ADOPTION OF DIGITAL MARKETING BY AGRIENTREPRENEURS IN SOME SELECTED AREAS OF BANGLADESH

Abstract

Marketing has been a challenge for any kind of business around the world due to its cost. Traditional marketing which involves television, radio and billboards come at a cost way high for the agri-entrepreneurs and therefore growth of these companies becomes a challenge. Digital marketing has provided entrepreneurs a platform to create awareness to consumers on what they offer due to their relatively low cost. This study empirically examines the factors affecting the adoption of digital marketing by agrientrepreneurs

in Bangladesh. The study obtained a list of SME foundation of agrientrepreneurs

in Bangladesh which was about 300 agri-entrepreneurs. From this list, this study selects on 80 by random sampling method technique Data for this study were collected through face-to-face interview during November, 2022 to February, 2023 using the structured questionnaire. Both descriptive and statistical tools were used in this study. Data were analyzed by using STATA software. The findings show that technological factors, organizational factors, business environment, relative advantage, perceived ease of use, and entrepreneurs characteristics have significant influence on the adoption of digital marketing. The study provides a clear understanding of entrepreneur’s perception about digital marketing adoption in their businesses. It was observed that the entrepreneurs faced some problems like lack of digital marketing knowledge, lack of relevant technique, lack of finance etc. The study recommended that agri-entrepreneurs should be trained and sensitized on the available digital marketing techniques and how they are suitable for their businesses. The study also recommended that proper policies should be made by the government that assist agrientrepreneurs

to adopt digital marketing. Finally, the study recommended that agrientrepreneurs should be provided with funds in order to finance their digital marketing.