International Journal of Agriculture Extension and Social Development

author(s)
Sevak Amrut Dhenge, Arvind K Nandanwar and Shivaji Limje

abstract
The present study was undertaken with the objective of assessing the information-seeking behavior of commercial mango growers in the Konkan region of Maharashtra, India. The investigation was confined to Ratnagiri and Sindhudurg districts of South Konkan. A multistage sampling procedure was employed, wherein 48 villages were randomly selected. From each village, five commercial mango growers possessing a minimum of 2 ha area under mango cultivation were purposively chosen, thus constituting a total sample of 240 respondents. Data were collected using a pre-tested, well-structured interview schedule and analyzed through frequency and percentage methods under an ex-post-facto research design. Findings revealed that 76.25% of respondents regularly obtained information on mango production technologies from television, whereas 46.25% occasionally consulted friends. Interestingly, 95.42% had never approached agricultural officers or branch managers for such information. With respect to overall behavior, 71.25% of growers exhibited a medium level of information-seeking, while 14.58% and 14.17% were categorized into low and high levels, respectively. The mean information-seeking score was 57. The study concludes that commercial mango growers rely predominantly on mass media and informal interpersonal networks rather than formal extension personnel. In conclusion, the findings highlight a substantial gap in institutional communication, emphasizing the urgent need to strengthen extension linkages between mango growers and agricultural experts. Strengthening these connections will facilitate the broader dissemination of scientific cultivation practices, enabling mango growers to enhance profitability from their orchards while overcoming constraints related to accessing information on commercial mango production.