Use and Contribution of Information Sources in Buying Process of Agri-inputs by Farmers in India

Abstract

The present study was undertaken with the objective of studying use and contribution of information sources in the purchase of agri-inputs by Indian farmers. The importance of an information source was measured in terms of its relevance as perceived by the farmers during the buying process. The study revealed that farmers preferred noncommercial, personal sources of information and the number of information sources used by them depended on the perceived importance of the product, the various options (brands) available to them, and credibility of the information sources. The personal characteristics of farmers did not have a significant influence on the number of information sources used by the farmers.