International Journal of Agriculture Extension and Social Development

author(s)
Dr. Monika Patel, Dr. SK Agrawal, Dr. Sher Singh Bochalya, Dr. Prashant Sharma and Dr. Prashant Singh Kourav

abstract
The present study was conducted to determine the relationship between selected independent variables and the impact of Kisan Mobile Advisory Services (KMAS) with respect to agricultural technological information obtained by beneficiary farmers. The study was carried out in Patan block of Jabalpur district, Madhya Pradesh, covering 120 KMAS beneficiary farmers selected from twelve villages using a multi-stage random sampling design. Data were collected through a structured and pre-tested interview schedule. Pearson's product-moment correlation coefficient was used to determine the relationship between dependent and independent variables at 0.05 and 0.01 levels of significance. The results revealed that educational level, annual income, cropping system, marketing behaviour, mass-media exposure, innovativeness, and number of problems sent to KVK scientists had a positive and significant relationship with KMAS impact, while appropriateness of message showed a negative but significant correlation. The study highlights the importance of localized message delivery, ICT literacy, and participatory feedback mechanisms for strengthening KMAS effectiveness.