Study of information processing behaviour of radish growers in eastern Uttar Pradesh, India

The study was carried out in eastern uttar pradesh comprises with eighteen districts out of this Jaunpur district was selected. The majority of respondents contact to Gram Pradhan as formal source of information while maximum number of respondents contact to their family members as informal source of information and mobile was major source of information as mass media exposure. out of sixteen variables i.e., caste, education, annual income, marital status, type of family, material possession, risk orientation, scientific orientation, knowledge, awareness and adoption was found highly significant and positively correlated with information processing behaviour. Size of family and land holding is only variable were found significant but positively correlated with information processing behaviour. The variables social participation and economic motivation was discovered not significant but positively correlated with information processing behaviour and only one variable age was highly significant but negatively correlated with information processing behaviour.