“ A study on consumer perception towards organic food”

CHAPTER – 1

INTRODUCTION

INTRODUCTION:

There is no common definition of “organic” due to the fact that different countries
have different standard for product to be certified “organic”. In simplest wards
organic foods are minimally processed to maintain the integrity of the food without
artificial ingredients, preservations or irradiation, organic foods are obtained by
processes friendly to the environment. By cultivation techniques that consider both
the attributes of the final product and their methods.

A wide range of consumers of organic food and non-organic food was addressed and
scrutinized to obtain their observations and visions towards organic food. All organic
food consumers are not having the save method of approach towards organic food.
Subsequently the statistical process guides us to comprehend the relation and the
model of the consumer behavior trends in organic food in Indian. The definition of the
word organic an ecological management production system that promotes and
enhances biodiversity, biological cycles and soil biological activity.

Over the past decade consumption patterns of consumer will be change especially in
food consumption because all consumer to eat organic food because of the he/she
perception is to eat the organic food is good for health and it‟s grows with use of
organic manual and use natural resources, so consumer behavior will be shift to
organic food item, and quality and safety in food attract consumer interest in organic
food that is free from pesticides and chemical residues.

Organic agriculture is produced with an objective to produce healthy and quality foods
without using synthetic chemical products. Thus, organic agriculture not only preserves
the environment but it also improves public health, bringing significant benefits both to
the economic as well as to the social cohesion of rural areas, the interest of consumers
and public institutions in organically produced foods has increased, mainly in
developed countries, in response to consumers concerns about food safety, human
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health and the environment, organic farm production and trade has emerged as an
important sector in other parts of the developing world and is seen as an important
strategy of facilitating sustainable development. The development of organic
agriculture in India is receiving increasing attention among the farmers/ producers,
processors, trader, exporters and consumers.

BACKGROUND:

Organic food is not so much popular in india. Organic food involves high cost of
production and generally the price of organic food is 25% higher than the original
because they are produced on small scale.

Consumer survey indicates that the public is concerned about the safety of the
produce that they purchase in stores due to possible pesticides contamination.
Consumer often prefer to purchase tastier varieties grown locally under organic
conditions in proper handling of organic food after harvest may result in product
contamination and in food borne illnesses.

Organic food is not easily available in the market because of small scale production.
The demand assessment of organic food is difficult to determination because of its
weak marketing.

MEANING

Organic does not mean “natural”, there is no legal definition as to what constitutes a
natural food. However, the food industry uses the term natural to indicate that a food
has been minimally processed and is preservative free.

Organic food, defined by how it cannot be made rather than how it can be made, must
be produced without the use of sewer-sludge fertilizers, most synthetic fertilizers and
pesticides, genetic bio technology, growth hormones, irradiation and antibiotics.

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DEFINITION

The department for agriculture and rural affairs states that: „organic food is the
product of a farming system which avoids the use of manmade fertilizers, pesticides;
growth regulators and livestock feed additives. Irradiation and the use of genetically
modified organisms (gmos)or products from gmos are generally prohibited by organic
legislation. Organic agriculture is a systems approach to production that is working
towards environmentally, socially and economically sustainable production, . some
hand weeding and biological pest control‟.

WHAT\WHY IS ORGANIC FOOD?

Organic foods are items that are produced, processed and packaged without using
chemicals including items such as vegetables, fruits, etc….

Organic food is produced with the least amount of any toxic materials. There are
pesticide residues in the organic food and therefore, it is considered a healthy
alternative to conventionally grown food.

ORGANIC FOOD

There are several definitions of organic food and we present the simple definitions to
gain a clear understanding about organic food. Then we present the purchase intention
of organic food based on early literature. Generally, products can be considered as
organic when they are produced in line with standard rights in all the areas of
production and a certificate to be awarded by an industrial body (lyon, et al., 2001).
Organic foods are the foods that are not processed by irradiation, industrial solvents or
chemical food stabilizers and exclude any additional ingredients (allen &
albala,2007).

The purchasing decision process is difficult to define due to the fact that
awareness of organic foods does not translate into the actual consumption of organic
food products (bris & ward, 2009). Some studies have stated that there is difference
between behaviours regarding organic foods as some consumers may have positive

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views on organic foods but may not have an intention to purchase the items (shepherd,
magnusson & per-olow,2005). Another study observed that the respondents have
positive attitudes towards organic foods. However, the authors conclude that there are
low purchasing trends among the respondents (tarkanian and sundqvist,2009). On the
country, number of researchers found that there is a growing number of consumers
interested to buy organic food after considering different issues like, health (newsom
et al.,2005), environment (saluki and seyedsaleki,2012) and so on. Current study will
determine the factors that influence consumers to purchase organic food in emerging
market using the theory of planned behaviour (tpb) model.

AN OVERVIEW OF CURRENT ORGANIC FOOD MARKET IN INDIA

The organic farming is an old concept in india in terms of the extensive farming
carried out in the country. The organic food market is worth usd129.3mn and shows
huge potential for growth in future. The increasing export market coupled with
government‟s support has driven the market.

The market overview section compares the global and domestic organic food market.
An analysis of the drivers explains the factors for growth of the industry including the
huge export market, organised retail enhancing distribution network, government
initiatives and increasing health consciousness among consumers. The key
challenges identified encompass high prices of organic food, lack of integrated supply
chain and difficulties for formers, certification barriers. The competition section
provides an overview of the competitive landscape including brief profiles of key
domestic producers and promoters of organic foods. The key developments section
provides an insight on sector related developments in the year. Under the current
government policy, it takes approximately for a farm conversion to be certified as
organic, and costs are hefty of the small farmers.

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TYPES OF ORGANIC FOOD

1. ORGANIC MEAT:

Organic meat is perfect for meat lovers as in is healthy and not contain any
chemicals in the meat as the animals are fed with natural food that does not
contain chemicals. Organic provisions require animals to be raised without
receiving antibiotics, hormones, or growth stimulants. Humane treatment and
access to the out of doors are stipulated, and the animals must be fed 100%
certified organic feed and must graze in certified organic pastures.

2. ORGANIC DAIRY PRODUCTS:

Organic dairy products are extremely popular in recent years as they are safe and
healthy to consume. Milk from all dairy animals, including cows, goats, and sheep,
may be certified organic. Certified organic products cover nearly the full dairy
spectrum, including milk, cheese, yogurt, butter, cottage cheese, sour cream, ice
cream, and more.

3. ORGANIC FISH:

Organic fish are fishes that are reared in fish farms such as salmon, trout, cod,
halibut and sea bass. Fishes that are caught in the open see cannot be labelled as
organic due to the fact that is uncertain of what the fishes eat.

Every individual has to buy the food labelled with organic on the food
package, this package, this means that the food was not produced by using
irradiation, fertilizers, pesticides and sewage sludge. When you find the word
organic on the vegetable‟s fruits and meat, poultry and dairy products, it means
that no animal is fed with antibiotics. The food products that are grown using
natural farming methods will quality as organic foods, organic farm of agriculture
is being followed by the people since ages in the recent times, the people have
come up with conventional farming methods to grow the plants quickly. This type
of agriculture does not use any synthetic substances to grow the fruits and

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vegetables. The key advantage of purchasing organic foods is that they are safer,
healthier and are free from chemicals such as they do not use herbicides, pesticides,
etc…. Generally, the organic food products that are grown in the soil is free. From
chemicals and contains all the essential nutrients and taste superior compared to
conventional food essential nutrients and taste superior compared to conventional
food the popularity of the organic food increasing day by day this is the prefects
choice to consume healthyfood.

WHY CONSUME ORGANIC FOOD?

