This study presents a comparative analysis of rice seed marketing strategies employed in Malaysia and Indonesia, focusing on key aspects such as distribution channels, pricing mechanisms, government intervention, private sector involvement, and farmer adoption behavior. Utilizing a mixed-methods approach, the research combines quantitative data from agricultural marketing surveys and qualitative interviews with stakeholders across both countries. Findings reveal distinct differences in institutional support, market accessibility, and branding approaches. In Malaysia, government-led initiatives and subsidies play a dominant role, whereas Indonesia exhibits a more fragmented, private-driven system with varied regional adaptations. The study highlights the strengths and weaknesses of each model and provides policy recommendations aimed at enhancing rice seed distribution efficiency and farmer satisfaction. The insights generated can support future improvements in agricultural input marketing in Southeast Asia.

Rice seed marketing, agricultural input distribution, comparative analysis

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