The influence of Marketing Strategies on Agricultural Produce Performance: A systematic Literature Review

Abstract

This systematic literature review study investigated the influence of the marketing strategies on agricultural produce performance. The study analyzed 34 articles from the Google Scholar database. The data were analyzed through thematic and content analysis. The study revealed that while the keywords "marketing strategies" and "performance" were common, only a few studies explicitly connected these two variables. Descriptive analysis was the predominant data analysis method, followed by regression analysis, which focused on summarizing data trends rather than exploring causal relationships. The findings show that developing regions show greater engagement and focus on agricultural marketing studies than developed countries. However, there is a gap in research linking marketing strategies to broader agricultural performance variables such as sustainability and resilience, transaction marketing, market orientation, and green marketing. The review recommends further exploration on these areas. Policymakers should promote diverse and region-specific marketing strategies to enhance agricultural products' sales performance and global competitiveness.

Keywords: Marketing Strategies, Agriculture Produce, Performance