 To start with, they exclude all the foreign materials added to traditional food
which tend to be toxic. If one practices eating organically produced foods, one
is guaranteed of a better and healthier diet to sustain the human body.
 Consumption also reduces the risk at which one can get cancer which is very
important.
 These foods are 90%safer in the sense the human waste or animal excretions
are not being incorporated in the production. In traditional foods, it is believed
that the water supplies have a percentage of human waste and animal
excretions present.
 Organic foods support the environmentally friendly cause in that it doesn‟t
allow the secretion of harmful materials into the atmosphere and ultimately the
environment. Pesticides and herbicides used in traditionally produced foods are
harmful to the environment especially to aquatic organisms. Therefore, organic
foods encourage the cause to make the environment a safer place to live in and
help in improving the environment.
 These foods don‟t result in the emission of greenhouse gases which affect and
un stabilize the atmospheric conditions.

WHY SHOULD YOU SWICH OVER TO ORGANIC FOOD:

 Produced under strict standards:

Organic food is usually produced under strict standards in most of the

countries. You will find special labels certified by the government of
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respective countries pasted on these product packaging.

 No use of harmful chemicals:

These food products are produced using organic manure so that the crops thus
produced do not contain a single trace of harmful chemicals that are dangerous
to health.

 Prioritizing animal welfare:

Animal welfare is the basic purpose of organic farming. The animals are used
are rated and bred on naturally growing grasslands that are devoid of any
chemicals, pesticides or herbicides.

 Protection of waterways:

The purity and the natural ecosystem habitat are protected due to organic
farming.

 Maintain healthy soil:

Organic farmers make it their routine to maintain the health of the soil so that
the future generation will too get a healthy soil for crop production

 Supports bio diversity:

Researches revels that organic farming encourages biodiversity and production

of more crops of different species as compared to non- organic farming.

 Tastes better:

Many people who have been using organic food for some time vouch for the
fact that it tastes much better and fresh than non-organic food.

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 Treasure of goodness:

Organic food is thus a treasure of good ness as it is good for you and also for
the nature.

 Natural version:

Since the process avoid the use of organisms modified genetically; you get
what is 100% natural and what nature always wanted you to eat.

ORGANIC FOOD FARMING IN INDIA:

The approach and outlook towards agriculture and marketing food has seen a quantum
change worldwide over the last few decades. Whereas earlier the seasons and the
climate of an area determined what would be grown and when, today it is the market
that determines what it wants and what should be grown. The focus is now more on
quantity and outer quality rather than intrinsic or nutritional quality, also called
vitality. Pesticide and other chemical residues in food have led to a marked increase in
various diseases, mainly various forms of cancer and reduced bodily immunity. This
immunity. This immense commercialization of agriculture has also had a very negative
effect on the environment. The use of pesticides has led to enormous levels of
chemical build up in our environment, in soil, water, air, in animals and even in our
own bodies.

Fertilizers have a shorts term effect on productivity but a longer-term negative effect
on the environment where they remain for years after leaching and running off,
contaminating ground water and water bodies. The use of hybrid seeds and the
practice of monoculture have led to a severe threat to local and indigenous varieties,
whose germplasm can be lost forever, all of this is for productivity. In the name of
growing more to feed the earth, we have taken the wrong road of un sustainability.
The effects already show farmers committed suicide in growing in numbers with every
passing year; the horrendous effects of pesticides sprays by a government-owned
plantation in kerala some years ago; the pesticide contaminated bottled water and
aerated beverages are only some instance. The bigger picture that rarely makes news

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however is that millions of people are still underfed and where they do get enough to
eat, the food they eat has the capability to eventually kill them. Yet, the pictures
painted for the future by ago chemical and seed companies and governments is rosy
and bright. Another negative effect of this trend has been on the farmers of the farming
communities‟ worlds wide.

This is where organic farming comes in. Organic farming has the capability to take
care of each of these problems. Besides the obvious immediate and positive effects
organic or natural farming has on the environmental and quality of food, it also greatly
helps a farmer to become self- sufficient in his requirements for inputs, and reduce this
cost. Chemical agriculture and the agriculture and food distribution systems have
developed, propagated, sustained and how share a symbiotic relationship which affects
each of us in many ways.

LIST OF PROS OF ORGANIC FOOD:

1. Healthier to consume

Proponents may claim that organic foods are more nutritious than the non-
organic variety, but scientific studies showed that there is little difference in
nutrient content, expect for phosphorus and total polyphenols, which are
significantly higher. Organic foods also contain higher levels of omega-3 fatty
acids than its non-organic counterparts. So, what makes naturally grown foods
healthier it is the fact that they are organically farmed, free from any pesticides
and herbicides that may have harmful effects. This results in a more energetic
and stronger body, with a reduced risk of Disorders, illness and disease.

2. Better tasting

Some non- organic foods contain additives that can alter the taste, nutritional
value and may even lead to weight gain. All of these are not found on naturally
grown food items, which mean taste is better and more natural. Recent studies
also showed that organic food has more healthy chemicals and mineral salts
that increase nutritional value and quality.

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3. Higher level of antioxidants

Organic fruits and vegetables contain 40% more antioxidants according to

research. As an element that the body needs to kept the system healthy and free
from disease, having more antioxidants is sure to be beneficial. This is because
it reduces the risk of heart disease, stork and cancer. So, organic foods play a
role in preventing terminal and life-threatening diseases, particularly heart
problems since they also contain all the activities.

4. Promotes a healthy family

An article on cord blood test results showed that a new born baby‟s cord blood
contains traces of more than 200 harmful chemicals and 21 pesticides. So, it is
no wonder that conventional food practices have been closely associated with
birth defects, adhd, autism, childhood leukaemia, learning disorders and
nervous system why put yourself and your future children at risk by eating non
organic food.

5. Safer to eat

The use of chemicals and pesticides has been linked to a wide range of
diseases, such as leukaemia, non-hodgkin‟s lymphoma, infertility, cancer of
the breast and prostate, parkinson‟s disease, and immune and endocrine
disorders, herbicides and fertilizers, on the other hand, can lead to immune
disorders, heart disease hypertension, cancers and other numerous diseases, so
all of them out of the equation makes the food you eat a lot safer, most
importantly, it is nothing like genetically engineered foods or meat sources that
have been given appetite enhancers and synthetic hormones.

6. Protects the environment

Organic farming uses manure instead of fertilizers, crop rotation in place of

single crop, weeding for herbicides, and nitrogen fixing plants instead of
nitrogen fertilizers, without the chemicals, growing organic foods protect the

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environment from pollution and contamination of nearby bodies of water.

Organic farming also conserves water and soil. And, compared to
conventional soils, organic soils contain more microorganisms that store
carbon in the ground,

7. Promotes improved animal reproduction

Research showed that animals that feed on organic foods reproduce more
compared to their non organic food eating counterparts. Apparently, animals
also suffer infertility due to a large consumption of food items grown with
chemicals, similar to humans. This result in lower levels of reproduction.

8. Supports the local economy

When you buy organic foods, you support local farmers and their organic
farms. When the rest of the community does the same thing, where will be
more farms and more jobs will be created. These, in turn, support the
community‟s local economy.

LIST OF CONS OF ORGANIC FOODS

1. More expensive

It is true that you will be able to save more money with organic food because it
prevents a lot of diseases that could send you to the hospitals where your
finances are highly likely to be used up. But when the concerns are about the
cost of initial purchase, naturally grown foods turn out to be not as cheap as
proponents would have you believe. Because organic farmers do not use
chemicals or artificial methods to grow crops or livestock, production is much
lower, add to this the extra manual labour, and the costs of organic farming are
surely elevated. The only way farmers will make a profile is to well sell their
products at a higher price.

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2. Doesn’t last longer

Because natural foods do not contain preservatives, they have shorter storage
life and tend to spoil faster than conventional foods. If you have to buy them
more than once or twice a week, you would have to double your grocery budget
for food. In the end, you don‟t get to save money.

