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Reading Behaviour of Livestock Farmers and Factors Affecting Their Behavior in Haryana

Ruchi Singh and S.P. Singh

Abstract

Animal Husbandry plays an important role for agricultural and national development as reflected by its 4.09 per cent contribution to the national GDP. The present study was conducted on 140 livestock farmers randomly selected from two villages of Hisar district to assess the reading behaviour and to establish the relationship between the dependent and independent variables of livestock farmers. The data were collected through pre-structured interview schedule developed for this purpose and by holding personal interview with the farmers during 2010-11. The findings regarding various aspects of reading behaviour depict that majority of farmers (47.86%) read Dainik Bhaskar followed by Dainik Jagran (35.72%). As high as 65 per cent of the respondents read and subscribe the newspaper from last four years. Higher percentage of the respondents read the newspapers partially (47.86%) followed by completely (45%) and 74.29 per cent of total respondents preferred to read news related to animal health whereas 89.29 per cent of respondents exchanged information with other farmers. Overall pictures highlighted that, majority of respondents read newspapers in morning (45%), daily (72.14), silently (89.28%) and in sitting posture (70%). Further, education, herd size, total income, place of reading, extension contact and mass media exposure showed positive and significant correlation with reading behaviour of farmers. However, age of the farmers exhibited negative and significant relationship. Out of the twelve antecedent variables, four variables viz. education, place of reading, extension contacts and family structures emerged as potential contributors towards the overall reading behaviour of respondents. From the research findings, it is concluded that reading behaviour of middle age farmers were found to the satisfactory level, so it is further suggested that the contents which was preferred by the middle aged farmers should be given more space by the newspaper agencies particularly on animal health aspects

Keyword: Reading behavior; Regress

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Archive Content | Society of Extension Eucation, Agra
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