Budget 2024–25 and Its Influence on Digital Promotion of Agricultural Products: A Behavioural Study in Madhya Pradesh

Amitesh Mishra; Dr. Sanjay Payasi

doi:10.36948/ijfmr.2025.v07i03.46575

Budget 2024–25 and Its Influence on Digital Promotion of Agricultural Products: A Behavioural Study in Madhya Pradesh

Author(s)	Amitesh Mishra, Dr. Sanjay Payasi
Country	India
Abstract	The 2024–25 Union Budget of India has laid significant emphasis on promoting digital innovation in the agricultural sector. With allocations directed toward agritech startups, strengthening the eNAM platform, and tax incentives under GST, digital marketing of agricultural products has gained momentum, particularly in urban and semi-urban markets. This research investigates the impact of these fiscal and monetary interventions on consumer buying behaviour concerning Agri-products marketed digitally. The study was conducted in four major cities of Madhya Pradesh: Bhopal, Indore, Gwalior, and Jabalpur. A total of 220 consumers were surveyed using a stratified purposive sampling technique. Primary data were collected through structured questionnaires, while secondary data were compiled from government budget documents, RBI monetary policy bulletins, and reports by industry bodies like FICCI and NABARD. The analysis involved descriptive statistics, ANOVA, and multiple regression using SPSS. The results showed that awareness of budget provisions significantly influences consumers’ likelihood to purchase Agri-products online. Factors like GST benefits on unbranded products, promotional support to agritech platforms, and increased digital infrastructure contributed to higher consumer trust. Furthermore, regression findings indicated that budget scheme awareness and engagement with digital advertisements were statistically significant predictors of digital Agri-product purchases. The study also found that younger consumers (ages 18–30) were more responsive to budget-driven digital promotions. The ANOVA results confirmed a significant difference in buying behaviour based on the level of budget awareness. This research provides a policy-level insight into the role fiscal decisions play in transforming traditional Agri-marketing practices. The findings support the need for targeted policy communication and further investment in rural digital ecosystems. With proper implementation and outreach, budgetary provisions can effectively drive the adoption of digital Agri-commerce, empowering farmers and enhancing consumer experience.
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.46575
Short DOI	https://doi.org/g9pzsk

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Budget 2024–25 and Its Influence on Digital Promotion of Agricultural Products: A Behavioural Study in Madhya Pradesh

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