Association of socio-personal attributes of the beneficiaries with impact of KMA

Kisan Mobile Advisory (KMA) is one of the popular ICT initiatives which provide platform for location-specific and crop specific farm advisory services to the farming community. Like other extension interventions, the success of this mobile based intervention has also been administered by several social, personal, psychological, and communication factors. Keeping importance of these factors in view, a research study was conducted in Barwani district of Madhya Pradesh to assess the association of socio-personal and psychological attributes of the beneficiaries with impact of KMA. The study was carried out on a sample of 140 beneficiaries of KMA programme of KVK, Barwani. Data were collected through personal interviews of respondents with the help of a structured interview schedule. The study concludes medium level of overall impact of Kisan Mobile Advisory based on the perception of beneficiaries. It can be summarized that the variables namely size of land holding, size of family, annual income, use of information sources, accessibility pattern of modern mass media, contact with extension workers, innovativeness, economics motivation, scientific orientation, and risk orientation had significant relationship with impact of Kisan Mobile Advisory at 0.05 level of probability whereas variables namely age, education, caste, type of land holding, type of family, social participation and sources of annual income had non-significant relationship with impact of Kisan Mobile Advisory.