1Gandhinagar, Kasipalayam(PO), Gobi(TK), Erode(DT), Tamil Nadu state-638454
2 Professors, Department of Agricultural Communication, G.B. Pant University of Agriculture and Technology, Pant Nagar, Uttrakhand
Online published on 14 November, 2017.
In Erode District of Tamil Nadu, Reuters Market Light (RML) utilizes Pallavan Grama Bank (Agricultural Rural Bank which is sponsored by the Indian bank) to distribute the messages. There are fourteen Pallavan Grama Banks functioning in Erode District. All the fourteen banks were selected for the study, from these fourteen banks 180 respondents were drawn by using the Stratified Random Sampling with Proportional allocation method. Then Simple Random Sampling without replacement procedure was adopted for selecting the samples. Majority of the respondents possessed medium degree of RML utilization using mobile phone as the only media to reach RML, at all the places such as farm, home and market. Majority of the respondents have used RML message to decide on where to sell their produce through mobile phones.
Reuters Market Light, short message service, Information Utilization Behaviour
