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Understanding of the farmers’ buying process is of great economic and strategic relevance for agri-business firms. The purpose of this paper is to explain the extensiveness of the buying process of Indian farmers in their purchase of agri-inputs and discusses its implications for agri-industries.

Four different dimensions of the buying process, namely, buying decision time, number of information sources used, number of evaluated suppliers, and number of conversations with suppliers were used to study the extensiveness of the buying process of the farmers. Responses of 278 farmers were analyzed with the help of mean and frequency distribution, analysis of variance, and Pearson correlation coefficient.

Overall, the extensiveness of the buying process for the frequently purchased inputs was less in comparison to that of the infrequently purchased inputs. However, there were differences in the extensiveness of the buying process for the inputs within the same category. Farmers’ characteristics influenced their buying process and the impact was more evident in case of frequently purchased agri-inputs. All the four dimensions of the farmers’ buying process were found to be positively correlated for most of the agri-inputs.

The farmers’ buying process varies for different agri-inputs and is dependent on the farmers’ characteristics. Firms can use the findings of the study to develop appropriate marketing strategies to broaden their customers’ base and increase sales.

The paper offers an insight into the farmers’ buying process in India and how the farmers behave in different dimensions of the buying process. There are very few studies on the subject carried out in the Indian context.

This case study outlines the marketing, strategic and organizational issues facing the ever-expanding agri-inputs market in India, through the perspective of Agroy – an agri-products company. This case can be used to assist in the teaching courses such as marketing management, rural marketing, business strategy, operations and logistics management, among others, for students of MBA or other specialized courses in management. The case has been developed to make students aware and to understand the arduous nature of setting up a company catering to the huge Indian agri-inputs market. This case delves into the complexities of marketing in rural India that is characterized by low technological awareness, low volumes of digital transactions and immense language barriers. The Indian agricultural market is huge and has undergone a considerable amount of change owing to competition among multinational companies and traditional local micro-retailers. This case discusses the various challenges faced by multinational companies in entering India and how they need to strategize to modify their Western model of a distribution channel which faces huge challenges when put to test in India. Specific learning outcomes include: the case study would help students to comprehend the new business strategies that an MNC could adopt in emerging markets. Some companies work on changing traditional and conventional value chains of activities to fit the emerging market customer’s best and hence companies needs to figure out a unique business model to compete in emerging markets. This case study gives readers the opportunity to think about strategy in an uncertain environment. The case illustrates the challenges associated with innovating new business ideas that would help the company serve a greater number of people from a diverse background. It highlights the importance of thinking about real options, a portfolio of projects and the type of organizational structure required to tackle the uncertainties associated with foreign companies aiming to enter the Indian market. It also explores marketing and distribution issues – which are the type of customers to target and which are the suitable geographic areas with suitable linguistic compatibility in which there shall be ease in doing business. Finally, it is an avenue for students to think about the changes necessary throughout the distribution channel to successfully implement and commercialize a project in rural India. The case is intended to work well as a learning tool for strategy implementation where uncertainty is inherent and as an application to lectures on real options and risk or for discussions related to marketing and distribution channels and its challenges.

The Indian agricultural market plays an important role in India’s economy having a staggering 58 per cent of rural households depending on it as the principal means of livelihood. However they have very small landholdings, and hence, they find it difficult to order either large quantities or in bulk, as a result of which the cost of agricultural inputs gets enhanced. Agroy, an MNC, is one of the many companies that have stepped in to bridge this gap by trying to tap into the huge agricultural market. Agroy aspires to be the “UBER of agriculture.” Agroy is a cloud-based buying platform for farmers to buy agri-inputs efficiently at scale and at the best price from around the world. With big data and smart farming, the company aims to enhance farm sustainability and productivity. Agroy’s competitors like Agro Star and Big Heart also have similar business models and hence the competition is stiff. The three debatable questions that the case poses are: Will Agroy be able to shatter the age-old loyalty that Indian farmers have toward local retailers and other Indian companies that have an existing strong foothold in the market? Will similar distribution models as practiced in developed Western countries work in India, given the distribution challenges in deep rural Indian hinterland? Will Agroy be able to create sustainable business models by marketing agri-inputs at low prices in India?

