Utilization Behaviour of Digital Tools by Farmers for Marketing Their Produce during Covid-19 Lockdown Period

Abstract

The present study was conducted to examine the role of digital tools in agricultural marketing during the Covid-19 lockdown period in Tamil Nadu. The study aimed to understand how farmers leveraged digital tools to overcome marketing difficulties in marketing their produce during the lockdown period. The research focused on the time spent on digital tools, the purpose for which farmers used digital tools, and the awareness of e-commerce web portals for marketing their produce. The research was conducted in three districts of Tamil Nadu, viz., Krishnagiri, Erode, and Madurai, which were selected based on highest production of tomatoes, banana, and jasmine respectively. The findings revealed that the time spent by farmers on phone calls increased for marketing their produce during Covid-19 lockdown period, followed by SMS/WhatsApp/Telegram messaging to engage in direct communication and share information with buyers. Social media platforms such as Facebook, Twitter, and Instagram, Digital payment platforms like Phonepe, Gpay, Bhim and E-commerce portals and apps were not used much by farmers for marketing their produce during the lockdown period. Most of the farmers used digital tools for getting market information, arranging transport and labour. However, farmers didn’t use the digital tools for processing and storage purposes., The awareness on E-commerce web portals among the farmers differed among the three crops. None of them were aware about the portals like Jaivik Kheti, Kisan Mandi, and Arya.ag. However, farmers had relatively higher awareness on e-NAM portal. These findings have implications for policy makers and stakeholders in devising strategies to enhance farmers' awareness and access to digital tools and to develop digital interventions for improving their marketing capabilities in times of crisis.