Professional Documents
Culture Documents
CONTENTS
CHAPTER CONTENTS
Introduction
44
Profile of Consumers
90
106
170
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OR
A COMPARATIVE STUDY OF CONSUMER BEHAVIOUR TOWARDS ORGANIC
AND NON-ORGANIC FOOD PRODUCTS IN BANGALORE CITY
1. INTRODUCTION
In the recent years organic food products have got preponderance in the food
sector. The widening of the consciousness regarding the ecological issues has
made the consumer to consider of the better ways of food consumption rather
than
consuming
whatever
he
gets.
The
global
warming
and
other
environmental issues have made even a common man to think about the
biological conservations like, protection of environment, green saving, ethical
values in life style, animal wellbeing and sustainable development. These are
the base of a new life style which has circuitously encouraged the innovative
agricultural activities.
1.1 BACKGROUND OF THE STUDY
The last century had witnessed the population detonation throughout the
world
especially
in
the
third
world
countries.
Due
to
technological
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agriculturist has made his every effort to increase it by using high quantity of
chemical manure and pesticides at the cost of environmental sustainability.
But at a later stage he was able to comprehend that it is a silent killer
which destroys the environment in long run by making fertile land into a
waste land. By the issues of environmental hazards he was able to realize
that non organic food is only a momentary solution for the problem of food
scarcity and organic agriculture with organic food products only will endure
for a long time. In the current scenario it has necessitated to make some
good research on Organic food and organic farming as a solution for
sustainability of food production.
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CONSUMER BEHAVIOUR:
The study of consumers attitude and their buying behaviour is very much
essential to recognize while structuring consumer relations.
People from
2 Solomon, M.R., Bamossy, G., Askegaard, S. and Hogg, M.K. (2010). Consumer Behavior:
a European perspective. Fourth Edition. ed. England: Prentice Hall.
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own reasons. Customers may have a preference and buy certain brands and
products based on valid non functional reasons which are associated with
emotional values or allied services and benefits.
It is in the interest of a
marketer to find out the level of importance the consumer ascribes to the
different product attributes and to exploit the knowledge by targeting that
area. (Baker, 2000)5.
The term consumer behaviour describes two different kinds of consuming
entities: the Individual or personal consumers and the Institutional or
organizational consumers. Individual consumer purchases commodities for
own purpose, for the use of the family members, or as a gift for a friend. In
each of these contexts, the products are bought for end use by individuals,
who are referred to as eventual consumers. The second group of consumers is
the organizational consumer- which includes profit oriented and non profit
oriented organisations, government agencies and institutions, all of which
may buy the products, equipment, and services to carry out their
organisational dealings. The present study focuses on the individual
consumer who purchase for his or her own personal use or for household use.
certification
program,
the
Australian
Organic
Farming
and
St.Martins Press.
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Gardening Society, the Soil Association of the United Kingdom, and Rodale
Press in the United States, along with other similar organisations of the same
wave length. 1972 reached a mile stone in the history of organic movement
when these organisations joined to form the International Federation of
Organic Agriculture Movements (IFOAM). Every government in the world have
began to popularise this movement through various forms of supports like
subsidies, market information, farming assistance, other financial and
technical support. Organic production and marketing have grown at a fast
pace.
WHAT IS ORGANIC?
The term organic is rooted in bio from Greek. Bios means life or way of
living. The term Organic is best thought of as referring not to the nature of
inputs used, however it depends on the conception of farming in which all the
components soil, minerals, organic matter, micro organisms, insects, plants,
animals and humans interact to create a coherent, self regulating and stable
whole. (Lampkin et al. 1999)6.
6 Lampkin, Nicholas, Carolyn Foster, Susanne Padel, and Peter Midmore. The Policy and
Regulatory Environment for Organic Farming in Europe. Vol. 1 Stuttgart: Universitat
Hohenheim, Institute fur Land wirtschaftliche Betriebslehre, 1999.
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The notion of organic food products was first coined during 1940s and it
refers to food raised, grown and stored and /or processed without the use of
synthetically
fungicides,
produced
growth
chemicals
hormones
and
or
fertilizers,
regulators
or
herbicides,
generic
pesticides,
modification.
Organic is a labelling term that denotes products that have been produced
in accordance with organic production standards and certified by a duly
constituted certification body or authority.
Organic refers to products that are produced without the aid of fertilisers or
pesticides (Hutchins and Greenhalgh, 1997)8. Products classified as organic
are produced in agreement with standards right through all aspects of
production and are then certified by an industry body. Research has shown
that consumers have a basic understanding of the term organic (Lyons et al.,
2001)9.
7 Essoussi, Leila Hamzaoui, and Mehdi Zahaf. "Clustering organic food consumers
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10 (Ministry of Water and Environment United Arab Emirates, Federal Law No.5,
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In recent times the market for the organic food products has been on a
exceptional growing trend.
environmentalists and the media who made the concept of organic farming
and organic food products a household and even a common man explains why
he uses the organic food products. However the awareness about the organic
food products has not been transformed into the real consumption.
Organic foods include fruits, vegetables, food grains, dairy foods, eggs and to
some extent meat and poultry. Organic foods are also defined as those foods
that grown without the use of synthetic fertilizers, genetic engineering,
pesticides, or drugs. Organically grown foods do not necessarily mean toxinfree.
Plants produce their own natural toxins and these can contaminate
Studies have
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Organic products are grown under a system of agriculture without the use of
chemical fertilizers and pesticides with an environmentally and socially
responsible approach. This is a method of farming that works at grass root
level preserving the reproductive and regenerative capacity of the soil, good
plant nutrition, and sound soil management, produces nutritious food rich in
vitality which has resistance to diseases.13
The global market for organic food is continuously growing (Sahota 2013) 14.
While Consumer demand for organic products is concentrated in North
America and Europe (both represent more than 95% of global revenues), Latin
America is considered as more a production and export-oriented region
(Sahota 2013). The main export markets of Latin American organic food
products are the United States, Europe and Japan (ibid.). In some Latin
American countries with stable economic performance, high growth rates of
the Gross Domestic Product (GDP) and a stable political conditions, like in
Chile, there is also evidence for a growing domestic demand of organic food
mostly in urban areas (Flores 2013; Garibay and Ugas 2009 15; Eguillor
12Kouba M. (2003 Quality of organic animal products. Livestock Production Science 80 (12) pp.33-40)
14 Sahota, A. 2013. The Global Market for Organic Food & Drink. In: Willer, H., J. Lernoud
andL. Kilcher (Eds.) (2013): Research Institute of Organic Agriculture (FiBL), Frick, and
International Federation of Organic Agriculture Movements (IFOAM), Bonn.
15 Garibay, S.V. and Ugas, R. 2009. Organic Farming in Latin America and the
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16 Eguillor Recabarren, P.M. 2009. Chile. In: Willer, H. and Kilcher, L. (Eds.) (2009): The
World of Organic Agriculture - Statistics and Emerging Trends 2009. International
Federation of Organic Agriculture Movements (IFOAM), Bonn and Research Institute of
Organic Agriculture (FiBL), Frick, International Trade Centre (ITC), Geneva.
17
Orgnica,
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It also
(1971)19,
the
omission
of
information
about
According to
the
inherent
18 Vindigni, G., Janssen, M.A. and Jager, W. 2002. Organic food consumption: A
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1.7.
India ranks 10th among the top ten countries in terms of cultivable land under
organic certification.
0.72 million Hectares and rest 85% is forest and wild area for collection of
minor forest produces.
million Hectares during 2013-14. India is the country with highest number of
organic producers in the world with 6, 50,000 producers. Uganda is the
country with largest organic producing area in the world with 2,32, 000
Hectares of land.
(Source: World of Organic Agriculture, FiBL & IFOAM)
and
Switzerland
as
equal
to
their
country
standards.
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sector but also extends to organic cotton fibre, functional food products etc.
Among all the states Madhya Pradesh has covered largest area under organic
certification followed by Himachal Pradesh and Rajasthan.
India exported 135 products during the year 2013-14 with the total volume of
1, 94,088 MT including 16,322 MT organic textiles. The organic agro export
realization was around 403 million US $ including 183 US $ organic textiles
registering a 7.73% growth over the previous year. Organic products are
exported to US, European Union, Canada, Switzerland, Australia, New
Zealand, South East Asian countries, Middle East, South Africa, etc.,
Oil
seeds - Soybean (70%) lead among the products exported followed by Cereals
& Millets other than Basmati (6%), Processed food products (5%), Basmati
Rice (4%), Sugar (3%), Tea (2%), Pulses and Lentils (1%), Dry fruits (1%),
Spices (1%) and others.
(Source: World of Organic Agriculture, FiBL & IFOAM)
1.8.
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and
registration,
communicating
to
consumers,
retailers,
governmental authorities and other interested parties that they can have
justified confidence in the way that organization controls food safety and food
hygiene.
3. EU Organic Certification
The EU organic logo guarantees that the product in question complies with
the common European organic food standards. Consumers buying products
bearing this logo can be confident that at least 95% of the product's
ingredients have been organically produced, the product complies with the
rules of the official inspection scheme, the product has come directly from the
producer or preparer in a sealed package and that the product bears the
name of the producer, the preparer or vendor and the name or code of the
inspection body. The hope is that in the long term the EU logo will be able to
solve the trade problems that the organic food sector faces today.
.
4. The OU logo indicates that a product may be consumed by all those who
observe kosher dietary laws, as well as by many others who have special
dietary requirements. Today, manufacturers and consumers alike view the
logo as an independent verification of quality, integrity and purity. They
know, too, that the reputation of the Orthodox Union is unmatched for
reliability and for meeting the highest kosher standards. By far the largest
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In parallel to the PGS India organic Council and Organic farming Association
of India the Government of India through National Centre of Organic Farming
(NCOF) is planning to operate a separate PGS initiative. Certification is made
by the body of the council supervised by NCOF and National Advisory
Committee at the Department of Agriculture and Cooperation.
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Masanobu Fukoka
Clearly, North Bourne was not simply referring to organic inputs such
as compost, but rather to the concept or managing a farm as an integrated,
whole system. The use of term organic with reference to agricultural
production and food is legally constrained in many countries. Many farmers
in less developed countries may practice organic agriculture
based on their traditional
by default
by
using,
where
possible,
agronomic,
biological,
and
20 North bourne, Lord. (1940). Look to the Land (Second edition) Hillsdale,
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upon crop rotation, crop residues, animal manures, legumes, green manures
of farm organic waste and aspects of biological pest control to maintain soil
productivity and tilt, to supply plant nutrients and to control insects, weeds
and other pests (Browne et al, 2000)22.
(2000): Organic Production and Ethical Trade: Definition, Practice and Links,
Food Policy, 25(1), 69-89.
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soil.
operations for some years. He explains about reasons and sources of the
erosion of soil fertility and its effects on living things. (Howard, 1940)24.
Geir, Bemwad (1999)25 is of the opinion that there is no other farming method
so clearly regulated by standards and rules as organic agriculture.
The
Kaushik (1997)26 analysed the issues and policy implications in the adoption
of sustainable agriculture. The concept of trades off had a forceful role to play
in organic farming both at the individual and national decision making levels.
Public vis-a-vis private benefits, current vis-a-vis future incomes current
24 Howard,Sir Albert, (1940), An Agricultural Testament, Research Foundation
for Science, Technology and Ecology, New Delhi.
25
Geir,
Bemward,(1999),
International
Federation
of
Organic
Agriculture
26 Kaushik,
KK,
1997,
Sustainable
Agriculture
Issues
and
Policy
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Organic farming spread very fast in USA during 1990s. This was in response
to the rising demand for organic food products in and outside the country.
This method was viewed as a new method of farming to reduce the input cost
and use non renewable resources, which increases accessibility to the high
value markets and assures premium prices for produces.
This method
became more popular because the process of cultivation did not involve use of
any chemical fertilizers, pesticides or animal residues. The US
farming system uses eco-friendly agriculture practices in
management
and
avoids
the
application
of
organic
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India and other countries, Indian Journal of Fertilizers, Vol.1 (9), December
2005, pp.111-123
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The
studies have shown that yield per hectare has increased considerably due
to organic farming.
3. Low incidence of pests: The meaning of the term organic farming itself
is farming activity conducted without using chemical fertilizers, pesticides
etc. Hence the incidence of pests is almost nil in case of organic farming.
The
study
of
the
effectiveness
of
organic
cotton
cultivation
on
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than
cropping, crop rotations, organic manures and pesticides and Soil quality
is maintained for a long period.
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INDICATORS
WORLD
LEADING COUNTRIES
----
agriculture
Organic Agricultural
2013:43.1Million Hectares
Land
1999:11.0Million Hectares
Share of total
agricultural land
Producers
2013: 0.98%
Australia:
17.2 Mn Ha
Argentina: 3.2
US
2.2 Mn Ha (2011)
6,50,000
Uganda: 1,89,610
Mexico: 1,69,703
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2013:72.0 Bn US Dollars
US
24.3 Bn Euros
1999:15.2 Bn US Dollars
4.4 Bn Euros
Germany : 89 Affiliates
No. Of IFOAM affiliates
China
: 55 Affiliates
USA
: 51 Affiliates
India
: 47 Affiliates
30
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France
73
Canada
77
85
United States
97
Germany
Austria
127
Liechenstein
130
145
Sweden
Denmark
162
Luxemburg
164
221
Switzerland
0
50
100
150
200
250
Source: FiBL AMI Survey 2016 based on data from Govt bodies, the private sector
and market research companies.
At the global level in the per capita consumption of organic food products
Switzerland stands first with 221 Million Euros. The next competitor is
Luxemburg with 164 Million Euros. The above table shows clearly that there
is lot more to be done in the world to increase the consumption of organic food
products. In India too we are lagging very much behind.
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5,000
3701
1402 1065
D
ER
LA
N
IT
Z
SW
CA
N
AD
A
SA
The above table talks about the potential market for organic food products in
the world.
million Euros of retail sales of organic food products during 2014. None of
the other major contestant has gone beyond 4830 starting from Germany.
This clearly shows that there is highest potential of organic food products in
the world which has not been tapped. However the marketers have to make
use of the market potential. When it comes to the matter of India it is very
disappointing thing that India being the seventh largest country in the world
and second biggest in terms of population does not have a place in the highest
nine countries of the world. This is a warning signal to India that much has
to be done to make the organic food more popular and to widen the market for
the same.
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It
revealed some interesting and potential truths for developing the organic retail
market. It estimated the overall market potential in the eight largest cities of
31 Cardelli, R., Levi-Minzi, R., Saviozzi, A., Riffaldi,
R. (2004):
Organically
and
conventionally managed soils: Biochemical characteristics. Agric. Chem., 25, pp. 63-74.
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to
the
Movement (IFOAM)
International
(Willer et al.,
Federation
2008)32
of
Organic
the major
Agriculture
goals
of organic
farming include:
production and
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34
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place, use of external inputs like seeds of high yielding varieties of crops,
chemical fertilizers
and
plant
made available.
production over
the years,
it
has
resulted
in
serious
crop
increased
MASANOBU FUKUOKA
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Birth
: February 2, 1913
Death
Nationality
: Japanese
Occupation
Notable work
Awards
Agricultural scientist, farmer and author known for Philosophy and Natural
farming. He was the recipient of a number of awards, to quote some of them
viz., Raman Magsaysay award, Desikottam Award, Earth Council Award, etc.
Masanobu was a strong advocate of Natural Farming. He made it a household
by his thought provocative articles and workshops throughout the globe.
Masanobu Fukuoka in his legendary book One Straw Revolution states that
there are four principles of Natural Farming. They are:
Other India Press, Mapusa 403 507, pp. 33-34. Goa, India.: ISBN No: 81-8556931-2 {Translated from the Japanese by Chris Pearce, Tsune Kurosawa and Larry
Korn}
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37
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"program"] From the time that weak plants developed as a result of such
unnatural practices as ploughing and fertilizing, disease and insect
imbalance became a great problem in agriculture. Nature, left alone, is
in perfect balance.
present, but do not occur in nature to an extent which requires the use of
poisonous chemicals. The sensible approach to disease and insect
control is to grow sturdy crops in a healthy environment.
1.10.6. KARNATAKA STATE AND AGRICULTURE:
KARNATAKA originally called Karunaadu means the Land with black soil.
It is bestowed with a large array of leading legendaries and achievements to its
credit.
