Enhancing Entrepreneurial Awareness Through The Application Of Electronic Marketing In Agribusiness Entrepreneurship Among Farmers In The Rural Areas

Abstract

Electronic retailing has received increased attention from entrepreneurship management and marketing researchers lately. However, its application in electronic marketing of agricultural products in Nigeria is under- researched. In this paper, empirical analysis of e-retailing application by agribusiness entrepreneurs was carried out. The study was carried out in Lekki/Epe free-trade zone in Lagos State. Therefore, the stud investigated the level of awareness and reception of e-retailing among livestock products farmers, the extent of application of e-retailing platforms, the challenges and limitations of application, and whether or not e-retailing has any significant benefits for livestock farming and agribusiness enterprises in Nigeria. The research adopted the survey descriptive design with target population of over 500 rural farmers involved in processed poultry products. A random sample of 160 respondents participated in the study, and relevant data was collected by administering structured questionnaire on participants. The Results showed that e-retailing application among rural agribusiness entrepreneurial farmers is still at its infancy despite the attendant benefits. Various factors are responsible for this situation, namely: insufficient online product and pricing information; high cost of accessing internet broadband; fear of internet insecurity and cyber fraud; fluctuating power, and lack of government support. As part of the recommendations, there is need to raise agribusiness entrepreneurial awareness to the huge potentials of e-retailing.