DRAFT THESIS OF

H A Raghavendra Ph: 9035564258

Supervisor: Prof. H. Lajipathi Rai
S.K. University, Ananthapuram, Andhra Pradesh.

CONTENTS

CHAPTER CONTENTS

Introduction

Aim and Methodology

44

Profile of Consumers

90

Analysis and Interpretation

106

Findings, Suggestion and

Conclusion

170

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A COMPARATIVE STUDY OF CONSUMERS ATTITUDE AND THEIR BUYING BEHAVIOUR

TOWARDS ORGANIC AND NON-ORGANIC FOOD PRODUCTS IN BANGALORE CITY

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

improvement in medical science and decreased mortality rates the global

populace is ever mounting and this growing population demands a food
supply that can match with it. This made it necessary to find all the ways to
provide food for the increasing population. The only means was to augment
the food production at any cost. In pursuit of high production of food, the
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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.

This has resulted in food production on an large scale. Innovative methods of

farming to supply large quantity of food products with minimum input can
only satisfy the demand for increased food products. However, to meet the
increased demand for food products and maximize output and profit other
measures have been introduced, one example being battery farming methods
where as animals are stuffed into unnatural growing pens that require
minimal human input. Also, the addition of animal feed additives such as
proteins to make animals grow quicker and bigger is used. The scientific
manipulation of crop foods has enabled pest resistant crops to grow more
quick and in more abundant quantities. Animal welfare has been ignored,
the environmental damage and manipulation of natural pollination cycles as
well as the human consumption implications of Genetically Modified foods
has been placed below profit lines of MNCs. Many are often lacking in
corporate responsibility and transparency.
The beginning of the present century has seen a thorough transformation in
the approach of consumers. Because of spread of awareness created by the
different Medias consumer has become cognisant about the significance of
health and the components of the food he consumes.
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1.4 CONSUMER ATTITUDE.

Attitude is defined as a psychological path of evaluating a specific object with
favour or disfavour (Eagly and Chaiken, 2007) 1. It tends to endure over time
than an occasional event. For instance, hearing a loud noise over time could
develop a negative attitude towards the sound (Solomon et al., 2010)2. Attitude
can be seen as a fixed way of thinking when it endures for a longer time. It
includes assessments of the items referred to it proceed or not. Attitude
developed through experiences may change when new experiences are
obtained (Ajzen, (2001)3; Armstrong, 2009)4. Consumers have attitude to
specific product behaviour, for example which type of food the person
consumes.

CONSUMER BEHAVIOUR:
The study of consumers attitude and their buying behaviour is very much
essential to recognize while structuring consumer relations.

People from

different walks of life develop attachments to various products due to their

1 Eagly, A. H. and Chaiken, S. (2007), The advantages of an inclusive definition of

attitude, Social Cognition, Vol. 25 No.5, pp. 582-602.

2 Solomon, M.R., Bamossy, G., Askegaard, S. and Hogg, M.K. (2010). Consumer Behavior:
a European perspective. Fourth Edition. ed. England: Prentice Hall.

3 Ajzen, I., (2001), Nature and operation of attitudes, Annual Review of

Psychology, Vol. 52 No.1, pp. 27-58.

4 Armstrong, Gary (2009). Marketing: an introduction, 1st European ed. Harlow:

Financial Times, 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.

1.5. ORGANIC MOVEMENT:

The origin of organic movement can be mapped out back to the beginning of
1800s. It got fleetness in the early 1900s in response to the shift towards
synthetic nitrogen fertilizers and pesticides in the early days of industrial
agriculture by a relatively small group of farmers. These agriculturists came
together and formed various associations for their benefits. Demeter
International of Germany, which encouraged farming and began the first and
foremost

certification

program,

the

Australian

Organic

Farming

and

5 Baker, S. 2000. Marketing Management: A Relationship Marketing Perspective.

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.

ORGANIC FOOD PRODUCTS:

FOOD PRODUCTS include two types of foods.

Food which is grown by

farming i.e., the food grains grown by the farmers.

Secondly, the food

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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products produced by the process of manufacture. In the present study Food

Products means food products grown by the farmers and also those
produced by the process of manufacture.

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.

(Essoussi & Zahaf, 2008)7.

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

using purchasing patterns." Journal of European Management 9, no. 1 (03 2009).

8 Hutchins, R and Greenhalgh, L (1997) Organic confusion: sustaining competitive

advantage. British Food Journal, 99(9), 336-338.

9 Lockie, S, Lyons, K, Lawrence, G and Mummery, K (2002) Eating Green: Motivations

behind organic food consumption in Australia. European Society for Rural Sociology, 41(1),
23-40.

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According to the United States Department of Agriculture (USDA) organic food

is produced by farmers who emphasize the use of renewable resources and
the conservation of soil and water to enhance the quality of the environment.
Organic food is produced without using most conventional pesticides,
fertilizers, bioengineering, and ionizing radiation.
Organic food products and their inputs are produced locally or imported, and
that not less than the proportion of organic ingredients for 95% of the
components of the product excluding preservatives, such as salt and water 10.
Organic foods are produced using methods of organic farming. These are the
foods produced using no or lesser quantity of chemical fertilizers, harmful
pesticides, harmonic chemicals, etc. Organic food is produced in such a way
that adheres to the standards of organic method set by the respective
governments and international organisations authorised to monitor this.
Organic foods are made without the help of chemical pesticides and are
processed only with natural additives. Organic meat, poultry, eggs and dairy
products come from animals that are given no antibiotics or growth
hormones. Noted Dietician, Lori Greene 11 feels that natural and organic are
not interchangeable. Natural means that a product does not contain artificial
ingredients, such as preservatives or artificial colouring. Only food labelled
"organic" has been certified as meeting US Department of Agriculture (USDA)
organic standards.

10 (Ministry of Water and Environment United Arab Emirates, Federal Law No.5,

Year 2009 for Organic Foods)

11 Lori Greene, MS, RD, CSSD, LD, SHC Dietician nutrition@ua.edu

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In recent times the market for the organic food products has been on a
exceptional growing trend.

Thanks to the awareness created by the

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

organic products, as well as the approved use of natural pesticides, such as

sulphur, and copper, which can also be found on the organically grown foods.
Organic food is not really more expensive than conventionally farmed foods, as
we pay for conventional foods through our taxes. Billions of Rupees are spent
every year in cleaning up the mess that agrochemicals make to our natural
water supply. Go organic is for a genuine and more cost-effective future.

What makes food organic?

A food product becomes organic by the very method of farming and the
organic food must be free from all synthetic chemicals. According to the
United States Department of Agriculture (USDA) organic food is produced by
farmers who emphasize the use of renewable resources and the conservation
of soil and water to enhance the quality of the environment.

Studies have

shown that organic refers to a relatively low presence of pesticide residue in

organic food compared to conventional food. For example the amount of two
primary pesticides DDT and LINDANE, is restricted to the lowest POUNDS
PER DAIRY i.e. PPD. DDT residue in organic milk has a mean of 0.0217 ppd
compared DDT value in conventional milk at 0.0921ppd. Similarly LINDANE
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residue in conventional milk is double than in organic milk. (Kouba 2003)12.

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)

13 Source: Agricultural & Processed Food Products Exports Development Authority

(APEDA), Ministry of Commerce and Industry, Government of India.

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

Caribbean.. International Federation of Organic Agriculture Movements (IFOAM),

Bonn and Research Institute of Organic Agriculture (FiBL), Frick, International
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Recabarren 2009)16. Although there are no official statistics on Chiles organic

domestic market, the food sector authorities state that about 20% of organic
production is sold locally and the demand is growing by approximately 20%
annually (USDA 2010; EMG 2007)17
1.6.

COMPARATIVE STUDY OF ORGANIC AND NON ORGANIC FOOD

PRODUCTS:

Organic products compete with conventional substitutes in the market.

Although many organic products command a higher price compared to
their conventional alternatives, some consumers continue to substitute
organic for conventional products. However the reason for purchase of
organic food products in place of non organic food is not definable clearly.
Lancaster a r g u e d that the traditional theory of consumer demand is
inadequate in explaining why consumers will buy organic products instead of
conventionally grown alternatives.

It may not be possible to distinguish and

identify the attributes associated with organic food products by visual

inspection. Most of the consumers buy organic products just because of a
perception that these food products have unique attributes compared to
conventionally grown alternatives. (Vindigni et al, 2002)18.

Trade Centre (ITC), Geneva.

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

EMG Consulters 2007. Estudio del Mercado National de Agricultura

Orgnica,

Report Santiago de Chile.

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The traditional theory is silent about the inherent characteristics of a

commodity. It does not provide how variations in the quality of the products
affect the perception and purchase decisions of the consumers.

It also

provides limited explanation of how demand changes when one or more of

the characteristics of a good change or how a new good introduced into the
market fits into the preference pattern of consumers over existing goods
(Lancaster, 1991). Intrinsic characteristics are what differentiate organic
products from their conventionally produced alternatives.
Lancaster

(1971)19,

the

omission

of

information

about

According to
the

inherent

characteristics of consumer goods in traditional consumer theory has made

the theory not capable to handle some important aspects of consumer
demand in todays world.

Some pictorial presentations which depict the difference

between organic and non organic food products and farming.

18 Vindigni, G., Janssen, M.A. and Jager, W. 2002. Organic food consumption: A

multi-theoretical framework of consumer decision making. British Food Journal.

104(8): 624-642.

19 Lancaster, K. Consumer Demand: A New Approach. New York: Columbia

University Press, 1971.

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1.7.

PRESENT STATUS OF THE ORGANIC FOOD PRODUCTS IN

INDIA

India ranks 10th among the top ten countries in terms of cultivable land under
organic certification.

The certified area includes 15% cultivable area with

0.72 million Hectares and rest 85% is forest and wild area for collection of
minor forest produces.

The total area under organic certification is 4.72

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)

Government of India has implemented the National Programme for Organic

Production (NPOP). This national programme involves the accreditation for
Certification Bodies, setting standards for organic production, promotion and
proliferation of organic farming etc. The NPOP standards in respect of
production and accreditation system have been documented by European
Commission

and

Switzerland

as

equal

to

their

country

standards.

Correspondingly, USDA has recognized NPOP conformity assessment system

of accreditation as equivalent to that of in United States. With these
recognitions, Indian organic products duly certified by the accredited
Certification Bodies of India are accepted by the importing countries on a
global base.

India produced around 1.24 million MT of certified organic products which

includes all varieties of food products namely Basmati rice, Sugarcane,
Cotton, Tea, Fruits, Oil Seeds, Pulses, Spices, Dry fruits, Vegetables, Coffee
and their value added products. The production is not restricted to the edible
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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.

CERTIFICATION OF ORGANIC PRODUCTS:

USDA - United States Department of Agriculture.

The USDA organic certification verifies that all United States Department of
Agriculture regulations, requirement and specifications are adhered to. It
covers a wide range of detailed monitoring and control measures. It is one of
the most comprehensive and demanding certification systems to ensure
absolute commitment to Organic Certification qualifications as established by
the United States Department of Agriculture.

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2. Good Manufacturing Practices (GMP)

SGS GMP certification authenticates whether all the required practices
necessary for an effective food safety program are being followed. It addresses
hygiene in all aspects of the manufacturing process, including premises and
equipment, primary production, packaging, warehousing, distribution, pest
control and waste management, as well as routine personal hygiene of
personnel. ORGANIC INDIA Pvt. Ltd. meets the requirements of Codex
Alimentations Commission Guidelines, Recommended International Code of
Practices, General Principles of Food Hygiene. CAC/RCP 1-1969 Rev. 3
(1997).

3. Hazard Analysis & Critical Control Points (HACCP)

HACCP based Food Safety Management System registration and certification
verifies that World Health Organization standards are met in the management
of food safety and hygiene. The HACCP based Food Safety Management
System Registration is based on the Criteria for assessment of an operational
HACCP system". It is an accredited registration scheme for assessing the
operational status and performance of a HACCP based Food Safety
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Management System to ensure the safety of foodstuffs. Organizations that

successfully complete the assessment earn both a highly regarded HACCP
certificate

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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of the kosher certification agenciesand by far the most extensive in its

global reach the Orthodox Union is renowned for its ability to serve its
clients' needs promptly and efficiently. The conferral of OU Kosher
certification on our brand raises its profile in the market place and helps
to expand our market share.

1.9. ORGANIC CERTIFICAION IN INDIA

1. NSOP - India Organic:
Indian National Standards for Organic Production & India Organic Logo is
governed by APEDA, which provides national standards for organic products
through a National Accreditation Policy and Programme. The aims of the
National Programme for organic production include:
(1) To provide the means of evaluation of certification programmes for organic
agriculture & products as per internationally approved criteria.
(2) To accredit certification programmes.
(3) To facilitate certification of organic products in conformity to the National
Standards for Organic Products.
(4) To encourage the development of organic farming and organic processing.

2. PGS Organic label:

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This certification is given by PGS (Participatory Guarantee System) India

Organic Council in cooperation with the Food and Agricultural Organisation
(FAO) and the Ministry of Agriculture, Government of India. The label is used
for marketing in the domestic market and it certifies sustainably grown
organic farm crops that are built on the foundations of quality, trust and
alliance through a farmers social network.

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.

1.10. ORGANIC FARMING

The ultimate goal of natural farming is not the
g rowing of crops but the cultivation and
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perfection of human beings.

-

Masanobu Fukoka

Concept and its Origin

The term organic was first used in relation to farming by North Bourne
(1940)20 in his book Look to the Land:
The farm itself should have a biological completeness; it must be a
living entity, it must be a unit which has within itself a balanced organic
life.

