A CONSUMER AND BUSINESS CENTRIC APPROACH TO EXPAND BUSINESSES SELLING ORGANIC PRODUCTS GEOGRAPHICALLY USING FRANCHISE BUSINESS MODEL AND REAL-TIME SENTIMENT ANALYSIS

The demand for organic products is on the rise in developed and developing countries. Primarily, this demand is fueled in developed and developing countries by increasing awareness among consumers about the health benefits of consuming organic products and the readiness to spend more money on such products. The advantages of this increased demand to our surrounding environment are reduced pollution, increased biodiversity, enhanced soil health etc., due to promotion of eco-friendly farming practices. The supply required to meet this demand is provided by organic stores, aggregators etc. through various offline and online modes such as retail outlets in locations where there is a demand for organic products, mobile applications, websites, social media applications etc. The required organic products are bought from farmers who cultivate such organics products locally by organic stores, aggregators etc. The key aspect that consumers are concerned about is the freshness of organic products that they consume for which procuring such organic products locally is crucial. However, procuring such organic products locally becomes a challenge when businesses try to expand their presence geographically. This research article focuses on addressing this challenge using franchise business model and real-time sentiment analysis. The proposed model “Consumer and business centric freshness-expansion model” not only addresses this challenge but also makes it applicable to all developed and developing countries by making necessary customizations, if necessary.