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Marketing behavior of a farmer is influenced by several factors. The study was conducted purposively in Morar block of Gwalior district to assess the marketing behaviour of vegetable growers. The total of 120 vegetable growers formed the sample for the study. The primary data were collected through personal interview method with the help of pre-tested interview schedule which was prepared on the basis of objectives of investigation and variables. Statistical tools like- mean, S.D. and percentage were used for analysis of data. We found that majority (70.00%) of the respondents had medium to high level of marketing behavior. Most of the respondents belonged to middle age group, educated up to middle and primary school level, medium level of irrigation potentiality, medium level of farming experience, possessed up to 2.1 to 5 ha. of land, engaged only in farming as occupation, had medium level of annual income, medium level of mass media exposure, 63.33 percent of respondents were from medium category of extension contact, medium level of market orientation, medium category of innovativeness in vegetable production. And majority (60.00%) of the vegetable growers had medium knowledge level about vegetable production.
Keywords: Marketing behavior, Vegetable growers