TAMILNADU AGRICULTURAL UNIVERSITY

APW 401 PROJECT WORK (0+4)

Attitude of Farmers towards Kisan Call Centerin Manachanallur Block

of Trichy district.

Submitted by

T.GOWTHAMAN 2014004091
A.P.GOKUL 2014004123
V.YUVARANI 2014004138

Project Guide
Dr.D. PERIYAR RAMASAMY Ph.D.,
Asst. Professor (Agrl.Etn.,)
Dept. of Social Sciences

Course Teacher
Dr.S.D.SIVAKUMAR Ph.D.,
Professor &Head (Social science)

DEPARTMENT OF SOCIAL SCIENCE

ANBIL DHARMALINGAM AGRICULTURAL COLLEGE AND RESEARCH

INSTITUTE

TIRUCHIRAPPALLI-620 027

2017-18
 CERTIFICATE

This is to certify that the project work entitled, studies on “Attitude

of Farmers towards Kisan Call Centerin Manachanallur Block of
Trichy district. Submitted for the course, APW 401 PROJECT WORK
(0+4) offered during VII and VIII semester of the academic year 2017-2018
is a record of bonafide research work carried out by Gowthaman.T,
Gokul.A.P, Yuvarani.V of final B.Sc(Ag) under my supervision and
guidance.

Course Teacher Group guide

Dr.S.D.Sivakumar Dr.D. Periyar Ramasamy

Professor (ARM) Asst. Professor (Agrl.Extension)

EVALUATION COMMITTEE

Chairman:

Dean, ADAC& RI, Trichy -9 :

MEMBERS

1. Group Guide :

2. Professor& Head (Dept. of Social Science) :

 ACKNOWLEDGMENT

We sincerely thank our VICE – Chancellor, Dr. K.RAMASAMY of Tamil

Nadu Agricultural University, Coimbatore, for his consensus to include the
project work in B.Sc.,(Ag) degree programme and providing us an
opportunity to conduct the project work in a systematic manner in order to
gain practical knowledge which is the need of the hour for the students.

We express our faithful thanks to Dr. R.SRIDHAR, Dean, ADAC&RI,

Trichy-9 for the constant encouragement and interest he has evident in our
project.

We wish our sincere thanks to our course teacher Dr.S.D.SIVAKUMAR,

Professor & Head (Dept. of Social Science) for his candid suggestions and
inspirations throughout the course and spontaneous help extent.

We wish to express our thanks to our Course Associate cum Group guide,
Dr.D. Periyar Ramasamy, Asst. Professor (Agrl.Extension). For his candid
suggestion and inspirations throughout the course. We wish to thank our
friends for their support during the course.

On a personal note, we owe our deep sense of greatfulness and indeptness to

our beloved parents for their dedicated and energetic efforts to cater the
greatest boon of education and continuous encouragement, without whose
blessing the study would not have been possible.

GOWTHAMAN.T

GOKUL.A.P

YUVARANI.V
 CONTENT

SI.NO CHAPTER Pg.NO

1 ABSTRACT
2 INTRODUCTION
3 REVIEW OF LITERATURE
4 METHODOLOGY
5 FINDING AND DISCUSSION
6 RESULT AND SUMMARY
ABSTRACT
 ABSTRACT

ATTITUDE OF FARMERS TOWARDS KISAN CALL CENTER IN

MANACHANALLUR BLOCK OF TRICHY DISTRICT

Submitted By

T.GOWTHAMAN 2014004091
A.P.GOKUL 2014004123
V.YUVARANI 2014004138
Group Guide
Dr.D. PERIYAR RAMASAMY
Asst. Professor (Agrl.Etn.,)
Dept. of Social Sciences

The challenges before Indian Agriculture are immense. This sector

needs to grow at a faster rate than in the past to allow for higher per capita
income and consumption. The limitation in Transfer of Technology (TOT)
model continues to remain a challenge for the public and private extension
systems. With the availability of telephone and Internet, it is now possible to
bridge this gap to quite a large extent by using an appropriate mix of
technologies.

The Department of Agriculture & Cooperation, Ministry of

Agriculture, Govt. of India has launched Kisan Call Centers (KCC) scheme
on 21st January 2004 with a view to leverage the extensive telecom
infrastructure in the country to deliver extension services to the farming
community.The purpose of these call centres is to respond to issues raised
by farmers, instantly, in the local language. There are call centres for every
state which are expected to handle traffic from any part of the country.
Queries related to agriculture and allied sectors are being addressed through
these call centres.

The farmer may come across a number of information sources but

they pursue only few of them depending upon the availability and the ease
 of use. Countering the importance and facts in view the present study
entitled, “ATTITUDE OF FARMERS TOWARDS KISAN CALL
CENTER IN MANACHANALLUR BLOCK OF TRICHY DISTRICT‟
was under taken with the following specific objectives.

OBJECTIVES OF STUDY

1. To study the profile of the selected farmers.

2. To find out the knowledge level of farmers about the use of Kisan Call
Center.
3. To measure the attitude of farmers towards Kisan Call Center.
4. To ascertain the relationship between profile of farmers and their attitude
towards Kisan Call Center.
5. To ascertain the relationship between profile of farmers & their
knowledge level about Kisan Call Center.
6. To identify constraints as perceived by the farmers in using the services
of Kisan Call Center.
7. To explore suggestion from the farmers to overcome the constraints as
perceived by the farmers in use of services of Kisan Call Center.

METHODOLOGY:
The present study was undertaken in Manachanallur Trichy district.
A list of farmers of Manachanallur block who had contacted Kisan Call
Center (KCC), Coimbatore through landline or mobile phone during August
to November 2017 was obtained from the Kisan Call Center
(KCC),coimbatore. Out of these 30 farmers were selected with the help of
proportionate random sampling method. To know the education, extension
contact, source of information, knowledge of farmers about KCC and farmers
attitude towards KCC of respondents a structured schedule was developed.
The SES scale developed by Pareek and Trivedi (1963) was used with due
modification for measuring family size, occupation, land holding, social
participation and annual income. The Scale developed by Supe (1969) was
used with due modification for measurement risk and scientific orientation.
The Scale developed by Singh (1977) was used with due modification for
measurement innovativeness of the respondents. A simple ranking technique
was applied to measure the source of information, constraints perceiveds by
respondent and for suggestions also. The data was collected with the help of
well-structured, pre-tested, Gujarati version interview scheduled through
personal contact and data were compiled, tabulated and analyzed to get
answers for objectives of the study. The statistical tools used were percentage,
mean score, standard deviation and coefficient of correlation.

MAJOR FINDINGS
1. It can be concluded that majority of the respondents were from large
family, medium level of source of information, medium level of scientific
orientation, medium level of risk orientation. It also be concluded that
majority of the respondents were educated, earning up
to Rs.1, 00,000/- to Rs.2, 00,000 annual income and had membership atleast
in one organization and high to medium level of innovativeness.

2. It can be concluded that major source of information of respondents were;

TV Advertisement, followed by News paper, Magazines, Neighbours,
Internet and Friends.

3. It can be concluded majority of the respondents had medium level of

knowledge about Kisan Call Center.

4. It can be concluded majority of the respondents had moderate to strongly

favorable attitude towards the use of Kisan Call Center.

5. It can be concluded that annual income, extension contact, source of

information, scientific orientation were found significantly and education,
innovativeness and social participation were highly significantly correlated
with the knowledge of the respondents about Kisan Call Center.

6. It can be concluded that extension contact was found significantly and

education, land holding, annual income, innovativeness, social participation,
source of information, scientific orientation and risk orientation were highly
significantly correlated with the attitude of the respondents towards the use
of Kisan Call Center.

7. It can be concluded major constraints as perceived by respondents were,

“Kisan Call Center is not providing the information regarding the Seed,
pesticide etc. of private agencies” ranked at first position followed by “SMS
send by KCC not display in some of the mobile handsets there is no
feedback facility in KCC”, “Lack of telephone facility is a problem to the
services of KCC” which were ranked at II and III position, respectively.

8. It can be concluded the suggestion “KCC agent should use conferencing

system to solve the critical queries” was ranked at first position followed by
“The use of technical words should be replaced by local words by Call
Center Agent”, “The KCC should also provide the information regarding
trusted / approved private agencies working in the field of agriculture”,
which were ranked at II and III position, respectively as per the response of
the respondents.
INTRODUCTION
 INTRODUCTION
India is basically an agricultural country and agriculture sector
accounts for about 17.32% of the GDP and employs 49% of the total
workforce. Agriculture is fundamental for sustenance of an economy as is
food for human beings. It contributes significantly to export earnings and is
an important source of raw materials for almost all the industries.
Access to technology is one of the most important enablers for
farmers to improve productivity sustainably. Innovative mechanisms for
technology transfer are required to bring relevant tools, knowledge and
knowhow to farmers. Market linkages are common weak points between the
farmers and formal supply chains. Intermediaries are required not only to
aggregate production from small-scale growers, but also to provide support
and services to ensure the quality and consistency of production.

ICT applications can foster dissemination of information on

technology, market demand and price fluctuations; weather, pest, and risk-
management, best practices to meet quality and certification standards. The
policy framework for agricultural extension (Ministry of Agriculture,
Government of India, 2000) highlights the opportunity for Information and
Communication Technology (ICT) to improve the quality and accelerate the
transfer and exchange of information to farmers, and ICT is consequently
given a high priority, particularly as a tool for improving the marketing
aspects of farm enterprises. Indian telecommunication revolution that too
wireless connectivity made it possible to reach to unreachable located and
remote location through help line Services.

