Abstract
Citrus is leading and globally competitive fruit of Pakistan. However, matter of concern is low production than the potential.
Enhanced production is directly associated with adaptations of site specific technologies. In this context reliable information
sources document significant importance. Considering information availability and information sources reliability vital,
present study was conducted to analyze the effectiveness of information sources on improved production practices among
citrus growers. Study was conducted in Sargodha, major citrus producing area of Pakistan. Multistage sampling technique
was used to select 120 respondents for the study. A well structured interview schedule was used to collect information on
variables such as socio-economic characteristics, effectiveness of information sources on agricultural production and
problems militating against citrus production. The data collected were analyzed using descriptive analysis such as frequency
distribution and percentage, while Pearson Product Moment Correlation was also used as the statistical tool for in-depth
analysis. The results revealed that most of the respondents are in their middle age, with land holding size of 5–10 acres and
71% respondents were having education of different level with prominent category of primary to middle. Information from
fellow farmers, pesticide agencies, and extension field staff (EFS) were ranked to be the most effective sources; Moreover
inadequate technical knowledge and income were ranked 1st and 2nd among the problems militating against citrus production.
The result of Pearson product moment correlation shows that there was no significant relationship found between the socioeconomic
characteristic of the respondents and effectiveness of information sources. It is suggested on the basis of results
that farmers are needed to be motivated to utilize modern information sources like ICT tools rather than traditional sources.
EFS also should use updated sources to foster information delivery. Moreover, subsidy should be provided on inputs to
facilitate production practices and to increase growers’ income.
