RELATIONSHIP ANALYSIS BETWEEN MARKETING BEHAVIOUR AND PROFILE OF VEGETABLE GROWERS OF RANGA REDDY DISTRICT

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Ranga Reddy district of Telangana state tops in area and production of vegetables was selected to study the marketing behaviour in year 2021. The profile variables were finalized after the judge's opinion with the dependent variable was drafted as the interview schedule to collect responses from 150 farmers. The results displayed that half of the respondents were middle-aged, mostly (30.67%) with high school education taking up only agriculture (50.67%) as the occupation. The respondents (68.67%) were having medium experience in vegetable production with 84.67 per cent of them allocated a medium share of their land for vegetable production. A lion's share (90.00%) of respondents had a medium annual income and no one recorded a low annual income. Respondents had only a medium to low marketing behaviour of vegetable growers that can be improved by increasing education, the area under vegetable production, market orientation, market intelligence, information-seeking behaviour, and decision-making ability of respondents that had a significant positive relationship with the marketing behaviour of vegetable growers at a 1% level of significance. The variables market orientation (0.378) and market intelligence (0.331) had positive direct impact, whereas experience in vegetable farming (-0.251) had negative direct effect. Information-seeking behaviour (0.332), decision-making ability (0.290) and area under vegetable production (0.288) were the top three variables causing a higher indirect effect on dependent variable. Now, these findings will help in further development of marketing behaviour.