During the present decade, India has seen an exponential growth in

the telecom particularly in wireless. With quality information at rural people
fingertips, and appropriate mServices available in local languages, rural
people can make improved decisions, specific to each individual. Still
expanding their vast reach and simplicity of use at affordable cost, mobile
devices are now in a position to extend public services to rural people at
corner of the country.
 As a result, the Department of Agriculture & Cooperation, Ministry
of Agriculture, Govt. of India has launched Kisan Call Centers (KCC) on
21st January 2004 with a view to leverage the extensive telecom
infrastructure in the country to deliver extension services to the farming
community with some special features likes :

 Information to farmers in local language

 Country wide common toll free number 1800-180-1551

 From 6 am to 10 pm, round the year

 Call-conferencing facility with experts

 Toll-free, including all mobile networks

The purpose of these call centres is to respond to issues raised by
farmers, instantly, in the local language. There are call centres for every
state which are expected to handle traffic from any part of the country.
Queries related to agriculture and allied sectors are being addressed through
these call centres.
Following are the objectives of the Kisan Call Centre:
1. To harness and disseminate the knowledge in the field of Agriculture.

2. To provide an enabled dynamic encyclopedia for use by farmers.

3. To create a agricultural information database of farmers.

4. To provide an opportunity in the transformation of Indian agriculture to

a sustainable one.

5. To trap the traditional knowledge systems and their applicability in the

farmers fields.

6. To establish a live network among the scientists, extension workers,

farmers and policy makers.
OPERATION MECHANISM OF KCC:
The operational mechanism of Kisan Call Centre is work very systematic
way in three different levels,
Level -1:This is basic call interface, consisting of high quality telecom
infrastructure; adequate data processing equipment and local language
proficient agriculture graduates. They receive the call from the farmer after
short welcome message. The basic details regarding information about the
farmer and the query regarding the problems that he/she facing with crop or
animal or Agri-related schemes. Are fed into governmental are fed into the
computer in order to document all the received calls. Agriculture graduates at
literature and brochures in agriculture by different State Agricultural
Universitys.

Level-2:In case the call cannot be answered by Level -1, then it is escalated to
Level-2 where Subject Matter Specialist, in the areas of crop technology
(Agriculture University/ ICAR) and, about programmes / schemes (technical
officials of departments of agriculture, animal husbandry horticulture,
fisheries, marketing etc.) respond to the other farmer. There are 4-7 level -2
experts in the state level call centers.

Level-3:In case the call cannot be answered even at Level -2, it is escalated to
Level-3 Nodal Institution / office, where an Institute or agency which looks
after working of KCC in the concerned state responds to the query. The
response is sent promptly by post or telephone within 72 hours of receipt of
the question, by Level-3.
FARMER DIALS HELPLINE

1551 OR 1800-180-1551
Knowledge Management System (KKMS)

Software for KKMS is to be developed so that the information on

various packages of practices may be made available instantly to the farmers.
The task was assigned to C-1 India Limited on dated 16th May, 2006. The
data on package of practices received from the State Development
Departments and the State Agricultural Universities (SAUs) were handed
over to the C-1 India for further feeding in the software. The data in the hard
copy and the soft copy received from the C-1 India has been sent to the
respective SAUs for updation and validation. The matter is being perused
with the respective SAUs. The validated data on Gujarat has already been
uploaded in the software and being are used by the KCC agents.

1.1 STATEMENT OF THE PROBLEM

We are in the age of Information and Communication Technology (ICT)
and thus, the development and proliferation of electronically communicated
information has accelerated economic and social change across all areas of
human activity worldwide and it continues to do so at a rapid pace.
The real challenge before policy makers is to overcome the information
asymmetry between farmer, village and regions. The developments in the
field of Information and Communication Technology (ICT) in India make it
possible to attempt this task. The country today has an impressive telecom
network which could be put to effective use for delivering knowledge and
information to the farming community. The Agriculture Extension System,
which is facing acute shortage of manpower, need to make full use of the
growing communication bandwidth to serve the farming community
efficiently.
The concept of Kisan Call Centers (KCCs) was a logical outcome of the
commitment by the Government of India to leverage the ICT for overcoming
the constraints of distance and time in providing new generation extension
services to the farmers. The Department of Agriculture and Cooperation
(DAC), Union Ministry of Agriculture initiated the centrally sponsored
scheme of Kisan Call Centers (KCCs) in January 2004.The mission of KCCs
is “To harness the state of art knowledge in the field of agriculture and allied
areas and deliver the same to farmers through state of art technologies
available for the dissemination of such knowledge to solve everyday grass-
roots problems in farmer‟s own language and context.”
The scheme is implemented through a private service provider (M/s
Caretel Infotech Limited) identified through a consultant film
Telecommunication India Ltd.(TCIL).The professionally managed Call
Centers provide the information based extension service in Agriculture,
Horticulture, Animal Husbandry, Marketing and other related areas to the
farmers.
The farmer may come across a number information sources but they
pursue only few of them depending upon the availability and the ease of use.
Countering the importance and facts in view the present study entitled,
“ATTITUDE OF FARMERS TOWARDS KISAN CALL CENTER ” was
under taken with the following specific objectives.
1.2 OBJECTIVE OF THE STUDY
1. To study the profile of the selected farmers.

2. To find out the knowledge level of farmers about the Kisan Call Center.

3. To measure the attitude of farmers towards use of Kisan Call Center.

4. To ascertain the relationship between profile of farmers & their knowledge

level about Kisan Call Center.

5. To ascertain the relationship between profile of farmers and their attitude

towards use of Kisan Call Center.

6. To identify constraints as perceived by the farmers in using the services of

Kisan Call Center.

7. To explore suggestion from the farmers to overcome the constraints

perceived by the farmers in use of services of Kisan Call Center.

1.3 SCOPE OF THE STUDY

 The present study will cover the knowledge of farmers about Kisan Call
Center and their attitude towards the use of Kisan Call Center and also
generate useful information on various constraints as perceived by the
respondent to use Kisan Call Center and their solutions suggested by the
respondents. The study will also ascertain the relationship of knowledge and
attitude of farmers with their socio-personal, economical, communicational
and psychological characteristics.
The study will also be helpful to the Private Service Provider of KCC,
Department of Agriculture and Cooperation (DAC), Nodal Officer and
Subject Matter Specialist to make KCC efficient, effective and a dynamic data
based for the farmers and other agricultural share holder.
Hence, the findings available from this study will be useful to immense
importance for planners, extension workers, administrators, teachers and
students of extension education discipline who are directly or indirectly
engaged with the Transfer of Technology (TOT) system.

1.4 RESEARCH HYPOTHESIS

Ho1: There is no association between personal profiles of caller farmers and
their knowledge towards use of Kisan Call Center.
Ho2: There is no association between personal profile of caller farmers and
their attitude towards use of Kisan Call Center.
1.5 LIMITATIONS OF THE STUDY
Although all possible efforts were made to make study more meaningful
and precise, but due to paucity of time, money and other facilities with the
investigator as the study had been undertaken as a student research project,
certain limitations had remained in the study which was as under
1. The study was restricted only to Manachanallur block of Trichy district and
confined to only 90 respondents of KCC.

2. Only some of the characteristics of the respondents were studied.

3. This study was limited to respondent's ability to recollect and their honesty
in providing requisite information for the study.

4. The researches relevant to the study were very few to support the study.
1.6 OPERATIONALIZATION OF THE TERMS USED
1.6.1 Caller farmers
Farmers who had made a call to Kisan Call Center Ahmedabad for
obtaining any advice regarding agricultural query.
1.6.2 Attitude
It is the degree of positive (favourable) or negative (unfavourable)
feeling of the respondents towards the use of Kisan Call Centre.
1.6.3 Knowledge
This refers to the Specific information about Kisan Call Center.
1.6.4 Constraints
This refers to difficulties as perceived by respondents to use the
services of Kisan Call Center.
1.6.5 Suggestions
The ways and means of opinions as suggested by the respondents to
overcome constraints perceived to use the services of Kisan Call Center.
REVIEW OF LITERATURE
 REVIEW OF LITERATURE

A comprehensive review of literature is an essential part of any

scientific investigation. The review of literature leads the researcher to
conclude his findings with reference to past studies. To develop a conceptual
frame as well as an appropriate design for the study, a review of past studies
is necessary. The literature reviewed so far clearly indicated that very few
research studies have been conducted on the problem undertaken for the
investigation. However, keeping in view the specific objectives of the study,
an attempt has been made to review the available research related to study,
which are given below under following heads.

2.1 Profile of the selected respondent farmers.

2.2 The knowledge level of farmers about the Kisan Call Center.
2.3 The attitude of farmers towards the use of Kisan Call Center.
2.4 The relationship between profile of farmers & their knowledge about
Kisan Call Center.
2.5 The relationship between profile of farmers and their attitude towards the
use of Kisan Call Center.

2.6 The constraints as perceived by the respondent farmers in using the

services of Kisan Call Center.

2.7 The suggestion of the farmers to overcome the constraints as perceived by

the farmers in use of services of Kisan Call Center.

2.1 PROFILE OF THE SELECTED RESPONDENT FARMERS

2.1.1 Age
Shaiket al. (2004) found that the farmers using the three projects‟ services,
52.00 per cent were middle-aged, 37.00 per cent young aged and 11.00 per
cent old aged.
Singh and Upadhyay (2006) documented that maximum number of the
respondents (49.33 per cent) were of young age group followed by middle age
(34.66 per cent) and old age group (16.01 per cent).
Mwakaje (2010) revealed that most of the respondents were between 21-45
years (60.50 per cent), followed by those between 46-60 years (27 per cent).
Respondents between 14-20 and over 60 years were 1.50 per cent and 11.00
per cent, respectively.

Yadav (2011) found that majority 66.00 per cent of the caller farmers
belonged to middle age group, followed by 24.00 per cent in old age group
and rest 10.00 per cent of caller farmer in young age group, respectively.

Raghuprasadet al. (2012) observed that 41.00 per cent of the respondents
belonged to old age group and 33.00 per cent and 26.00 per cent respondents
were observed in middle age and young age group, respectively.
Rudroju and Angadi (2013) revealed that most of farmers with high
knowledge of all four ICT projects were young (53.33 per cent) followed by
middle and old age who were 22.03 per cent and 15.69 per cent, respectively.

