The study was conducted among 60 dairy entrepreneurs, selected through multistage random sampling, from Ollukkara block of Thrissur district. Milk Co-operative Society was found to be the most available communication source to dairy entrepreneurs followed by newspaper and radio. Veterinary hospital was the most preferred source of communication followed by other qualified persons in animal husbandry and Veterinary College. Radio followed by newspaper and friends were the most frequently utilized communication sources. In general, availability and preference for communication sources influenced their frequency of utilization.
Dairy entrepreneur, Communication source, Availability, Preference, Frequency Utilization
