Our study explores the reasons behind the low popularity of organic food among the local consumers. The study finds that the low awareness levels, o certification and lack of availability are the major factors for lack of growth in organic food market.

1. Mapping the Public
Perception about
Organic Food
Presented by
Anwit Goswami
Sarbeswar Rao
Background
No data on Organic Market available in India
India is perhaps ready for Organic foods
All kinds of conjectures, guesstimates making
rounds
No direction for growers, marketers, consumers
Who? Where? What? How? Of Organic Market
Unknown.
What is the size? Perceptions? Potential?

2. Success of business
Demand
from
Consumer
Retailer’s
role to
attract the
consumer
Govt. role
for
promoting
the activity
Producer’s
interest
On
production
Study Objective
Analyzing the organic farming
scenario globally and India in
particular.
Factors favoring the development of
organic farming
Consumer tastes and preferences
and organic products
Sustainability of organic products
Barriers to its growth

3. Pillars
The sales of Organic foods in the
years to come will be a share and
function of three variables
Sales of food, grocery sector and
new generation retail
Willingness to pay more for “value
added” food products and
Perceptions/ promotion
Nascent Segment
Organic Food is a nascent segment,
which confounds statistical scrutiny.
Present demand/ usage not an indicator
The trend of Organic food will depend on
drives made in educating consumers and
promoting the Organic culture.

4. Methodology
Collection of data:
•Primary data
•Secondary data
Sampling Scheme:
•Used stratified random sampling (Size 100)
• 20-Open market, 40-Supermarket, 30-Specilized
shop, 10-Exclusive organic retail outlets
Statistical analysis:
•Cross tabulation
•Bar charts, pie charts
• Simple average
Statistical Analysis

5. Age and gender
Monthly household income

6. Occupation
Shopping Habits of the People
(Age Based Classification)

7. Relation between average monthly income,
where they shop and their perception
about the food they buy
PLACE SCALE Below 10,000 10,000-20,000 20,000-30000 Above
30,000
supermarket safe to eat agree 0 1 6 7 14
neutral 3 9 7 3 22
disagree 0 4 0 0 4
Total 3 14 13 10 40
Specialized shop safe to eat strongly agree 0 0 0 1 1
agree 0 0 1 25 26
neutral 0 0 3 3
Total 0 0 4 26 30
Open market safe to eat strongly agree 0 2 1 3
agree 1 2 2 0 5
neutral 7 5 0 12
Total 8 9 3 0 20
Exclusive organic
retail outlet
safe to eat strongly agree 0 0 10 10
Total 0 0 0 10 10
Healthy
Food consumed is healthy
0
5
10
15
20
25
30
agree
neutral
disagree
strongly
agree
agree
neutral
strongly
agree
agree
neutral
strongly
agree
supermarket specialised shop open market exclusive
organic
Numberofpeople
Below 10,000
10,000-20,000
20,000-30000
Above 30,000

8. Good quality
Food consumed is of good quality
0
2
4
6
8
10
12
14
16
18
agree
neutral
disagree
strongly
agree
agree
neutral
disagree
agree
neutral
disagree
strongly
agree
Supermarket Specialized shop Open market Exclusive
organic
retail
Numberofpeople
below
10,000
10,000-
20,000
20,000-
30000
above
30,000
Reasonably priced
Food consumed is resonably priced
0
2
4
6
8
10
12
strongly
agree
agree
disagree
strongly
agree
agree
disagree
strongly
agree
agree
disagree
agree
disagree
supermarket specialized shop open market exclusive
organic
below
10,000
10,000-
20,000
20,000-
30000
above
30,000

