Indian agri input player secured 40% market entry success rate by profiling 80 farmers' behavior
22 Apr 2020
1 min read
Evaluate farmer internet usage behavior with a focus on online research for farming practices & online purchase pattern, with a view to launch online agri input purchase platform across 2 states – Gujarat and Maharashtra
Context
- Client Description: Indian online agri input player
- Opportunity: To conduct deep research about farmer agri input buying behavior, preferences, attitudes towards various agritech applications, and pesticide buying behavior. To understand the role of purchase influencers, the role of offline channels in inputs, the impact of credit & debt availability on purchase and competitor intelligence
Our Approach
- In-depth one-on-one conversations with ~80 farmers across 10 districts in the states of Gujarat & Maharashtra
- Carried out NPS research for competitors
- Studied customer journey across competitor platforms and offline channels to pin-point differentiation and unique value addition for the customer
- Studied input cost break-up for multiple crops including fruits and vegetables, pulses, flowers, etc. and availability of credit through various sources for these inputs across crop cycle
- Evaluated farmer inclination towards