Indian Jou nal o Economics and Finance (IJEF)
ISSN: 2582-9378 (Online), Volume-5 Issue-2, No embe 2025
84
Published By:
La ice Science Publica ion (LSP)
© Copy igh : All igh s ese ed.
Re ie al Numbe :100.1/ije .B263905021125
DOI:10.54105/ije .B2639.05021125
Jou nal Websi e: www.ije .la icescipub.com
An Analysis o Adop ion Pa e ns and Challenges
o Digi al Ma ke ing S a egies in Ag ibusiness:
Special Re e ence o Coconu Fa me s
V Mu ugesh, Jincy D
Abs ac : The digi al space in ag ibusiness enables coconu
a me s in Coimba o e dis ic , Tamil Nadu, o deal wi h he
sys emic ba ie s ha hinde hei access o he ma ke s and
income gene a ion. This si ua ion has been analysed, leading o
he conclusion ha a me s can p o i om a p ope
unde s anding o he acili a ing ac o s, he eby widening he
scope and inc easing p oduc i i y i digi al cons uc i e use is
inculca ed. The esea ch analysed why small a me s ge apped
in adi ional ma ke ing modes, ailing o adop necessa y
changes, such as using digi al ools despi e hei u ili y. A
desc ip i e esea ch design was ollowed, and p ima y da a we e
collec ed om 65 coconu a me s using a s uc u ed
ques ionnai e. The su ey ocused on demog aphic
cha ac e is ics, he ma ke ing mix, easons o adop ing digi al
media o challenges o adop ion, sa is ac ion le els, and ma ke
pe o mance. Chi-squa e es s, c oss- abula ions, and p incipal
componen analysis we e used o analyse he da a and d aw
conclusions abou he associa ion be ween educa ion and pa e ns
o media adop ion and ma ke pe o mance. The indings sugges
ha educa ional a ainmen is a leading de e minan o digi al
ma ke ing up ake and he issues associa ed wi h i . Digi al li e acy
is ci ed mos o en as he p edominan challenge by a me s wi h
highe seconda y educa ion, bu 54% o a me s wi h deg ees
epo eaching ou wi h ea o us issues. The mos common
me hod is adi ional ma ke ing, used by 43.1 pe cen o
esponden s. Those who use digi al-only s a egies a e 32.3, and
hose who use a mix u e o adi ional and digi al app oaches a e
24.6. Ea ly adop e s comp ise 28% o he sample, and la e adop e s
comp ise 30%, wi h be e -educa ed a me s adop ing digi al
ma ke ing mo e quickly. Mos a me s a e sa is ied wi h digi al
ma ke ing; 76% ha e indica ed ha cos e ec i eness has led o
hei sa is ac ion, and 68% ha e said ha hei sales con e sion
a es ha e imp o ed. The ma ke esul s demons a e ha 72 pe
cen o he a me s achie ed highe p ices, 64 pe cen expe ienced
g ow h in sales olume h ough digi al ma ke ing, and 48 pe cen
no iced mode a e p o i imp o emen s. The esea ch inds ha
body- ocused measu es, including aining, in as uc u e
de elopmen , and sensi isa ion ini ia i es, a e equi ed o has en
he up ake o digi al ma ke ing among coconu a me s. By
mi iga ing signi ican adop ion ba ie s, s akeholde s can educe
a me s' dependence on in e media ies,
Manusc ip ecei ed on 08 Oc obe 2025 | Fi s Re ised
Manusc ip ecei ed on 18 Oc obe 2025 | Second Re ised
Manusc ip ecei ed on 01 No embe 2025 | Manusc ip
Accep ed on 15 No embe 2025 | Manusc ip published on 30
No embe 2025.
*Co espondence Au ho (s)
D . V Mu ugesh, Assis an P o esso , Depa men o Comme ce, PSG
College o A s & Science, Coimba o e, (Tamil Nadu), India. Email ID:
mu [email protected], ORCID ID: 0009-0004-0631-1202
M s. Jincy D*, Schola , Depa men o Comme ce, PSG College o A s
& Science, & Assis an P o esso , Depa men o Comme ce, SKACAS
Coimba o e (Tamil Nadu), India. Email ID: jincyni [email protected],
ORCID ID: 0009-0008-7365-6509
© The Au ho s. Published by La ice Science Publica ion (LSP). This is an
open-access a icle unde he CC-BY-NC-ND license
h p://c ea i ecommons.o g/licenses/by-nc-nd/4.0/
Inc ease hei compe i i eness and imp o e ou comes in hei
economic p ocesses. This s udy iden i ies he po en ial o
ans o ming digi al ma ke ing in ag ibusiness. I o e s policies
and guidelines applicable o policy-make s, a ming ins i u ions,
and p o ide s o digi al se ices, wi h a iew o os e ing good use.
