INFORMATION NEEDS OF LIVESTOCK FARM FAMILIES: A CASE STUDY OF MULTAN

Abstract

In Pakistan, a country primarily reliant on agriculture with 62% of its population residing in rural areas, the agricultural sector, particularly the dairy industry, plays a crucial role, contributing significantly (60.6%) to both agriculture and the national GDP. Despite being the world's fourth-largest milk producer, Pakistan faces a production gap compared to countries like the USA, Germany, and New Zealand, attributed to a lack of awareness about modern dairy practices. This study, titled "Information Needs of Livestock Farm Families: A Case Study of Multan," aims to identify and address this gap. The population of the study was 303 (registered farmers of five randomly selected villages). The sample size was 101, that was calculated by using online sample size calculator www.qualtrics.com. while keeping the Confidence Level of 95% and Margin of Error 8%. A Well-designed interview schedule was used to collect the data. Collected data were analyzed by using software Statistical Package for Social Sciences (SPSS). Results showed that in the study area, mostly aged farmers were engaged in Livestock farming , they were illiterate and were relying on traditional practices due to limited exposure to modern methods. Farmers had small herd sizes, low technology adoption, and concerns about marketing. It indicates a need for targeted interventions to improve access to information, education, and technological resources within the farming community. Based on the study's findings, it is imperative to educate farmers through livestock extension activities, ensuring they are easily accessible. Additionally, ensuring information availability through the use of the internet and mobile phones highlights the need for reliable internet access in rural areas.