Abstract
The present study was conducted in the two districts of Western Uttar Pradesh. The total sample size was of 200 sugarcane growers and ex-post-facto research design was used for this study. The data was collected with the help of pre-tested interview schedule. The results of this study revealed that most of the sugarcane growers used neighbours, progressive farmers, Cane supervisors, officers of sugar mills, village leaders, co-operative societies, agriculture department, BDO/ADO/VDO (Block offices), farmer's fair, input dealers, scientists of university, scientists of research station and scientists of K.V.K, as information sources. However, neighbours, progressive farmers and input dealers were found as major information sources. Whereas, television, mobile phone, news paper, pamphlet/folder and agricultural magazines were important mass media channels for information seeking about sugarcane cultivation. Economic motivation was attempted this work, majority of the respondents (76%) were medium level of economic motivation of sugarcane growers regarding sugarcane cultivation practices.
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