Knowledge of Vegetable Farmers on Marketing Strategies as an Outcome of Market-Oriented Extension Initiatives in Thrissur District, Kerala

Abstract

The study intended to assess the knowledge of vegetable farmers on marketing strategies as an outcome of the three-flagship market-oriented programs, namely, Ecoshops, Weekly Markets, and Karshakamithra, implemented by the Department of Agriculture Development and Farmers’ Welfare in Thrissur District, Kerala. The sample consisted of 120 vegetable farmers involved in these programs and were randomly selected from ten panchayats drawn randomly from four blocks in the district. The knowledge level of farmers was measured using a customized knowledge test. Based on the data analysis, it was found that the market-oriented extension programmes of the department were only partially successful in imparting knowledge on marketing strategies. More than half of the farmers were found to possess a medium level of knowledge on marketing strategies of vegetables. This would necessitate awareness creation and capacity building for individual farmers as well their collectives in the domain of marketing. Market-oriented programs of the Department of Agriculture Development and Farmers’ Welfare should be reoriented with more components of marketing