Karnataka has over 64% of its total geographical area under agriculture
cultivation.
tropical fruits production, second largest milk producing state and fourth
largest producer of sugar and sugarcane. It is first in Coffee, Areca nut, and
Cocoa and third in Coconut production in the country.
In fruits it is first in
Sapota, second in Grapes and Pomegranate and third in Mango, Papaya and
Pineapple production. In Sericulture Karnataka leads in the exports of silk in
India with approximately 25% of total Indian export market.
There are
various food parks and agro investment areas in the state which is a potential
and pleasing place for those who wants to invest in this state.
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protection technologies.
(Source: National Standards for Organic Production)
Certified organic farm area in Odisha is about 49,813 ha, Gujarat (46,863
ha), Uttar Pradesh (44,670ha), Karnataka (30,716ha) 34 and Uttarkhand
(24,739 ha), the data showed.
Source:
Report
in
Economic
Times
dated
August
23 rd
2012.
http:economictimes.indiatimes.com
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Agriculture
(ICCOA)
and
the
Karnataka
State
Agriculture
Department, here, Mr. Shettar said the fact that international organic events
were being held frequently in the Garden City was an indication that
Bangalore was going to be the organic trade centre of India in the near future.
Source: THE HINDU, December 1, 2012
traditionally
35
known
as
Bendakaluru,
is
known
as
the
communication hub of world. The entire world looks at Bangalore city for the
software technology hence it is called Silicon Valley of India.
Bangalore urban district was formed in the year 1986. Bangalore urban
district
especially,
Bangalore
city being
capital
Now, after the IT boom the city has suddenly overrun its size and the district
administration has confronted with facing a challenging task for providing
necessary infrastructures to the related economic activities, trade, and
35 Source: Booklet published by Ministry of Water Resources Central Ground Water
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Total
Male
Female
City Population
8,443,675
4,391,723
4,051,952
Literates
6,677,194
3,595,059
3,082,135
88.71 %
91.71 %
85.44 %
923
942
Physical Setting:
Bangalore, located in the state of Karnataka in southern India, is the third
most heavily populated city in India, after Mumbai and New Delhi. It is having
an area extent of 741 sq.km (2011 census) and lies between the 1250' 26 to
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Topography:
The topography of Bangalore is flat excluding a central ridge running from
North, North-East (NNE) to South, South- East (SSE). The highest point
measured is Doddabettahalli near Yelahanka which is 962 m (3,156 ft) and
lies above this point. Bangalore is situated on a crest which delineating four
watersheds, viz. Hebbala, Koramangala, Challaghatta and Vrishabhavathi
watersheds. Major rivers run through the area, is Arkavathi and South
Pennar cross paths at the Nandi Hills, 60 km to the north. River
Vrishabhavathi, a small tributary of Arkavathi, arises within the city at
Basavanagudi which flows through the city. But at present this river has no
existence.
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imagery (dated 2003) gives a different picture altogether, showing only 133
lakes visible 36 out of which only about 18 are clearly delineated.
ORGANIC
FOOD
PRODUCTS
IN
Organic food stores are getting more popularity as the demand for organic
food continues to grow by leaps and bounds. Organic food stores may have
started out as a trend, but today they are a big business. Sustained growth is
expected as we see more organic products showing up in traditional stores as
well. Organic food has become a staple in local health food stores and in most
grocery stores. Almost all food stores now carry a special section of natural
and organic one. Sales are growing faster than any other segment of the food
industry. Organic food offers individuals the choice of products lacking in
toxins as well as far healthier foods than those previously available. It is for
these reasons demand has increased dramatically.
Bangalore is seeing a
quick emergence of organic stores, not just in its large shopping hubs, but
also in smaller localities and neighbourhoods. A lot more people seem to be
catching on to the organic mantra each day, and as word spreads, and
demand increases, theres a store at an arms reach for most people in the
city.
Apart from the dedicated outlets as well as those which have sizeable
space earmarked for organic products, see any supermarket and one can be
sure to find a section dedicated to organic food products exclusively. Even
online stores have a separate section of organic products.
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36
36 Source: Nina Osswald and Manoj Kumar Menon (2013): Organic Food Marketing
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Distribution channel
Stake
holders
Outlets
22
23
INR
INR
Non-food stores
17
INR
5,10,00,000
23.8%
INR
2,40,000
0.1%
INR
2,40,000
0.1%
Restaurants, catering
INR
1,68,00,000
7.8%
n/a
INR
31,20,000
1.4%
INR
2,40,000
0.1%
Organized retail
chains
>13
>120
INR
7,20,00,000
Organized retail
standalone
INR
18,00,000
0.8%
180
INR
21,44,40,000
100%
TOTAL
70
6,90,00,000
0
0%
33.7%
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Bangalore has the highest organic market coverage compared to any urban
city in South India. The ratio of organic outlets per one lakh inhabitants is
also significantly higher. Bangalore also has better availability of fresh organic
vegetables and organic dairy products. There is a lot of development in the
field organic food market in Bangalore. The bulk of organic food sales in the
city go through organised retail most of which are regional or national chains.
The second largest share is held by organic speciality store followed by nonfood stores that sell organic food products. Ex. Fabindia and Mother Earth.
These stores along with the online retail Bangalore has shown the rapid
development and highest growth rates in the organic food sector. Bangalore is
emerging as the countrys organic capital as it accounts for the highest
number of organic produce sales outlets in the country.
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AIM
&
METHODOLOGY
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the health
Even though many attempts have been made to create awareness about the
organic foods in Karnataka and Bangalore, enough researches have not been
taken up due to one or the other reason. Hence the current research is to
assess the consumers buying behaviour and their attitude towards organic
and non organic food products and a comparative study to analyse the issues
relating to the distinction between organic and non organic food products in
Bangalore city.
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decide on what kind of organic food should be made available at the right
place, at the right time, at the right price, with right quality acceptable by the
consumers.
The
consumer
behaviour
is
studied
from
social
and
OBJECTIVES OF STUDY
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METHODOLOGY
The present research conducted has an exploratory and also a descriptive
approach. The consumption of organic food among the city dwellers is a recent
phenomenon, hence it is an exploratory. It proves to be descriptive since it
encompasses both organic and non organic food consumers. The major part
of the study was depended on the primary data collected with the help of the
questionnaires administered. Hence the study is purely empirical one.
The purpose of the study is to make a comparative study of the consumer
attitude and buying behaviour towards organic and non organic food products
in Bangalore city. This study also aims to obtain consumers general attitude
towards the variables like food safety, health consciousness, price payable
environmental ethics, and other demographic issues. It is to understand the
reasons which emphasise for the purchase or non purchase of organic food
products and non organic food products.
METHOD OF RESEARCH:
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The data required for the study of this research were collected from both
Primary and Secondary sources.
processed, tabulated and analysed with the help of statistical tools with the
application of Statistical Package for Social Sciences (SPSS) for statistical data
analyses and interpret the results to arrive at findings of the study.
The
comparative study was conducted and the conclusions were drawn on the
basis of findings.
DATA COLLECTION:
The primary data have been collected through a survey conducted in the
city of Bangalore.
indicates the consumers attitude and their buying behaviour in this city. 500
questionnaires were distributed to the consumers at various parts of the city
of Bangalore. However 454 appropriately filled questionnaires were collected
and the balance were rejected due to incomplete and defective entries.
In the present study the secondary data furnishes the details of the world
organic food market, the conditions of food market in the country and its
condition and progress in the state of Karnataka which includes the city of
Bangalore.
SAMPLING:
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The target population of the present study were the consumers of the city of
Bangalore.
It is the
biggest urban setup in the state of Karnataka. It is the biggest market for
organic food products in the state of Karnataka (Even in the country also).
Bangalore is one of the fastest growing cities in the world. Bangalore is one
such rare city which comprises the variety of consumer groups from all over
the world.
According to the Directorate of Census Operations in Karnataka the
population of Bangalore city according to the recent 2011 Census is 85, 20,
435 (Directorate of Census Operations in Karnataka) is the population for
this study.
Sample size is arrived at and accepted at 95% significant level by the following
formula.
N
n = --------------1 + N (e) 2
Where
n = Sample size
N = Population of Sample
Yamane, Taro, (1967) Statistics: An introductory Analysis,
York, Harper and Row.
38
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53
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222
to 7th
demography collected here has a clear bearing on the attitude and behaviour
of the consumer in respect of the food products. All questions are multiple
choice questions with different alternatives.
8th question asks about the amount that the respondent spends on food for
their family every month.
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222
9th one asked about the source of information about organic food products.
10th question asked about whether respondent has included organic food
products in his regular purchases and 11 th wanted to know from how long the
respondent is consuming organic food and the 12th about the percentage of
organic food in their regular purchase of food in a month.
13th question has 6 sub questions. The set of the questions enquires about
the opinion of the respondent about organic food products. organic foods free
from pesticides and fertilizers, consumers readiness to pay a premium,
whether they are conveniently available, consumption decreases the risks of
chronic diseases and whether OFP offer value for money are the questions
asked under this set.
The scale is
classified into 1,2,3,4 and 5 where 1 represents strongly disagree and 5 refers
to strongly agree. These questions have tried to collect the opinion of the
respondents towards organic food products.
14th question analyses the reasons for buying organic food products by the
respondents. There are 8 sub questions set as per the Lickerts measuring
scale. These mainly deal with all the positive aspects of the organic food
products. These questions ask about the healthy nature of OFP safety and
freshness, eco friendliness, taste, support to organic movement, reasonable
price, confidence about seller and support to the small farmers.
15th question analyses the reasons for buying Non organic food products by
the respondents. There are 5 sub questions as per the Lickerts scale. These
questions deal with the positive and advantageous aspects of Non organic food
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55
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16th question has 5 sub questions. These are set to enquire the propensity of
the respondent to buy more organic food products. These questions deal with
the aspect of wishes of the respondent to purchase more organic food
products
when
his/her
income
increases,
access
to
organic
shops,
17th
question has 9 sub questions. These explain the reasons for non
aspects of organic food products which turn out to be positive aspect for the
non organic food products for a favourable attitude of the consumers.
18th question interrogates whether the respondent prefers to grow organic
vegetables and fruits in their residential premises. This will set a gap for the
future research in this sphere of study.
HYPOTHESIS:
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about analysing the consumer attitude and his buying behaviour, knowledge
and opinion towards organic food products.
57
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222
The research seeks to apply the findings to the market and to guide retailers
to target consumers who are more likely to increase the consumption of
organic food products.
organising the retail sales of organic products and advertising and publicity
campaigns to encourage the marketing of organic food products in Bangalore
city.
The findings of this research will help the policy makers to make suitable
policies concerning the organic food products, like giving subsidy, tax holiday,
any such incentives to motivate the producers to produce more organic food
products and marketers to sell organic food products.
policy makers in developing the organic farming which is very much crucial
and key factor for the development of organic food market. The results of the
study give a boost for the growers and producers of organic food products to
involve in more organic activity.
products in the market. The present study was conducted during 2012-16.
The findings pertain to this particular period only.
Page
58
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222
REVIEW OF LITERATURE
Review of literature was an exhaustive task which helped the researcher in
getting a deep insight into the organic and non organic food products not only
in India but also abroad.
Page
59
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Elif and Bulent (2011)39 made a study to diagnose that the more frequent
buyers had felt that superior taste and quality with increased availability was
a significant factor which motivated the consumers to buy organic food
products. The occasional buyers were the most potential market for the
organic food products to increase its sales.
The research by Fotopoulos and Krystallis (2002)40 focussed on examining
the attitude and actual organic choice of the consumers and analyse the
awareness of organic foods and identify the reasons for rejection by the non
users of organic foods. The study revealed the main reasons for non purchase
of organic foods were non availability, low variety, high price of the organic
food products, satisfaction with conventional food products, etc., Some of the
buyers felt that lack of confidence in advertisement campaign, low concern for
safety also hindered the purchasing of organic food products.
40 Fotopoulos,
reasons for
C.
and
rejection
Krystallis,
A.
41 Thompson, G. D., & Kidwell, J. (1998). Explaining the Choice of Organic Produce:
Cosmetic Defects, Prices, and Consumer Preferences; American Journal of Agricultural
Economics, 80(2), 277-287.
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60
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demand for organically grown food and rapidly gained ground in many parts
of the world. Consumers had understood that organic farming preserves the
environment and also less harmful substances and improves health.
The study by Marco and Saba (2015)43 attempted to explain how the
motivational domains influenced the consumers attitude towards buying ecosustainable food products.
ethical and universal and strongly depended on how much money one was
able to spend rather on how ethical or universal one wants to be.
This
43 Marco Vassallo and Saba Anna ( 2015) Does Money for Grocery Expenditure Sway
Italian Consumers Motivational Values in Predicting Attitude towards Eco- Sustainable
Food Products ; Contemporary Management Research , Volume 11, No.1, March 2015,
pp.3-22.
Page
61
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established that the money spent on the food product and Income of the
consumer had a clear bearing over their attitude and buying behaviour
towards organic food products.
Monforte Merlo and Marcos Ghisi (2013) The Relationship between Ecological
Knowledge, Ecological Concern, Ecological Affection, Subjective Norms and the
Green Purchase Behaviour in Brazil African Journal Of Management, Volume
7(34), Pp- 3297 -3314.
Page
62
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222
The
in Ahmadabad city,
48 Zeinab Seyed Saleki, Seyedeh Maryam Seyed saleki, Mohammad Reza Rahimi, Organic
Food Purchasing Behaviour in Iran, International Journal of Business and Social Science,
Vol.3, No.13, July 2012.
49 Padiya, J. and Vala, N. (2012). Profiling of organic food buyers in Ahmedabad city: An
empirical study. Pacific Business Review International, Vol.5 (1), pp.19-26.
Page
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and
information;
generally
seek
information
from
newspaper,
such
as
Attitude,
Knowledge,
Subjective
norms,
Price
consciousness, Quality, Familiarity, etc. The study revealed that the entire set
of the variables had a positive and significant (except subjective norms)
influence on the organic buying behaviour of the Iranian consumers.
were
not
adequately
informed
about
the
importance
of
51 Balaji, V. and Bhama, T. (2012). Consumer perception towards organic food products in
India. Proceedings of the International Conference on Business Management and
Information Systems, 2012, pp.303-307.
Page
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to explore
The results
53
54 Vlahovic, B., Pushkaric, A., Jelocnik, M. (2011), Consumer attitude to organic food
consumption in Serbia, Economic Science Series, Vol.LXIII (1), pp.45-52.
Page
65
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The study done by Kumar and Ali (2011)55 has extracted five vital factors
indicating new generation potential organic consumers.
Humanists, Food
55 Kumar, Sushil And Ali Jabir (2011) Paper Presented At 21 st IFAMA World Forum
56 A. Kuhar and l Juvancic (2010); Determinants of purchasing behaviour for organic and
integrated fruits and vegetables in Slovenia; Agricultural Economics Review: Volume 11,
No.2, pp-70 -83.
57 Samantha Smith, Angela Paladino, (2009) Eating clean & Green? Investigating
Consumer
Motivations
towards
the
Purchase
of
Organic
Food,
Page
66
2009.
of
222
58
to get the
59
This reveals that much research has to be conducted and social awareness
programs have to be initiated to make the organic food products more popular
with the consumers.
60
date
59
67
of
222
high market for organic food products in future in these areas. The study
was conducted to find the solution to a range of problems related to food
production,
consumers
safety
and
quality
concerns,
environmental
61
61
Leila Hamzaoui Essoussi and Mehdi Zahaf (2008), Decision making process of community
Organic food consumers: an exploratory study Journal of Consumer Marketing, Emerald
Group Publishing Ltd, Volume 25,No.2,pp 95-104.
62
Christopher.J.Shanahan, Neal.H.Hooker and Thomas.L.Sporleder (2008) The Diffusion of
Organic Food Products: Toward a Theory of Adoption Agribusiness, Wiley Inter Science
Vol.24 (3) pp.369-387 (2008).
Page
68
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222
products in Iran. The processed data revealed that the main communicative
media were TV and Radio. Authors also opined that information had
influenced the consumers buying behaviour.
Schiffman & Kanuk (2007)64 analyzed that consumers perception about a
product had influenced the intention to purchase. Perceptions of organic
products formed an attitude and belief that stimulated consumers intention
to buy. Perceptions are formed, whether it is positive (organic food products
are healthier and safer) and Negative (the high price of organic food products),
and derived from information obtained from various sources. Therefore, the
intention to purchase organic food products can be observed through positive
and negative perceptions.
