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RURAL SOCIOLOGY

Sociology

The term sociology was coined by Auguste Comte (1789-1875) who is often referred as the
father of sociology
The word sociology is derived from the Latin word. Socius literally meaning friend, companion,
associates but in broader sense group or society and the Greek Word logus means science or
study. Thus, sociology means basically as a science or study of society.
Society is a group of individuals who share a common geographic area, culture and institutions
and who interact with one another in a structured and organized way.
According to Rogers, sociology is defined as a study of ways in which social experiences
function in developing, maturing, refreshing human beings through interpersonal stimulation.
Definitions of Sociology

Desai A.R. defines Sociology is the science of society.

Kimball Young defines sociology as a systematically and orderly study of man in society that is
of group life and of the customs, traditions, institutions, and ways of thinking and living which
are linked to group life.
R. M. Maclver has defined sociology as the study of the nature of the human relationship. It is
the study of human relationship between the individuals. It aims at the discovery of the principles
of cohesion and harmony in a social structure, which conditions the activities of social
individuals.
J. B.Gitter has defined “Sociology as the study of forms and processes of human togetherness”.
Sociology studies basic principle of human associations.
F.H. Fiddings "Sociology is the science of associations of minds, sociology tries to explain the
origin growth and structure of society."
Sociology is the science of society; it is a study of social relationships and it is a study of the
form of social relationships.
Examples of social relationships include parent child relationships, friendships, marriage or
romantic partnership, siblings, teacher-student relationship, employee-employee relationship,
neighborhood or community relationship.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Forms of social relationships include; friendships, family bonds, romantic partnerships,

professional relationships and acquaintanceships
.

Rural Sociology

Rural sociology is a branch of sociology. It is made up of two terms rural and sociology that is
science of rural society. It is the study of social relationships, structures, and processes in rural
areas.
Social structures provide a framework for individuals to interact, communicate and fulfil their
social roles. They include institutional structures, family structures, economic structures,
political structures, social class structures, gender and kinship structures, community and
network structures.
Social processes refer to the various mechanisms and dynamics through which individuals and
groups interact, communicate and influence each other within society. They include social
conflict, socialization, social change, social influence and social interaction.
Social conflict refers to the disagreements, tensions and struggles between individuals,
groups or communities arising from differences in interests, values, beliefs or access to
resources.
Socialization refers to the process by which individuals in rural settings learn and
internalize the values, norms, behaviours, and cultural practices that are prevalent in their
community.
Social change refers to the transformations in the social, economic, cultural and political
structures and relationships within rural communities.
Social influence refers to the ways in which individuals, groups, and institutions shape
and modify the attitudes, beliefs, behaviours and decision making processes of people within
rural communities.
Social interaction refers to the ways in which individuals and groups in rural settings
engage with one another through communication, behaiour and shared activities.
It is limited to the study of various aspects of rural society.
Different sociologist and social thinkers have defined rural sociology in different ways.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Sanderson "Rural sociology is the sociology of rural life in the rural environment.

Bertrand defined rural sociology is the study of human relationship in rural environment.
F Stant Chapin has defined "The sociology of rural life is the study of rural population, rural
social organization and the social processes operative in rural society".
Supporting this view T. L. Smith says "Some investigators study social phenomenon that are
present only in or largely confined to the rural environment to persons engaged in agricultural
occupation. Such sociological facts and principles as are derived from the study of the rural
social relationship may be referred to as rural sociology".
Rogers E.M.: - Rural sociology is defined as the specialized application of knowledge of rural
people in group relationship.
According to A. R. Desai "Rural sociology is the science of rural society. The laws of the
structure and development of rural governing society"
It provides us in that knowledge about the rural social phenomenon which can helps us in
making contribution to the development of rural sociology.

Importance of the Study of Rural Sociology

The importance of rural sociology can be evaluated properly when it realize the importance of
rural society. Rural society presents a scientific picture of rural life. Villages are important
because they are the springs to feed urban areas. The importance of rural sociology can be put
under following heads.
Man has an urge to know human relationship and this can be satisfied through rural sociology.

1. Rural population is in a majority:

In almost all the countries of the world majority or the world resides in villages. It is more true
that over 71% population of Kenya resides in villages.
2. It Gives Complete Knowledge of Village Life:

Rural sociology gives us complete knowledge of village life. Village is the first unit of
development in country. It is a centre of culture of any country.
3. Rural Reformation:

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Rural reformation is the primary aim of rural sociology. In this context it helps in following
works.
i) Organization:

Village unit which are disorganized and can be organized through rural sociology. It improved
in the co-ordination of various units and helps in bringing an improvement in economic, social
and health conditions.
ii) Economic Betterment:
Through detailed study of village problems and observation rural sociology gives stress on the
importance of increasing the quantity and quality of production. This results in to raising the
standard of living.
iii) Provide Technology and Systematic Knowledge and reforms in Farm Production:
Main occupation of 80% population of village is agriculture. In order to improving this main
occupation of rural people we need to provide technology and systematic knowledge and reforms
in farm production.
iv) Solutions of Social Pathological Problems:
Rural sociology examines the social pathological problems and it suggests ways for the
improving this problem. Social pathological problems refer to behaviors and conditions that
deviate from the norms of a society and are considered harmful or detrimental to social well-
being. They include crime, substance abuse, domestic violence, poverty, unemployment, mental
health disorders, homelessness, racism and discrimination, corruption and environmental
degradation.
v) Education:
The improvement and the development of any community depend on its education. Rural
sociology lays stress on education in rural problems.
vi) Planning for Development:
Rural sociology encourages the development of various plans for any rural development
programme. The work must be carried out according to these plans for the progress in rural
society.

d) Rural Sociology is most important in Agricultural Countries:

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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About 90% of world progress is based on agriculture. It is only in agricultural countries that
people realize the importance of rural sociology. India is mainly agricultural country. For its all-
sided development the development of rural sociology is very important.

Importance of Rural Sociology in Kenya

Rural sociology holds significant importance in Kenya for several reasons:

1. Understanding rural communities: a large portion of Kenya’s population resides in rural

areas. Rural sociology helps in understanding the social structures, relationships and
dynamics within these communities, which is crucial for effective policy making and
development initiatives.
2. Agricultural development: agriculture is the backbone of Kenya’s economy, particularly in
rural areas. Rural sociology provides insights into the social aspects of agricultural
practices, land use and farmers behavior aiding in the design of programs that enhance
agricultural productivity and sustainability.
3. Addressing social issues: rural areas in Kenya face unique social challenges such as
poverty, lack of access to education and healthcare and gender inequalities. Rural
sociology helps identify these issues and suggests ways to address them through
community-based approaches and inclusive policies.
4. Preservation of cultural heritage: rural sociology helps in documenting and preserving the
cultural heritage and traditions of rural communities, which are an integral part of Kenya’s
national identity.
5. Migration and urbanization: studying the causes and effects of rural-urban migration
through rural sociology helps in planning for balanced regional development and
managing the challenges associated with rapid urbanization.

Scope of Rural Sociology

Rural sociology works in three areas:
1. Accumulation of sociological knowledge: - Accumulation and use of sociological knowledge
and use it for solving the present problems of rural society (subject matter of rural sociology)

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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2. Conducting social research: - Sociology should direct its efforts in obtaining sociological
knowledge by empirical research procedures (research in rural sociology)
3. Channelizing social knowledge for solving problems: - Sociology has to channel its efforts
by keeping faith in the methods used in this discipline in solving the problems of rural society
(solving the problems of rural society)

Importance of Rural Sociology in Agribusiness management: -

Rural sociology plays a crucial role in agribusiness management by helping stakeholders

understand the social dynamics, community relationships, and cultural practices that influence
agricultural production and rural economies. Here's why it's important:

1. Understanding Rural Communities

Rural sociology provides insights into the social structure, traditions, and behaviors of rural
communities, which are key for designing policies, marketing strategies, and management
practices that resonate with local populations. Agribusinesses that understand these dynamics can
develop more sustainable and accepted practices in rural areas.

2. Enhancing Communication and Trust

Agribusiness managers often need to engage with farmers, rural workers, and local communities.
Rural sociology helps them understand the communication patterns, trust-building processes, and
leadership structures within these communities, making it easier to form lasting relationships that
benefit both the business and the community.

3. Adapting to Social Change

Rural areas are undergoing significant social and economic changes, including migration,
technological adoption, and changes in land ownership patterns. Understanding these shifts helps
agribusiness managers adapt their strategies to evolving rural contexts, ensuring business
sustainability.

4. Facilitating Effective Policy Implementation

Policies designed to support agribusinesses—such as subsidies, loans, or rural development

programs—need to consider the social realities of rural areas. Rural sociology helps

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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policymakers and business leaders ensure that their initiatives are aligned with local needs,
increasing the likelihood of successful outcomes.

5. Sustainability and Ethical Practices

Rural sociology promotes a better understanding of the social and environmental sustainability of
agribusiness practices. It can guide companies in developing socially responsible practices that
consider the well-being of rural communities and the long-term viability of the environment.

