Research on World Agricultural Economy

Trends in Agricultural Products Marketing: A Bibliometric Analysis and Future Research Agenda

Santhikumari Gangavarapu

GITAM School of Business, GITAM Deemed to be University, Bengaluru 561203, India

Rama Prasad Musunur

GITAM School of Business, GITAM Deemed to be University, Bengaluru 561203, India

Senthil Kumar Jaya Prakash

GITAM School of Business, GITAM Deemed to be University, Bengaluru 561203, India

DOI: https://doi.org/10.36956/rwae.v6i3.2410

Received: 1 July 2025 | Revised: 8 July 2025 | Accepted: 21 July 2025 | Published Online: 12 August 2025

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Abstract

This study aims to explore and demonstrate sustainable improvements in the domain of marketing and agricultural products by conducting a comprehensive bibliometric analysis. The bibliographic data for this research were meticulously sourced from the Scopus database, an internationally recognized platform known for its inclusion of high-quality, peer-reviewed academic publications. A precise and well-defined search query was employed to ensure the integration of a robust and relevant body of literature. The search string used was “Marketing” AND “Agriculture product,” which allowed the study to encompass a wide range of themes related to agricultural marketing, including aspects of consumer behavior, market dynamics, and innovation in the agricultural sector. The analysis was conducted using R Studio and VOSviewer software, which facilitated the mapping and visualization of bibliometric networks and trends within the dataset. The findings of the study reveal key thematic trends in marketing agricultural products, such as risk management, transaction costs, consumer preferences, agricultural markets, corn prices, Africa, and product quality. Moreover, the results highlight significant geographical interest from countries including the USA, France, Germany, Canada, India, Spain, Greece, and Italy. Strong co-occurrence patterns were identified between keywords such as marketing and innovation, agricultural marketing and food, cooperatives and India, as well as farmers and India. These insights offer valuable guidance for future research and policymaking.

Keywords: Marketing; Agricultural Product; Bibliometric; Agricultural Trade; R Studio; VOS Viewer

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