Factors affecting information seeking behaviour of trained input dealers

Abstract

This present study entitled “Factor Affecting Information Seeking Behaviour of Trained Input Dealers” was conducted in the year 2022 in Gujarat state of India. A sample of 230 trained input dealers was selected from these states. The ex-post facto research design was used for the research study. The private sector plays a major role in the seeking of information about new technologies and new recommendations. The trained input dealers are one of them. Information needs may be realized from the trained input dealers or from the data expert on behalf of this information seeker. Thus, it may be stated that the information seeking behaviour differs with such characteristics. Hence, considering the importance of these characteristics and review of past research studies, an attempt has been made in this investigation to ascertain the relationship if any, between profile of trained input dealers and their information seeking behaviour. The result found that vast majority of the trained input dealers had very high information seeking behaviour and out of twenty independent variables thirteen variables viz. education, social participation, extension contact, cosmopoliteness, mass media exposure, input supply ability, innovativeness, economic motivation, scientific orientation, risk orientation, achievement motivation, planning orientation and market orientation were found to be positive and highly significantly correlated with information seeking behaviour. Regression analysis indicates that number of years of experience as dealer, social participation, mass media exposure, input supply ability, innovativeness, economic motivation and achievement motivation would affect 0.230 units, 0.171** units, 0.141* units, 0.212** units, 0.265** units, 0.152** units and 0.144** units change in information seeking behaviour of trained input dealers, respectively.