Artificial Intelligence-Based Rural Marketing Strategies and Entrepreneurial Development under PMBJP: A Study on Indigenous Communities in Odisha

Abstract

The PMBJP (Pradhan Mantri Bharatiya Jan Aushodhi Pariyojana) is the programme of the central government of India which facilitates the distribution of generic medicines at a low cost to the needy at their doorsteps and there by solves the problems of the people specifically the indigenous community who faces problems of purchasing the medicines they need  due to the branded medicines are sold at a high cost. PMBJP supply the generic medicines at a low cost but it suffers the distribution channel problem which has been solved by the introduction of AI into the distribution channel there by increases the marketing strategy in promoting entrepreneurial development among the indigenous communities in Odisha. This study focuses on how AI technology such as analytics of social media, communication through Chabot, and digital customer engagement to develop the entrepreneurial ability among the people of indigenous communities. In this study descriptive and analytical research design has been used with a sample size of 200 respondents from the customers and entrepreneurs in Odisha. Structured questionnaire has been used to collect data based on five Point likert scale. Percentage analysis and Chi-square analysis has been done to interpret the relationship between entrepreneurial performance and AI based marketing. Findings focus on how marketing has been supported by AI in improvements in customer awareness, business performance, and entrepreneurial ability under PMBJP programme among the indigenous communities of Odisha.