Abstract:
The agricultural marketing system is surrounded with several constraints and farmers
are deprived to get fair price. Therefore, an advanced marketing system is needed to
solve this problem. In the present study, an attempt was made on the adoption and use
of E-shop (online shop) for selling farm products which will be directed by farmers. To
understand the constraints and interest of the respondents on adopting new marketing
system, two separate questionnaires were prepared for gathering farmers and
consumers information. The farmers’ information was collected from two villages of
Thakurgaon district whereas consumers’ information was collected from Thakurgaon
(rural consumers) and Dhaka (urban consumers). The results of farmers’ perspective
indicated that farmers were poor in education and economic status. Almost half of
them lend money every year. They involved in few marketing activities and sold their
products just after harvest. Various constraints were faced by them during selling farm
products. Therefore, they were highly interested to adopt new marketing system Eshop.
However, knowledge about E-shop was poor among them but intent to learn. The
results of factor analysis showed that economic status and agricultural marketing
system related activities had high influence on the acceptance of E-shop. In contrast,
the results of consumers’ perspective indicated that, economic status, education, smart
phone and internet usage, knowledge about E-shop and purchase frequency from Eshop
were high among urban consumers than rural consumers. Almost all of the urban
and rural consumers’ showed positive interest in using E-shop but some item should be
improved. ‘Time saving’ and ‘home delivery’ were the most attracting features of Eshop.
The advantages and disadvantages in using E-shop are the main influencing
factors. A model of E-shop for agricultural products was developed using the current
findings. This model is based on farmers’ co-operative organization which will form
and manage directly by farmers and control the whole marketing system. It will also
provide necessary support and ensure farmers’ participation in new marketing system.
Description:
Thesis
Submitted to the Faculty of Agribusiness Management,
Sher-e-Bangla Agricultural University, Dhaka
in partial fulfillment of the requirements
for the degree of
MASTER OF SCIENCE (MS)
IN
DEVELOPMENT AND POVERTY STUDIES
