Communication Behaviour of Farmers Club

The communication behaviour of the farmers’ club found to exhibit medium (47 per cent) level. The information seeking behaviour revealed that the most preferred source is the Assistant Agriculture Officer, Agriculture officer in personal cosmopolite, neighbours, friends in personal localite and television in impersonal localite channel. Discussion with fellow members, revealed that memorising was the most preferred channel for information processing and information storing respectively. The interpersonal contact and informal chat during social functions was exhibited with regard to the information dissemination behaviour. The multiple regression analysis revealed that material status, social participation, contact with extension agency indicated a positive and significant influence on communication behaviour. Constant follow up by the subject matter specialists of KVKs with the farmers, club will ensure more involvement and organisational commitment.