Attitude of Farmers Towards Use of Kisan Call Centre

This study was carried out in Anand District of Gujarat state with specific objectives to study the attitude of farmers towards use of Kisan Call Centre. From the study it can be revealed that Majority (63.00 per cent) of the caller farmers belonged to middle age group followed by 19.00 per cent old age group. Less than half (40.00 per cent) of the respondent had primary level of education followed by Less than half (34.00 percent) of the caller farmers had higher secondary education. Very less (05.00 per cent) of the caller farmers had no membership in any organization. More than one fourth (32.00 per cent) of the caller farmers had Medium land holding. More than one third (37.00 per cent) of the caller farmers had low annual income. Majority (76.00 per cent) of the caller farmers had medium level of extension contact with different extension agencies. Majority (70.00 per cent) of the caller farmers had medium exposure to mass media. Majority (62.00 per cent) of the caller farmers had mediumlevel of economic motivation. Majority (61.00 per cent) of the caller farmers had medium level of scientific orientation. Majority (74.00 per cent) of the caller farmers had moderately favorable attitude towards the use of Kisan Call Centre. The study also shows that independents variables like, Extension contact and mass media exposure, economic motivation and scientific orientation had positive and highly significant correlation, whereas land holding had negative and highly significant correlation with attitude of farmers towards use of kisan call centre. The variables like education and annual income had negatively non-significant correlation, whereas age and social participation had positively non-significant correlation with attitude of farmers towards use of Kisan Call Centre in study area.