3. Not widely available

It takes twice as long to produce organic crops than the conventional kind.
This means organic foods are not always available in stores, and especially
because only a few local farms are adopting organic farming. Some
communities, however, are luckier than others when it comes to supply of
naturally grown foods.

4. Takes a lot of work

Organic food farming may have benefits, but before anything can be conserved
harvested, farmers have to go through a lot of challenges. Using manure as
fertilizers, for example, is difficult to apply, and even more difficult to control
the mineral content. Weeding, on the other hand, isMore labour intensive than
using herbicides, and when nitrogen fixing plants are used as part of crop
rotation, the area available for growing crops is reduced significantly.

5. Doesn’t live up to the hype

Organic food is said to be more nutritious than the conventional kind.

Unfortunately, scientific studies don‟t back up this particular claim. There may
be certain nutrients that show significant difference but only a few, which can
be a let-down, considering that proponents of organic foods use high
concentration of nutrients for promotion.

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OUR VISION:

A sustainable and secure food system that promotes the health of humans and the
environment.

OUR MISSION:

Our mission is to conduct and convene credible, evidence- based science on the
environmental and health effects of organic food and their findings,

 Education and research on sustainable organic food to they improve the

health of humans and the environment.
 Communicate credible, evidence -based science to examine the health and
environmental impacts of sustainable organic foods.
 Advance understanding about the health and environmental impacts of
organic food and theythrough scientific research.
 Improve the efficacy and sustainability of organic food methods through
scientific research.

OUR GOALS:

 To engage and develop partnerships with universities, research institutions,

federal agencies, organic farmers, and food systems advocates that are
working to improve and transform foods systems.
 To empower consumer consumers to make choices that will improve their
health, the health of the environment and the health of their communities
through education and outreach.
 To serve as a resource for the public, policy makers, scientists, farmers and
industry on the science supporting sustainable organic foods.
 To strengthen and expand organic practices and commodities which reduces
the use of toxic, synthetic chemicals and have clear benefits to human health
and the environment

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CHAPTER – 2

RESEARCH DESIGN

2.1 REVIEW OF LITERATURE

1) Dr. N . Savithri , b .lavanya, (2019) made a study on “organic food products: a
study on perception of indian consumers “. Opinioned that organic food products
are popular across europe and united states of america. Asia is not far behind with india
being a prominent player. The concept of organic food products is not new to indian
farmers. However, there is not much of a consumption taking place domestically desire
the fact that india is one of the top 10 players in the world when it comes to the numbers
of farmers engaged in organic cultivation.
2) Kinga nagy percsi and csaba fogarassy (2019) made a study on “important
influencing and decision factors in organic food purchasing in hungary” explored
that hungarian organic consumers market from the aspect of trust in labels, we would
like to find answers to the questions” which kind of information consumers check on
the product” and what are the main influencing factors of color is not as important as
taste or freshness, so they do not associate the color of the product with the freshness
of the product.
3) B. Krishnakumare and s. Niranjan( 2017) made a study on” consumers buying
behavior towards organic food products in tamilnadu” the study conducted in
tirupur district of tamilnadu state has investigated the consumers buying behavior
towards organic food products based on the data collected from 240 respondents, 120
food consumers and 120 non food consumers. The study has revealed that factors like
gender, family income, edauction and occupational status differentiate consumers of
organic and non organic food products. Besides, psychological factors such as
attitude, perception, belief and integration have shown positive results for the organic
food consumers of tirupur district.
4) K ratheesh kumar (2017) made a study on” consumer satisfaction towards
organic food products with special reference to coimbatore city”. Made a humble
attempt to understanding the consumer perception about organic product and
marketing in coimbatore city. The results concluded that most of the consumer

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especially in urban people prefer organic food product. Marketing of organic product is
so poor in study area so the demand for organic products is increases but supply is very
low. The major reasons are organic producer are low, adequate market facility is not
interest there, few number of shops, lack of awareness, and so on.
5) S priya, m parameswari (2016) made a study on” consumer attitude towards
organic food products” clears that the word organic refers to the way farmers grow
and process agricultural products, such as fruits, vegetables, grains, dairy products and
meat. Organic farming practices are designed to enourage soil and water conservation
and reduce pollution. Farmers who grow organic produce and meat don‟t use
conventional methods to fertilize, control weeds or prevent livestock disease.
6) Sathyendra kumar ad , dr, h. M. Chandrashekar (2015) made a study on
“consumers behavior towards organic food products in mysore city “. Made a
humble attempt to understanding the consumer especially in urban people prefer
organic food product. Marketing of organic products is so poor in study area so the
demand for organic product is increases but supply is very low. The major reasons are
organic producer are low, adequate market facility is not there, few numbers of shops,
lake of awareness, and so on.
2.2 OBJECTIVES OF THE STUDY

1) To study awareness and knowledge levels of consumers towards organic

food products.
2) To investigate the consumer behavior towards organic food products.
3) To analyses the reason for purchasing organic food products.
4) To study consumer buying behavior towards organic food products.
5) To provide suggestions to enhance the purchase of organic food products
among consumers.

2.3 STATEMENT OF THE PROBLEM

Consumers behavior is directly linked to consumers culture, family, environment as

well as to their economic reality. A product, such as food, represents move to the
consumer than its physiological function. Only people with higher education and
higher income are tend to be move aware and inclined towards organic food. But the

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rest of the people are not willing to buy these foods due to lack of some special value
in the eyes of the consumers and doubts about product guarantee. Furthermore, the
selling price for the organic foods sometimes is too high, this caused consumers not
will to pay money to purchase the organic food. Therefore, to analyses these problems
and to know how much consumers are willing to sacrifice for such products this study
has been conducted.

2.4 SIGNIFICANCE OF THE STUDY

The interest on foods and products which are purchased organically is increasing
across the world in response to concern about conventional agriculture practices, food
safety and human health concerns, environment considerations and concern about
animal welfare. Thus, examining consumer attitude and perception towards organic
foods is one of the important areas of marketing research which involves the
psychological processes that consumers go through in identifying the needs, search
for information, evaluating the products and making the final purchase. So, to identify
consumer behavior towards organic food this study is important.

2.5 SCOPE OF THE STUDY

The present study has been undertaken to analyses the buying behavior of consumers
towards organic food products in the chikkamagaluru district, the geographical scope
is limited to chikkamangluru district only where so consumers are chosen as
respondents. The theoretical framework of the study also covers the important
concepts like, indian scenario on organic food products, types of organic food
products, characteristics of organic consumers, value and behavior of organic
consumer, etc.

2.6 RESEARCH METHODOLOGY

The important point for the validation of any research study is based on what type of
methodologyis adopted. The present study is based on following sources of data.

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a) Primary data:

For the present study primary data has been collected by taking consumers of food
products in chikkamagalur district as respondents. The sample size is 50
respondents. The purposive sampling technique is used to collect required data
from respondents by using a well- structured questionnaire.

b) Secondary data:

Secondary data is a secondary source of information. For this study secondary data
has been collected from various articles, journals, books, websites, etc.…

2.7 LIMITATIONS OF THE STUDY

1) The study is limited to chikkamagalur district only.

2) The sample size is limited to 50 respondents only, so it is difficult to
generalize conclusion.
3) Some of the respondents are not ready to disclose accurate information.
4) Time and costs are also constraints for this study.
5) The study is also depended on secondary sources of information, such
data is as per the truth of respective authors.

2.8 CHAPTER SCHEME:

The study is presentation five chapters are briefed as follows.

Chapter – 1 : Introduction

It covers introduction, objectives, review of some related literature, and statement of

the problems, as well as the scope of the study. Methodology used, sampling size,
tools and techniques, limitations of the study and chapter scheme.

