Abstract: Attitude may be defined as a psychological, evaluative response towards a particular person, place, thing, event, etc. in positive or negative terms based on affective, behavioural and cognitive information. The present study was undertaken to assess the attitude of beneficiary and non-beneficiary dairy farmers toward livestock-based technological services provided by Guru Angad Dev Veterinary and Animal Sciences University (GADVASU) and its outreach centres in Punjab. Six districts-Bathinda, SAS Nagar, Tarn Taran, Hoshiarpur, Barnala, and Ludhiana were purposively selected based on the availability of an established extension network. From 48 selected villages, a total of 480 respondents comprising 240 beneficiaries and 240 non-beneficiaries were randomly selected. An attitude scale consisting of 25 Likert-type statements was developed to measure farmers’ attitudes toward various technological services, including training programs, Pashu Palan Mela, animal welfare camps, ICT platforms, helpline services, and supply of technical inputs. Data were collected through personal interviews and analyzed using frequency, percentage, and t-test. The findings revealed that a significantly higher proportion of beneficiary farmers exhibited a highly favourable (81.67%) or favourable (16.25%) attitude toward the university-based livestock technological services. In contrast, the majority of non-beneficiaries (52.50%) reported an unfavourable attitude, indicating lower awareness and access to these services. Beneficiaries expressed particularly favourable attitudes toward training programs, Pashu Palan Mela, ICT initiatives, and technical inputs such as mineral mixture and Uromin lick, though some constraints were reported regarding follow-up support and accessibility of ICT tools. The results highlight the positive role of institutional extension services in improving farmers’ knowledge, practices, and confidence toward scientific livestock management.
