1Ph.d. Scholars Rajendra Agril. University, PUSA, Bihar-8481258
2Assistant Professor Department of Extension Education, Rajendra Agril. University, PUSA, Bihar-8481258
Online published on 14 November, 2017.
The analysis revealed that most of the beneficiaries growers belonged to young age group SC category, literate up to high school and above, medium land holding annual income medium to high, main occupation was observed as farming and cultivators were, High entrepreneurial orientation high innovative proneness high level of Risk orientation. Some of the independent variables such as education, size of land holding, entrepreneurial orientation, Risk orientation, innovative proneness were found to be statistically significant. Among the beneficiaries, mass media utilization was higher with 50 per cent ‘most often ’they used mobile phone then radio and newspaper.
Socio-economic status, mushroom growers, communication channels, communication behavior