Chapter – 2 : Organic food

Introduction, background, meaning, definition, what\why is organic food, overview,

organic food consumption, future, benefits, types, advantages, organic food policy,
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indian scenario, economies, comparison on and they conventionally grown products,

organic food in society principles of organic food, farming in india, major findings,
approaches, perspective, many people seeking organic foods examine facts, myths and
facts, organic food targets, list of pros, list of cons, our vision, our mission, our goals..

Chapter – 3 : Consumer attitude and perception towards organic food

Introduction, factors affecting the consumer purchase intention towards organic food,
awareness and knowledge, attitude, perception, characteristics, of organic foods factor
influence consumer behavior, importance, price and willingness, organic consumer,
implication, volume and behavior, conceptual framework, reasons for consumer buy
organic food, principles, consumer buying intention and purchase intention towards
organic food, organic consumer facts.

Chapter – 4 : Analysis and interpretation of data

The chapter describes analysis awareness of advanced organic food to associated in

consumer perception. The reason for they purchase behavior of consumer intention
towards the organic foods, in they interpreted the data.

Chapter- 5 : Findings, suggestions and conclusion

The aspects covered under this chapter, a summary of major findings,

suggestions, and conclusion based on the study.

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CHAPTER – 3

PERCEPTION OF ORGANIC FOODS

INTRODUCTION:

Chemical applications developed to increase productivity in agriculture production

threaten human and environmental health. While the various chemicals used increase
productivity in an agricultural food product, they can lead to permanent and
irreversible damage to human and environmental health. Increase in world population,
concerns about the sustainability of resources, urbanization and emptying of rural
areas, and changes from the media in the agricultural population, etc. Increased the
importance of productivity in food production; so these factors have led to the use of a
large number of additives, which can lead to damage to human health at every stage,
from the production to the processing of agricultural foods, to increase their
productivity. Consumers who were producers in the old ages become consumers in
today‟s condition, human behavior as a consumer has become quite different compared
to pre modern and modern times thanks to the many communication possibilities.
Consumers who are defined in the information society have a high awareness of
health and the environment, and draw a profile that is more relevant to food
consumption issues. The increases in organic food production and consumers interest
in organic foods are can be regarded as a result of this situation.

However, it seems that there are limited studies on the relationship between health
consciousness and food safety concerns. The increase in healthy concerns will lead
consumers to make more discriminating choices. In previous studies, consumers find
that organic foods are healthier than conventional foods, suggesting a relationship
between health consciousness and food safety concerns, the relation between the main
model created with variables such a health consciousness, food safety, attitudes
towards organic foods are, intention to purchase organic foods and the sub model
based on gender differences was investigated in our research aimed to examine the
attitudes and they purchasing behaviors of consumers towards organic food.

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SCOPE AND IMPORTANCE OF THIS STUDY:

With rising concern of health issues and food safety, many consumers have turned
their site to organic food products. They increased consumers interest in organic food
has been attribute among others to the growing demand for food free from pesticides
and chemical residues. Organic food promotes a balance of human, other living
organisms and the nature. It also promotes no artificial preservatives and best
maintain the originality of food. This prevents excess use harmful ingredients and
there by ensures health.

This study attempted to gain knowledge about consumer attitude towards organic
food consumption and to see whether there is any potential this might have for
changing their behavior. The rationale for carrying out this study is that considered for
the environment could come only from well informed citizens who are aware of, and
fully committed to their rights to a quality health and environment. Nevertheless,
before any behavior can be changed, it is necessary to evaluate the current state of
consumers awareness and knowledge.

Therefore, consumers attitude, perception towards organic food, willingness to pay

for organic food and their intention to purchase organic food will be the main agenda
of this study.

FACTORS AFFECTING THE CONSUMERS PURCHASE INTENTION

TOWARDSORGANIC FOOD:

There are number of factors that influence the consumers of the emerging market to
purchase organic food. Based on the early literature, the authors determined seven
factors that influence buying intention. In this section, the researcher presents an
overview from the early literature.

Knowledge:

Consumer knowledge can be considered as an important aspect in explaining the

consumers decision making, searching for information and processing (carlson et

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 “ A study on consumer perception towards organic food”

al.,2009). It can also influence the level of trust towards a new product in the market.
Lack of new knowledge will result in low trust in the consumers about the information
they receive. Also, knowledge is a characteristic that can affect the phases of decision
process. It can be related to how much of information is being used in marketing
decisions (bruck‟s, 1985) and how consumers evaluate products and services (murray
& schlatter, 1990). Sufficient knowledge can have favorable impact on food choice by
the consumers.

Studies have found that health is strongly connected to the notion of organic food and
that it is the strongest purchasing motive when purchasing organic food. Organic food
is also perceived to have better taste than conventional food and it is also perceived to
be more environments-friendly. The fact that consumers perceive organic food as
more environmental-friendly can be connected to the value of universalism and it is
said to be the dominant value when consumers purchase organic food. Many studies
have identified a clear

Health consciousness:

Health consciousness can assist consumers in determining the contents of organic

products and normal products that are available on the market. Health consciousness
defined as readiness to undertake health actions (becker et al, 1997, as cited in
micheladas & hassan, 2008). Those people With health consciousness are aware and
concerned about their wellness in addition to being motivated to improve or maintain
their health, and to prevent any ill health by involvement in health behavior and being
self-conscious about health (newsom et al., 2005; kraft & goodell, 1993). As a result,
consumers are now purchasing organic food as an investment for their good health
(grossman,1972).

Environmental concern:

The level of ecological concern among the consumers is related to their intention to
purchase green products (amyx et al.,1994). It can affect the consumption of organic
foods directly although it may not be a priority issue (schifferstein & oude ophuis,
1998). Consumer environment can be defined as the environmental concern level and
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 “ A study on consumer perception towards organic food”

stewardship of the consumer to make product purchase decision. This factor can be
the most significant predictor of consumer behavior.

Price:

The price of products had been shown to be a factor that influences demand for
organic products ( tshuma, makhathini, siketile, mushunje, & taruvinga, 2010).
Usually the price of organic foods remains high in many markets due to there being
an increasing demand for these products. (usda, 2009b). With reference of kim,
suwunnamek & toyoda (2008), However, higher prices of organic foods are
mentioned less as a problem by regular consumers if compared to occasional organic
consumers (zanoli & naspetti, 2002).

Perceived beliefs and attitudes:

Consumers beliefs in their ability to solve the environmental problems have

been linked directly to the purchase of green products (samdahl & robertson, 1989)
and it becomes one of the major predictors of ecological conscious behavior (roberts,
1996). Due to organic foods were belived as healthier, natural, nutritious and
sustainable than conventional foods, the attitude of consumers to organic foods is
believed to be positively related to the attitude to organic foods. Attitude had great
influence on consumers purchase intention when they wanted to consume certain
products (cook, kerr & moore, 2002).

Government support and policy:

With the growing demand of organic products in the market, there is a

growing attention from the community as well as government. For instance,
government policy had affected the consumers attitude towards organic products as
well as their purchase intention of organic food products in taiwan (chen, 2007).
Furthermore, as a role model, governments should start to promote sustainable
activities in order to create awareness in its populace. This can be seen in malaysia as
the government has implemented a few strategies to ensure sustainable consumption
and development in the country.

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 “ A study on consumer perception towards organic food”

Availability:

Due to the growing demand for organic foods in the market, conventional
supermarkets have added organic foods to their shelves in order to make organic foods
through the conventional supermarkets rather than only purchase them from organic
stores. With reference to dettmann & dimitri (2007). It is not easy to get organic food
in everywhere. Since, availability acts as one of the factors to encourage the purchase
intention of organic foods, we would like to investigate in details.

CONSUMER AWARENESS AND KNOWLEDGE ABOUT ORGANIC FOOD:

The environmental ethic that gained worldwide prominence with earth day 1990
placed emphasis on individual responsibility and social action. Personal
responsibilities include making informed consumer choices. This, in turn, requires
consumer knowledge and awareness about competing products. Knowledge and
awareness about have other direct and indirect effects on attitudes towards consumer
attitude and willingness to pay a price premium. Because organic products are
credence goods, consumers may not know whether a product is produced using organic
or conventional methods, not even after consumer attitude towards organic and non
organic foods.