Keywo ds: Digi al Ma ke ing, Ag ibusiness, Coconu Fa me s,
Adop ion Pa e ns, Ma ke Ou comes, Coimba o e.
Nomencla u e:
ICT: In o ma ion and Communica ion Technology
PCA: P incipal Componen Analysis
FPC: Fa me -P oduce Companies
I. INTRODUCTION
The Indian economy is based on ag icul u e, which plays
an essen ial ole in p o iding employmen and ood secu i y.
T adi ional me hods o ma ke ing ag icul u al p oduc s o en
limi he ma ke a ailable o a me s, he eby educing he
income hey can ea n. Digi al echnology has made digi al
ma ke ing a powe ul ool o b idging his di ide by
p o iding new ways o p omo e and ma ke ag icul u al
p oduc s. Coconu a ming is one o he a ied ag icul u al
indus ies in India, especially in Tamil Nadu, and he
Coimba o e dis ic is a cen al coconu -p oducing a ea in he
coun y [1].
Digi al ma ke ing in he ag ibusiness indus y in ol es
using online pla o ms such as social media, e-comme ce
si es, and mobile apps o make di ec sales, inc ease b and
awa eness, and enhance cus ome engagemen . By using
hese digi al means, coconu a me s in he Coimba o e
dis ic will ha e he chance o each mo e people, ha e di ec
con ac wi h buye s, and ealise highe p ices o hei
ha es . Adop ing digi al ma ke ing will help a me s
o e come geog aphical cons ain s, educe eliance on
middlemen, and enhance ma ke compe i i eness. Despi e i s
nume ous bene i s, coconu a me s' use o digi al ma ke ing
is s ill limi ed by a ange o obs acles, including a lack o
digi al skills, insu icien in e ne access, and inancial
cons ain s [2].
The cu en pape aims o examine he ends in digi al
ma ke ing adop ion among coconu a me s in Coimba o e
dis ic , weigh he main ac o s ha p e en i s widesp ead
adop ion, and examine he ma ke pe o mance indica o s o
digi al adop ion. The cla i ica ion he eo can lead
s akeholde s, including policymake s, ag icul u al
o ganisa ions, and digi al se ice p o ide s, o de elop
speci ic s a egies o popula ise ag ibusiness h ough digi al
ma ke ing. Inc easing he adop ion
o digi al ma ke ing will yield
be e economic e u ns o
a me s, he eby d i ing
o e all g ow h in he
An Analysis o Adop ion Pa e ns and Challenges o Digi al Ma ke ing S a egies in Ag ibusiness: Special
Re e ence o Coconu Fa me s
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DOI:10.54105/ije .B2639.05021125
Jou nal Websi e: www.ije .la icescipub.com
ag icul u al sec o . This s udy aimed o p o ide help ul
insigh s in o how digi al ma ke ing can e olu ionise he
ag ibusiness en i onmen , pa icula ly among coconu
cul i a o s, and o discuss possible ways o enhance i s
e ec i eness and co e age [3].
Mo eo e , unde s anding he cu en landscape o digi al
ma ke ing o ag icul u al p oduce is c ucial, especially
conce ning i s impac on ma ke expansion and consume
engagemen in u al a eas [4].
A. S a emen o he P oblem
Al hough digi al ma ke ing has been apidly expanding
ac oss indus ies, i s success in he ag icul u al sec o ,
especially among pe i e a me s in he Coimba o e dis ic , is
ela i ely low. The a me s s ill use adi ional ma ke ing
me hods ha , in mos cases, lead o low p ice ealisa ion,
dependency on in e media ies, and limi ed ma ke access.
