Marketing Behaviour of Farmers of Arajiline and Cholapur Block in Varanasi

The research was conducted in 2022 in two blocks of Varanasi district of Eastern Uttar- Pradesh. The pretested interviewing method used for data collection and descriptive research design to analyze the Marketing Behaviour of Farmers in Varanasi. A total of 120 respondents were chosen for the study. Marketing Behaviour of farmers was measured by using a 3-point continuum on Likert scale with the help of 14 statements. The finding revealed that majority of (43.33%) respondents were having medium of marketing behavior followed by 41.66 per cent and 15.00 per cent of respondents were having low and high level of marketing behavior, respectively. In correlation analysis it was found that land holding size, Number of crops grown by farmers, Area under irrigation, Cost of irrigation, Price related information through cosmopolite, Price related information through mass media, Agri- related information through cosmopolite and Agri related information through mass media had strong and meaningful relationship with marketing behaviour at 1 percent level of significance while in Chi- Square analysis education, occupational details and Status of Scheme beneficiary had strong and meaningful relationship with marketing behaviour at 5 percent level of significance. Consequently, farmers in these blocks may benefit from enhanced marketing behavior to optimize their agricultural activities effectively.