WELCOME

Consumer behaviour, Attitude and

perception towards organic products- A
study in Puducherry

Chair person Dr. T. Ponnarasi

Asst. Professor
Presented by Malcomestar L . Mawnai

Reason for study

Why organic products are still not highly adopted by

Indian consumers?

What the drawbacks of Indian consumers to go organic ?

Objective of the study

To understand the social distribution on consumers toward organic

products.

To understand the consumer attitude and perception towards organic

products.

To understand the problems of consumers in going for organic

products.

About organic products

What is organic products?
Organic products are the products that are produced, processed, packed and sold
without using any chemicals. Organic products include fruits, vegetables, cereals, milk and
meat products, etc.
**Organic farming doesnt mean that they go back to methods used hundreds of
years ago.
**But by taking modern scientific knowledge and combine them with useful
traditional farming methods.
**Organic farming isnt just for vegetables, but animals as well.
**Converting land to organic status is a 6 year process to meet standards set by
theNational Organic standards Board.
**Organic food tends to cost more than conventionally grown food because it more
closely reflects the true cost of growing the food.

Reading
labels is
important
when
deciding
what to
purchase.

World level organic products consumption

consumption
Denmark; 3%

Other countries; 19%

germany; 28%

Italy; 20%

UK; 7%
holland; 4%
Sweden;
3%
France;
10%
Belgium;
1%

Austria; 5%

Denmark
germany
UK
holland
Sweden
Belgium
Austria
France
Italy
Other countries

India leading states in organic

consumption
consumed
Chandigarh;
13%
Mumbai; 17%

Indore; 13%
Delhi; 16%

Hyderebad; 13%
Bangalore ; 15%
Amedabad; 14%
Mumbai

Delhi

Bangalore

Amedabad

Hyderebad

Indore

Chandigarh

Why organic products?? Because

Healthy

Chemical free

High nutritional

Natural

Environmental / Animal friendly

Free Genetically modified organisms(GMO)

Certified

Tasty

Fresher

High quality

Methodology of the case study

Area of study

- Pondicherry
Bon Appetit store , Go organic
Ambour salai, chetty street

Data

- Primary data

Sampling size

- 25

Based on

- Consumer Response (Questionnaire method)

Store

About Bon Appetit store

Bon Appetit is a 6 year old registered firm situated in the Union Territory of
Pondicherry, on the coromandel coast region about 160 kms south of Chennai.

Bon Appetit strives to create awareness amongst the people about our
environment & good healthy living, by promoting Organic & Health Food
Products. Never ending thirst of sourcing these products across our vast
continent, we have tied up with leading Indian Firms, Associations & Local
Farmers.

They also associated with Keystone Foundation an NGO based in the Nilgiris
whose Mission is to enhance the Quality of Life and the Environment with
Indigenous Communities using Eco-development Approaches.

Major organic product brand in store

Organic

India
Farm 2 kitchen
Humble seeds
Almond Laboratorios in Spain
Argital in ItalyCastagno in Italy
Celnat in France
Danival in France
Emile Noel in France
Holle

in Switzerland
La Mandorle in France
Nutriops in Spain
Vigean in France
Vitagermine in France

-Spices, tea, coffee, etc.

-Vegetables, fruits, etc.
-Cereals (red rice, white rice)
-Fresh vegetables, nuts, etc.
-Flowers , oil , wax,etc
- Flours for bakeries, oat flakes and barley
- Ready to eat salads, soups products, oats, etc.
- crush organic seeds, oil, etc.
-

Baby food products

Dry fruits , dry vegetables, etc.

Organic nut drinks, syrups, fruits juice, etc.

-

Gourmet and dietary oils

-Soups, sauces, vegetable spreads, etc.

CONSUMER BEHAVIOUR , ATTITUDE AND

PERCEPTION TOWARD ORGANIC PRODUCTS

Demographic characteristic on consumers

Variable

No. of respondents ( 25 samples)

Percentage %

15
10

60
40

1. Gender

Male
Female

2. Age

0-24
24-34
34-50
Above 50

2
4
9
10

32
16
36
40

8
11
5
1

32
44
20
4

0
1
1
3
20

0
4
4
12
80

17
8

68
32

9
1

36
4

3. NO. of people in a Household

1-2
2-3
3-4
More than 4

4. Educational level

No education
Primary school
Sec. school
High school
College/university /more

5.Ethnicity

Indian
French

6. Employment status

Full time
Part time

General characteristics of consumers

BASED ON GENDER

BASED ON ETHNICITY

GENDER

Ethnicity

French consumer; 32%

Male; 40%

Female; 60%

Indian consumer; 68%

Indian consumer

French consumer

Based of age of consumers

Age Group
8%

16%
40%

36%

0-24 year

25-34 year

35-50 year

Above 50

Based on No. of people in Household

4%

20%
44%

32%

1 To 2 Member

2 To 3 Members

3 To 4 Members

Above 4

Based on Educational Level

EDUCATION
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

No education

Primary school

Sec. school

High school

University & more

Based on Employment status on

consumers
EMPLOYMENT
45%
40%
35%
30%
25%
20%

40%

36%

15%
10%
12%

5%
0%

4%
Full time

Part Time

4%
Retird

House Wife

Students

0%
Unemployed

Based on Income of Consumers

iNCOME

High(50K Above; 8%
Low (10k-30k); 20%

Medium(30k-50K); 72%

Low (10k-30k)

