E-Marketing Barriers from Agricultural Experts’ Perception

Abstract

E-marketing has been predicted to be a new driver of economic growth for developing countries. Electronic
marketing is a process of buying and selling products, services and information using computer networks
and the internet. Accessible and transparent markets are necessary to raise income and improve livelihood
of farmers. In developing countries, agricultural markets rarely meet these needs. In today’s business
marketplace, effective use and flow of information is the key to success. Electronic marketing promises vast
opportunities. In implementation of e-marketing, farmers encountered several barriers. Therefore it is
necessary to identify such barriers. This study investigates agricultural experts’ perception about the
barriers of e-marketing implementation. The factor analysis showed that the barriers can be classified into 3
latent factors namely: social and cultural barriers, technical barriers and legal and organizational barriers.
53.57% of total common variances are explained by these 3 factors.