2.1.2 Education
Mankeret al. (2000) stated that 35.00 per cent of the respondents were having
education up to primary level.
Shaiket al.(2004) revealed 15.00 per cent of respondents were illiterate or
functionally literate; about 24.00 per cent had primary education; nearly 26.00
per cent were educated up to middle school; and 32.00 per cent had studied up
to high school level.
Sharnagat (2008) observed that majority of the respondents (33.67 per cent)
were educated up to middle school level, followed by 22.33 per cent of them
were educated up to higher secondary school level. Education up to primary
school level was availed by 18.67 per cent followed by high school level
(11.33 per cent) of respondents. It was also found that respondents (7.33 per
cent) were graduated and 6.67 per cent respondent beneficiaries were
illiterate.
Ewuolaet al. (2010) revealed that 34.4 per cent of the respondents were
primary education and 25 per cent No. formal education.
Mwakaje (2010) revealed that most of the respondents (69.50 per cent) had
completed standard 7 followed by secondary school (23.50 per cent) and
those with advanced secondary education (5.00 per cent). Respondents who
had not received any formal education as well as those who had received post
secondary education constituted 1.00 per cent each.
Yadav (2011) revealed that 48.00 per cent of the caller farmers had higher
secondary education, followed by 20.00 per cent, 16.00 per cent and 14.00 per
cent of them had graduation and above, secondary education and primary
level of education, respectively. Only 2.00 per cent farmers were found
illiterate.
Raghuprasadet al. (2012) observed that 4.00 per cent of the respondents
attained education up to degree level. Whereas, 6.00 per cent, 20.00 per cent
and30.00 percent were having education level of PUC, SSLC and primary
school respectively. He also reported that about 39.00 per cent of the
respondents were illiterate.

2.1.3 Family size

Krishnamurthy (1999) found that majority of the respondents (89.17 per
cent) belonged to large family, whereas around 10 per cent of them belonged
to small family.
Singh and Upadhyay (2006) reported that 46.66 per cent of the respondents
were having medium size families; it was followed by the smaller and bigger
families with 40.00 per cent and 13.33 per cent, respectively.
Das et al. (2012) revealed that most of the respondents had 6-8 family
members.
Kumar et al. (2013) found majority of the beneficiaries (72.50 per cent) were
belonged to joint families and rest 27.50 per cent beneficiaries belonged to the
nuclear families.
Pavitra and Manjunath (2013) revealed that majority of the respondent
farmers belonged to nuclear type of family (72.50 per cent) and 46.66 per cent
belonged from medium family.
2.1.4 Land Holding
Shaiket al. (2004) revealed that 70.00 per cent of the beneficiary farmers of
Gyandootare small and marginal farmers. In the WaranaWired Village
project, the figure is 78.00 per cent. On the other hand, the frequency
distribution of respondent farmers in the iKisanproject was highly skewed
towards medium land holdings.
Singh and Upadhyay (2006) found that 42.60 per cent of respondent farmers
had medium land holding and 33.33 per cent of respondent farmers had small
land holding.
Patel et al. (2011) observed 33.33 per cent of the respondent was in the
medium land holding followed by small holding (28.33 per cent) group.
Yadav (2011) revealed 28.00 per cen of the caller farmer had Medium land
holding. Equal number of the caller farmers (24.00 per cent) had small,
marginal and large size of land holding.
Kumar et al. (2013) indicated that majority of the beneficiaries farmers
(70.83 per cent) were in marginal farmer categories having up to 1.00 ha of
cultivable land. On the other hand, 21.67 per cent beneficiaries were small
farmer‟s categories having 1.01 to 2.00 ha. The percentage of semi- medium
farmers (2.01to 4.0 ha) andmedium farmers (4.01 to10.00) beneficiaries
farmers were 5.00 per cent and 2.50 per cent respectively. There were no
found large farmers (0.00).
Pandyaet al. (2013)evidented that more than one-half (57.00 per cent) of the
respondents possessed 0.01 – 1.00 ha of land followed by 28.00 per cent and
14.00 per cent of the respondents possessed 1.01 – 2.00 ha and 2.01 – 4.00 ha
land respectively. An equal proportion (0.50 per cent) of the respondents had
4.01 – 10.00 ha and > 10 ha of land.

2.1.5 Occupation
Vijayaraghavan and sharma (2000) reported that (43.00 per cent) of the
respondents had agriculture nearly one third (30.00 per cent) of them had
government service as their primary occupation besides farming. Only, 9.00
per cent respondents worked as farm labor besides doing own occupation.
Geeta et al. (2001) observed that majority of the sericulturists (64.70 per
cent) had agriculture as their sole occupation.
Nain (2003) found that 68.27 per cent readers having farming as their main
occupation accompanied with animal husbandry and or service and business.
Soniet al. (2012) revealed that 44.51 per cent of the farmers had occupation
of farming and farming & animal husbandry followed by business (26.06 per
cent) and service (22.50 per cent), respectively.
Kumar et al. (2013) indicated that 69.17 per cent of the respondents were
having farming plus animal husbandry as their main occupation followed by
13.33 per cent having farming plus agricultural labourer as their occupation
and 8.33 per cent having only farming occupation. Remaining 5.84 per cent
farmers were having farming plus business as their occupation and 3.33 per
cent respondents were having farming plus service as their occupation.
Pandyaet al. (2013) revealed that majority of the respondents (82.50 per cent)
were engaged in farming with animal husbandry as main occupation followed
by 17.00 per cent and 0.5 per cent of the respondents who were engaged in
farming with Business. While none of the respondents had animal husbandry
and farming with business as main occupation.

2.1.6 Annual income

Bhosleet al. (2000) revealed that out of 150 radio listeners majority of the
respondents (66.67 per cent) had medium annual income, followed by 18.66
per centof the respondents who had low annual income and 14.67 per cent
who had high annual income.
Mandalet al. (2010) found that 58.67 per cent of the paddy growers are
having the annual income up to Rs. 25000 only. Whereas, 25.34 per cent of
the farmers were having the annual income ranging between Rs. 25000 to Rs.
1 Lakh and (4.67 per cent) farmers belonged to that category having annual
income ranging between 1 to 2 Lakh and only 1.32 per cent of the farmers
were having the annual income up to 2.5 lakh.
Painkraet al. (2010) reported that 49.17 per cent paddy growers having
annual income up to 30,000 followed by 33.33 per cent farmers were having
annual income in between 30,000 to 60,000. Only 17.50 per cent farmers
were having annual income more than 60,000.
Yadav (2011) revealed that 40.00 per cent of the caller farmers had low
annual income, followed by 34.00 and 26.00 per cent with high and medium
annual income, respectively.
Das et al. (2012) revealed that 73.00 per cent of the respondents had annual
income of Rs. 32000 - Rs. 49000.
Kumar et al. (2013) depicted that maximum number of beneficiaries
respondents (68.33 per cent) had medium annual income between 76,001/- to
2, 44,000/-. 17.50 per cent of the beneficiaries respondents had high annual
income i.e. above 2, 44,000/- and remaining 14.17 per cent beneficiaries
respondents had low annual income of up to 76,000/-.

2.1.7 Innovativeness
Pathak (2004) reported that 52.00 per cent of the researchers, 64.00 per cent
of the farmers and 46.00 per cent of the extension workers were high level of
innovativeness.
Ravi et al. (2007) found that 38.75 per cent of the respondent farmers had low
level of innovativeness.
Pawar (2008) revealed that 44.00 per cent of the respondents had medium
level of innovativeness followed by 30.00 and 26.00 per cent of respondents
belonged to low and, high level of innovativeness, respectively.
Patel et al. (2011) observed that 40.00 per cent of the respondent farmers
were found to have medium level of innovativeness and 30.00 per cent of
therespondent farmers have high level of innovativeness remaining 30.00 per
cent of the respondent farmers have low level innovativeness, respectively.
Archana and Natikar (2013) observed that innovativeness was high (40.00
per cent) in seed growers and low (44.44 per cent) in other farmers.

2.1.8 Extension contact

Basavaraju (1993) found that majority of the respondents (77.00 per cent)
had low extension contact and 23.00 per cent had high extension contact.
Bhosleet al. (2000) reported that 53.33 per cent of the respondents had low
and high extension contact.
Bhosleet al. (2008) found that 53.33 per cent of the respondents had medium
extension contact followed by 25.34 per cent and 21.33 per cent of the
respondents having „low‟ and „high‟ extension contact, respectively.
Sharnagat (2008) indicated that 86.67 per cent of the respondent
beneficiaries kept moderate extension contact with extension agencies for
seeking information, followed by 8.00 per cent and 5.33 per cent of the
respondent beneficiaries having high and low extension contact, respectively.
Yadav (2011) revealed that majority of the caller farmers (70.00 per cent) had
medium level of extension contact with different extension agencies, followed
by 16.00 per cent and 14.00 per cent had low and high extension contact,
respectively.
Raghuprasadet al. (2012) concluded that Extension contact level of the
respondent farmers were categorized as high, medium and low level with the
respective percentages of 20.00 per cent, 50.00 per cent and 30.00 per cent,
respectively.

2.1.9 Social participation

Patel (1988) revealed that the trained farmers contributed 78.00 per cent as
compared to the untrained farmers (59.00 per cent) in category of membership
in one organisation.
Hingu (1995) reported that majority of the KRUSHIGOVIDYA life members
(61.90 per cent) were member in one organization, followed by member in
more than one organization (26.67 per cent).
Sonawane (1997) concluded that the subscribers of Shetkarihad low to
medium social participation.

Nain (2003) found that 49.03 per cent of the readers were member of Sugar
Co-operative Society.
Sunil et al. (2009) reported that 55.00 per cent of cotton growers had medium
social participation, followed by low social participation (27.50 per cent) and
high social participation (15.00 per cent), respectively. It is noteworthy that
only 2.50 per cent of respondents had no social participation at all.
Ajotikaret al. (2010) revealed that 59.67 per cent of the respondents had
medium socio-economic status followed by 24.00 per cent respondents had
high socio-economic status 16.33 per cent respondents had high socio-
economic status.
Yadav (2011) revealed that 44.00 per cent of the caller farmers had no
membership in any organization. Whereas 38.00 per cent of the respondents
had membership in one organization while only 12.00 per cent and 06.00 per
cent of the respondent had membership in more than one organization and
holding position in organization, respectively.