63
Morteza Akbari and Ali Asada (2008) A comparative Study of Iranian Consumers Versus
Extension Experts Attitudes towards Agricultural Organic Products (AOP) , American
Journal of Agricultural and Biological Sciences 3(3): 551-558,2008.
64
Schiffman, L.G., and Kanuk, L.L. Consumer Behaviour, 9th ed. Upper
Saddle
65
Kuhar, and Juvancic, Luka (2006) What determines integrated and organic fruit and
vegetable consumption in Slovenia? The Jahrbuch der Osterreichischen Gesellschaft fur
Agrarokonomie: Volume 15, pp.23-33.
Page
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and
health
issues.
Results
indicated
that
consumers
concerned about healthy diet and environmental degradation were the most
likely to buy organic food and were willing to pay a high premium.
The
Diane Bourn and John Prescott (2002)68 argued that there was a need to
determine to what extent there was a scientific basis for claims made for
organic produce. They also explored that many have failed to establish a
strong base of difference between the organic and non organic food products.
66
67
J.M.Gil, A. Gracia and M.Sanchez (2000)
for organic products in Spain, International Food and Agribusiness Management Reveiw 3
(2000) pp.207-226. ELSIVIER.
68
Diane Bourn and John Prescott (2002) A Comparison of the Nutritional value, Sensory
Qualities and Food Safety of organically and conventionally Produced Foods Critical
Review in Food Science and Nutrition, Volume 42, Issue1, pp.1-34
Page
70
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Schifferstein & Ophuis (1998)69 in their study found that consumers with
high level health awareness and those who tried to follow a healthy diet and
balanced life showed a positive attitude towards organic food products and the
environment.
Wagner (1997)70 in his study investigated that the organic consumers had a
keen interest in finding out more information on the topic and tend to join or
consult groups with similar interests. Green, natural grower or organic groups
are generally considered to be excellent reference groups for consumers of
Organic products.
Polonsky and Mintu-Wimsatt (1995)71
consumers may not even check the price of the pro-environmental alternative.
Alternatively a person with positive feelings associated with environmentally
friendly products is less likely to be influenced by price considerations, since
no negatively evaluated attributes are integrated into the attitude.
71
Page
71
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73
to find out
the market awareness of eco friendly products and to analyse the consumer
perception towards eco friendly products in Mysore District of Karnataka.
The study revealed that the consumers identified the eco friendly FMCG
products through the eco label and therefore it was considered as a major tool
for environmental marketing.
Steven Ho Chiang Yewoh et al (2013)
74
conditions, quality of products, brand reputation and price were the variables
which had impact on the purchasing behaviour of the consumers. This
additional information increased the confidence of consumers over the
product.
72
Alvord, J.B. (1991), Update on environmental labelling and packaging
regulations: domestic and internationally Environmental Conference: Green
Marketing from a Marketers perspective, American Marketing Association, USA.
73
Nagaraju .B and Thejaswini.H (2014) Consumers perception analysis- Market awareness
towards eco friendly FMCG products- A Case Study of Mysore DistrictIOSR Journal of
Business and Management Volume 16, Issue 4, pp.64-71.
74
Steven Ho Chiang Yeow, Susan Tee Suan Chin, Jian Ai Yeow and Khong Sin Tan (2013),
Consumer Purchase Intentions and Honey Related Products, Journal of Marketing
Research & Case Studies, Vol. 2013 (2013),
Page
72
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222
75
conducted in the cities of the West Java and provinces of Indonesia. These
were studied with reference to the attributes like texture, price, usefulness
and colour. Study revealed that most of the customers had expressed their
views that the products should get organic certification; write clearly on the
packaging so that the customers can easily distinguish between organic and
non organic vegetables.
Hamzaoui and Zahaf (2008)
76
focus groups revealed the contributions of this study. The main motivations,
attitudes towards organic food industry and trust with regard to organic food
products, labelling and certification process in community markets.
75
76
Leila Hamzaoui Essoussi and
Journal of Consumer
Page
73
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222
distinguished
the
quality
attributes
like
taste,
odor,
consistency,
77
Johan Anselmsson, Ulf Johansson, Niklas Persson, (2007) "Understanding price premium
for grocery products: a conceptual model of customer-based brand equity", Journal of
Product & Brand Management, Vol. 16 Iss: 6, pp.401 414.
78
Botonaki, A., Polymeros, K., Tsakiridou, E. and Mattas, K. (2006), The role of food
quality certification on consumers food choices adequate marketing strategy for the
effective promotion of certified food products, British Food Journal, 108 (2), 77-90
Page
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The study was conducted by Maria et al (2003)79 to analyse the attitudes and
behaviour towards organic foods, environmentally friendly behaviour and
perceived consequences of organic food choice in terms of human health, the
environment and animal welfare. The results revealed that concern for ones
own or family was the strongest predictor of attitudes, the importance of the
criterion organically produced, and purchase intention for the investigated
organic foods and purchase intention for the investigated organic foods.
Health consciousness was the important predictor of purchase frequency.
Eco label was another factor considered.
DEMOGRAPHIC FACTORS
The results of the study made by Mc Carthy et al (2015)80 clearly showed
that the purchase of organic food is motivated by Philanthropic concern like
environment and animal welfare concerns, family health and food safety. The
research proves that age is an influential factor affecting purchase of certified
organic food. Presence of children was also an influential factor.
79
Maria K. Magnusson, Anne Arvola, Ulla _ Kaisa Koivisto Hursti , Lars Aberg and
Per Olow Sjoden ( 2003
80
Mc Carthy, Breda.L.Lie, Hong-Bon Dr, and Chen, Tmgahen Dr(2015) Trends in Organic
and Green Food Consumption in China: Opportunities and Challenges for Regional
Australian Exporters Journal of Economic and Social Policy: Vol.17: Iss.1, Article 2
Page
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The results of study by Shahraki, and Hamraz (2015)81 indicated the high
tendency to consumption organic products compared to common products.
The importance of dealing with problems such types of allergies, food
poisoning and other complications had occurred in the use of non-organic
products.
education and income had more exaggerated the use of organic products.
The major findings of the study made by Muralidhar and Vedhavalli (2012)
82
83
82
Muraliar. S.L., Vedhavalli (2012), A Study on consumer perception towards organic food
products in Bangalore
83
Hyun-Joo Lee and Zee Sun Yun (2013)
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222
consumption and life style were a good predictor for attitude towards organic
food, meanwhile attitude towards organic food directly influence to buying
intention towards organic food products.
Study by Huang and Lin (2012)86 has examined how high a price premium
the consumers were willing to pay for organic products and how socioeconomic and demographic factors affect their willingness to pay using a
contingent valuation approach.
84
Raghavan, N. and Mageh, R. (2013). A study on consumers purchase intentions towards
organic products. Indian Journal of Research, Vol.2 (1), pp.111-114.
85
Budi Suprapto and Tony Wijaya Intentions of Indonesian Consumers on Buying
Organic Food International Journal of Trade, Economics and Finance, Vol.3, No.2,
April 2012.
86
Chung.L.Huang and Biing-Hwan Lin
Page
77
of
222
87
shown their motive to purchase organic foods products for their health and
environmental benefits, support for local and small farmers. The study found
that the groups of buyers and non buyers had significant differences in
demographic characteristics. The main barrier of organic foods market share
is the lack of information and awareness.
The paper by Budi and Tony (2012)
88
life styles were good factors which predicted the attitude towards organic food.
It also revealed that attitude towards organic food directly influenced the
consumers to increase the buying intention towards organic food.
The life
88
Budi Suprapto and Tony Wijaya (2012); Intentions of Indonesian Consumers on
Buying Organic Food, International Journal of Trade, Economics and Finance,
Volume 3, No.1, April 2012. Pp.114-119.
Page
78
of
222
89
Elif Akagun Ergin And Bulent Ozsacmaci (2011) Turkish Consumers perceptions
and consumption of organic foods, African Journal of Business Management
Vol.5 (3), pp.910-914.
90
Ruiz de Maya. S., et al., Organic Food Consumption in Europe: International
segmentation based on value system difference Ecol Econ (2011)
91
Chakrabarti, S. (2010). Factors influencing organic food
Page
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The David et al (2010)92 opine that even though there are lot of literature on
the reasons why people buy organic food, there is still gap between
consumers positive attitude towards organic food and their relatively low level
of actual purchases. That means that the positive attitude of consumers is
not translated into actual action. Authors felt that the low level of purchases
was due to the factors of higher price and limited availability. They showed
that a relatively small number of products make up a large percentage of
sales, as well as supporting the suggestion that only a relatively small number
of consumers purchase on a regular basis.
Joris et al (2009)93 opined that there were a lot of literature and models and
determinants available for organic food consumption.
providing an overview within a frame work linking Schwartz values theory and
the Theory of Planned Behaviour (TPB). It focussed on attitude, emotions,
personal norms, involvement and uncertainty related to organic food
consumption.
The study
revealed that both Values theory and the theory of Planned Behaviour have
been referred to as relevant theories for better understanding consumers
choice for organic food.
93
Joris Aertsens, Wim Verbeke, Ken Mondelaers and Guido Van Huylenbroeck (2009)
Personal determinants of organic food consumption: a review British Food Journal,
Emerald Group Publishing Limited., Vol. 111, No.10, 2009, pp.1140 -1167.
Page
80
of
222
Boccaletti 200895 made an intensive study and found that the factors that
influence consumers choice of organic food were very complex and included
motives related to social and environmental responsibility (environmental
protection, animal welfare), as well as economic factors and barriers (organic
price premium), factors related to ones well-being (health, taste, and qualityrelated preferences), and concerns for the well-being of family members.
their health issues. Employment was not a strong variable in determining the
consumers buying behaviour towards organic food products. The women
consumers agreed that organic food products have more vitamins than those
94
De Magistris T. & Gracia A. (2009). The decision to buy organic food products in Southern
Italy. British Food Journal, Vol. 110 Iss: 9, pp.929 947.
95
96
an
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in conventional foods.
The study carried by Benjamin et al. (2007)97 clearly identified that organic
foods without artificial flavors and colorings, were critical in determining the
regularity of their purchase. Food familiarity aspect (awareness) was
negatively associated with organic food purchases.
Demographic study
revealed an interesting thing that females and young people were the regular
buyers of organic food products than the adult male consumers.
more
98
Gracia.A and Magistris.T.De. Organic food product purchase behaviour: a pilot study for
urban consumers in the South of Italy Spanish Journal of Agriculture Research 2007
Vol5 (4), pp 439-451.
99
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(GM) banana at the same price as the non GM banana. But the consumers
were concerned about safety issues. The urban consumers only were willing to
accept GM bananas at discounted price.
Onyango et al (2007)100 investigated that food naturalness aspect having no
artificial flavours and colourings, vegetarian identity and US production
location considerations were the important factors explaining the regularity of
organic food purchase.
consumers, more politically liberal and moderately religious were more likely
to buy organic food on a regular basis than the contrary to that.
100
Onyango, B.M, Hallman. W.K & Bellows, A.C.(2007), Purchasing organic food in
US food systems, British Food Journal, 109(5) p.399.
101
Choo, H., Chung, J.E., and Pysarchik, D. T. (2004) Antecedents to new food product
purchasing behaviour among innovator groups in India.European Journal of Marketing,
Vol.38 (5/6), pp.608-625.
Page
83
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222
The study was conducted by Canvari et al (2002)103 in the Italy to probe into
the consumer behaviour. The results revealed that most of the respondents
were willing to pay.
102
Ara, S. (2003). Consumer willingness to pay for multiple attributes of organic rice: a case
th
International Conference of
103
Canvari.M., Bazzani, G.M.Spandoni. R, & Regazzi.D. (2002), Food safety and
organic fruit demand in Italy: A Survey; British Food Journal, 104(3-5), p.220
104
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normally organic food consumers are among those with high education level
compared to non-organic consumers.
Bryne et al. (1991)105 found that women without a college degree were among
the most likely to purchase organic produce, although being a stated choice
experiments and not a study based on empirical consumption data, these
findings are not as convincing as actual purchasing data would be.
Familiarity was
105
Bryne, P., Toensmeyer, U., German, C., & Muller, R. (1991). Analysis of Consumer
Attitudes toward Organic Produce and Purchase Likelihood. Journal of Food
Distribution Research. 49-62.
106
Samantha Smith and Angela Pladino. Eating clean & Green? Investigating consumer
motivations
towards
the
purchase
of
organic
food
Page
85
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222
The authors Andrea and Berger (2014)107 have focussed on the primary
factors that attract consumers to buy organic or locally grown foods. Results
were survey-based and focused on students at large college. The college
students believe that organic food is important type of food and the organic
choice looks to be healthier and they would consume frequently.
The research conducted by Vesna et al (2013)108 indicated
significant
education
food
household
income.
Research
results
indicate
that
Croatian
consumers find organic food tastier and healthier than conventional. Also,
they consider that organic food with the eco-label is safer for consumption
than the food without the eco-label. Future research should aim at more
detailed identification of a profile of Croatian organic food consumers.
107
Andrea K.Ballute and Paul.D.Berger.(2014)
108
Vesna Bryiy-Stipyeviy, Kristina Petljak and Irena Guszak Organic Food
Consumers
Purchase
Patterns
Insights
from
Croatian
Market,(2013)
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86
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222
that
109
Siti Sarah Mohamad, Syezreen Dalina Rusdi, Nor Hashima Hashim (2013) Customer
Preferences for Organic Food Products: Preliminary Results from Urban Consumers
International Conference on Customer Service System and Management 2013
110
Attanasio Sonia, Carelli Angela, Lucio Cappelli and Papetti Patrizia (2013)
Organic Food: A Study on Demographic Characteristics and Factors influencing
purchase intentions among consumers in Pontina Province International Journal
of Latest Research i Science and Technology: Volume 2, Issue:6, pp.128-132
Page
87
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222
113
The Thai consumers have shown motive to purchase organic foods products
111
Siti Sarah Mohamad, Syezreen Dalina Rusdi, Nor Hashima Hashim (2013) Customer
Preferences for Organic Food Products: Preliminary Results from Urban Consumers
International Conference on Customer Service System and Management 2013
112
Prichard Sangkumchalianga and Huang, Wen-Chi, 2012, Consumers Perceptions and
Attitudes of Organic Food Products in Northern Thailand; International Food and
Agribusiness Management Review, Volume 15, Issue 1.
113
Parichard Sangkumchalianga and Wen-Chi Huang, 2012, Consumers Perceptions and
Attitudes of Organic Food Products in Northern Thailand; International Food and
Agribusiness Management Review, Vol. 15, Issue 1.
Page
88
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222
are health and environmental benefits, support for local and small farmers.
The study found that the groups of buyers and non buyers have significant
differences in demographic characteristics. The main barrier of organic foods
market share is the information availability and consumer awareness.
Sangkumchaliang and Huang (2012)
114
114
Sangkumchaliang, P. and Huang, W.C. (2012). Consumers perceptions and attitudes of
organic food products in Northern Ireland. International Food and Agribusiness
Management Review, Vol.15 (1), pp.87-102.
115
Widyasari and Haryanto, Oktavian Jony (2010) Analysis effect of Enviroment Attitude,
Health Consciousness and Knowledge in Developing Product Perception and Intention to Buy
(A study on Organic Food Product) Asian Marketing Journal Vol.II No.2. Pp.45-54.
116
Sonia Attanasio, Angela Carelli, Lucio Cappelli, Patrizia Papetti Organic Food: A Study On
Demographic Characteristics And Factors Influencing Purchase Intentions Among Consumers
In Pontina Province- International Journal of Latest Research in Science and Technology,
Volume 2, Issue: 6, pp: 128-132.
Page
89
of
222
117
Chen, J., Lobo, A. & Mascitelli, B. (2010). Buyer behaviour of organic food in
China: Consumers have their say. In Global Business and Technology Association
in the Twelfth Annual International Conference, July 5-9, South Africa, pp. 8794.
118
Salleh,Musdiana Mohammad, Ali, Siti Meriam, Etty Harniza Harun,
And Shaharudin, Mohd Rizaimy (2010) Consumers Perception And Purchase Intentions
Towards Organic Products Canadian Social Science: Volume 6, No. 6, Pp 119-129.
