Impact of supply chain management on the digital marketing of perishable goods (fruits and vegetables)

Abstract

The market scenario in present time is not only limited to take a bag and go out for shopping but instead of that the pattern has now shifted towards going digital. Consumers is only away from its requirements by just a click and the goods will be delivered at his door steps. What can be more beneficial than saving time and money without wandering in the market in search of a right product in reasonable price. In today’s world digital marketing has totally changed the buying behaviour pattern of the consumers. Now-a-days consumers don’t want to go physically to purchase the products. They just purchase the products through one click on their laptop or mobile. Same things is happening in perishable goods (fruits and vegetables). Now in India mostly in metropolitan citites people purchase fruits and vegetables by using e-commerce websites. Digital marketing has changed the buying behaviour pattern of the consumers. In present era if urban consumers wants to purchase fruits and vegetables they use search engine and search for the best deal. Digital marketing play an important role over there. The e-commerce companies of perishable goods (fruits and vegetables) compete to each for best search engine optimization result. Every company want to display its website on the top of the first page of google, bing and yahoo search engine. The supply chain management also play an important role for these e-commerce companies. The supply chain management should be based on least possible time to deliver the products to the ultimate customers. Consumers want products as soon as possible. This is the main reason that there is a very high competetion among the service providers. This research papers is based on interconnection among the digital marketing and supply chain management of e-commerce companies (fruits and vegetables). Digital marketing helps the companies to bring the consumers on the portal of the company and supply chain management helps to satisfy the consumers because as the customer uses the online portal for a hazzel free and time saving process for which they are paying through their pocket. Therefore it is must to have an intergration among the digital marketing and supply chain management of e-commerce company for the perishable goods (fruits and vegetables).