IMPACT OF ECONOMIC MOTIVATION AND VALUE ORIENTATION ON ATTITUDE OF LIVESTOCK OWNERS TOWARDS ARTIFICIAL-INSEMINATION IN CATTLE

The psychological characteristics of livestock owners was studied with a view to analyse their relationship with the attitude towards Artifi cial Insemination in cattle. Data were collected through a personal in terview schedule from 125 randomly selected livestock owners of 4 vill ages of Bareilly district in Uttar Pradesh. The findings of present st udy revealed that economic motivation and value orientation were found to be significantly and positively correlated with the attitude of li vestock owners towards A.I. in cattle at 1% probability level. The liv estock owners having most favourable attitude had high level of econom ic motivation with cosmopolite and individualistic value orientation. The livestock owners having unfavourable attitude towards A.I. were ec onomically less motivated and had localite and external conformity val ue orientation.