The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
IMPACT OF E-COMMUNICATION ON
AGRICULTURE DEVELOPMENT
THROUGH CSR IN AGRI-FARMER IN
RAJAPALAYAM TALUK
Mr. M. Manida, Dr. G. Nedumaran,
Full – Time Research Scholar, Associate Professor,
Department of Commerce, Alagappa University, Karaikudi.
E –Mail: manidamcom@gmail.com
ABSTRACT:
The research first evaluates applied impact of internet based agro-communication on
Agriculture development through CSR and concerning the utilization of CSR by agriculture
farms to promote sustainable rural development. Then empirical data from 120 agriculture
farmers starting a variety of farming, sizes, and Agriculture is analyzed to determine the type
of farming who is involved in rural development and the kind of activities they position. The
inclusion of private firms is a key component to encourage fatherland improvement
procedures on agriculture. Organizations taking an interest in incorporated worth chains are
relied upon to go about as a vital accomplice giving agribusiness sector chances to rustic
makers, just as sharing innovation, aptitudes, and information important with them. The
advantages for farms fit in consistent supply of their items; stimulating of their inventory
network; positive market acknowledgment; access to explicit market specialties, and
improvement of their situation to deal with the dangers associated with the procedure. The
paper makes an attempt to explore farmers using internet based agro-communication on
Agriculture development through corporate social responsibility (CSR). The research
question examine whether these farmer used for internet communication in rural
development, if it is so what kind of CSR initiative were undertaken by them for development
in rural areas and how does the corporate implement their CSR programme as a part of their
production perspectives.
Keywords: CSR, Innovation, inventory network, explicit market specialties.
Volume XI, Issue X, October/2019
Electronic copy available at: https://ssrn.com/abstract=3522460
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The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
INTRODUCTION:
Corporate must be optimistic to make more investment in rural areas. Infrastructure,
education, health care, farming and non-farming areas, etc are key result areas for stimulating
rural economy through increased credit flow. An immense venture is required to address the
present difficulties of agribusiness. These difficulties give space to a pluralistic ecoframework to include dissimilar grower. The Corporate area is one of the significant players
in the present strategy activity to use Corporate Social Responsibility (CSR) assets for
farming improvement. The digital dividends for the agriculture sector from ICT is in terms of
enhanced on-farm productivity by plummeting the constraints of expansion and in turn,
facilitating market transparency, and recovering logistics (Mittal and Tripathi, 2009, Mittal et
al., 2010, WDR, 2016). The change of regularly updated humankind from mechanical society
to data society is credited to the progressive improvement so as to correspondence
advancements, basically for cell phones. Versatile for development depends on the bit of
proof that consolation of the general improvement of society relies upon expanded access to
cell phones. This hypothesis primarily centres on universal and financial advancement and
human rights. It is believed that mobile phone-enabled agro-advisory services have the
possible to reduce knowledge gaps and create awareness of enhanced technologies (Mittal,
2016). E-agriculture can reduce knowledge gaps and to increased knowledge sharing in order
to increase productivity and boosting growth (Petkovic, D. (2019). Mobile services proved to
be a cost-effective apparatus to nudge farmers towards more fruitful agricultural practices
(Cole,et al., (2016).
Agribusiness facts gateways are arriving at ranchers with mobiles in many creating
nations like in India, having horticulture as the quality can't overlook the consideration of
ICT improvement into the field of farming, which goes about as the primary field of network
change. Here comes the bridling of enormous conceivable of ICT for the entire agrarian
improvement in careful and for network disorder all in all. The way that ranchers have
improved contact to data because of cell phones positively affects rancher's money related
development. For instance, ranchers get data concerning the day's market costs or climate
estimates which they can use for improved basic leadership (Sidaramappa mane, Manjunath
Patil et al. 2013).
First and foremost endeavours were valuable in conveying composition message in
the discussion of programming application for the most part packaging subjects like climate
and mandi (showcase) data and these administrations were paid. In any case, portable
administrations had challenge of disadvantage of restricted measure of data, lack of education
of cultivator and disentangling of message in neighbourhood language in fundamental
versatile handsets (Gakuru, et al.2009). Portable innovation has given new chances to the
ranchers to get to data and information about horticultural updates, answers for their issues
and thus selection of good practices for the improvement of farming.