6. Conflict Resolution and Social Harmony

Land disputes, resource competition, and labor issues are common challenges in rural areas.
Rural sociology equips agribusiness managers with the knowledge to navigate these conflicts
through better understanding of social relationships, local customs, and rural power dynamics,
fostering harmony and reducing disputes.

7. Labor Management and Workforce Development

In many rural areas, agricultural labor is sourced locally. Understanding the sociocultural
background of the rural workforce can lead to more effective labor management practices,
recruitment strategies, and training programs tailored to the specific needs and skills of local
workers.

8. Consumer Behavior in Rural Markets

For agribusinesses that serve rural markets, rural sociology helps in understanding the
consumption patterns, preferences, and cultural practices of rural populations, which can inform
product development, pricing strategies, and marketing approaches.

Definition of Society:
Society is a group of individuals who share a common geographic area, culture and institutions
and who interact with one another in a structured and organized way.
Characteristics of Rural Society:

1. Agricultural economy: the primary economic activity in rural societies is agriculture

including farming, livestock rearing and other related activities. This reliance on
agriculture influences the daily life and seasonal activities of the community.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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2. Close knit communities: rural societies tend to have close knit communities where social
relationships are deeply personal and interconnected. People often know each other well
leading to strong communal bonds and a sense of collective identity.
3. Traditional lifestyles: rural societies often adhere to traditional customs, practices and
lifestyles. Cultural and religious practices play a significant role in shaping the
community’s way of life.
4. Low population density: rural areas typically have a lower population density compared to
urban areas. This results in more open space and less crowding, but can also mean fewer
services and amenities.
5. Limited access to services: access to services such as healthcare, education and retail can
be limited in rural areas. Residents may need to tavel longer distances to access these
services which can impact their quality of life.
6. Strong family ties: family ties are particularly strong in rural societies with extended
families often living close to one another.
7. Subsistence living: many rural households engage in subsistence living producing much of
what they consume themselves. This can include growing their own food and raising
livestock for personal use.
8. Low income leels: this is compared to urban areas. Economic activities are often limited
which can lead to higher levels of poverty.
9. Limited infrastructure: infrastructure such as roads, electricity and internet connectivity is
often less developed in rural areas. This can affect communication, transpprtation and
access to information and technology.

Differences between rural and urban communities

Sr Characteristics Rural Society Urban Society

1 Occupation Agriculture Non Agriculture

2 Work environment Open air, close to nature. Enclosed away from nature,
Mostly related with soil, water, mostly related with trade,
and animal life. commerce, industry office, work
and the like

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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3 Weather and season Very important to rural people Not so important to urban people

4 Skills Require wide range of skills Require specialized skills.

5 Work Unit Family as work unit with more Individuals generally form units
common

Sr Characteristics Rural Society Urban Society

6 Type of family Joint and extended family with Smaller and nuclear
large size

7 Size of community Small and scattered Large and compact

8 Density of population Low High

9 Homogeneity and Relatively Homogeneous Relatively Heterogeneous

Heterogeneity community community

10 Social interaction Few and personal Numerous and mostly impersonal

11 Institution Small and simple Large and complex

12 Social occupational and Low High

physical mobility

13 Infrastructure Little to moderately develop Well developed

14 Modern home Few Many

development

15 Mass media Low High

development

16 Value system religious universal

17 Social control Informal control i.e. more Formal control i.e. legally
related to the values &
traditions of the society

21 Communication Less transport facilities, bad Many transport facilities,

roads etc better roads, communication

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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etc

22 Social stratification and Less among groups and low Different types of groups like
differentiation degree of differentiation. Gap professional, occupational etc,
between higher and lower and high degree of differentiation.
classes is less Gap between the higher and lower
classes is more

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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SOCIAL GROUP/S - CLASSIFICATION, FORMATION AND ORGANIZATION OF

GROUPS, ROLE OF SOCIAL GROUPS IN ANIMAL HEALTH AND PRODUCTION.

Social structure is composed of groups. Organizations, institutions, community etc, are

the forms of human associations. Society functions through different forms of human beings to
fulfil needs and purposes. Man functions in society through different forms of groups. Man is
born is a social group and his first association is with his mother. He associates with groups in
some way or other. Individual nowhere lives in isolation. This tendency to unite in groups is one
of the important characteristics of human beings. Social groups are the units out of which society
is constructed. Study of group is of primary important in the study of society and also important
as a part of the total structure of society. Group is a medium through which we learn culture.
The process of socialization takes place in groups.

Characteristics of Social Group: -

• A social group relates only to human beings  Reciprocal communication is

necessary.
• A group may be of any size from two persons to entire population.

• Communication need not to be face to face but it may be indirect also.

• Physical proximity is not necessary.

• The group can be short or long duration.

• Groups can be formed on the basis of various kind of situations.

Definitions of Group:

According to Chitambar a social group is a unit of two or more people in reciprocal (to
and fro) interaction and in communication with each other
Maclever defined social group as a collection of human beings who enter into distinctive
social relationships with one another
According to Sharif and Sharif, a social group is a collection of two or more individuals
in which there are psychological interactions and reciprocal roles based upon durable contacts,
shared norms, interests, distinctive pattern of collective behaviour and structural organization of
leadership and followership.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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A group of any numbers of human beings in reciprocal communication with each other.

A social group is a two or more person contact directly or indirectly.

Types or classification of Social Groups

A. According to nature of interaction

1. Primary group: - Primary group means face to face relations with one another. Primary
group have a sort of permanency, are small in size and have the responsibility to socialised
individuals. e.g:- Family, Community etc.
2. Secondary group: - A secondary group members are not in direct contact with one
another. They influence one another indirectly through agencies of communication. A secondary
group are large in size, have little face to face contact and maintained more or less anonymous
relationship. e.g.:- Political party, co-operative society.
Difference between Primary group and Secondary Group
Sr. Primary Group Secondary Group
1 Primary groups are relationship directed Secondary groups are goal oriented
2 Small in size, often less than 20 to 30 Large in size
persons
3 Personal and intimate relationships Impersonal and distant relationships
among members are there among members
4 Face to face association is there between Less face to face contact
the members

5 Permanency is there and members are Temporary in nature. Members spend

together over a long period of time relatively little time together
6 Members are well acquainted and have Members are not well acquainted and
a strong sense of loyalty or ‘we’ feeling anonymity prevails
and a strong amount of group pressure
is present
7 Informality is most common i.e. group Formality prevails i.e. group often has a
does not have any name, officers etc name, officers and a regular meeting place

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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8 Group decisions are more traditional and Group decisions are more rational and the
non rational emphasis is on efficiency
9 e.g. family, friendship group, play group e.g. political groups, labour unions, trade
etc unions, employees associations etc

B. According to mode of organization and functioning

1. Formal groups: - These groups have definite roles, rule of operation, a definite system of
work etc. The relationship among members is also formal.
2. Informal groups: - In informal group there is no organisation, rigidity and formality. The
members have strong primary group feeling. These are friendship or common interest.
Difference between Formal Group and Informal Group
Sr. Formal Group Informal Group
1 These are formally organized and have These are not formally organized and
prescribed structure i.e. lack prescribed structure
constitution by-laws etc
2 There is definite role and rules of No definite role and rules
operation
3 More stable group Stability is less and break any time
4 e.g. Grampanchyat, Labour union, E.g. family, friendship group, play

village council, students union etc group etc

C. According to nature type of membership

1. Voluntary group: - In these types of groups the membership is voluntary and members
have no compulsion to participate in the activity of group.
2. Non Voluntary group: - In these types of groups the membership are compulsory and
member have no choice.
Difference between Voluntary group and Non Voluntary group
Sr. Voluntary Group Non Voluntary Group
1 A person becomes member of the Persons become members of the group
group based on his choice not according to their choice i.e. by birth,

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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by residence, by location etc

2 E.g. friendship group, play group, E.g. family, neighbourhood, community,
gossip group, youth club and National group, Religious group and cast
readers group in library etc group etc.

