Impact of Mobile Marketing on Consumer Buying Behaviour Towards Value-Added Orange Products

Abstract

The rapid growth of digital marketing has significantly transformed consumer purchasing patterns, particularly in the agro-processing sector where value-added agricultural products are increasingly marketed through digital platforms. This study examines the influence of digital marketing strategies on consumer buying behaviour towards value-added orange products in the Vidarbha agro-processing industry. The research focuses on understanding how digital channels such as social media, online advertisements, e-commerce platforms, and influencer marketing affect consumer awareness, preferences, purchase intentions, and satisfaction regarding processed orange products, including juices, squashes, candies, jams, and marmalades. The study adopts an empirical approach by collecting primary data from consumers in the Vidarbha region through a structured questionnaire and employing appropriate statistical tools for analysis. The findings indicate that digital marketing significantly influences consumer decision-making by enhancing product visibility, providing information, and building trust and brand engagement. Factors such as product quality, convenience, promotional offers, and online reviews also play a crucial role in shaping purchasing decisions. The study contributes to the existing literature by highlighting the growing importance of digital marketing in promoting value-added agricultural products and provides strategic insights for agro-processing enterprises to strengthen their digital presence and improve market competitiveness in the region.