Impact of Digitalization on Farmers and Consumers: A Comparative Study of Traditional and Digital Marketing Approaches in Buldhana

Abstract

Agriculture plays a major role in India, and in Buldhana farmers mainly sell through mandis and middlemen which limits income and market reach, while consumers struggle with transparency, freshness, and price clarity. Digital platforms like apps, ecommerce, social media, and online payments are transforming marketing by directly linking farmers and consumers. This study compares traditional and digital approaches in terms of income, market access, productivity, adoption and consumer satisfaction. The research applies Diffusion of Innovation, TAM, and Marketing Channel theory, and also considers barriers like low internet access, digital skills, and fear of new technology. Results show digitalization increases farmer income, reduces intermediary dependency, offers price transparency, real-time information and better choices for consumers. Young farmers and tech-friendly consumers adopt faster, showing generational change. Blending both systems can increase inclusiveness. Overall, digital agriculture in Buldhana supports fair income, sustainable growth and stronger farmer-consumer connections, requiring support from government, private sector and extension services to improve digital literacy and connectivity.