D. According to duration

1. Permanent group: - If the relationship of the members lasts over a long time, it is a
termed as permanent group. There are formalities and defined role to play. The members are tied
together by potential tied and formalities. e.g.- Family, Govt. dept
2. Temporary group: - When the group lasts for short duration, it is called temporary group.
It is collection of the physical bodies in casual way on the street or on stations. e.g. - Crowd,
Audience, Mob etc.
Crowd: - Crowd is a most elementary type of group. It is an aggregation of human being in
which individuals begin to respond as a unit to a common focus of attention and dispersion when
their interest vanishes. Crowd is often nameless and it has no leadership or internal organisation.
It is most temporally and person on the spot can be a member of it.
Public: - Public is secondary group with crowd like behaviour. The member come from
different walks of life and have many difference in there but they come together for getting
common direction through collective discussion of merits and demerits of an issue.
Audience: Audience is a public without interrelation between individuals. But the person is the
audience reacts to one’s stimulus. Audience includes both listener and spectators. They may be in
a theatre, hall or before radio or television.
Mob: - Mob is a crowd in positive action and it motivated by anger or either emotional aspects.
It usually has leader. The member of a mob may use symbols or slogans to express their
emotions.
Herd: - Herd is crowd having leader but having strong emotional motivation. The members of
herd obey the orders of the leader without question or understanding.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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E. Classification based on Social class: - People carry their group relation with others
influenced by class structure. Accordingly groups classified in two types as follows:
1. Horizontal groups and Vertical groups :-
Sr. Horizontal Group Vertical Group
1 The members of this group are alike or The groups that are composed of
similar in status or position in the class members from different social strata
system of the society (social status) and whose membership
cuts vertically across the horizontal
groupings in the society i.e. lower and
upper work together in close
relationship to promote their parties
interest.
2 E.g. caste, farmer, carpenters etc, E.g. race, nation, Political parties etc
F. Classification based on Personal feeling or belonging:
Sr. In Group Out Group
1 Persons in this group feel that they Persons in this group do not feel that
belong to that group based on their they belong to that group based on their
attitudes of the members towards their attitudes.
own social groups
2 E.g. my family, my class, my church E.g. their family, their class, their
etc. church etc.
G. Classification based on Size
Sr. Small Group Large Group
1 The number of members is less than The number of members is more
30. Each member can identify each
other and establish close and direct
relationship.
2 E.g. family, play group etc E.g. political group, labour union,
University, Army etc.
H. According to the Territorial Limitations:- Here the limit of territory in which group is
functioning is taken into consideration

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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1. Natural Territorial group: - These are the groups where territorial limits have been fixed by
nature. There boundaries and limits are fixed by geographic and climatic situations e.g. Region
2. Artificial Territorial group: - Here the territory fixed artificially by man on functional basis.
e.g- Village, Taluka, District
3. Non Territorial group: - Rhee the natural and artificial territorial limits do not play any part.
e.g.- UNO, FAO, Red Cross etc.
I. Classification based on the type and quality of relationship:- Similar to concept of primary
and secondary groups, the group has been classified into following two groups:
1. Gemeinshaft group: - Here in which society is most relationship are traditional or
personal or after both. E.g. Zaminadar system in India. In which landlords had his tenants who
are personally known to him and who had obligation for their welfare and whom tenants fulfilled
certain obligations. In such groups written documents contracts were not present while traditional
patter existed and was accepted by society.
2. Gesellscheft group: - It is society in which neither personal attachment nor importance of
traditional rights, obligations and duties exits. Relationships are based on bargaining and clearly
defined agreement. This society flourishes in urban areas and business organisations and
associates of wholesalers.
J. Locality Group:
This classification considers locality as one bond for holding groups together or it is based on
the territory or locality occupied by the members. E.g. neighbourhoods, communities or villages
towns etc
K. Reference Group:

Reference group may be defined as a group with which an individual feels identified the norms
and objectives of which he accepts. The reference group provides the standards that guide and
influence individuals. To understand the behaviour of human beings we must know their
reference groups. A reference group may be any group for E.g. Primary group, horizontal group
etc.
Reference group like friendship group may influence a farmer to accept or reject the adoption of
an improved farming practice. Reference group is the group which the individual refers for
advises on different aspects. An individual may have different reference groups for different
purposes. In rural society the individual belongs to a comparatively small number of groups

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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(largely primary) and his behaviour is largely determined by them. e.g. - Farmers group, Doctors
association.
Reasons why people join groups:-

In most the cases the people become members of the group by choice.
1. Objectives of the group: - People are personally interested in the objectives for which the
group is organised.
2. Friends are in the group: - The individual join the group because their friends are already
member of the groups.
3. Friendly relations: - Friendly atmosphere and effective co-operation among members
attract the outsiders to join the group.
4. Common culture:- Persons with common culture i.e. common values and purpose come
together

CULTURE, DIFFERENT CULTURAL CONCEPTS AND THEIR ROLE IN ANIMAL

HEALTH AND PRODUCTION.

Culture Definition:-

Culture is the sum total of the ways in which human beings live and transmitted from
generation to generation by learning. (Coon)
According to Tylor culture is the complex whole, which includes knowledge, belief,
art, moral, law, customs and any other capability and habits acquired by them as members of
society.
Culture includes everything the man learns or acquires as member of a

particular society. All the members of group share culture. All human societies have culture but
the contents differ, and all cultures have customs, language, major institutions, and some type of
technology, which is shared by the members of the society

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Functions of culture: -

1. Culture provides basic foundation and design for social living. Culture instils shared
values, beliefs and morals that influence what is considered right and wrong within a
society. It shapes how people perceive and interpret the world around them, influencing
their attitudes, expectations and interactions with others.

2. Culture provides to fulfill biological and socio-economic needs e.g. food and nutrition,
shelter and clothing, health and medicine, reproduction and family structure, economic
organization and labor, resource allocation and consumption, education and skill
transmission, social networks and economic support etc.
3. Co-operation and coordination among the individuals or groups is the products of culture.

4. Culture provides individual a set of ready-made definition of situation.

5. Culture provides a map of all our life activities.

6. Culture acts as a means of social control through norms, folkway, and laws.

7. It defines the pattern of behavioral for individuals so that he acts according to the
behavioral patterns prescribes and defined by the society.
Characteristics of culture: -

1. Only human beings possess the culture, other animals do not possess it. Man has
created the culture during the process of controlling himself, others and nature.
2. Culture is learned: - Learned through the process of socialization, communication
training etc. It is not innate
3. Culture is transmitted from generation to generation: - Learned from parents and
transmitted to children.
4. Culture is universal as well as unique: - Culture is found in all societies, but each
society has its own specific cultural pattern.
5. Culture is a social and not individual heritage of man. Culture encompasses the shared
practices, values, norms and knowledge that are passed down and maintained within a
group or society, rather than being the creation or property of a single person.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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6. Culture is integrative: - While different aspect of culture may pull in different

directions, there is consistency and integration so that the society is held together.
7. Culture builds conformity: - this is by establishing a set of shared norms, values and
expectations that guide individual behaviour and ensure consistency within a society.
8. Culture is static as well as dynamic: - Culture has permanence but it changes over time.

9. Culture is relative: - There is nothing like good culture or bad culture. Culture is
interpreted according to a person or a society own experience.
10. Culture is diverse: - Culture varies from country to country and in different areas within
a country. Ecological diversity is an important source of cultural difference.
11. Culture is accumulating. Cultural knowledge, practices, values and artifacts are built up
overtime. This cumulative nature of culture means that it evolves, expands and adapts
incorporating both inherited traditions and innovations.
Importance of Culture: -

• Culture transforms human animal to man.: - Respects for elders, cooperation and help,
mercy to poor etc are behavioral patterns which are the components of culture.
• Culture regulates the behavior of people.

• Concepts like family, state, nation, class are the products of culture and helps
coordination and division of labour.
• Culture gives individuals or groups the feeling of unity with the group.

• Culture change takes place through discovery and invention and by diffusion and
borrowing. The first comes from within a society and culture, and the second from
another culture outside the society.
Structure of culture:-

The structure of culture consists of various units like cultural trait, complexes and cultural
patterns.
1. Cultural trait: - Any single idea going to form a culture is called as cultural trait. For
example, in many African cultures, showing respect for elders is a deeply ingrained social norm.
elders are revered for their wisdom and often play a central role in decision making and
community leadership.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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2. Cultural complexes: - this is more than a single trait. It involves

3. Cultural patterns: - is an objective expression of a way of doing or believing that is
common number of people. It ranges from very simple to the very complex. It becomes the
behavior trait of children, youth and adults.
Socialization: -

According to Chitambar J. B. Socialization is the process by which an individual is conducted

his social and cultural world.
• Through socialization man is formed into a social being, and no one can avoid this
process.
• Every child is born into a social environment.

• Societies transform the untrained human into an effective member of society using such
agencies, means, and methods as are socially acceptable.
Ethnocentrism:

“Ethnocentrism is the tendency of man to consider his own culture of high value and
superior to all others, and judge other cultures in terms of standard values that exist in his
culture.” (Chitambar J. B.)
Effects of Ethnocentrism

• Ethnocentrism promotes loyalty to the group.

• Ethnocentrism promotes greater conformity (compliance with standards, rules or laws)

with in the group.

• Ethnocentrism causes resistance to change in the culture.

• Ethnocentrism serves as hindrance the intercultural and international relations.

Acculturation:-

Acculturation refers to that phenomenon that occurs when people of different cultures
come into continuous contact, resulting in subsequent changes in the original cultural patterns of
either one culture or both. For example change in food habit, dress, form of speech, values etc.

Cultural continuity:-

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 21

Cultural continuity refers to the preservation, transmission, and persistence of cultural practices,
beliefs, values, and traditions across generations. It reflects the ways in which cultural identities
and heritages are maintained over time, despite changes and challenges.

