Central Institute of Brackishwater Aquaculture, R. A. Puram, Chennai – 600 028, Tamil Nadu.
Evaluation of ICT-based project/system based on the conventional methods does not provide proper feedback to the system. In order to evaluate e-marketing system in aquaculture value chain, the present study has been conducted on aquachoupal model in the West and East Godavari districts of Andhra Pradesh. Development impact and measurement of information dissemination have been evaluated using Sen's capability and Brown's Information-based approaches, respectively. Quality of service as a component of value chain is very important for e-marketing, yet very difficult to assess due to this complexity and intangible nature. In this study, Analytical Hierarchy Process has been used to asses the change in service quality in aquaculture marketing as a result of emarketing. The evaluation results have shown that the aquachoupal has definitely been helpful in improving human resource development directly as well as indirectly through the value chain channels of growth and productivity. It has also increased the volume, coverage and diversity of information flows in the study area. Hierarchy method has highlighted that the aquachoupal received the highest priority of 64 per cent and traditional system received 36 per cent of weights. This shows that there has been a significant improvement in the service quality in aquaculture value chain as a result of e-marketing. Overall assessment and improvement of these initiatives have also been discussed in the paper.
