Communication pattern of prime source of farm information: Agro input dealers of Haryana

Research findings clearly indicated that progressive farmers as well fellow input dealers were the regular used personal localite information sources by dealers for acquisition of technologies among personal cosmopolite sources viz. sales representatives of agro-input companies while, they regularly utilized impersonal cosmopolite sources such as krishimelas, brochures, news paper and mobiles for acquisition of effective as well efficient technologies. A vast majority of input dealers evaluated the acquired information in the light of past experience followed by discussion with farmers, firm representatives or executives and fellow input dealers while least used method were degree of complexity in understanding and explanation for application to customers i.e. more scientific/technical information, discussion with local leaders, friends and neighbours. Information was stored more in form of memories in comparison to notes, brochures and not at all in CDs and DVDs as answered for recall of information. The information transformation was done by adding personal experience, followed by paralanguage and answering the questions of customers. Answering questions of the customers directly was top ranked method of transfer of knowledge of technologies by input dealers followed by personal calls. Technical matters were attended by sales representative or field assistant of company i.e. effectiveness and efficiency of products while others like prices, expiries, damages etc. by themselves. Distribution of brochures, informal chat during social functions, group discussions, meeting, field days and demonstrations in collaboration with agro-input companies were the most used knowledge transfer methods while least used or not used methods/media was recent social media i.e. Whats App.