Determinants of Job Perception and Job Performance among Assistant Technology Managers (ATMs): A Study in North Karnataka under ATMA

Abstract

Aims: The Agricultural Technology Management Agency (ATMA) is a registered society that serves as an institutional platform linking research and extension activities at the district level. It promotes decentralized decision-making through a bottom-up planning process. At the block level, Block Technology Managers (BTMs) and Assistant Technology Managers (ATMs) provide critical technical and knowledge support to farm schools, farmer groups (FFs), Farmer Interest Groups (FIGs), Farmer Producer Organizations (FPOs), and individual farmers. With this in mind, the present study was undertaken to measure the relationship between the profile characteristics of ATMs and their job perception and job performance under ATMA in North Karnataka. Study Design:  Ex-post facto design. Place and Duration of Study: The study was conducted across all seven districts under the jurisdiction of UAS Dharwad, namely Bagalkot, Belgavi, Dharwad, Gadag, Haveri, Uttar Kannada, and Vijayapura in North Karnataka. The study was conducted in the year 2023. Methodology: Data collected from a sample of 90 ATMs. Thirteen independent variables were selected for the study. Using Principal Component Analysis (PCA), the data were reduced to five dimensions. Multiple regression analysis was then employed to assess the contribution of these factors to job perception and job performance. Results: Variables/indicators such as rural/urban background, ICT utilization, job involvement, and job satisfaction are all positively correlated and explain 26.234% of the total variance. Collectively, they represent a latent factor, which we have termed “Professional Standards”—a major determinant of both job perception and job performance. The results revealed that 69.30% of the variance in job perception was explained by factors such as professional standards (rural/urban background, ICT utilization, job involvement, and job satisfaction), and experience of ATMs. Similarly, 51.60% of the variance in job performance was attributed to professional standards. These findings emphasize the importance of the determinant, professional standards, in influencing both job perception and performance. Conclusion: The study concludes that providing ATMs with training in areas such as ATMA, Strategic Research and Extension Plan (SREP), Block Action Plan (BAP), and e-extension tools will enhance their job involvement and satisfaction, ultimately improving their job perception and performance under the ATMA framework. Additionally, the findings suggest practical implications for recruitment, ICT support, and motivation strategies to strengthen professional standards, thereby improving the efficiency and impact of extension delivery.