Cultural inertia: - refers to the resistance to change within a culture or society, often due to
deeply entrenched norms, values, beliefs, and practices.
Cultural lag: - describes the period of adjustment when the non-material culture (such as norms,
values, beliefs, and symbols) struggles to adapt to new conditions created by changes in material
culture (like technology, inventions, and physical objects).
Elements of Culture:-In general, culture comprises several elements.

1. Customs: Customs as socially approved ways of acting. Customs are the accepted ways
in which people do things together.
Customs are socially prescribed forms of behavior transmitted by tradition and enforced
by social disapproval of its violation (not doing).
Customs may also be defined as a habitual form of meeting people, training the young,
supporting the aged etc are some of the customs of society.
Our acting, our dressing, our worship are controlled to a great extent by customs. We
agree most of the customs of the group to which we belong.
2. Norms: - All societies have some norms or rules which specify appropriate and
inappropriate behavior. An individual is rewarded or punished as he conforms to or
deviate from the rules. Norms are the general rule that governs or regulate social action.
Norms are the blue print of the behavior, setting limits within which individuals may
seek alternate ways to achieve their goals.
3. Folkways:

• Folkways are expected forms of behavior but are not rigidly enforced

• Folkways are standard of behavior that are socially approved but not morally significant.

• Breaking of folkways does not serious.

• The folkways are the right ways to do things because they are the expected ways.

• Everyday behaviour

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 22

• Examples of folkways are: Good manners, Entering home only after removal of shoes, Lady
touching the feet of her mother-in-law, Rajput wearing a turban, Greeting others with folded
hands , hairstyle.
4. Mores

Mores may be defined as those customs, which are held to be essential to ethical or moral
values of people.
Mores are the socially acceptable ways of behavior that do involve moral standards
(regulations) and violation of more may result in severe social action or sanction, such as
ostracism (exclusion of individual or family from the village or society).
Society exerts pressure to conform the regular pattern and it not followed individual gets
penalty from society.
Examples of Mores: Honesty is one of the recognized mores of the society, Saluting the
National Flag, Standing during the playing of National Anthem, Monogamy (having one wife or
husband), Women and children first in the event of crises
5. Taboos:

• Generally the term ‘more’ is used for the positive action or things that ought to be done
but the term ‘taboo’ is used for the negative action and for the things that one ought not to
do.  In other word taboos are restrictions communicated through verbal don’ts and are
the unwritten laws of the society.
• Taboo means forbid.

• It refers to the prohibitions of the types of behavior because of some magical,

supernatural (God) or religious sanction
• Examples of taboo: Total abstinence (self denial) of eating beef in a Hindu village (eating
beef in Hindu religion) and eating pork in Muslim religion, marriage within the family
among Hindu it is a taboo.
6. Cultural laws: - These are consciously and deliberately formulated behavior patterns.
Men are aware of having created them or certainty of having codified them. They are
rational and practical in character. Norms that are written official. eg- Driving while
drunk, murder

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 23

7. Belief: - Beliefs are fixed ideas in the mind and we tend to hold them true, they are the
facts but not always scientifically true, yet handed down from generation to generation
and become the dogma of realization. Beliefs are strong faith over non scientific facts.
Beliefs system is the view of individuals and group about the world in which he lives. A
belief system may be defined as an organized body of ideas, attitude and convictions
centered around values or things regarded as precious to the group.
8. Rituals:

• Ritual is prescribed form of behavior for certain occasions and certain actions are designated
in prescribed manner.
• Ritual may be defined as a pattern of behavior or ceremony, which has become the customary
way of dealing with certain situations.
• Ceremony:-It is more comprehensive concept within the ritual folks. They are the
established procedure of formal and dignified ways to make and impress the importance of an
event or occasion.
• Generally it is discussed as an aspect of religion. Religion is found in all established form of
activities. It may include prayers worship. Examples of rituals: Playing with crackers on
‘Diwali’. Celebration of Independence Day, Celebration of Republic day
9. Traditions: - Traditions are uniform sanctioned habits of thought followed in a society.

eg. Cow is pious animal is an accepted thought in Hindu people.

10. Conventions:

• These are customs regulating more significant social behavior.

• Parents generally do not care to leave such learning to chance.

• Parents instruct their children the conventions though often they (parents) cannot explain
why the child must confirm
• Examples of Conventions: Being polite to others, Wearing clothes in public, engagement
practices.
Difference between Mores and Taboos
Sr. Mores Taboos
1 Mores refer to positive action Taboos refer to negative action

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 24

2 Mores are the customs regarded by the They are the customs which are
members of the society as vital or essential forbidden
3 Things ought to be done Things ought not to be done.
4 E.g. Monogamy, honesty etc E.g. eating of beef in Hindu religion

Difference between Mores and Folkways

Sr. Mores Folkways
1 These are socially acceptable ways of These are the customary ways of
behavior that involve moral standards behaving in society
2 These are rigidly enforced and if not Persons who do not conform may be
followed by a person the individual gets subjected to criticism or be
severe penalty form the society considered ‘strange’ but would not
necessarily penalized
3 If violated the group or society may be If violated will not have severe effect
disturbed or divided on society.
4 Patterns of behavior which are considered Expected form of behavior but not
essential by the society rigidly enforced
5 E.g. Monogamy, honesty etc E.g. Good manners, greeting others

Role of culture in Agribusiness management:

1. Consumer Preferences and Market Demand

Culture deeply influences food preferences, agricultural products, and consumption patterns.
Agribusinesses must tailor their offerings based on the cultural values, tastes, and dietary habits
of specific markets. For instance, rice is a staple food in many Asian cultures, while maize might
dominate in Latin American diets. Understanding these cultural preferences helps agribusinesses
cater to local markets more effectively.
2. Cultural Practices in Farming
Agricultural practices vary significantly across different cultures, often rooted in traditions
passed down through generations. Some cultures practice sustainable farming techniques, while

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 25

others may have specific rituals associated with planting or harvesting. Agribusiness managers
need to respect and, where possible, integrate these practices into their operations, particularly
when working with local farmers, to ensure a smooth collaboration.
3. Workplace Culture and Labor Relations
In rural and agricultural settings, cultural norms influence labor relations, work ethics, and the
way people interact in the workplace. For example, hierarchical cultures might value authority
and structure, while others emphasize collaborative and community-oriented approaches.
Agribusiness managers need to be aware of these cultural factors to create a productive and
harmonious working environment, as well as to attract and retain talent.
4. Communication and Negotiation
Culture influences how people communicate, negotiate, and make decisions. In some cultures,
indirect communication is preferred, while others may value directness. Understanding these
cultural differences is key to successful negotiations with suppliers, distributors, or government
bodies, especially in international agribusiness ventures. It also helps in establishing trust and
avoiding misunderstandings.
5. Decision-Making and Leadership Styles
Cultural values shape leadership and decision-making styles in agribusiness. For instance, in
collectivist cultures, decisions may be made in consultation with the entire community or family,
while in individualistic cultures, decision-making might be more centralized and autonomous.
Agribusiness managers must adapt their leadership styles to fit the cultural context of the regions
where they operate to ensure smooth operations and local buy-in.
6. Branding and Marketing Strategies
Culture influences not only what people consume but also how they respond to marketing and
branding strategies. Agribusinesses that understand cultural symbols, values, and traditions can
create more effective marketing campaigns. For example, promoting organic or ethically sourced
products may resonate more in cultures that value environmental sustainability, while others
might prioritize affordability or traditional farming methods.
7. Sustainability and Resource Management
In many cultures, agricultural practices are closely tied to religious beliefs or spiritual views
about the land and nature. Understanding these cultural perspectives can guide agribusinesses in
promoting more sustainable farming practices that respect local ecosystems and cultural values.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 26

This is particularly important in areas where the exploitation of natural resources might conflict
with local beliefs about land stewardship.
8. Social Responsibility and Community Engagement
Many agribusinesses operate in rural areas where community ties and cultural values are strong.
Cultural sensitivity in social responsibility initiatives—such as supporting local education,
healthcare, or infrastructure—can lead to greater community acceptance and loyalty.
Agribusinesses that align their efforts with local cultural values and traditions are more likely to
succeed in creating long-lasting, positive relationships with the communities they operate in.
9. Adoption of New Technologies
The adoption of new agricultural technologies, such as genetically modified seeds or precision
farming tools, can be influenced by cultural attitudes toward innovation and tradition. Some
cultures may be more open to technological advancements, while others may be more skeptical
due to their deep-rooted farming traditions. Agribusiness managers must take these cultural
attitudes into account when introducing new technologies, ensuring that they address concerns
and promote the benefits in culturally relevant ways.
10. Globalization and Cross-Cultural Competence
As agribusinesses expand globally, managers need to develop cross-cultural competence to
navigate the diverse cultural landscapes they operate in. This includes understanding
international markets, adapting products and services to local cultural contexts, and building
culturally sensitive partnerships. Failure to understand and respect local cultures can lead to
business failures, especially in global markets.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 27

SOCIAL INSTITUTIONS

Definitions of social institutions:-

A social institution is an organized system of social relationship which embodies certain

common values and procedures and meets certain needs of the society. (Horton)
Social institutions are formal cultural structures devised to meet basic social needs. Social
institution is social patterns that establish the organized behavior of human being in the
performance of basic social functions.
Major social institutions in rural society:

There are five major institutions in rural society. These institutions are present in all societies so
there are called as a basic institutions.
1. Family:

As an institution provides for care, protection and nature of children.

