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Marketing behavior of a farmer is influenced by several factors. The study was conducted purposively in Kota block of Kota district to assess the marketing behaviour of vegetable growers. The total of 120 vegetable growers were formed the sample for the study. The primary data were collected through personal interview method with the help of pre-tested interview schedule which was prepared on the basis of objectives of investigation and variables. The statistical tests and procedures were used for analyzing the data. With the help of statistical tools like- mean, S.D., percentage, and Karl Pearson’s coefficient of correlation, multiple correlation and regression analysis were used for analysis of data. We found that majority of the respondents had medium (72.50%) to high level of marketing behavior. All the 13 selected attributes of vegetable growers, were found positive and significant relationship with marketing behavior except age, farming experience, extension participation and innovativeness in vegetable production. And coefficient of determination R2 was 0.7862. The major constraints expressed by vegetable growers were fluctuations in the market price (82.50%).
Keywords: Vegetable growers; Marketing behaviour; Correlation analysis