This book endeavours to help the readers identify the farm opinion leaders and to understand the characteristics of farm opinion leaders and farm opinion seekers. Beside this motivation, satisfaction and effectiveness of farm opinion leaders and farm opinion seekers are also demystified for a rural set up. The study of influence of family members on the head decision maker of the family is initiated. A theoretical 4 P¿s model of farm opinion leadership is proposed and a new method for identification of farm opinion leaders is conceptualised. Agriculture marketing decisions for four agriculture product categories i) agri input consumables (seed, fertilizer and pesticides) the fast moving agriculture goods (FMAGs), ii) agri input capital (farm machineries) the agriculture durables, iii) agri input credit (formal and informal sources) and iv) agri output (price, packaging, transport, storage and market selection) were studied.

Dr. Shreekant Sharma is Associate Faculty at National Institute for Micro, Small and Medium Enterprises (ni-msme), Hyderabad, India.Dr Rajesh Sharma is Professor and Head, Department of Agricultural Economics, College of Agriculture, SK Rajasthan Agricultural University, Bikaner, India.