📄 Abstract
Background. Organic products typically command premium prices and rely on specialized marketing channels, whereas conventional products are marketed largely through traditional systems. Understanding how these marketing practices differ is important for improving farmer profitability and market efficiency in Rajasthan. Objectives. The study compares the marketing practices of organic and conventional agro products across pricing, distribution, and promotion, and examines how marketing practices and consumer preference influence sales performance. Methodology. A comparative and descriptive design was adopted. Primary data were collected from 200 respondents comprising 80 organic farmers, 80 conventional farmers, and 40 consumers across selected districts of Rajasthan using a structured questionnaire on a five-point Likert scale, supplemented by APEDA and NABARD sources. Data were analyzed through reliability analysis, descriptive statistics, independent-samples t-tests, correlation, and regression. Key findings. Scales were reliable (Cronbach’s alpha > 0.80). Organic products scored significantly higher than conventional products on pricing, distribution, and promotion (all p < .01), supporting H1–H3. Marketing practices significantly influenced sales performance (H4), as did consumer preference (H5). Recommendations. Strengthening organic branding, expanding direct-to-consumer channels, improving certification access, promoting digital marketing, and developing dedicated organic marketplaces are recommended.
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📚 How to Cite:
Nema Ram Raika, Dr Ashok Kumar , A COMPARATIVE STUDY OF MARKETING PRACTICES OF ORGANIC AND CONVENTIONAL AGRO PRODUCTS , Volume 11 , Issue 6, June 2026, EPRA International Journal of Research & Development (IJRD) , Pages: 52 - 59 , DOI: https://doi.org/10.36713/epra28289