Agricultural Marketing: A Bibliometric Analysis

Abstract

This study analyzed bibliographic data on Agricultural Marketing, using the Scopus database. The analysis revealed trends and areas for further investigation, based on 88 documents published from the database. The study identified fluctuations in publications, countries with high publication rates, universities with extensive records, prominent journals, prolific authors, and frequently occurring keywords in research. The increasing trend in Agricultural Marketing research, particularly in India, suggests a growing interest. Despite modest publication numbers, there are untapped research opportunities. Future studies could use a mixed-methods approach, combining bibliometric and content analysis, to gain a deeper understanding of the subject. Models to improve marketing efficiency in the agricultural sector could also be developed. Recognizing major contributors and key keywords can help in in-depth research and international collaboration.