Volume XI, Issue X, October/2019
Electronic copy available at: https://ssrn.com/abstract=3522460
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The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
Correspondingly, utilization of cell phones in rural expansion benefits particularly in
the field of climate data, advertise costs, correspondence with concern offices, and spread of
later agrarian advancements was noteworthy (Aker, 2011). The sustenance bloggers will give
positive data about the cafe, with the goal that it very well may be a reference for the others
to visit the eatery and attempt the nourishment themselves. (Susanto, Ulani Yunus,(2019))
REVIEW OF LITERATURE
Abdul Razaque Chhachhar, Md Salleh Hassan (2013), in the paper entitled The Use of
Mobile Phone Among Farmers for Agriculture Development” inferred that cell phone is
expanding among ranchers yet there is hole accessible among business, clients and ranchers.
There is need of improvement diverse undertaking about cell phone innovations where
ranchers could get simple access to speak with individuals to sell their merchandise in
market. The administration and other related division ought to likewise plan to arrive at these
ranchers and give most recent data about seed, climate and market on the time and give great
cost of their item.
Xiaolan Fu & Shaheen Akter (2016) in the article entitled “The Impact of Mobile Phone
Technology on Agricultural Extension Services Delivery: Evidence from India”, Seen that
experience of utilizing cell phone innovation helped horticultural augmentation
administrations may have likewise opened up the psyche about current innovation and
changes in the outside world and their importance to their cultivating and life by and large.
Cell phone innovation to associate ranchers with horticultural specialists. It expects to take
care of the issues of every single chosen rancher with convenient and proper administrations.
Ranchers surveyed the nature of the administrations to be superior to pre-mediation
administrations. The experience of utilizing the administrations has made ranchers feel
quieter with new innovation and adjusting to new things for life later on.
Madan Mohan Reddy (2017), in their paper entitled “Perception and Usefulness of Mobile
Phone Based Agro-Advisories” inferred that for the most part, in the present situation, pretty
much every individual is start to be proficient because of the mindfulness bring by the
organization on the significance of instruction and the endeavors of the administration and
non – legislative offices. Clearly purchased out the utilization of cell phone systems for
circulation of horticultural learning as one of the compelling assets of expanding access to
quality data to ranchers who may not be come to by the expansion programs. Cell phones
based agro warnings were helpful, make mindfulness and make information available to
ranchers.
Dalibor Petkovic (2019), in his paper entitled “E-Agriculture System by Object-Oriented
Approach” Concluded that ICT in horticulture field so as to stretch out e-farming framework
and to show signs of improvement life class. The coordination may support ranchers and
speculators to get appropriate data concerning farming, crop generation and so on.
Volume XI, Issue X, October/2019
Electronic copy available at: https://ssrn.com/abstract=3522460
Page No:108
The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
Visual displaying is a perspective about the issues from the real world. The models are
utilized for issues understanding, for recompenses between colleagues which are incorporated
into the undertaking, for displaying of organization, for documentation arrangement and for
program and database plan. Displaying empower better comprehension of prerequisites, clean
structure and better help and mutilating of the frameworks. Cell phone is expanding among
ranchers yet at the same time there is whole accessible among business, clients and ranchers.
Susanto, Ulani Yunus, (2019) in the paper entitled “The Role of Food Bloggers in Branding
Activities for Traditional Food Benny” presented that mingling, residents start utilizing
Instagram as a media to advance items that the clients are selling. There are various implies
that the clients do to advance their items, for example, transferring an image by means of
Instagram story. Individuals will in general advance their items through different clients that
have an incredible number of adherents. Big names that have an Instagram record are
generally focused to advance the items.
OBJECTIVES OF THE STUDY
1. To study on impact of E-Communication on Agriculture development through CSR in
Agri-Farmer in Rajapalayam Taluk.
2. To determine the profile of the farmers using E-Communication on Agriculture
development through CSR.
3. To analysis the problem of farmers using E-Communication on Agriculture
development through CSR.
METHODOLOGY
To achieve, the destinations of the examination, the analyst needed to rely upon both
essential and auxiliary information. An example of 120 individuals was chosen and meeting
timetable was utilized for gathering information. The advantageous inspecting procedure was
received.
