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Vol. 12, Special Issue 7 (2023)

Influence of social media on brand awareness and farmer buying decision process for pesticides ‘A Case of Raipur City’

Author(s):
Rakesh Panda, Sanjay Kumar Joshi, Hulas Pathak, A Kalne and S Ramole
Abstract:
Social media platforms are a boon for farmers to make wise purchasing selections. Farmers can utilize social media to influence other buyers by writing reviews of the goods or services they have used. The features offered by social media in interacting between users are an opportunity for business people, one of which functions to strengthen brand awareness. A representative sample of 250 respondents are chosen from the 20kms periphery of the Raipur City. The questionnaire has a close ended and to conduct the survey in the area. All farmers who used social media considered as the study's population. The study’s data was collected are Banstall road, Jai stamb chowk and Samithi (IGKV) areas from where the farmers who used the social media are considered for this research study. The gathered data was analyzed using appropriate graphs. 5-point Likert scale, Garret ranking method was used for the social media activities by farmers and to determine the relationship between variables and their interpretation, the Correlation Coefficient test was performed. Cronbach’s Alpha test was used to measure the internal consistency of the variables. The farmers of the age group 40-49 are high which means they are more responsive towards social media and the land holding capacity, semi- medium(2 -4 ha) which has 74 farmers and 29.6% farmers of population using social media. Farmers can utilize social media to influence other buyers by writing reviews of the goods or services used. The pesticides have a great effect in the area and the consumption of the pesticides is high in the Raipur city of Chhattisgarh State. This examined the influence of social media on farmer buying decision process towards the effects of pesticides. Suggestions were made regarding Agribusinesses and agri-entrepreneurs have the chance to connect with farmers and forge new partnerships thanks to social media. Social media sites like Facebook, Twitter, and WhatsApp promote extensive user interaction, which is advantageous to all parties.
Pages: 12-15  |  509 Views  279 Downloads
How to cite this article:
Rakesh Panda, Sanjay Kumar Joshi, Hulas Pathak, A Kalne and S Ramole. Influence of social media on brand awareness and farmer buying decision process for pesticides ‘A Case of Raipur City’. The Pharma Innovation Journal. 2023; 12(7S): 12-15.

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