Online marketing of agricultural products during COVID pandemic: Farmers and customers perspectives

Abstract

India is basically an agrarian economy where the majority of the population depends on agriculture for income. But the significance of agriculture in the rural economy was in a lackluster mode since everyone started to depend on non-agricultural activities for earning their income. The second wave of COVID 19 has made 2021 worse and this time people in the rural area also have been affected, so the farmers. The COVID pandemic has dampened the spirits of marketing of agricultural products, especially for the rural farmers. So this study aims to know whether online marketing for agricultural products is feasible or not. Convenience sampling and descriptive research design was used for the study.Both primary and secondary data were used and primary data was collected using questionnaires. The study reveals that COVID19 made the market unreachable for farmers to sell their products likewise the customers can’t access the markets to buy the products. Most of the farmers and customers suggested that an online platform can make their operation even easier.