EVOLVING MARKETING STRATEGIES: E-COMMERCE AND DIGITAL INTEGRATION FOR AQUATIC PRODUCT DISTRIBUTION IN INDIA

Abstract

  This study investigates the marketing and distribution strategies for aquatic products in India, especially amidst the global trends of E-Commerce and Digital Marketing. Despite the global momentum, the aquatic products' marketing landscape in India presents unique challenges, including product availability, storage, and logistics. Drawing insights from graduate and postgraduate respondents, the research highlighted the indispensability of E-Commerce platforms, backed by efficient logistics and cold storage facilities, for effective promotion. Price stabilization mechanisms and the formation of cooperative societies emerged as critical factors for sustainable marketing. Utilizing a Descriptive Research Design, data was collected from 50 participants through Google Survey, with both descriptive and inferential statistics applied, including Analysis of Variance (ANOVA) to discern opinion variations. While the study provides valuable insights, its limitation lies in its focus on a specific student demographic in India, thereby cautioning against broad generalizations. Nonetheless, it underscores the potential for aquatic farming in India to leverage advanced technologies like E-Commerce and Digital Marketing, offering original perspectives in the domain.