A Study on marketing strategy towards E-Commerce of dhall product with reference
ABSTARCT :
In the digital age, the rapid growth of e-commerce has transformed the way consumers purchase goods, including everyday essentials like groceries and pulses. Among these, dhall products (such as toor dal, moong dal, urad dal, chana dal, etc.) are a staple in Indian households and form a vital component of daily nutrition. Traditionally sold through local kirana shops and wholesale markets, the sale of dhall products has now shifted significantly towards online platforms, driven by changing consumer lifestyles, technological advancements, and the convenience of home delivery. E-commerce platforms offer a wide range of dhall products from multiple brands, often with competitive pricing, discounts, and attractive packaging, which has made online shopping more appealing.
This evolution in the buying behavior of consumers has forced suppliers and manufacturers to rethink their marketing strategies to effectively capture this growing online segment. The importance of marketing in e-commerce lies not only in promoting the product but also in ensuring visibility, trust, and repeat purchases. For dhall products, marketing is particularly challenging due to the commodity nature of the item, where brand differentiation is minimal, and price often becomes the key deciding factor. To stay competitive, companies need to develop innovative strategies involving digital marketing, influencer endorsements, SEO, attractive product listings, loyalty programs, and personalized offers.
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