MBA in courses such as entrepreneurial marketing, strategic marketing, agricultural marketing.

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CSS 8: Marketing.

The main aim of this study is to explore the appropriate factors in measuring COVID-19-induced supply chain disruptions and the impact of these disruptions on the economic vulnerability of small-scale farmers in Sri Lanka.

The findings revealed that most of the farmers have continued to cultivate even during the pandemic despite several challenges which affected their economic status. Therefore, it is concluded that COVID-19-induced transportation and demand disruptions exacerbated the economic vulnerability of small-scale farmers over the disruptions in supply and production.

The findings of this study are crucial for formulating novel policies to improve the sustainability of the Sri Lankan agricultural sector and alleviate the poverty level of Agri-communities in the countryside. As farming is a vital sector in the economy, increased attention ought to be given on facilitating farmers with government-encouraged loans or allowances for their financial stability. Further, the respective government authorities should develop programs for importing and distributing adequate quantities of fertilizers among all the farmers at controlled prices so that they can continue their operations without any interruption. Moreover, the government could engage in collaboratively work with private organizations to streamline the Agri-input supply process. There should be a government initiative for critical consideration of the issues of farming families and their continued motivation to engage in agriculture. Thus, farmers' livelihoods and agricultural prosperity could be upgraded through alternative Agri-inputs and marketing strategies, providing financial assistance, encouraging innovative technology, etc.

Despite the significance and vulnerability of the vegetable and fruit sector in Sri Lanka, there is a limitation in the empirical studies conducted on the supply chain disruptions caused by COVID-19 measures and their implications on the farmers' livelihood. Furthermore, previous empirical research has not employed adequate quantitative tools to analyze the situation or appropriate variables in evaluating COVID-19-induced disruptions. Hence, the current study explored the appropriate factors for measuring COVID-19-induced supply chain disruption using exploratory factor analysis. Then, the impact of those factors on the economic vulnerability of the small scale farmers was revealed through the ordinal logistics regression analysis.

Although growing Internet penetration in the hinterlands has attracted agribusinesses to promote digital platforms, farmers are sceptical about using them. The literature discusses agricultural platforms from the theoretical perspective of technological determinism, where the platforms are developed and promoted by firms in a top-down manner to be accepted by farmers. However, this approach results in poorly configured platforms with limited utility for farmers. It is evident from the existing literature that the mere creation of a platform business is not sufficient to guarantee adoption by users. Hence, this study explores how to make the agricultural platform more attractive for farmers.

The present study is based on a discrete choice experiment performed on 126 Indian farmers using agricultural platforms. The data were analysed using the conditional logistic regression method.

The study suggests that farmers expect government and cooperative entities to be also embedded with the platforms. Complementary features such as prompt service, competitive pricing and farm credit were identified as essential attributes. Further, the platforms should enable smallholders to trade farm produce by providing a mechanism for real-time online nudging and bargaining with buyers.

The study is based on the applications of random utility theory. The research has utility for Agtech managers, cooperative institutions and agricultural policymakers.

This is one of the first studies focussing on agricultural platform design from the farmers' perspective. The study implies that incorporating preferred attributes can help practitioners configure platforms to benefit farmers with prospects concerning farm management decisions.

The learning outcomes are as follows: to understand the management styles and motivations of SME founders; to understand how SMEs innovate with limited resources; to develop and evaluate technology and platform options to solve operational and business model issues; to build a transforming strategy by leveraging technology; and to understand the agricultural industry and its significance to emerging economies.

The case is about a Small and Medium Enterprise in India that focussed on the agricultural sector. The company was owner operated and highly successful. As a result, the owner decided to maintain status quo till the COVID-19 crisis forced the company to relook at its strategy and innovate for the second time in its history.

MBA.

Teaching notes are available for educators only.

CSS 11: Strategy.

The purpose of this paper is to identify factors of change in business relationships among companies operating in agribusiness input distribution channel.

This study, based on a qualitative approach applying network perspective, is focused on agri-markets for plant protection products. Primary data were collected via individual in-depth interviews with among managers of trade companies operating on agri-inputs products market.

