Vol. 12, Special Issue 12 (2023)

Vegetables are very important group of crops grown in hilly Dist. Reasi of Jammu and Kashmir where different kinds of vegetables are grown. Keeping in mind the importance of communication behaviour in the transfer of vegetables production technology, a study on “Communication Behaviour of Vegetables Growers in Reasi Dist. Reasi of Jammu & Kashmir, India” was conducted in hilly District Reasi of Union Territory of Jammu and Kashmir which was selected purposively. Out of 12 C.D. Blocks 4 C.D Blocks namely Pouni, Reasi, Panthal and Arnas were selected randomly. A sample of 20 percent villages was selected randomly from selected Gram Panchayats. A sample of 20 percent Gram Panchayats from each selected block was selected randomly. A sample of 20 percent villages from the selected Gram Panchayats was selected randomly. A sample of 20 percent (150) vegetables growers was selected randomly from selected villages. Hence, a total of 150 respondents were finally selected for recording their responses for study purpose. Communication behaviour of vegetables growers has been operationalized as information input, information processing and information output behaviour of the respondents. An index was prepared for studying the communication behaviour of vegetables growers, wherein information input was studied in terms of sources of information, processing of information was studied in terms of evaluation, storage and transfer of information and information output was studied in terms of dissemination of information.

It was found that the majority of respondents were using Extension Personnel of KVK, Extension Personnel of Departments of Agriculture, progressive vegetables growers, television, relatives and friends and radio as arranged rank wise 1, 2, 3,4, 5 and 6 respectively as the main sources of information on vegetables production technologies referred as the information input behaviour of the vegetables growers.

A large number of farmers used to evaluate (processing) the information by discussing with the elder family members, progressive farmers, neighbours and local leaders/key communicators as arranged rank wise 1, 2, 3 and 4 respectively. Majority of vegetables growers stored the information by memorization and writing in general notebooks as arranged rank wise 1 and 2 respectively. A large number of vegetables growers transformed the information by rearranging the important information as per their needs and rearranging the information in local dialect. Majority of vegetables growers disseminated the information (information output) to their family members, neighbours and those who cultivate in their lands as arranged rank wise 1, 2 and 3 respectively. It was found that majority of vegetables growers had medium communication behaviour towards different vegetables production information sources.