International Journal of Agriculture Extension and Social Development

author(s)
Sanjay Mahato, Sundar Barman, Irshad Hussain, Pinki Borah and Deepak Yadav

abstract
The study was conducted to assess the degree of preference for Direct Seeded Rice (DSR) cultivation among farmers in the Upper Brahmaputra Valley Zone of Assam. A total of 120 respondents were selected through the Proportionate Probability Sampling (PPS) method from Jorhat, Golaghat, and Sivasagar districts. Data were collected using a structured interview schedule and analyzed using descriptive statistics, Spearman’s rank correlation, and one-way ANOVA (Analysis of Variance). Preferences were assessed across four aspects: climate adaptability, economic utility, resource utility, and behavioural compatibility. Among these, resource utility was most preferred (Mean Weighted Score: 3.53), followed by climate adaptability (3.27), economic utility (3.15), and behavioural compatibility (2.76). The majority (65.83%) of respondents exhibited a medium level of preference. Significant positive correlations were observed between DSR preference and variables such as training exposure, mass media exposure, economic motivation, and awareness of climate-smart technologies. One-way ANOVA showed no significant difference in preference across the three districts. These findings can guide extension agencies and policymakers in designing targeted interventions to promote DSR, focusing on the most valued aspects while addressing the less preferred ones. The study highlights DSR's potential as a sustainable and farmer-friendly alternative to traditional rice cultivation.