2.1.10 Source of information

Patel (2000) indicated that 59.45 per cent of the beneficiaries of water shed
programme had medium level of information sources followed by low (35.00
per cent) and high (5.53 per cent) level of information sources, respectively.
Opera (2008) found that 88.10 per cent of the farmers regarded the extension
agents as their source of information, followed by the fellow farmers, radio,
and television asindicated by 71.20 per cent, 63.20 per cent, and 43.30 per
cent of the farmers, respectively. He also revealed that 70.00 per cent of the
farmers preferred the extension agents over the other sources of information.
Sharnagat (2008) observed that 55.67 per cent of the respondent
beneficiaries had moderate sources of information, followed by 24.66 per cent
and 16.67 per cent of the respondent beneficiaries having high and low
sources of information, respectively.
Thombreet al. (2012) reported that television considered as higher score
(113) followed by livestock supervisor (83), publications (79), Livestock
development officer (72), Progressive farmer (57), Live stock fare (43), Gram
Sevak(40), and Radio (39) as source to get the information by respondents.
Lohakareet al. (2013) concluded that majority of the respondent dairyman
(80.96 per cent) were belonged to the category of utilizing medium source
ofinformation, 13.81 per cent of respondents were utilizing high information
sources while very few (5.23 per cent) of respondents were utilizing low
information sources.

2.1.11 Scientific orientation

Pathak (2004) revealed 42.00 per cent that of the researchers, extension
workers (48.00 per cent) and farmers (40.00 per cent) had medium level of
scientific orientation.
Patel (2005) observed that 42.31 per cent of the respondents were found with
medium level of scientific orientation, followed by 30.77 per cent with high
and 26.92 per cent with low level of scientific orientation, respectively.
Sashidharaet al. (2007) indicated that 55.00 per cent of the vegetables
growers had a medium level of scientific orientation.
Sashidharaet al. (2008) indicated that the majority of the floriculrist (62.50
per cent) possesses medium level of scientific orientation.
Yadav (2011) revealed that majority of the respondents (64.00 per cent) had
medium level of scientific orientation. Whereas, 20.00 per cent of the
respondents had high scientific level of orientation and rest 16.00 per cent had
low level of scientific orientation.
2.1.12 Risk orientation
Pathak (2004) reported that majority of extension workers (66.00 per cent),
farmers (68.00 per cent) and 40.00 per cent of the researchers had medium
level of risk orientation.
Thorat (2005) indicated that majority of the respondents (67.27 per cent) had
medium level of risk orientation, followed by 22.73 per cent with high and
10.00 per cent with low level of risk orientation.
Bhatt (2006) revealed that 51.50 per cent of the respondents had medium
level of risk orientation whereas, 30.00 per cent and 19.00 per cent of the
respondents had high and low level of risk orientation, respectively.
Archana and Natikar (2013) observed that risk orientation was high (43.33
per cent) in seed growers and low (42.22 per cent) in other farmers.

2.1.13 To know the source of information about the facilities of Kisan

Call Center
Rao (2002) revealed that majority of the farming community (98.00 per cent)
was using radio as their source for agricultural information in India.
Rao and Sharma (2011) concluded that majority of the farmers (87.40 per
cent) know about the Kisan Call Center from T.V advertise followed by
(11.16 per cent) from friends in Andhra Pradesh.
Chauhan (2012) revealed that the main source of information was neighbors
(67 per cent) followed by VLWs (41.00 per cent), krushigovidya (24.00 per
cent), krishijivan magazines (19.00 per cent) and so on, accordingly.
Das et al. (2012) revealed that High contact was observed for progressive
farmers (43.30 per cent) followed by 40.0 per cent and 28.3 per cent for IKSL
and input retailers respectively. It was also observed that the „progressive
farmers‟, „IKSL‟ and „input retailers‟ were ranked at Ist, 2nd and 3rd
position respectively orderly sources of contact by the respondents.
Ariyoet al. (2013) observed that majority of the respondent farmers (60.19
per cent) get agricultural information from radio followed by 27.78 per cent,
6.48 per cent and 5.57 per cent respondents who get information from
television, telephone and internet, respectively.

2.2 THE KNOWLEDGE OF RESPONDENTS ABOUT THE KISAN

CALL CENTER
Vengatesan and Santha (2005) found that majority of the farmers (72.70 per
cent) expressed that the training on the subject matter on communication
include knowledge component to a greater extent, followed by low coverage
of skill (22.23 per cent).
Bahgat and Antar (2007) revealed that 49.00 per cent of the respondents had
low or very low levels of knowledge on ICT; only 18.20 per cent of the
respondents had high or very high levels of knowledge on ICT.
Pawaret al. (2011) revealed that 88.34 per cent of the respondents had high
level of knowledge about computer followed by 11.66 per cent medium level
of knowledge about computer.
Tiwari and Upadhyay (2011) revealed that majority of the respondents
(65.00 per cent) had average knowledge about different aspects of
MGNREGA. However35.00 per cent of the respondents were in good
knowledge category with over all mean per cent score of 61.02.
Rudroju and Angadi (2013) revealed that 40.00 per cent of the respondents
had high knowledge of KCC followed by medium knowledge of e-Choupal
(39.29 per cent) and KrishiMarataVahini (37.14 per cent) but low knowledge
of RaithMitra Kendra (30.71 per cent).

2.3 THE ATTITUDE OF RESPONDETS TOWARDS THE USE OF

KISAN CALL CANTER
Natikar (2001) found that 66.25 per cent subscriber farmers expressed
favourable attitude towards the farm magazines.
Sharma et al. (2012) revealed 60.00 per cent that of the respondents had
favourable attitude and 26.66 per cent respondents had most favourable
attitude towards KisanMandal and KisanSewa Kendra.
Vermaet al. (2012) revealed that 56.87 per cent of the respondents had
favourable attitude and 25.63 per cent had most favourable attitude towards
ICT application in agriculture.
Arora and Rathore (2013) revealed that less than two-third of the
respondents had moderately favourable attitude,whereas only 14.09 per cent
had highly favourable attitude towards the services of e-choupal.
Shukla and Chauhan (2013) revealed that 45.00 per cent of the extension
educationists possessed favourable attitude towards AFM Radio, while 26.67
per cent of them were found with strongly favourable attitude towards AFM
Radio, about 11.67 per cent of the extension educationists were found with
the neutral attitude and 13.33 per cent of the extension educationists were
found in the strongly unfavourable category, while very less (3.33 per cent) of
the extension educationists were having a unfavourable attitude towards the
AFM Radio.

2.4 THE RELATIONSHIP BETWEEN PROFILE OF FARMERS &

THEIR KNOWLEDGE LEVEL ABOUT KISAN CALL CANTER
Saxenaet al. (2000) revealed that age, education, land holding, farming
experience, had positive and significant relationship with knowledge of
respondents about agronomical practices.
Patel and Chauhan (2009) revealed that out of nineteen variables, eighteen
variables namely age, education, occupation, farm televiewing behaviour,
attitude towards Doordarshan farm telecast, attitude towards ETV farm
telecast, level of aspiration, role taking empathy, non fatalism,
cosmopoliteness, economic motivation,risk orientation, scientific orientation,
market orientation, credit orientation, innovation proneness, attitude towards
modern agricultural practices, overall modernization were found significantly
correlated with knowledge of farm televiewing farmers about improved
practices of animal husbandry.
Pillegowdaet al. (2010) revealed that education, extension contact was shown
significant to highly significant and age, family size had non-significant
relationship with the knowledge level of sugarcane farmers regarding
recommended cultivation practices.
Pawaret al. (2011) revealed that out of nine independent variables, three
variables had exhibited positive significant relationship with the existing
knowledge level of the respondents. Age, education of the respondents and
father‟s occupation had a positive correlation with the knowledge level of the
respondents. Variables like type of family, family size, parental education,
mother's occupation and annual family income were non significantly
associated with knowledge level of the respondets.
Kaur and Rathore (2013) revealed that occupation, land holding, family
type, monthly income, milk production and milk sale had positive and
significant relationship with knowledge gain at one and five per cent level of
probability.
2.5 THE RELATIONSHIP BETWEEN PROFILE OF THE FARMERS
AND THEIR ATTITUDE TOWARDS THE USE OF KISAN CALL
CENTER
Kubdeet al. (1989) revealed that education ,income, landholding, social
participation, occupation, socio economic status exposure to mass media at
television viewing farmers were associated with attitudes of television
viewers where as age was non significantly associated with attitudes of
television viewers.
Avasthiet al. (2000) concluded in their study that there was a significant
association between the attitude and scientific orientation of the respondents
towards improved dairy products.
Temkar and Chauhan (2002) found that attitude was positively and
significantly correlated with scientific orientation.

Pathak (2004) indicated that the attitude was negatively but significantly
correlated with age towards private agricultural research.
Sharnagat (2008) found that attitude of the beneficiaries towards National
Horticulture Mission was positively and significantly associated with their
education, land holding, extension contact, economic motivation, risk
orientation, sources of information while age, occupation, experience of the
beneficiaries was found to be non-significantly associated with their attitude
towards National Horticulture Mission.
Goswami (2012) revealed that annual income, social participation, Mass
media participation, Cosmopoliteness, innovative proneness, value
orientation, Risk orientation, Economic motivation and knowledge was
positively and highly significantly associated where education was positively
and significantly associated with the attitude of the respondents. He also
reported that family size, family type, fish farming experience, occupation,
extension agency contact, duration of water availabity, source of water and
extent of weed was non significatly associated where as age, caste, possession
of fishing equipment, size of water body negatively and non significantiy
related with attitude of the respondents towards scientific fish culture.
Lal (2012) revealed that socio-economic status, level of education, size of
land holding and age of the respondents were positively and significantly
correlated with the attitude of the respondents towards farm T.V. programmes
at 1% level of significance, while the caste of the respondents was found to be
non significantly associated with the attitude of the respondents towards farm
T.V. programmes.
Sharma et al. (2012) revealed that the level of education, land holding were
positively and significantly associated with the attitude of farmers towards
KisanMandal and KisanSewa Kendra.