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

methods of production. However, it is useful to

provide a general definition of organic agriculture to indicate briefly what

the production systems are designed to achieve; the International Food
Standards Codex Alimentations in association with IFOAM and FAO:

Organic agriculture is a holistic production management system which

promotes and enhances agro-ecosystem health, including biodiversity,
biological cycles, and soil biological activity. It emphasizes, the use of
management practices in preference to the use of offfarm inputs, taking into
account that regional conditions require locally adapted systems. This is
accomplished

by

using,

where

possible,

agronomic,

biological,

and

20 North bourne, Lord. (1940). Look to the Land (Second edition) Hillsdale,

New York: Sophia Perennis.

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mechanical methods, as opposed to using synthetic materials, to fulfil any

specific function within the system (FAO, 1999)21.

1.10.1. MEANING OF ORGANIC FARMING:

A production system which avoids or largely excludes the use of synthetic
compounded fertilizer, pesticides, growth regulators and livestock feed
additives.

To the maximum extent possible, organic farming systems rely

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.

Organic farming leaves fewer pesticide residues than conventional farming.

However, even organic produce may have some pesticide in it because these
chemicals can persist in the soil for decades and can travel in the air or on
equipment.23
Agricultural evidence draws attention to the destruction of soil and
consequences of it. It requires a method to restore and main the fertility of
21 FAO. 1999. Guidelines for the production, processing, labelling and marketing

of organically produced foods. Joint FAO/WHO Food Standards Program Codex

Alimentarius Commission. Rome. CAC/GL 32-1999.

22 Browne, A. W, P J C Harris, A. H. Hofny-Collins, N. Pasiecznik and RR Wallace

(2000): Organic Production and Ethical Trade: Definition, Practice and Links,
Food Policy, 25(1), 69-89.

23 Source: Harvard Health Watch 2003

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soil.

Otherwise the soil becomes useless after continuous agricultural

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

organic movement has decades of experience through practicing ecologically

sound agriculture and establishing inspection and certification schemes to
give the consumers the guarantee and confidence on the organic food
products. To the question of whether the organic farming can feed the world
he says that neither chemical nor organic farming systems can do it but the
farmers can. He highlights the importance of farmers in feeding the world
with food.

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

Movements in Sustainable Agriculture Solutions: The Action report of the

Sustainable Agriculture Initiative, Novello Press, London

26 Kaushik,

KK,

1997,

Sustainable

Agriculture

Issues

and

Policy

Implications, Productivity, 37(4), Jan-Mar, 1997.

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consumption and future growth, etc., are very pertinent issues to be

determined.

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

cultural and pest

chemicals. Antibiotics and

hormones are not used in livestock production.

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1.10.2. HISTORICAL PERSPECTIVE OF ORGANIC FARMING27

Oldest Practice:
10,000 years old, dating back to Neolithic age,
practiced by ancient civilizations like Mesopotamia,
Hwang Ho basin etc.,
Ramayana:
All dead things rotting corpse or stinking garbage
returned to earth are transformed into wholesome
things that nourish life such is the alchemy of mother
earthas interpreted by Chakravarthy Rajagopalachari.
Mahabharatha: (5500 BC) Mention of Kamadhenu, the celestial cow and
its role on human life and soil fertility
Kautilyas
Mentioned several manures like oil cake,
Arthashastra (300 BC): excreta of animals, etc.
Brihad Samhita :
Described how to choose manures for
(Varahamihira) different crops and the methods
of manuring.
Rig Veda :(2500 BC 1500BC) : Mention of organic manure in Rig Veda
1, 161, 10, 2500-1500BC is Green Manure in
Atharva Veda II 8.3(1000 BC). In Sukra (IV, V,
94, 107-112) it is stated that to cause healthy
growth the plant should be nourished by the
dung of goat, sheep, cow, water as well as meat.
A reference of manure is also made in
Vrikshayurveda by Surpala (Manuscript,
Oxford, No, 324B, Six, 107-164)
Holy Quran (590 AD): At least one third of what you take out from soil
must
be returned to it implying recycling or
post- harvest residue

27 Bhattacharya.P and Chakraborty.G. Current Status of Organic Farming in

India and other countries, Indian Journal of Fertilizers, Vol.1 (9), December
2005, pp.111-123

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25

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222

1.10.3. BENEFITS OF ORGANIC FARMING:

Organic agricultural practices depend on a harmonious relationship with
nature.

The organic or natural farming aims to build a non destructive

relationship with environment. It aims to increase the functional life of the

soil by conserving the fertility of the top soil. The developed countries are
more worried with waste disposal and for this they spread contaminated and
poisonous chemicals in food, feed, fodder by throwing away these into river
and sea water.

In this scary situation the best remedy is organic farming

which is looked up on as one of the antidote to resolve the maladies.

The benefits of organic farming are specifically listed as below.

1. Healthy foods: Organic farming provides healthy foods which do not
contain chemical pesticides, fertilizers and animal residue. This provides
a food product which is healthy and highly nutritious. The bad elements
like boron, calcium, iron, magnesium selenium and zinc are either
removed or reduced from the food. Hence it gives food with nutrition only.
2. Increased crop productivity and Income:

The yield of the organic

farming is comparatively more than the conventional farming.

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

pests at the farm of Central Institute for Cotton Research, Nagpur

publicized that the mean monthly counts of eggs, larva and adults

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26

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222

of American BoU worm were far lesser under organic farming

than

under the conventional method (Sharma, PD, 2003)28.

4. Employment opportunities: In organic farming making use of machines
is minimised and human efforts are more. This creates more employment
opportunities to the farmers and villagers.

The problem of periodical

unemployment will also get mitigated because of the diversification of the

crops with their different planting and harvesting schedules resulting in
the requirement of a relatively high labour input.
5. Improvement in soil quality: Organic farming also has the benefit of
fertility conservation and improvement in soil quality. Soil quality is the
base for organic farming.

Though the farming practices like Multi

cropping, crop rotations, organic manures and pesticides and Soil quality
is maintained for a long period.

Natural plant nutrients from green

manures, farmyard manures, composts and plant residues build organic

content in the soil. This will retain and increase the fertility of the soil.
6. Other benefits: There are certain indirect benefits from organic farming
to both the farmers and consumers. Availability of healthy and nutritious
foods the general life of the consumers is comfortable with balanced diet.
Organic farms have turned into such favourite spots for the people so that
Eco-tourism becomes popular and village stays by the city people has
become more attractive. This increases the general income level of the
farmers and other allied people associated with this.

28 Sharma , PD, 2003 , Prospects of Organic Farming in India, in Proceedings of

National Seminar on Organic Products and Their Future Prospects, Shear-e-Kashmir
University of Agricultural Sciences and Technology, Srinagar, pp 21-29.

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1.10.4. KEY INDICATORS OF ORGANIC FARMING IN WORLD29

INDICATORS

WORLD

LEADING COUNTRIES

Countries with data on

certified organic

2013 : 170 Countries

----

agriculture

Organic Agricultural

2013:43.1Million Hectares

Land

1999:11.0Million Hectares

Share of total
agricultural land

Producers

2013: 0.98%

2013:2 Million Producers

2012: 1.9
2011:1.8

Australia:

17.2 Mn Ha

Argentina: 3.2
US

2.2 Mn Ha (2011)

Falkland Islands: 36.3%

Liechtenstein
31%
Austria:
19.5%
India:

6,50,000

Uganda: 1,89,610
Mexico: 1,69,703

29 SOURCE: FIBL and IFOAM Working Paper 2015

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Organic Market Size:

2013:72.0 Bn US Dollars

US

24.3 Bn Euros

1999:15.2 Bn US Dollars

Germany 7.6 Bn Euros

France:

4.4 Bn Euros

Germany : 89 Affiliates
No. Of IFOAM affiliates

2014: 815 affiliates from

120 countries

China

: 55 Affiliates

USA

: 51 Affiliates

India

: 47 Affiliates

PERCAPITA CONSUMPTION OF ORGANIC FOOD

Ten countries with highest per capita consumption of Organic food

during 2014 30
(Per capita consumption in Euros)

30

SOURCE: FIBL and IFOAM Working Paper 2016

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29

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222

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.

TEN COUNTRIES WITH LARGEST MARKETS FOR ORGANIC

FOODS DURING 2014
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222

(Retail sales in Million Euros)

30,000 27062
25,000
20,000
15,000
10,000
4830

5,000

3701

2523 2307 2145 1817

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.

United States of America stands very much high with 27,072

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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1.10.5. INDIAN SCENARIO OF ORGANIC FARMING

India is an agriculturally predominant country bestowed with seventh largest
agricultural area in the world. It contributes around 14.6 percent of Gross
Domestic Product and supports over 58 percent of the countrys population
for their livelihood (GOI, 2010). The countrys pursuit of excellence and self
sufficiency in food supply made the people to explore new ways of agriculture
so that the starving mouths of the country are fed with sufficient food. One
such way was to use of chemical and artificial manures and pesticides so that
the productivity of the agricultural lands increases. No doubt it was done for
a long years.

However at the later stages it was realised that the use of

chemical fertilizers and pesticides have made an adverse effect on the

environmental health of the globe and mankind in general. The awareness of
the environmental issues among the stake holders has made a tremendous
change in the approach of agriculture and horticulture.
This has led to the history to get repeated with the traditional mode of
agriculture which was made without use of chemical fertilizers and pesticides.
It was coined as Organic Farming. Organic farming system puts emphasis
on the usage of organic matter for vitalising soil properties, reducing the
length of food chain associated health hazards and attaining closed nutrient
cycles, the key factors for sustainable agriculture (Cardelli et al., 2004)31.
In 2006, International Competence Centre for Organic Agriculture (ICCOA)
conducted a national wide survey of consumers and published as The Market
for Organic Food in India: Consumer Perceptions and Market Potential.

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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222

the country at INR1,452 crores and accessible market potential through

modern retail at INR 562 crores. (Rao et al.2006:175)
According

to

the

Movement (IFOAM)

International
(Willer et al.,

Federation
2008)32

of

Organic

the major

Agriculture

goals

of organic

farming include:

1 . T o produce the food of premium quality in sufficient quantity in

synchronization with natural systems and production cycles.
2. Enhancing biological cycles within the farming system involving
microorganisms, soil flora and fauna, plants and animals.
3 . To m aintain the long-term soil fertility and genetic variety of the
production system and its surroundings including plant and
wildlife.
4. To promote a healthy use with proper care of water resources
and all life therein.
5. To create a harmonious balance between crop
animal husbandry, and

production and

6. To minimise all forms of pollution.

Even though organic farming was widely used in India it was not so called
but it was indeed in practice for centuries before world coined it as organic
farming. It was known as natural farming which was the very model of
cultivation in India. The farmers never used chemical fertilizers, pesticides
for their farming.
In Indian context organic farming has to be practiced without chemical and
synthetic pesticides and chemical fertilizers.

However hundred percent

32 - Willer. H, Yussefi Menzler. M, Sorensen.N. (2008) The world of organic agriculture

statistics and emerging trends: http:// orgprints.org/13123/4 world of organic agriculture
2008.

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222

elimination of chemical fertilisers and pesticides may not be possible in all

situations. A holistic approach involving Integrated Nutrient Management
and Integrated Pest Management would be a better method of organic
farming strategy for a country like India.
Organic farming has become a buzzword drawing the attention of entire
world. Indian agriculture has a high potential for organic farming and this
opportunity has to be tapped with adequate precautions and safeguards so
that the interest of the small and tiny farmers is not affected.

Organic farming is recognised with the following:

1. It does not result in pollution of the soil and ground water with chemical
residues
2. It enhances the biological diversity among plants and animals.
3. Reduces outflow of mineral deposits from soil.
4. Depends on and make use of of natural, local and renewable resources.
5. It uses low quantity of energy inputs and depends largely on natural
equilibrium for crop protection.
6. Organic farming requires less financial and external inputs and places
more reliance on the natural and human resources on farm, which are
abundant in our country.
Organic agriculture used to be a way of life in India, a tradition which for
centuries has shaped the thought, the outlook, the culture and economic life
of its people. Before the independence and till recently majority of the Indian
farmers were not aware of the application of fertilisers for plant nutrition and
pesticides for control of pests and diseases. In fact, it was started with natural
farming then and the majority of farmers were cultivating in this way.
However, to provide food for the ever-growing population of the country, it was
felt necessary to rapidly increase the production of food grains. Thus, to
attain self sufficiency in food,

dams and irrigation systems were put in

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34

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222

place, use of external inputs like seeds of high yielding varieties of crops,
chemical fertilizers

and

plant

protection chemicals were developed and

made available.

In the process of achieving self sustainability of food production to keep pace

with population increase during the past forty years prominence was laid on
exhaustive agricultural practices. Though, India has become self sufficient
in food

production over

the years,

it

has

resulted

in

serious

environmental degradation and health hazards to mankind, animals and the

biodiversity. This has also sometimes resulted in lower returns to the farmers
due to a glut in the market. The technologies generated over the past four
decades were not in tune with the natural resource base and environment in
different parts of the world. Increasing crop yields meant intensification in
the use of fertilizers and pesticides in

crop

production and the

increased

use of concentrates and medical treatment for animal production.

MASANOBU FUKUOKA

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35

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222

Birth

: February 2, 1913

Death

: August 16, 2008

Nationality

: Japanese

Occupation

: Agricultural Scientist, Farmer and Author

Well known for

: Philosophy, Natural Farming

Notable work

: The One Straw Revolution

Awards

: Ramon Magsaysay Award, Desikottam Award,

Earth Council Award

If the name of Musanobu Fukuoka is not mentioned in the organic farming

the details will be meaningless.

