Client Name

Engro Fertilizers Limited

Faculty Advisor

Dr. Nida Aslam

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

> Our ELP project aligns with *Behavioural Studies* by using qualitative research and digital ethnography to analyze the psychological and cultural drivers behind consumer decision-making in the agricultural sector. > Focusing on smallholder farmers for Engro Fertilisers, the study conducts a thematic analysis of direct field interviews (in regions including Mirpurkhas and Sanghar) to understand their underlying risk-aversion, brand attitudes, and trust patterns regarding micro and macro fertilizer usage. > By decoding these authentic behavioral realities on the ground, the project bridges theoretical consumer behavior frameworks with practical corporate strategy, enabling the client to design effective communication and market interventions tailored to actual human habits and mindsets.

Aligned SDGs

GOAL 2: Zero Hunger

Aligned SDGs Justification

> Our ELP project directly aligns with *SDG 2: Zero Hunger* by focusing on optimizing agricultural productivity and sustainable food production systems for smallholder farmers. Centered on the agricultural sector in Pakistan, the research investigates the behavioral and cultural drivers behind how farmers adopt and utilize micro and macro fertilizers. > By utilizing qualitative insights and digital ethnography from key agricultural hubs like Mirpurkhas and Sanghar, the project maps out current inefficiencies in soil nutrient management. The final strategic insights provide a roadmap for agribusinesses to better communicate, build trust, and introduce innovative agritech and balanced fertilizer solutions to farmers. > Ultimately, by improving fertilizer adoption and optimization on the ground, the project contributes directly to enhancing crop yields, safeguarding soil health, and ensuring long-term food security and sustainable agricultural practices at the grassroots level.

NDA

No

Abstract

This Experiential Learning Program (ELP) project, corporate-partnered with Engro Fertilisers, investigates the behavioral, psychological, and cultural drivers influencing the adoption of macro and micro fertilizers among smallholder farmers in Pakistan. Recognizing that traditional farming practices are heavily shaped by community perceptions and risk-aversion, the study moves beyond traditional quantitative market metrics to explore the qualitative realities on the ground. Utilizing digital ethnography and a structured thematic analysis of in-depth farmer interviews across key agricultural regions—including Mirpurkhas and Sanghar—the project maps the local information ecosystems and trust networks of the demographic. The final insights translate these authentic behavioral patterns into clear strategic recommendations. Ultimately, this study provides agribusinesses with a consumer-centric framework to optimize their marketing interventions, build grassroots trust, and drive the adoption of innovative agricultural inputs necessary for long-term soil health and food security.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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