Factors Affecting Marketing Behavior of Pea Farmers in Jabalpur District of Madhya Pradesh

Abstract

Pea is a rich source of protein as well as income and employment in Jabalpur. Pea production is a highly good source of economic importance in Jabalpur. The study was conducted purposively from 2019 to 2020 in Shapura block of Jabalpur district, Madhya Pradesh (India) to find out the marketing behavior of pea farmers. A number of 120 pea farmers were selected in the Jabalpur district to bring to the fore the marketing behavior of pea farmers. The primary data were collected through a personal interview method with the help of a pre-tested interview schedule which was prepared based on the objectives of the investigation and variables. The statistical tests and procedures were used for analyzing the data with the help of statistical tools like mean, standard deviation, percentage, and Karl Pearson's coefficient of correlation. The result of the current study revealed that the majority of the respondents had a medium (53.33%) to a high level of marketing behavior.