2. Educational:

Institutional imparts knowledge, skills and society acceptable attitudes.

3. Political/Government:

Government Institution provide for law orders, settlement of disputes, administration

affairs.
4. Religious:

Institution prescribes prayers and worship as a part of relation with God.

5. Economic:

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 28

Institution provides basic physiological needs of the body- food, shelter and clothing. For this
society provides farming and industry.
Definition of family:

Family can be defined as a relatively permanent and socially sanctioned group of parent, and
children.
Characteristics of family:

Biological and Legal Bonds:

 Biological Relationships: Many families are connected by blood, such as parent-child and
sibling relationships.
 Legal Relationships: Families can also form through legal means such as marriage,
adoption, and guardianship.

2. Emotional Connections:

 Support and Care: Families often provide emotional support and care for one another,
particularly during times of need.
 Attachment and Affection: Strong emotional bonds and a sense of belonging are typical
within families.

3. Social Roles and Responsibilities:

 Role Assignments: Family members typically have roles (e.g., parent, child, spouse) that
come with specific expectations and responsibilities.
 Shared Responsibilities: Families often share responsibilities such as raising children,
managing household chores, and financial support.

4. Cultural and Social Norms:

 Traditions and Customs: Families usually follow certain cultural or religious traditions,
which can include holidays, rituals, and customs.
 Values and Beliefs: Families instill values, beliefs, and norms in their members,
influencing their behavior and worldview.

5. Economic Interdependence:

 Financial Support: Family members often provide financial support to one another,
particularly in traditional settings where one or more members may be dependents.
 Resource Sharing: Families typically share resources like housing, food, and other
necessities.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 29

6. Living Arrangements:

 Co-residence: Many families live together or near each other, though this is not always
the case, especially in modern and diverse family structures.
 Household Dynamics: The dynamics within a household can vary greatly, influencing
how the family functions day-to-day.

7. Generational Ties:

 Multiple Generations: Families often span several generations, creating extended family
networks that include grandparents, aunts, uncles, and cousins.
 Transmission of Legacy: Families pass down knowledge, heirlooms, traditions, and
sometimes wealth from one generation to the next.

8. Legal Recognition and Rights:

 Legal Rights: Families are recognized by law, which can confer certain rights and
responsibilities, such as inheritance rights, tax benefits, and obligations.
 Protection and Advocacy: Families often advocate for the rights and welfare of their
members, especially in legal and social contexts.

9. Diversity of Forms:

 Traditional Nuclear Families: Consisting of two parents and their children.

 Single-Parent Families: One parent raising one or more children.
 Extended Families: Including relatives beyond the immediate family living together or
maintaining close relationships.
 Blended Families: Formed by merging two previously separate families into a new unit.
 Chosen Families: Non-biological and non-legal bonds where individuals create family-
like connections, often seen in close-knit communities or among friends.

10. Adaptive and Evolving Nature:

 Change Over Time: Family structures and dynamics can change due to life events such
as marriage, divorce, birth, death, or relocation.
 Cultural and Social Evolution: Families adapt to societal changes, such as evolving
gender roles, legal reforms, and shifting cultural norms.

11. Support Systems and Safety Nets:

 Emotional and Social Support: Families often act as a primary support system,
providing comfort and stability.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 30

 Crisis Management: Families typically come together to support each other during crises,
be they financial, health-related, or emotional.

Functions of Family:

Biological and Reproductive Functions

 Procreation: Families provide the social and legal context for having and raising children.
 Physical Care: They offer a setting where children can be nurtured and cared for until
they reach adulthood.

2. Economic Support

 Financial Stability: Families often serve as the primary economic unit, pooling resources
and providing financial support for members.
 Resource Management: They manage and allocate resources, ensuring the needs of all
members are met.

3. Emotional and Social Support

 Emotional Security: Families offer a sense of belonging, love, and security, essential for
emotional well-being.
 Socialization: They are the primary context in which children learn social norms, values,
and behaviors.

4. Educational Functions

 Primary Education: Families are responsible for early childhood learning and setting the
foundation for formal education.
 Life Skills Training: They teach essential life skills, such as communication, problem-
solving, and conflict resolution.

5. Social and Cultural Functions

 Cultural Transmission: Families pass down traditions, customs, and cultural heritage.
 Social Identity: They provide members with a sense of identity and belonging within the
larger society.

6. Protective Functions

 Safety and Security: Families protect members from external threats and provide a safe
environment.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 31

 Health Care: They play a role in maintaining the health of members, both through care
and access to medical resources.

7. Recreational Functions

 Leisure and Recreation: Families engage in activities that promote bonding and
relaxation.
 Celebration of Milestones: They observe and celebrate significant events and
achievements.

8. Regulation of Sexual Behavior

 Norm Setting: Families establish norms and expectations regarding sexual behavior and
relationships.
 Guidance: They provide guidance and education about sexual health and responsible
behavior.

9. Social Control

 Norm Enforcement: Families enforce societal norms and values through discipline and
guidance.
 Behavioral Monitoring: They monitor and influence the behavior of members,
particularly children and adolescents.

10. Spiritual and Moral Guidance

 Moral Development: Families instill ethical values and principles.

 Spiritual Nurturing: They often provide religious or spiritual guidance and foster belief
systems.

Characteristics of Kenyan Rural Family

Family Structure and Dynamics

 Extended Family System: Many rural Kenyan families are part of extended family
networks, including grandparents, uncles, aunts, and cousins. This structure provides
social support and collective responsibility.
 Patriarchal Leadership: Many Kenyan rural families operate under a patriarchal system,
where the eldest male typically holds authority. However, matriarchal elements are present
in some communities, especially among certain ethnic groups.
 Large Families: Families tend to be larger, with several children, partly due to cultural
values and the reliance on family members for labor in agricultural activities.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 32

2. Economic Activities

 Agriculture: Most rural families are engaged in subsistence farming or small-scale

agriculture, growing crops like maize, beans, and vegetables, and rearing livestock.
 Informal Economy: Aside from farming, families may participate in small-scale trading,
crafts, or casual labor to supplement their income.

3. Living Conditions

 Housing: Homes are often constructed from locally available materials such as mud,
thatch, or corrugated iron sheets. They might be simple and modest, reflecting the rural
setting.
 Infrastructure: Access to modern amenities like electricity, running water, and healthcare
facilities can be limited. Families often rely on traditional methods for cooking and
lighting.

4. Cultural Practices and Traditions

 Cultural Diversity: Kenya's rural areas are home to a rich tapestry of ethnic groups, each
with its own traditions, languages, and customs. Celebrations, rites of passage, and
community gatherings are integral to rural life.
 Community Solidarity: There is a strong sense of community and mutual support, with
neighbors often helping each other in farming and during social events.

5. Education

 Access to Education: While access to education has improved, rural areas may still face
challenges like limited school facilities and resources. Children often travel long distances
to attend school.
 Value of Education: Despite the challenges, education is highly valued, and families
often make significant sacrifices to ensure their children can attend school.

6. Healthcare

 Traditional Medicine: In addition to modern healthcare, many rural families rely on

traditional medicine and healers due to cultural beliefs or limited access to formal
healthcare services.
 Public Health Issues: Common health challenges include malaria, waterborne diseases,
and malnutrition, exacerbated by limited healthcare infrastructure.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 33

7. Gender Roles

 Division of Labor: Gender roles are often distinct, with men typically handling tasks like
herding and construction, while women manage household chores, childcare, and farming
activities.
 Empowerment and Change: There is a growing focus on gender equality, with
increasing opportunities for women in education and economic activities, although
traditional roles still prevail in many areas.

8. Religious and Spiritual Beliefs

 Religion: Christianity and Islam are predominant, but many families also practice
traditional African religions, incorporating ancestral worship and spiritual rituals into their
daily lives.
 Spiritual Practices: Rituals and ceremonies play a significant role in marking life events
such as births, marriages, and deaths.

9. Diet and Nutrition

 Staple Foods: The diet is mainly based on locally grown foods like maize, beans,
potatoes, and vegetables. Ugali (a maize flour porridge) is a staple in many households.
 Nutritional Challenges: Nutritional deficiencies can be a concern, especially during
periods of drought or food scarcity.