Al hough digi al pla o ms p omise o enhance sales,
maximise p o i ma gins, and each a la ge cus ome base,
se e al challenges inhibi p ac ical use. Low awa eness
le els, he inescapabili y o digi al li e acy, poo in e ne
connec i i y, and inancial cons ain s a e among he
signi ican di icul ies o coconu a me s adop ing digi al
ma ke ing me hods. Lack o pe sonal commi men o he
change, lack o echnical suppo , and cybe secu i y issues
u he complica e adop ion. The lack o cus om digi al
ma ke ing educa ion cou ses and go e nmen p og ams adds
o he p oblem, as a me s a e unable o ake ad an age o he
oppo uni ies o digi al change ully [5]. These mul i ace ed
challenges collec i ely hinde he in eg a ion o digi al
ma ke ing in o he ag icul u al alue chain, exace ba ing
exis ing dispa i ies in ma ke access and economic esilience
o small-scale a me s [6].
Conside ing hese di icul ies, i is essen ial o examine he
a iables in luencing coconu a me s' up ake o digi al
ma ke ing, he issues a ec ing hem, and how digi al
ma ke ing a ec s hei ma ke pe o mance. This esea ch
will ill a knowledge gap by e alua ing he exis ing digi al
ma ke ing en i onmen in he ag ibusiness, de e mining
whe he i is e ec i e o coconu a me s, and sugges ing
p ac ical solu ions o inc ease adop ion a es. Such solu ions
would con ibu e o he mode nisa ion o he ag icul u al
sec o by add essing hese issues, he eby imp o ing he
o e all compe i i eness and p o i abili y o coconu a me s
in Coimba o e dis ic [1].
II. REVIEW OF LITERATURE
The inco po a ion o digi al ma ke ing s a egies in
ag ibusiness has ecei ed signi ican academic a en ion o e
ecen yea s, pa icula ly ega ding adop ion ends, ba ie s,
and pe o mance ou comes.
Kalidas and Ra ikuma (2024) assessed ma ke ing
e iciency in he coconu alue chain in wes e n Tamil Nadu.
Using a mul i-s age andom sampling echnique, he esea ch
selec ed a sample o 300 coconu a me s and some
in e media ies and iden i ied h ee main ma ke ing channels.
The in o ma ion also e ealed ha Fa me -P oduce
Companies (FPCs) we e mo e e icien , sugges ing ha FPCs
may play a cen al ole in imp o ing a me s' li elihoods in
he egion [10].
P agadeesh e al. (2022) in es iga ed he ma ke ing pa e n
o coconu cos e s in Coimba o e Dis ic , Tamil Nadu. The
esea che ound ha abou 58.33 pe cen o he esponden s
epo ed a medium le el o engagemen in ma ke ing, wi h
he majo i y selling hei p oduce in he illage bu h ough
in e media ies. The au ho s highligh ed he impo ance o
planne s and policymake s acili a ing mo e e icien
ma ke ing a angemen s o ensu e ha a me s ecei e ai
and compensa o y p ices [11].
The s udy by Soa es e al. (2022) e e s o a sys ema ic
mapping s udy o da a analysis in social ne wo ks in
ag ibusiness. Acco ding o hei esea ch, he numbe o
s udies using social media moni o ing as a complemen o he
con en ional app oach o decision-making in ag icul u al
managemen was inc easing. Ne e heless, he esea ch also
ound a lack o s udies ha used da a-analysis ools on social
ne wo ks and adap ed hem o ag ibusiness pu poses [13].
The a icle by Singh e al. (2021) analysed da a om ICT
pla o ms o p o ide specialised suppo o ag icul u al
adop ion. The s udy highligh ed di e ences in adop ion a es
be ween a me s and he ac o s ha unde lie hem, such as
gende inequali ies. The esul s highligh he po en ial o
using da a-d i en me hods o in o m u u e esea ch on
a me s' expe iences and challenges [12].
Ayim e al. (2020) conduc ed a sys ema ic li e a u e e iew
o he use o In o ma ion and Communica ion Technology
(ICT) inno a ions in he ag icul u al sec o in A ica. In hei
su ey, hey ound ha mobile-based se ices accoun ed o
he la ges sha e, aiming o enhance access o ag ibusiness
in o ma ion a he igh ime. Howe e , adop ion is hampe ed
by inadequa e echnological in as uc u e, weak ICT
policies, and limi ed use capaci y, especially among a me s.
Ano he aspec aised by he au ho s is he lack o app op ia e
heo e ical amewo ks o in o m ICT inno a ions in
ag icul u e [9].
