ASSESSING THE MARKETING STRATEGY AND ADOPTION GAP OF KRUSHISHARAG AGRICLINIC 3761
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Date
2023-09
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jau junagadh
Abstract
Seeds are not only a strong symbol for food sovereignty and biodiversity but
also one of the important elements to strengthen farming communities. This study
analyses the marketing mix, awareness and adoption gap, satisfaction level and buying
behaviour using primary data of 200 farmers from from districts Rajkot, Junagadh,
Porbandar and Gir Somnath. Marketing mix observed that cost-effective packaging and
social media advertising have improved efficiency and reduced marketing costs.
Farmer awareness and adoption observed that most farmers have a medium level of
awareness and adoption gap for KSAC products. Farmer satisfaction observed that
Farmers express overall satisfaction with KSAC products, especially in terms of
product quality and service. New product offerings using Kano model identifies
customer preferences for new products. Farmers are interested in attributes related to
product quality, availability, replacement options, and delivery time. Buying Behavior
observed that landholding size and seed quality significantly influence farmers' buying
behavior