Association between Socio Personal, Psychological and Communicational Attributes of NHM Flower Grower Beneficiaries and their Adoption Behaviour

India has an ancient heritage of floriculture, still, 98.5% flowers are grown under open cultivation and hardly 1.5% in a greenhouse. Commercial floriculture is now recognized as important sector with the potential for generating employment earning valuable foreign exchange. There been tremendous growth demand consumption products last two decades. The research study was conducted Ujjain district Madhya Pradesh year 2016-2017. one flower-growing districts hence, it considered National Horticultural Mission (NHM) program by taking 120 flower growers. Out total 25 villages, 4 villages were selected random sampling method data collected using interview schedule. adoption behavior respondents, present study, refers to extent improved production technology practices adopted respondents NHM on their farm per recommendations. For measuring level behaviour, index developed which consisted 14 practices. Education level, annual income, source irrigation, mechanization, marketing behavior, information-seeking mass media communication, risk-taking ability, knowledge growers found be positively significantly associated technologies. Hence concluded that there need promote better livelihood