Page
90
of
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Fatimah et al (2010)119 probed that food service hygiene is one of the top
three considerations when consumer selects a dining place. The authors have
identified four factor model which encompassed staff and handling, food and
location, premise and practices and scent aspects. The study was conducted
in Malaysia with staff and students of a university who were provided with a
structured questionnaire.
Siti and Nurita (2010)
120
International
Journal
of
Hospitality
Management
(2010),
oi:10.1016/j.ijhm.2010.04.001
120
Ahmad Siti Nor Bayaah And Nurita Juhdi (2010) Organic Food: A Study On Demographic
Characteristics And Factors Influencing Purchase Intentions Among Consumers In Klang
Valley, Malaysia, International Journal Of Business And Management, Volume 5, No.2,
Feb 2010.Pp-105-118.
121
Victoria Kulikovski and Manjola Agolli, Drivers of Organic food consumption in
Greece,
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222
concern over food safety, ethical concerns, price premium and trust in
labelling.
questionnaire.
Surprisingly
Gupta (2009)123 explored that cleanliness and free from pesticides were the
most important criteria for organic food products like food grains, pulses.
122
Ali Jabir , Kapoor Sanjeev , Moorthy Janakiraman, (2010) "Buying behaviour of
consumers for food products in an emerging economy", British Food Journal, Vol. 112 Iss:
2, pp.109 124.
123
Gupta, K.B. (2009), Consumer behaviour for food products in India. Working
paper submitted to International Food & Agribusiness Management Association
for 19th Annual World Symposium held at Budapest, Hungary
Page
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The study
revealed that concern for health and environmental consciousness were the
two most positive purchasing motives for organic foods.
healthy
lifestyle
exerted
effective
mediating
effects
the
positive
124
Mei-Fang Chen (2009) Attitude towards organic foods among Taiwanese as related to
health consciousness, environmental attitudes and the mediating effects of a healthy
lifestyle, British Food Journal, Vol.111 Iss: 2, pp.165-178.
125
Tiziana de Magistris, Azucena Gracia (2008) The decision to buy organic food products in
Southern Italy, British Food Journal, Vol.110 Iss: 9, pp 929-947.
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222
The study conducted by Griffith and Nesheism (2008)126 in England with the
empirical analysis over the consumers of organic food products. The study
revealed that in aggregate willingness to pay for organic foods was at least
114m and that willingness to pay for a change to a 100% organic economy
was less than 10.9bn.
Research conducted by Tsakiridou, Zotos & Mattas (2008)127 concluded that
the strongest motives in influencing the Greek consumer in consuming
organic food products were the health awareness and the importance of
protecting the environment. They believed that organic food products had
more value than conventional products and they also believed that by eating
organic food products, they could maintain their healthy lifestyle. they
believed organic food products were free of chemical elements and pesticides
residues.
The research of Molyneaus (2007)128 supported the positive relationship
between health consciousness and the price paid for the organic food
products. He differentiated the motivators for organic food purchase as private
126
Rachel Griffith and Lars Nesheism (2008) Household willingness to pay for
organic products The Institute for Fiscal Studies, Department of Economics, UCL
Cemmap Working paper CWP 18/08, Economic & Social Research Council.July
2008.
127
128
Molyneaus, M (2007) The changing Face of Organic Consumes, Food Technology No. 61
(2007): pp.22-26
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Padel and Foster (2005)131 concluded that consumers buy organic food
products because they perceived them to be better for their health. Moreover,
they found that the attitude towards environmental protection was also a
129
Padel, S., Foster, C., (2005). Exploring the gap between attitudes and behaviour:
Understanding why consumers buy or do not buy organic food. British Food Journal, 107
(8), pp. 606 625.
130
Yiridoe, E.K., Bonti-Ankomah, S. and Martin, R.C. (2005), Comparison of consumers
perception towards organic versus conventionally produced foods: a review and update of
the literature, Renewable Agriculture and Food System, Vol. 20 No. 4, pp. 193-205.
Page
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222
Lea & Worsley (2005)132 examined organic food to be healthier, tastier and
better for the environment than conventional food. Lack of availability was a
strong barrier to the purchase of organic foods. The results also indicated
that, women were more positive about organic food than men. The personal
value factor related to nature, environment and equality was the dominant
predictor of positive organic food beliefs, followed by sex.
131
Padel, S. & Foster, C. (2005). Exploring the gap between attitudes and behaviour. British
Food Journal, Vol. 107 No. 8, pp. 606-25.
132
Lea, E. and Worsley, T. (2005). Australians organic food beliefs, demographics and
values. British Food Journal, Vol.11, pp. 855-869.
133
96
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222
consumers
beliefs about organic foods and assess their relationship with socio
demographics and personal values. Majority of the respondents believed that
organic food is healthier, tastier and better for the environment than
conventional food.
Messina and Saba (2003)135 argued that consumers found the organic foods
environmentally friendly, fresh, healthy, nutrition, and tasty compare with
conventional foods.
were health and well being factor which occupied central positions on both
chains.
134
Lea, Emma and Worsley, Anthony 2005, Australians` organic food beliefs, demographics
and values, British food journal, vol. 107, no. 11, pp. 855-869.
135
Saba, A., and Messina, F. (2003), Attitudes towards organic foods and risk/benefit
perception associated with pesticides, Food Quality and Preference, 14, 637-45.
136
Zonoli, Raffaele and Simona Naspetti, (2002): Consumer motivations in the purchase of
organic food British Food Journal; 2002: 104,8/9l pp 643.
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The two
factors considered in their research were organic food and animal welfare.
The results indicated that the consumers often confuse organic and free range
products because they believe that organic is equivalent to free range food.
The results also indicated that apart from health and food safety, the other
factors like ethical concerns; animal welfare also played a significant role in
the decision to purchase organic food.
Fotopoulos et al (2000)138 made an intensive study to analyse the factors
affecting the decision to purchase organic food.
138
Fotopoulos, Christos and George Chryssochoidis. (2000) Factors Affecting the Decision to
Purchase Organic Food Journal of Euro marketing, Vol. 9, 3. pp.44
139
Schifferstein, H.N.J & Oude Ophuis, P.A.M. (1998), Health-related determinants of
Organic food consumption The Netherlands Food Quality and Preference, 9(3) , pp.119133.
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consumers have opined that the female with high disposal income with
children had been interviewed with the help of questionnaires. The study has
demonstrated that the primary factor in organic purchase is the consumers
level personal disposal income.
products are able to purchase same because of their extra amount spared for
the purchase of these products.
Schafer et al. (1993)142 made an intensive study on food safety and reported
140
Huang, C. L. (1996). Consumer preferences and attitudes toward organically grown
produce. European Review of Agricultural Economics, 23(3), 331-342.
141
Anne Davies, Albert J Titterington (1995) Who Buys Organic Food? - A Profile Of
Purchasers Of Organic Food
142
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that 88 percent of respondents were concerned about food safety. Only about
10 percent expressed no concern about food safety. Half of the respondents
had made changes in dietary practices because of this concern.
Gold man and Clancy (1991)143 made an empirical study in the US. This
study was with the retailers. They surveyed the food cooperative shoppers to
study the relationship between organic produce purchase and attitudes
related to pesticide use and cost of the foods.
Schafer, E., Schafer, R. B., Bultena, G. L. and Hoiberg, E. O. 1993, Safety of the US
food supply: consumer concerns and behaviour, Journal of Consumer Studies and
Home Economics, vol. 17, pp.137-144
143
Goldman, B. J., & Clancy, K. L. (1991). A survey of organic produce purchases and related
attitudes of food cooperative shoppers. American Journal of Alternative Agriculture, 6(02),
89-96.
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222
Paul and Rana (2012)144 made an exhaustive study to determine the factors
influencing consumer behaviour towards organic food.
that Quality of food products was an important factor for the consumers.
They felt that the price of the organic food was pretty high.
However they
believed that high prices can be paid for the eco friendly and healthy contents
of the product. The consumers were not stick to the organic food only. They
bought non organic food also in combination with organic food.
The paper was prepared by Stolz et al (2010)145 to analyze differences
between consumers segments regarding their price sensitivity and attitudes
towards organic and non organic foods. Consumers in segment one strongly
preferred organic products and were fewer price sensitive.
They showed a
144
Justin Paul, Jyoti Rana, (2012),"Consumer behaviour and purchase intention for organic
food", Journal of Consumer Marketing, Vol. 29 Iss: 6, pp. 412 - 422
145
Stolz.H. et al., (2010) Consumer attitudes towards organic versus conventional food with
specific quality attributes,
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222
This proved that the customers were ready to pay a premium for the organic
food product hence the study has taken price as a variable to analyze the
present study.
Padel et al (2005)148 in their study found that the price of the organic food
product played a major part in the purchasing intention and behaviour of
consumers. It acted as a barrier for not purchase of organic food products.
The study was conducted by Magnusson et al (2001)149 on the Swedish
consumers. Majority of the buyers have shown positive attitude towards
organic food but comparatively low intention of choosing them.
The vital
146
Pierce, Dannielle (2009) Interview. Conducted Jay Dickieson & Victoria Arkus) 3 rd August
2009 London, UK.
147
Travis. A. Smith, Chung.L.Huang and Biing-Hwan Lin, (2006), How much are Consumers
Paying for Organic Baby Food? Southern Agricultural Economics Association Annual
Meeting , Atlanta Georgia, January31 February , 2009.
148
Padel , Susanne and Carolyn Foster. (2005) Exploring the gap between attitudes
and behaviour British Food Journal; 2005; 107, 8; pp. 606
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222
healthier but more expensive. Price was the strong hindrance in purchase of
organic food products.
OTHER FACTORS:
Sharma (2001)151 made an attempt to high light the importance of organic
farming.
The demerits of
farming like biological farming, natural farming and perm culture were also
explained in detail. Author advocated that organic farming was the best.
Magnusson, M.K., Arvola. A, Koivisto Hursti. U.K., Berg.L and Sjoden.P.O (2001),
Attitudes towards organic foods among Swedish Consumers, British Food
Journal, Vol.103, No.3, pp.209-226
150
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222
There are several studies made on organic food products; however the study
made in a country where organic farming was a way of life is highly
appreciable. Bangalore, the capital city of the state of Karnataka popularly
known as the silicon city of India is a mini world because of its inhabitants.
The city of Bangalore has occupants from all over the world. Hence the study
made in this city will have universal applicability.
PROFILE
OF
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CONSUMERS
primary data.
As mentioned earlier 500 questionnaires were distributed and 454 fully
filled were received and considered for the study. The demographic details
and profile of the consumers are analysed as below:
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3.1
Valid
Frequency
<20
21-40
41-60
60
Total
Cumulative
Percent
13.0
28.0
70.0
100.0
Valid Percent
61
66
189
138
454
13.0
15.0
42.0
30.0
100.0
CHART 3.1
30%
13%
15%
<20
21-40
41-60
60<
42%
INTERPRETATION:
The respondents to this survey is classified into four classes based on age
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Hence it will prove that the data are more consistent and true
speaking.
Male
Female
Total
Valid
Percent
309
68.0
145
32.0
454
100.0
Source: Primary Data
Cumulative
Percent
68.0
100.0
CHART 3.2
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32%
Male
Female
68%
3.2 INTERPRETATION:
The 68 % of respondents are male and 32 % are females. Mean is 1.32.
We can rely on the information given by the respondents since the purchase
behaviour
and
consumer
attitude
is
considered
without
any
gender
discrimination. However the female may have a better hand in deciding the
food products.
Valid
TABLE 3.3
OCCUPATION OF THE RESPONDENTS
Valid
Cumulative
Frequency
Percent
Percent
Student
27
6.0
6.0
Homemaker
59
13.0
19.0
Service
191
42.0
61.0
Business
98
22.0
83.0
Professional
50
11.0
94.0
Others
29
6.0
100.0
Total
454
100.0
Source: Primary data
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CHART 3.3
11%
6%6%
13%
Student
Homemaker
Service
Business
22%
Professional
42%
Others
INERPRETATION:
The respondents have been classified in to six categories as per their
profession and the seventh as the residual class.
The details reveal that the service people are more in the respondents Talley.
That means they will be the one who normally take purchase decisions at
homes. Business people are 98 and 59 home makers means major decision
makers are included in the respondents.
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Frequency
Self only
Two
Three
more than 4
Total
23
61
238
132
454
Source: Primary data
Cumulative
Percent
5.0
19.0
71.0
100.0
CHART - 3.4
5%
29%
Self only
Two
13%
Three
more than 4
52%
INTERPETATION:
The family size of the respondents is divided in to four categories on the basis
of number of members in the family. Self, two, three and four and above. The
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highest i.e. mode is occupied by family with three members by 52.5%. Family
with four or more members is 29%, two members 13.5% and single person
families are 5%. The descriptive analysis shows that mean is 3.06, standard
error of mean 0.056, median and mode at 3, standard deviation 0.791.
The data reveal that majority of the respondents belong to the group of family
members with 3 and more.
from all segments of the family structure. Hence they represent the entire
demographic structure about the family cluster which is more representative.
Valid Percent
Up to SSLC/ Std X
PUC/ Std XII
Graduation
P.G.
ITI/ Diploma
Professional
16
27
165
144
63
39
3.0
6.0
36.0
32.0
14.0
9.0
TOTAL
454
100.00
Cumulative
Percent
3.0
9.0
45.0
77.0
91.0
100.0
CHART 3.5
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9% 4% 6%
up to SSLC/ Std X
14%
36%
P.G.
ITI/ Diploma
32%
Professional
Q- 3.5. INTERPRETATION:
The educational demography has been divided into six categories on the basis
of their level and type education of the respondents.
respondents have Graduation who are 36.5% closely
6%
the
represent all the education segments of the demography. The opinion given
by the respondents are most representative.
5.0
9.0
23.0
40.0
23.0
Cumulative
Percent
5.0
14.0
37.0
77.0
100.0
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Total
454
CHART 3.6
<Rs.15000
Rs15000-29999
23%
6%
Rs30000
9% - 44999
Rs45000-59999
23%
60000>
40%
Q 3.6. INTERPRETATION:
Income level of the respondent families is divided on the basis of their
monthly income of the family. Highest number of respondents belong to the
income group of Rs.45,001 to 60,000 at 40% followed by Rs. 30,001 to 45,000
and 60,001 and above both equally at 23%, Rs.15,001 to 30,000
Below Rs.15,000 by 5%.
9% and
Income of the family shows that 40% belong to Rs.45,001 to Rs.60,000, 23%
each belong to above Rs.60,000 and Rs.30,001 to Rs.45,000, 9% from
Rs.15,001 to Rs.30,000 and 5% have an income group of below Rs.15,000.
The income group of the demography is almost scattered and unbiased. The
research has covered all categories of the income group of the respondent
consumers. The findings of the study could be dependable to a great extent
on the consumer attitude and buying behaviour as far as the income effect is
concerned.
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Out of 454 respondents majority of them i.e. 390 have minimum of Rs.
30,000 of income per month. When a product is demanded by consumer it
must commensurate with the capacity to afford it. Otherwise it becomes a
dummy demand. However in the present research since majority belong to
the all income group level their opinion about the purchase behaviour and
attitude will be more reliable and dependable.
Vegetarian
Non Vegetarian
Total
TABLE 3.7
Food habit of the respondents
Valid
Frequency
Percent
331
73.0
123
27.0
454
100.00
Cumulative
Percent
73.0
100.0
CHART 3.7
vegetarian
Non Vegetarian
27%
73%
Q- 3.7. INTERPRETATION:
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Food habits of the respondents are dichotomous with Vegetarian and Non
Vegetarian. Out of the total 454 respondents highest number of respondents
i.e. 73% are Vegetarians and 27% respondents are Non vegetarians.
The
organic food products may be used by both vegetarians and Non Vegetarians
also. Even though consumption of non vegetarian food is non organic their
opinion has got much efficacy over the research conducted.
3.8
Valid
Percent
Cumulative
Percent
25
52
115
133
121
8
454
5.5
11.5
25.5
29.5
26.5
1.5
100.0
5.5
17.0
42.5
72.0
98.5
100.0
Up to Rs. 5000
Rs 5001 8,000
Rs8001 11,000
Rs11001- 14,000
Rs14,001 17,000
17,001 & above
Total
CHART 3. 8
6%
28%
11%
26%
30%
Rs11000- 13999
Rs13999 >
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3.8
INTERPRETATION:
Food expenses are classified on the basis of the amount of expenditure made
on the food by the respondents.