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Page No:109
The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
RESULT AND DISCUSSION:
PROFILE OF THE FARMERS USING E-COMMUNICATION ON AGRICULTURE
DEVELOPMENT THROUGH CSR
Table.1
Demographic Factors on Impact of Mobile Based Agro-Communication on Agriculture
Development through CSR
S.No
Particular
1.
Gender
2.
Marital status
3.
Age
4
Education
5
6
Experience
Profit Earning
Male
Female
Married
Unmarried
Below 20
21-30
31-40
Above 40
No Education
Primary level
Education
Secondary level
Education
College level
Below 10 year
11-20 year
21-30 year
Above 30 year
Below 100000
100001-300000
300001-500000
Above 500000
No of
Respondents
77
Percentage
43
45
75
12
47
45
16
02
33
35.83
37.5
62.5
10
39.17
37.5
13.33
1.25
26.875
36
28.76
29
28
27
22
23
20
74
16
10
43.125
23.33
22.5
18.33
19.16
16.3
61.7
13.3
8.3
64.17
Source: Primary data
Table 1. Shows that impact of mobile based agro-communication on
Agriculture development through CSR
Volume XI, Issue X, October/2019
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Page No:110
The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
RESULT
1.
2.
3.
4.
5.
6.
Majority (64.17%) of the respondents belong to the category of male.
Majority (62.5%) of the respondents belong to the category of
unmarried.
Majority (39.17%) of the respondents belong to the category of 21
years to 30 years.
Majority (39.17%) of the respondents belong to the category of
secondary school level.
Majority (29.375%) of the respondents belong to the category of 21
to 30 years Experience in agriculture farming.
Majority (61.7%) of the respondents belong to the category of Rs
300001-500000 profit earning the farmer.
Volume XI, Issue X, October/2019
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The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
PROBLEMS IN E-COMMUNICATION SERVICES IN AGRICULTURE
SECTOR
Table 2
Problems in E-Communication Services in Agriculture Sector
Problems in E- A O S
R N
Sl.No Communication
Total WMS Rank
(5)
(4)
(3)
(2)
(1)
Services
1
Network
34
16
54
9
7
120
3.51
4
2
Power
Problems
27
26
51
11
5
120
3.49
5
3
Language
27
Communication
32
27
23
11
120
3.34
10
4
Awareness
35
28
27
24
6
120
3.52
3
5
Inaccuracy
Services
30
40
32
10
8
120
3.62
2
6
Inefficient of ECommunication 23
System
33
36
25
3
120
3.40
9
7
Expertise
34
25
27
33
1
120
3.48
6
8
High Cost
33
44
23
15
5
120
4.46
1
9
Continuity
34
32
20
23
11
120
3.46
8
10
Insufficient
agricultural
infrastructure
35
22
34
22
7
120
3.47
7
Source: Primary Data
(Note: A-Always, O-Often, S-Sometimes, R-Rarely, N-Never)
Table 2 highlights that among the 10 problems in e-communication services
which either directly or indirectly influence the e-communication services
agriculture Use Agri-Farmer wise very higher cost of expenses in e-communication
services ranked the first place with the weighted mean score of 4.46 points in
Rajapalayam Taluk.
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The International journal of analytical and experimental modal analysis
ISSN NO: 0886-9367
CONCLUSION
In this examination was set up E-Communication in agribusiness field in direct to
expand E-Farming structure and to improve life quality. Portable applications may lift fine
impact both by showing signs of improvement the official of rural offices E-Communication
in Agriculture and by engaging ranchers to require improved administrations, consequently
making obligation. For instance, cell phones ensure be utilized to demonstrate and rate
nursery operators visits and in this manner gather the shelter living being further dependable
(Aker et al., 2016). The living being most likely will support ranchers and financial
specialists to find huge in arrangement relating to cultivating, crop generation and so forth.
Improvement in rural efficiency and better pay to rancher would be acknowledged with great
linkage among ranchers and market data. Realizing business sector rates for agribusiness
creates before the rancher arrives at the market is the greatest test in rustic territories, which
has made them to depend on go betweens and get abused. Little ranchers with poor market
framework, lacking promoting background progressed toward becoming casualty of this
circumstance (Munyua, 2007). Agriculture services are provided in different forums through
mobile. Agriculture is yet to pull in the consideration of India's CSR. Nations that had
generally high Agriculture development saw considerable decrease in neediness.
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