The present study was conducted in Latur district, randomly selected from Marathwada region of Maharashtra state during the year 2019-2020. From Latur district, three tehsils were selected randomly viz. Chakur, Latur and Renapur. From each selected tehsil, four villages were selected randomly. From each selected village, 10 rural women were selected as respondents purposively on the basis of their daughters studying in secondary or higher secondary educational institutions. In this way total 120 rural women were selected as respondents for the present study. These selections were done by using simple random sampling method for the purpose of the study. Profile of rural women depicted that majority (66.66%) of the respondents were middle aged, 57.50 per cent had high school level of education, 95.83 per cent of the respondents were married, 40.00 per cent belonged to OPEN category, 56.66 per cent were of them were from medium size of family, 81.66 per cent were from nuclear family, 63.33 per cent respondents had cultivation as their major occupation, 34.16 per cent had semi-medium size of land holding. It was observed that, majority (93.34%) of the respondents were having medium annual income, 60.83 per cent of them having medium social participation and 65.83 per cent of them had medium level of mass media utilization. The results also showed that independent variables viz. age showed negative and significant relation with attitude, while education, marital status, occupation, annual income, social participation and mass media utilization showed positive and significant relation with attitude. And category, family size, family type and land holding do not show significant relation with attitude.

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