Maximum
number of respondents belongs to the group of Rs.11, 001 to Rs.14, 000 with
29.5% and 28% respondents in above Rs.14, 000 expenditure.
25.5%
454
100.0
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CHART 3. 9
24%
TV & Radio
12%
Print Media
21%
43%
Awareness Programs
3.9. INTERPRETATION:
When the respondents were asked to give the source of their knowledge of
organic food products maximum respondents, 43% showed that they were
influenced by the friends and relatives and 23.5% respondents by awareness
programs, 21.5% by print media and 12% by Radio and Television.
This clearly shows that the knowledge of organic food products is getting
spread among the people by word of mouth with friends and relatives circle.
This is a very good sign of organic market.
programs
and
conducted
by
various
authorities
organisations
which
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222
21.5% and lastly TV and Radio by 12%. It seems in the scenario of increasing
education level of the people the print media and TV & Radio should take
further more steps in making the organic food products more accepted to the
common public so that it becomes much popular among the consumers.
Yes
No
Total
353
101
454
Percent
Valid Percent
77.6
21.9
99.5
78.0
22.0
100.0
Cumulative
Percent
78.0
100.0
CHART 3.10
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22%
Yes
No
78%
3.10: INTERPRETATION:
When the respondents were asked about their regularity of purchase of
organic food products 78% i.e. 354 respondents have opined that they do
regular purchase of organic food products and 22% i.e. 100 respondents have
said no.
It is understood that 22% respondents were not non users of organic food
products. But they are categorised as non regular buyers of organic food
products.
The opinion infers that organic food products are more popular
among the consumers and it may increase in the days to come also. This also
infers that organic food products have more regular purchasers in the market.
45
Valid
Percent
10.0
Cumulative
Percent
10.0
127
181
28.0
40.0
38.0
78.0
Frequency
Valid
< 1 year
1-2 years
2-3 Years
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3-4 years
4-5 years
Total
72
29
454
16.0
6.0
100.0
94.0
100.0
CHART 3.11
6% 10%
16%
< 1 year
1-2 years
2-3 Years
28%
3-4 years
4-5 years
39%
3.11.
INTERPRETATION:
This clearly infers that the organic foods have become popular among the
consumers in the recent years only. Majority of them have adopted the use of
organic food products within 3 years and it is because of the awareness
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created among the consumers about the benefits of organic food products.
3.12. PERCENTAGE OF ORGANIC FOOD PRODUCTS IN REGULAR
PURCHASE OF FOOD IN A MONTH
TABLE 3.12
PERCENTAGE OF ORGANIC FOOD PRODUCTS IN REGULAR
PURCHASE OF FOOD IN A MONTH
Frequency
Valid Percent
Cumulative Percent
36
95
113
126
84
454
8.0
21.0
25.0
28.0
18.0
100.0
88%
29%
54%
82%
100%
< 20%
20 29%
30 39%
40 49%
50% & above
TOTAL
CHART 3.12
19% 8%
21%
< 20%
20-29%
30-39%
40-49%
50% >
28%
25%
3.12: INTERPRETATION:
Out of 454 respondents 28% of the
18%
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This infers organic food products are very much a way of food life in majority
of the respondent consumers. Majority of the respondents depend on organic
food products for their food requirements.
ANALYSIS
AND
INTERPRETATION
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222
Dis agree
Neutral
Agree
Strongly Agree
Total
Frequency
Valid Percent
2
9
209
234
454
0.5
2.0
46.0
51.5
100.0
Cumulative
Percent
0.5
2.5
48.5
100.0
CHART 4.13.1
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222
0% 2%
Dis agree
Neutral
52%
4.13.1 INTERPETATION:
This question was intended to know the knowledge of the consumers as to the
chemical components of the organic food products. Out of 454 total
respondents 51.5% respondents strongly feel that organic food is fully free
from chemical pesticides and 46% agree to that again.
consumers have a strong opinion about the chemical contents of the organic
food products. This shows the awareness of the consumers about organic
foods. Only 2% of the respondents are neutral about it and 0.5% respondents
disagree with that organic food is free from chemical pesticides.
This supports the fact that the consumers are well aware about the contents
of organic food products. The knowledge of consumers about the organic food
will have a great impact on the attitude and buying behaviour of consumers.
Hence, the results of the study will be more authenticated and unbiased.
Valid Percent
Cumulative
Percent
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Valid
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
2.0
2.0
34
118
214
79
8.0
26.0
47.0
17.0
10.0
36.0
83.0
100.0
454
100.0
CHART 4.13.2
17%
Strongly Disagree
Disagree
2% 7%
26%
Neutral
Agree
Strongly Agree
47%
4.13.2
INTERPETATION:
The respondents were asked whether they are ready to pay a higher price for
the organic food products. Even though there is a blame that organic food
products are costly surprisingly 17% strongly agree to pay and 47%
respondents agree to pay a premium for OFP. 26% are neutral and only 2%
have strongly disagreed to pay a higher price for OFP.
This shows that majority of consumers are ready to pay a premium price for
procuring the organic food products. This depicts the importance that the
consumers have given for organic food products. When consumers are ready
to pay a premium price for the products. Producers and sellers should find
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the ways to provide the products at competitive prices with best services so
that the purchase behaviour is widen to other potential consumers also.
4.13.3 CONVENIENCE IN AVAILABILITY OF ORGANIC FOOD PRODUCTS
TABLE 4.13.3
CONVENIENCE OF AVAILABILITY OF ORGANIC FOODS
Valid
Cumulative
Frequency
Percent
Percent
Strongly Disagree
46
10.0
10.0
Disagree
141
31.0
41.0
Neutral
181
40.0
81.0
Agree
86
19.0
100.0
Total
454
100.0
CHART 4.13.3
19%
10%
31%
40%
Strongly Disagree
Disagree
Neutral
Agree
4.13.3 INTERPRETATION:
The respondents were asked to give their opinion about whether the organic
food products are available in the market at their convenience.
40% of
respondents are neutral about it, 31% of them disagree, 19% strongly agree
and 10% strongly disagree.
This clearly infers that the market for organic food products has a high
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222
potential which is not so far tapped by the food market. The market has to
think about this seriously, since the supply of organic food is not in
accordance with the demand.
foods easily available at their ease. This situation should get changed to easy
pick market for organic food products. This will induce many more consumers
to adopt organic food as their diet instead of non organic foods. More and
more producers and sellers can enter the organic food market to tap the
potentiality this will increase the employment opportunities also to the needy.
The non organic food sellers can add the organic food products also in their
shops to increase their sales volume and sale of organic food products also.
Valid
Disagree
Neutral
Agree
Strongly Agree
Total
Valid
Percent
7
73
297
77
454
Cumulative
Percent
2.0
16.0
65.0
17.0
100.0
2.0
18.0
83.0
100.0
CHART 4.13.4
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2%
17%
Disagree
16%
Neutral
Agree
Strongly Agree
65%
4.13.4: INTERPRETATION:
When the consumers were asked whether organic food reduces the risk of
chronic diseases, out of 454 respondents, 65.5% agree, 17% strongly agree,
neutral are 16% and those disagree are 1.5% only.
This infers that consumers are aware of the benefits of organic food products
in reducing the chronic deceases like cholesterol, blood pressure, cancer, etc.,
None of the respondents has strongly disagreed with that it reduces risk of
diseases. This shows that the consumer respondents are well conversant with
regard to organic food products.
4.13.5
Neutral
Agree
Strongly agree
Total
Frequency
Valid
Percent
Cumulative
Percent
39
268
147
454
9.0
59.0
32.0
100.0
9.0
68.0
100.0
CHART 4.13.5
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222
9%
32%
Neutral
Agree
59%
Strongly agree
4.13.5 INTERPRETATION:
Out of 454 respondents 147 (32%) strongly agree, 268 (59%) agree
that
organic food products have low calorie and fat. and 39 (9%) are neutral.
Interestingly there is no negative opinion about this.
The
responses
consciousness.
infer
that
the
consumers
have
proved
the
Health
They are certain about the fact that organic food products
CHART 4.13.6
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4%
26%
Neutral
70%
Agree
Strongly agree
4.13.6 INTERPRETATION:
A product to be easily sold in the market means it should offer good value for
money spent on the product.
them i.e., 316 (69.5%) strongly agree and 118 (26%) agree that organic food
products offer good value for money. Only 20 (4.5%) consumers are neutral
about it.
Again interestingly there is no negative opinion as to the good value for money
paid for organic food. This opinion also confirms that consumers are assured
of the good value for money. They do not mind paying a premium price for
organic food product.
4.14.1
Cumulative
Percent
67.0
77.5
98.0
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222
Agree
Strongly Agree
Total
5
5
454
1.0
1.0
100.0
99.0
100.0
CHART 4.14.1
1% 1%
20%
Strongly Disagree Disagree Neutral Agree Strongly Agree
10%
67%
Disagree
Neutral
Agree
Strongly Agree
Total
Frequency
Valid
Percent
Cumulative
Percent
14
32
168
240
454
3.0
7.0
37.0
53.0
100.0
3.0
10.0
47.0
100.0
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CHART 4.14.2
3% 7%
Disagree
4.14.2
Neutral
53%
Agree
37%
Strongly Agree
INTERPRETATION:
When respondents were asked about the safety and freshness of the organic
food products out of 454 sample 240 (53%) strongly agreed that they are safe
and fresh, 168 (37%) agreed, 32 (7%) were neutral about it and only 14 (3%)
disagreed that idea.
This clearly infers that consumers are well informed about the healthy
nature and safety and freshness of the organic food products.
Basically
organic food is purchased to get the safe and fresh food only.
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TABLE - 4.14.3
ORGANIC FOOD PRODUCTS ARE ECO-FRIENDLY
Frequency
Valid Percent
2
21
161
270
454
0.5
4.5
35.5
59.5
100.0
Disagree
Agree
Disagree
Strongly Disagree
Total
Cumulative
Percent
0.5
5.0
40.5
100.0
CHART 4.14.3
0% 5%
Disagree
Agree
59%
Disagree35%
Strongly Disagree
4.14.3 INTERPRETATION:
Respondents were asked about knowledge of the consumers about the eco
friendly nature of the organic food , out of 454 sample 270 (59.5%)
respondents have opined that they strongly agree that organic food is eco
friendly, 161(35.5%) agree, contrary to this 21(4.5%) respondents disagree
and only 2(0.5%) have strongly disagreed.
This shows that the consumers have a strong belief of the eco friendliness of
the organic food and this is the area where the marketers should concentrate.
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They can use this sentiment of the consumers to market the organic food
successfully with ease.
4.14.4 ORGANIC FOOD PRODUCTS ARE VERY TASTY:
TABLE - 4.14.4
ORGANIC FOOD PRODUCTS ARE VERY TASTY
Valid
Cumulative
Frequency
Percent
Percent
5
1.0
1.0
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Total
2
11
134
302
454
.5
2.5
29.5
66.5
100.0
1.5
4.0
33.5
100.0
CHART 4.14.4
1% 0% 2%
30%
Strongly Disagree
Disagree
67%
Neutral
Agree
Strongly Agree
4.14.4 INTERPRETATION:
Taste of the product will play a vital role in marketing of the food products.
Out 454 respondents 66.2% have strongly agreed that organic food products
are very tasty, 29.4% agree, 2.5% are neutral, 1% strongly disagree and 0.5%
disagree for the taste issue.
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This infers that lions share of the respondents are of the opinion that organic
food products are very tasty.
products more popular. It is the duty of the marketer to make this sentiment
converted into purchase action.
4.14.5
7% 1%
39%
9%
43%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
4.14.5
INTERPRETATION:
Majority of the respondents 195 (43%) are reluctant i.e; neutral about that
they support green movement. However 179 (39.5%) respondents agree and
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34(7.5%) strongly agree that they buy organic food products for the support of
the green movement. 41 (9%) disagree and 5 (1%) strongly disagrees for green
movement.
Even though majority have opined that they purchase organic food products
because of support to green movement, it infers that there is much more to be
done to make the green movement popular. The respondents who are neutral
about this should be given awareness regarding the importance of green
activities going on in the world and vitality of it in the food habits to make our
lives more healthy and safe.
18
46
252
134
454
4.0
10.0
55.5
29.5
100.0
5.0
15.0
70.5
100.0
CHART 4.14.6
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1%
4%
10%
30%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
56%
4.14.6
INTERPRETATION:
The question was intended to study the comparative analysis towards organic
and non organic food products with regards the price. 29.5% of respondent
consumers strongly agree and 55.5% consumers agree that prices of organic
food products is reasonable compared to non organic food. 10% are neutral,
4% disagree and only 1% strongly agrees that prices are reasonable.
This infers that the price of organic food is not a strong barrier to the
purchase of organic food products. Consumers are aware of the benefits of
the organic foods and in their view point the price of organic food is
comparatively reasonable to that of non organic food products.
This also
shows that price is not criteria for non purchase of organic food products in
the market since majority feel that the prices are not high.
Strongly Disagree
Frequency
Valid Percent
Cumulative
Percent
46
10.0
10.0
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Disagree
Neutral
Agree
Strongly Agree
Total
66
195
120
27
454
14.5
43.0
26.5
6.0
100.0
24.5
67.5
94.0
100.0
CHART 4.14.7
6% 10%
Strongly Disagree
26%
Disagree
Neutral
15%
Agree
Strongly Agree
43%
4.14.7
INTERPETATION:
His
professional tactics will help the product to get a good share of market.
Majority of the consumers in this research have expressed their confidence on
the seller. They depend on the seller and the confidence on the seller has
been revealed in the confidence on the organic food products in turn. 6% of
consumers have strongly agree, 26.5% agree that they have confidence on the
seller of the organic food products. 43% could not say anything and they are
neutral, 14.5% disagree and 10% of the respondent consumers have strongly
disagreed the confidence on the seller.
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this regard. Confidence on the seller in respect of organic food products are
build because of two reasons, one by the confidence given by the seller in his
product presentation and certification of the products.
Confidence on the
4.14.8 PURCHASE
FARMERS
OF
ORGANIC
FOOD
PRODUCTS
TO
SUPPORT
TABLE 4.14.8
47
73
159
159
16
454
Valid
Percent
10.5
16.0
35.0
35.0
3.5
100.0
Cumulative
Percent
10.5
26.5
61.5
96.5
100.0
CHART 4.14.8
4% 10%
Strongly Disagree
35%
Disagree
16%
Neutral
Agree
Strongly Agree
35%
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4.14.8 INTERPRETATION:
3.5% of the consumers have strongly agreed, 35% have agreed that they
purchase organic food products to support the farmers. 35% consumers are
neutral, 16% disagree and 10.5% have strongly disagreed for this concept.
Out of the total respondents sample 61.5% of consumers are either neutral or
negative about the purchase of organic food products in support of farmers.
This is not a good sign. They consumers should be aware that existence of
organic food products is possible only because of organic farming. Unless the
farmers are supported to grow food products through organic farming, there is
no existence of organic food product in the market.
well-informed and educated about this fact.
Consumers should be
change in the minds of the consumers and they will appreciate the effort of
farmers in contributing organic food to the mankind.
4.15.1
140
of
222
Total
454
100.0
CHART 4.15.1
0% 4%
Disagree
41%
Neutral
Agree
54%
Strongly agree
4.15.1INTERPRETATION:
These were the set of the questions asked to the respondent consumers as to
why they buy non organic food products.
agree and 54% agree that it is more economical to purchase non organic food
products. It is followed by 4.5% neutral and 0.5% disagrees.
This shows why consumers purchase non organic food products. It is argued
by some organic sellers that it is cost effective since it is having more quality
than the non organic food. But consumers here have hugged the economical
nature of the non organic food products. This is a silent warning to the sellers
of organic food products to rethink about the price of organic food. Organic
food products should be available in the market at competitive prices. Then
only it can compete with non organic food.
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Disagree
Neutral
agree
Strongly agree
Total
Valid Percent
5
21
156
272
454
1.0
4.5
34.5
60.0
100.0
Cumulative
Percent
1.0
5.5
40.0
100.0
CHART 4.15.2
1% 5%
Disagree
Neutral
34%
agree
Strongly agree
60%
4.15.2. INTERPRETATION:
60% of the respondent consumers strongly agree that non organic food
products are available at their convenience hence they purchase it. 34.5% of
them agree, 4.5% disagree and 1% strongly disagree that non organic food
products are available at their convenience.