Repeated purchase and consumption, unless they are told so, thus, awareness about
knowledge about organic products are critical in the consumer purchase decision. If
an individual cannot clearly differentiate between two alternative products, a price
premium on the organic products can confuse and affect the individual‟s purchasing
decision in favor of the cheaper product.

Many organic consumers identify organic products based on the organic labels and
organic logos attached. Indeed, several studies have found a positive relationship
between consumer purchase decision and organic product labeling. Consumers
generally perceive an organic label as assurance that the product is organic. More
accurately, organic food labels help transform the credence characteristics of such
product into search attributes, thereby allowing the consumer to better evaluate quality
before deciding to buy the product. Thus, deceptive or inaccurate labeling can convey

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 “ A study on consumer perception towards organic food”

the wrong signals to prospective buyers.

CHARACTERISTICS OF ORGANIC CONSUMER ATTITUDES AND

PERCEPTIONS

Consumer actions regarding organic food stem from attitudes that, are linked to a
complex set of ideas, motivations and experiences. Perceptions about particular
attributes of an organic food can influence a buyer‟s choice because, according to
lancaster, consumer demand is linked to the characteristics inherent in economic
goods. Studies on consumer perceptions about organic versus conventionally
produced foods therefore attempt to determine what consumer think is true. By
comparison, consumer attitudes are likes and dislikes. That is, the positive or negative
orientations toward organic or conventionally grown food. Consumer preference for a
particular product is based on attitudes toward available alternatives. Thus, if
consumers are asked to indicate their preference

For organically versus conventionally produced food, such respondents typically

compare their attitudes toward the methods of producing the goods, and/or the
product characteristics under consideration, before stating their preferences. Although
particular attitudes are often assumed to lead to specific behaviors, the food and
nutrition science, and social-psychological, literature provides limited evidence to
support this assumption. Overall, the scholarly literature suggests that various
consumer attitudes work in contrasting ways-for and against purchasing organic
products.

Given that most of the studies, relate to particular geographical areas and conditions,
the extent to which the findings from such studies can be generalized is limited.
Location-specific studies are sometimes criticized for representative sample problem:
respondents sampled are typically limited to a particular location or food store.
Several of the studies are also very general in nature; i.e., without reference to specific
organic products or groups of products and, therefore, do not allow for drawing useful
conclusions about differences among particular products. A review of the available
studies also showed little consistency across countries, in terms of consumer
perceptions about organic product attributes.
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 “ A study on consumer perception towards organic food”

IMPORTANCE OF FACTORS THAT INFLUENCE CONSUMER

PREFERENCE

As noted earlier, consumer preference for organic food is based on a general

perception that organic products have more desirable characteristics than
conventionally grow alternatives. Apart from health, food safety and environmental
considerations. Several other product characteristics, such as nutritive value, taste,
freshness, appearance, color and other sensory characteristics, influence consumer
preferences.

Overall, the empirical evidence supports a hypothesis that product quality

characteristics affect consumer‟s preferences for organic food, with the most important
being: (1) nutritive value; (2) economic value; (3) freshness; (4) flavor or taste; (5)
ripeness and (6) general appearance (especially of fruit and vegetables). Wolf, for
example, reported that respondents in california rated fresh-taste as the most desirable
attributes. Other north american surveys that ranked taste as the most important
quality characteristic influencing consumer demand include the packer and demerit.
The packer reported that 87% of us respondents taste as the primary factor considered
in the purchase of fresh produce. In contrast, studies for other parts of the world
reported that consumers ranked nutritional value and freshness higher than taste and
other related quality characteristics. This suggests that relative ranking of the attribute
consumer attitudes toward organic and nonorganic foods that consumer prefer varies
depending on the actual product, and across regions (partly due to cultural and other
factors that are difficult to control for in surveys). What seems clear, and consistent
across studies, is that consumers across all regions tend to prefer locally grown
organic produce, compared to shipments from other places.

WHO IS THE ORGANIC CONSUMER?

Studies that have investigated the profile of organic consumers have examined how
socio- economic and demographic factors influence willingness-to-pay for organic
products, income elasticity of demand for organic produce is generally small and not
statistically significant or zero, although there are exceptions to this general finding.

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Most studies report that income is not a significant variable in explaining differences
in the purchasing behavior of buyers and nonbuyers of organic food demand is
highlighted in studies in canada which suggest a positive correlation between income
and willingness to buy a product, up to a given level of income, beyond which further
increase in income do not lead to a corresponding increase in willingness to purchase
organic food.

Most buyers of organic foods tend to be women, partly because they are usually the
primary grocery shoppers in most households and, consequently, tend to be more
informed about nutrition and food safety than men. On the other hand, wandel and
bugge suggest that men were more willing to pay a higher price premium for organic
products that women. Attempt at explaining the relationships in the various findings
are complicated by interlinked economic, demographic and other variables.

Most studies suggest a negative relationship between age and organic buying
behavior. An exception is jolly, who found no correlation between age and organic
buying behavior. Studies reporting that younger consumers are more likely to purchase
organic products attributed this to their preference for chemical-free products and
interest in environmental quality. Hay, for example, reported for chemical-free
products and tended to prefer organic products, compared to older consumers who
tended to be less concerned with complete elimination of chemicals. In contrast,
bhakaran and hardley‟s hypothesis that older consumers tend to make preventive
health decisions, partly because of perceived health vulnerability and an awareness
that they are generally at higher health risk than younger individuals, is consistent
with the finding of jolly. Many individuals with higher educational achievements tend
also to have higher incomes. Therefore, without controlling for this, it is not clear
whether such a correlation makes one of the two variables redundant in studies that
examined the relationship between level of education attained and organic buying
behavior.

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 “ A study on consumer perception towards organic food”

IMPLICATIONS

The themes identified in this review suggest that the stakeholders of organic foods have
much to do if the industry is to grow and to serve the varied consumer interests. Even
the basic understanding of what „organic‟ means is not universal. If consumers cannot
distinguish organic from conventional food on reasonable criteria, it is not surprising
that they do not purchase organics at greater rtes. It is incumbent on marketers,
retailers, and producers to better convey relevant information to consumers.
Appropriate educational materials that could broaden the organic food consumer base
need to be developed. Marketers need to include information pertaining to production
methods, environmental benefits, positive contributions to local economies, etc. By
not engaging in proactive, strategic marketing, the industry has consumers to figure it
out on their own.

REASONS OF CONSUMERS BUY ORGANIC FOOD

By contrast, organic foods are as especially raw fruits and vegetables, whole grains,
healthy oils and grass-fed meat and animal products, are safer, healthier and more
sustainable than the chemical intensive, genetically engineered, highly processed junk
foods that made up in the bulk of their diet.

1. Organic foods are produced without the use of genetic engineering or

genetically modified organisms:

Consumers are understandably alarmed about untested and unlabeled

genetically modified ingredients in foods commonly sold in super markets.
Even in many products labeled or advertised as natural or all natural. And the
overwhelming majority of non- organic meat, dairy and eggs are derived from
animals reared on a steady diet of gm animal feed. Organic standard prohibits
the use of gmos in foods labeled as‟ organic‟. To safeguard organic standards
that they genetically animal vaccines, now temporarily allowed in organics,
should be banned.

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 “ A study on consumer perception towards organic food”

2. Organic foods prohibits the use of toxic pesticides, antibiotics, growth

hormones and climate destabilizing chemical fertilizers:

Consumers worry about pesticide and drug residues routinely found in non-
organic produce, processed foods and animals‟ products. Recent studies
indicate that an alarming percentage of meat contains dangerous antibiotic
resistant bacteria. To safe guard organic standards, oca believes that the
loophole in organic poultry production, whereby one day old chicks are
injected with antibiotics, should be eliminated, along with the practice of
spraying the antibiotic streptomycin on organic apples and pears.