2.6 CONSTRAINTS AS PERCEIVED BY THE KCC RESPONDENTS

TO USE KISAN CALL CENTER
Michael (2003) documented that lack of use of local language by the mass
media in communicating agricultural information was ranked first as a major
problem and lack of follow-up of agricultural information was ranked at
second position.
Micheal and Maier (2007) revealed that obstacles to ICT use were generally
structural (time, location, illiteracy) and not personal (e.g. a prohibition from
a relative).

Singh et al. (2008) had found that major constraints faced by almost all
farmers was that they don‟t know the number of help line services, poor
condition of equipment‟s, single telephone, slow progress of the programs
and lack of confidence in govt. programs.
Rudroju and Angadi (2013) revealed that lack of adequate skills to use ICTs
(73.57%) and lack of proper infrastructure (61.43%) were the major
constraints in effective utilisation of ICT projects by respondent farmers.
Singh et al. (2013) found that constraint availability of the handsets
compatible to the local languages of the farmers and timely reading the
messages by the e-farmers.
2.7 SUGGESTIONS OF THE RESPONDENTS TO OVER COME THE
CONSTRAINTS AS PERCEIVED BY THEM IN USE OF KISAN
CALL CENTER
Patil and kulkarni (1992) revealed that majority of the farmers (88.60 per
cent) suggested that the duration of the programme should be increased,
instead of giving more alternatives a specific aleternative should be given by
considering availability in market and its effectiveness (76.66 per cent),
information of new research should be given (54.66 per cent), information
should be given slowly (48.00 per cent), Information should be given is
simple and clear words (42 per cent).
Patel et al. (2004) reported that 80.00 per cent of the farmers laid emphasis
on telecasting the information regarding local crop followed by there were
68.33 per cent of the farmers who demanded change in present timing of the
programme, 60.00 per cent of them wanted that programme should be re-
telecast and involvement of local progressive farmers while formulating
programme was insisted by 57.50 per cent of the farmers.
Singh and Upadhyay (2006) documented that out of 95 respondents, 45
respondents said that simple language should be used for the broadcast and
more than 50 respondents reported that lectures should be delivered at a slow
rate so that rural participants unfamiliar with technical terms can also
understand the message.

Bhosleet al. (2008) reported that majority of the respondents (74.34%)

suggested that scientific words and technical terms should be simplified into
local language.
Chauhan (2012) revealed that the most important suggestions given by
farmers to overcome the problems were kits should be distributed among all
farmersas per requirement, regular visit of VLWs at village level, information
about KrishiMahotsav should be given in advance by VLWs and proper
guidance regarding the same should be given well in advance for effective
and efficient utilization by the farmers.
Rudroju and Angadi (2013) revealed that majority of the farmers (74.29%)
had suggested for providing them training in operating ICT tools, providing
adequate knowledge of various ICTs projects (67.86%) and linking ICT
projects with other services (61.43%).
METHODOLOGY
RESEARCH METHODOLOGY

This chapter deals with the research design, tools and techniques the
scientific investigation employed for the collection of data in light of the
objectives of the study. The procedure followed in the study has been
described under the following heads.

3.1 Area of the study

3.2 Selection of the respondents
3.3 Research design
3.4 Development of interview schedule
3.5 Pre-testing of interview schedule
3.6 Collection of data
3.7 Variables and its measurements
3.8 Statistical framework used for analysis of the data
3.1 AREA OF THE STUDY
The present study was conducted in Manachanallur block of Trichy district.
The Manachanallur block of trichy district consists of 36 villages.
Alagiyamanavalam, Poonampalayam, Samayapuram, Manachanallur,
Thiruvarangapatti, Ulunthukudi, Gopurapatti were selected for our study
purpose.
3.2 SELECTION OF RESPONDENTS
A list of farmers from Alagiyamanavalam, poonampalayam, Samayapuram,
Manachanallur, Thiruvarangapatti, Ulunthagudi were selected randomly.
 MAP OF MANACHANALLUR BLOCK IN TRICHY DISTRICT

TAMILNADU

TRICHY

DISTRICT

MANACHANALLUR

BLOCK OF TRICHY DISTRICT

3.3 RESEARCH DESIGN

Ex-post-facto research design was used in the present investigation.
Robinson (1976) defined an Ex-post-facto design as, “Systematic empirical
inquiry in which the independent variables have not been directly managed
because they have already occurred or because they are inherently not
manageable”. Further, he stated that Ex-post-facto studies based on deduce
theories and with identified behavioural phenomenon in explored condition
under which a phenomenon occurs.
3.4 DEVELOPMENT OF INTERVIEW SCHEDULE
The interview schedule was developed keeping in view the specific
objectives of the study. In formulating questions and statements for interview
schedule the investigator referred the review of related literature, popular
articles, research reports, and consulted with the Advisory Committee and
Kisan Call Center to seek and invite their opinion and suggestions to make
interview schedule more scientific and meaningful.
3.5 PRETESTING OF INTERVIEW SCHEDULE
The purpose of pre-testing of interview schedule was to know the
relevancy of the questions included in the interview schedule and whether
they were understandable to the respondents or not. Pre-testing was done with
ten caller farmers who were not included in final sample. Before conducting
interview, the caller farmers were explained about the purpose of the study.
On the basis of information provided and experience gained by investigator,
ambiguity of words and language was corrected and necessary modifications
were made in final format of interview schedule.
3.6 COLLECTION OF DATA
The data was collected following personal interview method by
investigator himself. The actual work of data collection was done during the
month of April-2018.The respondentswere interviewed personally, either at
their home or at community place or at their field. Before conducting the
interview the aim and objectives of the study were explained to the caller
farmers in order to get whole hearted response and correct information from
them. Every possible care was taken to maintain congenial atmosphere to get
unbiased response from respondents. The questions from interview schedule
were asked one by one and their responses were recorded accordingly in the
interview schedule by investigator himself.
VARIABLES AND ITS MEASUREMENTS
The selection of variables included in the study were done on the basis
of extensive review of literature related to the subject in consultation with the
experts and from previous studies conducted related with the topic. Finally the
variables that were found to be most relevant to the present study were
selected. The appropriate empirical measuring techniques/scales of
independent variables such as available research reviews were used.
However, for some variables the measuring techniques were not available and
thus well structured interview schedule was developed after the conformation
with subject matter experts to measure the sample

Table - 4: INFORMATION REGARDING VARIABLES UNDER THE

STUDY AND THE EMPIRICAL MEASUREMENT

Sr. No. Variables Developers

A. Independent Variables

1. Age Chronological age

2. Education Structured schedule developed

3. Extension contact Structured schedule developed

4. Family size SES scale developed by Pareek and Trivedi (1963)

used with due modification

5. Occupation SES scale developed by Pareek and Trivedi (1963)

used with due modification

6. Land holding SES scale developed by Pareek and Trivedi (1963)

used with due modification

7. Source of information Structure schedule developed

8. Social participation SES scale developed by Pareek and Trivedi (1963)

used with due modification

9. Annual income SES scale developed by Pareek and Trivedi (1963)

used with due modification

10. Risk orientation Scale developed by Supe (1969) used with due
 Modification

11. Scientific orientation Scale developed by Supe (1969) used with due
Modification

12. Innovativeness Scale developed by Singh (1977) used with due

Modification

B. Dependent Variables

1. Knowledge of farmers Well structure interview scheduled was Developed

about KCC and used

2. Farmers Attitude Well structure interview scheduled was Developed

towards the use of KCC and used

A well structured interview schedule was developed and used to measure

the knowledge and attitude of farmers towards the use of Kisan Call Center in
South Gujarat region. The finalized dependent and independent variables as well as
its measuring techniques are presented in Table – 4

INDEPENDENT VARIABLES

AGE;

The age was taken as the completed number of years of the respondents on
the date of interview and rounded up to the nearest years. The data regarding age
of the respondents were collected and divided into three groups as under.

Sr. No. Age Score

1 Young age group (up to 30 years) 1

2 Middle age group (between 31 to 50 years) 2
3 Old age group (above 50 years) 3

EDUCATION;

It refers to formal education obtained by the respondent in terms of their level

of education. According to their level of education they were classified into five
groups and measured with score assigned accordingly as under.
 Sr. No. Educational level Score

1 Illiterate 1

2 Primary (1st to 7th standard 2

3 Secondary (8th to 10th standard) 3
4 Higher secondary (11th to 12th standard) 4
5 College and above (above 12th std.) 5

FAMILY SIZE;

This referred to the total number of members in family of the respondents. The
respondents were classified into two categories based on number of members and
the scoring was done as under.

Sr. No. Category Score

1 Small size (up to 4 members) 1

2 Large size (above 4 members) 2

SIZE OF LAND HOLDING

The actual land possessed by the respondents in hectare was considered as such
for measuring this variable and on the basis of that respondents were categorized as
below.

Sr. No. Category Score

1 Marginal farmers (up to 1.00 ha) 1

2 Small farmers (1.01 to 2.00 ha) 2
3 Medium farmers (2.01 to 3.00 ha) 3
4 Large farmers (More than 3.00 ha) 4
OCCUPATION:
The occupation of an individual is an important economic factor
which contributes to sustain the family and provides certain social status
moreover, it reflects in form of income. The data collected from the
respondents about their occupation were categorized into four groups and
measured with score as under.
.
Sr. No. Category Score

1 Farming only 4
2 Farming + Service 3
3 Farming + Business 2
4 Farming + Service + Business 1

ANNUAL INCOME;
Annual income includes quantum of money earned during the year
from theon and off farm sources by the members of family. The sound
economic position and use it in multipurpose activities of development of
family / society can only be possible when the money is available on hand.
The data collected from the respondents about their annual income were
categorized into three groups and measured with score as under.

