TY  - BOOK
AU  - Pradeep CA 
AU  - Raj Kamal P J (Guide)
TI  - Utilization of communication sources by dairy entrepreneurs of Ollukkara block in Thrissur district
U1  - 636.007 
PY  - 2000///
CY  - Mannuthy
PB  - Department of Extension, College of Veterinary and Animal Sciences
N2  - The utilization of communication sources and the information and skill 
needs of 60 dairy entrepreneurs in Ollukkara block of Thrissur district were 
studied. A multistage random sampling procedure was adopted to select the 
respondents. The socio-personal, socio-economic and socio-psychological 
characteristics of the respondents were studied along with •availability, preference, 
utilization pattern, credibility of communication sources and information and skill 
needs of farmers by using a structured schedule. Suitable statistical tools were used 
for analysing the data collected. 
Dairy entrepreneurs were seen utilizing information source in their 
system, both institutional and media. Of the various sources, the most accessible to 
them comparatively were milk co-operatives, radio and newspaper. Though 
veterinary hospital, veterinary college and other professionally qualified persons 
were the comparatively most preferred for information regarding dairying, yet 
these sources were not seen utilized adequately, Instead, the sources comparatively 
utilized were radio, newspaper and friends. The reasons for this strange finding are 
to be understood. Feature stories and question-answer items in the farm pages of 
dailies, farm news, Kerala Agricultural University news and farm and home 
programme of radio were seen frequently read or heard. Hence, the utility of these 
items/programmes such as training, symposium and farm clinics were found to be 
less available and evidently less utilized. These programmes need to be adequately 
organized inorder to address to the needs of dairy entrepreneurs. It was in general 
observed that availability or access and preference for communication sources 
influenced their frequency of utilization. 
The first three most important and trustworthy communication sources 
mentioned were other professionally qualified persons, veterinary college and 
veterinary hospital, those most preferred for information, even as the same were 
 
comparatively less utilized by the entrepreneurs. This situation obviously 
demanded for a more entrepreneur friendly approach adopted by these sources. 
Of the information needs, the most needed ones were heat detection and 
artificial insemination followed by bread characteristics and source of good dairy 
animals for purchase. Hence information on these felt needs are to be imparted 
through appropriate extension methods preferably through the most utilized media 
sources such as radio and newspaper but regularly and repeatedly. Skills were most 
needed about first aid measures, preparing concentrate feed and handling milking 
machine. Demonstrations can help in this regard. Similarly, proper understanding 
of the importance of skills such as making milk products, preparing silage and urea 
treatment of straw which are very relevant to economic dairying is to be developed 
through suitable extension methods. 
Although all the independent variables studied had together explained 
considerable and significant variation in the frequency of utilization of 
communication sources, yet fixed investment, economic motivation and levels of 
aspiration were found to be the strong determinants of the frequency of utilization 
of communication sources. While considering information and skill needs together, 
the strong determinants were educational status, land holding, fixed investment, 
innovation proneness and marketing orientation. 


UR  - http://krishikosh.egranth.ac.in/handle/1/5810104160
ER  -