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Part 2: The target market for the online organic fruits store

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DEFM 551

Part 2: The target market for the online organic fruits store

Abstract

With the establishment of an online store, it will be possible for customers from all parts of the country to access our services through customer-centric applications and a webpage. For this study, we will seek to understand customers' preferences when purchasing fruits from online stores. According to the survey, there are numerous publications and health awareness of the impacts of nonorganic food on the public's health. Therefore, everyone is highly considering the healthy option and looking for high-quality, and FDA (food and drugs association) approved products. Clients are more interested in lower delivery costs, competitive pricing, and convenience offered by online stores. To ensure customer awareness, there is a need to provide more comprehensive detailing of production, where it has been sourced from, and delivery time. In contrast, the payment systems should be friendly and easier returns if the delivery does not meet the customer's expectations.

Introduction

According to Dorais & Alsanius (2015), organic products are becoming more popular in the current era since customers are more informed of the adverse impacts of pesticides and poor farming methods that nonorganic products have on customers' health. Additionally, the demand for organic products has increased significantly, but the major issue is unavailability and relatively higher pricing. For example, in local stores like Walmart, all varieties of organic and nonorganic products are available but the organic cost twice as much as the nonorganic ones. Therefore, launching an online store will directly connect customers to the farmers, thus increasing access and timely delivery. The major issue with organic food products is they go bad faster; however, a direct connection through a customer-friendly website ensures more access and targets customers based on their geography, age, gender, and health awareness. This study seeks to explain why online organic fruit delivery stores will be significant in promoting access to quality products nationwide.

The literature review

According to Rahmawati et al. (2018), the organic products demand has increased significantly, not just for food products but also cleaning, clothing, etc., since customers are more aware of nonorganic products on sustainability and their health. People who become more educated earn more and get families to prefer sustainable and organic products. According to Bhatti et al. (2020), online stores grew significantly, especially during the covid19 pandemic, due to the government's strategic measures to reduce the spread of the virus. Therefore, people would shop from online stores directly to their more convenient homes. Although the pandemic has ended, the online shopping culture has increased significantly; however, fewer companies offer direct organic product purchases from farmers.

The findings

Llanos-Herrera et al. (2022) concluded that organic stores should target customers that are more aware of the environment and their health and have a relatively higher income. Such people already know the impact of nonorganic products on their health; therefore, although organic products are higher, they will be willing to pay more for the premium. Additionally, the parents mind more about their children's health, seek proper care and growth, and are aware of the impacts of nonorganic products. Therefore, organic stores should ensure that products are relatively cheap and that proper marketing and product descriptions are provided. The website and applications should be friendly so everyone can navigate, select their delivery points and pay securely and conveniently. Finally, deliveries should be made on time since delays for fruits, and improper handling means destroyed and de-shaped products unacceptable to customers.

Conclusion

Organic products' needs and popularity have grown significantly over the years; when beginning a fruit company, it's essential to consider the environment and health consciousness of one's customers to ensure they are willing to pay higher for premium products. Additionally, the pricing should be competitive since the company will be connecting customers to the farmers directly and delivering products to their selected geographical location.

Summary

This study provides awareness and apprehension of the roles and implementation of an online organic fruit delivery system. Firstly, the delivery should be the quickest possible, while payments should be flexible with free returns and bonuses like free deliveries, discounts, and redeemable points to attract more customers. Customer experience, values, and preferences should be key throughout the process so that fruits are properly handled and delivered on time before going bad and getting reshaped, affecting customer satisfaction. Therefore, linking customers directly from the source will ensure convenience and flexibility. However, there are specific terms and standards to be met before perfectly fitting into the environment.

References

Bhatti, A., Akram, H., Basit, H. M., Khan, A. U., Raza, S. M., & Naqvi, M. B. (2020). E-commerce trends during the COVID-19 pandemic. International Journal of Future Generation Communication and Networking, 13(2), 1449-1452. https://www.researchgate.net/profile/Ahmed-Khan-67/publication/342736799_E-commerce_trends_during_COVID-19_Pandemic/links/5f04603c458515505091c291/E-commerce-trends-during-COVID-19-Pandemic.pdf

Dorais, M., & Alsanius, B. (2015). Advances and trends in organic fruit and vegetable farming research. Horticultural Reviews: Volume 43, 185-268. https://onlinelibrary.wiley.com/doi/abs/10.1002/9781119107781.ch04

Llanos-Herrera, G., Vega-Muñoz, A., Salazar-Sepúlveda, G., Contreras-Barraza, N., & Gil-Marín, M. (2022). Environmental and Health Factors as Organic Fruit Purchase Drivers and the Mediating Role of Price and Effort. Horticulturae, 8(10), 955. https://www.mdpi.com/2311-7524/8/10/955/pdf

Rahmawati, N. A., Suroso, A. I., & Ramadhan, A. (2018). Factors influencing the purchase intention in online organic fruit and vegetable stores. Jurnal Manajemen & Agribisnis, 15(3), 209-209. https://jurnal.ipb.ac.id/index.php/jmagr/article/download/24101/pdf