2025, Vol. 6, Issue 2, Part S
Challenges of adopting digital marketing technologies by grape growers and role of government support: A study across Karnataka state
Author(s): Vinay S and Sathisha NR
Abstract: The purpose of the study is to explore the difficulties grape growers face when choosing digital marketing technologies and to observe what role the government has in helping them to use these technologies. The study aims to discover what challenges hinder grape growers when they use digital marketing such as problems with technology, investing in it or learning about it. It also aims to assess whether the government’s initiatives, policies or programs help grape producers to make good use of digital marketing methods. The study uses a quantitative approach concentrating on grape growers in Karnataka, gathers information from 100 Grape growers using convenience sampling and ensures a 10% margin of error. The process involved giving a standard set of questions about participants’ backgrounds, challenges, government support and how they use digital marketing. SPSS is used for descriptive statistics to get a clear picture of the classification and the trends in the data. Moreover, structural equation modeling (SEM) in AMOS will be used to study the influence of obstacles and government aide on grape growers’ decision to use digital marketing. The findings show that there is a negative impact of Challenges in adoption of digital marketing technologies of grape growers in Karnataka. The study also finds that there is a positive impact of Government support in adoption of digital marketing technologies. The study suggest that policymakers should try to help and support grape growers in making beneficial use of digital technologies. Such a mixed plan handles the challenges of the moment and makes sure the sector remains healthy and grows over time. Increasing digital marketing abilities allows growers of grapes to handle market changes, work more efficiently and support the region’s progress.
DOI: 10.22271/27084515.2025.v6.i2s.901
Pages: 1726-1732 | Views: 151 | Downloads: 87
Download Full Article: Click Here
How to cite this article:
Vinay S, Sathisha NR. Challenges of adopting digital marketing technologies by grape growers and role of government support: A study across Karnataka state. Asian J Manage Commerce 2025;6(2):1726-1732. DOI: 10.22271/27084515.2025.v6.i2s.901
Other Journals