Effect of marketing channel on perishable goods

In present era the scenario of marketing has totally changed, by incorporating technology. Consumers are only one click ahead from their products. In the era of technology today, traditional marketing has been replaced by digital marketing. This has witnessed the change in the buying behaviour of consumers, where they can access the products of their requirement just by a mouse click. Consumers are not only buying non- perishable but also perishable goods online. Digital marketing has changed the whole scenario of the market. Search engines like Google is used to purchase the perishable products. Digital marketing play a crucial role in the present era. Every e-commerce company wants to be on the first page on the search engine optimization and at the other end consumers wants the products at the earliest. Marketing channel also play a crucial role in effective digital marketing process. It is essential to have proper coordination between the members of the marketing channel. The time taken by the marketing channel to supply the products to the consumers should be least. The research paper is based on the proper interconnection between the intermediaries ofthe marketing channel. The main objective is to understand the factors of marketing channel which influence the consumer of perishable goods on digital marketing. So there should be a proper integration between the members of the marketing channel. Study is descriptive in nature where regression was applied using IBM SPSS.