Market Orientation of KVK Adopter Farmers: The Socio-Ecological and Managerial Interpretation

Krishi Vigyan Kendra was established initially to impart training to the different stake holder of the farming community as a method of technology delivery system. As the time passed by this grass root institution has undergone a tremendous change, starting from technology generation, testing, verification and ultimately onwards transmission to the end users for the enhancement of the productivity in particular and for the overall socio- economic development of the rural people in general with its mandated programmes. The work was conducted with 10 independent variables and one dependent variable-.i.e. Market orientation (y). Purposive as well as simple random techniques were adopted for the study. Among 50 adopted KVK farmers of the selected villages only 22 adopted farmers have been randomly selected and more 22 non adopted farmers and thus altogether 44 farmers have been randomly selected for the study. It is found from the results that cropping intensity plays an important role on market orientation. Cropping intensity determines the cultivated area which contributes to the income and forest coverage of a family on their daily Market orientation. So, far as the management dimension is concern, human resource development through training, planning orientation, market orientation has got tremendous impact almost in every sphere of KVK activities.