Perception and Correlation of Dairy Cattle Farmers Concerning Electronic Media as a Source of Information in Punjab, Pakistan

Abstract

Pakistan is ranked fourth among all the milk-producing countries across the globe. Despite this, livestock farm families are often located far from potential locations for dairy production. This gap exists due to a lack of information regarding recommended dairy production practices. In this modern era, the provision of information necessary for enhanced dairy production could be achieved through the effective use of electronic media. The present study was confined to the district of Faisalabad due to our limited time and economic resources. We aimed to identify farmers’ perceptions of the use of electronic media as a source of reliable information. A total of 165 dairy farmers participated in this research survey after being selected using a simple random sampling technique. The findings of the present research study indicate that a lack of education followed by male–female influences the adoption of electronic media as a potential information tool. The use of mobile phones for obtaining necessary information, on the other hand, was ranked the highest among dairy farmers. It is recommended that dairy farmers’ training includes the effective use of electronic media so that they may equip themselves with advanced dairy production information.