2. INTRODUCTION
There is no common definition of “organic” due to the fact that
different countries have different standard for products to be
certified “organic”.
In simplest words organic foods are minimally processed to maintain
the integrity of the food without artificial ingredients, preservatives
or irradiation.
Organic products are obtained by processes friendly to the
environment, by cultivation techniques that consider both the
attributes of the final product and the production methods.
3. Sl
No
Products Sl
No
Products
1 Bajra-mustard-
wheat
15 Dungarpur Pulses-
cereals
2 Chilly 16 Bajra
3 Cereals-cereals 17 Mustard
4 Cereals-pulses 18 Til
5 Kholar 19 Wheat
6 Maize 20 Nagour Guar-
cumin
7 Ginger 21 Guar-wheat
8 Soybean 22 Moong
9 Large
cardamom
23 Mustard
10 Passion fruit 24 Ganganagar
Cotton
11 Bhilwara Urd 25 Jaisalmer Bajra
Table 1. Main organic products of India
4.
5. SCOPE AND IMPORTANCE OF STUDY
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 thereby ensures health.
This study attempted to gain knowledge about consumer attitude towards organic food product
consumption and to see whether there is any potential this might have for changing their
behaviour.
The rationale for carrying out this study is that consideration 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 behaviour can be changed, it is necessary to
evaluate the current state of consumers’ awareness and knowledge. Therefore consumer’s
attitude, perception towards organic food products, willingness to pay for organic food product
and intention to purchase organic food will be the main agenda of this study.
6. OBJECTIVES OF THE STUDY
To asses and evaluate the factors facilitate the
consumption of organic products in the study area.
To analyze the potential Markets for organic products.
To examine the consumers perception towards organic
products in the study area.
To analyze the constraints in marketing of organic
products and to suggest suitable measures thereof.
7. SOURCES OF DATA COLLECTION
DATA COLLECTION
Primary Sources : Questionnaire and Personal interview
Secondary Sources : Various, journals, reports, magazines, and websites
SAMPLE UNIT/SAMPLE SIZE
a) Sample Unit: In the current study the sampling unit is purchaser of organic
products.
b) Sample Size: 100 consumers of organic products constitute the sampling size.
SAMPLING TECHNIQUES
Sampling Technique: The selection of the respondents will do on the basis of
Random sampling.
8. TOOLS USED FOR DATA ANALYSIS
TOOLS USED FOR DATA ANALYSIS
Data Analysis & Interpretation – Classification & tabulation transforms the raw data
collected through questionnaire in to useful information by organizing and
compiling the bits of data contained in each questionnaire i.e., observation and
responses are converted in to understandable and orderly statistics are used to
organize and analyze the data.
Calculating the percentage of the responses.
Formula used = (no. of responses / total responses) * 100
Graphical analysis by means of bar graphs etc.
Tools for analysis
Bar chart (Bar charts will be used for comparing two or more values that will be
taken over time or on different conditions, usually on small data set
9. Findings of the Study
The study reveals that a lot of problems are faced by respondents while purchasing
the organic products in the markets.
The Findings of the study are as follows.
The main problems of organic consumers are irregular availability of organic
products. Sometimes, the organic consumer would purchase non organic products
along with organic products.
The organic products are too expensive than non-organic products. So that the
organic consumers are not to purchasing more quantity of products.
The varieties of organic products which are available in the market are limited.
There is a lack of awareness about organic products to consumers.
The organic products are not properly certified from any organic certified agency or
authority.
There is a lack of technology for the procurement of organic products.
10. The more number of organic products consumer are aged between 25-40 accented
for 31 percent.
The 54 percent of the organic products consumers are Graduates followed by High
school education with 34 percent.
In West Delhi, out of 100 consumers every one preferred organic products.
The organic products stores are very few in west Delhi, whereas, 76 percent of the
consumers are purchased from organic stores, followed by Super markets with 11
percent.
The 42 percent of the preferred to organic fruits and vegetables followed by food
products with 23 percent in the study area.
The consumer opined that organic products maintain good health (58 percent), the
quality of food (26 percent) and good tastes (14 percent).
The 69 percent of the consumers expressed their opinion towards price as expensive
for organic products.
11. The 86 percent of the consumers are ready to purchase /consume the organic
products, even the price is high only 14 percent of the consumers are not
ready to consume.
The study reveals that the main sources of supply of organic products are
organic products outlets/shops in the study area.
The main reasons for not to consume the organic products by the consumers
are not availability of organic products regularly and no choices are given in
the organic products.
The overall Ranking of organic products by the consumers as very good
followed by good and better with 66 percent and 18 percent and 13 percent
respectively.
The advertisement of organic products is very low when compare to non-
organic products.
12. Suggestions
The following are the suggestion made based on the results of the study.
There is a need to open organic products marketing shops every extension areas in
the west Delhi.
The Creation of awareness of organic products is necessary among consumers.
Sustained improvement in product features would lead to increase in consumption
of organic food products.
To persuade to buy organic good products, the variables like familiarity, personal
ideology, social interaction and monitory cost and habits had greater influence in
buying organic food products.
The familiarity of the organic food products among customers depends on the
promotional efforts of the marketers. The availability organic food products need
wider advertisement.
Allocation of separate shares for organic food products in departmental stores
Positioning organic food products by influencing consumer beliefs about the benefits
they derive on consuming.
13. Conclusion
Consumer behavior plays a major role in Organic food products segment.
The marketers of organic foods need to be innovative and dynamic in order to
complete with the changing purchase behavior in the Organic food products market
among urban residents. The importance of organic food products was ignored for
quite a long period.
As results of environmental sustainability, importance is shifted towards Organic
food products rather than conventional farming. The study brought out the fact that
the people were well aware of images and availability, but not loyal entirely to
organic food products.
The respondent without doubt attracted towards Organic food products. So the
marketers must create promotions which are both realistic and moral and the
product availability in terms of volume and variety are required to become
successful in marketing organic food products.
