Psychological perspectives of farmers on mobile based agriculture: Reuters market light (RML)

Abstract

Today a new paradigm of agricultural development is emerging at a faster pace. The old ways of delivering information and services to citizens are being challenged. Farmers need dynamic information relating to agriculture and rural development. Therefore, to satisfy the need of information and knowledge, a venture promoted and supported by Thomson Reuters, Reuters Market Light (RML) offers highly customized and localized agricultural and related information service. Using a subscription economy model, RML provides information services via mobile phone-based Short Message Service (SMS) primarily aimed at farmers. The study was carried out in the Erode district of Tamil Nadu. In Erode District of Tamil Nadu Reuters Market Light (RML) utilizes Pallavan Grama Bank (Agricultural Rural Bank which is sponsored by the Indian Bank) to distribute the messages. The results revealed that majority of the respondents had a strong positive attitude towards market and a high level of willingness to sell the produce in the market. More than half of the respondents were willing to sell their produce to the traders/ wholesalers avoiding commission agents/middle men in the channel to teach the consumer and the respondents had a high level positive perception towards mobile phone with regard to farm information and technology transfer.