FACTORS AFFECTING BEHAVIORAL INTENTION OF
RURAL YOUTH TOWARDS ADOPTION OF AGRIBUSINESS
IN SELECTED AREAS OF POTHWAR, PUNJAB, PAKISTAN
Muhammad Danish Fazal
M.Sc. (Hons.) Student-Agricultural Extension
Department of Agricultural Extension
Faculty of Crop and Food Sciences
PMAS Arid Agriculture University Rawalpindi
Under Supervision of
Dr. Muhammad Ali
I appreciate your willingness to participate in this study. The prime objective of the research
is to determine factors affecting behavioral intention of rural youth towards adoption of
agribusiness in Pothwar region. This survey will be used for research, and individual data will
not be given to employers. If you have any questions about the study, please contact me at
Mobile: 0300-3346429 or Mail:[email protected]
This research has following specific objectives:
1. To determine the socio-economic problems faced by rural youth in agribusiness
startups.
2. To examine the attitude of rural youth in taking agribusiness initiatives.
3. To analyze the factors affecting youth intention in starting agribusiness.
4. To assess barriers influencing behavioral intention of rural youth towards successful
agribusiness in Pothwar region.
For your understanding definition of adoption of agribusiness is: A phrase that describes
business ventures tied to or derived from agricultural output. In order to maximize profit
while sustainably meeting customer demand for agriculturally related products, crops must be
produced along with their processing, transportation, and distribution.
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FACTORS AFFECTING BEHAVIORAL INTENTION OF
RURAL YOUTH TOWARDS ADOPTION OF AGRIBUSINESS
IN SELECTED AREAS OF POTHWAR, PUNJAB, PAKISTAN
Research Questionnaire
Q. 1
Socio Demographic Information of Respondent’s
Name (optional): __________________
Contact number: __________________
A. District
Chakwal Rawalpindi
B. Tehsil
Chakwal Gujar Khan
C. Union Council
1. Balkasser 2. Bewal
3. Bhekari Kalan 4. Bhadana
5. Dhodial 6. Daulltala
7. Mureed 8. Jatli
D. Marital status
1. Single 2. Engaged
3. Married 4. Separated
5. Divorced 6. Widowed
E. Annual income (Pak rupees)
1. Up to 5 lac 2. 6-10 lac
3. 11-15 lac 4. 16-20 lac
5. 21-25 lac 6. More than 26 lac
F. Age: ______________________________________________________ (in years)
G. Education level
1.Illiterate 2.Primary
3.Middle 4.Matric
5.Intermediate 6.Bachelor
7.Master 8.M Phil
9.PhD 10.Any Other
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H. Size of the family.
Male Female
Total
I. Farming experience?
1. Up to 4 years 2. 5-8 years
3. 9-12 years 4. 13-16 years
5. 13-16 years 6. 17-20 years
7. 21-24 years 8. Above 24 years
Q. 2
Which crop and orchard grow in your area?
Crops Yes No
Chickpeas (grams)
Lentil
Wheat
Ground Nut
Maize
Sorghum
Any other
Orchard
Olive
Citrus
Grapes
Any other
Q. 3
Awareness level about the Agribusiness
Which of the technology practices adopt to start Agribusiness?
No Agribusiness Yes No
1 Organic farming
2 Nursery
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3 Organic fertilizer (decomposer, compost and
vermicomposting)
4 Advance agriculture machinery
5 Seed production and marketing
6 Dairy farming
7 Fish farming
8 High value vegetable farming
9 Fruit production and marketing
10 Any other
Q. 4
Which of the following agribusiness schemes are you aware about?
No Agribusiness schemes Yes No
1 Modern agriculture technology machinery by ZTBL
2 Agriculture loans
3 Small business loan by NRSP
4 Govt subsidy (seed, fertilizers, and other chemicals)
5 Kisan card
6 Installation of solar water pump by ABAD
7 Subsidized olive plants by BARI, Chakwal
8 Any other
Q. 5
What are the advance practices that you adopt to startup Agribusiness? (you may select more
than one option)
No Advance practices Yes No
1 Digital marketing
2 Social media marketing
3 Advance varieties
4 Adapted orchard management practices (IPM, pruning, fertilization
etc.)
5 Storage house
6 Process into byproducts
7 Any other
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Q. 6
A. Small business incubation center
1) Do you know about Small business incubation center?
1. Yes 2. No
2) What is the distance to the nearest incubation center?
1. Up to 5 km 2. 6-10 km
3. 11-15 km 4. 16-20 km
5. 21-25 km 6. More than 26 km
B. Agricultural Extension Services
1) What is the distance to the nearest extension office?
1. Up to 5 km 2. 6-10 km
3. 11-15 km 4. 16-20 km
5. 21-25 km 6. More than 26 km
2) Do you receive local extension services about agribusiness startup in your area?
1. Yes 2. No
3) What mode of training do agricultural extension service officers use?
