Agriculture marketing reforms in India, relationship between awareness and attitude of commission agents in Apmc Mansa (Punjab)

Abstract

Agricultural marketing reforms are the dire need of the country and commission agents have a role in this as entrenched stakeholders. The study examined if information intensive strategy will positively influence the opinion of the commission agents towards agricultural marketing reforms. It was found that mostly commission agents hold neutral or negative attitude for most of the agricultural marketing reforms. They are at least partially aware if not highly aware of most of the agricultural marketing reforms. Their awareness level appears to be higher for the reforms that appear to affect them directly. In most such cases the attitude of the commission agents is ambivalent which indicates that awareness by itself, even of the reforms that benefit commission agents, does not lead to a positive opinion with regard to the reform. This is further borne out by the fact that for most of the reforms there was no association between awareness and opinion.