7P Marketing Mix in Processed Farm Products by Urban Farming Businesses

Urban Farm DB summary

This qualitative study analyzed the implementation of the 7P marketing mix for processed agricultural products by the Orchid Women Farmer Group, using observations, interviews, and FGDs with 4 informants. The 7P marketing mix was generally implemented, with supporting factors including self-confidence, cooperation, and encouragement from agricultural extension workers. Inhibiting factors were identified as lack of literacy and limited time, which affect the implementation process.