A Study on Challenges Faced by Farmers Using E-Commerce in Agriculture - A Survey of Thrissur District in the State of Kerala, India

Abstract

Purpose: Traditional methods of farming and marketing has worsened the condition of farmers in our country. My study is on challenges faced by farmers by using E-commerce in agriculture. While examining the real scenario, farmers in India fail to make a living. The majority of farmers earn an income below Rs.22000 per month. Only 12.6% of the respondents are fully aware about e- commerce opportunities. They face various challenges in making use of e-commerce opportunities, there is a lack of storage facilities, improper pricing, lack of computer literacy, and perishable nature of products as the major challenges of Farmers. Farmers should be equipped with electronic devices and knowledge in ICT for the betterment of their living conditions. Agricultural economics must relate technology in the production and marketing of goods. Methodology: The study was carried out in Kerala's agricultural industry. A questionnaire was used to collect the main data. The purpose of the study was to examine the difficulties farmers encounter while attempting to advertise their products online. In the study, both primary and secondary data were employed. A total of 220 samples were selected for the study. The samples were chosen in a random manner. The questionnaire served as the main method for gathering data. Finding: The results found that, in Kerala, the farmers are not fully aware about e- commerce opportunities. And the study also found that farmers agree that there is a lack of storage facilities, improper pricing, lack of computer literacy, and perishable nature of products as the major challenges of faced All industries need to invest in and pay attention to the development of agricultural e-commerce. The growth of the cultural, infrastructural, social, and educational backdrops are the total solutions for implementing E-Commerce in agriculture. The creation of appropriate e-commerce portals for agricultural products, education of farmers about the benefits of e-commerce, entry of the private sector into e-commerce, and easing the process of online payment system with community level initiation in this sector were prioritized solutions for implementing e-commerce in agriculture. Therefore, if the recommended techniques are put into practice to overcome the identified obstacles, E-Commerce in agriculture has a strong chance of developing in the future. Originality: This is utilized to conduct a survey of the Thrissur district in the Indian state of Kerala to learn more about the difficulties farmers face when adopting e-commerce in agriculture. Paper Type: Descriptive Research

A Study on the Evolution of Digital Marketing

“…Digital marketing involves within itself many different strengths, weaknesses, opportunities and threats that could be positive as well as negative. One among many challenges faced is in farming sector, due to legacy system of working, farmers are unable to upgrade to new technological approaches of farming [42]. Whereas, the maximum contribution in marketing and selling of goods and services in India belongs to retail sector, due to digital marketing, they offer around 10% of their share in the Gross Domestic Product [43].…”