A SCALE TO MEASURE MARKETING BEHAVIOR OF FARMERS

The marketing behaivour of the farmers is the important aspect, on which it depends that how farmer performed different operations, marketing functions and receive ultimate benefits in the form of remunerative prices for their produce as a result of all the efforts made in this direction. Marketing behaivour is a behavioural construct that cannot be measured by a single variable, hence the need for developing a standardized instrument for its measurement. The present study has been conducted to develop a reliable and valid instrument for exploration of farmers’ marketing behaivour. A step-by-step procedure of developing standardized marketing behaivour scale was followed, it includes identification of indicators, statement collection, relevancy test, item analysis, reliability test and validity test. Finaly, the instrument developed to measure marketing behaivour of farmers consists of 39 statements under 10 key indicators. The standardized marketing behaviour scale will be usefull to measure the marketing behaviour of farming community. It will also serve as a valuable tool for further marketing behaviour studies by researchers and extension functionaries.