Evaluation of e-marketing in aquaculture using an aquachoupal model in the East and West Godavari districts of Andhra Pradesh

In order to evaluate e-marketing systems in the aquaculture value chain, the authors conducted a study on the aquachoupal model in the East and West Godavari districts of Andhra Pradesh, India. Developmental impact and measurement of information dissemination were evaluated using Sen's capability approach and Brown's information-based approach. Quality of service as a component of the value chain is very important for e-marketing, yet difficult to assess due to its complex and intangible nature. In this study, an analytical hierarchy process was used to examine changes in service quality as a result of e-marketing. The study showed that the aquachoupal had been helpful in improving human resource development through the value chain channels of growth and productivity. It also increased the volume, coverage and diversity of information flows in the study area. There has been significant improvement in service quality in the aquaculture value chain as a result of e-marketing.