International Journal of Agriculture Extension and Social Development

author(s)
Parvathy Sasidharan and Jiju P Alex

abstract
The study assessed the effectiveness of market-oriented extension initiatives, namely Eco shops, Weekly Markets, and Karshakamithra, implemented by the Department of Agriculture Development and Farmers’ Welfare, Kerala, in Thrissur District. The sample consisted of 120 participant farmers of these programmes randomly selected from ten panchayats drawn randomly from four blocks in the district. The perceived effectiveness of market-led extension programmes was conceptualized based on different dimensions of the programmes, viz., service, advisory, market intelligence, facilitation, and organization. The mean scores of perceived effectiveness were expressed in percentages. Significant differences existed between beneficiaries and extension personnel in terms of their perception of the effectiveness of the three programmes, implying that market- oriented programmes by the governments need to be fine-tuned and to make them more beneficial for the producers. The study also explains the major parameters based on which market-oriented extension programmes by the government could be assessed for their effectiveness.