Exploring Strategies for Advancing Electronic Marketing in the Agricultural Sector in Lorestan Province: A Case Study of Khorramabad City

Document Type : Research Paper

Authors

1 Graduated from Department of Agricultural Economics and Rural Develooment, Lorestan University, Khorramabad, Lorestan, Iran

2 Associated Professor, Department of Agricultural Economics and Rural Develooment, Lorestan University, Khorramabad, Lorestan, Iran

10.22034/iaes.2024.2006402.2003

Abstract

Acknowledging the significance of electronic marketing in enhancing the agricultural sector's position, this study aimed to identify and introduce necessary strategies for developing electronic marketing of agricultural products in Khorramabad city. To achieve research goals, a brainstorming method was employed to gather inputs on the strengths, weaknesses, threats, and opportunities within the electronic marketing landscape from 52 experts active in the agricultural sector in 2021. The general results of the SWOT matrix analysis revealed a conservative approach in the development strategy for electronic marketing of agricultural products. As a practical recommendation, it is suggested that Keshavarzi Bank, an operational bank supporting the agricultural sector, allocate dedicated and separate credits to foster and support the electronic marketing of agricultural products. Additionally, allocating a portion of the resources from the National Development Fund is proposed as another viable measure to enhance the level of electronic marketing for agricultural products. Furthermore, it is recommended that organizations involved in electronic trade, as well as the private sector, review the mechanisms of electronic marketing systems for agricultural products. Implementing new practical solutions based on up-to-date technologies is crucial to the development of this marketing activity.

Keywords

Main Subjects

References

Ahmadi-Zad, A., Varmaghani, M., & Kafcheh, P. (2017). Effectiveness of tourism industry from electronic marketing. Journal of Business Administration Research, 9(17), 197–224.
Alavion, S. J., Allahyari, M. S., Al-Rimawi, A. S., & Surujlal, J. (2016). Adoption of Agricultural E-Marketing: Application of the Theory of Planned Behavior. Journal of International Food & Agribusiness Marketing, 29(1), 1–15.
Alavion, S. J., Chizari, M., & Allahyari, M. S. (2014). Applying the theory of planned behavior in investigating consumers’ green purchase intention. Journal of Development Evolution Management, 4(2), 107–127.
Alavion, S. J., Menhaj, M. H., & Allahyari, M. S. (2012). Feasibility of Rice E-marketing in the Rasht City. Journal Of Agricultural Extension and Education Research, 5(1), 69–83.
Juswadi, J., Sumarna, P., & Mulyati, N. S. (2020). Digital Marketing Strategy of Indonesian Agricultural Products. Proceedings of the International Conference on Agriculture, Social Sciences, Education, Technology and Health (ICASSETH 2019), 105–110.
Golshiri Isfahani, Zahra. and Saraei, Mohammad Hossein. (2010). Strategic planning of village environmental system with analysis (case study: Gandaman district, Borujen city). Rural Research, No. 4, pp. 73-98.
Khorami, S., Raheli, H., & Bayazidnejad, D. (2020). Identifying and categorizing factors affecting e-commerce boom for agricultural products with emphasis on agricultural sustainability. Journal of Agricultural Science and Sustainable Production, 30(3), 253–266.
Naemi, A., Pezeshki-Rad, G., Chizari, M., & Hosseini, F. (2011). Challenges of Developing E-commerce Trades in Agricultural Sector: Perception of Jihad- E-Keshavarzi ministry Specialist. Journal of Agricultural Extension and Education Research, 4(4), 29–41.
Nezamova, O., & Olentsova, J. (2021). The role of digital marketing in improving the efficiency of the product distribution system of agricultural enterprises in the Krasnoyarsk Region. E3S Web of Conferences, 247, 01027.
Pakravan-Charvadeh, M. R., Flora, C., & Khan, H. A. (2022). Simulating Potential Associated Socio-Economic Determinants with Sustainable Food Security (A Macro-Micro Spatial Quantitative Model). 10(July). https://doi.org/10.3389/fpubh.2022.923705
Parsaeyan, A.(2000) . Strategic Management. Publications office of cultural research, first edition. Tehran, Iran, pp 210 (In Persian).
Zarei, R., Zamani, G. H., & Shirvanian, A. R. (2019). Educational Needs of Jahrom Citrus Producers towards Agricultural E-commerce: Application of Borich and Quadrant Models. Iranian Agricultural Extension and Education Journal, 15(1), 143–156.
Zia, A., & Alzahrani, M. (2022). Investigating the Effects of E-Marketing Factors for Agricultural Products on the Emergence of Sustainable Consumer Behaviour. Sustainability, 14(20), 13072.

Files

Share

How to cite

Statistics