Title: IMPACT OF MOBILE BASED AGRO ADVISORY SERVICES ON THE FARMERS

Authors: Pravin N. Chavhan, P. R. Deshmukh and P. S. Kapse

Publisher: The President, Society of Extension Education Gujarat

Keywords: impact, mobile based agro advisory services, agricultural extension, market information, psychological impact

Volume: 40

Issue: 2

Year: December 2025

DOI: https://doi.org/10.56572/gjoee.2025.40.2.0020

Abstract: The study conducted in Beed and Nanded districts of Maharashtra's Marathwada region assessed the impact of mobile-based agro advisory services across various dimensions. Data were collected using a pretested interview schedule. Findings revealed that a majority of respondents consistently fell into the medium impact category across all parameters, both before and after adopting mobile advisories. Specifically, agricultural information impact rose slightly from 67.91% to 68.75%, while market information impact increased from 69.17% to 76.67%. Psychological impact showed a slight decline post-adoption (from 74.17% to 68.34%), yet remained predominantly in the medium category. Social impact findings were mixed, with 69.58% before and 73.75% after adoption, and a separate measure showing 70.00% post-adoption. Economic impact also remained largely medium, with 65.42% of respondents in this category. Overall, 63.33% of respondents experienced medium-level impact from mobile-based agro advisory services, followed by 20.00% in the low category and 16.67% in the high category. The results suggest that mobile advisories have helped maintain or slightly improve farmers' access to agricultural, market, psychological, social, and economic information, reinforcing their utility as a consistent support tool for rural communities. However, the dominance of the medium category across indicators also points to scope for further enhancement in service effectiveness.