Rural marketing business strategies for profitable agri business

Abstract

Communication of technologies has to reach quickly and timely. For profitable Agri Business the communication of messages to farmers need to be checked for correctness of its contents, easiness to understand since it has to be practiced to get the desired yield. This study will suggest a  new communication strategy for technology transfer of messages to farmers for profitable agricultural business by communicating information on crops through various agencies co-coordinating the functions of Research, Extension, Media and Local Farmers in indigenous way without  altering the messages for an everlasting impact. Hence the effectiveness of different multi- media combinations towards knowledge gain and retention was studied presenting a folk song on ‘Rat Control’ through  different multi-media combinations of Radio, Television and Print. A Multi-media combination of Radio – Print and Radio-Television was found to be effective towards knowledge gain in Poonamallee and in Kundrathur experimental block blocks respectively. The results of the study will be  useful to make the agri business more profitable.