A STUDY ON E-SHOP FOR AGRICULTURAL PRODUCTS IN SELECTED AREAS OF BANGLADESH

Abstract

The agricultural marketing system is surrounded with several constraints and farmers are deprived to get fair price. Therefore, an advanced marketing system is needed to solve this problem. In the present study, an attempt was made on the adoption and use of E-shop (online shop) for selling farm products which will be directed by farmers. To understand the constraints and interest of the respondents on adopting new marketing system, two separate questionnaires were prepared for gathering farmers and consumers information. The farmers’ information was collected from two villages of Thakurgaon district whereas consumers’ information was collected from Thakurgaon (rural consumers) and Dhaka (urban consumers). The results of farmers’ perspective indicated that farmers were poor in education and economic status. Almost half of them lend money every year. They involved in few marketing activities and sold their products just after harvest. Various constraints were faced by them during selling farm products. Therefore, they were highly interested to adopt new marketing system Eshop. However, knowledge about E-shop was poor among them but intent to learn. The results of factor analysis showed that economic status and agricultural marketing system related activities had high influence on the acceptance of E-shop. In contrast, the results of consumers’ perspective indicated that, economic status, education, smart phone and internet usage, knowledge about E-shop and purchase frequency from Eshop were high among urban consumers than rural consumers. Almost all of the urban and rural consumers’ showed positive interest in using E-shop but some item should be improved. ‘Time saving’ and ‘home delivery’ were the most attracting features of Eshop. The advantages and disadvantages in using E-shop are the main influencing factors. A model of E-shop for agricultural products was developed using the current findings. This model is based on farmers’ co-operative organization which will form and manage directly by farmers and control the whole marketing system. It will also provide necessary support and ensure farmers’ participation in new marketing system.