10. Technology and Communication

 Limited Access: While mobile phone usage has increased, access to other forms of
technology and the internet can be limited in rural areas.
 Radio and Community Meetings: Radio is a key source of information, and community
meetings are vital for communication and decision-making

Classification of Family

The families can be classified according to various criteria:

a) On the Basis of Lineage/Ancestry:
1) Patrilineal Family: When properly inheritance and reckoning descent along
the male line (father).
2) Matrilineal Family: When it is along the female (mother) line.
b) On the Basis of Headship:
1) Patriarchal Family: In this case father is head of the family.
2) Matriarchal Family: In this case mother is head of the family.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 34

c) On the Basis of Transfer of Bride Groom/ residence:

1) Patrilocal Family: There are the families where wife transfer to the husbands house
after marriage.
2) Matrilocal Family: Where husband transfer to the wife’s house after marriage.

Matrilineal families are matrilocal families.

3) Neolocal:- the newly married couple establishes their residence independent of both the
bride's and the groom's extended families.

d) On the Basis of marriage:

1) Monogamous Family: In this case the husband marries only one wife.

2) Polygamous Family: In this case the husband can marry more than one wife.
3) Polyandrous Family: In this case the wife can marry more than one husband.
1.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 35

CLASSIFICATIO
O FAMIL
N F Y
Famil
y
Basis of Basis of Joint
Nuclea
Famil
Lineage/Ancestry Headship rfamil
y
y
Patriline Matrilinea PatriarchaMatriarcha
Famil
al lFamil Famil
l lFamil
y y y y
Basis of
Basis of marriage
residence
Monogamo
PolyandroPolygamou
Famil
us Famil
us Famil
s
PatrilocMatriloca y
Neoloc y y
Famil
al Famil
l al
y y

Definition of Religion:

Religion is a set of beliefs regarding the relationship of a man to the supernatural power called
God”.
Basic Function of Religion

• It prescribes different prayers and worships as a part of relation with god.

• It provides idea about the religious life and teaches the people how to live in the life.

• It teaches the moral to the people.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 36

• It acts as a social control.

• It helps in transmitting culture.

• Help to understand truth

• Provide relaxation

• Support during crisis

• Help handicapped

• Guide for desirable bahaviour

Social Function and Social Roles of Religion – As Motivating and Restraining Agent

1. In primitive societies religion maintained social cohesion and controlled individual conduct.

2. In civilized societies while it unites group belonging to a particular religion, it is also a cause
for conflict between such groups forming part of a large society. Religion provides set of
doctrines and beliefs to unite people.
3. Religion has also influence on economic order.

4. In India, Hinduism through its caste system was responsible for systematic division of labor.

5. Religion teaches people to obey the men in authority with reverence and live peacefully and
harmoniously.
6. Religion has encouraged literary activity.

7. Religion provides relief from human suffering and pain by explaining these as the type will
of the God it soothes human mind and thus it saves people from frustration.
8. Religion plays an important role in shipping other social institutions. Its presence is felt in all
activities, be it social political economic or domestic.
9. It encourages people to becomes benevolent and help their poor and needy fellowmen. It
promotes tolerance and brotherhood.
10. It helps in creating fear of God in minds of people and thus restrains them from any antisocial
activities.
11. It strengthens and rationalizes the group values and thus checks the disintegrating tendency.

Functions and Role of social institutions in Agribusiness Mnagement

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 37

Social institutions, such as family, government, education, religion, and the economy, play
crucial roles in agribusiness management by influencing decision-making, social behavior, and
business practices. Each social institution shapes the environment in which agribusinesses
operate, helping to structure relationships, organize activities, and provide stability in agricultural
systems. Here’s a breakdown of the functions and roles of these social institutions in agribusiness
management:

1. Family

The family is often at the heart of rural and agricultural life, particularly in small-scale farming.
Family structures influence the management of farms, labor allocation, land ownership, and the
transmission of farming knowledge across generations.

Functions and Roles:

 Labor Supply: In many agrarian societies, family members are the primary workforce.
The division of labor, including gender roles, can shape production processes and the
efficiency of farm operations.

 Succession Planning: The transfer of land and farming responsibilities from one
generation to another is a significant family matter. Succession planning is critical for
long-term farm sustainability.

 Decision Making: In family-run agribusinesses, decisions are often made collectively,

and family values and traditions play a significant role in shaping those decisions.

 Cultural Continuity: Families pass down farming practices, tools, and cultural traditions
that influence the operation and ethos of agribusinesses.

2. Government

Government institutions, including local, regional, and national bodies, regulate agribusiness
through laws, policies, and support programs. These regulations and policies are essential for
ensuring food security, promoting sustainable practices, and supporting economic development
in rural areas.

Functions and Roles:

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 38

 Regulation and Compliance: Governments set rules for land use, labor laws,
environmental protection, and food safety. Compliance with these regulations ensures that
agribusinesses operate legally and ethically.

 Subsidies and Financial Support: Governments often provide financial support through
subsidies, grants, or loans to help agribusinesses grow, especially in times of crisis (e.g.,
natural disasters or market volatility).

 Infrastructure Development: Governments invest in rural infrastructure, such as roads,

irrigation systems, and communication networks, which are vital for agribusiness
operations and market access.

 Research and Extension Services: Public research institutions and agricultural extension
services funded by governments help agribusinesses adopt new technologies and practices,
enhancing productivity and sustainability.

3. Education

Educational institutions play a pivotal role in agribusiness management by equipping individuals

with the necessary skills, knowledge, and innovation to thrive in agricultural sectors.

Functions and Roles:

 Skill Development and Training: Educational programs in agriculture, agribusiness

management, and rural development help individuals acquire technical, managerial, and
entrepreneurial skills needed to run agribusinesses effectively.

 Research and Innovation: Universities and research institutions drive agricultural

innovation by developing new farming techniques, crop varieties, and sustainable
practices that agribusinesses can adopt.

 Knowledge Transfer: Educational institutions serve as hubs for the dissemination of

knowledge, providing workshops, training programs, and information on modern farming
techniques and agribusiness trends.

4. Religion

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 39

Religion influences values, practices, and traditions in many rural communities, affecting
agribusiness operations, especially in regions where religious beliefs and customs are integral to
daily life.

Functions and Roles:

 Ethical Guidelines: Religious teachings may influence the ethical framework within
which agribusinesses operate, promoting fair labor practices, environmental stewardship,
and community support.

 Cultural Practices and Rituals: In some cultures, religious practices dictate agricultural
activities, such as planting or harvest festivals, animal husbandry rituals, or specific land-
use practices.

 Community Support: Religious institutions often provide social support networks that
agribusinesses rely on for labor, market access, and community collaboration.

5. Economy

Economic institutions, such as markets, banks, cooperatives, and trade associations, provide the
financial infrastructure and systems that enable agribusinesses to function efficiently and grow.

Functions and Roles:

 Capital Access and Investment: Financial institutions like banks, cooperatives, and
microfinance organizations provide agribusinesses with loans, credit, and investment
opportunities needed for expansion, innovation, and operational continuity.

 Market Structures: Agribusinesses depend on economic institutions to access markets,

both locally and globally. The structure of markets (e.g., cooperatives, wholesale markets,
retail distribution) affects how agribusinesses sell their products and generate income.

 Pricing Mechanisms: Economic institutions play a role in setting prices for agricultural
commodities, determining input costs, and influencing the profitability of agribusinesses.

 Supply Chain Coordination: Economic institutions help coordinate supply chains,

ensuring that agribusinesses have access to inputs like seeds, fertilizers, and machinery
and that their products reach markets efficiently.

6. Media

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 40

Media and communication channels have become vital social institutions that influence
agribusiness management through information dissemination, education, and shaping public
perceptions.

Functions and Roles:

 Information Sharing: Media platforms, including television, radio, and online channels,
provide farmers and agribusiness managers with up-to-date information on market trends,
weather patterns, and agricultural best practices.

 Marketing and Advertising: Media outlets help agribusinesses promote their products,
expand market reach, and establish brand recognition through advertising and promotional
campaigns.