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The above information is a caution to the organic food sellers that they should
make organic food products also available to the consumers at their
convenience.
purchase of organic food. More and more retail outlets should be established,
shops selling general food products should allocate more space exclusively for
organic food products. This requires that organic farming and production of
organic food products should be encouraged and made popular with farmers
and producers.
Neutral
Agree
Strongly agree
Total
Valid Percent
7
141
306
454
Cumulative Percent
1.5
31.0
67.5
100.0
1.5
32.5
100.0
CHART 4.15.3
2%
31%
Neutral
67%
Agree
Strongly agree
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4.15.3 INTERPRETATION:
Advertisements are indispensable for sale of any consumer product in the
market. The effect of advertisement is such that even an unpopular product
also becomes very much popular by a strong and effective advertisement. In
the present study 67.5% of respondents strongly agree and 31% agree that
non organic food is popular by more advertisements. 1.5% of them are
neutral.
The consumers purchase non organic food products because of the effective
advertisements given. The sellers of organic foods should also reciprocate in
this direction very decisively. The organic food products should be advertised
widely so that consumers are aware of the benefits of consuming organic food
products.
Neutral
agree
strongly agree
Total
109
318
27
454
Valid Percent
24.0
70.0
6.0
100.0
Cumulative
Percent
24.0
94.0
100.0
CHART 4.15.4
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6%
24%
Neutral
agree
strongly agree
70%
4.15.4 INTERPRETATION:
70% of respondents agree, 6% strongly agree and 24% are neutral about this
question of Organic food products coming from well known brand companies.
The brand image of the company producing the product will have a very
positive impact on the moving of the product in the market. The goodwill
enjoyed by the brand name of the popular companies result in the increased
sales and more comfortable place in the market. The data warn the organic
sellers to rethink of issuing the products to the market by the brand name
which is popular.
product stronger in the market. This will create a good will for the organic
products and it increases the confidence of the organic consumers.
30
315
109
Valid
Percent
6.5
69.5
24.0
Cumulative
Percent
6.5
76.0
100.0
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Total
454
100.0
CHART 4.15.5
24%
7%
Neutral
69%
Agree
Strongly agree
4.15.5 . INTERPRETATION:
69.2% of the respondent consumers agree and 23.9% of them strongly agree
that they buy non organic food products with the attraction of gifts, discounts
from their seller.
In a market like India gifts and discounts offered by the sellers will have a
great impact over the buyers attitude and purchase behaviour.
Here two
some sales promotion activities to make organic food products more popular.
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4.16.1
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222
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Valid Percent
5
25
79
297
48
454
1.0
5.5
17.5
65.5
10.5
100.0
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Total
Cumulative
Percent
1.0
6.5
24.0
89.5
100.0
CHART 4.16.1
11% 1% 6%
Disagree
Neutral
17%
Strongly disagree
Strongly agree
4.16.1
Agree
65%
INTERPRETATION:
These were the set of questions asked to the respondents about their
propensity to purchase organic food products under various circumstances.
10.5% strongly agree and 65.5% agree that they will buy more organic food
products if their income increases. 17.5% were neutral, 5.5% disagree and
1% strongly disagrees for this.
This infers that one the major reason for non purchase of organic food
products is lack of disposal income with the consumers. They could not spare
more amounts towards organic food products, the reason may be its high
price also.
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4.16.2
CHART 4.16.2
13% 4%
43%
4.16.2
12%
29%
Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
INTERPRETATION:
When consumers were asked about their accessibility for organic shops,
12.5% strongly agree and 42.5% agree that they would buy more organic food
products if they have more access to it. 29% were neutral, 12.5% disagree
and 3.5% strongly disagree to this aspect.
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This infers that organic sellers should think of making the organic food
products closer to the consumers. More and more organic shops should be
established in the residential and people concentrated areas so that organic
shops become more accessible to the consumers.
should be made available in the general shops also where non organic food is
available.
Valid
Percent
Cumulative
Percent
.5
.5
Neutral
Agree
Strongly agree
46
313
93
10.0
69.0
20.5
10.5
79.5
100.0
Total
454
100.0
Disagree
CHART 4.16.3
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Disagree; 0%
Strongly agree; 20%
Neutral; 10%
Agree; 69%
4.16.3
INTERPRETATION:
20.5% of respondents strongly agree, 69% agree for purchase of more organic
food products by reputation of supplier. 10% could not say anything and 0.5%
disagree to this.
Majority of the respondent consumers have opined that they would buy more
organic food products if they are sold by the reputed supplier. Just like the
products are easily sold by the goodwill of the branded products they are also
sold easily by the reputation of the supplier. This is easier when organic food
products
come
with
authenticated
certification
from
the
appropriate
authority. This will increase the confidence of the consumers to purchase the
organic food products.
4.16.4
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222
41
340
73
454
Valid
Percent
9.0
75.0
16.0
100.0
Cumulative
Percent
9.0
84.0
100.0
CHART 4.16.4
16% 9%
Neutral
Agree
Strongly agree
75%
4.16.4
INTERPRETATION:
16% of the respondent consumers strongly agreed and 75% agree that they
would buy more organic food products if they are provided more information
through media. 9% of them were unable to give any response.
It infers that consumers would purchase more organic food products if they
are well informed about organic food products through media.
The media
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222
Disagree
Neutral
Agree
Strongly agree
5
114
265
70
Valid
Percent
1.0
25.0
58.5
15.5
Total
454
100.0
Frequency
Cumulative
Percent
1.0
26.0
84.5
100.0
CHART - 4.16.4
15% 1%
25%
Disagree
Neutral
Agree
Strongly agree
58%
4.16.5
INTERPRETATION:
15.5% of respondents strongly agree and 58.5% agree that they would buy
more organic food products if they come with longer shelf life.
25% are
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The consumers who want to purchase organic food products will naturally
expect that the life span of organic food to be longer. One of the reasons for
purchase of non organic food products is long shelf life also. It is a message
to the organic seller that he should find some means of extending the shelf life
of organic food products using some organic preservatives and emulsifiers.
Valid Percent
46
213
195
454
10.0
47.0
43.0
100.0
Neutral
Agree
Strongly Agree
Total
Cumulative
Percent
10.0
57.0
100.0
CHART 4.17.1
10%
43%
Neutral
Agree
47%
Strongly Agree
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4.17.1 INTERPRETATION:
47% agrees and 43% strongly agrees that reason for non purchase of organic
food products is lesser disposable income. 10% of the respondents could not
respond anything expect being neutral.
Consumer needs to have enough money at his disposal to purchase a little
dearer food product. Non purchase of organic food products by the customer
may be due to high price of organic food products. The problem of insufficient
disposal income to buy organic food products may be with lower income
group. But surprisingly the above stated statistical data infers that it is a
problem of the entire population sample. This puts the organic sellers into
serious thinking. This should make them to find the ways to reduce the price
of the organic food products which should be on par with the non organic food
products. So that organic food products can also be sold easily.
4.17.2
Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
Total
Frequency
Valid Percent
36
79
157
166
16
454
8.0
17.5
34.5
36.5
3.5
100.0
Cumulative
Percent
8.0
25.5
60.0
96.5
100.0
CHART 4.17.2
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37%
4% 8%
17%
Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
35%
4.17.2 INTERPRETATION:
3.5% strongly agree and 36.5% of respondents agree that they have to change
the present shop to get organic food products; hence they put forth the reason
for non purchase of organic food products. 34.5% are neutral, 17.5% disagree
and 8% strongly disagree to this.
Majority of the respondent consumers feel that they have to change the shop.
This infers that organic food products are not available in the shops where
non organic food products are available.
organic sellers to establish more organic food retail outlets and organic food
products should be made available in the general stores also.
4.17.3
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
2
5
30
213
204
Valid
Percent
.5
1.0
6.5
47.0
45.0
Total
454
100.0
Frequency
Valid
Cumulative
Percent
.5
1.5
8.0
55.0
100.0
CHART 4.17.3
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0% 1% 7%
Strongly Disagree
Disagree
Neutral
Agree
45%
47%
Strongly Agree
4.17.3
INTERPRETATION:
When the respondents were asked about the reasons for non purchase of
organic food products 44.8% strongly agree and 46.8% agree that organic food
products come with shorter shelf life. Among other respondents 6.5% could
not say anything that is neutral, 1% disagrees and 0.5% strongly disagrees.
This infers that majority of the consumers put forth the reason for non
purchase of organic food products as its shorter shelf life. This is one of the
limitations of organic foods also.
Organic food
4.17.4
169
of
222
2
7
21
75
349
454
Valid
Percent
0.5
1.5
4.5
16.5
77.0
100.0
Cumulative
Percent
0.5
2.0
6.5
23.0
100.0
CHART 4.17.4
0% 2% 5%
17%
Strongly Disagree
Disagree
Neutral
Agree
77%
Strongly agree
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4.17.4
. INTERPRETATION:
77% of the respondents strongly agree and 17% of them agree that organic
food is more costly than non organic food products. 4.5% are neutral 1.5%
disagreeing and 0.5% strongly disagree in this regard.
This infers that majority of the respondent consumers strongly believe that
the price of organic food is much higher than non organic food and it is the
reason for non purchase of organic food products.
Decrease in the price of organic foods may have a very positive effect
on its sale. Customers have already opined that purchase of non organic food
products due to that they are more economical than organic food products.
(Refer question No.27)
Valid
Cumulative
Percent
4.5
7.5
16.5
55.5
100.0
Strongly
20
Percent
4.5
Disagree
Disagree
Neutral
Agree
Strongly
14
41
177
202
3.0
9.0
39.0
44.5
Agree
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Total
454
100.0
CHART 4.17.5
4% 3%
9%
44%
Strongly Disagree
Disagree
Neutral
Agree
39%
Strongly Agree
4.17.5 INTERPRETATION:
44.5% of respondents strongly agree and 39% agree that there is no
information about organic food products which has hindered them from
purchase of organic foods. 9% are neutral, 3% disagree and 4.5% strongly
disagree for this.
This infers that there is no sufficient information given through the media
about organic food products. Consumers have to be given the right
information at the right time. They should be educated about the merits of
consuming organic foods. One disappointing thing is that much research has
not been made in India with regard to organic foods products.
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TABLE 4.17.6
NO PROOF OF HEALTH BENEFITS FROM OFP
Frequency
Valid Percent
Cumulative
Percent
1.0
1.0
Disagree
18
4.0
5.0
Neutral
59
13.0
18.0
agree
272
60.0
78.0
Strongly
100
22.0
100.0
454
100.0
Strongly
Disagree
Valid
agree
Total
1% 4%
22%
Strongly Disagree
Disagree
13%
Neutral
agree
Strongly agree
60%
4.17.6
INTERPRETATION:
60% of respondents agree and 22% strongly agree for the question that there
is no proof of health benefits by organic foods. 13% are neutral, 4% disagree
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This clearly indicates that the health benefits of organic foods have not been
spread among the consumers and other general public.
essential need of doing the things at the earliest.
researches that consumption of organic food reduces the risks of heart attacks,
chronic deceases, improves general health and immunity power.
But this
should be conveyed to the people so that they buy organic foods and avail the
benefits. The help of media can also be sought in this regard. Out of the sample
of 454 respondents 372 have agreed to the fact of no proof of health benefits
from organic food means the intensity of this aspect is really alarming.
4.17.7 NO CERTIFIED ORGANIC FOOD PRODUCTS ARE AVAILABLE:
TABLE 4.17.7
NO CERTIFICATION
Frequency
Valid
Neutral
agree
Strongly Agree
Total
50
322
82
454
Cumulative
Percent
11.0
82.0
100.0
CHART 4.17.7
18% 11%
Neutral
agree
Strongly Agree
71%
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4.17.7
18% strongly agree and 71% agree that there are no certified organic food
products available. 11% of the respondents were neutral and could not take
decision in this regard. They were reluctant.
The statistics mentioned above is really a surprising and alarming too. It is
surprising because how come such a majority people are not aware of the
certification given by USDA, organic council, etc., and it is alarming because
the organic products they sell should be certified by the appropriated
authority. Certification of the food products should be made mandatory so
that the people will become aware of it. This increases the confidence over the
organic food products in respect of quality.
CHART 4.17.8
OFP NON ATTRACTIVE
Disagree
Neutral
Agree
Strongly
Agree
2
12
163
277
Valid
Percent
0.5
2.5
36.0
61.0
Total
454
100.0
Frequency
Valid
Cumulative
Percent
.5
3.0
39.0
100.0
CHART 4.17.8
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0% 3%
Disagree
Neutral
36%
Agree
Strongly Agree
61%
4.17.8
INTERPRETATION:
61% of respondent consumers strongly agree, 36% agree that organic food
products are not attractive. 2.5% could not come to a decision and 0.5%
disagrees to this.
The above data reveal that organic food does not look attractive to the
consumers. The main saleable feature in marketing of goods is display and
attractiveness of the products. If the product does not look attractive it fails
to catch the attention of the consumers.
drawback that it looks less attractive compared to non organic food. Organic
sellers can think of making of the organic food products more attractive by its
look and packing which attracts the attention of the consumers.
Valid
Strongly
Disagree
Disagree
Neutral
Frequency
Valid Percent
1.5
Cumulative
Percent
1.5
18
102
4.0
22.5
5.5
28.0
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agree
Strongly Agree
250
77
55.0
17.0
Total
454
100.0
83.0
100.0
CHART 4.17.9
2% 4%
17%
Strongly Disagree
Disagree
22%
Neutral
agree
Strongly Agree
55%
4.17.9 INTERPRETATION:
17% strongly agree and 55% agree that reason for non purchase of organic
food products is no wide choice for purchase of organic food products. 22.5%
could not say anything, 4% disagree and 1.5% strongly disagree to this
aspect.
Majority have expressed that there is no wide choice of organic food products.
In the process of purchase of any goods the availability of wide variety and
choice play a vital role in motivating the customer to purchase the products.
If a customer doesnt find variety of organic food products he will way out to
non organic food products having a variety of choice. More and more organic
food products should enter the market to provide a wide variety of choice to
the customers. This may be made possible by the Government by offering
some subsidy and other positive incentives to the producers to venture into
the production and sale of organic food products.
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4.18.1 DO YOU
RESIDENCE.
PREFER
FOR
ORGANIC
CULTIVATION
AT
YOUR
TABLE 46
DO YOU PREFER FOR ORGANIC CULTIVATION
Valid
Frequency
Valid Percent
379
75
83.5
16.5
454
100.0
YES
NO
Total
Cumulative
Percent
83.5
100.0
CHART 46
17%
yes
83%
no
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Q 46. INTERPRETATION:
Customers were asked to express their attitude towards organic cultivation.
83.5% of respondent consumers opined positively yes and 16.5% expressed
they dont have interest in organic cultivation.
The present day consumers are enlightened about the merits of consuming
organic food products. The consumers can take up cultivation of vegetables
and green leaves on the roof of their residences so they can get fresh
vegetables and fruits. They will have the satisfaction of using self grown, fresh
and safe organic vegetables and fruits, making use of the available space at
residence, happiness in participating in the green movement and using the
leisure time in a very productive and useful way.
STATISTICAL ANALYSIS
The demographic factors of the respondents of this research considered here
are age, gender, education, awareness, education, income, food habit, food
expense, longevity, size of the family and occupation.
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Table 1
INCOME EFFECT ON PREFERENCE OF ORGANIC PRODUCTS TO NON
ORGANIC PRODUCTS
Correspondence Table
PREFERENCE TOWARDS OFP
Income
Strongly
disagree
Disagree
<Rs15000
24
42
Rs- 15000 to
16
24
17
59
Rs 30000-45000
32
62
110
Rs 45000-60000
23
28
69
12
137
>Rs.60000
22
52
20
103
15
52
137
199
48
451
Neutral
Agree
30000
Active Margin
From this table, it is clear that the response from the income group below Rs
30,000 is less compared to that of income group above Rs 30,000. There are
137 respondents in the Rs.45,000 to Rs.60,000 income bracket and 103
above Rs.60,000.
Row Profiles
PREFERENCE TOWARDS OFP
Income
<Rs15000
Strongly
Active
disagree
Margin
.000
1.000
Neutral
Agree
.214
.571
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.017
1.000
.271
.407
.288
1.000
Rs 30000-45000
.018
1.000
.291
.564
.073
1.000
Rs 45000-60000
.036
1.000
.204
.504
.088
1.000
>Rs.60000
.068
1.000
.505
.194
.019
1.000
.033
.115
.304
.441
.106
Mass
The mass of the row profile shows 30.4 % of the respondents are neutral
54.7% respondents favour purchase of organic products.
