Relationship of marketing behaviour with characteristics of coffee growers

An efficient marketing is depending up on the marketing behaviour of the coffee growers and it’s greatly influenced by their different personal, socio-economic and psychological characteristics. In this context, this paper documents these characteristics and its relationship along with direct – indirect effect on marketing behaviour of coffee growers in Kodagu district of Karnataka. From the study it is concluded that, marketing behaviour of the coffee growers was found to be influenced by personal, socio-economic and psychological characteristics. The education, irrigation status, annual income, land holding, area under coffee, source of information, risk orientation, economic orientation, innovativeness and scientific orientation have positive and strong correlation with their marketing behaviour. The age has negative and strong correlation but farming experience is negative and non-significant with marketing behaviour. Therefore, the concerned organizations and personnel may manipulate those characteristics for improving the marketing behaviour of coffee growers. Government with coffee board should take necessary steps to improve use of information source by establishing information centers at village level and frequent visits by experts.