WHY SHOULD I BOTHER TO BREAK THE NORM?: EXPLORING THE PROSPECTS OF ADOPTING TECHNOLOGY-DRIVEN SOLUTIONS BY INDIAN SHRIMP FARMERS
Lokesh Medarametla
Saquib Ahmed
Sanorita Dey
INTRODUCTION
INTRODUCTION (CONTINUED)
INTRODUCTION (CONTINUED)
RESEARCH QUESTIONS
RQ1: What are the farmers’ perceptions toward adopting production technologies in their profession and what are the roles of different stakeholders who influence farmers’ perception of technology-driven solutions?
RQ2: What initiatives can be taken to facilitate Indian shrimp farmers in adopting advanced technology-driven solutions in their professional practices and how will the stakeholders contribute?
TECHNOLOGY-DRIVEN SOLUTIONS
BACKGROUND OF SHRIMP FARMING
Pond Preparation & Maintenance
Starting The Production Cycle
Feeding
Diseases
Selling The Produce
POND PREPARATION & MAINTENANCE�
Scrapping Soil
Adding Fertilizer
Ph Level of Water
STARTING PRODUCTION CYCLE
FEEDING
COMMON DISEASES
SELLING THE PRODUCE
METHODOLOGY
METHODOLOGY (CONTINUED)
Recruitment
Age: 24 - 62
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
WhatsApp Group Calls
Upper Limit of Callers
Low Internet Speed
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
How and why, they chose shrimp farming?
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
Opinion on introducing technology-driven solutions
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
Monthly
Individual Calls
Total 7 update calls
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
Monthly
Individual Calls
on average 22 minutes long
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
Monthly
Individual Calls
1st part of call
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
Monthly
Individual Calls
2nd part of call
METHODOLOGY (CONTINUED)
Recruitment
Focus Group Calls
Monthly
Individual Calls
Analysis
CHALLENGES & OPPORTUNITIES TO ADOPT TECHNOLOGY-DRIVEN SOLUTIONS
UNCERTAINTY INVOLVED AT EVERY STEP (CHALLENGE)
change of weather
Rapid Temperature Change
UNCERTAINTY INVOLVED AT EVERY STEP (CHALLENGE)
“It takes patience, experience, and hard work. You cannot just create an automatic feeder and expect that it will be as good as an experienced farmer.”
HARD TO BREAK REGULAR PRACTICES (CHALLENGE)
CHANGES ARE EXPENSIVE AND NOT TRUSTWORTHY (CHALLENGE)
“I would rather wait for someone to try it first and then decide”
AVAILABILITY OF LOW-COST LABOR (CHALLENGE)
“I would rather sacrifice new technologies instead of losing a trusted worker”
PROMISES OF USING TECHNOLOGY-DRIVEN SOLUTIONS BY FARMERS
TECHNOLOGY COMPENSATED THE LACK OF FAMILY CONNECTIONS (PROMISE)
FAMILIARITY OF USING SMART TECHNOLOGIES IN DAILY LIFE (PROMISE)
OPPORTUNITY TO EXPAND IN NEWER LOCATIONS (PROMISE)
DESIGN IMPLICATIONS
CREATING VIRTUAL NETWORK FOR FARMERS
DISCUSS TECHNOLOGY-DRIVEN SOLUTIONS IN COMMON GATHERING LOCATIONS
ARRANGING DEMOS BY INSTALLING IN PONDS & RECRUITING VOLUNTEER FARMERS�
TRAINING THE HUMAN WORKFORCE
TAKEAWAYS
MANY OTHER FACTORS THAN AFFORDABILITY
GIVE ATTENTION TO EXISTING BELIEFS & NORMS
THANK YOU