That is the importance of this Japanese

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.

FOUR PRINCIPLES OF NATURAL FARMING33

Masanobu Fukuoka in his legendary book One Straw Revolution states that
there are four principles of Natural Farming. They are:

33 Fukuoka, Masanobu (2001) The One-Straw Revolution, Eighth Impression,

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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36

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222

The first is NO CULTIVATION, that is, no ploughing or turning of the soil.

For centuries, farmers have assumed that the plough is essential for
growing crops. However, non-cultivation is fundamental to natural
farming. The earth cultivates itself naturally by means of the
penetration of plant roots and the activity of microorganisms, small
animals, and earthworms.

The second is NO CHEMICAL FERTILIZER OR PREPARED COMPOST

[For fertilizer Mr. Fukuoka grows a leguminous ground cover of white
clover, returns the threshed straw to the fields, and adds a little poultry
manure.] People interfere with nature and, try as they may, they cannot
heal the resulting wounds. Their careless farming practices drain the
soil of essential nutrients and the result is yearly depletion of the land.
If left to itself, the soil maintains its fertility naturally, in accordance with
the orderly cycle of plant and animal life.

The third is NO WEEDING BY TILLAGE OR HERBICIDES. Weeds play

their part in building soil fertility and in balancing the biological
community. As a fundamental principle, weeds should be controlled, not
eliminated. Straw mulch, a ground cover of white clover inter planted
with the crops, and temporary flooding provides effective weed control
in my fields.

The fourth is NO DEPENDENCE ON CHEMICALS [Mr. Fukuoka grows

his grain crops without chemicals of any kind. On some orchard trees he
occasionally uses a machine oil emulsion for the control of insect scales.
He uses no persistent or broad-spectrum poisons, and has no pesticide
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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.

Harmful insects and plant diseases are always

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.

In every field Karnataka State is pacing ahead contributing to the

progress of the state and the country at large.

Karnataka has over 64% of its total geographical area under agriculture
cultivation.

It is the largest producer of spices, aromatic, medicinal crops,

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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KARNATAKA STATE POLICY ON ORGANIC FARMING - 2004.

The policy has given importance on the following grounds:
1. Integrated and sustainable management of natural resources for achieving
food, nutritional environmental and livelihood security.
2. Improvement in soil fertility & productivity through safe farming.
3.

Efficient, economic, eco-friendly and sustainable crop production and

protection technologies.
(Source: National Standards for Organic Production)

ORGANIC FARMING IN KARNATAKA STATE

Economic Times dated April 24, 2015 reports that Madhya Pradesh tops
the list of maximum certified area under organic farming. It is on the top of
list with 2.32 Lakhs Hectares under organic farming out of a total 7.32 Lakhs
hectares in India. Minister of State for Agriculture Mohanbhai Kundaria
announced in Rajya Sabha that organic farming is undertaken 30,716
Hectares of land in Karnataka.

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.

BANGALORE TO BE DEVELOPED AS ASIAS ORGANIC CAPITAL

34

Source:

Report

in

Economic

Times

dated

August

23 rd

2012.

http:economictimes.indiatimes.com

Page

39

of

222

Mr. Jagadeesh Shetter, inaugurating the fourth edition of the three-days

International Organic Trade Fair titled Bio-Fach India, being jointly organised
by the Nuernberg Messe of Germany, International Competence Centre for
Organic

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

1.11. BANGALORE CITY

Bangalore

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

city of the state of

K a r n a t a k a is t h e central point for running the state administration. It

is now known as BBMP i.e., Brihat Bengaluru Mahanagara Palike, is the
largest urban area with an aerial extent of 850 sq.km. Bangalore, the fastest
growing city in Asia. The city, which was once popularly branded as Garden
City, is losing its name due to swift urbanization and multifaceted industrial
development.

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

Board, Bangalore Urban District, Karnataka.

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commerce and housing facilities.

Especially, the enormous pressure on

water supply needs scientific planning and effective management of water

resources, particularly ground water in the district.

Population details as per Census 2011.

Bangalore City

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 %

Average Literacy (%)

Sex ratio

923

Child Sex ratio

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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222

1308' 58 North Latitude and 772754 to 7746'44 East Longitude, almost

equidistant from both eastern and western coast of the South Indian
peninsula, and is situated at an altitude of 920 m above mean sea level.
Bangalore city is bounded by Chickaballapur District in the North East,
Tumkur District in the North-west, Mandya District in the south-West,
Chamarajanagar District in the south and the neighbouring state of Tamil
Nadu in the South-East.

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.

Both the rivers, Arkavathi and Vrishabhavathi at present carry

most of Bangalore's sewage. The surged topography in the region has

facilitated creation of a large number of tanks providing for the traditional
uses of irrigation, drinking, fishing and washing. Their creation is mainly
attributed to the vision of Kempegowda and of the Kings of the Wodeyar
dynasty. This led to Bangalore having hundreds of such water bodies through
the centuries. Even in early second half of 20th century, in 1961, the number
of lakes and tanks in the city stood at 262. These, and open spaces generally,
were seriously affected however with the enhanced demand for real estate and
infrastructure consequent to urbanisation. Official figures for the current
number of lakes and tanks vary from 117 to 8135

but recent satellite

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222

imagery (dated 2003) gives a different picture altogether, showing only 133
lakes visible 36 out of which only about 18 are clearly delineated.

1.12. MARKET FOR

BANGALORE CITY

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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ESTIMATED SALES PER DISTRIBUTION CHANNEL AND TOTAL MARKET

SIZE PROJECTION IN BANGALORE CITY

36

36 Source: Nina Osswald and Manoj Kumar Menon (2013): Organic Food Marketing

in Urban Centres of India. Bangalore: International Competence Centre for Organic

Agriculture (ICCOA) page No.38.

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222

Distribution channel

Stake
holders

Organic specialty stores

Outlets

Estimated total sales p.a.

Share of total organic

sales
32.2%

22

23

INR

Health food stores

INR

Non-food stores

17

INR

5,10,00,000

23.8%

Organic and natural

bazaars

INR

2,40,000

0.1%

Direct marketing, CSA

INR

2,40,000

0.1%

Restaurants, catering

INR

1,68,00,000

7.8%

Online retail, home

delivery

n/a

INR

31,20,000

1.4%

Traditional retail, other

stores

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%

Report in The Hindu, Bangalore37.

37 Source: The Hindu dated November 21, 2012, Bangalore Edition.

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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.

International Competence Centre for Organic Agriculture (ICCOA) Executive

Director Manoj Kumar Menon says Bangalore has a total of 68 retail outlets
selling organic produce. He told The Hindu that these shops include dedicated
organic outlets as well as those which have sizeable space earmarked for
organic produce. He said that Mumbai has 45 such outlets selling organic
produce while Delhi has only 36 of them. What is important with respect to
Bangalore is that it has the presence of all the prominent organic brands
unlike other cities which have only a few of them, he says. The volume of
organic retail business in Bangalore is also higher than that of any other cities
in the country, according to Mr. Menon, who has been watching organic retail
sectors of different States and cities. He says the number of organic outlets
have been increasing in Bangalore with each passing year.

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1.13. CONSUMER ATTITUDE TOWARDS ORGANIC FOOD

The general attitude of consumers vary in accordance with its own attributes
like place, culture, socio economic factors, environmental issues, attitude
towards animal welfare, prestige, etc. It varies with the geographical areas
also. Price payable for the organic foods and income of the consumer are no
longer the factors which influence the purchase behaviour of the organic
consumers. In a developing economy like India consumer is ready to pay a
premium price for the organic food products even with a lower income
because of the influencing factors like health consciousness, ethical issues
like animal welfare and environmental safety, global warming, etc.

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AIM
&
METHODOLOGY

Page

48

of

222

AIM AND METHODOLOGY

Title of the study:
A COMPARATIVE STUDY OF CONSUMERS ATTITUDE AND
THEIR BUYING BEHAVIOUR TOWARDS ORGANIC AND
NON ORGANIC FOOD PRODUCTS IN BANGALORE CITY
STATEMENT OF THE PROBLEM:
Food market is vast expanding in all directions from production to
consumption. With the increasing awareness of consumers and

the health

consciousness and environmental issues it has got the pace of recognition

worldwide. The case is not different in Asia and India too. Karnataka state is
not far from this awareness about the natural foods and environmental
conservation. The current paper tries to high light the attitude and buying
behaviour of the consumers towards Organic and Non organic food products
in Bangalore, the capital city of Karnataka.

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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NEED FOR THE STUDY

The present study has focussed on the attitude and buying behaviour of
consumers of Bangalore city towards organic and non organic food products.
The consumer attitude and buying behaviour plays a phenomenon role in
decision making in the market activity of the food products, especially in an
urban place like Bangalore.

This will be a vital input for the marketers to

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

environmental perspective since products affects all stages of a consumption

process. Steps toward more sustainable consumption is not simply a question
of what products and services are purchased, it is about the embracing a
lifestyle in which sustainability is reflected in all aspects of consumers`
behaviour.

SIGNIFICANCE OF THE STUDY

The main purpose of any research on organic food products is to create
awareness among the consumers.

It is highly appreciable among the

residents of Bangalore city regarding the comparative study of their attitude

and buying behaviour towards organic and non organic food products the
purpose of the study is successful.
The present study also highlights the future of the market for organic food
products in the city of Bangalore. It is so significant that the potential of the
market may be useful for the various stake holders to formulate strategies in
respect of organic and non organic food products.

OBJECTIVES OF STUDY
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1. To find out the awareness of consumers in respect of organic food

products in Bangalore.
2. To analyse the reasons for buying of organic and non organic food
products in Bangalore city.

3. To assess the influence of demographic variables like gender, age,

educational qualification, occupation, family income, family size
and on consumer attitudes towards organic and non organic food
products in Bangalore.
4. To analyse the impact of organic and non organic food products on
the consumers health.
5. To make a comparative study of the buying habits of consumers
regarding organic and non organic food products.
6. To offer suggestions to make the organic market more successful.

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.

The collected data were classified,

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.

The survey comprises a vital part of the study as it

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.

Secondary data have been collected from various websites, articles

collected, news clippings in newspapers, magazines, and standard books. The
publications, working papers, and articles published by authorities on organic
food products are also referred. Conceptual and theoretical base has been
referred from standard books by renowned authors in the field.

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.

The Bangalore city was chosen for different reasons.

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.

Since the size of the population is quite large, sample size is

calculated by using YAMANES formula (Yamane, 1967)38.

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

2nd Edition, New

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e = Significance level (0.05)

According to the equation, the sample size can be calculated as follows;
85, 20, 435
N = -----------------------------1+ 85, 20, 435 (0.05)2
= 400 samples.
The researcher set up sample size of 454. The samples have been selected on
a convenience sampling method.

This method was resorted since the

population of Bangalore city is so much that it is very difficult to stratify and

then collect the data from the sample.

STRUCTURE OF THE QUESTIONNAIRE:

The questions are formed to collect information relating to the demographic
and attitudinal info from the respondent.

Questions numbering from 1st

to 7th

are related to demography of the

respondent. They include age, gender, occupation of the respondent, size of

the family, educational qualification, monthly income of the family, food habits
of the respondent. It also collects information of monthly expenditure of the
consumer on food items including milk, milk products, vegetables, snacks,
beverages, hotel eatables, etc, every month.

This information about

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.

This includes the expenditure on grocery, milk,

vegetables, snacks, beverages, hotel eatables, etc.

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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 questions are set as per the Likerts measuring scale.

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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products over the organic food products.

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,

recognisable level, less packing materials, more information and increased

shelf life of the products.

17th

question has 9 sub questions. These explain the reasons for non

purchase of organic food products.

These are the barriers and negative

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.

SCOPE OF THE STUDY:

The main area of the study encompasses the purchase behaviour and buyers
attitude towards organic and non organic food products. It also covers the
study of the theoretical background, the present status of the organic market,
the strategies followed in marketing organic food products, etc., The attitude of
the consumers and their behaviour is studied under the light of the variables.
Their food habits, amount spent on the food, the percentage of expenditure on
organic food, their likes towards organic food products, dislikes, propensity to
buy organic food, etc have been studied on an exhaustive manner. The area of
the study is the entire city of Bangalore.

HYPOTHESIS:
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H 10: There is no significant relation between Income level of the customer

and buying behaviour towards organic food products
H 20: There is no significant relation between age of the customer and buying
behaviour towards organic food products.
H 30: There is no significant relation between occupation of the respondent
and buying behaviour of the consumer towards purchase of organic
food products.
H 40: There is no significant relation between gender of the respondent and
buying behaviour of the respondent towards organic food products.
H 50: There is no significant relation between educational qualification of the
respondent and buying behaviour towards OFP
H 60: There is no significant relation between food habit of the consumer and
buying behaviour towards OFP
H 70:

There is no significant relation between source of information and

percentage of organic food in the regular purchase of food.

H 80: There is no significant relation between period for which customer is

purchasing OFP and his buying behaviour.

CONTRIBUTIONS OF THE RESEARCH

This study is expected to contribute to the development of the domestic
market for organic food products in the state of Karnataka in particular
Bangalore City.

The findings of this study provide significant information

about analysing the consumer attitude and his buying behaviour, knowledge
and opinion towards organic food products.

This will truly help other

consumers to take proper decisions with reference to organic food purchases.

The same results will enlighten the marketers to plan market strategies for
developing the domestic organic food product market.
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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.

