Society of Extension Education GujaratPublished: Gujarat Journal of Extension Education (P-ISSN: 2322-0678 & E-ISSN: 3048-9946)
Society of Extension Education GujaratAbstract: Mango plays a significant role in Gujarat's fruit cultivation, accounting for 15.90%of the state's total fruit production. On the national scale, Gujarat contributes 6.70% to India's overall mango output. India, recognized as the second largest fruit producer globally, holds the top position in mango production. According to the Second Advance Estimates released by the National Horticulture Board, mangoes are cultivated across 2,291 thousand hectares in the country, yielding a total production of approximately 20,444 thousand metric tonnes (MT).The mango, often hailed as the "king of fruits," blends tropical sweetness with cultural richness, symbolizing prosperity and delight across generations. Ex-post-facto research design was used in the present investigation. According to Robinson (1976), an ex-post-facto design is a systematic empirical inquiry in which the independent variables have not been directly managed because they have already occurred or inherently not manageable. The study was conducted in Navsari district and the 3 talukas were covered under the study. Two villages were selected from each selected taluka, thus selecting of six villages by simple random sampling technique. From each village 20 respondents were selected through randomly. Thus, total sample of 120 mango growers were drawn for study. It was also concluded that the selected variables viz., education, land holding, area under mango, source of information, economic orientation, innovativeness, and scientific orientation were found positive and highly significant relationship with their marketing behaviour. Whereas, the variable annual income farming experience and risk orientation were positive and significantly. Only age had negative and non-significant relationship with the marketing behaviour.
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