A. Objec i es o he S udy
i. De e mine he ba ie s o he implemen a ion o digi al
ma ke ing s a egies amongs coconu a me s by hei
le el o educa ion.
ii. Wha a e he ma ke ing echniques ( adi ional, digi al
o mixed) ha coconu a me s p esen ly employ in
he Coimba o e dis ic ?
iii. Compa e he adop ion pa e ns o digi al ma ke ing
be ween he a me s o a ious educa ional
backg ounds.
i . De e mine he le el o sa is ac ion o a me s wi h
di e en ea u es o digi al ma ke ing, including
usabili y, a o dabili y, he abili y o each cus ome s,
deli e con en , and sales con e sion.
. Measu e he pe o mance in he ma ke ha is ealised
in e ms o p ice, olume sold, and p o i , which we e
made using digi al ma ke ing ools.
i. To in es iga e he unc ional associa ion be ween
aining and adop ion issues, wi h a ocus on how
li e acy is ele an o online ac i i y in ag ibusiness.
B. Scope o he S udy
This esea ch pape
examines he ex en o
adop ion o digi al ma ke ing
Indian Jou nal o Economics and Finance (IJEF)
ISSN: 2582-9378 (Online), Volume-5 Issue-2, No embe 2025
86
Published By:
La ice Science Publica ion (LSP)
© Copy igh : All igh s ese ed.
Re ie al Numbe :100.1/ije .B263905021125
DOI:10.54105/ije .B2639.05021125
Jou nal Websi e: www.ije .la icescipub.com
s a egies among coconu a me s in Coimba o e dis ic , wi h
pa icula e e ence o he deg ee o adop ion, he challenges
o ins umen ali y, and he esul an impac on ma ke
pene a ion and p o i abili y. This pape ocuses on coconu
g owe s in Coimba o e dis ic . I examines digi al li e acy,
in e ne access, inancial cons ain s, and he ela i e
e ec i eness o a ious digi al sys ems, including social
media, e-comme ce, and mobile app echnologies. The s udy
does no co e o he ag icul u al indus ies o egions o he
han he Coimba o e dis ic [7].
In pa icula , he pape analyses he oles o di e en
s akeholde s — go e nmen agencies, ag icul u al
o ganisa ions, and digi al se ice p o ide s — in suppo ing
he up ake o digi al ma ke ing p ac ices. By mapping
po en ial bo lenecks and oppo uni ies, his esea ch will aim
o sugges ways o de elop digi al ma ke ing p ac ices and
ul ima ely imp o e coconu p oduce s' economic
pe o mance [8].
III. RESEARCH METHODOLOGY
A. Resea ch Design
The s udy was designed o employ a desc ip i e esea ch
me hod o in es iga e and unde s and he pa e ns o
adop ion, sa is ac ion, challenges, and ma ke pe o mance o
digi al ma ke ing among coconu a me s. Quan i a i e
me hods we e used o ga he and in e p e da a
sys ema ically.
B. A ea o S udy
The s udy was ca ied ou in Coimba o e dis ic o Tamil
Nadu, a p ima y ag icul u al Cen e known o coconu
cul i a ion and wi h eme ging in e es in ag i-digi al
solu ions.
C. Sampling Me hod
A pu posi e sampling me hod was used o selec
esponden s who a e e ec i ely embedded in coconu
cul i a ion and exposed o a ying le els o digi al ma ke ing
p ac ices.
D. Sample Size
The o al numbe o samples was 65 coconu a me s wi h
di e en educa ional backg ounds and echnological
p ac ices.
IV. DATA COLLECTION METHOD
P ima y da a we e collec ed using a s uc u ed
ques ionnai e wi h closed-ended i ems and Like -scale
ques ions. The ques ionnai e co e ed opics o :
▪ Demog aphic de ails
▪ The kind o ma ke ing s a egy ha was used.
▪ Ba ie s acing he implemen a ion o digi al ools
▪ Sa is ac ion wi h online ma ke ing channels
▪ Ou come measu es such as p ice ob ained, olume
o sales and p o i
A. Tools o Da a Analysis
The da a ob ained we e analysed using SPSS so wa e, and
he ollowing s a is ical p ocedu es we e used:
i. Desc ip i e s a is ics - o summa ise le els o
sa is ac ion, s a egy ypologies, e c.
ii. chi-squa e es s - o look o he ela ionship be ween
he le el o educa ion and epo ed challenges
iii. P incipal Componen Analysis - o agg ega e ma ke
ou come a iables in o di e en unde lying
dimensions.
i . C oss- abula ion: To examine adop ion by educa ion
s a a.