Column Profiles
PREFERENCE TOWARDS OFP
Income
Strongly
disagree
Disagree
Neutral
Agree
Strongly Agree
Mass
<Rs15000
.000
.000
.066
.121
.188
.093
.067
.019
.117
.121
.354
.131
Rs 30000-45000
.133
.116
.234
.312
.167
.244
Rs 45000-60000
.333
.442
.204
.347
.250
.304
>Rs.60000
.467
.423
.380
.101
.042
.228
1.000
1.000
1.000
1.000
1.000
Active Margin
In the column mass, 77.6% of the respondents have income above Rs 30,000
in which 25% respondents agrees the benefits of organic food products while
9.18% strongly agree with the benefits of organic products. 20 % respondents
of income group above Rs 30000/- is neutral.
Model Summary
Proportion of Inertia
Dimension
Singular
Value
.405
Inertia
.164
Chi Square
Sig.
Accounted for
Cumulative
Standard
Deviation
.712
.712
.038
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Correlation
2
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222
.218
.047
.206
.917
.138
.019
.082
1.000
.007
.000
.000
1.000
1.000
1.000
Total
.231
103.979
.000
.049
The Singular values explain the canonical correlation between the two
variables of each dimension. The inertia displays the percentage of the
variation of each dimension in each dimension and the total inertia value. The
total inertia value represents the amount of total variance accounted for each
dimension. In the above table, only two dimensions are valid in which
dimension 1 is accountable for 16.4 % variance (inertia 0.164) and dimension
2 is accountable for 4.7% (inertia 0.047). The total variance is accounted for
23.1% and the Chi square is 103.979 is statistically significant (p=0.000). The
proportion column explains the variation of each dimension as a percentage
of total variance. Here, dimension explained 70.2% of the variance and
dimension 2 explained 20.4% variance of the total variance. The standard
deviation is the standard deviation of each dimension and the correlation
value is the correlation between each dimension, Here, the standard
deviations of dimensions are respectively .038 and .049. The correlation
between the correlations is 0.130.
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Mass
Contribution
Inertia
<Rs15000
.093
-.879
-.175
.030
.178
.013
.970
.021
.990
Rs- 15000 to
.131
-.756
-.882
.053
.185
.467
.567
.415
.982
.244
-.235
.321
.020
.033
.116
.266
.268
.534
.304
.005
.442
.021
.000
.272
.000
.617
.617
.228
1.035
-.355
.106
.604
.132
.939
.059
.998
.231
1.000
1.000
30000
Rs 3000045000
Rs 4500060000
>Rs.60000
Active Total
1.000
The mass value is the proportion of each row to the total sample taken. Here
the income group Rs 45000-60000 (30.4%) is more, followed by Rs 3000045000 (24.4%) and above Rs 60000 (22.8%). The score dimensions are based
on the proportions (of mass) for each cell, column and row compared to total
sample and the score represents dimensional distance. The Of the point to
inertia dimension explains effect of each row on each dimension and Of
Dimensions to inertia of point explains the role of each dimension in each row.
In the above table <Rs50000, >Rs60000 contribute to dimension 1 and the
other three rows contribute to dimension 2. The effect of dimension 1 on rows
1, 2, 5 are high while dimension 2 influence rows 3& 4.
In the column points, 44.5% respondents prefer the organic products followed
by 10.6% strongly agree while 30.4 % respondents are neutral. Strongly
disagree and disagree load more on dimension 1 and neutral, agree and
strongly agree load more on dimension 2. The effect of dimensions on each
column which shows that the dimension 1 is more influential on column
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values.
PREF income
Strongly
Mass
.033
.995
.157
.014
.081
.004
.942
.013
.954
Disagree
.115
.984
.301
.056
.276
.048
.809
.041
.850
Neutral
.304
.477
.384
.043
.171
.206
.646
.225
.871
Agree
.441
-.406
.414
.046
.180
.348
.634
.355
.989
Strongly Agree
.106
-1.055
.899
.071
.292
.395
.679
.265
.945
.231
1.000
1.000
disagree
Active Total
1.000
Income
<Rs15000
.199
.370
.160
.251
.232
-.108
Rs 30000-45000
.156
.303
.072
Rs 45000-60000
.156
.235
-.106
>Rs.60000
.104
.153
.701
Standard Deviation in
Dimension
Correlation
1-2
Strongly disagree
.445
.532
-.349
Disagree
.202
.454
-.420
Neutral
.147
.195
.008
Agree
.119
.106
.642
Strongly Agree
.251
.296
-.013
From the following dimensional CHART, the positioning of the income and
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preference level shows that Rs 30000- 45000 & Rs 45000- 60000 responds
more to the organic products as they are dimensionally relatively positive
based on both dines ion 1 & 2. The positioning of each parameter depends on
the distribution of their values. This positioning depends on the cell values,
row and column values. Also, each parameter positioned from left to right
based on the order and positioned based on the individual values. It means
that the values of the response and the income concentrated about agree and
neutral while in income, it is Rs 45,000 to Rs.60,000.
Income
<Rs15000
Active Margin
24
42
17
24
16
59
Rs 30000-45000
62
32
110
Rs 45000-60000
12
69
28
23
137
20
52
22
103
48
199
137
52
15
451
>Rs.60000
Active Margin
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Strongly
disagree
Disagree
Neutral
Agree
Strongly Agree
Active Margin
<20
22
34
73
20-40 Yrs
17
29
58
40-60yrs
11
46
108
13
183
60-80 yrs
31
52
28
17
137
15
52
137
199
48
451
Active Margin
Row Profiles
Age
Disagree
Neutral
Agree
Strongly Agree
Active Margin
disagree
<20
.000
.110
.301
.466
.123
1.000
20-40 Yrs
.017
.034
.293
.500
.155
1.000
40-60yrs
.027
.060
.251
.590
.071
1.000
60-80 yrs
.066
.226
.380
.204
.124
1.000
Mass
.033
.115
.304
.441
.106
44.1% respondents of the group favour the use of organic products while 10.6
% strongly agree the use of organic products. 10% of the 20-40 years and 12
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Column Profiles
PREF income
Age
Strongly
disagree
Disagree
Neutral
Agree
Strongly Agree
Mass
<20
.000
.154
.161
.171
.188
.162
20-40 Yrs
.067
.038
.124
.146
.188
.129
40-60yrs
.333
.212
.336
.543
.271
.406
60-80 yrs
.600
.596
.380
.141
.354
.304
1.000
1.000
1.000
1.000
1.000
Active Margin
Singular
Value
Inertia
.361
.131
.897
.107
.011
.060
.004
Dimension
Total
.146
Chi Square
65.661
Sig.
.000
Correlation
2
.897
.043
.007
.078
.975
.043
.025
1.000
1.000
1.000
Mass
Contribution
Inertia
Of Point to Inertia of
Dimension
1
2
Of Dimension to Inertia of
Point
1
2
Total
<20 Years
.162
.137
.410
.006
.008
.254
.180
.476
.657
20-40 Yrs
.129
.359
.585
.012
.046
.412
.492
.385
.877
40-60yrs
.406
.498
.288
.040
.279
.315
.910
.090
1.000
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60-80 yrs
Active
Total
.304
-.891
.082
1.000
.087
.667
.019
.145
1.000
1.000
.997
.002
1.000
40.6 % respondents are of 40-60 years and 30.4% are of 60-80 years. The
maximum variance is from 60-80 years and then 40-60 years. 40- 60 years
and 60-80 years contribute more to the dimension 1 and dimension 1 load
more on these rows as well. Similarly, below 20 years and 20-40 years
contribute more dimension 2 but dimension 1 load more on 20-40 years while
dimension 1 loads more on age group less than 20 years.
Overview Column Points
Score in Dimension
PREF
income
Strongly
Mass
Contribution
Inertia
Of Point to Inertia of
Of Dimension to Inertia of Point
Dimension
1
Total
.033
-.953
.991
.016
.084
.306
.665
.213
.877
.115
1.081
.225
.050
.373
.054
.964
.012
.977
Neutral
.304
-.288
.101
.009
.070
.029
.964
.035
.999
Agree
.441
.611
.116
.060
.456
.056
.989
.011
.999
Strongly
.106
-.242
.746
.009
.017
.555
.251
.705
.957
.146
1.000
1.000
disagree
Disagree
Agree
Active Total
1.000
From the results of the column and row summary , the prominent class that
agrees the significance of the consuming organic products are 46-60 years
(40.6%) and 60-80 (30.4%) contributing 12.7 % variance to the overall 14.6%
variance. Both the age groups confined to the first factor. In their satisfaction
level, 54.7% agree & disagree, 30.4 % are neutral and 14.8 % disagree the
significance using organic products. 69% of the total variance is contributed
by positive response (agree and disagree) groups while 66% of the total
variance generated by the negative response group. From the permuted
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From this comparison, we can understand that the response from the age
group of above 40 years is due the health conscious and affordability. The
results of the analysis of income and age as the parameters, the affordability
and age have a significant effect on the demand of the organised food
products.
PREFincome
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Disagree
Strongly
Nutral
Strongly Agree
Agree
Active Margin
disagree
<20 Years
22
34
73
20-40 Yrs
17
29
58
40-60yrs
11
46
13
108
183
60-80 yrs
31
52
17
28
137
Active Margin
52
15
137
48
199
451
Row Profiles
Occupation
COMP orgfood
Unsatisfied
Neutral
Satisfied
res
res
res
Student
11
16
29
Home Maker
20
27
50
Service
99
106
212
Business
42
14
35
101
professional
18
12
16
46
Others
14
23
198
39
214
Mass
Active Margin
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Row Profiles
PREFERENCE TOWARDS OFP
Occupation
Student
Home Maker
Service
Business
professional
Others
Mass
Unsatisfied
Neutral
.379
.069
.552
1.000
.400
.060
.540
1.000
.467
.033
.500
1.000
.462
.154
.385
1.000
.391
.261
.348
1.000
.348
.043
.609
1.000
.439
.086
.475
COLUMN PROFILE
Occupation
Neutral
Satisfied
Mass
Student
.056
.051
.075
.064
Home Maker
.101
.077
.126
.111
Service
.500
.179
.495
.470
Business
.212
.359
.164
.202
professional
.091
.308
.075
.102
Others
.040
.026
.065
.051
1.000
1.000
1.000
Active Margin
The respondents of this survey were manly from service sector (47%),
business ( 20.2% ), homemakers (11%) and professionals (10.2 %). From the
row profile, 46.7 % of the service sector is unsatisfied and 50% are satisfied
with the organic products. From the column profile, 50% of the unhappy
respondents and 49.5% of the satisfied are also from service sector. 21.2% of
the unsatisfied and 16.4% satisfied respondents are business men.
20.4
home makers are happy with the consumption of the organic products while
10.1% of the respondents are unsatisfied.
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Summary
Proportion of Inertia
Confidence Singular
Value
Accounted
Cumulative
for
Standard
Correlation
Deviation
Singular
Value
Inertia
.270
.073
.926
.926
.054
.077
.006
.074
1.000
.046
1.000
1.000
Dimension
Total
.079
Chi SquareSig.
35.611
.017
.027
The statistically significant Chi- square shows that the distributions are
dissimilar. The singular data shows the canonical correlation between the two
variables for each dimension.
The mass of each row explains the percentage of respondents from each
occupation in the total sample. The score defines the dimensional distance
based on the row, column values referring to total value. Of point to inertia of
dimension explains the contribution of the row to dimension.
From this, the satisfaction level of the respondents is clear, especially
employees from service sector and business men who generally purchase
organic food products. This dissatisfaction faction maybe due to lower
availability, high degree of perishability or not deriving expected taste or other
benefits compared to nonorganic food products
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Correspondence Table
Gender
20-30%
30-40%
40-50%
> 50%
Active Margin
Male
18
47
72
60
50
247
Female
10
39
42
84
30
205
Active Margin
28
86
114
144
80
452
Row Profiles
Gender
20-30%
30-40%
40-50%
> 50%
Active Margin
Male
.073
.190
.291
.243
.202
1.000
Female
.049
.190
.205
.410
.146
1.000
Mass
.062
.190
.252
.319
.177
In the row profile, except in the purchase 40-50% of the family requirement,
gents are more positive towards purchasing of organic products. The
statistically significant chi square explains that the dimensions derived are of
different dimensions.
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Column Profiles
Gender
20-30%
30-40%
40-50%
> 50%
Mass
Male
.643
.547
.632
.417
.625
.546
Female
.357
.453
.368
.583
.375
.454
1.000
1.000
1.000
1.000
1.000
Active Margin
Summary
Dimension
Singular Value
.189
Inertia
Chi Square
Sig.
.036
Total
.036
16.162
.003a
Proportion of Inertia
Accounted for
Cumulative
1.000
1.000
1.000
1.000
Correspondence Table
Correspondence Table
Occupation
20-30%
30-40%
40-50%
> 50%
Active Margin
17
29
Home Msker
10
14
15
50
Service industry
42
50
81
38
213
Business
26
36
18
11
91
professional
22
19
46
Others
10
23
28
86
114
144
80
452
Student
Active Margin
Row Profiles
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Occupation
20-30%
30-40%
40-50%
> 50%
Active Margin
Student
.586
.103
.310
.000
.000
1.000
Home Msker
.180
.200
.280
.300
.040
1.000
Service industry
.009
.197
.235
.380
.178
1.000
Business
.000
.286
.396
.198
.121
1.000
professional
.000
.043
.065
.478
.413
1.000
Others
.000
.130
.087
.348
.435
1.000
Mass
.062
.190
.252
.319
.177
Column Profiles
Occupation
20-30%
30-40%
40-50%
> 50%
Mass
Student
.607
.035
.079
.000
.000
.064
Home Maker
.321
.116
.123
.104
.025
.111
Service industry
.071
.488
.439
.563
.475
.471
Business
.000
.302
.316
.125
.138
.201
professional
.000
.023
.026
.153
.238
.102
Others
.000
.035
.018
.056
.125
.051
1.000
1.000
1.000
1.000
1.000
Active Margin
The respondents of this survey were mainly from service sector ( 47%) ,
business ( 20.1% ), homemakers (11.1%) and professionals (10.2 %). From
the column profile, except in the group who purchase organic products below
20 % of the family requirement, respondents from service industry is the
highest. The 60.7 % of the group who purchase organic products below 20 %
of the family requirement is bachelors. Statistically significant chi square
denotes the difference in parameters of two dimensions.
Summary
Proportion of Inertia
Dimension Singular Value Inertia
Chi Square
Sig.
.639
.408
.761
.761
.333
.111
.206
.968
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.128
.016
.029
.001
Total
.537
242.561
.000
.031
.998
.002
1.000
1.000
1.000
30-40%
20-30%
40-50%
> 50%
Active Margin
17
29
Home Maker
14
10
15
50
Business
36
26
18
11
91
Service industry
50
42
81
38
213
Others
10
23
professional
22
19
46
28
114
86
144
80
452
Student
Active Margin
The above table shows that the consumers belonging to the group of service
have more respondents having highest active margin of 213 and their relation
to percentage of purchase of organic food in their regular food purchase which
is having a correspondence active margin value of 144. This also supports
that occupation of the respondent is having a significant relation with the
percentage of organic food purchased during the purchase of their regular
food.
The above details proves that the NULL HYPOTHESIS IS REJECTED AND
ALTENATIVE HYPOTHESIS IS ACCEPTED
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20-30%
30-40%
40-50%
> 50%
Active Margin
self
Couple
19
12
25
46
28
10
121
28
45
66
41
186
29
16
50
29
126
28
86
114
144
80
452
Family with 3
members
>4 members
Active Margin
Row Profiles
Size
20-30%
30-40%
40-50%
> 50%
Active Margin
self
.421
.211
.368
.000
.000
1.000
Couple
.099
.207
.380
.231
.083
1.000
Family with 3
.032
.151
.242
.355
.220
1.000
>4 members
.016
.230
.127
.397
.230
1.000
Mass
.062
.190
.252
.319
.177
members
Column Profiles
Size
self
20-30%
30-40%
40-50%
> 50%
Mass
.286
.047
.061
.000
.000
.042
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Couple
.429
.291
.404
.194
.125
.268
.214
.326
.395
.458
.513
.412
>4 members
.071
.337
.140
.347
.363
.279
1.000
1.000
1.000
1.000
1.000
Active Margin
Summary
Singular
Value
Inertia
.420
.176
.844
.156
.024
.089
.008
.209
Total
Chi
Square
94.388
Confidence Singular
Value
Proportion of Inertia
Dimensio
n
Sig.