3. Organic foods and farming are climate friendly:

People are increasingly concerned about climate destabilizing greenhouse gas

pollution, including carbon di oxide, methane and nitrous oxide. From our
energy intensive, chemical intensive food and their system. Organic farms and
ranches, on the other hand, use far less fossil fuel, emit far less methane and
nitrous oxide, and can safely sequester large amounts of carbon di oxide in the
soil.

4. Organic food certification prohibits nuclear irradiation:

Consumers are justifiably alarmed about irradiating food with nuclear waste or
electron beams, which destroy vitamins and nutrients and produced cancer
causing chemicals such as benzene and formaldehyde. Oca believes that
mutagenesis, a process that involves irradiating seeds and microorganisms in
order to induce mutation should be banned from organics.

5. Consumer are concerned about billions of pounds of toxic municipal

sewage sludge dumped:

Scientific evidence has confirmed that municipal sewage sludge contains

hundreds of dangerous pathogens, toxic heavy metals, flame retardants,
endocrine, disruptors, carcinogens, pharmaceutical drugs and other hazards

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 “ A study on consumer perception towards organic food”

chemicals coming from residential drains, storm water runoff, hospitals and
industrial plants. Organic standards categorically prohibit the use of sewage
sludge on organic farms and ranches.

CONSUMER BUYING INTENTION TOWARDS ORGANIC FOOD:

Consumer buying intention is based on attitude, past research has supported the
factors attitude is an important motivation factor, which influence purchase intention.
Positive attitude leads to the positive perception and hence it.

Motivates the consumer towards the product or services. Attitude can be developed
based on internal and external stimulation the consumer has observed or experienced.
Voong et al. (2011) in their study investigated the determinants of willingness to
purchase organic food among consumers in a place, when an indicate that effort to
promote consumption growth should focus on influencing consumer attitudes.
Tsarkiridou et al,(2008) found from this study that organic foods are believed to be
healthier and higher quality than conventional food. They found that care for the
environment and health were important factors in the purchase of organic food. Lea &
worsley (2009) examined consumers beliefs about organic foods and their relationship
with social demographics and self-transcendence of personal values.

The majority of the participants in the study believed organic food to be healthier,
tastier and better for the environment than conventional food. However, expense and
lack of availability were strong barriers to the purchasing or organic foods. The results
indicate that, generally, the personal value factor related to nature, environment and
equality were the dominant predictor of positive organic beliefs, followed by men and
women.

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 “ A study on consumer perception towards organic food”

CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

INTRODUCTION

Data analysis is considered to be an important step and heart of the research work.
After collection of data with the help of relevant tools and techniques. I.e. From the
structured questionnaire the next logical step is to analyze and interpret data to arrive at
an empirical solution to the problems. The data analysis for the study present research
was done quantitatively with the help of statistics. By doing a data comparison
researcher, can begin to identify the relationship between various data that are given by
respondents, those data will help to understand more about respondents and guide
towards a better decision.

To fulfill the above designated objectives the study was conducted by a collection of
primary data as well as secondary data for primary data a self-constructed
questionnaire is used and for secondary data collected from various sources such as
annual reports, articles, magazines, research papers, journals and books et,,,, the
analysis and interpretation for collected data are explained.

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 “ A study on consumer perception towards organic food”

Table no-4.1 Classification of respondents based on the gender

Particulars Categories Frequency Percentage

Male 21 42%
Female 29 58%
Gender
Total - 50 100%

Source: primary data

In terms of gender, out of 50 respondents, 42% of respondents are male and the
remaining 58% of respondents are female. It is obvious from the above table majority
of the respondent are female.

Classification of respondents based on the gender

7
0
6 5
0 8

5
0 4
4 2
0
2
3 9
0
2
2 1
0
1
0
0
mal femal
e e
frequency
percent

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 “ A study on consumer perception towards organic food”

Table no : 4.2 Classification of respondents based on age,

Particulars Categories Frequency Percentage

Below 25 years 19 38%

25-40 years 23 46%

40-60 years 05 10%

Age
Above 60 years 03 6%
Total - 50 100%

Source: primary data

In terms of age out of 50 respondents, 38% of respondents are below 25 years, 46% of
respondents are between 25-40 years , 10% of respondents are between 40-60 years ,
and remaining 6% of respondents are above 60 years .

Classification of respondents based on age,

5 4
0 6
4
5 3
4 8
0
3
5 2
2 3
5 1
2 9
0
1
1
1 0 6
5
0 3
5
0
Below 25 25-40 40-60 Above 60
years years years years
frequen percenta
cy ge

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 “ A study on consumer perception towards organic food”

Table no : 4.3 Classification of respondents based on education qualification.

Particulars Categories Frequency Percentage

Education Sslc 7 14%

qualification Puc 18 36%

Graduate 24 48%

If any other 01 2%

Total - 50 100%

Source : primary data

In case of education of qualification, out of 50 respondents , 40% of respondents are

sslc, 36% of respondents are puc, 48%of respondents are graduate and the remaining
2% of respondents are other qualification, it shows the majority of respondents are
graduate.

Classification of respondents based on education qualification.

5
0

4
5

4
0

3
5

3
0

2
5
SSL PU GRADU If any
C C ATE other
Freque percent
ncy age

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 “ A study on consumer perception towards organic food”

Table no : 4.4 Classification of respondents based on monthly income.

Particular Categories Frequency Percentage

Below 10000 05 10%

10000-20000 24 48%
Monthly income
20000-50000 20 40%

50000 above 01 2%

Total - 50 100%

Source : primary data

In case of monthly income , out of 50 respondents, 10% of respondents earn below

10000, 48 % of respondents on between 10000-2000. 40% of respondents are earn
20000-50000 and remaining 2% of respondents are earning above 50000.

Classification of respondents based on monthly income

5
0

4
0

3
0 percent
age
0
Below 10000- 20000- 50000
10000 20000 50000 Above

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 “ A study on consumer perception towards organic food”

Table no : 4.5 Classification of respondents based on family member in there

household.

Particular Categories Frequency Percentage

1-2 09 18%

2-3 13 26%

3-5 15 30%
Familymembers
in household 5 more than 13 26%

Total - 50 100%

Source : primary data

In case of family member in their household, out of 50 respondents , 18% of

respondents are below 1-2 member in a family, 26% of respondents are between 2-3
members in a family, 30% of respondents are between 3-5 members in a family, and
remaining 265 of respondents are above 5 members in their family.

Classification of respondents based on family member in there household.

3
5

3
0

2
5

2
0 1to 2to 3to 5 more
2 3
Frequen percenta5 than
cy ge

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 “ A study on consumer perception towards organic food”

Table no : 4.6 Classification of respondents based on occupation.

Particular Categories Frequency Percentage

Self employed 05 10%

House wife 14 28%

Occupation
Professional 16 32%

Student 15 30%

Total - 50 100%

Source : primary data

In case of occupation, out of 50 respondents, 10%of respondents are self-employed,

28% of respondents are housewife, 32% of respondents are professionals and they
remaining 30% of respondents of student.

Classification of respondents based on occupation.

3 3
2 0
8

1
0 1 1
1
4 6 5
5
SELF HOUSE PROFESSIO STUDE
EMPLOYED WIFE Frequency NAL NT
prec

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 “ A study on consumer perception towards organic food”

Table no : 4.7 Classification of respondents based on lead a healthy life style.

Si no Particular No . Of respondents % of respondents

1 Yes 50 100%

2 Neutral - -
3 No - -
Total - 50 100%

Source : survey data

The above data shows respondents awareness regarding healthy life style, out of 50
respondents, 100% respondents are aware above of on healthy life style they should
all respondents may aware to lead healthy life style.