Although relation between input producers and trade companies on agri-inputs market is affected by a large number of factors, representatives of trade companies seem to be focused on a limited number of them. In particular two factors need to be underlined as main ones: contract conditions and structural changes on the markets which manifest themselves mainly by consolidation of market entities. The function differentiation of the trade companies results not only in generated sales but also in a larger intensity of interactions with other market operators and in the necessity of creating new relationships. In the long term, it may generate the intensification of competitive structures that occur at the same level in a distribution channel.

Generalization based on qualitative approach employed in this paper requires further testing and quantitative validation.

Even though agri-markets appear to be well-suited for studying network systems, such an approach has hardly ever been used. Interactions between different kinds of entities on agri-markets are incredibly strong and complex. The paper contributes to the two fields. First, it provides results related to the business relationship dynamics, especially factors that trigger relation change. Second, paper contributes to the agribusiness markets theory, especially from the structural point of view.

Information and communication technologies can work wonders for the social as well as economic empowerment of rural people, when implemented successfully. This paper aims to explore and compare the functioning of two ICT models, one each in the public as well as the private sector, in a rural area of MP state in India, identify the usage of various services by stakeholders, i.e. farmers, study the existing need‐service gap and highlight constraints and challenges in the implementation of these models at the field level.

The study is based on both secondary and primary data. The case study method has been used for describing the two models and has been supplemented with the primary data collected in the form of structured questionnaires and interviews from respondents comprising both users/non‐users and kiosk operators respectively.

The study finds that there exists a need‐service gap in service delivery. The information services related to agriculture, i.e. agri input prices, markets arrivals and prices, weather information are valued most by the farmers followed by e‐governance services, health and education. Barriers to adoption of these technologies have also been discussed.

The research is case study‐based and also gives the results of a survey of beneficiaries; therefore it is very useful for managers, policymakers, implementers as well as academicians. The research provides implications for managers as well as policy makers to successfully implement the ICT models in India. Implications for future research are also discussed.

The novelty of the research lies in the context that no effort has been made so far to effect a comparison of ICT models. There is also very little literature available to identify the need‐service gap in this area. The study adds value to the knowledge in the field of ICTs for development and also opens new vistas of research.

The paper aims to evaluate how progressive stakeholders view the adoption of contemporary techniques such as virtual technology in driving sustainable quality in an emerging economy context.

The authors adopted a systematic literature review to develop the theoretical framework for virtual reality (VR) technology adoption in sustaining quality in agriculture production. The framework was refined after discussion with a panel of academic experts. The refined theoretical framework was further empirically validated using Partial Least Square Structure Equation Modelling.

The study focuses on the future perspective of the perception for progressive farming with the adoption of VR technology in an emerging economy. The data were collected from the stakeholders (farmers, collectives, cooperative, etc.), for their future perspectives for the adoption of VR technology and sustainable quality agriculture production. The study may help build up VR technology in emerging economies which may take years to be established.

The perception of the future perspective of VR technology study conducted has limitations. The findings are well established on technology adoption; however, the technology used will take many extra years to find its application in the agriculture sector. The study offers insightful theoretical, managerial and policy implications for sustainable quality in agriculture production through the adoption of virtual reality (VR) technology. The authors found very few works that focused on VR technology adoption.

The study discusses VR, which has an impact on sustaining the quality of agriculture production. The study has notable managerial and policy implications that suggest the future perspective for VR technology in agriculture production. The study is an unexplored area that needs research to capture future perspectives.

Inmagic is a powerful and popular information storage and retrieval package from Head Computers that runs on a number of microcomputer systems. It is relatively easy to use for retrieval as the search language is based on plain English and the construction of search and output statements is based on English sentence construction.

The objective of this research work is to study the artificial intelligence (AI)-based product benefits and problems of the agritech industry. The research variables were developed from the existing review of literature connecting to AI-based benefits and problems, and 90 samples of primary data from agritech industry managers were gathered using a survey of a well-structured research questionnaire. The statistical package of IBM-SPSS 21 was utilized to analyze the data using the statistical techniques of descriptive and inferential statistical analysis. Results show that better information for faster decision-making has been ranked as the topmost AI benefit. This implies that the executives of agritech units have a concern about the quality of decisions they make and resistance to change from employees and internal culture has been ranked as the topmost AI problem.