COMMUNICATION TOOLS’ EFFICACY FOR ADOPTION OF HYBRID CORN SEED IN PAKISTAN
Keywords:
Communication Tool Efficacy, Agriculture, Electronic Media, Interpersonal Communication, Print Media, Hybrid Seed Corn, AdoptionAbstract
Communication tools play a vital role to spread innovations amongst farmers’ society; these channels include electronic media, print media and interpersonal communication. The present research study has been planned to find out the efficacy of different mediums of communication used by the farmers for adoption of hybrid corn seed. A self-structured indigenous rating scale has been used in order to collect data form 80 farmers of district Lodhran through non-probability purposive sampling. Computer software SPSS version-22 has been used for data analysis. Effectiveness of the communication channels for adoption of hybrid seed corn was evaluated. Descriptive analyses by the age group of 46-5 years with the percentage of 30.80 whereas, the mean of monthly income is Rs. 35423.08 and household is 7.71. Mean agriculture farm size is 11.83. Neighboring farmers, field staff of agriculture department and privates companies were ranked to be the most common sources for collecting information about Hybrid Seed Corn followed by Television, Newspaper and Radio respectively. Further findings of the study revealed that most of the respondent i.e. 38.50% belonging to age group of 36-45 years old.
