Listening Behaviour of the Farmers in Nimar Agro Climatic Region of Madhya Pradesh towards Mass Media of Radio

The present study was conducted in Nimar Agro Climatic Region of Madhya Pradesh on Listening Behaviour of the Farmers towards Mass Media. The objective of this study is to know the listening behaviour of the farmers of radio programme. The study was carried out on a sample of 240 mass media user farmers. The data were gathered through personal interviews of respondents with the help of a structured interview schedule. Data were analyzed with help of suitable statistical tools. Majority of the farmers had purchased their own radio sets. Maximum of the farmers had motivation for purchasing their own radio sets. Majority of the farmers had purchased radio for getting news and other information. Majority of the farmers were listening their radio sets alone. Majority of the farmers listened to radio programmes in the evening. Maximum of the farmers listened radio for 1-3 hours in a day. Majority of the farmers listened to radio for preserving the information simply by memorizing in their mind. Majority of the farmers had discussed radio contents for getting weather forecast information. As far as level of mass media listening behaviour of the radio listening farmers were having high level of mass media listening behaviour, respectively.