RELATIONSHIP BETWEEN MANAGEMENT ORIENTATION AND THE PROFILES OF THE MEMBERS OF THE FARMERS PRODUCER COMPANY WITH REFERENCE TO POTATO PRODUCTION IN ASSAM INDIA

The present study was conducted in 2023 and it was carried out in two districts of Assam.It was conducted through Ex-post Facto research design.Multistage sampling method was used for selection of respondents.The study was conducted in Assam with the members of Satbhani Potato Producer Company limited, Sonitpur district and Sankar Azan Agro Producer Company limited, Nagaon district of Assam were chosen purposively due to the presence of two Farmer Producer Companies (FPCs) that are associated with the commercial potato production in Assam.Six villages were selected randomly for each of the FPC and thus all total 12 villages were selected.A total of 25 members were selected randomly from each villages constituting the sample size of 300 potato growing members.Correlation analysis revealed that several profile characteristics are positive and highly significantly related to the management orientation of the members of the FPC, including educational level, Potato farming experience, size of operational land holding, area under potato cultivation, net annual income from potato, social participation, farm mechanization, scientific orientation, leadership ability, decision making ability, risk orientation, achievement motivation, economic motivation, degree of information exposure, exposure to training on potato cultivation, adoption of improved potato production technology and knowledge on potato production practices.Additionally, Age, family type, family size and occupational status did not establish any significant relationship.The 11 independent variables fitted in the multiple regression analysis could predict 92.30 per cent of the variation in the management orientation of the members of FPC.Furthermore, path analysis indicated that scientific orientation, achievement motivation, net annual income from potato and degree of information exposure were crucial variables that have a direct, indirect effect on overall management orientation of the members of the FPC.