International Science Community Association Research Journal of Management Sciences 2319-1171 7 6 2018 10 6 Interpretive structural modeling of factors representing potential of M-Commerce in agrochemical marketing 1 7 EN Kittur N. 1 Oriental School of Business Management, Oriental University, Indore, MP, India Jain R. 2 Oriental School of Business Management, Oriental University, Indore, MP, India > Case Study 2018 6 4 2018 10 6 Present research focuses on investigating the dimensions of services provided by m-commerce in agricultural input marketing considering the opinions of the farmers in the present marketing field. What is to be studied in this research work is to know how worthily it is to use the mobile phone in the agri-input marketing platform for the farmers based in the rural parts of our country. In the present work, interpretive structural modeling (ISM) of factors representing potential of m-commerce in agrochemical industries is accomplished. For this purpose, first of all a systematically designed questionnaire was sent to 152 customers of agrochemical industries and with the help of responses and the principal component analysis, seven factors were investigated. The identified factors were aesthetics, user friendliness, and curiosity for new discovery, ease of use, suitability, reliability and cost. In next step, another systematically designed questionnaire was framed by using interpretive structural modeling approach to find the relationships of the factors. Copyright@ International Science Community Association