2023, Vol. 5, Issue 11, Part A

The present study was conducted on 120 women dairy farmers selected from 8 villages of Mathura district to assess the Role of Education on information seeking behavior. The data were collected through pre-tested structured interview schedule by holding personal interview with the dairy farmers during 2016-17. The result revealed that The result revealed that 36.67 per cent were primary, 30.00 per cent were middle level education, 15 per cent were illiterate, 12.5 per cent were secondary passed, 3.3 per cent were higher secondary and just 2.50 per cent were having graduate degree or above educational qualification. Information seeking behavior size was categorized into three groups, viz, Personal localite, Personal cosmopolite and Impersonal Cosmopolite Channel, The result revealed that In Personal localite category information seeking behavior was found in 41.67 percent of the respondents having high personnel contact with family members and relatives.