 Public Opinion Shaping: Media plays a significant role in shaping public perception
about agricultural issues such as food security, sustainability, organic farming, and
environmental conservation, influencing consumer demand and policy changes.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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SOCIAL CONTROL

Meaning of social control:

Social control is an influence exerted by the public or society for promoting the welfare
of the group as a whole.
Social control influences people to conform to the mores and encourages them to do right
things. Social control is necessary for the stability of society because of human variability and
environmental influences.
Definitions of Social control:
Social control is the sum of those methods by which a society tries to influence human
behaviour to maintain a given order – Mannheim
Social control is defined as the system whereby society brings its members into
conformity with accepted standards of behaviour.
Means or types of social control:-

Social control is classified in to two categories formal and informal

Informal means of social control:-

1. Belief: Belief in religion controls the behaviour to a great extent.

2. Social suggestions: we suggest to the younger generations many ideas like giving the
examples of great men, celebration of anniversaries of great people etc
3. Ideologies: The communication of ideologies like religious ideologies(Christianity and islam),
political ideologies(democracy and communism), economic ideologies(capitalism and
socialism), cultural ideologies, nationalism, feminism, environmentalism,humanism etc by
which the social behaviour of the individuals is controlled.
4. Customs

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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5. Folkways

6. Mores

7. Norms

8. Religion

9. Humor and Satire: Cartoons, comics etc as a part of humor and satires as indirect criticism of
actions harmful to help in maintaining the social values.
10. Public opinion: In villages people know each other even otherwise the fear of public
criticism and the need of recognition by individuals makes to control his behavior.
Formal means of social control:-

1. Law: Law is a body of rules given by legally authorized bodies and enforced by
authorized agencies like police, judiciary etc
2. Education: Education prepares the child for social living by removing his wrong attitudes
and learning discipline, honesty and what is right or wrong.
3. Coercion (force): Physical coercion like imprisonment or death penalty (through law) and
non violent coercion like strike boycott or non cooperation (between individuals and groups) are
means of social control
Role of social control in society or Need of social control:

1. To maintain the old(original) order: The old members of the family enforce their ideas
on the children. Marriages are settled by the elder members of the family and they influence the
behaviour of other members of the family.
2. To establish the social unity: Without social control the social unity is a dream. The
families and society are united because social control regulates behaviour through established
norms.
3. To regulate or control individual behaviour: If an individual is left free to behave in the
society it would be reduced to a jungle. Social control protects the social interests by regulating
the individuals’ behavior.
4. To provide social sanction: Social control provides social sanction through customs,
folkways, mores etc the social sanctions include disapproval, rewards, punishments, legal
punishments.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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5. To check cultural maladjustment: cultural maladjustment refers to the difficulties or

challenges an individual experiences when adapting to a new culture or environment. Society is
subject to change and individual tries to adjust to the changing society during this process he or
she is likely to develop some habits which may not be right or he may become slave of passions
e.g. visiting bars, night clubs etc. this can manifest as stress, anxiety, confusion or a sense of
isolation. Social control helps to stop this maladjustment.

SOCIAL CHANGE

Definitions of Social change:-

Social change refers to an alteration in the material(like technology, inventions, and physical
objects) and non-material(such as norms, values, beliefs, and symbols) culture of a society.

It refers to change that occur in the structure and functioning of a social system, thus pointing to
change in: The roles individuals perform; Values and norms; Social structure and institutions;
Social relationships among people; Pattern of social interaction; Functions performed by
different groups and institutions.
Nature of social change

1. Only such changes are designated as social change that affects the bulk of the community.
Minor alterations in social life do not usually constitute what is generally accepted as social
change.
2. Social change is a universal process. It is founded in all societies and all stages of social
evolution.
3. Social change does not always depend on the willingness of society and its members.

4. Speed of social change differs from society to society and in the same society. Many tribal
and rural societies change at much slower pace than industrial societies. However, the pace
of change of contemporary societies is much faster now than in the earlier stages.

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 44

5. Social change has both qualitative and quantitative aspects. Increase in number of household
is an example of quantitative change. Changes in the composition of households or changes
in roles are the examples of qualitative change.
6. Change is not synonymous with development; it may or may not lead to development.

7. Most of social change that took place in the earlier years was unplanned and undirected.
Now planned or directed social change is gaining in importance as a means to achieve
societal goals in shorter period in a more orderly fashion.
8. Social change is the result usually of both internal (endogenous) factors (the community
itself recognizes the need for change) and external (exogenous) factors, e.g. industrialization,
land reforms and urbanization.

Dimensions of Social Change

There are three major dimensions of social change.

1. Structural Dimension: -

Changes in the structural dimension refer to the changes in the structural forms of society
involving changes in roles, emergence of new roles and changes in social institutions such as
family, the government, the school or educational system.
2. Cultural dimension: -

Changes in the cultural dimension refer to the change that take place in the culture of society
such as through discovery, invention, new technology, and contact with other cultures involving
diffusion and cultural borrowing. It involves integration of new elements into the culture and
replacement of old forms. New forms and elements may be rejected or modified.
3. Interactional Dimension: -

Interactional dimension of social change encompasses changes in social interactions and

relationships among individuals and groups. It includes alterations in social networks,
communication patterns and social behaviours.
Factors of Social change

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Social change is a historical process based on various factors of environment and human
ingenuity to create conditions for better survival. Major factors of social change are the
following:
1. The Physical Environment:-

Physical factors also known as geographical factors include all conditions of natural
environment namely climate, earth’s surface, water, season, storms and earthquakes that are
permanent and independent of human existence. Many changes take place in natural environment
and these changes are regardless of human activities. Many social geographers have analyzed the
impact of natural conditions on social life. Floods, earthquakes, droughts, famine and storms,
change of season etc. have significant effect on the social relationships and these are modified by
such natural occurrences.
2. Cultural Factors

The main cause of social change is the cultural factor. Changes in the culture are accompanied
by social changes. Culture gives speed and direction to social change and determines the limits
beyond which social change cannot occur. The pace of change of material and non-material
culture are not the same although they affect each other. Non material factors are affected by the
material culture.
3. Population Factors

Even changes in the quality of population have an effect on the social organisation as well as
customs and traditions, institutions, associations etc. increase and decrease of population, a
change in the ratio of men and women, young and old, have an effect on social relationships.
Decrease or increase in population has an immediate effect upon economic institutions and
associations. The ratio of men to women in society effects marriage, family and the conditions of
women in society. In the same way the birth and death rate also influence social change.
4. Psychological Factors

Most sociologists regard psychological factors as important elements in social change. The
cause of social change is the psychology of man himself. Man by nature is a lover of change. He
is also trying to discover new things in the sphere of his life, and is always anxious for new
experience. Because of this tendency, the mores, traditions, customs etc. of vary human society
are perpetually undergoing change. This does not mean that man always considers the new

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 46

superior to the old. While he is always, attending to what is new and unique; he wants to preserve
what is old. Change is the law of life. When changes do not occur at the appropriate time
revolution takes place, wars are fought, epidemics spread, and changes are violently introduced.
5. Biological Factors

Biological factors too have some indirect influence upon social change. Among the biological
factors is the qualitative aspect of the population related to heredity. The qualitative aspect of
population is based upon powerful and great men and their birth is dependent largely on heredity
and mutation. Hence, biological factor play a part in social change in that extent. In the course of
human history, it is remarked that there are physical and mental differences among population
distributed in the different countries of the world. This amounts to hereditary differences in races
leading to ethnocentrism.
6. Technological Factors

The technological factor has immense influence in social change. To quote

Ogburn,”Technological changes society by changing our environment to which we in turn
adopt.” This change is usually in material environment and adjustment we make to the changes
often modifies customs and social institutions. In this way, the increase in the machines and
methods due to new discoveries has had a very great influence upon social relationships. The
form of society is undergoing change because of the development and invention of electric,
steam and petrol driven machines for production, the means of transport and communication, and
various mechanical appliances is everyday life.
7. Other Factors

In addition to above mentioned factors, another factor of social change is the appearance of
new opinions and thoughts, e.g. changes in the attitudes towards dowry, female education etc.,
have resulted in widespread social variations and modifications. In fact, a majority of social
revolutions takes place because of the evolution of new ways of thinking. Similarly, war is also a
cause of social change because it influences the population, the economic situation, and ratio of
male to female etc.
Patterns of change:-

In the process of social change, a system may attain the following status of equilibrium. These
are presented as under

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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1. Stable equilibrium occurs when there is almost no change in the structure or functioning of
a social system. Perhaps a completely isolated and tradition system in which the rate of change is
almost isolated and traditional system in which the rate of change is almost zero, provide an
example of stable equilibrium.
2. Dynamic equilibrium occurs when the rate of change in a social system is commensurate
or proportional with the system’s ability to cope with it. Change occurs in a system in dynamic
equilibrium, but it occurs at a rate that allows the system to adapt to it.
3. Disequilibrium occurs when the rate of change is too rapid or undesirable, to permit the
social system to adjust. The social disorganization that accompanies disequilibrium makes it as a
painful and inefficient way for change to occur in system.

LEADERSHIP

Definitions of leader:

Leader is a person who exerts an influence over a number of people

Leader is one who leads by initiation of social behavior, by directing, organizing or

controlling the efforts of others, by prestige or power or position
Leader is an individual in any social situation in which his ideas and action influence the
thoughts and behavior of others.
Leader is a person who is spontaneously considered or chosen as influential in a given
situation. In every society certain individuals operate within groups to guide and influence
members to action. These individuals are referred as leaders
Leadership is process of influencing the behavior of the individual in a real situation.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Leadership is defined as an activity in which effort is made to influence people to

cooperate in achieving a goal viewed by the group as desirable – Rogers and Olmsted
Leadership is defined as the role and status of one or more individuals in the structure and
functioning of group organizations, which enable these groups to meet a need or purpose that can
be achieved only through the co-operation of the members of the group – Hepple

CLASSIFICATION OF LEADERS

Leaders can be classified based on various frameworks and theories. Here are some common
classifications of leaders:

1. Based on Leadership Styles

 Autocratic Leaders: Make decisions independently with little or no input from others.
 Democratic Leaders: Encourage participation and input from team members in decision-
making.
 Laissez-Faire Leaders: Provide minimal direction and allow team members to make
decisions.
 Transformational Leaders: Inspire and motivate followers to achieve extraordinary
outcomes and facilitate significant change.
 Transactional Leaders: Focus on routine, supervision, and performance; use rewards and
punishments to motivate followers.
 Servant Leaders: Prioritize the needs of team members and help them develop and
perform to their highest potential.

