Transforming Rural Agribusinesses with Digital Marketing: A Case of Coffee Planters in India

Various academics and practitioners highlight the meager development of agro-marketing and underutilization of marketing and resources of technology. This study aims to empirically evaluate digital marketing opportunities that when leveraged enable accelerated growth and scalable solutions for coffee growers in India. Using the technology acceptance perspective which consolidates technology adoption we examine perceived usefulness of digital marketing. In-depth interviews are conducted with small and medium coffee growers in Kodagu, India. Data collected is analyzed via thematic analysis using NVIVO software. Research findings reveal digital marketing strategies are instrumental in overcoming some of the challenges pertaining to augmenting sales and achieving scalability. Practical recommendations and implications shall be beneficial for emulating similar strategies for other agribusinesses across similar contexts to enhance livelihood and means to new business opportunities.