1. Practical workshop 2. Seminars
3. Arrange stakeholders meeting 4. Literature study
5 Others
Q. 7
Workshops and Trainings
S. No Workshops and Trainings Yes No Name of the
organization
1 Planting and adaptation of advance techniques
2 Crop production technology
3 Grain Storage
4 Food safety and processing
5 Value addition
6 Agric. marketing
7 Other
Q. 8
1) Has agribusiness improved since receiving extension services?
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1. Yes 2. No
2) How effective are Incubation centers and agricultural extension services in helping you
achieve agribusiness objectives?
i. Very effective ii. Slightly effective
iii. Not effective iv. Undecided
Q. 9
Please state your level of agreement based on the following statements. Rate them according
to the following given scale about attitude.
No. Attitude S.D D U A S.A
1. I have a positive attitude towards agribusiness.
2. I am mentally ready to start agribusiness.
3. In my view, it is wise to use different practices of
agribusiness.
4. I am inclined to receive advisory services to startup
agribusiness.
5. I am mentally ready to monitor my agribusiness.
6. I am interested to learn about agribusiness.
7. I want to improve my agribusiness by visiting already
existing agribusiness in my region.
8. I am mentally prepared to use innovative ideas in my
agribusiness.
9. I care my farm business so innovative ideas in my
agribusiness would help in resolving various problems.
10. I am mentally satisfied whenever I choose agribusiness.
11. In my way of thinking digital marketing can be helpful in
product selection and decision making.
12. In my perspective digital marketing influences my farm
output.
13. I am interested to improve my agribusiness skills.
1= Strongly Disagree, 2= Disagree, 3= Uncertain, 4= Agree, 5= Strongly Agree
Q. 10
Please indicate the extent to which you agree or disagree with the following statements
regarding behavioral intention
No Intention S.D D U A S.A
1. I want to adopt agribusiness to improve farm income.
2. For the coming year, I plan to start agribusiness.
3. In the coming time, I expect to continue agribusiness to
increase my income.
4. To increase profit in agriculture production, I intend to
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adopt digital marketing.
5. I intend to employ agribusiness strategies to ensure the
quality of products related to my services.
6. When possible, I intend to acquire information from any
source relevant to agribusiness
7. In order to improve agriculture productivity, I intend to
enhance the usage of advance agriculture practices in the
future.
8. I am inclined to use youth in agribusiness because it covers
financial issues of families.
9. It is likely that I would motivate fellow young farmers to
involve in agribusiness.
10. I would prefer to use social media marketing because it
helps in batter communication.
11. I am inclined to update my knowledge skills about
agribusiness.
12. I intent to apply agribusiness strategies in order to avoid
risks.
1= Strongly Disagree, 2= Disagree, 3= Uncertain, 4= Agree, 5= Strongly Agree
Q. 11
Please indicate the extent to which you agree or disagree with the following statements
regarding adoption of Agribusiness
No Adoption of Agribusiness S.D D U A S.A
1. Agribusiness approach in youth will assist in managing
agricultural product marketing.
2. I've discovered that Agribusiness approach in youth
result in development of Nation.
3. It would be simple to adopt Agribusiness among youth.
4. My income would be improve if I used my youth in
agriculture marketing.
5. Using Agribusiness strategies in agriculture would
improve my working efficiency.
6. Agriculture product marketing would increase my
farming efficiency.
7. Youth involvement in agriculture business would allow
to have active control over the farming process.
8. I believe that Agribusiness could be beneficial in terms
of developing agricultural approaches in youth.
* Scale: 1= Strongly Disagree, 2= Disagree, 3= Uncertain, 4=Agree, 5= Strongly Agree
Q. 12
Please state your level of agreement based on following.
No Barriers S.D D U A S.A
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1. Lack of awareness
2. Lack of financial resources
3. Digital marketing illiteracy
4. Lack of information
5. Lack of access to agriculture loans in government schemes
6. Low level of technology
7. Shortages of input
8. Insufficient storage facilities
9. High cost of input
10. Lack of training programs
13. Lack of confidence to manage agribusiness risks
14. Lack of knowledge about smart tools in agribusiness
15. Poor extension services
16. Lack of knowledge about export standards
17. Lack of Government policies
18. Inadequate Youth development programs
19. Appropriate knowledge
20 Lack of skills
21. Any other
* Scale: 1= Strongly Disagree, 2= Disagree, 3= Uncertain, 4=Agree, 5= Strongly Agree
Q. 13
Please select the option to which you agree or disagree with the following statements
regarding Suggestions
No. Suggestions S.D D U A S.A
1. I propose that all farmers and young generation in my area
may adopt agribusiness.
2. Extension professionals, I believe, might encourage young
generation to utilize resources of agriculture technology to
increase business.
3. I believe that training programs for young farmers in the
Barani area should be started.
4. I believe that extension workers should help Pothwar youth
to develop trust in agribusiness innovation.
5. I believe that youth attitudes about agribusiness approach
need to shift.
6. I believe that youth trust about agribusiness approach need to
shift.
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7. I believe that marketing companies should provide youth
with a specific package.
8. I think this agribusiness will bring a great change in the field
of agriculture in future for the resource youth.
* Scale: 1= Strongly Disagree, 2= Disagree, 3= Uncertain, 4=Agree, 5= Strongly Agree
Any other suggestions
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