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Smart GOALA: An Alternative Marketing Channel for Connecting the Peri-urban Marginal Dairy Farmers with the Urban Consumers in Bangladesh

In: Digital Transformation and Human Behavior

Author

Listed:
  • S. M. Mokaddes Ahmed Dipu

    (Chattogram Veterinary and Animal Sciences University)

  • Tunazzina Sultana

    (University of Chittagong)

Abstract

The objective of this paper is to present a mobile-based conceptual model of marketing channel for connecting the peri-urban marginal dairy farmers with the urban milk consumers in developing countries, particularly in Bangladesh. It reports the results of one quantitative survey and four qualitative focus group discussions. The survey reveals that the farmers are deprived of getting fair prices of their product due to inefficient marketing channel. The study also explores that a technology-based marketing channel might help the farmers to overcome the problems. Based on these findings, the study proposes a mobile-based channel—‘Smart GOALA’—for connecting the peri-urban farmers with the urban consumers which will ensure them to get a better and fair price.

Suggested Citation

  • S. M. Mokaddes Ahmed Dipu & Tunazzina Sultana, 2021. "Smart GOALA: An Alternative Marketing Channel for Connecting the Peri-urban Marginal Dairy Farmers with the Urban Consumers in Bangladesh," Lecture Notes in Information Systems and Organization, in: Concetta Metallo & Maria Ferrara & Alessandra Lazazzara & Stefano Za (ed.), Digital Transformation and Human Behavior, pages 353-367, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-47539-0_24
    DOI: 10.1007/978-3-030-47539-0_24
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