Sr. No. Category Score

1 up to Rs. 1,00,000/- 1
2 Rs. 1,00,001 to 2,00,000/- 2
3 Above Rs. 2,00,000/- 3

3.7.1.8 EXTENSION CONTACT

Extension contact of the caller farmers was measured considering

the frequency of contact with the different extension personals and agencies
Viz, Village Level Worker, Agriculture Extension Officer, Subject Matter
Specialist, Sub divisional Agricultural Officer, Scientist of Agricultural
University, K.V.K., S.S.K. and other. The score was assigned as under.
Sr. No. Extension contact Score

1 Regularly 4
2 Frequently 3
3 Occasionally 2
4 Never 1

SOCIAL PARTICIPATION;
Information regarding membership of KCC caller in formal
organization was collected and quantified on the basis of scoring system
followed by Pareek and Trivedi (1963) with due modification.

Sr. No. Social participation Score

1 No membership 1
2 Membership in one organization 2
Membership in more than one
3 organizations 3
4 Holding position in organization 4

SOURCE OF INFORMATION UTILIZED;

The methodology followed to determine utilization of various sources
of information by the respondents was simple scoring system as under.

Sr. No. Source of information utilized Score

1 Always 4
2 Frequently 3
3 Occasionally 2
4 Never 1
SOURCE OF INFORMATION ABOUT THE FACILITIES OF KISAN
CALL CENTRE
Source of information play a vital role in the diffusion and adoption
of new ideas and innovation. To know the source of information about Kisan
Call Centre, a list of specific information sources were prepared initially
based on literature available and discussions with the scientists / field
extension functionaries. Each respondent was asked to indicate the sources
as „Yes‟ or „No‟ answers. The information sources were ranked on the basis
of percentage of respondents who reported respective source of information.

On the basis of mean and standard deviation, the respondents were

categorized as following,
Sr. No. Category Range

1. Low level knowledge

<X - S.D.

2. Medium level knowledge

In between X+ S.D.

3. High level knowledge

>X + S.D.
MEASUREMENT OF KNOWLEDGE

Knowledge of the respondents about the Kisan Call Center was measured
by computing the knowledge score. In all twenty-two statements in respect Kisan
Call Center were prepared with the help of experts from the KCC and Extension
discipline. If farmer has given “YES” answer to any sub-questions under the head,
the “TWO” score was given and “ONE” score was given for those who had given
“NO” answer.
The respondents were grouped into three levels of knowledge by using
mean and standard deviation.

Sr. No. Category Range

1. Low level knowledge

<X - S.D.

2. Medium level knowledge

In between X+ S.D.

3. High level knowledge

>X + S.D.

MEASUREMENT OF ATTITUDE

The attitude of caller respondents towards the use of Kisan Call Center was
workout by using well Structural interview scheduled and on the basis of scores
respondents were categorized in to five categories viz.,

Sr. No. Level of Attitude Score

1. Strongly unfavorable Upto 9
2. Unfavorable 9 to 18
3. Moderate 19 to 27
 4. Favorable 28 to 36
5. Strongly Favorable 37 o 46
The final attitude scale was administered on respondents who were asked to
express their reactions in terms of their agreement or disagreement with each item
by selecting any of the five response categories viz. Strongly agree, Agree,
Undecided, Disagree and Strongly disagree. The score given for positive
statements were 5, 4, 3, 2, and 1 while it was 1, 2, 3, 4, and 5 for negative
statements.

MEASUREMENT OF CONSTRAINTS AS PERCEIVED BY THE

RESPONDENTS

Constraints refer as the items of difficulties as perceived by the respondents

in use of Kisan Call Center. The 22 statements regarding constraints were prepared.
The respondents were asked to give the answer to each statement. The answer to
each statement was bipolar. The zero score given to „No‟ and 1 score given to 'Yes'
answer. Respectively. Percentage was worked out for each of the constraints and
overall ranks were assigned on the basis of percentage.

MESUREMENT OF SUGGESTIONS TO OVERCOME THE

CONSTRAINTS AS PERCEIVED BY THE RESPONDENTS

Based on the constraints perceived by the respondents in availing the services

Kisan Call Center, possible suggestions were seeked from them. Percentage was
work out for each suggestion and overall ranks were assigned on the basis of
percentage.
RESULT AND DISCUSSION
 Result and discussion

The information related to this study was collected from the respondents selected
by means of personal interview schedule. The collected information was classified,
tabulated, analyzed, interpreted and drawing conclusions in light of the objectives of
the study. The facts and findings derived after analyzing the information have been
presented in this chapter under following major heads.

 Profile of the respondent farmers.

 The knowledge level of the farmers about the Kisan Call Center.
 The attitude of farmers towards the use of Kisan Call Center.
 The relationship between profile of farmers & this knowledge level
about Kisan Call Center.
 The relationship between profile of farmers and their attitude towards
the use of Kisan Call Center.
 The constraints as perceived by respondents to overcome the
constraints as perceived by the respondents in use of services of Kisan
Call Center.

Profile of the respondent farmers

INDEPENDENT VARIABLES

AGE

Respondents were asked to indicate their age at the time of interview and
classified into following groups.

SI. CATEGORY FREQUENCY PERCENT

N
O
1 Younf age group(upto 30 3 10.00
years)
2 Middle agegroup(31-50 14 47.00
years)
3 Old age group(more than 13 43.00
50 years
total 30 100.

The data presented in Table -5 shows that 47.00 per cent of respondents were found in
middle age group, whereas 10.00 per cent and 43.00 per cent of them were in the young
age group and old age group, respectively. Thus, it can be concluded that majority of the
respondents (47.00 per cent) in study area belonged to middle age group to old age group
category.

The findings are similar to the findings reported by Mwakaje (2010), Yadav (2010),
Rudroju and Angadi (2013).

Age
50% 47%
45% 43%

40%

35%

30%

25%

20%

15%
10%
10%

5%

0%

upto 30 30 to 50 Above 50

Education

The information regarding formal education availed by the respondents wereclassified

in to five categories.
Sr. category frequency Percent
No.
1 Illiterate 11 37

2 Primary (1st to 7th 9 30

standard)

3 Secondary (8th to 10th 5 17

standard)

4 Higher secondary (11th 4 13

to 12th standard)

5 Graduate and above 1 3

(above 12th std.)

Total 30 100

The data in the Table -6 shows that 37.00 per cent of the respondents had illiterate
followed by 13.00 per cent, 13.00 per cent and 30.00 per cent of them had higher
secondary education, secondary education and primary level of education, respectively.
Only 3.00 per cent of the respondents were graduate.

From the above facts, it can be concluded that majority of the respondents (63.00 per
cent) were educated. This may be due to availability of the primary and secondary school
at village level and colleges at taluka levels.

The findings are similar to the findings reported by Sharnagat (2008) and Yadav (2011).
 Educational Status
40% 37%
35%
30%
30%

25%

20% 17%
15% 13%

10%

5% 3%

0%

Illiterate Primary Secondary HSC Collegiate

SIZE OF FAMILY

The respondents were classified in following categories according to their size of family
and data presented in Table -7 and also depicted diagrammatically inFig.-7.

Sr. No. Category Frequency Per cent

1. Small size (up to 4 members) 14 43.00

2. Large size (above 4 members) 16 57.00

Total 30 100
 The data presented in Table-7 shows that majority of the respondents (57.00 per
cent) were from large family whereas, only 43.00 per cent of them were from small
family.

The findings are similar to the findings reported by Kumar et al. (2013), Pavitra
and Manjunath (2013).

SIZE OF FAMILY

The respondents were classified in following categories according to their size of

family.

Sr.
No. Category Frequency Per cent

Small size (up to 4

1 members) 14 43
Large size (above 4
2 members) 16 57

Total 30 100

The data presented in shows that majority of the respondents (57.00 per cent) were
from large family whereas, only 43.00 per cent of them were from small family.
 Family size

60% 57%

50%
43%
40%

30%

20%

10%

0%

Small Large

The findings are similar to the findings reported by Kumar et al. (2013), Pavitra
and Manjunath (2013).

SIZE OF LAND HOLDING

The data pertaining to size of land holding of respondents were presented as

Sr. Category Frequecy Per cent

No.
1 Marginal farmers (up to 1.00 12 40
ha)

2 Small farmers (1.01 to 2.00 10 33

ha)
3 Medium farmers (2.01 to 5 17
3.00 ha)
4 Large farmers (More than 3 10
3.00 ha)
Total 30 100

The data presented in Table- 8 shows that 40.00 per cent of the respondents had
marginal land holdings, followed by 33 per cent, 17 per cent and 10 per cent who had
small level, medium level and large level land holding, respectively.
 Thus, it can be concluded that of respondents (60.00 per cent) had at least small to
large land holding.

Land holding
45%
40%
40%
35% 33%

30%
25%
20% 17%
15%
10%
10%
5%
0%

Marginal Small Medium Large

The findings are similar to the findings reported by Patel et al. (2011) and Yadav
(2011).

OCCUPATION
The data regarding occupation of the respondents presented as

Sr. Category Frequency Per cent

No.
1 Farming only 10 33

2 Farming + Service 5 17
3 Farming + Business 3 10

4 Farming + Service + 12 40
Business

Total 30 100
The data presented in Table- 9 indicates that 40.00 per cent of the respondents
were engaged in farming with service and business whereas, 33.00 per cent and 17.00 per
cent of the respondents were engaged in farming and farming with service, respectively.
Only 10.00 per cent of the respondents were engaged in farming with business.

From the above data it can be concluded that majority of the respondents (77.00 per
cent) were simultaneously engaged in service, business and farming. The probable reason
for the same might be that educational level of two fifth of the respondents was above
graduate level.

Occupation

45%
40%
40%
33%
35%
30%
25%
20% 17%
15%
10%
10%
5%
0%
1

Farming Farming+Business Farming +Services Farming + Wages

The findings are similar to the findings reported by Vijayaraghavan and sharma
(2000).

