1Assistant Professor, Department of Agricultural Extension, GBPUA & T, Pantnagar, Uttrakhand
2Professor and Head, Department of Agricultural communication, GBPUA & T, Pantnagar, Uttrakhand
3Assistant Professor, Agril. Economics, Vanavarayar Institute of Agriculture Manakadavu, Pollachi, Tamil Nadu,-642103
Majority of the respondents (86.7 per cent) were willing to pay for accessing the RML service followed by 63.4 per cent were willing to pay Rs 50–100, 23.3per cent who were willing to pay Rs.100–200 and 13.3 per cent were not willing to pay to access the RML service. In probityfunction analysis, five variables such as age, educational level, farm size, income and RML gratification were shown statistically significant to the willingness to paybehaviour of farmers.
Reuters Market Light, Short Message Service, Willingness to Pay Behaviour