B. Da a Analysis and In e p e a ion
i. Challenges Faced by Fa me s
▪ Null Hypo hesis (H₀): The e is no Signi ican
Associa ion Be ween Educa ion Le el and Type o
Challenge Faced.
▪ Al e na i e Hypo hesis (H₁): The e is a
signi ican associa ion be ween educa ion le el
and he ype o challenge aced.
Table I: Educa ion Challenges C oss abula ion
Challenges
To al
Lack o Awa eness
Digi al Li e acy
In as uc u e
T us Issues
Limi ed Suppo
Educa ion
Below SSLC
1
5
1
4
3
14
Highe Seconda y
1
13
0
1
8
23
Deg ee
7
7
2
9
3
28
To al
8
25
2
14
16
65
Table II: Chi-Squa e Tes
Chi-Squa e Tes s
Value
d
Asymp o ic Signi icance (2-sided)
Pea son Chi-Squa e
21.316a
8
.006
Likelihood Ra io
24.975
8
.002
Linea -by-Linea Associa ion
3.152
1
.076
N o Valid Cases
65
a. 9 cells (60.0%) ha e expec ed coun less han 5. The minimum expec ed coun is .43.
The Chi-squa e es e eals a signi ican associa ion
be ween educa ion le el and he ypes o challenges aced in
adop ing digi al p ac ices (p- alue = 0.006). This indica es
ha indi iduals wi h di e en educa ional backg ounds
encoun e dis inc ba ie s. Highe seconda y-educa ed
esponden s mainly s uggle wi h digi al li e acy, while
deg ee holde s o en ace us issues. The null hypo hesis is
ejec ed, indica ing a signi ican associa ion be ween
educa ion le el and he ype o challenge encoun e ed.
An Analysis o Adop ion Pa e ns and Challenges o Digi al Ma ke ing S a egies in Ag ibusiness: Special
Re e ence o Coconu Fa me s
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ii. Type o Manu ac u ing S a egies Fa me s Using
Table III: Type o S a egy
S a egy Type
F equency
Pe cen age
T adi ional
28
43.1%
Digi al
21
32.3%
Mixed
16
24.6%
To al
65
100.0%
Table 2 on s a egy ype indica es ha , among he 65
esponden s, a majo i y (43.1%) use adi ional s a egies in
hei ope a ions. This is ollowed by 32.3% who ha e adop ed
a digi al s a egy, while 24.6% use a mixed app oach
combining bo h con en ional and digi al me hods. The esul s
sugges ha while he e is g owing in e es in digi al s a egy,
adi ional me hods emain p e alen among a signi ican
po ion o he popula ion. The use o mixed s a egy also
e lec s a ansi ional phase in which some a e in eg a ing
bo h app oaches o adap o changing business en i onmen s.
iii. Adop ion Pa e n Analysis
Table IV: Adop ion Pa e n Analysis
Adop ion S age
To al
Inno a o s
Ea ly Adap o
La e Adap o s
Non-Adap o s
Educa ion
Below SSLC
0
7
5
2
14
Highe Seconda y
0
7
10
6
23
Deg ee
2
9
11
6
28
To al
2
23
26
14
65
The adop ion pa e n shows ha mos coconu a me s all in o he ea ly and la e adop e ca ego ies. Fa me s wi h deg ees
a e mo e likely o be inno a o s o ea ly adop e s han hose wi h lowe le els o educa ion. Highe seconda y and below SSLC
g oups ha e ewe inno a o s and mo e non-adop e s. O e all, educa ion appea s o in luence he adop ion o digi al ma ke ing
s a egies posi i ely.
i . Sa is ac ion Le el o Fa me s Rega ding P esen Digi al Ma ke ing S a egies
Table V: Sa is ac ion Le el o Fa me s
Ease o Use
Cos e ec i eness
Cus ome Reach
Con en Deli e y
Sales Con e sion
N
Valid
65
65
65
65
65
Missing
0
0
0
0
0
Mean
1.1846
1.0769
1.2462
1.1846
1.0462
Median
1.0000
1.0000
1.0000
1.0000
1.0000
Mode
1.00
1.00
1.00
1.00
1.00
S d. De ia ion
.52715
.26854
.72953
.58342
.21145
Minimum
1.00
1.00
1.00
1.00
1.00
Maximum
3.00
2.00
5.00
4.00
2.00
In e p e a ion
The esul s show ha coconu a me s in Coimba o e a e
deligh ed wi h digi al ma ke ing s a egies. Sales con e sion
and cos -e ec i eness ecei ed he highes sa is ac ion, wi h
mean sco es close o 1. Ease o use and con en deli e y we e
also a ed posi i ely, indica ing ha a me s ind hese ools
use - iendly and e icien . Cus ome each had sligh ly mo e
a ia ion, sugges ing mixed expe iences among some
a me s. O e all, he indings indica e a s ong posi i e
esponse o digi al ma ke ing in ag ibusiness.
