Utilization of information sources by goat farmers in Uttar Pradesh

Abstract

This study assessed the extent of information sources utilized by goat farmers across Uttar Pradesh, India. A purposive research design was employed in Mathura and Mirzapur districts, with 180 respondents (90 from each district) selected through multistage random sampling from 12 villages across four blocks. Data were collected through a pre-tested interview schedule and statistical analysis including frequency, percentage, mean score, Pearson's correlation, multiple regression and Mann Whitney U test was performed using SPSS 26. The findings revealed that majority of farmers exhibited medium information-seeking behaviour with a mean utilization score of 13.08. The study indicated a dominant reliance on personal-localite sources such as friends (51.11% frequently used) and neighbours (51.11% frequently used). Mass media also played a significant role, with television (67.22%
frequent use) and social media (40.56% frequent use) emerging as prominent sources. In contrast, personal cosmopolite sources such as veterinarians were less utilized. Pearson’s correlation analysis revealed a differentiated pattern of association between socio-economic variables and information source utilization across districts. In Mathura, education and landholding showed a positive and significant relationship, whereas in Mirzapur, education, landholding, farming experience and annual income were positively and significantly associated. These findings highlighted that education and resource endowment are key determinants of effective information utilization and underscored the need to strengthen extension strategies through targeted mass media and digital integration to enhance goat farming sustainability.