Critical Analysis of Information Sources and Channels Preferred by Cumin Growers

An effective communication or information is pre-requisite for adoption of innovation or a technology. The present study was conducted in 2009-10 to study the utilization and credibility pattern of information sources and channels by the cumin growers in arid zone of Rajasthan. The 240 cumin growers from two district of Rajasthan were interviewed. The study reported that personal localite sources like neighbours, friends, progressive farmers and opinion leaders were playing importance role in transfer of cumin production technologies to the fellow farmers. These sources with high credibility were widely used by majority of the respondents. The most revealing of the study is that VLWs or agriculture supervisors had lost their credibility among the farmers while the input dealers and agents of commercials seed, fertilizers, plant protection, etc., played a critical role in information network of cumin farmers, however their credibility is low. It was important to note that scientists and agriculture officers were perceived a much credible source of information by cumin growers; however these sources were less accessible in creased utilization of these media by the farmers.