9. Consumer has enough information about how the food
was produced and processed
0
5
10
15
20
25
agree
disagree
agree
disagree
agree
disagree
agree
disagree
supermarket Specialized shop open market exclusive organic
retail outlet
Below
10,000
10,000-
20,000
20,000-
30000
Above
30,000
Information
Awareness Level Of Organic
Food Among Consumer
Salary Total
PLACE SCALE below 10,000 10,000-20,000 20,000-30000 above 30,000
supermarket know about
organic food
knows 0 2 3 10 15
unknown 3 12 10 0 25
Total 3 14 13 10 40
specialized shop know about
organic food
knows 0 0 0 26 26
unknown 0 0 4 4
Total 0 0 4 26 30
open market know about
organic food
knows 0 1 0 0 1
unknown 8 8 3 0 19
Total 8 9 3 0 20
exclusive
organic retail
outlet
know about
organic food
knows 0 0 0 10 10
Total 0 0 0 10 10

10. Effect Of Advertisement
Internet and WOM are
the main source of
awareness
Religious Activity and
leaflet from exclusive out
let has greater impact on
consumer
Need of Certification
Salary Total
PLACE SCALE below 10,000 10,000-20,000 20,000-30000 above 30,000
supermarket need to know the
traceability and
trust worthiness
of organic food
agree 0 2 3 10 15
Total 0 2 3 10 15
specialized shop need to know the
traceability and
trust worthiness
of organic food
strongly
agree
0 0 0 26 26
Total 0 0 0 26 26
open market need to know the
traceability and
trust worthiness
of organic food
agree 0 1 0 0 1
Total 0 1 0 0 1
exclusive organic
retail outlet
need to know the
traceability and
trust worthiness
of organic food
Strongly
agree
0 0 0 10 10
Total 0 0 0 10 10

11. Constraint (ranking)
PLACE SCALE SALARY Total
10000-20000 20000-30000 above 30000
supermarket CONST1 price 0 0 4 4
availability 0 0 3 3
ignorance 2 3 1 6
Total 2 3 8 13
specialized store CONST1 price 0 0 3 3
availability 0 0 14 14
ignorance 0 0 3 3
lack of certification 0 0 6 6
Total 0 0 26 26
open market CONST1 price 1 0 0 1
ignorance 1 0 0 1
Total 2 0 0 2
exclusive organic
store
CONST1 price 0 0 2 2
availability 0 0 8 8
Total 0 0 10 10
Constraint-2
PLACE SCALE SALARY Total
10000-20000 20000-30000 above 30000
supermarket CONSTRAINT
2
price 0 0 1 1
availability 2 3 3 8
ignorance 0 0 4 4
Total 2 3 8 13
specialized
store
CONSTRAINT
2
price 0 0 2 2
availability 0 0 9 9
ignorance 0 0 1 1
lack of
certification
0 0 11 11
Total 0 0 23 23
open market CONSTRAINT
2
availability 1 0 0 1
ignorance 1 0 0 1
Total 2 0 2
exclusive
organic store
CONSTRAINT
2
price 0 0 8 8
Total 0 0 8 8

12. Constraint-3
PLACE SCALE
SALARY Total
10000-20000 20000-30000 above 30000
supermarket CONSTRAINT-3 price 2 3 3 8
availability 2 2
ignorance 3 3
lack of
certification
1 1
Total 2 3 9 14
specialized store CONSTRAINT-3 price 2 2
lack of
certification
5 5
Total 7 7
open market CONSTRAINT-3 price 2 2
availability 1 1
Total 3 3
exclusive organic
store
CONSTRAINT-3 lack of
certification
3 3
Total 3 3
After giving weightage
0
5
10
15
20
25
30
35
price availability Ignorance/lack
of awareness
Lack of
certification
Constraint to switch to organic food

13. Inferences
Aware and
purchase
Aware but not
purchase
Neither aware
nor purchased
Below
10000
10000
TO
20000
20000
TO
30000
Above
30000
11 20 17
3 3 10
36
Contd….
The awareness about organic food is not high…..
Among the People who are aware about organic
food, major portion don’t have any clear definition.
The lack of certification for identifying the organic
food products can be one of the causes.
Lack of availability is often cited as the reason for
non purchase of food products
No effective promotions

14. Conclusion
Now the time has come when the producers has to
emphasize on effective promotional mix and
availability of organic food with proper
certification……..
THANK YOU