Linking Farmer Buying Behaviour and Homegarden Productivity-a Study on the Services of Agricultural Technology Information Centre, Kerala Agricultural University

Homestead system of cultivation continues to be the unique feature of the agricultural scenario of Kerala with more than 80% of the cultivated area coming under homestead farming. The Kerala Agricultural University is the primary and the principal instrumentality of the Kerala State in providing human resources, skills and technology, required for the sustainable development of its agriculture. Agricultural Technology Information Centre (ATIC) of the Kerala Agriculture University located at Mannuthy, Thrissur, provides a single window delivery system for agricultural information as well as products and technologies developed by the University with a view to deliver quality services to the farmers. The centre enables the leverage between technology and homestead productivity. The present study was an attempt to comprehend the buying behavior of farmers under the umbrella of the ATIC located at Mannuthy, Thrissur and to analyze the extent of farmers' association with ATIC. The off take of planting materials from ATIC ranging from1-5 or 6-10 indicates consumption for home gardens while more than 10 indicate planting for commercial purposes. It was found that planting materials up to 10 units were purchased through ATIC thereby contributing to homestead productivity. The mean of Consumer Attitude Index was found out to be 52.46. Most parameters of the Consumer Attitude Index (CAI) are in the agree zone indicating that most farmers are favourably disposed towards ATIC.