The Impact of Opportunities generated through Q-Commerce on the Performance of Online Fruit Marketers in Pune City

The Maharashtrian fruit market is one of the leading fruit markets in the country. Maharashtra, which is also known as a fruit bowl of the country. It majorly produces 5 fruits namely Banana, Grapes, Mango, Orange and Pomegranate. The online fruit market has grown tremendously in the last few years. The changing phase of e-commerce and introduction of q-commerce brought a fabulous growth in this market. The research is conducted with the basic objective to study whether there is a significant impact of opportunities generated through the q-commerce on the business performance of the online fruit marketers in Pune city. The researchers also intended to study the internal differences between variables of opportunities through q-commerce and performance of online fruit marketers separately. It was also intended to study the correlation between opportunities through q-commerce and performance of online fruit marketers. The parameters to study the opportunities for the sellers and marketers were ‘Allows you to tap the newer and faster market’, ‘Increases the reach in terms of customer base in the existing local market’, ‘Helps you to gain competitive and pricing advantage’, ‘Helps to promote your products and build your own brand’, and ‘Allows you to work on 24x7x361 basis’. Similarly, the parameters for studying the business performance of the online fruit marketers were ‘Helps in improving sales of the product’, ‘Helps in reducing promotional expenses’, ‘Helps in gaining new customers and strengthening the existing customer network’, ‘Helps in gaining advantage over traditional marketing methods’, and ‘Helps in keeping accurate track of all the marketing & selling activities online’. A questionnaire was designed which consists the set of straight forward, limited probing & structured questions. A sample of 100 respondents was interviewed & simple random sampling method was used. Keeping the above objectives in mind, the researchers created the hypotheses and tested those through statistical tests like Friedman Test, Pearson correlation and Regression Analysis with ANOVA. During the study, the researchers found out that there is a significant impact of opportunities through Q-commerce on the performance of the online fruit marketers in Pune city. It was also found that there is a significant positive correlation between opportunities through Q-commerce and performance of the online fruit marketers in Pune city. The researchers also found that there is a significant difference between the internal opportunities’ variables through q-commerce and internal performance’s variables of online fruit Marketers in Pune city respectively.