Universal Journal of Agricultural Research Vol. 11(6), pp. 1013 - 1021
DOI: 10.13189/ujar.2023.110608
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Marketing Growth Dimensions of Agri-entrepreneurship: An Empirical Study in Ganjam District of Odisha, India

Monalisha Chakraborty ^1,*, Prasanta Parida ¹, Nirmal K Mandal ¹, Srilata Patnaik ¹, Subhomita Chakraborty ^2
1 KIIT School of Rural Management, KIIT University, India
² College of Arts and Science, New York University, USA

ABSTRACT

The growth of marketing is considered one of the key drivers for agricultural business growth, and therefore it represents a high priority for entrepreneurs. However, the determinants of marketing growth are still unclear to them in terms of achieving increased profits. The study aims to investigate the relationship between marketing growth dimensions and the agricultural entrepreneurship among agricultural entrepreneurs in Ganjam District of Odisha, India. The study utilized a quantitative research design to collect and analyze data. The research was conducted in the district of Ganjam, by collecting data using a structured interview schedule administered to 139 agricultural entrepreneurs who owned enterprises. The data were analyzed using both Statistical Package for the Social Sciences (SPSS V24) and Smart PLS (V4) software. Structural Equation Modeling (SEM) method was used to conduct the analysis. The study's hypotheses were confirmed by the results, which showed a strong relationship between product development, innovation, partnerships, branding, and marketing growth, leading to business growth and improved profitability in Ganjam. The hypotheses were supported by statistically significant results at a confidence level of 99% and p<0.001, and the path coefficient is 0.251, 0.131, 0.139, 0.499 between the aforementioned variables and marketing growth, positively. The study provides several important academic results, for example, it indicates the presence of a strong impact of innovation on marketing growth, which adds to existing literature and encourages agricultural entrepreneurs to benefit from the available resources for innovation in agricultural fields. Additionally, the study addressed the implications of its findings and future directions for research.

KEYWORDS
Agri-entrepreneurship, Agriculture, Marketing Growth, Product Development, Innovation, Branding

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] Monalisha Chakraborty , Prasanta Parida , Nirmal K Mandal , Srilata Patnaik , Subhomita Chakraborty , "Marketing Growth Dimensions of Agri-entrepreneurship: An Empirical Study in Ganjam District of Odisha, India," Universal Journal of Agricultural Research, Vol. 11, No. 6, pp. 1013 - 1021, 2023. DOI: 10.13189/ujar.2023.110608.

(b). APA Format:
Monalisha Chakraborty , Prasanta Parida , Nirmal K Mandal , Srilata Patnaik , Subhomita Chakraborty (2023). Marketing Growth Dimensions of Agri-entrepreneurship: An Empirical Study in Ganjam District of Odisha, India. Universal Journal of Agricultural Research, 11(6), 1013 - 1021. DOI: 10.13189/ujar.2023.110608.