article Open Access

Analysis of payment modes, social media usage, and online platforms for marketing agricultural produce: A study of respondent’s behaviour

International Journal of Agriculture Extension and Social Development · 2025 · Vol. 8(2) · pp. 185–189

V.T. DAWANE✉PS KapseRP KadamSR JakkawadPradeep DeshmukhSS MoreD. N. Gokhale

Abstract

This study investigated the majority of the respondents (80.00%) who used both Phone Pay & Google Pay, (20.00%) preferred cash on delivery, and (1.66%) were used collectively Phone Pay, Google Pay, Online Banking, Yuno App & Bhim app. Also, this study further explored that (24.45%) of the respondents used WhatsApp, Mobile Call, and SMS as an online platform for marketing their agril. Produce, (10.00%) What’s app, Mobile Call, (1.12%) YouTube Channel (Goshala) & What’s app, (27.78%) What’s app only, (11.67%)What’s app, Instagram, Facebook, (1.67%) What’s app, Facebook,Instagram, (2.23%) What’s app, Mobile Call, youtube channel, (6.67%) What’s app, Facebook, (0.55%) What’s app, Fruits Bowl, Bighaat, Amazon. Again this study found that (38.34%) of respondents were marketing majorly vegetables through online agricultural marketing platforms and (41.12%) of respondents were marketing majorly fruits through online agricultural marketing platforms.

E-commerce and Technology Innovations Technology Adoption and User Behaviour Diverse Topics in Contemporary ResearchRespondentSocial media marketingPaymentSocial mediaMarketingBusinessAgricultureAdvertisingComputer scienceDigital marketing

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