Standard
Deviation
Correlation
2
.844
.051
.537
.117
.962
.060
.038
1.000
1.000
1.000
.000
From the row and column profiles, the family size of three members and
above four members includes more organic food products in their purchase.
Similarly, the single member also consumes OFP up to 30.8% of their
purchases. Couples also included OFP in their shopping basket up to 30-40%.
This shows that demand OFP is still there but limited due to their demand.
Singles and couples need less quantity while large families consumes higher.
Statistically significant chi square denotes the difference in parameters of two
dimensions.
The above details proves that the NULL HYPOTHESIS IS REJECTED AND
ALTENATIVE HYPOTHESIS IS ACCEPTED
IMPACT
OF
EDUCATIONAL
QUALIFICATION
ON
THE
PURCHASE
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Correspondence Table
Education
20-30%
30-40%
40-50%
> 50%
Active Margin
up to 10 std
16
29
SSLC
21
40
19
45
34
42
148
PG
13
39
64
27
143
ITI
16
16
24
61
Professional
13
18
31
28
86
114
144
80
452
Graduation
Active Margin
Row Profiles
Percentage of organic food purchase
Education
<20%
20-30%
30-40%
40-50%
> 50%
Active Margin
up to 10 std
.069
.069
.552
.207
.103
1.000
SSLC
.175
.525
.225
.075
.000
1.000
Graduation
.128
.304
.230
.284
.054
1.000
PG
.000
.091
.273
.448
.189
1.000
ITI
.000
.082
.262
.262
.393
1.000
Professional
.000
.000
.000
.419
.581
1.000
Mass
.062
.190
.252
.319
.177
In the row profile, the group that included OFP up to 40-50% is 31.9% and
30-40% is 25.2 %. From the column profile, the Post graduates included more
OFP in the regular purchase. This is due to the awareness about the benefits
of OFP and affordability.
Column Profiles
Education
20-30%
30-40%
40-50%
> 50%
Page
Mass
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222
.071
.023
.140
.042
.038
.064
.250
.244
.079
.021
.000
.088
.679
.523
.298
.292
.100
.327
PG
.000
.151
.342
.444
.338
.316
ITI
.000
.058
.140
.111
.300
.135
.000
.000
.000
.090
.225
.069
1.000
1.000
1.000
1.000
1.000
up to 10 std
SSLC
Graduation
Professional
Active Margin
Summary
Proportion of Inertia
Dimension
Chi Square
Sig.
Accounted for
Cumulative
.558
.311
.745
.745
.263
.069
.165
.911
.178
.032
.076
.987
.074
.006
.013
1.000
1.000
1.000
Total
.418
188.746
.000
Correspondence Table
Income
20-30%
30-40%
40-50%
> 50%
Active Margin
16
11
42
10
25
13
59
Rs 30000-45000
46
31
19
11
111
Rs 45000-60000
19
38
62
16
137
>Rs.60000
52
40
103
28
86
114
144
80
452
<Rs15000
Rs- 15000 to
30000
Active Margin
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Row Profiles
Income
20-30%
30-40%
40-50%
> 50%
.381
.214
.262
.143
.000
1.000
.102
.169
.424
.085
.220
1.000
Rs 30000-45000
.036
.414
.279
.171
.099
1.000
Rs 45000-60000
.015
.139
.277
.453
.117
1.000
>Rs.60000
.000
.019
.087
.505
.388
1.000
Mass
.062
.190
.252
.319
.177
<Rs15000
Rs- 15000 to
30000
Active Margin
Column Profiles
Income
20-30%
30-40%
40-50%
> 50%
Mass
<Rs15000
.571
.105
.096
.042
.000
.093
.214
.116
.219
.035
.163
.131
Rs 30000-45000
.143
.535
.272
.132
.138
.246
Rs 45000-60000
.071
.221
.333
.431
.200
.303
>Rs.60000
.000
.023
.079
.361
.500
.228
1.000
1.000
1.000
1.000
1.000
Active Margin
The low income families consumes OFP up to 20-30% of their family need in
which income group below Rs. 15000 consumes OFP up to 20% and Rs 15000
45000 consumes OFP upto 40% of their need. It has three dimensions and
the dimensions are statistically different as the chi- square is statistically
significant.
Summary
Dimension
1
2
3
4
Singular
Value
Inertia
.556
.358
.211
.169
.309
.128
.044
.029
Chi
Square
Proportion of Inertia
Sig.
Accounted
for
.605
.251
.087
.056
Cumulativ Standard
e
Deviation
.605
.857
.944
1.000
Correlation
2
.035
.058
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Total
.501
230.364
.000
1.000
1.000
Correspondence Table
Food habit
Veg
Non Veg
Active Margin
<20%
20
8
28
30
114
41
144
26
80
161
452
Row Profiles
Food habit
20-30%
30-40%
40-50%
> 50%
Active Margin
Veg
.069
.103
.289
.354
.186
1.000
NVG
.050
.348
.186
.255
.161
1.000
Mass
.062
.190
.252
.319
.177
Column Profiles
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Food habit
20-30%
30-40%
40-50%
> 50%
Mass
Veg
.714
.349
.737
.715
.675
.644
Non Veg
.286
.651
.263
.285
.325
.356
1.000
1.000
1.000
1.000
1.000
Active Margin
The food habit is significant as the vegetarians consume more OFPs than
NVGs and their difference is statistically significant as the chi square is
significant.
Summary
Dimension
Singular
Value
.301
Total
Inertia
Chi
Square
Sig.
.091
.091
Confidence Singular
Proportion of Inertia
41.086 .000
Value
Standard Deviation
1.000
1.000
.047
1.000
1.000
NULL
HYPOTHESIS
IS
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20-30%
30-40%
40-50%
> 50%
Active Margin
TV & Radio
13
22
23
70
Friends
17
23
42
16
103
14
31
66
41
35
187
Awareness Program
32
12
39
92
Active Margin
28
86
114
144
80
452
Newspaper
Row Profiles
Knowledge
20-30%
30-40%
40-50%
> 50%
Active Margin
TV & Radio
.086
.086
.186
.314
.329
1.000
Friends
.049
.165
.223
.408
.155
1.000
Newspaper
.075
.166
.353
.219
.187
1.000
.348
.130
.424
.065
1.000
.000
.000
.000
.000
.000
0.000
Mass
.062
.190
.252
.319
.177
Column Profiles
PERCENTAGE OF OFP IN FOOD PURCHASE
Knowledge
<20%
20-30%
30-40%
40-50%
> 50%
Mass
TV & Radio
.214
.070
.114
.153
.288
.155
Friends
.179
.198
.202
.292
.200
.228
Newspaper
.500
.360
.579
.285
.438
.414
Awareness Program
.107
.372
.105
.271
.075
.204
.000
.000
.000
.000
.000
.000
1.000
1.000
1.000
1.000
1.000
Active Margin
SUMMARY
Dimension
Singular
Value
Inertia
Chi
Sig.
Square
Proportion of Inertia
Accounted
for
Standard
Deviation
Confidence Confidence
Singular
Singular
Value
Value
Correlation
Std. Dvn
2
.310
.096
.706
.706
.043
.185
.034
.251
.957
.047
.077
.006
.043
1.000
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222
Total
.137
61.714
.000a
1.000
1.000
From row profile and column profile, the three means of the awareness
development on OFP that persuaded the respondents to use or think of OFP
are articles in news paper, information from friends and the awareness
programs organised in different locations by the experts. This result shows
that more articles must come in newspapers and other printed media to
promote the insecticide risk free OFPs. The information for those who procure
OFP less than 20% of their total need are single , low earning strata of
respondents who are generally listeners of
NULL
HYPOTHESIS
IS
Correspondence Table
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20-30%
30-40%
40-50%
> 50%
Active Margin
< 1 year
17
10
40
1-2 yrs
22
42
2-3 Yrs
26
58
41
29
160
3-4 yrs
17
21
76
31
148
4-5 yrs
17
20
13
12
62
28
86
114
144
80
452
Active Margin
Row Profiles
How long been
purchasing OFP
<20%
20-30%
30-40%
40-50%
> 50%
Active Margin
< 1 year
.425
.100
.250
.200
.025
1.000
1-2 yrs
.048
.524
.119
.143
.167
1.000
2-3 Yrs
.038
.163
.363
.256
.181
1.000
3-4 yrs
.020
.115
.142
.514
.209
1.000
4-5 yrs
.000
.274
.323
.210
.194
1.000
Mass
.062
.190
.252
.319
.177
Column Profiles
How long been
purchasing OFP
<20%
20-30%
30-40%
40-50%
> 50%
Mass
< 1 year
.607
.047
.088
.056
.013
.088
1-2 yrs
.071
.256
.044
.042
.088
.093
2-3 Yrs
.214
.302
.509
.285
.363
.354
3-4 yrs
.107
.198
.184
.528
.388
.327
4-5 yrs
.000
.198
.175
.090
.150
.137
1.000
1.000
1.000
1.000
1.000
Active Margin
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Summary
Confidence Singular
Value
Accounte
Standard Correlation
Cumulative
d for
Deviation
2
Inertia
.482
.233
.580
.580
.072
.335
.112
.279
.859
.047
.238
.057
.141
1.000
.001
.000
.000
1.000
1.000
1.000
Dimension
Total
.402
Chi
Square
Proportion of Inertia
Singular
Value
181.438
Sig.
.000
.049
Most of the respondents are using the OFP since last 2-4 years and 60.7 % in
the group those consume OFPs less than 20% of their family need is the
sample tasters. They may or may not become a regular consumers based on
how they feel it. This means that many fresh consumers are trying OFP. Here,
the results of the satisfaction level of respondents different occupations have
to be compared with this result. There the level of dissatisfaction is high
among them. This shows an opportunity for an extensive survey to analyse
the reasons for their dissatisfaction.
The above analysis proves that THE NULL HYPOTHESIS IS ACCEPTED
AND ALTERNATIVE HYPOTHESIS IS REJECTED
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respondents are highly matured and the responses given by them are highly
reliable as to the correctness of their opinion. The results of the study also to
a great extent depend on the maturity of the respondents. Consumers above
the age of 35 are more likely to buy organic food.
Organic foods have more male consumers:
Majority of the respondents were male. One can rely on the information given
by the respondents since the purchase behaviour and consumer attitude is
considered without any gender discrimination. However, the female may have
a better hand in deciding the food products. On an average woman were more
positive about organic food than men.
Organic food products are more popular among service people:
The
service people are more in the respondents Talley. That means they will be
the one who normally take purchase decisions at homes. Business people are
98 and 59 home makers means major decision makers are included in the
respondents. It infers that the data are most dependable since the opinion of
the matured and different classes of occupations of consumers are included
in the respondents.
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family structure.
about the family cluster which is more representative. Couples with children
are more health concerned than the singles.
Organic food products are admired mainly by highly educated consumer
group:
Majority of the respondents are graduates. The respondents represent all the
education segments of the demography. The opinion given by the respondents
are more representative. The results collected from all the segments of the
demography always are a better source of information for the study
conducted. Elderly consumers were more concerned with their health issues.
A higher education level seems to be in more favour of organics in both the
buyers and non buyers group. Organic buyers tend to have higher education
and have children in their household than those who do not buy them.
Organic food products are admired by middle and high income group of
consumers:
The income group of the demography is almost scattered and unbiased. The
research has covered all categories of the income group of the respondent
consumers. The findings of the study are dependable to a great extent on the
consumer attitude and buying behaviour as far as the income effect is
concerned.
Majority of the respondents have minimum of Rs. 30,000 of income per
month. When a product is demanded by consumer it must commensurate
with the capacity to afford it. Otherwise it becomes a dummy demand.
However in the present research since majority belong to the all income group
level their opinion about the purchase behaviour and attitude will be more
reliable and dependable. The people with higher income bracket indicate a
strong preference in organic products consumption.
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209
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Awareness
programs
have
enlightened
the
consumers
regarding
foods. The knowledge of consumers about the organic food will have a great
Page
210
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222
Hence, the
since the supply of organic food is not in accordance with the demand.
Consumers are not able to find the organic foods easily available at their ease.
This situation should get changed to easy pick market for organic food
products. This will induce many more consumers to adopt organic food as
their diet instead of non organic foods. More and more producers and sellers
can enter the organic food market to tap the potentiality this will increase the
employment opportunities also to the needy. The non organic food sellers can
add the organic food products also in their shops to increase their sales
volume and sale of organic food products also.
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accepted. It is the duty of the marketer to make this sentiment converted into
the purchase action.
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222
the green movement in the country and worldwide. This shows the positive
attitude of the consumers towards the basic concept of organic foods that is
green movement.
organic foods.
Consumers should be
change in the minds of the consumers and they will appreciate the effort of
farmers in contributing organic food to the mankind.
Page
213
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222
The brand image of the company producing the product will have a very
positive impact on the moving of the product in the market. The goodwill
enjoyed by the brand name of the popular companies result in the increased
sales and more comfortable place in the market. The data warn the organic
sellers to rethink of selling the products to the market by the brand name
which is popular.
product stronger in the market. This will create a good will for the organic
products and it increases the confidence of the organic consumers.
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The consumers of non organic food products are much attracted by gifts and
discounts offered by the sellers.
Lack of disposal income is the reason for non purchase of organic food:
The statistical analysis made under correspondence analysis clearly shows
that income has a significant effect on the buying behaviour of organic
consumers. The percentage analysis also clearly shows that the major reason
for non purchase of organic food products is lack of disposal income with the
consumers. They could not spare more amounts towards organic food
products, the reason may be its high price also. The organic sellers should
rethink of the various strategies to make the organic food products more
economical in the market.
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215
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216
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222
the organic sellers to establish more organic food retail outlets and organic
food products should be made available in the general stores also.
Consumers are ready to buy if organic food comes with longer shelf life:
Majority of the consumers set forth the reason for non purchase of organic
food products as its shorter shelf life. This is one of the limitations of organic
foods also.
preservatives, chemical manure and with the natural ingredients the life span
of the organic food is relatively shorter. But this should not become a
drawback for the organic food.
One disappointing
thing is that much research has not been made in India with regard to organic
foods products.
There is no proof of health benefits:
Majority of the consumers are not aware of the health benefits of organic food
products. The health benefits of organic foods have not been spread among
the consumers and other general public. This hints the essential need for
doing the remedial things at the earliest. It is evident from the researches
that consumption of organic food reduces the risks of heart attacks, chronic
deceases, improves general health and immunity power. But this should be
persuaded to the people so that they buy organic foods and avail the benefits.
The help of media can also be sought in this regard.
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217
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222
products should be made mandatory so that the people will be aware of it.
This increases the confidence over the organic food products in respect of
quality.
Organic food products are not attractive:
Organic food does not look attractive to the consumers. The main saleable
feature in marketing of goods is display and attractiveness of the products. If
the product does not look attractive it fails to catch the attention of the
consumers. Normally organic food has a drawback that it looks less attractive
compared to non organic food.
organic food products more attractive by its look and packing which attracts
the attention of the consumers.
No wide choice of organic food products:
Majority have expressed that there is no wide choice of organic food products.
In the process of purchase of any goods the availability of wide variety and
choice play a vital role in motivating the customer to purchase the products.
If a customer doesnt find variety of organic food products he will way out to
non organic food products having a variety of choice. Wide variety of organic
food products should enter the market to provide plenty of choice to the
customers. This may be made possible by the Government by offering some
subsidy and other positive incentives to the producers to venture into the
production and sale of organic food products.
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219
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222
SUGGESTIONS:
1.
The marketers of organic food should think of the consumer group less
in education. They should also be educated and motivated to use more
and more organic food products.
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220
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222
3. Lower income and lower middle income group consumers should also
be encouraged to use more and more organic food products. This is
possible when more awareness programs are arranged and prices of the
products are set to the reach of the income of these groups.
4. Since the usage of organic food products is very recent phenomenon the
marketers should strive to make the organic food products more
popular.
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Organic
farmers
should
be
provided
with
agricultural
10.
general food products should allocate more space exclusively for organic
food products. More people can buy organic food products when they are
available at their nearest shops, so that the customers dont need to go in
search of organic food shops.
11.
The marketers should try to increase the shelf life of the organic
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