부산대학교 도서관

Marketing behaviour is the attitude and/or conduct of a person towards marketing activities. Marketing decisions made by the farmer are based on factors such as commodity, quantity and quality of produce, distance from market, transportation facilities, risk bearing ability, innovativeness, etc. The study of marketing behaviour of the farmer could help in promoting inclusive markets with the direct participation of farmers leading to better profit margins. In the present study a scale was developed to measure the marketing behaviour of vegetable farmers. The items generated rated for relevance by expert judges and after item selection; it was administered to respondents for scoring. This was followed by factor analysis using principal component analysis. The scale was standardized after reliability testing using Cronbach's alpha and scale validation using content analysis. The final scale covered seven dimensions, viz., production oriented decisions, planning orientation, farm enterprise management, enterprise planning, technology oriented marketing, market based production preferences and quality oriented production with 27 statements.