Reshma J Murugan, Dr. GS Sreedaya and Bindhya BN

Agricultural extension renders the best extension services and plays a major role in strengthening the farming community. Extension approaches have to be reconstructed to make the dissemination of technology response to the farmers’ need. The Client-Oriented Extension Approach (COEA) is an approach which helps the agricultural research institutes to improve their client orientation level and hence the efficiency and quality of extension services. COEA can help extension organisations adapt themselves to new situations today and are featured by an emphasis on flexibility, performance, efficiency, accountability and quality service delivery. The Client-Oriented Extension Approach (COEA) gives emphasize on the importance of two way communication i.e, between the agricultural service providers and the users of agricultural services and products. A phenomenon of supply and demand, with extension services on the supply side and clients on the demand side can be identified in this particular approach. The supply side should be aware of the demand side and vice versa. A client is not a passive receipt of products and services, he is an actor who is able to express wishes and interests and to assess the quality of the products/ services that are delivered. For the effective transfer of technology, the desire and needs of the clients should be taken into account by the providers of products / services. In agricultural research, a client is defined as a person or organisation that utilizes research services. As such the client concept is suitable for the agricultural research institutions that have to build on expressed needs. Also the reinvention of technologies by the farmers, at the field level are assisted effectively by the extensionists.

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