JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 09 , 2020 QUANTITATIVE APPROACHES TO FIND OUT RELATIONSHIP BETWEEN THE SOCIO ECONOMIC AND PSYCHOLOGICAL CHARACTERISTICS OF TURMERIC GROWERS AND THEIR COMMUNICATION BEHAVIOUR T.Balakrishnan Assistant Professor Department of Agricultural Extension, Faculty of Agriculture, Annamalai University, Annamalai Nagar, Tamil Nadu, India- 608002 B.Uma maheshwari PG Scholar Department of Agricultural Extension, Faculty of Agriculture, Annamalai University, Annamalai Nagar, Tamil Nadu, India- 608002 R.Jayasankar Associate Professor Department of Agricultural Extension, Faculty of Agriculture, Annamalai University, Annamalai Nagar, Tamil Nadu, India- 608002 Abstract As the global scenario is now changing towards the use of non-toxic plant products, development of modern drugs from turmeric should be emphasized or the control of various diseases. Indian turmeric cultivation and production trend has increased gradually over the past decades and also area of cultivation shows an increasing trend. India accounts for 80 per cent of world turmeric production. Production and export of turmeric has a significant impact on the economic development of the country The study was taken-up in erode district of Tamil Nadu. Out of the ten taluks, Kodumudi taluk were selected based on the respondents list obtained from the State department of Agriculture were a greater number of turmeric growers present. There are 14 blocks in the Erode district, Kodumudi block were selected purposively. A sample size of 120 respondents was selected by using proportionate random sampling technique. The collected data were tabulated and analyzed using appropriate statistical tools. The results of the study revealed that more constraints were expressed by the respondents. Keywords: Communication, turmeric technologies INTRODUCTION India is the global leader in value added products of turmeric and exports. Turmeric is primary pigment and is used in diversified forms starting from antiquity as dye, condiment, as a principal ingredient in Indian culinary as curry powder, as flavouring agent and to colouring agent. Turmeric is also used as a dye in textile industry, in cosmetics, preparation of medicinal oils, ointments and poultice. Extensive researchers have proven that most of the turmeric activities of the turmeric are due to curcumin. It is a part of Indian culture which is used in many religious occasions and it enters in the composition of many traditional remedies. It has various useful properties with antioxidant activities and is useful in conditions such as inflammation, ulcer and cancer. India is a major supplier of turmeric to the world with more than 60 per cent share in turmeric trade. India has the highest curcumin content in the turmeric it produces which makes it highly wanted by all major countries in the world. It is the largest foreign exchange earner among Indian spices. It gives a competitive edge to India over others. It is extensively used as a spice, food preservative and colouring material in India. Tamil Nadu state occupies the second position in both production and area under turmeric among all the states in India. Among the districts of Tamil Nadu state, Erode district stands first in both area and production of turmeric. Erode district contributes 24.14 per cent of the total area and 33.37 per cent of the total production (Statistical Hand Book of Tamil Nadu, 2016, Government of Tamil Nadu). Turmeric cultivation not only contributes to the welfare of humanity but also provides 3444 JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 09 , 2020 significant socio-economic benefits to the society through the creation of employment opportunities (job supply chains), commodity development and increased exports. MATERIALS AND METHODS The present study was conducted in Erode district of Tamil Nadu. Erode district consists of ten taluks viz., Erode, Modakkurichi, Kodumudi, Perundurai, Bhavani, Anthiyur, Gobichettipalayam, Sathyamangalam, Nambiyur and Talavadi. Among the ten taluks, Kodumudi taluk was selected for the research as it has large area under turmeric cultivation.Kodumudi block consists of twenty-four revenue villages. Among the twenty-four revenue villages, five villages were selected based on population of turmeric growers. The selected villages are Vengampur, Punjaikollanali, Unjalur, Kollathupalayam and Kodumudi. Turmeric practices were purposely selected as the study focused on Agriculture. Ex-post facto research design was used in the study. Proportionate random sampling method was adopted to select the 120 turmeric growers from the five selected villages. Percentage analysis was computed to study the constraints faced by the respondents. RESULTS AND DISCUSSION Relationship between the Socio-Economic and Psychological Characteristics of Turmeric Growers and their Communication Behaviour The findings related to association and contribution of the socio-economic and psychological characteristics of turmeric growers and their communication behaviour are presented and discussed in this section. Correlation of the socio-economic and psychological characteristics of turmeric growers and their communication behaviour An attempt was made to study the relationship of the socio-economic and psychological characteristics of turmeric growers and their communication behaviour. Correlation analysis was preferred to find out the relationship of independent variables with the communication behaviour of respondents on turmeric practices and the results are presented in Table 1 Table –1 Correlation of the socio-economic and psychological characteristics of turmeric growers and their communication behaviour (n = 120) Variables No. Independent variables ‘r’ value X1 Age 0.186* X2 Educational status 0.272* X3 Occupational status 0.067 NS X4 Annual income 0.018 NS X5 Farm size 0.099 NS X6 Farming experience 0.289** X7 Social participation 0.087** X8 Extension agency contact 0.123* X9 Mass media exposure 0.268** X10 Risk orientation -0.033 NS X11 Scientific orientation 0.037 NS X12 Innovativeness 0.207* X13 Trainings undergone -0.031 NS 3445 JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 09 , 2020 X14 Information source utilization 0.134** * - Significant at 0.05 per cent level of probability ** - Significant at 0.01 per cent level of probability NS - Non significant According to Table 1 it could be concluded that out of fourteen independent variables, farming experience (X6), social participation (X7), mass media exposure (X9) and information source utilization (X14) had exhibited positive and significant association with communication behaviour at 0.01 level of probability. The other variables namely age (X1), educational status (X2), extension agency contact (X8), innovativeness (X12) had exhibited positive and significant association with communication behaviour at 0.05 level of probability. The other variables occupational status (X3), annual income (X4), farm size (X5), scientific orientation (X11) showed positive and non- significant relationship with communication behaviour. Risk orientation (X10) and trainings undergone (X13) showed negative and non-significant relationship with communication behaviour. This finding of the study was in agreement with the findings of Madhu (2010) Educational status had shown positive and significant relationship with communication behaviour of turmeric growers at 0.05 per cent level of probability. Education is a pre-requisite for information gain. It may have better perceptional ability to grasp things in a better way. This might have enabled them to communicate to a higher extent. It is quite natural to note that increase in educational status would increase the knowledge of the turmeric growers and ultimate it leads to increase in the communication behaviour. This finding of the study was in agreement with the findings of Janusia(2017) Farming experience had shown positive significant relationship with communication behaviour of turmeric growers at 0.01 per cent level of probability. As the farming experience increases their experience made them to know about the turmeric cultivation and enhances their communication behaviour. Social participation was found to have a positive and significant relationship with communication behaviour of turmeric growers at 0.01 per cent level of probability. The possible reason for this might be due to the social participation, farmers get better exposure in knowing the various kinds of information. It may be creating enthusiasm and interest among the turmeric growers in acquiring knowledge about the farming technologies. This may be the attributed reason for the positive significance that highly influences the communication behaviour of farmers. Extension agency contact had shown positive and significant relationship with communication behaviour of turmeric growers at 0.05 per cent level of probability. It is quite obvious for the respondents with high extension agency contact to adopt the turmeric technologies to a greater extent. Greater extension agency contact would help them to gain information and increase their communication behaviour. Mass media exposure contact had shown positive and significant relationship with communication behaviour of turmeric growers at 0.01 per cent level of probability. Respondents with more media participation will definitely gather, process and disseminate the information. This may be the attributed reason for the positive significance that highly influences the communication