Classification of respondents based on lead a healthy life style

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
yes Neutral No
no. respondents percentage of respondents

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 “ A study on consumer perception towards organic food”

Table no :4.8 Classification of respondents based on use of organic food.

Si no Particulars No. Of respondents Percentage of respondents

1 Yes 50 100%
2 No 0 0%

Tatol - 50 100%

Source : survey data

The above data shows respondents awareness regarding to use of an organic food , out
of 50 respondents, 100% respondents are aware of on to use organic food. In they
mentioned all respondents are use in organic food in here daily life.

Classification of respondents based on use of organic food.

N
O

YES

0 10 20 30 40 50 60 70 80 90 10
0
Percentage of respondents no. of
respondents

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 “ A study on consumer perception towards organic food”

Table no: 4.9 Classification of respondents based on the organic food revolution
consuming organic branded food product.

Si no Particulars No of respondents Percentage of respondents

1 Yes 20 40%

2 Neutral 30 60%

3 No - -

Total - 50 100%

Source : survey data

The above data shows respondents awareness regarding to organic food an revolution
consuming organic branded food products, out of 50 respondents, 40% of respondents
of aware to an yes and the remaining 60% of respondents are aware to an neutral.

Classification of respondents based on the organic food revolution consuming organic

branded food product.

0%

40
%

60
%

yes Neutral No

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 “ A study on consumer perception towards organic food”

Table no : 4.10 Classification of respondents based of purchase of organic food

products.

Si. No Particulars No of respondents Percentage of respondents

1 Maintain good 32 64%

health
2 Quality 10 20%

3 Low price 02 4%
4 Service 06 12%
Total - 50 100%

Source : survey data

The above data shows to represents on respondents awareness regarding to purchase

of organic food product, out of 50 respondents, 64% of respondents are aware about
the maintain good health, 20% of respondents are aware about on quality, 4% of
respondents aware on their low price, in they remaining 12% of respondents are aware
about the sevirce, in they have majority of people purchase the organic food in they
maintain good health.

7
0
6
0
5
0
4
0
3
0
2
0
1
0
0
maintain good quali low servi
health ty price ce
percentage of
respondents
Clasiification of respondents based of purchase of organic food products.

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Table no : 4.11 Classification of respondents based on they source of awareness.

Si no Particulars No of respondents Percentage of respondents

1 Television 36 72%
2 News paper 08 16%

3 Magazine 05 10%

4 Friends and 01 2%
relatives
Total - 50 100%

Source : survey data.

In the above data shows on they represents through respondents is regarding to source
of awareness , out of 50 respondents, 72% of respondents are aware about on
television, 16% of respondents are aware about an newspaper, 10% of respondents are
aware about an magazine, remaining 2% of respondents are aware about an friends
and relives in they have majority of people of aware about an television.

Classification of respondents based on they source of awareness.

7
8 2
6
0
7 0
0

6
3
4 6
0
1
2 0 2
0 8 5
1 1
00
televisi news magazi friends
on paper ne and
percentage of
respondents

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 “ A study on consumer perception towards organic food”

Table no :4.12 Classification of respondents based on associated with organic

food.

Si no Particular No of respondents Percentage of

respondents
1 Better tasting 04 08%
2 Better for my health 28 56%
3 Better for the environment 08 16%
4 Expensive 01 02%
5 Better for farmers 08 16%
6 Very low yields 01 02%
Total - 50 100%

Source : survey data.

The above data shows respondents they regarding to associate with an organic foods,
out of 50 respondents, 8% of respondents are aware about the better tasting, 56% of
respondents are aware about they better for my health, 16% of respondents are aware
about an they environment, 1% of respondents are aware about the expensive , 16% of
respondents in they are aware about an farmers, remaining 1% of respondents are
aware about on very low yields in they mentioning on here table.

Classification of respondents based on associated with organic food.

1 1

4 8 1 8 1 8 2 2
NO OF PRENENTAGE OF
better better of my better for the
expensive better for farmers very

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Table no : 4.13 Classification of respondents based on consumer view towards

organic food.

Si no Particulars No. Of respondentsPercentage of

respondents

1 Enriched in nutrition 32 64%

2 Taste preference 10 20%
3 Pesticides free 06 12%
4 Others 02 04%
Total - 50 100%

Source : survey data.

The above data shows respondents they regarding on the basis of an consumer view
towards organic food, out of 50 respondents, 64% of respondents are aware about on
the enriched inn nutrition, 20% of respondents are aware about on taste preference,
6% of respondents are about an pesticides free, remaining 4% of respondents are
aware about on others, in they majority of peoples are mentioned though on enriched
in nutrition.

Classification of respondents based on consumer view towards organic food.

7
0 6
6 4
0
5
0
4
0 3
3 2
0
2
2 0
0 1
1
1 0 6 2
0 2 4
0
enriched in taste pesticides other
nutrition preference
percentage of free s
respondents

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Table no : 4.14 Classification of respondents based on to prefer obtain your

vegetables / ground provisions .

Si no Particular No. Of respondents Percentage of

respondents
1 Farm 15 30%
2 Super market 13 26%
3 Producee market 10 20%
4 Wholesalers 04 08%
5 Others 08 16%
Total - 50 100%

Source : survey data.

The above data shows on respondents they regarding to prefer obtain your vegetable /
ground provision , out of 50 respondents, 30% of respondents are aware about the
farm, 26% of respondents are aware about the super market, 20% of respondents are
aware about the produce market, 8% of respond3nts are aware about the wholesalers
and they remaining 16% of respondents are through on the basic of others.

Classification of respondents based on to prefer obtain your vegetables / ground

provisions .

other
s
Wholesale
rs
Produce
market
Super
market
Far
m
0 5 1 1 2 2 3
Percentage of0 5 No of 0 5 0
respondents respondents

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 “ A study on consumer perception towards organic food”

Table no : 4.15 Classification of respondents based on how to often purchase

organic food.

Si no Particulars No. Of Percentage of

respondents respondents
1 Once a week 08 16%
2 Every two week 02 04%
3 Three days in a week 30 60%
4 More than three days 10 20%

Total - 50 100%

Source : survey data.

The above data shows respondents the regarding to an how to often purchase organic
food, out of 50 respondents, 16% of respondents is aware to purchase about an once a
week, 4% of respondents is aware about an every two weeks, 60% of respondents is
aware to purchase about three days in a week and they remaining 20% of respondents
is aware to purchase of more than three days in the majority of peoples in obtain three
days in a week.

Classification of respondents based on how to often purchase organic food.

60
5
0
4
0 percentage of
respondents
30 every two
Three days No of
week respondents
in
more than

0-10 10-20 20-30 30-40 40-50 50-60

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 “ A study on consumer perception towards organic food”

CHAPTER – 5

FINDING SUGGESTIONS, AND CONCLUSION

INTRODUCTION :

The overall analysis of the project is mainly based on the study of consumer attitude
towards the organic food, the major data has been collected from the structured
questionnaires, major findings of this study are based on the respondent opinion.

FINDINGS :

Some findings from the study area as follows :-

 Most of the respondents are female and they maximum number respondents
the use of an organic foods.
 Most of the respondents are having awareness regarding organic food, in
they due to respondents of may aware organic foods.
 Most of the respondents were aware of the benefits gained from the
consumption of organic food producer.
 In the respondents even through the consumers are aware about the speciosity
of the organic food products when compassed with the conventional products.
 Their consumption rate is comparatively less.
 Major variables constituting this factor included a growing concern for
environment, availability of variety, ready to pay premium, balanced diet taste.
 The factors health benefits and consumer ideology were not affected by
monthly house hold income of the respondents and their purchase of organic
foods.
 There is a lack of awareness about organic food products to consumers.
 There is no good packaging system on the foods.
 Cost of the organic foods is very high so it is all so affected to consumer to buy
the commodity, because price of the product should not meet the normal
peoples.
 Education background of the consumer in one of the important variables which
influences the purchase of the organic product, the result is show that there is

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 “ A study on consumer perception towards organic food”

no illiterate among the respondent and majority of the consumers are graduate.
 More number of consumers says to satisfy they foods and all so suggest it
health in nature.
 Most of the respondents in that organic products are more expensive in
computation to non- organic foods.
 The varieties of organic food products which are available in the market are
limited.

