Relationship between independent variables and Marketing behaviour of coconut growers

The present study was conducted in Tumkur district of Karnataka during the year 2022–23, adopting an ex-post-facto research design to examine the factors influencing the marketing behaviour of coconut cultivators. Tumkur was purposefully selected owing to its status as a leading coconut-producing region in the state. Among the ten taluks in the district, four taluks namely Tiptur, Turuvekere, Chikkanayakanahalli and Sira were chosen based on their varying levels of productivity. A total of 120 coconut farmers, comprising 30 from each of the selected taluks were randomly chosen as respondents. Correlation analysis was employed to determine the significant associations or relationship between the marketing behaviour and various independent variables. In the relationship between independent variables and marketing behaviour, it was found that education, management orientation, risk orientation, innovativeness, deferred gratification, scientific orientation were positively related with marketing behaviour at one per cent level of significance whereas information seeking behaviour, extension participation, credit orientation, cosmopoliteness were positively related with marketing behaviour at five per cent level of significance. While age, family size, land holdings, farming experience were non-significant with respect to marketing behaviour of coconut growers.