MSc

The present study entitled “Technology need assessment and marketing
behaviour of cool season vegetable growers” was conducted in two panchayaths of Idukki
and Wayanad district. The study aimed to identify the extent of knowledge on available
technologies, technology needs of farmers and technology utilization for cool season
vegetables. Comparative analysis in the technology adoption of growers in two districts
and marketing behaviour of growers in both districts was done along with profiling.
Constraints faced during cultivation and marketing as perceived by farmers and other
stakeholders were also identified.
The study was conducted in Idukki and Wayanad districts of Kerala which have
maximum area under cool season vegetable cultivation. The sample comprised of 90 cool
season vegetable growers and 30 extension professionals, thus a total of 120 respondents
were included for the study. Thirteen independent variables were selected for the study
through judge’s rating and technology adoption and marketing behaviour were the
dependent variables selected. The variables were studied and analyzed with the help of
different statistical tools like mean, quartile deviation, frequency, percentage analysis,
correlation, Friedman test, chi square and ANOVA.
On analyzing the data, it was found that about half (42.22%) of the respondents
had education up to secondary school level. Majority of the respondents had medium
farming experience in cool season vegetable cultivation (64.44%), majority of the
respondents were small farmers and belonged to medium category of land holding
(55.56%). About 54.44 per cent of the respondents had medium level of economic
motivation. Majority (84.44%) of the respondents had medium level of rational
orientation and innovativeness respectively. More than half of the respondents (68.89%)
did not receive any training and majority of the farmers belonged to medium category of
credit orientation (65.56%), annual income (54.44%), market orientation (54.44%),
information source utilization (56.67%) and decision making ability (57.78%).
Technology adoption of selected cool season vegetable practices of KAU by
farmers in Idukki and Wayanad district was assessed using the formula developed by
Singh and Singh (1967). On analyzing the data, adoption of components such as pre
sowing technique, fertilizer management and post-harvest technology were found to be
higher in Wayanad district whereas adoption of seed treatment, sowing technique,
irrigation management, plant protection measures and weed management were found to
be higher in Idukki district. The results of the adoption quotient revealed that majority of
the farmers i.e., 51.11 belonged to medium category of adoption, followed by 24.44 per
cent and 22.22 per cent in high and low category respectively. In case of the
recommended practices, eight out of 26 practices had an overall adoption percentage
greater than 90.
The marketing behaviour i.e., perception towards marketing of cool season
vegetables was assessed as per the scale developed by Kumar (2018) with slight
modifications. The perception of cool season vegetable growers towards new marketing
strategies were found to be higher than the existing. The results of marketing behaviour
revealed that majority of the farmers i.e., 52.22 per cent belonged to medium level of
perception towards new marketing strategies followed by low and high with 24.44 per
cent and 23.33 per cent respectively.
Knowledge about cool season vegetable growers was assessed and the results
revealed that growers had good knowledge about preparation of land and soil testing,
irrigation management but poor knowledge regarding post harvest technology, fertilizer
management, seed rate and seedling treatment. Technology need assessment was
performed and the results revealed that there is a significant difference among the
technology. Based on mean ranks, the technology that was most needed was processing
(4.32), storage (4.49), value addition (4.49) and the technology that was available,
applicable as well as sustainable was planting material (11.42).Technology gap was wide
in case of seed rate and seedling treatment (69%), plant protection measures and weed
management (64.83%) and fertilizer management (52.8%).Technology utilization of
selected cool season vegetable practices revealed that majority of the respondents fully
adopted right season for cultivation (94.44%), harvesting maturity as recommended by
KAU (93.33%) and utilization was low for practices such as soil preparation (34.44%)
and practices such as earthing up (38.89%). Comparative analysis revealed that there is
significant difference among growers from different districts. Farmers have opined that
certain technologies such as use of high yielding varieties (88.89%), sowing/
transplanting in ridges/beds (63.33%), soil solarization (54.44%) as very useful.
The results of the association revealed that out of 13 independent variables
selected for the study, 6 variables were significantly related to the dependent variable i.e.,
adoption of cool season vegetable technology. The profile characteristics of the farmers
such as farming experience, annual income, area under cool season vegetable cultivation,
training, information source utilization and education showed significant association with
adoption of cool season vegetable cultivation technology.
The major constraints faced by cool season vegetable growers were lower price
at harvesting time, lack of market in remote areas, climatic variations which affected the
quality of produce, lack of knowledge about resistant varieties and lack of knowledge
about post harvest technology.
To conclude, adoption of cool season vegetable technology can be improved if
their knowledge level regarding cool season vegetable cultivation practices are addressed.
Their felt need based training can improve the situation. Identification of multiple
channels for marketing can improve the profitability of cool season vegetable cultivation
which in turn will contribute to the betterment and wellbeing of farmers.