The results of this study will be very useful in

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.

It also assists the

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.

LIMITATIONS OF THE STUDY:

The term organic consumer itself is not clearly defined in practice. However
for the present study it includes every consumer who buys organic food
products consciously and who has an affirmative attitude towards the values
of organic foods. The strength of the study depends entirely on the reliability
of the responses given by the consumers. The findings of the study depend on
the attitude and psychology of the consumers. The responses given by them
form part of the core of the thesis. The responses are pertaining to the
consumer attitude and their buying behaviour towards organic and non
organic food products only.

It cannot be universally applicable to all the

products in the market. The present study was conducted during 2012-16.
The findings pertain to this particular period only.
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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.

Several standard books have been referred to

understand the conceptual understanding of the consumers attitude and

buying behaviour towards organic and non organic food products. Many of the
articles published in the journals, magazines, news papers and websites have
been referred in this regard. The review of these materials has been
immensely helpful in getting an apparent idea and concrete premise about the
consumer behaviour and attitude towards organic and non organic food
products.
Two dependent variables have been identified like, consumers attitude and
buying behaviour.

Several independent variables were also identified like

price of the food products, health consciousness of the consumers, concern

towards environmental issues, certification of food products, awareness of the
consumers, availability of organic food products, etc. The literature has been
reviewed as per the chronological order under the different heads of the
variables.

A review of the literature referred is a follow:

AVAILABILITY OF ORGANIC FOOD PRODUCTS AT THE

CONVENIENCE OF THE CONSUMERS.

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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.

Thompson & Kidwell (1998)41 conducted a survey in Arizona area of US to

explore the consumers choice of organic and conventional food products in
39 Elif Akagun Ergin and Bulent Ozsacmaci.( 2011) Turkish Consumers perception and
consumption of organic foods African Journal of Business Management Vol.5(3), pp.910914.

40 Fotopoulos,
reasons for

C.

and

rejection

Krystallis,

A.

(2002), Organic product avoidance:

and potential buyers identification in a countrywide

survey, British Food Journal, Vol. 104 No 3/5, pp.233-260.

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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speciality and cooperative retail outlets.

Authors found out that the store

choice had influenced the probability of purchasing organic products.

Propensity to purchase organic and level of income predicted the store choice
where the organic foods to be purchased. The respondents with higher income
bracket had chosen the speciality grocer and less income group chosen
organic products.

Consumers with children at home and higher educated

decreased the probability of purchasing organic products.

AWARENESS ABOUT ORGANIC FOOD PRODUCTS

Bilal et al (2015)42 investigated in their research that the Consumers were
more concerned about food safety.

Awareness about food products had

influenced the pattern of food purchasing.

This aspect had increased the

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.

It was clearly established that they were being

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

42 Bilal Basha,Mohammed, Mason Cordelia, Farid Shamsuddin Mohd, Hussain Iqbal

Hafezali, Salem Abdelnabi Milad and Ali azlan (2015)Consumer Acceptance Towards
Organic Food GJISS Volume 4(3) pp.29-32.

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.

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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.

Ishak et al (2014)44 conducted an exploratory study and the results indicated

that intention to purchase organic food was significantly influenced by the
consumers perception of safety, health, environmental factors and animal
welfare of the products. The results also proved that perception of consumers
towards organic food products influenced their behaviour and then led to the
actual purchase of products.

The research was conducted by Dilva et al (2013)45 to identify the ecological

knowledge, ecological concern, ecological affection and correlation between
these variables and the purchase behaviour in respect of ecological
cosmetics.
The research made by Acheampong.P.P. et al (2012)46 made an intensive
exploration in to the consumers perception and willingness to pay a premium
44 Ishak Nawawi, Ismail Khalid and Md Shoki Bin Md Ariff. ( 2014) Consumers
Perception, Purchase Intention and Actual Purchase Behaviour of Organic Food Products
Review of Integrative Business Economics Research; volume 3(2) 2014;

45 Dilva Tamashiro, Helentia.R.Da, Jose Augusto Giesbrecht Da Silveira, Edgard

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.

46 Acheampong, P. P., Braimah, H. , Ankomah-Danso, A. , Mochiah, M. B.Consumers

Behaviours and Attitudes towards Safe Vegetables Production in Ghana: A Case Study of the
Cities of Kumasi and Cape Coast, Science Journal of Agricultural Research and
Management, Volume 2012.

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price for the organic and safe foods.

The results gave a drive to the

development and implementation of segregating indicators and distribution

channels between organic and inorganic vegetables. This necessitated the
awareness of organic products through proper consumer education.
The study by Venkataraman and Saktirama (2012)47 revealed that the
purchase intention of consumers towards organic food in urban city of India
was influenced by attitude and knowledge and familiarity of consumers.

The

authors also opined that knowledge and familiarity of consumers affected

their attitude of purchase behaviour.
The study conducted by Zeinab et al (2012)48 to revealed the influence of
knowledge, quality, price consciousness, subjective norms and familiarity of
organic food products on attitude and buying behaviour. The analysis showed
that the whole impacts were positive and significant except the subjective
norms influenced on organic buying behaviors.

A study carried out by Padiya and Vala (2012)49

47 Venkataram R., and Saktirama. V.

in Ahmadabad city,

A Structural Analysis Of Purchase Intention Of

Organic Consumers, International Journal of Management, ISSN No. 0976-6367, Vol 3,

Issue 2, May-August (2012) pp 401-410.

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.

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illustrated the organic food consumers as less price sensitive, believers in

quality

and

information;

generally

seek

information

from

newspaper,

magazines and at the point of purchase.

In the study conducted by Saleki et al (2012)50 various variables were

identified

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.

Balaji and Bhama (2012)51 critically analyzed the consumer perception

towards organic food products in India. The findings of the study revealed a
significant relationship between various psychographic factors on the overall
satisfaction of consumers towards organic food products.

Branislav et al (2011)52 in their study advocated that great number of

consumers
50 Saleki,

were

not

adequately

informed

about

the

importance

of

Zeinab Seyed Seyedeh Seyedsaleki Maryam And Mohammed Reza Rahi

(2012),Organic Food Purchasing Behaviour In Iran, International Journal Of Business And

Social Science: Volume 3, No.13; July 2012.

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.

52 Vlahovic Branislav, Pushkaric Anton and Jelocnik Marko (2011) Consumer

Attitude to Organic Food Consumption in Serbia Petroleum Gas University of

Ploiesti Bulletin, Economic Sciences Series. Vol.LXIII, No. 1/2011, pp.45-52

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consumption of food produced in the system of organic production. More than

a third of respondents did not trust the producers, i.e. do not believe that the
food is produced organically.
The study was undertaken by Ergin and Ozsacmaci(2011)53

to explore

Turkish consumers nature of demand for organic food products.

The results

indicated that consumers believed them to be healthier, tastier, fresher and

that organic products were environmentally friendly.

Vlahovic et al. (2011)54 in a study in Serbia analyzed the consumer attitude

towards organic food consumption. The prime objective of that study was to
identify the factors that influenced the demand and consumption of organic
products and to examine consumers preferences, motives that resulted in
purchasing organic food products in Serbia. The findings of the research
showed that most of the consumers were not adequately informed about the
importance of organic food consumption; high price was found to be a limiting
factor and fruits and vegetables were the mostly preferred and purchased
organic products.

53

Elif Akagun Ergin and Bulent Ozsacmaci (2011) Turkish Consumers

perceptions and consumption of organic foods African Journal of Busines

Management Vol.5(3), pp 910-914. February,2011.

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.

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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

phobic, Healthy Eaters, Environmentalists and Hedonists. This indicated that

consumers interest in organic food was influenced by their belief that
organically produced food was safe and better for health, environment and
welfare of farmers and poor.
Kuhar.A and Juvancic.L (2010)56 opined that the consumers were ready to
sacrifice the superior visual attractiveness which is a basic marketability
character for any product for the organic products. The awareness about
organic food products increased the purchase frequency of these products.
Samanth and others (2009) 57 made an extensive study of consumers
awareness about organic products on the basis of Theories of Reasoned Action
and Planned Behaviour.

They could find out that familiarity was an

important variable for markets to consider.

55 Kumar, Sushil And Ali Jabir (2011) Paper Presented At 21 st IFAMA World Forum

And Symposium On The Road To 2050: Sustainability As A Business Opportunity,

Frankfurt, Germany.

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,

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66

2009.

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The study was conducted by Annunziata and Paola (2009)

58

to get the

better understanding of consumers perception of healthy foods and its

determinants. The survey showed that there was a widespread interest for
more information on healthy food. Consumers generally understood the link
between food and health, and many were interested in acting accordingly.

The authors Briz and Ward (2009)

59

conducted a study to understand the

awareness of the consumers of organic products in Spain. The authors finally

concluded that awareness of organic foods did not necessarily translate into
actual consumption of organic foods.

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.

The paper by Ventura et al (2008)

60

intended to compare consumer

behaviour towards Organic Food Products between the consumers of

Portugal and Germany. The results depicted that there was a positive
consumer attitude towards Organic Food Products. The authors expected a
58
Annunziata Azzurra and Pascale Paola. Consumers behaviours and attitudes
towards healthy food products: The case of Organic and Functional Foods.

date

as in: September 3 - 6, 2009.

59

Briz.T. and Ward.R.W (2009) Consumer awareness of organic products in Spain:

An application of multinomial logit models, Food Policy, volume. 34. Issue 3,
pp.295-304.
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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

sustainability, animal welfare and rural development.

Essoussi and Zahaf (2008)

61

made an extensive research and found that the

key factors like availability, trust, perception and identification benefits

relating to the organic food products. Results indicate that consumers lack
deeper knowledge with regard to these products.
The study investigated in to the drivers influencing food processors decisions
to adopt organic practices and the constraints which limited the availability of
food products. Shanahan et al (2008)62 felt that since the agribusiness
existed in a heterogeneous market the organisation with new set of activities
and combinations had a competitive advantage. Consumers were willing to
pay for that newness.
The purpose of the study conducted by Akbari and Asada (2008)63 was to
assess the attitudes of consumers and extension experts towards organic
60
Ventura, Maria Raquel Lucas, Kerstin Rohrich, Marreiros, Rui Fragoso And Ventura,
Ventura Robert ( 2008), Quality, Safety And Consumer Behaviour Towards Organic Food In
Germany And Portugal, Centro De Estudos E Formacao Avancada Em Gestao E Economia
(Cefage) 780-803.

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).

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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.

The study done by Kuhar and Juvancic (2006)65 represented to contribute to

a better understanding of demand for organic and integrated fruit and
vegetables in emerging markets.

The results include a low awareness

regarding integrated production practices of organic foods and its price

sensitivity.

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

River, New Jersey: Pearson Prentice Hall, 2007

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.

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Hill and Lynchehaun (2002)66 highlighted that knowledge appeared to be

fundamental to the effective marketing of organic foods. This highlights the
need to understand the fervour of buyers about the utility of organic food.
Same way, studies reported that knowledge about the food or food production
methods resulted in the development of positive consumer attitudes and
increased the likelihood of consumers acceptance of these foods.

The study conducted by Gill et al (2002)67 to test the consumers concern on

environmental

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

important task was to increase consumers knowledge of organic product and

how to differentiate it in the market place.

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

Hill, H. and Lynchehaun, F. (2002). Organic milk: Attitudes and consumption

patterns. British Food Journal, Vol.104 (7), pp.526-542.

67
J.M.Gil, A. Gracia and M.Sanchez (2000)

Market segmentation and willingness to pay

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

of

222

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

in their research illustrated that

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.

Alvord (1991)72 in his study illustrated that environmentally conscious

consumers expected more information about the product labels and in
advertisement and other media primarily from television.
69
Shifferstein. H.N.J and Oude Ophuis, P.A.M. (1998), Health related determinants of organic
food consumption in the Netherlands Food uality and Preference, Vol.9, No.3, pp.119-133.
70
Wagner, S. A. 1997, Understanding Green Consumer Behaviour, A qualitative cognitive
approach, Rutledge, London.

71

Polonsky, M. J. & Mintu-Wimsatt, A. T. 1995, Environmental Marketing, Strategies,

Practice, Theory and Research, The Haworth Press Incorporated, New York

Page

71

of

222

CERTIFICATION OF ORGANIC FOOD BY COMPETITIVE

AUTHORITY:
The study was conducted by Nagaraju and Thejaswini (2014)

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

emphasised that medical

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

of

222

Deliana Yosini (2012)

75

conducted a study on customers preference towards

the organic food products like carrot, tomato and spinach.

The study was

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

made an intensive study into the key factors

like availability, trust, perception and identification benefits relating to the

organic food products. The research added new components to the definition
of what an organic food products, as perceived by these consumers. Results
indicated that consumers lack deeper knowledge with regard to these
products.

The authors conducted in depth interviews through which the

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

Yosini Deliana (2012), Consumer Preferences on Organic and 0norganic Vegetable

in Bandung, West Java, Indonesia Research Journal of recent Sciences, Volume 1,
pp 212-218

76
Leila Hamzaoui Essoussi and

Zahaf,Mehdi (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.

Page

73

of

222

The paper by Johan Anselmsson et al (2007)77 has tried to develop a frame

work within which the motivators for price premium for grocery products and
customer based brand equity were understood. The study concluded that
brand equity and price premium in respect of grocery sector specially
highlights the uniqueness as prime factor.

It also studied the other

dimensions of brand equity like awareness, qualities, associations and loyalty.

It

distinguished

the

quality

attributes

like

taste,

odor,

consistency,

appearance, functioning, packaging and ingredients.

