Agro input dealers serves as an important link between the manufactures and the farmers and he has the responsibility to disseminate latest farm technology up to the field level. So, knowledge about pesticides is crucial for the agro input dealers. The farmers have more trust on the agro input dealers as they are more localize. There is a high need that proper recommendations should be communicated for sustainable usage of inputs and for proper understanding by the farmers about the product and process. The present study was conducted across the districts of Junagadh, Rajkot, Porbandar and Amreli in the Gujarat state. Data was collected from 160 agro input dealers who had completed a certificate course on pesticide management. Both purposive and random sampling techniques were employed. Distribution of the respondents based on personal, socio-economic, Situational and communicational and psychological characteristics showed that majority of the agricultural input dealers were middle aged (50.00 per cent), education up to middle school (55.00 per cent), high annual income (48.75 per cent), medium social participation (51.25 per cent), Medium experience as a dealer (51.87 per cent), medium utilization of source of information (54.37 per cent), medium level of mass media exposure (53.13 per cent), most of had no training received (51.25 per cent), medium extension contact (61.87 per cent), medium level of economic motivation (51.25 per cent), medium level of management orientation (55.62 per cent), medium level of innovativeness (55.62 per cent), medium level of risk orientation (67.50 per cent), high level of achievement motivation (35.00 per cent), high level of scientific orientation (29.37 per cent).

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