Abstract :
The present investigation was carried out to study the marketing behaviour of groundnut farmers in Anantapuramu district of Andhra Pradesh. Ex-post facto research design was followed for the study and a sample of 120 respondents were drawn. The results of the study revealed that 67.50 per cent of the groundnut farmers had medium marketing behaviour followed by high (18.33%) and low (14.16%) levels of marketing behaviour with medium planning orientation (79.16%), medium production orientation (79.16%), medium marketing orientation (69.16%), medium marketing information sources utilization (74.17%), medium decision making ability (70.83%), medium risk taking ability (68.33%).
Keyword :
Groundnut farmers, Marketing behaviour, Marketing orientation, Innovativeness, Risk taking ability