Botonaki et al (2006)78 tested attitudes of users toward vegetables and fruit
documented as organic goods and as goods which stand the system
integrated management labels. Their conclusion postulates that users
interests to pay a premium are impacted by origin, health, and convenience of
products. Besides they figured out that interests to pay a premium is
impacted by users confidence in organic produce, source of information, and
frequency in vegetables and fruit usage. However, users in this research
appear to question the reliability of the certification.

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

74

of

222

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

) Choice of Organic foods is related to perceived

consequesces for human health and to environmentally friendly behaviour

ELSEVIER - Research Report series of Appetite 40 (2003) pp.109-117.

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

75

of

222

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.

According to the results, factors such as older age, higher

education and income had more exaggerated the use of organic products.

The major findings of the study made by Muralidhar and Vedhavalli (2012)
82

were that Consumers of organic food products evaluated product quality

with the price they pay.

Gender had a positive impact on consumer

perception towards organic food products while difference in educational

qualifications does not have a significant impact. There was a significant
impact of psychographic factor on overall satisfaction of consumers towards
organic food products. Consumers considered organic food products as safe
for consumption.
The study conducted by Hyun and Zee (2013)

83

revealed that consumers

perceptions of the natural content attribute of organic food were not a

81

Shahraki,Javad and Hamraz,Sadat Samaneh

(2015) Estimate the potential

demand for organic products case study households residing in Shiraz

International Journal of Farming and Allied Sciences 2015-4-2/125, pp.125-134.

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)

Consumers perceptions of organic food

attributes and cognitive and affective attitudes as determinants of their purchase

intentions towards organic food Food Quality and Preference published by Science
Direct pp.259 267.

Page

76

of

222

significant determinant of the two dimensions of attitude. The Utilitarian and

hedonic attitudes played an important and influence in determining
behavioural intentions to purchase organic food.
Raghavan and Mageh (2013)84 studied the consumers purchase intentions
towards organic products in Chennai city. The findings of the study showed
that perceptions towards organic food product had the strongest relationship
with the buyers intention to buy organic food product.
The study conducted by Budi and Tony (2012)85 examined the intentions of
consumers on buying organic food.

The results pointed out that healthy

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.

Study concentrated specifically on the

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

A Hedonic Analysis of Fresh Tomoto

Prices among Regional Markets Review of Agricultural Economics , Volume 29,

Number 4, pp.783-800

Page

77

of

222

consumers willingness to pay a higher price for organic tomatoes in England.

The premium the consumers were ready to pay for organic tomatoes varied
from 7% to as high as 17%.
The study done by Parichard et al (2012)

87

on the Thai consumers had

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

indicated those healthy consumption

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

style to consume healthy food had significant effect towards purchase of

organic food products.
Elif and Bulent (2011)89 carried out a study on the urban consumers of
organic food products and could find that urban consumers have diverse
interests and beliefs that motivate their organic food purchasing behaviour.
87
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.

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

Ruiz et al (2011)90 have made an exhaustive study to analyse the

segmentation based on value system difference. The authors identified the
international segments in the European organic products market using Values
Theory.

The results of the study revealed that organic products showed a

high potentially profitable market at the international horizon.

Chakrabarti (2010)91 in his study in India related to consumers attitude as

one the very important factors which influenced the purchase process of
organic food consumers. The results indicated that the influence of customer
value towards organic food products had a significant influence to the
customers loyalty for the organic food products.

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

purchase in India expert

survey insights. British Food Journal, Vol.112 (8), pp.902-915.

Page

79

of

222

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.

The paper aimed

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 was based on the secondary data.

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.

De Magistris and Gracia (2009)94 demonstrated that lifestyles represent one

of main factor explaining organic food decision-making. In particular, organic
92
David Pearson, Joanna Henryks and Hannah Jones (2010), Organic food: What we
know (and do not know) about consumers Renewable Agriculture and Food
Systems: Page no. 1 7:

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

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222

food products were preferred by those consumers interested in maintaining a

particular lifestyle associated with healthy and eating habits.

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.

The research was conducted by Tsakiridou et al (2008)96 on the Greek

consumers purchase behaviour of organic products. Education and income
were highly correlated with organic attitudes and consumption. The people
with higher income bracket indicated a strong preference towards organic
products consumption.

The elderly consumers were more concerned with

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

Boccaletti, S. 2008. Environmentally Responsible Food Choice.Household

Behaviour and the Environment: Reviewing the Evidence, pp.117-152

96

Efthimia Tsakiridou, Christina Boutsouki and Yorgos Zotos and Kostantinos

Mattas; (2008), Attitudes and Behaviour Towards organic products:

an

exploratory study, International Journal of retail& Distribution Management,

Volume 36, No.2, pp 158-175.

Page

81

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222

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.

The study conducted by Gracia and Magistris (2007)98 revealed that

consumers who were willing to buy organic food products and were

more

likely to buy a larger amount of the products. The intention to be converted in

to real purchase positively. Income and organic knowledge had positive
relationship.

The study conducted by the Encoch et al (2007)99 revealed that the

consumers were in a general willingness to purchase Genetically Modified
97
Benjamin M. Onyango, William K. Hallman, Anne C. Bellows, (2007) "Purchasing organic
food in US food systems: A study of attitudes and practice", British Food Journal, Vol. 109
Iss: 5, pp.399 411.

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

Encoch M Kikulwe, Justus Wessler and Jose Falk-Zepeda (2007), Attitudes,

perceptions and trust. Insights from a consumer survey regarding genetically
modified banana in Uganda Appetite 57 (2011) 401-413. Science Direct: Elsevier

Page

82

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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.

An interesting thing was that Young female

consumers, more politically liberal and moderately religious were more likely
to buy organic food on a regular basis than the contrary to that.

Choo et al. (2004)101 studied purchasing behaviour of new food product

among innovator groups in India. They have found that consumers attitudes
will positively affect Indian consumers intention to buy new processed foods.
Besides, in India the experts also rated the attitude of the consumer is one of
the most important factors in the organic consumers purchase process.

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

of

222

The study by Ara, S. (2003)102 revealed that consumers income levels

determined whether people prefer to choose one certification over another.
Demographic factors influenced to a great extent in this regard. Consumers
who lived close to the local production areas were more aware of the
environment and have lower demand for certified organic rice. Since they are
aware that the rice is grown on organic farming only the need for certification
does not have any significance.

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.

The independent variables like Higher education and

perceived environmental effect of organic agriculture had a significant impact

on the willing to pay a premium for the organic food products.

According to Lockie et al. (2002)104 the percentage of people consuming

organic food products increased as they experienced a rise in income and

102
Ara, S. (2003). Consumer willingness to pay for multiple attributes of organic rice: a case
th

study in the Philippines;Paper presented at the 25

International Conference of

Agricultural Economists (IAAE), Durban, South Africa

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

Ons.K, Lockie.S. Lawerence. G, and Mummery.K (2002) Eating green:

motivations behid organic food consumption in Australia Sociologia Ruralis,
42(1), pp.23-40

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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.

HEALTH CONSCIOUSNESS INFLUENCING PURCHASE

BEHAVIOUR OF CONSUMERS.
Smith and Pladio (2015)106 observed that the health consciousness and
quality had initiated to influence purchase intentions.

Familiarity was

another variable found to exhibit a significant relationship with organic

purchase behaviour.

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

http://www.duplication.net.au/ANZMAC09/papers/ANXMAC 2009-256.pdf retrieved on

30th April 2015.

Page

85

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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

connections between organic

education

food

purchase and the region,

level, place of residence, financial status, personal monthly income and

monthly

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)

The Perceptions of and motivations for

purchase of organic and Local Foods, Journal of Contemporary Issues in Business

Research Vol.3, No.1, pp.1-18.

108
Vesna Bryiy-Stipyeviy, Kristina Petljak and Irena Guszak Organic Food
Consumers

Purchase

Patterns

Insights

from

Croatian

Market,(2013)

Mediterranean Journal of Social V Sciences, MCSER Publish, Rome-Italy, Vol.4,

No.11, Pp. 472-480.

Page

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By the study conducted by Mohamad et al (2013)109 early results showed

that respondents were highly aware of organic food; they found organic food
to be good for their health as well as have the intention to purchase organic
food products for their families. The

results also demonstrated

that

consumers in urban areas were aware of organic food products and

likely to purchase organic food for their families. For consumption of organic
food to increase, consumers should perceive that organic foods have
nutritional benefits, are readily available and prices of organic food products
are not too expensive.
Attanasio et al (2013)110 in their study investigated into the attitudes of the
consumers towards organic food products in Pontina Province Italy. The study
showed that consumers had more positive attitude towards organic products
and they showed an increased willingness to pay higher prices for the organic
products. The customers felt that the price of organic food becomes the cost
of investment in good health.

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

of

222

Parichard and Huang (2012)111

explored that the determinants of

consumers willingness to purchase for organic products. The results of the

study revealed that the main motives to purchase organic food are
environmental and health benefits, and support local farmers also found. The
organic buyers in Chiang Mai City tend to have higher education and have
children in household than those not purchasing organic food products.ood
products.
The study done by Parichard et al (2012)112 on the Thai consumers has
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 have significant differences in
demographic characteristics. The main barrier of organic foods market share
is the lack of information and awareness.
The increase in consumers interest in organic food products has been
attributed among to the growing demand for foods free from pesticides and
chemical residues. The study conducted by Parichard and Wen (2012)

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.

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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

analyzed consumers perceptions

and attitudes or organic food products in Northern Thailand. Their Results

indicated that the main reason for purchasing organic food products was
expectation of a healthy and environmentally friendly means of production.
Results also indicated that buyers tend to be older and higher educated than
those who did not buy them.
The results of the study conducted by Widyasari and Octavian (2010)
115

showed that there were positive effects between consumers health

consciousness and intention to buy organic food products.

Sonia et al (2010)116 investigated relative gap between the prices of organic

and conventional food becomes smaller and the organic food products must

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.

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be distributed more widely in domestic markets and support for research in

this regard. The research has proved that the customers were ready to pay a
premium price for the organic products.
According to the study carried out by Chen et al., (2010)117 in Beijing and
Shanghai, food safety and the nutritional value of organic food were important
factors for consumers to choose organic food.
Salleh et al (2010)118 indicated that academicians were aware of the
environmental problems and they had shown a great concern towards
environmental issues.

Their health consciousness had more impact on

purchase intention of organic food products rather than the environmental

concern. It was a shocking to note that the University lecturers have less
concern towards the environmental issues than their individual health
concern. However their perception towards organic food products was in a
positive direction.

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,

Jalil, Abdul, Muna

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

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222

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

observed that the intention to procure organic

products was heavily influenced by the perception on organic products which

was believed to be worth purchase on the variable of safety and health
aspects. The buyers of organic food products believed food to be healthier,
tastier and better for environment compared to conventional food.
The study by Voctoria and Agolli (2010)121 diagnosed the effect of several
factors on the behaviour of consumers who purchase organic food products in
Greece. It investigates the purchase behaviour of the consumers in the light
of seven variables like health consciousness, perceived quality and value
119
Ungku Fatimah, U.Z.A., et al., Foodservice hygiene factorsthe consumer
perspective,

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,

School of Economics & Business Administration, Thessaloniki,

published in International Hellenic University, January 2010.

Page

91

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222

concern over food safety, ethical concerns, price premium and trust in
labelling.

The data were collected through electronically and administered

questionnaire.

The study revealed that the buying behaviour was mainly

influenced by quality, food safety and overall perceived value.

Surprisingly

health, ethical concern price premium and trust in labelling have no

significant influence on those who purchased organic food products. Organic
food is generally looked upon as an alternative to conventional food for
consumers who are concerned about food safety and quality.

Jabir Ali et al (2010)122 conducted a study to develop a marketing strategy for

a modern food/grocery market based on consumer preferences and behaviour.
The study revealed that the customers preference was towards cleanliness
and freshness of food products and preference was also given to price, quality,
variety, packaging and availability of organic food products. Convenience in
purchasing was given higher priority by the majority of consumers. Since the
organic foods like vegetables and fruits are perishable and have a shorter shelf
life they were purchased daily or twice a week. Grocery was purchased at a
lesser frequent intervals.

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
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92

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222

Mei-Fang Chen (2009)124 in his study examined the effect of a healthy

lifestyle on the consumers perception about organic foods.

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

Apart from this,

on

the

positive

relationships between health consciousness & environmental attitudes and

consumers attitude towards organic foods.
The study was conducted by Magistris and Gracia (2008)125 to investigate the
consumers decision making process for organic food products. The results
indicated that consumers attitude towards organic food especially towards
health attribute and towards the environment were the most important
factors that explained consumers decision making process for organic food
products.

It was also found that larger information on the organic food

market consumers organic food knowledge positively influenced consumers

attitudes towards organic food products. Customers who follow a healthy and
balanced diet were likely to have more positive attitude towards organic food
products.

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

Tsakiridou, Boutsouki, et al. (2008), Attitudes and behaviour towards organic

products: an exploratory study, International Journal of Retail and Distribution
Management, Vol. 36 No. 2, pp. 158-175

128
Molyneaus, M (2007) The changing Face of Organic Consumes, Food Technology No. 61
(2007): pp.22-26

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benefits of the individual customers and knowledge of the public benefits

accruing to organic farming. He was of the opinion that motivations indicated
that private benefits inherent to food consumption tend to be more important
than knowledge of the public benefits.
Padel and Foster (2005)129 conducted the study to investigate the core
motivation values that inspire consumers purchasing decision of organic food.
The prominent motives for purchasing organic food products were health
consciousness, well being, quality of life environmental welfare and concern
towards animal welfare.
They also identified that the main barriers to purchase organic food products
were information and knowledge , lack of confidence , lack of availability, not
confident with organic food supplied by supermarkets, etc.,
Yiridoe et al (2005)130 probed that food safety, health, environmental impacts
and attributes contained in an organic food product like taste, freshness and
method of eco friendly packaging of the product.

