Lack of knowledge of producers in electronic medias Unwillingness to adopt – modern marketing techniques Impact of pandemic in online marketing of agricultural products. Unfavourable attitude towards modern marketing techniques.

1. KNOWLEDGE
AND ATTITUDE
OF PRODUCERS
TOWARDS
E-MARKETING OF
AGRICULTURAL
PRODUCT
NITHEESHA E. S.
2019-31-026
Under the guidance of
Dr. Aparna Radhakrishnan
Assistant Professor (Agrl. Extension )
Agricultural Information and Sales Centre
Kerala Agricultural university, Kozhikode

2. STATEMENT OF PROBLEM
 Lack of knowledge of producers in electronic medias
 Unwillingness to adopt – modern marketing techniques
 Impact of pandemic in online marketing of agricultural products.
 Unfavourable attitude towards modern marketing techniques.

3. OBJECTIVE OF
STUDY
 To investigate the knowledge of producers on e-
marketing of agricultural products
 To examine the attitude of producers on e-marketing
of agricultural products

4. DATA SOURCE AND METHODOLOGY
 Type of study - Descriptive
 Data source - Primary source
 Sampling design - Non-Probability sampling method
 Selection of area specialisation : Marketing research
 Selection of location - Wayanad district
 Selection of respondents - Purposive sampling -85 respondents

5. METHOD OF DATA
COLLECTION
Primary data - collected
from a pre-tested
structured personal
telephonic interview and
face to face interviews.

6. PARAMETERS SELECTED FOR STUDY
 Socio economic variables - Age, gender, marital status, educational qualification, occupation,
annual income
 Geographic variables – Area
 Mass media exposure – Computer, mobile phones
 ICT exposure – WhatsApp, Facebook, other online portal related to agriculture
 Preference of producer – Online / Offline modeKnowledge on e-marketing
 Type of products
 Market access
 The attitude of buyers in the purchase

7. PERIOD OF SURVEY
Survey conducted in the month of
August – September 2021
Percentage, indices, correlation, regression,
knowledge and attitude questionnaires
STATISTICAL TOOLS

8. LIMITATION
1) There were a large number of marketing channels and models but the study questions were
confined to - WhatsApp, Facebook, Websites and Apps
2) Even though online agricultural marketing exists through out Kerala, due to time limitations,
the study confined to Wayanad district of Kerala

9. SOCIO ECONOMIC PROFILE OF RESPONDENTS
 Age - highest age group 51-60 (48%) – lowest 31-40 (9%)
 Gender - 67% (male) - 33% (female)
 Educational qualification – 33% (high secondary ) – 16% ( technical qualified)
 Marital status - 87% (married) – 1% (divorced)
 Occupation - 47% (farmers) -6% home makers
 Annual income – 43% (Rs.20000 -30000 ) – 6% (below 10000)

10. TABLE 5.7 KNOWLEDGE OF THE RESPONDENTS
PARTICULARS PERCENTAGE
Internet usage and facilities 76
Network 86
Owning device 88
Digital platforms use in marketing 70
Social media platforms 61

11. FIGURE 5.8
44
24
17
0 5 10 15 20 25 30 35 40 45 50
Low (.4 below)
Medium (.4-.6)
High (above .6)
Knowledge on ICTs agricultural marketing
knowledge of producers towards ICTs

12. TABLE 5.10 ATTITUDE OF PRODUCERS TOWARDS DIGITAL MARKETING
SL.NO STATEMENT SCORE RANK
1
I am literally comfortable on trading my products through online
platforms.
225 I
2 This platforms help me to far- reaching my customers 219 II
3
I am able to grab things through online platforms without
compromising the price and quality
207 V
4
I am able to have a productive conversation with producers as well as
consumers.
200 VI
5 I am capable of reaching my products to the backcountry. 209 IV

13. TABLE 5.10 ATTITUDE OF PRODUCERS TOWARDS DIGITAL MARKETING
(CONT.)
6
I am capable of assuring the quality and quantity of items sold on
multiple online platforms.
192 VII
7
Producers are supported by the government and municipal
governments for internet sales.
190 VIII
8
Authorities gave enough instruction on how to use or trade on
various internet platforms.
185 IX
9 I was able to arrive the my product to the residence of customers 211 III

14. FIGURE 5.9
74
8
3
0 10 20 30 40 50 60 70 80
Slightly favorable (.4 below)
Moderately favorable (.4-.1.2)
Highly favourable (above 1.2)
Attitude towards ICTs agricultural marketing
Attitude of producers towards ICTs

15. TABLE 5.11 FACTORS AFFECTING KNOWLEDGE OF PRODUCERS
Independent variable Correlation of coefficient (r)
Age -.155
Gender .004
Marital status -.069
Occupation .240
Educational qualification .120
Annual income .145
Area used .527
Mobile/internet usage .745

16. TABLE 5.12 LOGISTICS REGRESSION
How long the social media
used for e-marketing
(0=less frequent, 1=more
frequent)
Coeff. Std err. P>|z| 95%conf.interval
Education -.014 .387 .971 -.773 .745
Occupation -.789 .411 .055* -1.597 .017
Annual income .00008 .005 .089* -.00001 .0001
Area -.0025 .001 0.190 -.006 .001
Mobile internet -1.619 .892 .070* -3.369 .129
Attitude -.0449 .055 .416 -.1534 .0634
Knowledge .67244 .3037 .027** .0771 1.26

17. Knowledge on usage of e-marketing using social media is the
main reason for using social media frequently.
The variables like occupation, annual income, and mobile
internet accessibility increase the frequency of social media
usage

18. MAJOR FINDINGS
 Knowledge of producers towards digital marketing is low.
 Awareness in digital platforms are high but doesn’t use much for marketing their products
 Less comfortable than traditional marketing.
 Negative attitude have shown towards government support in digital marketing.
 Most frequently used online platform are WhatsApp and Facebook
 Due to perishability of product long transportation make negative impact in quality of
product.

19. CONCLUSION
 Producers have low knowledge towards digital
marketing of agricultural products.
 Shows slightly favourable attitude towards digital
marketing of agricultural products.

20. SUGGESTIONS
 Government support and training in using online platforms need improvement
 Government need to take initiative in making people more familiar about the
existing online platforms in India for agricultural products
 Need to take more initiatives in assuring the quality of product sale through online
marketing

21. THANK YOU