ANNUAL INCOME
The data regarding annual income of the respondents are presented as

Sr. Category Frequency Per cent

No.
1 up to Rs. 1,00,000/- 15 50

2 Rs. 1,00,001 to 12 37
2,00,000/-
3 Above Rs. 2,00,000/- 3 13

Total 30 100
 The data presented in the Table - 10 that indicates 50.00 per cent of the
respondents earning annual income up to 1,00,000/- followed by 37.00 per cent and 13.00
per cent of them who were having annual income in between Rs. 1,00,001 to 2,00,000/-
and above Rs.2,00,000/- , respectively.

Further, it was observed that majority of the respondents (50.00 per cent) were
earning up to Rs.1, 00,000/- to Rs.2, 00,000 annual income. The key reason might be the
occupation of majority the respondents was farming, service and business.

Annual Income
60%
50%
50%

40% 37%

30%

20%
13%
10%

0%
1

Upto Rs. 1 lakh Rs. 1 lakh to Rs. 2 lakhs Above Rs. 3 lakhs

The findings are similar to the findings reported by Kumar et al. (2013).

SOCIAL PARTICIPATION:

Distribution of respomdents in relation to social participation is classifies as

Sr. Category Frequency Per cent

No.
1 No membership 7 23

2 Membership in one organization 11 37

 3 Membership in more than one 12 40
organizations

TOTAL 30 100

The data presented in Table - 13 show that 37.00 per cent of the respondents had
membership at least in one organization. Whereas, 23 per cent of the respondent had no
membership in any organization while equal percentage 40 per cent of the respondent had
Membership in more than one organization and holding position in organization,
respectively.

Further, it can be revealed that majority of the respondents (77 per cent) have at
least membership in one organization. The reason behind was well developed milk co-
operative and sugar co-operative structure in the study area.

Social participation
45%
40%
40% 37%
35%
30%
25% 23%

20%
15%
10%
5%
0%

Nill one More than one

The findings are similar to the findings reported by Sunil et al. (2009) and
Ajotikar et al. (2010).
THE KNOWLEDGE LEVEL OF THE RESPONDENTS ABOUT THE
KISAN CALL CENTER
The data regarding extent of knowledge of respondents are presented in
Sr. Level of Frequency Per cent
No. Knowledge
1 Low level 6 20
knowledge
2 Medium 17 53
level knowledge
3 High level 7 27
knowledge
Total 30 100
The data presented in the Table- 18 shows that majority of the respondents (55 per
cent) had medium level of knowledge about the Kisan Call Center, while 20.00 per
cent of respondents had low and 27.00 per cent of respondents had high level of Kisan
Call Center, respectively.

Thus, it can be concluded that majority of (750 per cent) of the respondents had
medium to low level knowledge about the Kisan Call Center. The probable reason
might be due to fact that majority of the respondents‟ educational level high and had
got information from TV advertisement about use of Kisan Call Center.
 Measurement of Knowledge
60%
53%
50%

40%

30% 27%
20%
20%

10%

0%

Low medium High

The findings are similar to the findings reported by Tiwari and Upadhyay (2011),
Rudroju and Angadi (2013).

ATTITUDE OF RESPODENTS TOWARDS THE USE OF KISAN

CALL CENTER
The data regarding attitude towards the use of Kisan Call Center is presented
Sr. No. Level of Frequency Per cent
Attitude
1 Strongly 2 6
unfavorable
2 Unfavorable 3 10

3 Moderate 14 47

4 Favorable 8 27

5 Strongly 3 10
Favorable
Total 30 100
 The data presented in Table -19 shows that 47.00 per cent of the respondents
were having moderate attitude towards the use of Kisan Call Center and was followed
by 10 per cent having unfavorable attitude and 27.00 per cent and 10.00 percent of
respondents having favorable, Strongly favorable and only 7.00 per cent Strongly
unfavorable attitude, respectively.

Further, it concluded that majority of respondents (83.00 per cent) had moderate to
strongly favorable attitude towards the use of Kisan Call Center.

50% 47%
45%
40%
35%
30% 27%
25%
20%
15%
10% 10%
10% 7%
5%
0%

Strongly unfavourable Unfavourable Moderately favourable Favourable Strongly favourable

The findings are similar to the findings reported by Sharma et al.(2012), Verma et al.
(2012), Arora and Rathore (2013).

THE KNOWLEDGE LEVEL OF THE RESPONDENTS ABOUT THE KISAN

CALL CENTER
The data regarding extent of knowledge of respondents are presented in
Sr. No. Level of Knowledge Frequency Per cent

1 Low level knowledge 6 20

 2 Medium level 17 53
knowledge

3 High level knowledge 7 27

Total 30 100
The data presented in the Table- 18 shows that majority of the respondents (55 per
cent) had medium level of knowledge about the Kisan Call Center, while 20.00 per
cent of respondents had low and 27.00 per cent of respondents had high level of Kisan
Call Center, respectively.

Thus, it can be concluded that majority of (750 per cent) of the respondents had
medium to low level knowledge about the Kisan Call Center. The probable reason
might be due to fact that majority of the respondents‟ educational level high and had
got information from TV advertisement about use of Kisan Call Center.

Measurement of Knowledge
60%
53%
50%

40%

30% 27%
20%
20%

10%

0%

Low medium High

The findings are similar to the findings reported by Tiwari and Upadhyay (2011),
Rudroju and Angadi (2013).
ATTITUDE OF RESPODENTS TOWARDS THE USE OF KISAN CALL
CENTER
The data regarding attitude towards the use of Kisan Call Center is presented
Sr. No. Level of Attitude Frequency Per cent

1 Strongly unfavorable 2 6
2 Unfavorable 3 10
3 Moderate 14 47
4 Favorable 8 27
5 Strongly Favorable 3 10
Total 30 100
The data presented in Table -19 shows that 47.00 per cent of the respondents
were having moderate attitude towards the use of Kisan Call Center and was followed
by 10 per cent having unfavorable attitude and 27.00 per cent and 10.00 percent of
respondents having favorable, Strongly favorable and only 7.00 per cent Strongly
unfavorable attitude, respectively.

Further, it concluded that majority of respondents (83.00 per cent) had moderate to
strongly favorable attitude towards the use of Kisan Call Center.

50% 47%
45%
40%
35%
30% 27%
25%
20%
15%
10% 10%
10% 7%
5%
0%

Strongly unfavourable Unfavourable Moderately favourable Favourable Strongly favourable

The findings are similar to the findings reported by Sharma et al.(2012), Verma et al.
(2012), Arora and Rathore (2013).

RELATIONSHIP BETWEEN PROFILE OF THE RESPONDENTS WITH THEIR

KNOWLEDGE ABOUTKISAN CALL CENTRE.

The data pertaining to the relationship between the profile of the respondents and their
knowledge about Kisan Call Center are presented

Sr. No. Independent Correlation Coefficient

Variables
(„r value)
1 Age -0.3169
2 Education 0.401

3 Family size -0.2317

4 Land holding 0.0464

5 Occupation -0.2667
6 Annual income 0.0913

7 Extension contact 0.2358

8 Social participation 0.04

9 Source of 0.136
information
The findings are partially similar to the findings reported by Dighe and Rajput (2010),
Pillegowda et al. (2010)
 Knowledge
0.5
0.4
0.3
0.2
0.1
0
-0.1
-0.2
-0.3
-0.4
Extensi Social
Educati Occupa Land Source info
Age Family Income on particip
on tion size of Info utility
contact ation
Knowledge -0.316920.4010560.231741-0.266730.091314-0.046430.235838 -0.136 -0.040060.129761

RELATIONSHIP BETWEEN THE PROFILE OF THE RESPONDENTS WITH

THEIR ATTITUDE TOWARDS THE USE OF KISAN CALL CENTER
The data pertaining to the relation between the profile of the respondents and their attitude
towards use of Kisan Call Center are presented in

Sr. No. Independent Correlation Coefficient

Variables (r value)
1 Age -0.1631
2 Education 0.1698
3 Family size -0.2696
4 Land holding 0.1108
5 Occupation 0.373

6 Annual income 0.027

7 Extension contact 0.1849

8 Social participation 0.0487

9 Source of information -0.0289

The findinds are partially similar to the finding reported by Sharnagat (2008),
Goswami (2012), Lal (2012) and Sharma et al. (2012).
 0.5
0.4 Attitude
0.3
0.2
0.1
0
-0.1
-0.2
-0.3
-0.4
Exten
Sourc Social
Educa Famil Occup Incom Land sion info
Age e of partici
tion y ation e size contac utility
Info pation
t
Attitude -0.163 0.1698 -0.27 0.3731 0.027 0.1109 0.1849 -0.029 -0.049 0.0999

CONSTRAINTS AS PERCEIVED BY THE RESPONDENTS IN USING THE

SERVICES OF KISAN CALL CENTER
An attempt was made to know the constraints as perceived by respondents and frequency
and percentage for each constraint were calculated

CONSTRAINS FREQUENCY PERCENTAGE RANK

Creditability of information is high. 20 66% I

KCC services are engaged mostly 18 60% II

Requirements given by the KCC 15 50% III

agents are not available in the area
shops.
Working hours are not known by the 14 46% IV
farmers
There is no feedback facility in 10 33% V
KCC.
Instead of answering to the point 9 30% VI
more irrevelent question are asked
by the KCC agents.

.KCC agents are unable to 7 23% VII

understand our questions sometimes
SMS sended by KCC are not 6 20% VIII
displayed in some of the handset
mobile phones.
The findings are partially similar to the findings reported by Michael (2003) and
Singh et al. (2008).

THE SUGGESTION TO OVERCOME THE CONSTRAINTS AS CONSTRAINTS

PERCEIVED BY THE RESPONDENTS IN USE OF SERVICES OF KISAN CALL
CENTER
An attempt was also made to ascertain suggestions to overcome various
constraints perceived by respondents in using the services of Kisan Call Centre. The
respondents were requested to offer their valuable suggestions against difficulties faced by
them in using the services of Kisan Call Centre. The suggestions given by respondents
were collected, summarized and presented as

SUGGESTION FREQUEN PERCENTAGE RANK

CY
KCC requires huge amount of 19 63% I
exposure through mass media

Up to date information 12 40% II

needed.
Use of technical words must 11 36% III
be reduced.