These reasons formed a

positive perception of organic food products and it effected positively to the

intention to purchase organic food products.

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.

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222

factor that explains organic food buying decisions.

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.

Durham & Andrade (2005)133 conducted a web based study in U.S. to

investigate into Health and environmental motivation in organic preferences
and purchases. Results of the study revealed that the binary choice model
organic fresh fruit and vegetable in Oregon indicated that both health and the
environment were the main factors for purchasing organic products.

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

Durham, C. A., & Andrade, D. (2005). Health vs. environmental motivation in

organic preferences and purchases. Selected paper prepared for presentation at
the American Agricultural Economics Association Annual Meeting, Providence,
July 2427, Rhode Island
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96

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222

Lea, Emma and Worsley, Anthony (2005)134 observed that

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.

However expense and lack of availability were strong

barriers to the purchasing of organic foods. On an average woman 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.

Messina and Saba (2003)135 argued that consumers found the organic foods
environmentally friendly, fresh, healthy, nutrition, and tasty compare with
conventional foods.

Zanoli et al (2002)136 concluded that consumers were positive about the

purchase of organic food products.

The vital motivators for their purchase

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 study by Gemma and Aikaterini (2002)137 investigated in to the

consumers attitudes towards organic food in United Kingdom.

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.

They concluded that if

customers are able to positively visualise and differentiate an organic product

from a conventional food product then there is a more likelihood of purchase.
The quality issues like taste and variety in addition to nutritional value are
important considerations for the increased consumption of organic food
products.

Schifferstein & Ophuis (1998)139 explored that organic food purchasers

considered themselves more responsible for their health and were more likely
137
Gemma C. Harper, Aikaterini Makatouni, (2002) "Consumer perception of organic
food production and farm animal welfare", British Food Journal, Vol. 104 Issue:
3/4/5, pp.287 299

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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222

to undertake preventive health action. Health consciousness was a more

significant motive for occasional consumers than the regular consumers. The
other aspects like wholesomeness, absence of chemicals, environmental
friendliness, and taste were also important factors that influenced the
demand for organic food products among the respondents.

Huang (1996)140 opined that nutritional consciousness and use of pesticide

were important for purchasing organically grown produce. The awareness
about organic food products in the form of testing and certification, sensory
qualities and pricing competitions have most significant marketing potential in
influencing the consumers.
The study conducted by Anne and Albert (1995)141 between 1989 and 1993
to study the actual buying patterns and their behaviour in purchase of
organic food products.

The study had revealed that the majority of the

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.

Those who buy regularly organic food

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.

Their study revealed some

interesting facts that regular purchasers of organic produce were highly

concerned about food safety and were less concerned about the price, insects
and surface blemishes. The relationship between income of the consumer and
frequency of purchasing organic products was very much insignificant. This
revealed that the consumers were ready to purchase the organic food even at
a premium price without considering attractiveness of the food products. This
showed the high amount of maturity of the consumers as to the organic food
products in U.S.

PRICE AS AN INFLUENCING VARIABLE OF BUYING

BEHAVIOUR OF ORGANIC CONSUMER.

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.

The study revealed

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

significantly higher level of agreement with most of the investigated attitudes

than consumers of other segment.

The second segment consisted of

consumers who were significantly more price sensitive and preferred

conventional plus and conventional products rather than organic products.
The price sensitivity of parts of occasional organic consumers suggested that
the perceived price-performance ratio of organic products needs to be
increased by targeted pricing and communication strategies integrating
product-relevant information. If not, conventional-plus products, representing
a cheaper alternative, might be preferred by parts of the occasional organic
consumers.

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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101

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222

Dannielle (2009)146 conducted an extensive study on the impact of variation

of price on the purchase behaviour towards organic food products. When
prices of organic food were reduced consumers showed a positive buying
behaviour towards its purchase. However it was unlikely to continue
purchasing when the prices of organic food products rise again.
Smith et al (2006)147 observed that customers were ready to pay a premium
for the organic baby food. Price was not a significant factor in reducing the
customers from purchasing organic food products.

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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criterion of organic food purchase seems to be good taste least important is

method of production.

Majority of buyers feel that the organic food is

healthier but more expensive. Price was the strong hindrance in purchase of
organic food products.

Weaver et al (1992)150 argued that the price was a barrier to purchase

organic fruits and vegetables from non-conventional production systems was
confirmed by an increasing amount of research that assess the consumers
willingness to pay a premium for organic or safe products.

OTHER FACTORS:
Sharma (2001)151 made an attempt to high light the importance of organic
farming.

He opined that organic farming was the most widely recognised

alternative farming system to the conventional one.

conventional farming were numerous.

The demerits of

The other alternative method of

farming like biological farming, natural farming and perm culture were also
explained in detail. Author advocated that organic farming was the best.

CONCLUSION AND GAPS:

There have been a number of researches conducted by various authors, social
149

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

Weaver, R. D., D. J. Evans and A. E. Luloff, 1992. Pesticide use in tomato

production: consumer concerns and willingness- to-pay. Agribusiness, 8: 131-142
151

Sharma, Arun, K.(2001), A Handbook of Organic Farming, Agro bios (India) ,

Jodhpur
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222

scientists and educationalists in the area of organic food products, buying

behaviour and their attitude. This has been established by the reviews made
under this study. These researches have left a large scope for further studies
showing the gaps in these studies. Even though there are a number of studies
conducted on organic food products there seems to be very less researches
made on the comparative study on buying behaviour and perception towards
organic and non organic food products in India. In this view the present study
establishes its Uniqueness.

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

3 - PROFILE OF THE CONSUMERS

The consumers have been drawn from the population of dwellers of
Bangalore city.

Bangalore city is divided into two districts namely

Bangalore North and Bangalore South. Bangalore city is administered by

an independent body called as Brihath Bengaluru Nagara Paalike.
Bangalore City has 28 assembly constituencies where is the population is
85, 20, 435 as per 2011 census. The sample for the study calculated as
per Yamanes formula was drawn from different parts of the city from all
assembly constituency areas.

There is was no bias in collection of the

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

AGE OF THE CONSUMERS:

TABLE -3.1
AGE OF THE RESPONDENTS
Years

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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with interval of 20 years- below 20 years , 21 to 40, 41 to 60 and above 61

years. 72% of the respondents in this survey are 41 and above years and 28
% are below 41 years.
groups.

The study has taken the respondents from all age

Hence it will prove that the data are more consistent and true

speaking.

3.2 GENDER OF THE RESPONDENTS:

TABLE - 3. 2
GENDER
Frequency

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.

3.3. OCCUPATION OF THE RESPONDENTS:

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.

Highest, 42% of the

respondents belong to service followed by business class by 21.5%

Homemakers 13%, professional 11% and balance students, and others. The
descriptive analysis of 454 respondents shows a mean of 3.38, median of
3.00, mode at service (191 out of 454) standard deviation of 1.214 and
standard error of mean 0.086.

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.

It infers that the data are most

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dependable since the opinion of the matured and different classes of

occupations of consumers are included in the respondents. The consumer
attitude and buying behaviour are unbiased and sample quality is scattered
over the general demographic segments.

3. 4. FAMILY SIZE OF THE RESPONDENTS:

TABLE 3.4
FAMILY SIZE
Valid
Percent
5.0
14.0
52.0
29.0

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.

The data for the research have been collected

from all segments of the family structure. Hence they represent the entire
demographic structure about the family cluster which is more representative.

3.5. EDUCATIONAL QUALIFICATION OF THE RESPONDENTS:

TABLE 3.5
EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
Frequency

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%

PUC/ Std XII

Graduation

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

The majority of the

followed by Post

Graduation by 31.5%, ITI/Diploma with 14%, Professional 8.5%, PUC

6%

and lastly SSLC 3.5%.

the

the descriptive analysis shows that mean of

educational qualification shows at 3.72 and standard error of mean at 0.81,

Standard deviation 1.152, and variance 1.328.
Majority of the respondents are graduates.

Here the sample respondents

represent all the education segments of the demography. The opinion given
by the respondents are most representative.

3.6. MONTHLY INCOME OF THE FAMILY:

TABLE 3. 6
INCOME OF THE FAMILY
Monthly Income
<Rs.15000
Rs15000-29999
Rs30000 44999
Rs45000-59999
60000>

Frequency Valid Percent

25
39
105
181
104

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

Mean of the income distribution is 3.67, with

standard error of mean 0.077. Standard deviation of income classification is

1.090 with variance of 1.189. This shows that the data has been unbiased in
the analysis.

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.

3.7. FOOD HABIT OF THE RESPONDENTS

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

MONEY SPENT ON FOOD EXPENDITURE EVERY MONTH

TABLE 3.8
FOOD EXPENSES
Frequency

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%

< Rs. 5000

Rs 5000 - 7999
Rs8000 - 10999

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.

This is includes Grocery, milk and milk

products, vegetables, snacks, beverages, hotel eatables, etc.

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%

respondents spend between Rs.8,001 toRs.11,000- 11.5% , Rs.5,001 to

Rs.8,000, and 5.5% respondents spend below Rs.5,000 per month on the food
expenditures.
Out of 454 respondents 377 (116 + 134+127) are spending more than Rs.
8,000 on the food budget every month. This shows that this is one of the
major expenditure in the family.

Hence their opinion and attitude and

behaviour will be holding well on the research conducted.

3.9. KNOWLEDGE ABOUT SOURCE OF ORGANIC PRODUCTS

TABLE 3.9
KNOWLEDGE OF SOURCE OF ORGANIC PRODUCTS
Valid
Cumulative
Frequency
Percent
Percent
54
12.0
12.0
TV & Radio
97
21.0
33.0
Print Media
195
43.0
76.0
Friends & Relatives
108
23.0
100.0
Awareness Programs
TOTAL

454

100.0

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CHART 3. 9

24%

TV & Radio

12%
Print Media

Friends & Relatives

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.

Thanks to the awareness

programs

and

conducted

by

various

authorities

enlightened 21.5% of the respondents.

organisations

which

Print media has also contributed

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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.

3.10. INCLUSION OF ORGANIC FOOD PRODUCTS IN REGULAR

PURCHASE OF FOOD.
TABLE 3.10
Org purchase
Frequency

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.

3.11. LONGITIVITY OF USING ORGANIC FOOD PRODUCTS

TABLE 3.11.
TIME LENGTH OF USING OFP

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:

The respondents were grouped on the basis of number of years of their

consumption of organic food products. Below one year, 1-2 years, 3-4 years, 56 years and more than 6 years. Majority of the respondents i.e., 40% opined
that they are consuming organic food products from 2-3 years; it is followed
by 28% who consume since 1-2 years. 16% respondents since 3-4 years, 10%
since one year and lastly 6% respondents since 4-5 years. None of them is
using the OFP since more than six years.

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

respondents have opined that they

purchase 40 to 50 % of their food requirements in the form of organic food

products 25%

purchases 30 to 40%, 21% purchase 20 to 30%,

18%

respondents procure their food requirements in organic nature.

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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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4.13.1. FREENESS OF ORGANIC FOOD PRODUCTS FROM CHEMICAL

PESTICIDES AND FERTILIZERS.
TABLE 4.13.1
OFP FREE FROM CHEMICAL PESTICIDES

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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0% 2%

Dis agree

Neutral
52%

Agree46% Strongly Agree

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.

This infers that

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.

4.13.2. READINESS TO PAY A PREMIUM PRICE FOR ORGANIC FOOD

PRODUCTS
TABLE 4.13.2
READY TO PAY HIGH PREMIUM PRICE
Frequency

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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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.

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.

4.13.4 DECREASE OF CHRONIC DISEASES BY USAGE OF OFP

TABLE 4.13.4
REDUCES RISK OF CHRONIC DECEASES
Frequency

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

ORGANIC FOOD PRODUCTS ARE LOW IN CALORIES AND FAT.

TABLE 4.13.5
OFPS ARE OF LOW CALORIE & FAT

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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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

have low calorie and fat.

4.13.6 ORGANIC FOOD PRODUCTS OFFER GOOD VALUE FOR MONEY:

TABLE 4.13.6
OFP OFFER GOOD VALUE FOR MONEY
Valid
Cumulative
Frequency
Percent
Percent
Neutral
20
4.5
4.5
Agree
118
26.0
30.5
Strongly agree
316
69.5
100.0
Total
454
100.0

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.

Out of 454 respondents highest number of

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

HEALTHY NATURE OF ORGANIC FOOD PRODUCTS

TABLE 4.14.1

OFPS ARE OF HEALTHY NATURE

Valid
Frequency
Percent
Strongly Disagree
304
67.0
Disagree
47
10.5
Neutral
93
20.5

Cumulative
Percent
67.0
77.5
98.0
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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%

4.14.2 ORGANIC FOOD PRODUCTS ARE SAFE AND FRESH

TABLE 4.14.2
OSPs ARE SAFE & FRESH

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.

4.14.3 ORGANIC FOOD PRODUCTS ARE ECO FRIENDLY.

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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.

This is enough to make the organic food

products more popular. It is the duty of the marketer to make this sentiment
converted into purchase action.

