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 in disseminating innovations within farming communities. These channels include electronic media, print media, and interpersonal communication. The present study was conducted to evaluate the effectiveness of different communication mediums used by farmers for the adoption of hybrid corn seed.
A self-structured indigenous rating scale was employed to collect data from 80 farmers in District Lodhran using non-probability purposive sampling. Statistical analysis was performed using SPSS version 22.
The results indicate that the most represented age group was 46–55 years (30.80%), while 38.50% of respondents belonged to the 36–45 years age group. The average monthly income was PKR 35,423.08, the average household size was 7.71, and the mean agricultural farm size was 11.83 acres.
Among communication channels, neighboring farmers, field staff of the agriculture department, and private companies were identified as the most influential sources of information regarding hybrid corn seed adoption. These were followed by television, newspapers, and radio.
© Kinnaird College for Women. All rights reserved.
