Muhammad Asif Naveed2014-04-102014-04-102014Naveed, M. A. (2014). Understanding rural farmers’ information behaviour. Rice Plus Magazine, 6(1), 13 - 14.https://escholar.umt.edu.pk/handle/123456789/1103Indeed, farmers have an inevitable need for information to perform their daily farming activities efficiently and effectively. The information concerning improved agro-technologies created by agricultural scientists should be disseminated in a way that is compatible with, and results in the farmers’ satisfaction. Agricultural production in Pakistan is quite lower than its potential in spite of the hectic struggle by the agriculture departments and other allied agencies. It may have various reasons. Farmers’ lack of awareness of the current agricultural information and technologies is one of the major reasons for low agricultural productivity.enArticle