4.14.5

PURCHASE OF ORGANIC FOODS FOR SUPPORTING GREEN

MOVEMENT
TABLE - 4.14.5
SUPPORT GREEN MOVEMENT
Valid
Cumulative
Frequency
Percent
Percent
Strongly Disagree
5
1.0
1.0
Disagree
41
9.0
10.0
Neutral
195
43.0
53.0
Agree
179
39.5
92.5
Strongly Agree
34
7.5
100.0
Total
454
100.0
CHART 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.

4.14.6 REASONABILITY OF PRICE OF ORGANIC FOOD COMPARED TO

NON ORGANIC FOOD PRODUCTS.
TABLE 4.14.6
REASONABILITY OF PRICE OF ORGANIC FOOD COMPARED TO
NON ORGANIC FOOD PRODUCTS.
Valid
Cumulative
Frequency
Percent
Percent
4
1.0
1.0
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Total

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.

4.14.7 CONFIDENCE OF RESPONDENTS ON THE OFP SELLER

TABLE 4.14.7
CONFIDENCE OF BUYER OF OFP ON SELLER

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:

When goods are to be sold the sellers role is highly indispensable.

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.

The confidence on the seller is a vital requirement in selling of any product. It

applies to organic food products also essentially.

Even though good

percentage of respondents is confident towards sellers, much could be done in

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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

seller automatically builds up by the certification of the organic food products

by the appropriate and approved authority can boost the confidence of
consumers towards the products and seller.

Certification should be made

more users friendly in this regard.

4.14.8 PURCHASE
FARMERS

OF

ORGANIC

FOOD

PRODUCTS

TO

SUPPORT

TABLE 4.14.8

OFP PURCHASE IS TO SUPPORT FARMERS

Frequency
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Total

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

It may bring a conscientious

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

ECONOMY OF PURCHASING NON ORGANIC FOOD PRODUCTS

TABLE 4.15.1

ECONOMICAL TO PURCHASE NON ORGANIC FOOD

Cumulative
Frequency
Valid Percent
Percent
Disagree
2
.5
.5
Neutral
20
4.5
5.0
Agree
246
54.0
59.0
Strongly agree
186
41.0
100.0
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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.

41% of the consumers strongly

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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4.15.2. AVAILABILITY OF NON ORGANIC FOODS AT CONVENIENCE:

TABLE 4.15.2
NON ORGANIC FOODS ARE AVAILABLE AT MY CONVENIENCE
Frequency

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.

This will make the consumers to get awareness and make

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.

4.15.3 POPULARITY OF NON ORGANIC FOOD BY ADVERTISEMENTS

TABLE 4.15.3
POPULARITY OF NON ORGANIC FOOD BY ADVERTISEMENTS
Frequency

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.

4.15.4 NON ORGANIC FOOD PRODUCTS ARE PRODUCED BY WELL

KNOWN BRANDED COMPANIES:
TABLE 4.15.4
OFP ARE FROM WELL KNOWN Brand
Frequency

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.

Or it can think of establishing the brand name of the

product stronger in the market. This will create a good will for the organic
products and it increases the confidence of the organic consumers.

4.15.5 MORE DISCOUNTS AND GIFTS ON PURCHASE OF NON ORGANIC

FOOD PRODUCTS:
TABLE 4.31
Benefits
Frequency
Neutral
Agree
Strongly agree

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

things have to be noted. One, the buyers or consumers should be educated in

a proper manner so that they understand that the purchase of organic or non
organic food products should not be dependable on the gifts and discounts
offered. They should have a positive thinking and attitude towards organic
food products.

Secondly, the organic sellers should also think of offering

some sales promotion activities to make organic food products more popular.

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QUESTIONS ON PROPENSITY TO PURCHASE ie., WHEN CONSUMER

WILL BUY MORE ORGANIC FOOD PRODUCTS:

4.16.1

PURCHASE OF MORE ORGANIC FOODS IF INCOME INCREASES

TABLE - 4.16.1

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MORE OFP IF INCOME INCREASES

Frequency

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.

The organic sellers should rethink of the various strategies to

make the organic food products more economical in the market.

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4.16.2

EASY ACCESS TO ORGANIC SHOPS INCREASES SALE OF MORE

ORGANIC FOOD PRODUCTS
TABLE 4.16.2

EASY ACCESS TO OFP INCREASE OFP SALE

Cumulative
Frequency
Percent
Strongly disagree
16
3.5
Disagree
56
16.0
Neutral
132
45.0
Agree
193
87.5
Strongly Agree
57
100.0
Total
454

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.

Organic food products

should be made available in the general shops also where non organic food is
available.

4.16.3 ORGANIC FOOD PRODUCTS COME WITH MORE RECOGNIZABLE

LABEL AND MORE REPUTED COMPANIES:
TABLE - 4.16.3
I PURCHASE MORE OFP BY REPUTATION OF SUPPLIER
Frequency

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

I WISH TO BUY MORE ORGANIC FOOD PRODUCTS IF MORE

INFORMATION IN THE MEDIA:

TABLE 4.16.4

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MORE INFORMATION THROUGH MEDIA

Frequency
Neutral
Agree
Strongly agree
Total

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

people should also take it as a matter of social responsibility to propagate the

concept of organic food products. They should educate the consumers about
the merits of organic food products and enlighten them about the researchers
conducted on organic food products.
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4.16.5 I BUY MORE ORGANIC FOOD PRODUCTS IT COMES WITH

MORE SHELF LIFE.
TABLE 4.16.5
IF OFP COMES WITH LONGER SHELF LIFE

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

neutral and 1% disagrees with this.

The organic food products are grown and produced without using chemicals
and artificial preservatives or pesticides. Naturally made food products will
not have adverse effect on the health of the consumers and at the same time
their shelf life span is very less compared to the non organic food products.
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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.

4.17.1 REASONS FOR NON PURCHASE OF ORGANIC FOOD

TABLE 4.17.1
REASON FOR NON PURCHASE OF OFP IS LESS DISPOSAL INCOME
Frequency

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

I HAVE TO CHANGE THE SHOP FROM WHERE I PURCHASE

FOOD PRODUCTS AT PRESENT:

TABLE 4.17.2
I HAVE TO CHANGE SHOP TO GET OFP

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.

This needs the attention of the

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

ORGANIC FOOD PRODUCTS HAVE A SHORTER SHELF

LIFE COMPARED TO NON ORGANIC FOOD PRODUCTS.
TABLE 4.17.3
ORGANIC FOOD PRODUCTS HAVE SHORTER SHELF LIFE

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.

Since organic food contains no chemical

pesticides, chemical preservatives, chemical manure, with the natural

ingredients the life span of the organic food is relatively shorter. But this
should not become a limitation for the organic food.

Organic food

manufacturer or processors should think of adding organic preservatives to

the food products to extend the life span of organic food.

4.17.4

ORGANIC FOOD PRODUCTS ARE MUCH COSTLIER THAN

NON ORGANIC FOOD PRODUCTS:
TABLE - 4.17.4
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OFP IS MORE COSTLY THAN NON OFP

Frequency
Strongly Disagree
Disagree
Neutral
Agree
Strongly agree
Total

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.

The organic producers

should consider of some avenues to reduce the cost of production of organic

food products so that they can be offered to the customers at competitive
prices.

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)

4.17.5 THERE IS NO MUCH INFORMATION AVAILABLE ABOUT ORGANIC

FOOD PRODUCTS:
TABLE 4.17.5
NO INFORMATION ABOUT ORGANIC FOOD PRODUCTS
Frequency
Valid

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.

4.17.6 THERE IS NO PROOF OF HEALTH BENEFITS BY USING ORGANIC

FOOD 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

Chart No. 4.17.6

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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and 1% strongly disagrees in this regard.

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.

This hints the

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 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

NO CERTIFIED ORGANIC FOOD PRODUCTS AVAILABLE:

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.

4.17.8 ORGANIC FOOD PRODUCTS DO NOT APPEAR ATTRACTIVE

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.

Normally organic food has a

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.

4.17.9 THERE IS NO WIDE CHOICE FOR PURCHASE OF ORGANIC FOOD

PRODUCTS IN MARKET.
TABLE 4.17.9
NO WIDE CHOICE OF OFP

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.

The organisations can

arrange for workshops and demonstrations on organic cultivation at top of the

houses so that the consumers will have the privilege of above mentioned
benefits.

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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The correspondence analysis helps to link the effect of each demographic

variable on three dependant variables propensity to buy organic products
and percentage share of organic products in regular purchase.

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

Strongly Agree Active Margin

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

Strongly Agree Active Margin

.214

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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

Rs. 5000 to 30000

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

Rs- 15000 to 30000

.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.

Confidence Singular Value

Accounted for

Cumulative

Standard
Deviation

.712

.712

.038

Page

181

Correlation
2

.130

of

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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IMPACT OF INCOME LEVEL ON THE BUYING ATTITUDE TOWARDS

ORGANIC FOOD PRODUCTS
H10: There is no significant relation between Income level of the customer
and buying behaviour towards Organic food products.
H11: There is a significant relation between Income level of the customer
and buying behaviour towards Organic food products.
Table 2
Overview Row Points
Score in Dimension
Income.

Mass

Contribution
Inertia

Of Point to Inertia Of Dimension to Inertia of

of Dimension
Point
1
2
1
2
Total

<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

Overview Column Points

Score in Dimension
Contribution
Of Point to Inertia of
Inertia
Of Dimension to Inertia of Point
Dimension
1
2
1
2
1
2
Total

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

Confidence Row Points

Standard Deviation in Dimension Correlation
1
2
1-2

Income
<Rs15000

.199

.370

.160

Rs- 15000 to 30000

.251

.232

-.108

Rs 30000-45000

.156

.303

.072

Rs 45000-60000

.156

.235

-.106

>Rs.60000

.104

.153

.701

Confidence Column Points

PREF income

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

Permuted Correspondence Table According to Dimension

PREFERENCE TOWARDS PURCHASE OF OFP
Strongly Agree
Agree
Neutral
Disagree Strongly disagree

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- 15000 to 30000

>Rs.60000
Active Margin

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Null Hypothesis is rejected

and
Alternative Hypothesis is ACCEPTED

AGE OF THE CUSTOMER AND BUYING BEHAVIOUR TOWARDS

ORGANIC FOOD PRODUCTS
H 20: There is no significant relation between age of the customer and
buying behaviour towards Organic food products.
H 21: There is a significant relation between age of the customer and
buying behaviour towards Organic food products.
Correspondence Table
PREFERENCE TOWARDS OFP
Age

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

PREFERENCE TOWARDS OFP

Strongly

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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% of the 40-60years strongly agree the use of organic products. 30.4 5

respondents are occasional supporters as they are neutral in their opinion.

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

The model summary is statistically significant as the Chi square value is

significant (p=.000). The model explains the variance of 14.6% and only two
dimensions are valid.
Model summary
Proportion of Inertia

Singular
Value

Inertia

.361

.131

.897

.107

.011

.060

.004

Dimension

Total

.146

Chi Square

65.661

Sig.

.000

Confidence singular value

Standard
Deviation

Correlation
2

.897

.043

.007

.078

.975

.043

.025

1.000

1.000

1.000

Accounted for Cumulative

Overview Row Points

Score in Dimension
Age

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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distribution, the highest discontent is shown by 60-80 years group. It may be

from their experience after using the product.

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.

Permuted Correspondence Table According to Dimension 1

Age

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

The above proof shows that Null Hypothesis is rejected and

Alternative Hypothesis is ACCEPTED

EFFECT OF OCCUPATION ON BUYING BEHAVIOUR TOWARDS

ORGANIC FOOD PRODUCTS
H 30 : There is no significant relation between Occupation of the
respondent and buying behaviour of the consumer towards purchase of
Organic Food Products.
H 31 : There is significant relation between Occupation of the respondent
and buying behaviour of the consumer towards purchase of Organic Food
Products.

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

Satisfied Active Margin

.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

PERCENTAGE OF OFP IN PURCHASE OF FOOD

Unsatisfied

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

EFFECT OF GENDER ON PERCENTAGE OF CONSUMPTION OF

ORGANIC PRODUCTS IN FAMILY FOOD PURCHASE

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H 40: There is no significant relation between gender of the respondent and

buying behaviour of the respondent towards Organic Food products.
H 41: There is significant relation between gender of the respondent and
buying behaviour of the respondent towards Organic Food products.

Correspondence Table
Gender

PREFERENCE TOWARDS ORGANIC FOOD PRODUCTS

<20%

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

PREFERENCE TOWARDS ORGANIC FOOD PRODUCTS

<20%

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

PREFERENCE TOWARDS ORGANIC FOOD PRODUCTS

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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.

Accounted for Cumulative

.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

There is huge variation in the preference of organic products of by

respondents of different occupation.

The singular values denoted the

canonical correlation between the dimensions. 40.8 % of the variation in the

total inertia of 53.7% is contributed by the dimension 1 and 11.1 % in the
total inertia is contributed by dimension 2.

Permuted Correspondence Table According to Dimension 1

Occupation

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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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IMPACT OF NUMBER OF FAMILY MEMBERS ON THE

ATTITUDE AND BUYING BEHAVIOUR OF CONSUMERS
H 40: There is no significant relation between gender of the respondent and
buying behaviour of the respondent towards Organic Food products.
H 40: There is significant relation between gender of the respondent and
buying behaviour of the respondent towards Organic Food products.
Correspondence Table
Size

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

Family with 3 members

.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

Accounted for Cumulative

.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

BEHAVIOUR OF CONSUMERS TOWARDS ORGANIC FOOD PRODUCTS

H 50: There is no significant relation between educational qualification of
the respondent and buying behaviour towards OFP
H 51: There is significant relation between educational qualification of
the respondent and buying behaviour towards OFP
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Correspondence Table
Education

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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.