Network connection must be 10 33% IV

extended to rural areas.

Facilities for feedback are 9 30% V

required in KCC

Irrevelant questions are 8 26% VI

needed to be avoided.

The findings are partially similar to the findings reported Bhosle et al (2008).
SUMMARY AND CONCLUSION
SUMMARY AND CONCLUSION

This chapter includes summary, methodology, major finding, conclusion, action

implication and suggestions for further research in a nutshell.

SUMMARY

We are in the age of information and thus, the development and proliferation of
electronically communicated information has accelerated economic and social change
across all areas of human activity worldwide and it continues to do so at a rapid pace. The
real challenge before policy makers is to overcome the information asymmetry between
farmer, village and regions. The developments in the field of Information and
Communication Technology (ICT) in India make it possible to attempt this task. The
country today has an impressive telecom network which could be put to effective use for
delivering knowledge and information to the farming community. The agriculture
extension system, which is facing acute shortage of manpower, need to make full use of
the growing communication bandwidth to serve the farming community efficiently.

A Call Center based extension service delivering knowledge and information

exactly as per the requirements of the farming community has been started under the name
of Kisan Call Center. This system also helps to keep a record of what is being delivered to
the farmers in terms of knowledge and information. The Kisan Call Center scheme is
functioning since 21st January 2004. The Call Center can be accessed by farmers all over
the country on common Toll Free Number 1551 from land line telephone and 1800-180-
1551 from any mobile phone. The purpose of these Call Center is to respond to issues
raised by farmers, instantly, in the local language. There is Kisan Call Center for every
state which is expected to handle traffic from any part of the country. Queries related to
agriculture and allied sectors are being addressed through these Call Center.

The farmer may come across a number information sources but they pursue only
few of them depending upon the availability and the ease of use. Countering the
importance and facts in view the present study entitled, “ATTITUDE OF FARMERS
TOWARDS THE USE OF KISAN CALL CENTERIN MANACHANALLUR
BLOCK OF TRICHY DISTRICT‟ was under taken with the following specific
objectives.

OBJECTIVES OF STUDY
 To study the profile of the selected farmers.
 To find out the knowledge level of farmers about the Kisan Call Center.
 To measure the attitude of farmers towards the use of the Kisan Call Center.
 To ascertain the relationship between profile of farmers & knowledge level of
respondent about Kisan Call Center.
 To ascertain the relationship between profile of farmers and their attitude towards
use the of the Kisan Call Center.
 To identify constraints as perceived by the respondents in using the services
 of Kisan CallCenter.
 To explore suggestion from the farmers to overcome the constraints as perceived by
the farmers in use of services of Kisan Call Center.

REVIEW OF LITERATURE
A brief account of literature reviewed were presented under eight heads viz.,
selected characteristics of farmers, source of information about Kisan Call Center,
knowledge of farmer about Kisan Call Center and attitude towards Kisan Call Center,
relationship between selected characteristics of farmers with their knowledge about
Kisan Call Center and attitude towards Kisan Call Center, constraints as perceived by
farmers in use of Kisan Call Center and suggestions made by the farmers to overcome
constraints perceived by them.

METHODOLOGY
The present study was undertaken in Manachanallur Trichy district. A list of
farmers of Manachanallur block who had contacted Kisan Call Center (KCC),
Coimbatore through landline or mobile phone during August to November 2017 was
obtained from the Kisan Call Center (KCC),coimbatore. Out of these 30 farmers were
 selected with the help of proportionate random sampling method. To know the
education, extension contact, source of information, knowledge of farmers about KCC
and farmers attitude towards KCC of respondents a structured schedule was developed.
The SES scale developed by Pareek and Trivedi (1963) was used with due
modification for measuring family size, occupation, land holding, social participation
and annual income. The Scale developed by Supe (1969) was used with due
modification for measurement risk and scientific orientation. The Scale developed by
Singh (1977) was used with due modification for measurement innovativeness of the
respondents. A simple ranking technique was applied to measure the source of
information, constraints perceiveds by respondent and for suggestions also. The data
was collected with the help of well-structured, pre-tested interview scheduled through
personal contact and data were compiled, tabulated and analyzed to get answers for
objectives of the study. The statistical tools used were percentage, mean score,
standard deviation and coefficient of correlation.

MAJOR FINDINGS

The important findings of the study are summarized as below:

Profile of the farmers

• It was found that 47.00 per cent of the respondents were found in middle age
group, whereas 10.00 per cent and 43 per cent of them were in the young age
group and old age group, respectively.
• It was found that 37.00 per cent of the respondents are illiterate followed by 15.00
per cent, 17.00 per cent and 50 per cent who had higher secondary education,
secondary education and primary level of education, respectively. Only 3.00 per
cent of the respondents were collegiate.
• It was found that majority of the respondents (57.00 per cent) were from large
family whereas, only 43.00 per cent of them were from small family.
 • It was found that 40.00 per cent of the respondents had marginal land holding,
followed by 33 per cent, 17 per cent and 10.00 per cent who had small, medium
and large land holding, respectively.
• It was found that 40.00 per cent of the respondents were engaged in farming with
wages whereas, 33.00 per cent and 17.00 per cent of the respondents were
engaged in farming and farming with services respectively. Only 10.00 per cent of
the respondents were engaged only in farming eith business.
• It was found that 50.00 per cent of the respondents earning annual income up to
1,00,000/- followed by 37.00 per cent and 13.00 per cent of them who were having
annual income in between Rs. 1,00,001 to 2,00,000/- and above Rs.2,00,000/- ,
respectively.
• It was found that 37.00 per cent of the respondents had occasional extension
contact with different extension agencies, followed by 33 percent and 30 per
cent who had frequent and regular extension contacts,respectively.
• It was found that 40 per cent of the respondents had membership in more than one
organization. Whereas, 37 per cent of the respondent had one membership in any
organization while 23 per cent of the respondent had Membership in no
organization respectively.

THE SOURCE OF INFORMATION ABOUT THE FACILITIES OF KISAN

CALL CENTER
It was found that major source of information of respondents was; Friends, (40.00 per
cent) which was ranked at first position followed by Radio (27.00 per cent); AAO (20 per
cent) Others (10.00 per cent); which were ranked at I,II, III, IV position, respectively.

THE KNOWLEDGE LEVEL OF FARMERS ABOUT THE

USE OF KISAN CALL CENTER
It was found that majority of the respondents (53 per cent) had medium level of
knowledge about the Kisan Call Center, while 27.00 per cent of the respondents had high
and 20 per cent of respondents had low level of Kisan Call Center, respectively.
ATTITUDE OF FARMERS TOWARD USE OF KISAN
CALL CENTER
It was found that 47.00 per cent of the respondents were having moderate attitude towards
use of Kisan Call Center and was followed by 27 per cent favorable attitude and 10.00 per
cent having both unfavorable, strongly favorable attitude and only 7 per cent strongly
unfavorable attitude, respectively.

RELATIONSHIP BETWEEN PROFILE OF THE FARMERS WITH THEIR

KNOWLEDGE ABOUT THE KISAN CALL CENTER

It was found that out of twelve independent variables, land holding and risk orientation
were positively but non-significantly correlated with knowledge of the respondents about
KCC whereas, family size and occupation were negatively but non-significantly
correlated with knowledge of the respondents about KCC. However, annual income,
extension contact, source of information, scientific orientation were found significantly
and education, innovativeness and social participation were highly significantly correlated
with the knowledge of the respondents about Kisan Call Center. Only age was negatively
but significantly correlated with the knowledge of the respondents about Kisan Call
Center.

RELATIONSHIP BETWEEN PROFILES OF THE FARMERS WITH THEIR

ATTITUDE TOWARDS THE USE OF KISAN CALL CENTER
It was found that out of twelve independent variables, the occupation was
positively but non-significantly and family size was negatively but non-significantly
correlated with attitude of the respondents towards the use of KCC. However, extension
contact was found significant and education , land holding, annual income,
innovativeness, social participation, source of information, scientific orientation and risk
orientation were highly significantly correlated with the attitude of the respondents
towards use of Kisan Call Center. Only age was negatively but significantly correlated
with the attitude respondents towards use of Kisan Call Center.
CONSTRAINTS AS PERCEIVED BY THE RESPONDENTS
IN USING THE SERVICES OF KISAN CALL CENTER
It was found that major constraints as perceived by respondent were,“ Creditability of
information is high: KCC services were engaged mostly;SMS are not displayed in handset
mobile; No feedback facility in KCC” which were ranked at I,II, III, IV position,
respectively.
THE SUGGESTION TO OVERCOME THE CONSTRAINTS AS PERCEIVED BY
THE RESPONDENTS IN USE OF SERVICES OF KISAN CALL CENTER
It was found that the suggestion “KCC requires huge amount of exposure through mass
media; Upto date information is needed and use of technical words should be
avoided;Irrelevant questions /discussions must be avoided during call” which were ranked
at I,II, III position, respectively as per the response of the respondents.

CONCLUSION:

It can be concluded that :

 Respondents were from large family.

 Respondents were illiterate, earning up to annual income and had membership at
least in one organization.
 Major source of information were from friends.
 Respondents had medium level of knowledge about KCC.
 Respondents had moderate to favorable attitude towards the use of KCC.
 Income, land holding and information utility was found to be significantly
correlated.
 Occupation, extension contact, education were highly significantly correlated
with the attitude of the respondents towards the use of KCC.

Major constraints as perceived by respondents were:

o Creditability of information is high

o KCC services were engaged mostly
 o SMS are not displayed in handset mobile
o No feedback facility in KCC

Major suggestions can be concluded that

 KCC requires huge amount of exposure through mass media.

 Upto date information is needed and use of technical words should be avoided.
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