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Transforming Rural Agribusinesses with Digital Marketing: A Case of Coffee Planters in India

In: Agribusiness Innovation and Contextual Evolution, Volume II

Author

Listed:
  • Aishwarya Singhal

    (Edinburgh Business School - Heriot Watt University (Dubai Campus))

  • Jyothsna Appaiah Singh

    (Edinburgh Business School - Heriot Watt University (Dubai Campus))

Abstract

Various academics and practitioners highlight the meager development of agro-marketing and underutilization of marketing and resources of technology. This study aims to empirically evaluate digital marketing opportunities that when leveraged enable accelerated growth and scalable solutions for coffee growers in India. Using the technology acceptance perspective which consolidates technology adoption we examine perceived usefulness of digital marketing. In-depth interviews are conducted with small and medium coffee growers in Kodagu, India. Data collected is analyzed via thematic analysis using NVIVO software. Research findings reveal digital marketing strategies are instrumental in overcoming some of the challenges pertaining to augmenting sales and achieving scalability. Practical recommendations and implications shall be beneficial for emulating similar strategies for other agribusinesses across similar contexts to enhance livelihood and means to new business opportunities.

Suggested Citation

  • Aishwarya Singhal & Jyothsna Appaiah Singh, 2024. "Transforming Rural Agribusinesses with Digital Marketing: A Case of Coffee Planters in India," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Antonino Galati & Demetris Vrontis & Alkis Thrassou & Mariantonietta Fiore (ed.), Agribusiness Innovation and Contextual Evolution, Volume II, chapter 7, pages 153-178, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-031-45742-5_7
    DOI: 10.1007/978-3-031-45742-5_7
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