Journal Article

MARKETING AND OPERATIONAL ISSUES FACED BY FIRST GENERATION AGRIPRENEURS IN MANAGING AGRIBUSINESS: A VIEW POINT OF HARYANA

Garima, Sharma, Deepa, Bhardwaj, Komai, Dhingra, Atul

2023

Overview

Purpose: The purpose of this study is to investigate the significance of improved marketing of agricultural produce in the context of enhancing farmers' livelihoods and rural development. Specifically, it aims to identify market-related challenges faced by agribusinesses at their inception. The study seeks to understand how marketing practices can impact the success of various agribusiness ventures, such as mushroom farming, dairy farming, aquaculture, beekeeping, and others. Design/Methodology/Approach: This section outlines the research methodology employed in the study. It mentions the use of purposive sampling to select 180 agripreneurs engaged in different agribusinesses. The research approach involves assessing the impact of market knowledge, product quality, market research, pricing strategies, packaging, sales promotion, internet marketing, and test marketing on the launch of agricultural products. It also explores the influence of first-generation agripreneurs on factors like the number of employees and experience. Findings: Here, the study presents its key findings. It reveals that enhancing market knowledge and product quality, conducting prior market research, adopting appropriate pricing strategies, implementing effective packaging, engaging in sales promotion, utilizing internet marketing, and conducting test marketing are essential for the successful launch of agri-products. Furthermore, the study suggests that the perspectives of first-generation agripreneurs have a significant and positive impact on factors such as employee numbers and experience. Research, Practical & Social Implications: This section discusses the broader implications of the research. It highlights how the findings can benefit agribusiness management, particularly for first-generation agripreneurs in Haryana. It addresses the practical implications for improving marketing practices in agribusinesses and how this, in turn, can contribute to rural development and farmers' livelihoods. The study aims to offer practical suggestions and solutions to the challenges faced by agripreneurs. Originality/Value: In this part, the paper underscores its originality and value within the field of agribusiness. It emphasizes that the research not only identifies management challenges but also provides valuable recommendations. The study contributes to the understanding of marketing dynamics in the context of diverse agricultural ventures, ultimately offering insights that can enhance the success and impact of agribusinesses in Haryana and potentially other similar regions.

• Publisher: AOS-ESTRATÉGIA & INOVAÇÃO; JPB-Review
• Subject: Agribusiness / Agriculture / Farmers / Internet / Marketing / Product quality / Rural development / Sales promotions