Vol. 11, Special Issue 3 (2022)

Author(s):
TV Kumar, M Sreenivasulu, V Sudha Rani, GECH Vidyasagar and D Srinivasa Chary

Abstract:
A study was conducted to know the profile characteristics of the stakeholder (APMC office bearers, AOs, Traders) of market led extension. Market led Extension is the market ward orientation of agriculture through extension includes agriculture & economics is the perfect blend for reaching at the door steps of farming community with the help of appropriate technology. The present investigation was carried out in 7 districts of Northern Telangana zone. Expost facto research design was followed selecting 105 respondents by multistage random sampling method. profile characteristics of stakeholder viz Age, Education, Experience, Social participation, Annual income, Training received, Market accessibility, Mass media exposure, Source of information on marketing, Use of information sources, Extension contact and Interpersonal relationship were selected for the study. The study revealed that majority (65.72%) of the APMC office bearers were 45 to 54 years of age, While in case of AOs majority (54.29%) of them were in 36 to 45 years of age and majority (51.43%) of the Traders were belonged to middle age group. Majority (51.43%) of the APMC office bearers had medium work experience, majority (85.71%) of the AOs had low work experience and majority (57.14%) of the Traders had low work experience. Majority (65.72%) of the APMC office bearers received medium level of training, in case of AOs more than half (77.14%) of the AOs were received medium level of training and majority (57.14%) of the Traders received medium level of training. There is every need to improve the profile of the stakeholder to make them understand completely about Market led extension, improve their knowledge and skills in Market led extension and made them to transfer the same technology to the farmers.