Consumer Preferences for Physical and Digital Marketing of Pomegranates in Tier I and II Cities in Maharashtra

This research article, based on a comprehensive literature review and a pilot survey of 48 respondents from tier I and II cities in Maharashtra, examines consumer preferences for physical and digital marketing channels when purchasing pomegranates. The marketing landscape for pomegranates in Maharashtra is undergoing significant transformation, driven by advancements in digital tools and changing consumer behaviours. This study investigates recent consumer adoption trends for digital and physical marketing strategies within the pomegranate industry, highlighting the opportunities and challenges farmers in the state. The Maharashtra, which contributes over 55% of India's pomegranate production, has traditionally relied on physical marketing channels such as local mandis and wholesalers. However, the increasing penetration of e-commerce platforms, social media, and mobile apps is reshaping how farmers and consumers interact. The study analyses demographic variables, purchasing behaviours, and consumer attitudes toward traditional and digital markets. Results highlight key drivers influencing consumer adoption trends, emphasizing the significance of hybrid marketing strategies, particularly in light of rapid developments in quick commerce (Q-commerce), to enhance consumer satisfaction and purchasing experiences.