Designing internet marketing approaches for promoting fertilizer products

Introduction

Fertilizers have played a crucial role in transforming Indian agriculture by enhancing crop productivity and ensuring national food security. Their importance became evident during the mid-1960s food crisis, which led to the adoption of scientific farming practices and the Green Revolution. The introduction of High-Yielding Variety (HYV) seeds, supported by irrigation and chemical fertilizers, significantly increased food grain production and enabled India to achieve self-sufficiency by the 1980s. Since then, fertilizers particularly nitrogen, phosphorus and potassium have remained indispensable inputs in sustaining agricultural growth. Over the years, fertilizer consumption in India has risen steadily in response to population growth, shrinking cultivable land and increasing food demand. India is currently one of the largest producers and consumers of fertilizers globally, though imbalances in nutrient use and dependence on imports persist. Excessive reliance on nitrogenous fertilizers has raised concerns regarding soil health, nutrient imbalance and environmental sustainability, emphasizing the need for balanced and efficient fertilizer use. In recent years, the fertilizer sector has experienced structural changes driven by market expansion, technological advancements and the growing penetration of the internet in rural areas. Farmers increasingly rely on digital platforms for information related to agricultural inputs, crop practices and market trends. Internet marketing has emerged as a powerful tool for agri-input firms to promote fertilizer products, improve farmer awareness and influence purchasing behaviour through cost-effective and interactive channels such as websites, social media and ecommerce platforms. Against this backdrop, the present study focuses on evaluating the role of internet marketing strategies in promoting fertilizer products, with special reference to Indus Crop Care Private Limited in Telangana. The study aims to assess farmer engagement with online marketing tools, analyze competitors' digital strategies and propose effective internet-based marketing approaches to enhance outreach, adoption and sustainable fertilizer use.

Methodology

The study adopted a descriptive research design to assess farmers' and dealers' awareness, adoption and purchasing behaviour regarding fertilizer products promoted through internet marketing channels. The research was conducted in Mahaboobnagar district of Telangana, a major agricultural region characterized by diverse cropping patterns, varied www.extensionjournal.com soil types and substantial demand for agri-inputs. The district was purposively selected due to its strong fertilizer usage and growing exposure to digital technologies in agriculture. A multi-stage sampling technique was employed for respondent selection. Two mandals, Bhoothpur and Bijinepally, were purposively selected due to their high agricultural activity and fertilizer usage. From these mandals, six villages Madigatla, Pothulamagudu, Kothamolgara (Bhoothpur mandal) and Latupally, Mundaratanda, Udgalkuntatanda (Bijinepally mandal) were chosen based on fertilizer demand. From each village, 20 farmers were randomly selected, resulting in a total sample of 120 farmers. In addition, 10 fertilizer dealers (five from each mandal) were selected using convenience sampling to capture market-level perspectives, ensuring balanced representation of both end-users and intermediaries involved in fertilizer marketing. Primary data were collected through structured questionnaires administered via personal interviews with farmers and dealers. The questionnaires covered socioeconomic characteristics, fertilizer purchasing behaviour, awareness and usage of internet marketing platforms and preferences for online versus offline channels. Secondary data were collected from official agricultural records, journals, reports, company documents of Indus Crop Care Pvt. Ltd., and reliable online sources to support analysis and interpretation. The collected data were systematically tabulated and analysed using descriptive statistics such as percentages and averages. Henry Garrett Ranking Method was applied to assess farmers preferences for various internet marketing strategies, while the Chi-square test was used to examine the association between socio-economic factors, particularly age and online purchasing behaviour. These analytical tools enabled meaningful interpretation of patterns related to digital engagement and fertilizer marketing effectiveness.

Results and Discussion

Farmer Profile

Among the 120 farmers surveyed in Mahaboobnagar district, the majority (36.7%) belonged to the 40-50 years age group, followed by 30-40 years (30%) and 50-60 years (24.2%), while only 9.2% were above 60 years. This indicates that most respondents were middle-aged farmers who combine farming experience with moderate adaptability to digital tools. In terms of education, 27.5% had completed intermediate education, 24.2% high school, 17.5% primary schooling, and 10.8% graduation or above, while 20% were illiterate. The majority (82.5%) were male farmers. Paddy (45%) was the dominant crop grown, followed by cotton (25%), maize (17.5%), and red gram (12.5%). Most respondents were small and marginal farmers, with 37.5% owning less than 2.5 acres and 35% owning 2.5-5 acres. A significant 88% of farmers owned internet-enabled smartphones, indicating strong digital penetration in the study area. However, despite high device ownership, online purchasing of fertilizers remained limited, reflecting a gap between digital access and digital adoption.

Online Purchasing Behaviour and Influencing Platforms

Although 88% of farmers possessed smartphones, only 40% reported purchasing fertilizers through online platforms, while 50% continued to rely on dealer shops and 10% purchased through Farmer Producer Organizations (FPOs). This indicates continued dependence on traditional distribution channels. These findings indicate that trust-building, digital literacy programs, and dealer-assisted online transactions are essential for increasing adoption.

Influence of Online

Association between Age and Online Purchasing

The Chi-square test revealed a significant association between age and online purchasing behaviour (χ² = 15.29, p = 0.015). Younger farmers (30-40 years) showed higher adoption of online purchasing compared to older age groups. This indicates that video marketing and consistent posting significantly improve engagement.

Frequencies under different age groups

Usage pattern

Conclusion

The study reveals that while digital device ownership among farmers is high, actual adoption of online fertilizer purchasing remains moderate. YouTube and WhatsApp are the most influential digital platforms in shaping purchase decisions, while trust deficit and limited digital literacy remain major barriers. Age significantly influences online adoption, with younger farmers more inclined toward digital platforms.

Competitor analysis shows that firms actively leveraging video marketing, influencer collaborations, and multiplatform engagement achieve higher visibility and reach. For Indus Crop Care Pvt. Ltd., integrating dealer-assisted digital marketing, localized language content, trust-building campaigns, and mobile-friendly promotional strategies will enhance farmer adoption and strengthen market presence.

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