Analysis of Socio-Economic Determinants of Farmers’ Attitude towards Online Agricultural Marketing

Subject Areas : Agricultural Extension

V. T Dawane ¹ , P.S. Kapse ² , R.P Kadam ³ , S.R Jakkawad ⁴ , P. R Deshmukh ⁵

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Received: 2025-02-13 Accepted : 2025-03-21 Published : 2025-03-31

Keywords: Covid-19, Social Media, Direct Marketing, Maharashtra, Correlation,

Abstract :

Agriculture is the main driver of the economy of developing nations like India. Due to the effects of COVID-19, everything is conducted online. To change the country into a knowledge-rich e-learning society, nations like India are incorporating ICT increasingly into their national development plans and implementing strategies for its widespread promotion. Any digital marketing of agricultural goods or services is referred to as online agricultural marketing. Online marketing is a type of direct marketing that uses interactive technology such as websites, social media, mobile applications, online forums, emails, and mobile communications to connect buyers and sellers electronically. Online agriculture marketing is attracting the attention of farmers as well. Positivity regarding online agricultural marketing will undoubtedly increase enthusiasm in utilizing its advantages over time. The current study attempted to highlight such elements about the use of online agriculture marketing because attitude is dependent on an individual's socio-personal disposition. Six districts in the Marathwada region of Maharashtra Parbhani, Hingoli, Nanded, Beed, Jalna, and Chatrapati Sambhajinagar were research area of the study. Data from 180 farmers who use online agriculture marketing was through face-to-face interviews. The study's socio-personal determinants were analyzed using correlational analysis, and the results showed that attitudes toward using online agricultural marketing are significantly correlated with education, land ownership, extension contact, social participation, scientific orientation, economic motivation, technosavviness, risk orientation, annual income, and mass media exposure.

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