Journal of Positive Sciences

(JPS) XX, Issue X (2023) XX-XX

Journal of Positive Sciences

Journal homepage: https://positive -sciences.com

ISSN: 2582-9351

TITLE: A STUDY OF MARKETING STRATEGY AND

CONSUMER BEHAVIOUR OF HYGREENS HYDROPONIC.
Dr. Reshma Kabugade1, Ms. Nishi Sinha2, Mr. Amar Kamble3
Associate Professor, NBN Sinhgad Institute of Management Studies Ambegaon, Pune1
NBN Sinhgad Institute of Management Studies Ambegaon, Pune2 NBN
Sinhgad Institute of Management Studie Ambegaon, Pune3

ARTICLE INFO ABSTRACT

Article history:
Received In this research paper Hydroponic lettuce farming is a modern agricultural
Received in revised form technique that involves growing lettuce plants without soil, using nutrient-rich
Accepted water solutions instead. This method provides several advantages over
Available online traditional soil-based farming, including higher yields, faster growth rates, and
Keywords: reduced water usage. In hydroponic systems, plants are typically grown in
controlled environments such as greenhouses or indoor facilities, where
Without soil, Nutrition rich, Water solution, NFT,
environmental factors like temperature, humidity, and light can be optimized for
DWC, Aeroponics.
optimal growth.

1. Introduction

Hygreens Hydroponic is a company that specializes in hydroponic lettuce farming, a modern

agricultural technique that allows lettuce plants to grow without soil, utilizing nutrient-rich
water solutions instead. This method offers various advantages over traditional soil-based
farming, including higher yields, faster growth rates, and reduced water usage.

Hydroponic systems involve growing plants in controlled environments such as greenhouses

or indoor facilities, where environmental factors like temperature, humidity, and light can be
optimized for optimal growth. This research paper aims to study the marketing strategy and
consumer behaviour of Hygreens Hydroponic in the context of hydroponic lettuce farming.

The study will explore the effectiveness of the marketing strategy implemented by Hygreens,
including product positioning, pricing strategies, distribution channels, and promotional

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activities. Additionally, the research will examine how consumer behaviour in the agriculture
sector is influenced by the unique features and benefits of hydroponic lettuce farming.

2. Methodology

In order to understand the current state of research and knowledge on the marketing strategy and
consumer behaviour of Hygreens Hydroponic, a comprehensive literature survey was conducted.
This survey sought to gather relevant academic articles, research papers, industry reports, and other
credible sources on the subject.

1. Overview of Hydroponic Farming: Several studies have highlighted the benefits of

hydroponic farming, such as higher crop yields, reduced resource consumption, and the ability to
grow plants in limited spaces. Research has shown that hydroponic lettuce farming, in particular,
has gained popularity due to its ability to provide fresh, nutrient rich lettuce throughout the year.

Fig. 1. Overview of Hydroponic Farming

2. Marketing Strategies in Agriculture: The agriculture sector, including hydroponic farming,

requires effective marketing strategies to promote products and capture consumer attention. The
survey discusses various marketing strategies employed by agricultural companies, such as product
differentiation, pricing strategies, distribution channels, and digital marketing.

Fig. 2. Marketing Strategies in Agriculture

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3. Consumer Behaviour in Agriculture Sector: Understanding consumer behaviour is crucial for

developing successful marketing strategies. Research on consumer behaviour in the agriculture
sector explores factors influencing consumer preferences, purchasing decisions, and loyalty. Studies
have found that consumers are increasingly interested in sustainable and environmentally-friendly
farming methods, which can be leveraged by hydroponic farming companies like Hygreens.

Fig. 3. Consumer Behaviour in Agriculture Sector

4. Case Studies on Hydroponic Farming Companies: The literature survey includes case studies
of successful hydroponic farming companies, examining their marketing strategies and consumer
response. These case studies provide insights into industry best practices, customer engagement
initiatives, and brand positioning. The literature survey revealed that while there is a considerable
amount of research on hydroponic farming, studies specifically focusing on the marketing strategy
and consumer behaviour of companies like Hygreens Hydroponic are limited. This research paper
aims to contribute to this gap in the literature by analyzing the marketing strategy and
understanding consumer behaviour in the context of Hygreens Hydroponic.

Fig. 4. Case Studies on Hydroponic Farming Companies

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4. Conclusions

In conclusion, this research paper aimed to analyze the marketing strategy and understand consumer
behaviour in the context of Hygreens Hydroponic, a company specializing in hydroponic lettuce farming. The
study explored Hygreens Hydroponic's marketing strategy, including its product, pricing, distribution, and
promotion strategies. Additionally, the research examined how external factors such as environmental
awareness, health trends, and changing consumer preferences influenced consumer behaviour in the
hydroponic farming sector.

The study found that Hygreens Hydroponic has effectively employed a product differentiation strategy,
leveraging the unique features and benefits of hydroponic lettuce farming to position its products as superior
to traditional soil-grown lettuce. The company has also adopted a competitive pricing strategy, offering its
products at a slightly higher price point due to their quality and health benefits.

Hygreens Hydroponic has diversified its distribution channels, including partnerships with wholesale
suppliers, distribution to local markets, and a strong online presence, allowing it to reach a broader customer
base. Finally, the company has actively engaged with consumers through targeted social media campaigns,
educational content, and participation in industry events.

Regarding consumer behaviour, this study found that external factors such as increased environmental
awareness, health trends, and changing consumer preferences towards sustainable and healthy food options
have influenced consumer behaviour in the hydroponic farming sector. Consumers perceive hydroponic
lettuce products as fresh, healthy, and environmentally friendly, increasing their willingness to pay a premium
for quality products.

In conclusion, this study provides valuable insights for agricultural companies looking to adopt effective
marketing strategies and connect with customers in the context of hydroponic farming. By understanding the
importance of product differentiation, pricing strategies, distribution channels, and promotional activities,
these companies can attract and retain customers and succeed in a competitive market.

Acknowledgement

This research was not funded by any grant.

References

[1] Chowdhury, D. D. (2013). Organizational citizenship behavior towards sustainability.

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[4] Tsen, C., Phang, G., Hasan, H., & Buncha, M. R. (2006). Going green: A study of consumers’
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[5] Penang environmental volunteers. International Business Management, 5(1), 38-49.

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Websites

• Exploring Hydroponic Farming Strengths - Osum

• Understanding Consumer Behavior in the Agricultural Sector - HusFarm
• Hydroponics: Exploring innovative sustainable technologies and applications across crop production,
with Emphasis on potato mini-tuber cultivation - ScienceDirect