DIGITAL TOOLS IN AGRICULTURAL MARKETING RESEARCH
Introduction:
With the launch of Digital India Mission by PM Narendra Modi, it has put the new impetus on Digitalisation across various sectors. As Agriculture involves, 58% of India’s population, digitalisation in this sector will improve the condition of agriculture as a result benefitting a huge chunk of the population.
Scope:
The upcoming era is all about digitalization in each sector. In the agriculture market, various research always carried out for betterment in the marketing of products. For any research work in marketing, the requirement of digital tools is necessary for more accurate results within less time. So, every marketing research agency tries to use maximum digital tools in agriculture for research work.
Problems:
Various problems are arising in research work because of unawareness among the farmers, lack of education, poor internet access in the rural area etc. Due to this agriculture sector has continued to remain an unorganized sector. Moreover, farmers are not willing to accept the new technology.
Digital tools used in agriculture marketing research:
· Agricultural apps:
Ø Many Agroindustry’s launched their apps which content product information, weather information, feedback from farmers etc. features.
e.g. Rallis Krishi samadhan app, Mahindra Krishi samriddhi
Ø Through these apps agroindustry’s get feedback from farmers and try to identify the expectations of farmers.
Ø It is very good digital platform because farmers are directly connected with company, which helps to solve farmers problems and complete their expectations.
· Online Questionnaire:
Ø It is also very good tool use to collect data from agri-retailers, dealers and farmers.
Ø The online link is send to the respondence and get their feedback.
Ø Online questionnaire collects the data there is no need to fill data & accuracy in data also more.
Way-forward:
1. Identifying problems related to the use of digital tools in agriculture. Formulate the strategy and solution to tackle these problems.
2. Digital tools used in agriculture should be more specific which will give better results. Hence design digital tools accordingly.
3. Create a favourable environment for use of digital tools in agriculture.
4. Train the people for effective use of digital tools in agricultural marketing research.
By
Dinkar Karle