Analysis of Marketing Mix of Organic Farming with Reference to Selected Characteristics of the Farmers in India

Description

Page: 74-82

Pardeep Malhan and Tika Ram (Haryana School of Business, GJUS&T, Hisar, Haryana

The purpose of this paper is to analysis the marketing mix of organic farming with reference to selected characteristics of the farmers in Haryana, India. To address the research objective, the survey data were collected with the help of a self-structured questionnaire. In this study, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were applied for framing and validating the instrumental scale for this study. Furthermore, the result of the CFA confirms the four factors and the proposed instrumental scale. The finding explicates that price support, promotion support, distribution support, and marketing infrastructure support are the major determinants of the marketing mix of organic farming products. There is no research about the influence of marketing mix in the adoption of organic farming in a particular geographical area. Therefore, this study will contribute significantly towards understanding the farmers’ behaviour and help in marketing their organic products efficiently.