Pradhan Desh” and animal husbandry is an integral component of Indian agriculture and plays a crucial role in the lives of the people since immemorial time by supporting livelihood of more than two-thirds of the rural population. Animal husbandry plays a crucial role in the Indian economy by supplementing the family income, strengthening household nutritional security and generating gainful employment for millions. Though India is highest milk producing country in the world, the production potential of indigenous animal is less as compared to their population and improvement in the productivity of the dairy animals is the need of time for prevention of economic losses to the farmers and to fulfil the increasing demand for food of the country. In this age of information it is very crucial to deliver the relevant and timely information to the livestock owners. So, it is of immense importance to utilise the potential of mobile and its application in dissemination of credible information to farmers to maximise production with minimum cost. With this background the study was planned to assess the awareness, adoption pattern and constraints faced among livestock owners of Mathura district of Uttar Pradesh. Information was collected from 15 randomly selected respondents from each village, thus comprising a total of 150 respondents for the study. Data was collected through pre-designed structured interview schedule and the results were analysed using suitable statistical tools. The study revealed that majority of the farmers belong to medium age group, having middle to graduation level of education and having marginal and small land holding with Dairying along with agriculture as the primary occupation. Nearly 47.34% of dairy farmers were having high experience in dairy farming having medium herd size (2-4 animals) and high milk production (>16 litres/day). Nearly two-third of the dairy farmers had medium to high level of information seeking behaviour, innovation proneness and participated in one or more than one organisation. All the farmers possessed smartphones and most of them had television. Majority of the respondents was aware about various mobile applications like e-Commerce, social networking, payment, gaming applications but only 57.00% of them are aware about livestock oriented mobile applications. The most influencing factors responsible for low awareness about livestock oriented mobile application were popularity of the mobile application, relative advantage, credibility of information and security and privacy concern. Minor factors like readiness of user, trialability, compatibility etc. are least influencing the usage pattern of mobile applications. YouTube was the most used applications for both entertainment and information seeking related to livestock. Feeding and healthcare were the mostly searched livestock practices and the overall extent of adoption was found to be 55.34% for marketing and trading of animals, followed by 46.00% for breeding aspects. Major constraints faced by the respondents were lack of update technology, lack of customized plan and hectic registration process. Hindrances that were not much bothering the dairy farmers were voice command, inadequate social interaction, insufficient availability of ICT’s services etc. There were some perceived need for mobile applications by the farmers such as training reminder, updated content, voice command to overcome language barrier and multi-user collaboration.EnglishThesis