The procurement of OFPs by the groups having

education , up to std 10, SSLC , graduation etc is also appreciable. The

procurement of the graduates is 67.9% of the group who buy the OFP below
20% of the family need and 52.3 % in 20-30 % group. Statistically significant
chi square denotes the difference in parameters of two dimensions.

Column Profiles
Education

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

20-30%

30-40%

40-50%

> 50%

Page

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199

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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

Singular Value Inertia

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

20-30%

30-40%

40-50%

> 50%

Mass

<Rs15000

.571

.105

.096

.042

.000

.093

Rs- 15000 to 30000

.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

Confidence Singular Value

Cumulativ Standard
e
Deviation
.605
.857
.944
1.000

Correlation
2

.035
.058

Page

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222

Total

.501

230.364

.000

1.000

1.000

From the above analysis it is clear to say that

NULL HYPOTHESIS IS REJECTED AND NULL HYPOTHESIS IS
ACCEPTED.

IMPACT OF FOOD HABIT ON PURCHASE OF ORGANIC FOOD

PRODUCTS
H 60: There is no significant relation between food habit of the consumer and
buying behaviour towards Organic food products
H 60: There is significant relation between food habit of the consumer and
buying behaviour towards Organic food products

Correspondence Table
Food habit
Veg
Non Veg
Active Margin

<20%
20
8
28

PERCENTAGE OF OFP IN FOOD PURCHASE

20-30% 30-40% 40-50% > 50%
Active Margin
30
84
103
54
291
56
86

30
114

41
144

26
80

161
452

Row Profiles
Food habit

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

Accounted for Cumulative

Standard Deviation

1.000

1.000

.047

1.000

1.000

From the above analysis it is clear to say that

NULL HYPOTHESIS IS REJECTED AND
ACCEPTED.

NULL

HYPOTHESIS

IS

IMPACT OF SOURCE OF INFORMATION ABOUT OFP ON PURCHASE

ATTITUDE TOWARDS OFP
H 70: There is no significant relation between source of information and
percentage of Organic food in the regular purchase of food.
H 71:

There is significant relation between source of information and

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percentage of Organic food in the regular purchase of food.

Correspondence Table
Knowledge

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

all the above

Active Margin

28

86

114

144

80

452

Newspaper

Row Profiles
Knowledge

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

Awareness Program .033

.348

.130

.424

.065

1.000

all the above

.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

all the above

.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

Page

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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

FM radio. This shows that the

comments on OFPs in FM radios have also significant effect. All the

dimensions statistically different as the Chi square is statistically significant.

From the above analysis it is clear to say that

NULL HYPOTHESIS IS REJECTED AND
ACCEPTED.

NULL

HYPOTHESIS

IS

LONGIVITY OF PURCHASE OF ORGANIC FOOD PRODUCTS AND BUYING

BEHAVIOUR
H 80: There is no significant relation between period for which customer is
purchasing Organic food products and his buying behaviour.
H 81: There is a significant relation between period for which customer is
purchasing Organic food products and his buying behaviour

Correspondence Table

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How long been

purchasing OFP

PERCENTAGE OF OFP IN FOOD PURCHASE

<20%

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

PERCENTAGE OF OFP IN FOOD PURCHASE

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

PERCENTAGE OF OFP IN FOOD PURCHASE

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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FINDINGS, SUGGESTIONS AND CONCLUSIONS

Organic food products have age ripened consumer group:
Majority of the respondents are above the middle age.

It shows that the

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.

The consumer attitude and buying behaviour are

unbiased and sample quality is scattered over the general demographic

segments.
Organic food products are more popular with big families rather small
ones:
Majority of the respondents belong to the group of family members with 3 and
more. The data for the research have been collected from all segments of the
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family structure.

Hence they represent the entire demographic 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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Food is one of the major expenditure in the family every month:

It is always a proven thing that one of the major expenditure of the family is
food only. It is more crucial also. Hence the food expenditure is considered
as major decision making.

Awareness

programs

have

enlightened

the

consumers

regarding

Organic food products:

Awareness programs conducted by various authorities and organisations have
enlightened the respondents. Television, Radios, newspapers and magazines
have contributed a lot to this venture.
Regular customers for organic foods:
Major component of the consumers is regular users of organic foods. This
means organic food products have more regular purchasers in the market.

Consumption of organic food products is a recent phenomenon: Majority

of the respondents have adopted the use of organic food products within 3
years and it is because of the awareness created among the consumers about
the benefits of organic food products.
This means that 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.
Organic food products do not contain chemical elements: Consumers
have a strong opinion that organic food products do not contain any chemical
element in it.

This proves the awareness of the consumers about organic

foods. The knowledge of consumers about the organic food will have a great
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impact on the attitude and buying behaviour of consumers.

Hence, the

results of the study are more authenticated and unbiased.

Consumers are ready to pay a premium for Organic food products:
Majority of consumers are ready to pay a premium price for procuring the
organic food products. The consumers have given that much of importance to
the consumption of organic foods. When consumers are ready to pay a
premium price for the products, producers and sellers should find the ways to
provide the products at competitive prices with best services so that the
purchase behaviour is widen to other potential consumers also.

The supply of organic food products is not sufficient:

The market for organic food products has a high 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.
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.

Organic food reduces the risks of chronic diseases:

Consumers are aware of the benefits of organic food products in reducing the
chronic diseases like cholesterol, blood pressure, cancer, etc. Consumer
respondents are well conversant with regard to organic food products. Health
consciousness has been a strong predictor of purchase frequency.
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Consumers have proved the Health consciousness:

Consumers are certain about the fact that organic food products have low
calorie and fat. The positive opinion about organic food has increased the
frequency and easiness in marketing of organic food products.
Organic food gives good value for money paid for its purchase:
Consumers are assured of the value for the money paid to purchase organic
food products. Even though they may pay a little higher than non organic food
products they feel that they get the worth of their payment.

Knowledge about healthy nature:

Consumers have understood that organic food products are healthy, natural,
and fresh for consumption and they retain the freshness of the quality of the
food contents.

Consumers strongly believe that OFP are eco friendly:

Consumers have a strong belief of the eco friendliness of the organic food and
this is the area where the marketers should concentrate. They can use this
sentiment of the consumers to market the organic food successfully with ease.

Organic food is very tasty:

Lions share of the respondents is of the opinion that organic food products
are very tasty.

This is enough to make the organic food products more

accepted. It is the duty of the marketer to make this sentiment converted into
the purchase action.

Consumers support the green movement:

Majority of the consumers purchase the organic food products in support of
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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.

This could be utilised by the marketers to popularise

organic foods.

Price of organic food is not a strong barrier:

The price of organic food is not a strong barrier to the purchase of organic
food products. There is myth that the price of organic food products is too
high compared to non organic foods. However when benefits of organic foods
is compared to that of organic foods the price for organic foods seems to be
not high. The marketers have make the most of this truth about organic food
to make it popular.
Confidence of consumers on sellers:
The consumers of organic food products have a high confidence on the
sellers. The confidence can be built on the basis of the trust of the consumers
on the seller. The customer loyalty and confidence can be materialised only
when it is backed by assurance about organic foods by some authenticated
authority in the form of certification from some reliable authority.

Support of consumers to organic farming:

The support of consumers towards organic farming is not much satisfactory.
This is not a good signal. The 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

It may bring a conscientious

change in the minds of the consumers and they will appreciate the effort of
farmers in contributing organic food to the mankind.
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Availability of organic food at convenience:

Organic food products are available at the convenience of consumers. However
a considerable portion of the consumers have opined that it is not so. This is
a caution to the organic food sellers that they should make organic food
products available to the consumers at their convenience.

More and more

retail outlets should be established, shops selling general food products

should allocate more space exclusively for organic food products.

Non organic food products are purchased because of advertisement:

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.

Brand image of non organic food producing company has a positive

effect:

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.

Or it can think of establishing the brand name of the

product stronger in the market. This will create a good will for the organic
products and it increases the confidence of the organic consumers.

Consumers of non organic foods are attracted by gifts and discounts:

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The consumers of non organic food products are much attracted by gifts and
discounts offered by the sellers.

This will have impact on the buying

behaviour of consumers. The buyers or consumers should be educated in a

proper manner so that they understand that the purchase of organic or non
organic food products should not depend on the gifts and discounts offered.
The organic sellers should also think of offering some sales promotion
activities to make organic food products more popular.

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.

Consumers have to travel long distance to buy organic foods:

The organic food products are not easily available to the consumers at their
convenience and nearby areas. Hence they have to establish more and more
organic shops in the residential areas which are accessible to the consumers.
Consumers would buy more if they are sold by reputed seller:
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.

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Consumers lack in information through media:

Consumers would purchase more organic food products if they are well
informed about organic food products through media. The media people
should also take it as a matter of social responsibility to propagate the
concept of organic food products. They should educate the consumers about
the merits of organic food products and enlighten them about the researchers
conducted on organic food products.

Longer shelf of organic food products:

Organic foods shelf life span is very short compared to the non organic food
products. 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.

Propensity to buy organic foods:

Consumers develop propensity to buy organic food products when they have
enough disposal income with them. Lack of disposal income has hindered
them from buying organic food products. This fact really puts the sellers to a
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.

Change of present shop to buy organic foods:

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. This needs the attention of
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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.

Since organic food contains no chemical pesticides, chemical

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.

Organic food manufacturer or processors

should think of adding organic preservatives to the food products to extend

the life span of organic food.

Information about organic food through media is very less:

It is the opinion of majority of the consumers that there is insufficient
information given through the media about organic food products. Consumers
have to be given the right information at the right time. They have to 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.
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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Knowledge of certified organic foods lacking among consumers:

It is really a surprising and alarming that majority people are not aware of the
certification given by USDA, organic council, etc.,

Certification of the food

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 sellers can think of making of the

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.

Consumers are very much interested in organic farming and roof

gardening:
The present day consumers are enlightened about the merits of consuming
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organic food products. The consumers can take up cultivation of vegetables

and green leaves veg on the roof of their residences so that 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.

The organisations can

arrange for workshops and demonstrations on organic cultivation on the roof

top of their homes so that the consumers will have the privilege of above
mentioned benefits.

Age plays a vital role in buying behaviour:

Age of the respondents play a vital role deciding the buying behaviour of the
consumer of organic food products. People with age of 30 years and more than
that are much interested in organic food products. This means as the age goes
higher people with get ripened and they will be more conscious about natural
foods. As the age goes higher the quantity of organic food in their total food
purchase also increases.

Male consumers are more positive towards organic food products:

Compared to female the male consumers are more positive towards purchase
of organic food products. Correspondence Analysis clearly shows that female
who are in between 40 50 years are more positive, except that in all other
age categories male are more positive to female in purchase of organic foods.

Service people are more positive for organic foods:

Majority of organic consumers are from service category of occupation
distantly followed by the business people. Bachelors are the least buyers of
organic food products.
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Family with 3 or more members are highly positive towards organic

foods:
The number of members in the family plays a vital role in buying behaviour of
the customers. Families with 3 and above are more positive towards organic
food products. Such families who have organic foods at more than 50% in
their food purchase are highest under correspondence analysis. Singles and
couples buy less due their lesser needs.

Highly educated consumers purchase more organic food products:

The Correspondence Analysis clearly shows that Post Graduates included
more organic food products in their regular food purchase. This proves that
educational level is significant in deciding the buying behaviour of the
customers.

Awareness programs are effective in promoting OFP:

Three means are identified in educating the consumers about the organic
foods. Among these awareness programs are more effective followed by news
papers and words of mouth by friends.

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.

2. Organic food products should be made available at all retail outlets.

Extensive OFP shops should be established to cater the needs of the
consumers.

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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.

This can be achieved by giving more advertisements and

attractive programs on organic food products.

5. The non continuous supply of organic food products is the greatest
lacuna in marketing of OFP. It should be ensured that the supply of
organic food products is uninterrupted at any point of time. This will
devastate the entire success of the organic concept.
6. The purchase of organic food depends mainly on the confidence over the
seller. This may be a strong constraint for marketing of OFP. Confidence
of seller could be established in the form of certification from recognized
authorities, well established supermarkets and malls for OFPs.
7. Organic food products should be made available at affordable price so
that its sale can be increased. The government can also think of
supplying some organic food products through the fair price depots at
subsidized priced so that the benefit reaches the lower income group
people also.
8. Extensive awareness programs should be undertaken to make OFP more
admired.

It can be made as a part of curriculum in the schools and

colleges so that our next generation should be educated in a mass scale

about the benefits of organic food products.
9. Organic farming professed by Masanobu Fukoka should be encouraged
further.

The government should take its steps to popularize this and

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create awareness among the farmers as to the benefits of organic

farming.

Organic

farmers

should

be

provided

with

agricultural

appliances at subsidized rates.

10.

More and more retail outlets should be established, shops selling

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

food products. Soft chemicals and organic preservatives could be used to

extend the shelf life of the organic food products. This will increase the
sales of OFP.
12.

The benefits of organic foods in respect of health and chronic

diseases should be made known to the consumers through the proper

media.

This will increase the confidence of them over organic foods.

This could be taken as a campaign throughout the nation.

13. Roof top gardening should be encouraged so that the consumers could
grow the organic vegetables themselves. They will have the satisfaction
that they grow their requirements and this will reduce the cost of
vegetables also.

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