The study was conducted in Latur district of Marathwada region. Population for the study comprised of respondents who were subscriber of Mobile based agro- Advisory Services in Latur district. From latur district Latur, Ausa and Renapur tahsils were selected purposively because more number of farmers in these tahsils were using mobile based agro-advisory service. Proportionate sampling method used in selection of respondents, thus total sample size was one hundred and twenty respondents. One shot case study method of ex-post-facto research design was adopted for this study. Data was coded, tabulated, analysed and interpreted using suitable statistical parameters. The results showed that most of the users () had somewhat satisfied and independent variables like education, land holding, cropping pattern, annual income, social participation, extension contact, innovativeness and risk preference had positive and significant relationship with utility perception. Whereas land holding and annual income were do not showed significant relationship with utility perception. | Opinion and relationship of the farmer of towards mobile based agro-advisory services