2. Based on Behavioral Theories

 Task-Oriented Leaders: Focus on the tasks that need to be performed to meet certain
goals.
 People-Oriented Leaders: Focus on the well-being and development of team members.

3. Based on Situational Leadership Theory

 Directing Leaders: Provide specific instructions and closely supervise tasks.

 Coaching Leaders: Explain decisions, solicit suggestions, and support progress.
 Supporting Leaders: Facilitate and support team members' efforts toward task
accomplishment.
 Delegating Leaders: Turn over responsibility for decision-making and problem-solving to
team members.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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4. Based on Power and Influence

 Charismatic Leaders: Use their charm and personality to influence others.

 Expert Leaders: Influence others based on their knowledge and skills.
 Legitimate Leaders: Hold formal positions of authority and use their power accordingly.
 Coercive Leaders: Use threats and punishment to motivate followers.
 Reward Leaders: Use incentives to motivate and encourage desired behaviors.

5. Based on Ethical Leadership

 Ethical Leaders: Make decisions based on ethical principles and values.

 Unethical Leaders: May use unethical practices to achieve their goals.

6. Based on Emotional Intelligence

 Emotionally Intelligent Leaders: Recognize and manage their own emotions and the
emotions of others.

7. Based on Functional Roles

 Strategic Leaders: Focus on vision, strategy, and long-term goals.

 Operational Leaders: Focus on managing day-to-day operations and tasks.
 Team Leaders: Focus on leading small teams and ensuring team effectiveness.

Roles of leader in a Group:

Groups are dependent on leaders. A leader is not only a member of group and also is the
focal point of activity of his group. He plays an important role in group's activity. The important
roles of the leader are as follows:
1. Group initiator: the most important role of leader is that he should take initiative to get
the group in to action
2. Group spokesman: if the group is to have outside relations it must be able to speak as a
unit and leader is its voice. Leader has the responsibility of speaking for the group and
representing the interests of the group
3. Group harmonizer: in all groups uniformities and differences are formed. A leader
should be able to resolve differences peacefully. The role of the group harmonizer is to promote
harmony in the group in line with basic purpose of the group

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 50

4. Group planner: generally it is assumed that the person chosen for leadership know a little
bit more about the problems which the group is facing and the possible solutions. So the leader
has to plan the way by which the group can satisfy its needs. The leader has to plan for the group
and with the group
5. Group executive: the leader is one who takes important role in conducting business of the
group and he is responsible for seeing that the business of the organization is carried on
according to democratic principles. It is the job of the leader that individuals of group accept
responsibility of their part of activities in any plan of action adopted by the group
6. Group educator or teacher: in most of the groups the leader will have more training and
experience. So the leader can teach according to the level of understanding of the members of the
group so that they can understand his views. In this capacity his chief function is to develop and
train other leaders so that group is not dependent completely on him
7. Group symbol or symbol of group ideas: all social groups have implicit (internal) or
explicit (external) norms or ideals. As a rule persons accepted as leaders are those who have
adopted these norms or ideals and live by them. The leader must make the members feel that they
need ideals and depend upon them for accomplishing what they desire to do, the leader should be
not be self interested
8. Group supervisor: the leader also acts as supervisor. A good leader supervises the work
of his peers and subordinates.
Roles of leader in Agribusiness Management

1. Visionary and Strategic Planner

A leader must establish a clear vision for the agribusiness and develop long-term strategies to
achieve business goals. This includes understanding market trends, consumer demands,
technological advancements, and environmental challenges. Effective leaders anticipate future
needs and set a course that positions the agribusiness for sustained growth and competitiveness.

Responsibilities:

 Crafting a strategic plan that aligns with both current and future market demands.

 Setting goals for expansion, production, sustainability, and profitability.

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 Communicating the vision and strategy to all stakeholders.

2. Decision Maker

Leaders in agribusiness management are responsible for making critical decisions regarding
production, resource allocation, risk management, and financial planning. They must assess
risks, evaluate opportunities, and make timely, informed decisions that benefit the organization.

Responsibilities:

 Making choices regarding investments in technology, equipment, or land.

 Deciding on crop rotations, harvesting schedules, or livestock management based on

market demands.

 Weighing risks and benefits of entering new markets or adopting innovative practices.

3. Change Agent and Innovator

The agricultural sector is constantly evolving due to technological advancements, climate

change, and shifting market dynamics. Agribusiness leaders must act as agents of change,
encouraging innovation, embracing new technologies, and continuously improving operational
efficiency.

Responsibilities:

 Promoting the adoption of new farming technologies, such as precision agriculture,

drones, and data analytics.

 Encouraging innovation in product development, packaging, or marketing strategies.

 Managing change effectively, ensuring that employees and partners are aligned with new
approaches and innovations.

4. Resource Manager

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
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Agribusinesses require efficient management of various resources, including land, labor, water,
machinery, and financial assets. A leader must optimize the use of these resources to maximize
productivity and sustainability while ensuring the business remains profitable.

Responsibilities:

 Overseeing financial planning, budget management, and investment strategies.

 Managing natural resources like land and water responsibly to promote sustainability.

 Allocating labor and machinery effectively to meet production targets.

5. Team Builder and Motivator

Effective leadership in agribusiness involves building and nurturing strong teams. Leaders need
to recruit skilled personnel, foster a positive work culture, provide training and development
opportunities, and motivate employees to perform at their best.

Responsibilities:

 Creating a cohesive team by fostering collaboration, trust, and open communication.

 Providing continuous training to keep workers up-to-date with modern agricultural

techniques and technology.

 Recognizing and rewarding employees’ contributions to boost morale and productivity.

6. Relationship Builder and Networker

Successful agribusiness leaders understand the importance of building strong relationships with
various stakeholders, including suppliers, customers, investors, government agencies, and
community members. They act as ambassadors of the business, ensuring smooth interactions and
mutually beneficial partnerships.

Responsibilities:

 Cultivating strong relationships with suppliers to secure quality inputs at favorable prices.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 53

 Networking with distributors, retailers, and wholesalers to ensure product placement in

key markets.

 Engaging with local communities to build trust and promote the business as a responsible
corporate citizen.

7. Risk Manager

Agribusinesses face numerous risks, such as fluctuating market prices, weather variability, pest
outbreaks, and regulatory changes. A leader must identify these risks, develop mitigation
strategies, and prepare the organization to navigate uncertainties while minimizing potential
negative impacts.

Responsibilities:

 Developing contingency plans for weather-related disruptions or pest infestations.

 Using financial tools like crop insurance, futures contracts, or diversification to mitigate
economic risks.

 Keeping up with changes in regulations and ensuring compliance to avoid legal risks.

8. Sustainability Advocate

Sustainability is becoming increasingly critical in agribusiness, as consumers demand eco-

friendly practices and governments impose regulations to protect the environment. Agribusiness
leaders must prioritize sustainability by implementing practices that protect natural resources,
reduce waste, and promote ethical farming practices.

Responsibilities:

 Promoting sustainable farming methods, such as organic farming, water conservation, and
soil health management.

 Reducing waste and energy use within the business through innovative techniques and
technology.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik
 54

 Advocating for ethical practices in sourcing, production, and labor relations.

9. Crisis Manager

In times of crisis—whether due to natural disasters, economic downturns, or pandemics—

agribusiness leaders must act quickly to steer the business through challenges. This requires
crisis management skills to protect the business and its stakeholders while maintaining
operational continuity.

Responsibilities:

 Managing business continuity during crises, such as ensuring supply chain resilience
during disruptions.

 Communicating transparently with employees, customers, and partners to maintain trust

and confidence.

 Implementing quick solutions to protect crops, livestock, and assets during emergencies
like droughts or floods.

10. Ethical and Social Leader

Leaders in agribusiness need to exhibit strong ethical leadership, adhering to fair labor practices,
environmental stewardship, and corporate social responsibility. They must ensure that the
business not only prioritizes profit but also considers its impact on people, communities, and the
planet.

Responsibilities:

 Ensuring fair wages and safe working conditions for farm workers.

 Supporting local communities through initiatives like education programs, healthcare

support, or infrastructure development.

 Promoting responsible use of land and resources to minimize environmental impact.

Notes Compiled by Prof. P. B. Pawar, Department of Extension Education, K. K. Wagh College of Agriculture, Nashik