Digital transformation in rural small agribusinesses : a case study on Nirdev Kukhura Poultry Firm in rural Nepal
Bam, Rakesh (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2026050810243
https://urn.fi/URN:NBN:fi:amk-2026050810243
Tiivistelmä
This thesis was conducted for Nirdev Kukhura Poultry Firm, a small family-owned poultry business in rural Nepal. The study focused on whether digital marketing can be implemented in a rural farm business where it had not been practiced before. The objective was to examine the market, customer behaviors, and the farm’s capacity to use digital marketing methods in a useful and realistic way to grow a business and increase visibility.
The study was conducted based on various ideas from digital marketing, agribusiness digitalization, feasibility studies, marketing models, and SWOT analysis. These studies helped explain both the current market situation and the farm’s internal capacity related to digital marketing.
The research has used a survey and an interview for findings and solutions. An online questionnaire survey was conducted with local customers, and a semi-structured interview was done with a farm staff member for additional concrete findings. The survey results were analyzed using numbers of data, and the interview was analyzed by identifying key ideas.
The results showed that customers use digital platforms often, buy poultry products regularly, and are open to online communication with local farms if hygiene and quality is maintained while purchasing online. Social media platforms were commonly used, and customers prioritized information about hygiene, freshness, and product availability. However, the farm has limited knowledge and experience in digital marketing, which resulted in delayed adaptation of digital tools. The survey also showed that customers had concerns about trust and delivery.
The study concludes that digital marketing can work from a market view, but it should be started slowly. Learning basic skills and building trust are important. Using low-cost digital tools and simple communication methods is recommended for rural poultry farms.
The study was conducted based on various ideas from digital marketing, agribusiness digitalization, feasibility studies, marketing models, and SWOT analysis. These studies helped explain both the current market situation and the farm’s internal capacity related to digital marketing.
The research has used a survey and an interview for findings and solutions. An online questionnaire survey was conducted with local customers, and a semi-structured interview was done with a farm staff member for additional concrete findings. The survey results were analyzed using numbers of data, and the interview was analyzed by identifying key ideas.
The results showed that customers use digital platforms often, buy poultry products regularly, and are open to online communication with local farms if hygiene and quality is maintained while purchasing online. Social media platforms were commonly used, and customers prioritized information about hygiene, freshness, and product availability. However, the farm has limited knowledge and experience in digital marketing, which resulted in delayed adaptation of digital tools. The survey also showed that customers had concerns about trust and delivery.
The study concludes that digital marketing can work from a market view, but it should be started slowly. Learning basic skills and building trust are important. Using low-cost digital tools and simple communication methods is recommended for rural poultry farms.