Author(s): Harshil Chaudhary, GR Patel and AR Deshpande

Abstract: Mango is the national fruit of India. For ages, the mango tree has been described as Kalpavriksha (wish-granting tree). It is known as "the king of fruits". It is the choicest fruit in India and abroad. Its long period of domestication in India is well evidenced by its mention in ancient scriptures. Mango is a part and parcel of the cultural heritage of India. Keeping in the view the present investigation carried out to find relationship between the profile and marketing behaviour of the mango growers. Multistage random sampling technique was followed for selection of the mango growers. Four talukas of Kachchh districts were selected purposively. From each selected taluka, five mango producing villages and from each village twelve mango growers were selected randomly. Thus, total 240 mango growers were selected as sample size. The data were collected through personal interview and then after it is compiled, tabulated and analysed to get proper answer with the help of various appropriate statistical tools. The result indicated that independent variables viz., education, experience in mango cultivation, annual income, social participation, source of market information, extension contacts, mass media exposure, risk orientation and economic motivation had positive and significant relationship with marketing behaviour of the mango growers. While, size of land holding and irrigation status had a non-significant relationship with marketing behaviour of the mango growers.

Pages: 219-221 | Views: 14 | Downloads: 2

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