SUGGESTIONS :

 Allocation of separate shares for organic food products in departmental stores.

 Organic food particularly fruits and vegetables are highly quality, nutritious
and taste better, the same can be maintained to hung on to current customers
and focus on new customers byincreasing availability of the products.
 The study shows have to be taken to increase the awareness level of organic
foods, government can increase the trend for consumption of organic foods by
increasing public awareness ( such as programs and advertainments in tv and
other channels).
 The creation of awareness of organic food products is necessary among
consumers.
 Sustained improvement in product features would lead to increase in
consumption of organic food.
 To open a greater number of organic stores.
 Positioning organic food products by influencing consumer beliefs about the
benefits they derive on consuming.
 Lack of awareness about the organic food products to consumers.
 Marketers must clearly use the “consumer ideology” factor of perception if
they have mare men as the in store walk in customers.
 Marketers can adopt a single strategy when it comes to the marketing efforts
aimed at both
 Men and women with respect to the factors “ health benefits” and free from
chemical.
 Hence ways and means to maintain loyal customers should be adopted.
 Many areas like distributes, marketing, ethical consumerism must be modified

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 “ A study on consumer perception towards organic food”

for futures research that may be directly or indirectly helpful in expanding the
market and increasing the reach for organic food product globally.
 Lack of effective distribution and promotion systems among organic food
products has created a majority influence on the familiarity as well as
accessibility.

CONCLUSION :

After the analysis and interpretation of data by the researcher. It is concluded that
majority number of respondents they aware to an organic food that is available in
chikkmangaluru, district, india.

From the above study, has revealed that consumers behavior plays a major role in
organic food products segment the majority of organic food consuming respondents
believed that organic food products contained no pesticides, while most of the non-
organic food consuming respondents believed that organic food commodities were
natural products. The main reason behind buying an organic food product was health
consciousness, the firm producing and selling organic food products must find ways to
create trust among the consumers to improve their purchase intention. It was
consumers had high influence of psychological factors such as perception, attitudes
and purchase intention towards buying organic food products.

The awareness about organic food products is increasing among the people and their
intention to buy organic food is by various beliefs. In they build awareness and
perception of the benefits of organic food products associated with environmental
sustainability. Many ways like distribution , marketing, ethical consumerism must be
modified for future research that may be directly or indirectly helpful in expanding
the market and increasing the reach for organic food globally. Major variables
constituting this factor included health, safety rich in nutrients. Natural and food free
from contamination, consumers ideology towards the concept of organic food
identified, free from chemicals aspects of organic food products no additives, and a
nontoxic. Hence, the study revealed that consumer‟s overall preference for purchase of
organic foods is primarily determined by two factor of perception that have emerged
from the study, over all preference= taste + chemical – free.

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 “ A study on consumer perception towards organic food”

ANNEXURES

BIBLIOGRAPHY

 Organic food: consumers choices and farmers opportunities.

 Quality management practices for global excellence.
 Consumer perceptions and attitudes of organic food products.
 Marketing trends for organic food.
 Sustainable food consumption of an organic food.

ARTICLES: -

 B.krishnakumare and s.niranjan, a study on consumers buying behaviour towards

organic food products in tamil nadu, agricultural economies research review, pp:
133-138, january- june 2017.
 Budi suharjo, muchlis ahmady, and mohammad reza ahmady, a study on
indonesian consumers attitudes towards organic products, advances in economics
and business 4(3): 132- 138, 2016.
 Mr. Pradeep kumar and d rhema gulati, a study on consumers perception towards
organic food products in rural area of hariyana, international journal of new
technology and research issn: 2454-4116, volume-3, issue-5‟ may 2017, pp 15-20.
 S priya, and m parameswari, a study on consumer attitude towards organic food
products, international journal of applied research 2016, : 2(4): 723-725, issn
print: 2394-7500, issn online: 2394-5869.
 K rathesh kumar, a study on consumer satisfaction towards organic food products
with special reference to coimbatore city, international journals of interdisplinary
research in arts and humanities, impact factor: 4675, issn online: 2456-3145,
volume 2, issue 2, 2017.
 T. Mohan sunder and a kalaivani, a study on consumer preference toward organic
product- in tirupur dist., volume: 5, issue: 3, march 2016, issn no 2277-8179, if:
3508, ic value: 16,48.
 Camelia f oroian , rezhen huren,gabriela o chicivdean and felix h arion , a study
on consumer attitudes towards organic products and sustainable development: a
case study in romaina , sustainablity 2017, 9, 1559: doi 10.3390\su 9091559.

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INTERNET SOURCE :-

 Https:\\www.mdp:.com
 Https:\\www.researchgate.net.com
 Https:\\www. Diva-postal organic foods .com
 Https:\\www. Tandfonline, organic foods, com
 Shodhganga , inflibnet , ac, in
 Www , ijras, organic foods , com
 Www , ijpam , ev , com
 Www , mdp : , com\ jourals , organicfoods , in

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QUESTIONNAIRES

DEAR SIR/MADAM,

I am pleased to introduce myself CHANDU T R, B.COM IV Semester , department of

commerce, Government First Grade College, Ajjampura. As a part of the curriculum,
i have undertaken the dissertation work on “ A study on consumer perception

towards organic food”. Under the guidance of Mrs. Suma P. Assistant Professor
department of commerce, Government First Grade College, Ajjampura.

I kindly request you to spend few minutes in filling the questionnaire, so that you will
be helping me to complete my dissertation work.

Yours faithfully

( Chandu T R )

1) Name: ……………………………………….
2) Address: ………………………………….
3) Gender
A) Male [ ] b) female [ ]
4) Age
A) below 25 years [] B) 25-40 years [ ]
C) 40-60 years [] D) above 60 years [ ]
5) Education qualification
A) sslc [] B) puc [ ]
C) graduate [] D) if any other [ ]
6) Occupation
A) self employed [] B) house wife [ ]
C) professional [] D) student [ ]
7) Monthly income
A) below 10.000 [] B) 10.000-20.000 [ ]
C) 20.000-50.000 [] D) 50.000 above [ ]
8) Family member in their household
A) 1-2 [ ] b) 2-3 [ ]
C)3-5 [ ] d)5more than [ ]
9) Do you lead a healthy life style?
A) Yes [ ]
B) Neutral[ ]
C) No [ ]

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 “ A study on consumer perception towards organic food”

10) Do you use organic food?

A) yes [ ]
B) no [ ]
11) Do you embrace the organic food revolution consuming organic branded food
produces.
A) yes [ ]
B) neutral [ ]
C) no [ ]

12) reasons for a purchase of the organic food products.

A) maintain good [ ] C) low price [ ]
health
D) service [ ]
B) quality [ ]
13) source of awareness
A) television [ ]
B) news paper [ ]
C) magazine [ ]
15) Consumer view towards organic foods.
A) Enriched in nutrition [ ]
B) taste preference [ ]
C) pesticides free [ ]
D) others [ ]
16) Where do you prefer to obtain your vegetables/ ground provision/fruit.
A) farm D) whole sealers[ ]
B) super market E) other [ ]
C) produce market [ ]
17) How often to you purchase organic food?
A) once a week C)three days in week
[ ]
B) every two weeks [
D) more than 3 days ]
18) Any Suggestion
………………………………………………………………………………………
………………………………………………………………………………………

SIGNATURE

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