Utility Perception of Agricultural Advertisements by Farmers

The present investigation was conducted in Parbhani and Nanded districts of Maharashtra state. Two talukas from each district were selected randomly. Further, from each taluka, three villages were selected randomly. Ten respondents from each village were selected randomly. Thus, total of 120 respondents from 12 villages constituted the sample for the present study. The study revealed that more than half of the respondents (59.17 per cent) were in middle age group of 33-57 years, more than one third (41.67 per cent) were educated upto Secondary School level having semi-medium land holding (40.00 per cent). Majority of respondents (82.50 per cent) belonged to medium category of annual income, social participation (70.83 per cent), sources of information (49.17 per cent), extension contact (59.17 per cent), access to agricultural advertisements (50.00 per cent) and upper middle category of socio-economic status (50.83 per cent). Significant percentage (65.00 per cent) of respondents perceived medium utility of agricultural advertisements disseminated through different media. It was further noted that socio-economic characteristics like education, sources of information, socio-economic status, extension contact and access to agricultural advertisements were found to have positive and significant relationship with utility perception of agricultural advertisements by respondents.