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Marketing Behaviour of Groundnut Farmers in Anantapuramu District of Andhra Pradesh


Affiliations
1 Department of Agricultural Extension, S.V. Agricultural College (A.N.G.R.A.U), Tirupati, Chittoor (A.P.), India
2 Agricutural College, Bapatla (A.P.), India
     

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The present investigation was carried out to study the marketing behaviour of groundnut farmers in Anantapuramu district of Andhra Pradesh. Ex-post facto research design was followed for the study and a sample of 120 respondents were drawn. The results of the study revealed that 67.50 per cent of the groundnut farmers had medium marketing behaviour followed by high (18.33%) and low (14.16%) levels of marketing behaviour with medium planning orientation (79.16%), medium production orientation (79.16%), medium marketing orientation (69.16%), medium marketing information sources utilization (74.17%), medium decision making ability (70.83%), medium risk taking ability (68.33%).

Keywords

Groundnut Farmers, Marketing Behaviour, Marketing Orientation, Innovativeness, Risk Taking Ability.
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  • Marketing Behaviour of Groundnut Farmers in Anantapuramu District of Andhra Pradesh

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Authors

A. Vineetha
Department of Agricultural Extension, S.V. Agricultural College (A.N.G.R.A.U), Tirupati, Chittoor (A.P.), India
V. Sailaja
Department of Agricultural Extension, S.V. Agricultural College (A.N.G.R.A.U), Tirupati, Chittoor (A.P.), India
P. V. Satya Gopal
Agricutural College, Bapatla (A.P.), India

Abstract


The present investigation was carried out to study the marketing behaviour of groundnut farmers in Anantapuramu district of Andhra Pradesh. Ex-post facto research design was followed for the study and a sample of 120 respondents were drawn. The results of the study revealed that 67.50 per cent of the groundnut farmers had medium marketing behaviour followed by high (18.33%) and low (14.16%) levels of marketing behaviour with medium planning orientation (79.16%), medium production orientation (79.16%), medium marketing orientation (69.16%), medium marketing information sources utilization (74.17%), medium decision making ability (70.83%), medium risk taking ability (68.33%).

Keywords


Groundnut Farmers, Marketing Behaviour, Marketing Orientation, Innovativeness, Risk Taking Ability.

References