Resumo

This study investigates the impact of marketing techniques on the sales of fresh fruits and vegetables, focusing on the operational development facilitated by mobile applications. The research aims to assess the current marketing performance in India and the adaptation of technological strategies to enhance market efficiency. Utilizing a primary data collection approach, a survey was conducted with 55 randomly selected participants, and data analysis was performed using SPSS software. The findings reveal that the implementation of mobile applications significantly improves the marketing performance of producers by aligning with customer expectations regarding quality and quantity. The study highlights the importance of digital media in marketing tactics, identifying key challenges in the fruit and vegetable market and proposing strategies to mitigate these issues. It concludes that effective marketing adaptations not only boost sales but also contribute to better health outcomes for consumers by ensuring access to nutrient-rich fresh produce. Overall, the research underscores the critical role of innovative marketing strategies in enhancing the operational dynamics of the fresh produce market in India.