Vol. 12, Issue 5 (2023)

Author(s):
Preeti YH, GR Pennobaliswamy, C Narayanaswamy, Siddayya and Priya YH

Abstract:
The study was conducted in Davanagere district of Karnataka state during 2020-2021. To analyse the marketing behaviour of member and non-member arecanut growers of TUMCOS. A total of 120 (60 members and 60 non-members) areca growers were selected by using simple random sampling technique from five branch areas of TUMCOS in Davanagere district. Personal interview method was used to collect data and appropriate statistical tools were applied to analyse the data. It was found that, more than two-fifth (40.83%), 30.00 and 29.17 percent of overall arecanut growers belongs to medium, low and high marketing behaviour. Variables such as education, land holding, area under Arecanut cultivation, Annual income, mass media exposure, social participation, extension contact and economic motivation were found to have significant association with the marketing behaviour of arecanut growers. This implies marketing of areca has got bearing on both personal and situational variables.