COMMUNICATION FACTORS AFFECTING THE ADOPTION OF MODERN AGRICULTURAL PRODUCTION TECHNOLOGY

Abstract

This study was entitled Communication Factors Affecting the Adoption of Modern Agricultural Production Technology. This paper evaluates the communication factors affecting the adoption of modern practices on watermelon production in Quezon, Nueva Ecija Province, Philippines. Data were obtained from randomly selected 77 watermelon producers with the aid of a structured questionnaire. Data were analyzed using various descriptive statistical techniques and correlation analysis for getting meaningful results. The findings portray that 31.2% of the respondents are in the range of 48-53 years which is the active age range. The mean age of the respondents was 50 years. It showed that 100% of the respondents are male and married, and 54.5% of them reached and completed high school. It was also revealed that 42.9% of the producers have an annual income that ranges from 50,000-100,000 pesos, and 51.9% of them has 1 hectare of their land. Finding also revealed that 36% of the respondents have the farming experience that ranges from 10-20 years. The average years spent in farming is around 18 years. Major findings revealed that the respondents’ communication media sources are leaflets and flyers, in print; television, in broadcast; and their colleagues, in interpersonal. The production practices adopted mainly by the producers are modern watermelon variety selection, land preparation and planting, fertilization, water management, weed management, pests and diseases management, and harvesting. Among all practices, ‘fertilization’, ‘weed management’, ‘pests and diseases management’, and ‘harvesting’ are the highest, and ‘modern watermelon variety selection’ is the lowest. The overall mean adoption score is 3.90. Finally, it can say that the communication factor that affects the adoption of modern practices on watermelon production is the message being received.