. Ma ke Ou come
Table VI: Ma ke Ou come
Communali ies
Ini ial
Ex ac ion
P ice Realised
1.000
.815
Sales Volume
1.000
.693
P o i
1.000
.498
Ex ac ion Me hod: P incipal Componen Analysis.
Communali ies
Ini ial
Ex ac ion
P ice Realised
1.000
.815
Sales Volume
1.000
.693
P o i
1.000
.498
Ex ac ion Me hod: P incipal Componen Analysis.
Componen Ma ix
Componen
1
P ice Realised
.903
Sales Volume
.833
P o i
.706
Ex ac ion Me hod: P incipal Componen Analysis.
The P incipal Componen Analysis (PCA) conduc ed on he
ou come a iables—p ice ealised, sales olume, and
p o i —indica es ha a single componen explains he
majo i y o he a iance in he da a. The i s componen has
an eigen alue o 2.006, accoun ing o 66.87% o he o al
a iance, sugges ing ha hese h ee a iables a e closely
ela ed and can be g ouped in o a single common ou come
ac o . The communali ies indica e ha p ice ealised (0.815)
and sales olume (0.693) a e s ongly associa ed wi h his
ac o , while p o i (0.498) is mode a ely associa ed. This
implies ha p ice and sales olume a e s onge indica o s o
digi al ma ke ing success o a me s, while p o i , hough
ele an , is in luenced by addi ional ex e nal ac o s.
C. Findings
i. The esea ch inds ha he le el o educa ion a ained
by a me s and he pa icula challenges hey ha e
when adop ing digi al p ac ices a e s a is ically
signi ican . Digi al li e acy sho ages a e mos
p onounced among a me s wi h highe seconda y
educa ion, wi h conce ns abou us as he mos
common hu dle among hose wi h deg ee
quali ica ions.
ii. The majo i y o a me s (43.1%) s ill use adi ional
ma ke ing s a egies; howe e , a g owing p opo ion
a e g adually adop ing
online (32.3%) o
hyb id (24.6%)
Indian Jou nal o Economics and Finance (IJEF)
ISSN: 2582-9378 (Online), Volume-5 Issue-2, No embe 2025
88
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Re ie al Numbe :100.1/ije .B263905021125
DOI:10.54105/ije .B2639.05021125
Jou nal Websi e: www.ije .la icescipub.com
models, indica ing a g adual digi isa ion p ocess.
iii. Mos o he esponden s all in he ea ly and la e
adop e s g oups, and he s a is ical da a show a s ong
endency acco ding o which he highe he le el o
educa ion an indi idual has, he ea lie he adop ion o
digi al ma ke ing ools.
i . Fa me s a e la gely pleased wi h digi al ma ke ing
p og ams, especially when i comes o cos -e iciency
and selling he p oduc s; e e y one o he i e
measu es conside ed ecei ed posi i e eedback.
. The digi al ma ke ing s a egies ha e a s ong
in luence on he ealised p ice and he olume o sales,
bu no signi ican e ec on he p o i , which means
ha he ools p o ided by digi al echnologies ha e
mo e o a e enue-based impac .
D. Sugges ions
i. Consis en ly scheduled wo kshops and awa eness
ac i i ies a e o be a anged o inc ease digi al li e acy
amongs a me s, especially hose wi h low conce ns
o educa ional le els, o make hem use digi al ools o
hei ad an age.
ii. The issue o encou aging au hen ica ed pla o ms, as
well as he sha ing o success s o ies o pee a me s,
will be a necessa y measu e o build us in digi al
ma ke ing, pa icula ly among deg ee holde s who can
ha e a g ea e le el o scep icism.
iii. The join pa ne ship wi h local go e nmen al bodies
o ag i- echnology companies is essen ial o
s eng hen digi al in as uc u e, which includes
b oadband access and supplying ha dwa e o u al
a eas.
i . Empi ical suppo should be gi en o he a me s as
hey change om pu ely adi ional o hyb id ways o
unning hei ope a ions by p o iding hem wi h
p ac ical guidance ha inco po a es digi al
echnologies based on he ecological p ac ices ha
ha e been es ablished.