Medium(30k-50K)

High(50K Above

Buying Behaviour for Organic Products

Variable
1.

No. of respondent
( Sample of 25)

Percentage %

Shopping responsibility
Own
Another person
Together with two

13
4
8

52
16
32

2
10
4
3
6

8
40
16
12
24

4
7
5
6
3

16
28
20
24
12

18
7
0

72
28
0

2. Frequency of shopping

5-7 times / week

1-2 times / week
2-3 times / month
Monthly
Less than month

3. First time purchase

More than 5 years

3-5 years
1-3 years
Last year
Last 6 month

4. Price
High
Medium
low

60%

50%

SHOPPING
RESPONSIBILITY

40%

30%

20%

10%

0%

First time purchase organic products

30%
25%
20%
15%
10%
5%
0%

More than 5 years

3 To 5 years

1 To 3 years

Last year

Last 6 Month

Frequency of shopping Organic products

5 To 7 times per week; 8%
Less than a month; 24%

1 To 2 times per week; 40%

Monthly; 12%

2 To 3 per month; 16%

5 To 7 times per week
Monthly

1 To 2 times per week

Less than a month

2 To 3 per month

Price of organic consumer toward

products

28%

72%

High Price

Medium Price

Low Price

ASSESSMENT OF STATEMENT ABOUT ORGANIC PRODUCTS

STATEMENT ABOUT ORGANIC PRODUCTS

Agree %

Neutral %

Disagree %

Dont know
%

Healthy

100

Tasty

76

16

Freshy

84

16

High Quality

80

20

Chemical free

100

High Nutritional

100

Natural

100

Environmental/ Animal friendly

92

GMO(Genetically modified organism)

80

20

Certified products

84

Description of Organic products by

consumers
RESPONSE
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Agree

Neutral

Disagree

Don't know

General findings from the study

From all the aspects that we have discussed, I also find that the
products consumed by the people are a mixed of Indian and imported
products.

No . Of buyers are less.

Consumer standard of living is High.

Consumer are both Indian and French (Indian territory )

Price tagging are done for the products .

Price comparison.

Based on types of consumer

consumer

fully organic; 8%
fully organic
partly organic

partly organic; 92%

Products group preference by consumers

Sl.No

PRODUCTS GROUP

CONSUMER (25)

CONSUMER (25)

MEN PREFERENCE% WOMEN PREFERENCE%

1

Fresh vegetables

48

80

Fresh fruits

64

88

Meat and meat products

84

12

Processing fruits n vegetables

72

80

Cereals

64

76

Bread and bakery products

Pulses

56

92

Dried fruits and nuts

80

68

Beverages

84

32

10

Oil

36

64

11

Sugar products

28

72

12

Herbs and spices

40

88

13

Tea n coffee

92

96

Suggestion and Recommendations

Production should be increased by encouraging the farmers to go for organic

farming.

Price of the organic products should be reduced .

Awareness on consumers toward organic products is needed.

Availability of organic products in all types of market is needed.

In the organic sector we often hear the question:

is organic more expensive, and why is that?
The fact is organic foods are not more expensive when considering social,
economic, political and environmental dimensions, but to understand that
statement we have to look at who and what pays for the true costs of food
production.
Non-organic agriculture is subsidized in most part of the world. In other
words, if the market does not pay what it costs to grow a crop the
government often steps in with a subsidy to the farmers. Then It Is The Tax
Payers Who Pays.
The most important Costs for Organic Agriculture are the Costs for the
Consultants, Inspection & Certification Process. Certified by National organic
standard board , USDA, etc.

Conclusion

According to the study which was based on the reposed of the sample taking,
I conclude that organic consumer in Puducherry is well aware of the goodness
of organic products .

Also the organic products is costly when compare to non organic products
that why most of the consumer deflect there mind toward non- organic .

Organic products has less shelf life and more storage pest attack, which make
the consumer feels uncomfortable to go for organic products.

Potential demand of organic products in the future.

And till date , most of the consumer are still consumed both organic and nonorganic products.

THANK YOU