. I should be sugges ed o c ea e helplines o ield
suppo eams o p o ide imely suppo and ad ice o
a me s who ha e aced hind ances wi h digi al
adop ion.
i. Digi al incen i es o subsidies (e.g., ee ad c edi s o
aining ma e ials) mus be made o mo i a e mo e
a me s o ake he ole o ea ly adop e s.
ii. The aining egimes should also ocus on he
immedia e e ec s ha digi al ma ke ing can ha e on
p ice deli e y and olume o sales, and hus encou age
mo e ag icul u al p oduce s o emb ace such ools.
V. CONCLUSION
The pape shows ha digi al ma ke ing is slowly gaining
accep ance among coconu a me s in Coimba o e dis ic ,
wi h a signi ican pe cen age adop ing o shi ing o digi al o
hyb id ma ke ing models. The le el o educa ion has a
subs an ial impac on adop ion a es and he ypes o
di icul ies aced; his is a eason o call o li e acy- ela ed
in e en ions. The esponden s also exp essed in ense
sa is ac ion wi h he main aspec s o digi al ma ke ing,
pa icula ly cos -e iciency and sales-d i ing, sugges ing ha
hese ac ics deli e no iceable gains. S ill, challenges such as
he lack o digi al li e acy and us issues emain on he way
o b oade adop ion. All hese indings highligh he posi i e
impac o digi al echnologies on ma ke pe o mance and
unde sco e he need o long- e m awa eness, aining, and
sys em-le el in as uc u e de elopmen o eap he ull
bene i s o digi al oppo uni ies in ag ibusiness.
DECLARATION STATEMENT
A e agg ega ing inpu om all au ho s, I mus e i y he
accu acy o he ollowing in o ma ion as he a icle's au ho .
▪ Con lic s o In e es / Compe ing In e es s: Based on
my unde s anding, his a icle has no con lic s o
in e es .
▪ Funding Suppo : This a icle has no been unded by
any o ganiza ions o agencies. This independence
ensu es ha he esea ch is conduc ed wi h objec i i y
and wi hou any ex e nal in luence.
▪ E hical App o al and Consen o Pa icipa e: The
con en o his a icle does no necessi a e e hical
app o al o consen o pa icipa e wi h suppo ing
documen a ion.
▪ Da a Access S a emen and Ma e ial
A ailabili y: The adequa e esou ces o his a icle a e
publicly accessible.
▪ Au ho ’s Con ibu ions: The au ho ship o his a icle
is con ibu ed equally o all pa icipa ing indi iduals.
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AUTHOR’S PROFILE
D . V. Mu ugesh is an Assis an P o esso in he
Depa men o Comme ce (PA) a PSG College o A s
and Science, Coimba o e, wi h o e a decade o eaching
expe ience. D . Mu ugesh’s esea ch in e es s include
accoun ing, inance, en ep eneu ship, ag icul u al
ma ke ing, and business managemen , wi h a ocus on
empowe ing u al and women en ep eneu s. He has published se e al
esea ch a icles in na ional and in e na ional jou nals and con ibu ed book
chap e s on opics such as economic de elopmen and en ep eneu ial
oppo uni ies o u al women. He is commi ed o academic excellence and
p omo ing p ac ical insigh s in comme ce educa ion.
Jincy D. is a Resea ch Schola unde he guidance o D .
V. Mu ugesh a PSG College o A s and Science,
Coimba o e. She is cu en ly wo king as an Assis an
P o esso a S i K ishna Adi hya College o A s and
Science, Coimba o e. He esea ch ocuses on comme ce,
en ep eneu ship, and digi al ma ke ing in ag ibusiness.
Disclaime /Publishe ’s No e: The s a emen s, opinions and
da a con ained in all publica ions a e solely hose o he
indi idual au ho (s) and con ibu o (s) and no o he La ice
Science Publica ion (LSP)/ jou nal and/ o he edi o (s). The
La ice Science Publica ion (LSP)/ jou nal and/o he
edi o (s) disclaim esponsibili y o any inju y o people o
p ope y esul ing om any ideas, me hods, ins uc ions o
p oduc s e e ed o in he con en .
